A leading holiday firm in Norfolk has unveiled plans for a total overhaul commencing in 2024 - with new facilities, activities, and more than £2m investment in guest experience.
Richardsons Leisure, which has holiday offerings in Hemsby, Stalham, Wroxham and Lowestoft, said it hopes to attract not only out of town visitors, but local people too with a slate of updates and expansions next year.
The changes follow a year which saw visitor numbers drop after a successful Covid bounce-back, with staycation guests opting to head abroad over the summer to avoid the less-than desirable weather conditions.
But with more than £2m ready to invest into the programme of improvements, CEO Greg Munford said he believes the company can continue to tap the growing market for Norfolk holidays.
He said: “Domestic tourism was notably lower than we saw in 2021 and 2022 - people have had less discretionary spend so if they were going to spend they wanted guaranteed sunshine.
“That being said, it was still higher than 2019, which is a more accurate benchmark, and we’re excited about 2024.
“Our plan is to continue to invest in customer offerings and to diversify as much as we can to make sure we’re a fantastic choice for people when they’re looking at a UK break.”
Norfolk Broads sites
Perhaps the biggest announcement from the business centres on its Stalham boatyard, the company’s largest Norfolk Broads base and the main site of both its day and holiday hire boat operations.
The firm hopes to encourage more day visitors to the hub by adding a Broads National Park visitor centre to the mix - which is caveat to planning permission being granted and funding - featuring an interactive “learning and play experience” with digital screens and immersive displays.
It also plans to construct a Broads themed outdoor adventure experience, alongside a Broads discovery hub and outdoor classroom for visiting schools.
Mr Munford said: “These plans are about moving away from a reliance on overnight guests and diversifying.
“With people cutting their discretionary spending, a lot of people are looking for great value days out rather than going away, so what we’re doing here is growing our offering for that audience.
“It’s about turning the existing Stalham site into a ‘destination marina’.”
The company also plans to develop its marina at Acle, constructing a new visitor information hub complete with a cafe, outdoor seating area, and recreation space.
It will also add a day boat reception to allow people to book onsite, rather than needing to go online.
Coastal sites
Richardsons is also investing in its coastal offerings, with a complete overhaul of its Hemsby yacht club.
Its Family Entertainment Centre will be extended to incorporate the crows nest high ropes and venue formerly known as the yacht club, creating a much larger space containing its arcade, a new bowling alley, and two indoor soft play areas, with a new walkway connecting the two sections.
It will also add an outdoor area to the site, housing a multi-use games court, outdoor gym, climbing wall, and tent where visitors can try activities including archery, fencing, and hoverboards.
Next door, a new crazy golf course and pirate-themed “wet play attraction” will be constructed, which Mr Munford said he hopes will add value to the local community, as well as guests.
He said: “We’re really pleased with what we’re going to do at Hemsby.
“Richardsons feel responsibility for the communities and although our main anchor is our holidays, we want to bring as much as possible to the people who live in our towns.
“Everything we’re adding here is going to be tropical-themed with coconut trees and bright colours - we might not have the weather, but we’ll be bringing the vibes.”
Although an opening date is yet to be confirmed, the company said it hopes to have everything ready to go in time for the all-important Easter holidays.
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