Destination Shrewsbury hits back at negative reports

Members of Destination Shrewsbury have hit back at negative reports in response to a tourism strategy it commissioned for the town.

The draft Visitor Economy Strategy, produced by Britton McGrath Associates, was revealed to the public last week (15 September 2011) and tourism bosses immediately came under fire for criticisms contained within the report of the town’s visitor experience and marketing strategy.

However, members of Destination Shrewsbury, which includes Shrewsbury Town Council, Shropshire Council, Shrewsbury Business Chamber and Tourism Association, and Shop in the Loop, have emphasised that highlighting areas of improvement within the town was the very impetus behind commissioning the work.

Edward Goddard, Chairman of Destination Shrewsbury, said:

“The Visitor Economy Strategy was commissioned to be an active strategy, not one that would sit on a shelf and gather dust.  To build a stronger tourism offer and provide an enhanced visitor experience we needed constructive criticism – that is what we asked for, and what we have received.  The whole point of the project was to identify our strengths and weaknesses so we can develop a viable action plan that will significantly enhance Shrewsbury’s tourism industry.”

Louise Cross, service manager for visitor economy at Shropshire Council, commented:

“This strategy will focus the efforts of both the private sector and the public sector to ensure Shrewsbury remains a competitive destination that delivers an outstanding experience for our visitors.”

John Hall, from Shop in the Loop, added:

“We at Shop in the Loop are delighted with the tourism strategy report.  We have a beautiful and historic town, with the best shops of any comparable town in Britain.  We have been a well-kept secret far too long – these proposals will put us on the map.”

The draft Visitor Economy Strategy document will go before Shropshire Council’s Cabinet on Wednesday 19 October 2011 for formal adoption.