SPA hotels, a wider range of evening activities and state-of-the-art interactive entertainment would put Alnwick on the global tourist map, according to former Disneyland Paris boss Christian Perdrier.
The new chief executive of Alnwick Castle and The Alnwick Garden says he will use his extensive experience to transform the town into a must-see destination for global travellers, by offering what he describes as a mix of history and modernity.
Am
ong the ideas he has put forward are creating high-tech 3D features at the castle, where visitors would be able to directly interact with holographic historical figures such as Harry Hotspur and any number of past earls, dukes and duchesses.
And he certainly has the know-how, having worked alongside the likes of Star Wars creator George Lucas to develop similar technological marvels during the creation of Sheikh Mohammed's world-class entertainment complex in Dubai, as well as 12 years at Disneyland Paris.
But Mr Perdrier is also adamant that it must be backed up by a strong
tourist-friendly infrastructure in the Alnwick area, in the form of new hotels, restaurants and evening entertainment.
"I could do a job just involving the castle and the Garden, but what happens when they close at 6pm?" he said. "We need something more to keep tourists here for longer and make them want to come back again and again. We don't want them to get on the coach or in the car and leave after a day.
"People who work hard all year round want the most from their vacations, not only to be entertained but to relax as well. They want to treat themselves, which is perhaps why we should be looking at things like spa hotels and a diversity of evening attractions, improving the restaurant offer and maybe lounge bars.
"I'm not talking about replacing what Alnwick already has, such as its historic pubs, but adding to it."
Mr Perdrier's vision has gained a largely warm response from town leaders and civic groups.
Unitary ward councillor Gordon Castle said: "I would not like to see Alnwick 'Disneyfied', but he makes an important point that there is more to Alnwick and its future success than the castle or gardens and that it should be promoted as a unified single destination.
"By highlighting its many features, we're on the right track and he's started off well."
But he added: "It remains to be seen how well this will work in regards to extending the visitor season."
Carys Thomas, chairman of Alnwick Community Development Trust, said: "We're absolutely delighted to see someone of this calibre backing the whole community and we hope everyone gets behind this vision. It's very much in keeping with how the Trust sees things, that the town must be promoted as a package. There are gaps that need to be filled regarding the infrastructure of Alnwick, but if the town is being marketed in a way which increases tourist spending then that will have a significant effect.
"We have to take advantage of this opportunity. I think that Christian Perdrier genuinely wants to be here, because anybody of his calibre could go anywhere they wanted."
l What do you think? Write to Gazette Letters, 32 Bondgate Without, Alnwick NE66 1PN.
