Decision details

To review options for the future delivery of tourism in Cambridge and to agree a model in principle.

Matter for Decision

The report set out a proposal to establish an alternative delivery mechanism for the future delivery of tourism in Cambridge and the surrounding area which is based on guidance from Government and best practise nationally. This move would deliver a long term sustainable model for tourism whilst increasing investment, safeguarding the visitor economy as a key economic driver for the city and the surrounding area, and reducing the cost to the City Council

Decision of Executive Councillor for City Centre and Public Places

 

The executive Councillor resolved:

 

     i.        to support, in principle, the establishment of a Destination Management Organisation (DMO) as an alternative model for the delivery of tourism and to authorise work to progress this, subject to further decisions required as part of recommendation (ii) below.

 

    ii.        to agree that the following further work, which has wider implications for the Council, is progressed in discussion with the relevant Directors prior to discussion at Customer and Community Services Scrutiny Committee and final authorisation by the Executive Councillor for City Centre and Public Places in March 2015:

 

§  Finalisation of the detailed business case for the DMO and implications for the Council.

§  Management of  transfer of staff

§  Expectations and relationships between the Council and the DMO

 

   iii.        to delegate authority for all other decisions necessary to implement and establish the DMO to the Director of Environment in discussion with the Executive Councillor, Chair and Opposition Spokes.

 

  iv.        to acknowledge the indicative timetable for implementation as set out in Section 6 of this report.

 

Reason for the Decision

As set out in the Officer’s report.

 

Any Alternative Options Considered and Rejected

Not applicable.

 

Scrutiny Considerations

The Committee received a report from the Head of City Tourism and City Centre Management regarding a future model for tourism for the Cambridge and surrounding area. Members noted that recommendation 2.2 had been amended as the launch date would be March 2015 rather than January. Section 6.2 of the report would also be amended to reflect the changed launch date.

 

The Committee made the following comments in response to the report:

     i.        Suggested that lessons could be learnt from the Cambridge Bid process.

    ii.        Questioned how the overall vision would be maintained.

   iii.        Concerns were expressed that the, value over volume, approach might discourage less affluent visitors, such as young people, from visiting Cambridge.

  iv.        Suggested that later reports on this matter included information on inward investment.

 

In response to Members’ questions the Head of City Tourism and City Centre Management stated the following:

   v.        Neighbouring authorities were developing similar plans and cross authority communication was well established

  vi.        Input from the County Council would be vital for the success of the project, not least because of the transport implications.

 vii.        It was not expected that there would be any more than a minimal financial contribution from the County Council.

viii.        The proposals recognised the role of the tourism service as a shop window for the quality of life enjoyed in Cambridge and the function this served to attract business into the City.

 

The Committee resolved unanimously to endorse the amended recommendation.

 

The Executive Councillor approved the recommendations.