Chichester Local Development Framework: Tourism Research Final Summary Report for Tourism Development at Chichester District Council Prepared by Tourism South East February 2006 40 Chamberlayne Road Eastleigh Hampshire, SO50 5JH Tel: 023 8062 5400 www.industry.visitsoutheastengland.com Chichester Tourism LDF Research Report Contents Page 1 Background 2 2 Strategic objectives 2 3 The importance of tourism to Chichester District’s economy 3 4 Environment policy and tourism development in the countryside 3 5 Attractions 4 6 Seasonal Variations 4 7 Rural Accommodation 6 8 Hotel Development 16 9 Cycling and Equestrian Tourism 19 10 The Manhood Peninsula 21 11 Access 25 Appendices Appendix One – Rural Accommodation Appendix Two – Hotel Futures Study Appendix Three – Cycling and Equestrian Tourism Appendix Four – Manhood Peninsula Appendix Five – TSE Guidance Notes: rural pubs, B&Bs, Hotel investment. Tourism South East Development Services 1 Chichester Tourism LDF Research Report 1 Background Tourism South East (TSE) was commissioned by Chichester District Council’s (CDC) Tourism Development Team to provide an independent view on tourism development in Chichester District. The aim of the project was to carry out product development research; the outcomes of which would be used by the Tourism Development Team to inform their internal reporting on tourism spatial policy to the Local Development Framework (LDF) Committee. This client summary and appendices of detailed research is not therefore intended to directly inform the LDF Committee, but rather to provide technical detail for officers. 1.1 Key Outputs of the Summary Report TSE was asked to concentrate on specific geographical divisions of the District (the rural area to the North of the City, the City itself and the Manhood Peninsula), addressing the following four core product areas for spatial policy: 1. Rural Accommodation - current supply/gaps and future opportunities. 2. Quality Hotels - current provision and anticipated demand 3. Cycling and Equestrian tourism - current supply/gaps and future opportunities. 4. The Manhood Peninsular - sustainable tourism product development opportunities. The report begins by contextualising the economic value and importance of tourism to the District whilst outlining the need for sustainable development to protect the District’s high quality natural environment. This report primarily summarises the research documents which are attached as Appendices 1-4 covering the identified product areas. The research conducted throughout this project draws industry input through specifically tailored self completion surveys, telephone interviews and personal visits as well as regular data sources collected by TSE and CDC in the form of occupancy and business trends surveys. 2 Strategic objectives One of the seven priorities identified for the South East Region in RPG9 (Nov 2004)1 is to support tourism and recreation. Tourism provides a very significant part of the region’s economy, currently generating £10 billion of spending (equivalent to 7% of regional GDP) and supports an estimated 225,000 jobs. Tourism South East (TSE) wish to see the Local Plan/LDF reflect the importance of this growth industry with the inclusion of policies that support appropriate sustainable growth of the tourism sector in the area. TSE strongly supports SEERA’s South East Plan and is working with local and regional planning bodies in the implementation of the Plan. TSE has been a core consultee in the production of this regional plan in order to reflect the significance of tourism to 1 TSE acted as a core consultee for RPG9, which will act as official guidance to local authorities until the South East Plan is formally adopted in the next two or three years. Tourism South East Development Services 2 Chichester Tourism LDF Research Report the region and to ensure that policy seeks to promote tourism as a key economic development activity within the Region. Within the framework set by the overall vision and objectives of the Regional Spatial Strategy for Tourism there is a clear emphasis on supporting and promoting tourism. It is axiomatic therefore that the role of policy at the local level should positively reflect this by encouraging suitable improvements in the quality and range of tourism products. This study recommends specific local policies and actions to help CDC officers interpret regional policies in a local context. 3 The importance of tourism to Chichester District’s economy TSE would emphasise the important role tourism plays in providing employment and the wider contribution tourism makes to the Chichester economy. More than 4 million visitors are attracted to the District of which 3.5 million are day visitors. Visitor spend is estimated to be in excess of £147 million per annum and the industry supports close to 3,000 jobs (CDC STEAM research, 2004). Using this research project as an evidence basis for sustainable product development, CDC is urged to consider the economic importance of tourism as a guiding principle in the LDF. 4 Environment policy and tourism development in the countryside LDF policy seeks to protect the countryside for its own sake in accordance with national planning policy guidance and for special emphasis to be placed on preserving the areas of outstanding natural beauty and special landscape areas such as the Chichester Harbour AONB and the Sussex Downs AONB; of which the latter will fall within the proposed South Downs National Park if established. However, in achieving this important objective, policy can impose such a degree of control over new development that there is in effect a development embargo in place. Policy should therefore consider the needs of the local economy and the benefits that tourism can bring to the area and to the local and regional economies. Where applications for tourism development are put forward, policy should seek a balanced view between the need to protect the environment and countryside and the benefits that the tourism initiatives may bring to the area, even if this benefit is likely to be only modest in terms of income generation to the provider and local services, and to local employment. TSE recommends CDC’s countryside development policies should provide an element of flexibility to allow for high quality, sensitively designed new development where this can be achieved without harm to the countryside and to other matters of recognised importance, and where evidence justifies such development. Tourism South East Development Services 3 Chichester Tourism LDF Research Report 5 Attractions As a guiding principle, TSE considers that priority should be given to improving the quality of existing attractions within the District so they can meet changing consumer demands and provide high environmental standards in terms of design and access. This approach is supported by regional planning policy in The South East Plan2. TSE recommends the LDF to support the development and growth of attractions where they will: expand the region’s tourism product and market share, they can be accessible for people with disabilities and can be reached by public transport3. 6 Seasonal variations Although TSE were originally asked to cover this subject under Rural Accommodation, as has been done through the relevant sections, it is important to appreciate that seasonal variations are applicable District-wide as follows: Serviced Accommodation The monthly figures gathered by TSE suggest very high general occupancy rates for B&Bs in the District. In 2004 average annual room occupancy for B&B in the District ran at around 64% and bedspace circa 53%, with monthly peaks in July, Aug Sept and Oct. Whilst the relatively small sample size makes comparison difficult, the TSE statistics for 2004 clearly demonstrate that B&B room occupancy was consistently better than hotels in the District during the shoulder months4. TSE research conducted in 2004 as part of South East region B&B sector study included 10 B&Bs from Chichester District. The data obtained from the survey element of this work indicated that B&Bs were typically turning away 2-3 enquiries a week in the summer months, but winter supply was generally sufficient with fewer than 10% of providers turning away bookings due to lack of bedspace. While the data set is too small to be statistically representative of the population it should be noted that 3 providers (30%) stated they were operating well below their desired annual occupancy target. The 3 B&Bs in the research survey were located on the Manhood Peninsula, and reported occupancy rates at some variance to the TSE monthly occupancy statistics. This is perhaps due to the impact of being coastal located and away from markets that are less seasonal. One reported a summer room occupancy rate of 80% with shoulder occupancy at 60% - very much in line with the TSE occupancy data. The others reported summer occupancy at 50-60% and shoulder month occupancy nearer to 25-40%. All indicated substantially lower occupancy during the winter period, underlining the highly seasonal demand in coastal locations away from main business traveller corridors. Having said this, it was encouraging to note that all reported that they are slightly busier than they had been in 2001. 2 The South East Plan, January 2005, Section D2, Policy TSR4i:a, pg 65. 3 SEERA, Regional Spatial Planning Strategy. 4 Shoulder months are those that straddle peak and off-peak, typically: Sept/Oct and May/June. Tourism South East Development Services 4 Chichester Tourism LDF Research Report Self Catering Accommodation Telephone interviews with holiday letting agencies indicates that self-catering providers have very high occupancy rates in the key summer months, often 80- 100% occupancy. Demand is strong with bookings already being taken for summer 2006. This is supported by the survey research conducted for this report. 6 self-catering providers responded to the questionnaire, with summer occupancy averaging over 90%. Winter occupancy was around one third, often typical of coastal letting locations, but some properties achieve very high winter occupancy by offering the accommodation on longer winter lets to singles/couples and families.