Decision details

The report provides an update on the progress to develop a Tourism Strategy and requests its approval and adoption by Cabinet.

Engagement and Consultation

The first stage of producing the strategy involved commissioning The Fabl to undertake research and engage with the sector and visitors. This was funded through Gainshare funding from West Yorkshire Combined Authority.  A draft strategy was written which was published for consultation over Summer 2025.  The results of the consultation have informed the final strategy.

The strategy has been tested and received feedback from the Overview & Scrutiny Management Committee (OSMC) and Economy & Neighbourhoods Scrutiny Panel in its development. A draft strategy was brought to OSMC for feedback on 28^th February 2025 (Scrutiny - 28th Feb 2025 - Tourism Strategy.pdf), prior to public consultation. Following the consultation, OSMC received a further report on 14^th November 2025 (Scrutiny - 14^th November 2025 – Tourism Strategy). The recommendation from OSMC was to pursue approval and adoption of the strategy.

The previous reports ‘Culture, Heritage and Tourism Strategies’ (Culture-Tourism-Heritage Strategies.pdf and Culture Heritage and Tourism Strategies Scrutiny 25.11.2022_.pdf) recognised there is a need to support tourism areas such as hospitality, accommodation and visitor attractions to improve the visitor experience in Kirklees and effectively support our Visitor Economy.  With the investment in key visitor attractions such as Our Cultural Heart, how we promote Kirklees has become even more important in order to attract investment and visitors plus encourage local citizens to value and engage with cultural and other activities and attractions.

Work was undertaken in 2022 by The Fabl, a mix of research and public consultation, which resulted in strategy and delivery options on which the current strategy is based.

Public consultation took place in summer 2025 with support from the council’s Data & Insight team. The online survey comprised of multiple choice and free text questions. The survey was promoted through Council communications and two in person drop-in sessions were hosted to provide support to complete the survey.

The consultation received 258 responses, 93% identified as Kirklees residents. Of the six areas of strength identified below for Kirklees, the majority of respondents agreed or strongly agreed with them and the proposed plans to develop them.

·       Music festivals and culture

·       Heritage

·       Food and drink

·       Landscape and wellbeing

·       Screen tourism

·       Sport

The consultation highlighted some key areas of focus for respondents, some that the strategy can support directly, others that can be supported by contributing to a wider conversation around development in the district. The topics of feedback included:

·       Improving communications and promotion

·       Increasing inclusion and accessibility

·       Strengthening travel infrastructure

·       Promoting Kirklees businesses

·       Developing and maintaining green spaces and active tourism

·       Engaging with communities and regional partners

·       Modernising cultural and screen tourism

·       Improving venues and facilities

·       Developing accommodation and offering a choice

·       Regenerating and managing better town centres

The strategy was amended to reflect this feedback where it was not already included. Where the strategy cannot determine the direction of an area of work, e.g. regeneration and town centre management, feedback will be provided to teams leading those areas and a tourism and visitor economy voice established to support future activity.

The Overview and Scrutiny Management Committee has been consulted twice about draft versions of the strategy.  At their meeting on 14^th November 2025, the committee welcomed the strategy, acknowledged community contributions and recommended its approval and adoption.

Background papers;

Reports were presented to the Overview and Scrutiny Management Committee and the Economy and Neighbourhood Scrutiny Panel on the following dates:

11^th February 2021

Culture-Tourism-Heritage Strategies.pdf

22^nd November 2022

Culture Heritage and Tourism Strategies Scrutiny 25.11.2022_.pdf

28^th February 2025

Scrutiny - 28th Feb 2025 - Tourism Strategy.pdf

14^th November 2025

Scrutiny - 14^th November 2025 – Tourism Strategy

That the Kirklees Tourism Strategy 2026-2029 be adopted.