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. Around English seaside town.’ HOURS households. 4 22% of the entire region is designated as an Dover HOURS AMSTERDAM Our secondary UK ‘Area of Outstanding Natural Beauty’ (AONB) ‘An active, adventurous and authentic CARDIFF resident market (within a LONDON 1 6 HOUR HOURS two-hour drive time) has and 3% of this is designated as Heritage English historic town.’ a reach of 15.3 million Coast. Sandwich people living in over 6.2 4 ‘A relaxed, romantic and rustic English HOURS million households. BRUSSELS Nationally and internationally significant, medieval town.’ it is home to: • 100+ visitor attractions • 57 conservation areas Discover more and explore 3 HOURS 360º • 48 ancient monuments PARIS • 30 walking routes beyond the chalk of opportunity! • 9 cycle trails • Over 200 parks and open spaces. 1 Foreword An incredible opportunity A new vision for White Cliffs Country
We want a national and international This is the first Tourism Strategy Everyone who lives, works and studies in the district should shift of focus. To take tourism in White produced by Dover District Council be a vocal ambassador for White Cliffs Country. We all have Cliffs Country to a whole new level, to with the specific aim of stimulating a crucial role to play in spreading the word, nationally and harness the huge potential this industry market growth and new investment internationally, by showcasing the district to visitors, family and Samphire Hoe, Dover © James Kirby has to grow our district’s economy, and in our visitor economy. We’ve set friends. to drive economic, social and cultural ourselves an ambitious target for regeneration. We have an incredible White Cliffs Country to stand out as Most significantly, this new strategy sets out to create a visitor opportunity to grow our tourism not only a great place to visit and live, environment that attracts, stimulates and supports small, industry, and in doing so to rebuild and but also as an outstanding location medium and large businesses in the tourism industry to thrive rebalance our district. Creating more to invest in the tourism, leisure and – now and in the future. jobs, more spend, a greater sense of civic pride, and in turn, hospitality sector. creating new opportunities for further investment and growth. Few industries are as dynamic as tourism, and few have such How fortuitous was the Council’s decision in 2018 to recognise growth potential. But achieving sustainable growth does not We are bringing a whole new approach to tourism, removing the vital importance of our visitor economy and to focus on come easy. It requires an exceptional level of collaboration and barriers to growth, investing more and backing the industry all tourism, meaning we are now as a District Council well placed partnership between the industry and the public sector. the way. But the key to making tourism flourish in the district to support the sector and our town centres as we come out of lies with the industry itself, and the local businesses and the Pandemic, levelling-up and seizing on investment demand, Our landmarks, attractions, countryside and culture are organisations at its heart. We want to empower the industry and staycations, experience, local produce and outdoor pursuits. magnets for visitors locally and from all over the world. The allow it to develop and take responsibility for its own future. Let’s iconic White Cliffs of Dover, Dover Castle and Dover itself are Deal Pier © Derek Walker collaborate and see what can be achieved by the Council and The Council wants visitors and residents alike to explore, truly world-famous and draw a crowd. Events like ‘The 149th business working together. experience, and enjoy all that White Cliffs Country has to offer, Open’ will also attract new national and international audiences and we need to do more to develop our tourism economy, and opportunities, promoting White Cliffs Country to the world. In July 2021 White Cliffs Country hosts ‘The 149th Open’ as such as encouraging people to stay longer, explore further and the only golfing major held outside the US returns to Royal St spend more during their trip, which in turn has the potential These are extremely exciting times for White Cliffs Country. George’s in Sandwich. The eyes of the world will be on us and to generate new investment, jobs, growth and opportunity for we have an unprecedented opportunity to showcase all that local people. Cllr Michael John Holloway OBE, White Cliffs Country has to offer. Deputy Leader of Dover District Council and Portfolio Holder for Tourism and Inward Investment I am confident that we can, together, think differently and grow our service industry to make the coming years the best for residents, visitors and tourism in White Cliffs Country.
Cllr Trevor Bartlett, Leader of Dover District Council Sandwich
3 South Foreland Lighthouse, White Cliffs Country offers everything from historic towns and villages By working with key industry stakeholders, businesses and We want to: St Margaret’s-at-Cliffe, Dover in magnificent countryside to rolling seascapes and iconic coastal community groups, we can focus on a destination management • Encourage investment in the tourism industry © National Trust landscapes. All of this can be found alongside a rich heritage, approach that works for our district to deliver: • Attract new providers and increase the number of visitors inspiring cultural experiences, a wealth of business and commercial • Unrivalled experiences for visitors and residents, young and coming to the district opportunities, extraordinary places of interest and, of course, the old • Encourage visitors to invest their time, stay longer and to advantages of being the United Kingdom’s gateway to and from • Tangible economic growth; more businesses, jobs and spend more when they are here Europe with high speed transport (HSI) and the busiest passenger increased prosperity • Encourage residents and visitors to help us spread the word ferry port in the world. White Cliffs Country is the ideal place to live, • Improved facilities, opportunities and infrastructure for our about our fantastic visitor opportunities. work, visit, learn and invest. It has a proud past and an exciting future. residents and visitors • Protection and enhancement of both the developed and To deliver this, we need to re-invent the way the public, private natural environment, supporting sustainability. and voluntary sectors work and plan together. We need to Making the most Purposeful and Playful maximise and encourage investment from all available sources We want to embrace our ‘purposeful and playful’ identity, as and ensure that the overall return on investment benefits identified within the Cultural Survey & Framework for Dover businesses and organisations dependent on the visitor of our Coast and Countryside (2009) to maximise the benefits that a vibrant tourism and visitor economy. Our aim is to achieve growth in a sustainable way that economy can offer the entire Dover district. balances the needs of residents, visitors and the environment. We are ambitious for our district and want to capitalise on the growth potential of tourism for the visitor economy, recognising that the Over its 10-year lifetime, this Strategy aims to stimulate market The Strategy is fully aligned with the objectives of Dover District sector can help drive local growth, jobs and prosperity, building on the growth and investment; create jobs; and increase overnight Council’s Council’s Corporate Plan, Local Plan, Heritage potential offered by our geographic location. trips, spend in the area and the district’s wealth – encouraging Strategy, Climate Change Strategy and Economic Growth and supporting individuals and commerce to thrive now and in Strategy. We have also adopted the five strategic pillars of the ‘Destination White Cliffs Country – A Growth Strategy for Tourism and the future. Government’s ‘Tourism Sector Deal’ and ‘UK Industrial Strategy’ the Visitor Economy 2020 to 2030’ (‘the Strategy’) is a framework for as its core themes. These pillars are: Ideas, People, Place, the development of tourism in White Cliffs Country over the next 10 Delivering this Strategy creates a unique opportunity to Business Environment and Infrastructure.* years. It is fully aligned to the objectives of Dover District Council’s showcase the very best of White Cliffs Country to regional, The Guildhall, Sandwich Corporate Plan, Economic Growth Strategy and the Local Plan, and national and international markets in a way no other sector can; *Alongside this Strategy is an internal live action plan, supporting reflects the priorities and aims of the Government’s Industrial Strategy ways that will position the district and our towns and villages as document and evidence base - www.dover.gov.uk and the Tourism Sector Deal. ‘great places to live, work, visit, learn and invest’. Currently, Dover is attracting increased attention as the nation forges a new relationship with Europe. In addition, in July 2021 the eyes This Strategy is intended to act as a road map to unite all those ‘A great place to live, work, visit, of the sporting world will be upon us with the return of ‘The Open’ working to support and promote the local visitor economy to to Sandwich. Events such as these will attract new audiences and ensure that White Cliffs Country keeps pace with and exceeds learn and invest.’ opportunities, as we seek to energise our ambitions for tourism, national growth. putting White Cliffs Country at the centre of the global stage. But we recognise this will not happen on its own – successful implementation of the Strategy relies on all public, private and voluntary sector partners playing their part in its delivery. The Strategy sets out an ambitious, yet realistic, challenge for the tourism sector to level-up and achieve stronger economic and Deal beach employment growth.
5 This Strategy is focused on how we can maximise growth and investment, as well as generate greater benefit for our visitors, residents and businesses by working collaboratively. The Objectives What we want to achieve
Dover seafront The Ambition ideas for the district To build an innovative economy - with tourism, the visitor economy and sustainability at its heart. ‘To be a vibrant world-class destination ideas valued for its outstanding heritage, people To generate good jobs and greater earning power for landscape and pursuits, as well as its people living in the district - with tourism, hospitality and ease of access, warmth of welcome and service at its heart. people wealth of opportunity.’ Deal beach place To develop prosperous communities throughout the district – with sustainability, placemaking and the visitor economy at its heart. place for the tourism and visitor economy business environment ‘By 2030, the tourism and visitor economy To be ‘open for business’ and the best place to start and business grow a business, social enterprise or organisation – with within White Cliffs Country will be a visitors, accessibility and sustainability at its heart. year-round sustainable, accessible and infrastructure productive industry, where businesses infrastructure To see an upgrade in infrastructure – with visitors, and organisations are growing, and residents, accessibility and sustainability at its heart. Sandwich Folk & Ale Festival visitors return year after year.’ 7 For tourism to generate greater our goal economic benefits and opportunities our aims: for all – recognising the crucial balance Measuring success • To increase the number of staying visitors (international and domestic), year on year between residents, visitors, commerce • To increase visitor spend per trip, year on year • To improve infrastructure and digital technology during the and investment. lifespan of the Strategy Growth targets • To facilitate and aid placemaking and the introduction of new hotels, restaurants, attractions, experiences, The growth and success of tourism Our goal is that by 2030 we will deliver businesses and conference centres during the lifespan of the Strategy. in White Cliffs Country is dependent substantial growth in White Cliffs Country’s on everyone working together to visitor economy and create more full-time key measurable outputs: achieve more. Overall performance of the visitor economy can be assessed equivalent jobs, when compared to current through tourism data.
average annual levels (Economic Impact • Number of day trips: 3.6 million day trip (annual average Tourism Data, 2000-2017). 2000-2019) • Number of overnight stays: 472,000 overnight visitors (annual average 2000-2019) • Duration of stay: Average length of stay was 3.42 nights Tourism In the first five years of the Strategy, we (annual average 2000-2019) are aiming for a sustainable increase in the • Spend: Average spend per day trip was £33.45, overnight trip was £187.21 (annual average 2000-2019) volume and value of tourism, providing a • Levels of satisfaction: 48% (the average percentage across is everyone s the character towns) rated their enjoyment as ‘very high’ firm foundation for increased productivity in 2018 ’ in the following years. • Recommendation rate: 86% (the average percentage across the character towns) felt either ‘very likely’ or ‘likely’ business to recommend the destination to somebody else in 2018 • White Cliffs Country website and social media statistics: 382,792 website pageviews and 117,354 users between April 2019 to March 2020. • District Visitor Information Centre and Dover Museum Regular monitoring will take place in line with standard Dover District Council statistics: 153,273 visitor contacts in 2017. practice and reporting. Additional insight and monitoring will include Visitor © Lydden Hill Race Circuit, Dover Survey and Economic Impact of Tourism data.
9 Objective ideas i 1 To build an innovative economy - with We will focus on: materials tourism, the visitor economy and • We will produce and promote annual White Cliffs Country guides, leaflets, materials, photography and sustainability at its heart. branding video as required and introduce a new high-level ‘Place • We will establish a new bold and creative White Cliffs (Visit, Live, Invest)’ brochure. We will do this by: Country brand and identity positioning us as a vibrant, • Getting our brand in front of the visitor outward-looking and inspiring destination which is wayfinding and signage • Being proactive and developing bold, creative attractive to visitors, residents and investors. • We will introduce an appropriate level of new visitor- based roadside, town centre, train station and port and engaging collateral grants and funding signage. • Supporting visitors and residents in finding • We will identify and promote any potential grants and funding opportunities to our industry for their trade shows great new experiences in White Cliffs Country consideration. • We aim to attend a minimum of one trade show per year • Capitalising on the opportunities offered by with one of our partners in order to promote White Cliffs marketing and promotion Country. our unique heritage, environment, culture • We will enhance the promotion of the White Cliffs and gateway location by supporting the Country brand, nationally and internationally, through visitor information centre capacity of the sector to grow and innovate, an innovative approach to marketing, advertising, • We intend to develop the resources available to the by accelerating developments in digital promotion and engagement. This will include District Visitor Information Centre, based in Dover, and promotions across Dover District Council owned assets. support partners in developing information to visitors, technology and reducing barriers. recognising their collective strategic importance across partnership and collaboration White Cliffs Country. • We aim to establish greater understanding, collaboration Key themes and associated priority and teamwork between all public sector, private sector website and social media actions for delivery of objectives. and industry partners in White Cliffs Country and • We will develop and maintain a new state-of-the-art beyond; including the creation of a Tourism Advisory interactive Visit and Invest in White Cliffs Country The tourism market is busy and competitive. It Board formed of local, national and international tourism website, supported by the active use of social media experts. We will also create an accessible White Cliffs across key channels. A District Place Portal will also be is essential that we recognise that the market Country Tourism & Visitor Economy Industry Hub for our developed. is changing and look to grow our economy. visitor-based businesses. This will need a new and fresh approach to press and familiarisation trips • We will focus on generating more press, influencer and develop tourism activity to its fullest, and familiarisation trips to White Cliffs Country and foster ongoing relationships. White Cliffs Country, a great place for a picnic harness new and emerging, niche markets.
11 Objective 2 people i To generate good jobs and greater Key themes and associated priority We will focus on: earning power for people living in the actions for delivery of objectives. civic pride district - with tourism, hospitality and We all remember excellent customer • Empowering people and communities to understand, service at its heart. value and create places of pride in the areas where they service and those who are friendly and go live and work. Ensure through the provision of high- the extra mile. Well-trained and engaged opportunities for all quality training in tourism, hospitality and staff and volunteers are the number one • Ensuring that our tourism offer meets the needs and aspirations of all, young and old, as we develop service that the sector can attract, retain asset of any business, organisation and schemes for tourism and visitor development. and develop a workforce with the skills it ultimately, destination. They are vital to the skills for people needs both now and in the future. customer journey and offer the welcome, • Collaborating withlocal educational providers and trainers to increase the availability of marketing, engagement and delivery of quality tourism business development, tourism, service and hospitality training and skills development, and associated products. We will develop a dynamic opportunities. programme which will review current • We aim to build extra capacity across the sector to increase employment within the district by supporting working structures, identify apprenticeship delivery and retention. This will be achieved through recruitment programmes to encourage the pipeline of and volunteer needs, build local skills talent that joins the industry – with a focus on training, capacity and change attitudes to working apprenticeships, volunteering and mentoring. in the service sector. This will also visitors first • Ensuring we put the ‘visitor’ (and we are all visitors) at address any shortage of the heart of all decision-making. skills and turnover of staff. volunteers • We aim to work with the district’s volunteer networks and promote tourism-based voluntary opportunities Viking Maritime Skills Academy, Whitfield, Dover across White Cliffs Country - to meet the needs of the industry.
13 Objective 3 place To develop prosperous communities We will focus on: throughout the district – with carbon free leisure and active pursuits art and culture • We will steer the District’s tourism industry towards • We intend to protect and develop facilities for outdoor sustainability, placemaking and the • We will invest in strategically important ‘Social & Cultural the early achievement of this council’s carbon-neutral leisure and active pursuits as well as identify potential Visitor Zones’ to aid economic, community, cultural, social visitor economy at its heart. ambitions, in support of the government’s NetZero opportunities and areas of expansion. and environmental regeneration; with a focus on Market plans. We will embrace our unique location Square (Dover), Deal Pier Apron (Deal), Guildhall Forecourt placemaking and public realm and inspire residents, visitors, providers, (Sandwich) and The Quay (Sandwich). entertainment and evening economy • We will invest in ‘placemaking and public realm’ activity • We will weave art and culture into the fabric of our everyday • We aim to increase the quantity, quality and range of across the three character towns to position the district developers and businesses to visit, stay, environment, as well as our current and future activity. the district’s entertainment & evening economy offer; as a vibrant, outward-looking, safe and beautiful spend and invest. We will develop the • We will investigate the potential of White Cliffs Country with a focus on stimulating more investment, as well as environment in which to live, work and visit; with a focus playing its part in any Kent bid of becoming a ‘UK City of supporting improvements and new developments. on festivals & events (including ‘The Open’), culture & art, visitor economy and make ‘place’ a central Culture’. • We will continue to raise the social, cultural and history & heritage and the evening economy in order to component of every asset. safety standards of our towns to ensure they provide support and strengthen our town centres. countryside, nature, parks and open entertaining, diverse, safe and enjoyable nights out, with Key themes & associated priority actions a view to achieving a ‘Purple Flag Award’ accreditation. regeneration and planning spaces • We will research and identify the potential to simplify for delivery of objectives. • We will collaborate with the National Trust and English festivals, experiences and events planning rules through possible local development orders Heritage to investigate the potential of ‘The White Cliffs of • We will employ a White Cliffs Country ‘Visitor Projects & and the fast tracking of applications, as part of the Great placemaking can help people feel pride Dover’ becoming a UNESCO World Heritage Site. Development Officer’. creation of Tourism/Visitor Zones within the district. and ownership wherever they live, work and • We will work with the Kent Downs AONB and other partners • We aim to facilitate a new signature festival/event for to investigate the potential of the Kent Downs Area of White Cliffs Country of national scale – unique to the sustainability and green play. It draws on the wide range of combined Outstanding Natural Beauty (AONB) becoming a National district and providing a new reason to visit. • We will encourage the investment, renovation and reuse assets from culture, arts, history and Park. of buildings and facilities to support housing, business, • We will invest in the development of our parks and open history and heritage visitors and economic activity. We will promote holistic heritage, through to amazing outdoor spaces spaces to create a high-quality environment, with a view to • We aim to identify, designate and protect our history and developments that can support sustainable economic achieving a ‘Green Flag Award’ accreditation. heritage and embed it into the fabric of our everyday growth and ensure that urban and rural communities and great events. To achieve more and make • We will work with partners to raise the standards of our environment, as well as our current and future activity. have a long-term future for the people that live, better use of our core assets, we will develop beaches and marinas, with a view to achieving a ‘Blue Flag work, visit, learn Award’ accreditation. and invest within a more joined-up approach and work closely them. with all those who can influence change. 15 Objective 4 business To be ‘open for business’ and the best We will focus on: screen tourism – film and television place to start and grow a business, • Working with partners, including the Kent Film Office and other associations, to identify possible locations social enterprise or organisation – with and promote opportunities for screen tourism within business White Cliffs Country. visitors, accessibility and sustainability • Working with partners and actively promoting ‘Invest at its heart. in White Cliffs Country’ business, organisation and social enterprise opportunities, as well as encouraging food, drink and local produce We aim to improve the experience and the industry to embrace M.I.C.E. (meetings, incentives, • Developing a ‘Produced in White Cliffs Country’ trade conferences and events) based business development. association and forum to identify opportunities to create productivity of the tourist industry in order • Supporting, facilitating and nurturing investment in exciting food, drink and craft experiences for visitors to establish White Cliffs Country as a leading innovative, sustainable and high-potential organisations and promote the local produce offer. destination for residents, visitors and to bring forward green, commercial and business developments. sport commerce – reducing barriers, developing • Identifying and promoting potential grants and funding • Working with partners, industry and business to nurture, opportunities to support investment and ongoing encourage and facilitate the development of exciting business friendly opportunities and putting development. sectors, such as the golfing sector, sports tourism and economic growth first. sport-based assets and events across White Cliffs Country. Key themes and associated priority educational tourism actions for delivery of objectives. • Working with educational partners to boost educational tourism and promote White Cliffs Country as a great We wish to broaden our understanding of the place to study and learn. visitor economy beyond leisure and ensure that, whatever the reason for travel, there is experiences • Working with partners to increase the quantity, quality an opportunity in White Cliffs Country. We and range of our ‘experience’ offer; with a focus on aim to exceed the expectations of all visitors supporting improvements, encouraging and actively promoting current and new experience providers and to the region. Each segment has the potential their unique offers. The Zetland Arms, Kingsdown - to stabilise the district tourist industry and dog friendly pub as featured in the has huge potential to generate more for the ITV programme Liar © Visit Kent local economy. 17 Objective 5 infrastructure To see an upgrade in infrastructure – To achieve this objective, we will actively transportation, parking and accessibility • Lobbying, supporting and investing in transport and with visitors, residents, accessibility seek to secure available external grants parking infrastructure with the aim to become one of the and sustainability at its heart. and funding, and proactively collaborate most accessible and sustainable locations in England with a focus on electric vehicle charging infrastructure. We aim to connect White Cliff Country’s with all required public and private sector • Addressing rail-first and last mile challenges with partners, to connect our landscapes, attractions, towns centres, towns, attractions, accommodation stakeholders, industry and partners. rural areas and assets to key transport hubs; reducing the providers, businesses and assets for the carbon footprint of the industry. Supporting ‘Bus Back benefit of all, ensuring value growth by We will focus on: Better: National Bus Strategy for England (2021)’. converting day visits to overnight stays. accommodation cycling • Increasing the quantity, quality and range of our visitor • Lobbying, supporting and investing in cycling We will distribute the economic strength accommodation stock; with a focus on supporting infrastructure to improve connectivity and accessibility and of tourism across White Cliffs Country and investment and improvements, rural/farming encourage ‘greener’ sustainable transportation. Supporting diversification of business use and new large 4*/5* hotel ‘Gear Change: A bold vision for cycling and walking reduce barriers to growth. developments. (2020)’. Key themes and associated priority attractions actions for delivery of objectives. • Increasing the quality and range of our visitor walking • Lobbying, supporting and investing in walking attraction stock with a focus on supporting investment, infrastructure to improve connectivity and accessibility and The provision of infrastructure is central improvements and new developments. This will provide encourage ‘greener’ sustainable transportation. Supporting innovative, high-quality experiences to the customer, to the wider economic and tourism ‘Gear Change: A bold vision for cycling and walking support businesses to address seasonality and build (2020)’. growth agenda and benefits residents and digital capability. visitors alike. Infrastructure has a range digital of elements at its core and is an intrinsic • Lobbying, supporting and investing in digital part of the development of any destination infrastructure with an aim to become one of the most accessible and sustainable locations in England with a of choice. It can contribute to increased focus on ‘digitally’ enabled destinations.
© Betteshanger Park, Deal efficiency of production and distribution of services. 19 Trends Targeting visitor trends Addressing visitor trends within the objectives White Cliffs Country has an abundant demand for unique and personalised demand for ‘local’ Experience place as a local – the true and authentic destination; number of available opportunities to ‘call to action’ experiences see the unique landscape, nature, local people, community, Local specific, bookable (free or chargeable) experiences to culture, events, produce, haunts and experiences. develop and fulfil. excite and engage the consumer – visitors are looking to create memories, learn new skills and do something different, rather than simply enjoy an everyday trip and item or gift purchase. popularity of mini-vacations Dover District Council has identified More people are taking more breaks, more often – provide quick a range of county, national and and easy getaways for visitors that feel like a holiday and an demand for active pursuits, breaks escape. international visitor trends, and holidays Free or chargeable activities to get active and escape the opportunities and challenges that need everyday; recharge, encourage health, wellbeing and wellness. embrace digital, be everywhere and to be met and addressed for the district always on Grasp socialnomics - the world and people have changed. to fully embrace its potential. Websites, digital channels and social media have transformed Visitors spend money, however, the way we live, interact, plan and do business. they also invest time...… value their investment and the spend will come. Deal beach © Visit Kent
21 Challenges A great destination Addressing challenges to the objectives reimagine improve training Reimagine and repurpose the White Cliffs Country name into a Improve current infrastructure to make the district more open, Promote tourism and hospitality as a fantastic career path distinct overarching ‘Place’ brand, with sub-brands to work for welcoming and easier to get around. for local people – developing local training and qualification the whole district. programmes. package refresh Package our visitor offers to increase productivity and value Re-introduce the visitor and resident to the district as a ‘great’ profitability rates; make the district easier to buy online and Demonstrate the value of tourism and visitors as a bridge to destination of choice – a great place to live, work, visit, learn and offline. inward investment, funding, regeneration, planning and stronger invest. community opportunities. create be flexible Create compelling reasons to visit the district and ensure we benefits To always be flexible and responsive to visitor trends, spread the benefits of tourism growth across the whole district. Clearly show the benefits of partnership working to our expectations and demands but with an eye on cultivating our commercial partners and the value that can be added by joining growing day trip audience into short and long break staycations forces, cross-selling and getting behind the new overarching promote opportunities brand and vision. – not just a day out. Promote opportunities to generate synergies and market opportunities between our attractions, entertainment, food & communicate drink and accommodation providers. Communicate the relative ease of getting to the district from central London and Europe (especially France, Belgium, shape and develop Netherlands and Germany) and work closer with key visitor hubs Work with existing businesses, town councils, parish councils, at a regional, national and international level to encourage all landowners, communities and developers to shape and develop opportunities. our product offer and celebrate our seasons. Sandwich Quay
23 positioning White Cliffs Country as a host community Ensure that residents reap the benefits of a successful local leading tourism destination visitor economy. Building on our internationally recognised ‘White Cliffs Country’ name, we must proactively champion and celebrate our diverse tourism offer, promoting White Cliffs Country as a great place quality offer Making it happen to live, work, visit, learn and invest. We must create a sense Good customer service, cleanliness, safety, good quality of place, communicating clear messages about White Cliffs amenities, accredited attractions and accommodation will Country and the special experience we have to offer. combine to offer a tourism product that will be capable of attracting repeat visitors and business and will establish a positive reputation for White Cliffs Country. There also needs to Guiding Principles understand the audience be a greater recognition of improving visitor access to facilities Celebrate and encourage our recognised core tourist markets – (physically and with better, more consistent, opening hours) and Country Loving Traditionalist; Free & Easy Mini-Breaker; Fun in meeting the needs of the disabled and older traveller. The core of this strategy is about making the Sun – and understand the importance of a supporting and integrated local food & drink offer. innovation our natural assets, outdoor pursuits, Ensuring White Cliffs Country tourism products and their unique experiences, produce, culture and value not volume promotion continually move forward and take advantage of Marketing campaigns to encourage visitors to invest more time emerging smart technologies. our heritage work harder for the visitor in the destination; to stay overnight, stay longer, spend more, and to return. economy. build on future events The 149th Open – this is a great opportunity to entice visitors, collaboration and local ownership business and investors back, or attract them here for the Shared ownership and responsibility across the district (council, first time! Events that put the district on the map in terms of It’s about working together, connecting business and community, etc.) for the delivery of actions, showcasing what we have to offer. products and services, offering more to see avoidance of duplication and clarity in roles. Initiatives will need to have the widespread backing and support of business and do, delivering good customer service, communities. stimulating external funding and and promoting efficiently and effectively investment sustainable growth Proactively seek external funding opportunities to invest in to our target markets. We will work Working to achieve the right balance to ensure tourism growth is tourism facilities, experiences and opportunities that will help achieved in harmony with the environment and communities and unlock tourism’s growth potential. with businesses, the industry and other avoids short-termism. stakeholders to achieve this. The Strategy, and supporting documentation, identifies the strategic direction, nature We have identified 10 guiding principles and scale of the challenges involved in realising the overall strategic vision and Jousting event at Dover Castle © English Heritage within the Strategy. achieving the objectives of each strategic outcome.
25 lead how we will do it Dover District Council • Deliver outstanding visitor experiences and visitor information • Valuing and understanding tourism and the visitor economy, services at district-owned visitor assets. working together and collectively thinking differently. • Stimulate investment and funding in tourism facilities, Re-imagining what we have and what’s possible. experiences, infrastructure and opportunities that help • More marketing, more promotion, more communications, Making it happen unlock tourism’s growth potential. more engagement. • Ensure visitor-focused transport and digital infrastructure is • Identifying and promoting potential grants and funding part of the experience. opportunities to support investment and ongoing • Ensure Dover District Council departments, staff and development. councillors are advocates for the visitor economy and work • Creating an online Tourism Industry Hub to support the Action Plan as a team across departments to deliver the Strategy. sector, including data, research, policy, training, photos, videos and stories. • Creating appropriate skills, teams, resources and capacity There is a lot to do and we will need to facilitate within the tourism department, and within other district • Encourage and oversee new projects and activity, including council departments, to collectively support and champion manage resources effectively. The council festivals, experiences and events that businesses and place, tourism and the visitor economy. partners can support and take part in. has a role as a leader, influencer, facilitator • The Tourism & Visitor Economy Department to fully liaise • Ensure businesses, social enterprises and organisations are with stakeholders and work with businesses to coordinate and investor. equipped with the tools, training and business advice they and bring forward offers, stories and experiences across need to make the most of the visitor economy and improve the district; as well as local training and qualification productivity; as well as the number and quality of new jobs programmes. and apprenticeships in the sector. • Creating a Tourism/Growth Advisory and Delivery Board • Ensure education providers and trainers are equipped with formed of local, national and international industry experts, the tools and advice they need to tailor courses and training to meet twice a year, to provide oversight, guidance and to the demands of the industry. support. • Open clear routes to support providers to build industry capacity and training.
Red Panda at Wingham Wildlife Park, Sandwich
27 Dover District Council Actions delivered during the last Actions to be delivered over the next 12 months 12 months
• Launch of a new interactive White Cliffs Country website, • Launch a new interactive District Place Portal. supported by the active use of social media across key Making it happen • Lead an annual ‘District Visitor Economy Conference’ channels, including the launch of a new online White Cliffs and networking event, potentially including a new District Country Industry Hub. Awards Event (working with WCCTA). • Undertook a root and branch review of Dover District • Create a Tourism/Growth Advisory and Delivery Board Council’s allocated resources to tourism and the visitor formed of local, national and international industry experts, Delivering growth economy, including the recruitment of two new members of to meet twice a year, to provide oversight, guidance and staff. support. The Board will not dictate projects but will raise Actions delivered during the creation • Incorporated the adoption of this ‘Strategy’ into the new district profile at a high level. Corporate Plan, Economic Growth Strategy and Local Plan, • Collaborate with local educational providers and trainers to of this Strategy as well as other Dover District Council planning. increase the availability of marketing, business development, • Thorough consultation with the tourism industry. • Embedded tourism, visitors and this ‘Strategy’ into current tourism, service and hospitality training & skills development and future council projects, including the Market Square and • Tourism’s recognition as a priority within the district, and associated opportunities. Masion Dieu Development Projects, as well as successful regarding economic development, regeneration, inward • Launch ‘Produced in White Cliffs Country’ and engage with funding applications including the White Cliffs Community investment and onward growth. local producers and showcase local food and drink. Rail Partnership. • Implementation of a collaborative approach between the • Work with partners to enable and deliver successful golf • Implementation of a collaborative approach between the district and character towns (Dover, Deal and Sandwich) tournaments and maximise the marketing and promotional district and related Chambers of Commerce/Trade (Dover, through regular meeting, communication and dialogue. opportunities. Deal, Sandwich, East Kent) through regular communication • Partner membership of the England’s Coast Project and dialogue. • Take a leading role in Kent’s bid to become one of the UK’s (Discover England Fund project) and launch of England’s first pilot ‘Tourism Zones’. • Working with WCCTA to strengthen and progress the White Coast Ambassador training. Cliffs Country Tourism Association, including its membership • Work to incorporate tourism, visitors and this ‘Strategy’ into • Launch of a White Cliffs Country Accommodation Charter. from public, private and community sectors and the current and future council projects, including those focused • Launch of a White Cliffs Country Trade Pack. introduction of shared action plans to help drive, oversee on town centre renewal and destination development, as well as within potential funding applications including the • Partner membership with UKinbound. and champion the delivery of the Strategy. Welcome Back Fund and Levelling-Up Fund. • Secured funding and worked with Kent County Council and • Established and delivered, with partners, opportunities • Engage, support and deliver, with partners, walking and Sustrans to produce a vision audit of the district’s walking for district businesses development training and personal cycling initiatives, including opportunities for cycle schemes, and cycling offer. development, including a new ambassador/greeter training programme and qualification (The Event Makers Kent). cycle hubs and cycle training. • Implementation of collaborative approach with WCCTA, Visit • Work with partners to enable and deliver Purple Flag Kent, Kent Downs AONB and Tourism South East. District • Working with Visit Kent and Kent Downs AONB to promote, accreditation for Dover. efforts being matched by the county and regional tourist embed and develop the Interreg ‘Experience’ project across board and in turn plugged into national and international the district, including district business participation. • Review and revise the Strategy (annually) through marketing efforts. • Delivered a vision audit of cycling and walking in the district an ongoing process of collaboration with residents, communities and businesses in the district. RHIB rides with Dover Sea Safari, Dover • Part of the Interreg ‘Experience’ project – match-funding (with KCC and Sustrans), with a focus on connectivity in and © Dover Sea Safari partner of Visit Kent and Kent Downs AONB. between the towns of Deal, Dover, Sandwich and Aylesham.
29 Appendix A Context ‘A unique destination where coast meets countryside, ancient meets Overview White Cliffs Country modern, relaxation meets adventure, and England meets Europe.’ location
As a visitor destination, White Cliffs Country’s strength lies in its The iconic White Cliffs (a recognised symbol of Britain) and town We need to develop a White Cliffs location, its three main character towns, traditional rural villages, of Dover are also truly world-famous. White Cliffs Country’s Country story, setting out what we have heritage, coast, landscape, countryside and access to a wealth popularity with visitors because of this rich history, international of surrounding attractions from London, Canterbury, Calais, status and associated attractions is clear. However, its beautiful, to offer and what we need to focus on to Dunkerque, Paris and beyond! unspoilt countryside, walking and cycling provision, character towns and wide range of experiences and things to do must shape our sense of place and guide our White Cliffs Country covers an area of 123 square miles, with a also be noted. Not to mention the international attention and development as a world-class destination. wide range of natural environments, from the remarkable chalk significance that is placed upon the district through links golf downs to our world-famous coastline stretching for around and ‘The Open’. Golf and associated sports tourism are a This will shape not only communications 20 miles. At its closest point, White Cliffs Country is only 21 growing area of development for us. miles from France. Most of the countryside and coastline are but also actions by the public and private protected by landscape and nature conservation designations, Beyond the three key character towns of Deal, Dover and sector, behaviour, product development, reflecting the environmental significance of this breath-taking Sandwich, the district also features a wide range of beautiful corner of the Garden of England. villages, attractions, accommodation, products and experiences investment and the management of the in rural areas. The district (as part of East Kent) is also one of the driest, developed and natural environment. sunniest and warmest (by day) places in the United Kingdom. White Cliffs Country has three visitor information centres, one within each character town. The three towns are at different Due to its strategic location, the area boasts a rich stages of tourism development with different challenges to archaeological and historical heritage of international importance address, different offers and individual target markets. – to the envy of many destinations – offering over 2,800 listed buildings, 48 ancient monuments, 12 museums, 57 conservation areas and 21 historic parks and gardens.
White Cliffs Country © whiteonesugar
31 Appendix A Character Town Overview Location Comparison highlights
S E Deal Dover Sandwich S