Background

There are a number of businesses along the North Norfolk Coast, particularly to the east of Cromer, which lie within and immediately behind the Coastal Erosion Risk Zone as identified in the Shoreline Management Plan, which as a result of the possible change of policy with respect to the future maintenance of coast defences, may lack the confidence to invest in their business operations and have wider impact upon the perceptions of the area as a visitor destination.

Over time it is feared that the uncertainty caused by the risk of coastal erosion and change will impact negatively on levels of business confidence, leading to short-termism in business planning and a lack of investment by such businesses over the medium term.  It is feared that this lack of business confidence will result in a weakening of the local economy – particularly as the majority of businesses are of locally significant importance to the local tourism sector which is based upon the coast / beach offer – either being accommodation providers (hotels, caravan parks) or directly support the tourism offer (being shops, cafes, pubs, restaurants etc). 

Other businesses potentially affected may directly support the local community in that they provide valuable village / community services – eg pubs, food shops, the potential loss of which will serve to undermine the wellbeing of these communities.  There are also a small number of other businesses within or directly behind the Coastal Erosion Risk Zone including fishing businesses, residential care homes, agricultural businesses which may not be in sectors directly related to either the tourism or local community service provision, but which contribute to the character / sense of place of the area and will also need to plan for the future of their business around the risks posed through coastal change in the years to come.

Whilst the coastal area to the east of Cromer has significant appeal as a visitor destination particularly through the high quality of the local beaches to both day and staying visitors, the area struggles to promote its appeal when faced by competition from the resort towns of Cromer and Sheringham and the wider attractions of the North Norfolk Coast Area of Outstanding Natural Beauty to the west of Sheringham.  In this regard the local tourism product is less well developed than in other parts of the North Norfolk district and there is some evidence to suggest that there has been a loss of confidence, particularly amongst operators of serviced accommodation and some caravan and chalet park operators, which can be attributed to the blight / perceptions of visitors caused as a result of coastal erosion – particularly at Happisburgh, but also at Overstrand, Trimingham and Mundesley.

Through the Coastal Pathfinder Programme the District Council therefore wishes to develop the business resilience of the East Norfolk Coast (Overstrand to Horsey).  This will be achieved by the completion of a cluster audit, marketing plan and through the development of local supply chains.  Following the completion of the marketing plan the council will seek to deliver promotional activities as identified in the plan and website development for the east Norfolk coast.

Tourism Marketing Toolkit
Following on from the Marketing Workshops and Action Plan from Blue Sail, a Toolkit has been created to assist tourism businesses with their marketing.  Find out more here.