ECONOMIC DEVELOPMENT, PLANNING, TOURISM AND LEISURE SERVICES SELECT COMMITTEE - 1 APRIL 2004

TOURISM DEVELOPMENT PLAN UPDATE

REPORT OF THE HEAD OF COMMUNITY DEVELOPMENT AND TOURISM

REASON FOR SELECT COMMITTEE CONSIDERATION

Members wished to see a regular update on progress after they first debated the issue.

ACTION REQUIRED BY THE SELECT COMMITTEE

To note the progress to date and to take a view of the regional tourism strategy and its relevance to the Island’s needs.

BACKGROUND

Progress on the production of the Tourism Development Plan has been considerably hindered since the matter was last considered by Members on 8 January 2004. There have principally been 3 issues responsible for this.

• The amount and complexity of work necessary to complete the separation of the membership scheme of the Island Tourist Industry Association from the provision of services by Isle of Wight Tourism. The deadline for the implementation of these changes being 1 April 2004.

• The amount and complexity of work necessary to overcome a number of technical start up difficulties with the Electronic Destination Management System (DMS) to enable it to “go live” internally on 1 March 2004 and to the wider public on 1 April 2004.

• The publication in February 2004 by Tourism South East (TSE) of its Tourism Strategy for the South East, “Tourism Excellence”. Consideration is being given to the impact of this draft strategy to the Island. It is important that the TSE strategy and the Island’s strategy complement each other and to further this end, a further consultation event is to be hosted by TSE. This will seek to identify linkages between the LSP agreed tourism priorities, as set out on 8 January 2004 and TSE’s draft priorities set out in Annex 1 herewith.

Members are advised that much of the work that is currently being undertaken in respect of the tourism development strategy is intended to inform the incoming Head of Tourism Services. This will enable him to deliver on the Executive’s declared intention of completing a TDP within six months of starting with the Council.

RELEVANT PLANS, POLICIES, STRATEGIES AND PERFORMANCE INDICATORS

Tourism is estimated to be worth £312 million to the Island’s economy and to support 1 in 3 jobs (directly and indirectly).

In March 2002 Council debated the strategic importance of tourism to the Island and recognised that tourism was the “Island’s major industry” and is the future key to prosperity.

Developing Tourism is one of the seven themes of the Community Strategy, to be achieved through, in the main, the development of a tourism development plan.

Tourism is encapsulated in the Council’s Corporate Plan Objective of “encouraging job creation and economic prosperity”. This identifies that the industry has great potential to expand on the Island and that the Council seeks to work with partners to “support development of the Island as one of the UK’s leading tourist and leisure destinations”.

The recently produced draft Island Cultural Strategy recognised the importance of the links between cultural services and tourism. One of its six themes relates to the development of all-year round tourism and part of its overall aims is to use cultural services to “assist in underpinning the Island’s tourism industry”.

CONSULTATION PROCESS

None applicable

FINANCIAL, LEGAL, CRIME AND DISORDER IMPLICATIONS

None for the Council arising from this report.

APPENDICES ATTACHED

Annex 1: The Objectives and Priorities of “Tourism Excellence”

BACKGROUND PAPERS USED IN THE PREPARATION OF THIS REPORT

“Tourism Excellence” – The Strategy for Tourism in the South East, Interim Draft, February 2004, published by Tourism South East and available at: www.tourismsoutheast.com/non-member/form/form.asp (A copy of this document has been circulated to members of the Select Committee only).

Contact Point : John Metcalfe, F 3825 e-mail [email protected]

JOHN METCALFE

Head of Community Development and Tourism

Annex 1

TOURISM EXCELLENCE

Key Objectives and Priorities

Objective 1 - A Must Visit Region

Priorities -

Focus marketing on strong brands and destinations

Develop compelling themes and experiences

Develop the potential of all sectors of tourism

Capitalise on the Region’s location

Explore new routes to market

Objective 2 - An Unrivalled Experience for the Visitor

Priorities -

Invest in people and service quality

Strive for product excellence

Make places more appealing and inviting

Improve access and information

Obejctive 3 - Effective Management and Organisation

Priorities -

Develop strong partnerships and networks

Make better use of resources

Become more evidence driven

Create a positive climate for tourism

Generate a step change