Local Economic Development: The English Perspective Jason Freezer, Destinations Manager

Tourism in England

What VisitEngland does Champion the sector and drive forward the Strategic Framework for Tourism Inspire visitors to choose England Be the official source of intelligence on tourism and visitor economy in England Support local areas grow their economies through tourism Be the trusted advisor to Government

Tourism: One of the “big five” 96.4million domestic overnight trips –Average 3 night stay and spent £168 Inbound market to UK 29.6 million visits –England’s share is 86% million visits (£14.5billion) 870 million day visits (£39 billion spend)

English case studies New Forest Forest of Bowland Hidden Britain

New Forest South Coast of England, encompassing a National Park Virgin Holidays Responsible Tourism Destination Winner

New Forest £500m tourism revenue 800 FTE locally employed Strong local authority leadership Collaborative partnership – New Forest Tourism Partnership

Focus on residents…benefits for visitors Living with the Enemy Visitor gifting New Forest marque Travel initiatives –(in ,125 miles saved/ 19.5 tonnes CO2) –Visitor incentives –Integrated bus/train timetables –Cycle hire and New Forest Bus

Brand New Forest Latest programme to illustrate link tourism to wider economy – tourism is part of daily routine Loyalty card –Shop –Enjoy (attractions) –Eat –Exercise –Energy (low carbon initiatives) Residents – awareness/ money saving/ community Visitors – support/ save money/ community Business - resilience

Forest of Bowland 200 sq. miles of outstanding national beauty in North West England Dedicated focus through ST strategy and partnerships

Sense of Place Sense of Place toolkit a key output of the strategy with triple bottom line outcomes Economic –Encourage increase length of stay, repeat visits –Use of local food –£10 spent on local food is worth £25 to the local area Social –Raising awareness amongst businesses and local people Environmental –Promotion of low impact activities (car free, etc.)

Community based tourism project for rural tourism in South East England Funded through EU money but working to become financial sustainable Working to with communities (23) to realise economic regeneration and community development through tourism Providing guidance, expertise, support, facilitation

Botley Petersfield Farnham Hungerford Edenbridge Westerham Dorchester-on-Thames Wallingford Cropredy Wootton Bridge Brading Petworth Steyning Henfield Hassocks Thame Watlington Romney Marsh Hawkhurst Winchelsea Chilham Elham St.Margaret’s

Edenbridge & The Eden Valley - Kent The Need Local Authority tourism support reduced Local Economy needed a boost, no cohesion amongst partners Assessment and agreement Understanding of the strong USP of surrounding countryside and attractions Project plan = Cohesive and collaborative approach Outputs Branding, information provision, Interpretation, promotion

Key Lessons Leadership and consistency Tourism shown as benefiting the wider economy Balancing all stakeholders needs Action not rhetoric

Barriers and issues Measurement –Tourism is not a factory –Economic, Social and Environment impacts –Importance of day visitors Interpretation and dissemination Tourism careers, especially in rural areas –Perceived value is low Limited case studies – predominantly rural