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ITEM EX12 - ANNEX 1
EXECUTIVE
- 3 APRIL 2002
A VISION
FOR TOURISM IN OXFORDSHIRE: REPORT BY THE SOUTHERN TOURIST BOARD
Extract
from The vision for tourism in Oxfordshire
In
summary, the shared Vision for Tourism in Oxfordshire is of:
- tourism which
is sustainable – a ‘discrete’ tourism attracting its visitors from selected
markets which bring economic benefits without undue intrusion on the
city, towns or countryside where the people of Oxfordshire live and
work.
- tourism which
is well-managed to minimise negative impact on the environment.
- tourism which
contributes to the County’s prosperity through increased visitor spending,
the creation of new business opportunities – especially in rural areas
– and the creation of the type of jobs which fulfil a relevant need
within the County’s labour market.
- tourism which
supports and extends the range of cultural and leisure facilities available
to residents, promoting wider access to the heritage of Oxfordshire’s
towns and countryside and encouraging understanding and enjoyment of
what that brings.
- tourism which
is based on strategic planning, ensuring the integrated development
of vital infrastructure and facilities – such as transport, signage
and the provision of hotels.
- tourism which
lives up to visitors’ expectations, encouraging repeat visits by delivering
facilities, attractions and accommodation to a high standard.
- tourism which
is cost effective, which minimises duplication of effort and resource
amongst its partners and takes full advantage of relevant subsidised
initiatives and external funding opportunities.
- tourism which
is accountable, using appropriate research and monitoring techniques
to compare results against resources.
- tourism which
works in partnership, with the public and private sector contributing
ideas, resources and expertise at local, district, County and regional
levels.
- tourism which
aspires to a shared vision shaped and followed by its managing partners
in the best interests of the people who live and work in Oxfordshire.
Priorities For
Action
Views
expressed by consultees, and information gathered from other sources included
in the process of research, indicate where the County Council’s priorities
for action should lie.
There
is an expectation that these priorities should inform a detailed Programme
of Action undertaken by the County Council, which should be discussed
and agreed amongst the partners once available resources have been confirmed.
However, the consultation process has provided some initial
direction on how these challenges should be addressed.
The
priorities for action which emerge – and the initial indication of how
they should be addressed – can be summarised as follows:
Regeneration
of the Rural Economy
- Identify current
and future initiatives to boost the rural economy in the wake of foot
and mouth (such as the Sustainable Tourism Initiative and Welcome to
the Countryside) and ensure that Oxfordshire profits from the benefits
which they offer.
- Initiate ways
in which local products can be promoted to visitors and tourism suppliers
(especially accommodation providers).
Development
of the Tourism Infrastructure
- Carry out an audit
of County-wide requirements, to include public transport, parking, signage
and accommodation.
- Work with District
Councils and other partners to progress their provision within an agreed
timescale.
Labour and Skills
Shortages
- Ensure relevant
needs – such as staff accommodation – are recognised in planning policies.
- Extend support
for the Thames & Chilterns Tourism Better Business Scheme.
Support
for Niche Markets
- Research distinctive,
County-wide product strengths, which might range from Country Houses
Through the Ages, to Early England (hill carvings, prehistoric footpaths
and ancient settlements), Hidden Heritage or Literary Associations.
- Research and action
promotion through relevant tourist board promotions, niche market operators
and special interest societies.
- Orchestrate promotion
through a targeted media PR campaign.
Wider Access
For Residents to Cultural Assets
- Work with District
Councils, Civic Societies and individual property owners to co-ordinate
and publicise an Oxfordshire Heritage Open Days Programme.
- Ensure that DCMS
proposals for a Heritage Week (mooted in Power of Place) are
considered and/or actioned in Oxfordshire.
Increased Access
to External Funding
- Work with STB
to identify opportunities to bid for funding and work with the Board
and other partners to prepare bids.
- Liaise with the
County Council’s funding officers (Economic Development and Cultural
Services) to monitor funding opportunities of benefit to tourism priorities.
Collaborative
Tourism Research
- Work with the
District Councils and STB to explore the need for collaborative research,
specifically in the areas of tourism trends, visitors’ perceptions of
Oxfordshire and the identification of key markets.
- Explore the need
and options for rationalising research to establish a County-wide picture
and enable Districts to compare performance within it.
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