South Tyneside Destination Management Plan 2017 - 2022 Cross section of images that could also run into page 3 too Contents Page 4 Introduction 6 Our Vision & Objectives 7 The Value of the Visitor Economy 8 The Tourism Offer 12 Target Markets 14 Strengths, Gaps and Opportunities in the Current Offer 31 Priorities 2017 – 2022 32 Action Plan 2017 - 2022 34 Appendix A South Shields Groyne Lighthouse South Tyneside Parade 2 | South Tyneside Destination Management Plan 2017-2022 South Tyneside Destination Management Plan 2017-2022 | 3 Hebburn Central Cleadon Mill Building sandcastles at Sandhaven Beach Introduction The South Tyneside Destination Management Plan is a The visitor sector impacts on the area in many ways. It regeneration projects, the promotion of the destination There are a number of other businesses too, many of statement of intent that sets out how South Tyneside of course helps to support businesses, creates jobs and to organising cultural events. The Council manages or whom are SMEs such as guest houses and restaurants, plans to grow the volume and value of its visitor raises the profile of the Borough, but it also celebrates financially supports a number of the area’s attractions that are a key element of our visitor industry and economy between 2017 and 2022. the community, our culture and heritage, and raises the and works in partnership to develop initiatives with collectively ensure a quality experience for visitors. quality of life for local people. them. South Tyneside are also part of the Northern Providing impetus and direction, a Destination Tourism Alliance, a partnership of North East South Tyneside has a well-established and good quality Management Plan is a key tool in delivering a successful South Tyneside’s visitor sector comprises a range of destinations, and work with VisitEngland/VisitBritain, visitor offer and recent investment has resulted in this visitor economy, a sector that is hugely important to public, private and voluntary sector businesses, all of the national tourism agency, to further increase the offer going from strength to strength. There is however South Tyneside and its ongoing transformation. whom have a huge part to play in ensuring it flourishes profile of the area. lots of potential for future growth and activity that can to its maximum potential. help us to attract more people to visit the area and, This Destination Management Plan will help to lead, We have a relatively small amount of attractions when they are here, have the best possible experience. influence and co-ordinate the management of all The local authority, South Tyneside Council, is charged but their forward thinking approach and numerous This plan will help us to achieve this. aspects of the area that contribute to a visitor’s with managing the South Tyneside Destination activities, many of which are in partnership, have helped experience, taking into account the needs of the visitor, Management Plan and is responsible for a range to drive the visitor economy forward. local residents, businesses and the environment. of activities, from beach management to initiating 4 | South Tyneside Destination Management Plan 2017-2022 South Tyneside Destination Management Plan 2017-2022 | 5 The spectacular coastline at Marsden Bay David Baddiel at the opening of The Word Summer Parade, South Tyneside Festival Our Vision & Objectives The Value of the Visitor Economy To make South Tyneside the Four objectives will help South Tyneside to achieve • The visitor economy is worth an estimated £280 • Tourism directly supports more than 2,776 full time this vision. They are that by 2022: million to South Tyneside (2016). equivalent (FTE) jobs in South Tyneside. When indirect number one visitor destination on employment in the supply chain is taken into account • South Tyneside will become an established year • South Tyneside received more than 5.9 million total employment stands at 3,547 FTE jobs. the North East coast round visitor destination. visitors in 2016. Source: STEAM 2016 • Day visitor numbers will have increased by 500,000 • The number of overnight visitors to South Tyneside to 6 million per annum. stands at 391,000 in 2016. These visitors generated £67.74 million into the local economy. • Visitor spend will be worth £300 million, an increase of £20 million. • Around 5.58 million day visits were made to the area in 2016, which generated £212 million into South • 90% of visitors to the Borough will rate their trip Tyneside’s economy. as good or outstanding, an increase of 4% on current levels. 6 | South Tyneside Destination Management Plan 2017-2022 South Tyneside Destination Management Plan 2017-2022 | 7 South Shields Museum & Art Gallery Fun with the family at Ocean Beach Pleasure Park Souter Lighthouse The Tourism Offer South Tyneside is blessed with stunning natural assets, Just behind the promenade are a range of restaurants Other firm family favourites at the seafront include In fact the area’s events programme is one of the key a rich heritage and a number of attractions which has and bars for people to sit and watch the world go by, Haven Point, with its indoor swimming pools and water attractors for visitors to the area. Council led events made it a popular visitor destination for a number of with Colmans Seafood Temple a great new addition to splash area with slides, sprays and bubbles. While pirate include the South Tyneside Festival, a huge favourite years. Visitors in particular are attracted to the beautiful the mix. There’s also a range of attractions for people to themed adventure awaits at Smuggler’s Cove, a 12- with three months of music and family fun activities all coastline, our family friendly attractions and excellent enjoy alongside the sandy beaches, particularly for the hole miniature adventure golf course. of which are free to enjoy. event programme. family market. At the heart of the seafront is beautiful parkland. South Throughout the year the event programme is used The beautiful South Tyneside coastline is the backdrop The North East’s only seaside funfair, Ocean Beach Marine Park is much loved with a boating lake that is to encourage visitors to the area, with other events for many a visit. Award-winning sandy beaches in the Pleasure Park, has numerous rides and attractions. circled by a miniature steam railway and a Victorian including Heritage Open Days, South Tyneside resort centre of South Shields lead to soaring cliffs restored bandstand which is the setting for regular Restaurant Week and Christmas Wonderland. and beautiful bays that stretch for miles. As well as Just next door is the Dunes, a great indoor music events in the summer. North Marine Park offers amazing views, the coastline offers a great location for entertainment complex which has seen major amazing views along the whole coastline. A location for Many other events take place by a range of organisers a multitude of activities, from surfing to cycling. The investment, as with a number of our attractions, over many visitors particularly during the summer months is and include the Proper Food and Drink Festival, craft cliff path makes for a lovely mid-length walk, and a the past couple of years. It is home to a massive soft Bents Park, where on most weekends between May and markets, The Customs House pantomime, the South popular pastime is a simple stroll along the promenade play area. There’s a ten-pin bowling alley too, along September there’s a fantastic event to enjoy. Tyneside Comedy Festival and many more, all of which of Littlehaven and Sandhaven Beach. with arcades, restaurant, pub and function rooms. make a huge contribution to the visitor economy. 8 | South Tyneside Destination Management Plan 2017-2022 South Tyneside Destination Management Plan 2017-2022 | 9 St Paul’s Church & Monastic Site in Jarrow Kids discovering the newly opened Jarrow Hall One of the popular Indian restaurants Miniature steam train, South Marine Park on Ocean Road Of course, the area is also well known as the seaside It would have stood during the time the Venerable One of the very first volunteer life brigades in the Another firm favourite is The Customs House, a cultural finish of the Great North Run, the greatest half Bede lived here and it was from this area that he made country was at South Shields. Their Grade Two listed venue offering everything from pantos to plays, live marathon in the world attracting thousands of runners his many writings that have changed the world we live Watch House contains a unique collection of shipwreck music to comedy nights. As well as hosting national and their families to the area every September and in today, making this site a centre of pilgrimage with material and lifesaving equipment. tours it is a hotbed for new and undiscovered talent. showcasing South Tyneside to millions of people around international significance. the country and beyond in televised coverage. Shipwrecks were a common occurrence along the Eating out is also a key part of the area’s offer, with As well as a rich Christian heritage we also have a strong coastline so when Souter Lighthouse opened in 1871 South Shields’ Ocean Road in particular well known for Helping to gain the area lots more coverage is The Roman history. Arbeia Roman Fort and Museum, is it was very welcome indeed. It was also at the time its many Indian restaurants and Colmans Fish and Chips. Word, National Centre for the Written Word, which the most extensively excavated Roman military supply the most advanced in the world, the first lighthouse Away from South Shields our other towns and villages has proved to be a huge hit with visitors since it opened base in the Empire.