To update members on the establishment of a Destination Management Partnership for Herefordshire and to outline how this partnership will encourage a framework for investment in the growing sector of the county as well as the Herefordshire economy and in turn create a successful tourist destination and to update members on the Three Choirs Festival in Herefordshire in 2006.

The Committee was updated on the establishment of a Destination Management Partnership (DMP) for Herefordshire and informed how this partnership will encourage a framework for investment in the sector as well as the Herefordshire economy.  Members were also updated on the Three Choirs Festival in Herefordshire which was set to take place during 2006.

The Principal Tourism Officer informed the Committee that the West Midland Visitor Economy Strategy) launched in April 2004 recommended that DMP’s should be established within its sub-regions to implement and deliver the Regional Strategy and bring together all the elements that make up the ‘tourism experience’ in each sub-region into one body – the DMP.

She explained that the Tourism Co-ordination Group, set up as a result of the Best Value review of Tourism, made up of representatives of all sectors in the tourism industry, representatives of the regions of Herefordshire and other statutory bodies had taken the lead in establishing the DMP in Herefordshire which consultation results showed was widely supported.  Industry representatives felt that the establishment of the DMP will cut down on duplication and enable the DMP to attract external funding to help deliver tourism in the County.

The DMP is scheduled to be in place by April 2006 subject to the approval of the Councils Cabinet and the Tourism Co-ordination Groups Shadow Board.

A Member of the Committee stated that the establishment of a DMP was an important step in the development of tourism in Herefordshire.  He informed Members that the DMP had wide support, contained strong representatives from the private sector and presented a common sense approach to dealing with tourism issues within the County.

The Principal Tourism Officer informed the Committee that work was already beginning in promoting next years Three Choirs Festival.  A postcard will be mailed in January to 80,000 homes in the UK, to people from a database of addresses that are currently held by Herefordshire Tourism developed from persons who had previously expressed an interest in receiving information about the area, containing the logo of the Three Choirs Festival including website address and a box whereby the recipient can indicate that they would like to receive a programme for the Festival by returning the postcard.  The Festival was also promoted in Herefordshire’s annual visitor guide and on the Council’s website.

The Chairman expressed concern that many cafes and restaurants in Hereford were closed on Sundays and not open late at night.  He felt that it would be beneficial for these types of facilities to be open later generally but especially during the Three Choirs Festival when Herefordshire would attract large numbers of visitors.

Members heard that the Principal Tourism Officer was keen to work with facilities which could provide pre and post performance entertainment during the Festival.  An idea was being investigated whereby members of the public could buy a ticket for a performance at the Festival and a reservation would be made for a meal at a local restaurant at a set time either before or after an event.

A representative of the Cathedral, a key venue for hosting performances during the Festival, informed Members that the Festival provided the City with an economic opportunity as research had shown that approximately 60% of visitors to the Festival would stay overnight within the location of the Festival.  Therefore it would be beneficial for Herefordshire economically and socially, and the Festival as a whole, if facilities were provided for Festival goers at times which coincided with performances.  He reported that a meeting was scheduled with Council representatives to discuss now the proposed City Centre refurbishment could be timed to have minimum impact on the Festival.

Comment was made that it was important that litter was cleared from the streets in order to attract tourists to the County.

RESOLVED:

That (a) the report be noted and the actions already taken to promote the Three Choirs Festival be supported;

(b) the Committee suggests that the Cabinet Member (Environment) considers ensuring that appropriate Council facilities, including car parks and public conveniences, are available to visitors at appropriate times during the Three Choirs Festival;

      and;

(c) the Committee suggests that the Cabinet Member responsible for Economic Development considers encouraging local businesses to vary or extend their trading hours to cater for visitors during the Three Choirs Festival.