Purpose

The report provides an update
on the progress to develop a Tourism Strategy and requests its
approval and adoption by Cabinet.
 
Engagement and Consultation
 
The first stage of producing
the strategy involved commissioning The Fabl to undertake research and engage with the
sector and visitors. This was funded through Gainshare funding from
West Yorkshire Combined Authority.  A
draft strategy was written which was published for consultation
over Summer 2025.  The results of the
consultation have informed the final strategy.
 
The strategy has been tested
and received feedback from the Overview & Scrutiny Management
Committee (OSMC) and Economy & Neighbourhoods Scrutiny Panel in
its development. A draft strategy was brought to OSMC for feedback
on 28th February 2025 (Scrutiny
- 28th Feb 2025 - Tourism
Strategy.pdf), prior to public
consultation. Following the consultation, OSMC received a further
report on 14th November 2025 (Scrutiny
- 14th November 2025 – Tourism
Strategy). The recommendation from
OSMC was to pursue approval and adoption of the
strategy.
 
The previous reports
‘Culture, Heritage and Tourism Strategies’
(Culture-Tourism-Heritage
Strategies.pdf and

Culture Heritage and Tourism Strategies Scrutiny
25.11.2022_.pdf) recognised there
is a need to support tourism areas such as hospitality,
accommodation and visitor attractions to improve the visitor
experience in Kirklees and effectively support our Visitor
Economy.  With the investment in key
visitor attractions such as Our Cultural Heart, how we promote
Kirklees has become even more important in order to attract
investment and visitors plus encourage local citizens to value and
engage with cultural and other activities and
attractions.
 
Work was undertaken in 2022 by
The Fabl, a mix of research and public
consultation, which resulted in strategy and delivery options on
which the current strategy is based.
 
Public consultation took place
in summer 2025 with support from the council’s Data &
Insight team. The online survey comprised of multiple choice and
free text questions. The survey was promoted through Council
communications and two in person drop-in sessions were hosted to
provide support to complete the survey.
 
The consultation received 258
responses, 93% identified as Kirklees residents. Of the six areas
of strength identified below for Kirklees, the majority of
respondents agreed or strongly agreed with them and the proposed
plans to develop them.
 

·      
Music festivals and culture

·      
Heritage

·      
Food and drink

·      
Landscape and wellbeing

·      
Screen tourism

·      
Sport
 
The
consultation highlighted some key areas of focus for respondents,
some that the strategy can support directly, others that can be
supported by contributing to a wider conversation around
development in the district. The topics of feedback
included:
 

·      
Improving communications and
promotion

·      
Increasing inclusion and
accessibility

·      
Strengthening travel
infrastructure

·      
Promoting Kirklees businesses

·      
Developing and maintaining green spaces and active
tourism

·      
Engaging with communities and regional
partners

·      
Modernising cultural and screen
tourism

·      
Improving venues and facilities

·      
Developing accommodation and offering a
choice

·      
Regenerating and managing better town
centres
 
The
strategy was amended to reflect this feedback where it was not
already included. Where the strategy cannot determine the direction
of an area of work, e.g. regeneration and town centre management,
feedback will be provided to teams leading those areas and a
tourism and visitor economy voice established to support future
activity.
 
The
Overview and Scrutiny Management Committee has been consulted twice
about draft versions of the strategy. 
At their meeting on 14th November 2025, the committee
welcomed the strategy, acknowledged community contributions and
recommended its approval and adoption.
 
Background papers;
 
Reports were presented to the
Overview and
Scrutiny Management Committee and the Economy and Neighbourhood
Scrutiny Panel on the following dates:
 
11th February
2021

Culture-Tourism-Heritage
Strategies.pdf
 
22nd November
2022

Culture Heritage and Tourism Strategies Scrutiny
25.11.2022_.pdf
 
28th February 2025

Scrutiny - 28th Feb 2025 - Tourism
Strategy.pdf
 
14th November 2025

Scrutiny - 14th November 2025 –
Tourism Strategy
 

Content

That the Kirklees Tourism Strategy 2026-2029
be adopted.