Can the South West capitalise on the government's Tourism Strategy?

Annelie Carver, Head of Leisure & Tourism at Michelmores, discusses some of the issues arising from the government's Tourism Strategy and other recent developments that are affecting the industry.

Consultation over a new Bank Holiday

One of the proposals of the Tourism Strategy that has garnered the most media attention is that of consulting on whether to replace a May Bank Holiday with a new holiday. It has been suggested that there could be either a St George's Day on 23 April or a Trafalgar Day on 21 October.

"I am not convinced that replacing the May Day holiday with a late October or April holiday would lengthen the tourism season," says Annelie. "There is a school holiday in late October in any event and with a moving Easter holiday period a holiday on 23 April may overlap with Easter. This has been demonstrated this year with the additional bank holidays being so close together."

The promotion of 'staycations'

The Tourism Strategy also explains how the government wants to devote time and resources in order to increase the number of visitors holidaying in Great Britain. The South West leisure and tourism industry has long promoted 'staycations' and is ideally placed to benefit from such a change in emphasis. With research stating that the average family of 4 is expected to save £1,000 by holidaying in the UK, it is seen as an area with potential for real growth.

Annelie comments: "The South West has been promoting the concept of the staycation for many years, and whilst it is positive that the government has put staycations on its agenda, there is currently a lack of detail with regards to how this will be translated into policy that will bring business to the South West."

The absence of 'daylight saving' from the Tourism Strategy

Subject of much rumour in the months leading up to the publication of the Tourism Strategy, there was much surprise when the idea of permanently moving the clocks forward to British Summertime was finally excluded. The South West is the region which is likely to be the biggest beneficiaries of the clocks being moved forward permanently. With severe budgetary constraints being felt, the prospect of a policy that costs nothing but is guaranteed to boost the economy will surely be too good to pass up. Expect a trial run to be announced in the near future.

The role of Local Enterprise Partnerships ('LEP's') amid a background of public sector cuts

At the beginning of April, a new LEP was announced for the Heart of the South West (covering Devon, Plymouth, Exeter, Torbay and Somerset). Following in the footsteps of Cornwall & The Scilly Isles in gaining ministerial approval to become an LEP, the news ensures that the South West is well represented. There is hope that the new LEP will take on a tourism function.

The region's tourism industry has also recently received a further boost with the launch of The South West Tourism Alliance. The industry-led organisation is aiming to provide a 'shared voice' for the tourism industry and will hope to take the sting out of the public sector cuts.

The Olympics

The 2012 Olympics represent a huge opportunity for the South West of England. With events being held in Dorset, it is crucial that the industry begins formulating strategies in order to attract visitors further down the coast. With reduced local funding, the general consensus is that the private sector will be required to carry the flag, with their own marketing efforts, more savvy advertising and ensuring websites are up to date and optimised for visitors searching for information online. The Games present an exciting opportunity for the South West to show overseas visitors what it has to offer. The industry must not pass the opportunity up.

"There is no doubt that the next few years are going to be challenging for the leisure and tourism sector," says Annelie, "but hopefully the South West will benefit from the government's plans for tourism and for the opportunities that will present themselves in the coming years. Leisure and tourism is vital for the South West's economy and it is important that tourism is on the government's agenda."

Michelmores' Leisure & Tourism Team provides specialist legal advice for businesses in the leisure and tourism industry. Find out more about our legal services here.