A new tourism strategy aims to turn Winchester into a year-round destination.
Visit Winchester, the consortium of the district’s attractions and businesses working with the City Council, will promote the so-called ‘shoulder months’ – January to Easter and September to October – in fresh campaigns.
The new initiative is based on evidence from tourism statistics and feedback from businesses.
Future campaigns will emphasise creative enterprise in the city and high quality cultural events, independent shopping and excellent local food and drink.
The approach is designed to:
- Develop Winchester’s year-round appeal as a destination
- Build on its reputation as a high quality, creative, cultural city
- Support events-organisers who are creating high quality cultural events year-round
- Support businesses during difficult trading periods
- Address concerns of the business community about creating ‘pinch-points’ with seasonal events
Ellen Simpson, Winchester City Council’s Head of Tourism, said: “There has been significant growth in tourism across the Winchester District due to a shift in visitor behaviour and joint marketing and PR initiatives since the start of the Visit Winchester and Heart of Hampshire destination management partnership in 2011.
“Particularly successful campaigns have been the Perfect Christmas campaign starting in 2011, Pride and Prejudice 200 in 2013, and food and drink from 2013.
“Following feedback from city centre businesses and Winchester BID, we are looking to manage growth by encouraging the type of visit that provides best economic impact and minimises negative impacts for the community.”