Local Economic Development: The English Perspective
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Transcript of Local Economic Development: The English Perspective
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Local Economic Development:
The English PerspectiveJason Freezer, Destinations Manager
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Tourism in England
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What VisitEngland does
• Champion the sector and drive forward the Strategic Framework for Tourism
• Inspire visitors to choose England
• Be the official source of intelligence on tourism and visitor economy in England
• Support local areas grow their economies through tourism
• Be the trusted advisor to Government
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Tourism: One of the “big five”
• 96.4million domestic overnight trips– Average 3 night stay
and spent £168
• Inbound market to UK 29.6 million visits – England’s share is
86% - 25.5million visits (£14.5billion)
• 870 million day visits (£39 billion spend)
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English case studies
• New Forest
• Forest of Bowland
• Hidden Britain
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New Forest
• South Coast of England, encompassing a National Park
• Virgin Holidays Responsible Tourism Destination Winner
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New Forest
• £500m tourism revenue
• 800 FTE locally employed
• Strong local authority leadership
• Collaborative partnership – New Forest Tourism Partnership
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Focus on residents…benefits for visitors
• Living with the Enemy
• Visitor gifting
• New Forest marque
• Travel initiatives– (in 2008 - 7,125 miles saved/ 19.5 tonnes CO2)– Visitor incentives– Integrated bus/train timetables– Cycle hire and New Forest Bus
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Brand New Forest
• Latest programme to illustrate link tourism to widereconomy – tourism is part of daily routine
• Loyalty card– Shop– Enjoy (attractions)– Eat– Exercise– Energy (low carbon initiatives)
• Residents – awareness/ money saving/ community• Visitors – support/ save money/ community• Business - resilience
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Forest of Bowland
• 200 sq. miles of outstanding national beauty in North West England
• Dedicated focus through ST strategy and partnerships
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Sense of Place
• Sense of Place toolkit a key output of the strategy with triple bottom line outcomes
• Economic– Encourage increase length of stay, repeat visits– Use of local food– £10 spent on local food is worth £25 to the local area
• Social– Raising awareness amongst businesses and local people
• Environmental– Promotion of low impact activities (car free, etc.)
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www.hiddenbritainse.org.uk@hiddenbritain
• Community based tourism project for rural tourism in South East England
• Funded through EU money but working to become financial sustainable
• Working to with communities (23) to realise economic regeneration and community development through tourism
• Providing guidance, expertise, support, facilitation
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Botley
Petersfield
Farnham
Hungerford
Edenbridge
Westerham
Dorchester-on-Thames
Wallingford
Cropredy
Wootton Bridge
Brading
PetworthSteyning
HenfieldHassocks
ThameWatlington
Romney MarshHawkhurst
Winchelsea
Chilham
Elham
St.Margaret’s
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Edenbridge & The Eden Valley - Kent
The Need• Local Authority tourism support reduced• Local Economy needed a boost, no cohesion amongst
partners
Assessment and agreement• Understanding of the strong USP of surrounding countryside
and attractions• Project plan = Cohesive and collaborative approach
Outputs• Branding, information provision, Interpretation, promotion
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Key Lessons
• Leadership and consistency
• Tourism shown as benefiting the wider economy
• Balancing all stakeholders needs
• Action not rhetoric
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Barriers and issues
• Measurement– Tourism is not a factory– Economic, Social and Environment impacts– Importance of day visitors
• Interpretation and dissemination
• Tourism careers, especially in rural areas– Perceived value is low
• Limited case studies – predominantly rural