Agenda item

To consider the future delivery of the tourism service with respect to visitor information centres and the promotion of the Forest as a destination.

RESOLVED:

(a)       That the Lyndhurst VIC withdraw its services by the end of the current financial year, with discussions to continue with partners to see if some of the services that the VIC provides can be continued by other organisations;

(b)       That it be agreed that the New Forest Tourism Association should take on an enhanced role in determining the way in which the area is marketed and promoted as a destination for visitors for the benefit of businesses.  The detail of the new arrangements to be negotiated over the next 5 months, but to include transitional funding over a 3 year period to enable this change to be implemented smoothly; and

(c)        That the post of Employment and Tourism Manager be made redundant on 31 March 2017, with responsibility for tourism destination and marketing strategy passing to the New Forest Tourism Association at that point.

Cllr Harrison disclosed a non-pecuniary interest as a member of the New Forest National Park Authority which had an interest in this matter.

The Cabinet considered detailed reports following a review of the delivery of two aspects of the tourism service.  At this stage it was intended to establish the principle of the model for future delivery, which would allow more detailed negotiations to continue with key partner organisations over the coming months. It was also emphasised that the Council had a continuing commitment to promoting business development in the area and the tourism industry would remain a key component of that.

With the growth in the use of the Internet and electronic means of accessing information about an area and to book accommodation, the role of visitor information centres had reduced considerably over recent years.  The number of visitors to the Visitor Information Centre at Lyndhurst had reduced by around 50% and they no longer had a meaningful role in the booking of accommodation.  The main residual roles for the Visitor Information Centre’s staff were therefore in sales and in providing information and advice to visitors.  It was noted that negotiations were continuing with the 9^th Centenary Trust on what additional roles they might be prepared to take on.  The sales element of the business generated opportunities to earn commission and could be attractive to the Trust.  It was noted that in other parts of the District other models had emerged for the targeted delivery of visitor information in a more cost-effective manner.

It was emphasised that the proposal to withdraw the Visitor Information Centre did not affect the overall operation of the New Forest Visitor Centre in Lyndhurst, which was run by the 9^th Centenary Trust.  It was emphasised that the Trust would not be prejudiced financially by the withdrawal of the Visitor Information Centre from their building.

Consultations with the New Forest Tourism Association had established that they did not consider that the Visitor Information Centre was essential to support the tourism industry, provided that the Forest continued to be marketed effectively as a destination for visitors.

The Cabinet was advised of the comments of consultees and employees, as set out in Appendix 1 to the report.

The Cabinet went on to consider proposals for changes to the marketing of the New Forest as a destination for visitors to the area.  The proposals, together with consultee responses, including the views of employees, were set out in Appendix 2 of Agenda Item 4 to the Cabinet.

It was noted that the New Forest Tourism Association considered that destination marketing, and the promotion of information to allow visitors to access local businesses and attractions, was essential.  The website run and hosted by this Council was particularly important in this respect.  The Association supported the recommendations set out in this report.

Members were advised that the Corporate Overview and Scrutiny Panel had considered this issue in detail.  The Panel strongly supported both the withdrawal of the council-run visitor information centre in Lyndhurst and the transfer of destination marketing to a stand-alone company under the auspices of the New Forest Tourism Association.  They had suggested that the New Forest National Park Authority should be requested to redeploy some of its mobile visitor information resource to Lyndhurst; and also that the Council should seek observer representation on the Board of the proposed new Company to ensure proper oversight of the public funds invested in the enterprise in the first 3 years of operation.

RESOLVED:

(a)       That the Lyndhurst VIC withdraw its services by the end of the current financial year, with discussions to continue with partners to see if some of the services that the VIC provides can be continued by other organisations;

(b)       That it be agreed that the New Forest Tourism Association should take on an enhanced role in determining the way in which the area is marketed and promoted as a destination for visitors for the benefit of businesses.  The detail of the new arrangements to be negotiated over the next 5 months, but to include transitional funding over a 3 year period to enable this change to be implemented smoothly; and

(c)        That the post of Employment and Tourism Manager be made redundant on 31 March 2017, with responsibility for tourism destination and marketing strategy passing to the New Forest Tourism Association at that point.