The Culture and Neighbourhoods Scrutiny Commission met to discuss the Leicester Tourism Action Plan, the Tree Strategy, and the Museum Service Vision and Strategic Priorities. The meeting was also scheduled to cover the commission's work programme.

Leicester Tourism Action Plan 2020-2025 Update

The Director for Tourism – Culture and Inward Investment was scheduled to submit a report providing an overview of the progress made on the actions outlined in the Leicester Tourism Action Plan 2020-2025 since the last report tabled in April 2024.

The report notes that the plan has made significant progress in positioning the city as an attractive and sustainable tourism destination, with the economic impact of the tourism visitor economy showing positive signs of growth. Factors contributing to this progress include:

• Increase in hotel bed spaces
• Effective place marketing, with a 196.6% increase in visitors to the core Visit Leicester website from 2020 to 2024
• Growth in tourism venues and attractions
• Recognition by the industry, including Leicester and Leicestershire being shortlisted in the national Group Travel Awards
• New attractions under development
• Net gain of 43 new businesses in the city centre since March 2020
• Festivals and events that bring vibrancy to public spaces and streets
• Tourism ambassador schemes
• Local Visitor Economy Partnership recognition by VisitEngland
• Skills, networking, and support

The report also provides updates on recent activity under the plan's four themes:

1. Product: Improving the tourism product offer in terms of quality, diversification, productivity, and profitability. This includes updates on the Jewry Wall, Leicester Cathedral and Heritage and Learning Centre, Phoenix Cinema and Arts Centre, Leicester Museum and Art Gallery, Leicester Market, King Richard III Visitor Centre, National Space Centre, Great Central Railway, Curve Theatre, and De Montfort Hall.
2. Place: Delivering the place and connectedness. This includes updates on Connecting Leicester, Highcross Leicester, animating public spaces, and the Safe Night Time Economy.
3. Positioning: Developing a strong identity to position Leicester as a desirable destination attracting first-time visitors. This includes updates on tourism campaigns, social media, the Visit Leicester website, and marketing collateral.
4. People: This includes updates on the Volunteer Tourism Ambassadors scheme, Leicester College, De Montfort University, and the Leicester & Leicestershire Business and Skills Partnership.

The report also identifies future priorities, including the development of a new Destination Management Plan for 2026-2031 and a new Leicester Tourism Action Plan for 2026-2031.

Appendices to the report outline challenges for the tourism and hospitality sector and tourism trends.

Tree Strategy

The Director of Neighbourhood and Environmental Services was scheduled to submit a report incorporating the 2025-2030 Tree Strategy, 2019-2024 Tree Data and Communications Launch Information.

The Tree Strategy 2025 - 2030 sets out the council's aims and objectives for managing and increasing the city's tree stock. The strategy builds on existing tree policy and draws from the Air Quality Action Plan, Biodiversity Action Plan, Green Infrastructure Strategy, Sustainability Action Plan and Climate Ready Leicester.

The council's aims include:

• Ensuring community engagement and participation to celebrate the benefits of trees in the community
• Extending the current level of tree canopy and tree numbers under the city council's control and improving the quality
• Managing trees under the council's control with the intention of resolving conflicts and problems in a rational, consistent, and economic way
• Encouraging other landowners to plant and manage their trees through advice, guidance and, where necessary, the use of tree protection legislation
• Compensating adequately for the loss of significant trees in the landscape by planting more than one replacement - wherever practical
• Ensuring that public realm infrastructure schemes that involve tree removal or tree planting will incorporate quality planting and design

The Tree Strategy Comms Launch Information outlines the planned communications activities to promote the new strategy, including a press release, a schools tree picture/photo competition, a plum pruning event with tree wardens, the release of two new tree trails, and a tree carving and tree planting event.

The Tree Data 2019 – 2024 provides information on tree surveys, planting, felling, complaints, proactive and reactive works, tree establishment rates, ash dieback fells, biomass, planning applications processed involving trees, TPO & Conservation Area applications processed, emergency tree work responses attended, planning contraventions received, and Trees & Woodlands Team training courses attended.

Museum Service Vision & Strategic Priorities

The Director of Tourism - Culture and Inward Investment was scheduled to submit a report on the new Museums Service Vision and Strategic Priorities for 2025-29, which is to be implemented on 1 May 2025.

The vision is for a high-quality, cost-effective museum service with fewer but much improved buildings and collection displays resulting from significant capital investment. More than £20 million has been invested over the last decade, with a further £8.8 million of investment underway and planned.

The Scrutiny - Museums Vision Strategy Report. Final outlines the following strategic priorities:

• Connecting people & communities with the Story of Leicester, unearthing 2,000 years of the city's rich history & heritage.
• Inclusive museums & collections which reflect and share the lived experiences of our diverse local communities.
• Taking museums into communities to increase access and widen audiences.
• Creating exceptional visitor experiences through capital investment at Leicester Museum and Art Gallery & Jewry Wall.
• Using Leicester's global collections to play our part in addressing the climate crisis.
• Supporting the development of the city’s future generations, sparking children & young people's imagination and curiosity, developing their skills & tackling the inequalities which many of them face.
• Developing the financial sustainability of both paid for and free museums.

The report also details operational changes to be implemented from 1 May 2025, including:

• Focusing delivery on key museum sites (Leicester Museum & Art Gallery, Jewry Wall, King Richard III Visitor Centre and Leicester Guildhall).
• Continued engagement outside of museum buildings, making collections more accessible across the city.
• Operational changes at 3 museum sites:
  • Abbey Pumping Station – Reduction of opening days to peak visitor times.
  • Newarke Houses Museum – Reduction of opening days to Saturdays from May to August.
  • Belgrave Hall – Suspension of the site as a heritage venue.

The total saving for all 3 sites is £288k, contributing to the savings targets required of the Tourism, Culture and Inward Investment division.

Work Programme

Members of the commission were scheduled to consider the work programme and make suggestions for additional items as necessary.