East Suffolk Council (ESC) has renewed its support for the work of an industry-led organisation dedicated to boosting the local visitor economy.
ESC’s Cabinet approved funding to support delivery of The Suffolk Coast DMO’s (Destination Management Organisation) plan for continued, sustainable growth of the district’s visitor economy over the next three years.
Since jointly establishing the DMO with the local tourism industry in 2012, ESC has agreed rolling three-year funding to support the delivery of its business plan, which has contributed significantly to sustainably growing the visitor economy in East Suffolk.
Total funding of £182,000 has been approved for 2024-27 to support the DMO’s new plan to promote East Suffolk as a visitor destination, increasing tourism in the ‘shoulder seasons’ to ensure sustainable tourism growth, as well as increasing the economic viability of our towns and encouraging further investment in the industry – worth £680million and accountable for 14% of total employment in the district.
The DMO will also have a key role in mitigating the impacts on the visitor economy, while maximising the benefits of investment, from the major energy projects being developed on the East Suffolk coast.
Cllr Sarah Whitelock, ESC Cabinet member for Communities, Leisure and Tourism, said:
“The visitor economy is one of the district’s key sectors and, as the local authority and a major asset owner in resort areas, we have an equally key role in supporting its development.
“The establishment of The Suffolk Coast DMO recognised that public and private sectors need to work in partnership to maximise the economic opportunity that the visitor economy represents. It has since not only worked to promote the Suffolk Coast as a visitor destination through its excellent destination marketing services, but also provide advice and guidance to local tourism businesses, and research the potential impact of major energy developments on the visitor economy.
“The new DMO business plan reflects the opportunities and challenges identified by its members including mitigating the impact of the cost-of-living crisis, major energy projects being developed in East Suffolk, and the need to adapt activity accordingly to continue to deliver the aim of sustainably growing the local visitor economy.”
Partly funded through additional revenue from membership fees and advertising, the DMO has steadily built up its membership base to 250 tourism businesses across the district, led by a board of professional business leaders, including representatives from Adnams, Snape Maltings/Britten Pears Arts, The Hotel Folk, ESC, The Yeo Group, Attain Solutions Ltd and Suffolk and Essex Coast & Heaths National Landscapes.
David Scott, Chair of The Suffolk Coast DMO and Chief Executive Officer of The Hotel Folk, said:
"The Suffolk Coast DMO is dedicated to enhancing tourism in the region and empowering local businesses. By prioritising our members and actively listening to feedback from East Suffolk's business community, we are committed to understanding the needs and preferences of both visitors and businesses alike.
“Maintaining a keen awareness of current trends, insights, and data is crucial in shaping effective marketing strategies and ensuring that the DMO's efforts resonate with our target audience. By leveraging this knowledge, we can continue to deliver impactful activities that drive results, contributing to the growth and success of the local tourism industry.
“Our focus on collaboration, responsiveness, and data-driven decision-making underscores the DMO's effectiveness in promoting the Suffolk Coast as a premier destination. Excellent relationships with East Suffolk Council and the support of our 250 members are essential pillars to achieving our goals. We are delighted our working partnership is secured for the next three years and would encourage all tourism businesses in the area to work with us!"
The Suffolk Coast website www.thesuffolkcoast.co.uk attracts more than 801,000 annual visits, while the DMO has a combined social media audience of more than 48,000 and has 30,000 subscribers to its monthly e-news broadcast. Membership to the DMO costs £136+VAT for the year, representing one of the best value ways to promote your business, on one of the top performing tourism platforms in the region, across Suffolk and Norfolk. You can find out more about the DMO and join here.
Tourism businesses can meet the DMO team at its The Suffolk Coast Tourism Conference 2024, taking place on Thursday 7 March 2024 at High Lodge Leisure, near Saxmundham. The event is free to attend, programme and registration can be found here.