Towards 2015

The South West of England Regional Development Agency has the strategic lead for tourism in the South West.
‘Towards 2015 - Shaping Tomorrow's Tourism' is the regional tourism strategy, led by the South West of England Regional Development Agency working with South West Tourism as the regional delivery partner.

Working with partners, tourism businesses and specialists, the South West of England Regional Development Agency and South West Tourism have come together to develop a new and radical strategy with which the South West can face the challenges of the coming decade and beyond.

Called ‘Towards 2015', the strategy will use the South West's existing strengths as the foundation stones on which to build an enduring edge over domestic and international tourism competitors, with a focus on 3 main aims:-

Delivering Sustainable Tourism

In order that tourism can continue to be a key sector of the South West England economy for decades to come, it is essential that we deliver truly sustainable tourism.

Driving Up Quality

South West England is not, and does not want to become, a ‘cheap' destination. By driving up quality and the competitiveness of businesses in the region, we will increase value and respond to the changing demands of our existing and new visitors.

Effective Destination Management

For the strategy to be truly effective, it is essential that we rationalise the wide variety of methods and structures involved in supporting and promoting our tourism destinations, thus enabling professional destination management and targeted marketing. The visitor experience is ultimately delivered at ‘destination level' and it is on this experience that visitors base their decisions on whether or not they will return.

South West Tourism's Role

Towards 2015 is the tourism strategy for the region and South West Tourism has an important delivery role in assisting the strategy to be realised.