WITH tens of thousands of cruise passengers entering the city each year, civic chiefs are launching a new venture to boost the city’s economy.

This project, led by Southampton City Council, will maximise the economic impact of the international cruise passengers who already dock in the city.

In partnership with VisitEngland, which awarded £250,000 worth of funding to the scheme, the Leisure Excursions in Southern England for Cruise and Conference project aims to increase visitor numbers for businesses and attractions by encouraging visitors to stay local for longer.

The partnership, which includes Associated British Ports, Southampton Cultural Development Trust, Hampshire County Council, Go Southampton, Destination Southampton and Destination Plymouth, will work to develop a range of itineraries for visiting cruise lines that will showcase all the cultural and historical attractions in and around the city.

Currently, when a cruise ship arrives on a transit call in Southampton, around 50% of passengers leave and go on shore excursions outside of the local area. This project, the council hopes, will provide more localised options for cruise passengers and help boost economies nearby.

The council says that research has shown each cruise that calls into Southampton generates an estimated £2 million for the local economy.

Thus, it says, by promoting the regional options that are available for tourists close to the ports, businesses and the visitor economy will benefit.

The Port of Southampton welcomed more than 500 cruise calls in 2017.

Culture chief Councillor Satvir Kaur said: “It has been a real partnership approach to get this project to this point. Hampshire and surrounding counties have so much to offer visiting tourists and we’re pleased that this funding will enable us to really put Southampton and the surrounding areas on the map.”

VisitEngland chief executive Sally Balcombe added: “The calibre of submissions reflects the innovation in product development thriving across the country’s tourism landscape.

“The successful projects will boost international and domestic visitor growth creating a step-change in the industry and spreading the economic benefits of tourism across England.

“Southampton City Council’s winning project showcases the outstanding locations packaged together on the South Coast, giving visitors the opportunity to discover more of England as they disembark from Southampton and explore the cultural and rural charm of the country.”

The project will be up and running by mid-2019.