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ITEM EX12 - ANNEX 2

EXECUTIVE - 3 APRIL 2002

A VISION FOR TOURISM IN OXFORDSHIRE: REPORT BY THE SOUTHERN TOURIST

A Vision for Tourism in Oxfordshire: Report by the Southern Tourist Board

Observations by Members of the Learning & Culture Scrutiny Committee 12 March 2002

  • The vision could be more ambitious.

  • There should be a clear reference to the opportunities offered by new technologies (e.g. Broadband).

  • The County Council can operate as a catalyst to encourage others' support of tourism.

  • More use should be made of languages spoken by visitors (e.g. road signs, notices, museum labelling).

  • If an officer is to be appointed, opportunities for joint funding could be explored.

  • It is important to manage potential negative effects of tourism (e.g. urban traffic congestion).

  • The County Council should not "reinvent the wheel" by duplicating the work done by District Councils.

  • There is already a Thames Valley perspective on tourism development. The sub-regional agenda is important because of the size of the STB region.

  • The phrase "least obtrusive markets" is obscure, and requires explanation and debate: there is concern that this may indicate an elitist view, or one which excludes some types of legitimate activity.

  • There are clear potential benefits in tourism development in the county being managed and coordinated: opens up "virtuous circles".

  • There are underdeveloped attractions and locations in Oxfordshire which are only just beginning to be recognised and which need nurturing.

  • There is support for a forum to debate the vision.

  • Would £50,000 for a Tourism Development Officer really be a priority for the County Council? If so, should that be seen as competing for investment in cultural services, or as a new policy issue?

  • Young people should not be alienated by a tourism strategy.

  • The development of rural tourism should be guided by environmental controls, including discouragement of trespass and avoidance of inappropriately sited facilities (e.g. public toilets).

  • Small independent museums should be recognised as valuable visitor attractions. Their websites should be linked to appropriate tourist-related portals.

  • Creation of a Tourism Development post should be considered as an economic development issue, and discussed with District Councils.

  • Signage across the county could be made more consistent in style and image.

  • In rural communities and market towns, the "twilight hours" of 5 to 7 p.m. when everything closes should be addressed. Consider, for example, museum opening hours.

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