Warwick district needs an ‘inspiring’ message to boost tourism

The area has one of the most distinctive identities in the UK - tourism employs almost 5,000 people in the district and generates more than £220 million each year - but the industry lacks leadership and a coherent strategy.

This is the message officials at Warwick District Council are sending to senior councillors.

In a report to be discussed by the authority’s executive committee on Wednesday, economic development and regeneration manager Joe Baconnet said: “Tourism is a “vital” part of Warwick district’s economy. However there is currently no rationale or coherent strategy for the council’s role in supporting the sector.”

Outlining the area’s strengths, he said Warwick ranks third behind Stratford and Birmingham among recognised Midlands destinations and is used by national agency Visit England to promote the UK, while Leamington appeals to affluent ‘cosmopolitans’.

But faced with cash-strapped visitors expecting more for their money, he stressed the need for the highest standards.

The report recommends creating a private sector-led tourism group, with a ‘champion’ to lead the development of a five-year ‘destination management’ plan.

Outlining a ‘vision’ for tourism, he said the area should invest in a sense of place, create an “inspiring” message and encourage visitors to stay longer, spend more and come back.

Following the demise of South Warwickshire Tourism - which traded as Shakespeare Country - in spring 2010, Mr Baconnet added there was an “urgent” need to review tourist information centres. And although its website has been taken on by previous directors, the report says the district needs an official site to cater for all visitors’ needs.

The executive committee will meet at Leamington town hall on Wednesday at 6pm.