Executive Summary May 2006 TOURISM BENEFIT & IMPACTS ANALYSIS North East Coast Tourism & Framework–December 2005 A Report for the Norfolk Coast Partnership Prepared by Scott Wilson Contents . Introduction 2 2. Study Aims & Approach 3 3. Investigation Summary 4 4. Conclusions . Key Issues & Recommendations 4 . Vision for Tourism in the Norfolk Coast AONB 18 A Report for the Norfolk Coast Partnership Prepared by Scott Wilson Norfolk Coast AONB Tourism Benefits & Impacts Analysis 1. Introduction Introduction The Norfolk Coast Area of Outstanding Natural Through this study, a more thorough appreciation Beauty has long had a strong association with of how the impacts of visitors manifest themselves tourism. within the Norfolk Coast AONB has been achieved. In particular, the process of consultation Maintaining the strength of the tourism sector has provided a greater insight into the views is pivotal to the welfare of the economy and the of the community, businesses, environmental community of the area, as tourism remains one organisations, and visitors. of the few industrial and employment sectors that has the potential to be compatible with the The following summary details the key findings of conservation aims and objectives of specially Scott Wilson’s investigations into the benefits and protected areas. impacts of tourism within the Norfolk Coast Area of Outstanding Natural Beauty. Tourism relies heavily on the retention of the qualities, character and charm of its landscape, its settlements, its scenery and its wildlife. In return, tourism has the capacity to underpin the strength of the economy; its well-being of the community through the provision of business and employment; and also to act as a crucial axis in the local supply chain by supporting a wide array of other economic sectors. However, as with any economic sector, tourism can generate potential sources of conflict, with general growth aspirations driven by economic forces in opposition to the need for environment conservation and maintaining the fabric of the community itself. In order to achieve a truly sustainable tourism destination, the behaviour and impact of visitors, both positive and negative, need to be fully understood, and reflected in future visitor management plans and policies. 2 Norfolk Coast AONB Tourism Benefits & Impacts Analysis 2. Study Aims & Approach Study Aims & Approach The aim of the study, as outlined in the Brief, is to Although the investigations have been conducted firmly identify the costs and benefits of tourism to as two phases, the process for Phase II has helped the AONB, in order that more effective management to place an appropriate weight to the impacts techniques can be identified based on the principles identified in Phase I. Therefore, it is deemed of sustainability. Thus, the study bried identified inappropriate to present each phase as a separate the specific requirement for the recommendations report. Rather, reference is made to the findings to be representative of the interests of business, of Phase II where it adds evidence or weight to the environment, the community, and the visitors; the effects of a particular impact; or whereby the all as equal stakeholders. exploration of certain solutions has generated strong opinion. To fulfil these requirements, a two-phase approach has been adopted. The main aims of the two The value of this study is that it has essentially phases can be defined as follows: instigated, through its ambition and its content, a new process for evaluating both the costs and • Phase I - To thoroughly investigate the nature benefits of tourism within an environmentally of the tourism sector, and to define the key sensitive destination, with analysis of all elements benefits and costs (economic, environmental placed side-by-side. With the continuing adoption and community) of overnight visitors, and day and adaptation of tourism to ensure that it is a visitors (defined as ‘tourism day visitors’). ‘sustainable’ sector, it is appropriate that the benefits of tourism, which are mainly derived • Phase II – To test the magnitude to which through tourism spend, are placed within a wider these impacts are discernible within the context, and balanced against the impact of Norfolk Coast AONB, and to examine potential tourism on the environment and community within initiatives and approaches that could assist the destination. This is essentially the outcome of the Norfolk Coast Partnership and other key this study in relation to the Norfolk Coast AONB. stakeholders to better manage tourism visitor impacts. This has been explored through two workshops with local business, community and environmental representatives; and through two Visitor Focus Groups (one with overnight tourists, based in Leicester; one with predominantly tourism day visitors based in Norwich). Norfolk Coast AONB Tourism Benefits & Impacts Analysis 3 3. Investigation Summary Investigation Summary provision generally matching visitor requirements Overview of Tourism within the through a good mix of accommodation (Map 3.); a range of things to do and see (Map 3.2); AONB a high level of walking and cycling routes; and a mix of more specialist activities and pursuits. The Norfolk Coast AONB is a tourism destination Nevertheless, the tourism product could still be in its own right due to its distinctive landscape and enhanced through investment in quality, service, wildlife, and the nature of the tourists attracted and through a greater degree of packaging. to it. Overview of the Visitor Context The northern area of Norfolk as a whole has traditionally had strong connotations with tourism On the basis of the investigations (Phase I & II), it through the coastal resorts of Cromer, Sheringham, is the opinion of Scott Wilson that the key markets Hunstanton, and Great Yarmouth, and the unique to the Norfolk Coast AONB can be classified as Norfolk landscapes and The Broads, all of which follows: are in close proximity to, or actually border on, the Norfolk Coast AONB. • Countryside escapism, with the Norfolk Coast perceived to be particularly appealing However, changes in tourism characteristics and for people from urban areas (London and the preferences have meant that over time the Norfolk Midlands) looking to escape the pressures Coast AONB itself has grown in stature as an and strains of their working life by immersing attractive and appealing proposition for visitors, themselves in an attractive countryside/coastal with the key assets including: setting. • the unique and unspoilt nature of its coastal • Traditional coastal trips, for those who and countryside landscapes, which have been are seeking a more relaxing, secluded and actively protected and conserved against escapist experience compared to the resorts inappropriate development; of Cromer, Sheringham and Hunstanton, and who will place a high premium on the quality • the peace and tranquillity of its countryside of the surrounding landscape. and coastal areas, particularly in comparison to competing resorts in the UK (‘less touristy • Wildlife watching, which is a potential growth than ….[other UK destinations]’); market due to greater public awareness of the environment and conservation issues. This is • the charm and character of its main settlements, a key strength of the Norfolk Coast AONB and the friendliness of the local population through its unique bird life and seal colonies. [‘welcoming’]; and • Activities orientated, with some adventurous • the unique opportunity it presents for learning activities such as wind (Kites, Kite Buggying, about and observing wildlife, particularly Kite Surfing) and water sports (canoeing/ waterfowl, wildfowl and the offshore seal kayaking, sailing, jet skiing and power-boating) colonies. growing in popularity, although at relatively low levels at present. Opportunities for game This overall package presents a highly desirable shooting, fishing, and golf can also prompt and coherent offer for visitors, with the level of visits. Visits are less motivated by specific 4 Norfolk Coast AONB Tourism Benefits & Impacts Analysis 0 10km Holme-next- the-Sea Sheringham A149 Burnham Wells-next-the- PE36 6 A149 Blakeney Cromer Market Sea NR25 7 NR26 8 NR27 9 Hunstanton NR23 1 PE36 5 PE31 8 Holt NR11 8 NR27 0 NR25 6 Mundesley A149 A148 PE31 7 Snettisham B1149 A149 NR28 0 Fakenham PE31 6 NR28 9 North Walsham Sandringham B1149 PE35 6 Sea Palling A148 PE30 3 B1151 NR12 0 Horsey King’s Lynn A140 Winterton- Norfolk Coast AONB Tourism Benefits &Impacts Analysis Norfolk CoastAONBTourism B1151 NR29 4 on-Sea Dereham The Norfolk Coast Area of Outstanding Natural Beauty Kings Lynn & West Norfolk Borough Council Area North Norfolk District Council Area Great Yarmouth Borough Council Area Railway Lines Total N. Norfolk W. Norfolk Great Yarmouth Serviced Bedspaces 2829 55% 42% 3% Self Catering Units 693 56% 42% 3% Touring Caravans/Tent Pitches 2824 60% 33% 7% Map 3.1 Holiday Park/Static Units 3226 76% 23% 1% Statics Actual - Owned 2580 76% 23% 1% Accommodation Distribution Statics Actual- Let 645 76% 23% 1% (by Council Area) Group Bedspaces 522 71% 29% 0% Second Home Units 2088 63% 33% 1% THE NORFOLK COAST AREA OF OUTSTANDING NATURAL BEAUTY Norfolk Coast AONB Tourism Benefits& ImpactsAnalysis Norfolk CoastAONB Tourism 0 10km 25 23 24 Holme-next- 19 30 31 20 27 17 16 15 21 the-Sea 28 22 Sheringham A149 Burnham Wells-next-the- A149 Blakeney Cromer Market 3 6 Sea 1 Hunstanton 13 33 18 11 2 10 Holt 14 7 12 32 Mundesley A149 A148 Snettisham B1149 A149 Fakenham North Walsham