Coast

Visit Kent, the Kent wide partnership agency for the visitor economy, set up the Visitor Economy for Coastal Kent group (VECK) group in 2006. Coordinated by Visit Kent it embraces representation from Kent County Council, East Kent Partnership (EKLSP), Dover District Council, Thanet District Council, Shepway District Council, Canterbury City Council, the Creative Foundation and Tourism South East.

The Partnership works together to develop the visitor economy as part of the wider regeneration agenda by combining a co-ordinated marketing and development programme. Grounded in the research findings of the Shifting perceptions work, the partnership focuses its energy on projects that will both address negative images and also point the direction of travel for product development in the future which will reposition the coastal zone in order that it fulfils its potential.

Key Activity

Visit Kent Core Activity

  • London Campaign supported by Southeastern
  • Press Activity
  • Themed Itineraries
  • Visit Kent guide with coastal content
  • www.visitkent.co.uk with increased coastal content
  • E-newsletters

Themed Campaigns

  • Golf in Kent
  • Kent’s Creative Coast 
  • Watersports and adventure tourism
  • Cinque Ports
  • Visit Kent Cruise Partnership trade & consumer

Tourism Development & Strategy

  • Shifting Perceptions of Kent’s Coast (08/09)
  • Shared tourism services in East Kent 08/09)
  • VIC Research and support
  • Coastal strategy within Kent Tourism Development Strategy
  • SEEDA Mezzanine report
  • Dover Waterfront Tourism Strategy
  • ACORN consulting on Reculver Towers
  • Natural East Kent
  • Cultural Vision Margate
  • Margate Renewal
  • Dover Pride
  • KCC Coastal Network
  • Thanet Visitor Framework

Training

  • Pride on the Coast - Thanet and Shepway
  • Coastal Greeters - Thanet and Dover

 

 

Funding

• Arts Council, Kent County Council, EKLSP, Thanet, Canterbury, Shepway and Dover local authorities, Tourism South East.

• Interreg programme with West Flanders- CAST bid successful October 2009

• Co-ordination of Interreg programme with Hastings Borough Council -Coastal Architecture - A New Wave due for submission 

Programme Rationale

• Tourism is worth £2.5 billion to the economy of Kent and supports 50,000 jobs. The Coastal Towns contribute over

£9.3 million of this income.

• The Kent Coast is an important feature in the visitor product and is one of its greatest assets. It is one of the longest and most varied coastlines in England

• 11 beaches in Kent have the blue flag award. 17 beaches are an MCS recommended beach and 15 beaches have the ENCAMS seaside award

• Low awareness levels and negative perceptions of Kent’s coastline amongst visitors has prompted the exploration

into joined up tourism services

 

 

Perception Research

Arkenford were engaged by Visit Kent in 2007 to conduct research into visitor perceptions of Kent and its coastline and

topline results identified that:

• Kent is seen as a county that offers attractive countryside and history and heritage. It is not initially associated with its

 

coastal product.

• In terms of perceptions there are three destinations that have strong images; Canterbury, Margate and Romney Marsh

• Canterbury (74% awareness) is seen as the flagship destination offering history, culture, quality shopping, eating and accommodation

• Margate (65% awareness) is seen as a traditional seaside resort with amusement arcades and fish and chip shops but is seen as old fashioned and tacky.

• Romney Marsh (35% awareness) is seen as a natural destination to go to for walking, cycling or to watch wildlife in its natural environment

• Dover (73% awareness) and Folkestone (59% awareness) are well known but mainly as gateways to the continent.

Dover has an association with history and scenery, most likely because people have heard of Dover Castle and the

White Cliffs.

Many of the remaining East Kent destinations have a great deal of potential to create strong perceptions, as the majority of respondents do not have strong views about what each of these destinations can offer. These destinations are seen as quite traditional, authentic towns in Kent with a relaxed feel and somewhere that is likely to attract the older age groups.

All of the East Kent destinations are considered more as day trip destinations rather than short break destinations.

Visit Kent’s Coast

Programme Objective

To create a vibrant coastal area that will be recognised as a leading, quality short break and day trip visitor destination in the domestic and overseas market.

Aims

• To ensure coastal Kent gets the national and regional profile, resources and support it deserves as a key enabler of regeneration

• To improve the range and quality of the tourism product and infrastructure in order to develop the area into an attractive short break destination for the target markets

• To support tourism development by raising awareness of Kent’s coast and shifting perceptions away from depressed out of date seaside resorts and move towards an image of high quality short break destination

• To identify economies of scale and joined up working practices for the benefit of the partners involved

• To ensure all key stakeholders and the industry are engaged and supportive of the coastal Kent programme and contribute to its success

Timing

Phase I

Programme, co-ordinated by Visit Kent launched in August 2006 with partnership funding from East Kent Partnership,Kent County Council, Thanet District Council, Shepway District Council, Canterbury City Council, Dover District Council and TSE (Tourism South East)

Phase II

Coastal Kent programme has successfully submitted the CAST interreg bid for a further four year development programme led by Visit Kent.

Targets

Through its joined up marketing programme there are new opportunities to reach new audiences, who might not usually be interested in Kent's coastline

Kent’s Coast features prominently in:

• Visit Kent core activities

• Visit Kent Guide

• Visit Kent web-site

• Visit Kent e-newsletters

• London Campaign with South Eastern

and has led the marketing campaigns for the following:

• Cinque Ports

•  Golf in Kent

• Kent’s Culture Coast (Love Kent Live) and Create in Kent initiative

• Kent Watersports/adventure (- Kent Splash

• Visit Kent Cruise Partnership

For further information on this programme contact: Cheryl.Parker@visitkent.co.uk