1. RURAL TOURISM NETWORKS: THE TOOLKIT Empowering the small rural business Melanie Thompson-Glen International Trade Adviser UKTI (North East England)

2. 1.Tourism in NE England 2.The need for Visitor Networks 3.Setting up a Visitor Network 4.Current Situation 6.Case Studies

3. TOURISM IN NORTH EAST ENGLAND

4. Tourism in England Central Government VisitBritain Regional Development Agencies (Promotion of Britain) (Promotion of regions) Area Tourism Partnerships (Promotion of sub-regions) Private associations & Tourism Networks (Arrangements in Scotland, Wales, and Northern Ireland are slightly different)

5. Industrial areas The industrial areas (10% of Region) have a population of 2,3m The rural areas (90%) have 200,000 The urban areas obtain 40% of their tourism income from international visitors The rural areas 10% Therefore UKTI focuses on rural tourism: hiking, cycling, golf, hunting, gardens, self-drive

6. TOURISM STATISTICS  In 2006 8.6 million overnight tourists visited the region.  Tourism contributes £3.4 billion to the regional economy.  71,000 jobs in the region are tourism related But....  Tourism is still highly seasonal – 1/3 of visitors between July – September.  In rural areas:  Almost 100% of businesses are micro businesses  86% of tourism businesses are linked to agriculture

7. THE NEED FOR VISITOR NETWORKS

8. The Challenge Rural tourism businesses felt that the Tourist Board did not promote them and concentrated on the icons in the region

9. Our icons Newcastle Quayside

10. Our icons Hadrian’s Wall, the Roman empire’s frontier (World Heritage Site)

11. Our icons Bamburgh Castle and the east coast

12. Our icons Alnwick Castle (Harry Potter’s Hogwarts)

13. Our icons Durham Cathedral (World Heritage Site)

14. The challenge  Nearly 100% of providers to the visitor industry are micro-businesses  They are not marketable in their own right  The greengrocer is as important to the visitor experience as a hotel, but doesn’t realise that he is in the visitor industry  There are many potential visitors who are looking for an authentic community experience, but have no means of locating one

15. The solution  Small businesses who are not near the icons, and who feel ignored by the tourism authorities, must stand up and market themselves  Unlike those in cities they have the potential to offer an authentic community experience  Our solution is to facilitate a network of local businesses, creating a marketable mini-destination for the first time  And so in November 2001 the Wild Redesdale Visitor Network was born

16. SETTING UP A VISITOR NETWORK

17. Setting up a Network Key elements for success are:  Small group of committed people  A big idea – must be achievable  Public meeting - to sell the network concept, to share the idea and recruit members  First Network meeting – to vote in committee and decide priorities for the Network  Co-ordinator

18. Setting up a network (2) All Visitor Networks follow the same basic structure which has been perfected over the past 7 years.  Set up to be self sustaining within 2 years  Constitution which includes –Name of the network –Aims –Membership –Meetings –Voting –Finance  Have a bank account  Steering Group Members represent all the sectors within that areas tourism eg Accommodation, activities, artists, food producers

19. Setting up a network (3)  Meetings –4 Public meetings per annum. All members and potential members to be invited –Steering Group Meetings – as required  Membership Fee  Co-ordinator The Co-ordinator’s role is to: Communication between members – newsletters Develop members ideas into functional projects Apply for funding Take forward the groups marketing plan & projects Liaise with other networks Represent ALL members when attending exhibitions, hosting journalists etc

20. Benefits of Networking  Synergies of working together – all costs are shared, all effort is shared, gains of other businesses experience and skills  Development of a micro destination brand  Raise awareness of what is on offer in area both to tourism businesses and tourists  Encourage use of local produce  Joint marketing strategy for destination  marketing materials developed  Destination Website

21. Benefits (2)  Pooling of resources  Eligibility for grants  Mutual Support  Group training and best practice sharing  Linking with other networks in the region  Increased Profits  Provides visibility & communication channel to tourism authorities

22. Op Pad 2004

23. Difficulties  Finding the right leader  Finding at least 6 committed people with vision  Identifying the Big Idea  Overcoming tribalism  Maintaining internal communication  Retaining members’ loyalty  Funding  Above all, the need for a Co-ordinator after the first year

24. The birth of our networks  Wild Redesdale started with 32 businesses and now has 81 (including the Catholic church)  Since then 17 more visitor networks have been created, of which four have died  They died because of too much public sector involvement, or through absence of leadership  In the next two years about 10 more will be created

25. CURRENT SITUATION

26. Belford Corbridge Dunstanburgh Golf Network Greenhead Brampton (Cumbria) Jedburgh (Scotland) Chollerford Eyemouth Harbour (Scotland) Amble Marina North Shields Marina Hartlepool Marina Sail East Coast UK Teesdale Weardale W Redesdale Current Networks Allendale Communities Activities Sector Networks  Cycling  Activities

27. Current situation  Currently 14 active networks  Two specific activity - Links golf and Sailing  Two Regional Sector Networks – Cycling and Outdoor activities  The Sector Networks have an additional responsibility to lobby the regional development agency and Area Tourism Partnerships on behalf of their members

28. CASE STUDIES

29. WILD REDESDALE

30. Wild Redesdale

31.  Redesdale is the area at the very North of the region, bordering with Scotland. The area is very rural, with both National Park and Army training areas within the boundaries of the network.  Launched November 2001  Initially had 32 members, now has 81  Members include: –hotels

32. Otterburn Tower

33. Wild Redesdale  Launched November 2001  Initially had 32 members, now has 81  Members include: –Hotels –B&B –Campsites –Farmers –Activities –Food producers –Artists –Crafts –Visitor Attractions

34. Wild Redesdale

35. Marketing Materials & Activities  Destination Brochure –Translated into Dutch & German

37. Wild Redesdale Examples of Marketing Materials & Activities  Destination Brochure Translated into Dutch & German  Cultural Heritage trail leaflet  Walking trails – circular from villages  Food Festival  BBC Radio 4 programme about the network  Website for the area – www.wildredesdale.co.uk

38. Wild Redesdale

39. Examples of Marketing Materials & Activities  Attending exhibitions in the UK and overseas –Op Pad in the Netherlands –The Outdoor Show – UK –Danish Golf Fairs  Best Practice visits –Ireland Hotels visit 2004 –Op Pad/Netherlands  Hosting tour operators and journalists  Free Map

40. Results  Increased business for all members  Increased business referral between members  Five new businesses launched  Upskilling of all members/Training  Less seasonality  Increase in full time jobs  Training for young people in the community  Treasurer now director of Area Tourism Partnership

41. SAIL EAST COAST UK

43. Sail East Coast UK  Four Marinas situated along the East coast, 1 in Scotland  Sail East Coast Network running since 2002  Strong Competition for domestic berthing  Co-operation for international marketing –International marketing plan for Holland and Norway –Website www.saileastcoastuk.co.ukwww.saileastcoastuk.co.uk –Attending the UK and Dutch boat shows to promote –Bookmark – included in Dutch Pilot of NE coast –Leaflet –Targeted mailings and promotional visits to yacht clubs –Targeted advertising and editorial in yachting magazines –Joint yacht race with Norwegian yacht club in Egersund –Hosting yachting journalists –Retained marketing consultant in Netherlands for the next 3 years to promote SECUK

44. Amble Marina

45. Results  Increased co-operation on domestic business  Increase in international boats to each marina – Amble 82 international yachts this season  Most international yachts now visit all 4 marinas  Increased length of stay  Yacht race between NE England and Norway annually  Yachts from Denmark in 2007  The Network is now running without a co-ordinator and has a Dutch yachting journalist retained until 2010

46. SECUK Website

47. Bamburgh Castle

48. THE PUBLICATION

49. The Publication  All this was published in a booklet and launched in 2006  It is called “Setting Up A Rural Visitor Network”  It has been translated into Polish and Hungarian

50. Thank You Melanie Thompson-Glen +44 7801 866137 melanietg@btconnect.com