The start of a new era

YOU’RE right. Another bulletin date-lined August 2011 has to mean there’s important news to deliver. There is – and it’s good, very good. Summarised, it’s that we have entered into a partnership with Visit Kent which will strengthen our activities to promote Destination Shepway in UK and mainland Europe markets.

We have been working with the county organisation on a number of fronts for some time.

Now we are a full operating partner – indeed, DFHRM is the first district public/commercial tourism agency in Kent to become so – and have a broader platform from which to proclaim the unique appeal of Folkestone, Hythe and Romney Marsh as a quality holiday, short break, touring, recreation and leisure, festivals and events destination.

The new agreement covers the provision of marketing and information services as well as customer service training and the development of the inter-active website. It opens up new opportunities to extend the impact and reach of our promotion activities and, thus, to raise the profile of the DFHRM brand. In short, it spells benefits for every enterprise and community which depends on the spending of visitors.

The decision to set up the new partnership is a huge vote of confidence by the public authorities which fund DFHRM – Shepway District Council, Folkestone Town Council, Sandgate Parish Council and Visit Kent – in the way we serve the interests not only of our commercial members but also of the very many other businesses and organisations with a stake in Shepway tourism. It has been good to receive positive response to that decision from DFHRM subscribers. Their loyal support is much appreciated.

Closer association with Visit Kent doesn’t mean reduction of our local focus or visibility. We continue to work with Folkestone Town Centre Management, sharing office space in the Bouverie Place Shopping Centre, assisting in the organisation and promotion of the Multi-Cultural Festival, Christmas season celebrations and other FTCM events, and participating in projects with near-Continent neighbours to encourage two-way across-Channel tourism. FTCM manager John Barber continues as a member of the DFHRM management team.

Our energetic marketing and PR programme to attract visitors for the rest of this year and into the future goes on as planned. We are adding to our network of literature pick-up points for visitors already arrived. To inform those in transit, we maintain brochure racks at Eurotunnel terminals. We also keep a number of visitor centres at near-Continent holiday resorts supplied with Discover Folkestone, Hythe & Romney Marsh guides.

So, it’s on with the show – and then some!

Chris Kirkham, manager, Discover Folkestone, Hythe & Romney Marsh

Hitting the headlines

THERE have been some up-beat media references to Folkestone and Hythe in recent days. Notably: that the towns ranked eighth in a survey of best seaside holiday and leisure destinations by the Civil Service Motoring Association; Folkestone took third place in a Cool Weekend supplement in The Times; Hythe and Sandgate came in for much praise in a Guardian feature. That’s a welcome change from the negative perceptions reported by certain media only two or three years ago.

·        Seaside resorts have seen a fifth (21%) more UK visitors staying overnight this year
·        Brits are spending a quarter (23%) more cash at the coast this year compared to last year
·        Six in 10 (57%) Brits have already been or are planning to take a trip to the seaside this year
·        Brighton & Hove, Torbay and Blackpool are the most popular seaside towns
·        Whitstable, Eastbourne and Penzance are the top three fastest growing seaside resorts

UK seaside towns[1] are experiencing a visitor boom as the number of Brits going on overseas holidays fall[2]. The trend, helped by over £100 million[3] worth of public investment in seaside towns, has resulted in 21% more UK holidaymakers staying overnight and spending almost a quarter (23%) more money at the English coast this year[4]. British tourists are expected to collectively spend £9 billion[5] at the coast over the summer months, according to motoring and leisure association, CSMA Club.

High-end tourism has seen a particular increase with upmarket boutiques, antique shops, art galleries and Michelin-starred restaurants[6] frequently setting up shop in seaside resorts offering holidaymakers a break with a contemporary makeover. Earlier this year Margate opened The Turner Contemporary Art Gallery on its seafront hot on the heels of the successful Horsebridge Gallery at nearby Whitstable. Rock in Cornwall saw its Restaurant Nathan Outlaw awarded two Michelin-stars this summer and Dover’s The Marquis has been named as one of only four rising stars nationwide in 2011 by the Michelin guide.

Six in 10 (57%) Brits have already been or are planning to take a trip to the seaside this summer, with Brighton, Torbay, Blackpool, Scarborough and Bournemouth the favourite destinations, according to research by CMSA Club. These towns have also benefited from the most significant investment over the past decade[7] with Brighton & Hove receiving around £23 million, Blackpool nearly £22 million and Torbay receiving just over £11 million worth of public funds.

After the decline in popularity in the 1990s[8], the British seaside has been reinventing itself. Gone are the days of a donkey ride on the beach and a round of crazy golf - as one in six British holidaymakers opt for fine dining (16%) and afternoon tea (32%) at the seaside, with many UK holidaymakers planning trips to artisan markets (19%), antique shops (14%) and art galleries (10%). According to research looking at the summer months, four in 10 (40%) Brits are planning a holiday by the UK coast and plan to spend £322 each on average at the seaside.

Although well-established seaside favourites Brighton & Hove, Torbay and Blackpool continue to be the top three most popular resorts, there are a few less well-known    destinations that are predicted to see similar growth. Whitstable, Eastbourne and Penzance are now the fastest growing seaside resorts in the UK and have been enjoying a rise in popularity, seeing an 11% increase in tourism-related business, according to the most recent figures[9].

Despite the recent trend towards ’seaside chic’ breaks, there are some traditions that UK seaside-goers refuse to break. Six in ten (62%) holidaymakers say they plan to eat fish and chips and four in 10 (44%) say they will go for a stroll on the pier. In fact, one in three (32%) holiday goers cite the traditional appeal of UK coastal resorts as a reason for choosing their seaside holiday.

Mark Rothery, Group Chief Executive of CSMA Club, said: “There are many advantages of visiting one of Britain’s coastal towns rather than going overseas. Not only is it often more affordable but you also avoid the hassle of the airport and there’s something to entertain everyone - whether that’s traditional beach fun, waterside activities, coastal walks or fine dining. Today’s research proves that the British seaside is on the way up and with that the quality of hotels and guesthouses has also improved.

“Our self-catering CSMA Club Leisure Retreats in Devon and Cornwall are increasingly attracting over-night trippers, those on short weekend breaks or week-long holidays, whatever the weather. We’ve also seen increased interest in activity breaks with visitors holidaying and learning new skills such as surfing and kayaking.”

CSMA Club was founded in 1923. Since then it has been providing its members with a wide range of motoring and leisure benefits such as discounted breakdown and car insurance, as well as exclusive access to leisure events and holiday homes.

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Top twenty most popular seaside resorts[10] Based on the number of visitors to tourist attractions and the number of tourism-related businesses in each area.

1. Brighton & Hove
2. Torbay
3. Blackpool
4. Scarborough
5. Bournemouth
6. Eastbourne
7. Penzance
8. Folkestone / Hythe
9. Swanage
10. Southend-on-Sea
11. Skegness
12. Minehead
13. Newquay
14. Southport
15. Hastings/Bexhill
16. Thanet
17. Great Yarmouth
18. Worthing
19. Weston-super-Mare
20. Weymouth and Portland

Top 10 most notable investments over the past decade

1. Brighton & Hove: £23 million
2. Blackpool: £21.9 million
3. Torbay: £11.3 million
4. Southport: £9.7 million
5. Scarborough £9.5 million
6. Bognor Regis £8 million
7. Bournemouth: £7.23 million
8. Weymouth & Portland £6.6 million
9. Great Yarmouth £5 million
10. Lowestoft £5 million

Top 20 fastest growing seaside resorts Seaside resorts ranked by a growth in tourism-related businesses, number of employees and a growth in visitor numbers to tourist attractions.

1. Whitstable/Herne Bay (13.9%)
2. Eastbourne (11%)
3. Penzance (9.7%)
4. Weymouth and Portland (9.7%)
5. Brighton and Hove (9.4%)
6. Worthing (8%)
7. Skegness (7.5%)
8. Sidmouth (7.4%)
9. Hastings/Bexhill (7.2%)
10. Isle of Wight/Sandown (6.4%)
11. Thanet (5.3%)
12. Minehead (5.1%)
13. Folkestone/Hythe (4.9%)
14. Exmouth (4.8%)
15. St Ives (4.3%)
16. Morcambe (3%)
17. Falmouth (2.7%)
18. Bournemouth (2.2%)
19. Bridlington (1.9%)
20. Whitby (1.8%)

Observation and Imagination at Folkestone’s East Cliff

Drawing Workshop at the Roman Villa Site, Saturday, 23^rd July, 2.00 – 4.00

Bryan Hawkins, Senior Lecturer in art and media at Canterbury Christ Church University, will lead a drawing workshop for all ages and abilities at the archaeological dig at the Roman Villa on East Cliff, Folkestone on Saturday 23^rd July from 2.00 pm to 4.00 pm. Participants will be invited to develop, through drawing, their own responses to the Roman Villa and its artifacts. The Workshop is free and all materials will be supplied.

You are warmly invited to attend the latest talk in the ATU Talk series:

UNLOCKING THE BAYLE

A TALK BY LOCAL ARCHAEOLOGIST RICHARD CROSS

The archaeology and history of the Bayle, Folkestone and reflections on
recent key-hole test pits.

7PM, WEDNESDAY 30TH MARCH

ST MARY and ST EANSWYTHES CHURCH

THE BAYLE

FREE

ALL VERY WELCOME

Dr Lesley Hardy
Senior Lecturer Canterbury Christ Church University

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Website: www.atownunearthed.co.uk