North Shropshire visitor strategy consultation launches

The consultation on the north Shropshire and Oswestry Visitor Economy Strategy is being launched this week.

The five-year plan outlines a vision for the growth and development of tourism in the region and sets out ten strategic aims, which are to:

• Increase number of visitors and spending.
• Raise awareness (within and outside the area) of north Shropshire as a quality, accessible rural destination
• Develop a two-way flow of visits between market towns and the countryside
• Capitalise on the best-known attractions to encourage visits to lesser known attractions
• Improve sharing and communication of visitor research and insight amongst businesses and organisations
• Increase knowledge of the area’s attractions within the industry: sell-on
• Support local enterprise, business networks – to increase yield and capacity, sustainability and quality
• Articulate better the heritage and landscape – interpretation, events and new ‘product’
• Create better links and packages between commercial operators – make it easy
• Encourage visitors to leave the car behind – where that works.

Although north Shropshire is popular with tourists, the area has only half the number of visitors that the south of the county gets according to the figures. The North Shropshire and Oswestry Visitor Economy Strategy sets out to achieve a 5% growth year on year in the visitor economy.

Martin Bennett, Shropshire Council’s deputy Cabinet member for flourishing Shropshire communities, said:

“Visitors already come here to enjoy a wide range of high quality experiences, including attractive countryside, gardens and waterways, bustling market towns, excellent golf courses, renowned heritage sites and the unique natural environment of the Meres and Mosses.

“North Shropshire offers unique visitor attractions, activities and consumer products, but there is no clear focus or selling point so a major weakness of the area is the issue of identity. Also, as these diverse activities are scattered over a large area, the challenge is getting people to stay for longer to experience these, so we need to find ways to link these activities together and for the visitor to access them.

“To lift our game and place north Shropshire firmly on the map, we’ve undertaken a major piece of work to address these challenges to tap its potential and help the visitor economy flourish.

“Moving forward requires ‘buy-in’ to the strategy from all partners. We want to raise awareness of the North Shropshire and Oswestry Visitor Economy strategy and the Destination Partnership across north Shropshire, especially with the tourism industry, related sectors and organisations and businesses.

“To start with, we need you to get involved to help shape and take this strategy forward by giving us your feedback and comments. This strategy will be strengthened by your input, and we most welcome your feedback and observations.”
Mike Owen, Shropshire Council’s Cabinet member with responsibility for tourism and culture, said:

“The North Shropshire and Oswestry Visitor Economy Strategy has been developed following extensive consultation with key partners. It’s partly a critical exercise – identifying weaknesses as well as strengths, showing where and how we need to improve, to bring more visitor spending power into the local economy and benefit businesses, staff, residents and visitors.

“We now want to engage and involve the tourism industry and communities across the area – to get people thinking about how they can help. Here’s your chance to help shape the future growth of tourism in north Shropshire.”

The draft strategy has been developed over the last year and commissioned by Shropshire Council, Oswestry Town Council and Whitchurch Town Council, on behalf of the newly formed North Shropshire and Oswestry Destination Partnership. Part of the strategy is to also look at working in closer collaboration with both Welsh, Cheshire and Staffordshire councils and tourism organisations. By working with our neighbours we can deliver a much stronger visitor offer.

Organisations, businesses and local residents are encouraged to submit feedback on the strategy by completing the online survey at http://www.surveymonkey.com/s/TourismStrategy.