Building the English National Park Experience Collection

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BUILDING THE ENGLISH NATIONAL PARK EXPERIENCE COLLECTION National Experience Development Framework Contents Introduction The Brand, The Inspirers, Welcoming International Visitors The Icons to England’s National Parks 4 The English National Park Prologue 5 Experience Collection Brand 28 Translating the Brand into National Park Experiences: Vision, Ambition, Criteria The Inspirers 30 The National Experience The English National Park Development Framework 8 Experience Collection: The Icons 34 UK National Parks 9 The English National Park Experience Collection: Quintessential Experiences, The Vision 10 Trailblazer Experiences, Our Ambition 11 Developing the English The Collection National Park Experiences 12 The English National The benefits of the Park Experiences 42 English National Park The Quintessential Experience Collection 14 National Park Experiences 43 The National Park The Trailblazer National Experience Criteria 16 Park Experiences 47 Experience Development The English National Park and tourism businesses 22 Experience Collection 48 Creating National Park Summary Of The English Experiences for the National Park Experience International Market 23 Collection 58 The English National German Visitors – what Distribution of National Park we know about them 24 Experiences by activity type 60 Park Experience Collection Australian Visitors – Driving the English The Experience what we know about them 25 National Park Experience Development Frameworks Collection forward 61 were developed by TellTale in early 2018. telling the

Contact Discover England’s National Parks story of our at: experiencecollection@ nationalparks.gov.uk landscapes Cover image, Dartmoor National Park © Ian Woolcock/Adobe and their This page, the Broads National Park © BNPA people National Experience Development Framework 3 Prologue by Jane James, Emeritus Professor of Tourism, Flinders University, Australia

Peak District National Park © Jon Clark / Flickr Travel has always started with nostalgia and links to their own family inspiration, often with visitors seeking history – their own ‘Englishness’ – an experience that they have read where possible. about, or been told about from Welcoming International German visitors to England are the friends, relatives or colleagues. third most important source market The ‘I want what they’re having – Visitors to England’s and second for visitor spending. They only better!’ aspiration. rate Britain highly for contemporary National Parks The English National Park Experience culture, vibrant cities, built and cultural Collection offers the most outstanding heritage and sports, but less so for by Sarah Fowler, Chief Executive, Peak District visitor experiences in England’s most scenic natural beauty and welcome. National Park Authority and lead National Park outstanding landscapes, where the They enjoy visiting famous buildings Officer for Sustainable Tourism connection between the people and monuments, castles, parks and and communities of today are a gardens and they would expect a trip National Parks in England the people who look after remember that while continuation of an integrated history of to Britain to be ‘educational’. Very few are major contributors them. Currently, over 90% National Parks elsewhere the people, their culture and traditions German visitors consider Britain is the to the tourism economy, of visitors to our National are often gated nature in these places, where the landscape ‘best place' for ‘food and drink’. attracting more than Parks are domestic and reserves, our National is as diverse as the history that has The singular advantage of the ENP 94 million visitors this programme will be Parks are living, working been played out upon it. That very Experience Collection is that it delivers each year and currently instrumental in promoting cultural landscapes. Our combination is what makes these the very best of the best of these accounting for more the Parks to new audiences distinctive stories and National Park places so very special, aspirational expectations for both the than £4 billion of visitor and growing global history, and the warm and the experiences to be had truly Australian and German markets, whilst spending in the Parks and support for the care and local welcome from our authentic, engaging and better! adding unique insights into the culture, surrounding areas. National enjoyment of these iconic, communities creates a Australian visitors to England are the heritage, the landscape – and Parks account for almost quintessentially English compelling unique selling ‘experience seekers’ looking to learn even, on occasion, the food – turning a quarter of spending on landscapes. All of which will point that will help us to about the local culture and place and the expected into the unexpected rural tourism. benefit our domestic visitors stand out. to have a very English experience. with rural stories, local characters and rural economy. The Discover England’s This guidance document Australians are savvy travellers; they and specific histories and activities National Parks programme While our National Parks sets out a framework for stay longer and travel more around that illustrate the diversity and gives us an exciting represent England’s finest positioning The English Britain than the global average. quintessential Englishness of these opportunity to showcase landscapes, landscape National Park Experience Cultural attractions and VFR (Visiting National Parks. They deliver exactly the English National Parks’ alone is not enough Collection within the Friends and Relatives) are the two on that ‘I want what they’re having – special qualities to a broader to ‘stand out’ on the international marketplace main reasons they visit Britain and as only better, far better!’ aspiration, and international market as a international stage where as experiences available for a result they are very social visitors, prompt others to say ‘Oh, to be family – telling the story we compete against true consumers and the travel interested in exploring history and in England …’. of our landscapes and wildernesses. We must trade to book. historic sites, wanting opportunities for

4 The English National Park Experience Collection National Experience Development Framework 5 Introducing the English National Park Experience Collection: VISION, AMBITION, CRITERIA

Lake District National Park © Andrew Locking / LDNPA 6 The English National Park Experience Collection National Experience Development Framework 7 The National Experience UK National Development Framework parks

The National Experience Development Framework provides the national overview and rationale for the experiences that will comprise the English National Park Experience Collection. Cairngorms

Loch Lomond & The Trossachs

It sets out the background • ‘The Inspirers’ – key experience to the nine individual elements; used to develop and Northumberland National Park Experience hone the outline National Park Development Frameworks Experiences that were produced in • iconic features of England’s parallel and develops National Parks that and have the Lake District the national perspective, North York Moors potential to generate international that unites the individual recognition Yorkshire Dales National Parks. • Quintessential and Trailblazer This National Experience Experiences for each National Park Development Peak District Framework includes: • the National Park Experiences that comprise The English National • criteria for National Park Snowdonia Park Experience Collection Experiences – essential Broads characteristics that will • implications and recommendations for the next stages of the run through all stages of Pembrokeshire Coast Brecon experience development experience development process Beacons • international visitors to South England’s National Parks Exmoor Downs – a consideration of the motivations and needs of New Forest international visitors to Dartmoor England’s National Parks

Bold denotes National Park offering The English National Park Experience Collection

8 The English National Park Experience Collection National Experience Development Framework 9 The English National Park Our ambition Experience Collection: THE VISION

The English National Park Experience Collection offers the We will create … most outstanding visitor experiences in our most outstanding More than landscapes. It will make our National Parks stand out for 40 ... England as an international tourism destination. outstanding visitor experiences in England’s that engage people with National Parks … our finest and most It harnesses our diverse The English National Park loved landscapes … and quintessentially English Experience Collection will deliver: National Parks to create • exceptional visitor experiences in a compelling proposition nine National Parks, the nation’s are consumer that will be marketed to the most iconic landscapes focused ... travel trade. • some of England’s best, and most unique and The Collection has been English, rural holiday experiences authentic … designed to attract overseas consumers, • place-specific experiences that are especially from Australia ‘better here than anywhere else’ and offer the best, and Germany. It builds • existing experiences with most diverse and on the international ‘value-added’ elements to quintessentially English … … natural and recognition of National attract the target consumer Parks and differentiates cultural holiday English National Parks as • bookable products with a single experiences. extensive, ‘lived in’ cultural point of contact for travellers landscapes that therefore and travel planners offer rich and varied holiday experiences. THESE EXPERIENCES WILL BE THE HEART OF THE ENGLISH NATIONAL PARK EXPERIENCE COLLECTION.

10 The English National Park Experience Collection National Experience Development Framework 11 Yorkshire Dales National Park © Paul Harris / YDNPA

Developing the English National Park Experiences

The workshops to identify the icons of each The National Park The individual National • iconic features of the National Park and a set of Experiences and the Park Experience The National Park National Park that National Park Experiences emerging brand frameworks Experiences have been will be used to attract that would align with the identified by National Park All the Experiences in the The outputs of each international attention English National Parks staff and stakeholders as Collection must embody workshop were used to • the Quintessential the experiences that best Collection brand and the brand values. The create a draft Experience Experiences that showcase each National showcase that National Park. Experience development Development Framework best showcase the Park and will appeal to process was tightly linked to that outlined five National distinctive qualities In the workshops, the the target visitors from the brand development from Park Experiences for that of the National Parks National Park Experiences Australia and Germany. the outset. The workshops’ National Park. The workshop were considered from two content and materials were participants commented • the Trailblazer A participative discussion perspectives; the quality of heavily informed by the on and amended the draft Experiences that will workshop was held the experience based on a emerging brand values and before the final document be the first experiences with National Park staff, set of essential experiential underpinning research. was created. to be marketed DMOs and other key elements ‘The Inspirers’ In turn, our work informed • five National Park tourism stakeholders in (see pages 30 to 33) and The individual National Park the brand. Experiences that build each National Park. The the pragmatic and practical Frameworks will inform the on the icons and other workshops drew on local aspects of preparing the This means that the detailed planning of the opportunities in the knowledge and expertise experiences for market. National Park Experiences National Park Experiences are deeply rooted in the by local providers. Each National Park brand values and promise Framework identifies: that have been tested on the ground with National Park staff and stakeholders.

12 The English National Park Experience Collection National Experience Development Framework 13 THE BENEFITS OF THE ENGLISH NATIONAL PARK EXPERIENCE COLLECTION

The English National Park Experience Collection will benefit the National Parks, English tourism, local businesses and the travel trade.

The National Parks English tourism The travel trade The Collection will inspire The Collection will create a The Collection will greater national and compelling offer to attract help travel operators international support for new inbound visitors to identify and book unique, the protection of our most regional England. authentic and meaningful special landscapes. experiences for their It will position the National customers. The National Park Parks as a focal point Experiences will engage for exploring England’s The National Park visitors in the unique stories countryside and join Experiences will be and special qualities of the together tourism products seamlessly organised, National Parks. They will across a wide geographical of high quality and easily support the development area. This will generate bookable. They will be of higher value products economic benefits across flexible, so they can and new overseas markets most regions beyond the be tailored to different which will increase the boundaries of our National interests and passions. value of tourism. Local Parks (for example, in Travel operators will be businesses will receive neighbouring towns and able to trust the brand and training and support so cities) and draw attention to know that their customers that they can make the England’s countryside as a will experiences enjoyable most of the opportunity of whole. The visitor economy and memorable holidays in hosting overseas visitors. is also one of the UK’s England’s National Parks. This, in turn, will support largest export industries, the economy, communities this work helps to spread and vitality of the English those benefits more evenly National Parks. across England.

Yorkshire Dales National Park 14 The English National Park Experience Collection © Paul Harris / YDNPA National Experience Development Framework 15 THE NATIONAL PARK National Park Experience EXPERIENCE CRITERIA Criterion 1

The National Park Criteria for the The Criteria define that Experience Criteria are an English National Park based on the research National Park Experience is active, into the preferences, Experiences immersive, participative and attitudes and motivations can only happen in one of All National Park of incoming visitors England’s National Parks. Experiences must … to England, especially It is based in the National Germans and Australians, … be motivators for Park, delivered by local and lessons from the target international people who know the Park comparable initiatives consumer segments well and sheds light on around the world. … incorporate and build both the character of that National Park and England’s These criteria will run on the best known and National Parks in general. through all aspects most iconic aspects of the of the National Park National Parks Experiences and form ... be deeply rooted in the distinguishable the landscape, character National Park Experiences must characteristics of The and spirit of place of the be motivators for the target English National Park National Parks Experience Collection. international consumer segments … be extra-ordinary, allowing the visitor to The National Park Experiences in immerse themselves in the the Collection must be consumer- ordinary, everyday life of focused and specifically designed rural England to attract visitors from two target … be full of character markets, Australia and Germany. The and help visitors connect motivations, attractors and barriers with the people who have to visits for these two groups have lived worked and played been researched and the insights in these landscapes for used extensively in identifying the millennia five experiences for each National Park (see pages 23 to 25).

North York Moors National Park 16 The English National Park Experience Collection © Russell Burton / NYMNPA National Experience Development Framework 17 NationalBuilding Park The Experience English National National Park Experience Park Experience Collection CriterionNational Park Experience Criteria 2 Criterion 3 National Park Experiences must be National Park Experiences must incorporate extra-ordinary, allowing the visitor and build on the best known and most iconic to immerse themselves in the ordinary, aspects of the National Parks. everyday life of rural England. National Park Experiences must ... be extra-ordinary, allowing the visitor to immerse themselves in the ordinary, everyday life of rural England.

The Experiences will be This is about giving people extra-ordinary because a privileged, insider view they will give visitors extra of modern life in England’s contact and insight with National Parks. ordinary life in the National The Experiences will be Parks. The research shows open and hospitable, inviting that this is particularly visitors to join with local important for international people in pubs and local visitors. Experiences will events, festivals, shows, fairs The National Park Experiences will therefore showcase the and other events that makeLake District National Park harness the National Parks’ best working lives of people © Steph Fulke / LDNPA the communities of National known and most distinctive features who live in the Park, Parks vibrant, interesting to enable England’s National Parks to in both traditional and and unique. stand out in the international markets. contemporary occupations. The Experiences will be Experiences will therefore The Experiences will be The research stresses that this is extra-ordinary because showcase the working lives open and hospitable, vital as overseas visitors typically they will give visitors of people who live in the inviting visitors to join have a hazy or non-existent image extra contact and insight Park, in both traditional and with local people in pubs, of rural England. The icons will help with ordinary life in the contemporary occupations. festivals, shows, fairs and persuade overseas visitors to travel National Parks. The This is about giving people other events that make the beyond London (at present 84% of research shows that this a privileged, insider view communities of National international visitors to England stay in is particularly important of modern life in England’s Parks vibrant, interesting the capital). for international visitors. National Parks. and unique. Lake District National Park 18 The English National Park Experience Collection Peak District NP © Peter Phillipson / TellTale © Andrew Locking / LDNPA National Experience Development Framework 19 National Park Experience National Park Experience Criterion Criterion 5 National Park Experiences must National Park Experiences must be full of be deeply rooted in the landscape, character and help visitors connect with character and spirit of place of the generations of people who have lived, the National Park. worked and played in these landscapes.

The National Park These experiences must be Experiences will be about about first-hand experience meeting people of the and participation, not simply National Parks and hearing being given information their stories. They will about historic sites. They will include stories from the be opportunities to explore The National Park Experiences will past as much as the present, the past by experiencing be place-based and specific to the offering our overseas how and where people live. National Parks they are in. They will visitors an insight into the Hearing tales from history capitalise on local distinctiveness and long heritage embedded in told by people for whom will not be a generic expression of the National Parks. the legacy of the past is a rural Englishness. vital part of the present will Spirit of place is ‘the unique, reveal the time depth of distinctive and cherished aspects of these landscapes. a place. It is as much in the invisible weave of culture (stories, art, memories, beliefs, histories etc.) as it is in the tangible physical aspects of a place (monuments, rivers, woods, architectural style, pathways, views and so on) or its interpersonal aspects (the presence of family, friends and kindred spirits)’ (ICOMOS). The Experiences will reflect this three-strand approach, to include experiences that reflect the cultural landscape, the tangible heritage and the interpersonal landscape.

Dartmoor National Park South Downs National Park 20 The English National Park Experience Collection © Helen Hotson / Adobe © Mischa Haller / SDNPA National Experience Development Framework 21 Experience Development Creating National Park and tourism businesses Experiences for the International Market NOTE: For more detailed For today’s visitors, This can only be achieved The primary target markets for The English information and guidance experiences need to through having a great for local tourism be at the heart of any commodity, in this case National Park Experience Collection. ‘Outdoor businesses see ‘The tourism proposition. This National Park landscapes Enthusiasts’ and ‘Mature Experience seekers’ English National Park means taking the goods and their iconic features Experience Collection: and services that have (see pages 34-39), from Germany and Australia. A guide to developing traditionally been part of the combined with exceptional memorable and authentic tourism industry up a level. products and service. tourism experiences’. These are visitor segments which The ‘English National Park Experience are highly motivated to visit rural Collection: Becoming travel trade England and have the necessary ready’ gives more detail into these propensity to travel beyond London. segments, their interests, activities Sparkling and preferences and advice on how South to tailor experiences for them. Downs: How to move from Characteristics of the target segments a tourism product to a Outdoor Enthusiasts Mature Experience seekers memorable experience Profile 35-55 years 50-65 years Families/Empty nesters Empty nesters/(semi) retired ABC1 Key Markets Germany, France, Spain Australia, Germany, France, Spain Defining Active, nature lovers, cycling, curious, Young at heart, new found freedom, keen attitudes & off-the-beaten-track to learn, see new places traits Key interests Walking, hiking, cycling, time close to Healthy & active, time outdoors, walking, nature hiking, engaging with nature Travel Beyond ‘sunshine’ countries, activity Active, cultured holidays with plenty preferences driven, value scenery, a sense of discovery of sightseeing Holiday activities Enjoying natural landscapes, getting close Time outdoors – walking, learning about to nature, learning about culture/heritage/ local heritage & culture, trying a new food, seeing the sights, meeting people activity, learning a new skill, sampling local food Accommodation Not mainstream hotel chains Accommodation with character preferences Independent hotels, B&B, camping Quirky, close to nature From ‘The English National Park Experience Collection: Becoming travel trade ready’

22 The English National Park Experience Collection National Experience Development Framework 23 German Visitors - what Australian Visitors - what we know about them we know about them Germans are frequent global travellers Australians travel more widely and spend more time and for whom holidays are an important part more money in the UK than most overseas visitors. They of their lifestyle. love authenticity and exploring ‘off the beaten track’.

Why German visitors are important National Park Experiences for Why Australian visitors National Park Experiences for In 2016, Germany ranked globally in German visitors are important Australian visitors third place for international tourism • Visiting famous or iconic places, Australians spend more nights in the • Australians are strongly motivated expenditure (following Chinese and castles, historic houses or UK than most inbound visitors and by the attraction of rural and US travellers). Germans were also the monuments are the most popular travel around more to destinations coastal areas. activities for Germans. (both within the UK and in European) third most important inbound source • Most Australian visitors will in one trip. Because of their longer market for the UK by volume and • Germans rate Britain highly for built go on a countryside walk; they trips, they spend more money than second for spend. heritage, contemporary culture, want to get off the beaten track most when they are here. In 2016 Importantly for English National Parks sport, museums and music. and explore villages by rural areas Australian visitors were ranked they are more likely to travel outside for themselves. • German visitors are more likely fourth for the UK by spend. London than most visitors to the UK. than most overseas visitors to • Australians are likely to visit It is estimated that 185,000 It is estimated that 278,000 Germans visit rural or coastal areas. Many museums, galleries and built Australians visited a National Park visited a National Park (8%) as part German visitors like walking in the heritage sites. (19%) as part of their visit to the UK of their visit to the UK in 20161. countryside or by the coast. in 20162. • They like to include a visit to a pub • Germans are attracted to local food and are attracted to food and drink and drink specialities. experiences. • Germans want to learn more about • Australians value authenticity the destination. and sincerity. • Green destinations and experiential • Ancestry links attract Australians tourism are increasingly popular to many English urban and rural with Germans. locations.

From ‘The English National Park Experience Collection: Becoming travel trade ready’’ From ‘The English National Park Experience Collection: Becoming travel trade ready’ 1Source: https://www.visitbritain.org/activities-undertaken-britain 2Source: https://www.visitbritain.org/activities-undertaken-britain

24 The English National Park Experience Collection National Experience Development Framework 25 Foundations of the English National Park Experience Collection: THE BRAND, THE INSPIRERS, THE ICONS

Peak District National Park © Peter Phillipson / TellTale 26 The English National Park Experience Collection National Experience Development Framework 27 The English National Park Experience Collection Brand

The English National Park Experience Collection brand encapsulates why the Collection is special, what it offers, and how it feels. It defines the essential character of the overall Collection by a simple, clear proposition and communicates it through a strong visual and verbal identity.

The brand is summarised The brand offer immersive doing, not The brand characteristics in a short proposition, a The brand promises that just visiting, leaving The brand defines the clear offer and a set of the Collection will offer: our audiences feeling character of the Collection brand characteristics. refreshed, inspired, alive as: extraordinary, alive, • an easy way to outdoors, quintessentially The brand proposition experience the best of • world class standards, English, characterful, The short version of the England’s extraordinary with authenticity and accessible and connected brand proposition is for outdoors; its living character to history. audiences to ‘experience landscapes, history • a compliment to the cities England’s extraordinary and rural life and big sights The characteristics apply outdoors’, to get right to equally to the individual • accessible, do-able, These brand the heart of England, to the experiences within the characterful, memorable characteristics reflect unique living landscapes Collection. They are the experiences, rooted in and are reflected in the and timeless rural life Inspirers (see pages 30 to the landscape, character National Park Experience that can only be felt in our 33), the parameters used and spirit of place of the Criteria (pages 16-21) National Parks. to develop and define the National Parks that underpinned the National Park Experiences. • a deeper connection identification of the to a quintessential National Park Experiences rural England through in the Collection.

28 The English National Park Experience Collection National Experience Development Framework 29 Feel it/Live it Come to life in the Translating the Brand into National National Parks Park Experiences: The Inspirers National Parks ALIVE are full of life Living Landscapes All the National Park Experiences must deliver on and make concrete the promise of The English National This Inspirer requires the They involve having lively Park Experience Collection brand. The brand insights must National Park Experiences conversations, joining in, inform and inspire the detailed design and development of to be active, not passive. ‘having a go’, rolling your sleeves up and getting each National Park Experience. your hands dirty. They are not about standing around listening or reading. The experience The Inspirers are: development process ALIVE therefore identified six key brand elements that must Quintessentially be present in the National English Park Experiences. These are Outdoors ‘The Inspirers’. Characterful Rural landscapes, The Inspirers were used in Steeped in culture the workshops to shape Accessible villages, pubs and heritage the outline concepts of the connected to History National Park Experiences. They should be used in the next stages to ensure that Quintessentially the diverse Experiences across the National Parks Open, English conform to an essential Independent, character and tone and so diverse create a coherent Collection. people Open, diverse individual, gutsy landscapes

This Inspirer can be It embodies eccentricity hard for the English to and independence, long recognise, but overseas traditions, diversity and visitors relish it. openness.

30 The English National Park Experience Collection National Experience Development Framework 31 Local people, Human connections Landscape Contrast to local stories and relationships the city Outdoors Characterful Warmth Refreshment, Romantic Quirky, and welcome revival, relaxation inspiration eccentric Sense of humour

This Inspirer highlights The experiences must This Inspirer means that The experiences should be that the National Park include meaningful contact the bulk of all National landscape-scale and take Experiences are real with local people who can Park Experiences should people on a journey through people, their stories and give special insights in to take place outside, in the the National Park, not their lives. the National Parks, past landscape. based at a single location. and present.

Continuity and Discovering people Easy adventure Access and history time depth from the past of NPs Accessible connected ‘Off the Magnet for outdoor to History Lived-in beaten track’ recreation Traditions and history Open to explore customs Ancestry

This inspirer focuses on It celebrates England’s This Inspirer means the They will focus on heritage, the pragmatic aspects National Parks as a national National Park Experiences i.e. what the history means of the visit and the resource for outdoor will respect and reference to people today and how it importance of National recreation. the past as a core part of is reflected in modern life, Park Experiences being in the cultural landscapes. rather than on the factual places that are easy to find details of history. and easy to get to.

32 The English National Park Experience Collection National Experience Development Framework 33 Broads National Park icons THE ENGLISH NATIONAL PARK Water – miles of open Experience COLLECTION: THE ICONS water, rivers and wetlands Boats – historic wherries, pleasure cruisers, yachts The icons will highlight the unique qualities of each and electric craft Wildlife – rare species in National Park, emphasising the scale and depth of varied wetland habitats the experiences on offer. This is vital for attracting and nature reserves the interest of overseas visitors (see pages 23-25). Landscape created by people – historic peat digging and managed water levels Some National Parks have In some National Parks, books iconic features that are already and films create an iconic claim internationally recognised, to fame, for example the Conan such as Seven Sisters in the Doyle connection in Dartmoor South Downs, and Hadrian’s or Harry Potter in the North © Tom Mackie Wall in Northumberland. York Moors. Others contain UNESCO World Not all the icons would Heritage Sites including: be instantly recognised The Lake District (the whole internationally at present, Dartmoor National cultural landscape has recently but the Collection will build been designated), Derwent Park icons recognition for them. Mills in the Peak District and Hadrian’s Wall. Sherlock Holmes and the Hound of the Baskervilles – the landscape and legends of Dartmoor as the inspiration of Sir Arthur Conan Doyle’s great work Tors – iconic rock formations and stunning views Dartmoor ponies – free- living, part of Dartmoor for 4,000 years Archaeology – 5,000 years of human history, layered in the landscape

34 The English National Park Experience Collection Lake District NP © Thomas Beecham © Adobe National Experience Development Framework 35 Exmoor National Northumberland Park icons National Park icons

The Exmoor Pony – a valuable, rare Hadrian’s Wall – the World and ancient native breed, living on the Heritage Site, Vindolanda wild moorlands of Exmoor and Houseteads Red deer – England’s largest free- ‘Frontier Country’ Border Ridge living herd of red deer, the UK’s largest – Reiver heritage of conflict, the wild native land animal border ridge between England and Scotland, castles and bastles Wild, dramatic coastline – the highest and most remote coast in England The Cheviots and hillforts – with spectacular rock formations, high excellently preserved Bronze cliffs and hidden coves and Iron Age hillforts in a remote, wild landscape The Romantic Poets’ Inspiration – the landscape that inspired the Romantic Poets, home of the Lyrical Ballads and Lorna Doone

Lake District North York Moors National Park icons National Park icons

Exceptional, world famous, spectacular North Yorkshire Moors Railway – landscape – full of superlatives, home to a heritage railway with steam and England’s highest mountain, longest lake, diesel engines, featured in the Harry deepest valley and most famous views Potter films Birthplace of modern attitudes to English Captain Cook – one of the world’s countryside – the conservation movement, iconic explorers, born, raised the Romantic/Picturesque movement and and started work in the North the Arts and Crafts movement owe much York Moors to the people who loved the Lake District Great Abbeys – Rievaulx Abbey, William Wordsworth – Rydal, Byland Abbey and the numerous Grasmere and Loughrigg Terrace, moorland crosses daffodils at Ullswater Big, wide, open landscape – A worked landscape, shaped by people – stunning 360-degree views of farming and industrial heritage shaping dales, forest, moors and coast the landscape

36 The English National Park Experience Collection © Andrew Locking © NYMR National Experience Development Framework 37 Peak District Yorkshire Dales National Park icons National Park icons

Historic Houses: Chatsworth, Haddon Spectacular limestone Hall – the development of the landscape in scenery – amazing stories tandem with two large estates of the coral sea and Underground and Overground impressive waterfalls Landscapes – Castleton and the caverns Sheep and wool – how they with unique mineral workings, a long have shaped the landscape history of mining in the unique geology of and influenced people, the area creating today’s farmland The Pennine Way – Edale, the gateway to A warm, Yorkshire the Pennine Way, the story of England’s welcome – local pubs, long-distance paths cosy fires and good food, Bakewell Pudding – a unique recipe and community events, including closely guarded secret sport and pub competitions

South Downs National Park icons

Seven Sisters – chalk coastline – the highest cliffs in the UK, amazing views of Eastbourne and the Downland, Beachy Head, Chawton, Selbourne and the Chanctonbury Ring Authors and artists – home of many great names, Jane Austen, Edward Thomas, Gilbert White, Virginia Woolf, Eric Ravilious Quintessential Englishness – Arundel Castle, historic towns – Eastbourne’s iconic sea front, characterful villages, vineyards and pubs

38 The English National Park Experience Collection © Cathryn Mantovani © Paul Harris National Experience Development Framework 39 The English National Park Experience Collection: QUINTESSENTIAL EXPERIENCES, TRAILBLAZER EXPERIENCES, THE COLLECTION

Northumberland National Park © D Taylor / NNPA 40 The English National Park Experience Collection National Experience Development Framework 41 The English The Quintessential National Park National Park Experiences The nine Quintessential Experiences are the premier Experiences encounters with England’s vibrant National Parks.

The National Park These were developed at They are the National National Park Experience Experience Framework grassroots level, drawing Park Experiences that Frameworks give more identifies five National on local knowledge of the best capture the ‘essence’ detail of how each National Park Experiences for each National Parks and refined of National Parks and Park experience was National Park, including by applying the National showcase its best and most rated on these ‘quality of one Trailblazer Experience Park Experience Criteria distinctive features. experience’ factors. and one Quintessential (page 16 to 21), the Inspirers They represent the aspects The Quintessential National Experience for each (pages 30 to 33) and by of the National Parks that Park Experiences can be National Park. considering the practicalities we most want to share and used flexibly as the core of delivery (page 47). that international visitors of experiences that are are most likely to be tailored to visitors’ interests, attracted to. needs and abilities. Other National Park Experiences They ensure that these are can be ‘bolted on’ to the National Park Experiences, Quintessential Experiences. rather than simply rural England experiences. The Quintessential Experiences are often The Quintessential aspirational. The ‘best Experiences have been this National Park can identified by considering offer’ is usually innovative the iconic features of and will require time for the National Parks and development. the Inspirers. ‘Telling the National Park story’ and ‘revealing the National Park landscape’ were additional selection criteria. The individual

Peak District National Park 42 The English National Park Experience Collection © Daniel Cook National Experience Development Framework 43 The Quintessential English National Park Experiences

Broads Dartmoor Exmoor Lake District Northumberland North York Moors National Park National Park National Park National Park National Park National Park

The Broads – 2,000 Dartmoor Time Exmoor on the Hoof The Lake District The Bloody Borders Fish and Ships years in the making Traveller Discover the story of Cultural Odyssey Discover the Follow in Captain Cook’s Travel through the Take a trip through the Exmoor ponies, Visit the homes of some lawless lands of the footsteps and then make unique waterways time starting in the Britain’s oldest of the most inspired and Border. Stay in a your own discoveries of the Broads to Bronze Age and native horse breed, inspirational Lake District reiver bastle, hear of the English seaside. discover a human taking in centuries explore the wild authors and artists. the stories of the Take a boat trip, learn landscape that of the quarrying, areas they live in Experience the amazing untamed land and about navigation, whales people have dug, mining and farming and meet the people landscape they were experience the life and smugglers and eat drained and changed in Dartmoor. who own and work immersed in. Take part of these wild raiders. wonderful local seafood. since Medieval times. with them. in creative activities of your own.

44 The English National Park Experience Collection National Experience Development Framework 45 The Quintessential English The Trailblazer National National Park Experiences Park Experiences

The Trailblazer Experience for each National Park is a pragmatic choice. It will be the first National Park Experience to be developed and must be ready to go to market for 2019.

The nine Trailblazer The individual National Experiences will build Park Frameworks give the reputation of The more detail of how each English National Park Experience was rated Experience Collection in the on these practical and international markets. operational factors. The Trailblazer Experiences Harnessing the support have been chosen based and involvement of local on practical considerations businesses early will be © Peter Phillipson / TellTale © Mischa Haller / SDNPA © Paul Harris / YDNPA including whether: essential to delivering the Trailblazer Experiences. • enough of the Experience Peak District South Downs Yorkshire Dales is already in place for this The Trailblazer Experiences to be delivered in the will be the pilots for the National Park National Park National Park short term experience delivery process across the English National • the providers already work Park Experience Collection. with international visitors Living on the Edge Sparkling South Downs The Essential Swaledale The delivery process should • there are good transport be monitored and evaluated Experience the beauty of Enjoy the UK’s finest Get away from it all in links with city hubs so that lessons learned the Peak District close up, sparkling wines in vineyards this ‘green and pleasant’ can be applied to the through a range of outdoor born of the unique geology farming landscape. Cycle • access has been agreed development of the other activities. There are of the South Downs. Take or hike the many trails, to all locations National Park Experiences adventures for all levels of a gastronomic tour of this or simply soak up the • there are high quality in the Collection. ability, from climbing with quintessentially English atmosphere by the River food and accommodation expert guides to gentle landscape. Swale, learning the area’s providers available wildlife walks. history from locals as you go.

46 The English National Park Experience Collection National Experience Development Framework 47 THE ENGLISH NATIONAL Broads National PARK EXPERIENCE Park Experiences COLLECTION The National Park Experience Development process identified 45 potential National Park Experiences, five in each National Park.

In the following pages, the Quintessential and Trailblazer Experiences are highlighted by its icons:

Trailblazer Experience The Broads – 2,000 years Up Close to the The Norfolk Reed Story in the making Wonderful Wild Broads Reeds are a core part of Travel through the unique See some of Britain’s rarest the Broads – explore the waterways of the Broads wildlife species with local reedbeds and their wildlife to discover a human expert guides, visiting and see traditional and landscape that people have accessible nature reserves, modern ways to harvest dug, drained and changed with special boardwalks, reeds and use them in since Medieval times. boats, and viewing towers. buildings. Discover the Broads The Artistic Broads from the Water Explore the Broads with Immerse yourself in local creative characters Britain’s magical waterland and experience it through by boat. Experience miles the work of our famous of wonderful waterways writers and artists. through wetlands rich in wildlife.

48 The English National Park Experience Collection National Experience Development Framework 49 Dartmoor National Exmoor National Park Experiences Park Experiences

Dartmoor Time Dartmoor People Active, Wild Dartmoor Exmoor on the Hoof Eat Exmoor Wild Exmoor Traveller and Ponies Travel across Dartmoor’s Discover the story of the Discover the delicious Discover the varied and Take a trip through time See the herds of wild ponies, vast wilderness by foot, Exmoor ponies, Britain’s local produce of Exmoor: iconic wildlife of Exmoor, starting in the Bronze Age meet the commoners who bike and horse. Discover oldest native horse breed. where it comes from, who including red deer, ponies, and taking in centuries of own them, find out about unique plants and animals Explore the wild areas they produces it, how it’s made birds and butterflies, with the quarrying, mining and their way of life and the and the people who work live in and meet the people and where to enjoy it. expert guidance from a farming in Dartmoor. traditions associated with and live on the Moor. who own and work with National Park Ranger. Dartmoor’s horses. them. Routes and Rhymes The Hound of the The Finer Things in of Exmoor Baskervilles Tour Rivers and Rocks Dartmoor Life Exmoor Through Time Explore the ancient Explore the places, people Follow the rivers of From the Devonshire cream A tour through of the long landscapes, routes, rhymes and legends that inspired Dartmoor and find the tea to a quintessentially history of Exmoor and the and rhythms of Exmoor Sir Arthur Conan Doyle stories of how they have English pub to your luxury story of England. National Park. to write one of fiction’s carved out the landscape country hotel, experience darkest and most iconic and shaped its people. the finest food and drink detective stories. that Dartmoor can offer.

50 The English National Park Experience Collection National Experience Development Framework 51 Lake District National Northumberland National Park Experiences Park Experiences

The Lake District Cultural the practices of mining, season. Experience key The Bloody Borders England’s Last Wilderness Time Travel – People in Odyssey woodland management and parts of the local, rural Discover the lawless Find your connection with the Landscape Visit the homes of some upland farming. calendar. lands of the Border. Stay the land and tune in to Trace the long history of of the most inspired and in a reiver bastle, hear the Northumberland’s warm people in Northumberland. The Lake District B4 The Grand Tour of the inspirational Lake District stories of the untamed land people, wild landscapes and Find out how safety was (Boots, Bike, Boat, Bus) Lake District authors and artists. and experience the life of wide, dark skies. found and natural resources Adventure Experience the amazing Leave the car behind and these wild raiders. used to carve out a living in landscape they were Take an active journey, recreate the Victorian Twenty-Four Hour this rich, tough landscape. immersed in. Take part via multiple modes of journey of discovery. Hadrian’s Wall Country – Northumberland in creative activities of transport, through the Travelling by steamer, rail Life on the Roman Journey from day into your own. Lake District countryside, and packhorse, amongst Frontier night in this International with knowledgeable guides others, and have privileged, Imagine yourself in the Dark Sky Park. Join The Industrial and hosts. behind-the-scenes access footsteps of a Roman knowledgeable locals for Lakeland Tour to some of the Lake soldier. Discover how stargazing activities, be part Farming Life in the Lakes Experience and understand District’s most famous people lived at this outpost of local traditions and enjoy the long-standing Stay on a working farm attractions. of the empire and feel generous, Northumbrian industrial heritage of the and immerse yourself in the sense of history that hospitality. Lake District. Discover the practical tasks of the pervades this landscape.

52 The English National Park Experience Collection National Experience Development Framework 53 North York Moors peak district National National Park Park Experiences Experiences

Fish and Ships Experience the Elements ultimate view, have a flight Living on the Edge how it was altered on a The Peak District Follow in Captain Cook’s Get out on the water with in a glider, to look down on Experience the beauty monumental scale and listen Above and Below footsteps and then make active trips by kayak or the National Park’s forests, of the Peak District close to the stories of people who Experience the subterranean your own discoveries of the paddleboard or take guided moors and coast. up, through a range of lived and worked on the Peak District. Discover the English seaside. Take a boat boat tours to find seals or outdoor activities. There are great estates. show caves, try your hand Wool and Wealth trip, learn about navigation, whales. Get closer to the adventures for all levels of at polishing the unique Plagues, Puddings and Pig whales and smugglers land with bushcraft and Visit the great abbeys, ability, from climbing with Bladders Blue John stone or squeeze and eat wonderful local navigation courses and which were not only expert guides to gentle through a lead mine. seafood. learn more about the rocks religious powerhouses but wildlife walks. Enjoy quirky English village under your feet with fossil also wealthy enterprises life and experience some Pack Horse Trails Forged in the North York hunting expeditions. trading wool internationally. Grand Estates and of their unique traditions. Across the Peak Moors Follow the ancient monks’ Grander Landscapes Hear the stories that link Travel the historic packhorse Discover the surprising The Full 360 – Take the ‘trods’ and see the England’s great families modern life to those of trails. Cross charming story of railways and Wide View of the North moorland crosses. Meet the made their homes in the our ancestors. Sample the bridges and spot the stoops, York Moors industry in the North York locals tending the sheep on Peak District and helped world-famous Bakewell crosses and troughs along Moors. Ride the steam Seek out the biggest, modern farms to shape the landscape Pudding and discover the the way. Your journey can be railway, learn stories of best and most iconic that became the UK’s first mystery of who really has self-led or ranger-guided, on the 19th century ironstone North York Moors views. National Park. Explore the ‘original’ recipe. foot, on horseback or with a industry from a local guide Discover history, tales and the landscape to learn pack animal. and see traditional glass folklore as big and wild manufacturing. as the landscape. For the 54 The English National Park Experience Collection National Experience Development Framework 55 South Downs National Yorkshire Dales Park Experiences National Park Experiences

Sparkling South Downs The South Downs – A Step Back in Time The Essential Swaledale Real Yorkshire Dales – Monks to Miners – Journey Landscape of Inspiration Real Experiences, Real Through Dales History Enjoy the UK’s finest Experience England’s Get away from it all in this People, Real Places sparkling wines in vineyards Explore the homes, haunts history through our ‘green and pleasant’ farming Follow in the footsteps of born of the unique geology and film locations of artists, heritage, buildings and landscape. Cycle or hike the The Yorkshire Dales those who have shaped of the South Downs. Take writers and their characters. culture. Take part in re- many trails, or simply soak is a living and working the Dales’ landscape. Visit a gastronomic tour of this Tours with expert guides enactments, banquets and up the atmosphere by the landscape. Learn traditional ancient landmarks and see quintessentially English and activities to promote vintage motoring events. River Swale, learning the skills and crafts and try rural the heritage of modern landscape. your own creativity. Have a Downton Abbey area’s history from locals sports. Be welcomed by the industry. Explore the stories experience. as you go. local community. of people passing through Life Along the South England’s Timeless and settling in this area. Legends Downs Way Our Limestone Lane Meat, Cheese and Wool Visit a landscape that Travel the South Downs – Underground and Discover the story of this has inspired legends Way on foot, on a bike Overground farmed landscape and through time. From King or on horseback, with a Explore the landscape learn about the agricultural Alfred’s ancient capital at knowledgeable National through its geology. traditions behind local Winchester, to the ancient Park Ranger. Visit heritage See dramatic limestone produce. Savour the woodland of Kingley Vale, sites and take part in features and find fossils authentic Dales flavour. said to hide the remains creative and conservation in the stones. Visit a show of Viking marauders, via activities. cave or go climbing and the home of cricket at caving with a local guide. Hambledon. 56 The English National Park Experience Collection National Experience Development Framework 57 SUMMARY OF THE ENGLISH NATIONAL PARK EXPERIENCE COLLECTION

TABLE 1.

Overview of the English Broads Dartmoor Exmoor Lake Northum- North York Peak South Yorkshire National Park Experience District berland Moors District Downs Dales collection by activity type The Broads – Dartmoor Exmoor on Lake District The Bloody Fish and Living on the Sparkling The Essential 2,000 years in Time the Hoof Cultural Borders Ships Edge South Swaledale Key the Making Traveller Odyssey Downs Sweep of history Discover the The Hound Wild Exmoor The Lake Hadrian’s Forged in the Grand England’s Our Limestone 9 Experiences Broads from of the District B4 Wall Country North York Estates and Timeless Land – Local people/local life the Water Baskervilles (Boats, Bike, – Life on Moors Grander Legends Overground 7 Experiences Tour Boots, Bus) the Roman Landscapes and Active adventure Adventure Frontier Underground 6 Experiences Up Close to Rivers and Exmoor Industrial England’s Experience Plagues, The South Real Yorkshire Specific historical the Wonderful Rocks Through Time Lakeland Last the Puddings Downs – A Dales – Real 5 Experiences Wild Broads Tour Wilderness Elements and Pig Landscape Experiences, Bladders of Inspiration Real People, Art & literature Real Places 5 Experiences The Artistic Active Wild Eat Exmoor Farming Life 24 Hour The Full 360 The Peak Life Along Meat, Cheese Farming/agriculture Broads Dartmoor in the Lakes Northum- – Take the District – the South and Wool 4 Experiences berland Wide View Above and Downs Way Geology of the North Below 3 Experiences York Moors Food & drink The Norfolk The Finer Roots and The Grand Time Travel Wool and Pack Horse Step Back in Monks to 3 Experiences Reed Story Things in Rhymes of Tour of the – People Wealth Trails across Time Miners – Dartmoor Life Exmoor Wildlife Lake District in the the Peak Journey 2 Experiences Landscape through Dales History Dark skies 1 Experience

58 The English National Park Experience Collection National Experience Development Framework 59 DISTRIBUTION OF NATIONAL DRIVING THE ENGLISH NATIONAL PARK PARK EXPERIENCES BY EXPERIENCE COLLECTION FORWARD ACTIVITY TYPE All Experience providers will use these to plan and develop Key National Park Experiences that deliver The English National Sweep of Art & Park Experience Collection Brand. history literature Local Farming/ people/ agriculture local life Geology Active Food & adventure drink ALIVE Specific Wildlife historical Dark skies Quintessentially English Northumberland Lake District North York Moors Characterful Yorkshire Dales Peak District Outdoors Broads Accessible South Exmoor Downs connected Dartmoor to History

60 The English National Park Experience Collection National Experience Development Framework 61 Contact us: The Steps, 2 Lightwood Road, Buxton, Derbyshire, SK17 7BP E: [email protected] T: +44 (0)1298 70376

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