SHAKESPEARE TOURISM


No holds Bard I


n 1759, Reverend Francis Gastrell, the owner of New Place – the house in which William Shakespeare lived and died – made himself the most unpopular man in Stratford-upon- Avon. Annoyed with the regular


arrival of tourists wishing to see where England’s greatest poet passed away in 1616, he spitefully demolished the house and was subsequently exiled by the town’s horrifi ed residents. T e eyes of the world will be on Stratford


next year as the town marks the 400th anni- versary of the death of its most famous son, and tourism stakeholders are hoping this is one opportunity that won’t be smashed to pieces. For many tourism businesses in the region,


a successful 2016 would lay the founda- tions for years of sustainable operation and secure the lifeblood of this market town. “Tourism is such an important part of the


local economy and 2016 will further help support economic growth in the area,” says Robin Tjolle, CEO of Shakespeare’s England – the tourism organisation for Stratford- upon-Avon, Warwick, Kenilworth, Royal Leamington Spa and surrounding areas. “The Shakespeare 400th anniversary is a


great opportunity for us to showcase this won- derful region and to celebrate Shakespeare’s legacy. We’re looking forward to


T e Mercure Stratford-upon-Avon Shakespeare Hotel is a popular haunt for visitors to the town


welcoming more visitors from all over the world to join with us in the celebrations.” Shakespeare-themed tourism is big business


for the region, with the latest fi gures showing that, from 2012 to 2013, its value rose 15 per cent to £631m per annum. The Bard brings in an estimated 4.9 million visitors each year and over 11,000 people are employed in the Shakespeare’s England tourism industry. Next year represents a prime opportunity


for local tourism businesses to redefine the legacy of Shakespeare and secure its place as a must-see destination for years to come. As a result, the region’s top attractions are busy putting together plans for 2016 and beyond, with the Shakespeare’s England tour- ism organisation off ering strategic direction and the strength of a collective voice. Shakespeare’s England will celebrate his leg-


William Shakespeare – Born: 1564, Died: 1616 12


acy with a range of exhibitions and events, including a new immersive theatrical expe- rience at the Royal Shakespeare Company; a reimagining of Shakespeare’s final home, New Place; while Shakespeare’s old school- room at King Edward VI School will


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“One of the most important goals for the anniversary celebrations next year will be to ensure that young people understand the signifi cance of Shakespeare.”


open for the fi rst time to the general public. “There’s going to be huge interest in


Shakespeare next year and this represents a mas- sive opportunity to ensure a lasting legacy for Stratford,” says David Collins, who is head of marketing for the Royal Shakespeare Company and chair of Shakespeare’s England. “What we really want to promote is that


Stratford is an interactive place where you can reach out and touch the legacy of Shakespeare. You can visit the church where he was baptised, the school where he was educated, the houses which he lived in, walk the very streets he set foot on and see the grave where he was buried. “T ese are excitingly tangible things that


you can touch and then from the Royal Shakespeare Company’s (RSC) perspective,


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With 2016 marking the 400th anniversary of William Shakespeare’s death, Jak Phillips goes on the Stratford-upon-Avon tourism trail to explore how businesses are embracing the legacy of The Bard.


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