A Destination Management Plan for Rural Tourism in East Surrey
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A Destination Management Plan for Rural Tourism in East Surrey Created by Tourism South East & Associates on behalf of the Boroughs and Districts of East Surrey Contents Background…………………………………………………………………………………………… 3 Methodology………………………………………………………………………………………… 4 Strategic Context – National Regional.………………………………………………….. 5 Local Context……………………………………………………………………………………….. 7 Economic Impact of Tourism in East Surrey………………………………………….. 9 The East Surrey Experience………………………………………………………………….. 11 What does the East Surrey Experience tell us?.........................................42 Market Trends and Opportunities………………………………………………………… 46 Leadership and Partnership…………………………………………………………………..88 SWOT Analysis……………………………………………………………………………………….93 Strategic Principles………………………………………………………………………………..94 Recommendations………………………………………………………………………………..98 Background The creation of the Destination Management Plan (DMP) for the East Surrey Rural Tourism Co- operation Project was commissioned in April 2017 by Tandridge District Council on behalf of the four Districts and Boroughs of East Surrey – Tandridge, Mole Valley, Reigate and Banstead and Epsom and Ewell It was one of five successful bids within the Coast to Capital EAFRD (European Agricultural Fund for Rural Development) Rural Tourism Co-operation Project. It links to the parallel Mole Valley District Council’s “Wheels, Feet and Hooves” (WFH) Project which specifically addresses the cycling, walking and equestrian sectors in that district. For both projects a Rural Intervention Area has been designated by EAFRD which limits the beneficiaries of the projects to specific rural geographic locations within all four districts. However, it should be acknowledged that due to the impact on the rural areas the beneficiaries of some recommendations might extend beyond the designated area. The Destination Management Plan will show how the visitor economy can increase the value and contribution to the overall economic, social and environmental well-being of the rural areas of East Surrey. Continuity with the plans and activities already in train is one aspect of this plan; meeting new challenges and opportunities is the other aspect. The visitor economy is relevant to many stakeholders. This includes visitor accommodation, attractions and events, rural activities, heritage and culture, food and drink, meetings and conferences, hospitality and retailing. Each local authority has a range of responsibilities (such as strategic planning, economic development, visitor management, arts, culture and leisure). Other key players are Surrey Hills AONB and ‘Family’, Visit Surrey, Surrey County Council plus various groups who represent the interests of specific sectors. Methodology This report draws on the evidence produced from a specific set of research exercises undertaken across the East Surrey area during 2017/18:- Destination Audit Economic Impact Analysis Visitor Research Surveys Non Visitor Research Survey Local Business and Organisational Surveys Consultation Workshops Business Case Studies Online Marketing Audit In addition, there have been a wide variety of local , regional and national strategies, policy documents, market studies and other research papers that have been used to inform and support throughout the creation of this DMP. They are all listed together with the commissioned research reports in the References section. Acknowledgements TSE and Associates gratefully acknowledge the active and continuous support of various Council officers and members; the input and guidance from a range of key stake-holders; the participation of guest speakers and other key players in the area; and the enthusiastic and positive input from all of the local workshop participants and interviewees. Rural Tourism Select Committee Strategic Context In 2016/17, the Government held a Rural Tourism Inquiry looking into a number National and Regional of matters relating to supporting rural growth and gathered a significant amount of written and verbal submissions from many representatives of rural agencies, destinations and businesses. Tourism Action Plan The UK Government produced a Tourism Action Plan In its submission, VisitEngland identified priorities for rural tourism as greater in August 2016 - it identifies tourism as one of the recognition by all levels of local government, including in all relevant Local UK’s most important industries being directly Enterprise Partnerships’ strategic plans, of the value of the visitor economy; a responsible for 1.6 million jobs at all entry levels and more integrated transport network; nationwide broadband and 4G mobile generating £62 billion in GVA. It particularly signal coverage; and targeted business support for small and micro businesses. recognises the importance of overseas tourism which has been running at record levels in recent Evidence given by the National Association of AONBs years. It identified 5 key areas for action: – included: Strengthening co-ordination and collaboration in the industry; The Area of Outstanding Natural Beauty designation is uniquely British. This Skills designation does not exist anywhere else in the world. It is a unique selling Common Sense Regulation point for the English countryside and the NAAONB hopes this can be Transport appreciated by the national agencies. Welcome - especially the visa system. There is a need to improve collaboration between AONB partnerships and DMOs to facilitate the growth in rural tourism. Subsequently, a new Discover England Fund (DEF) was launched, allocating There is a need to unlock tourism potential in AONBs by diversifying and £40 million for product development projects targeting overseas markets modernising the offer, and generating business opportunities appropriate to for the period May 2016 – March 2019.The National Trails (North Downs local environments and communities. Way) was the most relevant beneficiary related to East Surrey. The AONB designation provides a valuable marketing opportunity to individual local authorities who have all or part of an AONB within their Tourism Sector Deal administrative boundaries. In 2017, the Government published the next stage of the Modern Industrial The AONB designation exemplifies partnership working and a collaborative Strategy recognising tourism as a sector. approach to place based solutions pulls together many strands of rural economic development – destination management, marketing, local business The Sector Deal plays particular attention to the needs of rural and coastal support, local transport solutions etc. businesses with regard to rural leadership, lack of digital connectivity, AONBs should be regarded as integral elements of the country’s economic fragmentation of transport, seasonality, business skills and developing new infrastructure requiring improved investment. product. National Planning Policy Framework (NPPF) With regard to the Rural Visitor Economy - the NPPF sets out that local and neighbourhood plans should :- “Support sustainable rural tourism and leisure developments that benefit businesses in rural areas, communities and visitors, and which respect the character of the countryside. This should include supporting the provision and expansion of tourist and visitor facilities in appropriate locations where identified needs are not met by existing facilities in rural service centres”. Coast to Capital Local Enterprise Partnership (C2CLEP) – Rural Statement The LEP Rural Statement recognises the tourism and hospitality sector as an important contributor to the prosperity of the area. The major advantages of the area that would support further growth of the rural visitor economy are identified by the LEP as the natural landscapes and environment; the proximity to London; the presence of Gatwick Airport; and fast access to the continent. Generally, the Rural Statement calls for strategies and interventions that would benefit a number of rural visitor economy subsectors including:- Active tourism - large parts of the South Downs Way the North Downs Way and the Pilgrims’ Way go through Coast to Capital. Food and drink-related tourism Themed attractions - historic houses, market towns or cultural activities and events which could be linked together and make a joined-up offer, possibly including accommodation Encouraging visitors to events to also visit the local area Developing more business-related tourism Local Context Surrey Hills Area of Outstanding Natural Beauty Local Authority Strategies ‘The Surrey Hills attract millions of visitors every The local authorities generally are supportive of the development of year who contribute to the economy of the area the rural visitor economy but recognise the weaknesses within their in sectors as diverse as wine production and wood fuel. policies to provide tangible actions and/or guidance. The support for The Hills are protected as part of London’s Metropolitan Green Belt and the landscape designations is universal, especially the AONBs – Surrey provide an outstanding natural resource for London and Surrey residents to Hills and High Weald – together with rural heritage. enjoy outdoor pursuits, taste local food and explore market towns and picture postcard perfect villages’ Development has generally been prioritised for the urban locations and still will be for some areas. Mole Valley and Tandridge, as the The AONB Unit is based in Mole Valley and is responsible for taking most rural authorities, are more definitive about the role of the visitor forward initiatives derived from the Surrey