WORCESTER businesses are being urged to make their voices heard and help draw up a new tourism blueprint to attract new visitors to the Faithful City.
City council chiefs hope the new five-year strategy will deliver a vital shot in the arm to Worcester’s success as a tourist destination, helping the industry grow beyond its current estimated worth to the local economy of more than £160 million.
The move is the latest bid to attract visitors from far and wide to the city following the launch of a working group earlier this year to deliver improvements to the city’s popular Riverside area.
More than 3,000 people are currently employed either directly or indirectly in Worcester’s tourism sector while the city has seen a near 40 per cent rise in the number of visitors since 2000.
And now to build up a picture of tourism in the city, businesses such as hotels, B&Bs, restaurants, bars, cafes and visitor attractions are being urged to fill in a council survey to see where investment is needed.
The new strategy, due to be published in the autumn, will set out a vision up to 2021 to address the needs of the visitor, the tourism industry, the community and the environment.
The strategy is being drawn up with input from Worcester Cathedral, Worcester BID, Worcestershire County Council highways department and the City Council’s Cleaner and Greener team, among many others.
Coun Geoff Williams, cabinet member for economic prosperity and growth, said: “To make sure we get this important new strategy right we need a detailed impression of where we’re starting from.
“Everyone involved in our city’s tourism industry will benefit from this, so I want to urge local businesses to fill in this vital survey,” he added.
Data from the survey will help identify key areas where investment is needed, the busiest and quietest times for the Worcester industry and where there are currently gaps in the city’s tourism offer.
Visit www.worcester.gov.uk/voiceit to fill in the survey.