North Pennines AONB Partnership - North Pennines Tourism Working Group

Transcription

1 North Pennines AONB Partnership - North Pennines Tourism Working Group Friday 27 November am-12.30pm Venue: Garrigill Village Hall, Garrigill ( AGENDA 1. Apologies (5mins) 2. Minutes of the last meeting (5mins) 3. Matters arising not covered by the agenda (5mins) 4. Developing a new geodiversity project for the North Pennines/looking ahead to the coming year Chris Woodley-Stewart, Director (AONB Partnership) Page 2 (20mins) 5. International Dark-Sky Association Dark Sky Reserve Status Is it for us? Shane Harris, Responsible Tourism Lead Page 9 (15mins) 6. Developing a Mass Participation Outdoor Recreation Event Code of Practice Simon Wilson, Planning & Strategic Access Officer (AONB Partnership) Page 10 (15mins) 7. TWG input into the development of the new Durham Destination Management Plan ( ) Michelle Gorman, Acting Chief Executive (Visit County Durham) Page 11 (20mins) 8. Proposed East Fellside Landscape Partnership Scheme Katharine Birdsall, Project Officer (AONB Partnership) Page 13 (15mins) 9. Tourism and visitor economy research needs in the North Pennines: what do we need to know? Shane Harris, Responsible Tourism Lead Page 15 (15mins) 10. Finalised SWOT and PESTEL analysis for the North Pennines Shane Harris, Responsible Tourism Lead (AONB Partnership) Page 16 (5mins) 11. Round table update on activities specifically relating to the North Pennines AONB Verbal updates (15mins) 12. AOB & dates of next meetings (5mins) PAGE 1

2 Item 4: Developing a new geodiversity project for the North Pennines/looking ahead to the coming year Author: Chris Woodley-Stewart Director Lead organisation: North Pennines AONB Partnership Resources: up to 800,000 Issue: Summary: Revitalising geodiversity related activity, supporting the local economy and securing Global Geopark status at the next revalidation This paper outlines the approach that the team intends to take to furthering our work as a Global Geopark over the next 18 months. It includes, as the major item, the content of the HLF bid for a new geodiversity project, which will be submitted by mid the end of November Introduction 1. The North Pennines AONB was successfully revalidated as a Global Geopark in summer However, financial issues meant that the team lost its Geodiversity post only a few months earlier and ran out of funds in the budget covering this part of the AONB team s work. Continued membership of the Global Geoparks Network will depend on recovering from this situation and developing a far-reaching new programme of activities. 2. The strategy for achieving this revolves around: completing the outstanding interpretation work begun at Bowlees developing a short-term approach to events and activities in the coming year (2016) developing a new comprehensive, integrated programme of work (with associated staff support) and securing funding for it over the four years from early 2017 A) Completing work at Bowlees Visitor Centre 3. Using funds secured from Natural England the team has been developing interactive interpretation for Bowlees Visitor Centre. This is based on a system of artefacts with a hidden chip, which when placed on a pad bring up interpretation and information on a screen. For example, selecting a mineral sample with the appropriate chip will lead to interpretation of the area s mineral wealth appearing on screen. A boot similarly placed can lead to information on downloadable local walking trails etc. PAGE 2

3 B) A short-term approach to events and activities in the coming year 4. There were, for a variety of reasons, very few events of any kind planned by the team for 2015, except the Wild Wednesday events at Bowlees and a small number of Dark Skies events for which funding had been secured. This meant there also no geological events promoted by the team for the first time since It is proposed that a programme of events is produced for summer 2016 that should include: A series of guided walks, with a least one each month from April to October A walk a day or activity a day in European Geoparks Week 2016 The addition of a geological theme to some of the Wild Wednesday events at Bowlees 6. The walks / events would be bookable through the AONB Partnership website and the team will provide support to their smooth running. Geopark Advisory Group members have been asked to consider if they would offer walks, and if so what they might offer, and provide details by the end of November AONB staff and volunteers will also be asked to provide input to this programme. 7. The inclusion of a geological aspect to some of the Wild Wednesday events will be included in the events planning for Bowlees Visitor Centre. 8. It should be noted that these will be volunteer-led events as there is currently no budget to support them. C) The new geodiversity project 9. The project proposal which forms the bulk of this paper is the principal means by which the AONB team seeks to work with others to ensure continued successful membership of the Global Geoparks Network. 10. HLF has acknowledged the outstanding opportunity offered by the impending decision by UNESCO to create a new International Geoparks and Geosciences Programme that would make Geoparks an official Programme of UNESCO. This should be ratified in early November and then for the first time it will be possible to refer to the North Pennines as a UNESCO Global Geopark and for the AONB Partnership to use the coveted UNESCO Temple logo. The timing of the submission is therefore good, as it also fits well with the Partnership s other submissions to HLF planned for the coming year. The current bid is for development stage funding only; this is conceived as a four year programme with a 10 month development phase. It presents an outstanding opportunity to reinvigorate the Partnership s work on geotourism and education and to ensure that the area s status as a UNESCO Global Geopark is not lost in 2018 at the next reassessment. PAGE 3

4 THE PROJECT 11. This project will deliver a range of activities under four themes: LANDSCAPES TO DISCOVER WE WILL e-geo: help people to discover and explore the landscape, finding out more about its nature and culture, by creating a series of new web and smartphone-based geology and landscape apps, trails and interpretation, bridging gaps in current provision. We will bring all of the e-geo products together in a single platform to create a menu of products from which people can choose. We will also update existing paper-based trail routes into the e-geo platform, taking further steps to make sure the paper versions remain available. Virtual Reality Geotours: create a series of virtual reality experiences at our visitor centre at Bowlees in Teesdale, modelled work done in our partner Geopark, Magma, in Norway. These will involve recreating animated past environments and geological events in time and placing the visitor directly into them, through immersive headsets produced specially for the purpose. Touch-screen tours: enable people to find out more out the geology of the North Pennines and wider concepts in geodiversity, through the use of interactive screens and displays. These will help to tell the stories of the 500million year history of the North Pennines but also the back through time across the 4500 million year story of the Earth. Interactives will engage the visitor in stories of moving continents, the opening and closing of oceans, the origins of the Whin Sill, impacts of the ice ages and more. To develop and deliver this work we aim to partner with institutions such as the Natural History Museum, rather than creating material from scratch in every case. Geo-Films: we will support and facilitate local communities to create short films about what their landscape means to them we will provide a platform for showing these films online and in our Visitor Centre. The proposed budget for this aspect of the work is 200,000 THINGS TO SEE AND DO WE WILL: Rock Park: an outdoor space in which we will use large rock/boulder samples from across the UK to create a time-trail depicting the UK s geological history. Visitors will be able to walk along the timeline, interact with the rocks and discover the country s geological heritage at the same time. This will draw on learning from a successful project in Rokua Geopark, Finland. PAGE 4

5 GeO-Active : we will work closely with the providers of outdoor adventure activities to provide opportunities for young people in particular to experience activities such as canoeing, rock climbing and gorge scrambling e.g. first-time canoeists pillion canoe over Low Force and take home a helmet cam video, photo record and certificate. Each activity session will include the provision of information to the participant on the geology and landscape featured in their event. Rocky Film Festival : produce a bi-annual two week festival of films on a rock theme sometimes this will be directly geology related, sometimes more tangentially so, but they will all be accompanied by material on the area s geology and landscape. We will partner with existing local film clubs to deliver this programme. Rock Rambles : deliver four annual programmes of guided walks that interpret geology and landscape and also highlight other aspects of natural and cultural heritage Georides : hold a series of guided electric bike rides on a geology and landscape theme throughout the North Pennines, democratising cycle tourism and making it accessible to more people. Written in Stone: two bi-annual Written in Stone courses to promote creative writing about the landscape. A parallel activity will work within the literacy curriculum in local schools and promote create writing about geology and landscape. We will publish this work online to give local writers a place where their voice can be heard. The World Underground : produce a travelling exhibition that helps people to discover the amazing geological heritage hidden beneath their feet Framing the Land : an annual photography competition, with an exhibition at Bowlees Visitor Centre and local museums, with an online platform for the work. Geoparks Week: We will bring the above activities together, and create other bespoke events, to celebrate Geoparks Week each year at the end of May. The proposed budget for this aspect of the work is 50,000 LEARNING THROUGH FUN AND DISCOVERY WE WILL Geocamp International In years 2 and 4 will hold a bi-annual camp for members of the Global Geoparks Network. Groups of four young people and two adults from each PAGE 5

6 participating Geopark will be given the unique opportunity to explore, enjoy and understand the landscape through activities including lead smelting, fossil cast-making, river exploration, gorge-walking, birdwatching and more. It will build confidence, skills, knowledge and environmental awareness in the participants whilst giving them an experience to remember. The Geopark teams will provide the travel costs for their group whilst our project will provide the accommodation, food and activities. Geocamp International will build confidence, skills, knowledge and environmental awareness in the participants whilst enabling them to work, play and learn alongside young people from other cultures and with very different experiences. We will encourage the development of a similar event with our partner Geoparks and make provision for a group of young people from the North Pennines to take part. Geocamp North In year 3 we will hold a Geocamp for young people from schools in the north of England. The camp will provide the same kinds of opportunities as Geocamp International. School of Rocks In partnership with teachers and conservation organisations, we will develop and deliver a programme which supports up to 20 field visits throughout the area each year (up to 80 in total). This work will have an emphasis on fun and discovery but be focused on helping to deliver aspects of the curriculum, including in the key areas of literacy and maths as well as geology and geography. The programme will not just work with schools in the North Pennines; rather it will be a resource for schools across Cumbria, Northumberland, County Durham, and further afield. It will enhance the ability of schools everywhere to visit the North Pennines to use it as an outdoor classroom. The programme will not simply offer activities or create more teaching resources that teachers often don t have the confidence to use it will support them to be able to deliver this work for themselves after the project (see Building Capacity). School travel grants will democratise access to this programme. The proposed budget for this aspect of the work is 85,000 BUILDING CAPACITY WE WILL Geoguides: create courses for volunteers, pitched to build capacity to lead events and activities. We will provide the opportunities for volunteers to use their skills to bring geology and landscape alive for the public Teachers Rock: create a programme of training for teachers to enable them to use the North Pennines as an outdoor classroom to much greater effect, across a range of curriculum subjects including maths and literacy. The programme will build their confidence and knowledge and create a legacy of people able to deliver this work long after the project ends. PAGE 6

7 Geobusiness : a programme which raises local tourism business awareness of the opportunities associated with the Geopark status. This includes: helping the business operators become ambassadors for the Geopark and signposting people to things to see and do; helping to develop products such as short-breaks on geological theme Traineeships: three year-long education and interpretation traineeships. The trainees will have a programme which delivers the work of project whilst also learning from a range of partner providers Active Geopark partners: engage with the UNESCO Global Geoparks Network and others to ensure that new ideas are brought to the North Pennines, that our good work can be shared and that we fulfil the participation requirements of a Global Geopark. The proposed budget for this aspect of the work is 60,000 Promoting the work We will utilise existing skills and expertise within our team to make sure that all a wide range of potential participants is reached with information about how to engage in this work. We will also utilise the web and social media platforms of partners. The proposed budget for this element of the work is 24,000 Staffing the project The proposal is to employ two staff to deliver this work. A project manager will take the lead on delivering the programme and ensuring its delivery. The project manager will be an Earth science graduate. A second member of the team, as yet untitled, will support all of the community and education aspects of the work, including running the writing, photography and filmmaking elements and supporting the development of a programme for schools and training for teachers. This will include the management of specialist contractors where required. There will also be staff support from the three trainees spread across three years of the project. The development work will be delivered through a short-term appointment and a small number of specialist contracts. Someone would be recruited to lead the development work. They would liaise with a wide range of organisations, tourism bodies, technical specialists and others. The proposed budget for this aspect of the work is 50,000 for the development phase and 252,000 for the delivery phase. The total budget is over 700,000 with around 500,000 likely to be sought from HLF Match Funding 12. Securing match finding for any project is an ever-worsening problem. The main likely source of match funding remains a grant bid to a source such as BIFFA and work is PAGE 7

8 continuing on this aspect of the project s finances. The likely sum needed is approximately 200,000 over four years. Timescales and a Development Phase 13. The submission will be made during November 2015, with a decision in March This would trigger a development phase of up to 12 months, in which the proposals would be refined and costed in detail. Should the submission be successful the work would be likely to begin in Spring Next Steps 14. The team is in discussions with HLF to refine the proposal and a bid will be submitted by the end of November. It is likely that the budget will need to be trimmed, so new large scale ideas cannot be incorporated without losing some of the programme as presented. With this in mind, there is also an aspiration to create a series of large scale community sculptures linked to this work, but this is likely to be the focus of a separate approach to other potential funders and partners. Conclusion 15. These proposals represent a long-term strategy for revitalising the North Pennines AONB as a Global Geopark. They address the short-term need for events and activities in 2016 and set out a series of actions within a major project that would enable a large-scale new programme of works to be delivered, supported by renewed geodiversity expertise within the team. RECOMMENDATION: 1. That the Group notes and comments on the proposals PAGE 8

9 Item 5: International Dark-Sky Association Dark Sky Reserve Status Is it for us? Author: Shane Harris Responsible Tourism Lead Lead organisation: North Pennines AONB Partnership Resources: Summary: TBD This discussion paper briefly outlines some of the advantages and disadvantages of seeking IDA Dark Sky Reserve status for the North Pennines and seeks the views of the Working Group. 1. Background 1.1 The Management Plan includes an action under Objective 1 ( To ensure that the distinctive character and qualities of the North Pennines landscape are understood, conserved, enhanced and restored ) to investigate the benefits of bidding for IDA Dark Sky Reserve status. 1.2 Preliminary assessment indicates that designation as a Dark Sky Reserve could be achievable for the North Pennines AONB see for background and for specific guidelines. 2. Advantages 2.1 Providing a platform to promote stargazing as a visitor economy/tourism asset addressing some seasonality issues 2.2 To promote nocturnal habitats, public enjoyment of the night sky and its heritage, and areas ideal for professional and/or amateur astronomy 2.3 Encouraging local authorities, land agents and managers, surrounding communities and private interests to identify dark skies as a valuable resource in need of pro-active protection i.e. protecting a natural tourism asset 2.4 International recognition for the North Pennines dark skies currency as a tourism asset 2.5 To encourage others to become environmental leaders on dark sky issues by communicating the importance of dark skies and by providing an example of what is possible with proper stewardship PAGE 9

10 2.6 Tangible process and mechanism to protect and promote the area s dark skies building on the recent work to designate Dark Sky Discovery Sites and other related work e.g. North Pennines Community Observatory, Starmakers training courses etc. 3. Disadvantages 3.1 Staff time required to begin and then nurture the nomination, including community consultation and education around light pollution issues and building a collation of interests willing to work together towards achieving the status. 3.2 The resources to make the nomination stand up. 3.3 Possible community disquiet about the Lighting Management Plan. 3.4 An ongoing commitment to stewardship of the Dark Sky Reserve status. RECOMMENDATIONS: Working Group members are asked to consider: 1. The merits and demerits of working to secure Dark Sky Reserve status PAGE 10

11 Item 6: Developing a Mass Participation Outdoor Recreation Event Code of Practice Author: Simon Wilson Planning & Strategic Access Officer Lead organisation: North Pennines AONB Partnership Summary: A proposal to develop a code of practice for people wishing to organise large scale outdoor recreation events in the North Pennines AONB. 1. Background 1.1 Mass participation outdoor recreation challenge and sporting events have become increasingly popular in recent years, especially cycle events and those with charitable purposes. 1.2 It has become increasingly evident that event organisers struggle to obtain necessary information on what things they should consider when planning events in the AONB. Additionally, there have been concerns raised about the ethos of large cycling events, how they manage waste (especially participant litter) and the potential bad impression and impact generated. 1.3 The AONB Partnership recognises that large scale recreational and charitable events have a positive role in introducing people to the special qualities of the AONB, alongside the many social and economic contributions derived. We do however need to ensure that negative impacts such as disturbance to wildlife and disruption to local communities is minimised. 1.4 A number of other Protected Landscape management organisations have produced guidance and there is a good amount of reference material likely to be available. 2. Proposal 2.1 It is proposed that members consider forming a joint task group comprised of members of the Tourism and Access and Recreation Working Groups be formed to consider the issue and work with stakeholders to develop a code of practice. RECOMMENDATIONS Working Group members are asked to consider: 1. The proposal, including the scope of activities to include 2. The nature of the task group PAGE 11

12 Item 7: TWG input into the development of the new Durham Destination Management Plan ( ) Author: Michelle Gorman Acting Chief Executive (Visit County Durham) Lead organisation: Visit County Durham 1. Why do we need a Destination Management Plan? 1.1 Destinations are disparate and multifaceted places that are host to numerous stakeholders with their own specific needs. Experience shows that without continued collaboration and coordination, places do not evolve with a common purpose. To create a successful and sustainable visitor economy, all the components that make a successful destination need to be managed and integrated over the long-term, focusing on the needs of both residents and visitors. These components include: The things that attract people to the destination The infrastructure that helps to reinforce and shape the sense of place and make it an easy place to visit The services that cater for the needs of visitors, and of residents, generating economic and social activity and increasing spending 1.2 Successful destinations make the most of their appeal to deliver benefits to the whole community, and they do this by having a clear, strategic sense of why their place attracts visitors and what investment it needs to sustain or enhance that appeal. Successful destinations have a destination development and management plan, and mechanisms in place to deliver that plan. 2. Background 2.1 Durham has had a Tourism Management Plan (DTMaP) since 2006 See Appendix 1. It was compiled by Visit County Durham in collaboration with the county s tourism industry and a range of partners and stakeholders, and became the blue print for development of the visitor economy in the county. The plan is based on a series of studies that provide intelligence about the county s product, its customers and its competitive position in England and the UK as well as significant input from across the county. It clearly describes what all organisations, businesses and individuals in the county with an interest in the success of the visitor economy need to focus on for future success. 2.2 The DTMaP is developed and monitored by the board of Visit County Durham. In November 2011 Visit County Durham embarked on a programme of work designed to track progress against the original objectives of the Durham Tourism Management Plan, test the existing objectives and the approach to each to see if they were still valid and to discover if any new priorities had emerged since PAGE 12

13 2.3 Visit County Durham s autumn conference (4 November at Ramside Hall Hotel) will mark the start of the review process for the DTMaP and will help shape the plan. This will be followed by a series of consultation meetings with key individuals in organisations and interest groups to capture more in-depth considerations. The consultation will consist of a mix of one-to-one meetings and where possible, attendance at relevant partnership meetings. 2.4 The draft will be presented to the DTMaP committee at the end of January for approval and will then be formally endorsed by the Visit County Durham Board on 11 February Timetable Timeline Item Notes 4 Nov 2015 Autumn Tourism Conference 4 Dec 2015* End of consultation meetings 18 Dec 2015* Draft of revised DTMaP completed Circulate to key stakeholders for feedback 8 Jan 2016* Deadline for feedback on draft plan 19 Jan 2016 Final draft of DTMaP Late Jan 2016 DTMaP Committee Draft final version to be approved 11 Feb 2016 VCD Board of Management Approval 1 Apr 2016 Release of DTMaP *Tentative dates RECOMMENDATIONS: Working Group members are asked to: 1. Note the development of the new Durham Tourism Management Plan and the timeline being followed by Visit County Durham 2. Suggest priorities for the plan. PAGE 13

14 Item 8: Author: Proposed East Fellside Landscape Partnership Scheme Katharine Birdsall Project Officer Lead organisation: North Pennines AONB Partnership Resources: Summary: TBD This item updates the group on the proposed East Fellside Landscape Partnership Scheme and seeks input on potential visitor economy projects/contacts. 1. Overview 1.1 The Heritage Lottery Fund s Landscape Partnership Scheme aims to make a difference to heritage, people and communities. It will celebrate and conserve what s special about the East Fellside local landscape. Projects could cover access, nature and cultural based tourism/visitor economy, small scale sustainability issues and heritage skills training, cultural history and traditions, historic buildings, nature conservation and environmental education. The proposed project boundary (attached as Appendix 2) is likely to be amended, and may extend further south, to encompass Melmerby, Gamblesby and Glassonby. 1.2 The eventual combination of chosen projects could bring 2.7M into the area, but requires thoughtful and detailed development. This is no quick process the work we are doing now should result in a Stage 1 bid submission in May Since taking up post (two days/week) in early September 2015, Katharine has been developing contacts with potential partner organisations, and has begun developing a strategy for consultation on project ideas with the local communities. This process is likely to continue until Easter A number of access related projects have been suggested which include the Northern extension of the Pennine Bridleway National Trail as a route to encourage horse-riders, walkers and cyclists. There could also be opportunities for circular walks and rides off the main arterial National Trail, supported with leaflets and interpretation where appropriate which would allow us to develop more links locally with community groups and businesses. There is currently no detail to these initial ideas and further projects are welcomed. 1.5 Other opportunities for landscape, natural and visitor economy related activities within the wider scheme and early ideas for projects are welcomed. 2. Timescale The timeline that the AONB Partnership is intending to follow is: PAGE 14

15 Stage 1: May 2016 Development Phase: October 2016 October 2017 Project delivery: Spring 2018 (for 5 years) RECOMMENDATIONS: Working Group members are asked to support the development of the bid by: 1. Noting the development of the project and the proposed timeline 2. Suggesting potential visitor economy projects/approaches/contacts that may be developed in the project area either at the meeting or direct to Katharine (katharine@northpenninesaonb.org.uk / ) PAGE 15

16 Item 9: Tourism and visitor economy research needs in the North Pennines: what do we need to know? Author: Shane Harris Responsible Tourism Lead Lead organisation: North Pennines AONB Partnership Resources: Summary: N/A This item provides an opportunity for members of the group to suggest areas/themes/topics related to the visitor economy/tourism in the North Pennines which could benefit from research enquiry. 1. Overview 1.1 It is thought desirable to develop a list of things we need to know more about in relation to the visitor economy/tourism offer/recreational use of the North Pennines. 1.2 A list of research topics/questions would be really useful when opportunities arise through funding streams and approaches by universities. RECOMMENDATION: Working Group members are asked to: 1. Suggest visitor economy/tourism research needs in the North Pennines (either in the meeting or afterwards to Shane (shane@northpenninesaonb.org.uk / ) PAGE 16

17 Item 10: Finalised SWOT and PESTEL analysis for the North Pennines Author: Shane Harris Responsible Tourism Lead Lead organisation: North Pennines AONB Partnership Resources: Summary: N/A This paper presents, for information, SWOT and PESTEL analyses which have been developed for the North Pennines (as a tourism destination). 1. Background 1.1 The 23 June 2015 meeting of the Tourism Working Group included a workshop for members of the group to contribute to developing these analyses. 1.2 The valuable input from the TWG was augmented by the following sources: AMP (2015) A Marketing Strategy for Alston Moor. Alston, Cumbria, UK: Alston Moor Partnership. NPAP (2014c) Local views on tourism: Reporting on the 2014 consultation in the North Pennines [Online]. Stanhope, UK: North Pennines AONB Partnership (NPAP). Available from: < [Accessed 12 July 2015]. NPD LEADER (2014) North Pennine Dales LEADER Local Development Strategy LEADER [Online]. Durham, UK: North Pennine Dales LEADER. Available from: < bmitted%2003%2009%2014.pdf> [Accessed 19 June 2015]. SBE LEADER (2014) Solway, Border and Eden Local Development Strategy ( ) [Online]. Cumbria, UK: Solway, Border and Eden (SBE) Local Action Group. Available from: < LDS_V3.pdf> [Accessed 19 June 2015]. VisitEngland (2013) Domestic Leisure Tourism Trends for the Next Decade [Online]. London, UK: VisitEngland. Available from: < [Accessed 1 July 2015]. PAGE 17

18 C. Wilson, Visit County Durham Destination Development Manager, personal communication, 24/June/2015. S. Wilson, NPAP Strategic Access Lead, personal communications, 16/July/2015. C. Woodley-Stewart, NPAP Director, personal communication, 14/July/2015. Young, J. (2015) Holiday Trends 2015 [Online]. London, UK: BDRC Continential. Available from: < [Accessed 11 June 2015]. 2. SWOT analysis 2.1 Summary SWOT analysis Strengths Natural beauty Inspirational landscape Tranquillity/dark skies/sense of wildness Authenticity people/places/experiences Outdoor recreation offer Community values tourism Industrial/religious heritage Quiet/un-crowded Opportunities Target niche markets e.g. stargazing Emerging events/festivals Slow tourism Nature-based/outdoor activity/wellness agenda/car-free tourism Archaeology/industrial heritage Capacity for growth Linking to higher-profile offers Emerging/new attractions Increased collaboration Conversion of day visits to overnights Weaknesses Fragmentary destination messaging Perceived remoteness/poor weather Poor transport connectivity Dependence on day visits Strongly seasonal Quality is mixed accommodation/food offer Fragmentary data Administratively complex Weak AONB -brand Deeply rural Reliance on private car Threats Poor co-operation/competition between sub-destinations Declining public/private investment Better differentiated rural UK destinations Fuel/transport costs Economic leakage Poor rural infrastructure Low margins/seasonality PAGE 18

19 2.2 Extended SWOT analysis Strengths Natural beauty, wildlife and plants (internationally significant) National landscape designation Area of Outstanding Natural Beauty (AONB) equal (in terms of landscape quality) to our National Parks International recognition for the area s geological heritage through the UNESCOendorsed Global Geopark status Tranquility/ Dark skies High quality landscape/scenic qualities Characterful, stone-built, villages Good industry collaboration Good value Quiet roads Inspirational landscape nurtures a community of artists and craftspeople Outdoor recreation - great cycling and walking routes, including Pennine Way National Trail and National Cycle Network routes Distinctive, authentic local culture Industrial heritage Religious heritage Methodists/Quakers Strong sense of place and local distinctiveness Local community support for tourism Visitor economy has capacity for growth Strong sense of community with resourceful and creative people Sense of wildness Un-crowded/sense of freedom/ get away from the crowds Attractive gateway market towns Industry dominated by distinctive, small (often family-run) visitor economy businesses Unspoilt and not over managed Sense of mystery and being different from other destinations Authenticity both of experiences, place and people Local community largely understands and values tourism High level of repeat visits and high visitor satisfaction History of successful joint working Expertise and understanding of the North Pennines by AONB Partnership Staff Team Three active and supportive Destination Management Organisations with Destinations Management Plans which prioritise rural tourism Weaknesses Lack of big ticket /large/flagship attraction (potential threat if it caused problems/diverted tourism revenue from smaller attractions) Administratively complex (3 counties, 2 districts, 3 DMOs, 2 regions) PAGE 19

20 Tourism volume and value (and other) data is fragmentary due to the administratively complex nature of the destination Imperfect understanding of the visitor and their behaviour in the North Pennines Weak recognition of AONB brand and low awareness of what AONBs are Heavy reliance on the private car as a way to access the destination Low levels of resident population both in the North Pennines and within (for example) 1 hour drive time Lack of volume and seasonality means that traditional paid for attractions are marginal without public sector support Lack of larger accommodation in the area potentially compromising group travel trade High proportion of day visits Visitor information is fragmented and difficult to access wide range of websites covering parts of the North Pennines Short season/seasonality Access and Rights of Way infrastructure lack of funding available for maintenance and improvement Sometimes low awareness amongst tourism operators of the wider destination offer Walking/cycling offer sometimes lacks coherence Food offer is of a variable quality Limited facilities/variable services/limited retail offer Fragmentary destination messaging Divided loyalty and fragmentary/fractured identity Northumberland/Cumbria/Durham vs individual dales vs North Pennines Poor weather/perception of poor weather/can seem threatening and daunting in bad weather Perception of bleakness/harsh environment to visit Poor public transport/connectivity (especially over county boundaries) fragmented and under-resourced leading to heavy dependence on the private car as a the main means of getting around (residents & visitors) Some areas have a run-down /unloved feel Limited wet weather activities Mobile phone signals/availability of wifi (and speed) Summer midges Lack of big players in the industry resulting in a lack of leadership/difficulty finding private sector match for marketing/product development Perceived remoteness from the domestic/international market (London/in-bound) and regional cities Sense that some visitors do not know how to behave in the countryside need to educate, inform and influence Accommodation is of mixed quality and not always meeting market demand Limited interpretation/information PAGE 20

21 2.2.3 Opportunities Nature-based, outdoor activity and wellness tourism Shoulder season events e.g. Allen Valleys Folk Festival Increased collaboration across administrative boundaries Increased education about, and aware of, the special qualities of the North Pennines and what the AONB/Protected Landscape is all about Increase in interest in cycling/cycle tourism and cycling events/sportives Dark skies opportunity to link in to the Northumberland International Dark Sky Park impetus and pursue Dark Sky Reserve status for the area Interest in know your place training Development of the North Pennines Electric Bike Network Cross promotion of regional attractions/destinations Link in/make better use of the greater public awareness of better known local tourism destinations/brands e.g. Lake District, Hadrian s Wall, Northumberland, Durham City Targeting of niche markets (perhaps through event-based tourism) e.g. dark skies/stargazing, cycling, walking etc. VFR Slow tourism potential for the journey to be as important as the destination Linking the North Pennines offer to The Sill Landscape Discovery Centre at Once Brewed (e.g. Epiacum Roman Fort) Capacity for growth in the visitor economy in the area Increased interest in the natural world e.g. BBC Stargazing Live Conversion of day visitors to overnights Product/activity which increases animation of the destination Archaeology and industrial heritage Large HLF-investment in South Tynedale Railway New attractions : e.g. Epiacum Roman Fort potential to be a visitor draw; Nenthead Chapel refurbishment Independent travellers Joining up information across administrative boundaries Emerging events/festivals e.g. Roof of England Sportive, North Pennines Walking Festival, Allen Valleys Folk Festival Large events Tour of Britain to increase awareness Genealogy tourism for international visitors Improve the visitor experience in market towns increase dwell time and hence spend Develop accessible rural hubs (attract and disperse) - making best use of existing public transport Partnership working (e.g. between the business community, AONB Partnership, DMOs, local authorities) Better joined up working with tourism support organisations in Cumbria e.g. Eden Tourism, Nurture Lakeland, Cumbria Tourism PAGE 21

22 Low carbon activities/car-free days Visitor giving as a means to support infrastructure Use of local produce, products and services in the visitor economy/tourism business supply chain Farm based tourism enterprises/diversification Development of the Walkers are Welcome initiative Walking and other festivals VisitEngland s forthcoming product development challenge fund Focus of new LEADER funds on rural tourism (North Pennine Dales and Solway, Border and Eden) Threats Better known/differentiated rural destinations elsewhere in the UK e.g. Yorkshire s successful targeting of cycling as a niche market tough act to follow The sharing economy e.g. Airbnb diverting revenue away from tourist accommodation (dependent on target market though, perhaps more of an issue for urban destination) Low margins/seasonality Reducing public sector funding/support for attractions/public realm/public Rights of Way/facilities/infrastructure Low private sector investment - infrastructure/visitor experience Lack of co-operation between/knowledge about different parts of the North Pennines Poor weather Remote rural services and infrastructure constantly under threat/marginal Fuel/transport costs Foreign exchange rates The status of employment in the visitor economy Leakage of positive economic benefits beyond the North Pennines Different parts of the area competing against each other, rather than adopting an enlightened sense of self-interest and co-operating across administrative boundaries PAGE 22

23 3. PESTEL analysis 3.1 Summary PESTEL analysis Political Regionalization/Scottish independence/uk membership of EU Questionable Government support for Protected Landscapes Administrative complexity/tensions Links between stewardship/environmental quality Funding cuts for local authorities/aonb Partnership Social Increasing expectation of higher standards/technological access Time poor professionals Aging UK population accessibility issues Increase in active leisure breaks reflecting health concerns Rise in social media use Visitor community in area has a sense of belonging due to high level of repeats Environmental Responsibility agenda feeling that tourism and tourists should act sustainably Climate change impact on area s natural assets/car use/global air travel Decline in public sector support for public transport Maintenance of the special qualities of the area e.g. through agri-environment schemes Economic Rising transport costs disincentive to travel Potential loss of EU funding Dominance of online travel agents Tourism is crucial economic sector Supply chain issues use of local produce/products Tourists demanding better value Continuing austerity in UK public sector Technological Poor mobile signal/wifi/data (3/4G) connectivity Social media as a primary information source Rise in usage of mobile devices to access internet IT allows later decisions increasingly a flexible business approach is required Legal Countryside access complicated legal area Data protection/information storage issues Health & Safety requirements Tourism red tape PAGE 23

24 3.2 Extended PESTEL analysis Political Uncertainty over UK membership of EU Scottish independence question and the potential impact on the English regions/north of England Question mark over the level of current Government support for AONBs and other Protected Landscapes Political disconnect/tension between NE and NW England and how that affects the North Pennines (which is a third in the NW and two thirds in the NE) Poor link between stewardship and environmental quality amongst tourists Reduction in the involvement of the state in the public realm County/administrative boundaries are an issue the North Pennines is on the edge of everywhere Cuts in local authority/protected Landscape/Destination Management Organisation funding Economic Rising petrol/fuel costs leading to disincentive to travel to attractions reduced day trips Concern over loss of EU funding streams for rural /tourism development if UK left EU Continuing austerity in UK public sector Increasing competition (especially over price) from foreign destinations Northern Futures 10m investment in marketing the North to international source markets could deliver additional visits to the area a few years in the future Working with some of the bigger transport players e.g. DFDS sometimes has a high financial bar Online Travel Agents are becoming disproportionally dominant in the travel market (with knock on impacts on business income) Perceived reduction in disposable income/secondary spend/day trips/shorter short breaks Important economic sector in the North Pennines e.g STEAM figures for the Durham Dales - 125m, 1,700 jobs Use of local produce and products in the tourism economy what the visitor wants and also reduces economic leakage The recession changed the way visitors behave. As recovery comes along tourists are still demanding better value and continue to search for bargains. Despite the recession people have prioritized their leisure spend requirement to focus on simplicity and bespoke activities PAGE 24

25 3.2.3 Social Use of social media in markets is simultaneously an opportunity and a threat depending on business use/understanding and use in target markets Holiday trends staycation vs. foreign package? Next generation is expecting better standards and technological access Increasing sense of rush and pressure on time time poor/cash rich; businesses feeling it too (too much to do in too little time) Increasingly people are booking later/ just in time Aging UK populations grandparents are increasingly providers of childcare impact on leisure time and ability to take short breaks/holidays. Increasing need to consider accessibility Concern about health is resulting in an increase in active leisure breaks Younger as well as older population groups are increasing in size could benefit from an affluent and leisure-focused generation of older people Perceived lack of traditional notion of the North Pennines as a tourism destination High level of repeats in the North Pennines leads to a feeling of belonging amongst the visitor community issue is how to get people to try out the area for the first time and the investment required to achieve this Technological How people access information is changing rapidly Patchy mobile signal and wifi availability (and speed) in the area/widening gap in broadband capability between urban/rural areas Use of search engines to find about things is favouring urban/bigger/tech-savvy businesses at the expense of smaller/rural/local suppliers/businesses Increasing use of social media and access to digital information Use of mobile devices in becoming more widespread and sophisticated IT enables decisions to be taken later tourism businesses will increasingly need to be more flexible in their approach Environmental Regional/national focus on outbound transport (rather than inbound) Transport networks or lack thereof Potential new ferry route from Norway to Newcastle (currently in negotiation stage) Negative perceptions of weather/midges Rise in responsibility feeling that visitors should act with environmental awareness on holiday Lack of infrastructure and maintenance of existing infrastructure Climate change impact on private car use, air travel PAGE 25

26 3.2.6 Legal In 1999 the rules around what drivers are allowed to tow (e.g. caravans/horse boxes) with a standard UK driving licence changed. An additional test is now required. State Aid rules The data protection/information storage requirements/rules for online card payments are due to change in October 2015 related to consumer protection Increase in red tape and H&S legislation Legal aspects surrounding countryside access can be quite complicated and there is a need to continually educate visitors RECOMMENDATIONs: Working Group members are asked to: 1. Note the completed analyses. 2. Use the analyses to inform their work contributing to the visitor economy of the North Pennines. PAGE 26