Tourism in Rural Hampshire Roger Budden Real Places

Why Tourism? Farm diversification Adding vitality to rural communities Range of jobs Consumer interest in the countryside The “Staycation” effect

What is Rural Tourism? Holidaymakers Day Visitors Business Visitors Accommodation Visiting Attractions Traditional Pursuits New Uses Walking, Cycling, Horse Riding, Shooting, Fishing, County Shows Hotels, B+B’s, Self- Catering, Camping, Caravans Museums, Farm Attractions, Houses, Gardens Glamping, Go Ape Festivals, Zorbing, Weddings, Mountain Biking

Hampshire as a Destination Test Valley New Forest Winchester and Central Hampshire East Hampshire and the South Downs North Hampshire The Solent

Hampshire Tourism Volume and Value 4.3 million overnight trips 3.7 m domestic visitors – 0.5 m overseas visitors 37 million day visits 60,000 jobs (c.9% of employment in County) £2.4 billion spend – £1.6 billion day visitors – £800 million staying visitors

Consumer Trends Staying at home The real thing Experiences not places Learning and leisure The value of downtime Quality facilities and service The connected society

Still Popular and Growing Walking Cycling Caravan and Camping Self Catering

Still Popular and Growing Family Activities Fishing Local Produce Gardens Weddings

New Areas of Growth Glamping Festivals Cookery Boutique Hotels

New Areas of Growth Geo-caching Hands-on Visits Adrenaline Activities Wildlife

Areas of Opportunity Camping – rough and fancy Touring Caravans Festivals Accommodation along long distance footpaths and cycle routes – baggage transfer Equestrian B+B Local Produce – “Catch it, Cook it, Eat it” Mountain Boarding Farm/Landscape/Wildlife Walks

Help! Visit England: Tourism South East: Hampshire County Council: Our Land: RDPE – Leader Programmes, Paths for Communities, RDPE 2013 onwards?