PAPER C


Purpose : For Information

 

Committee :    TOURISM PARTNERSHIP

 

Date :              29 NOVEMBER 2001

 

Title :              ISLE OF WIGHT TOURISM WALKING FESTIVAL

 

REPORT OF THE HEAD OF TOURISM SERVICES




SUMMARY/PURPOSE


A report on the 2002 Walking Festival.


RECOMMENDATION


To note the report.

BACKGROUND


The Isle of Wight Walking Festival was designed to capitalize on a key UK growth market (walking) by building a reputation for the Island as a walking destination. Timing of the event sought to further improve tourism receipts during capacity months.


The 2001 Walking Festival was rescheduled from May to September following the national outbreak of Foot & Mouth Disease.


The Isle of Wight Council budget provided £25,000 base funding. This was augmented by a further £22,000 of commercial revenue.


The festival ran from Saturday 15th September to 30th September, incorporating 80 guided walks and a launch day event in Newport.


The launch day was a positive success, attracting over 20,000 visitors to Newport, providing a first class range of entertainment and recognizing the case for pedestrianisation. The launch event also attracted a degree of media interest with the Walking Festival as a whole facilitating a range of journalistic articles in mainland publications.


Aside from the launch day, the Walking Festival enabled the distribution of 60,000 x 32 page festival guides, 10,000 leaflets and over 50,000 visits to Islandbreaks.co.uk.


THE 2002 WALKING FESTIVAL


A number of issues arising from the 2001 festival require further consideration. The 2002 festival will run from 11th – 26th May.


Beginning, Middle and End – though the Launch Day provided an excellent jumping off point, future festivals would benefit from ‘middle’ and ‘end’ events.


Launch day - though a great success, the launch day in Newport occupied a very significant element of resources mainly due to the town layout. Future options include obtaining financial support from new local partners or staging the event in an alternative, lower cost location.


Advance Mainland Publicity – marketing material and expenditure off Island needs to be improved.


FINANCIAL IMPLICATIONS


None.


BACKGROUND PAPERS


None.





TIM ADDISON

Head of Tourism Services