Issue - meetings

SMDC Tourism Strategy

Meeting: 25/01/2023 - Service Delivery Overview & Scrutiny Panel (Item 42)

42 SMDC Tourism Strategy pdf icon PDF 342 KB

Additional documents:


Members gave consideration to a report and presentation which provided an update on the development of the Tourism Strategy and action plan for tourism delivery in the Staffordshire Moorlands over the next five years.


The presentation included the following topics:


·       What made a destination successful

·       Tourism Performance

·       Market Trends and Uncertainty in the Travel Market

·       Outcome of Consultation, Engagement and Town Sessions

·       4 Areas of Opportunity

o   Alton Towers

o   Towns and Villages

o   Active Experiences

o   Accommodation

·       Underpinning


The following matters were discussed by the Panel:-

-       The heavy reliance of Alton Towers within the Strategy

-       Analysis and research

-       A central scheme of events in the Moorlands

-       Lack of connectivity between the towns

-       The removal of the negative comment relating to Biddulph from the Baseline report document which was the viewpoint/first impression of the Consultant

-       Improved staycation numbers

-       Permission for the installation of a bike shelter on a car park owned by SMDC

-       The need for a Changing Places Facility in Biddulph

-       Key events such as Biddulph Up In Arms and Biddulph in Bloom were not included in the Baseline report

-       Suggestion that towns and villages put together an attractive events package for the King’s Coronation

-       The viability of a hotel in Cheadle

-       For alternative destination signage to be available at Alton Towers, along with leaflets and discounted park access tickets provided to B&Bs

-       Countryside Parks provided opportunities for tourism in the area, along with the canals and Peak Wildlife Park

-       General unawareness that parts of the Peak District National Park were located within the Moorlands

-       Staffordshire Moorlands was not seen as a destination

-       Development of mills

-       A package/itinerary to encourage visitors to stay in the towns

-       Consideration to be given to low cost alternative accommodation with good family facilities

-       Incentives such as business rate reductions and a budget for events

-       Detrimental effect of large numbers of holiday accommodation in villages

-       Increased number of events/festivals such as Leek Blues and Americana Festival to take place over a number of days

-       Future Arts and Culture funding

-       Importance of towns, parishes and businesses working collectively to improve the offer/attractions in the wider area




1)    The Panel NOTED the draft version of the Strategy and recommended Cabinet APPROVAL and publication of the Strategy;

2)    Members NOTED the actions taken for the effective delivery of this Strategy;

3)    For the Panel to receive a 6 monthly update on the delivery of the Strategy.