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23 A Future Model for Tourism for Cambridge and the Surrounding Area PDF 196 KB
Additional documents:
Minutes:
Councillor Hipkin addressed the committee and made the following remarks:
i.
Suggested that other European nations
encouraged wider travel by using rail subsidies.
ii.
Overnight visitors to Cambridge appear to be
static whilst day visitor numbers were rising.
iii.
Concerned that Queen’s Road, a beautiful part
of Cambridge, was allowed to be used as a coach park.
iv.
Suggested coaches should stop at the Park and
Ride sites.
v.
Make the Cambridge brand distinct and valued
as a quality destination.
vi.
Off discounted passes to colleges and
attractions to overnight visitors and charge more to day-trippers.
Matter for
Decision
On 16th October 2014 the
Executive Councillor made an “in principle” decision, following Community
Services Scrutiny Committee, to establish a new Destination Management
Organisation (DMO) as an alternative delivery mechanism for the future
provision of tourism services in Cambridge and the surrounding area. This model
was based on guidance from Government and best practise nationally. This move
would deliver a long term financially 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.
The report provided an update on progress with this project and sought final approval to create the new DMO.
Decision
of Executive Councillor for City Centre and Public Places
The Executive Councillor for City Centre and
Public Places resolved:
i.
to approve the creation of a new Destination
Management Organisation (DMO) as a private sector led, public/private sector tourism
partnership and a “Not for Profit” Company Limited by Guarantee on the basis
described in this report; and
ii.
to delegate
authority for all decisions necessary to implement and establish the DMO to the
Director of Environment after consultation with the Executive Councillor, Chair
and Opposition Spokes, subject to existing delegations to other officers and to
compliance with budgetary procedures.
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 Director of Environment regarding the establishment of a new DMO.
The Head of Tourism and City Centre Management highlighted that a key
aim of the new DMO would be to increase the value from our visitor economy
through increased promotion of the Beyond Cambridge area. In doing so the aim
would be, over time to change the perception of Cambridge as only a day trip
destination. She also emphasised that the new DMO would continue to have a key
focus on the management issues as this was essential in ensuring that visitors
enjoyed a positive experience when visiting Cambridge.
The Committee made the following comments in response to the report:
i.
If overnight visitors are to be encouraged there
would need to be an increase in hotel capacity.
ii.
Suggested that the Park and Ride services and other
bus route needed to be operational into the evening period.
iii.
Suggested that engagement from neighbouring
authorities and the County Council would be needed.
iv.
Cautioned against making Cambridge so expensive
that school trips were discouraged.
v.
Raised concerns that tourists were distorting the
commercial make-up of the City Centre.
In response to Members’ questions the Head of Tourism and City Centre
Management stated the following:
i.
Surrounding areas had capacity for more visitors
and these needed to be better promoted to visitors.
ii.
The DMO would take the lead on the development of a
Destination Management Plan for the Cambridge and beyond area but this would be
in within its first 12-18 months. Whilst the DMO would facilitate this process,
it would be a shared plan with broad stakeholder involvement including District
and County Authorities, Business Improvement Districts (and other business
Networks in the area) and the GCGP LEP.
iii.
Currently tourism promotion and management in the
surrounding districts is diminishing.
The Committee unanimously resolved to endorse the recommendations.
The Executive Councillor
approved the recommendation.
Conflicts of Interest Declared by the Executive Councillor (and any
Dispensations Granted)
No conflicts of interest
were declared by the Executive Councillor.