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Bishop Auckland Market Town Welcome Destination Plan for Bishop Auckland 31 March 2009 “Bishop Auckland: the market town with a fascinating 2,000 year heritage brought to life through events” Report to County Durham Tourism Partnership and Wear Valley District Council By Alison Caffyn, with the support of tourism partners in Bishop Auckland Alison Caffyn Tourism Research Consultant Little Bury Farm Luston Leominster Herefordshire, HR6 0EB www alisoncaffyn.co.uk Contents 1. Introduction ..................................................................................................................2 1.1 Background and rationale.................................................................................................... 2 1.2 Strategic context - regional, county and town...................................................................... 3 1.3 Process and partnership...................................................................................................... 4 2. Vision and objectives...................................................................................................5 2.1 Vision statement for Bishop Auckland ................................................................................. 5 2.2 Overall objectives of the destination plan ............................................................................ 5 3. Visitors to Bishop Auckland........................................................................................6 3.1 Survey results...................................................................................................................... 6 3.2 Current visitor profiles and segmentation ............................................................................ 6 3.3 Visitor of the Future ............................................................................................................. 8 4. The Tourism Offer ........................................................................................................9 4.1 What does our town offer visitors? ...................................................................................... 9 4.2 SWOT Analysis ................................................................................................................. 11 4.3 Meeting future visitor expectations.................................................................................... 12 4.4 New developments currently planned ............................................................................... 12 5. Destination Management and Promotion.................................................................14 5.1 The Strategy...................................................................................................................... 14 5.2 The future visitor experience ............................................................................................. 14 5.3 Destination priorities..........................................................................................................15 6. Action Plan..................................................................................................................16 6.1 Introduction........................................................................................................................ 16 6.2 Bishop Auckland Destination Plan – Action Plan .............................................................. 17 6.3 Key projects....................................................................................................................... 20 6.4 Common themes to develop with other towns................................................................... 26 6.5 Taking the Plan Forward ................................................................................................... 27 7. Annexes ......................................................................................................................29 7.1 Market Town Welcome Template...................................................................................... 30 7.2 Market Town Welcome in Bishop Auckland - Participants ................................................ 32 7.3 Tourism Audit .................................................................................................................... 33 7.4 Visitor market segments.................................................................................................... 49 1 1. Introduction This Destination Plan for Bishop Auckland sets out agreed common priorities for developing and promoting Bishop Auckland as a destination. It is designed to be a working document that can be added to as the town and its partners identify new opportunities for development and is intended to steer a way forward over the next 5-10 years. The purpose of the plan is to: • Develop the tourism potential of Bishop Auckland and strengthen its identity for visitors • Provide a framework and rationale for investment and development planning in the tourism sector within the town • Identify priority actions • Clarify how partners and agencies can work together to deliver the destination plan 1.1 Background and rationale Objectives of Market Town Welcome The Market Town Welcome Programme involves developing destination plans for four market towns in County Durham in the period Jan-March 2009. The Programme aims to complement other local and regional regeneration strategies and initiatives and to take a tourism perspective to each of the market towns – viewing them through a visitor’s eyes as a destination. The four towns are: Barnard Castle, Bishop Auckland, Seaham and Stanhope. The Objectives of the Programme are: • Developing the tourism potential of each town • Inputting to investment/development planning • Harnessing private sector potential • Using the destination plan to support funding bids • Encouraging collaboration and cross fertilisation of ideas • Strengthening the identity of each town for visitors • Boosting the visitor economy in each town Background to Market Town Welcome Market Town Welcome originated in 2008 when One North East commissioned Miller Research and Alison Caffyn to develop a methodology to generate destination plans, initially for six market towns in Northumberland: Berwick, Alnwick, Seahouses, Wooler, Haltwhistle and Amble. Since then Guisborough, Cleveland; Hexham and Morpeth, Northumberland; and now the four County Durham towns have been going through the same process. The Market Town Welcome process was developed to incorporate the principles of the ‘VICE model’ for local destination management. This model was developed by the national tourism agencies and Tourism Management Institute to encourage the sustainable development of tourism. It aims to ensure positive outcomes for Visitors, the tourism Industry, local Communities and the built and natural Environment. So the destination plans aim to develop tourism which: • Welcomes, involves and satisfies Visitors • Achieves a prosperous and profitable Industry 2 • Engages and benefits host Communities • Protects and enhances the local Environment Why welcome visitors? The visitor economy is particularly significant in rural areas where there are few alternatives and traditional industries such as agriculture or mining have declined. Tourism has increasingly been seen as a vital element in the regeneration of an area. Not only does the visitor economy support businesses, jobs and the suppliers to those businesses, but visitors’ spending also helps support local heritage, culture (eg festivals and events) and community services (buses, shops, pubs, post offices). Tourism is also a reason to conserve special buildings, historic buildings, beautiful landscapes and important wildlife sites. Figures for County Durham in 2007 reveal that there were: • 16.5 million day visitors spending nearly £350 million • 1.5 million staying visitors staying 4.5 million nights and spending £307 million • Total revenue generated £656 million • Supporting 10,390 jobs directly in the visitor economy and another 2,700 jobs in other sectors indirectly 1.2 Strategic context - regional, county and town The strategic context for this work is the Regional Economic Strategy which aims to foster the renaissance of key rural settlements as drivers of regional growth. The North East England Tourism Strategy (2005-10) identifies regional objectives including increasing the number of UK and overseas visitors year round and increasing visitor spend. The strategy aims to deliver increased employment, productivity and investment in tourism whilst increasing visitor satisfaction and conserving the region’s natural, heritage and cultural assets. It identifies market towns as key elements in the attraction of the North East for visitors and proposes that towns should develop plans to make improvements in facilities to meet the needs of increased visitors. It highlights the potential for making more of regional food, improved shopping and public art as well as basics such as visitor information and signing. Studies have also been recently completed into developing cruise tourism along the North East coastline and into the potential for making more of events and festivals. Other key documents are studies on maximising the potential of heritage tourism in the North East, led by ONE, English Heritage and the Museums, Libraries and Archives Council and the Framework for North East England’s Coastal Visitor Economy produced in 2006. At a County level the key document is the County Durham Area Tourism Management Plan (ATMaP). It identifies
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