Tourism
Current Strategy
Between 1992 and 1995, the Southern Tourist Board (STB) prepared and implemented a three year Tourism Strategy in conjunction with Fareham Borough Council. Accompanied by a programme of marketing initiatives, a considerable amount of progress was made in bringing together the combined resources of the Borough Council and local commercial tourism operators.
In 1996, the STB was commissioned by both Fareham and Gosport Borough Councils to produce and implement a revised Tourism Strategy and set of marketing proposals. A joint tourism marketing partnership between Fareham Borough Council and Gosport Borough Council was formed for a three year period which ended on 31 March 2000. The joint tourism strategy has raised the profile of the Borough through a number of marketing activities.
The current marketing focus is restricted to promotion of opportunities in the town centre.
Current Provision
There is a Tourist Information Centre in the centre of Fareham. It is located within the Westbury Manor Museum in West Street and is managed by the STB.
Fareham is involved in a number of marketing activities e.g. Group Travel Trade Fairs, South Coast Pocket Guide, New Forest Show. It also produces its own Visitor Guide, with an initial run of 25,000 and has its own website within the umbrella of the Borough Council's website.
The STB promotes Fareham under its "South Coast" sub-brand.
Consultation
A Fareham and Gosport visitor survey was carried out between July and October 1999 and a sample of 1,191 adult visitors were sampled on a random basis in six locations across Fareham and Gosport Boroughs.
The survey revealed:
- 83% of respondents in Fareham were day visitors from home.
- 10% in Fareham were staying overnight.
- 12% were day visitors staying in accommodation outside the area.
- A total of 90% of day visitors to Fareham is significantly higher than the average for large towns/cities surveyed in 1999 (65%).
- More than half (52%) of respondents in Fareham were adults visiting on their own - most were on a shopping trip.
- In Fareham town centre only 9% of individuals were aged 65+ compared to 19% for the whole area and 35% were aged 25-44.
- 90% of day visitors were from homes within Hampshire with 31% being from Gosport.
- 4% of all groups were from overseas most commonly from Canada, France, USA, Germany and South Africa
- 91% of day visitors on holiday were based in accommodation located in Hampshire with the largest proportion staying within the Fareham/Gosport area (and visiting the adjoining Borough for the day). 24% were staying in Southsea or Portsmouth.
- 75% of staying visitors and 53% of day visitors on holiday were staying in the homes of friends and relatives, rather than commercial accommodation.
- 73% of those interviewed in Fareham Town Centre were on special/non regular shopping trips.
- Day visitors spent on average 2.1 hours in Fareham Town Centre.
What Does Fareham need?
The survey identified the following strengths and weaknesses:
Strengths
- Ease of parking
- Feeling of safety from traffic and crime
- The range and quality of shops, places to eat and drink in
- Fareham shopping centre
Weaknesses
- Choice of nightlife
- Range of attractions
- Cleanliness of streets
- Availability of public toilets
- Cost of parking
- Upkeep of parks and open spaces
- Display maps and Information Boards
Concerns have also been expressed at traffic congestion associated with Fareham Town Centre. Demand has also been expressed for a camp site in the local region.
Strategic Objectives
- To encourage growth in visitor numbers and spend per visitor to the area, through a more co-ordinated approach to marketing.
- To provide a quality information service to visitors, residents and businesses to the area, including information on accessibility for disabled people.
- To maintain and improve the quality of the Borough's tourism products to meet visitor expectations.
- To support and encourage sustainable tourism activities.
- To encourage effective market research to help develop tourism in the Borough.
- To involve the local community in all tourism matters through a partnership approach.
- To develop the benefits arising from the growth of tourism in order to contribute to the future prosperity of the community.
- To complete the Fareham elements of the National Cycle Network and promote Fareham as a destination to cycle-tourists.
Relationship to Other Strategies
The Tourism strategic objectives inter-relate with other Council strategies in a number of ways, e.g.
- Development of the Local Economy - contributing to the future prosperity of the area through a growth in tourism;
- Community Consultation and Partnerships - developing a community partnership approach to tourism initiatives;
- Social Inclusion - ensuring that information and facilities are available to everyone.
- Sustainability - see Objective 8.
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