Council explores ways to boost overnight visitor numbers in Brighton and Hove
A cross-party task group has put forward nearly 30 recommendations to improve the city's tourism offer after finding overnight stays have declined.
Slump in overnight stays prompts tourism review
Brighton and Hove City Council's Place Overview and Scrutiny Committee has discussed nearly 30 proposals to strengthen the local visitor economy after a cross-party task and finish group found overnight stays have dropped.
Whilst the city welcomes over 11 million visitors annually and generates almost £900 million in spending, the vast majority are day trippers. Winter months are particularly quiet, with limited attractions drawing people to stay longer.
The task and finish group held seven meetings with 23 representatives from tourism businesses and organisations to gather evidence on how to extend visits beyond single days.
Unique selling points identified
Councillors offered various ideas for better marketing the city's distinctive appeal. Green councillor Sue Shanks suggested promoting starling murmurations to birdwatchers, along with the area's elm trees and opportunities for year-round sea swimming.
Conservative councillor Anne Meadows proposed developing heritage trails to guide visitors around the city's historical sites, noting that local heritage is not currently well promoted.
Labour councillor Amanda Evans, who chairs the committee, highlighted that Brighton and Hove ranked as the third most popular tourist city in the country according to YouGov research this year, behind York and Edinburgh.
Wider challenges identified
The review also examined challenges facing the night-time economy, including limited late-night transport, a perception of Brighton as a party town, and rising costs affecting hospitality businesses.
Key recommendations
The task and finish group's 27 recommendations include reassessing the Visit Brighton model to ease promotion of hospitality venues and activities, developing destination packages, marketing the city's independent shops and seafront arches, exploring partnerships with Gatwick Airport, promoting food trails and festivals, and expanding winter events including a winter fringe and pride celebration.
Other suggestions include tapping into the sauna economy and exploring partnership opportunities with the UK Sauna Association.
The report is due to be considered by the council's cabinet at a date still to be confirmed.
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