Nature Tourism: Creating shared value in areas of deprivation

Yorkshire’s Nature Triangle

Background Fishing industry faces big challenges Farming incomes fluctuate with global prices Food producers pressured by supermarkets Youth unemployment Seaside tourism in decline How can a wildlife trust create shared value?

Background Wildlife audiences are growing Awareness of “wild Britain” Concern for the environment Responsible tourism UK/EU legislation is working – cleaner rivers, lakes and seas Many species in decline – wildlife trusts need more informed supporters

Changing holiday patterns Demand for quality accommodation and food Growth (and energy) of the retired market Wildlife on TV Photography & optics: lower cost – higher quality Authentic experiences: staying on the farm, going to sea with fishermen What are visitors seeking?

Beautiful natural landscape and seascape with species of European significance regularly visiting or resident Eastern Yorkshire relatively unknown - by improving the experience and stronger marketing we will generate wealth New spending on facilities, travel, and accommodation will create jobs Blueprint for growth, wealth creation and jobs in economically disadvantaged areas: declining seaside & inshore fisheries What can we offer?

Promoting The Triangle Network of wildlife viewing opportunities Build on iconic species and major wildlife events Visitor orientation/ information centres Co-ordinated marketing Create year-round interest Work with B&Bs, farms & fishermen

How can we make this happen? Three areas for investment: –Capital projects –Marketing and promotion –Capacity development across the area’s tourism, farming and fisheries sectors Tony McLean

Nature Tourism NGOs working with small business Recognising economic needs in the area Seeking to link these to growing concern for wildlife Drawing on local knowledge & expertise Creating local clusters around wildlife