2. ● The sector is currently
worth £97bn
● It provides 2m jobs
● Projected to be £158bn
(2020)
● It benefits every part
of the country
Visitor Economy is Big Business in England
3. Rural Tourism
• Our Countryside is one of our greatest strengths
• Exploring the countryside is one of the top
activities undertaken whilst on holiday in
England.
• There is unrealised potential and opportunities to
improve the offer.
• AONBs vital part of England’s rural story
4. • Creates employment &
opportunities for business
• Provides the ability to
supplement the income
streams of businesses
• Supports the economic
viability of communities.
• Contributes to the
conservation & enhancement
of England’s natural
environment through the
businesses and visitors.
Tourism is vital to the countryside
5. The role of VisitEngland
• Champion the sector and drive forward the industry’s
shared Strategic Framework for Tourism
• Promote England's tourism offer
• Provide official intelligence on tourism and visitor
economy in England
• Support local areas grow their economies through
tourism
• Advise Government on English Tourism issues
6. Our shared ambition
• England’s Strategic Framework for Tourism
2010 - 2020
• 5% growth year on year in the value of tourism
• Creation of 225,000 jobs
• Additional £50bn expenditure
• Driving collaboration & partnerships
• The rural tourism and Wise Growth action plans
are integral to the accord
11. Environment and welcome / customer service score better than
the norm in countryside destinations
62%
63%
67%
67%
71%
73%
76%
76%
56%
60%
63%
62%
67%
67%
67%
69%
Opportunities to eat/drink local food and produce
Value for money generally
Quality of food, drink and dining
Levels of customer service
Quality of accommodation
Welcoming and friendly people
Clean and tidy environment
A place I feel safe and secure
All English Destinations Countryside Destinations
% Describing Destination as Excellent or Very Good
Source: VisitEngland Brand & Satisfaction Tracker
12. 27%
28%
43%
51%
56%
57%
39%
40%
40%
50%
58%
57%
Easy to get to by public transport
Ease of getting around by public transport
Reasonably priced car parking
Availability of independent local shops
Wide range of attractions and things to do
Doesn't take too long to get to
All English Destinations Countryside Destinations
% Describing Destination as Excellent or Very Good
Access issues relate to public transport rather than time /
distance
Source: VisitEngland Brand & Satisfaction Tracker
13. The Tourism Landscape
• Local tourism bodies
Promotion vs. management
200+ local tourism bodies
circa 40 can be considered DMOs
some bodies operating within a larger entity
most bodies looking for engagement with VE
Good examples include - Visit York, Marketing Cheshire, Bath Tourism Plus, Visit
County Durham
• New Interest in Visitor Economy
Chambers of Commerce, Business Improvement Districts, LEPs
• 32 LEPs with a clearly identified interest in tourism
14. • Nationally working on
partnerships that deliver for
tourism and the economy
DEFRA
English National Parks
Association
Arts Council England
Next…English Heritage
• Locally
Encouraging
Destination
Management Plans
Collaboration is key for success
15. • It proposes a way forward for
partnership working
• Aims to deliver
Great experiences for
visitors
Increased economic growth
Recognises the landscapes,
the communities and the
businesses within AONBs are
vital and to be sustained.
The Accord is a welcome step forward
Editor's Notes
Picture: Suffolk coast
NB – Cotswolds are the biggest AONB and are in the top ten places that visitors will recall as a destination (i.e. most well known brands)
Suffolk coast has iconic brands such as Aldeburgh; Isle of Wight is made up of predominantly AONB and its not just the countryside or the coastline but also the heritage and culture too – like Cornwall’s mining ruins or Castle Howard in Yorkshire to name just a few.
Creates employment and opportunities for business
E.g. in Yorkshire, rural areas account for 39% of all jobs in the visitor economy in the region
Employment figures sourced from Welcome to Yorkshire
Provides the ability to supplement the income streams of businesses
E.g. farm diversification
Supports the economic viability of communities.
E.g. shops, pubs, restaurants, transport and postal services supported and sustained by visitors.
Another good project that encourages work with communities in rural areas is “pub is the hub”
Contributes to the conservation and enhancement of England’s natural environment through the businesses and visitors.
Where tourism can contribute to the conservation and enhancement of the natural environment it is important to stress that this is only with the involvement of the key stakeholders in the countryside – the collective engagement which the presentation returns to later.