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Market Town Welcome Market Town Welcome Destination Plan for Berwick upon Tweed REPORT TO One NorthEast, Northumberland Strategic Partnership and Northumberland Tourism June 2008 Report From In Partnership With www.alisoncaffyn.co.uk and Miller Research Pen‐y‐Wyrlod Llanvetherine Abergavenny NP7 8RG 01873 851 880 www.miller‐research.co.uk Contents Executive Summary ................................................................................................................................. 5 1. Introduction .................................................................................................................................... 9 1.1. Background ............................................................................................................................. 9 1.2. Strategic Context ................................................................................................................... 10 1.3. Process and Partnership ....................................................................................................... 11 2. Vision and Objectives .................................................................................................................... 13 2.1. Vision ..................................................................................................................................... 13 2.2. Objectives .............................................................................................................................. 13 3. Visitors to Berwick ........................................................................................................................ 14 3.1. Visitor Survey ........................................................................................................................ 14 3.2. Business Survey ..................................................................................................................... 15 3.3. Segmentation ‐Visitor profiles .............................................................................................. 16 4. The Tourism Offer ......................................................................................................................... 19 4.1. Tourism Audit ........................................................................................................................ 19 4.2. Business Survey ..................................................................................................................... 21 4.3. SWOT Analysis ....................................................................................................................... 23 5. Destination Management and Promotion .................................................................................... 26 5.1. The Strategy .......................................................................................................................... 26 5.2. The Future Visitor Experience ............................................................................................... 28 5.3. Destination priorities ............................................................................................................ 29 6. Programme of Actions .................................................................................................................. 33 6.1. Action Plan ............................................................................................................................ 34 6.2. Key actions ............................................................................................................................ 43 6.3. Northumberland wide projects ............................................................................................ 63 Annexes ................................................................................................................................................. 65 1. Annex 1 – Destination Management Plan Template .................................................................... 66 2. Annex 2 ‐ Organisations and Individuals who have contributed to the development of this plan 67 3. Annex 3 ‐ Business survey results ................................................................................................. 69 4. Annex 4 ‐ Visitor Segmentation – Arkenford Categories and definitions ..................................... 74 4.1. Functionals ............................................................................................................................ 74 4.2. Traditionals. .......................................................................................................................... 74 4.3. Cosmopolitans ...................................................................................................................... 75 4.4. Habituals ............................................................................................................................... 76 4.5. Discoverers ............................................................................................................................ 77 5. Annex 5 ‐ Tourism Audit ............................................................................................................... 79 5.1. Definition of market town area ............................................................................................ 79 5.2. Audit Results ......................................................................................................................... 79 5.3. Accommodation .................................................................................................................... 79 5.4. Attractions ............................................................................................................................. 82 5.5. Retail ..................................................................................................................................... 84 5.6. Sports, outdoor activity and entertainment facilities ........................................................... 88 5.7. Support facilities and infrastructure ..................................................................................... 90 5.8. Visitor Information Centre .................................................................................................... 92 5.9. Tourist Information Points (TIPs) .......................................................................................... 94 5.10. Interpretation .................................................................................................................... 95 5.11. Visitor Pedestrian Signposting .......................................................................................... 96 5.12. Road signposting for visitors ............................................................................................. 97 “Berwick Upon Tweed is one of the outstanding fortified towns in Europe” English Heritage “The kind of history‐drenched town you’d expect to find in Brittany or the Dordogne” The Sunday Times “Berwick is truly the jewel in the County’s crown. It has such a special spirit and distinctive character” Bill Bryson “Berwick is one of the most exciting towns in England, a real town, with the strongest sense of enclosure” Nikolaus Pevsner Destination Plan for Berwick upon Tweed Executive Summary This Destination Plan for Berwick upon Tweed will drive action by the partnership of organisations that are involved in tourism, town development and the visitor economy within Berwick and its immediate hinterland. It covers the period from March 2008 to 2018. Berwick will develop its tourism potential and strengthen its identity for visitors by promoting its Unique Selling Point: ‘the walled border town’ The future Vision for Berwick upon Tweed as a visitor destination is: • By 2018 Berwick will have an international profile as the destination where England meets Scotland and the River Tweed meets the sea. • Visitors will come to learn about its rich heritage as an ancient crossing place with three dramatic bridges and unique Elizabethan walls built to protect this much fought‐over town. • Visitors follow in the footsteps of Lowry, attracted by the special quality of the light, to enjoy the stunning views of the river, estuary and sea and the distinctive skyline of the town itself. • A thriving artistic community and distinctive retail and food and drink sectors enliven the well maintained historic environment, which together give Berwick the feel of a mini Mediterranean principality. The objectives of this destination plan are: 1. To strengthen Berwick’s identity and profile as an attractive and uniquely interesting visitor destination 2. To broaden Berwick’s visitor market and attract more upmarket, higher spending visitors, to complement the more traditional budget holiday market which will continue to be an important part of the visitor economy 3. To establish Berwick as a year round destination encouraging short breaks throughout the year 4. To develop a sustainable visitor economy offering excellent service, customer care and value for money 5. To increase visitor satisfaction levels which will extend their length of stay, encourage repeat visits and recommendations 6. To better promote and enable visitors to enjoy the natural and built heritage in and around Berwick 7. To widen the range and improve the quality of the retail and food and drink offers in the town 8. To encourage more visitors to walk, cycle and use public transport 9. To encourage new business investment 10. To encourage
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