View of Weston Grand Pier.

THE owner of Weston’s Grand Pier has criticised the council for not doing enough to support tourism in the town as he slashes prices at the attraction.

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Kerry Michael has launched a variety of offers to help attract more visitors to the town, but says the authority needs to rethink its tourism strategy after a disappointing summer season.

Mr Michael said that despite the pier experiencing a better winter and spring than expected after opening in October 2010, bad weather and the financial climate saw July and August disappoint.

Calling on council leaders to re-think what he said was a ‘lack of investment’ in the industry, he said: “I am bitterly disappointed that North Somerset Council no longer provides the support for tourism that previous administrations have and it now does so little to promote the town.

“Tourism in the West Country is worth more than £1billion per annum and Weston is the largest local destination for that spend. Leaders at the council must see the wider picture – tourism and the Grand Pier in particular, are the kingpin in our local economy.”

Until the end of September all rides on the pier will cost £1 on a Friday from 5-9pm, while during the rest of the week and weekends all rides will be half-price.

Entry to the Adventure Cove soft play centre will cost £1 during term time.

Councillor Felicity Baker, the council’s executive member for tourism said she was ‘disappointed’ with the remarks, adding that council staff had offered help to Mr Michael following the destruction of the original Grand Pier in 2008.

She said the recently-completed £30million improvements to the sea defences and promenade, the £3.9million facelift experienced by Princess Royal Square and the holding of several events throughout the year showed the council took tourism seriously.

She added: “The future for the area is looking good too with development work under way at Dolphin Square and the recent news that the Leisuredome project is moving forward, which will contain the world’s highest indoor climbing wall among its facilities.

“If the tourist attractions in the town, such as the Grand Pier, wanted to set up a group to help promote the area we would be very happy to take part.

“Like every other local authority in the country cuts in our funding from government mean we are having to make savings which for us amount to more than £47million over the next four years.

“Despite this we continue to promote North Somerset as a great place to visit and stay.”