Joanne Edley, Tourism Manager
Minutes:
Joanne Edley reported on the following:-
(i) Tourism Plan
Forum Members should have received a copy of the Summary prior to the meeting. Copies of the full plan were available if required.
It was explained that the Plan had been based on six objectives derived from analysis of Rotherham’s Tourism business environment, with alignment to the regional and national guidelines for tourism:-
1. To improve the quality standards of Rotherham’s tourism offer
2. To improve the image and perception of Rotherham
3. To improve the effectiveness of partnership working
4. To promote the Borough as a visitor location
5. To attract investment to the local area, increasing job creation and ensuring sustainable development
6. To increase the skills base in tourism associated areas (training was being offered by COVE, and also Clifton Park Museum had submitted an offer for HLF to train volunteers)
(ii) Appointment of an Access Officer, RMBC
It was reported that Eric Stowe had been appointed and would be putting on a two hour training course for businesses between now and January, 2006. Forum Members were prompted to return the slips that had been sent to them in their information packs if they were interested.
It was proposed to place an advert in 2006 in an Access Guide to promote access in Rotherham to people outside wanting to stay for holidays.
(iii) Accommodation Inspection Scheme
It was reported that this was changing in January 2006 and would mean that any Guesthouse using the word “hotel” in the name would not be able to use it. Judy Watson would speak to the accommodation providers about the scheme to try to get non-inspected accommodation inspected and join the scheme.
Also the RAC would not do inspection for new establishments from now on. Current inspection would be valid until September, 2006. Currently only the AA and Quality in Tourism (QIT) carried out inspection on behalf of Visit Britain and the YTB.
(iv) Results from the Economic Impact Study
This had been commissioned from the Scarborough Model (STEAM) 04. The information for 2004 had been sent to consultants to analyse the economic benefits for Rotherham. A summary would be sent out once the information had been received (or it would be submitted to the next Forum meeting). If any establishment needed this information before April then it could be provided by the Tourism Office.
(v) Marketing Questionnaire
This would be sent out to Forum members. The questionnaire asked about what the Tourism Office should be doing to help members promote themselves and to promote the area at peak and off-peak times. The closing date for return of the questionnaires was 16th November. The information would be analysed and put into a marketing plan for the Department.
(vi) Package for Groups
Information had been sent out to some accommodation providers about a mini-bus tour operator wanting to do specialist tours.
Also a local photographer was interested in working with Groups.
The Country parks were also looking for opportunities to promote their activities.
(vii) Visitor Economy
A questionnaire about how businesses were performing would be sent out. The survey would also ask about the Visitor Centre’s services and how these could be improved. It was hoped this would reveal off-peak and peak times and enable comparison between accommodation and attractions, and also enable specific promotion with partners to be undertaken.
(viii) Visitor Centre – Customer Satisfaction
This had covered speed of service, overall impression, products and how the service could be improved.
(ix) Yorkshire Tourist Board
Jennie Harrop and Emma Wild from Yorkshire Tourist Board attended the meeting.
Forum members should have received a copy of the Consultation Paper on “A Regional Tourism Marketing Strategy for Yorkshire” from the YTB which included 15 consultation questions.
An explanation was given of the purpose and scope of the strategy, together with an outline of the strategic context.
Reference was made to the development and proposed role of the Destination Management Organisation(s), and to the overall strategic goal of increasing the value of tourism earnings in Yorkshire and the Humber by 5% per annum.
The Strategy was Value over Volume, aimed at increasing international visitors and quality.
The Strategy was out to consultation and replies to the 15 consultation questions could be forwarded to Yorkshire Tourist Board up until 21st October, 2005, or via the Tourism Office.
Questions from Forum Members:-
- it was pointed out that there had been discussions with the YTB and the Shadow DMO Board about the whole strategy. It appeared that the theme of Value over Volume was at odds with what South Yorkshire wanted in this area. It was pointed out that South Yorkshire did not have the volume and was going for volume and price targeting the business sector, with the leisure market on the back of that.
The YTB rep referred to the analysis of research results. However, the area’s needs were acknowledged and this view would be fed back to the YTB.
- it was also pointed out that Mon – Thurs hotels’ main business was from the business sector, with leisure as a onus. These were not high spenders.
The Strategy recognised this and the need to increase the value of business and overseas tourism.
- It was pointed out that it was the intention that South Yorkshire would identify a strategy and plan which the YTB would market.
Joanne thanked the representatives from the YTB for attending.