Tourism and Regeneration
Luton and Bedfordshire are not natural ‘tourism’ destinations and yet, right now, 5% of the workforce owes its living to the visitor economy. The opportunity is there for significant growth that will bring a wide range of benefits as well as supporting jobs. Investment in the development of the visitor economy can support better facilities in rural areas, a wider range of events for locals, improvements in retail and transport, greater civic pride and a reduction in out commuting.
Tourism supports a significant number of jobs in Bedfordshire and Luton. However, the tourism economy in Bedfordshire is not healthy. Over the last 5 years tourism earnings have remained static and the county relies heavily on the day visitor market, which is the market that has the greatest environmental impact and puts pressure on the infrastructure that supports tourism e.g. roads. Business tourism is very important but competition is increasing and lack of on site accommodation is limiting growth. The image of the area on the part of residents and visitors is negative or indifferent and perceptions need to change.
The scale of development planned for Bedfordshire and Luton presents an opportunity to transform the image of the area and to significantly increase the size of, and contribution from, the visitor economy. The Tourism Growth Strategy has been developed to ensure that we seize this opportunity. It provides a clear analysis of what needs to be done and invites everyone to play his or her part in this transformation.
Few areas of the UK are as well placed to benefit from London 2012 and an integrated programme of product development and promotion will allow the area to capitalise on this opportunity and generate an additional 5000 jobs. Bedfordshire and Luton need to ensure that they take advantage of this opportunity, but any initiatives that are brought forward or developed with London 2012 in mind should be supportive of the broader direction of the tourism growth strategy. If this approach is adopted it will ensure that the Olympics can be used as a catalyst to move in the right direction but at a faster pace than might otherwise have happened.
There is work to be done in changing the image and perception of Luton and Bedfordshire. The challenge for the County of Bedfordshire is to make potential visitors aware of what Bedfordshire has to offer in order to turn indifference into positive perceptions of the county. The challenge for Luton and Bedford is to change negative perceptions into positive perceptions. One of the incidental benefits of a focus on developing positive messages for visitors is the fact that this will help residents develop a sense of civic pride, something that is key to the future of any successful and sustainable tourism development in the area. In order for this to be successful, it will be important for any marketing messages generated to support the tourism strategy to be in sympathy with, and supportive of, wider marketing messages being conveyed by the towns and County to businesses and those interested in investment.
