Tourism strategy wins councillors' backing

A meeting of Shropshire Council's Cabinet at Shirehall yesterday agreed to adopt new visitor economy strategies for the Shropshire Hills and Ludlow, and North Shropshire and Oswestry areas.

The twin reports set out the tourism aims for the areas up until 2017.

Councillors approved a report by Louise Cross, service manager for the visitor economy, at yesterday's meeting.

The report detailed the plans to attract more visitors into Shropshire, following on from the work already being done in Shrewsbury by the Destination Shrewsbury group.

The plans for North Shropshire and Oswestry have set a target of achieving an annual five per cent increase in the value of the area's visitor economy through a variety of strategies.

It noted the latest available figures from 2005 showed that, while the area attracted 2.2 million visitors in the year, only 200,000 stayed overnight.

A total of £115 million was spent in the area by all visitors, with £73 million from day visitors and £42 million from tourists staying overnight.

But the report noted the north of the county is currently lagging behind the south.

"In comparison, the visitor activity across the southern area of the county is twice the size, with 4.2 million visitors spending 2.1 million nights and £205 million into the local economy," it said.

Part of the drive to improve the area's tourism industry includes strategies to build closer links between North Shropshire's market towns, increase awareness of the area's heritage and landscape and encourage visitors to use public transport more.

"By 2017, the Shropshire borderlands will be well regarded by discerning UK visitors looking for an authentic alternative – particularly those from surrounding conurbations – an ideal place to take your foot off the accelerator and relax," the report said.

"The increase in visitor awareness, length of stay and spend will generate a growth in the visitor economy, adding five per cent growth year-on-year and supporting a rise in local employment and business investment."

Meanwhile, the action plan for the Shropshire Hills and Ludlow said promotional efforts will build on the region's reputation as a designated Area of Outstanding Natural Beauty.

"By 2016, the Shropshire Hills and Ludlow will become established as a sought-after rural destination, based on its special combination of outstanding landscapes and historic market towns."