This decision is no surprise as it was agreed at the Isle of Wight council’s 2015 Annual Budget Meeting, but the letter today confirms the decision. This in from Visit Isle of Wight, in their own words. Ed
Tourism chiefs have warned the Island’s visitor economy is facing a fight for survival with confirmation the Isle of Wight Council is axing its annual £330,000 a year funding of Visit Isle of Wight’s destination marketing activity and research.
Just three years into a nine-year agreement, the council has formally written to Visit Isle of Wight to confirm it is stopping its annual contribution because of the authority’s budgetary pressures.
Visit Isle of Wight chairman Mr Simon Dabell said:
“We completely understand the situation the local authority finds itself in and that, due to severe financial constraints, it is having to make some difficult decisions that have a profound impact on Island life.
“And make no mistake, the removal of this funding is a serious blow to Visit Isle of Wight and the Island’s visitor economy. Without this annual contribution we are going to have to urgently consider how, in an increasingly competitive market, the Island is able to promote itself as a quality destination.
“We have made great strides in recent years and have increased tourism activity in several key areas. But now we have to take a fundamental look at where we are, where we need to be and what we need to do to take us there.”
Effects funding cut “cannot be underestimated”
Visit Isle of Wight chief executive David Thornton added funding provided by the organisation’s remaining private sector contributors – principally the cross-Solent ferry operators and existing board members – coupled with projected advertising revenue from web sales would be enough only to fund essential marketing, website and press office activities until the summer of 2016.
He said,
“The effects of the council cancelling its agreement with Visit IW cannot be underestimated. Some activities and costs will have to be scaled back immediately to ensure that there are sufficient funds in place for the all-important spring and early summer campaigns. This will be done but beyond that there is a real issue.
“Despite Visit Isle of Wight meeting all its agreed targets in the last three years we – and indeed the whole Island visitor economy – is right on the edge.
“It is a double whammy for the Island. Not only are we losing money that has been a pivotal part of our destination marketing activity, this is happening at a time when many other destinations on the mainland, including our competitors, have re-organised the way they fund their activities. They will be aggressively marketing themselves and we must compete with them if we are to maintain and grow our share of the market.
“For the past year, we have been investigating alternative destination funding mechanisms and structures and believe a Destination Business Improvement District (Destination BID) is the only viable option to deliver future visitor economy growth.
“We are about to launch a consultation explaining more about this concept. The confirmation from the council that it is cutting its support gives that consultation a new urgency and importance.”
Image: ronsaunders47 under CC BY 2.0
