Tourism and Heritage Strategy

Last updated on: 09-Apr-2021

14. Overall objectives

The following objectives have been identified:

  • Encourage more day visits and longer stays
  • Increase the stock, quality and breadth of visitor accommodation
  • Strengthen Gravesham’s visitor offer through supporting the opening of existing and new visitor attractions and developing ‘experiential’ tourism.
  • Enable the programme of festivals and cultural activity to appeal to visitors from beyond the Borough
  • To extend the effectiveness of Gravesham’s visitor information and promotion
  • Strengthen local partnership working between tourism and hospitality businesses and organisations
  • Develop skills and work experience opportunities within the local tourism and hospitality sector
  • Value and co-ordinate the expertise, archiving and interpretation of Gravesham’s heritage towards a telling of Gravesham’s story.

The Tourism and Heritage strategy needs to complement the council’s Arts and Cultural Strategy and is consistent with the Council’s Corporate Plan ambitions.

Action plan and resources

An action plan incorporating the objectives to be provided. Progress will be monitored through the council’s performance key indicators.

On the whole this action plan can be achieved through the council’s current levels of budgetary provision. This will be reviewed on an annual basis and therefore may change. Some of the key areas that will require additional funding, could be partially funded, possibly though partnership working.

Resources

Gravesham is a partner in two Interreg European projects, both of which have a strong focus on the visitor economy:

  • The ‘Experience’ Interreg Project - the project is looking to increase visitor footfall during the off peak seasons and support recovery of the tourism sector postpandemic, offering product development opportunities, including one to one business consultation.
  • The European Channel Manche Interreg project “Go Trade” - to revitalise Gravesend Borough Market and make it a destination.

Consultation

Tourism organisations, local businesses and residents were consulted with on a draft strategy December 2020/ January 2021 requesting feedback via the council’s website, the tourism Facebook and Twitter pages, and via email databases.

This is an opportunity to promote what Gravesham is doing to attract and welcome visitors, but the underlying issue is what actions in the medium term will have the greatest economic impact and provide a legacy for further growth in this sector. The various studies and surveys which have been undertaken alongside the strategy are helping to prioritise actions and overall objectives and will shape our action plan for delivery.

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