North Pennines AONB Partnership - Sustainable Tourism Working Group

North Pennines AONB Partnership - Sustainable Tourism Working Group Tuesday 3 October 2006 10am 1pm, Nenthead Mines Heritage Centre (Nenthead, Cumbria) 1. Apologies AGENDA 2. Minutes of the last meeting 3. Matters arising not covered by the Agenda 4. Round table update from attendees on activities relating to the North Pennines AONB 5. Welcome to the Area Tourism Partnerships (ATPs) - County Durham Tourism Partnership and Northumberland Tourism Verbal update from ATP representatives present 6. Review of 2006 Festivals organised by the North Pennines AONB Partnership (Northern Rocks, Plants on High, Roof of England and Geotours and Rockwalks) Verbal update by Shane Harris, Sustainable Tourism and Communications Officer (hand-out will be available at the meeting) 7. Tourism-related elements in the Unique North Pennines HLF Landscape Partnership Scheme (inc. Packhorse Trails Project) Nick Mason, Unique North Pennines Development Officer Page 2 8. Potential Nature-Based Tourism Seminar in North Pennines AONB to share STiPA Programme learning and help identify a way forward Peter Samsom, Assistant AONB Officer, presented by Shane Harris Page 5 9. North Pennines Round a multi-day regional walking route for the AONB Simon Wilson, North Pennines AONB Area Co-ordinator, East Page 7 10. Review of 2006 Discovery Guide and update on progress towards production next year s guide Shane Harris, Sustainable Tourism and Communications Officer Page 9 11. Any Other Business 1

Item 7: Author: Tourism-related elements in the Unique North Pennines HLF Landscape Partnership Scheme (inc. Packhorse Trails Project) Nick Mason (Unique North Pennines Development Officer) Lead organisation: North Pennines AONB Partnership Staff Unit Issue: Timescale: Resources: Summary: Updating the group on the progress being made towards submission of the AONB Partnership s Stage 2 application for the Unique North Pennines HLF Landscape Partnership Scheme. Stage 2 submission is anticipated to be by January 2007. This will enable the project to start in August 2007, with a three year programme of works. Total 2.7million ( 1.95million HLF; 0.75million Match) This paper provides an overview of the whole programme of work whilst also highlighting the tourism-related elements in the Landscape Partnership Scheme bid 1. Introduction 1.1 The North Pennines AONB Partnership has been working on a large bid to the Heritage Lottery Fund which aims to both benefit the landscape and wildlife of the North Pennines as well as its communities. 1.2 The Heritage Lottery Fund (HLF) announced late last year that the Landscape Partnership Unique North Pennines- a landscape moulded by people has cleared its first hurdle and that the bid can now progress and be submitted as a fully developed application to try and secure the full grant of just under 2million. 1.3 The project will concentrate action in three cluster areas of the North Pennines: Alston and the South Tyne; Middleton and mid-teesdale; Blanchland and the River Derwent. 2. Programme elements 2.1 There are six individual programmes included in the Landscape Partnership Scheme. 2.2 Woodlands - Small but Perfectly Formed a native woodland planting and management project which will help create new broadleaved woodlands linking existing important small woods. 2.3 Places to Live, Places to Work will help look after some of the most important historic structures in the North Pennines and give opportunities to increase historic building conservation skills. 2

2.4 The River and Reservoir Conservation Programme will help improve access to some of the rivers and reservoirs in the area and at the same time make areas better for plants and animals. 2.5 Our North Pennines Stories will involve people from various local communities in the AONB in the interpretation of all those things that make the area special. 2.6 Learning in the North Pennines will give school groups from the region an opportunity to visit the North Pennines and give teachers the tools to use its wonderful environment in their lessons both outside and in the class room. 2.7 In the footsteps of Pack Ponies will develop a series of horse rides and mountain bike routes exploring the historic routes that were used for moving lead from the mines to the cities in the region. 2.8 Several pieces of work are now being completing to allow submission of the stage 2 HLF bid by January 2007. This will enable the project to commence in August 2007, with a three year programme of works. 3. Relevance to the tourism sector 3.1 Several of the proposed projects will help to improve the North Pennines tourism offer. 3.2 Several of the programme elements described in Section 2 above provide investment that will improve visitor access to special heritage features in the AONB. 3.3 Five new day riding routes for horse riders in the North Pennines Two routes in Cumbria Alston/Garragill 26.5km Hartside 11km One route in Northumberland Blanchland/Slaley 20.5km Two routes in Durham Eggleston Moor 26km Cotherstone Moor 18km These routes will be delivered in partnership with the County Councils. A promotional guide will be created once the routes are in place. Budget for this element is 140,000. 40,000 of this needs to be match funding. It is anticipated that some of the match will be forthcoming from the three Highways Authorities. In the budget 7,000 has been identified to produce a high quality guide. However, no budget has been identified for promotion activities. The potential also existing to create some new promoted mountain biking routes. No development of these ideas has yet happened. Ideas would be welcome. 3

3.4 Better access to rivers and reservoirs in Teesdale and the Derwent Valley Upgrades to existing access provision at two of Northumbria Water s promoted properties are being considered. Upgrades will focus on improving surfacing and access structures, allowing a wider variety of users to enjoy waterfront recreation at Derwent and Grassholme Reservoir. This work will be complemented with some woodland habitat improvements on the NWL estate. Similarly, we hope to improve current surfacing and access infrastructure along rights of way along the River Tees (around Middleton-in-Teesdale) and River Derwent (around Blanchland). 3.5 Historic building renovation Once completed, consolidation works and interpretation at four historic structures will add value to the visitor offer in the Alston Moor and Blanchland areas. All four structures lie on or next to existing rights of way. There current condition makes promotion or interpretation difficult or undesirable. The structures are: Whitesyke and Bentyfield Mine, Garrigill; Ninebanks Tower, Ninebanks; Muggleswick Grange, Muggleswick; Shildon Engine House, Blanchland. RECOMMENDATIONS: 1. That the Working Group notes the progress being made towards submission of the Stage 2 application Packhorse Trail Element (paragraph 3.3 above) 1. That the Working Group offers any suggestions for possible match funding sources particularly in relation to the Packhorse Trails element (paragraph 3.3 above) 2. Guidance is sought on appropriate ways to market/promote this niche product and views on the scale of an outline budget would be welcome. 4

Item 8: Author: Proposed Seminar on Nature-based Tourism in the North Pennines AONB Peter Samsom (Assistant AONB Officer) Lead organisations: North Pennines AONB Partnership Staff Unit with support from the industry and partners Issue: Resources: Summary: To seek the Working Groups views on proposals for a seminar on next steps for nature-based tourism in the North Pennines. tbc This paper sets out outline proposals for a seminar on the future for nature-based tourism in the North Pennines to be held in April 2007. It seeks the views and support of members of the Working Group. 1. Background 1.1. Over recent years the North Pennines AONB Partnership has contributed substantially to the development of nature-based tourism in the North Pennines. Initiatives have been funded through the Sustainable Tourism in Protected Area s (STiPA) programme (itself funded through ONE NorthEast and EU INTERREG IIIc) and other projects such as Rockworks and Hay Time. 1.2. Initiatives have included elements of product development (trails, interpretation, festivals), training (for instance through support of the Know Your North Pennines training programme), marketing (Discovery Guide, attendance at fairs) and networking. 1.3. STiPA funded a study tour of six people working in the tourism industry in the North Pennines to the Els-Ports region of Valencia in May 2006. This study tour was entitled Natural Entrepreneurs. 1.4 One of the recommendations of the Natural Entrepreneurs group was to organise a tourism conference on an appropriate theme, to facilitate networking and to ensure the industry was involved in the development of tourism of this nature in the North Pennines. 1.5 The end of STiPA (December 2006) together with the start of the Area Tourism Partnerships offers an opportunity to take stock and start to identify what needs to happen next to develop nature-based tourism in the North Pennines AONB. 2. Next steps 2.1. It is proposed that a tourism seminar is organised with the aim to review progress made with regard to nature-based tourism and to identify what steps need to be taken next and by which partners to ensure that this development continues. 5

2.2. It is suggested that this seminar should take place during the second half of April 2007 to avoid the busy time in March and around Easter. 2.3 The seminar will seek to bring together tourism providers (accommodation, attractions, Tourism Information Centres), tourism authorities (ATPs, ONE, Cumbria Tourism, District Councils) and protected area managers. 2.3. In order to ensure relevance to all potential participants it is proposed to draw together a small group comprising two members of the AONB Staff Unit, two members of the Sustainable Tourism Working Group and two representatives from the industry (for instance drawn from the Natural Entrepreneurs group). RECOMMENDATIONS: 1. That the Working Group discusses the proposal for a seminar on naturebased tourism in the North Pennines. 2. That the Working Group suggests potential topics and speakers for presentations and workshops. 3. That the Working Group nominates two members of the group to help organise the seminar. 6

Item 9: Author: North Pennines Round a multi-day regional walking product for the AONB Simon Wilson (North Pennines Area Co-ordinator East) Lead organisation: North Pennines AONB Partnership Staff Unit Issue: Resources: Timescale Summary: The potential development of a multi-day self guided walking route within the North Pennines AONB. tbc It is anticipated that the development of the route would be undertaken within the 2007/8 financial year. This paper sets out outline proposals for a multi-day self guided walking route and seeks the Working Group s views on the proposal. 1. Background 1.1 The North Pennines AONB is unique in England by virtue of its spectacular and wild landscape and opportunities for longer distance walking. The area at approximately 2000 square kilometres is large enough to encompass a national standard long distance circular walking route of 5 to 6 days duration, based mainly on Public Rights of Way and extensive access land alternatives. 1.2 The concept of a long circular route within the North Pennines was first considered through the Durham Dales 100, a 100-mile route around the western upland area of County Durham. Initial investigations have been made into the feasibility and costs of developing this route. Given the designation of the North Pennines as an AONB and UNESCO Geopark, it is more appropriate that a route is considered within the broader AONB area. (Supporting documentation relating to investigations for the Durham Dales 100 route is available) 1.3 Informal contact with the National Trails staff at the Countryside Agency suggests that following the initial investment in the Pennine Bridleway, there are no other longer distance routes of a size to be considered as a National Trail pending. National Trails budget is generally 4-5million per annum. Identifying the economic benefits of devising such a route at the earliest stage will make bidding for funding easier. 1.4 There is no set format for developing such a trail. Two of the more recent routes developed are Hadrian s Wall National Trail which received considerable Government funding and the Herefordshire Way which was a joint project of the local Ramblers Group and Tourism office and cost as little as 9,000 to create, supported by infrastructure improvements at the cost of the Highways Authority. 7

1.5 Initial investigations have identified a possible route of 6 days duration, split into three 2 day sections (50km approx), starting and ending at settlements with public transport links, these are: Wolsingham Edmunbyers Allendale Town Allendale Town Alston Dufton Dufton Langdon Beck Wolsingham Much of the potential route is consecutive with existing promoted/well maintained routes, such as the Pennine Way National Trail. 1.6 It is anticipated that the development of the route would be undertaken within the 2007/8 financial year. RECOMMENDATIONS 1. The Working Group is asked to comment on the proposal of developing a North Pennines Round regional walking route in the AONB. 2. The Group is asked to comment on the potential of developing such a route on the tourism offer of the North Pennines. 3. Advice is ought from the Group on how the AONB Partnership could go about constructing a business case/economic feasibility investigation for such a project. 8

Item 10: Author: Review of 2006 Discovery Guide and update on progress towards production of next year s guide Shane Harris (Sustainable Tourism & Communications Officer) Lead organisations: North Pennines AONB Partnership Staff Unit with support from the industry and partners Issue: To feedback comments received on the 2006 guide and to update the group on progress made towards the 2007 edition. Resources: 15,000 Summary: Feedback on the 2006 guide has been very positive both from the industry and visitors. This paper outlines the feedback and briefly updates the group on action being taken to update the guide for 2007. 1. Background 1.1 The Discovery Guide is the only visitor publication that focuses on the whole of the North Pennines AONB. As such it is proving to be an invaluable promotional and information tool. 1.2 The 2007 North Pennines Discovery Guide will be the fifth annual visitor guide produced by the AONB Partnership. 1.3 The publication is intended to act as both an attractor to the area and as a use source of information post-arrival a mini-guide. 1.4 The guide was completely re-written and re-worked for the 2006 edition. 1.5 It concentrates on the special qualities of the North Pennines and seeks to package and present the life and landscapes of the area in an accessible and user-friendly format. Particular attention is given to (in no particular order): walking, cycling, horse riding, fishing, lead mining heritage, open access, accessible sites, farmers markets, geotourism, Teesdale Time Trail, Northern Rocks, Roof of England Walks & other walking festivals in the area, local foods, wildlife watching, special birds, plants and habitats, and the Wake up to Wildlife initiative. 1.6 The 2007 guide will draw heavily on the format and re-written copy of the 2006 guide. Images will be refreshed and the text will be updated. 2. Evaluation of the 2006 Discovery Guide 2.1 The 2006 guide included a free prize draw. People entering the draw were asked to fill in a questionnaire. An analysis of responses (75) yields the following information on Discovery Guide 9

Where did they get the guide from? 32% - TIC 27% - Mailing List 21% - via Internet 12% - Advert 8% - Other (press, exhibition, phoned AONB Partnership). What did they use the guide for? 31% - Planning days out whilst on holiday in the North Pennines 30% - Planning day trips to the North Pennines 19% - To find accommodation for a short break (1-3 days) 15% - To find accommodation for a longer holiday (4+ days) 5% - For reference only. How useful were the different sections of the guide? General information on the AONB/Geopark: 56% Very Useful; 32% Useful Information on nature-based activities: 65% Very Useful; 25% Useful Outdoor Recreation: 50% Very Useful; 39% Useful Events and Activities: 49% Very Useful; 34% Useful Farmers Markets and Local Produce: 30% Very Useful; 31% Useful; 32% Quite Useful Geographical Area Information: 53% Very Useful; 33% Useful Accommodation Directory: 43% Very Useful; 38% Useful What activities do they enjoy on holiday? Wildlife Watching 86% Eating out 71% Touring by car 68% Walks between 3 and 6 miles 67% Walks less than 3 miles 53% Shopping 53% Walks over 6 miles 33% Cycling 17% VFR 13% Backing 11% Other 11% (youth hostelling, visiting historical sites, attending events/geological/botanical excursions, horse riding, visiting villages and towns. Age categories 25-34: 8% 35-44: 19% 45-54: 25% 55-64: 29% 65+: 17% 2.2 Evaluation forms were also sent out to businesses listed in the 2006 guide in August 18% responded. When asked to rate the 2006 guide: 35% said Excellent; 50% Very Good; 12% Good; 3% OK. 10

When asked to rate the importance of producing one visitor guide covering the whole of the North Pennines 68% said it was Very Important (24% Important and 9% Quite Important, no one said it was Not Important ) Businesses liked: High quality photographs; Paper quality; Clear layout and design; Wealth of practical information; Area maps and Don t Miss sections; Simple and clear accommodation guide; Depth of information; Information on how to find out more. Businesses disliked: 81% of respondents either left this question blank or specifically stated that there wasn t anything that they disliked (33%); Front/back covers too cluttered; Some felt that the pages were too wordy; One person felt that the guide was too big and that text size was too small. 3. Looking Ahead to 2007 3.1 The process of gathering information to update the 2007 guide is well advanced. 3.2 The 2007 North Pennines Visitor Guide is expected to be delivered by the first week in January 2007. 4. Looking Further Ahead 4.1 Due to the cross-boundary (district, county and region) nature of the North Pennines AONB/Geopark it is anticipated that there will be a continuing need to produce a North Pennines Visitor and/or Mini-Guide. 4.2 As Northumberland Tourism and the County Durham Tourism Partnership (the ATPs) establish themselves the interaction of the North Pennines Visitor Guide with other Visitor and Mini-guides covering the area will become more apparent. 4.3 The rationale behind the Discovery Guide is examined on an annual basis and this will continue to be the case. RECOMMENDATION 1. That the Working Group notes the progress being made towards the production of the 2007 Visitor Guide. 11