Both residents and visitors value Bournemouth because of its unique identity and culture. The town’s physical identity is expressed through the link between attractive gardens and chines, seven miles of sandy beach and distinctive shopping areas. Standards of service, hospitality and skills in the cultural sector are crucially
important to both visitors and local people, as is a vibrant cultural life.

In recent years this has come to include a successful nightlife and a cosmopolitan atmosphere, boosted by our language school students. Facilities like the seafront, gardens, countryside and the town’s theatres and events,
such as the free fireworks, are used even more  by residents than by visitors.

We therefore propose developing the identity of Bournemouth as “The World Class Resort”. This theme will encompass links with surrounding Boroughs; the world class package is greatly  strengthened by the National Park status of The  New Forest and the World Heritage Site of the Dorset Coast. Central to this world class status
is a need to develop an inclusive welcome for people from different cultural backgrounds and to cater better for people with disabilities. Our  distinctiveness can be enhanced by the growth of local ‘cultural’ industries related particularly to  media, design, sports, arts and tourism.

Partnership between the Council and the local tourism industry needs to be developed further  to address the fragmented nature of tourism and the dominance in Bournemouth of very small businesses. UK tourism faces fast changing markets and increasing competition.

Bournemouth’s success will continue to be based on achieving year-round tourism by mixing leisure, business and educational markets - with an increasing emphasis on health and activity holidays.