City out to woo the 'staycation' brigade (From Hampshire Chronicle)

City out to woo the 'staycation' brigade

5:50pm Thursday 30th July 2009 in News

TOURISM chiefs in Winchester are hoping to cash in this summer as thousands of Britons turn their backs on foreign holidays.

They have hired PR firm, Flagship Consulting, to put the city’s attractions on the map.

Discover Winchester, which includes major tourists attractions like Winchester Cathedral and the Theatre Royal, are spending £18,500 — with £5,000 coming from the city council — on the contract.

The city council has published a poll suggesting 77 per cent of Hampshire residents are considering a visit to Winchester this summer.

It comes after a Tourism South East survey last year revealed 97 per cent of visitors to Winchester would recommend it to a friend.

The city council is now eager to capitalise on the ‘staycation’ trend — people taking their holidays closer to home — expected this summer.

The Local Government Association predicts that five million Britons who went abroad last year will shun foreign climes in 2009.

Flagship director, Sophy Norris, said: “Winchester’s history is a real selling point, from King Alfred to the cathedral and Winchester College.

“I’ve been visiting Winchester since I was a little girl, and I’ve always liked the vibrancy of the city. It has a very contemporary feel.”

Along with historic attractions, she added that they were keen to promote Winchester as a “food hub”.

With its choice of restaurants and thriving farmers’ market, she believes that it has plenty to attract gourmets.

Flagship is also using new media to attract visitors, such as a Twitter site, www.twitter.com/king_alf, which already has more than 200 followers.

A website for Jane Austen fans, www.winchesteraustentrail.co.uk, has also been launched, along with www.cricketingwinchester.co.uk for those interested in Hambledon, the birthplace of modern cricket.

Boosting tourism in the wider district at such venues as Marwell Zoo and the Intech Centre at Morn Hill is another priority for tourism chiefs.

Intech spokesman, Andy Lane, said it had 35 per cent more visitors last summer, partly due to bad weather.

He said: “When the weather’s good people go to Marwell, and when it rains often they come here because it’s indoors.

“Given a couple of weeks, we should get an idea of how we’re doing compared with last summer.”

The council has also been sprucing up the city by revamping the Tower Street car park and Abbey Gardens toilets. It has also installed the ‘kite flyer’ sculpture in Parchment Street, backed by Winchester BID.

City council leader, Cllr George Beckett, said: “This programme of practical initiatives in support of the tourism sector should help us make the most of the opportunities presented by the global financial situation.

“I hope that all our residents will invite family and friends to visit the Winchester district this year to rediscover why it is the perfect tourist destination.”

More information about the district’s main attractions is available at www.visitwinchester.co.uk.

Alternatively, visit the tourist information centre in The Broadway, or call 01962 840500.