A business improvement group for the tourism industry in Blackpool has helped the town attract 20m annual visitors.
The vehicle for this is the Tourism BID was formed in July 2021 out of a need to recover from the impact of the Covid pandemic. It includes attractions, theatres, hotels and even ice-cream sellers, with businesses both large and small joining forces to share their experience, expertise and enthusiasm to promote Blackpool.
Key players include companies which have traded successfully for generations, and hoteliers who even in the midst of winter have high occupancy rates. As one member puts it: “We are not here to compete for our own individual pieces of the pie, but to grow the pie so our individual pieces are bigger.”
Read more: On the Beach overcomes dispute with Ryanair
Go here for more North West business news
Kate Shane, regional director for Merlin which operates Blackpool attractions on behalf of the council including The Tower and Sandcastle Waterpark, as well as brands such as Madame Tussauds and the Sea Life Centre, chairs the Tourism BID (TBID) management group.
She said: “It’s the first time we have had each of the elements of the tourism sector represented in one group where we have an absolute shared objective and desire to make sure Blackpool retains its number one spot as a seaside destination.”
The strategy has seen the launch of events such as Christmas by the Sea, which attracts more than six million visitors, while the TBID also worked with the council on events to celebrate the King’s Coronation which saw Blackpool Tower feature on the BBC’s Lighting Up The Nation.
Most Read
Plans for this year include putting the town in the spotlight as the 海角视频 Capital of Dance in June and July. The TBID has also supported marketing campaigns such as the Nigel C Gull TV advert.
Kate added: “Our ambition is to create a year-round resort and events such as Christmas By The Sea are already helping us achieve that.”
The TBID has 260 levy-payers and covers the whole Promenade as well as Stanley Park and Blackpool Zoo. The levy collection rate is 93% and raises income of £230,000 a year. It is one of just seven tourism BIDs in the country.
James Cox, director of marketing at Blackpool Pleasure Beach, said: “We are one of the biggest levy-payers so cast one of the biggest votes so it’s important to have a voice around that table. Ultimately if Blackpool is successful, then we in turn will be successful.”