New tourism strategy for Shropshire Hills and Ludlow
A Sustainable Tourism Strategy and Action Plan for the Shropshire Hills and nearby towns has been publicly launched following four months of extensive consultation with businesses and others.
The Strategy covers the area of the Shropshire Hills and Ludlow Destination Development Partnership, a structure established by Shropshire Council with the business sector to help co-ordinate tourism.
The Shropshire Hills Area of Outstanding Natural Beauty (AONB) lies at the centre of the area, along with Ludlow, Church Stretton, Craven Arms, Bishop’s Castle, Much Wenlock, Clun, Cleobury Mortimer, and Pontesbury and Minsterley.
The Strategy focuses on bringing out high quality opportunities to enjoy the area’s varied and special landscape, towns and food.
Mike Owen, Shropshire Council’s Cabinet member for economic growth and prosperity, said
“This strategy will help to integrate activity in this lovely part of Shropshire where tourism is vitally important. It is a strategy for growth in tourism, across the area and around the year, but businesses have also made clear their commitment to being ambitious about sustainability in relation to the environment and local communities.”
Effective collaboration will continue to be essential, and the Destination Development Partnership is already bringing together bodies such as Shropshire Hills Tourism, town councils and tourism groups, and the AONB Partnership. The group has endorsed the strategy to go out for a three month period of public consultation.
Based on 2005 figures, tourism in the Shropshire Hills was worth £126m and supported approximately 2,780 jobs, representing 23% of the value of tourism to the whole of Shropshire. Many current activities are supporting the Strategy’s aims, including the ‘Ludlow and the Shropshire Hills’ visitor brochure, ‘Walkers Are Welcome’ status for many of the towns, and the Shropshire Hills Sustainable Business Scheme.
Further information
The Strategy and Action Plan produced by consultants The Tourism Company with Alison Caffyn has been endorsed by the Shropshire Hills and Ludlow Destination Development Partnership (DDP), and is now out for public consultation until 9 September 2011. It is available at www.shropshirehillsaonb.co.uk. Please send any comments to phil.holden@shropshire.gov.uk.
This project is mostly financed by the Natural Assets programme of Advantage West Midlands, administered by Natural England.
For further Information please contact either Phil Holden, Shropshire Hills AONB Partnership on phil.holden@shropshire.gov.uk or 01588 674088, or Tim King, Shropshire Council tim.king@shropshire.gov.uk Tel: 01743 252257
