A Strategy for Sustainable Tourism in the Forest of Bowland Area of Outstanding Natural Beauty

Transcription

1 A Strategy for Sustainable Tourism in the Forest of Bowland Area of Outstanding Natural Beauty Prepared by: 15 The Southend Ledbury Herefordshire HR8 2EY December 2004 Part financed by the EU, the EAGGF, DEFRA and the Lancashire Rural Recovery Action Plan supported by the Northwest Development Agency; Lancashire County Council; the Forest of Bowland AONB; East Lancashire Partnership

2 1 INTRODUCTION Why a sustainable tourism strategy? What do we mean by sustainable tourism? The European Charter for Sustainable Tourism in Protected Areas A strategy based on local opinion 2 2 FOREST OF BOWLAND AONB The Forest of Bowland area What makes the Forest of Bowland AONB special? National purposes of Areas of Outstanding Natural Beauty An overall strategic and management context 5 3 ASSESSMENT OF TOURISM IN THE FOREST OF BOWLAND A destination for recreation and tourism Regional contexts and structural change Economic and social issues Natural resources Cultural and heritage resources Tourism facilities and services Tourism performance Current visitor patterns Market interest Supporting enterprise growth Summary assessment - SWOT 27 4 STRATEGIC AIMS AND ORGANISATION Key aims and challenges for sustainable tourism What are the aspirations of local stakeholders? Vision and aims Resources to deliver the strategy Target markets 35 5 PRIORITIES FOR ACTION Strategic objectives Action areas 38 6 APPENDICES...62

3 1 INTRODUCTION 1.1 Why a sustainable tourism strategy? The special qualities of the Forest of Bowland AONB lie at the heart of its communities and their livelihoods, its landscapes and their managers, and its wildlife and their habitats. They are also a draw for visitors. These visitors, who often gain renewal and inspiration from time spent in the area, can bring with them both costs and benefits. The costs are most often felt as pressures, particularly on village communities but also on important habitat. The benefits lie in sharing the precious qualities of the area and widening understanding of them; in supporting local services that communities depend on; and in bringing new income to the area. There is also potential to look beyond this at ways in which tourism can itself support conservation activity within the AONB. The Forest of Bowland AONB has set itself the aim of achieving the award of the EUROPARC Charter for Sustainable Tourism in Protected Areas, for which it was formally adopted as a Candidate Charter Park in January The Charter requires a clearly identifiable and discrete sustainable tourism strategy. In preparing this strategy, it is important to be mindful of the fact that a successful and appropriate strategy will first and foremost meet the needs and aspirations of the Forest of Bowland. The requirements of the Charter will surely follow, and the Charter process allows for this by suggesting that the objectives of any strategy must be identified and expressed in ways that suit local circumstances. The Strategy for Tourism in England s North West, with its vision to become within the next ten years the best tourism destination in Britain, with a tourism industry that is second to none, provides a context and an aspiration for the Forest of Bowland. 1.2 What do we mean by sustainable tourism? At its simplest, sustainable tourism can be said to be tourism that takes account of its current and future economic, social and environmental impacts, addressing, and seeking to balance, the needs of visitors, the industry, the environment and host communities. Making tourism more sustainable means taking these needs and impacts more fully into account in the planning, development and operation of tourism. It is a continual process. 1.3 The European Charter for Sustainable Tourism in Protected Areas The European Charter for Sustainable Tourism in Protected Areas aims to encourage good practice by identifying those Parks that are meeting agreed requirements for the sustainable development and management of tourism. The term Park is used to denote any protected area within the terms of the Charter, including Areas of Outstanding Natural Beauty. The Charter is awarded by the EUROPARC Federation, an umbrella organisation of over 500 protected areas across 37 countries. Any park or protected area can apply for recognition that they are meeting the requirements of the Charter. It is important to appreciate that the Charter is about A Sustainable Tourism Strategy for the Forest of Bowland 1

4 recognising protected areas that are following the right approach in developing and managing sustainable tourism. Currently there are 17 protected areas throughout Europe that are holders of the Charter with a further six applications currently being assessed. There are three Candidate Charter Parks in the UK, including the Forest of Bowland, Norfolk Broads and the Cairngorms. Parks seeking recognition as Charter Parks must agree to abide by 12 principles, all of which are relevant to the preparation of this sustainable tourism strategy. These are included as Appendix 1. However, they are not necessarily exhaustive of the issues that should be taken into consideration. The development of a sustainable tourism strategy and action plan forms part of the Forest of Bowland s application for the Charter. 1.4 A strategy based on local opinion The strategy is largely based on the balance of opinion emerging from a process of local consultation. It is important at the outset to recognise that the Forest of Bowland AONB does not exist in isolation from surrounding areas, and this has been recognised in the process of consultation that has been designed. Following discussion, an area was selected that included a buffer zone extending 2km outwards around the AONB, together with five settlements that might be considered to have a gateway function to the AONB. These were Clitheroe, Garstang, High Bentham, Longridge and Settle. Subsequently, it was agreed that Lancaster is also an important gateway to the area. The administrative boundaries that cross the AONB mean that many consultees have responsibilities and interests that extend well beyond the AONB itself. Consultation has taken place in several stages: Almost 80 tourism enterprises responded in June/July 2004 to a questionnaire about their experience of, and aspirations for, tourism in the area. Referred to as the enterprise survey, a summary of responses is included as Appendix 2. Six consultation meetings were held in July 2004, inviting tourism enterprises, a range of public agencies, conservation interests and members of local communities to contribute their thoughts and ideas to the development of the strategy. Altogether, over 100 people worked together at meetings held in Chipping, Clapham, Downham, Garstang, Tosside and Wray. Their collective ambitions are summarised as a prospectus in Section 4.2. On-site visitor surveys were conducted in August at four locations (Cocklet Hill, Dunsop Bridge, Langden Intake and Slaidburn). A combination of face-to-face interviews and self-completion questionnaires resulted in nearly 200 responses from visitors on a range of topics concerning their understanding, use and experience of the Forest of Bowland. Referred to as the site surveys, a summary of responses is included as Appendix 3. In order to boost the response from staying visitors, an additional survey recruited accommodation enterprises to target their staying visitors in September with a self completion questionnaire. 63 responses were received. Referred to as the staying visitor survey, a summary of responses is included as Appendix 4. A mixture of face-to-face and telephone interviews were used to seek the opinion of conservation bodies, recreational user groups, land managers, local authorities and development agencies. At its meeting on 6 th August, the Forest of Bowland EUROPARC European Charter for Sustainable Tourism in Protected Areas Group met to receive and A Sustainable Tourism Strategy for the Forest of Bowland 2

5 consider some initial findings, including a SWOT analysis of the Forest of Bowland AONB as a sustainable tourism destination and an assessment of its position with respect to eight key action areas relating to the EUROPARC charter. Results from the enterprise survey and the site survey were fed back by post at the beginning of October to all those who attended the July consultation meetings, together with the prospectus for tourism in the AONB based upon the contributions that they had made. Their comments were invited. A stakeholder consultation workshop was held in Chipping on 20 th October 2004, with over twenty attending organisations drawn from an extended invitation list based on the Forest of Bowland EUROPARC European Charter for Sustainable Tourism in Protected Areas Group. The meeting considered an issues paper Towards a sustainable tourism strategy for the Forest of Bowland, and commented on a draft vision, strategic objectives and action plan. We would like to thank everyone who has participated in the consultation process. We have listened carefully to all of their contributions, which are reflected in this Sustainable Tourism Strategy and Action Plan. A Sustainable Tourism Strategy for the Forest of Bowland 3

6 2 FOREST OF BOWLAND AONB 2.1 The Forest of Bowland area The Forest of Bowland Area of Outstanding Natural Beauty is a little known corner of northwest England. The isolated and dramatic scenery of the fells contrasts with the area s pastoral river valleys and the traditional villages of the Ribble, Hodder and Lune Valleys. On its southern edge, Pendle Hill forms a distinct outlier, separated by the Ribble Valley from the main mass of the AONB. Farming and game management dominate the land use of the Forest of Bowland. The Forest of Bowland lies between two National Parks, the Lake District to the north and the Yorkshire Dales to the east. Although primarily in Lancashire, parts of the north and east of the AONB lie in Craven District of North Yorkshire. The AONB is within easy reach of the belt of large centres of population concentrated to the south in Lancashire, around Manchester and Merseyside, and in west Yorkshire. 2.2 What makes the Forest of Bowland AONB special? The Forest of Bowland AONB is an area of national and international significance because of its unspoiled and richly diverse landscapes and wildlife. The moorland habitat is an important breeding ground for upland birds, and the major part of the Bowland Fells is designated as a Special Protection Area (SPA) under the European Birds Directive. The key characteristics that make the area special have been identified as: Grandeur and isolation of the upland core Open expanses of moorland Cultural landscape of upland farming Historic landscape management as royal hunting forest and more recently as sporting estates Rural landscape of dry stone-wall enclosed pastures, stone built farms and villages Wooded pastoral scenery and parkland Steep scraps, deeply incised cloughs and wooded valleys Broad river valleys Contrasting gritstone/limestone geology 2.3 National purposes of Areas of Outstanding Natural Beauty The Countryside Agency currently identifies the following objectives for AONBs 1 The primary purpose of AONB designation is to conserve and enhance natural beauty; In pursuing the primary objective of designation account should be taken of the needs of agriculture, forestry, other rural industries and of the economic and social needs of local communities. Particular regard should be paid to promoting sustainable forms of social and economic development that in themselves conserve and enhance the environment. 1 CA24 Areas of Outstanding Natural Beauty - A guide for AONB partnership members A Sustainable Tourism Strategy for the Forest of Bowland 4

7 Recreation will not be an objective of designation but the demand for recreation should be met so far as this is consistent with the conservation of natural beauty and the needs of agriculture, forestry and other uses. Although not a conservation board, the Forest of Bowland Joint Advisory Committee has decided to adopt and seek to work towards the additional purpose of increasing the understanding and enjoyment by the public of the special qualities of the AONB. This is particularly significant in the context of sustainable tourism within the AONB. 2.4 An overall strategic and management context The Countryside and Rights of Way Act 2000 made clear that the landscapes of AONBs were of equal standing to National Parks. It also gave new responsibilities for the preparation of Management Plans for AONBs. A new AONB management plan was prepared for the Forest of Bowland in 2004 which, together with its five year action plan, provides the overall context for a sustainable tourism strategy for the AONB. The plan is based on the following vision of how the AONB should look in ten years time: The Forest of Bowland retains its sense of local distinctiveness, notably the largescale open moorland character of the Bowland Fells, traditional buildings and settlement patterns of villages, hamlets and farmsteads. Natural and cultural resources are sympathetically managed and contribute to a sustainable and vibrant local economy. The management of the Forest of Bowland AONB has improved the quality of the landscape for all stakeholders. The overall vision is given more depth by being broken down into four themes. The first three themes reflect the nationally defined AONB objectives: 1. Natural and cultural environment 2. Social equity and economic opportunity 3. Enjoyment of the AONB In order to reflect this balanced approach, the strategy should focus on the development and promotion of tourism that is in harmony with the protection of the natural and cultural environment. The European Charter for Sustainable Tourism in Protected Areas explicitly refers to a balance between the needs of the environment, the visitor and the host community. It emphasises the need to protect the environment and the quality of life of local residents. In terms of the type of tourism envisaged, the Charter makes special play of promoting tourism opportunities and experiences that reflect the special qualities of a Park, anticipating that tourism which is based on sensitive use and appreciation of the natural and cultural heritage will deliver benefits for the local community and economy. It is also important to consider the final theme of the AONB Management Plan: 4. Co-ordination and management of the AONB Partnership An enormous and longstanding commitment has been made by the Forest of Bowland AONB to the maintenance of the landscape and its enjoyment. However, It is important to recognise that their direct involvement with tourism is a relatively new one. A Sustainable Tourism Strategy for the Forest of Bowland 5

8 There is a strong history of successful partnership working in rural Lancashire in general, and in the Forest of Bowland in particular. In contrast with National Parks, the whole range of activities of Areas of Outstanding Natural Beauty would be constrained by their limited budgets and staff support were it not for the development of effective partnerships. It will be essential to establish a role in tourism for the AONB that promotes effective and productive relations between partners. A Sustainable Tourism Strategy for the Forest of Bowland 6

9 3 ASSESSMENT OF TOURISM IN THE FOREST OF BOWLAND 3.1 A destination for recreation and tourism The Forest of Bowland is a popular recreational resource and visitor destination for the surrounding urban settlements of Lancashire and West Yorkshire. Its relatively undiscovered character is highly valued and generates great loyalty amongst both local people and visitors who discover its pleasures. Although the Forest of Bowland is not in itself well known or well-established as a tourism destination, attracting far fewer visitors than the neighbouring Lake District and Yorkshire Dales National Parks, tourism has particular importance for the economy of some parts of the AONB and its immediately surrounding areas, for example the Ribble Valley, Lancaster and the Settle area. Accommodation stock within the AONB is relatively small compared to surrounding areas, and there are a limited number of paid visitor attractions. Features that attract visits in their own right include the Trough of Bowland, Pendle Hill, Gisburn Forest and the many picturesque villages such as Chipping, Slaidburn, Barley, Hornby and Downham. Visits to the area can be combined with time spent in the Lake District, Yorkshire Dales, or on the Lancashire coast. Proximity to these locations is often used as a selling point for accommodation in the Forest of Bowland. Tourism businesses in the east of the AONB frequently present their primary association as being with the Yorkshire Dales. Specific areas of the AONB experience large number of day visitors, especially during public holidays and at weekends. The site survey conducted amongst visitors indicated that, at key central sites, 88% of visitors were visiting for the day. Walking is the main recreational activity within the AONB, although it is also possible to engage in other activities such as cycling, riding, fishing, canoeing, gliding and parascending. The public sector makes a significant contribution to the recreational resource in the AONB. Lancashire Countryside Service, for instance, is involved in managing a number of recreational facilities, including the rights of way network; recent arrangements for access to Open Country; cycling and riding routes; and some car parks, viewpoints and picnic sites. The Beacon Fell Country Park, incorporating the Bowland Visitor Centre, is the attraction that receives the largest number of visits in the AONB. 3.2 Regional contexts and structural change Protected areas often include natural features that form administrative boundaries, and the Forest of Bowland AONB is no exception. For visitors and for the tourism industry, the administrative complexity of the area has led to a lack of coherence and a degree of confusion. Administrative arrangements are particularly complex, as the A Sustainable Tourism Strategy for the Forest of Bowland 7

10 AONB falls within the remit of six district councils (Craven District Council, Lancaster City Council, Pendle Borough Council, Preston City Council, Ribble Valley Borough Council and Wyre Borough Council), two county councils (Lancashire and North Yorkshire), and two regions (North West and Yorkshire and Humberside). The Yorkshire Dales National Park adjoins the north-eastern parts of the AONB Tourism This complexity has been compounded over the past year by the ongoing reorganisation of the regional delivery of tourism, part of a nationwide exercise. In the North West, the Regional Development Agency has assumed responsibility for tourism, working with localised Destination Management Organisations (DMOs); the Lancashire parts of the Forest of Bowland will relate to the Lancashire and Blackpool Tourist Board. The North West Development Agency aims to position the North West as the best tourism destination in Britain, enticing more visitors to the region, and the North West Tourism Strategy focuses on nine different marketing themes. The theme of greatest relevance here is The Countryside, where the North West is presented as a green region, and a marketing campaign will focus on the promotion of world-class countryside, emphasising the quality of the environment. Additionally, two of the region s rural products, the Lake District National Park and Hadrian s Wall, have been selected as signature projects that will have a major impact on the region s performance as a tourism destination. The Lake District is one of just four destinations overall that will be most heavily promoted outside the region. As a less well-known product, the Forest of Bowland will benefit from being in the slipstream of these high profile locations, and will receive a different level of marketing. A key challenge for sustainable tourism in the Forest of Bowland is to ensure that the number of first time visitors that are attracted to stay in the area is sufficient to support and grow a thriving enterprise base. However, it is also important that these visitors are introduced to the area in ways that will lead them to support rather than impair the special qualities of the environment. As the Destination Marketing Organisation for the area, Lancashire and Blackpool Tourist Board has identified five Winning Themes. The Forest of Bowland/Pendle Hill is identified as the Theme Champion for Country Escapes, which presents an undiscovered and untouched countryside just waiting for the high spending visitor to experience and explore. On the Yorkshire side, it has only recently been agreed that a Dales DMO will work with the Yorkshire Tourist Board and the RDA. The Yorkshire Dales National Park is working with Craven District as a whole, and with other partners, in the Yorkshire Dales Joint Promotion Initiative. Craven District serves as an important fulcrum between the Forest of Bowland AONB and the Yorkshire Dales National Park Rural development The Forest of Bowland is recognised within Lancashire as a rural area of special significance. The AONB is a partner in the Lancashire Rural Partnership, responsible for delivering the Lancashire Rural Recovery Action Plan with funding from the Northwest Development Agency. The Plan supports rural regeneration activity in eight specific areas: A Sustainable Tourism Strategy for the Forest of Bowland 8

11 Broadening the economic base Renewing and strengthening the recreation and tourism offer Assisting in the restructuring of agriculture Enhancing the competitiveness and capability of primary agriculture Rural skill development Development and promotion of countryside produce Sustaining the environmental inheritance Delivering social and community regeneration North Yorkshire is developing work on the New Rural Economy, acknowledging the need for an integrated approach to rural development that recognises the interdependency between the social, economic and environmental domains. To the north east of the AONB, Yorkshire Forward has been looking with the Yorkshire Dales National Park and Craven District Council at integrated rural development based on the core assets of the environment of the Southern Dales. The role of market towns as gateways to the Forest of Bowland is especially important. Clitheroe, Garstang and Bentham are supported under the Market Town Initiative, and Settle was one of the first to be supported by Yorkshire Forward s Renaissance Market Towns programme. The work of Lancashire County Council in support of the rural economy, for which it was awarded Beacon Council status in , prepares the Forest of Bowland well for the implementation of the new national Rural Strategy 2004 and the introduction of the new Integrated Agency for England. Within a framework of sustainable development, the Integrated Agency will take an integrated approach to protecting and enhancing the natural environment, biodiversity and landscape while realising the benefits for people, through improved access and recreation. The concurrent move to introduce the EU Rural Development Regulation will open up new opportunities, in particular those that will become available under Axis III (Diversification of the rural economy and improving the quality of life in rural areas). By April 2005, Defra nationally will have invested 2m in Business Links to help improve the accessibility of business advice to people in rural areas. In the Forest of Bowland there is a strong track record of local partnership working in support of rural enterprise, especially delivery by Lancashire Rural Futures to those who manage the land. 3.3 Economic and social issues The majority of the population of the Forest of Bowland, estimated at 16000, live within settlements around the edge of the AONB while the upland core is sparsely populated. A key challenge for sustainable tourism in the Forest of Bowland will be to ensure that sustainable use of the countryside for recreation and access is considered as an integral part of good land management. Farming and game management dominate the land use of the Forest of Bowland. Much of the AONB is influenced by the management of a small number of estates: extensive areas of moorland are managed for grouse shooting; slightly more than A Sustainable Tourism Strategy for the Forest of Bowland 9

12 half of all farmland is under tenancy; and estate villages such as Downham and Slaidburn have retained their character. The dominant agricultural land use in the AONB is grassland and rough grazing: sheep and beef farming predominate in the uplands, with dairying in the valleys. Agriculture is still a significant employer within the AONB, with almost 1685 jobs in The North West Farm Tourism Initiative 2 indicates that many of the farms that have an interest in farm tourism have already diversified in some way; just 14% have residual plans to diversify. The chief reasons given by respondents in Lancashire for having no such plan was that they enjoyed farming and had no need to diversify. The employment profile of the Forest of Bowland AONB confirms the importance of agriculture to the area (11.5% in agriculture, fishing and forestry compared to 1.5% for England and Wales). The profile is broadly similar to that of neighbouring Yorkshire Dales National Park. However, the Forest of Bowland has lower levels of employment in hotels and catering, and higher levels in manufacturing, suggesting scope for growth in the tourism sector. There are reported difficulties in recruiting labour for the tourism industry. In some cases this is due to the remoteness and sparse population of parts of the area. In others, it may be due to the relative attractiveness of other forms of employment; the Ribble Valley District in particular has a high level of general economic performance, boosted by significant numbers commuting out of the area to work. There is a mixed response to tourism from the local community. It is recognised by many people that tourism provides welcome jobs and an important source of income to the area, supporting rural services such as shops and pubs in remoter rural areas. However, it is viewed by others as intrusive and a cause of disruption and congestion. When asked to rank possible objectives for tourism in the Forest of Bowland, the consultation meetings placed an overriding importance on the economic benefits of tourism. However, there was also widespread support for the idea that tourism should be planned in ways that brings benefits to the communities of the AONB, and that it should recognise their interests. This is not simply a community view: although the meetings were based in six communities around the AONB, a whole range of interests were represented there. 3.4 Natural resources The Forest of Bowland is a unique area of exceptional natural beauty rich in wildlife. The AONB Management Plan sets out a vision for the Forest of Bowland as a landscape where land is sensitively managed for the benefit of wildlife, which can be enjoyed by visitors and local people alike. Key features are: Large expanses of heather moorland and blanket bog with breeding birds of prey; Rushy pastures with breeding waders; Steeply incised cloughs with oak and ash woodlands; Fast flowing rivers and flower-rich meadows and pastures. 2 North West Farm Tourism Initiative Baseline Study, 2004 A Sustainable Tourism Strategy for the Forest of Bowland 10

13 The natural environment of the Forest of Bowland is its greatest asset for visitors. Visitors most often cited scenery and landscape as the thing that they particularly liked about the Forest of Bowland; interest was also expressed in there being more places to find out about or experience the area s wildlife and natural heritage. Both visitor surveys identified great strength of feeling amongst both day and staying visitors in support of keeping the area as natural as possible, with limited development. However, not all visitors are aware that the Forest of Bowland is an officially protected area; 64% of those responding to the site survey thought that it was, falling to just 51% of staying visitors. The AONB is working with many partners, including the Royal Society for the Protection of Birds (RSPB) and English Nature, to protect and enhance its nationally renowned landscape and internationally important wildlife interest. The AONB roughly coincides with the Forest of Bowland Natural Area. The Bowland Fells is one of only two small areas in England where hen harriers, one of our most spectacular birds of prey, have bred regularly in recent years, and there is a very real danger that without intervention it will be lost as a breeding bird in England. English Nature launched the Hen Harrier Recovery Project to monitor the remaining breeding birds, assess the factors responsible for the recent decline and help begin the process of restoring its fortunes. The Forest of Bowland AONB has adopted the hen harrier as a symbol for its activities, incorporated as its logo. There are no nature reserves that can be visited within the AONB; the RSPB have a reserve nearby at Leighton Moss. United Utilities has significant landholdings within the AONB, and their work in partnership with the Environment Agency concerning integrated management of water catchments is vital for the maintenance and enhancement of the natural resource and landscape of the AONB. Amongst 160 reservoirs owned by Unitied Utilities, Stocks Reservoir is the most important for wildfowl, and they sponsor two RSPB rangers/wardens to monitor biodiversity as part of the Birds of Bowland Project. Together with Gisburn Forest, Stocks Reservoir is also managed for public access and enjoyment, and offers a significant recreational resource. The RSPB Birds of Bowland Project, as well as undertaking monitoring and recording of hen harrier breeding, launched an events programme in Guided walks were scheduled throughout the year, led by experts from RSPB, United Utilities and English Nature, including Winter Safaris to view wading birds and ten Moorland Safaris, including views of hen harriers. An active community education programme with schools and with adults is also associated with the project. The Birds of Caton-with-Littledale Project provides a good example of community action that has created something of interest to visitors. Recently the parish celebrated the importance of birds and their habitats with innovative public artworks and the development and publication of four waymarked wildlife walks. The Bowland Festival was established in 2003 by the RSPB and United Utilities, and an extended partnership 3 ran the second festival in June The Festival celebrates the birds, wildlife, landscape and rural life of the Forest of Bowland AONB 3 RSPB, AONB, Lancashire Countryside Service, Lancashire Rural Futures, United Utilities A Sustainable Tourism Strategy for the Forest of Bowland 11

14 through a series of guided walks, events and activities, attracting visitors to the area with an excellent opportunity to discover the natural heritage. The Bowland Lifescapes Project enables the part-time Lancashire Rural Futures Ecologist to survey Bowland farms, giving site owners and managers information about the wildlife importance and management requirements. About one quarter of the 320 Biological Heritage Sites in the AONB are wholly or partly managed under Countryside Stewardship Agreements. Twenty landholdings within the AONB have Countryside Stewardship agreements that enable opportunities for the public to walk or ride. Beacon Fell County Park provides a centre for environmental education for Lancashire, and through its Countryside Stewardship scheme demonstrates best practice in the management of many features of the AONB landscape, including regenerating moorland, rebuilding dry stone walls and managing pasture and hay meadow for birds, wildflowers and invertebrates. Interpretation panels and a network of signed and waymarked footpaths enable exploration and understanding of the work. Two Lancashire Countryside Officers are dedicated almost entirely to the AONB, and a third covers a significant area alongside duties elsewhere. Wyre Coast and Countryside Service work in partnership with the AONB to include a number of environmental events within the AONB in their year round programme. 3.5 Cultural and heritage resources The Forest of Bowland has a rich cultural and historic heritage, which is not always immediately obvious to visitors. It is visible through individual buildings, landscape features and small sites scattered throughout the area. Visitors expressed interest in there being more places to find out about or experience the cultural and historic heritage of the area. Many villages are particularly attractive, with their well kept stone buildings, and almost half of all visitors (two thirds of staying visitors) cite attractive villages and towns as one of the things that they particularly like about the area. Rivers and bridges are a strong feature of many villages. Important historic houses are associated with the estates of Bowland, but they are not generally open to the public other than by arrangement for occasional special events. The AONB has been involved with a range of activities designed to record and enhance important features. These include: Traditional Boundaries Project, including coppicing old hedge and planting new hedge to restore traditional field boundaries; Lancashire Woodlands Project, which has developed products using local timber, given advice to woodland owners, and highlighted the value of using local timber. Parish lengthsmen scheme, which has enabled lengthsmen to be appointed in eleven parishes to carry out local restoration work and environmental schemes. European Pathways to the Cultural Landscape, which has used Historic Landscape Characterisation as a tool to focus on the historic landscape of the Forest of Bowland and Lune Valley A Sustainable Tourism Strategy for the Forest of Bowland 12

15 Undiscovered Bowland, which will promote the built, natural and cultural heritage of the Forest of Bowland to new audiences, inviting local communities to celebrate, conserve, and care for their outstanding heritage features. An HLF Planning grant has enabled current testing of the concept. A subsequent full HLF bid will, if successful, release an important resource for communities and visitors alike. 3.6 Tourism facilities and services Accommodation and attractions The accommodation stock of the AONB is relatively small compared to areas surrounding the Forest of Bowland, which include not only two National Parks but also the coastal resorts of Lancashire. It is estimated that there are approximately 230 accommodation establishments in and around the AONB area and about 70 identified places to eat out. Map 1 4 represents the distribution of tourism enterprises, based on the best information available to us. Eating out information is especially likely to be incomplete. There are a number of high quality places to stay, including a handful that are well known and recognised, such as Mytton Fold, Gibbon Bridge, and the Inn at Whitewell. Over recent years, there has been an expansion of self-catering accommodation, some of which is now marketed through Bowland Country Cottages, a local agency new for Map 2 indicates the distribution by tourism sector of those responding to the enterprise survey. The survey suggests that tourism businesses in the Forest of Bowland may be involved in various sectors as follows: % Serviced accommodation 44.2 Self-catering accommodation 33.8 Food and drink 32.5 Visitor attractions 19.5 Group accommodation 11.7 Caravan or holiday home park 9.1 Activity centre or operator 3.9 A number of multi-functional businesses are included in these results. There are between 40 and 50 visitor attractions in the Forest of Bowland. These attractions are largely small, often seasonal and have limited and sometimes erratic opening hours. Other than Beacon Fell Country Park, which estimates 250,000 visitors a year, only the Bowland Wild Boar Park in Chipping (16,500) and Clitheroe Castle Museum (13,746) publish visitor figures that exceed 10,000 p.a.. 4 Maps have been output from GIS data assembled as part of this study by the Geography Department of the University of Lancaster. A Sustainable Tourism Strategy for the Forest of Bowland 13

16 MAP 1 A Sustainable Tourism Strategy for the Forest of Bowland 14

17 MAP 2 A Sustainable Tourism Strategy for the Forest of Bowland 15

18 Many attractions are based around retail outlets, such as garden centres (see below). Access is provided to some private properties of particular interest through limited openings or occasional events. Heritage attractions, such as Sawley Abbey, Whalley Abbey, Slaidburn and Pendle Heritage Centres, often rely on volunteers. Taken together, these dispersed and rather informal visit opportunities offer an interesting insight into the area. However, in order for visitors to make the most of their time in the AONB, it is essential that they have easy access to reliable and clear information. Capacity at many attractions is limited. However, Ribble Valley BC have been particularly successful in suggesting itineraries for coach tours that take in some of the slightly larger places to visit, with a guiding service available. The tourism sector in the Forest of Bowland is dominated by small businesses, although the enterprise survey suggests that there are also a number of larger players. 51% of respondents are small enterprises employing 1-3 people. 24% employ 4-9 people; 9% employ people. 16% are substantial businesses employing 20+ people. Characteristically, many of the larger businesses that employ over 10 people are serviced accommodation offering food and drink, but they also include some visitor attractions and group accommodation. Most of these larger businesses are located around the edge of the AONB, with improved market access. Businesses are investing in the future of tourism: during the last three years 65% of all respondents had invested in their business, from improvements and refurbishment through to substantial capital investment. There has been recent expansion in the self-catering sector, including some high quality accommodation, and some concern has been expressed about possible over-supply. This situation needs to be carefully monitored. The AONB is encircled by several caravan sites, some of which include facilities for campers. Six of these sites hold David Bellamy Gold Conservation Awards. The sites appear to be performing well and demand has been reported for additional high quality camping facilities. Farm-based accommodation in Lancashire focuses on the Trough of Bowland and the Ribble Valley, and is promoted through a special website There is one Youth Hostel in the Forest of Bowland, at Slaidburn. To the north of the AONB, three further hostels (Ingleton, Stainforth and Malham) primarily look towards the Yorkshire Dales. To the east, the hostel at Earby is suggested as a base for visiting the Forest of Bowland. Three camping barns also serve the AONB. Concern has been expressed about the future of some pubs within the area, and there have been a number of closures: this problem is not specific to the Forest of Bowland but is shared with most rural areas. Consistency in quality is an issue for the area. Some, but not all, local authorities have adopted an inspected only policy for inclusion in guides and campaigns. Over the past seven years, Lancashire County Council have worked with VisitBritain s Quality Assurance Unit to increase the number of Lancashire tourism accommodation businesses that have a national accreditation, and as a result 45 establishments in the Forest of Bowland have joined the national rating scheme. A Sustainable Tourism Strategy for the Forest of Bowland 16

19 Amongst those responding to the enterprise survey, 85% that provide serviced accommodation, and 92% of those offering self-catering, are inspected and quality graded. Of those that are quality graded, 3 star and diamond ratings are the most common, followed by 4 star and diamond. There are only a handful of 5 star or diamond ratings. The regional focus on Celebrating and Growing Excellence will reinforce the requirement for a continued emphasis on quality. Locally derived produce: gastronomy, art and design Visitors can relate to the landscape and scenery of the Forest of Bowland in a number of ways, as well as simply enjoying it as a backdrop to their activities, whether passive or active. Local foods Landscape reflects land use, and in the Forest of Bowland, agriculture remains an important part of the rural economy. In addition to widespread livestock farming, upland areas are managed for game birds. The area is best known for its meat, game and dairy produce. There is also good access to fish, both river caught and landed on the Lancashire coast. Purchases of local produce enable visitors to support the local rural economy, and in turn the landscape that they come to enjoy. There are a small number of places to eat that are well known for their food offer, including their use of local foods. These include restaurants such as Heathcotes at Longridge and Northcote Manor, and pubs such as the Spread Eagle at Sawley, Lancashire s Dining Pub of the Year in There are also tearooms and café s such as the Downham Post Office Tearooms, Puddleducks Café in Dunsop Bridge, and the Riverside Tearooms at Slaidburn that are well supported by visitors. Bowland Forest Foods is a forty strong farmer-led partnership that was launched in 2000 to help its members receive a premium for selling their stock, in recognition of its high quality and the benefit to a sustainable rural environment. Bowland Forest lamb, beef, and pork are produced in a traditional and environmentally friendly way; over half the members manage parts of their land under Countryside Stewardship, while others are involved with the Abbeystead Fells Stewardship package. Bowland Forest Foods supply retail outlets and restaurants in many locations across the north-west of England. The Bowland Fells are not included in an initiative in Cumbria where two retail outlets are dedicated to selling Food from the Fells, speciality food produced in Cumbria and the neighbouring fells and dales of Durham and North Yorkshire. There are limited opportunities to buy and taste local produce locally. Bashall Barn, located in Bashall Town just outside Clitheroe, is a retail outlet based in an on-farm barn conversion, selling local produce including speciality bacon and sausages, cheese, pickles, preserves and sauces, and ice-creams. On the same site is the Green Oak Café, and the Bowland Brewery, a micro brewery established in The small number of other farm shops in the area of the Forest of Bowland are most frequently located on the periphery, to take advantage of access to larger consumer markets. Meldingscale Organic Farm near Clapham offers a self-guided farm trail. Wild boar meat, pork and dry cured bacon are available to purchase from the Wild Boar Park at Chipping. Although farmers markets are well established, they tend to be located in centres of population across Lancashire or popular tourist spots in the Yorkshire Dales. Only Clitheroe and Settle have regular farmers markets that are certified by the National Association of Farmers Markets. A Sustainable Tourism Strategy for the Forest of Bowland 17

20 Made in Lancashire is dedicated to promoting foods that have been grown, reared, caught, brewed, pickled, baked, smoked or processed in Lancashire. Currently, there is no scheme to recognise environmental quality in food production or to make links to the protected area brand. A much broader Environmental Charter Assurance Scheme is run through the Rural Sustainable Marketing Programme, accrediting rural businesses of all kinds that link to and promote the outstanding natural beauty of the area. Agricultural shows held in the heart of the Forest of Bowland are popular events, and offer opportunities for visitors to see the farming community at work and play. Both the site and staying visitor surveys found that where visitors use local places to eat, they rate them relatively highly (1.2 to 1.6, where 1 is good and 2 is very good). Local pubs/inns and cafes/tearooms were found to have been used by over 60% of staying visitors, with 40% using local restaurants. Day visitors were less likely to have eaten locally: just 20% had used local pubs/inns. The area is not particularly well known for its food offer; less than one half of staying visitors mentioned good restaurants and pubs as a feature that they particularly liked about the Forest of Bowland. However, all visitors expressed interest in there being more places to find out about or experience local produce, and enterprises ranked better identification and promotion of local FoB produce fourth amongst a list of initiatives that might help the success of their business. Art, craft and design The landscape of the Forest of Bowland has long been a source of artistic inspiration, and the Lune Valley is known to have inspired work by Wordsworth and J.M. Turner. Working artists and craftsmen are still drawn to the area today, and there are a number of opportunities to view and purchase local work, including the Bentham Pottery, Mytton Crafts and the Platform Gallery, Clitheroe. Craftsmen work with local woodland products and the Bowland Wool Project is looking for a permanent home in the area. Every year in June, the Lunesdale Studio Trail opens the doors of twelve artists studios to visitors for two weeks; two thirds of them are in the Forest of Bowland AONB. The work is varied and comprises paintings, prints, sculptures, ceramics, watercolours and drawings, woven, felted and embroidered textile art. In North Yorkshire, Dalesmade is a branding scheme for quality products made by local craftsmen in the Yorkshire Dales. The Dalesmade tag is a guarantee that the product is an original design, individually crafted and made in the Yorkshire Dales. A visitor centre in Watershed Mill, Settle, houses a collection of quality-made products including woodwork, pottery, leatherwork, paintings, prints and textiles, all bearing the Dalesmade label. Plants and gardens Plants and small gardens are very much in evidence in the well kept villages of Bowland, and there are several opportunities to visit gardens and plant centres in and around the Forest of Bowland. The village of Waddington is known for its Coronation Gardens. There are permanent garden centres, such as Gardenmakers at Wigglesworth and the Barn at Scorton, and gardens with limited opening such as Cobble Hey gardens. There are also special events such as the garden, plant, craft and produce fair at Browsholme Hall and the annual Flower Festival at Stoneyhurst College A Sustainable Tourism Strategy for the Forest of Bowland 18

21 Recreational facilities The opportunity to go walking is an asset of great importance to the Forest of Bowland. The onsite visitor survey suggested that, after the main purpose most frequently given for visits to the Forest of Bowland as simply to enjoy the countryside, relax or picnic, the second most frequent purpose is to go for a walk. 60% of staying visitors said they particularly liked the fact that the Forest of Bowland is good for walking. An extensive network of footpaths and bridleways traverse much of the AONB. Rights of way are largely absent form the central upland fells, where for some time over four thousand acres have been open to the public by agreement between Lancashire County Council and private landowners. Access to open country has been extended this autumn, under the CRoW Act 2000, with parts of the moor and heathland of the Forest of Bowland AONB becoming accessible for recreation on foot for the first time. There are a number of longer distance walking trails, but they are not well known outside the area. The Ribble Way follows the river for 112km from the sea near Preston to its source high in the fells of the Yorkshire Dales, with about half the route in the Forest of Bowland. One walking holiday package operator specialising in the north of England has recently introduced the route, suggesting scope to raise its profile and encourage new visits. The Forest of Bowland incorporates sections of the Lancashire Cycle Way and the National Cycle Network. A series of on and off-road cycle routes offer cyclists a combined route network of over 100 miles. The Yorkshire Dales Cycle Way skirts the AONB on its northern edge. The Yorkshire Dales National Park, through the Sustainable Development Fund administered by the YD Millennium Trust, have recently supported the established cycle holiday operator Country Lanes in an initiative to let a franchise in Settle. There may be some scope in future for joint route development across the border, taking in the best of the Yorkshire Dales and the Bowland Fells. The first 47km of the North Lancashire Bridleway opened in June 2004, the first section of a proposed circular route. Careful research has prepared the way to extend this network in future, hopefully to join the Pennine Bridleway if ways can be found to link together the rather disconnected opportunities that have been identified. Gisburn Forest, a Forestry Commission plantation, provides a significant recreational resource for walkers, cyclists and horseriders by permit within the AONB. Mountain biking in particular is very popular: the site survey at Cocklet Hill found that going for a bike ride was the main purpose of the visit for 59% of those visiting the site. Although the Forest is managed quite informally, with no visitor facilities, current cycling visitors like it that way. Regionally, Forestry Enterprise plans to improve opportunities and facilities for mountain bikes are focused on Grizedale Forest in Cumbria. The Quiet Lanes and Greenways initiative aims to make minor country lanes in the Forest of Bowland more attractive for use by those not in motor vehicles. Management will seek to ensure that traffic speeds and flows are reduced. First measures have been introduced this year in the pilot areas of Chipping and Slaidburn. A full audit of the recreational access opportunities available in the Forest of Bowland is included in Appendix 6, sections 1,2 and 3. Stretches of watercourse have private and public rights for fishing, and fishing facilities are offered at Stocks Reservoir. A small number of hotels offer to arrange fishing for guests. Extensive areas of moorland within the Forest of Bowland AONB are managed specifically for A Sustainable Tourism Strategy for the Forest of Bowland 19

22 grouse shooting; shooting rights are largely let to private syndicates. The Bowland Forest Gliding Club operates from a fifty-six acre site near Chipping. Lancashire County Council manage a number of major car park and picnic sites in and close to the Forest of Bowland: Springwood near Whalley; the Crook of Lune, including a cycleway to Lancaster along the disused railway; the former gravel workings at Scorton; and at Bull Beck in the Lune valley. Other heavily visited sites include moorland and hilltop viewpoints like Harrisend Fell, Jeffery Hill on Longridge Fell, the Nick of Pendle and the famous moorland route through the Trough of Bowland. Lancashire County Council publish A guide to Countryside and Recreation in Lancashire, giving details of ten visitor sites in the Forest of Bowland. Detailed information of all LCC countryside recreational opportunities is also given on the website A full-time and volunteer ranger service operates in the AONB, focussing primarily on access and visitor management in the AONB s honeypots and access areas. The East Lancashire sub-region, compriseing the six districts of Blackburn with Darwen, Burnley, Hyndburn, Pendle, Ribble Valley and Rossendale, is home to over half a million people. SRB6 programme funds have supported the development of an East Lancashire Regional Park, combining wild upland landscapes with an industrial heritage of national and international significance. Substantial investment is being made in a strategic access network, new woodland and infrastructure for extreme sports. These robust facilities will complement the more sensitive recreational opportunities available in the remoter parts of the Forest of Bowland AONB. A Sustainable Tourism Strategy for the Forest of Bowland 20

23 Accessibility and transport The Forest of Bowland is easily accessible by road, being bounded by the M6 to the west, the M65 to the south, the A59 to the east and the A65 to the west. Large volumes of holiday traffic pass by, especially on the way north to the Lake District and Scotland; the Forest of Bowland is well placed to provide an overnight stopover. There is a relatively good rail network around the edge of the AONB. Preston and Lancaster are served by the main west coast services. The well known Settle Carlisle line passes to the north of the Forest of Bowland, with the Leeds Lancaster/Morecambe line skirting the northern edge, with stops at Giggleswick, Clapham, Bentham and Wennington. Ribble Valley Rail campaigned for the re-introduction of a service from Preston, and achieved the re-opening of the Lancashire Dales Rail line, at first just as far as Clitheroe, and then subsequently through to join the Leeds-Carlisle line at Hellifield. Bowland Transit is a network of buses that was introduced in 2003 with support from the Countryside Agency, Rural Bus Challenge and Enterprising Rural Communities. A normal bus service, with fixed routes and timetables, is supplemented with a demand responsive service. Four routes cover the Forest of Bowland AONB, with special weekend services for visiting remoter parts of the AONB. The service was introduced in 2003 and is based on Clitheroe Interchange. Four self-guided walks ranging from 1 mile to 15 miles have been prepared in association with Bowland Transit; each has a separate leaflet. Lancashire County Council publish Great Days Out in Lancashire, including details of attractions to visit that are accessible by bus or train. There is a published programme of guided walks on the Leeds-Settle-Carlisle line. A full audit of access to the area is included in Appendix 6, sections 4,5 and 6. Information services Tourist Information Centres at Clitheroe, Lancaster, Garstang, and Preston are controlled by individual local authorities. There is a TIC in Pendle Heritage Centre. County Information Centres are also located at Clitheroe, Lancaster and Preston. In North Yorkshire, the situation is more complicated, as Craven District offers support to selected independent Tourist Information facilities, rather than operating its Tourist Information Centre service. Settle has a networked TIC; Bentham has a Tourist Information Point; Clapham had until recently a Yorkshire Dales National Park Information Centre, but this has now been closed. There is no dedicated information service for the AONB. The Bowland Visitor Centre at Beacon Fell Country Park offers some visitor information. Communication between individual information centres is poor; consequently there is no consistency in the information that is made available to visitors. Information about the AONB was an issue in both the visitor and the enterprise surveys, with 16% of visitors noting a lack of information on the area, and a strong call from tourism enterprises for better information for visitors. There is a wealth of published information but it is poorly co-ordinated. Similarly, information on the web can be confusing, with links taking the visitor out of one site and into another. The Forest of Bowland AONB has a comprehensive website of its own, but it has not been designed to serve the needs of visitors. A Sustainable Tourism Strategy for the Forest of Bowland 21

24 3.7 Tourism performance The availability of recent tourism data for the area is limited, with discontinuity due to regional reorganisation. In any case, fragmentation of administrative areas in the AONB makes it very difficult to isolate meaningful volume, value and performance data for the Forest of Bowland. Map 3 shows the district authority boundaries superimposed on the location of tourism enterprises. MAP 3 A Sustainable Tourism Strategy for the Forest of Bowland 22

25 The breakdown of known enterprises by district is as follows: Table 3.1 District Accommodation Attractions Eating Out Total Craven Lancaster Pendle Preston Ribble Valley Wyre Total Almost half the tourism enterprises are within the Ribbley Valley District Council area, and a further quarter are in Craven District. Only in the case of Ribble Valley is there a reasonably good fit between the administrative area and the AONB: in most cases only a small part of the local authority area lies within the AONB. Tourism is a significant source of income to the local economy. Volume and value figures for 2002 are available by District for Lancashire, and are shown for relevant local authorities in Table 3.2. Table 3.2 VOLUME AND VALUE BY DISTRICT, LANCASHIRE 2002 Dom Exp O/S Exp TOTAL Dom Nights O/S Nights TOTAL Lancaster 85,373,949 7,690,053 93,064,002 1,425, ,410 1,589,365 Pendle 20,695,085 1,863,796 22,558, ,319 65, ,516 Preston 59,164,009 5,220,690 64,384,699 1,153, ,327 1,302,917 Ribble Valley 23,633,323 2,079,022 25,712, ,479 60, ,908 Wyre 47,428,001 4,180,209 51,608, , ,301 1,049,385 LANCASHIRE 236,294,367 21,033, ,328,137 4,317, ,664 4,876,091 The value of each night s stay can be calculated, and is shown in Table 3.3. It can be seen that for UK visitors, the Ribble Valley outperforms other areas and the region as a whole, whereas Lancaster derives the most benefit from overseas visitors. Table 3.3 VALUE OF STAY PER NIGHT( ) Domestic Overseas Lancaster Pendle Preston Ribble Valley Wyre LANCASHIRE NORTH WEST Directly comparable figures are not available for Yorkshire. However, a STEAM Report for Craven gives a figure for direct expenditure on tourism in 2002 in Craven District as 66.2m, some of which can be attributed to the Forest of Bowland. Occupancy figures are not available by District. The comparative performance of Lancashire with the North West is shown in Table 3.4. The North West as a whole has a higher A Sustainable Tourism Strategy for the Forest of Bowland 23

26 dependency on business visitors than does Lancashire, which is reflected in the figures. Lancashire delivers slightly better bed occupancy and length of stay, but significantly poorer room occupancy. Table 3.4 OCCUPANCY LEVELS AND LENGTH OF STAY, 2003 Lancashire North West Room Bedspace Room Bedspace Average occupancy (%) Length of stay (days) % of business guests % of overseas guests It is reasonable to assume that this pattern will be reinforced when the Forest of Bowland is considered in comparison to Lancashire as a whole. This is confirmed by the enterprise survey conducted in preparing this strategy, which indicates that the majority of enterprises in the Forest of Bowland area are seeking to increase levels of business. Six out of ten enterprises saw more business as necessary to achieve a reasonable profit, including a substantial number who saw this as essential to their viability 60% of enterprises are looking for new business out of season, from November to March. About one third of businesses are also looking for new business in April, June and October. There appears to be some growth in the sector: just over half the enterprises said that business had grown in the last three years; 3.8 Current visitor patterns One million people are within a 30-minute journey of the Forest of Bowland, and the area is a popular visitor destination for the surrounding Lancashire urban settlements, albeit attracting far fewer visitors than either the Lake District or Yorkshire Dales National Parks. Its relatively undiscovered character appeals to the visitors who value the area so highly, and loyalty to the area is strong with a high level of repeat visits. The survey work carried out this summer has made a small but important contribution to understanding the needs and aspirations of visitors. The limited budget available for this exercise meant that effort was concentrated on producing a volume of responses, rather than structuring a sampling frame that represented the true range of visitors to the AONB. Current visitors to the Forest of Bowland are fairly passive in their enjoyment of the area. When asked about the activities of their visitors while in the Forest of Bowland, enterprises suggested that exploring small towns and villages is the most important activity, followed by driving around in attractive countryside. Walking comes in behind these, with short walks (up to 2 hours) more important than longer walks (over 2 hours). Other forms of outdoor recreation are thought to be less important. This was confirmed by the site surveys, where almost one third of respondents gave to enjoy the countryside/relax/picnic as the main purpose of their visit to the Forest of Bowland, with a further third citing it as an other purpose. To go for a walk was the second most frequently given main purpose. At certain sites, family visits were particularly important. The Forest of Bowland attracts a market that is heavily dominated by day visits. Overnight stays, which are primarily domestic, tend to be short breaks. A Sustainable Tourism Strategy for the Forest of Bowland 24

27 Day visitors in particular are loyal to the area: in the site surveys only 12% of visitors were on their first visit to the Forest of Bowland, and 56.3% described themselves as regular visitors. However, staying visitors do appear to be discovering the area for the first time: 48% of parties were on their fist visit to the Forest of Bowland, and a further 11% were staying overnight for the first time having occasionally visited the area before. Only 22% of staying visitors described themselves as regular visitors, offering good prospects for the growth of staying tourism. Published figures suggest that the average length of stay in Lancashire is 2.2 days. Our surveys found the length of stay in the Forest of Bowland to be around 5 nights, suggesting that self-catering accommodation and camping and caravanning are both important in the area. The self-catering sector is certainly capable of generating stays of 1 week or more. The major conurbations of Liverpool, Manchester and Leeds are within a 90-minute journey of the Forest of Bowland, offering a potential market for short breaks. The average party size for day visitors was 3.0, slightly less for staying visitors at 2.5. This is born out by the enterprise survey, which suggested that about half of all visits (day and overnight) were made by couples. All three surveys suggest a high dependence on the 45+ market. For staying visitors the profile may be even older: our surveys found that almost half of staying visitors were over 55. All visitors seem drawn to a small number of sites. The surveys showed the places most frequently visited in the Forest of Bowland to be: Trough of Bowland Dunsop Bridge Slaidburn Pendle Hill Gisburn Forest/Stocks Reservoir Beacon Fell Edisford Bridge. There was a high degree of visitor satisfaction with experience of the Forest of Bowland, with scores of 1.7 and 1.5 respectively from day and staying visitors, where 2= very good and 1= good. Most facilities used by visitors were rated good or better. Amongst facilities used during their visit, places to eat were most highly rated by both day and staying visitors. Day visitors had a particularly poor experience of toilets, perhaps reflecting over use on a busy summer weekend. A small number of staying visitors had made use of public transport, and rated it highly: staying visitors were also more likely to express interest in using a shuttle bus in future to get around the AONB. Few visitors felt that anything had spoiled the enjoyment of their visit, but the most frequently mentioned by staying visitors were not enough signposts/waymarks (25%) and a lack of information on the area (16%). Day visitors identified as problems a lack of car parking (14%), followed by not enough signposts/waymarks (12%) and litter (12%). At Dunsop Bridge, 'traffic congestion, litter and too many people were particularly significant. Very little interest indeed was expressed in new facilities such as wet weather attractions, sport facilities or evening entertainment. Current visitors are, in the main, attracted by opportunities that relate either directly or indirectly to the area s environmental qualities. It is important to note, however, that more people appear to be responding in a passive way to the landscape than are seeking to use it to pursue particular activities or interests. Interest was expressed in there being more places to find out about or experience: A Sustainable Tourism Strategy for the Forest of Bowland 25

28 the area s wildlife and natural heritage; local produce; and the cultural and historic heritage. Both day and staying visitors expressed interest in the provision of more picnic sites. 20% of staying visitors would like to see better provision for walking. 3.9 Market interest Tourism enterprises in the Forest of Bowland suggest the group and age profile of their visitors to be as follows: There is a high dependence on the 45+ market: over 48% of visits are from within this age group, mostly as couples but also as groups of friends. Families are thought to make up about one quarter of the market and are important for some businesses. There is dependence on the day visit market, especially for the largest enterprises employing more than 10 people. 30% of visitors are on short breaks of 1-3 nights. Even within the self-catering sector, the short breaks market is important: just one half of their visitors are thought to stay for one week or more. Nearly two thirds of visits are attracted from within 100 miles. For larger businesses, the dependence on local visits is greater. Overall, visits include about 5% from overseas. Customer loyalty is very evident: enterprises believe that 43% of their customers are regular or frequent visitors to the area, and for larger businesses this figure is even higher. New visitors are being attracted to the Forest of Bowland: 27% of customers are thought to be visiting the area for the first time. There is evidence that UK residents who holiday in England have a very positive attitude towards sustainable tourism. A survey 5 carried out by the English Tourism Council in 2002 indicated that the vast majority of consumers are interested in, and concerned with sustainable tourism issues. There was also very strong support from consumers for tourism organisations and operators to do more to protect the environment and to help sustain local communities. In addition to this desire for tourism organisations and operators to invest in sustainable tourism practices, consumers consistently claimed that they would be willing to pay higher prices in order to support that investment. The majority of consumers claimed they would be willing to pay higher prices to accommodation providers that were committed to sustainable tourism practices that also benefited the local economy. Two thirds of the consumers interviewed said that they would be willing to make a donation to help pay for the up-keep of the local environment whilst on holiday. 63% of consumers stated that a well-managed environment was an important feature in choosing the destination of their last holiday or short break in England. 76% of consumers stated they believed it was important that their holidays in England should benefit the local people where they are staying. Consumers aged between 45 and 64 exhibited particularly positive attitudes towards sustainable tourism practices. There is a particularly good fit with the profile of current visitors to the Forest of Bowland. 5 Visitor Attitudes to Sustainable Tourism, English Tourism Council 2002 A Sustainable Tourism Strategy for the Forest of Bowland 26

29 3.10 Supporting enterprise growth In terms of the overall direction for tourism, enterprises prioritised the following actions that they believe to be important to the future success of their businesses: There was a strong call for better information for visitors: providing better visitor information and interpretation are both felt to be important for the future success of tourism enterprises. Great importance is also attached to strengthening the image and branding of the Forest of Bowland. Enterprises expressed interest in becoming directly involved with the AONB, through improving their own knowledge of the AONB; strengthening opportunities for enterprises within the AONB to work together; and improved processes to keep enterprises up to date with the AONB. Less interest was expressed in initiatives that involved better preparation and provision for walkers, cyclists and riders Summary assessment - SWOT A list of strengths, weaknesses, opportunities and threats is presented below. This is based in the analysis and consultation carried out during the first stage of the study. The Forest of Bowland AONB has some significant strengths. Wide open moorland landscape with extensive views Habitat of international significance, with nationally important bird populations Variety of landscape types within a relatively small area Off the beaten track, uncrowded, seen as secret Accessibility, including from M6 and A65 Visitor loyalty high level of repeat visits Active farming communities, maintaining traditional landscape and taking pride in excellent local produce Well cared for distinctive villages, frequently associated with rivers and bridges Track record of community involvement with AONB initiatives Track record of partnership working and attracting funds Strong delivery of wide range of innovative environmental services, including recreational, by Lancashire County Council Association with Yorkshire Dales, National Park and Joint Promotion Initiative Strong rural advisory services, Lancashire Rural Futures and Marketing Programme Tourism tradition of Ribble Valley and Settle area Presence of tourism businesses in more accessible belt on fringes of AONB Bowland Festival as flagship for interpretive events Concept of Bowland branding introduced At forefront of delivering new Open Access areas But also some weaknesses Weather 1780mm average rainfall p.a. Small scale nature of the tourism industry Weak image very limited use of AONB branding Geographic boundary of what constitutes the Forest of Bowland is poorly understood by locals and visitors alike Too limited an area to generate significant number Restructuring of delivery of regional tourism services, lack of clarity of new roles The direct involvement of the AONB in tourism is relatively new and in competition for resources with other responsibilities Too many bodies involved with delivering the visitor experience initiatives taking place in isolation Administrative fragmentation, including Yorkshire/Lancashire divide, with competing tourism brands Poor image of Lancashire as compared with A Sustainable Tourism Strategy for the Forest of Bowland 27

30 But also some weaknesses of visits in own right Over dependence on day visitors Dependence on 45+ visitors Low level of first time visitors Seasonal occupancy TICs outward looking, not Bowland focused (except Clitheroe) Limited number of high profile accommodation/restaurant establishment Quality issues in accommodation sector, and maybe in other sectors Some concern over maintenance and signing of Rights of Way network Yorkshire Pendle Hill not recognised as part of AONB Dependence on short term funding packages introduces uncertainty and mitigates against long term planning required for business investment Project maintenance is an issue, beyond initial set-up costs Current tourism product relies heavily on the car; limited capacity of minor road network Limited access to rivers creating honeypots, often introducing visitor pressure in villages Lack of co-ordinated visitor information that is focused on the AONB: fragmented information delivery, and actual information overload Proliferation of small attractions with limited hold on visitors and often limiting opening Strength in specific agricultural sectors restricts the range of local produce There are also a number of opportunities AONBs welcomed nationally into family of protected areas, alongside National Parks New branding of AONB, and emerging associated messages Proximity to two National Parks Association with Yorkshire Dales, with its increased marketing investment, and pivotal role of Settle Growth in short break and multiple holiday taking Growth in activity and wildlife tourism Increase in interest in natural environment Bowland Festival provides a platform for development of range of interpretation and interpretive events Potential role of United Utilities, with its Green portfolio commitments and Sustainable Development Policy, as an exemplar land manager and landlord Ribble Way and North Lancashire Bridleway offer opportunity to build interest through promoted routes and trails Development of cycling routes for range of users Time of change for tourist boards and DMOs: eg Lancashire and Blackpool Tourist Board s decision to prioritise Countryside Escapes campaign with FoB as theme champion Emerging regional policies for sustainable tourism New injection of support and cash from RDAs prepared to invest in tourism HLF approval for support to develop bid for Undiscovered Bowland project Local tourism enterprises expressing a wish to be better informed about AONB Decoupling of agricultural support, and interst in new on farm opportunities through deregulation Growing interest in local/authentic foods Made in Lancashire as higher level brand in support of Bowland Foods New emphasis on healthy pursuits incorporated within political agenda Ongoing growth in outdoor activity markets Increase in internet use International conflicts and terrorism increases domestic holiday-taking A Sustainable Tourism Strategy for the Forest of Bowland 28

31 And a range of threats AONB fails to keep pace with raised profile and promotion for National Parks Competition from many other UK areas pursuing sustainable tourism in rural areas Reduction in EU funding opportunities Value for money fails to support quality improvement or sustain business growth Insufficient market to support new enterprise over-supply leads to business failure Increasing regionalisation reinforces Lancashire/Yorkshire split Lancashire overshadowed by Blackpool within newly reorganised DMO; DMO fails to connect with FoB product and businesses Locally competing brands and initiative cause dissipation of resources Focus on East Lancashire/Regional Park/Hill Country Consortium competes with AONB Low interest amongst existing industry in opportunities to engage with cycling/riding/public transport initiatives Changes in farming practices may lead to changes in landscape character and associated threats to important habitat Lack of desire/need not established for farm diversification schemes Increased traffic pressure and car use exacerbates visitor pressures on vulnerable communities Habitat damage, erosion and wildlife disturbance by visitors A Sustainable Tourism Strategy for the Forest of Bowland 29

32 4 STRATEGIC AIMS AND ORGANISATION This section first summarises the key aims and challenges for sustainable tourism that are set out in the European Charter. It then reviews the aspirations of local stakeholders for tourism in the Forest of Bowland, and for its sustainability. In the light of this, the overall approach and directions for sustainable tourism are considered in a vision and set of strategic aims for the strategy. The organisation and resources needed to support sustainable tourism are addressed, and finally target markets are established. 4.1 Key aims and challenges for sustainable tourism The European Charter refers to four key aims of sustainable tourism in protected areas. These are set out below. Under each, we identify the main challenges we see in the Forest of Bowland. To protect and gain value from the natural environment and cultural heritage The quality of the natural environment of the AONB, and its importance for conservation, are high. Protection of this special environment must be an overriding aim. There is little evidence that current visitor pressure poses any threat to the environment. The greatest challenge is to find ways in which the special appeal of the natural environment and heritage can be used more effectively to strengthen the tourism offer. To increase the economic and social benefits from tourism The Forest of Bowland is not a homogeneous area, and its economy reflects this. Future prospects for farming, especially in the remoter upland areas, are uncertain, although Bowland seems relatively well placed to cope with this time of change. Tourism cannot always complete as an economic option in the relative prosperity of the Ribble Valley area. A key challenge is to increase the proportion of visitors that stay overnight, and to spread the benefits of tourism into the heart of the AONB. Particular issues are to bring in more visitors outside the main season, and to increase the level of spending per head that benefits the local economy. To protect and improve the quality of life of local people The main benefit that tourism can bring to locai people is probably economic, but is also important that tourism supports the rural services on which those that live in the AONB depend. On peak days, the high numbers of day visitors require sound management to avoid a detrimental impact on local communities. Local communities can also gain benefit through sharing with visitors their own appreciation of the area s special qualities. To improve the quality of the tourism offer in line with market opportunities The quality of tourism enterprises is variable. There are some outstanding and successful businesses, especially those that serve the affluent urban markets to the immediate south, and there has been recent investment in some sectors. However, the area is not well known as a destination for staying visits, and there is an urgent need to redress this through the creative development and marketing of tourism offers. Investment can then be encouraged in those tourism facilities in the area that are becoming outdated. A Sustainable Tourism Strategy for the Forest of Bowland 30

33 4.2 What are the aspirations of local stakeholders? Nearly 100 people representing tourism enterprises, local communities, conservation and recreation interests, local authorities and public sector agencies met together in six meetings to focus their thinking on the kind of tourism that they would like to see in the Forest of Bowland in the future, and how that might be achieved. Their collective thoughts have been distilled into a prospectus that sets out: A set of proposed objectives, in their chosen order of priority Their collective ambitions for tourism, how they wish the image and product of the area to be characterised, the process by which this could be achieved and the resultant visitor experience that would be on offer. Shared priorities for the strategy s objectives Taking all the consultation meetings together, some possible objectives for tourism were ranked in the following order: Bring new economic benefit to the AONB Support existing tourism businesses within the AONB Support the services on which those who live in the AONB depend Offer opportunities and benefits to the communities within the AONB Introduce visitors to a better understanding of the AONB Manage the impact of visitors on the local community Support for conservation activity within the AONB Develop a visitor experience based on the special qualities of the AONB Establish an identity for the AONB Celebrate the distinctiveness of the AONB Extend the range of tourism product offered within the AONB Reduce the environmental impact of every spent by visitors Address seasonality and length of stay Encourage visitors to reduce their dependence on the private car Deliver ancillary benefits to visitors eg health and well-being The mix of favoured objectives places an overriding importance on the economic benefits of tourism (1), with particular emphasis on support for existing businesses (2). However, it also suggests widespread support for the idea that tourism should be planned in such a way that it brings benefit to the communities of the AONB ((3), (4), (6)), and in fact that their interests should come before the interests of conservation (7). Together with introducing visitors to a better understanding of the AONB (5), the trio of objectives that follow are the ones that lie at the heart of the EUROPARC Charter, which is built around the idea of developing a visitor experience based on the special qualities of the AONB (8); establishing an identity for the AONB (9); and celebrating the distinctiveness of the AONB (10). The trick in this strategy will be to gain support for these objectives by making them work for the others. The fact that a particular objective commands little support is no reason to avoid it: it simply means that more effort or lateral thinking will be required to bring people on board. A particular example of this is encouraging visitors to reduce their dependence on the private car, which may gain favour if it can be seen as a way of managing the impact of visitors on the local community. A Sustainable Tourism Strategy for the Forest of Bowland 31

34 The suggested objectives were never intended to be exhaustive nor the rankings to be seen as a vote or method of selection for particular objectives, but rather the exercise was designed to serve as a guide when thinking about how to approach the formation of a balanced and comprehensive collection of objectives for the strategy. It will be important to listen carefully to the messages that have been conveyed, and to be creative about how to incorporate them. Collective ambitions for tourism in the Forest of Bowland Participants expressed their collective ambitions for tourism in the Forest of Bowland as follows: IMAGE: THE FOREST OF BOWLAND TO BE RECOGNISED AS An undiscovered corner of England A place to find solitude, peace, quiet, open spaces and fresh air A very diverse and managed landscape of outstanding beauty Known nationally as a holiday destination in its own right A beacon AONB for sustainable tourism A special and distinctive environment A quieter, more relaxed alternative to the Lake District or Yorkshire Dales A quality experience Welcoming Good value for money Easy to access An all the year round pleasurable experience A place to return to A vibrant community where people live, work and farm An area with well cared for villages whose character is little changed A living working environment, producing good food, in ways that support both wildlife and people An unchanged natural landscape, often wild and remote A special place where wildlife (especially hen harriers and wading birds) can be enjoyed A spectacular walking environment, with an excellent network of paths and bridleways A good centre for cycling, on and off road, and accessible to families A centre of excellence for fishing PRODUCT: THERE TO BE. Identified gateways with easy access to the Forest of Bowland, where people can learn more about what they will find and can do there Better signage for visitors to find their way into and around the area, by car and on foot Good, co-ordinated information readily available across the AONB A wide range of good quality accommodation Friendly, welcoming hosts, promoting understanding of the AONB Tourism initiatives that really benefit local communities Enough things to do to hold people in the area for up to a week Excellent opportunities to understand, and find out more about, the farming, wildlife, environment and heritage of the AONB A good network of well maintained access routes, offering choices for different levels of ability and types of user A well planned and connected transport service that encourages visitors to enjoy new ways to explore the area New riding trails and improved linkages, including links to the Pennine Bridleway Co-ordinated packages of several days combining activities and accommodation No visible signs of erosion A Sustainable Tourism Strategy for the Forest of Bowland 32

35 PROCESS: TOURISM IN THE FOREST OF BOWLAND TO BE Coordinated by a dedicated body with a recognised voice Designed and managed by local people Supported by a partnership co-ordinating activity between the public and private sectors, combining interests and crossing administrative boundaries Balanced Well branded, well promoted and nationally known Approached through market segments Recognised for its significant contribution to the local economy Recognised by local communities for the part it plays in supporting local services and local jobs, within the AONB and in the surrounding area Integrated in all ways: marketing, information and delivery Backed up by sustained support for new products Promoted by themes Supported by excellent information RESULT: VISITORS TO LEAVE THE FOREST OF BOWLAND FEELING Calm, refreshed, relaxed Fitter, healthy, shattered Full with local produce/food That their senses have been touched That they have had an experience that they will want to tell others about That they have discovered a secret That they have a better understanding of the Forest of Bowland Wanting to contribute e.g. by joining RSPB or donating to Tourism and Environment fund 4.3 Vision and aims These ambitions are taken into account in the following vision and strategic aims, which underpin the Sustainable Tourism Strategy and associated Action Plan. A Vision for a Sustainable Tourism Strategy for the Forest of Bowland In 2010, the Forest of Bowland will be distinguished by the way in which visitors enjoyment, understanding and appreciation of the special qualities of the Area of Outstanding Natural Beauty are making a positive contribution to the economic and social well-being of those who live and work there. The Forest of Bowland AONB will be regarded as a beacon for its leadership of the successful management and promotion of sustainable tourism in partnership with others. The following strategic aims define the approach: 1. For all those involved with tourism in and around the Forest of Bowland AONB to be engaged with its development and management 2. For the Forest of Bowland AONB to be recognised as a sustainable tourism destination, promoted in partnership by all those involved with tourism service delivery in the wider area 3. For experiences of the highest quality to exceed visitor expectations A Sustainable Tourism Strategy for the Forest of Bowland 33

36 4. For visitor products to enable discovery and exploration of the special qualities of the AONB 5. For people to develop a greater understanding of, and respect for, the natural, cultural and built environment of the AONB 6. For the natural, cultural and historic environment of the Forest of Bowland to be protected and enhanced, strengthening support for this wherever possible through tourism 7. For the performance of the local tourism economy to improve, identifying new opportunities for tourism to deliver economic benefit 8. For good quality visitor information to be readily available in and around the area 9. For tourism to support the quality of life of local communities, with opportunities for them to play a special part in the creation and delivery of tourism experiences and visitor services 10. For the movement of visitors to have the least possible adverse impact on communities and the environment 11. For decisions to be well informed by accurate and current data 4.4 Resources to deliver the strategy The partnership of the Forest of Bowland Area of Outstanding Natural Beauty consists of sixty organisations. A Joint Advisory Committee (JAC), an advisory body comprising twenty organisations, provides regular liaison between the range of organisations and interests in the AONB. The dedicated resource available to the AONB consists of a team of three officers (an AONB Officer, Assistant AONB Officer and the Publicity and Information Officer), located as a unit within the Environment Directorate of Lancashire County Council. Lancashire County Council make an in kind contribution to support costs. The core funding for the AONB partnership comes from the six district and two county councils whose areas incorporate sections of the Forest of Bowland AONB. Additional funding in the form of grant support from a number of other agencies and organisations, including the Countryside Agency and United Utilities, contributes to the core costs and programme delivery. The memorandum of agreement signed by all AONB partnership local authorities and the Countryside Agency guarantees local authority funding levels and provides 75% Countryside Agency grant support for core costs associated with the AONB Unit until the end of 2007/08. Lancashire County Council Countryside Service have two Countryside Officers dedicated almost entirely to the AONB (Bowland East; Bowland North and West), and a third covers a significant area alongside duties elsewhere (East Lancashire). Wyre Borough Council operate a Countryside Service that includes parts of the Forest of Bowland. A full-time and volunteer ranger service operates in the AONB, focussing primarily on access and visitor management in the AONB s honeypots and access areas. Parish lengthsmen operate within eleven AONB parishes in Lancashire, and a related scheme is under consideration for parishes in North Yorkshire. There is a strong history of the successful co-ordination and management of partnership working across the AONB. Agreed actions are delivered in partnership with the AONB by a A Sustainable Tourism Strategy for the Forest of Bowland 34

37 range of organisations that include: English Nature; the Wildlife Trust for Lancashire, Manchester and North Merseyside; Royal Society for the Protection of Birds; local landowners and farmers; United Utilities; Forestry Commission; and the local community. Such partnership working is expected to underpin implementation of the Management Plan Although tourism is just one part of the whole spectrum of actions proposed within the Action Plan, it is clear that, to thrive, sustainable tourism in the Forest of Bowland will depend on successful implementation of many others of those actions. Successful delivery of this sustainable tourism strategy will depend on consolidating the existing work and intended directions of AONB programmes, and extending the range of activity to incorporate new partners involved with the delivery of tourism services. There will be a need to strengthen arrangements for partnership working across the border between North Yorkshire and Lancashire, which is also a regional boundary. In particular, arrangements between the North West Development Agency and Yorkshire Forward for joint delivery of support would be particularly helpful for certain programmes. For instance, the Lancashire Rural Recovery Programme provides funding opportunities under a number of strategic objectives (SOs). Similarly, new opportunities are emerging through delivery of the NWDA Tourism Strategy, particularly in partnership with Lancashire and Blackpool Tourist Board. Connectivity is required with parallel programmes in North Yorkshire, and in particular with the Yorkshire Dales Joint Promotion Initiative. The Forest of Bowland AONB may be too small to make an impression on its own with some sustainable tourism initiatives, where widespread consumer awareness and market support are required for success. It may be that some initiatives are better tackled collectively by more than one protected area, such as a group of National Parks and AONBs working together across northern England 7. Nationally, a Sustainable Development Fund has been made available to each National Park. There is a case to be made for this programme to be extended to include all AONBs. If successful, the application to the Heritage Lottery Fund to deliver the full Undiscovered Bowland project offers important opportunities that will support delivery of this sustainable tourism strategy. 4.5 Target markets For the future, the following segments are identified for consideration: Day visitors The day visitor market cannot be ignored and surely will not go away, particularly in the southern and western parts of the AONB. We have detected a great fondness for the Forest of Bowland amongst its loyal following, who view it as part and parcel of their lives and their territory. There are opportunities to build on developing niche markets in activity tourism and special interests (wildlife/birdwatchers/heritage). Differentiating the Forest of Bowland from the newly developing East Lancashire product may work in the AONB s favour, encouraging more frequent visits to more robust product that is closer at hand, while saving the special experience of trips to the AONB for occasional visits. 6 See Lake District, Northumberland, North York Moors, Yorkshire Dales NPs; Arnside and Silverdale, Forest of Bowland, Howardian Hills, Nidderdale, North Pennines, Northumberland Coast, Solway Coast AONBs. A Sustainable Tourism Strategy for the Forest of Bowland 35

38 Short Breaks The trend towards short breaks will continue, and will provide the main opportunity for growth in general non-specialist tourism. Encouraging mid-week visits for those with more flexible commitments will be important, together with attracting out of season visits perhaps based around birdwatching. There appears to be some scope to persuade current day visitors to add value to their visit by staying overnight. General holidaymakers The location of the Forest of Bowland lends itself well to incorporation in a wider holiday offer, by combining product with that of the nearby National Parks (Yorkshire Dales, Lake District); the Lancashire coast (Morecombe Bay, Blackpool); or nearby industrial heritage or city attractions. Longer stays are already attracted to the AONB based on this wider offer, and there may be scope to increase this. Conversely, holidaymakers based elsewhere can be attracted to make day visits into the AONB. This may be the first step in crossmarketing, encouraging a longer return visit based in the Forest of Bowland. Walkers The indications are that this market will remain strong in the coming years as visitors look for holidays that are an escape from day to day life. Walking as a main holiday purpose may be encouraged by the new Open Access opportunities. There may also be scope to base more holidays on the Ribble Way. The greater market however lies in walking as an activity while on holiday, and the many and varied walks that the Forest of Bowland has to offer could add greatly to the experience of visitors of all ages and abilities. Activity based holidays This market segment has grown significantly in recent years. Investment in cycling routes, and more recently with the North Lancashire Bridleway in riding, has created new opportunities for these smaller and more specialist markets. Currently the proportion of total visitors to the area who come for specific activities is low, but there may be scope for growth. Wildlife enthusiasts Wildlife tourism, visits to natural wildlife habitats or watching wildlife, represents an important opportunity for the Forest of Bowland and offers particular scope for off-season visits. Bird watching is the primary activity of this market, which lends itself well to Bowland. However, caution must be exercised about the size of the market and the potential of the existing product to generate new visits. Evidence suggests that wildlife watchers tend to be relatively affluent, well-educated, mature and environmentally focused. Field sports, including angling This is a relatively high value market, both in terms of individuals with a special interest and also the incentive component. Whilst this is an important market to the Forest of Bowland, capacity is limited and variable. It is well organised for the most part, and there may be limited scope to exercise influence. Health & Well-being There is a growing interest in holidays where relaxation and health are the focus as well as a rising interest in 'well-being'. This reflects a growing trend of involvement in fitness activities and increasing interest in more 'alternative' lifestyles and therapies. When considering possible future markets, it is important to take note of the special emphasis that the Charter places on ensuring that opportunities are available and promoted to people with disabilities or limited income. A Sustainable Tourism Strategy for the Forest of Bowland 36

39 5 PRIORITIES FOR ACTION A five year action plan is required to fulfil the strategic aims, reflected here as eleven functional objectives. These objectives are set out below, indicating the relationship of each objective to one or more of the principles of the European Charter Strategic objectives 1. To develop structures that enable all those involved with tourism in and around the Forest of Bowland AONB to be engaged with its development and management Links to: ECP3 To involve all those implicated by tourism in and around the protected area in its development and management ECP9 To increase knowledge of the protected area and sustainability issues amongst all those involved in tourism 2. To strengthen the identity of the Forest of Bowland AONB as a sustainable tourism destination, recognised and promoted in partnership by all those involved with tourism service delivery in the wider area 3. To deliver visitor experiences of the highest quality, that aim to exceed visitor expectations Links to: ECP6 To provide all visitors with a high quality experience in all aspects of their visit 4. To develop and promote a visitor product that enables discovery and exploration of the special qualities of the AONB Links to: ECP8 To encourage specific tourism products which enable discovery and understanding of the area 5. To present well connected opportunities for people to develop a greater understanding of, and respect for, the natural, cultural and built environment of the AONB Links to: ECP7 To communicate effectively to visitors about the special qualities of the area 6. To protect and enhance the natural, cultural and historic environment of the Forest of Bowland, strengthening support for this wherever possible through tourism Links to: ECP5 To protect and enhance the area s natural and cultural heritage, for and through tourism, and to protect it from excessive tourism development 7. To strengthen the performance of the local tourism economy and identify new opportunities for tourism to deliver economic benefit 8 See Appendix 2 A Sustainable Tourism Strategy for the Forest of Bowland 37

40 Links to: ECP11 To increase benefits from tourism to the local economy 8. To provide good quality visitor information, readily available in and around the area Links to: ECP11 To increase benefits from tourism to the local economy 9. To ensure that tourism supports the quality of life of local communities, offering them opportunities to play a special part in the creation and delivery of tourism experiences and visitor services Links to: ECP10 To ensure that tourism supports and does not reduce the quality of life of local residents 10. To manage the movement of visitors to minimize adverse impacts on communities and the environment Links to: ECP10 To ensure that tourism supports and does not reduce the quality of life of local residents ECP12 To monitor and influence visitor flows to reduce negative impacts 11. To base decisions on accurate and current data Links to: ECP12 To monitor and influence visitor flows to reduce negative impacts 5.2 Action areas Develop structures that enable all those involved with tourism in and around the Forest of Bowland AONB to be engaged with its development and management The Forest of Bowland has a tourism product that is made up of four main components, each managed by a different group of people: The core resource is the landscape itself, managed by landholders, often with advice and support; its basic infrastructure; and the people living within it; The enhancement of this resource for public enjoyment and understanding, perhaps by developing access routes or interpretation, is generally managed by a different group of people, often within the public sector; Tourism enterprises and visitor support facilities, such as attractions, pubs/cafes, shops and accommodation are run by another group of people; Destination information, promoting areas within and around the AONB, and guiding investment in tourism is the responsibility of yet another group of people. In practice, within this picture the responsibilities of any one individual often include just one part of the Forest of Bowland, and this itself is frequently just one part of a much wider geographic area of responsibility that they hold. With such a complex situation, achieving full co-ordination between all of these different groups is challenging: it is quite possible for one party to be completely unaware of the contribution that others are making to the visitor experience. A Sustainable Tourism Strategy for the Forest of Bowland 38

41 In order to maintain and improve the quality of the visitor experience, all of these players need to be aware of the particular role that they play within an overall framework of helping to meet the visitor s needs, and to work together in a co-ordinated way. Identify structures for working together in partnership to implement the strategy In the light of its strong track record in the planning and delivery of rural initiatives through partnership, the Forest of Bowland AONB is well placed to co-ordinate the delivery of the sustainable tourism strategy. However, there will be a need to extend the traditional range of partners. This can be achieved by: A small, well focused executive group bringing together key agencies and representative bodies. Effective mechanisms to work across the county/regional boundary. A wider forum, meeting at least annually. It will also be important to review the sufficiency in the long term of the core resources and staff team available to the AONB. Enable tourism enterprises to play an active role in the appropriate development and management of tourism within the AONB, establishing an effective two-way communication system with enterprises The Forest of Bowland AONB has an influence that extends beyond its boundary. Although settlements at the edge of the AONB face both ways, they are greatly influenced by its presence. The remoteness, pattern of land tenure and sensitivity of much of the AONB constrains the number of tourism enterprises that are physically located within its boundary: in all directions they are outnumbered by those on the periphery. However, in or out, the AONB represents an important component of the product offer of each enterprise. The full implications of the re-organisation of regional tourism services will need to be taken into account. At present, these are still unfolding. Mechanisms need to be found for engaging tourism enterprises that will support good communication, deliver effective outcomes and can be supported simply and efficiently. Enterprises have indicated an interest in working more closely with the AONB and a willingness to improve their own knowledge of the AONB. To achieve the full sustainability aspects of this tourism strategy, it will be important to increase knowledge of the protected area and sustainability issues amongst all those involved in tourism. Options include: A dedicated AONB newsletter for the tourism industry, delivered by , supported by an area on the AONB website; Working more closely with existing tourism associations; an annual tourism forum; task and finish workgroups. A private sector organization that shadows the AONB tourism partnership executive group, supported as a cluster by LBTB. A Sustainable Tourism Strategy for the Forest of Bowland 39

42 Strengthen the identity of the Forest of Bowland AONB as a sustainable tourism destination, recognised and promoted in partnership by all those involved with tourism service delivery in the wider area There is an over-riding need to provide a coherent and appropriate identity for the Forest of Bowland AONB that is widely recognised and understood. The size and resources of the AONB are too limited for it to mount an effective external promotional campaign on its own. However, it should ensure that the images and messages put out by others about the area are strong, accurate and sensitive to its special environmental qualities. It should encourage widespread use of the name Forest of Bowland, and of the AONB logo, but only provided that it is used correctly and in agreement with the AONB. Develop a distinctive and appropriate brand definition for the Forest of Bowland, that is consumer facing and attractive to visitors Current understanding is limited about the spatial boundaries and the characteristics of the Forest of Bowland. The lack of a coherent identity has made it difficult to raise the profile of the AONB, and for enterprises within and around the area to feel an affinity with the Forest of Bowland that they can share with their visitors to the fullest extent. Recent development of AONB branding offers scope to build a branding for visitors that can be shared by all partners. Agreement needs to be reached on a set of consistent messages and images that reflect the values of the AONB and will be widely adopted in the destination marketing of all partner authorities and agencies. Actions should include: Identifying the USP of the Forest of Bowland as a sustainable tourism destination, associated with the special qualities of its quietness, landscape, wildlife, heritage. Agreeing a core description that includes key AONB messages and images, reflecting the value and special qualities of the AONB. Development and presentation in the new FOB AONB housestyle Promote the Forest of Bowland as a sustainable tourism destination, associated with the special values and character of the AONB Improved marketing and information delivery will play a strong part in achieving the strategic aims. Promotion should be primarily delivered through partner destinations, using their experience and ability to tap into resources to deliver effective campaigns. The nesting of partner promotional activity, including at regional, DMO, county and district levels, is still bedding down following re-organisation. The recent development of the Country Escapes promotion provides experience that can be learnt from and built on. There may be occasional opportunities for the AONB to lever additional resources in support of a campaign that is particularly appropriate to its protected area status. The AONB should concentrate on co-ordinating its presence within partner campaigns, and ensuring that the Forest of Bowland is promoted first and foremost as a sustainable tourism destination. The special qualities of the Forest of Bowland will add value to the product offer of partners, who should be tuned in to the advice of the AONB about the capacity of the area to cope with additional visitors at different times and in different locations. In particular, promotions should concentrate on generating overnight stays and adding value, and should avoid collateral promotion of day visits. Promotions should be supported wherever possible with AONB material. AONB wide print about sustainable opportunities within the Forest of Bowland is discussed within Objective 8, but if developed it would be available to fulfil promotional campaigns. A Sustainable Tourism Strategy for the Forest of Bowland 40

43 Actions should include: Managing and monitoring use of the brand by partner destinations, ensuring that it is sensitive to needs and capacity at different times and in different locations, and always associated with quality provision. Ensuring that the special values and character of the AONB are promoted in all relevant destination print, information material, websites, audio-visual or display material. Making clearer links to Yorkshire and the Dales, which will enhance the product. Securing interest and coverage from press/travel writers. Encourage tourism businesses in and around the Forest of Bowland to use the special qualities of the AONB as their USP It will be important to raise awareness of the Forest of Bowland by encouraging all tourism businesses in and around the area to mention and make greater use of the special qualities of the AONB in the presentation of their offer. This is already done successfully by a small number of businesses, and there is scope to extend this. Actions should include: Conducting an awareness programme amongst businesses. Developing a sense of place toolkit, as a pack of ideas and information for businesses to use. Manage use of the Forest of Bowland brand by those engaged with tourism in the area Use of any AONB brand will require much more careful control, as it implies an endorsement of the enterprise by the AONB. Use of the Bowland Charter Assured Mark for enterprises in general has been developed by Leader+, and is associated with outstanding rural enterprises that operate in harmony with their natural surrounding. The European Charter will look for the development of a scheme that is more rigorously associated with the values of the AONB, associated with quality and dedicated to the tourism industry. Actions should include: Providing a simplified brand definition. Agreeing terms of use, including tourism enterprises, TICs, activities and events and ensuring an association with quality. Developing a training and resource package to access and use the brand effectively Deliver visitor experiences of the highest quality, that aim to exceed visitor expectations Improving the quality of the visitor experience overall will be essential so that tourism continues to deliver benefits in the long term, gaining value from new growth markets. Encourage excellence in all tourism enterprises To date, the local authorities around the AONB have had no consistent policy on the inclusion in destination print of tourism accommodation that has not been quality graded. Importance must be attached to raising quality as a key to driving up performance, and quality assurance schemes have an important part to play. The introduction by the new Lancashire and Blackpool DMO of a graded only policy for inclusion in its activities, signals commitment to an aspiration for excellence that should receive wide support. Actions should include: A Sustainable Tourism Strategy for the Forest of Bowland 41

44 Increasing the number and proportion of tourism enterprises that achieve recognized quality assurance standards. Investing to raise quality to match market requirements. Aspiring to best of its kind where no quality assurance exists. Supporting take up of Welcome to Excellence Offering Welcome Host to all service providers, including those outside the tourism industry. Strengthen the enterprise base and quality of offer of the area through measures to boost performance Enterprise performance is variable at present, and a high proportion of tourism businesses are looking to improve their viability through increasing levels of business. Historically, there has been good support for the tourism industry across Lancashire: new ways of delivering business support services are being considered and introduced within the region and the new DMO. Lancashire Rural Futures and Leader+ have a strong track record of support for diversification of land based and rural enterprises into tourism. There will be a need for seamless delivery of all of these services. Activities should include: Simplifying and strengthening delivery of support to enterprises wherever possible. Considering the need for an SLA for land based business support services with Yorkshire Forward. Arranging exchange visits to other protected areas to share best practice. Improving the whole visitor experience by including businesses that contribute indirectly to tourism. Sustain high quality management of the access resource A high quality access resource is of particular importance to the attraction of the Forest of Bowland to new visitors seeking activity experiences. Investment in providing new access resources of high quality, including the new Open Access, has been high in Lancashire. To secure the future of excellent walking, riding and cycling experiences in the Forest of Bowland, it will be essential to provide for the ongoing maintenance of footpaths, bridleways, open access and other access routes and associated signage. Maintain the public realm and facilities An important part of the visitor experience to the Forest of Bowland is the quality of the built environment, especially the well-kept villages. Whether they spend time in villages or stop on the way through to take advantage of simple services, the impression that is conveyed to visitors is important. As well as acknowledging the essential role played here by landlords, tenants and private owners, the public sector has a role to play here by: Designing and maintaining basic services, such as car parking, toilets, picnic sites, litter bins, to a consistently high standard Ensure that wherever practical the Forest of Bowland is accessible to all As well as being an essential requirement, this is an important principle in the European Charter. The small number of formal visitor sites in the Forest of Bowland makes this particularly challenging but no less important. Lancashire Countryside Service has initiated a carefully thought out, whole county process, including one Forest of Bowland site in the first phase. This provides a platform to build on. Action to pursue includes: Programming access audits for all key visitor sites and facilities within the AONB, introducing improvements wherever possible. Continuing to implement least restrictive access for selected rights of way. A Sustainable Tourism Strategy for the Forest of Bowland 42

45 Investigating the possible use of shooting tracks for easy access for those with a disability or young children in pushchairs. Offering accessibility training (e.g. Welcome All) for enterprises within the AONB. Providing advice and information on any grants available for access improvements. Ensuring that key information and interpretive material is provided in formats suitable for use by all. Supporting projects that will engage with groups that traditionally do not visit the AONB. Base improvements on an understanding of visitor aspirations and satisfaction through continuous monitoring Delivering quality requires a regular check of the types of visitor coming to the area, their level of satisfaction and their needs. Tourism operators will receive anecdotal feedback and comments in visitor books. Public sector service providers (Beacon Fell, Wyre Coast and Countryside Service already routinely carry out visitor satisfaction surveys. Better value could be achieved by: Developing an AONB comment card scheme, in partnership with local enterprises. Co-ordinating visitor satisfaction surveys within a regular programme, and sharing results Develop and promote a visitor product that enables discovery and exploration of the special qualities of the AONB The Charter refers to the creation of tourism products which can be directly associated with the AONB and will encourage discovery and understanding of the environment. The potential is suggested by the visitor surveys, which revealed a particular interest in walking, cycling, local produce, and the area s wildlife and natural heritage. Recreational product is a growing strength for the AONB, and should be consolidated and prioritised. Predicted growth in outdoor recreational activities confirms the importance of the considerable investment that has been made in recreational access to the Forest of Bowland, for walkers, cyclists and more recently riders. Sometimes this has been just one part of the development of Lancashire-wide product, and sometimes a special initiative for the Forest of Bowland. Open Access agreements, in the first wave of implementation of the CRoW Act, have spotlighted the Forest of Bowland as a walking area. To date less attention has been paid to market fit, information delivery and ongoing maintenance, all of which are considerations of importance to encouraging and growing the use by visitors of these opportunities in the future. It is also important to offer rewarding opportunities for those who are less inclined to be active. Tourism accommodation operators are cautious about relying too heavily on outdoor recreation as a means of attracting new visits. In fact, respondents to the enterprise survey placed actions to improve the walking, cycling and riding offer well down the list of initiatives that they felt might be important to the future success of their businesses. Develop a menu of activities and experiences that promote quiet enjoyment of the AONB, suitable for a range of abilities and ages. It will be important that, whether visitors are looking for an active outdoor experience or a more passive opportunity to explore the villages and countryside, they can sample during their from a range of options for sustainable activities and find experiences that suit them. The most adventurous will be looking for challenging opportunities that take them into the remoter parts of the upland, but others may have simpler needs. Most visitors are likely to continue to visit the area by car, and it will be important to tempt some of them out of their cars in order to discover A Sustainable Tourism Strategy for the Forest of Bowland 43

46 and enjoy at first hand the best experiences that the Forest of Bowland has to offer, even if only for an occasional short walk. This can be achieved through: Offering opportunities for visitors to sample from a range of sustainable activities during their stay, including: active experiences, such as walking, cycling, riding. less active experiences, such as birdwatching, local food and drink, art and craft, heritage. Encouraging people to try new things, progressing from one activity to another. Tempting people away from their cars with simple short walks or visits. Review the portfolio of existing published walking routes. There is a plethora of published walking routes, developed independently by many different groups and organisations. Together they represent a rich resource, but information about them is poorly co-ordinated. In order to make sense of them to visitors as potential users, there is an urgent need to review them as one portfolio within a framework for the AONB. This will enable them to be viewed as a network of access opportunities, and for gaps (both spatial and in fit to market requirements) to be identified. The county boundary presents an additional obstacle to thinking about the routes. Activities should include: Assembling disparate information into one portfolio. Consolidating and actively managing the network, including cross-boundary opportunities. Identifying gaps (geographic, distance, challenge). Encouraging progression using graded routes. Exploring the implications of treating the Ribble Way as a corridor. Complete and consolidate the opening of Access Land, and actively develop the new opportunities offered. The lower North West of England was one of the first areas in England to complete the mapping of new access land and to welcome walkers to its open country. Lancashire Countryside Service has worked with a range of partners to plan the launch of this important new access opportunity, the majority of which lies within the Forest of Bowland, with great care. An access land leaflet has been produced by the Environment Directorate for the AONB, including six suggested self-guided walks in the Bowland Fells. The new access opportunity has generated interest in the Forest of Bowland as a walking destination that can be built upon. Interest in the new opportunities offered can be supported by: Encouraging wide take up and use of the AONB Access Land leaflet Consider the scope for further cycle route development. Lancashire County Council s Environment Directorate have prepared a range of cycling opportunities that encourage exploration of the Forest of Bowland, and the Yorkshire Dales Cycle Way passes the north eastern corner of the AONB on its way from Malham to Ingleton. There may be scope for a review and joint planning of routes across the county boundary. Gisburn Forest has proved a popular centre for mountain biking, including options that appeal to families starting out for the first time. Opportunities for action include: Offering progression from existing family cycle routes. Considering the demand for further mountain bike routes. A Sustainable Tourism Strategy for the Forest of Bowland 44

47 Encourage local enterprises to include a variety of local produce in their food offer. Is enough made of the part that the excellent local produce can play in raising the profile of, and increasing visitor spend in, the Forest of Bowland? How far is its relationship to the landscape understood by the public? Are there appropriate ways in which the product based can be broadened? Food quality is high in this successful farming area, where sheep, beef and dairy cattle are raised. There is a clear opportunity to identify food producers that conserve and enhance the landscape and environment of the AONB, building on the Bowland Charter Assured Mark and the work of Bowland Forest Foods, and it will be important to make best use of the support that can be offered by Made in Lancashire and any Yorkshire equivalent. Although there are many farmers markets in Lancashire, none are in the Forest of Bowland: however, there is a monthly farmers market in High Bentham. Visitor surveys confirmed an interest in seeing local produce included in menus more often, enriching the visitor s experience and contributing to the truly local economy. The area boasts a number of very high quality eating establishments that are leading the way here. Steps to encourage others to follow in raising the profile of local produce in the AONB include: Developing a USP for the area based on the theme of excellent local foods. Recognising and promoting food and drink establishments that make use of local foods. Encouraging signature dishes that promote local foods. Publishing a Forest of Bowland Food Guide, listing farm and specialist shops, tourism establishments sourcing local foods, markets, local recipes, and links to the landscape. Establishing a roving Bowland produce market at key events and at least once a year in each gateway town. Encourage small enterprises to add value by working together. Local food producers, craft makers or artists and designers often have strong links to the natural and cultural environment of the area in which they work. However, small enterprises may find it difficult to develop a visitor offer on their own, although their particular special product or experience can add significant value to the visitor experience of an area. The Lunesdale Studio Trail is an excellent example of a well-promoted seasonal offer. Actions to consider include: Identifying sets of similar, small enterprises that can be linked to create trails or other visit opportunities Establish a managed facility where the public can encounter and enjoy wildlife, understanding the international, national and regional importance of the area. The Forest of Bowland is an area of international importance for birds, and its river valleys and upland moorland habitat support a range of wildlife. However, there is no established nature reserve within the AONB that can be visited on a regular basis and where the public can encounter and learn about the natural wealth of the area. Steps to redress this situation include: Providing a managed facility that offers a permanent interface between the public and the wildlife of the area. Exploring options for a high quality, high profile nature reserve, including Stocks Reservoir/Gisburn Forest as a strong candidate. Encourage the packaging of accommodation with experiences based on walking, cycling, riding, birdwatching and heritage. The AONB can play an important part in creating links between accommodation operators and special opportunities to discover and explore the Forest of Bowland, enabling them to establish A Sustainable Tourism Strategy for the Forest of Bowland 45

48 specific packages and programmes that can be promoted to visitors. There are particular opportunities to build on investment already made in recreational infrastructure. Specific crossboundary programmes can also be included, with Settle representing a particular hub for joint working between the Yorkshire Dales National Park and the AONB. Action to pursue includes: Working with accommodation operators to identify special short break opportunities. Developing a B&B&B (Birds, Bed and Breakfast) wildlife offer, with overnight stays supported by RSPB advice on bird friendly gardens, RSPB Birds of Bowland info and itineraries suggesting good places to see birds, including webcam links, to be promoted in association with RSPB s Moorland Safaris and Wader events. Promoting the Ribble Way as a multi-day walking route supported by accommodation (current operators include Brigantes Walking Holidays and Baggage Couriers, Byway Holidays). Consolidating the launch of the North Lancashire Bridleway. Renewing efforts to complete remaining phases of the Bridleway, and to link with other riding routes especially the Pennine Bridleway. Working with specialist operator Country Lanes to develop Bowland itineraries for their new franchise in Settle. Developing Breathtaking Bowland packages featuring self-guided routes on new Access Land. Encouraging the development of packages based on fishing, and possibly shooting. Use festivals to celebrate and raise awareness of opportunities to discover the special qualities of the AONB Festivals and events offer a special way of highlighting the distinctive features of an area, and of providing visitor interest outside the main season. Existing local shows are dealt with in Objectives 5 and 9. Here we are considering the role of festivals that have been introduced and designed to attract visitors to enjoy the special qualities of the AONB. Actions include: Highlighting year round opportunities in all programming and publicity. Including introductory taster sessions for a range of products. Reviewing Garstang and Pendle Walking Festivals, and Pendle Bike Fest, identifying opportunities to build on their achievements to date. Co-operating in the planning and scheduling of festivals and events Present well connected opportunities for people to develop a greater understanding of, and respect for, the natural, cultural and built environment of the AONB This is very much in line with the principles of the Charter, and is possibly of even more relevance to general visitors than to special interest markets. The need is for a coherent framework of interpretation and information. The Bowland Festival demonstrates the power and potential of such opportunities, which are manifest on a smaller scale by many other community, public and voluntary sector initiatives. The special qualities and distinctiveness of the Forest of Bowland have for a long time been the focus of much attention by the AONB and its partners: innovative methods of presentation and new product should be developed to share this with visitors, that are easily accessible, emotionally, intellectually and physically. Undiscovered Bowland provides an important opportunity here. Both visitor surveys and the enterprise survey flagged up an interest in there being better opportunities available for visitors to understand and learn about the Forest of Bowland s natural heritage, wildlife, cultural and historic heritage. The European Charter expects that facilities and services will be provided that interpret the area s environment and heritage to A Sustainable Tourism Strategy for the Forest of Bowland 46

49 visitors and also to local people. At present, there are a number of ways in which interpretation is offered but they are fragmented in both their planning and delivery. Develop an interpretation strategy for the AONB that is based on the special qualities of the Forest of Bowland. Interpretation of the special qualities of the AONB should be developed within a framework that respects and reflects the resource, tells a coherent story and recognises that visitors will approach the AONB with a wide range of previous experience, differing expectations and from many different directions. There is an urgent need for an interpretation strategy that provides a framework for opportunities for people to develop their understanding of, and respect for, the special qualities of the AONB. This should include: Agreeing a set of AONB interpretive themes and delivery mechanisms. Ensuring that interpretation takes into account opportunities for the passive as well as active engagement of visitors. Develop the role of Bowland Visitor Centre with respect to the AONB. The remit of the Bowland Visitor Centre is confused between on the one hand providing an environmental education service to the county of Lancashire, and on the other introducing people to, and telling the story of, the Forest of Bowland. The Interpretation Strategy should clarify this role. Actions to include: Enabling the Bowland Visitor Centre to fulfil its potential to present a Bowland experience. Share AONB interpretive themes amongst the gateway towns, with each focusing on a different speciality Visitors approach the Forest of Bowland from many different directions, and the circle of gateway towns provides an opportunity to catch the flow on entry. Although there are some common messages that should be addressed to all visitors, there are also opportunities to share out key themes between the six gateways. The interpretation strategy will define the themes in detail, but they are likely to include areas such as food and farming; sporting traditions; natural habitat and wildlife; rivers and bridges; artistic inspiration in the landscape. Each gateway will also have a key role to play in information delivery, and it will be important to distinguish between these two functions. Actions that will support the development of interpretive themes in the gateway towns include: Building partnerships with each gateway information centre. Raising the profile of the Forest of Bowland at each centre. Identifying a suitable space in each gateway town (within the existing information centre or an alternative building) for a simple introductory interpretive facility, making clear links to opportunities within the AONB where interest can be developed. Increase opportunities for people to find out about the special qualities of the AONB Gateway interpretive centres can do no more than introduce a special theme to visitors. They need to signpost people on to further opportunities where they can develop their interest and experience at first hand the things that they have learned about. Innovative work, especially with the RSPB, has set a high standard for first person interpretation. Extending this will require careful planning to ensure that high quality is retained. Partnerships may prove particularly valuable in bringing visitors together with knowledge, skills and experience. Actions to consider include: Building on the early success of the Bowland Festival, retaining its ambition to share and interpret the special qualities of the AONB to the highest possible standard. A Sustainable Tourism Strategy for the Forest of Bowland 47

50 Recruiting, training and supporting a team of high calibre volunteer explainers to release and redistribute expert skills. Identifying new experts, especially land managers, to lead events. Developing mid-week interpretive events aimed at staying visitors. Developing a regular, better promoted, year round programme of guided walks, nature experiences and interpretive events such as the RSPB Moorland Safaris. Extending the programme of guided cycle rides, perhaps in association with RSPB. Working with the circle of caravan parks that hold the David Bellamy Conservation Award to promote AONB interpretive events to their visitors, supported by offers of transport. Developing additional on- and off-site events especially for them. Developing a personal audio commentary for hire on selected Bowland Transit journeys. Timing events around the Bowland Transit timetable, with joint promotion. Incorporating simple AONB messages into visitor information leaflets: North Lancashire Bridleway leaflet provides an excellent example. Designing an AONB special qualities itinerary to add to those offered by guiding service for coaches visiting the Ribble Valley. Developing display material that tells the AONB story, for use with the Lancashire, Hodder Valley, Longridge and Chipping Shows. Emphasising links to interpretation in the field, such as information panels, through consistent use of the AONB house style Protect and enhance the natural, cultural and historic environment of the Forest of Bowland, strengthening support for this wherever possible through tourism. This is an especially important part of the European Charter, which covers action to preserve and protect the environment and heritage, as well as to enhance it as a resource for tourism. Strong emphasis should be placed on environmental conservation in the interests of tourism. The overwhelming importance attached by visitors to keeping the environment as natural as possible is striking. This of course chimes with the purposes of the AONB, and its importance for tourism is well recognised. This is not only about the importance of the appearance of the area, but also about the importance of maintaining habitat to support the wildlife, especially birds, for which the area is becoming known. It is important that tourism businesses associated with the AONB should reflect the importance attached to a high quality environment through their commitment to making their own management practices more sustainable. Support land management practices that maintain and where necessary improve the qualities of the landscape and biodiversity of the AONB Encouraging and supporting good traditional management practices is at the heart of the AONB Management Plan and is arguably the most important contribution the AONB can make. Support provided by Lancashire Rural Futures puts the area in a strong position to take advantage of forthcoming opportunities that will arise from EU Rural Development Regulation. There is scope for current land managers, including tenant farmers, to engage more actively with tourism and tourists should they wish to pursue diversification measures. Actions to pursue include: Facilitating entry-level schemes through Lancashire Rural Futures. Demonstrating best practice for the integration of tourism with land management A Sustainable Tourism Strategy for the Forest of Bowland 48

51 Promoting a whole valley approach to integrated land management, inviting United Utilities to demonstrate best practice. Maintain planning and development control policies that promote positive management, ensuring that any new development contributes to the environment and historic heritage that visitors come to enjoy Controlling development within the AONB is an important aspect of maintaining the environment that visitors come to enjoy. As far as possible, the development control function should be exercised in support of positive management. Actions to pursue include: Producing a design guide for the AONB, encouraging the enhancement of existing stone vernacular features, and the installation of a new generation of them. Developing an ecological framework, in association with partner local authorities. Encourage the development of new and existing visitor locations and attractions that provide sustainable facilities for visitors and promote the sustainable use of the environment. Visitor locations and attractions have an important part to play in promoting the sustainable messages that are associated with the AONB. Sites that welcome both day and staying visitors, with a relatively high throughput, can influence behaviour in many ways. The Bowland Visitor Centre demonstrates some of these possibilities, but there is scope to build on this approach at key sites across the AONB. Actions to pursue include: Providing advice on, and access to grants for, sustainable solutions that provide a high calibre, quality experience. Working with existing enterprises eg Bowland Wildboar Park. Offering active promotion to attractions that provide innovative, sustainable solutions Developing Stocks Reservoir/Gisburn Forest as an example of excellent sustainable tourism, managing visitors and providing new infrastructure and visitor facilities with minimum impact (e.g. composting toilets, solar/wind power). (links to Objective 4) Encourage tourism enterprises to engage with the environmental management of their businesses The Green Lantern scheme that was operated across Lancashire gained the interest of a significant number of tourism enterprises in and around the AONB in the environmental management of their business. Rather than establish its own green accreditation scheme, the Forest of Bowland should seek to encourage the highest take up of any future county, regional or national scheme, making support for this available where possible. The AONB should consider making special opportunities available to accredited business, such as offering interpretive experiences to visitors on caravan sites that hold David Bellamy Conservation Awards. Actions to pursue include: Integrating environmental advice with business advice for tourism product or accommodation development through LRF where possible. Building on progress with accreditation schemes, supporting any that emerge at county/regional/national level. Identifying accredited businesses in promotional and information material. Supporting accredited businesses with special interpretive opportunities. A Sustainable Tourism Strategy for the Forest of Bowland 49

52 Support specific development projects that will help to enhance or regenerate the natural, cultural and historic landscape of the AONB Selected features of the AONB require investment to maintain or restore their special place in the landscape. Actions to pursue include: Refurbishing or restoring historic buildings and built landscape features (eg Clitheroe Castle, through Market Towns Initiative). Supporting training programmes that develop traditional skills required within the AONB eg drystone walling, hedgelaying Strengthen the Bowland Tourism and Environment Fund as a way of supporting such projects The Bowland Tourism and Environment Fund has operated in a small way, funding small-scale environmental improvements. Two neighbouring National Parks have experience of setting up and managing such schemes (the well established Lake District Tourism and Conservation Partnership, and the more recent Donate to the Dales campaign). Time should be taken to review this experience before committing to the detail of the Bowland scheme, taking into account the much smaller number of businesses and visitors in the Forest of Bowland. It should also be noted that current visitors were cautious in their response when asked about their willingness to donate money in future to help local conservation causes, or to pay more for parking to contribute to the activities of the AONB. Actions to pursue include: Reviewing the experience of Lake District and Yorkshire Dales NP Significantly upgrading and promoting the existing fund. Agreeing criteria for beneficiary projects, and selecting examples that can be promoted. Building a relationship with Donate to the Dales Strengthen the performance of the local tourism economy and identify new opportunities for tourism to deliver economic benefit Without a thriving tourism industry generating profits and creating employment, none of the other elements of a sustainable tourism strategy can be achieved. The overall profitability of existing tourism businesses should be addressed. Tourism is important to the local economy, yet it appears that many existing businesses are not especially profitable. Although the Charter has little to say about this, it is a self-evident truth that only a healthy tourism industry can contribute to the wider community and conservation needs of the AONB. There is concern about over-supply, particularly in the self-catering market. Planning policies have favoured the conversion of buildings as self-catering accommodation over residential use, and this has created recent growth in provision. Whilst competition may be healthy up to a point in driving up quality, market growth needs to keep pace with new supply. Better information and careful monitoring is required here. Day visitors will remain important to the Forest of Bowland: there should be a focus on gaining more value from existing day visitors rather than any increase in volume. There is a general feeling that day visitors to the Forest of Bowland contribute to pressures on a number of communities, but little to the economy of the area. There is less evidence of damage being inflicted on the environment. The strategy should focus on increasing spend per head, and on fostering understanding of the special qualities of the AONB. The importance of visitors who come because of the area s attractive environment but who enjoy it passively rather than actively is clear from all the surveys and comments. Tourism enterprises themselves believe that these are the most important markets that will deliver business, and will be wary of a strategy that concentrates on niche markets at their expense. A Sustainable Tourism Strategy for the Forest of Bowland 50

53 Attention should be paid to what the ordinary holidaymaker expects from the AONB, the benefits they derive from it and the contribution that they can make to the economy, local communities and to conservation. Encourage increased length of stay, mid-week and repeat visits It is important to gain the highest possible return from visitors attracted to the Forest of Bowland. Existing visitors exhibit a high degree of loyalty. There is evidence from the staying visitor survey that more first time visitors are being attracted to the area: it will be important that these new visitors themselves become the repeat visitors of the future. The high representation of older age groups offers scope for encouraging mid week visits. Actions to pursue include: Providing tourism enterprises with information about opportunities to enjoy the AONB that will support their promotion of overnight stays and short breaks. Linking to appropriate product from surrounding areas (eg YDNP) to add to the tourism offer. Providing an on-line events information service, ed regularly to tourism enterprises Identify opportunities to address seasonality issues There is a need to bring in new business out of season, either by identifying particular opportunities that make a feature of events within the natural cycle of the seasons, or through special promotions. The birds of Bowland offer particular interest in the early part of the year. Enterprises pointed to a lull in business in June, in addition to the more expected fall off in the shoulder months and winter season. It so happens that the Bowland Festival falls in June. New business can be directed to particular times of year in a number of ways, including: Running off-season, short breaks campaigns, such as Country Escapes. Creating opportunities based around seasonal product, such as birdwatching. Identifying places and features that are at their best in the off season, such as autumn leaves and heather moorland. Contributing to a seasonal calendar of the natural environment that has been proposed for the North West. Reviewing off-season events programme Creating seasonal trails, such as a craft or food trail aimed at the pre-christmas market. Make it easy to book accommodation in connection with things to do There is currently poor connectivity between information about what there is to do in the Forest of Bowland, and accommodation that is well placed to come and do it. This needs to be made as easy as possible for the potential customer, with careful planning to overcome boundary issues. Activities to pursue include: Designing the Forest of Bowland website for pre-visit planning, linked to the DMO site. Providing accessible information on walking, cycling and riding opportunities, including downloadable route maps, highlighting appropriate accommodation. Pointing out the added benefit of staying overnight, creating links between recreational opportunities and accommodation booking services. Developing a facility to build web based packages through and LOIS. A Sustainable Tourism Strategy for the Forest of Bowland 51

54 Offer selective and sensitive encouragement for the development of appropriate new tourism enterprises, based on market opportunity. In considering the opportunity for new tourism enterprises, care must be taken to identify specific gaps and to grow the product with the market. For instance, although the lack of wet weather attractions could be identified as a weakness for the area, current visitors expressed very little interest indeed in any new attractions. An interest in further good quality provision has been identified, and there may be opportunities for a small number of pubs to secure a viable future through providing accommodation. Possible actions should include: Maintaining the strong interest of Lancashire Rural Futures and Rural Sustainable Marketing Programme in diversification and new business development. Supporting sound business decisions based on market demand. Preparing open and well documented guidance. Investigating possible opportunities for good quality camp sites and new accommodation provision in pubs. Any further provision for self-catering accommodation must demonstrate market need. Support the development of enterprises within the Forest of Bowland that are based on local foods, art and craft skills etc. that reflect the special qualities of the AONB and add to the tourism offer. A small number of local producers and makers of food and craft products may have an enterprise that can in some way add to the tourism offer of the Forest of Bowland, and, of these, some may be interested in exploring these possibilities. Possible opportunities may arise through: Bringing out chains of connections eg woodland features/woodland management/craft skills/wood product. Promoting through established infrastructure eg Made in Lancashire, North West Fine Foods. Encourage tourism enterprises to manage supply chains in favour of local products Tourism enterprises are well placed to raise their contribution to the local economy through careful selection of the products that they purchase. At the same time, they can add value to their visitors experience of the area. Ways of supporting this include: Creating a database of local suppliers that can be promoted to tourism enterprises in the Forest of Bowland. Investigating options to encourage local sourcing through delivery schemes or collection points. Maintain and promote business support and advisory services to tourism enterprises. There is growing realisation that individual enterprises are seeking easy connections to the wealth of available advisory and business support services that are available, identifying the level at which they are best promoted and delivered. There is also an issue over how such services can be harnessed to support the objectives of the AONB. Actions to consider include: Simplifying and strengthening delivery wherever possible. Including businesses that benefit indirectly from tourism. Review how the remit of Lancashire Rural Futures is pursued in Craven District. Strengthening communication with businesses through a regular newsletter. A Sustainable Tourism Strategy for the Forest of Bowland 52

55 Provide good quality visitor information, readily available in and around the area A plethora of information relating to the Forest of Bowland area is produced and distributed by a number of parties quite independently of each other. It is difficult for visitors to obtain a coherent picture of what there is to see and do in the area. There is no consistency between the responses received to the same enquiry made at different points. Enterprises placed the need for better pre-arrival information as the initiative they considered would be of most importance to the future success of their business. The website and post-arrival information were also considered to be highly important. Agree a clear strategy for distribution of information There is a clear to distribute information across the AONB in ways that are effective and efficient. It is also important to ensure a consistency of response, regardless of the point at which a visitor or potential visitor approaches the system. These issues need to be agreed as a clear strategy between all parties. Actions to take include: Investigating a single point of entry for information about the AONB, including web portal. Supporting arrangements across Lancashire/Yorkshire border. Considering whether there is a role for Lancashire Link touchscreens. Produce a single piece of information print about sustainable tourism opportunities within the AONB The AONB general information leaflet is well designed and provides good background about the AONB as a protected area, but it is not designed with visitors in mind. There is an urgent need to produce a what to see and do leaflet, inclusive of the entire AONB and its immediately surrounding area, and focusing on sustainable tourism opportunities. It should be designed to use pre- and post- arrival, and should provide clear links to information about where to stay. Best results will be achieved by: Including a map and listings of what to see and do. Designing the leaflet for use by all partners to service enquiries. Designing the leaflet to fulfil promotional campaigns, in conjunction with partners own destination print. Develop the function and interactivity of the AONB website as a visitor information service The Forest of Bowland AONB website is a useful tool for finding out about the work of the AONB team and their partners, and links are provided to visitor information. However, there is a real need for a website that is designed with visitors in mind. Clear links must be included from well known visitor websites, given the lack of exposure of the Forest of Bowland as a destination. Actions should include: Signposting to Forest of Bowland website. Investigating good practice in web design and management, such as some of the AONBs in the South East AONBs Creating links to major tourism websites (district, county, DMO, region). Develop the role of existing visitor information centres and information There is a need to plan carefully the part that the Tourist Information Centres and Information Services of partner authorities can play in the delivery of a coherent information service for the AONB. The Forest of Bowland should have a clear and consistent presence in each TIC, regardless of the managing authority. Staff of all gateway TICs should share a common level of product knowledge about the Forest of Bowland, and should be able to service any enquiry with appropriate print. East Lancashire have an interesting approach, identifying individual TICs as A Sustainable Tourism Strategy for the Forest of Bowland 53

56 first point of enquiry for particular products: there may be lessons for the Forest of Bowland here. Every contact that is identified should be well supported with Forest of Bowland information and training. Actions should include: Bringing together Garstang Discovery Centre, Lancaster TIC, High Bentham TIP, Settle TIC, Clitheroe TIC, Bowland Visitor Centre and Pendle Heritage Centre for joint planning of information services for the AONB. Securing dedicated display space for AONB literature and information in all gateway sites around the AONB. Planning and delivering a programme of AONB briefing, training and familiarisation for all information staff. Considering any lessons that may be learned from recent experience in the Yorkshire Dales National Park. Ensure that all public visitor facilities in and around the AONB carry generic Forest of Bowland literature. Those places that are regularly frequented by the AONB should carry simple, generic information about the Forest of Bowland, such as the print referred to above or a simplified version that is cheaper to print and distribute in high volume. This can be achieved by: Including pubs, cafes, village shops, buses, visitor attractions. Identifying a cost effective distribution service. Considering any lessons from recent experience in the Yorkshire Dales National Park. Provide those engaged with tourism in and around the AONB with selected information that they can share with their visitors about the special qualities of the AONB, visitor facilities and special opportunities within the Forest of Bowland A higher level of information should be available to enterprises, especially places to stay, that have a closer contact with their visitors. Proprietors and their staff can influence the choices that visitors make about how they spend their time, and indeed their advice is often sought. There is an opportunity to support this process by ensuring that those at the front line have the best possible information to share with their visitors about ways in which they can enjoy the special qualities of the Forest of Bowland AONB. This can be achieved by: Supporting front line businesses with familiarisation trips and workshops. Circulating a seasonal newsletter with information about recent developments, special events, opening hours etc. Providing a regular web-based information service, including events. Offering tourism enterprises a single point of contact for information about the AONB. Integrate visitor information with public transport timetables There is a particular opportunity to integrate simple visitor information within public transport timetables, which are widely distributed in and around the AONB. This can be achieved by: Suggesting Don t miss places to visit for each public transport route. A Sustainable Tourism Strategy for the Forest of Bowland 54

57 Ensure that tourism supports the quality of life of local communities, offering them opportunities to play a special part in the creation and delivery of tourism experiences and visitor services The Forest of Bowland AONB works closely with its communities wherever possible in all aspects of its work. The consultation meetings attached great importance to the interests of local communities, and in particular to the positive ways in which tourism might bring benefit to them. Together with their associated tourism enterprises, communities have a special role to play in the delivery of this sustainable tourism strategy. Encourage visitor activity and spending that strengthens the viability of services and enterprises that are important to local communities The viability of many rural services can be improved through the support of visitors. This can be achieved through: Encouraging use of local shops and pubs. Supporting sustainable transport schemes. Promoting cycle routes that highlight pubs and shops. Highlighting pubs that are accessible by public transport. Identify the different roles that individual communities might play in the development and delivery of a high quality visitor experience in the AONB The geography of the Forest of Bowland suggests that different communities and settlements will have different contributions to make to welcome and management of visitors. We would suggest that three different types of communities or settlement might be identified: The core communities: a cluster of settlements and their associated upland access, at the heart of the AONB; The approach communities: outlying, more outward-looking and easily accessible, but within the AONB; The gateway communities: a ring of larger settlements beyond the AONB boundary, with a wider function and facing both ways, with good access to the AONB and to other visit opportunities. The distribution of these community types is suggested by Map 4, which indicates zones within the AONB, differentiated by the drive time to each place from the nearest gateway town. It can be seen that the cluster of settlements at the heart of the AONB may have a very different part to play to that of the gateway towns on the periphery. Gateway towns have a role in receiving, orienting and informing visitors, ensuring that they find the most easily accessible, rewarding experiences that meet their requirements. Clusters of accommodation, including caravan parks, are located in and around all gateway towns. Approach communities often contain accommodation and may be appropriate locations for small visitor attractions that depend on a regular throughput of visitors, and for opportunities for short stay recreational activities. The core communities may contain accommodation that is appropriate to this sensitive landscape (smaller scale and/or historic buildings). Special opportunities will be available for activities that make best use of the remote environment for quiet enjoyment, or for enterprises that depend on a low volume of high value visits. A Sustainable Tourism Strategy for the Forest of Bowland 55

58 MAP 4 Actions to pursue include: Providing simple information about the AONB and its special qualities that emphasise the positive advantages of living in a designated area. Defining possible functions that can be played by individual communities in relation to settlement size, the strategic transport network and remoteness of location. Agreeing with those communities that express an interest in engaging with tourism, what it is that they need in order to play their chosen part successfully. A Sustainable Tourism Strategy for the Forest of Bowland 56