rural tourism networks: the toolkit empowering the small rural business melanie thompson-glen...
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RURAL TOURISMNETWORKS: THE TOOLKIT
Empowering the small rural business
Melanie Thompson-Glen International Trade Adviser UKTI (North East England)
1. Tourism in NE England
2. The need for Visitor Networks
3. Setting up a Visitor Network
4. Current Situation
6. Case Studies
TOURISM IN NORTH EAST
ENGLAND
Tourism in EnglandTourism in EnglandCentral Government
VisitBritain Regional Development Agencies(Promotion of Britain) (Promotion of regions)
Area Tourism Partnerships (Promotion of sub-regions)
Private associations & Tourism Networks
(Arrangements in Scotland, Wales, and Northern Ireland are slightly different)
Industrialareas
The industrial areas (10%of Region) have a populationof 2,3m
The rural areas (90%)have 200,000
The urban areas obtain
40% of their tourism incomefrom international visitors
The rural areas 10%
Therefore UKTI focuseson rural tourism:hiking, cycling, golf, hunting, gardens, self-drive
TOURISM STATISTICSTOURISM STATISTICS
In 2006 8.6 million overnight tourists visited the region. Tourism contributes £3.4 billion to the regional
economy. 71,000 jobs in the region are tourism related
But....
Tourism is still highly seasonal – 1/3 of visitors between July – September.
In rural areas: Almost 100% of businesses are micro businesses 86% of tourism businesses are linked to agriculture
THE NEED FOR VISITOR
NETWORKS
The ChallengeThe Challenge• Rural tourism businesses felt that the Tourist Board did not promote them and concentrated on the icons in the region
Our iconsOur icons
Newcastle Quayside
Our iconsOur icons
Hadrian’s Wall, the Roman empire’s frontier (World Heritage Site)
Our iconsOur icons
Bamburgh Castle and the east coast
Our iconsOur icons
Alnwick Castle (Harry Potter’s Hogwarts)
Our iconsOur icons
Durham Cathedral (World Heritage Site)
The challenge The challenge
Nearly 100% of providers to the visitor industry are micro-businesses
They are not marketable in their own right
The greengrocer is as important to the visitor experience as a hotel, but doesn’t realise that he is in the visitor industry
There are many potential visitors who are looking for an authentic community experience, but have no means of locating one
The solutionThe solution
Small businesses who are not near the icons, and who feel ignored by the tourism authorities, must stand up and market themselves
Unlike those in cities they have the potential to offer an authentic community experience
Our solution is to facilitate a network of local businesses, creating a marketable mini-destination for the first time
And so in November 2001 the Wild Redesdale Visitor Network was born
SETTING UP A VISITOR NETWORK
Setting up a NetworkSetting up a Network
Key elements for success are:
Small group of committed people
A big idea – must be achievable
Public meeting - to sell the network concept, to share the idea and recruit members
First Network meeting – to vote in committee and decide priorities for the Network
Co-ordinator
Setting up a network (2)Setting up a network (2)All Visitor Networks follow the same basic structure which
has been perfected over the past 7 years.
Set up to be self sustaining within 2 years
Constitution which includes– Name of the network– Aims – Membership– Meetings– Voting– Finance
Have a bank account
Steering GroupMembers represent all the sectors within that areas tourismeg Accommodation, activities, artists, food producers
Setting up a network (3) Setting up a network (3)
Meetings– 4 Public meetings per annum. All members and potential members
to be invited– Steering Group Meetings – as required
Membership Fee
Co-ordinatorThe Co-ordinator’s role is to:• Communication between members – newsletters• Develop members ideas into functional projects• Apply for funding• Take forward the groups marketing plan & projects• Liaise with other networks• Represent ALL members when attending exhibitions, hosting
journalists etc
Benefits of NetworkingBenefits of Networking
Synergies of working together – all costs are shared, all effort is shared, gains of other businesses experience and skills
Development of a micro destination brand Raise awareness of what is on offer in area both to
tourism businesses and tourists
Encourage use of local produce
Joint marketing strategy for destination
marketing materials developed
Destination Website
Benefits (2)Benefits (2)
Pooling of resources
Eligibility for grants
Mutual Support
Group training and best practice sharing
Linking with other networks in the region
Increased Profits
Provides visibility & communication channel to tourism
authorities
Op Pad 2004Op Pad 2004
DifficultiesDifficulties
Finding the right leader
Finding at least 6 committed people with vision
Identifying the Big Idea
Overcoming tribalism
Maintaining internal communication
Retaining members’ loyalty
Funding
Above all, the need for a Co-ordinator after the first year
The birth of our networksThe birth of our networks
Wild Redesdale started with 32 businesses and now has 81 (including the Catholic church)
Since then 17 more visitor networks have been created, of which four have died
They died because of too much public sector involvement, or through absence of leadership
In the next two years about 10 more will be created
CURRENT SITUATION
Belford
Corbridge
Dunstanburgh Golf Network
GreenheadBrampton(Cumbria)
Jedburgh(Scotland)
Chollerford
Eyemouth Harbour (Scotland)
Amble Marina
North Shields Marina
Hartlepool Marina
Sail EastCoast UK
Teesdale
Weardale
W Redesdale
Current NetworksCurrent Networks
Allendale
Communities
Activities
Sector Networks
Cycling Activities
Current situationCurrent situation
Currently 14 active networks
Two specific activity - Links golf and Sailing
Two Regional Sector Networks – Cycling and Outdoor activities
The Sector Networks have an additional responsibility to lobby the regional development agency and Area Tourism Partnerships on behalf of their members
CASE STUDIES
WILD REDESDALE
Wild RedesdaleWild Redesdale
Wild RedesdaleWild Redesdale
Redesdale is the area at the very North of the region, bordering with Scotland. The area is very rural, with both National Park and Army training areas within the boundaries of the network.
Launched November 2001
Initially had 32 members, now has 81
Members include:– hotels
Otterburn Tower Otterburn Tower
Wild RedesdaleWild Redesdale
Launched November 2001
Initially had 32 members, now has 81
Members include:– Hotels– B&B– Campsites– Farmers– Activities– Food producers– Artists– Crafts – Visitor Attractions
Wild RedesdaleWild Redesdale
Wild RedesdaleWild Redesdale
Marketing Materials & Activities
Destination Brochure– Translated into Dutch & German
Wild RedesdaleWild RedesdaleExamples of Marketing Materials & Activities
Destination Brochure Translated into Dutch & German
Cultural Heritage trail leaflet
Walking trails – circular from villages
Food Festival
BBC Radio 4 programme about the network
Website for the area – www.wildredesdale.co.uk
Wild RedesdaleWild Redesdale
Wild RedesdaleWild RedesdaleExamples of Marketing Materials & Activities
Attending exhibitions in the UK and overseas– Op Pad in the Netherlands– The Outdoor Show – UK– Danish Golf Fairs
Best Practice visits– Ireland Hotels visit 2004– Op Pad/Netherlands
Hosting tour operators and journalists
Free Map
ResultsResults
Increased business for all members
Increased business referral between members
Five new businesses launched
Upskilling of all members/Training
Less seasonality
Increase in full time jobs
Training for young people in the community
Treasurer now director of Area Tourism Partnership
SAIL EAST COAST UK
Sail East Coast UKSail East Coast UK
Four Marinas situated along the East coast, 1 in Scotland
Sail East Coast Network running since 2002
Strong Competition for domestic berthing Co-operation for international marketing
– International marketing plan for Holland and Norway– Website www.saileastcoastuk.co.uk– Attending the UK and Dutch boat shows to promote– Bookmark – included in Dutch Pilot of NE coast– Leaflet– Targeted mailings and promotional visits to yacht clubs– Targeted advertising and editorial in yachting magazines– Joint yacht race with Norwegian yacht club in Egersund– Hosting yachting journalists – Retained marketing consultant in Netherlands for the next 3 years
to promote SECUK
Amble MarinaAmble Marina
ResultsResults
Increased co-operation on domestic business
Increase in international boats to each marina – Amble
82 international yachts this season
Most international yachts now visit all 4 marinas
Increased length of stay
Yacht race between NE England and Norway annually
Yachts from Denmark in 2007
The Network is now running without a co-ordinator and
has a Dutch yachting journalist retained until 2010
SECUK WebsiteSECUK Website
Bamburgh CastleBamburgh Castle
THE PUBLICATION
The PublicationThe Publication
All this was published in a booklet and launched in 2006
It is called “Setting Up A Rural Visitor Network”
It has been translated into Polish and Hungarian
