Tourism and the South Downs National Park

Katharine Hale, Sustainable Tourism Officer

The South Downs National Park

Info graphic taken from the Partnership Management Plan published in January 2014.

South Downs National Park - tourism in a nutshell• 2 million people live within 1 hour

• Visitor numbers – 46 million day

visits, 5% staying overnight

• Visitor behaviour – 83% by car,

air quality, congestion, conflicts

with land managers

• Value of visitors – £464.3 million

visitor spending, supports 11,706

jobs

©David Roberts

Visitor/tourism Issues • Conflict with landowners (dogs off leads,

visitors off footpaths)

• Short season

• Only 5% staying inside

• Low visitor spend

• Congestion/pollution at honeypot sites

• Lack of accommodation in certain areas

South Downs National Park Partnership Management Plan (Visitor and Tourism Policies)

Policy 41: Maintain visitor enjoyment and influence visitor behaviour in order to reduce impacts on the special qualities and increase visitor spend in and around the National Park

Policy 42: � Develop a consistent and co-ordinated approach to the promotionand marketing of the South Downs National Park as asustainable visitor destination

Policy 43: � Support the development and maintenance of appropriate recreation and tourism facilities And visitor hubs, in and around the National Park, includinga mix of quality accommodation, which responds to marketdemands and supports a sustainable visitor economy

Policy 44: Encourage and support tourism providers to develop sustainable business practices and increase knowledge about the National Park’s special qualities to provide a distinctive and high-quality visitor experience.

What is SDNPA doing? • Developing a shared identity (brand) & SOPT

•Travel Awareness campaigns

• Working with marketing partners such as Love

Sussex, Visit Chichester, Visit Winchester, Visit

Brighton,

• Training for businesses and transport providers

• Grants for community partnerships and businesses

• South Downs Centre, Midhurst

Discover Another Way…Sustainable travel campaign 2013 – 2015

Raising awareness of SDNP as a place to visit

Influencing visitor behaviour

Switching 370k visits from car to train / bus / walking / cycling

- 2-for-1 discounts at 13 attractions until end April- Print, broadcast and online coverage- 10,000 leaflets distributed in key locations- Engaging Youtube video produced- Extensive social media campaign- Daily radio adverts on Heart FM- New interactive map – www.southdowns.gov.uk/gettingaround

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www.southdowns.gov.uk/sopt

South Downs Sense of

Place Toolkit

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SDNP ‘Shared Identity’

‘develop a shared identity for theNational Park , partners and

stakeholders to use to raise the profile of the area’

SDNP Brief July 2013

Identity is to raise the profile &communicate the distinctivenessof the SDNP NOT accreditation

by the SDNPA

special qualities•diverse, inspirational landscapes & breathtaking views•rich variety of wildlife & habitats•tranquil & unspoilt places•environment shaped by farming & embracing new enterprise•great opportunities for recreational activities & learning experiences•well conserved historical features & rich cultural heritage•distinctive towns, villages & communities with pride in their area

Shared Identity Toolkitvisual language full colour & white outcolour palettetypefaceguidance on photographyexamples of language appliedpartner examples using the languagetone of voicekey messageschecklists for business using the shared identity

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Visitor Leaflets

www.brochureconnect.com/request

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What next? •Shared identity launch and roll out to partners•Launch South Downs Centre •Travel Awareness Campaigns •Food Tourism Development•Local Plan – supported by visitor and tourism topic paper•Walking/Cycling improvements through LSTF•Training Bus drivers

Contact meKatharine Hale katharine.hale@southdowns.gov.uk

0300 303 1053

South Downs National Park Authority, Hatton House, Bepton Road, Midhurst, West Sussex, GU29 9LU

www.southdowns.gov.uk – sign up to our online forum via the website