Local Economic Development: The English Perspective

1. Local Economic Development: The English Perspective Jason Freezer, Destinations Manager

2. Tourism in England

3. What VisitEngland does • Champion the sector and drive forward the Strategic Framework for Tourism • Inspire visitors to choose England • Be the official source of intelligence on tourism and visitor economy in England • Support local areas grow their economies through tourism • Be the trusted advisor to Government

4. Tourism: One of the “big five” • 96.4million domestic overnight trips • Average 3 night stay and spent £168 • Inbound market to UK 29.6 million visits • England’s share is 86% - 25.5million visits (£14.5billion) • 870 million day visits (£39 billion spend)

5. English case studies • New Forest • Forest of Bowland • Hidden Britain

6. New Forest • South Coast of England, encompassing a National Park • Virgin Holidays Responsible Tourism Destination Winner

7. New Forest • £500m tourism revenue • 800 FTE locally employed • Strong local authority leadership • Collaborative partnership – New Forest Tourism Partnership

8. Focus on residents…benefits for visitors • Living with the Enemy • Visitor gifting • New Forest marque • Travel initiatives • (in 2008 - 7,125 miles saved/ 19.5 tonnes CO2) • Visitor incentives • Integrated bus/train timetables • Cycle hire and New Forest Bus

9. Brand New Forest • Latest programme to illustrate link tourism to widereconomy – tourism is part of daily routine • Loyalty card • Shop • Enjoy (attractions) • Eat • Exercise • Energy (low carbon initiatives) • Residents – awareness/ money saving/ community • Visitors – support/ save money/ community • Business - resilience

10. Forest of Bowland • 200 sq. miles of outstanding national beauty in North West England • Dedicated focus through ST strategy and partnerships

11. Sense of Place • Sense of Place toolkit a key output of the strategy with triple bottom line outcomes • Economic • Encourage increase length of stay, repeat visits • Use of local food • £10 spent on local food is worth £25 to the local area • Social • Raising awareness amongst businesses and local people • Environmental • Promotion of low impact activities (car free, etc.)

12. Community based tourism project for rural tourism in South East England • Funded through EU money but working to become financial sustainable • Working to with communities (23) to realise economic regeneration and community development through tourism • Providing guidance, expertise, support, facilitation www.hiddenbritainse.org.uk @hiddenbritain

13. Thame Cropredy Watlington Westerham Wallingford Edenbridge Dorchester-on-Thames Chilham Hungerford Elham Farnham Petersfield Botley St.Margaret’s Wootton Bridge Brading Romney Marsh Hawkhurst Henfield Petworth Winchelsea Steyning Hassocks

14. Edenbridge & The Eden Valley - Kent The Need • Local Authority tourism support reduced • Local Economy needed a boost, no cohesion amongst partners Assessmentand agreement • Understanding of the strong USP of surrounding countryside and attractions • Project plan = Cohesive and collaborative approach Outputs • Branding, information provision, Interpretation, promotion

15. Key Lessons • Leadership and consistency • Tourism shown as benefiting the wider economy • Balancing all stakeholders needs • Action not rhetoric

16. Barriers and issues • Measurement • Tourism is not a factory • Economic, Social and Environment impacts • Importance of day visitors • Interpretation and dissemination • Tourism careers, especially in rural areas • Perceived value is low • Limited case studies – predominantly rural