Agenda item

Visitor Information Service 

Executive Summary

As part of the 2025/26 budget process consideration has been given to possible financial savings from some discretionary service areas including the visitor information service operated by the Council and the options that exist for alternative service provision. The review looked at the opportunities for operating the service from alternative premises and also, providing it in conjunction with other external organisations.

Having considered the available service options, and trends in how visitors access tourist information via smartphones and other devices and the closure of Visitor Information Centres by many local authorities around the country; it is not considered that these offer sufficient benefit or value for money for the Council. Ceasing the operation of the service will yield a significant financial saving and presents options for the future use of the building it currently occupies, thus generating rental income.

Options considered

A review was undertaken that considered a range of alternatives both for the service and for the building from which it operates, these included:

1. Outsourcing – not considered to yield sufficient immediate savings.
2. Greater commercialisation - not considered to yield sufficient income to offset the costs.
3. Delivery in partnership with an externally run facility – not considered to represent value for money.
4. Replacing the service by digital provision – insufficient certainty about set up and future costs or benefits.

Consultation(s)

The service review and subsequent draft business case that led to the recommendations in this report involved relevant staff from the following teams: Customer Services, Economic Growth, Estates, Finance and Human Resources. Its contents were also informed by input from the potential delivery partners.

A report on the possible closure of the Visitor Information Service was discussed by the Overview and Scrutiny Committee at its meeting on 13 November 2024, when the Committee resolved to make the following recommendations to Cabinet: -

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.

Recommendations

That Cabinet agree to the Council withdrawing from the provision of a physical Visitor Information Service from the North Norfolk Information Centre building at The Meadow Car Park, Cromer (these proposals do not involve the closure of the public toilets also provided from the building) to deliver a financial saving of approx. £129,000 for the 2025/26 budget.

If Cabinet are minded to agree with the above recommendation, it is also recommended that they agree to: -

• Advertise the premises occupied by the Visitor Information Centre service as available for let with expressions of interest invited by Friday 28 February 2025.

• Officers considering alternative means of providing visitor information within the town and wider district – including strengthening an online presence, a commercial arrangement with providers of electronic information boards and poster sites / leaflet stands in prominent locations

• The relocation of the Deep History Coast display to another location in the town being explored with a preference for this to be accommodated in Cromer Museum recognising the partnership nature of the development of the Deep History Coast initiative with the Norfolk Museums Service.

Reasons for recommendations

To make financial savings from a service that is discretionary, considered to no longer to present value for money due to the changing way in which visitors access information and to generate additional income from the asset that would be vacated due to the termination of the service.

Background papers

Background papers that informed the contents of this report include a service review and a business case for a potential alternative delivery model; these contain confidential information relating to staffing, budgets and commercially sensitive information.

Wards affected

All in relation to the provision of the Visitor Information service but specifically Cromer in relation to the premises

Cabinet member(s)

Cllr Withington

Contact Officer

Tina Stankley, Director of Resources