Issue - meetings

To receive the report from the Service Manager- Economic Development & Skills

The Committee considered the Dorset Local Visitor Economy Partnership Destination Management Plan and welcomed the collaborative approach that had been taken to develop it. Members noted that the plan had been produced through engagement with a wide range of partners and stakeholders from across Dorset's tourism, business and community sectors. The discussion recognised the importance of tourism to Dorset's economy and the role it played in supporting employment, businesses and local communities. Members welcomed the strategic focus on increasing visitor spend, extending the tourism season and improving the overall visitor experience across Dorset.

A recurring theme throughout the discussion was the importance of ensuring that tourism benefits were spread across the whole county. Members highlighted the need to better promote inland Dorset, including its market towns, countryside, heritage assets, cultural attractions, walking routes, wildlife sites and natural landscapes. It was felt that Dorset's tourism offer extended far beyond its coastline and that future promotion should better reflect the diversity of experiences available throughout the county.

Members discussed the challenges facing market towns and the importance of linking tourism activity with broader work to support town centres and local economic development. The Committee recognised the contribution market towns made to the visitor economy and the need to support them as attractive destinations. Members recognised growing public interest in sustainable tourism, ecotourism and environmentally responsible travel. There was support for ensuring that sustainability remained a strong feature within future action plans and that Dorset's environmental strengths were promoted more actively.

The Committee considered opportunities to grow tourism outside the traditional summer season and highlighted the role that events, culture, heritage, nature-based activities and improved all-weather attractions could play in increasing year-round visitor activity and supporting local businesses beyond peak tourism periods. Discussion identified the importance of supporting small businesses and micro-businesses, particularly in rural areas, and recognised the challenges these businesses often faced in accessing resources, support and marketing opportunities.

The Committee agreed that whilst the Destination Management Plan provided a strong strategic framework, much of the future success of the initiative would depend on the development and delivery of a detailed action plan

Recommendation

The Place and Resources Overview Committee recommend that Cabinet adopts the Dorset local Visitor Economy Partnership Destination Management Plan (DLVEPDM), and consider the following additional recommendations;

That:

(a)  additional funding be added to the 2027/2028 budget to meet the aspirations within the plan

(b)  the local offerings be recognised in the wording of the DLVEPDM action plan.