Purpose

Approval of Tourism Strategy
and governance arrangements for the Local Visitor Economy
Partnership.

Content

RESOLVED
 
KEY
DECISION
 

That the Executive:

 

a)     
Approved the Northamptonshire Visitor
Economy Strategy for adoption;

 

b)     
Supported the proposal to continue to
work closely with colleagues in West Northamptonshire and put in
place the Local Visitor Economy Partnership by implementing a new
Community Interest Company to ensure good governance. A future
report will be brought to the Executive which will set out detailed
implementation plans and financial implications related to the
development of the Local Visitor Economy Partnership
(LVEP).

 

c)     
Delegated authority to the Executive Member for
Sport, Leisure, Culture and Tourism, in consultation with the
Director of Public Health and Wellbeing to undertake any activity
to develop the plans for LVEP development, ahead of these being
brought back to the Executive for approval.
 
 

Reasons for Recommendations:
 

·       
The Strategy seeks to improve the county’s
visitor economy. If Northamptonshire's visitor economy had grown at
the same pace as our neighbours in Cambridgeshire over the past
decade, it would have resulted in £36m more spending by
overnight visitors and some 660 jobs either safeguarded or
created.

 

·       
To maximise the potential for the county’s
visitor economy in the future by implementing an agreed and
focussed plan where North and West unitary authorities can work
together and in close partnership with industry, education and
other stakeholders.

 

·       
To take advantage of the new national framework that
has been developed by Visit England that sees circa 40 Local
Visitor Economy Partnerships (LVEPs) across England delivering
national tourism policy as set out by the Department for Culture,
Media and Sport (DCMS) in its response to the de Bois Review. There
is an initial leadership role for both councils to support the
development of an impactful and industry driven destination
management organisation focussed on Northamptonshire.
 
Alternative Options Considered:
 

·       
The alternative option would be to not
have a Northamptonshire Visitor Economy Strategy. However, this
would not be a recommended approach as both councils wouldn’t
have a clear direction or plan to address the challenges associated
with the visitor economy in Northamptonshire. Without a dedicated
strategy, the county might miss out on valuable opportunities to
attract more visitors, generate increased spending, and create
jobs.
 

·       
Additionally, without a coordinated
effort through a joint strategy, the potential for collaboration
with industry, education, and other stakeholders may remain
untapped. The alternative of not having a strategy could result in
a fragmented approach, where each authority operates independently,
possibly leading to duplicated efforts, inefficiencies, and a lack
of a unified vision for the development of the visitor
economy.

 

·       
By not adopting a Visitor Economy
Strategy, Northamptonshire might also miss the chance to align
itself with the national framework set by Visit England and the
Department for Culture, Media, and Sport. The absence of a
strategic plan may hinder the county's ability to establish a Local
Visitor Economy Partnership (LVEP) and a destination management
organisation, both of which are crucial for implementing effective
policies and initiatives at the local level.

 

·       
In summary, not having a Northamptonshire
Visitor Economy Strategy could result in missed economic and
developmental opportunities, lack of coordinated efforts, and an
inability to leverage the national framework designed to support
and enhance the tourism sector. The proposed strategy aims to
address these concerns and position Northamptonshire for a more
prosperous and sustainable future in the visitor
economy.