The draft Shropshire Destination Management Plan (DMP) is designed as a blueprint for how the county intends to manage its visitor economy between 2026 and 2029.

The development of Destination Management Plan has been 100% funded by the UK Government through the UK Shared Prosperity Fund. Further external funding will be needed to deliver actions identified within the Destination Management Plan.
A Destination Management Plan is delivered by the wider Visitor Economy sector, not by a specific body, such as Shropshire Council.

This builds on the current plan that expires this year. The draft has been developed by Shropshire Council with the support of partners and stakeholders from across the county. It has been approved by Visit England and has been written to align with Telford and Wrekin’s DMP.

We are now seeking feedback from those with an interest in the local visitor economy and are keen to gather views on the draft before moving to a final version for local decision and implementation.

Please complete the survey questions below, you may skip any you do not wish to answer.

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* 1. Have you read the Draft Shropshire Destination Management Plan 2026-2029?

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* 2. Overall, what are your thoughts on the draft?

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* 3. Please consider the draft Destination Management Plan and the statements below. Please select the response that best reflects your opinion.

  Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Don't know or no opinion
It is clear how the Draft Destination Management Plan fits into the wider policy context and links to national, regional and other local strategies.
There are clear objectives that can be supported by partners across public and private sectors.
The draft clearly sets out the value of the visitor economy in Shropshire, including relevant facts and figures.
The priorities are the right ones.
The objectives are the right ones.
The Draft Destination Management Plan reflects the unique identity of Shropshire.
The draft plan reflects challenges and needs at a local level.
The draft plan will be a useful tool in highlighting opportunities and attracting new investment.

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* 4. Please add any comments in the space below to explain your selections, particularly if you have selected strongly disagree for any of the statements.

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* 5. There are eight priorities included in the draft Destination Management Plan. Please use the options below to provide a view on each.

  Support  Neutral Don't support
1. Increase bed stock to encourage longer stays.
2. Build on past work to create a clear identity for Shropshire as a tourist destination
3. Implement integrated marketing strategies to attract visitors
4. Support regenerative tourism initiatives that benefit the environment and local communities.
5. Continue to create a destination partnership that can embrace all, and that brings people together
6. Create an evaluation framework that can inform activity based on economic impact survey e.g. STEAM and working with partners on data sharing to generate objective performance and evaluation metrics
7. Build a reputation as an accessible and inclusive destination by instilling a determination across the sector to ensure everyone is welcome

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* 6. Which of the priorities from the previous question is most important to you? Please rank them in order of most to least important.

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* 7. There are four objectives included in the draft Destination Management Plan. Please provide your view for each below:

  Support Neutral Don't support
Objective 1. Adjust the ratio of staying and day visitors. Focus on adjusting the balance in favour of staying visitors to grow the value of the visitor economy without compromising its uncrowded spaces.
Objective 2. Develop effective partnerships. Embrace partnership working between organisations and businesses, internally and externally, as the key to wider success and benefits for all
Objective 3. Improve image, identity and awareness of Shropshire as a place to visit. Create a distinctive identity for Shropshire that is differentiated from other English rural destinations and promoted effectively.
Objective 4. Establish a national reputation as a sustainable destination. Establish Shropshire’s reputation for excellence in community led small-scale regenerative tourism.

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* 8. How would you rank the importance of each priority? Most important at the top to least important at the bottom.

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* 9. Is there anything you particularly like about the Draft Destination Management Plan?

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* 10. Is there anything you don’t like, or feel needs improvement?

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* 11. Is anything missing? If there are gaps please highlight them below.

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* 12. Shropshire Council will continue to encourage stakeholder engagement in the development and delivery of the Destination Management Plan. Do you have any comments to make about future engagement?

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* 13. Shropshire Council undertakes Equality, Social Inclusion and Health Impact Assessments (ESHIA) for new strategies, plans and service changes. If you have any comments on diversity, equality or social impact that you would like us to consider in the work on the Destination Management Plan, please describe below.

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* 14. Any other comments.

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