Tourism strategy for Shrewsbury is unveiled

Plans for a new visitor economy and marketing strategy for Shrewsbury have been unveiled by town tourism leaders.

More than 30 businesses and organisations attended a Destination Shrewsbury event last week when new tourism ideas were discussed.

Destination Shrewsbury is a public private partnership with the aim of developing and promoting the visitor economy of Shrewsbury.

Partners include Shropshire Council, Shrewsbury Town Council, Shrewsbury Tourism Association, Shop in the Loop and Shrewsbury Business Chamber.

The partnership was formed in early 2010 and successfully bid for funding for a TV advertising campaign last spring, supported the new Christmas Choirs event and has also promoted measures that will encourage more coach tourism.

Keynote speeches from Councillor Mike Owen, Shropshire Council's cabinet member for economy and waste, and Edward Goddard, chair of Destination Shrewsbury, outlined the partnership's vision for Shrewsbury as a tourism destination during the event last Friday.

Councillor Mike Owen, ward member for Meole Brace in Shrewsbury, said: "During these tough economic times we need to be clear about where we see Shrewsbury as a destination going, backing winners and investing in projects that bring real growth and prosperity.

"Although Shrewsbury does have a strong visitor economy with a substantial number of businesses and jobs within the town, we cannot be complacent.

"The town must have ambition and vision. It needs to keep developing its offer, finding creative ways to market itself to its target customers whilst being sensitive to the needs of its communities."

Delegates discussed big ideas and smaller projects that could raise the competitiveness of Shrewsbury as a tourism destination.

Shropshire Council officials say tourism is worth more than £500 million to the Shropshire economy.