Council launches vision to boost area’s tourism economy

Tourism chiefs are launching a vision to bring in more than £350m from visitors in some of Yorkshire’s most popular seaside resorts.

Scarborough Council’s plans for a major drive to boost tourism in the borough have been set out in a new strategy - with a focus on attracting more people to the area in the quiet winter months.

By implementing the strategy, the council hopes to see visitors bring in an extra £63m to the borough by 2014 - the figure currently stands at £294m - with a target of £357m set by the authority.

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The move is in line with Government policy to increase the nation’s tourism industry by five per cent each year.

Scarborough Council’s Head of Tourism and Culture, Brian Bennett, said tourism was vital for the area’s economy and setting out a strategy was more important than ever as the recession continues to bite.

He said: “There are so many jobs that rely directly and also indirectly on tourism within the whole borough - from north of Whitby all the way to the south of Filey. It’s a really difficult situation regarding the economic climate and we need to put plans in place to combat this. We work in partnership with Welcome to Yorkshire and they have done some really good promotion for the area, both nationally and internationally. One of our roles is to make sure that having actually got people from abroad and other parts of this country, that we provide a quality service for them and they go away happy people and then hopefully return with friends and family.”

Mr Bennett said the council was planning to increase the number of visitors to the borough in the quiet “shoulder” months by focusing on hosting more events, festivals and business conferences in the area.

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He said: “We want to make the borough an all-year-round tourism destination. One of the ways we are doing that is to put on festivals and events in the quieter months. This will bring in tourists and holiday makers to our area outside the summer season. It may well be that they come to Scarborough or Whitby especially for an event and fall in love with the place and return the following year. This is the same with conferences. We have the Spa complex at Scarborough and we are planning to host more conferences following its £3m refurbishment.”

Scarborough Council also plans to improve facilities in the area as part of the strategy by continuing to strengthen its relationship with the private sector.

“We have got a working partnership with the commercial sector in relation to working to improve the quality of accommodation and tourism attractions. This includes accommodations providers such as hotels, guesthouses and campsites. It’s working with them to try and advise them in their aspirations to improve their products,” said Mr Bennett.

“It’s this improvement by the private sector that’s actually matching what the council has invested in, in relation to the regeneration of the borough. There is still a long way to go but we are continuing our drive to improve our facilities.”

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Mr Bennett said the council was also working with the private sector on major projects, such as the multi-million pound Sands Development in Scarborough’s North Bay, to provide first-class facilities for visitors.

He added: “The Sands Development includes the Open Air Theatre and we are looking at bringing in acts to the borough that previously wouldn’t have come. This year Elton John opened the theatre and that was a result of a business partnership with he commercial sector. Plans have also been submitted for an indoor water park which will be the best in the country and Premier Inn is opening a new hotel in Scarborough, which is the first purpose-built hotel to be built in the town for 70 years. The borough is going from strength to strength and we obviously have got a lot of confidence in the borough from the private sector. We will continue to work with them and alongside them to make the borough a top visitor destination.”