Kent Downs & Way Countryside Experience Development Programme Information for applicants

Create new sustainable tourism products which showcase the beauty and value of ’s outstanding natural landscape.

The first round of the Kent Downs Countryside Experience Development Programme runs from 18th January to 5th March, and is part of the Interreg EXPERIENCE project

What is an Experience?

Experiences immerse the visitors in an area, giving them a taste of local life, produce and culture. From a day on the farm, stargazing in the dark skies, wild-cooking, or discovering wildlife with an expert, Experiences celebrate what is special about the Kent landscape at a time when we are increasingly seeking a connection to the countryside and rural life

EXPERIENCE the Kent Downs and

Funded by Interreg European Funding, the EXPERIENCE project will showcase inspirational countryside experiences and associated marketing campaigns to promote sustainable travel and tourism; encouraging visitors to explore further and stay longer in this beautiful landscape.

The Kent Downs AONB is a significant landscape, recognised nationally and internationally for its quality and character. Covering a quarter of Kent, it offers dramatic views, vibrant communities, a rich historic and cultural heritage and diverse wildlife and habitats. Passing through the Hills and the Kent Downs from Farnham to , the North Downs Way

1

offers magnificent views and fascinating heritage, following the legendary and historic Pilgrim’s Way.

With outstanding countryside for walking and cycling, and nature and landscape-based activities the Kent Downs and North Downs Way provide a wealth of opportunities and experiences for everyone to explore, enjoy and benefit from.

Kent Downs Countryside Experience Development Programme

The Countryside Experience Development Programme will support businesses, organisations and individuals to develop sustainable rural tourism experiences in the Kent Downs AONB and along the North Downs Way, to encourage visitors all year round. It capitalises on the growing global trend for personalised and local tourism experiences, giving visitors more reasons to come.

Create Exceptional Experiences

We are looking for businesses particularly interested in nature, landscape, rural life and outdoor activities such as walking, cycling or equine. You may be an established business wishing to connect with the countryside and outdoors more. Or you may have little or no experience in the tourist trade, but you may have other skills such as forester, artisan, wildlife expert, walk leader, or be interested in using the land you farm and experience you have for more diverse activities.

We will support you to develop new Experiences, which use your expertise and passion.

Our programme leader is Chris Brant from Unmissable . Chris has a wealth of knowledge, skills and experiences in developing immersive visitor Experiences that tell the stories of a destination, working with a wide range of businesses in National Landscapes.

What you will receive:

• Experience Maker Workshops – Chris leads you through designing and developing an Experience. Receive the Experience Maker Tool Kit. • 121 consultation – follow up consultation to build your Experience • Product Testing – Market testing of your concept with consumers and travel trade. • Marketing support – help with content writing, photography and promotion. • Taking to market – support with taking to market through our partner channels such as Airbnb Experiences, Unmissable England and travel trade where possible.

2

Why should you take part? Key benefits include:- 1. Support through the whole process from idea inception to taking to market, at no cost to you. 2. Opportunity to diversify your business model with support 3. Free consumer marketing support through Kent Downs AONB and National Trails, featuring in targeted seasonal campaigns. 4. Distribution of your product through international and domestic travel trade where appropriate. 5. Connections and networking with cross-sector rural and tourism businesses through the Kent Downs and Visit Kent networks. 6. Further Training and networking provided by Visit Kent and Kent Downs AONB. 7. Become part of the Kent Downs AONB business community –celebrating the natural and cultural heritage of this nationally designated landscape. You will be benefit from the association and tourism value of the AONB and North Downs Way National Trail. You will be able to call yourself a Kent Downs Experience, and be featured in promotional campaigns on our web-site.

Who can take part? The Countryside Experience Development Programme is open to all businesses that operate within the Kent Downs AONB, and/or within 3miles (or 5km) of the North Downs Way. To check your eligibility please look at Google Maps which shows the boundaries of the Kent Downs AONB. To see if you are on the North Downs Way check the interactive map here: https://www.nationaltrail.co.uk/en_GB/trails/north-downs-way/trail-information/ . If you are not sure please drop us a line and we can check your eligibility. We also ask businesses to meet the following criteria: Essential

• We ask that all businesses complete a simple ‘Landscape Promise’ as a commitment to supporting the protection of the landscape. • We ask that all businesses complete relevant awareness training e.g., Kent Downs and North Downs Way landscape awareness and ‘Welcoming Walkers and Cyclists’ training within 6 months of signing up. These will be available online. • The business or product should be available, open and operating all year round, including October to March, or have the potential to do so. • The business should have a clear expertise or concept idea(s) that they wish to develop. • The product should demonstrate a link to the natural environment or wildlife, rural life and culture, or walking, cycling and equine activities in the countryside. • The business should have finances in place to develop the product if investment is required, whether whole or combined with a grant. • The business must be committed to deliver the product at least 3 times within 12 months. • The business must be willing to take part in a case study and share information for promotion if required.

3

• The business must provide a form of measurement for research purposes, such as visitor or participant numbers. • The business must dedicate sufficient time resource to develop the product, commit to 121s and contribute to marketing and promotions. • The business must be willing to host relevant fam trips and press trips

Desirable ▪ Priority will be given to products that have a strong off-season appeal (October to March) ▪ Priority will be given to businesses that connect with a footpath or public right of way to facilitate associated walking, cycling and/or riding opportunities. ▪ We welcome partnership projects with local businesses working together ▪ Priority will be given to businesses who can demonstrate a sustainable element to their product or business. ▪ Priority will be given to businesses who commit to future networking and training. ▪ We want to encourage a wide range of people to access the countryside and activities in it. We therefore encourage Experiences that may be adapted for all needs. ▪ We want to increase equal access to business opportunities and to the countryside for all. We actively welcome applications from individuals and businesses who actively seek to diversify their audiences.

How do I take part? Complete the application form explaining your Experience idea so we can assess your suitability for the programme against the criteria and return it to us.

Timescale (Please note these may change based on the needs of the project and external factors) Round one Programme opens w/b 18 January 11th Feb Introduction to Countryside Experiences Webinar 5 March Deadline for applications 12 March Notification to successful applicants w/b 22 March Experience Maker workshops

4

May/June 121 Experience development support, and support to take your product to market.

A further round is planned for September 2021

Questions? If you have any questions please contact: Rebecca Rees, Business Engagement and Tourism Manager at [email protected] or call 07846 218547

Interreg EXPERIENCE The Countryside Experience Development Programme is funded by the Interreg EXPERIENCE project. EXPERIENCE is a €23.3 million European funded initiative that aims to extend the tourism season through the development of off-season bookable experiences. In Kent it is jointly delivered and managed by the Kent Downs AONB and Visit Kent. The funding is part of the Interreg Channel programme, which aims to deliver sustainable economic development in the south of the UK and north of France through funding innovative projects which have a sustainable cross-border benefit.

5