Agenda item

To provide an update on the Discover South Kesteven website and future options regarding a Tourism and Visitor Economy Strategy for the District. 

The Leader of the Council presented the report.

The latest STEAM (Scarborough Tourism Economic Activity Monitor) evaluation model data was reported to the November 2023 meeting of the Culture and Leisure Overview and Scrutiny Committee (OSC). This confirmed South Kesteven had attracted more than three million visitors in 2022, an increase of almost a third on the previous year, with an economic impact of £218 million and higher than pre-pandemic levels.

At the September 2023 meeting, the OSC: considered the content of the updated Discover South Kesteven website; agreed to its live publication; and to receiving a six-monthly update.

To support the visitor economy sector, the Council (through its Tourism and Visitor Economy Officer), collaborates with partners, stakeholders and businesses at a national, regional and local level to promote the many attractions within South Kesteven to the wider visitor market.

Discover South Kesteven was the tourism brand of South Kesteven District Council. As previously reported to Committee, the website received an update last year which has been well-received.

The following data relates to website visits during January 2024:

• a total of 236 users to the site, of which 232 new users.

• average engagement time on the site was 1 minute and 13 seconds, which is strong as it shows people are staying on the site when they find it.

• engagement sessions per user were 0.69 illustrating a good return and a low bounce rate, which means more than half the visitors to the site are staying on the page.

• 94 of the sessions came from organic searches.

• 82 were direct visits to the URL (uniform resource locator i.e. a web address).

• 74 came from referral from another website.

• 54 came through social media.

One Member informed the Committee that the Lincolnshire coast had seen a recent uptake on social media. It was suggested that the Council work in conjunction with Lincolnshire coast authorities to increase footfall in South Kesteven.

Members queried as to why a specialist consultant was necessary. It was encouraged for the Council’s Officers to set their own strategy.

The specialist consultant would be utilised to provide expertise advice on any gaps in knowledge the Officer’s may have had, following the completion of the strategy.

The Chairman highlighted that the team would note the comments around the  the need for a consultant, go back and reconsider whether this was required.  

One Member suggested that Members be involved in the process of completing a Tourism and Visitor Economy Strategy.

It was noted that this strategy could capitalise travel links to London with further advertising.

It was proposed, seconded and AGREED for the Culture and Leisure Overview and Scrutiny Committee to:

1. Consider any further additions or amendments to be reflected on the Discover South Kesteven website.

2. Agrees to receive an update, at a future meeting, on the Destination Management Plan for Lincolnshire being prepared by Destination Lincolnshire.

3. Agrees to the development of a Tourism and Visitor Economy Strategy for South Kesteven, which will align with the new Corporate Plan and the emerging Destination Management Plan.