NEW TOURISM COMPANY OPENS

A NEW tourist company is filling the gap left by the sudden closure of Shakespeare County.

South Warwickshire Tourism, which traded under the name of Shakespeare County, was forced to stop trading at the start of the month after Stratford District Council decided not to renew its annual funding of £275,000.

Without the district council’s backing, the tourism firm said it could no longer operate and was forced to close down, shutting key tourism offices in Leamington and Stratford.

The board of SWT has called in insolvency experts Poppleton and Appleby who are expected to be appointed as liquidators at a meeting on April 28.

Now, Seek the Magic Org, which is the company behind the Creaky Cauldron Museum in Henley Street, Stratford, has stepped in to offer a new tourist information service to residents and visitors to the town.

The company has started a telephone information service which is open seven days a week and has created leaflets and a website under the name, Stratford-upon-Avon: Not Just Shakespeare.

Dave Matthews, chief executive of Seek the Magic Org, said: “We were extremely saddened about Shakespeare Country and concerned about the lack of a tourism provision in the town.

“The website will be a fundamental service and an invaluable source of information for visitors, especially as we approach Shakespeare’s birthday celebrations and our peak season.

“Stratford is a fantastic historic town and one we’re deservedly proud of.

“Each year it attracts four million tourists and we want to ensure that tourists continue to visit and the town remains one of the most popular tourist destinations in the country.”

The Not Just Shakespeare website gives visitors information on places to eat and stay in Stratford, attractions, events and festivals, theatre and nightlife, shops, parking and the town’s history, as well as information on William Shakespeare.

The company has also opened a tourism office at the Creaky Cauldron Museum which is open every day from 9.30am until 5pm.

For more information call 0844 824 8600 or visit www.notjustshakespeare.org.