Destination whitecliffscountry Growth strategy for tourism and the visitor economy 2020 to 2030 Executive Summary Consultation Draft CONFIDENTIALOctober 2019 DRAFT COPY OCTOBER 2019 ‘To be a vibrant world-class destination valued Contents for its outstanding heritage, landscape and pursuits, as well as its ease of access, warmth of Welcome 1
welcome and wealth of opportunity.’ Foreword 2
The growth and success of tourism in White Cliffs Country Making the most of our coast and countryside 4 is dependent on everyone working together to achieve this What we want to achieve 6 common vision. Measuring success 8
Objective 1: Ideas 10 Tourism Objective 2: People 12 Objective 3: Place 14 is everyone s Objective 4: Business Environment 16 ’ Objective 5: Infrastructure 18 business Addressing visitor trends and challenges 20 Making it happen - guiding principles 24
Dover District Council Action 26
Delivering Growth 28
Appendix A – Context: Overview of White Cliffs Country 30
Appendix B – White Cliffs Country Brand 46
Consultation event with local stakeholders, Dover Athletic FC, March 2019 © English Heritage Appendix C - Destination 54 Our core tourist markets as identified by Visit England: • ‘Country Loving Welcome Traditionalist’ • ‘Free & Easy Mini- White Cliffs Country is a unique place where White Cliffs Country Breaker’ coast meets country, beauty meets history, ‘History and heritage, landscape and • ‘Fun in the Sun’ tranquil meets active, and England meets nature, active pursuits’. Primary UK resident Europe.
market (within a one The ‘Character Towns’: hour drive time) in Nationally and internationally significant, it Deal excess of 1.2 million is home to over 100 visitor attractions, 57 people living in 520,261 ‘A quaint, quirky and quintessentially conservation areas, 48 ancient monuments, households. English seaside town’. 30 walking routes, 9 cycle trails and over 200 Secondary UK resident Dover parks and open spaces. Sandwich market (within a two ‘An active, adventurous and authentic hour drive time) in excess of 15.3 million One of the most climatically-continental English historic town’. people living in over 6.2 places in the UK, the district covers 123 Sandwich million households. square miles with 20 miles of coastline ‘A relaxed, romantic and rustic English and beaches. 22% of the entire region is medieval town’. designated as an ‘Area of Outstanding Natural Beauty (AONB)’ and 3% of this is designated as Heritage Coast. Discover more and explore of opportunity!360º beyond the chalk
1 Foreword An incredible opportunity A new vision for White Cliffs Country
We want a national and international This is the first Tourism Strategy Most significantly this new strategy sets out to create a visitor shift of focus. To take tourism in White produced by Dover District Council environment that attracts, stimulates and supports small, Cliffs Country to a whole new level to with the specific aim of stimulating medium and large businesses in the tourism industry to thrive harness the huge potential this industry market growth and new investment – now and in the future. Samphire Hoe, Dover © James Kirby has to grow our district’s economy, and in our visitor economy. We’ve set to drive economic, social and cultural ourselves an ambitious target for Few industries are as dynamic as tourism, and few have such regeneration. We have an incredible White Cliffs Country to stand out as growth potential. But achieving sustainable growth does not opportunity to grow our tourism not only a great place to visit, but also come easy. It requires an exceptional level of collaboration and industry, and in doing so to rebuild as an outstanding location to invest in partnership between the industry and the public sector. and rebalance our district as a whole. the tourism and hospitality sector. Creating more jobs, more spend, a greater sense of civic pride, Our landmarks, attractions, countryside and culture are and in turn, creating new opportunities for further investment The Council wants visitors and residents alike to explore, magnets for visitors locally and from all over the world. The and growth. experience, and enjoy all that White Cliffs Country has to offer, iconic White Cliffs of Dover, Dover Castle and Dover itself are and we need to do more to develop our tourism economy, truly world-famous and draw a crowd. Events like ‘The 149th We are bringing a whole new approach to tourism, removing such as encouraging people to stay longer, explore further and Open’ will also attract new national and international audiences barriers to growth, investing more and backing the industry all spend more during their trip, which in turn has the potential and opportunities, promoting White Cliffs Country to a world. the way. But the key to making tourism flourish in the district to generate new investment, jobs, growth and opportunity for lies with the industry itself, and the local businesses and local people. These are extremely exciting times for the district’s tourism organisations at its heart. We want to empower the industry and industry. Deal Pier © Derek Walker allow it NEWto develop COPY and TO takeBE PROVIDIED responsibility for its own future. Let’s Everyone who lives, works and studies in the district should collaborate and see what can be achieved by the Council and be a vocal ambassador for White Cliffs Country. We all have business working together. a crucial role to play in spreading the word, nationally and Cllr Michael John Holloway OBE, internationally, by showcasing the district to visitors, family and Portfolio Holder for Community and Tourism In July 2020 White Cliffs Country hosts ‘The 149th Open’ as friends. the only golfing major held outside the US returns to Royal St George’s in Sandwich. The eyes of the world will be on us and we have an unprecedented opportunity to showcase all that White Cliffs Country has to offer.
I am confident that we can, together, think differently and grow our service industry to make the coming years the best ever for visitors and tourism in White Cliffs Country.
Cllr TBC, Sandwich Leader of Dover District Council 3 South Foreland Lighthouse, The Dover district is made up of a blend of historic towns and villages, By working with key industry stakeholders, businesses and We want to: St Margaret’s-at-Cliffe, Dover magnificent countryside, rolling seascapes and coastal landscapes. community groups, we can focus on a destination management © National Trust All of this can be found alongside a rich heritage, cultural experiences, approach that works for our district to deliver: • Encourage investment in the tourism industry a wealth of business and commercial opportunities, a whole host of • Attract new providers and increase the number of visitors places of interest and, of course, the advantages of being the United • Unrivalled experiences for visitors. coming to the district Kingdom’s gateway to Europe with high speed transport (HSI) and • Tangible economic growth; more businesses, jobs and • Encourage visitors to stay longer and to spend more when the busiest passenger ferry port in the world. White Cliffs Country is a increased prosperity. they are here great place to live, work, visit, learn and invest. It has a proud past and • Improved facilities, opportunities and infrastructure for our • Encourage residents and visitors to help us spread the word an exciting future. residents and visitors. about the fantastic visitor opportunities in the district. • Supporting sustainability; protection and enhancement of the built and natural environment. To deliver this, we need a re-invent the way the public, private Making the most Purposeful and Playful and voluntary sectors work and plan together. We need to We want to embrace our ‘purposeful and playful’ identity, as maximise investment from all available sources and ensure that identified within the Cultural Survey & Framework for Dover the overall return on investment benefits businesses dependent of our Coast and Country (2009) to maximise the benefits that a vibrant tourism and visitor on the visitor economy and achieves this growth in a sustainable economy can offer the entire Dover district. way that balances the needs of residents, visitors and the We are ambitious for our district and want to capitalise on the growth environment. potential of tourism for the visitor economy recognising that the sector Over its 10-year lifetime, this strategy aims to stimulate market can help drive local growth, jobs and prosperity, building on the growth; create jobs; increase overnight trips, spend in the area The Strategy is fully aligned to the objectives of Dover District potential offered by our geographic location. and the district’s wealth; stimulating and supporting individuals Council’s Corporate Plan and Local Plan. We have also adopted and businesses to thrive now and in the future. the five strategic pillars of the Government’s ‘Tourism Sector ‘Destination White Cliffs Country – A Growth Strategy for Tourism Deal’ and ‘UK Industrial Strategy’ as its core themes. These and the Visitor Economy 2020 to 2030’ is a framework for the Delivering this strategy creates a unique opportunity to pillars are: Ideas, People, Place, Business Environment and development of tourism in White Cliffs Country over the next ten years. showcase the very best of White Cliffs Country to regional, Infrastructure.* It is fully aligned to the objectives of Dover District Council’s Corporate national and international markets in a way no other sector can; The Guildhall, Sandwich Plan, and the Local Plan, and reflects the priorities and aims of the ways that will position the district and our towns and villages as Government’s Industrial Strategy and the Tourism Sector Deal. ‘great places to live, work, visit, learn and invest’. ‘A great place to live, work, visit,
Currently Dover is attracting increased attention as the nation forges This strategy is intended to be a road map to unite all those learn and invest.’ a new relationship with Europe. In addition, in July 2020 the focus working to support and promote the local visitor economy to of the sporting world centres on the district with the return of ‘The ensure that White Cliffs Country keeps pace with and exceeds *Alongside this strategy is a live action plan, supporting document and Open’ to Sandwich. Events such as these will attract new audiences national growth. evidence base - www.dover.gov.uk and opportunities, as we seek to energise our ambitions for tourism 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 achieve stronger economic and employment growth. Deal beach
5 This strategy is focused on how we can maximise growth and also generate greater benefit by working collaboratively. The Objectives What we want to achieve
Dover Seafront The Ambition for the district ideas To build an innovative economy - with tourism, the visitor ‘To be a vibrant world class destination economy and sustainability at its heart. valued for its outstanding heritage, ideas people landscape and pursuits, To generate good jobs and greater earning power for as well as its ease of access, warmth of people living in the district - with tourism, hospitality and service at its heart. people welcome and wealth of opportunity.’ Deal beach place To develop prosperous communities throughout the district for the tourism - with sustainability, place making and the visitor economy at its heart. place and visitor economy ‘By 2030, the tourism and visitor economy business environment within White Cliffs Country will be a To be ‘open for business’ and the best place to start business and grow a business – with visitors, accessibility and year round sustainable, accessible and sustainability at its heart. productive industry, where businesses infrastructure infrastructure are growing and visitors return year after To see an upgrade in infrastructure - with visitors, year.’ accessibility and sustainability at its heart. Sandwich Folk & Ale Festival
7 For tourism to generate greater our goal economic benefits and opportunities our aims: for all – recognising the crucial balance Measuring success • To increase in the number of staying visitors (International and Domestic), year on year. between residents, visitors, commerce • To increase visitor spend per trip, year on year. and business. • To improved infrastructure; including transportation links, Growth targets accessibility and digital technology; during the lifespan of the strategy. The growth and success of tourism Our goal is that by 2030 we will deliver • To facilitate and aid the introduction of new hotels, in White Cliffs Country is dependent substantial growth in Dover District’s restaurants, attractions, businesses and conference on everyone working together to centres during the lifespan of the strategy. visitor economy and create more full time achieve more. equivalent jobs, when compared to current key measurable outputs 2017 levels (Cambridge Modal Data). Overall performance of the visitor economy can be assessed through tourism data.
• Number of day trips. 4,170,000 day trips in 2017. In the first five years of the strategy we are • Number of overnight stays. 422,000 staying visitors in 2017. Tourism aiming for a sustainable increase in the • Duration of stay. Average length of stay in 2017 was 3.41 volume and value of tourism, providing a nights. firm foundation for increased productivity • Spend. Average spend per day trip in 2017 was £30.45 is everyone s in the following years. • Levels of satisfaction. 48% (the average percentage across ’ the character towns) rated their enjoyment as ‘very high’ in 2018. business • Recommendation Rate. 86% (the average percentage across the character towns) felt either ‘very likely’ or ‘likely’ to recommend the destination to somebody else in 2018.
© Lydden Hill Race Circuit, Dover
9 Objective 1 ideas To build an innovative economy - with To achieve this objective we will focus materials tourism, the visitor economy and Produce and promote the annual White Cliffs Country especially on: Guide, Day’s Out Leaflet and other materials as required. sustainability at its heart. Introduce a new high level Visit / Invest in White Cliffs Get our brand in front of the visitor. Be branding Country brochure. proactive, developing bold, engaging Establish a new bold and creative White Cliffs Country brand and identity. Positioning the district as a vibrant, signage collateral and support the visitor in finding outward looking and beautiful destination which is Introduce an appropriate level of new visitor-based great new experiences that they want to attractive to visitors, residents and investors. roadside, town centre, train station and port signage. have, and for them to have those experiences marketing and promotion trade shows in White Cliffs Country. Capitalise on the Enhance the promotion of the White Cliffs Country brand, Attend and promote White Cliffs Country at a minimum of nationally and internationally, through an innovative one trade show per year; with one of our partners. opportunities offered by our unique heritage, approach to marketing, advertising, promotion and environment and gateway location by engagement. visitor information centre supporting the capacity of the sector to grow Develop the resources available to the District Visitor partnership and collaboration Information Centre, based in Dover, and support partners and innovate, by accelerating developments Establish greater understanding, collaboration and in developing information to visitors recognising their in digital technology and reducing barriers. teamwork between all public sector, private sector and collective strategic importance across White Cliffs Country. industry partners in White Cliffs Country and beyond; including the creation of a Tourism Advisory Board formed Key themes and associated priority of national and international tourism experts. website and social media Develop and maintain a new state of the art interactive Visit actions for delivery of objectives. & Invest White Cliffs Country website, supported by the Create an accessible White Cliffs Country Tourism & Visitor active use of social media across key channels. The tourism market is busy and competitive. It Economy Data and Information Hub for district visitor- is essential that we recognise that the market based businesses. is changing and look to grow our visitor and press and familiarisation trips tourism economy. This will need a new and Generate more press and familiarisation trips to White Cliffs fresh approach to develop tourism activity to Country, and foster ongoing relationships.
Visitor information signage, Sandwich its fullest, and harness new and emerging, niche markets. 11 Objective 2 people To generate good jobs and greater Key themes and associated priority To achieve this objective we will focus earning power for people living in the actions for delivery of objectives. especially on: district - with tourism, hospitality and We all remember excellent customer civic pride service at its heart. service and those who are friendly and go Empower people and communities to understand, value and create places of pride in the areas where they live and Ensure through the provision of high the extra mile. Well trained and engaged work. quality training in tourism, hospitality and staff are the number one asset to any service that the sector can attract, retain business, organisation and ultimately opportunities for all Ensure that our tourism offer meets the needs and and develop a workforce with the skills it the destination. They are vital to the aspirations of all as we develop schemes for tourism and needs both now and in the future. customer journey and offer the welcome, visitor development. engagement and delivery of quality tourism skills for people products. Key will be the development Collaborate with local educational providers to increase the availability of tourism, service and hospitality training & of a dynamic programme of reviewing skills development and associated opportunities. structures, local skills capacity building Build extra capacity across the sector to increase and changing attitudes to working in the employment within the district by supporting delivery and retention. This will be achieved through recruitment service sector. To address any shortage of programmes to encourage the pipeline of talent that joins skills and any turnover of staff. the industry; with a focus on training, apprenticeships, volunteering and mentoring. visitors first Ensure we put the ‘visitor’ (and we are all visitors) at the heart of all decision making.
Viking Maritime Skills Academy, Whitfield, Dover
13 Objective 3 place To develop prosperous communities throughout the district - with To achieve this objective we will focus carbon free leisure and active amenities sustainability, place-making and the Work with the District’s tourism industry towards the early Develop and protect current and identify potential visitor economy at its heart. especially on: achievement of this Council’s carbon-neutral ambitions, in opportunities and areas to expand facilities for outdoor art and culture support of the government’s NetZero plans. leisure and activity. Embrace our unique location and inspire Invest in strategically important ‘Visitor/Cultural Zones’ to place-making and public realm aid economic, community, cultural, social and environmental entertainment and evening economy Invest in ‘place-making and public realm’ activity across the visitors, providers, developers and regeneration; with a focus on Market Square (Dover), Deal Pier Increase the quantity, quality and range of the district’s three character towns to position the district as a vibrant, Apron (Deal) and The Quay (Sandwich). businesses to visit, stay, spend and invest. entertainment & evening economy stock; with a focus outward looking, safe and beautiful environment to live, Developing the visitor economy and making Entwine Art & Culture into the fabric of our everyday on stimulating more investment, as well as supporting work and visit; with a focus on festivals & events (including environment, as well as our current and future activity. improvements and new developments. ‘The Open’), culture & art, history & heritage and the evening place a central component of every asset. Investigate the potential of White Cliffs Country, with other Continue to raise the social, cultural and safety standards of economy in order to support and strengthen our town Key themes & associated priority actions districts across East Kent, becoming a ‘UK City of Culture’. our towns to ensure they provide entertaining, diverse, safe centres. and enjoyable nights out with a view to achieve a ’Purple for delivery of objectives. Flag Award’ accreditation. regeneration and planning countryside, nature, parks and open Research and identify the potential to simplify planning rules Great place-making has the ability to help spaces through local development orders and the fast tracking of Collaborate with the National Trust to investigate the potential of festivals and events applications, as part of the creation of Tourism Zones within people feel pride and ownership for the Employ a White Cliffs Country ‘Visitor Events & Projects ‘The White Cliffs of Dover’ becoming a UNESCO World Heritage the district. Assistant’. place that they live, work and play in. It Site. Facilitate a new signature festival/event for White Cliffs Collaborate with partners to investigate the potential of the Kent sustainability and green draws on the wide range of combined assets Country of national scale - unique to the district and Support the renovation and reuse of buildings and facilities Downs Area of Outstanding Natural Beauty (AONB) becoming a providing a new reason to visit. to support housing, business, visitors and economic activity. from culture and arts, history and heritage, National Park. through to amazing outdoor spaces and Holistic developments that can support economic growth Invest in the development of our Parks and Open Spaces to history and heritage and ensure that urban and rural communities have a long great events. To achieve more and make create a high quality environment, with a view to achieve a Identify, designate and protect our history and heritage and term future for the people that live, work, visit, learn and ‘Green Flag Award’ accreditation. invest in district. better use of our core assets, we will develop embed it into the fabric of our everyday environment, as Work with partners to raise the standards of our Beaches well as our current and future activity. a more joined up approach and work closely and Marinas, with a view to achieve a ‘Blue Flag Award’ with all those who can influence change. accreditation. 15 Objective 4 business To be ‘open for business’ and the best To achieve this objective we will focus screen tourism – film and television place to start and grow a business Work with partners, including the Kent Film Office and other especially on: associations, to identify possible locations and promote – with visitors, accessibility and opportunities for screen tourism within White Cliffs Country. sustainability at its heart. Improve the productivity of the tourist business food, drink and local produce Work with partners and actively promote ‘Invest in White Develop a ‘Produced in White Cliffs Country’ trade industry and establish the District as a Cliffs Country’ business opportunities, as well as encourage association and forum to identify opportunities to create the industry to embrace M.I.C.E (meetings, incentives, leading destination for visitors and business. exciting food and drink experiences for visitors and conferences and events) based business development. promote the local produce offer. Reducing barriers, business friendly, Support, facilitate and nurture investment in innovative, developing opportunities and putting sustainable and high potential businesses to bring forward sport economic growth first. commercial and business developments. Work with partners, industry and business to nurture, Key themes and associated priority encourage and facilitate the development of exciting sectors, such as the golfing sector, sports tourism and sport actions for delivery of objectives. educational tourism based assets and events across White Cliffs Country. Work with educational partners to boost educational Broaden our understanding of the visitor tourism and promote White Cliffs Country as a great place economy beyond leisure and ensure that, to study and learn. whatever the reason for travel, there is an experiences opportunity in White Cliffs Country. Each Work with partners to increase the quantity, quality and opportunity is incredibly valuable and has range of the district’s ‘experience’ offer; with a focus on supporting improvements, encouraging more and actively the ability to attract the newly emerging promoting our current experience providers and their visitor who prefers to experience something unique offers. different from a destination. Each segment also has the potential to stabilise the district The Freed Man, Walmer, Deal - tourist industry and has huge potential to dog friendly micropub generate more for the local economy. 17 Objective 5 infrastructure To see an upgrade in infrastructure To achieve this objective we will transportation,parking and - with visitors, accessibility and actively seek to secure available accessibility Lobby, support and invest in transport and parking sustainability at its heart. external grants and funding, and infrastructure with an aim to become one of the most accessible and sustainable locations in England; with a Connect the District’s towns, attractions, proactively collaborate with all focus on electric vehicle charging infrastructure. accommodation providers, businesses required public and private sector Address rail-first and last mile challenges, with partners, to and assets for the benefit of all. Ensuring connect our landscapes, attractions, rural areas and assets stakeholders, industry and partners. to key transport hubs; reducing the carbon footprint of the value growth by converting day visits to industry. overnight stays. Distributing the economic We will focus especially on: strength of tourism across White Cliffs cycling Lobby, support and invest in cycling infrastructure to Country and reducing barriers. accommodation improve connectivity and accessibility, and encourage Key themes and associated priority Increase the quantity, quality and range of the district’s ‘greener’ and more sustainable transportation visitor accommodation stock; with a focus on supporting actions for delivery of objectives. improvements, rural/farming diversification of business use and new large 5*/4* hotel developments. walking The provision of infrastructure is central Lobby, support and invest in walking infrastructure to improve connectivity and accessibility, and encourage to the wider economic and tourism attractions ‘greener’ and more sustainable transportation. Increase the quality and range of the district’s visitor growth agenda and benefits residents and attraction stock with a focus on supporting improvements and new developments. Increase the quality of the visitor visitors alike. Infrastructure has a range experience, supporting businesses to address seasonality, of elements at its core and is an intrinsic provide innovative and high quality experiences to the customer and build digital capability. part of the development of any destination digital of choice. It can contribute to increased Lobby, support and invest in digital infrastructure with an efficiency of production and distribution of aim to become one of the most accessible and sustainable © Betteshanger Park, Deal locations in England; with a focus on ‘digitally’ services. enabled destinations. 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, local people, community, culture, events, Local specific, bookable (free or chargeable) experiences to produce, haunts, experiences. develop and fulfil. excite and engage the consumer – visitors are looking to create memories, learn new skills and do something different, rather popularity of mini-vacations than simply enjoy an everyday trip and item or gift purchase. More people are taking more breaks, more often – quick and Dover District Council has identified easy getaways for visitors that feel like a holiday and an escape. a range of county, national and demand for active pursuits, breaks international visitor trends, and holidays embrace digital, be everywhere and opportunities and challenges that Free or chargeable activities to get active and escape the always on everyday; recharge, encourage health, wellbeing and wellness. Grasp socialnomics - the world and people have changed. need to be met and addressed in order Websites, digital channels and social media have transformed the way we live, interact, plan and do business. Join the for the district to fully embrace its movement or be left behind. Shareable content, stories, images potential. and video are king. Visitors spend money, however they also invest time.... value their investment Deal Pier Apron © Derek Walker
21 Challenges A great destination Addressing challenges to the objectives reimagine improve training Reimagine and repurpose the White Cliffs Country name into Improve current infrastructure to make the district more open, Promote tourism and hospitality as a fantastic career path a distinct overarching brand, with sub-brands to work for the welcoming and easier to get around. for local people – developing local training and qualification whole district. programmes. package refresh Package our visitor offer to increase productivity and profitability value Re-introduce the visitor and resident to the district as a ‘great’ rates; make the district easier to buy online and offline. Demonstrate the value of tourism and visitors as a bridge to destination of choice – a great place to live, work, visit, learn and inward investment, funding, regeneration, planning and stronger invest. create community opportunities. Create compelling reasons to visit the district and ensure we be flexible spread the benefits of tourism growth across the whole district. benefits To always be flexible and responsive to visitor trends, 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 promote opportunities forces, cross-selling and getting behind the new overarching Promote opportunities to generate synergies and market brand and vision. - not just a day out. opportunities between our attractions, entertainment, food & drink and accommodation providers. communicate Communicate the relative ease of getting to the district from shape and develop central London and Europe (especially France, Belgium, Work with existing businesses, town councils, parish councils, Netherlands and Germany) and work closer with key visitor hubs land owners, communities and developers to shape and at a regional, national and international level to encourage all develop our product offer and celebrate our seasons. opportunities. Sandwich Quay
23 positioning White Cliffs Country as a host community Ensure that local residents reap the benefits of a successful local leading tourism destination visitor economy. Building on our internationally recognised “White Cliffs Country” name, we must pro-actively 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 establishing 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 product and its promotion culture and our heritage work harder for value not volume continually moves forwards and takes advantages of emerging Marketing campaigns to encourage visitors to invest more time smart technologies. the visitor economy. in the destination; to stay overnight, stay longer, spend more, and to return. build on future events The 149th Open – this is a great opportunity to entice visitors, It’s about working together, connecting 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 products and services, offering more to see business and community etc) for the delivery of actions, showcasing what we have to offer. and do, delivering good customer service, avoidance of duplication, and clarity in roles. Initiatives will need to have the widespread backing and support of business and promoting efficiently and effectively communities. stimulating external funding and to our target markets. We will work investment sustainable growth Proactively seek external funding opportunities to invest in with businesses, the industry and other Working to achieve the right balance to ensure tourism growth tourism facilities, experiences and opportunities that will help is achieved in harmony with the environment and communities, unlock tourism’s growth potential. stakeholders to achieve this. and avoids short termism.
We have identified ten guiding principles The strategy, and supporting documentation, identifies the strategic direction, nature within the strategy. and scale of the challenges involved in realising the overall strategic vision and Jousting event at Dover Castle © English Heritage achieving the objectives of each strategic outcome. 25 Dover District Council lead how we will do it • 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. Re- imaging what we have and what’s possible. Making it happen • Stimulate investment and funding in tourism facilities, experiences and opportunities that help unlock tourism’s • More marketing, more promotion, more communications, growth potential. more engagement.
• Ensure visitor-focused transport and digital infrastructure is • Create a Tourism Data Hub to support the district’s industry, part of the experience. including data, research, policy, training, photos, videos and Action Plan stories. • Ensure Dover District Council departments, staff and Councillors are advocates for the visitor economy and work • Create appropriate skills, teams, resources and capacity There is a lot to do and we will need to as a team across departments to deliver the strategy. within the tourism department, and within other district Council departments to collectively support and champion manage resources effectively. The Council the visitor economy. has a role as a leader, influencer, facilitator facilitate • The Tourism & Visitor Economy Department to fully liaise and investor. • Encourage and oversee new projects and activity, including with stakeholders and work with businesses to coordinate festivals and events that businesses and partners can and bring forward offers, stories and experiences across support and take part in. the district; as well as local training and qualification programmes. • Ensure businesses are equipped with the tools and business advice they need to make the most of the visitor economy • Create a Tourism Advisory Board formed of national and and improve productivity; as well as the number and quality international industry experts, to meet twice a year, to of new jobs and apprenticeships in the sector. provide oversight, guidance and support.
• Ensure education providers are equipped with the tools and advice they need to tailor courses and training to the demands of the industry.
• Open up clear routes to support providers to build industry capacity and training.
Red Panda at Wingham Wildlife Park, Sandwich
27 Dover District Council Economic Development and Tourism Team
Tourism is a highly competitive business. Those destinations likely to succeed tend to be those that best understand the Making it happen environment within which they operate and which can track their performance and the impact of their interventions, understand changing customer expectations and be responsive to those needs. We have established our ‘Tourism & Visitor Economy Team’, within the new ‘Visitor and Economic Development Department’ to support the tourism industry and realise its full Delivering growth potential. The capacity, structure, resources and capability of the team will require development and will be an ongoing process. actions already delivered during the actions we will deliver in the first • Launch a ‘White Cliffs Country’ Data Hub’ containing useful data, research, information, images, videos and stories; and creation of this strategy 12 months of this strategy make it freely available to businesses within the district.
• Thorough consultation with the tourism industry. • Launch a new interactive White Cliffs Country website, • Establish, with partners, a new ambassador/greeter training supported by the active use of social media across key programme and qualification. • Tourism and the visitor economy’s recognition as a priority channels. within the district, in regard to the district’s economic • Collaborate with local educational providers to increase the development and onward growth. • Root and branch review of Dover District Council’s allocated availability of tourism, service and hospitality training & skills resources to tourism and the visitor economy. • Implementation of collaborative approach between the development and associated opportunities. district and character towns (Dover, Deal, Sandwich) through • The adoption of this ‘Tourism & Visitor Economy Strategy’ in • Engage local producers, and showcase local food and regular communication and dialogue. to the new Corporate Plan and Local Plan, as well as other drink. Council planning. • Partner member of the England’s Coast Project (Discover England Fund Project). • Lead an annual ‘District Visitor Economy Conference’ to • Deliver an audit of cycling and walking in the district, with a launch the new Strategy and Brand, including a District focus on connectivity between the character towns. • Launch of a White Cliffs Country Accommodation Charter. Awards Event. • Partner membership with UKinbound. • Working with partners to enable and deliver successful golf • Establish a working White Cliffs Country Partnership Board, tournaments and maximise the marketing and promotional • Worked with Kent County Council to fund an audit of the with representatives from public, private and community opportunities. district’s walking and cycling offer. sectors to help drive, oversee and champion the delivery of the strategy. Delivery will be undertaken by all members of • Take a leading role in Kent’s bid to become one of the UK’s • Implementation of collaborative approach with Visit Kent. the White Cliffs Country Tourism Partnership and an Action first pilot ‘Tourism Zones’. District efforts being matched by the county tourist board Plan will show which organisation will lead and deliver each and in turn plugged into national and international marketing activity contained within it. • The strategy will be reviewed annually and efforts. further shaped through an ongoing process • Create a Tourism Advisory Board formed of national and • Part of the Interreg ‘Experience’ Project - match-funding of collaboration with residents, communities international industry experts, to meet twice a year, to partner of Visit Kent and Kent Downs AONB. and businesses in the district. provide oversight, guidance and support. The Board will not RHIB rides with Dover Sea Safari, Dover dictate projects, but will raise district profile at a high level. © Dover Sea Safari
29 Appendix A Context ‘A unique destination where coast meets country, beauty meets history, Overview White Cliffs Country tranquil meets active, and England meets Europe’ location
As a visitor destination, White Cliffs Country’s strength is in The iconic White Cliffs (a recognised symbol of Britain) and town We need to develop a White Cliffs Country its location, it’s three main character towns, traditional rural of Dover are also truly world-famous. White Cliffs Country’s villages, heritage, coast, countryside and access to a wealth popularity with visitors because of this rich history, international story, setting out what we have to offer of surrounding attractions from London, Canterbury, Calais, status and associated attractions is obvious. However, it’s Dunkerque and beyond! beautiful and unique countryside, walking and cycling provision, and what we need to focus on to shape our character towns and wide range of experiences and things to sense of place and guide our development White Cliffs Country covers an area of 123 square miles, with do must also be noted. Not to forget, the international attention a wide range of natural environments, from the internationally and significance that is placed upon the district through links as a world-class destination. This will important chalk downs to our world-famous coastline stretching golf, and ‘The Open’. Golf and associated Sports Tourism is an shape not only communications but also for around 20 miles. At its closest, White Cliffs Country is only increasing recognised area of development for the district as a 21 miles from France. Most of the countryside and coastline are whole. actions by the public and private sector, protected by landscape and nature conservation designations, reflecting the environmental significance of this breath-taking Beyond the three key character towns of Maritime Deal, Historic behaviour, product development and the corner of the Garden of England. Dover and Medieval Sandwich, the district also features a management of the built and natural wide range of beautiful villages, attractions, accommodation, The district (as part of East Kent) is also one of the driest, products and experiences in rural areas. environment. calmest, sunniest, warmest (by day) and most climatically- continental 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 address, different offers and individual target markets. importance - 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.
© whiteonesugar
31 Appendix A Character Town Overview Location Comparison highlights
SOUTHEND AIRPORT Deal Dover Sandwich LONDON CITY AIRPORT HS1 TO LONDON
DARTFORD WINNER WORLD- UNIQUE CROSSING
ISLE OF The Telegraph’s ‘High Most complete medieval SHEPPEY MARGATE FAMOUS MEDWAY Street of the Year’ 2013. town in Britain. TOWNS MANSTON RAMSGATE AIRPORT Iconic White Cliffs of Dover. M25 ‘Pier of the Year’ 2008. HEATHROW FAVERSHAM AIRPORT M26 M2 OVER 400,000 MAIDSTONE CANTERBURY SANDWICH HS1 OVER 100,000 CIRCA 400,000 Visitors per year to DEAL Visitors per year to TONBRIDGE M20 & MALLING Visitors per year each to Wingham Wildlife Park. A2 Dover Castle. ASHFORD HS1 FERRIES TUNBRIDGE TO LONDON TO EUROPE both Betteshanger Park WELLS & CRUISE DOVER SHIPS AROUND and Walmer Castle & THE WORLD GOLF GATWICK PORT AIRPORT Gardens. Two golf courses that FOLKESTONE England’s second busiest cruise port and have collectively hosted EUROTUNNEL FIRST ‘The Open’ 16 times TO EUROPE Europe’s busiest Conservation Area in Kent international ferry port. including ‘The 149th DUNGENESS to be designated (1968). Open’ in July 2020.
33 Appendix A Character Town ‘A quaint, quirky and quintessentially English seaside town’ Overview Maritime Deal Visitor offer Culture & Art Heritage Food & Drink Shopping Activities Golf Beach/coast Economic impact Visitor Activities Deal is an attractive, timeless and Satisfaction 25 historically important seaside town with a 1,676,900 Attractions 87% visitors rich heritage of smuggling and seafaring. trips 51% 11 FREE walking or rambling The character town of Deal encompasses £76,945,500 enjoyment Accommodation Walmer, Ripple, Kingsdown, Sholden, tourism value ‘very high’ 152.8 DAYS Ringwould, Betteshanger, Great average yearly 180 options Mongeham, Northbourne, East Studdal, 5% opeining (not incl. Airbnb) Tilmanstone. tourism employment 42% 762 beds enjoyment ‘high’ 30% 4.54 open seven days a 1,160 bedspaces average days stayed week 4.2 (2018 Deal Visitors Survey) Comparative Destination: 94% £223.32 ‘very likely’ or ‘likely’ bedrooms Whitstable and Aldeburgh average per provider average overnight to recommend spend 11 EVENTS Twinned with Saint-Omer, France (2018 Deal Visitors Survey) annually £80pn (2017 data) (Visitor focused events) © whiteonesugar and Vlissingen, Netherlands median price 35 Appendix A Character Town ‘An active, adventurous and authentic English historic town’ Overview Historic Dover Visitor offer Dover is a rich tapestry of nationally and Heritage Outdoor Activities Shopping Food & drink Port Beach/coast internationally important history and Economic impact Visitor Activities heritage; a world-famous town with many Satisfaction 50 direct links to the making of Britain. 1,743,000 Attractions 62% visitors trips walking or rambling The character town of Dover encompasses 15 FREE Capel-le-Ferne, Lydden, Guston, Whitfield, 20% £111,716,300 enjoyment Accommodation Hougham, River, Shepherdswell, Elvington, tourism value ‘very high’ 172.5 DAYS Temple Ewell, Wootton, Martin Mill, St average yearly 124 options Margaret’s Bay, Sutton-By-Dover, St 7% opeining (not incl. Airbnb) Margarets-at-Cliffe, Alkham, Swingate, tourism employment 47% 1,672 beds Ashley, Barfrestone. enjoyment ‘high’ 43% 3.67 open seven days a 2,614 bedspaces average days stayed week 13.5 Comparative Destination: (2018 Dover Visitors Survey) Dunkerque, Calais, Boulogne-sur-Mer, 68% £202.26 ‘very likely’ or ‘likely’ bedrooms Ostend and Rotterdam average per provider average overnight to recommend spend 13 EVENTS Twinned with Calais, France and (2018 Dover Visitors Survey) annually £71pn (2017 data) (Visitor focused events) © whiteonesugar Split, Croatia median price 37 Appendix A Character Town ‘A relaxed, romantic and rustic English medieval town’ Overview Medieval Sandwich Visitor offer Sandwich is one of the most complete and Heritage Golf Food & Drink Culture & Art Activities River Quayside Outdoors well-preserved medieval towns in Britain; Economic impact Visitor Activities it’s unspoilt streets are said to contain Satisfaction 29 more half-timbered houses than any other 292,300 Attractions 80% visitors street in England. walking or rambling trips 9 FREE The character town of Sandwich 73% £17,538,700 enjoyment Accommodation encompasses Staple, Chillenden, tourism value ‘very high’ 170.2 DAYS Goodnestone, Wingham, Ham, Ash, average yearly 80 options Stourmouth, Aylesham, Worth, 1% opeining (not incl. Airbnb) Woodnesborough, Westmarsh, Shatterling, tourism employment 23% 486 beds Richborough. enjoyment ‘high’ 37% 986 bedspaces 4.33 open seven days a average days stayed Comparative Destination: week 6.1 (2018 Sandwich Visitors Survey) Rothenburg ob der Tauber and Faversham 96% £224.68 ‘very likely’ or ‘likely’ bedrooms average per provider average overnight to recommend Twinned with Sandwich, Massachusetts, spend 10 EVENTS (2018 Sandwich Visitors Survey) annually £77pn USA; Honfleur, France; Ronse, Belgium (2017 data) (Visitor focused events) © whiteonesugar and Sonsbeck, Germany median price 39 Appendix A 17% of all employement in the district is tourism/visitor based with the average length of stay being 3.41 nights.
Overview Current Performance Average spend per visitor Total volume of Tourism 4,592,000
The visitor economy is a key industry Total value of Tourism £281,968,200 in the Dover district and is worth £30.42 Day trips £282million annually, supports 5,796 jobs and welcomes 7% of all visitors to Kent. White Cliffs Country tourism has seen year-on-year growth in economic value and employment since 2006. £61.73 Staying trips per night Worth 2x more than a day trip
£126,994,000 Day trips (45%) Overnight trips 4,170,000 Day trips (91%) £62,878,000 Domestic staying trips (22%) £210.49 Worth 7x more than 336,000 Domestic staying trips (7%) £25,949,000 International staying trips (9%) a day trip Indirect, induced and associated spend 86,000 International staying trips (2%) 41 Appendix A
visitor facilities and services Visitors and the White Cliffs Country would benefit from more of Overview State of the market A range of accommodation types are available and are dotted this growth and the provision of further visitor accommodation. throughout White Cliffs Country. Primarily mid-range, the Environmental improvements, visitor facilities, more eating majority of accommodation stock is self-catering; based in the establishments utilising local products and an improved form of houses, cottages and chalet rentals (66%), followed shopping and evening entertainment provision would also be by serviced accommodation in the form of B&B’s and Hotels advantageous. In October 2018, we created a new Strategic Tourism Manager post to (24%). The character town Visitor Surveys 2018 report that, on We have assisted the success of the district’s step up our role in safeguarding, promoting and maximising tourism average, 53% of visitors rated paid for accommodation as ‘very good’, with 50% stating that it also represented ‘very good’ attractions tourism sector in recent years through opportunities and productivity across White Cliffs Country. Now part White Cliffs Country has over 100 recognised visitor attractions, value for money. of our new Visitor & Economic Development Team, led by the Head of of which 35 are free. The majority of attractions are history and a strong focus on promotion and raising Inward Investment, tourism and the visitor economy is considered a heritage focused, supported by leisure and activity, as well as Locate in Kent and Visit Kent, with DDC involvement, are central component of our work. culture. In 2017, attractions saw an economic impact value of awareness by working with the local and currently working together on a joint initiative focused on £12,318,000. regional tourism industry, as well as Visit Kent accommodation stock in White Cliffs Country and Kent, with visitor perception a view to remedy the perceived shortage in the supply of and Tourism South East under the popular As would be expected from association with a world-famous, quality hotel stock available to visitors - especially 4 and 5 star iconic landmark or event within any destination, ‘White Cliffs activities and experiences accommodation with Food & Drink facilities and large scale White Cliffs Country offers a wide variety of activities and and established White Cliffs Country banner. Country’ is the most associated statement for the Dover conference/meeting and event spaces. The National Coastal experiences throughout the year. The majority are free of district with visitors, followed by ‘The Gateway to England’ Projects have traditionally included production Tourism Academy (England’s Coast Project) also highlight that charge. However, some are only available through a guide or and ‘The Lock & Key of the Kingdom”. White Cliffs Country one of the common major challenges coastal regions face, as independent provider. of a successful annual tourism guide, annual is a spontaneous association and associated phrase for witnessed in Dover district, is the lack of large volume, quality days out leaflet and an up-to-date website, 79.4% of UK visitors and 58.7% of International visitors. accommodation that will meet the high demand of domestic and (BrittonMcGrathAssociates) international business and leisure markets. The district currently events including live social media platforms. The has no ‘5* rated’ hotels and two ‘4* AA rated’ hotels. White Cliffs Country offers a wide variety of activities and Council, via the Tourism & Visitor Economy visitor profile experiences throughout the year. The majority are free of White Cliffs Country attracts visitors across the age range White Cliffs Country boasts some award-winning pubs and charge. However, some are only available through a guide or Team, is also directly responsible for running for holidays and leisure, and has a particular attraction for restaurants serving excellent food. Spa facility developments, independent provider. the district’s Strategic Visitor Information individuals, couples and family units. Deal and Dover both conference and wedding rooms, coupled with examples of tend to welcome families and couples, with Sandwich seeing star-chef destination restaurants, boutique independents, the Centre (VIC) based in Dover (with a individuals travelling alone and couples. Sandwich also, on glamping of Fallow Fields and golf resort approach of some of average, welcomes an older visitor of 45+. The district relies our local golf clubs, have added a new dimension to what is contribution to the relocation and running heavily on repeat visitors (72%), with the character town of needed and just what is possible in White Cliffs Country. The costs from Dover Town Council), as well as the Dover, on average, welcoming more first-time visitors. district currently has no ‘Michelin Star’ rated restaurants. VIC Welcome Desk at Dover Cruise Port. (BrittonMcGrathAssociates) 43 Appendix A
Port of Dover - Ferry Cycling Overview Transport • The Port of Dover is Europe’s busiest international ferry port, • White Cliffs Country offers a fantastic array of nine different with carriers (DFDS and P&O) sailing every 30 minutes, 24 themed cycle routes and trails spanning the district, hours a day, 364 days a year, to Calais and Dunkerque. Foot including National Cycle Route 1 and Route 2, as well as passenger services at the Ferry Terminal operate between National Cycle Network Route 16 and 17. 6am and 7.30pm.
White Cliffs Country is recognised as a Roads • In 2017 the Port welcomed 11,723,411 passengers, Walking • The district is connected by main highways M20/A20 and 2,180,611 tourist cars and 79,638 coaches. • Recognised as the district’s top visitor activity, White Cliffs strategic ‘International Gateway’ and has, M2/A2 corridors which also provide a link to London. Country offers 30 outstanding trails and routes, including the to the most part, good transport links; with New England Coast Path, Saxon Shore Way and the North • The car/van/motorhome was the most common mode of Port of Dover - Cruise Downs Way National Trail (this 153 mile trail starts and ends areas identified for further development. transport used by visitors to reach the district. • England’s second busiest cruise port, attracting 130 ships in in Dover). 2019 and over 200,000 passengers annually. Transport priorities for the district continue • There is limited coach parking facilities and facilities for larger to focus on sustainability, connectivity, traffic vehicles like motorhomes. • 57% of cruise ship visits to Dover in 2019 were ‘Turnaround’. Air • The nearest international airport is London City Airport flow and ‘Growth without Gridlock’. (LCY). This airport has international and domestic flights Trains Buses and Coaches from London and is about 61 miles from the centre of Dover. • High speed rail (HS1) exists from Sandwich, Deal, Walmer, • Stagecoach buses offer a regular public bus service; with The nearest major airport is London Gatwick Airport (LGW), Parking Martin Mill and Dover to London and wider rail networks. areas identified for further development. which has international and domestic flights from London • Dover District Council has 42 car parks and 3,045 car parking Central London is currently only 64 minutes from Dover and is 84 miles from Dover. bays across the district. 16 car parks are free of charge. Priory, with a target to reduce this to less than one hour. • For longer journeys the National Express coach service operates and there are various stops throughout the district. • Previously, Manston (Kent International Airport) in Thanet • There are 106 disabled bays, 23 motor cycle bays and 10 • Train stations also connect to Folkestone, Ashford, The National Express service from London to White Cliffs provided a domestic and international service. However, this coach bays. There are no coach parking bays in Deal or Tonbridge, Canterbury, Maidstone and towns in Thanet. Country is the very same ‘007’ that inspired the famous spy airport was decommissioned in 2014. In July 2019, the sale Sandwich within the district’s car parks. novels about James Bond. of the Manston airport site was announced to a firm aiming • The Eurotunnel ‘Le Shuttle’ train service operates from to bring short haul and cargo flights, as well as associated • There are currently 15 public EV charging points in the district. Folkestone. • A Bus Rapid Transit (BRT) system is being developed as businesses to the site. The Council is currently awaiting the Four are operated by Dover District Council. part of the Whitfield Urban Expansion to provide a strong decision by the Planning Inspectorate on the outcome of a connection between Dover town centre and Dover Priory Development Consent Order for the reopening of the airport. railway station.
45 Appendix B White Cliffs Country – Brand ‘The Dover, Deal, Sandwich Triangle’ Visit White Cliffs Country Branding White Cliffs Country Tourism and visitor economy
For visitor and promotional ease and This growth strategy for tourism and reasons to visit White Cliffs Country understanding of offer and opportunity, the visitor economy is the beginning • Ease of getting to and around destinations. we will adopt the principal of the White of the journey and we are calling on all • One of the most climatically-continental places in the UK. white • Beautiful countryside. VISITcliffsDOVER DEAL SANDWICH Cliffs Country ‘Triangle’ - with the district’s businesses and providers involved in the • Beautiful beaches. three ‘character towns’ of Dover, Deal visitor economy to engage with us to • Range of history and heritage. and Sandwich. Each character town will take up opportunities available across the • Range of attractions and things to do. encompass their surrounding parishes, district. • Range of events and festivals, including major events. areas, attractions, accommodation etc. into • Opportunities for activities, experiences and sport. White Cliffs Country (Dover district) has a growing reputation • Quality of food & drink. a clear visitor offer/package. as a place to visit for a day or short staycation, with a new generation of visitors, tourists and residents discovering what • Quality and range of local produce. We will continue to operate under the ‘White Cliffs Country’ makes White Cliffs Country great. name and supporting brand. An expanded ‘purposeful and • Opportunities for shopping. playful’ identity that will now also encompass the sub-brands of: We are planning for future growth of the district by implementing • Authentic, honest and real destinations. this new strategy, as well as refreshing our Local Plan (work in • Visit White Cliffs Country (Tag Line: ‘Discover more and • A leading international gateway, With direct connections to progress) and corporate plan (work in progress), ensuring that London, readily accessible from Europe and beyond. explore beyond the chalk’) there is sufficient capacity to support visitor need, economic • Invest in White Cliffs Country (Tag Line: ‘The Enterprise growth and opportunities, including the visitor economy. We • Just over one hour from London by train. Coast’) invite you to join us as we become even greater. • Produced in White Cliffs Country • Study in White Cliffs Country • Train in White Cliffs Country • Events in White Cliffs Country • Golf in White Cliffs Country (Tag line: ‘Kent’s Golf Coast’)
47 Appendix B Invest in Branding White Cliffs Country Business, Commercial and Investment
White Cliffs Country (Dover district) reasons to invest White Cliffs Country • The ‘Enterprise Coast’ is 76 miles south east of London and • New look café and range of improvements at Deal Pier. has a growing reputation as a place to just 21 miles from France. • Dover Waterfront – plans for a stunning new waterfront live and work, with a new generation of • Fast Motorway Connections via the M2/A2/A299 and M20/ strengthening links between the town of Dover, the port and white our heritage, by building a land-bridge etc. INVESTcliffsDOVER DEAL SANDWICH investors, start-up businesses and families A20. discovering what makes the ‘Enterprise • High Speed 1 Coast to Capital by train in just over an hour, • New Vision for Sandwich – plans to protect and showcase Dover Priory to St Pancras International. Sandwich’s historic environment, to create pedestrian Coast’ great. friendly links and encourage more tourist and business • Europe on your doorstep with unrivalled connections from activity. (Sandwich Town Council) the Port of Dover, the busiest roll on/roll off freight and passenger port in Europe. • Cycle Friendly Deal – plans to encourage cycling through We are planning for future growth of improvements in infrastructure, visibility, promotion, • UK’s most successful Enterprise Zone at Discovery Park in information, education and continued political support. (Deal the district by refreshing our Local Plan Sandwich. Town Council)
(work in progress), ensuring that there is • Affordable business locations, office, manufacturing and • Love Dover – plans to advance citizenship and community sufficient capacity to support economic distribution space and coastal living. development through urban regeneration. (Dover Town Council) growth and opportunities, including the • Significant funding and incentives for new and growing business, including Regional Growth Funds. • ‘Dover Soul’ - £2.44 million (Coastal Communities Fund) to visitor economy. We invite you to join us as rejuvenate Dover’s Old Town and Market Square. • Over 10,000 new homes to be built.
we become even greater. • Maison Dieu – working with the Landmark Trust and • £250 million Port Expansion to cement Dover’s position as Heritage Lottery Fund to develop an iconic and significant an international gateway and the ‘Gateway to Europe’. historical landmark.
• Coastal Living combining a world-famous coastline and heritage with idyllic countryside, unique towns and villages.
49 Appendix B Study in Branding White Cliffs Country Learning, Training and Skills
White Cliffs Country (Dover district) has places to study, learn and develop new a growing reputation as a great place skills in White Cliffs Country to learn and study, beyond a visit and • 1x world-class and world-renowned Maritime Skills • 1x independent day and boarding school, 3 to 18, white Academy, welcoming domestic and international visitors and welcoming domestic and international pupils. STUDY cliffsIN DOVER DEAL SANDWICH the areas obvious links to the national students. • 1x independent day and boarding preparatory school, curriculum and school or college day • 1x Technical College, 16+, part of a wider East Kent Group, Nursery to 13, welcoming domestic and international pupils. welcoming domestic pupils from a 20/25 miles radius. and overnight trips. A new generation of • 1x independent junior day school, Nursery to 11, welcoming learners are discovering what makes White • 2x state boarding schools, 11 to 18, welcoming domestic domestic pupils from a 20/25 mile radius. and international pupils. Cliffs Country great. • 3x state grammar schools, 11 to 18, welcoming pupils within catchment area. We are planning to build stronger This growth strategy for tourism and the • 6x state secondary schools, 11 to 18, welcoming pupils relationships with our local educational within catchment area. visitor economy is the beginning of the
providers to facilitate future growth, as well • 41x state primary schools, 5 to 11, welcoming pupils within journey and we are calling on all businesses as learning, training & skills development, catchment area. and providers involved in the visitor economy ensuring that the required support is in • 2x state special schools, welcoming pupils within catchment to engage with us to take up opportunities place to facilitate and nurture opportunity, area. available across the district. including progress within the economy. We invite you to join us as we become even greater. 51 Appendix B Produced in Supporting Branding White Cliffs Country Sub-brands
White Cliffs Country (Dover district), part of the ‘Garden of England’, has a growing white reputation as a producer of great food and whitecliffs whitecliffs PRODUCED cliffsIN DOVER DEAL SANDWICH drink, with a new generation of businesses, EVENTS DOVER DEAL SANDWICH PARTNERSHIP DOVER DEAL SANDWICH business owners, families and individuals discovering what makes this ‘coast and country’ taste great.
We are planning to build stronger whitecliffs GOLF IN DOVER DEAL SANDWICH white relationships with our local producers, businesses and farmers to facilitate future growth, ensuring that the required support is in place to facilitate economic growth cliffs and opportunity, including progress within the visitor economy. We invite you to join whitecliffs STAY DOVER DEAL SANDWICH us as we become even greater.
53 White Cliffs Country a great place to live, work visit learn and invest Appendix C – , , ! Developing Destination White Cliffs Country
Building relationships and welcoming investment in… • enhanced tourism • quality hotels and visitor accommodation, including executive glamping, high end boutique hotels, spas and conference facilities • first-class attractions and unique experiences • exceeding expectations across the district’s golf and sporting venues • state of the art provision that brings history and heritage to life through modern technology • the existing and in new retail, food and drink outlets • rapid link infrastructure and last mile solutions • productive leisure and wellbeing facilities • idyllic parks and open spaces • creating capacity to build skills, training, education and sector based employment and apprenticeships • exciting town centre regeneration, including national-level festivals and colourful events • leading innovation hubs • local produce, green and sustainable industry excellence. 55 ‘To be a vibrant world-class destination valued for its outstanding heritage, landscape and pursuits, as well as its ease of access, warmth of welcome and wealth of opportunity.’ The growth and success of tourism in White Cliffs Country is dependent on everyone working together to achieve this common vision. Tourism is everyone’s business
Contact Information Christopher Townend, Strategic Tourism Manager, Dover District Council [email protected] Tel: +44 (0) 1304 872094 whitecliffs VISIT DOVER DEAL SANDWICH www.whitecliffscountry.org.uk