It’s official. David Cameron thinks that tourism is A Good Thing. As recently as 17th July last week, building on the support he gave to the industry in a major speech in 2010, he announced a five point plan to support the tourist industry which he claimed, provides jobs for one in 10 of the UK workforce. The declared aim is to help rebalance the economy and spread the benefits of one of the fastest growing sectors across the whole country.
But what’s the reason behind all of this? Well the figures are staggering. The government claims that tourism is worth £60 billion to the economy with £21.5 billion being spent by overseas tourists. Within that, heritage-based tourism is said to have a “total economic impact” of over £14 billion. At the same time, CEBR (Centre for Economics and Business Research) produced a report in 2013 showing a huge contribution to the economy from the arts and culture sector.
So excellent news and of course, everyone thinks that tourism generally but particularly that focusing on heritage and arts and culture is to be encouraged. It’s common sense that tourists focusing on those sectors are going to spend more than the average.
But what does all this mean for Nottingham and Nottinghamshire? Even the area’s greatest fan couldn’t say that the region is first on the table for that elusive tourist (even outside London). But, put together the attractions of the cities of the region and their theatres, concert halls and galleries, mix together with some of the country’s finest historical buildings (Lincoln Cathedral, Chatsworth, Hardwick, Kedleston, Belvoir etc) and then add in the beauty of the Peak District landscapes, you have a tourism “offer” that could rival anything in England.
The key to all of this is joined up thinking. It is great to see NMB bringing together the economic and tourism aspects of our offer under one umbrella. But it can’t stop there. It is naive to think that Nottingham can promote itself without looking at the wider region. Particularly with international tourists, it is difficult enough to extract them from London and so we need to work together as a region to widen the attraction.
One of the most positive local initiatives I have ever seen in the region is the “Grand Tour”. Supported by D2N2, money has been found to create a 21st-century version of the trip followed by aristocratic young men in the 18th and 19th centuries. Joining together the major arts venues of the Harley Gallery at Welbeck, Chatsworth house, Derby City Gallery and Nottingham Contemporary, a programme of remarkable art exhibitions is being put together for this summer and next.
The launch at the Contemporary earlier this month attracted the personal support of Peter Bazalgette (now chief of the Arts Council) the Duke of Devonshire and James Beresford of Visit Britain. The Duke was quite clear that the aim of the exercise is to increase the number of tourist “bed nights” in the region using the hook of those galleries to attract outside visitors. Let’s hope it works. It should.
But this can only be the start. We have competition. Last year, Yorkshire got its act together with the “Tour de Yorkshire” and is now reaping the benefits of the positive PR it gained. The recent announcement by the government has focused cash on helping the South West promote its tourism and has further given £10 million to Yorkshire (Yorkshire, again?!) This is overtly part of its plans to create the Northern Powerhouse.
We have a lot to offer in this region generally but I cannot think of a better example than tourism where 2+2 really could equal 5. So let’s talk to our neighbours on the subject. Build on the cooperation of the Grand Tour. Who knows, it might work!