Suffolk coast competing for UK’s tourists

Southwold beach. Picture: James Bass

Southwold beach. Picture: James Bass - Credit: James Bass

Southwold is locked in a competition with other popular UK destinations such as the south coast and the Lake District to attract holidaymakers from across the country, the leader of a tourism group has said.

Tim Rowan-Robinson, chairman of the Suffolk Coast Destination Management Organisation (DMO), set up to promote the area in the wake of cuts of government funding for tourism, said research showed tourism was crucial to the area's future.

It is responsible for one in eight jobs - yet as Brits shun foreign holidays in favour of cheaper so-called 'stay-cations', they are instead looking at where they can take a break in this country.

'A lot of people travel for between two to three hours for a short break,' he said.

'That means there is a huge catchment area and we are therefore in competition with the south coast, the West Country and, I suppose, the Lake District.'


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He added that 'people don't know a lot about Suffolk' - but at this week's Southwold Town Council annual meeting said the coastal area needed to create a strong reason for people to choose here over elsewhere.

'Our role is to create a strong brand and strong identity for the area which we can communicate to people and really put our part of the world on the map,' he said.

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