Launch of Sunderland's 10-year tourism strategy with Sharon Appleby, chief executive of Sunderland BID
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00:00Sharon, we're down here at the Roka Hotel for the launch of the 10-year tourism strategy for Sunderland.
00:06We've talked about how Sunderland currently isn't punching its weight in that sector, but that's all about a change, isn't it?
00:13Absolutely, yes, for sure. So we're taking control of our own destiny here and really going to start to promote Sunderland as a destination in its own right,
00:21but also where it fits within the region and then where it fits nationally and internationally from a tourism perspective.
00:26And how can we expect Sunderland to look then tourism-wise in 10 years if this strategy all comes together as planned?
00:34I think we'll have so many more visitors from all over the world, but I think we will also see lots of different variety of businesses opening up here,
00:42lots of experiences developing further. We've got some amazing experiences here already, but actually there'll be more and more of those types of things,
00:50so people will be able to come and spend much longer here and enjoy all sorts of things that we've got to offer.
00:55So the coastline, the country, the heritage assets, and all of the new transformation that's taken place within the city centre.
01:02And why is the time right now?
01:05I think because of the transformation that's taken place and the incredible investment that's already happening,
01:10I think there's now so much more to want to come and see and look at and touch and feel and enjoy.
01:16I think, you know, I've worked here for an awfully long time and I think it's never felt like it's felt now.
01:22There hasn't been as much optimism, as much success, as much development and investment that's coming in.
01:30And there's so many more things going to open very soon, including things like Culture House towards the end of the year.
01:36That will be a massive tourism draw just in its own right.
01:40Things like football improving and lots of things like that will happen.
01:44And I think it will make a huge difference to the reputation across the city and the region nationally and internationally.
01:52And this month has also seen the start of the seafront bid.
01:56Can you talk us through that project and how that will feed into the tourism strategy?
02:00Yeah, well, joining the two, the biggest two areas together is really key.
02:04So joining the seafront area with the city centre is absolutely crucial.
02:08We also look after the sheepfolds area.
02:10We've talked a lot today about the river and how important the river is, the new bridge going in, Riverside Park, all of that kind of thing.
02:16It allows us to open up those areas and to really start to celebrate much more of the things that we've got here.
02:23The businesses are obviously absolutely crucial to the bid.
02:25We have some cracking businesses here already.
02:28We're actually looking to help them to be much more successful, but also to encourage new businesses, different types of businesses,
02:34different types of experiential businesses to come and join us in what should be a really fantastically exciting time.