Purpose

Proposed
decision
 
Reinstate a Visitor Economy and Inward
Investment Service for Kent & Medway, specifically
 
a)   
APPROVE the establishment of a new in-house provision model to
deliver Brand Kent (visitor economy and inward investment)
services, following the cessation of previous external
arrangements.

 
b)   
APPROVE the redirection of the Kent County Council (KCC) budget
remaining for the 2024–25 visitor economy and inward
investment contracts (approximately £180,000) to support the
implementation of the new in-house provision.

 
c)   
APPROVE the planned allocation of £500,000 from the
2026–27 budget, subject to full approval at County Council in
February 2026, to sustain and expand the in-house service
model.

 
d)   
DELEGATE authority to the Corporate Director of Growth, Environment
and Transport, in consultation with the Cabinet Member for Economic
Development and Coastal Regeneration, to design and implement the
final service delivery model, including recruitment and integration
of services within existing council structures.

 
e)   
DELEGATE authority to the Director of Growth & Communities to
take all necessary actions, including finalising terms and entering
into required contracts or legal agreements, to implement the
decision
 
 

Reason for the decision
Visit
Kent and Locate in Kent ceased trading in September 2025. Kent
County Council (KCC) & Medway Council are proposing a new
delivery model consisting of a single in-house team supported by
commissioned activities where required to deliver critical services
to support the local visitor economy and attract inward investment
to the county. The new services will ensure that the county does
not get left behind and lose out to neighbouring areas in the run
up to Local Government Reorganisation while preparing a model that
aligns with future Devolution arrangements.

 

Reason for Urgency
Following the commencement of
the liquidation process for both organisations in Kent, it has
become clear that the tourism industry, key businesses, partners
and stakeholders are looking to KCC, and Medway Council, to take a
lead on finding a practical solution to support ongoing service
delivery in Kent & Medway. Swift restoration of the service is
critical to ensure that the county does not get left behind in this
important area of work. Following discussions which have considered
industry insight, this urgent decision will ensure that a level of
‘Destination Management Organisation’ service and
Inward Investment activity can continue in Kent &
Medway.
 
Given financial pressures
facing both authorities, immediate work must focus on considering
what provision is essential for the area making use of budgets that
were previously allocated to the contracts with Visit and Locate in
Kent.
 
Background

Visit Kent (VK) and Locate in Kent (LiK) were contracted by Kent County Council
supported by a financial contribution from Medway Council to lead a
range of ‘brand Kent’ activities to support the
county’s visitor economy and attract inward (business)
investment. Both organisations have faced financial challenges with
Visit Kent ceasing trading as of 3 September 2025 and Locate in
Kent planning a winding down of operations from
mid-September.
 
Many areas in the UK, and
internationally, choose to deliver or invest in services that
promote a place and its visitor offer as well as attracting
businesses to establish a base.  Kent
& Medway is competing as an area both domestically and
internationally with other counties and regions to secure visitors
who spend money in the local economy and to attract new businesses
to the area to provide employment opportunities for local people
and supply chain opportunities for local firms. LiK and VK were well-known organisations and had
become the ‘go-to’ entities for businesses,
stakeholders, partners and residents wishing to find out about
opportunities to visit or invest in Kent & Medway. Many areas
in the UK offer similar services due to the economic benefits they
bring about and any break in service leaves a significant gap in
the county’s economic development landscape, causes
reputational damage for the area and affects business confidence.
Many areas are bringing these services in house to ensure strategic
alignment with moves towards devolution given the clear links to
responsibilities to be allocated to Mayoral Strategic
Authorities.
 
Following the announcements
about VK and LIK, KCC and Medway Council have undertaken internal
discussions, considered feedback on what other areas
offer/commission as services and considered the views of the local
industry and key partners and stakeholders. KCC and Medway Council
have concluded which services are those that should be prioritised
to meet the needs of the Visitor Economy sector and ensure that the
area remains open for new and expanding business
 
Options Appraisal:
 
Other options which were
considered but discounted included completely ceasing financial
support for these services, re-procuring these services, or
creating separate services at a smaller geographical
level.
 
Alignment
with KCC priorities and strategies:
 
The
continuation of visitor economy and inward investment services
support the objective to ‘support local businesses to attract
investment and create job opportunities for people in Kent’
and ‘tackle inequality in our coastal communities’
through ‘enabling local business to flourish, supporting
economic growth and jobs’ as well as ‘supporting the
regeneration and vibrancy of our high streets.'
 
Both
services will attract national and international investment by
promoting Kent’s business and leisure offer supporting
economic growth and expansion.
 
How the proposed
decision supports Securing Kent’s Future 2022
-2026:
Securing Kents Future
- Budget Recovery Strategy.pdf
 
Review of
discretionary expenditure – Following discussion with key
partners and stakeholders, it was concluded, KCC and MC are best
placed to deliver these Kent-wide services.  As part of these discussions, the current service
offer has been reviewed and prioritised to ensure they directly
support the outcomes for Kent’s residents and business
communities that the Council is seeking to achieve.
 

Decision

As Cabinet Member for Economic Development and
Coastal Regeneration I agree to:
 
(a) 
APPROVE the establishment of a new in-house provision model to
deliver Brand Kent (visitor economy and inward investment)
services, following the cessation of previous external
arrangements.
 
(b) 
APPROVE the redirection of the Kent County Council (KCC) budget
remaining for the 2024–25 visitor economy and inward
investment contracts (approximately £162,000) to support the
implementation of the new in-house provision.
 
(c) 
APPROVE the planned allocation of £405,000 (with total
service funding dependant on level of partner contributions) from
the 2026–27 budget, subject to full approval at County
Council in February 2026, to sustain and expand the in-house
service model.
 
(d) 
DELEGATE authority to the Corporate Director of Growth, Environment
and Transport, in consultation with the Cabinet Member for Economic
Development and Coastal Regeneration, to design and implement the
final service delivery model, including recruitment and integration
of services within existing council structures and manage and
determine future funding allocations within the parameters set by
the County Council, to ensure its ongoing development and
sustainability.
 
(e) 
DELEGATE authority to the Director of Growth & Communities to
take all necessary actions, including finalising terms and entering
into required contracts or legal agreements, to implement the
decision.