More must be done on tourism (From Gazette & Herald)

More must be done on tourism

TOURISM needs to be given a higher profile by Ryedale District Council according to a major new report on the industry.

The authority's 'best value' review of tourism and the tourist information centres at Malton, Helmsley and Pickering says the tourism service has scored highly in a survey of both businesses and visitors, particularly the tourist information centres (TICs).

However, there is a need to define a clear tourism policy for the area, which currently earns some £96m a year from visitors and employs 3,000 people.

The biggest obstacle to Ryedale's tourist industry is the name of the district itself, says the report, and as a result it advocates continuing the new branding label adopted this year of 'North Yorkshire's Natural Attraction'.

It suggests the Pickering TIC should trial a refreshment facility for visitors and that the Malton TIC should move to new premises, following talks with the Fitzwilliam Estate.

A strategic marketing plan covering three to five years is needed, says the report.

"Ryedale District Council has shown a long term commitment to the tourism industry through both the provision of direct services for visitors at the TICs and through the marketing services of the tourism section," it adds.

An eight-strong team worked over a period of six months to produce the best value report - John Davison, assistant chief executive responsible for economic development, Corina Inverno, the tourism officer, Les Clarke, tourist information centre manager, Sarah Keys, tourism assistant, Coun Pamela Anderson, John Richardson, committee member of Ryedale Tourism Association, Steve Watson and Catherine Flynn, of Hull University, and SMSR, a professional market research company.

Among the recommendations in the report are that the achievements of the TICs should not be diluted by diverting resources to increase revenue from sales, and that an effective means of widening the scope of the centres to offer more council information and services be investigated.

"A feasibility study is needed on a computerised booking facility for the TICs including being able to book via the internet," the report says.

Comparisons have been made with other local authorities and the tourism budget has been compared with that of Alnwick and Tynedale. "Ryedale's cost of service as a percentage of the total authority budget is 2.24pc. For every £1 spent, Tynedale gets 5.5 visitors. For every £1 spent in Ryedale, our area gets 28 visitors."

The tourism section of Ryedale District Council delivers a good service at a comparatively low cost, says the report.

"Research over the past two years has shown the name Ryedale has little or no awareness among visitors to the area and to create a brand using 'Ryedale' would take time and money which are not currently available. It is more advantageous for the economy of Ryedale if the current branding on the tourism department's publications remains as 'North Yorkshire's Natural Attraction'."

It urges working in partnership with East Riding Council, Scarborough Council, North York Moors National Park Authority and the Yorkshire Tourist Board to promote the Ryedale area. The partnerships could also get funding from Yorkshire Forward the Government's regional development agency.

The report says significantly more resources and training are needed to sustain and develop the council's and the Yorkshire Coast and Country web sites.

"The growth of the indirect tourism business section needs to be given high priority," adds the report.

More than 75pc of accommodation providers in Ryedale believe the council's holiday guide is value for money and 91pc gave the publication approval. Research on visitors showed that 75pc of those surveyed had visited Ryedale previously.

The council's tourism department should explore ways of attracting new markets to Ryedale especially in the mid and low season, the report says. Promoting Ryedale as a high-quality destination will increase visitor spending and promote it to new areas of Britain.

TIC staff are given accolades in the report by those surveyed by the research team. "The recurring theme is the excellence of the TIC staff," it says. Their courtesy, efficiency, prompt service and knowledge at all three centres are singled out for special praise.

However, it suggests that the council should investigate why nearly half of the attractions in Ryedale do not open throughout the year. Doing so would make it a year-round holiday destination.

Yorkshire provides Ryedale with the highest number of visitors - 23pc - but the north-east follows a close second with 22pc, while 12pc come from the south-east, the remainder being from the Midlands (9pc), north-west (8pc), Scotland (7pc) and East Anglia (7pc)

"There are some concerns that tourism is not given a higher priority within the council and is therefore under-resourced," says the report.

A survey of residents in Ryedale showed that more than 90pc felt tourism had a positive effect on the district and aided economic growth.

Many said they wanted to see more council services available at the TICs but 45 said not. The cost of producing the holiday guide and attractions leaflets amounted to £44,500 for the design and print and £9,756 for staff time.

On marketing, the report wants promotional groups set up in Ryedale's market towns and villages. "It is vital there is a more strategic approach to marketing the area and Ryedale District Council should take the lead in this."

Ms Inverno said: "It is a good report and we are very pleased that the tourism department is valued as making such a significant impact on the area's economy, especially as the surveys have been done independently."

She agreed with the recommendation that 'North Yorkshire's Natural Attraction' should be used to promote Ryedale. "Ryedale doesn't have a perception with visitors even though the name has been around for nearly 30 years since the council was established."

Updated: 09:51 Thursday, April 18, 2002