The tourist industry in Sidmouth: 'we can’t be complacent'

Sidmouth is clearly a very attractive place to spend a holiday - and has been so for a long time:

Futures Forum: "Tourism rises" ... "Loving Sidmouth"

But one can't be too complacent - as this piece suggests from some four years ago:

Futures Forum: "Tourism rises" ... but questions remain for Sidmouth

This is exactly what the Town Council have been saying of late:

‘Sidmouth needs to appeal to younger audience’

PUBLISHED: 17:30 30 December 2017

Stephen Sumner

Tourists flock to Sidmouth beach. Picture: Alex Walton

Sidmouth needs to find ways of reaching a broader audience or it risks being ‘left behind’.

Town councillor Ian Barlow warned the tourism and economy committee the existing printed brochure may not be effective for long, and argued representatives need to investigate new approaches.

But more than 17,000 paper guides were sent out last year and his colleagues said this reflects Sidmouth’s appeal to a ‘certain kind of person’.

Speaking at a meeting this month, Councillor Barlow said: “How many people look in a brochure now to go on holiday? Emails are the thing that’s valuable, but we aren’t doing anything with them. It’s an asset we must make more of.

“If every single other resort goes electronic and we’re the only ones with a brochure, we’re going to get left behind.”

“I love the town guide, but I’m concerned if we aren’t reaching new people – that’s what scares me. We aren’t moving forward. We try to attract older people, but our customers die – we have to attract new customers.”

He said the council could reach 100,000 people on Facebook for a fraction of the price of sending out guides.

Cllr Sheila Kerridge added: “People getting a brochure are a captive audience. We want to appeal to the young – the people that wouldn’t give Sidmouth a second look. They’re the people we have to get on board.”

Cllr Louise Cole said Sidmouth’s many festivals and groups, like the surf lifesaving club, prove that the town is changing, and suggested discussing ways of reaching new audiences with the organisers. She said the council could send out a monthly email to stay in people’s mind and keep them informed of upcoming events.

Cllr Ian McKenzie-Edwards argued that the guide remains effective. He said: “We provide a certain experience which, I dare say, appeals to a certain kind of person. The fact we still send out 17,872 guides rather proves that. There isn’t a pressing need to alter the balance of things.”

Town clerk Christopher Holland said: “I don’t think we should sit on our laurels. We’ve got to look at new ways of selling Sidmouth. We know Sidmouth has its own strengths that put it streets ahead of other resorts. We have to be proud of our town, but we can’t be complacent. We should be looking at all the different ways of attracting people.”

Is a brochure the best way to attract Sidmouth holiday makers? | Latest Sidmouth and Ottery News - Sidmouth Herald

And indeed there is plenty to attract the tourist:
Futures Forum: Enjoy Sidmouth Regatta over the bank holiday weekend >>> Saturday 26th and Sunday 27th August
Futures Forum: Christmas Farmers' Market in Sidmouth >>> this Saturday 9th December
Futures Forum: Sidmouth Seafest 2017: celebrating a maritime heritage

But there are many squares to circle, including the fact that many tourists are also second home owners:
Futures Forum: Sidmouth has the largest number of second home sales in East Devon

And that many tourists actually like the coffee shops and charity shops:
Futures Forum: Sidmouth: a town of charity shops and coffee shops?

And that getting the balance right is going to be tricky:
Futures Forum: "Objections to tourism are often contradictory"
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