1. Hetty Byrne Visitor Values: Inspiring Change

2. Visitor Values What value do we place on tourism? We pay for visitor experiences – is our engagement with the natural environment not an experience? Is it time to change and charge? Or is better to enthuse, encourage, tell the stories and inspire visitors to get involved?

3. Farm Scare Attraction OR....

4. Farm Lapwing Walk

5. Pleasure Park OR....

6. Bike Park

7. Historical Entertainment Complex OR....

8. Community Heritage Project

9. Global Coffee Shop OR....

10. Community Bluebell Teas

11. Organised Tree Adventures OR....

12. Spontaneous Tree Adventures

13. Visitor Experiences Big wows Organised Planned, with rules Often money in the pockets of global/national enterprises Little wows Self discovery & exploration Spontaneous Local economy & local distinctiveness PAID EXPERIENCES FREE EXPERIENCES

14. Valuing our natural environment Visitors to the Forest of Bowland AONB consistently state their reasons for visiting the destination are: Source: Forest of Bowland AONB 2011 visitor survey

15. A shared value: A Place to Enjoy & Keep Special

16. The Foundations

17. The right mixture to enable visitor giving A Valued Landscape: Unspoiled, hidden gem Visitors enjoy the simple pleasures: exploration, self discovery and Sense of Place Dedicated volunteers: keen to deliver community projects Committed group of tourism businesses: working collectively to inspire visitors to have a responsible holiday A driving force of passionate individuals: The AONB Team & Partnership

18. The active ingredient: The Tourism Business Network Aggregate blogging Wildlife website involving 20 green accredited tourism businesses www.bowlandwildlife.org.uk

19. The active ingredient: The Tourism Business Network Linked business walking routes to encourage car-free holidays

20. The active ingredient: The Tourism Business Network Individual businesses raising money for specific projects

21. Thank you! Email: hetty.byrne@lancashire.gov.uk