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samuel-thornton
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Why Tourism?
• Farm diversification• Adding vitality to rural communities• Range of jobs• Consumer interest in the countryside• The “Staycation” effect
What is Rural Tourism?Holidaymakers
Day VisitorsBusiness Visitors
AccommodationVisiting Attractions
Traditional Pursuits
New Uses
Walking, Cycling, Horse Riding,
Shooting, Fishing, County Shows
Hotels, B+B’s, Self-Catering, Camping,
Caravans
Museums, Farm Attractions,
Houses, Gardens
Glamping, Go Ape Festivals, Zorbing,
Weddings, Mountain Biking
Hampshire as a Destination•Test Valley
•New Forest
•Winchester and Central Hampshire
•East Hampshire and the South Downs
•North Hampshire
•The Solent
Hampshire Tourism Volume and Value
• 4.3 million overnight trips• 3.7 m domestic visitors– 0.5 m overseas visitors
• 37 million day visits• 60,000 jobs (c.9% of employment in County)• £2.4 billion spend– £1.6 billion day visitors– £800 million staying visitors
Consumer Trends
Staying at home
The real thing
Experiences not places
Learning and leisure
The value of downtime
Quality facilities and
service
The connected
society
Areas of Opportunity
• Camping – rough and fancy• Touring Caravans• Festivals• Accommodation along long distance footpaths
and cycle routes – baggage transfer• Equestrian B+B• Local Produce – “Catch it, Cook it, Eat it”• Mountain Boarding• Farm/Landscape/Wildlife Walks