Agenda item

            The Committee considered the undernoted report:

“Relevant Background Information

      Members will be aware that the Cultural Tourism Strategy, Developing Belfast’s Opportunity, outlines the need to develop the quality of the visitor experience in Belfast on Sundays and enhance and promote the current product offering.  Northern Ireland Tourist Board Research and feedback from the tourism sector and Welcome Centre found that virtually all identified a problem on Sundays.  Members may also be aware that media coverage surrounding the Lonely Planet announcement in November 2006 commented on the need to develop the Sunday offer.  The long-term closure of a number of City attractions and the closure of the cultural venues significantly adds to the need to create a critical mass of activity for the short-break market.

Key Issues

      Research from all sectors shows the current level of Sunday activity is inadequate and unsatisfactory to visitors.  Visitors are complaining that there is nothing to do on Sundays, that there is poor public transport and they do not have a full picture of what is currently available.  Cruise ship visitors and guests staying in hotels are being actively encouraged to leave Belfast to visit the CausewayCoast or MourneMountains, which is an obvious loss to the Belfast economy. 

      The report recommends raising awareness of the current cultural tourism offer and coordinating product development.  This is to enhance the quality of the visitor experience by conveying the range of leisure activities which people might choose to pursue on Sundays as there is a lack of knowledge regarding the current offering. 

      We respectfully recognise that there will be residents, visitors and organisations who wish to uphold Sunday Observance.  Organisations not wishing to partake or contribute can opt out of offering cultural activity if they so wish. Activities will concentrate on areas that are non-residential and much of the proposed activity, particularly in relation to art, music and family tourism, is free of charge.

      The report also recommends including Christian Heritage: organised walking tours detailing Christian, architectural and historical heritage and liaising with Churches and Chapels to determine times of services and access for cultural tourists.

      Appendix 1 is a summary of actions that will be undertaken with identified partners to raise awareness of the current cultural tourism offer and coordinate product development in order to enhance the quality of the visitor experience.  Feedback has shown that cultural tourism providers would increase Sunday initiatives and be proactive in their programming if they had marketing support.  A marketing strategy to domestic and out-of-state visitors is crucial to the success of any Sunday Product Development as research shows that there is a lack of knowledge regarding current offering. 

      The programme seeks to create awareness of and enhance the current Sunday product offering in order to improve the quality of the visitor experience and contribute to the competitive success of Belfast.  It will also seek to co-ordinate information in partnership with the Belfast Visitor and Convention Bureau on what is available in Belfast on Sundays (including details of public transport) in order to inform visitors of the Sunday cultural tourism offering.  Other sources of support will be explored in order to develop the programme contained within Appendix 1.

Resource Implications

      Financial

      Cost of Pilot Sunday Product Development Recommendations, £46,250

Recommendations

      It is recommended that Members note the contents of this report.

Documents Attached

      Appendix 1: Recommendations”

            The Head of Economic Initiatives informed the Members that the foregoing report had been amended to take account of the comments which had been made at the Committee’s meeting on 11th June.  In addition, briefings had been offered to the various Political Groupings represented on the Council regarding this issue and one Grouping had availed of this opportunity. 

            During discussion in the matter, some Members expressed concern that the report indicated that the Council would be providing £46,250 towards the development of the tourism product which was available within the City on Sunday but that that amount would not be sufficient to undertake all of the recommendations contained within Appendix 1 and that the Committee was being requested to approve the programme with no guarantee that any other funding would be forthcoming from either public or private sources.  It was suggested that, if sufficient money were forthcoming, it might not be necessary for the Department to spend the entire £46,250, which would be of benefit to the ratepayers.

            In response, the Head of Economic Initiatives indicated that the expenditure referred to in the report would be used to produce marketing material to promote the Sunday product which was available within Belfast.  She pointed out that funding had been sought from other organisations and, since the Northern Ireland Tourist Board was keen to support the development of the tourism product which was available within Belfast on Sunday, it might provide finance towards this scheme.

            During further discussion, Members indicated that it would be important that the programme covered more than the City centre and that the music and literary events referred to in the Appendix were held in venues other than licensed premises to make them attractive to everyone.

            Following further discussion, it was

            Moved by Councillor Campbell,

            Seconded by Councillor McCarthy,

      That the Committee agrees not to authorise expenditure of £46,250 in connection with the development of the Sunday tourism product within Belfast until match funding has been secured for this initiative from other sources.

            On a vote by show of hands two Members voted for the proposal and five against and it was accordingly declared lost.

            Following further discussion, the Committee agreed to authorise expenditure of £46,250 in connection with the development of the Sunday tourism product within Belfast on the understanding that every effort is made to secure match funding from other sources.