Tourism
Tourism makes up 10% of the region’s GDP; it currently supports over 300,000 jobs and is worth more than £8 billion annually to the South West region. This contribution could be increased by improving the quality and value of rural tourism and lengthening the season.
For most visitors, it is the region’s natural and built environment which is the single strongest draw. Given this attractiveness, a high priority for Rural Tourism businesses is to adopt the Future Footprints and Green Business Tourism schemes, aimed at practical solutions to reduce and minimise carbon emissions, energy usage, water consumption and waste generation by its visitors and its business operations.
Future Footprints, working in conjunction with SW Tourism and other tourism businesses, offers visitors sustainable ideas for celebrating our unique environment. Visitors are shown how to enjoy their stay and make a positive difference to the South West and the distinctiveness of the area is highlighted, including nearby cultural and heritage events and local food & drink. Improving the quality and distinctiveness of food and, equally importantly, the quality of service, is a high priority, whilst maintaining that localness and ‘value for money experience’ for visitors.
The region’s Rural Tourism Strategy acknowledges a period of slower but continued growth and whilst some farms could diversify to offer services such as bed and breakfast, oversupply could become an issue. Whilst 70% of visitors would be interested in a “countryside” break, only 28% would consider a farm break, highlighting the need for careful marketing by the sector12. Further development could also include joint promotion of the region’s woodland tourism assets, such as woodland trails as destinations, bringing not only benefits in sustainability, but also in developing healthier lifestyles.
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'Towards 2015': Shaping Tomorrow’s Tourism
Currently, within the Towards 2015 strategy, farm tourism fits into many Brand Clusters (group of businesses relevant to a particular experience) and is not identified as an individual market. The ‘close to nature’ brand is assumed to include the farm experience. The Towards 2015 strategy does however promote sustainability, therefore fitting in well with the Sustainable Farming and Food Strategy. View the Towards 2015 strategy
View presentation about shaping tomorrow's tourism.
The need for agricultural businesses to diversify is strong and could be increased as a result of the Single Payment Scheme. The rural sector needs guidance and advise to prevent inappropriate diversitification projects and oversupply. A major challenge facing those wishing to diversify in rural areas is having no control over location, normally a criteria that Is considered last, once the business idea has been formulated.
Issues facing rural tourism and diversification:
- Product development, i.e. improving linkages with the food and drink sector and reviewing Quality Standards
- Labour supply and skills, i.e providing affordable housing for staff, migrant labour training and greater flexibility in delivery of skills and training.
- The sustainability challenge, i.e. attractiveness to disadvantaged and minority groups
- Future research needs, i.e what attractions and activities are needed to ensure visitors stay in the rural area, rather than ‘commuting’ to the coast.
View the Farm Tourism Development Plan 2002 – 2007
View the final report - Towards 2015 - The Rural Dimension
For more information visit the Farm Tourism in the South West section of the South West Tourism website - www.swtourism.co.uk or www.towards2015.co.uk
If you would like to contribute to this topic, please contact Annette Cole of South West Tourism on 0870 442 0830 or email acole@swtourism.co.uk
Rural Tourism Trends in South West England
Although there are a number of bodies and various reports available on trends in tourism much of the information appears to overlap or duplicate. A review of all available material illustrates that they are largely in agreement relating to both the UK as a whole and the South West region. A summary report has been complied to show these trends, view the report.
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Last Updated 02Apr08