Vision to boost Lancashire tourism

Strategy: Ruth Connor
Strategy: Ruth Connor

Marketing Lancashire is leading on a new strategy to boost tourism across the county.

The group has appointed specialist consultants Blue Sail to develop a new Visitor Economy Strategy (VES) and Destination Management Plan (DMP) for Lancashire. Blue Sail is a company renowned nationally for the successful delivery of visitor economy strategies and was selected following a competitive tender.

Lancashire’s visitor economy is second only to Manchester in the North West and, in 2012, Lancashire welcomed over 20 million more visitors than the Lakes.

Ruth Connor, chief executive of Marketing Lancashire said: “The visitor economy has now been recognised as a significant contributor to the prosperity of Lancashire but we believe, through a strategic and more connected approach, that there is even greater potential.”

She added: “With the establishment of Marketing Lancashire in 2012, the county is now in a position to make a real step-change towards achieving the wider ambitions of Lancashire, as the destination of choice for business, investment, educational studies as well as for short breaks and day visits.

“Together with Blue Sail we aim to establish a robust framework that will lead, influence and co-ordinate sector development and the delivery of measurable growth across the county.”

Lancashire attracts 62 million visitors who generate £3.4 billion revenue and support 55,000 jobs.

The Visitor Economy Strategy (VES) will set out the sector’s vision and strategic objectives over the next five years.

Michele Grant, director of Blue Sail, said “Over the coming months we will be working with stakeholders across the County to develop a VES that plays to the strengths of Lancashire, creates a focus for the future and a DMP that will set out the actions to help deliver the successful growth and management of the visitor economy”.