Local businesspeople got together at the Holiday Inn in Brentwood today to discuss the future and positioning of the Brentwood brand and to debate how to promote the town as a tourist destination from within Essex and beyond.

There were around 35 delegates present from Brentwood Borough Council, the Renaissance Group, business owners and local media representatives, including Paul Golder and Greg Dukeson from Phoenix FM. The workshop was organised by Lisa Bone, Strategic Tourism Manager at Visit Essex, the official tourism organisation for the county.

Lisa explained that tourism contributes 3 million visitors a year to the borough, who contribute £160m to the local economy and sustain 3,000 local jobs.

The economic benefits of The Only Way is Essex were discussed in detail. Lisa asked the room if Brentwood should follow the lead of Epping Forest District Council – who do not want to associate themselves with the programme – and reject TOWIE, or embrace it. People were asked to consider what would happen if and when the TOWIE bubble bursts, and tourists stop visiting the town for that reason.

The majority of people in the room felt that TOWIE should be embraced for the benefits it brings to the town. However, when Lisa asked the room who actually watches the programme, just 3 people put their hands up – and that was reduced to 1 when she asked who watches it regularly and enjoys it.

Many agreed that the town should be looking to position itself to promote the other great attractions in the town, many of which are listed on the council’s newly revamped website. Kim Anderson, Partnership, Leisure and Funding Manager at Brentwood Borough Council, suggested the town should be looking to promote its “history with a modern slant”.

Chris Wade, chief executive of Towns Alive, gave a presentation on how towns could improve their local marketing to meet their aims.

Visit Essex will now collate the results and so that the proposals and opinions can be reviewed with a view to formulating new policy.