Opened on 10th June 1936, the Swanage Information Centre in Dorset, is believed to be the longest serving visitor information centre in the UK still operating from its original premises, having survived many budget cuts over the last 90 years.
To celebrate the milestone, staff past and present gathered at the information centre in Shore Road on Wednesday 10th June 2026 to reflect on its long history.
The Swanage Information Centre team in 2026 with (in middle) from left to right: Swanage deputy town mayor Sarah Vile, visitor services and business development manager Culvin Milmer, town clerk Martin Ayres, and Swanage town mayor Chris Tomes
Boom in tourism
Known as the White House, the building is believed to have been a fisherman’s cottage dating from the late 18th or early 19th century.
It was lived in until the 1930s when it was described as unfit for occupation. Various uses for the building were considered but in 1936, with the boom in tourism, the decision was made by the Swanage Urban District Council to upgrade the facilities and create the Swanage Information Bureau.
The first information bureau officer was Mr Linnington, a former World War One soldier aged 42, who had previously worked for the Swanage Ice Cream Company in the summer and Harry Bartlett and Sons printers in the winter. He was initially employed on a seasonal basis from June to September on a salary of £3 a week.
The White House in around 1905, when it was still lived in as a home
The war years around 1940 when sand bags were used to protect the glass windows of the White House
At the White House on Wednesday 10th June 2026 – 90 years since the opening of the first information bureau
Wartime role
Although the information bureau closed during World War Two, the builfing continued to serve Swanage, first as an air raid precautions (ARP) report centre, then as the Home Guard headquarters and air raid shelter, and later as the wartime Citizens Advice Bureau.
During the 1950s, seaside tourism started to change with increased private car ownership and improved road networks resulting in shorter stays and a greater number of day visitors.
In response, Swanage’s information service broadened its focus to include advice on parking, local attractions, events, and walking routes, and became known as the Tourist Information Centre or TIC, by the 1970s.
Despite council reviews and budget cuts the information centre has survived to celebrate its 90th birthday with councillors, friends, and staff, past and present
From the Swanage Holiday Guide 1980 with left to right: Ian Parkington, Sally Dicks and Vera Goff
“Very basic with no computers”
Among the guests at the 90th celebrations was Valerie Pike who was the information centre manager from 1982 to 2001 when she retired. She said:
“I was born in Trowbridge in Wiltshire but my uncle had a bungalow at Sandbanks so we visited the area often. When my father retired he moved to Swanage, and in 1976 my husband and I followed him, moving to Bay Crescent.
“I worked for Swanage Town Council up at the caravan park but was asked to swap jobs and become the tourist information centre manager in 1982.
“In those days it was very basic with no computers, you could only go up the stairs as far as the toilets because the upstairs floor was unsafe, and there was no central heating.
“We were sent to evening classes to learn about computers but they were nothing like they are today. We still did a lot on paper, with paper forms to apply for a beach hut.
“There were 100 beach huts on the beach, 36 along Shore Road, and 26 at The Spa, plus the private ones on the beach near Ocean Bay.
“During the winter we’d send out our brochures and attend holiday exhibitions in places like Blackpool, Birmingham and Bristol. We’d call Swanage, the gem of the Dorset Coast!”
Peter Newberry (left) and Valerie Pike (right) in the early 1980s, when a new front desk was installed
Left to right: In 2026, Valerie Pike, Alison Holmes nee Stockley, and the current information centre manager Sarah Tattersall
“A time of change”
In the early 2000s the future of the TIC was questioned due to financial considerations and changing visitor patterns. However, the decision was made by Swanage Town Council to continue to invest in the service.
Taking over from Valerie as manager in 2001 was Alison Stockley, now known as Alison Holmes. Alison, who was born in Swanage, but now lives in Plymouth, said:
“I was really touched to be invited back for the 90th anniversary of the TIC – it’s nice to come back and visit the town. I was on the committee of the Swanage Carnival for years, so I have lots of memories.
“I was working at Bath Travel, now Hays, but was looking for a new opportunity, so I sent a letter to Alan Leeson, the Swanage town clerk at the time.
“The town council had advertised but not filled the role of TIC manager, when someone suggested my name. Then Alan remembered that he had my CV on his desk, so it was really by a combination of good fortune that I got the job.
“It was a time of change for the information centre with computerisation, the introduction of an online booking system for beach huts, and the development of our first website.”
£3 a week for Mr Linnington!
Staff past (on the right) and present (on the left)
Information centre managers / supervisors
- 1982 to 2001: Valerie Pike
- 2001 to 2010: Alison Stockley, now Holmes
- 2010 to 2016: Carolyn Hooper
- 2016 to 2017: Sarah Lovett
- 2017 to present: Sarah Tattersall
Tourism managers
- 1951 to 1971: Maurice C. Hillier – Publicity, beach and entertainments manager
- 1971 to 1977: Richard R. Cole
- 1977 to 1978: David Curtis-Brignell
- 1978 to 1982: Ian Parkington
- 1982 to 1998: Terry Rowe – Leisure and tourism manager
- 2016 to present: Culvin Milmer – Visitor services and business development manager
The centre has been decorated all week to celebrate its 90th birthday
Swanage town mayor Chris Tomes and visitor services and business development manager Culvin Milmer lead the celebrations
“Where are the toilets?”
In 2017 the new title, the Swanage Information Centre, was adopted, dropping the word ‘tourist’ to reflect its broader role serving residents as well as visitors. However, the service is still often referred to as the TIC.
Also in 2017, the newly named Swanage Information Centre achieved Gold awards in both the Dorset Tourism Awards and the South West England Tourism Excellence Awards. Further Gold awards followed in 2019 and again in 2023.
Speaking at the 90th anniversary event, the current Swanage visitor services and business development manager Culvin Milmer said:
“It is remarkable to think that this summer, a total of 13 people will see this building as their place of work, a significant increase from Mr Linnington’s days, although 11 people actually lived here in 1911.
“For 90 years the building has been serving Swanage, and I am sure I speak for all current and former members of staff when I say how proud we are of being part of this journey.
“While we can never know what the most popular questions that Mr Linnington would have faced from visitors in 1936, it is however very likely to be the same two that the information centre receives today, that is, where are the toilets and what is that island in the distance?!”
No party is complete with a cake and this special White House cake was created by visitors services assistant Lou Condie
The cake was much appreciated by the guests
“An invaluable asset in our town”
In 2026, the Swanage Information Centre supports the beach management operations, beach hut bookings, boat park administration, seafront and foreshore management, Beach Gardens Sports Park administration, local events, Friday market management, event management and other visitor services across the town.
It also assists major community and tourism initiatives including the switching on of the Christmas lights, the festive Artisans on the Beach, and the expanding programme of events and festivals, in a move towards a year-round visitor economy in Swanage.
At the celebrations, Swanage town mayor Chris Tomes said:
“The town’s information centre plays a vital role in supporting tourism, and I am sure I speak on behalf of councillors past and present when I say how proud we all are to have such an invaluable asset in our town.
“I would also like to extend my sincere thanks to all the staff, both past and present, who over the last 90 years have helped make the Swanage Information Centre such a welcoming and inviting place for residents and visitors alike.
“Congratulations on this remarkable milestone, and best wishes for many more years of success.”
Further information
- Visit Swanage website
- More about the Swanage Information Centre
