Introduction
The underlying theme throughout all the tourist policies in Cambridge is one of management and selective development of tourism, without general promotion. This has to be seen in the context of national and regional policies, which are for tourism as a growth industry.
National Policy
The government, with its publication of Tomorrow’s Tourism (Department of Culture, Media and Sport, 1999) set a new challenging target for the British tourism industry. They want it to match and exceed the rate of global growth in tourism by 2010. But it should grow in a way which is economically, socially and environmentally beneficial.
Building on this strategy Tomorrow's Tourism Today (Department of Culture, Media and Sport, 2004) focusses on delivering improvements in key areas such as marketing and E-tourism, quality and skills. It recognises the role local authorities play in supporting the tourism industry, not least because of their statutory duties and wider responsibilities for local infrastructure, economic development and sense of place.
You can use our interactive map of Blue Plaques to see who and what has been commemorated in Cambridge, and find out exactly where you can see each plaque.
Regional Policy
A new strategy for developing tourism in the East of England was published in
April 2000, A Strategy for developing Tourism in the East of England 2000 - 2010 (East
Anglia Tourist Board). This has the aim of putting the East of England at the forefront of UK tourism. It sets out a strategic
framework for action in the region, based on five principles: Partnership, Quality, Sustainability, Competitiveness, and Accessibility
and Inclusion.
A Regional Cultural Strategy has been prepared by Living
East, the Cultural Consortium for the East of England. This seeks to put culture at the heart of the region's life.
The strategy seeks to help the cultural sector, which includes tourism, to improve its performance, helping create a strong
regional identity and ensuring that regional agencies work closely together to create closer partnership working within the
cultural sector.
The Regional Spatial Strategy
for the East of England (the East of England Plan, 2008) recognises the role of Cambridge as one of the key tourism destinations
in the region. It seeks to encourage realistic and sustainable investment in the maintenance, improvment, regeneration, extension
and diversification of the region's tourism industry, whilst ensuring that such development does not have adverse impacts.
2006 Cambridge Local Plan
This sets out the planning framework for the development of the City to 2016. It aims to conserve
the character and environment of Cambridge and ensure a satisfying and enjoyable experience for visitors. It contains policies
and proposals regarding visitor management and impact upon Cambridge as a tourism centre of international importance. The
Plan acknowledges the importance of the quality of visitor experience whilst aiming to encourage tourism that is sustainable
and environmentally friendly.
The tourism policies within the local plan are focussed on:
- Development of tourist accommodation to maintain, strengthen and diversify the range of short-stay accommodation;
- Control changes of use to and from tourist accommodation, balancing the need to provide additional accommodation with the need to retain family homes, and protecting the amenities of residential properties.
- Support new attractions that compliment the character of the City, while resisting those which would bring in additional visitors.
The Connecting and Servicing Cambridge chapter contains policies to reduce congestion and encourage development of non-residential proposals in locations with good access to public transport, cycling and walking.
With regards to the location of tourist accommodation, hotels may be acceptable as part of mixed use development sites and in the urban extensions. The Local Plan allocates development sites for certain types of development, including mixed use. For further details on the urban extensions, please see the Growth Area pages.
The Cambridge Tourism Strategy
In June 2001 the City Council adopted a five year strategy. This was a review of the previous strategy adopted in 1996. It is based on a vision for tourism in Cambridge, with aims and policies to achieve this vision. Outlined under each policy it shows how it is likely to be implemented over five years. Specific actions are contained in a separate Action Plan, which will be reviewed annually.
The Vision is of Cambridge as a place visitors enjoy, where they are welcomed, receive good
service and contribute to the local life, character and economy of the historic city.
The Strategy is
based on four aims relating to Quality, Marketing, Sustainability and Accessibility.
Quality
To provide a high quality visitor experience which meets or exceeds customer expectations.
Cambridge should be a place where people visit, want to stay and return. Quality which meets expectations is a vital element in this. High quality does not necessarily mean luxury, it means ensuring high quality in a range and standard of attractions and facilities, and visitors receiving a quality service, good customer care and value for money.
It is important that good quality applies to everyone, including disabled people. Policies in this section relate to quality in the accommodation sector, the standard and range of attractions and services, the quality of employment and language schools.
Marketing
To market Cambridge as an all year round quality destination, emphasizing its inherent attractions as a historic city, and as a centre where visitors stay and from which they visit the surrounding area of diverse regional interest.
While it is unnecessary to advertise Cambridge it is crucial to have a clear and defined marketing policy; without it there is very little chance of influencing visitor patterns and increasing the percentage of staying visitors.
The target markets should be those that will yield the greatest economic benefits and develop shared cultural connections. Marketing is most effective when done through partnerships, and a co-ordinated approach to the promotion of Cambridge to local and regional visitors is important.
Sustainability
To ensure tourism in Cambridge is more sustainable, protecting the environment, maximising the benefits and minimising the problems.
Tourism can never be completely sustainable by its very nature. However, it can be more sustainable. Sustainable tourism is an approach, involving longer term planning and partnership working to ensure that tourism operates within the capacities of the area. It is about reaching a balance between the sometimes competing needs of the environment, local community, business and visitors.
It involves maintaining and developing diversity, supporting local economies and using resources sustainability. This cuts across all policies in this Strategy. The policies in this section include maximising the use of sustainable modes of transport, minimising environmental pressures and congestion, and promoting sustainable business practices.
Accessibility
To reduce barriers and widen access to tourism for all kinds of visitors.
Cambridge should be accessible for all
to enjoy. This includes getting to the City, moving around it, physical access to buildings, and obtaining information. It
should address the needs of those with physical mobility difficulties, visual and hearing impairments, learning difficulties,
the elderly, those with children and those without access to private transport. This will benefit residents of the City as
well as visitors.
Partnership working is essential to achieve the aims of this Strategy. Therefore the theme underlying
this Strategy is:
"To work through partnerships with clear purposes focused on action and achievement and
designed to make most effective use of available resources."
The Cambridge Tourism Strategy 2001 – 2006
is available, price £10 plus postage.
The Action Plan 2001 – 2002 is £5 plus postage. An Action Plan Update was
produced in June 2002 and is available free of charge.
For information:
Tel: 01223 457200
Email: policysurveys@cambridge.gov.uk