Edexcel Geography regeneration

1. Rural Rebranding Places

2. Rural Rebranding Places
Key Terms
1. Post production countryside – rural areas that no
longer make most of their income from food
production or other primary sector employment.
2. Accessible rural areas – are areas that are within
a 15-20min drive from the city.
3. Diversification – is when farms, and rural areas
generally, find new incomes to replace traditional
farming. Often these are in leisure and tourism.

3. Rural Rebranding Places
• Rural areas often focus on a narrow ‘brand’ to attract
people to their area as these areas are isolated and
have a hard job of attracting visitors.
• Its important to get visitors to stay the night as they
spend more money. In order to achieve this:
• They need to offer a large range of accommodation (from
Bothies to Luxury Spa Hotels)
• There needs to be plenty of places to see and things to do.
• The exception is of accessible rural areas that are close
to cities. Farms in these areas easily diversify as people
will regularly drive to the countryside to visit a tea
room, farm shop, go paint-balling etc. regularly.

4. Rural Rebranding Places
• In remote areas specific strategies are adopted
around a theme of literacy, heritage, adventure or
specialist products.
• Rural rebranding can be very successful but there
are drawbacks.
• One is that it is weather dependant and the other is
that people need to stop and get out of their car
and spend time and money in an area. Employment
is also seasonal in some of these industries.

5. Where is this?

6. Case Study of rural rebranding:
Lake District

7. Case Study of rural rebranding:
Lake District
• Lake District is part of the post production countryside
in that it no longer makes the majority of its income
from farming or other primary industries.
• 41,000 people live in the National Park.
• 15,000 people work in tourism.
• 2,500 people work in farming.
• In 2015, 42million visitors.
• In 2015 tourism brought in £2.62 billion and created
35,000 full time jobs. As many jobs in tourism is
seasonal it was estimated that the total number
employed in tourism is closer to 61,000 (around 20% of
the areas employment).

8. Case Study of rural rebranding:
Lake District
• Your turn to research more about how the Lake District has
rebranded itself to make it a world class attraction.
• Use the A3 sheet to help you structure your information into 4 key
areas;
1. Heritage and Literary Associations
2. Farm Diversification
3. Specialised Products
4. Outdoor pursuits and adventure
• Use the hyperlinks in the Showbie
article to take you to the websites
• Once finished have a go at the
questions in the middle box.

9. Case Study of rural rebranding:
Lake District