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Tourism and the South Downs National Park Katharine Hale, Sustainable Tourism Officer The South Downs National Park Info graphic taken from the Partnership Management Plan published in January 2014. 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 ©David Roberts 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 South Downs National Park Partnership Management Plan (Visitor and Tourism Policies) Maintain visitor enjoyment and influence visitor behaviour Policy 41: in order to reduce impacts on the special qualities and increase visitor spend in and around the National Park Develop a consistent and co-ordinated approach to the promotion „Policy 42: and marketing of the South Downs National Park as a sustainable visitor destination Support the development and maintenance of appropriate recreation and tourism facilities P „ olicy 43: 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 : 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. Policy 44 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 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 - 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 – www.southdowns.gov.uk/gettingaround South Downs Sense of Place Toolkit www.southdowns.gov.uk/sopt 11 12 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 Identity is to raise the profile & communicate the distinctiveness of the SDNP NOT accreditation by the SDNPA 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 • • • • • 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 Visitor Leaflets www.brochureconnect.com/request 17 18 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 • • • • • Contact me Katharine Hale [email protected] 0300 303 1053 South Downs National Park Authority, Hatton House, Bepton Road, Midhurst, West Sussex, GU29 9LU www.southdowns.gov.uk – sign up to our online forum via the website