Information from Rugby Tourism
Development and Marketing of Rugby as a tourist destination
Advantage West Midlands have strategic responsibility for tourism, but they do not own it. They set a framework, but they are not imposing anything. All current resources are planned for, but Rugby must establish a case for a share in future resources. AWM wants the private sector to drive the agenda.
We must go down the road of "destination building" - both attracting visitors and delivering an experience to them. In the past, there has maybe been less emphasis on the latter. Visitors will always remember the weakest link!
Can we make current resources go further and can we find any other income sources? Remember, what's good for the residents is also good for the tourists.
We must continue building from the grass roots up. Tourism businesses must take more responsibility and not only rely on local authorities and tourist boards.
Our neighbours at CVOne are close to the concept of a Destination Marketing Partnership, as they are managing (albeit only within the Coventry Ring Road). They are also marketing in and outside the Ring Road, including Rugby.
At Rugby Tourism we feel that in our marketing needs we are close to CVOne, while in developing the product we are close to our neighbours in North Warwickshire and Nuneaton and Bedworth. We aim to form loose but effective partnerships with both. Of course, fears of loss of identity need to be addressed and allayed on all sides. A crucial point in all this is that AWM does not perceive Rugby as a key tourist destination in its own right, as far as strategic considerations are concerned.
It is recognised that with the Rugby Town Centre Company, Rugby is ahead of the game in its development and treatment of town centre issues.
Rugby Tourism is committed to getting the best deal for its members and continuing to be the voice of the local tourist industry.
posted November 2004
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