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 [email protected]
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