Economic Development Strategy & Action Plan 2024 - 2028

Area of strategic focus 5: Enhancing South Kesteven's tourism and visitor economy offer

What we have achieved

Free folk festival

• In 2022, organised a one-off festival special, thanks to funding secured from the Government's Welcome Back Fund which featured national and local acts and an extensive variety of entertainment.

Hosted inaugural Tourism Networking Event

• In 2023, the Council hosted an inaugural networking event where tourism and hospitality businesses heard from guest speakers on the latest industry news and insights.

Supported Destination Lincolnshire

• In 2023, to demonstrate the Council's commitment to ensuring links to the Destination Management Plan, a letter of support was provided towards Destination Lincolnshire becoming an accredited Local Visitor Economy Partnership for Greater Lincolnshire.

Promoted the Destination Lincolnshire Tourism Excellence Awards

• Visitor economy businesses across South Kesteven were alerted to the awards and offered help with the application process. Three District businesses were selected as finalists, one of which was the Stamford Arts Centre for the Arts and Culture Award.

Joined the Tourism Management Institute

• In 2023, the Council signed up to the tourism professionals membership of the Tourism Management Institute to sit alongside professionals from across the industry and access a wide range of experience and expertise.

Spotlight on women who have shaped South Kesteven

• In 2023, coinciding with International Women's Day, the Council officially launched a film celebrating ten inspirational women from South Kesteven who made their mark in history in sectors such as military, theatre, politics, nursing, philosophy, and policing.

Introduced range of place promotion initiatives

• Discover South Kesteven is the tourism and visitor economy brand for South Kesteven District Council. The brand is well-recognised and supported by a bespoke website, publications, social media presence (TikTok, Facebook, Instagram and Twitter) and through many in- person meetings, networking events, trade shows and business events.
• An updated Discover South Kesteven website has been created with the visitor in mind. The website shares sufficient information giving a taste of the unrivalled attractions the District has to offer. The website is clean, streamlined, runs smoothly and most importantly is mobile friendly.
• A new blog page enables content to be added to the website without creating more tabs and overloading the site with information.

Introduced Hidden History app

• Developed through the High Street Heritage Action Zone, funded by Historic England and the Council, an app to guide visitors through Grantham's landmarks and history was launched. The TrailTale app is a guided walk where users can choose what to explore by following a set route or selecting a series of highlights.

Established a cross-Council events team

• Developed and implemented a cross-Council events team to oversee the design and delivery of events promoting the District and its rich offering.

Peer networking

• Commenced work with visitor economy officers from bordering local authorities to build a greater relationship and understanding of the various existing and developing cross-border visitor economy offers.

What we will do

Active partner of Destination Lincolnshire

• Develop and support a programme of delivery in conjunction with Destination Lincolnshire and its partner organsations, to unlock the full potential of the sector.
• In collaboration with Destination Lincolnshire, identify, develop and assist tourism businesses and local attractions that have the capacity to combine package deals for visitors across South Kesteven.

Support accessible tourism

• Building upon Visit England's Accessible and Inclusive Toolkit for Tourism Businesses, promote practical guidance on providing an inclusive welcome, designing accessible buildings, employing disabled people, creating quality accessibility information and accessible tourism training.

Review heritage plaque and information trails

• Engage in an audit of existing heritage plaques. In collaboration with local Civic Societies, Town Councils and other stakeholders, identify notable figures with connections to buildings across South Kesteven in readiness for an extended national scheme, a Council Blue Plaque Scheme or both.
• Raise the profile of the Grantham TrailTail app and explore appropriateness of future additions to the app from the District's other towns

Support a rich aviation history

• Explore supportive actions the Council can take to promote and upgrade local heritage sites to strengthen the local economy and build civic identify.

Support and celebrate diversity and inclusion

• Promote diversity and inclusion across the tourism sector. Investigate sponsorship, networking opportunities and a market place to promote local women-owned businesses.

Support sustainable tourism

• Develop a coordinated offer to ensure South Kesteven's attractions are promoted to a technologies and platforms.
  Helping businesses find the best ways visitors to experience South Kesteven sustainably, providing year-round, well-paid jobs while minimising impact on the environment.

Capitalise on cultural and heritage strength

• Develop a new integrated visitor economy strategy for the District to grow and maximise the visitor economy in a sustainable way which respects our unique environment.

Continue professional development

• Through membership of the Tourism Management Institute increase learning and adoption of the latest in digital innovation, marketing and tourism trends and data, along with initiatives to promote sustainable tourism strategies and opportunities.

Networking events

• Following on from the pilot networking event in 2023, plan a larger and more comprehensive event to bring together a wider cohort of South Kesteven visitor economy businesses. Invite high profile speakers from the sector to provide insight and expertise in delivery of the visitor economy offer and will use the opportunity to launch consultation on the new visitor economy strategy.

Support a film-friendly South Kesteven

• • Take learnings from Creative England's Filming Partnership Toolkit. Explore the benefit of signing up to the Film-Friendly Charter which aims to ensure friendly procedures are in place for productions. Work with Filming in England Partnership to create a film-friendly environment and unlock the District's full potential as a world- class destination for film and TV production.

Create baseline data from which to measure the health of the visitor economy sector

• Continue to invest in footfall and STEAM data (Scarborough Tourism Economic Activity Monitor) evaluation model data.