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Encouraging Car Free LeisureHow to influence visitor behaviour
A presentation by Olivia Morris – Policy and Campaigns Officer
October 2005
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Introduction
• Rise in leisure traffic
• Why should we be concerned?
• Visitor Travel Plan research
• Lessons
• Challenges
• Questions
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Facts about the National Trust
• Conservation charity with over 3.3 million members
• 250,000 hectares of countryside
• 600 miles of coastline
• 300 buildings and gardens
• 50 million visits to our coast and countryside properties annually
• 500,000 visits by schoolchildren
• Annual expenditure of £295 million
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Tourism – a major economic sector
• £74 billion
• Employs 2.2 million people
• 8% of working population
• In Cornwall tourism contributes 24% of its GDP – 5 X national average
• Worth up to £100 billion by 2010
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The rise in leisure travel in the UK
Traffic to increase by around 25% on non-urban roads between 2000 and 2010
Congestion to increase by 35% in rural areas 7 out of 10 tourism day trips and 8 out of 10
holiday visits are currently made by car Distance travelled for
day trips in the UK has
increased by a 1/3
since 1985
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Tackling leisure traffic because:
• Undermines the asset base
• Undermines the tourism experience
• Costs of management
• creates opportunities for income generation
• Contributes to rural regeneration
• Leisure travel highly sensitive to motoring costs
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Why is the Trust interested?
• AGM resolution: To reduce the proportion of property visits by
car from 90% to 60% by 2020• Traffic and car parking are major operational
issues eg maintenance of car parking• Implications for business, social and
conservation objectives • Participated in over 28 car free travel
schemes
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HOWEVER
• Trust itself a major traffic generator
• 96% visitors came by car in 2004
• Piecemeal involvement
• No strategy
• Barriers to visitor travel plans e.g. funding, capacity, accessibility
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The aim of the visitor travel research
• Identify the key lessons learnt so far from travel planning
• Begin to develop guidance on visitor travel plans
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Research outputs
• 12 Case studies
• Develop framework for an effective visitor travel plan
• Summarise business case
• Summarise priorities for action
• List recommendations for government support
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Visitor Travel Plan
• Like other travel plans – a site specific package of
measures to make it easier to reach the site by public transport, walking and cycling
• Combines both ‘hard’ measures – new services and site improvements with ‘soft’ measures such as awareness raising and marketing.
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Applying the lessons from successful school and workplace travel plans
• Dedicated staff time and senior support
• Partnership working e.g. with transport operators and local authorities
• Promotion, marketing and awareness raising
• Financial incentives e.g. discounted travel
• Parking restraint e.g. restrictions or charges
BUT THERE ARE DIFFERENCES…
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Special opportunities for visitor travel plans
Promote green travel through the existing marketing strategy
Leisure providers are already in the business of telling people how to get to their sites!
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Special opportunities for visitor travel plans
Offer ‘travel as a treat’
• Fal River Links scheme in Cornwall links boats, buses and attractions (such as Trelissick Garden)
• Breeze up to the Downs – 750 passengers a day
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Special opportunities forvisitor travel plans
Target leisure cyclists and walkers
• Make links with walking networks and National Cycle Network.
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Special opportunities for visitor travel plans
Build on partnership potential
• Leisure sites can offer public transport operators the chance to grow off-peak travel
• Attractions can work together to offer combined days out
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Special opportunities for visitor travel plans
Everyone likes Carrots, Rewards and incentives
• Offer discounts on admission, 2for1 deals - or a free cup of tea!
• Provide safe storage for heavy bags and cycling equipment and cycle parking facilities
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Is there really much potential for change?
aspiring environmentalists
malcontented motorists
complacent car addicts
die-hard drivers
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Challenges ahead
• Improve the infrastructure
• Create viable services
• Growing emphasis on road pricing and smarter choice measures needs better understanding of leisure travel
• Need for stable revenue funding critical
• Wide spread culture change in travel behaviour needed
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Questions for ECCOMM
• Best practice?
• Barriers?
• Solutions?
• Are travel plans needed?
• What enables leisure destinations to develop travel plans for visitors?
• What changes visitor behaviour?