Agenda item

To consider a review of the Council’s Visitor Information Service.

Councillor Withington introduced the item by asking the committee to consider the impact of not having a tourist information centre (TIC) in Cromer on both the residents and tourists visiting the District. A number of options were put forward for discussion.

Alongside this the committee were also asked to consider how the important work of promoting the Deep History Coast initiative could be facilitated if the centre was to close.

The cessation of the Tourist Information Centre could provide the Council with an approximate £129,000 saving at a time when members are having to make difficult decisions as to which services should be retained.

Councillor Hankins asked why there was no mention of the heritage centre in North Walsham which provides visitor information.

Councillor Withington was able to explain that as this centre is run by the Town Council and charity supported, it does not form part of the Council’s offering.

Councillor Vickers enquired as to whether a cost benefit analysis had been carried out to determine that renting the building out would be preferred to selling the building and taking the capital receipt.

The Assistant Director for Sustainable Growth was able to confirm that a cost benefit analysis had been undertaken but due to the complexity of the building, with the public conveniences and shared lobby, this property did not lend itself to disposal and rental of the existing North Norfolk Visitor Centre would allow for the public toilets to be retained. 

Cllr Heinrich stated that the Council is operating in a different world then when Tourist Information Centres were first introduced. Both residents and visitors have no shortage of sources of information. It is therefore difficult to justify maintaining the TIC service, but was of the opinion that the Deep History Coast exhibition should not be lost and should be relocated to the Cromer museum.

Cllr Boyle confirmed that the Deep history coast exhibition is an important asset that should not be lost. She understood the importance of visiting a physical tourist information centre for some people and that this decision would disadvantage those that are not technologically minded. Understand the importance to some people who do like a physical tourist information centre. It would be good to strengthen links with Visit North Norfolk (VNN) to ensure that we maintain an adequate level of tourism promotion.

The Assistant Director for Sustainable Growth was able to confirm that the VNN relationship is not at risk as it has a direct tourism promotion role. The TIC is a customer services function that is about helping people when they arrive in the District.

Cllr Boyle confirmed her support that the Council should not continue with TIC, it is a tough decision and there will be people disadvantaged by this decision but unfortunately given the current climate members will need to take a number of tough decisions.

The Assistant Director for Sustainable Growth advised that of the 9.4 million visitors to the District last year, 82,000 people visited the TIC. How many come for the deep history coast display and how many come in for other information is unknown. The site is popular because of location, next to the central car park in Cromer. People go into the building because they are walking past the door as they exit the car park and head into town. There are very few hotel bookings completed through the TIC. Day visitors make up the majority of visitors to the District, however the overnight visitors provide more income to the District.

Cllr Housden advised that the Council should look to do something more profitable with the site.

Cllr Holliday expressed that it would be good to move the provision further into the town. The current Deep History Coast display housed in the North Norfolk Visitor Centre provides an appetiser for the experience. Full information can be found at the destinations along the coast. In line with our Climate Change ambitions, we should be looking to discourage the use of cars so it would be good to look at providing information at bus stops.

Cllr Penfold felt it would be good to provide visitors and residents alternative ways to access information. This could be through a QR code, pod at the pier or interactive boards. 

Cllr Cushing voiced that he felt the TIC was a luxury that the Council can no longer afford.

Overview and Scrutiny Committee recommended that Cabinet consider

·       The building being made available for an alternative income generating use. 

·       What provision can be made to continue a tourist information service – be that through an enhanced online presence, electronic information boards or physical leaflet stands at prominent locations within Cromer such as the Pier and other visitor attractions. 

·       Relocation of the current Deep History Coast display housed within the North Norfolk Visitor Centre to a suitable alternative location, possibly Cromer Museum.