Agenda item

The Director of Tourism, Culture, and Inward Investment submits a report updating the Commission on the work of the Place Marketing Team for Leicester and Leicestershire.

The Director of Tourism, Culture, and Inward Investment submitted a report updating the Commission on the work of the Place Marketing Team for Leicester and Leicestershire.

The Director of Inward Investment and Place Marketing provided an overview of the report, key points to note were:

·       The Place Marketing Team was a partnership between Leicester City and Leicestershire County councils.

·       There was around £47k core council budget supporting the service, with the remainder coming from other funding.

·       The most recent data on Tourism came from 2023. City tourism had brought in around £844m annually.

·       Visitor numbers had increased by 2.4% on the previous year.

·       Local Visitor Economy Partnership (LVEP Accreditation) had been secured which could position the city well in terms of future funding.

·       Work was ongoing to create a new Destination Management website with increased functionality.

·       There was a significant move towards improving commercial opportunities within the city. Around £48k had been generated in the previous year.

·       Group travel was a key target market. The Annual Conference for the Association of Group Travel Organisers had been secured and Leicester City would be in the spotlight as a destination for group travel. Leicester had been nominated for a third year in a row as being a best destination for group travel.

·       Work was underway for a new destination management plan which would run between 2026-2031. This was a county wide strategy, the Leicester City plan was being updated at the same time to ensure alignment between the two.

·       Regarding inward investment achievements, £11.2m of investment value had been secured, creating 183 new jobs with 205 jobs safeguarded in the city.

·       Leads generated equated to £7.3m, with 35 new jobs.

·       There was a focus on the new council work spaces, such as Canopy, Dock and the Blackbird Industrial Estate.

·       A lot of activity included investor events. £43k of private sector funding had been secured.

Members were invited to comment and ask questions, responses were as follows:

·       In terms of long-term resilience, business partnerships were common with project delivery. Campaigns to attract tourists were in place with the aim to join companies and venues together, offering a full tourist package.  

·       The new Visit Leicester website helped to build support for communities and accessibility. Tracking capabilities helped to access long-term impact.

·       Case studies formed much of the development work surrounding sustainable tourism. Best practice examples were shared to break down barriers for customers.

·       Software was employed to track key words in online feedback. Significant work went into providing positive responses.

·       Successful efforts had attracted a diverse range of businesses. Connectivity with the private sector had been a key focus.

·       The Destination Plan and Visit Britain attracted wider business and there were further opportunities to develop overseas interest.

·       Promotion was ongoing, with a range different agents and landlords, to increase business opportunities in empty units.

AGREED:

1)    That the report be noted.

2)    That comments made by members of this commission to be taken into account by the lead officers.

Councillor Cutkelvin left the meeting following the consideration of this item.