Agenda item

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The Tourism Support Officer presented the Tourism Development Plan for 2022-2026.  A copy of the presentation is attached.

The Chair thanked the Tourism Support Officer for his presentation and invited questions and comments from the Panel, as summarised below.

Councillor de Whalley asked questions relating to threats to wildlife, promoting responsible tourism and low paid tourism jobs.  The Tourism Support Officer provided information on sensitive locations which needed to be protected and could not be promoted, but there would be a focus on promoting the natural environment including a ‘Visit West Norfolk Naturally’ campaign.  With reference to jobs, it was explained that the Tourism Support Officer linked in with Employer Forums as appropriate.

Councillor Devereux made reference to the Wash and North Norfolk Marine Partnership and the ‘Limits of Acceptable Change Study’.  The Tourism Support Officer provided more information on this piece of work and explained that it highlighted areas where they wanted to attract visitors as well as protecting vulnerable natural environments.

Councillor Bullen asked about promotion of the Fens, Downham Market and if West Norfolk was promoted as a sailing destination.  The Tourism Support Officer explained that the Fens were promoted in publications and through the Fens Biosphere Partnership.  Downham Market was also promoted and the Tourism Support Officer informed Members that he had meetings scheduled with Downham Market Town Council to look at further promotion.

The Tourism Support Officer provided information on the Sail the Wash project and that West Norfolk was promoted as a sailing destination.

Councillor Moriarty made reference to protecting the rural environment and he made comments on the Tourism Plan relating to visitor development plans, which the Tourism Support Officer agreed to clarify within the plan and explained to the Panel that the Tourism Department provided statistics, information and data to Parish Councils as required.

Councillor Moriarty also made reference to the section of the plan relating to visiting West Norfolk out of season and commented that villages sometimes needed respite from the busy summer season, so marketing needed to be targeted to places that could deal with the tourism and had facilities available.  The Tourism Support Officer explained that this aspect of the plan would be carefully approached and experiences that were right for the area would be looked at.

Councillor Moriarty asked how the Tourism Department minimised risks and the Tourism Support Officer explained that this could relate to if an area asked to stop being promoted then the Tourism Department would stop and ask others to stop as well, but this would need to be balanced against the impact it could have on local businesses.  The Tourism Support Officer explained that the Tourism Department had approached Parish Councils in recent times regarding promotions, and local residents had been surveyed in recent times by other organisations supported by the Tourism Department on how they saw tourism in their area.

Councillor Kemp addressed the Panel under Standing Order 34 and asked about tourism recovery following the pandemic and the new cost of living challenges ahead.  She also asked if West Norfolk was promoted as a destination to retired people.  The Tourism Support Officer explained that West Norfolk was slowly recovering from the Pandemic, but the visitor economy was still lower than pre-pandemic levels.

The Tourism Support Officer provided information on paid promotions which had been carried out to promote West Norfolk as a destination for coach groups and tour operators and example itineraries were also advertised.

The Vice Chair, Councillor Bower referred to Hunstanton and the problems some businesses had with recruitment.  The Tourism Support Officer explained that joint working with the West Norfolk Tourism Forum and the College of West Anglia had been carried out and it was a strategic aim in the Tourism Plan to strengthen joint working opportunities. 

Councillor Bubb commented that work needed to be carried out to encourage businesses to stay open longer in the day and longer during the season to encourage tourism.  He also commented that West Norfolk should be promoted abroad.  The Assistant Director clarified that car parking tickets were transferable across Council owned car parks, and this would be promoted on new signage in due course.  The Operational Team were also looking at ways to make public toilets open longer, dependant on demand and specific events.

Councillor Bullen felt that there were missed opportunities with Seahenge, the Snettisham Treasure at the British Museum and links with Captain Vancouver.  The Tourism Support Officer explained that Seahenge could not be promoted as it was a vulnerable area with regards to attracting significant footfall, but the Museums were promoted.  Work was also ongoing to promote History Trails in Norfolk.

Councillor Moriarty made reference to the Guildhall and the opportunities this would bring to West Norfolk.

Councillor Morley addressed the Panel under Standing Order 34.  He made reference to transport issues and felt that if these were addressed it would encourage a greater level of visitors and the Borough Council should actively lobby as appropriate.

Councillor Bubb commented that the Museum should be open longer and agreed with Councillor Bullen that more should be done to promote the links with Captain Vancouver.

Councillor Kirk commented that King’s Lynn would attract more visiting craft if there were better facilities near the Pontoons such as toilets, showers and servicing facilities for visiting craft such as tank emptying, refuelling and fresh water supplies to be provided.  The Chair supported the comments made by Councillor Kirk.

RESOLVED: The Panel endorsed the Tourism Development Plan for 2022-2026 and the Tourism Support Officer would take into consideration the comments made by the Panel as appropriate.