Plans to put tourism on the map (From Wilts and Gloucestershire Standard)

Plans to put tourism on the map

AMBITIOUS plans for tourism in the Cotswolds over the next 15 years could see the district become the UK benchmark for the industry.

That is the hope of the Gloucestershire Tourism Joint Committee, which will meet tomorrow (Fri) to discuss several key development areas.

Committee members are primarily committed to ensuring the Cotswolds achieves the four percent growth expected internationally until the year 2020.

And there are several aims highlighted in tomorrow's agenda which specifically identify where the challenges lie, including:

o The Cotswolds can achieve pre-eminent status as the (non-London) British short break destination, traditionally its strongest market.

o The Cotswolds can protect its good image internationally and develop a strong image in new emerging markets such as Russia and China.

o Tourism can improve its contribution to the wider economy in sectors such as agricultural and food, drink and retail.

GTJC committee member John Burgess, who is also a CDC portfolio holder, says he is looking forward to the inevitable developments over the coming years.

He said: "There are certainly big challenges ahead and I will be attending the meeting on Friday.

"At the moment this agenda is the work of officers and we have not been involved directly so far, but the suggestions seem to be a new concept designed to strengthen the committee.

"The Cotswolds is a major and successful international brand and we must be careful to keep and promote that status."

The new concept referred to by Cllr Burgess is the Cotswolds and Forest of Dean Destination Management Organisation.

One of the core objectives of the DMO is to build a support structure for the tourism industry.

GTJC committee member Sheila Jesson said: "One of the key themes of the new organisation will be industry participation.

"For some time, the structure of tourism has been organised along the lines of county and district councils.

"But now a single strong identity will be developed for the Cotswolds, with consistent promotional messages and support from the regional tourist board. For local businesses, this should mean more business."