The human version (we wrote this, not the council)
This policy supports the growth and improvement of existing visitor attractions and encourages new ones across South Warwickshire, subject to other plan policies. All tourism and leisure development must be sensitive to the character of the area and designed to maximise benefits for local communities through job opportunities and support for local services. Wherever possible, tourist and visitor facilities should be located in existing or replacement buildings, particularly where they sit outside settlements.
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Policy EC.3
Tourism and Leisure Development
South Warwickshire has a strong visitor and leisure economy, and the growth and
improvement of existing attractions will be supported. To widen the economic
benefits from tourism, proposals for new attractions will be encouraged across South
Warwickshire, subject to other policies in this plan including DS.9 and DS.11.
All forms of tourism and leisure development must be sensitive to the character of
the area and designed to maximise the benefits for the communities affected in terms
of job opportunities and support for local services. Wherever possible, tourist and
visitor facilities should be located in existing or replacement buildings if they are
suitable for the purpose, particularly where they are located outside settlements.
Policy Justification
4.2.7 South Warwickshire has a significant visitor and leisure economy and the SWLP
seeks to support the growth of this important sector. The provision of a wider range of
tourist and leisure attractions across South Warwickshire, taking advantage of its charm
and heritage, would help to support the local economy.
4.2.8 Stratford-upon-Avon is home to the world’s most important Shakespeare
heritage sites, including those managed by the Shakespeare Birthplace Trust, and is the
only place in the world where people can experience the entire Shakespeare story. It is
also the home of the internationally renowned Royal Shakespeare Company.
4.2.9 South Warwickshire also has many other historic assets that operate as visitor
attractions, such as castles in Warwick and Kenilworth, Stoneleigh Abbey, the country
houses of Compton Verney, Charlecote, Packwood and Baddesley Clinton and the
canal network, as well as the regency buildings and parks of Royal Leamington Spa.
4.2.10 Other notable visitor attractions include Stratford Butterfly Farm, the British
Motor Museum and Hatton Country World.
4.2.11 South Warwickshire’s cultural assets and visitor facilities should be supported to
grow and improve in ways that maintain their attractiveness and
4.2.12 integrity; this will be the case particularly for those assets associated with the
historic environment. The SWLP seeks to enable the maintenance and improvement of
leisure facilities, including supporting appropriate opportunities for culture and tourism.
Wherever possible, these should be located in existing or replacement buildings,
especially when located outside of settlements.