10/09/2009

The number of tourists have been in decline for the last few years, with the impact of the recession, swine flu, the strength of the pound, and poor weather all contributing factors.

In response, Devon County Council allocated £500,000 to pay for a series of packages under the Weathering the Storm initiative.

This included £100,000 for a new 'holiday at home' campaign centred around television adverts to encourage local people in the South West to take a 'staycation' and stay at home for their holidays.

Another £50,000 was spent on a campaign to encourage visitors down from the Midlands.

Anecdotal evidence suggests it has had a positive effect on bookings.

The majority of tourism businesses questioned reported a slow start and more foreign visitors because of the devaluation of the pound. But demand increased throughout the summer as the campaign took affect.

Nicola Poultney, chief executive of Visit Devon said: "The Devon tourism industry has benefited enormously from Devon County Council's vision to create this campaign.

"Sometimes it is easy to forget what we have in our own backyard. With the weak value of sterling and the economic recession, more people in the UK have chosen to holiday at home this year.

"The campaign came at a time when tourism businesses in Devon were competing with other UK destinations and showed a great commitment to promoting the Devon economy and safeguarding jobs."

Among those giving feedback for a report that will be presented to the county council's environment, economy and culture scrutiny committee at a meeting today, was the website Exeter and Essential Devon. It said: "We have received a record number of hits during the last 12 months — an increase of 274 per cent."

A spokesman for Crealy Great Adventure Park near Exeter described it as a "mixed season".

"It started fairly well but has been impacted by the weather and swine flu," they said.

Dawlish Warren Tourism said most self-catering providers in the resort had reported "good bookings"

The tourism sector employs 16 per cent of the county's workforce and generates £2 billion of spending in the local economy. The county council said it aims to extend the season to "create year-round tourism to support better quality of jobs".