New Anglia Local Enterprise Partnership Board Meeting
Wednesday 21
st
July 2021
10.00 - 12.30pm
Via MS Teams
Agenda
No. Item
1. Welcome from the Chair
2. Presentation from Chris Graveling, The Grove, Cromer
3. Apologies
4. Declarations of Interest
5. Actions / Minutes from the last meeting
Strategic
6. All Energy Industry Council Report Update
BREAK – 15 Mins
7. Tourism Action Plan Update
Operational
8. Freeport East - Confidential For Approval
9. Draft Annual Financial Statements - Confidential For Approval
10 Government Review of LEPs Update
11. Chief Executive’s Report
Update & for
A
pproval
12. July Programme Performance Report Update
13. Quarterly Management Accounts - Confidential Update
14. Board Forward Plan Update
15. Any Other Business Update
1
1
Confidential
New Anglia Board Meeting Minutes (Unconfirmed)
23
rd
June 2021
Present:
Kathy Atkinson (KA)
Kettle Foods
Claire Cullens (CC)
Norfolk Community Foundation
David Ellesmere (DE)
Ipswich Borough Council
C-J Green (CJG)
Brave Goose
John Griffiths (JG)
West Suffolk Council
Dominic Keen (DK)
Britbots
Helen Langton (HL)
University of Suffolk
Steve Oliver (SO)
MLM Group
Corrienne Peasgood (CP)
Norwich City College
Johnathan Reynolds (JR)
Opergy
Alan Waters (AW)
Norwich City Council
Jeanette Wheeler (JW)
Birketts
Attendees
Graham Plant (GP)
Great Yarmouth Borough Council
Christine Langton (CL)
Suffolk Wildlife Trust – For Item 2
Samantha Vinyard-Jones (SVJ)
New Anglia Growth Hub – For Item 7
Shan Lloyd (SL)
BEIS
Mark Ash (MA)
Suffolk County Council
Vince Muspratt (VM)
Norfolk County Council
Chris Dashper (CD)
New Anglia LEP – For Item 7
Chris Starkie (CS)
New Anglia LEP
Natasha Waller (NW)
New Anglia LEP – For Item 6
Rosanne Wijnberg (RW)
New Anglia LEP
Helen Wilton (HW)
New Anglia LEP
2
New Anglia Growth Hub Progress Report
The flyer containing details of business support and grants offered by the LEP is to be circulated
to board members
CS
1
Welcome from the Chair
2
Presentation from Christine Luxton, Suffolk Wildlfe Trust
3
Apologies
4
Declarations of Interest
None
5
Actions/Minutes from the last Meeting
The minutes were accepted as a true record of the meeting held on 26
th
May.
CJG reviewed the action log and confirmed all been updated.
6
Skills Advisory Panel (SAP) Progress Update
CC presented the report to the board and highlighted key items starting with the SAP
membership, the vision of the group and its four objectives:
o Driving skills progression for the workforce - encouraging lifelong professional
development, upskilling and reskilling
3
o Providing agile and responsive training provision for key sectors – working in
partnership with businesses, developing innovative training courses, able to meet the
emerging needs of the New Anglia economy
o Equipping young people for success - unlocking the abilities, confidence and potential
of young people, equipping this future generation with the technical skills, digital,
entrepreneurship and problem-solving capabilities for further and higher education
o Tackling barriers to employment - Developing opportunities for vulnerable and
disadvantaged groups to develop the skills required to enter, re-enter or transfer
employment to benefit from productive careers in our technical sectors
One project team has been set up under each objective and each has established 2 areas of
delivery on which to focus. The groups also challenge the SAP to maintain strategic focus to
ensure that long term aims remain relevant and emerging needs are fed back to the SAP.
CC advised that the pandemic has had some impact on deliverables but significant progress
has also been made on delivery as detailed it the report. Focus is currently on providing
lifelong skills and development in keys sectors.
CC noted that the skills data set was published in January 2021 and identified the need for
more people qualifying in the sectors identified in the Local Industrial Strategy. LEP activites
support this area as the LEP has invested in the STEM Centre and the Digitech Centre and
also in supporting apprenticeships.
Corrienne Peasgood (CP) noted that the Agrifood Industry council had raised the issue of the
current difficulty in recruiting in all areas and this should be fed back into the next SAP
meeting to highlight skills shortages. There was also the opportunity to work with the DWP on
this issue.
Jeanette Wheer (JW) noted that the current trend to work virtually opens up opportinites but
also means that local jobs are open to wider competition.
HL confirmed that there is still an issue around salaries in the region as the earning power is
not as strong as elsewhere
Alan Waters (AW) noted the the deadline for applying for settled status was approaching and
this could act as a deterrent for some to move to the area. The impact of this needs to be
tracked.
The board thanked Claire for work as chair of the SAP.
The Board agreed:
• To note the content of the report
7
New Anglia Growth Hub Progress Report
Samantha Vinyard-Jones (SVJ) manager of the New Anglia Growth Hub provided the board
with an overview of the work of the Growth Hub including the support which has been provided
to businesses during the pandemic.
SVJ noted the the Growth Hub works with a wide range of businesses and sectors across the
region from one person start ups to large scale plants.
SVJ advsed that the volume and nature of contacts had changed during the pandemic and the
response had been adapted accordingly including the use of the regularly updated script,
woking closely with districts to help businesses in findng grants, directing calls via Teams,
helpng businesses supply and find PPE and delivering workshops and training virtually. The
Growth Hub took 16,000 incoming calls from businesses during the pandemic.
Support with the EU transition is also being provided with advisors in place at the Suffolk
Chamber, intelligence shared with the LEP for reporting to Governments and referrals being
made to the DIT regarding exports.
4
SVJ advised that work is is ongoing to identify skills gaps and support companies in meeting
them both with training and apprenticeships.
In summary SVJ advised that, to date, the Growth Hub has supported over 12,000 businesses
with one to onie support of more than three hours, awarded over 1200 grants at a value of over
£40m and provided over 57,000 hours of support.
ACTION – The flyer containing details of support and grants offered by the LEP is to be
circulated to board members
CS advised that the previously confirmed funding totalling £28m including match funding is
ending in May 2023. The LEP has been requesting an extension for around a year and this
has now been agreed in principle and a £3.3m extension is being put together – including match
worth £6.6m.
Dominic Keen (DK) asked what else can be done to ensure that all businesses are aware of
the services provided by the Growth Hub.
SVJ advised that the Hub needs to be seen as a first point of call for any enquiry as it can
signpost businesess to alternative contacts as required as well as providing its own support.
JR suggested strengthening the links to the industry councils and also ensuring that businesses
are supported in emissions reductions as they grow.
CC suggested the need to link back to the SAP regarding skills shortfalls to advise businesses
on how their feedback is being actioned.
The Board agreed:
• To note the content of the report and presentation
CS
8
Government Review of LEPS – confidential
The Board agreed:
• To note the content of the report
9
Chief Executive’s Report
CS presented the report and was pleased to confirm that work had now begun on the units at
the Nar Ouse Enterprise Zone site.
CS noted that he and CJG had participated in the second East Anglia Regional Productivity
Forum which has identified five themes and sectors as areas of focus. The work of the forum
provides an opportunity to enhance the regions evidence base and inform the development of the
Economic Renewal Plan and the LEP executive will support the work of the forum with the aim to
link its research to delivery.
CS advised that the LEP will be hosting a series of webinars, on 7
th
and 21
st
July, aimed at
senior leaders and project developers across Norfolk and Suffolk who are interested in
UKSPF and helping to shape the Economic Renewal Plan and invited LEP Board members to
join the sessions as well as promote them through their networks.
The Board agreed:
• To note the content of the report
5
10
June Performance Reports
Rosanne Wijnberg (RW) presented the reports to the Board and highlighted key items.
Enterprise Advisor Network – The Careers Enterprise Company has confirmed that they will
fund the project from September 2021 to August 2022. ESF funding means that the Pot C
funding will no longer be required going forward.
RW highlighted the ongoing need for enterprise advisors and noted that any board member
can apply or highlight the opportunity to colleagues.
Enterprise Zones - RW advised the Enterprise Zones reporting requirements to Government
have changed to bi-annually and RW proposed amending the EZ reporting scheduled to tie in
with this. The board was advised that this is the last report to use the old targets and the next
report will be based on those targets ideintified in the new plan.
The Board agreed:
• To note the content of the reports
11
Operating and HR Policies - confidential
RW presented the report and HR polices for annual review.
The Board agreed:
• To note the content of the reports
• To approve the HR and Operating Policies
12
Board Forward Plan
The Board agreed:
• To note the content of the plan
13
Any Other Business
None
Date Item Action Update Actioned
By
TargetDate
23/06/2021 GrowthHubUpdate TheflyercontainingdetailsofbusinesssupportandgrantsofferedbytheLEPistobe
circulatedtoboardmembers
Circulatedtoboardmembers CS Complete
26/05/2021 DevelopingtheNorfolkand
SuffolkEconomicRenewalPlan
ArepresentativefromIpswichorNorwichtobeaddedtotheERGmembership EllenTilneyfromNorwichCityCouncilhasjoinedtheERG.Wearealso
seekingifIpswichwouldlikearepresentativeonthegroup.
LR Jul‐21
31/03/2021 NorfolkandSuffolkEnterprise
Zones:StrategicPlan2021‐26
AreviewofbuildingsonEZstobeundertakentoascertaintheirenvironmental
impact.
JM Oct‐21
ActionsfromNewAngliaLEPBoardMeetings
7
New Anglia Local Enterprise Partnership Board
Wednesday 21
st
July 2021
Agenda Item 6
All Energy Industry Council - Update
Author: Julia
n Munson
Presenter: Julian Munson and Mark Goodall
Summary
This paper provides an update on the All Energy Industry Council (AEIC), a sub-group of
New Anglia LEP.
Recommendations
The Board is invited to:
Note the contents of the paper and sub-board report (appendix 1)
Note the progress made on strategic sector plans and activity and support further
development of the AEIC
Background
Norfolk and Suffolk is positioning itself as the UK’s epicentre for energy generation and
systems integration with a unique mix of onshore and offshore renewables, gas, hydrogen
and nuclear and is experiencing significant levels of investment, particularly in the offshore
wind sector. There is £138 billion of capital investment in energy and low carbon projects
across the East of England forecast by 2050.
With the potential to supply up to 50% of the UK’s 40GW target by 2030 and the proposed
new nuclear power station at Sizewell expected to meet 7% of the country’s demand, this
region is taking a very active role in delivering the Government’s 10-Point Plan for a Green
Industrial Revolution.
The All Energy Industry Council (AEIC) was set up in 2019 recognising the strategic
importance and value of the energy sector as identified in the draft Local Industry Strategy.
The AEIC is one of three Industry Councils, established as strategic public/private sector
partnerships to provide a focus for decision making and leadership in the high value sectors
for Norfolk and Suffolk. The AEIC acts as the LEP’s sector group for energy and provides
the strategic direction in delivering the aspiration to be recognised as the UK’s All Energy
Region.
9
All Energy Industry Council – Progress Update on Delivery
In addition to its strategic role in connecting with Government, including BEIS and the
Catapult network, and the relevant national Sector Deals, the AEIC has developed a delivery
plan with key interventions and activities backed by the AEIC partners. The AEIC is chaired
by Mark Goodall, Senior Manager of Aker Solutions and has representation from major
energy companies, SMEs, education providers, local authorities, Government and the East
of England Energy Group (EEEGR). Current AEIC membership is listed in Appendix 3.
The AEIC has agreed a set of strategic objectives:
1. Profile and Promotion – branding and marketing the area and cluster to national
and global audiences. Proactively promoting the offer to attract global investment and
boost exports across the energy sector.
2. Lobbying and Regulation – strengthening links with Government and other
organisations as identified by the Council to attract support and investment and
improve regulations.
3. Supply chain development – strengthening the cluster, helping businesses work
with each other, including tier one corporates, and maximising export and investment
opportunities.
4. Innovation support – helping businesses improve their performance and enabling
them to enter new markets, develop new products, enhance processes and improve
productivity
5. Skills development – overseeing the skills sector plan, connecting employers with
providers and responding to industry demands in developing the skilled workforce of
tomorrow
6. Infrastructure – attracting investment to enhance and build the infrastructure
required to support the growth of the industry and improve connectivity and business
productivity.
Following consultation with industry partners, it was agreed that a shortlist of priority
activities would be developed and progressed during 2020-21 and are summarised in
appendix 1. Good progress is being made on specific activities such as the Bacton
Hydrogen Energy Hub study, supply chain projects such as Fit4Offshore Renewables, and
the development of a new regional ‘energy brand’.
Of particular note is the progress made with the following activities;
Profile and Promotion
Progress has been made with this activity with the development of a new brand
‘Generate’ which, once launched, will replace the previous East of England Energy
Zone (EEEZ) branding.
The new Generate campaign aims to be more closely aligned with the strong
messaging of the wider Norfolk and Suffolk Unlimited regional campaign to help
enhance our inward investment promotional activity, targeting key energy trade
shows and events and specific business channels/networks to raise awareness of
the commercial opportunity.
Energy Sector Recovery Plan
The impact of Covid19 has been significant on the sector with delays to contracts
relating to major projects effecting the supply chain and local employment
opportunities as well as uncertainty around Government approvals for future energy
infrastructure projects causing concern.
10
Led by the LEP, the AEIC has developed a recovery and resilience plan for the
energy sector to provide a stronger focus on the key issues impacting on the energy
sector and raise the profile of the economic value and importance of the sector. The
plan responds to the Government’s new Energy White paper launched in December.
The plan for Norfolk and Suffolk’s energy sector supports a range of priorities and
interventions to drive growth, investment and innovation, strengthen the supply chain
and boost sustainable employment in Norfolk and Suffolk. The plan can be viewed at
New‐Anglia‐LEP‐Energy‐Recovery‐and‐Resilience‐Plan‐V5.pdf(newanglia.co.uk)
Energy Sector Advocacy and Communications Campaign
Following this plan there has also been work on the development of a strategic
communications campaign to not only highlight and advocate the importance of
future energy projects in our region to help the UK’s drive to net zero but also the
economic importance of the sector and the risk if projects don’t proceed as planned.
This includes a greater focus on major energy projects such as planned offshore
wind farms and the proposed Sizewell C nuclear power station.
There is recognition by the AEIC that partners must work together to create a legacy
for future generations through skilled employment opportunities and a growing supply
chain to service future energy infrastructure opportunities, whether nuclear, offshore
wind, hydrogen, biomass, solar or other alternative power generation.
Looking Ahead – Issues to Address
Despite good progress being made by the AEIC on some activities such as promotion and
specific projects such as the Bacton hydrogen hub study, there exist some significant
challenges facing the sector and the region.
There is some uncertainty around progress of new offshore wind and nuclear new build
projects following delays with Government approval processes. This is an area of significant
concern for the sector but also for the region as a whole with risk of negative messaging
potentially impacting on future investment opportunities. The AEIC partners have agreed to
work together and encourage stronger dialogue with Government to help minimise risk of
delays and to help profile the positive economic benefits of these major projects.
Another area of concern raised by AEIC and requiring a greater degree of focus is the issue
of infrastructure for energy transmission and connectivity and the potential and perceived
impact on local communities. Various national reviews and discussions are underway with
regards to issues of grid connection options (offshore to onshore) and the efficiency and
sustainability of electricity distribution. There are significant environmental and community
sensitivities with regards to the impact of major energy infrastructure projects on our region,
particularly with some coastal communities, and a more joined up, strategic discussion is
required to help minimise any cumulative, negative impacts in future.
It is recognised that the All Energy Industry Council will need to be reworked with an
evolution of its’ structure to ensure that it is robust and fit for purpose to help deliver the key
interventions outlined in the sector recovery plan, for example around skills and supply chain
development, and to help meet some of the challenges facing this complex sector
highlighted within this report.
This work is underway, including a review of membership to ensure that there is full
representation from across all parts of the sector and a stronger role for sub-groups to better
11
represent the various parts of the industry as well as covering the education and Local
Authority interests. This reworking of the AEIC should help ensure continued strategic
responsibility for the sector to deliver the key interventions needed.
A proposed draft restructured ‘strategic model’ is illustrated in appendix 2 (below) which
encourages greater focus on the main ‘sub-sectors’ and their interconnectivity working
closely with organisations such as EEEGR. Thematic task and finish groups could also be
established to help deliver against key objectives covering important cross-sector issues
such skills, supply chain, inward investment and infrastructure. This concept strategic model
is to be agreed by the AEIC. The LEP will be providing additional resource to support the
secretariat and administrative functions to underpin this work going forward.
Recommendations
The Board is invited to:
Note the contents of the paper and sub-board report (appendix 1)
Note the progress made on strategic sector plans and activity and support further
development of the AEIC

12
Appendix1–SubBoardProgressReport(attached)
Appendix2–Conceptstrategicmodelforarevised/enhancedAEIC
Appendix3–CurrentAEICMembership(attached)
13
Appendix 1
Sub- Board Reporting
Sub-Board: All Energy Industry Council
Representatives: LEP Board: Johnathan Reynolds LEP Team: Julian Munson
Meeting Frequency: Quarterly
Key Objectives and their link to
the NSES and LIS
Update on actions / activity Next Steps
NSES: Our Offer to the World
AEIC Priority Project:
AEIC to develop a single, joined-
up energy brand and set of key
messages which can be amplified
by all partners.
A marketing offer which raises
awareness of the region’s
capabilities and increases inward
investment opportunities,
government support, business
growth and exporting.
The AEIC identified the that a cohesive marketing message
was important for the region. Part of this work will look at the
brand and enlisting the support of an external organisation to
help develop this.
EEEZ Operational Group has undertaken significant EEEZ
stakeholder engagement to build a detailed SWOT analysis
which was used to inform the branding tender brief document.
The following points were raised by the group:
To ensure that the brand is not just seen as Offshore Wind, to
think about how we and others can use it to engage with all
areas of energy covering onshore and offshore.
The marketing tender process was concluded and marketing
agency Production Bureau were awarded the contract to work
with partners to develop the new/enhanced branding.
Production Bureau worked with partners to develop the
enhanced branding to fully reflect the all-energy offer.
A brand name has been decided on “Generate” which will
work alongside the NSU brand. It will be used to promote all
energy with specific straplines to assist with promotion of the
region.
A Generate Strategy for 2021 -2024 has been put
together looking at the strategic approach and vision,
audience and messaging as well as cross-cutting
themes.
A marketing plan includes the launch of the brand as
well as social media and event activity into 2021 and
2022. It has three main themes, Awareness,
Stakeholder Engagement and Endorsement and
Lead Generation and Improved Data Management.
NSES: Collaborating to Grow
AEIC Priority Project:
Building World Class Research (BWCR) was voted as a top
priority project for the AEIC. A Task and Finish Group was
This piece of work has paused to reflect and adjust
given all recent announcements the secto
r
deal
14
AEIC to support the region’s
energy proje
cts with world class
research. Identify regional
academia and capabilities within
the region.
LIS: Clean Energy
Expand our reach to maximise on
opportunities through research,
technology and innovation
programmes that will build on the
region’s ambitious sustainable
clean growth agendas.
formed at the beginning of the year to identify the capabilities
in our region. This Group is made up of AEIC and external
stakeholders who can add value.
They have since developed a plan of action and two
questionnaires in order to reach out to organisations to
ascertain and understand their research capabilities.
The first questionnaire sets out to understand if organisations
would be happy to engage and aims to build a relationship,
the second has “technical” questions to capture capabilities.
A stakeholder engagement letter has been written to
accompany the first questionnaire and introduces the
strategic ambitions of the AEIC.
The UEA have produced the draft questionnaires and they
have been circulated within the task and finish group for
review. Following feedback from the Task and Finish Group,
the questionnaire is being further developed.
(North Sea Transition) Government 10 Point Plan,
Energy White Paper, Build Back Better, Innovation
Strategy (to come) as well as the Hydrogen Strategy
(still to come).
LIS: Clean Energy
NSES: Driving Business
Growth and Productivity
Build on existing clean energy
strengths in the region.
Specifically, the SuNRISE Coast
bid to the Strength in Places
Fund.
The Strength in Places Fund (SIPF) is a competitive funding
scheme led by UK Research and Innovation and takes a
place-based approach to research and innovation funding in
order to support regional growth. SIPF is a competitive fund
for collaborative bids between businesses, universities and
research organisations and Catapults.
The bid for development funding has been successful with
the project now undertaking work to develop the £29m
second round bid.
A full application for the SuNRISE Coast was prepared and
submitted in November with key themes around;
Theme 1: A Digital Energy Coast
Theme 2: Marine Biodiversity Net Gain
Theme 3: Future Clean Energy Technology
The bid was submitted in November. Outcomes of
the bid were expected in April however are now
expected in July 2021.
15
This is t
he first time that the three world leading research
institutes of CEFAS, ORE Catapult and UEA have worked
together.
UKRI’s feedback on the first stage submission highlighted the
region’s diversity in energy generation, with a mixture of
offshore wind, gas and nuclear, that could benefit from
greater integration and collaboration between research
centres and industry.
The UKRI panel recognised the application’s high quality,
which was considered “highly innovative”.
New Anglia LEP has provided a letter of support for the SIPF
fo
r
Wave 2 and funding to support the bid work.
LIS: Clean Energy
Explore emerging opportunities
and technologies within the
energy sector
The opportunities around Hydrogen has formed part of the All
Energy Industry Council agenda, members were informed
about the local opportunities and the work of Hydrogen East.
Hydrogen East is a newly formed group who are looking to
drive H2 across East Anglia. This group includes founding
members such as New Anglia Energy, Opergy, EDF Energy,
TCP ECO and CPH2. Arup, EEEGR, New Anglia LEP, ORE
Catapult and OGTC are providing early stage support and
endorsement.
The ambition is to develop a broad regional network across
all key sectors: power, heat, transport, buildings, industry,
shipping and beyond. Integrated with offshore wind and
desalination facilities and supporting regional carbon capture.
Hydrogen East have published the Executive
Summary Report in relation to the Bacton study and
launched the final report in June.
In addition to Hydrogen the AEIC have been
encouraged to look at other energy forms which can
be brought to the Council meetings such as solar,
bioenergy and onshore renewables. As part of the
Energy Recovery Plan, a matrix of energy current
projects and emerging project opportunities was
formed. This will help to inform the Council of those
wider energy forms.
NSES: Collaborating to Grow
LIS: Clean Growth,
Infrastructure
AEIC to support the
developments of a clean energy
holistic approach to energy.
ORE Catapult has developed an “ESI-CoE” Concept, a
Centre of Excellence focusing on Energy Systems Integration
– a whole systems approach which looks to provide a
cleaner, decarbonised, integrated energy syste
m offering
energy security and smarter connectivity with great flexibility,
reliability and balance between generation and consumption.
An event proposal is being considered between the
ORE Catapult, Suffolk County Council and New
Anglia LEP.
Potentially four events are being considered with the
Catapults and based on planning, challenges,
opportunities, building inte
r
-collaborative projects
16
Develop a system which looks at
production, t
ransmission,
distribution and consumption.
The rationale behind this approach is that there are a lot of
good energy transition projects that are happening in
isolation. If the region was to take a difference approach it
would reduce the levelised cost of energy, instilling an ethos
of sustainable production and the wise use of energy.
The onshore capacity cannot handle offshore production and
therefore there is need to look at Battery Storage, Hydrogen
Production (and the uses of the bi-products), Off shore ‘Ring-
Main’ / Interconnector with connectivity of Gas Operators,
Carbon Capture and Storage, Using old platforms for
Hydrogen production, Plugging in Nuclear, solar, biomass
and offshore wind to the big energy picture.
The infrastructure onshore needs to look at consumption but
also the production potential. In addition to linking to the grid
there is need to look at:
-Batteries
-Hydrogen storage and the use as a fuel
-HGVs and Vessels (we already see Hydrogen buses in -
London as well as Local Authority Waste disposal trucks)
-EV charging and infrastructure
-Heating and cooling (residential and commercial)
-Energy monitoring systems and smart controls
The broad range of this concept has heavily influenced the
proposed next steps.
along with the products and services of the Catapults
which could be provided in order to support an
integrated approach.
The Catapults include the Energy Systems Catapult,
Connected Places Catapult, ORE Catapult as well
as the Greater South East Energy Hub. Example
projects would be provided for example those such
as Net Zero Leiston, Milford Haven which all benefit
the community.
It has been proposed that the audience would be the
same for each session and would include selected
members from industry – developers, Local Authority
Head Planners and Policy members. MP’s and other
people of influence to help put this concept on the
map. It could also include other sectors such as ICT
– Digital, Utilities and
th
ose from Water Resources
East for exa
mple.
Events subject to final agreement on delivery
(virtual/physical) and any funding support required.
NSES: Collaborating to Grow
LIS: Clean Growth
Improved dialogue & interaction
between the AEIC & its
equivalents including the Digital
Tech Council, Agri-food Council,
and Innovation Board.
The AEIC and Agri-tech Council have attended the Innovation
Board and provided an update on the work of the Council as
well as an introduction to the Food Enterprise Park.
All three councils have been invited to the Innovation
Board to provide updates on the work that they do
are their innovation priorities. This also includes
recommendations on how the Innovation Board can
support them moving forward.
The forward plan for 2021 includes looking at the
opportunities around Agri-food and Energy, Digital
and Energy as well as Agri-food and Digital.
17
NSES:
Driving Business
Growth and Productivity
AEIC to support the development
of a connected supply chain to
demonstrate the regions offer.
Develop an All Energy Capability
Matrix
Developing an All Energy Capability Matrix was voted on as a
top priority project for the AEIC.
A Task and Finish Group was set up to develop an all-energy
capability matrix. This will help demonstrate what the region
has to offer and use as a tool for procurement teams to
ensure regional companies have a presence on tender lists.
The group met and specifically discussed the following
matrices which were already in the public domain:
Great Yarmouth Borough Council –
a matrix of 89
offshore wind companies
Inn2POWER- a European funded project which l
ooks at
the eastern
region as well as 11 European clust
ers.
EIC’s all energy UK wide capability
matrix
EEEGR’s 260 company membershi
p directory
It was confir
med that no one matrix exists in providing an all
energy approach therefore a SCOPE would be required to
develop a matrix further and this has now been prepared for
the Task and Finish Group.
A scope was drawn up by members of the AEIC and
was presented to a small task and finish group who
also formed part of the AEIC. Concerns were raised
over procurement of the matrix and therefore a
decision was made to halt any further progress on
the matrix. There have since been no further
discussions to progress this work further.
LIS: Clean Energy
NSES: Driving Business
Growth and Productivity
AEIC to support the delivery of
the FIT 4 Offshore Renewables
Programme.
Support the ORE Catapult and
promote the Fit4OR programme
developing business excellence
and sector expertise.
Fit 4 Offshore Renewables (F4OR) is a programme
developed to help the UK supply chain get ready to bid for
work in the offshore renewable energy sector. It aims to work
with competent and competitive UK supply chain companies
to support their entry and growth in the offshore renewable
energy industry.
The programme began in Scotland and the Norfolk/Suffolk
programme is the first programme in England.
The objective of the programme is to support the
development of competent, capable, and competitive UK
15 businesses sit on the FIT 4 Offshore Programme,
and all are making good progress. Some
organisations have won new work and have created
new jobs within this field since being on the
programme. They continue to develop as they move
through where the programme will end in September
2021.
18
offshore renewable energy supply chain – maximising
opportunity for the UK supply chain.
It has been designed for established businesses with 10 or
more employees or with a turnover of £1 million and upwards.
Participating companies can range from those with no
offshore renewables experience aiming to take a first step
into the sector, to established, tier 1 suppliers wanting to
benchmark their position and drive business excellence.
The first cohort was in September and since a panel selected
10 businesses to take through the 12-18-month programme.
An additional 5 businesses were selected as a result of
further funding agreed from the Norfolk Strategic Fund.
LIS: Infrastructure
NSES: Driving Business
Growth and Productivity
Growth within the Energy
Enterprise Zones
New Anglia LEP works closely with East Suffolk Council and
Great Yarmouth Borough Council and County Councils to
support the development of the Enterprise Zone sites in Great
Yarmouth and Lowestoft with a focus on the energy sector
supply chain.
MOUs have been signed by Local Authorities to
enable spend against EZ Pot B monies. This funding
can be used to support specific interventions to
progress site development and marketing.
The Enterprise Zone Five Year Strategic Plan has
been devised and agreed by all partners and this
has been published.
LIS: Business Environment
NSES: Driving Business
Growth and Productivity
AEIC to support the national
supply chain programme (for
nuclear new build)
Build on the nuclear places
programme bid, which has
been submitted to BEIS
through New Anglia LEP,
New Anglia LEP supports a business case submitted to BEIS
to help maximise knowledge transfer and supply chain activity
from Hinckley to help support future plans for SZC and boost
local contract value in the region.
The knowledge transfer business case is awaiting a
final decision by BEIS. New Anglia LEP is working
closely with Nuclear AMRC, Suffolk Chamber of
Commerce, EDF, East Suffolk Council and Suffolk
County Council to maximise supply chain
opportunities in the region around the nuclear new
build. NAAME has set up an East Coast
Manufacturing Group and its first meeting had a
strong focus on the opportunities that Sizewell C
offer for the sector. This has received support from
Nuclear AMRC.
19
Heart of the South West LEP
and Nuclear AMRC.
LIS: Business Environment
Ensure the opportunity for clean
growth in the region is understood
nationally and internationally
An Energy Support Campaign is underway which
looks to highlight the economic benefits and
opportunities within the region to Government. This
follows a discussion between the AEIC members on
how delays were impacting the project’s ability to
move forward and were affecting the organisations
confidence in investing in the region (EDF). Such
delays have been seen with Vattenfall too for the
Norfolk Vanguard and Boreas Offshore Wind
projects.
Part of the engagement plan is to write a letter to
Ministers highlighting the impacts on clean growth
and the drive to net zero targets should those
projects not get consent.
There are also plans to invite Ministers to the region
to showcase the wider and broader energy
opportunities too.
20
Appendix 3
All Energy Industry Council Members
Simon Gray, Chief Operating Officer, East of England Energy Group (EEEGR)
Mark Goodall, Senior Manager, Aker Solutions/AEIC Chair
Andy Paine, Head of Wind Development, Vattenfall
Andrew Harston, Regional Director, AB Ports
Maxine Narburgh, Regional Hub Manager Greater Southeast Energy Hub
Stuart Smith, Managing Director, People with Energy
Nikos Savvas, Chief Executive Officer, West Suffolk College
Konstantinos Chalvatzis, Professor of Sustainable Energy, UEA
Paul Wood, Head of Economic Development and Regeneration, East Suffolk
Shan Lloyd, Assistant Director Cities and Growth, BEIS
Andy Holyland, Offshore Regional Manager, Renewable Energy Catapult
Tom McGarry Head of Communications and Stakeholder Management, EDF Energy
Paul Warmington, Economic Development Officer, Suffolk County Council
Johnathan Reynolds, Managing Director, Opergy Ltd
Sara Rushworth, Marketing Manager, Great Yarmouth Borough Council
David Glason, Director of Planning and Growth, Great Yarmouth Borough Council
Sherlyn Deguzman, Production Unit Manager, Shell
Vince Muspratt, Director of Growth and Development, Norfolk County Council
Bill Cattanach, Head of Supply Chain, OGA
Martin Dronfield, Chair, EEEGR and Director, Opergy
Stuart Rimmer, Chief Exec Officer and Principal, East Coast College
Richard Goffin, Port Director, Peel Ports
Ian Pease, Business Development Manager, Suffolk County Council
Rich Mclean, Head of Operations, West Suffolk College
Kirsty Adams, Senior Supply Chain Strategy Manager, Scottish Power Renewables
Nigel Cornwall, Director, New Anglia Energy
Rob Bush, General Manager, EEEGR
Chris Starkie, CEO, New Anglia LEP
21
22
1
New Anglia Local Enterprise Partnership Board
Wednesday 21
st
July
2021
Agenda Item 7
Tourism Action Plan
Author: James Allen Presenter: Julian Munson & Pete Waters
Summary
This paper p
rovides an u
pdate on the production of the Tourism Action Plan (Destination
Management Plan) developed by New Anglia LEP and Visit East of England (VEE) working
with Local Authority partners and Destination Management Organisations (DMOs) in the
Visitor Economy Group.
Background
The region has a well-evolved visitor economy, built around staying breaks and holidays. In
2019, tourism was worth £7.5bn a year in our East of England geography, and employed
150,000 people. It is the largest sector and biggest employer, so it is vital for the region that
it improves, succeeds, and prospers.
The Covid-19 pandemic has provided a transformative opportunity for the visitor economy –
one that has brought together every Local Authority and DMO in the area, co-ordinated by
New Anglia LEP and VEE.
The Tourism Action Plan (Destination Management Plan) is important as it helps position
Norfolk and Suffolk more prominently as a key part of the national tourism landscape,
building on the good work of VEE and aligns with government’s national Tourism Recovery
Plan published in June 2021.
DCMS’ national Tourism Recovery Plan highlights the role tourism can play in deliver
government’s Global Britain, levelling up and economic growth agendas. It promotes an
innovative, resilient, and sustainable tourism sector which will drive growth in all regions and
aims to recover domestic tourism to pre pandemic levels by 2022 and international tourism
by 2023.
Locally, this work builds on the Visitor Economy Recovery Plan published in 2020 and plays
into the Renewal Plan for Norfolk and Suffolk. It also builds on the Reopening Norfolk Safely
Guidance for Businesses published by Norfolk County Council, which had a clear focus on
the visitor economy, and the Suffolk Local Outbreak Management Plan work around
Ensuring Covid-19 Secure Tourism in Suffolk.
Tourism Action Plan
The Tourism Action Plan (appendix 1) has been produced with the support of the Visitor
Economy Group which includes the LEP, VEE, Local Authority partners, DMOs and is
23
2
chaired by the LEP’s Head of Enterprise Zones and Innovation. The audience for the
document is government and national tourism bodies.
The five-year plan provides a framework of objectives and actions for developing a
sustainable, innovative visitor economy which overcomes market failures. This place-based
prospectus is for investors, stakeholders, national tourism bodies and government to
understand the long-term ambitions for delivering a year-round East of England visitor
economy to improve the sector’s digitisation, accessibility, and resilience.
It aims to help provide stimulus for levelling up deprived coastal and rural areas, encourage
building back better our high streets and market towns, promote Clean Growth, and create
this region as a ‘top of mind’ destination, particularly as part of Global Britain. It takes into
consideration that our towns, cities, rural and coastal areas have different needs, and this
prospectus is designed to complement local strategies. Nonetheless, the overall approach
recognises that the prospectus can only be achieved collaboratively.
The Plan is important in supporting or underpinning bids for funding in the future to enhance
the wider visitor economy sector across culture, attractions, specialist retail, hospitality, etc.
Once endorsed the text of the plan will be turned into a designed document.
Key Objectives
Overcome barriers to productivity and market failures by developing and promoting a
year-round visitor offering, utilising the natural, cultural, and built capital,
demonstrating investment in new product, and making the tourism product more
efficient, for longer.
The region has an ambition to be one of the most environmentally friendly tourism
destinations in the UK. Sustainable tourism promotes and supports local businesses
and supply lines to keep value in the local economy.
Make this region a ‘top of mind’ destination, both for domestic and overseas markets.
Through an ambitious skills agenda, change the narrative of the sector away from
‘seasonal, low paid and low skilled’.
Develop technology solutions, a database and a back office that can make
efficiencies, offer services, and increase bookability to keep value in the local
economy.
Planned Interventions
The Visitor Economy Skills Group’s Visitor Economy Network Initiative (VENI)
comprises of three colleges and private and public sector stakeholders and will put
the components in place for an East Academy for Skills in Tourism (EAST).
Establish a Green Tourism Group with leading regional sustainable businesses to
reinforce local sustainability plans and share best practice with the wider sector.
Develop product to raise the overall tide of year-round tourism towards the high-
water mark of Summer, especially through inbound tourism and using digitisation.
Rebuild the year-round visitor and cultural economy through product development
and enhancement under the banner of the Head East campaign.
Investment in creating more bed spaces, with the ambition for more 5-star hotels and
boutique hotels in key locations.
Further develop the region’s offer and build on success around screen tourism which
is expected to increase in the UK.
Work with Greater Anglia to ensure rail is the principal transport for visitors from
London and the wider capital area.
Turbo-charge investment in active travel solutions through tackling final mile issues,
investment in EV charging stations across the region’s tourism locations and bringing
in innovative clean solutions.
24
3
Recommendation
Endorse the Tourism Action Plan (appendix 1)
25
Appendix1
EastofEnglandDestinationManagementPlan
Thisisaniterativedocumentand,complementingtherecently‐publishedDCMSTourismRecovery
Plan,willberegularlyreviewedandupdated,forinstance,whenweseetheresultsoftheDCMS
DMOReview.ItisgenerallybasedontheVisitEnglandDMPtemplate.
TheaudienceforthisdocumentisDCMS,Governmentandnationaltourismbodies.Itisanexternal
documentandthereforesomecontextisrequired.
ThedocumentbuildsontheVisitEastofEnglandSustainabilityandTransformationPlan2021‐25
thatwassubmittedtoandapprovedbyVisitBritaininJanuary2021.
Theownershipofthedocumentiswiththeincorporatedstakeholders,ledbyVisitEastofEngland
andNewAngliaLEP,anditisdesignedtoreflectandendorseotherregional,countyandlocal
strategieswhileprovidingastrategicvisitoreconomyvisionforthearea.
Whenpublishedthedocumentwillhaveamaptodenotethegeographyandtoincludetransport
links,travelgatewaysandmajorlandscapes.
TheDMPwillbecomplementedbyastrategicplacemakingplantoreinforcetheoutlinedobjectives
andtopositionourDestinationManagementOrganisations(DMOs)tobidfornationalfunds,where
wehavealreadyhadsuccess.
Thedocumentmustbeindustryreviewedandrequirescasestudiestohighlightinnovativeworkas
wellasaninvestmentrequirement.
1Executivesummary
2WhattheEastwilllooklikein2025
3Introduction
4Overview
4.1Thedestination
4.2Transportandaccess
4.3Product–Culture,heritageandarts
4.4Product–Attractionsandevents
4.5Product–accommodation
4.6Visionandpriorities–opportunitiesbydestination
4.7Urban
4.8Coast
4.9Markettownsandcountryside
4.10Regionalandcounty
4.11ScreenTourism
26
5Skills
5.1Changingthenarrative
5.2Skillsandtrainingsupport
5.3Ambassador/customerservicescheme
6Sustainability
6.1Deliveringcleangrowth
6.2Digitalinnovation
6.3Transportnetwork
7Businesseventsandconferences
8Accessibilityforvisitors
9Background
9.1TheEastofEnglandvisitoreconomy
9.2Customerperceptionsoftheregion
9.3Investmentinproduct
10Operationsplan
10.1UnderpinningtheEastofEnglandtourismstrategy
10.2EvolvingandfutureroleofVEE
10.3Brandingtheregion‐aplacemakingapproach
10.4Howthetourismstrategywillbeeffective
10.5Monitoringandevaluation
10.6ReviewingandrenewingtheEastofEnglandTourismStrategy
11Appendices–SWOT
27
1Executivesummary
TheEastofEnglandDestinationManagementPlan2021‐2025providesaframeworkofobjectives
andactionsfordevelopingasustainable,innovativevisitoreconomyandovercomingmarket
failures.
Thisplace‐basedplanisforinvestors,stakeholders,nationaltourismbodiesandgovernmentto
understandthelong‐termambitionsfordeliveringaresilient,year‐roundEastofEnglandvisitor
economy.
ItseekstohelpachievetargetssetoutintheBuildBackBettereconomicstrategy,deliverthe
interventionsintheDepartmentofCulture,MediaandSport(DCMS)TourismRecoveryPlan,drive
investmentandgrowthandaddresslocalandregionalbarrierstoproductivityaswellasenhancing
culturalandheritageassets.ItisdesignedforInclusiveGrowth,levellingupthevisitoreconomyboth
geographicallyandseasonally.
Amongstotherinitiatives,theplanwillgivetheregiontheimpetusto:
DeveloptheEastAcademyforSkillsinTourism(EAST)tochangethenarrativethatthe
sectoris‘seasonal,lowskilledandlowpaid’.
Developandpromoteproducttoraisetheoveralltideofyear‐roundtourismtowardsthe
high‐watermarkofSummer,growingandspreadingdemandseasonallyandgeographically.
Digitalinnovationwillplayakeyroleinthis.
DevelopinitiativesthatwillmaketheEastofEnglandoneofthemostsustainableyear‐
roundtourismdestinationsinthecountry.
Theregionhasawell‐evolvedvisitoreconomy,builtaroundstayingbreaksandholidays,thevast
majorityofwhicharefordomesticcustomers.In2019,tourismwasworth£5.5bninNorfolkand
Suffolkandemployed115,000people.Itisthelargestsectorandbiggestemployer,soitisvitalfor
theregionthatitdevelops,succeedsandprospers.
TheCovid‐19pandemichasprovidedatransformativeopportunityforthevisitoreconomy–one
thathasbroughttogethereverylocalauthorityandDestinationManagementOrganisation(DMO)in
thearea,co‐ordinatedbyVisitEastofEnglandandNewAngliaLocalEnterprisePartnership.Working
withusareLondonStanstedAirport,GreaterAngliaRailandStenaLineoperatingoutofHarwich
InternationalFerryPort.
Thisisabottom‐upplanwiththefocusonsupportingSMEs,destinationsanddestination
organisations,thestarsofoursector,offeringbusinesshelp,sharingexpertise,bestpractice,market
intelligenceandresearch.
Itaimstohelpprovidestimulusforlevellingupdeprivedcoastalandruralareas,encouragebuilding
backbetterourHighStreetsandmarkettowns,promoteNetZeroandCleanGrowth,andcreatethis
regionasa‘topofmind’destination,particularlyaspartofGlobalBritain.
Ittakesintoconsiderationthatourtowns,cities,ruralandcoastalareashavedifferentneedsand
thisplanisdesignedtocomplementlocalstrategies.Nonetheless,theoverallapproachrecognises
thattheplancanonlybeachievedcollaboratively.
Workingtogether,wewilladdresstheissuesthatwillmakearealdifferenceandmoveforward
towardsastrongandresilientfuture.
28
2WhattheEastwilllooklikein2025
Ourvisitoreconomyaspirations–makingtheEastofEnglandcompetitiveinaglobalmarketplace:
1. Theregion’stourismindustry,localcouncilsandNewAngliaLEPworktogetherastheVisitor
EconomyGroup(VEG)andactasacoalitionofprogressivechange.Itrepresentsan
ambitiouscollaborationofpublicandprivatesectorswithasharedsetofgoalsand
objectives.
2. OurgeographyofNorfolk,Suffolk,eastandsouthCambridgeshire,includingCambridge,and
northEssexisaneasilymarketableareatodomesticandoverseasvisitors.
3. VEEanditsDMOpartnersarethesustainableresourcetothesector,makingiteasierfor
ownerstorunandgrowtheirbusinesses.ThesectorishugelydominatedbySMEswhoneed
astrongregionaltourismbodytorepresentandhelpthem.
4. Wehavemovedfromanarrativeof‘seasonal,low‐skilled,low‐paid’to‘year‐round,with
well‐paid,skilledcareers’,particularlytosupportyoungpeopleintotourismcareersandto
growsectorproductivity.Thetourismlandscapeencouragesandsupportsentrepreneurship.
5. TheEastofEnglandhasanationallyandinternationallycelebratedrangeofcultural,artsand
heritageeventsandactivitiesthathelpdefineoursenseofplaceandwell‐being.
6. TheEastofEnglandhasasuccessfulConventionBureauandBusinessVisitsandEventsplan
thatisrenownedforitsuniquevenuesandcharacterfulhospitality.
7. TheEastofEnglandisrecognisedasbeinganinclusiveandaccessibledestination.
8. Thesectorembracestechnologyandinnovationtomanagecustomerandbusinessneeds,
usingadatabasethatincludeseveryvisitoreconomy‐relatedbusiness,service,andvenue
plusdetailsof150k+consumers.Aswellascommunicationsandpromotion,thisisusedto
produceanddelivermarketintelligenceandresearchfortheindustry.
9. Ourdestinationwebsitesareallentirelybookable,diminishingthepowerofglobalOnline
TravelAgents(OTAs),andensuringthevalueofallbookingsisretainedforthebenefitofthe
localeconomy.
10. TheVisitorEconomyGroupandNewAngliaLEPhaveencouraged£250m+ofinward
investmentoninfrastructureandtourismproduct,includinga15%increaseinbedspacesas
wellasnewtouristattractions.
Whatwearerenownedfor:thegreenthreadthatrunsthroughourtourismoffering:
11. TheEastofEnglandisknownasaleadingenvironmentallyfriendly,sustainabletravel
destinationintheUKandisactivelyworkingtowardsNetZero2030.
12. Wepromoteoursustainableapproachtoourdiverselandscape,comprising9,172km²of
AONBs,naturereserves,aNationalPark,countryestatesandparks,around2000milesof
walkingandcyclepathsandtrails,welcomingmarkettownsandchocolateboxvillages.This
iscriticaltoourvisitorofferaswellasengenderingenormousprideamongstresidentsand
playingavitalroleinsupportingthehealthandwellbeingoflocalinhabitants.
13. WearealeadingproponentofreducingFoodMilesandincreasingActiveTravel.
14. FollowingGreaterAnglia’s£1.5bninvestmentinnewenvironmentallyfriendlyrollingstock
andrailinfrastructure–thebiggestinvestmentsinceVictoriantimes–railisnowthe
principaltransportforvisitorsfromLondonandthewidercapitalarea.
15. Stanstedisgrowingpassengernumbersto43millionby2032andiscommittedtoachieving
thissustainably:therewillbenoincreaseinflightsornoiselimits,Stanstediscarbonneutral
andwillbezerocarbonby2038.Stanstedalsohasthehighestpublictransportmodeshare
ofanyairportintheUK.StenaLineFerrieshavealsohelpedincreaseinboundvi
sitors.
16. Together,thishashelpedincreasecapacity,whilstminimisingimpactsonsensitiveareasand
spreadingvisitorbenefitsgeographicallyandseasonally;helpingthevisitoreconomyandthe
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jobsitsupportstobecomemoresustainableandhelpstrugglingpartsoftheregiontolevel
up.
3Introduction
ThepurposeofthisDestinationManagementPlanisthecollaborativedevelopmentoftheregion’s
tourismindustryandtoprovideandhelpimplementanambitiousstrategicvisionthatwillincrease
year‐roundvalueandemploymentinthishugelyimportantsector.
TherearefivekeyobjectivesthatwillbedeliveredbythisManagementPlantohelpachieveour
2025vision:
Overcomingbarrierstoproductivityandmarketfailuresbydevelopingandpromotinga
year‐roundvisitoroffering,utilisingthenatural,culturalan
dbuiltcapital,demonstrating
investmentinnewproductanddrivinginnovation.Attractingvisitorsoutsidethemain
summerseasoniskeytogrowthandproductivity,aswellascreatingrevenueintheentire
valuechain.Thiswillestablishdemand,sustainyear‐roundbusinessesandthevaluethey
bringtolocalcommunities,andincentivisestaffdevelopmentandretention.
PropagatingtheClean
Growthagenda.Theregionhasanambitiontobeoneofthe
most
environmen
tallyfriendlytourismdestinationsintheUK.Sustainabletourismpr
omotesand
supportsloca
lbusinessesandsupplylinestokeepvalueinthelocaleconomy.
Makingthisregiona‘topofmind’destination,bothfordomesticandoverseasmarkets.
Throughanambitiousskillsagenda,challengetheout‐modedviewofthesectorbeing
‘seasonal,lowpaidandlowskilled’.Wecreatecareers,not‘holidayjobs’.
Developingtechnologicalinnovation,innovativepromotionalmethods,anintelligently
focusseddatabaseandbackofficesystemsthatcanmakeefficiencies,improveservice,and
increasebookabilitythatkeepsvalueinthelocaleconomy.
4Overview
4.1Thedestination
TheEastofEngland
strategictourismareaisageographythatisattractiveandmarketableto
overseasanddomesticvisitorsalike.
TheareacoversallofNorfolkandSuffolk,comprisingmorethan9,200km2ofcountrysidethat
includestheBroadsNationalPark,Britain’slargestprotectedwetland;threeAreasofOutstanding
NaturalBeauty;countlessnaturereservesandcountryestates.Thespatialcontextenvelopseast
andsouthCambridgeshire,andnorthEssex.Itincludestheinternationallysignificantcitiesof
Cambridge,theworld’smostfamousuniversity,andNorwich,England’sfirstUNESCOCityof
Literature.IthasIpswich,England’soldestcontinuouslyinhabitedtownandhometoavibrant
waterfront,andNewmarket,theworldcentreofhorseracing.
Itsvaried150milescoastlineincludestheresortsofGreatYarmouth,Cromer,Hunstantonand
Lowestoft,andnumerousseasidetownssuchasSouthwold,Aldeburgh,FelixstoweandWells‐next‐
the‐Sea.Muchoftheregion’sbuiltattractionsandaccommodationarebyornearthesea.The
biodiversecoastalsoincludestheestuarineWashandShotleyPeninsula.
TheinterlockinggeographiesareTheFensfromwestNorfolkto
Cambridge,StourValleyand
DedhamValebetw
eenSuffolkandEssex,knownasConstableCountry,andtheBrecksandThetford
ForestParkontheintersectionofNorfolk,SuffolkandCambridgeshire.
Therearemorethan2000milesofwalkingandcyclepathsandtrails.Withthemosthospitable
climateinthecountryandgentlelandscape,thereisahugevarietyofoutdooractivitiesthatcanbe
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enjoyedyear‐round.IthassomeofthemostcelebratedwildlifewatchingspotsintheUK,regularly
hostingBBC’sSpringandAutumnWatchseries.
VisitEastofEngland’sSpring2021ConsumerSentimentSurvey(7589responses)suggestsvisitors
comepredominantlyforgoodbeachesandcoast(61%),becauseitiseasytogetto(57%),forgood
foodanddrink(49%)andgoodaccommodation(48%).
TheregionisamicrocosmofEnglishhistory.Thisistheplacewheretheearliestevidenceofmanhas
beenfoundoutsidetheGreatRiftValleyofAfrica,thecradleofcivilisation–humanfootprintsdating
backalmostamillionyearswhenthiswasthelastlandlinktotheContinent.TheUK’sfirstever
touristscametotheEastofEngland.
ThiswasacentreofRomanactivityandVikingsraidedthroughTheWashtoCambridgeandThetford
andoverlandtoBuryStEdmundswheretheymartyredtheKingoftheEastAngles.SuttonHoois
hometoaninspiringAnglo‐Saxonroyalburialsite,featuredrecentlyintheRalphFiennesNetflixfilm
TheDig.Thisiswhere‘Angle‐land’began.TheNormansleftoutstandingbuiltcapital,includingthe
iconic‘ShipofTheFens’ElyCathedraland‘BoxontheHill’NorwichCastle.
Frommedievaltimes,tradingcreatedthehiggledy‐piggledy,part‐timberedheritagewooltowns
includingLavenham;peat‐diggingforwinterfuelcreatedtheBroads(yes,wehavetheonlyman‐
madeNationalPark);DutchingenuityhelpedengineerTheFensandestablishmodernportsaswell
asaidingourPuritans’missiontowardstheNewWorldwhereaNorfolkmanhelpedmakethe
originalSpecialRelationshipbymarryingPocahontas;andKing’sLynn–closetotheRoyalfamily’s
residenceatSandringham‐forgednorthAtlantictradingwiththeHanseaticLeague.
Thiswasthebirthplaceoftheagriculturalrevolutionbut,crucially,alackoffast‐runningwaterleftit
ignoredbytheindustrialrevolutionandsopreserveditsmedievalheritage.
Afinalinvasionwasfriendly,whenmorethan350,000USservicepeopleoftheEighthAirForce
transitionedthroughthisarea:theybecameMastersoftheAir,andtheirbraveryandsacrifices
pavedthewayforD‐DayandtheendofNazityrannyinEurope.
Asdemonstrated,theEastofEnglandhasexcellentconnectionswithEuropeandNorthAmerica,
andwebelievethesearemarketswecantakeadvantageofthroughinboundtourism.
4.2Transportandaccess
TransportEast’sstrategyandkeythemesaresupportinggrowingthevisitoreconomy.
TheEastofEnglandhasexcellentconnectivitythroughLondonStanstedAirport,theInternational
GatewaytotheEastofEngland,NorwichAirportwithdailyflightsfromtheworldwideairporthub
Schiphol,andHarwichInternationalPort’spassengerandcruiseterminal,nowalsopartofFreeport
East.GreatYarmouth,withitsdeep‐waterouterharbour,hasanambitiontobeacruiseport,
supportedbyanewthirdrivercrossing.
StanstedAirporthasplanstogrowpassengernumbersto43millionby2032andiscommittedto
achievingthissustainably:therewillbenoincreaseinflightsornoiselimits,Stanstediscarbon
neutralandwillbezerocarbonby2038.Stanstedalsohasthehighestpublictransportmodeshare
ofanyairportintheUK.StenaLineFerriescanalsohelpincreaseinboundvisitorswith1800
passengersadayabletotravelbetweentheHookofHollandandHarwich.
Cambridge,themostpopulardaytripdestinationforNorthAmericansstayinginLondon,isourmost
internationallyrecognisedbrandandcanbeusedtoattractmoreinternationalvisitorstotheregion,
inturnhelpingStanstedbroadenitsroutenetworkandlevelupthedisproportionatenumberof
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overseastouristsenteringviaHeathrow.57%ofinternationalvisitorsarrivethroughHeathrow,goto
LondonandgravitatewesttoTheCotswolds,BathandShakespeare’sCountry.
IncreasingvisitortrafficcanbeusedtostrengthenandbroadenStansted’sroutenetwork.Currently,
theairport’sconnectivitywith,forinstance,NorthAmericaispoor.However,airtraveldemand
createsavirtuouscircle:aroutedrivesmoretrafficwhichencouragesairlinestolayonmore
services.
GreaterAnglia’srailnetworkincludesIntercityLondonLiverpoolStreet‐NorwichlineandStansted
Expressandsignificantbranchlinestothefurthestreachesoftheregion.GAhasrecentlyinvested
£1.5bninenvironmentallyfriendlyrollingstockandnewservices,thebiggestinvestmentinrailin
theregionsinceVictoriantimes.WewillworkwithGAtoensurerailistheprincipaltransportfor
visitorsfromLondonandthewidercapitalarea.
Thenewrollingstockarewheelchairaccessible.
‘Norwichin90’,forquickerrailtransporttoandfromthecapital,isbeingactivelycampaignedfor
acrossthetimetableaswellasotherupgradestotheLiverpoolStreet‐Norwichmainline.An
ambitionistohavefasterandmorefrequentrailservicesbetweenCambridgeandNorwich,building
ontheOxford‐CambridgeEastWestRailprojectwithimprovementsalsobeingcampaignedforon
theCambridgetoIpswichlinetodelivermorefrequentservices.
ThereiscloseproximitytoLondonviatheA12andM11,theMidlandsfromtheA14andA11and
accessfromtheNorthisviatheA1andA47.FundingisbeingsoughtformoreduallingoftheA47in
Norfolk,atKing’sLynnandintoGreatYarmouth.Thiswouldfollowthehugesuccessofthefinal
duallingoftheA11.TheLongStrattonbypasswillshortentraveltimebetweenNorwichandIpswich.
TheNorwichWesternLinkwillcompleteafully‐dualledcityorbital.Improvementsarebeingplanned
fortheA12/A14CopdockjunctionaspartoftheRoadInvestmentStrategy(RIS3)andadditional
improvementsarebeingsoughtforotherjunctionsontheA14aroundIpswichtoimprovejourney
timesandreliability.
SignpostingtotheregionfromtheM25andM11wouldbebeneficial.
4.3Product–Culture,heritageandarts
Theregion’svibrantculturalsectorboastsinternationallyandnationallycelebratedbrands,playinga
uniqueroleincreatingadistinctivesenseofplace,animportantdriverinattractingtourism.There
areaward‐winningtheatresandinternationalfestivals,includingAldeburghFestivalofMusicand
Arts,theNorfolkandNorwichFestival,OutThereatGreatYarmouth,LatitudeandtheKing’sLynn
Festival.
ThereareimportantheritagesitessuchasSuttonHoo,andNorwichisEngland’smostcomplete
medievalcityaswellasbeingEngland’sfirstUNESCOCityofLiterature.Newmarket,widelyregarded
asthebirthplaceofhorseracingofferstheNationalMuseumofHorseRacing.
OtherhistoricalattractionsincludeCambridgeUniversity,IWMDuxford,NorwichCastleMuseum
andArtGalleryandNorwichCathedral,theHippodromeCircusinGreatYarmouth,theAbbeyofSt
EdmundinBuryStEdmunds,PalaceHouseatNewmarket,ChristchurchMansioninIpswich,
MaritimeKing’sLynn,andElyCathedral.
NationalTrustandEnglishHeritagepropertiesincludeBlicklingHallandEstate,Felbrigg,Ickworth,
AngleseyAbbey,MelfordHall,Oxburgh,TheatreRoyalBuryStEdmunds,FelixstoweLandguardFort
andHarwichRedoubtFort,andprivately‐ownedopenestatesincludeHolkham,Houghton,
Somerleyton,HelminghamandKentwellHall.EnglishHeritageoperateFramlingham,Orfordand
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BaconsthorpeCastlesaswellasBinhamPriory,CastleAcrePrioryandCastleAcreCastle.
Walsingham,‘England’sNazareth’,hoststheCatholicNationalShrineandBasilicaofOurLadyandis
thefocusofanewpilgrimageroute.
TheculturalsectorinNorfolkandSuffolkisrepresentedbytheNewAngliaCultureBoardwhich
workscloselywiththeNewAngliaLEPandNorfolkandSuffolkCountyCouncils.Thesectorhasbeen
successfulinattracting£5.6millionfundingfromArtsCouncilEnglandbetween2018and2021,plus
£3.4millionforthearea’smuseums.TherehasalsobeeninvestmentfromtheNationalLottery
HeritageFundamountingto£81.1millionsince2013/14.TheregionbenefitedfromtheCultural
RecoveryFund.Partnershipworkinghasbeencrucialinattractingthisinvestment.
Aswellasthis,NewAngliaLEP,throughtheInnovativeProjectsandGrowingPlacesfunds,have
providedfundingsupportofover£2mtoawiderangeofculturalprojects,notleastcirca£250keach
toStPeterHungate,Norwich,thefirstchurchnationallytoberepurposed;NewWolseyCampus,
Ipswich;Newmarket’sNationalHorseRacingMuseum;theNationalCentreforThomas
GainsboroughandStPeter’sCulturalCentre,Sudbury;theVenetianWaterwaysatGreatYarmouth
and£500kfortheNorwichCastleKeepproject.
Almost6,985jobsaresupportedbytheculturalsector,accountingforaround1%ofallthejobsin
thearea.Pre‐Covid,Culturehadseenrapidgrowth,increasingby16%since2015,butthe
infrastructureofthesectorhasbeenbadlydamagedbythepandemicanditwilltaketimeand
investmenttorebuild.
Returningthesectortoitspre‐Covidgrowthwillallowittoactasacrucialdriverinachievingthe
progressivechangeweaspireto,andensuringtheEastofEngland’spositioninaglobalmarket
place.
4.4Attractionsandevents
Thereisawealthofprivatesectorfamilyattractions,includingthemeparksandzoos,manyofwhich
haveinvestedsignificantlyinweatherproofingfacilities.MostaremembersoftheNorfolkand
SuffolkTouristAttractionsgroup.
Mostofthesevenuesareopenyear‐roundorclosetoyear‐round,andmanyorganiseseasonal
showsandevents.TheseincludeThursfordChristmasSpectacular,thelargestfestiveeventoutside
theWestEnd;AldeburghFoodandDrinkFestivalatSnapeMaltings;LatitudeatHenhamPark;
PrimEvilatRoarr!DinosaurParkandScaresvilleatKentwellHall;seasonalshowsatGreat
Yarmouth’sHippodrome,theUK’sonlysurvivingtotalcircusbuilding;NewmarketNightsandRoyal
NorfolkShowandSuffolkShow.
Thereisconsiderablegrowthinoutdooractivelifestyleparticipationeventsandhostingof
significantoutdoorevents,includingTheWomen’sTour,TourofBritain,RunNorwich10k,andthe
GreatEastSeriesincludingtheRunandSwimevents.
4.5Product–accommodation
Theregionhasmyriadaccommodationoptionstosuitalltastesandpockets,fromtheadventurous
andquirkytotheluxurious.
Akeysectorisself‐cateringaccommodation.Intheresortsthereisapropensityofqualityholiday
parks,includinglodges,staticcaravans,andchalets.Hotelsrangefromlargebrandstostylish
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boutique;likewisepubsandinns.Therearemanycampingandcaravanningsites,withagrowing
numberofglampingsites.
Bedspacenumbersrangefrom1,333intheIpswichareatomorethan40,000inGreatYarmouth.
Thereisanambitiontocreatemorebedspaces,fromboutiquehotelstopop‐upcamping.
4.6Visionandpriorities–opportunitiesbydestination
Theareacoversadisparatelandscapethatincludesmarkettowns,cities,coastalandrural
destinations.Theirissuesandopportunitiesarenothomogenous,andthisplanidentifies
destinations’specificneeds.
Nonetheless,ourcontiguousregionhasthematicandgeographicalsynergiesthatare
complementaryaswelooktodrivethesectoryear‐round.Forinstance,ourregionincludesseaside
resortsthatsharethesameobjectives;likewise,anumberofareasthathaveahighpropensityof
retail.
Theboundariesthatareformedbycountyborders,administrativeregionsorothergovernmental
divisionsarenotareflectionofanaturaltourismregion‐whereoneisled,notbypublicsector
prioritiesbutsimplybythedestinationperceptionsofvisitors.Multipleanddifferentdestinations
canbepackagedasasingletourismofferingbecausetheyaresymbiotic.
Ourapproachispragmaticaboutthedestinationphilosophy.BringingtogetherthewholeofNorfolk
andSuffolk‐anintegratedLEParea‐andincorporatingadjacentareasinEssexandCambridgeshire,
hascreatedadestinationregionwhichchimeswithvisitors.Itincludesthehugelyimportanttourism
citydestinationofCambridgeaswellasattractivecoastalandruralpartsofEssexwhicharean
intrinsicpartoftheStourValley,DedhamValeandConstableCountryalongsidethevillagesonthe
Suffolksideoftheborder.ThisnaturallyfeelsacohesiveEastofEnglandoffer.
Localauthorityinitiativesenablingandsupportingbusinessgrowthandproductdevelopmentarea
keycomponentofthisplan,particularlywherelearningsandbestpractisescanbeshared.
Wehavelistedcurrentandupcomingprojectsthatwillbedeliveredby2025andwhichwillhelpthe
overallstrategyofdevelopingyear‐roundtourism,productandplace,skills,sustainabilityand
levellingup.
4.7Urban
Norwich
Norwich2040Visionsetsouttheprioritiesforthecity,withTownsFundNorwichInvestmentPlan
identifyingeightdistinctfundedprojectswhichwilldeliverontheprioritiessetout,addressing
challengesintheeconomyandmaximisingpotentialandopportunity.Throughtheseprojects,the
partnerswilldevelopamodern,digital,inclusiveandsustainablecityeconomy,buildingonthe
successofthetourism,techclusterandknowledge‐basedsectors,creativeecosystemandstrong
networks,andaddressinginequalitiestoenablemorepeopletocontributetoandbenefitfrom
theseopportunities.FulldetailsofNorwich’sTownDealarehere.
KeyTownsDealprojectsfunded:
DigitalHub‐anewcitycentreworkspacewithstart‐upandgrowonspacefordigital
businesses.
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NorwichMakeSpaceattheHalls–astateoftheartdigitalmakingspacefor
collaborativecreativethinkingandhighvalue,cross‐sectorpartnershipsbetween
culture,digitalandtech.
Digi‐TechFactory–anewskillsfacilityprovidingdigitaltech,engineeringanddesign
courses.
AdvancedConstructionandEngineeringCentre–atrainingfacilityapplyingtech,
includingIndustry4.0,andcleangrowthtoconstruction,manufacturingand
engineering.
EastNorwichandCarrowHouse–aninvestmenttoacceleratethedevelopmentofa
newhigh‐qualityurbanquarterinEastNorwichthroughmasterplanningand
repurposingCarrowHouseforprofessionalservicesandknowledgeindustryoffice
space.
RevolvingFund–tounlockbrownfieldsitestodelivermodernhomesandworkspaces
forthegrowingeconomy.
PublicRealm–investinginenhancingcitycentrepublicandurbanspacesandimproving
connectivityandnavigation.
Branding–communicatingwhatthecityhastoofferthroughaprojecttodevelopa
commercialpropositionforNorwichas‘theplace’forbusinessandacitytolive,learn
andinvestin.
Additionalcity‐wideprojects/initiatives:
Newwayfindingschemewillberolledoutacrossthecitycentre,includingdirectional
heads‐upmappingforeasynavigation.
NorfolkandNorwichFestivalcelebratesits250
th
Anniversaryin2022.
Norwich’siconicNormanCastleiscurrentlyundergoinga£13.5mredevelopmentto
restoretheKeeptoitsoriginsasaNormanpalace.
WensumLodgeisdevelopinganewCreativeIndustriesandSkillsHub.
NorwichCityofAleisacity‐widefestivalservingtheregion'sfinestbeersmatchedwith
seasonallocalproduce.
NorwichFilmFestivalisaninternationalBAFTAandBIFAqualifyingannualfestival.
LoveLightNorwichisanewbiennialfestivalforFebruary,drivingtourismintheoff‐
season.
NationalCentreforWritingcelebratesits10
th
anniversaryasEngland’sfirstUNESCOCity
ofLiterature.
Ipswich
WithintheIpswichVision’soverallaimofdevelopingIpswichintotheUK’sfirst‘ConnectedTown’(a
progressionoftheinternationally‐recognisedmodelknownasthe’15‐minutecity’),therearea
seriesoftransformativeprojectsthatarefundedaspartoftheGovernment’sTownDealinitiative
forrevivingUKHighStreets.FulldetailsofIpswich’sTownDealarehere.
KeyTownDealprojectsinclude:
DigitalTownCentre:developingaseamlessdigitaleco‐systemconnectingbooking,travel,
venuesandshoppingthroughasingleplatformandenablingAR/VRtrails,accessibility
informationandon‐streetscreens.Improvingthevisitorexperienceofthetownby
implementingdigitalinitiativesthatwouldlooktoconnectwithVisitBritain’sTXGBbooking
system.Potentialtoimprovethehighstreetexperience.
TechnologyandSustainabilityAcademy:neweducationcentreofferingarangeofcourses
focusedondigitalandtechskills.
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WaterfrontPedestrianandCycleBridge:anewbridgeconnectingthewaterfrontand
creatingacircularroutearoundthemarina;enablingforaMaritimeTrail.
‘OasisProject’:anewgreentrailwilllinkthewaterfronttothetowncentreandhelpto
encouragemorewalkingandcyclingwhilstopeningupnew,greenspacesalongtheway;
improvingthetowncentreforresidentsandattractingvisitors.
IpswichTownCentreRevivalFund:withinthisprojectistheaimtodevelopanewmusic
venueinthetowncentre,strengtheningthetown’sculturaloffer.
Additionalupcomingprojects/initiatives:
IpswichMuseumRegeneration:£8mofHeritageLotteryFundingtoredevelopIpswich
Museum.
DevelopmentofNewWolseyTheatreandthebuildingofanewyouthandcommunity
theatrespace.
SuffolkShortFilmFestival:newinternationalfilmfestivalbasedinIpswichFilmTheatre
(October2021).
SPILLFestival2021andbeyond:internationallyperformanceartfestivalhostedbySPILLin
Ipswicheverytwoyears;attractingnewartistsandaudiencesinlateAutumn(outof
season).
TheHold:SuffolkArchivesnewcutting‐edgearchivalcentrewithregularexhibitionsof
nationalsignificanceandcommunity‐basedactivity.
PowerofStoriesexhibitionatChristchurchMansion:anationally,andpotentially
internationally,significantexhibitioncelebratingthestoriesofBlackcommunitiesinIpswich
andSuffolkandfromacrosstheworld;includingcostumesfromtheMarvelBlackPanther
film.
King’sLynnandWestNorfolk
King’sLynnhasbeenawardedthemaximumTownDealFundamountof£25millionformajortown
regenerationprojects.ThiswillincluderegenerationforthetowncentreandGuildhall.Theprojects
aresplitintofourgeneralthemes:economicproductivitythroughurbanregeneration;planningand
landuse;skillsandenterprise;andinfrastructureandconnectivity.
WildKenHillEstatenearSnettishamishostingBBC’sSpringwatch,withotherambitious
developmentsplanningtohappensoonontheEstatehelpingmakeitamajornewwildlife
attraction/events/accommodationvenue.
WatatungaWildlifeReserveispioneeringanewapproachtoprotectingtheplanet’slastpopulations
ofendangereddeerandantelope.Situatedin170acresofunusedNorfolkwetland,thereserveis
dedicatedtotheconservationofthreatenedungulatesandbirds.Thereservestrivestoinspirea
newgenerationwiththechallengesofconservationinthe21stcentury.
AshwickenLakeiscurrentlydevelopingplanstocreateaneco‐resortcentredonwatersideliving,
water‐basedrecreationandwellness.
4.8Coast
2023willbeaYearoftheCoastcelebrationwhichtheregionwillplayasignificantpartin.
GreatYarmouth
GreatYarmouthhasanextensiveseriesofregenerationplansunderwayaspartoftheFutureHigh
StreetFundandTownDealTownInvestmentPlanvisionandobjectives.Transformationwilloccur
acrossacomprehensivesuiteofinterventionsthatspanthetowncentreandtheseafront.These
36
includeactivitieswithintheareasofgrowthandregeneration,arts,cultureandheritage,
connectivityandskills.DetailsoftheGreatYarmouthTownDealarehere.
Thetwomajorschemes(FHSFandTownDeal)havesecurednearly£34moffundingtoprovide
around£91mofinvestmentoverall.
Projectsthathavebeenunderwayorarealreadycompleteinclude:
VenetianWaterwayspublicwatergardensontheseafront.
NewMarinaCentretoopenintheSummerof2022.
ThirdrivercrossingtolinktheA47atHarfrey’sroundabouttotheportandtheenterprise
zoneviaSouthDenesRoad.
DifferentLight:Anambitiousnewpost‐CovidWinterprogramme,includingChri
stmasinthe
Parks,illuminationsonher
itageandiconicbuildings,water‐basedpyrotechnicsandanart
s
trailtosupportinvestmentininfrastructure,lightingandspacestoenableyear‐roundevents
andactivity.
Ging
ere‐scooters:Thetownandseafrontarepilotinge‐scooters.LeadinguptotheSumme
r
of2021,therewere3200registeredusers.ThereisalocalCyclingandWalking
ImplementationPlan.
The120‐year‐oldseafrontEmpireisbeingrelaunchedasamusicandstreetfoodvenue.
FACETisanenvironmentalproject,incollaborationwithNVEconomisheIm
pulsZeeland
(NL),tosupporttourismSMEstomakecosteffectivechangesthatarebetterforthe
environment.
Other
projectsaspartoftheTownDealinclude(butarenotlimitedto):
Arts,CultureandHeritage:Anumberofprojectsthatseektorestoreandsustainablyrepurpose
vacanthistoricbuildingsincludingtheWinterGardens,theIceHouseandanumberwithinthetown.
Growth,regenerationandbusinessdevelopment:Thisincludesstrategicinterventionsintermsof
theunlockingofkeysitesandimprovinginfrastructure.Thekeystrategicprojectsincludethe
developmentofanoperationsandmaintenancecampusandbusinessincubator,andthe
regenerationofNorthQuay.
Connectivity:Akeyelementofthiswillbetoenhancethephysicalanddigitalconnectivitytoand
withinthetown,includingschemestoprovidegreenmobilityandenhancementofseafront,
improvementstotherailstationandotherdigitalandconnectivityinfrastructure
Skills:TheprovisionofalearningcentreandUniversityCampustomaximisethevisibilityand
accessibilityofeducationandskillspathwaystoenhanceemployabilityforpeopleofallages.
Additionalupcomingprojects/initiativesincludingthoseintheFutureHighStreetFund:
RedevelopmentofthehistoricNorthQuayriversidetohosteventsincludingtheMaritime
Festival.
Development
ofatowncentrebasedHeritageCentre
.
ThereareplanstoincreasethenumberofcruiseshipsdockingattheOuterHarbour.
SkillspathwayandtaskforceworkviaasubmissiontotheCommunityRenewalFundfora
projectcalledOpportunityGY.
37
EastSuffolkCouncil(ESC)isinvestingheavilyinitsmajortourismresortsofFelixstoweand
Lowestoft.TheStrategicPlanseekstoattractandstimulateinwardinvestmentandhascommunities
cometogetheraroundasharedsenseofpurpose,placeandrespect.
Felixstowe:Felixstowesouthseafrontisbenefitingfromthebuildofaniconiccafé/restaurantdueto
openlaterinsummer2021andinvestmentisalreadyinplaceforanewaccessiblebeachhutvillage
andactivitypark.PlansareunderwaytodevelopaniconicvisitordestinationattheMartello
Napoleonictowerandtoenhancetheremainingsouthseafrontgardensandpromenade.£2m
alreadyinvestedinFelixstowe,withmoreinthepipeline.Theprojectsaredesignedtoenhancethe
visitorexperiencebycreatingiconicandattractivevisitordestinationsthatcanbeenjoyedallyear
round.Theyprovideamixofproductdevelopment,enhancementofplaceandaimtodelivermore
sustainablevisitorexperiences.
Lowestoft:FirstLightFestivalisanintegralpartofwiderplacemakingandculturalregenerationfor
Lowestoft,keytotheambitionsofthenewTownInvestmentPlan,buildinganewpositivenarrative
forthetownthatcelebratesitspositionasUK’smosteasterlypoint,promotingLowestoftasa
vibrantplacetolive,workandvisitbydeliveringexcellentculturalandartseventsandcommunity
projectsthatlocalpeoplefeelproudofandeveryonewantstobepartof.FirstLightsignificantly
supportsandcontributestothefollowingstrategicpriorities:
LowestoftTownInvestmentPlan:Lowestoftisattheforefrontinusingheritageandculture
asa
driverforregeneration.
LowestoftCulturalStrategy:LowestoftadvocatesthebenefitsofcultureforPeople,Placeand
theEconomy.
LondonRoad,LowestoftHighStreetHeritageActionZone(HSHAZ):Thecreation
ofacultural
programmewithin
this
area.
LocalEn
terprisePartnership:MaximiseandgrowtheuniquesellingpointsofEastSuffolk
by
buildingculturaltourism.
Workisun
derwayinLowestofttodelivertheseafrontstrategyandvision.Committedprojects
includeJubileeTerrace:72iconicbeachhuts,caféandpublictoiletsregeneration(2021/22)andEast
PointPavilion:RevitalisedfoodandbeveragefacilitywitheventsandculturalspaceopeningOctober
2021.
Hunstanton
FromSpring2021thetownwasawardedfundingforanewHunstantonDarkSkiesObservatorybuild
fromtheEXPERIENCENorfolkproject.
Hunstanton'sRegenerationMasterplanincludesmajorlibrary/busstationredevelopment,workon
thetown’sheritagegardensandredevelopmentoftheHunstantonSailingClub.Themasterplansets
outavisionofHunstantonas:anactivetown;atownthatmeetstheneedsofitsresidentsandacts
asagoodlocalservicecentre;andamoreattractiveseasidedestinationwherevisitorsreturn,stay
longerandspendmore.
NorthNorfolk
ThecoastandcountrysideofnorthNorfolkcanfacilitatethebroadestitineraryforthenaturelover,
theconnoisseur,theadventurer,theartist,theexplorer,thepilgrim,thebeachcomber,stargazeror
thoseseekingaplaceofquietcontemplation.
Aswellassomeofthemostspectacularbeachesinthecountry,theareaishometoTheDeep
HistoryCoast,featuringaunique22‐milediscoverytrail,broughttolifebyinstallationsandan
augmentedrealityapp.Thisdynamiccoastlinetellsthemostsignificantstoryofthegeologicaland
biologicalevolutionofBritainincludingthe800,000‐year‐oldhumanfootprints,theearliestevidence
38
East Suffolk
ofmanfoundoutsidetheGreatRiftValleyinAfrica,andthediscoveryofthealmostcomplete
fossilisedskeletonofa600,000‐year‐oldmammoth.
Thedestinationhoststhemostimaginativeattractions,suchasBeWILDerwood,anaward‐winning
forestoffamilyfunandoutdooradventure;PensthorpeNaturePark,hometomanyrarebirdsand
famedforhostingSpringwatch;andThePoppyLineheritagesteamrailway.Itprovidesthemost
accessiblelocationsforwalkers,cyclists,canoeistsandsailors.
Thedistrictperfectlyachievesthatfinebalance:providingtheinfrastructuretohostvastnumbersof
visitors;whilstappearingundiscoveredandwild.Itscommunitiesandbusinessestakehugepridein
thequalityoftheenvironmentandthevisitorexperience.
4.9Markettownsandcountryside
WestSuffolk
During2022BuryStEdmundswillbecelebrating1,000yearssincethefoundingoftheAbbeyofSt
EdmundinBuryStEdmundsbyKingCanute.Theten‐yearvisionfortheAbbeyofStEdmundisthat
itwillinspireallitsvisitorsthroughexcellentconservation,learningandcommunityengagement.
TheSuffolkInclusiveGrowthInvestmentFundishelpingHighStreetsbysupportingnewbusinesses
andrevitalisingvacantunitsacrossWestSuffolktoprovidevibrantandattractivetowncentresfor
visitors.
Thisincludestheredevelopmentof17‐18CornhillinBuryStEdmunds,thesiteoftheformerPost
Office,aschemetoprotectandkeepthehistoricfrontage,returningthesitebackintoeconomicuse
anddeliveringhomesandcommercialfrontagetothetowncentre.
WestSuffolkCouncilareinvestinginelectricvehiclechargepointstoservebothresidents,visitors
andbusinesses,bytriallinglamppostmountedchargepointsinresidentialareas,aswellasproviding
fastchargepointsinpubliccarparkstoallowvisitorstochargetheirvehicles.
AgreeninfrastructurestrategyisbeingpreparedforWestSuffolkwhichwillhelpinformtherevision
ofthelocalplanandensurethatWestSuffolkremainsagreenandleafydistrict.
OneofthemanyalluringfeaturesofWestSuffolkisthehighnumberandqualityofitsparksand
publicgreenspaces.Thedistricthoststhemost‘GreenFlag’accreditedparksinthecounty.These
sitesarediverseinnatureandincludetheornateAbbeyGardensinBuryStEdmunds,theforested
BrandonCountryPark,thehistoricallysignificantWestStowCountryPark(containingWestStow
Anglo‐SaxonVillageMuseum)andEastTownPark,inHaverhill,whichlinkstotherailwaywalkand
providesagreencorridorintotheheartofthetown.
InNewmarketallthemajorstakeholdersassociatedwiththetown’s£240mayearhorseracing
industryareworkingtogetherwithDiscoverNewmarkettobuildacomprehensiverangeofbookable
experiences.Newelectricminibusguidedtoursprovideamoresustainablemodeoftransportfor
visitormovement.
BroadlandandSouthNorfolk
TheBroadsAuthorityhasextendeditsSustainableTourismPlanto2023.
The140‐acreBroadlandCountryParkhasopened,withongoingworktorestorethisimportant
heathlandhabitat.
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ThenetworkofEVCPs,whichcurrentlycoversalltheMarketTownsinSouthNorfolk,willbe
extended.ThepointsarediscoverableontheZapmapusedbymostEVsystemsandoffervisitors
thechancetochargetheirvehiclewhiletheyexplorethetowns.
ThelocalauthorityaresupportingmarkettownbusinesseswiththeClickItLocalonlinetradingand
deliveryplatformtoenableindependentretailerstocompetewithlargerbusinessesandtrading
platforms.Inaddition,theGoDigitalprojectisprovidingdigitalmentoringandtraining.
Breckland
BrecklandhasoneofthemostdistinctivelandscapesintheUKandboastsitsbestoverallclimate
withlowrainfallandhotsummers.Thisistheplaceforeco‐adventure.
ThegatewaytoBrecklandistheancienttownofThetford,whichisaperfectbasefromwhichto
beginexplorationofthearea'sdiversity,itsoutstandingwildlife,richhistoryandfunoutdoor
activities.
TheMarketTownsInitiativewillimplementplaceregenerationthroughpublicrealmandkey
strategicprojectsinDereham,Swaffham,Thetford,WattonandAttleborough.
Undergoinga£2mdevelopment,GressenhallFarmandWorkhouseisafamily‐friendlyworkhouse
museum,ruralheritagecentre,50‐acreestateandworkingheritagefarm.Itcontainstherecently
opened‘VoicesoftheWorkhouse’exhibitionexploringthelivesandtreatmentofsomeofthe
poorestpeopleinVictoriansociety.
BaberghandMidSuffolk
Knownasthe‘HeartofSuffolk’,BaberghandMidSuffolkishometothemedievalWoolTowns,
quaintbutbustlingmarkettowns,historichousesandgardens,innovativeculturalvenues,coast,
countrysideandrivervalleys.Ithassomethingforeveryone,butasthereiscurrentlynocentral
pointwhichvisitorsgravitateto,thevisitoreconomyisdisparateandsmallerinscalethanits
potential.
However,thingsarechanging,newattractionsarebeingplannedandmajorpublicandprivate
investmentisheraldingsignificantopportunitiesfortheeconomyofthisruralcentreofSuffolk.
TheJohnPeelCentreforCreativeArtswillexpandtheirvenue,makinguseofanadjoiningspace,the
formerNatwestBank.Thiswillallowforagreaterflexibilityofhires,increasedback‐stagefacilities,a
largercateringofferandamoreparticipatoryprogrammeofevents.
TheRegalTheatreandCinemahasundergonea£3.6mredevelopmentprojecttocreatetwonew
auditoriums,expandedbarandnewcaféwithflexibilitybultinforhostingsmallmeetingsand
conferences.
TheNationalCentreforGainsboroughisbeingdevelopedinSudbury.This£9mprojectincludesa
landmarkthree‐storey
structurethatwillcreatethelargestgalleryinSuffolk.Itwillincludespaces
forexhibitions,displaysandlearningwithfournewgalleries
and
newcaféoverlookingthebeautiful
18thcenturygardenwillenhancethevisitorexperience,alongwithimprovedfacilities,morespaces
forlearning,talksandconcerts.
Themulti‐millionpoundrenovationofStPeter’sChurchinSudburyintoanewartsvenueincluding
mezzaninegalleryandexhibitionspace,caféandbarwillbecompletedin2022.
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TheStowmarketMuseumofEastAnglianLifehouses7historicbuildingssetin75acresoflandwith
over40,000objects.ItisonitsjourneytoberevitalisedastheNationalMuseumofFoodwhichwill
helppeopleunderstandwheretheirfoodcomesfrom,usingdemonstration,displays,theliving
landscape,tastingsandhands‐onexperiences.
ValleyRidge,a284‐acremid‐Suffolksite,willbedevelopedasapremiumstaycationresort,offering
year‐roundWinterandwatersportsalongsidebest‐in‐classleisureandhotelfacilitiesusing
sustainable,carbon‐neutralinfrastructure.This£500mdevelopmentwillincludeasnowdome,
housingoneofthelargestindoorskislopesintheUK,awaterpark,wellnesscentre,fitnessstudios,
cinema,andretail.Theproposalsincludea350keyhotelandapproximately494self‐cateredlodges.
Itwillcreateapproximately1800newjobsonsitewithanother2000inthelocalsupplychainand
reflectsascaleofambitionnotoftenseen.
TherevivalofBentonEnd,the16thcenturyformerhomeandgardensofcelebratedartist‐
plantsman,SirCedricMorrishasbegun.InpartnershipwiththeGardenMuseumofLondon,the
houseispreparingtoopenonceagainasacentreforthestudyofartandhorticulture.
TheRiverStourFestivalrunsayear‐roundprogrammeofeventscelebratingtheriver,itsculture,
surroundinglandscapeandpeople.Itprovidesagatewaytoarts,nature,health,environment,and
businessesintheStourValleyandbeyond,andconnectsbothlocalpeopleandvisitorswiththerich
landscapeontheirdoorstep.
ThePrimadonnaFestival,thefirstliteraryfestivalintheUKtospecificallygiveprominencetoworkby
women,hasmadeahomeforitselfinStowmarketattheMuseumofEastAnglianLife.Nowinitssecond
year,itbringstogetherwriters,editors,readers,publishers,artists,thinkers,comedians,performers,
musiciansandfoodiestoshareexperiences,ideasandevents.
SudburyisregardedtodayasBritain’smostimportantcentreformanufactureofwovensilkfabrics,
producingnearly95%ofthenation’swovensilktextilesinSudbury’smills.ThefirsteverSilkFestival
forthetownwasdeliveredin2019,followedbytheSudburySilkStoriesfilmandCreativeYoung
Weaversproject.SilkCelebrationeventswillcontinuewithayear‐roundprogrammeplannedand
thefestivalwillreturnin2023.
SouthCambridgeshire
A168‐bedroomHamptonbyHiltonhotelisbeingbuiltatImperialWarMuseumDuxfordto
complementthesite’sconferencefacilities.
WestNorfolk
DownhamMarketformedastrategygrouptocreateaNeighbourhoodPlanandvisionforthe
markettowninFebruary2021.ThisisadocumentthatiscreatedbytheTownCouncil,workingin
partnershipwithitscommunityandwhichwillbeused,togetherwiththeBorough’sPlan,in
decidingplanningapplications.Thisisanongoingworkingopportunitywithaimstocreatean
environmentwhichwillmakethemarkettownapositiveandvibrantplaceinwhichtolive,work
andplay.
4.10Regionalandcounty
EXPERIENCE:TheINTERREGFrance‐Channel‐EnglandEXPERIENCEproject,ledbyNorfolkCounty
Council,isanopportunitytodeliverneweconomicgrowth,harnessingthenewtrendofexperiential
traveltogrowAutumn‐Springtourismandbringgreatersustainabilitytoregionaldevelopment.
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Experientialbookingsgrewby125%in2017(TripAdvisor.com)andusingexperientialtourismto
marketholidaysisstronglyrecommendedby56%ofDestinationManagementOrganisations
(TrekksoftTravelTrendreport2018).
Thereisastrongneedtoimprovesustainableuseofourabundantnaturalresourcesandtheculture
andhistoryofpeopleandplace.
EXPERIENCEcapitalisesonanewaudiencewillingtoexploreoutsidetraditionaltouristdestinations
bydevelopingworld‐class,innovativeexperientialtourismproductstoattractthatmarket.
ItslearningswillbeappliedtotheoverallaimsandobjectivesoftheManagementPlan.
CelebratingCulture:UnderthebannerofHeadEast,thisprojectaimstoreuildtheyear‐round
visitorandculturaleconomythroughproductdevelopmentandenhancement.
4.11ScreenTourism
Giventhehighlevelsoffeaturefilmandhigh‐endtelevisionproductionintheUK,ScreenTourismis
expectedtoincreaseintheUKinthecomingyearsandcanbedevelopedinthisregion.Therehas
beenrecentregionalsuccesswithfilmssuchasNetflix’sTheDig,ArmandoIannucci’sThePersonal
HistoryofDavidCopperfieldandtheDannyBoyle‐RichardCurtismovieYesterday.Visitorscanstay
atthe‘HarryPotterhouse’inLavenham.
MuchofthissuccesscanbeattributedtoScreenSuffolk.NorfolkCountyCouncilhascommissioned
OlsbergSPItoanalysetheopportunity.
OlsbergSPIhavepreviouslydoneastudyonScreenTourismforCreativeEnglandandVisitEngland
thatprovidedclearevidencethattouristswilltraveltositesspecificallybecausetheyhavebeen
depictedinfeaturefilmsandtelevisiondrama.
36.1%ofallinternationaltouristsand11.6%ofalldomestictouristssurveyedonsiteatsixlocations
studiedfortheproject,includingHolkhamHall,couldbedefinedascorescreentouristsieascreen
productionwastheprimarymotivatorfortheirvisit.
Thevalueofthesevisitsissignificant,withthebest‐performingsitesattractingdayspendvaluefrom
internationalvisitorsofupto£1.6millionannually.Combinedwiththedayvisitvalueofdomestic
corescreentourists,thebestperformingsitesaw£4.3milliontotalscreentourismspendannually.
AcrossEngland,aconservativeestimateputsthevalueofinternationalscreentourismbetween
£100million‐£140million.
AnexampleofattractingoverseasvisitorsisApple+TVseriesMastersoftheAir,thelastofthe
secondworldwartrilogyproducedbyTomHanks’PlaytoneandStevenSpielberg’sAmblinanddue
tobestreamedinlate2022.Thisfocusesonthestoryofthe350,000servicemenoftheUSEighthAir
ForcewhotransitionedthroughtheEastofEnglandfrom1942to1945.Whenthefirst,Bandof
Brothers,wasaired,NormandyTourismreporteda40%upliftinNorthAmericanvisitors.
VisitEastofEnglandbroughttheexecutiveproducerandscreenwriteroftheseriestotheregionin
2017aspartoftheVisitBritainDEF‐fundedFriendlyInvasionproject.Itwasthelearningsfromthis
projectthatconvincedPlaytoneandAmblintogoaheadwiththeseries.
5Skills
Covid‐19andBrexithavecreatedrecruitmentchallengesacrosshospitalityandtourism,butthe
biggestbarriertoproductivityinthevisitoreconomyisnothavingacross‐the‐boardyear‐round
visitoreconomy.
42
TheVEEWinter2020BusinessSurvey(473responses)suggestedthatthemajorityofbusinesstrade
(43%)isdeliveredduringthesummermonths,followedbyalmostequalshareofactivitytaking
placeinSpring(23%)andautumn(21%).Winteraccountsfor13%oftheannual’stotalvolumeof
trading.Threeinfive(62%)believethatdevelopingtheyear‐roundvisitoreconomywouldhelptheir
businessinthefuture.Twothirdsofrespondentsbelievethatnotdevelopingyear‐roundbusinessis
thekeybarriertobusinessproductivity.‘Makingtheregionmoretopofmindwithpotentialvisitors’
(21%)and‘High‐quality,year‐roundexperiencesthataregoodforvisitorsandhostcommunities’
(20%)aretwokeymeasuresthatwouldhelpbusinessesdeveloptheyear‐roundvisitoreconomy.
Half(50%)ofrespondentsbelievetrainingprogrammeswouldalsohelpthemextendtheirseason.
Todevelopthiswouldhelpovercomeitsbiggestmarketfailure:thenarrativethatthesectoris
seasonal,lowskilledandlowpaidandthatemploymentisa‘holidayjobforyoungpeople’rather
thanacareer.
Thesurveysuggestedthattheotherkeychallengesarethe‘gapbetweenjobsavailableinthesector
andtheworkerqualifications’,the‘costofdeliveringvocationaltraining’,‘insufficienttieswith
industry’and,problemswiththelocationofsometrainingfacilities,resultingindifficultiesattracting
criticalmassofstudentstomaketheofferingsaffordable.
Thereneedstobeanemphasisonreskillingandupskilling,withentrypointsforpeoplefurtheronin
theirlives.
Thevisitoreconomyisaboutpeopleandthereareamultitudeofentrylevels.Itisthe‘ultimate
meritocracy’:tourismrewardsambition,ithaseaseofcareerprogression,itaidssocialmobility,and
providestransferableskills.Therearegoodcareersforallagesaslongasthepersonhasagood
attitude,communicationskillsandpersonality.
Thereisamulti‐facetedskillschallengefacingthevisitoreconomy,andaneedforfurtherandhigher
educationtoworkcloselywiththesectortodevelopcareerpaths.
Theindustryrequiresyoungpeopleinspiredtomakeadifferenceinthelocaleconomy.Courses
needtoreflectthediversityofthevisitoreconomyandatthesametime,focusonthebasics:
excellentcustomerservice,demonstrablecharacterstrengthssuchasoptimismandcuriosity.Basic
numeracyandastandardofliteracythatcanbeputtoworkondayoneneedtobeachievedtoo.
Visitoreconomycoursesneedtoputsustainabilityattheheartoftheirprospectus,whileissuessuch
asequalityanddiversityshouldtakecentrestageoftheHumanResourcesagenda.
Educationhasexcellentrelationshipswithlocalbusinessesoftenbuiltaroundtheapprenticeship
offer.Thisrelationshipneedstobebroadenedanddeepenedsothatacustomerservicestandardis
achievedacrossthesector.Thisrequiresinspirationfromindustryleadersaswellasanewmindset
amongtrainingprovidersandcolleges.
VEE’sVisitorEconomySkillsGroup,ledbyWestSuffolkCollege,hasrecentlyspearheadedaVisitor
EconomyNetworkInitiative(VENI),afirstfortheEasternregionandanimportantpartoftheskills
offer.Itwasawarded£1.1mfromtheEuropeanSocialFund.TheVENIpartnership,comprisingthree
collegesandprivateandpublicsectorstakeholders,canbegintoputthecomponentsinplaceforan
EastAcademyforSkillsinTourism(EAST).Thisvisionisforajoined‐upindustryprovisionforthe
region,deliveringtheskillsneededinmanagementandinthew
orkforceaswellasthoseneededin
thef
uturelabourmarket.
EASTwillbeginasanonlineresourceontheVisitEastofEnglandwebsitethatwillprovidebespoke
trainingmodules.
43
AcommitmentthroughtheVENIinitiativetorolloutcustomerservicetrainingacrossthesector
makesthisframeworkallthemorecritical.
Thevisionistoworkwithpartnerstocreateanapprenticeshipprogrammewhichcanbeaflagship
offerinEAST.Muchworkhasbeendonerecentlyinmakingapprenticeshipsmorerelevanttothe
sectorandthishasresultedinsignificantlygreatertakeupofapprenticeshipsintheregion.This
needstobefurtherexpandedsothateverybusinesscanfeelreassuredthatnewrecruitswillbe
appropriatelysupported.
Commitmenttoasuccessfulvisitoreconomyneedstobeasharedresponsibility.Theongoingskills
debatemustnotonlyincludebusinessvoicesbutbeledbytheneedsofbusinesses.
5.1Changingthenarrative
Thereisamisconceptionthattourismandhospitalityjobsaresomethingtodountila‘proper’one
comesalong.
Wewillchangetheperceptionsabouttourismandhospitalityjobsandencouragemorepeopleto
jointheindustrythroughanewskillsacademytoaddressthepersistentskillsissuesholdingbackthe
sector,suchasworkforceshortfallsandstaffretention.Wewillworkinpartnershipwithtraining
providers,takingaleadershippositioninmakingtheEastthedestinationfortourismskillsintheUK.
5.2Skillsandtrainingsupport
EASTwillputbusinessesattheheartofitsethos,andtheacademyprospectuswillfullyreflectthe
needsoflocalindustryacrossthevisitoreconomy.
EASTisaboutharnessingthebestresourceswehave‐incolleges,amongtrainingproviders,through
businessnetworksandmostimportantlythroughcollaboration.Innovativeskillsprojectswhich
combineexistingresourceswillbetherouteforward.
EASTthen,isasharedresourceandacombinedvisionforskillsprovisioninthevisitoreconomyin
theEastofEngland.
TheservicesofEastAcademyforSkillsinTourismwillinclude:
Trainingcourses,egdigitalpromotion,tourismleadership,bra
nding,2030NetZerogreen
tourism.
Anappre
nticeshipprogrammerelevanttoallpartsofthevisito
reconomy.
Anin
ternshipprogrammefromuniversities,collegesandschoolsincludingintern
ational
internshi
pprogrammeshelpingbusinesstointernati
onalise.
Mentoringservices.
Coordinationofpublicsectortourismskillsprogramme
s.
Aninnovativetrainingcalendarallowing
businesstoprovideyear‐roundemployment.
Throughinternationalstudentsprovideaglobalprofileforattra
ctingbothtalentandvisitors
totourismtotheEast.
Aswellasthese,theskillsacademywill:
Getmoreindustryfiguresintoschoolsandcollegetopromotetheindustryandhelpmake
thesectora‘careerofchoice’.
Changethe
mindsetofcareersadvisors.
Promotethe
attractivenessofourindustry.
44
5.3 Ambassador/customerservicescheme
ThesectorSkillsGroupwilldevelopaschemetodeliverbetterappreciationofcustomerservicethat
willinclude‘conciergeskills’andlocalknowledge.Theschemewillhelpthesectorworkforcetogain
abetterunderstandingofdeliveringyear‐roundtourism.
Partofthevisionistocreateexcitinglocaleventsthatcombinethebestofthefarmers’market
conceptandthebreadthofacountyshow,withakeysustainabilityfocusandtheexcitementof
culturalevents,fromstreettheatretomusicandchildren’sentertainment.Workingwithlocal
collegesandschools,wewillcreateeducationalchannelsthatflowintothis‘InnovationCarnival’.At
theheartoftheinitiativeistheideaofbusinessessupportingeachother,learningaboutnew
products,tastinglocalflavours,andultimately,buyingandsellinglocalproducetonewcustomers–
boththosefromthehospitalitysector(newlocalproduceintolocalrestaurants,cafésandhotels)
andtothelocalcommunity–creatingnewsustainablelocalmarketsforregionalproduce.
Asoneofthelargestapprenticeshipprovidersintheregion,WestSuffolkCollegewillworkwith
collegeandHigherEducationpartnerstoestablishanindustryapprenticeshipacademy.Thiswill
enablebusinessestobenefitfromhighquality,workreadyapprenticesbasedintheirlocalareas.
Apprenticeshipswillbeofferedacrossarangeofsubjectareasandotherstandardswillbe
developedbasedondemand.Wewillsupportlocalbusinesses,createapprenticeshipopportunities,
bringnewtrade,encouragetheconsumptionoflocalproduceacrosstheEast’scommunitiesand
provideaspringboardforexcitingculturalandeducationalevents.Atthesamewewillinspire
youngpeopletogetinvolvedinthelocalcommunityandtolearnmoreaboutlocalproduce,its
beneficialimpactonfoodmiles,anditscontributiontoavibrantvisitoreconomy,wherelocalfoods
andcraftscanaddtothevisitorexperienceinimportantways.Morethanthis,theinvolvementof
youngpeoplethroughtheLEP’sYouthPledgewillhelpintroduceanewgenerationoflocalpeopleto
thevarietyofbusinessesandjobopportunities(includingapprenticeships)availableinthevisitor
economy,fromhospitalityandmanagementrolestoPR,eventplanningandofcoursecustomer
service,nottomentionallofthecross‐sectorsupportrolesfromaccountingandHRtologisticsand
foodmanufacturing–allsectorsstronglyrepresentedintheEast.
Wewillworkwithschoolsandcollegesinalloftherelevantareastoensureteachingstaffareaware
oftheopportunities.InpartnershipwiththeLEP’sEnterpriseAdviserNetworkwewilldevise
curriculum‐relevantresourcestoalignasfaraspossible,withcoursedeliveryplans.Akeylong‐term
aspirationofthisworkistochangeperceptionsofthesector(VisitorEconomyandwiderfood
productionsector);promotecareeropportunities;anddevelopworkrelatedexperiences.
Tobeginwithwewillcreateaclusterofbusinesseswillingtoengagewithschoolsandcollegesand
takeonapprentices;talktoschoolsandgetlocaleducationprojectsunderway;planactivities(both
onlineandphysical)involvingemployers;andcreateascheduleshowingtheprocessofengagement,
projectwork,events,workexperience,andpotentialjobs.
AvitalpartofourvisionistheinvolvementoftheWestSuffolkCollegeSustainabilityCentrewhich
hastwosustainabilityexpertstospearheadastepchangeinbusinessandcommunityattitudes
towardsdecarbonisationandenvironmentalimprovements.ThisCentrewilloffershorttaster
coursesonsustainabilityandlongermorein‐depthcoursessuchastheIEMALevel3tobusinesses
andwewilldevelopparalleleducationalpackagesforschoolsandcollegestudents.
WewillliaisewithHigherEducationestablishmentstobroadenthiswork.
45
Buildingoncenturiesofinnovation,theEastofEnglandispioneeringthetechnologiesandscience
neededtopower,feed,andconnectagrowingpopulationforacleanerandmoresustainablefuture.
Ithastheworld‐leadingTyndallCentreattheUniversityofEastAnglia.TheEastofEnglandisthe
UK’sleadingproducerofrenewableenergyandatestbedforinnovationinindustries,suchas
farmingandfoodproduction.Itwillleadinsustainabletourismtoo.
Economicgrowthmustgohand‐in‐handwithgreaterprotectionforournaturallandscapes,our
forests,beaches,cleanair,andareasofoutstandingbeautyrichinbiodiversity.Wehavean
exceptionalnaturalenvironmentwhichisparticularlyvulnerabletoclimatechange,makingour
coastlinethemostdynamicintheUK.
Theseunprecedentedtimesgiveusanopportunitytoresetandjump‐startthesectortowardsanew
modelofsustainableproductionandconsumption.Thiswillbedonebyencouraginginformedand
responsibletravelthatcontributestolocaleconomiesandconnectedlocalsupplychains,protects
culturalheritageandnaturalresources,andmovesustowardsazero‐carboneconomy.
Therearesocialandwellbeingbenefitsofsupportinglocalfirms,producersandenvironments.
Sustainableprioritiesshouldbeamplifiedtobringtheenvironmental,socialandeconomicbenefits
tothevisitorsandstakeholders.
Keytothiswillbespreadingdemandseasonallyandgeographicallytohelpmitigateover‐tourismin
afewSummer‘honeypots’.
TheEastofEnglandwillalignitselfwiththegovernment’sSustainableTourismPlantobepublished
laterin2021,aimedatputtingtheUKattheforefrontoftheglobaldiscussiononsustainabletravel.
6.1Deliveringcleangrowth
WewillestablishaSustainableTourismGroupthatwillinvolvebusinessesleadingonsustainability
includingAdnams,AnglianWater,EastofEnglandCo‐OpandHolkhamHallEstate.Theywilldevelop
theSustainableTourismPlanthatwillbearoadmaptoNetZero.
ThegroupwillusetheGovernment’sgreenindustrialrevolutionplanandtheUNSustainable
Developmentgoals,inparticularreinforcinglocalsustainabilityandclimateemergencyplans.
TheSustainableTourismPlanwillbuildonthesignificantinvestmentsinsustainabletourismalready
underway,suchasthecompletionoftheEastCoastPath.
Theplanwill:
Includeacommitmenttoenvironmentalandsocialsustainabilityinourwork.
Discoverandsharebestpracticesalreadytakingplace.
PromotehowtohelpvisitorsmakesustainablechoicesonourDMOwebsitesandin
consumerinformationpre‐tripandplanningegrailtravelovercars.
Createsectionsonconsumerandtradee‐commsandconsumerandcorporatewebsitesto
makesustainabilityobjectivesandrelatedcontenteasytofind.
Promotespreadingdemandontransport,seasonalityandgeography.Thisshouldinclude
developingsecondarydestinations.
Promoteenvironmentallyfriendlyactivitiesandproductofferings.
Encouragevisitorstogiveback,highlightingcommunityserviceorwaystolearnaboutand
contributetopreservingthenaturalenvironment(litterpickingonthebeach,volunteering
asaparkranger).
Encouragemoreuseoflocalproduceonmenus.
46
6 Sustainability
Encouragemoreuseofpublictransport,walkingandcyclingincludingdevelopmentofnew
them
edwalkingandcyclingroutestohelpvisitorsgetaround.
Encouragevisitorstouselocalproductsandservices–livelikealocal.
DevelopaGreenStandardforwhichbusinesseswillhaveto,forexample,ad
optacarbon
reductiontoolkit.
DevelopaGr
eenPledgeforvisitorstoadheretoegrespectingournaturalenvironment,
not
wastingwate
r,responsibleuseofplastic,basedontheDEFRAreviewoftheCountryside
CodepublishedonApril12021.
PromoteStanstedAirportandStenaLine’seffortsonJetZeroandgreenermaritimeto
decarbonise
theindustries.
PromoteGre
aterAnglia’senvironmentallyfriendlyrollingstock
.
Workonthe‘finalmile’toimproveconnectivity.
6.2DigitalInnovation
Technologyandinnovationhavebecomeanenablerfortheconsumertolearn,reach,planandbook
abreakandpackage,aswellasopeningupinstantaccesstopurchasesfrommobiledevices.Visitors
canaccessservicesandinformation,suchasdigitalbookingsystems,digitaltrails,QRcodes,apps,
anddigitalinterpretation.
Digitalandtechtourismadvancementhascreatedaninterconnectednessofsmartertravel,smart
accommodation,andservices.Itcanhelpuspaintapictureofourdestinations,attractions,
experiencesandoffers,reach,andtargetouraudiencesmoreeffectively,supporttheexperience,
andsupportretentionofvisitorsandrepeatvisits.
Aspartofsectorrecoveryandrenewalwewillconsiderhowfurtherapplicationofdigitaland
technologicalinnovationcanpositivelyimpactonourplansandprioritiesforthevisitoreconomy,
includingaddressinglowproductivity,perceptionofthevisitoreconomyasalowskillssector;
extendingtheyear‐roundvisitoreconomy;supportingasustainableNetZerotourism
industry;andreimaginingourtowncentresandhighstreets.
Tourismbusinesseshaveembracedtheopportunitiesprovidedbydigitalinnovationduringthe
pandemic,leadingtoefficienciesandimprovedworkingpractises.Thisworkwillcontinueandwillbe
collatedasaBestPractiseguideforbusinesses.
Tech+TourismeventsthroughTechEastandpartnerswillhelpbusinessesdigitisetheiractivities.
Improveddigitalconnectivityintheregionwouldhelpharnessthepowerofnewtechnologies,such
asfullfibreand5G,tothebenefitofbothbusinessesandvisitors.
6.3Transportnetwork
Air:Stanstedhasplanstogrowpassengernumbersto43millionby2032andiscommittedto
achievingthissustainably:therewillbenoincreaseinflightsornoiselimits,Stanstediscarbon
neutralandwillbezerocarbonby2038.Stanstedalsohasthehighestpublictransportmodeshare
ofanyairportintheUK.
Rail:GreaterAngliahavemadea£1.5bninvestmentingreenrollingstock.
WewillworkwithGreaterAngliatopromotethenewdomesticrailtourismproductbeing
developedtheRailDeliveryGroup,GovernmentandVisitBritain.Buildingonthesuccessofrail
tourismproductssuchastheBritRailpass,theproductwillencouragesustainabledomesticholiday
travelandreducetourism’srelianceoncars.
47
ActiveTravel:Gettingvisitorstotravelwithoutusingfossilfuelswillnotonlyimprovethe
environmentandreducethecarbonfootprintbutitwillalsoimprovehealthandwellbeing.
IntheVEESpring2021ConsumerSentimentSurvey86%ofrespondentssaidtheywouldtravelto
theregionbyprivatecar,and47%willwalkwhenherebutonly7%willcycle.
7Businesseventsandconferences
WithleadingclustersofICT/digitaltechnology,cleanenergyandagri‐food,wewillexplorewhat
infrastructureandinvestmentisneededtocapitaliseontheopportunitytodevelopbusiness
tourism,conferencesandevents.
WewillworkwithMeetCambridgeandotherstodevelopBusinessVisitsandEventsandaBusiness
ConventionBureau,broadeningMC’sworktoinclude,forexample,HolkhamHall,Norwichand
SuffolkUniversitiesandNorwichSciencePark.
WedonothavemajorconferencefacilitiesbutourUSPwillbeourheritagebuildingsandvenues
likeIWMDuxford,NewmarketRacecourse,NorwichCastle,TheHold,SnapeMaltings,NorwichCity
andIpswichTownFootballClubsandtheHanseaticclusterofListedheritagebuildingsinKing’sLynn
alongsidenumeroussmallervenuesspreadacrosstheregion.
Wewillworkwithourheritageassetstoprovidemoney‐can’t‐buyadd‐onsegprivatetoursof
Holkham.
Inaddition,wewilllooktopromotetheEastofEnglandasaweddingdestination,buildingonthe
workofNorfolkCountyCouncil’sCelebrateinNorfolkandTheSuffolkCoast.
8Accessibilityforvisitors
By2025aquarterofthetourismmarketwillhaveaccessibilityneeds.Already,oneinfiveintheUK
livewitheitheradisabilityorahealthconditionwhichaffectshowandwheretheychoosetospend
theirleisuretime.The‘PurplePound’isworth£12bnayearintheUK.
Wewilldevelopbespokeonlinetourismtoolkitsforbusinessesthatwillincludeguidanceon
ResponsibleTourismandInclusiveandAccessibleTourism.
9Background
9.1TheEastofEnglandvisitoreconomy
Thevisitoreconomysectoristheregion’slargestindustryandbiggestemployer,withthepotential
togrowquickly.ThesectorhasadiverseofferingandisdominatedbySMEs,manyinnovative,
entrepreneurialand,asCovidhasproven,adaptable.
In2019,ourvisitoreconomyroseinvalueby3%to£5.5bn.Tourism‐relatedemploymentincreased
byover3%.InNorfolktourismjobswereup3%to69,266andinSuffolkup4%to44,498.Thismeans
tourismwas19.5%ofallemploymentinNorfolkand14.2%inSuffolk.Theareaattracted4,898,000
stayingtripsand83,611,922dayvisitors.
EstablishingourDestinationManagementPlanwillhaveatransformationalimpactonourvisitor
sectoraswellaslives,futurechancesandwellbeingofmanypeoplelivinghere.
Thepandemichasdisproportionatelyimpactedontheyounginourcoastalareas,townsandcities,
andthisDestinationManagementPlanwillhelpstimulaterecoveryaswellasgrowingthelocal
visitoreconomy.AlthoughweareclassifiedeconomicallyasbeingintheSouthEast,thisregionhas
pocketsofseveredeprivation,bothurbanand,sowewouldbenefitfromlevellinguptoensureour
48
residentshaveaccesstosimilaropportunitiesandinvestmentsasthoseinmoreaffluentareas
aroundLondonandweneedtobuildbackbetter,learninglessonsfromCOVID‐19.
Akeychallengeforthesectoristherelativelylowproductivityat£26,000GVAperjob(lessthanhalf
thevaluefortheICTsectorincomparison).However,DeloitteestimatesthetourismGVAmultiplier
tobe2.8,meaningthatforevery£1,000generatedindirecttourismGVA,afurther£1,800is
supportedelsewhereintheeconomythroughsupplychainandconsumerspending.Nonetheless,
jobsinthevisitoreconomyareagoodplacefornon‐graduatestostartlearningvaluablelifeskills,
andthesectorcanbeanexcellentroutetosocialmobility.Itisalsoasectorwithmultiplejob
opportunitiesacrossadisparaterangeofroles.
Apriorityforthesectoristoinvestinboostingproductivity,encouraginginnovation,andenhancing
digitalskills.Thiswillrequiremuchstrongercollaborationtobuildandpromoteahigherquality
productifwearetoattracthigher‐valuevisitorsallyearround.Weneedtoworktogetherto
developanarrativeforourplacethatwecanallbepartof.
9.2Customerperceptionsoftheregion
2021ConsumerSentimentresearchbyVisitEastofEnglandsuggestspeoplevisittheareabecauseof
itsdistinctivecharacter:goodbeaches,nicecountryside,easytogetto,lotsofspace,goodfoodand
drink,heritage,ideallandscapeforwalkingandcycling.
Forthosewhohaven’tbeen,thereisamisconceptionthattheEastofEnglandisdifficulttogetto
andisflatwithnotalotofactivitiesorvariety.
9.3Investmentinproduct
Wecandemonstratesignificantevidence‐basedinvestmentinthesector,particularlyinweather‐
proofingfacilities.Therehasbeenover£50mofinvestmentinvisitorattractionsandhospitality
venuesinthepastfiveyears,including£10matHolkham,£5monTheSwanatSouthwold,£4mat
NationalTrustSuttonHooand£3.5matRoarr!DinosaurPark.Thereisa£500minvestmentplanned
atValleyRidgeatGreatBlakenhamwhichisduetoopenin2024.
Thepandemichasledtomanybusinessesinvestinginlarger,dryandmorewelcomingoutdoor
spaces.Consequently,thishascreatedadaptationforWintermonths.
10Operationsplan
10.1UnderpinningtheEastofEnglandstrategy
Tourismcanonlythrivewithsuccessfuldestinations.Theregion’stourismsectorisineverylocal
authorityandhappenseverysingleday.Thisplace‐basedaspecttotheindustrymeanswehave
localisedleadershiptoensuresuccess.
TheEastofEnglandDestinationManagementPlanbringstogetheracoalitionof11district,borough
andcitycouncils,2countycouncils,aLocalEnterprisePartnership,aCombinedAuthority,anda
numberofBusinessImprovementDistricts.
VisitEastofEngland’sstrategicpartnersincludeLondonStanstedAirport,GreaterAngliaRailand
StenaLineFerrieswhooperatetheHookofHolland‐Harwichroute.
ManagementofthetourismstrategyisledbyVisitEastofEnglandandNewAngliaLocalEnterprise
Partnership,workingwiththestakeholders.ThereisaVisitorEconomyGroupoflocalauthorities,
meetingeverytwomonths;aVEEboardmadeupofkeystakeholdersthatmeetsquarterly;anda
weeklymeetingofDMOs.
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VisitEastofEnglandisnotdesignedtocreateextralayersfortheconsumertoaccesstheregion’s
tourismoffer.Instead,itisanenablingbrand,supportingthecounty,districtandpre‐existing
recogniseddestinationlocations.Thisisachievedbypullingtogethercommonthreadsandcreating
agatewaytojointhosepartsoftheregionwhichhavenaturalsynergiesinproductandaudience
profiles.Thisapproachenablesthepublicandprivatesectortochampiontheirbrands,butalsoinan
amplifiedwaythroughthescaleandsupportofanumbrellaorganisation.
10.2EvolvingandfutureroleofVEE
WorkingwithotherDMOs–TheregionhasacoalitionofDestinationManagement
Organisationswhoworkasacollectivewithacommonobjectiveofpromotingandgrowing
thetourismeconomy.
Strategyandpolicy–efficienciesinexpenditureforlocalauthorities;sectoradvice;place
shaping;advisoryroleonplanninganddevelopment;disseminationofnationalprogrammes.
Businesssupport–businessnetworking;trainingandwebinars.
Routestomarket–promotionalactivity;localdeliveryofnationalcampaignsandinitiatives;
consumerdatabases.
Data,InsightsandResearch–destinationperformancedata;localinsightstonational
bodies;marketintelligence;consumerandbusinessresearch.
Bethestrategicvoiceofthetourismsectorintheregion,supportingthegrowthand
increasingthevalueoftourism.
Betheconduitfornationaltourismorganisationstotourismbusinessesintheregionand
viceversa.
Developandpromotebookableexperiencestoensurevaluestaysinthelocaleconomy.
Developandmaintainstrongrelationshipswithtourismbusinesses,localauthorities,DMOs
andotherpublicbodies.VEEwillbecometheglueforthesectorandconduittoandfromthe
nationaltourismbodies,notleastdeliveringandsupportinginterventionsandinitiatives
(We’reGoodToGo,KnowBeforeYouGo,VisitEnglandBusinessAdviceHubetc).
WorkwithLondonStanstedAirporttoattractmoreinboundvisitorstotheregion.The
airportshouldbetheInternationalGatewaytotheEastofEngland,levellingupthe
disproportionatenumberofoverseastouristsenteringviaHeathrow.
Beaproviderofresearch,insightsandtourismintelligencefortheregion,inparticularto
encourageinwardinvestmentandnewproductdevelopment.
Betheleadinthedevelopmentofa2030NetZerogreenagendaforthetourismsectorin
ther
egion.
Bethefacilitatorofskillsdevelopment,helpingsolvethesignificantskillsissuesinthesector.
Workwithindustry,authoritiesandDMOstomaketheregionmoreattractiveto
internationalandbusinessvisitors,andalsoinwardinvestmentthroughplacemaking.
Workingwiththearea’sotherDMOs,bethevehicletopromotetheregion’sindividual
destinationsasasingletourismoffering.VEEprovidesbottom‐upamplificationoflocal
messageswithinitsactivity.
Developacomprehensivetourismdatabasethatcanbeutilisedbyallstakeholdersand
createefficiencies.VEEoffersafreelistingforalltourismrelatedbusinessesandservices.
SupportthedevelopmentofBusinessVisitsandEventsandBusinessConventionBureau.
10.3Brandingtheregion–aplacemakingapproach
Placemakingmanagementneedscreativesolutionstocapitaliseonourlocalassets,uniqueness,and
potential,withtheintentionofpromotingdestinationswherevisitorscanexperiencehappiness,
well‐being,andenjoyment.
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Tosucceed,theplacemakinginitiativeneedsavisionthatistheaggregateconceptionofallthe
stakeholders.
Localdestinationswillcontinuetomarkettheirstrengths,butwewilldevelopalong‐term
brand/solutionthatwillchimewiththestrategicactivity,notleastresponsible,sustainabletourism
andovercomingthemainbarriertoproductivity–nothavingaconstantlevelofdemandyear‐
round.
Althoughdisparateingeography,andwithdifferingconcernsandbarrierstoproductivity,the
destinationscanbewoventogetherasacollective.
Thishasalreadybeendemonstratedbytheuseof‘UnexploredEngland’,aCovidrecoverybrandthat
hasbeenusedsuccessfullysinceJuly2020.Workingwiththearea’sDMOs,VEEwasabletodraw
down£425,000offundsfromtheCabinetOfficeandVisitEnglandtopromote‘UnexploredEngland’
alliedwithnationalmessagingEnjoySummerSafelyandEscapetheEveryday.
10.4Howthetourismstrategywillbeeffective
Stakeholdersupport:WeworkcloselywithNewAngliaLEP,aswellasalllocalandcounty
councilsandDestinationManagementOrganisations.Takingaleadroleduringthepandemic
wehavegivenavoicetothesectorand,fromthefeedbackwehavehad,businesses
appreciatewhatwearedoing.WehavesuccessfullylobbiedMPsandwillcontinuetowork
withourelectedmembersofParliament.
Tourismknow‐how:OurstakeholdergroupofLEP,LAsandDMOshavetheknowledgeand
capacitytomanagethedestinationaswellasdevelopingproduct.Wearealreadypromoting
theregionunderUnexploredEngland.Itisimportantthatstakeholdersfeelownershipand
areengagedindecision‐making.ThisdidnothappeninthedaysoftheEastofEngland
RegionalDevelopmentAgencyandtheEastofEnglandTourismBoard.
EffectiveStructures:Ourcollaborativeworkinghasenabledallthelocaldestinationsto
cometogetherunderathemedpromotionalumbrellaforthefirsttime.Ouractivitywillbe
alignedtotheBuildBackBettereconomicstrategyandwearemovingforwardinawaythat
allstakeholdershavebeenengagedin.
Securefunding:VisitEastofEnglandreliesoncommercialandpartnershiprevenueforits
existence,butnewstreamswillbedevelopedtosecurethefutureofVEEto2025and
beyond.Existentialcrisesthroughlackoffundstakeuptoomuchtimeandenergywhen
thereisabigagendatofollowandbiggerprizestoreachfor.
10.5Monitoringandevaluation
VisitEastAnglia’sdirectorsoverseeandareaccountableforfinanceandoperations,meeting
quarterly.Thisgroupwillbestrengthenedbyacommercialdirector.
Monthlymanagementaccountshelpmonitorprogressandhighlightrisks.NewKPIswillbe
introducedtoensureamorebusiness‐focusedapproach.
TheVisitEastofEnglandvisitoreconomysectorgroupwilloverseethestrategicand
developmentalperformance,meetingquarterly.Thegroupismadeupofrepresentativesof
theLEP,business,localauthoritiesandDMOsandwillbestrengthenedbywiderprivate
sectorandacademicinput.
TourismstrategyperformancewillbemonitoredbytheNewAngliaLocalEnterprise
Partnershipboard.
VEEwillcontinuetooutsourcewherepossibletomaintainlowoverheads.
Withlimitedresource,weencouragepartnerstocarryoutsomeactivity.
VEEisadeptatoutreachforskillsandcapacitygapseghiringonfixedtermcontractsfor
dataworkorprojectmanagement.
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TounderstandperformanceVEEwilloverseeconsumersentimentandbusinessintelligence
surveys.
10.6ReviewingandrenewingtheEastofEnglandTourismStrategy
ThestrategysupportingtheDestinationManagementPlanwillbereviewedregularlybytheVisitor
EconomyGroupandVisitEastofEnglandsectorgroup.
VisitEastofEnglandwillhavetheresponsibilitytomonitoramendmentsandupdatestotheDCMS
TourismRecoveryPlanandreportonimplementation.
11Appendices–SWOT
Strengths
VEEisnotatop‐downorganisation.Rather,itensuresthatthestarsofourtourism
firmament,thebusinesses,anddestinations,aswellasallstakeholderauthorities,arejoined
upandworkingtogethertogrowthesector.
WorkingtogetherhelpedproduceaTourismR
ecoveryPlaninSummer2020aswellas
successfullybiddingforGovernmentCovidrecoveryfunds.
Weworkcollaborativelytoachievecommonobjectives.AllDMOs,includingVisitCambridg
e,
andlocala
uthoritiesareengaged.Wehaveagoodrelationshipwiththe
nationaltourism
organisationsandDCMS.
VEE,asthe
strategicbodyandcustomer‐facingbrand,liaiseswidelyforitsdecision‐making.
Localauthori
ties,forwhomtourismisnotstatutory,haveskininthebiggerpicture.
Ourvisitorofferingisvariedandincludesmanydifferentdestinationsthatworktogether
as
acollective.
Thepandemichasprovenhowimportanttourismandtravelaretotheregion,notjustfor
theeconomy
butalsowell‐being.
HavingaDestinationManagementPlanthatalignswiththenationalTourismRe
coveryPlan
couldbring
investmentfromGovernmentaswellaspotentialenc
ouragementtotheprivate
sectortoinvestinproductandthepublicsectortoinvestininfrastructureandtransport.
VEE’soperati
onisinlinewithDCMSthinking‐collaborativeworking,sharedre
sources,and
asinglebackoffice.
Weaknesses
Poorimageofthesectorasbeingseasonal,low‐skilledandlow‐pai
d.
Perception
oftheregionasflatandwithlimitedattractions.
Poorruralbroadbandandmobilecoverage.
Finalmileissues–remotenessofsomedestinationsbypublict
ransport.
Poorraillinksbetw
eenCambridge‐Norwich/Ipswich;Stanstedandtheregion.
Lackoflargeconferencefac
ilities.
Slowandrisk
averseplanningprocedures
.
Oppor
tunities
TheEastofEnglandisnotatop‐of‐minddestination–itcanb
e.
Creatingapl
acemakingstrategicbrandidentityfortheEastofEnglandthat
overcomes
misconceptionsoftheregion.
Workingwithgatewaysandtransportoperatorswecanlevelupwithotherareasby
attracti
ngmoreinboundvi
sitors.
Spreaddemandgeographicallyandseasonallytolevelupyear‐roundtourismacrossthe
geography.
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DevelopingmoreTVandmoviefilminginthearea.
TheEastofEnglandcandeveloptheyear‐roundvisitoreconomy.Lessonstobe
learntfrom
NorfolkCountyCounci
l’sEXPERIENCEproject.
ADestinationManagementPlanwithallthestakeholdersengagedandempoweredtohelp
develop,particularlythroughlocalproductdevelopment.Avisi
onforgrowingthevisitor
economyan
dinvestmentthateveryonecanownandparticipatein
withclear,overarching
objectivesthatwilli
ncludeskills,growingyear‐roundandsta
yingvisitors,sustainable
tourism,accessibility.
Workingwi
thTXGBwecanensurethatmoreofthevalueofbookingsstaysinthelocal
economyandspreadingthatusagethroughallDMOwebsites.
Workingtogetherhasdemonstratedthatwecanmakesuccessfulbidsfornationalfunding.
Continuebuildingthedatabase.VEEoffersafreelistingtoalltourismbusinessesand
servicessowecan
growourbusinesslistingsandensurewecancommunic
atewiththe
entire
sector,andtheywithus.VisitsNorfolkandSuffolkwillplugintothis‘mo
thership’
databasein
thenext12months.CanotherDMOsben
efittoo?
Sizewell
C–potentialfromthedevelopersforinvestmentinto
urisminfrastructure,suchasa
visitorcentre.
Threats
Staffinga
ndskillsshortages;attractingpeopleintotheindustry.
Coviduncertaintyandpotentialforfuturelocalandnationallockdowns.
Legacyi
mpactoftheindustrybeingbranded‘non‐essential’byGovernment.
Continuedrestrictedcapacityinvenues.
UKoutboundtourismrecoveringquicklyandtravellerscancellingbookedacco
mmodationto
goabroad.IntheVEESpring2021ConsumerSentimentSurvey,58%of7589responsessaid
theywoul
dtakeaholidayabroadassoonastheyareallowed.
Competitionfrombetter‐fundedregionswithhistory,establishedstructureandgovernan
ce.
Businessesnotseeing
theopportunitytoinvest.
SizewellC–potentialfordisruptingthetourismsectorduringconstructionegroaddelays,
takingholida
yaccommodationstockoutofthemarket;environme
ntalimpacts;andgivinga
negative
perceptionoftheSuffolkcoast.
53
54
1
New Anglia Local Enterprise Partnership Board
Wednesday 21
st
July 2021
Agenda Item 11
Chief Executive’s Report
Summary
This report focuses on by exception reporting on the key issues and information that need to be
brought to the board’s attention.
Regular reports on the performance of individual LEP programmes are provided via programme
performance reports and issues which require board input or decisions are tabled as agenda
items on their own right.
The report is grouped under four headings – 1) LEP managed projects and programmes, 2)
LEP Industry councils and Sub-groups, 3) External Partnership Activity and 4) Governance and
Finance. The communications dashboard is also attached.
Recommendation
The board is asked to:
Note the contents of the report
Approve that up to £400k of the unallocated £860k R&R budget is allocated to the LEP sub
programmes including the Growing Business Fund
1)
LEP Managed Projects and Programmes
Request to reallocate funding
The Resilience and Recovery Fund was introduced in April 2019 to provide support for
businesses looking to diversify to recover from pandemic. The presentation to the board from
the Grove Hotel at Cromer at the start of the board meeting illustrates the impact of the scheme
and a total of 137 grants have been awarded to date.
The fund was established with £3.5m of funding from the LEP’s Growth Deal and topped up
with funding from the Getting Building Fund when it was clear that demand was set to exceed
funds available.
So far £5.3m has been awarded in grants against the budget of £6.1m, leaving £860k
unallocated.
Since the direct impact of Covid on businesses has reduced with businesses able to reopen,
interest in the BR&R has significantly reduced, although a project pipeline of around £400k
worth of projects is being worked up by the Growth Hub.
At the same time the LEP’s flagship programme - the Growing Business Fund - has seen a
considerable up-turn in interest over recent months, with businesses moving from recovery and
the type of project supported by the Resilience and Recovery Fund to growth projects.
Typical projects include the provision of bigger and more energy efficient premises allowing
expansion of manufacturing ranges and a corresponding increase in employment numbers.
59
2
The increase in interest
in the fund coincides with a reducing budget for the GBF programme.
By reallocating funding from underspends within Growth Deal programmes, GBF now has a
budget of approximately £456k, however at current run rate this needs further topping up.
We are proposing that up to £400k of the BR&R underspend is moved to LEP sub programmes
budget – including GBF.
This will need to be a formal request to government to move the funds through a Project
Change Request.
This will give both schemes adequate budget for the remainder of the financial year, when their
funding needs to be used as we are not allowed to roll funding into the 22/23 financial year.
There is an additional benefit in that the GBF intervention rate is 20 per cent compared with
BR&R of up to 40 per cent – meaning this switch of funding will deliver better value for money.
Recommendation: The board is asked to approve that up to £400k of the unallocated £860k
R&R budget is allocated to the LEP sub programmes including the Growing Business Fund.
2) LEP Industry Councils and Sub-groups
New Anglia Clean Growth Taskforce – now up and running
Peter Joyner chairs the Taskforce, other members include:
Taskforce Member Ambassador for
A
li Clabburn (Liftshare) Transport Board, Mag 7, Business
Dayle Bayliss (Dayle Bayliss Ltd) Skills Advisory panel
Johnathan Reynolds (Opergy) Innovation Board
Genevieve Christie (First Light Festival) Mag 7, Business
Nigel Davies (Muntons) Business
Julia Pyke (EDF Energy) Business
Nikos Savvas (West Suffolk College) FE secto
r
Prof Andrew Lovett (UEA) HE Secto
r
Lorraine Gore (Kings Lynn & West Norfolk) Norfolk Local Authority Climate Change Partnership
Jill Korwin (West Suffolk LA) Suffolk Local Authority Climate Change Partnership
It is the intention that two more business representatives and a representative from the
Business Growth Programme Board join the Taskforce in due course.
The first meeting of the Taskforce will take place on the 20 July. It will hear about the scale of
the opportunity as well as discuss the three workstreams highlighted as part of the Taskforce’s
initial workplan: workforce of the future, decarbonising transport, and transition business
support.
The Taskforce will also consider a shared ambition and the evidence needed to support that
ambition. Finally, the Taskforce will agree their scope through terms of reference and consider
how they drive forward the ambassadorial role the Taskforce presents moving forward through
a plan of work over the coming 6 months.
Agri-Food Industry Council – survey shows skills challenges
The Agri-Food Industry Council’s Intelligence sub-group surveyed businesses in the sector. The
survey showed that:
Businesses see opportunities in (with roughly a third mentioning each of the following) the
transition to
net zero; developing new technologies; developing new markets; develo
ping
new products for existin
g markets; and interest from consumers in buying local.
60
3
Almost all businesses cited a lack of appropriate staff skills and availability as their bi
ggest
challenge.
Other challenges mentioned included lack of or restricted access to EU
markets;
slow or unh
elpful planning decisions; access to finance; and poor transport links.
With respect to the skills activity led through the SAP, the Agri-Food Sector Skills Plan group
met in mid-June.
Student recruitment, by Easton College, Suffolk Rural and Poultec, for the coming year is
generally positive in the circumstances but they are keen to build numbers moving forward.
Employers/NFU stated that labour supply is challenging and there is a lot more local
engagement to encourage people to take up the opportunities available.
New Anglia LEP is also working closely with Greater Lincolnshire LEP and Cambridgeshire and
Peterborough Combined Authority to develop a regional narrative for the sector demonstrating
the combined strength and opportunity for government and inward investors. Additionally, we
are collectively working with our universities involved in the CERES project, which unites the
science base with commercialisation expertise and end users to identify, support and
accelerate growth of the most promising technologies, to discuss next steps.
New Anglia Cultural Board – launch of The Head East cultural campaign
From coastal locations to rural and urban settings, over one year, Head East will highlight the
region as a must-see cultural destination in the UK and encourage sustainable travel.
This campaign launched on June 26
th
and is supported by the New Anglia LEP Culture Board
(with funding from Arts Council England and the LEP’s Innovative Projects Fund), Norfolk
County Council, Suffolk County Council, Interreg EXPERIENCE fund, UEA and Visit East of
England.
You can find out more by clicking on this link:
https://www.edp24.co.uk/things-to-do/days-out/head-east-campaign-launches-norfolk-suffolk-
8085096
New Anglia
Innovation Board – launch of the Connected Innovation Project and
Innovation Prospectus
The LEP’s Connected Innovation Programme and Innovation Prospectus were officially
launched at an online event on 13
th
July.
The event was headed up by Johnathan Reynolds, Chair of the LEP’s Innovation Board and
involved keynote speaker Ian Meikle, Director for Clean Growth and Infrastructure for Innovate
UK. There were also presentations from businesses based in our innovation centres,
showcasing their innovation in supporting the transition to net zero. A workshop was also held
which involved business support organisations such as the Growth Hub and ORE Catapult and
programmes such as the Innovation Grant Mentoring Scheme.
You can see the Innovation prospectus here:
https://newanglia.co.uk/wp-content/uploads/2021/05/New-Anglia-LEP-Innovation-Prospectus-
2020-V8-1.pdf
3)
Partnership
Activity
Development of the Norfolk and Suffolk Economic Renewal Plan gathers momentum
Throughout July, August and September there will be a range of engagement activities and
events for partners to get involved with to help shape the Renewal Plan, including:
A series of virtual workshops which will be open to all partners to attend with the aim of
bringing together a range of people from cross discipline and expertise to:
Review how the Norfolk and Suffolk economy is doing and test s
ome of the emerging
observations.
Review the current actions and interventions in place and check if they are still fit fo
r
purpose.
61
4
Develop new actions and interventions need to make Norfolk and Suffolk economy
renew and grow in a way that makes it more resilient, innovative, and benefits all our
people
A series of focused workshops with the LEP Sub Boards and Industry councils. These will
cover the above but with more of an emphasis on refining focus and testing that plan captures a
holistic approach.
Partner events – where sessions are run by the organisations themselves or supported by
members of the LEP. A scripted engagement slide deck and supporting feedback template has
been developed to support these events as well as one to one engagement with individuals
who wish to have a one-to-one discussion.
LEP Board, Local Authority Leaders and Sector Chairs sessions to be arranged in
September to examine emerging ideas and actions and give the Board and Leaders the
opportunity to get involved in developing them further.
An On-line form supported by a short video to capture feedback from anyone who is unable to
join a engagement session and would like to input and a Newsletter will be circulated every 5 –
6 weeks to provide partners an update on progress.
The Economic Recovery Group met on 6
th
July and reviewed and agreed the proposed
Renewal plan structure, timings of development and engagement plan.
July – September Engagement session with partners to review evidence, current
interventions and develop new interventions.
October Drafting of the Renewal Plan
November Consultation with partners on draft plan
December Design of Renewal Plan
January 2022 Sign off and publish
4) Governance, Operations and Finance
Management Accounts: The management accounts for the first quarter of the 2021/22
financial year can be viewed under agenda item 13.
The LEP is still awaiting information on core funding.
Annual Financial Statements: These will be discussed under agenda item 9.
The LEP’s statutory annual financial statements were presented by Price Bailey to the Audit and
Risk Committee on 29 June 2021.
There were two key areas for discussion and agreement at the meeting – the treatment of our
£1.5m Growth Deal top slice rollover; and the potential impairment of investments.
There were no new findings from this year’s review of the internal control environment. All but
one of the previous year’s audit points were cleared.
The Audit and Risk Committee agreed to recommend the Accounts to the LEP Board subject to
the £1.5m amendment and the strengthening of narrative in some areas, particularly around our
surplus and reserves.
62
This dashboard sets out the outcomes and impact of our communications activities during
June 2021.
Media coverage
- 7 press releases
- 22 pieces of coverage
- 9 reactive media enquiries
Top 3 stories
Eastern Daily Press
LEP unveils five-year plan to create more than 3,000 jobs
https://www.edp24.co.uk/news/business/new-anglia-lep-invests-in-enterprise-zones-
8081420
Food Ingredients 1st
UK attracts foreign investment for plant science, health and nutrition
https://www.foodingredientsfirst.com/news/uk-attracts-foreign-investment-for-plant-science-
health-and-nutrition.html
Suffolk Today
Office development nearing full capacity
https://www.suffolktoday.co.uk/east-suffolk/ipswich/office-development-nearing-full-capacity/
Website
- 15,673 page views (down 2,994 on the previous month)
- Ongoing updates to the Job Support programme
Covid-19 response
- Six updates of Covid-19 business support script issued
- Website pages updated, including new resources for accommodation providers on
how to deal with suspected Covid cases.
Campaigns, events and other projects
- Promoting the LEP’s achievements with case studies and a series of social media
graphics. This has included:
- Digi-Tech Factory, City College Norwich
https://newanglia.co.uk/drone-footage-shows-
new-digi-tech-factory-taking-shape/
- Just Another Label https://newanglia.co.uk/success-stories/grant-helps-music-label-build-
database/
- Helmsman Lockers and Cubicles https://newanglia.co.uk/success-stories/new-paint-
booth-improves-efficiency-for-locker-and-cubicle-firm/
Communications activity
during June 2021
63
- Rejuvenation Room https://newanglia.co.uk/success-stories/aesthetics-clinic-
rejuvenated-after-receiving-covid-support-grant/
- C-Care (Covid Channel Area Response Exchange) – we hosted the first bilingual C-Care
event on 21 June. We had two interpreters and upgraded our Zoom account to Zoom Pro
to allow us access to the translation function. There was a turnout of 31 attendees (9
French), the translation worked well, and we have received some very positive feedback.
We have since hosted another meeting but run by another partner, again very well
attended.
- Real Estate Live: Norfolk & Suffolk Unlimited sponsored a session at this event on
Wednesday 16 June, Building on local assets: how collaboration enables regional
growth. The event was hosted by the Cambridge Norwich Tech Corridor and featured
several speakers. It received around 65 sign-ups and 54 people attended from a range of
businesses, including the Department of Trade and Industry, Network Rail, and Liverpool
City Council.
- Planning is progressing for the Green Learning events in September and October,
including a designated web page.
- Norfolk & Suffolk Unlimited — 4 blog pieces published via the NSU website.
Social media and e-newsletters
June 2021
May 2021
New Anglia LEP
Number of Twitter followers
9,070
9,020
Average Twitter engagements per day (likes, retweets etc.)
33
51
Number of impressions (times a tweet showed in someone’s
timeline)
71.1K
102K
Number of LinkedIn followers
4,265
4,174
Number of impressions on LinkedIn
35.9K
27.5K
E-newsletter: open rate
31.5%
32.4%
E-newsletter: click-through rate
20.4%
18.3%
Norfolk & Suffolk Unlimited
Number of Twitter followers
739
716
Average Twitter engagements per day (likes, retweets etc.)
18.6
26.8
Number of impressions (number of times users saw our tweet)
33.3K
46.3K
Number of LinkedIn followers
1,314
1,291
64
1
New Anglia Local Enterprise Partnership Board
Wednesday 21
st
July 2021
Agenda Item 12
July Programme Performance Reports
Author: Programme leads; Presenter: Rosanne Wijnberg
Summary
The following reports follow for review by the LEP Board this month:
- Business Growth Programme, Jason Middleton
Note
The LEP Board previously agreed (May) to delegate authority to the CEO and COO to
reallocate any local growth fund project underspends to sub-programmes up to a limit of £500k.
All ‘new’ awards made as a result of this reallocation, will be subject to individual programme
review and approval processes.
Budget reallocations:
- £288k from our Growth Deal funds previously allocated to Norfolk County Council and
unspent, reallocated to Growing Business Fund.
- Up to £123k from our Growth Deal EZAF funds initially allocated to the Norwich
Research Park, to Growing Business Fund.
- £400k, from our BR&R funds to our Growing Business Fund, in CEO report and subject
to Board agreement and Government approval.
Recommendation
The board is asked to:
- Note the report.
- Note the budget transfers.
65
Business Growth Programme Performance Report - May 2021
Programme Overview - What is the Business Growth Programme?
The New Anglia Business Growth Programme is the LEP’s flagship business support programme and since September 2020 comprises of five elements:
• New Anglia Growth Hub (GH), offering free and impartial advice to individuals and businesses as well as signposting them to a range of additional support.
• New Anglia Small Grant Scheme (SGS), providing grants between £1,000 and £25,000 to SMEs to enable growth, increased productivity and job creation.
• A newly introduced Visitor Economy Grant Scheme (VEG), providing grants between £1,000 and £3,000 to SMEs in the visitor economy impacted by Covid-19.
• A newly introduced Wider Economy Grant Scheme (WEG), providing grants between £1,000 and £3,000 to SMEs in the wider economy impacted by Covid-19.
• Start-up and Early Stage Support Programme, providing specialist support to help people set up a successful new business – delivered by partners NWES and Menta.
The Programme was developed following a review of business support in 2013, and is overseen by the Growth Programme Partnership Board and LEP Board.
Programme years run from September to August, however, the data is presented as the financial year, April to March.
All elements of the Programme were built into the Norfolk and Suffolk Economic Plan, with funding for the current programme coming from BEIS and ERDF funding.
What is the overall Programme Status?
Finance
Green
On track to meet the spend profile.
Outputs
Green
On track to meet its outputs (slightly behind the job target, 3 hours and 12 hours of support).
Delivery
Green
The Programme is performing well in terms of delivery.
What are our key updates?
To date, over £4.3m of SGS funding has been awarded, some projects have been withdrawn, leaving £25k of available for SMEs funds.
VEG & WEG update: the schemes are closed for new applicants. The final claims and payments will be completed by the end of June.
The current 2021/22 spend target of the programme is £4.501m with a Q1 2021/22 (Mar-May) target of £0.878m.
The Q1 2021/22 claim (Mar - May) is being finalised; the claim value is expected to be £1.072m (122% of the target) and it will be submitted to MHCLG at the end of July.
Working a Project Change Request to extend the programme beyond the end of November 2021.
What is our financial position?
Financials (£ million)
Year 2015/2016 2016/2017 2017/2018 2018/2019 2019/2020 2020/2021 2021/22 Total
Profile Spend £0.306 £1.301 £3.409 £7.672 £5.778 £5.092 £4.501 £28.059
Actual Spend £0.306 £1.301 £3.409 £7.672 £6.107 £4.707 £1.072 £24.574
Remaining Spend £0.000 £0.000 £0.000 £0.000 -£0.329 £0.385 £3.429 £3.485
* 2019/2020 actual spend was updated from £6.055m to £6.107m
What is our contribution to the Economic Strategy?
Target
Delivered to
end of May
2021
Monthly
Change
Number of approved grants
360 430 0
Businesses receiving ‘in-depth’ support - more than 12 hours
1,138 893 5
Businesses start-ups supported
1,474 1,486 31
Value of grants received by businesses
£3.507m £3,246m £53k
Private investment provided by businesses
£14.029m £13,544m £252k
Employment increase in supported businesses
1,676 1,516 45.4
Businesses introducing new products
69 71 3
Businesses receiving Information/Diagnostic/Brokerage
4,260 3,150 51
What is the project status?
Overall:
Green →
→→
Growth Hub
Amber →
Making good progress towards our targets (slightly behind the 3 hours and 12 hours of support targets).
Small Grant Scheme
Green →
Claiming grants is on target.
Start-Up (Nwes)
Green →
Performing well, slightly behind the job target.
Start-Up (Menta)
Green →
Performing well, slightly behind the job target.
What are the next steps?
Ongoing proactive marketing, supported by a wide range of partners, to ensure that as many businesses as possible take up support.
Continue to work across the LEP and with partners, including local authorities and membership organisations, to provide support to businesses affected by Covid-19.
Work with partners to identify and secure funding to extend the delivery period of the Programme.
Start working on the final programme evaluation/Summative Asseement covering the Programme from its beginning (Septemper 2015).
2021/2022 Expenditure Profile (£4.501 million)
On track to meet target
On track to meet target
Working with partners to ensure the target is met
Target exceeded
Working with partners to ensure the target is met
Outputs - Cumulative from September 2015 to November 2021
Notes
Target exceeded
Working with partners to ensure the target is met
Target exceeded
Q1-21/22 Q2-21/22 Q3-21/22 Q4-21/22
Quarterly Forecast
£0.878 £1.125 £1.279 £1.219
Quarterly Spend
£1.072
Variance
-£0.194 £1.125 £1.279 £1.219
-1
0
1
2
3
4
Forecast and
Actual Spend
£ Millions
66
New Anglia LEP Board Forward Plan – 2021
Date Presente
r
Strategic Operational
27
th
January Ian Whitehead
Lane Farm
2021 LEP Strategic Priorities
Agri-Food Industry Council Report
Trade and Cooperation Agreement
Between the EU and the UK
Connected Innovation
NAC Report
Growth Programme, EAN, Enterprise Zones
PPRs
Quarterly Management Accounts
24
th
February Helen Langton
University of Suffolk
Energy Sector Recovery Plan
Local Transport Board Report
Economic and Programme Dashboards
Growth Deal PPR
Capital G
r
owth Projects x 3
31
st
March Peter Brady
Stowmarket Hub
Enterprise Zones 5 Year Strategic
Plan
ICT Digital Industry Council Report
LEP Governance
LEP Operating Budget 21/22
Delivery Plan 21/22
Large Company Grant Application
Getting Building Fund (Suffolk Broadband)
Future Role of LEPs
Enterprise Zones & EAN PPRs
CEO Pay Award
Ap
r
il No Board Meeting
26
th
May
Tim Green & David
Carlin
Cefas
New Anglia Innovation Board
Developing the Renewal Plan
Clean Growth Taskforce
Capital Budget 21/22
Quarterly Management Accounts
NAC Report
Growth Programme and Growth Deal PPRs
23
rd
June
Christine Luxton
Carton Marshes
Skills Advisory Panel Report Enterprise Zones & EAN PPRs
New Anglia Growth Hub
Operating & HR Policies including Gender Pay
Gap Report
21
st
July
Chris Graveling
The Grove
All Energy Industry Council Report
Tourism Action Plan
Freeport East
Growth Programme PPR
Accounts Approval
Q2 Management Accounts
August No Board Meeting
22
nd
September
Agri-Food Industry Council Report Growth Deal, EAN & Enterprise Zones PPRs
Economic and Programme Dashboards
22
nd
September
New Anglia LEP AGM
20
th
October
ICT Digital Industry Council Report
Growth Programme & Agri-Tech PPRs
Quarte
r
ly Management Accounts
24
th
November
Local Transport Board Report
Economic and Programme Dashboards
Growth Deal PPR
NAC Report
Decembe
r
No Board Meeting
Meetingsarevirtualunlessotherwisestated.
73
Standing Items (where relevant)
LEP Review
IAC recommendations
Chief Executive’s
Report
Items to be Scheduled
Opportunity Areas progress report
Towns Deals
CNTC
Sizewell C
Transport East strate
gy
endorsement
–
Januar
y
2022
74