New tourism partnership could boost local economy

A NEW tourism industry partnership to promote West Somerset and Greater Exmoor is to be considered by West Somerset Council cabinet members next week.
They will be asked to work with potential partners to establish the form of any partnership before a further report comes back to cabinet later in the year.
If the cabinet agrees at its meeting on April 8, then council executive director Adrian Dyer and tourism portfolio holder Councillor Michael Downes will start the partnership ball rolling.
The partners could include the Exmoor Tourist Association (ETA), Exmoor National Park Authority (ENPA) and Active Exmoor.
The mix of private and public sector organisations have been working together to see if pooling resources and co-ordinating tourism services could underpin and enhance this important area of the West Somerset economy.
The idea of the new partnership evolved following the disbanding of Visit Exmoor in 2007, which came after disagreements between its numerous partners undermined its effectiveness.
Since then, the council has supported tourism through event co-ordination, providing a new Visitor Information Centre on Minehead seafront, and funding the district’s tourism guide Exmoor Coast and Country, which was produced in partnership with the ETA.
Active Exmoor, which is also part-funded by the council, has developed outdoor activities for visitors and the ENPA through its management plan and is committed to sustainable tourism projects to develop and enhance the visitor experience.
Now, through ‘a coming together of minds’, the group will explore what each partner can bring to the table by way of resource and/or money to deliver four essential tourism themes:

• Marketing the area to attract visitors
• Providing information on accommodation options
• Letting visitors know what activities are available
• Maintaining a good product by looking after and enhancing the local environment

Cabinet members will also consider approving the proposed partnership’s aim, which is to develop the area as a leading tourism destination based on providing a sustainable, quality experience for visitors which will, in turn, support and enhance the economy.
The partnership’s objectives will also be considered.
These include increasing visitor numbers and the duration of stays, ensuring the area is a leader in sustainable tourism, encouraging professional standards and consulting with the private and public sectors and local people.
Deciding resource and financial contributions, and the operation of a viable and professional partnership to achieve a vibrant industry are also seen as key objectives in delivering successful tourism services.
Councillor Downes, who will present the report next week, said: “I think this targeted, objective approach is very timely as the local economy needs all the support it can get at the moment.
“The recently approved economic strategy singled out tourism as an important sector to develop in order to underpin the local economy.
“The priorities and aims of the strategy dovetail with the propositions in the report.
“The input of private sector organisations such as the ETA, which is a very constructive and proactive partner, along with public sector commitment is important in making sure the visitor experience is enhanced so that people keep coming back to the area for holidays.
“In these uncertain economic times, I feel it is an excellent opportunity to combine the skills and knowledge of committed private and public sector agencies in a firm partnership.
“The partnership will consult with other local tourism operators to consolidate the area’s position as a quality tourism destination, and will be a key strength in leading this sector in future economic growth for the benefit of all local people.”

Exmoor businesses take euro for a pound in chase for tourism trade

THE pound sterling has reached parity with the euro in West Somerset – ahead of the currency’s falling value on the world’s money markets.
A number of shops and businesses in the medieval village of Dunster have agreed to accept payment for goods and services in either euros or pounds and are counting both as the same value.
They are believed to be the first in the country to do so, hoping that the move could bring a trading boost, especially from European visitors.
The Dunster initiative was started in the run up to Christmas by Yarn Market Hotel owner Antony Brunt, who is also chairman of the Exmoor Tourist Association.
Mr Brunt had seen how the one-for-one exchange rate helped Northern Ireland businesses when the value of the pound dropped and brought shoppers across the border from the Republic of Ireland.
Now, several other businesses in the village have joined in.”
Mr Brunt said: “There is a near parity at the moment on the exchange rate and I thought we could go that little bit further and give some incentive to visitors with the New Year coming up.
“With what has been happening in Ireland, people going across the border to get a good deal, we thought we could do something similar.
“Tourism is one of the major industries in Dunster, so we need to keep doing things to attract those tourists.
“We feel customers need to be given that extra incentive, especially customers from overseas and European customers.
“Everyone has been talking about doom and gloom in the tourism industry, but if you are proactive and get what business is out there, it can turn the current climate into a success.
“The currency status at the moment is going to encourage UK visitors to stay in the UK and it is going to make the UK more appealing for foreign tourists.
“I think there is a great market in Europe. England is a lot cheaper now. It is a wonderful opportunity for UK tourism.”
Mark Phillips, owner of clothes shop Coastal Living, said: “We get a large percentage of European visitors and it just makes sense at the moment.
“I also think it is a good idea because it will make us more welcoming to tourists using the euro and could prove a boost to trade.
“We receive a lot of Italian and Scandinavian visitors and this is a positive gesture towards them.
'”Of course, I will keep an eye on the exchange rate and we can only do this if the near-parity continues.”

Rescued tourism guide launched for Exmoor 2009 season

EXMOOR’S premier tourism guide, Exmoor Coast and Country 2009, was officially launched today, following months of hard work by the board of Exmoor Coast and Country Ltd.
The guide was rescued last year in a deal between the Exmoor Tourist Association and West Somerset Council following the debacle surrounding the collapse of tourism promoter Visit Exmoor.
It is distributed throughout the UK and is seen as an important publication drawing visitors from across the country to enjoy the delights of Exmoor and West Somerset.
Strong partnership working between the tourist association and the district council has been credited with saving the publication when its future was thrown into jeopardy after last year’s tourism season.
The official launch celebrations took place in Exmoor's highest village, at the Rest and Be Thankful Inn, Wheddon Cross, which has been refurbished by owners Eric and Julie Norman, with many key figures in local tourism attending the event.
Council leader Councillor Keith Ross said: “We are delighted that we have been able to produce the guide again this year, and we are pleased with the support it has received from local advertisers.
“Given the current economic uncertainty, it may be tempting to cut advertising costs but local businesses have chosen to support the guide.
“Tourism plays a vital part in the local economy, and Exmoor Coast and Country plays an important role in promoting Exmoor and West Somerset’s coastal area.
“Launching Exmoor Coast and Country before Christmas is great timing as many people use their time off to plan their summer holidays.
“We will also be able to use the guide to promote Exmoor at tourism trade shows early in the New Year.
“Indeed, with the pound at such a low against the dollar and the euro, there has never been a better time for visitors from abroad to come to Exmoor, and we aim to promote the area as widely as possible.”
Tourism association chairman Antony Brunt said: “We are really pleased to launch the 2009 guide.
“It stands out at shows and exhibitions for its excellent quality, which makes it very popular and gives high expectations for all those planning to visit the area.
“It is now up to everybody in the tourism sector to ensure those high expectations are fulfilled.”

Visitor centre staff supporting charities for Christmas

STAFF in Minehead’s new Visitor Information and Interpretation Centre (VIIC) (pictured) have teamed up with local representatives of 12 charities to support good causes during the Christmas season.
West Somerset Council tourism portfolio holder Councillor Michael Downes said: “The new centre on the seafront is proving popular with visitors, and we hope that local people will also support the staff’s tradition of selling charity Christmas cards.
“Unlike some outlets, every penny raised goes back to the charity concerned.
“As a coastal town with a strong maritime history, the visitor centre is continuing to support the local RNLI to show appreciation for the fantastic service it provides all year round.”
Minehead Lifeboat Station press officer Matt Thresher said: “It is great to have the support of the VIIC staff on the seafront.
“Our volunteer crews often pass the centre on exercise or rescue launches.
“Local goodwill and support are essential because we get no central funding and depend on fund-raising activities like these.
“I am pleased that the community spirit is alive and well in Minehead.”
The Dorset and Somerset Air Ambulance and St Margaret’s Hospice are among the other deserving charities being supported by VIIC staff.
The centre also offers local gifts and a wealth of information on up-and-coming seasonal activities, such as Dunster by Candlelight, along with all the latest coach and travel information.
Councillor Downes said: “Information on things to do and places to go is also available through the interactive touch-screen display units.
“Local people and visitors are welcome to use the centre to find out just how much West Somerset has to offer.”

Tourist association and council work together to save Exmoor Food Festival

THE future of the Exmoor Food Festival has been secured thanks to an alliance between the Exmoor Tourist Association and West Somerset Council.
The food festival was started in 2002 with support from the South West Regional Development Agency and aimed to help local businesses suffering as a result of the economic crisis caused by foot and mouth disease.
Somerset Food Links then took it on for five years and turned it into a hugely successfully event which attracted thousands of visitors to the area outside of the traditional tourism season.
Tourist association chairman Antony Brunt said: “When we heard they were looking for local people to develop it further, we were delighted to be in a position to help.
“It is an event which, in partnership with the council, we would like to develop in future years to increase visitor numbers.”
District council’s Exmoor Events manager Jill Homewood has worked with Food Links over the past few years and will ensure a smooth transition to the new organisers.
This year’s festival will run from October 4 to 12 and is timed to help local accommodation providers, food producers, and restaurants reap the benefits of a longer tourism season.
Firm festival favourites such as the Porlock Food Fayre, Lyn Food Fest, Breakfast at the Heart of Exmoor, Styles Ice Cream open day and Exmoor Dinners at Ranscombe Farm Restaurant are all back on the menu this year.
New events will include Wild Food at Wimbleball, Porlock Tea Party, Moroccan evening in the Creamery, Minehead, Alta Lyn Alpaca open day, jazz and local food evening at North Walk House, Lynton, and gourmet dinners with top tips from the chef at the Yarn Market Hotel, in Dunster.
Council economic development and tourism portfolio holder Councillor Michael Downes said: “We are delighted that the Exmoor Tourist Association is helping to take on the running and development of this festival, which is a favourite with local and visiting food fans.
“Attracting out-of-season visitors to Exmoor brings economic benefits not just to the businesses directly involved, but to the economy as a whole.”
Programmes for the Exmoor Food Festival, which runs from October 4 to 12, are available at Tourist Information Centres, and more information can be obtained by logging onto http://www.exmoorevents.co.uk/ or http://www.exmoor.com/ or by telephoning 01643 821425.

• Our photographs show Exmoor Food Festival veterans (TOP) Keith Wicks, of the Whortleberry Tea Rooms, Porlock, and (BELOW) Derek de Maid, of Brendon Hill Crafts, which started on the Brendon Hills before relocating close to Barnstaple. Photos submitted.

Steam train test as Britain's Strongest Man contest returns

HEAVYWEIGHTS from across the country will converge on Minehead sea front again next month to battle for the title of PartyPoker.com Britain’s Strongest Man 2008.
Last year’s champion, Terry Hollands, who is returning to defend his title, said: “I have been training hard and I am looking forward to the competition. I am definitely up for the challenge.
“It is great to be coming back to Minehead as it is a fantastic venue.”
This year, as well as lifting cars at the harbour and barrel loading on the beach, the organisers have set up a new challenge of pulling steam trains at West Somerset Railway’s Minehead station.
Terry Hollands said: “That really will be a test of strength.”
The event is sponsored by PartyPoker.com, produced by IMG Media, and supported by West Somerset Council.
It will be televised for Channel 5 and a series of programmes will be broadcast later in the year. Contestants will stay at the town’s Butlins resort.
Qualifying rounds lift off between June 7 and 9, with trials including tyre flips, chain drags, Atlas stones, and keg tossing.
The finals will be held on June 11 and 12 with the challengers lifting cars and pulling trains.
The presentation ceremony to announce the winner of this year’s Britain’s Stongest Man will be held on the beach.
District council economic development and tourism portfolio holder, Councillor Michael Downes, said: “We are delighted that Britain’s Strongest Man is returning to Minehead for a second year running.
“We are happy to support national competitions of this calibre in West Somerset.
“All of the events held on our land are free of charge and give a lot of pleasure to local people and tourists.
“The council are thrilled to bring this event back to West Somerset because of the boost it provides to tourism and our local economy.
“We wish the contestants the best of luck in this great challenge.”
For more information on the event, go to Britain’s Strongest Man website at www.theworldsstrongestman.com.

• Our photographs show (TOP) challenger Darren Sadler (MIDDLE) defending champion Terry Hollands, and (BOTTOM) challenger Ross Stone. Photos submitted.

Council alliance saves future of Exmoor's main tourism brochure

AN alliance to rescue West Somerset and Exmoor’s main tourism brochure has been forged between West Somerset Council and the Exmoor Tourist Association (ETA).
The ETA and the council have worked closely together to broker a deal with directors of Exmoor Coast and Country Ltd to ensure the vital tourism guide will be produced as normal, after the company sent out a plea for help.
The limited company was registered by businessman John Richards at one of his Watchet addresses, who is a former director of tourism promoter Visit Exmoor, which is now being wound up after internal wrangling.
Now, tourism businesses which want to advertise in the 2008 brochure are being urged to contact co-ordinator Naomi Griffiths as a matter of urgency.
They have only until November 20 to telephone her on 01984 639642 or email her at naomi@exmoorholidayguide.co.uk.
Council tourism portfolio holder Councillor Michael Downes said: “The council and the ETA have been in intense negotiations during the last three weeks and we are delighted to announce that we have secured a rescue package for the brochure not only for this year, but until 2010.
“We would like to express our thanks to local businesses and advertisers for bearing with us over the last few weeks.
“The ETA has a proven track record of tourism delivery, and we welcome the experience and knowledge they will bring to future brochures.”
The ETA and the council have drawn up letters of intent to formalise the arrangement which will now go to the council’s cabinet for ratification.
ETA chairman Antony Brunt said: “The owners of Exmoor Coast and Country Ltd have agreed to gift their shares to the ETA.
“We would like to thank all the affected businesses for their patience while we have been working on this rescue package.
“We know that we are able to deliver a quality publication for the tourism industry for 2008.
“Timescales are tight and we will have to move fast, but we are very confident about the publication.
“Exmoor Coast and Country plays an incredibly important role in the promotion of Exmoor and West Somerset.
“Many tourism businesses rely heavily on this guide to get visitors to their hotels, guest houses, self-catering accommodation, and attractions, and we are thrilled that we have been able to work with the council to ensure that this guide is not lost.”
Council leader Councillor Keith Ross said: “The council recognises the importance of tourism to local businesses and the economic benefits it brings to the district.
“We immediately diverted resources into this area to avoid a crisis and we are delighted with the outcome.
“The council has, over the last few months, taken stock of its priorities. It is happy to build on constructive, effective partnerships and forge new alliances when the need arises for the greater good of everybody.
“The ETA and the council have worked hard to secure the provision of the tourism brochure, and we are delighted that our hard work has paid off.
“We are really pleased to be working with the ETA which is a proven, long-standing and well-respected organisation among local tourism providers.”
The council has supported production of the Exmoor Coast and Country Guide has by the tourism industry for more than 10 years.