URL: https://democracy.ribblevalley.gov.uk/ieDecisionDetails.aspx?ID=1489

Decision Maker: Economic Development

Outcome: Recommendations Approved

Is Key Decision?: No

Is Callable In?: No

Purpose:

Content: The Director of Economic Development and Planning submitted a report asking Committee to consider a virement within the tourism service and budget.   Members were advised that the proposals sought to create capacity within the tourism service to respond to a changing marketplace by increasing the use of technology, delivering better value for money, targeting services more effectively, expanding income-generating promotional activity, and strengthening the Ribble Valley brand.   It was noted that the existing budget structure was outdated, being largely focused on traditional marketing, and that recent trends, including increased online engagement and event-based activity, had driven changes such as greater reliance on casual staff and partnership income.   The report outlined the need to enhance social media and website management, strengthen the role and support of the Ribble Valley Tourism Association (RVTA), and reduce reliance on print-based marketing, while also highlighting concerns regarding the value for money of the Council’s contribution to Marketing Lancashire. Members further noted the importance of increasing capacity to support partnerships, develop new promotional approaches, and safeguard and promote the Ribble Valley brand in light of forthcoming local government changes.   RESOLVED THAT COMMITTEE:   1.         Approve the proposed virement to create a temporary staffing budget.   2.         Confirm acceptance of an annual contribution from Ribble Valley Tourism Association for Ribble Valley to assist with the administration and online presence of the RVTA.   3.         Agree to terminate the membership of Marketing Lancashire.

Date of Decision: June 11, 2026