Growing tourism in Stratford-on-Avon District

Stratford-on-Avon District Council's Cabinet yesterday, Monday 4 March made recommendations to further develop Stratford-on-Avon District and the surrounding area as a top tourist destination as it gave the green light for Shakespeare's England Ltd to become operational.

Cllr Stephen Thirlwell, Deputy Leader of Stratford-on-Avon District Council says: “Over the past few years the District Council has spent a considerable amount of time developing its approach to the tourism sector.  We know the value and importance of tourism to the District and it is important that we get this right.  There's been a lot of work behind the scenes to get to this point in time.  The Destination Steering Group has been working hard bringing together all partners from the private and public sector to have a say on how tourism in the District should be driven forward.

The model that has been developed is widely supported and advocated by VisitEngland and the establishment of a Destination Management Organisation is a key step in securing future stability and realising the vision and actions set out in the Tourism Strategy both on a local and national level, so it is pleasing to see The Cabinet has giving its seal of approval today."

The District Council will provide funding of up to £75,000 to Shakespeare's England Ltd from the existing budget for the next three years.  The contribution will support the delivery of tourism activities across the District which will help support the local economy and in turn generate growth and jobs.

Shakespeare's England is currently running a campaign with VisitEngland focusing on Shakespeare's England as a Great Rural Escape Destination; promoting rural Warwickshire as the ideal destination for a short break to a national audience.  Visitors will be encouraged to visit the county's historic market towns and picturesque villages, enjoy cosy pubs and experience the various countryside activities on offer such as walking and cycling.

Cllr Maurice Howse as Enterprise, Housing and Revenues Portfolio will represent the District Council on the Board of Directors of Shakespeare's England.

• Shakespeare's England is the new official Destination Management Organisation representing tourism businesses and cultural organisations in the Stratford-upon-Avon and Warwick area.
  
  
• The body behind its creation – the Destination Steering Group – was formed in November 2011 with the assistance of Stratford District Council to drive forward the local tourism agenda by establishing an official tourism body to represent the district's tourism organisations both domestically and internationally.
  
  
• In October 2012 it formally joined forces with Warwick District Council to work together to represent tourism businesses in Warwick, Leamington Spa and Kenilworth.
  
  
• In August 2012 the Destination Steering Group appointed Robin Tjolle as Destination Manager with the remit of creating Shakespeare's England.
  
  
• Where there is mutual benefit, Shakespeare's England will partner other organisations on cross border promotions such as the Rural Escapes campaign.