1. South Downs National Park
Tourism and the
South Downs National Park
Katharine Hale, Sustainable Tourism Officer

2. The South Downs National Park
Kat
The South Downs National Park is over 1,600 sq. km and stretches 100 miles from the edge of Winchester to Beachy Head, Eastbourne.
South Downs Way in blue.
Boundary laid down by an inspector based on quality of the landscape. The section near to Alice Holt was the largest addition to the AONB.
The Park's geology combines the greensands and clays of the Weald with the chalk of the Downlands. This geology provides the foundation for large tracts of internationally important ancient woodlands, open heathland and the famous rolling downlands that lead to the iconic, sheer cliffs at Seven Sisters and Beachy Head.

3. Info graphic taken from the Partnership Management Plan published in January 2014.

4. South Downs National Park - tourism in a nutshell
2 million people live within 1 hour
Visitor numbers – 46 million day visits, 5% staying overnight
Visitor behaviour – 83% by car, air quality, congestion, conflicts with land managers
Value of visitors – £464.3 million visitor spending, supports 11,706 jobs
Kat
Image location - The Long Man Morris in action on the final day of the Alfriston Festival on Alfriston Village Green ( The Tye ), with St Andrews in the background.
©David Roberts

5. Visitor/tourism Issues
Conflict with landowners (dogs off leads, visitors off footpaths)
Short season
Only 5% staying inside
Low visitor spend
Congestion/pollution at honeypot sites
Lack of accommodation in certain areas

6. South Downs National Park Partnership Management Plan (Visitor and Tourism Policies)
Policy 41: Maintain visitor enjoyment
and influence visitor behaviour
in order to reduce impacts on the special qualities and
increase visitor spend in and around the National Park
„ Policy 42: Develop a consistent and
co-ordinated approach to the promotion
and marketing of the South Downs National Park as a
sustainable visitor destination
„Policy 43: Support the development
and maintenance of appropriate
recreation and tourism facilities
And visitor hubs, in and around the National Park, including
a mix of quality accommodation, which responds to market
demands and supports a sustainable visitor economy
Policy 44: Encourage and support tourism providers to develop sustainable business practices and increase knowledge about the National Park’s special qualities to provide a distinctive and high-quality visitor experience.

7. What is SDNPA doing? Developing a shared identity (brand) & SOPT
Travel Awareness campaigns
Working with marketing partners such as Love Sussex, Visit Chichester, Visit Winchester, Visit Brighton,
Training for businesses and transport providers
Grants for community partnerships and businesses
South Downs Centre, Midhurst

8. Discover Another Way…
Sustainable travel campaign 2013 – 2015 Raising awareness of SDNP as a place to visit Influencing visitor behaviour Switching 370k visits from car to train / bus / walking / cycling

9. - 2-for-1 discounts at 13 attractions until end April - Print, broadcast and online coverage - 10,000 leaflets distributed in key locations - Engaging Youtube video produced - Extensive social media campaign - Daily radio adverts on Heart FM - New interactive map –
Allison
Each National Park is administered by its own National Park Authority.
We are an independent body funded by central government to fulfil these two purposes.
If there’s a conflict between these two purposes, conservation takes priority.
In carrying out these aims, National Park Authorities are also required to seek to foster the economic and social well-being of local communities within the National Park.
Duty needs economic growth
New growth will come from Rural areas SME’s

10. Allison
Each National Park is administered by its own National Park Authority.
We are an independent body funded by central government to fulfil these two purposes.
If there’s a conflict between these two purposes, conservation takes priority.
In carrying out these aims, National Park Authorities are also required to seek to foster the economic and social well-being of local communities within the National Park.
Duty needs economic growth
New growth will come from Rural areas SME’s

11. South Downs Sense of Place Toolkit

12. Kat
Sense of place toolkit – to help businesses and people describition

13. SDNP ‘Shared Identity’
‘develop a shared identity for the National Park , partners and stakeholders to use to raise the profile of the area’ SDNP Brief July 2013

14. Identity is to raise the profile & communicate the distinctiveness
of the SDNP NOT accreditation
by the SDNPA

15. special qualities
diverse, inspirational landscapes & breathtaking views
rich variety of wildlife & habitats
tranquil & unspoilt places
environment shaped by farming & embracing new enterprise
great opportunities for recreational activities & learning experiences
well conserved historical features & rich cultural heritage
distinctive towns, villages & communities with pride in their area

16. Shared Identity Toolkit
visual language full colour & white out
colour palette
typeface
guidance on photography
examples of language applied
partner examples using the language
tone of voice
key messages
checklists for business using the shared identity

17. Visitor Leaflets

18. Kat
Sense of place toolkit – to help businesses and people describition

19. What next? Shared identity launch and roll out to partners
Launch South Downs Centre
Travel Awareness Campaigns
Food Tourism Development
Local Plan – supported by visitor and tourism topic paper
Walking/Cycling improvements through LSTF
Training Bus drivers
PMP delivery

20. Contact me Katharine Hale katharine.hale@southdowns.gov.uk
South Downs National Park Authority,
Hatton House, Bepton Road, Midhurst, West Sussex, GU29 9LU
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