The tourism vision for all-year round visits
Plans to improve Scarborough, Filey and Whitby offerings
Strategy for the borough says the aim is to market the area as “a world class visitor destination” following massive investment in recent years by public and private investment.
Mrs Deacon says: “There needs to be a strategy and action plans to guide and give direction.”
She added that the strategy wants to define priorities to improve facilities, and develop closer working relations between public, private and voluntary sectors.
“While the number of nights spent in the borough has gone down since 2006, actual spend has increased 10%.
“A lot more work needs to be done if the Yorkshire Coast is to retain the existing markets and begin to attract new ones. More rationalisation and improvements is needed.”
One aim is to encourage more day visitors to stay for longer breaks, and says Mrs Deacon, investing in staff is key to “a successful visitor experience.”
Making the coast and moors a year-round holiday destination is a priority in the new strategy, including support from local festivals and events. Businesses will be more profitable with a long operating season, better yield and an ability to re-invest in the quality of their product,” said Mrs Deacon.
“The vision for the visitor economy in the borough is that the area in the future will continue to attract its existing markets, while increasingly attracting new markets with genuine growth potential.”
The blueprint calls for action to grow the number of overnight tourism trips from 1.4 million 2.2 million by 2024 and the number of day trips from 6.5 million to 8.5 million. Coast, countryside, culture and cuisine should be the key themes driving the marketing strategy.”
Mrs Deacon said the Welcome to Yorkshire Tourism Advisory Board will oversee the development of the new action plan.
The strategy was produced by Mike Wilkinson, of MJW Marketing1, on behalf of Scarborough Borough Council following consultation with local businesses and partners.
What do you think of the plans for Scarborough and the coast? Email newsdesk@jpress.co.uk
New promotional films have been available to promote the coast:
https://www.youtube.com/ watch?v=2Ndlh1CULXA&t=11s
https://www.youtube.com/ watch?v=KGkE9P-TclE
https://www.youtube.com/ watch?v=lekVs_qx-3s
https://www.youtube.com/ watch?v=teyOokr3MZ8