To agree the remodelling of tourism delivery in Herefordshire based on a comprehensive review of the service.

The Cabinet Member Economic Development and Community Services presented a detailed report on the remodelling of tourism delivery in Herefordshire which had been based on a comprehensive review of the service and outlined the reasons for the recommendations.  Cabinet was advised of the proposal to form a new Destination Management Partnership (DMP) and to remodel the tourist information centres (TICs) service to move away from the traditional methods of service delivery to create a more efficient service.

The Leader stated that,

• Given the expectations of the Comprehensive Spending Review of the need for local authorities to cut between 25-40% of their budgets, difficult decisions needed to be made about the future of public expenditure.  Debates about the future of services needed to had against the background of public sector cuts.  Currently AWM and the ERDF contributed to the funding of advertising, market campaigns and sponsorship within the county, however, future funding from these sources could not be relied upon. 
• In relation to the TICs, the Council had inherited some expensive leases, which could no longer be sustained. 
• The great importance of tourism to the local economy was recognised and a commitment was made to retain a TIC presence in the localities, however such a presence needed to be provided in the most cost effective way through, where possible, a locality information point.  The administration would commit to retain such presence.
• In relation to the development of tourism, the joint bid for a Local Enterprise Partnership (LEP) from Herefordshire, Shropshire and Telford and Wrekin (Marches LEP) to HM Government would place an emphasis on the tourism industry as a priority area for support.  Tourism would be an important keystone for the LEP bid and its strategic importance would be emphasised.
• The importance of joint working with neighbouring areas in attracting visitors and in encouraging spend was emphasised, as visitors did not confine themselves to county area boundaries.

In discussion the following points were made by Cabinet Members:

• Thanks were expressed to all those involved in the tourism services within the county, however times were changing and a different approach to supporting tourism was imperative.
• In determining the future of the TIC service, it was necessary to consider the most cost effective use of council tax by vacating expensive buildings to appropriate shared facilities and using multi skilled staff, whilst ensuring the presence in the City and Market Towns.  Such an approach would emphasise the Council’s ‘tell us once’ vision.  The reports of alleged closure of the TIC service were untrue.
• It was acknowledged that the decision to remodel tourism delivery would not be easy and that such changes would need to be dealt with sensitively.  It was stated that there was a need to cut the cost of doing jobs before consideration of cuts to the front line delivery of services. 
• In considering the proposal to form a new DMP it was emphasised that there was a need to strategically develop new opportunities, to raise the profile of  ...  view the full minutes text for item 55