Tourism Strategy Everyone Who Lives, Works and Studies in the District Should Shift of Focus
Destination whitecliffscountry Growth strategy for tourism and the visitor economy 2020 to 2030 Executive Summary May 2021, updated v3 Contents Our Mission Welcome 1 ‘To be a vibrant world-class destination valued for Foreword 2 its outstanding heritage, landscape and pursuits, Making the most of our coast and countryside 4 as well as its ease of access, warmth of welcome What we want to achieve 6 and wealth of opportunity.’ Measuring success 8 Objective 1: Ideas 10 The growth and success of tourism in White Cliffs Country Objective 2: People 12 is dependent on everyone working together to achieve Objective 3: Place 14 this common vision. Objective 4: Business Environment 16 Objective 5: Infrastructure 18 Addressing visitor trends and challenges 20 Tourism Making it happen - guiding principles 24 Dover District Council Action 26 Delivering Growth 28 is everyone s Appendix A – Context: ’ Overview of White Cliffs Country 30 business Appendix B – White Cliffs Country Brand 46 Appendix C - Destination Management and Marketing 53 Appendix D – Related Strategies, Plans and Policies 53 Appendix E - Destination Development 54 Consultation event with local stakeholders, Dover Athletic FC, March 2019 © English Heritage According to Visit England, we have three core tourist markets: Welcome EDINBURGH • ‘Country Loving 6 Traditionalist’ With its spectacular beaches and picturesque White Cliffs Country HOURS • ‘Free & Easy Mini- towns, White Cliffs Country is a unique ‘History and heritage, landscape and Breaker’ • ‘Fun in the Sun’ destination where coast meets countryside, nature, active pursuits.’ ancient meets modern, relaxation meets MANCHESTER Within a one-hour 4 4 adventure, and England meets Europe. With The ‘Character Towns’: HOURS HOURS LEEDS drive time we have a UK resident market in one of the most temperate climates in the Deal excess of 1.2 million UK, the district covers 123 square miles, with ‘A quaint, quirky and quintessentially BIRMINGHAM people living in 520,261 4 20 miles of coastline and beaches.
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