‘Wheels Feet & Hooves’ A Destination Management Plan for Cycling, Walking and Equestrian Tourism in Mole Valley Created by Tourism South East & Associates on behalf of Mole Valley District Council Contents Background…………………………………………………………………………………………… 3 Methodology………………………………………………………………………………………… 4 Strategic Context – National and Regional…………………………………………….. 5 Local Context…………………………………………………………………………………………12 Economic Impact of Tourism in East Surrey……………………………………………18 The Wheels, Feet and Hooves Experience……………………………………………..23 What Does the WFH Experience tell us?...................................................50 Market Trends and Opportunities………………………………………………………….54 Wheels Feet and Hooves - Key Learnings……………………………………………….79 Leadership and Partnership……………………………………………………………………82 Strategic Principles…………………………………………………………………………………88 Recommendations………………………………………………………………………………….92 Background The creation of the Destination Management Plan (DMP) for the Wheels Feet & Hooves Project is one of five successful bids within the Coast to Capital EAFRD (European Agricultural Fund for Rural Development) Rural Tourism Co-operation Project. It is one of two plans in the East Surrey area 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 links to the parallel East Surrey Rural Tourism Co-operation Destination Management Plan which addresses the wider rural tourism aspects of the four Districts and Boroughs. 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 is intended to show how the visitor economy can increase the value and contribution to the overall economic, social and environmental wellbeing of the rural areas in Mole Valley. Continuity with the plans and activities already in train is one aspect of this plan; meeting new challenges and opportunities is the other. 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. Mole Valley District Council has a range of responsibilities (such as strategic planning, economic development, visitor management, arts, culture and leisure). Other key players are Visit Surrey, Surrey County Council, Surrey Hills AONB and various ‘family plus’ clubs and associations who represent the interests of their members and participants in cycling, walking and equestrian activities. Methodology This report draws on the evidence produced from a specific set of research exercises undertaken specifically in Mole Valley and across the wider East Surrey area during 2017/18:- Destination Audit Economic Impact Analysis Visitor Research Surveys Non Visitor Research Survey Local Business Surveys Cycling, Walking and Equestrian Organisation Interviews Environmental Organisation Interviews 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 (RTSC) 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 that 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. RTSC Evidence on Cycling Cycling UK believes that non-competitive recreational cycling can provide a huge range of benefits, both to individuals (improved physical and mental health) and to rural economies, including the public transport connections serving them. In essence, people engaging in all forms of cycling activity need: Suitable routes and/or locations where they can cycle safely and enjoyably, free of conflict with other users or uses of the countryside A support package, including safe and convenient access to the locations where they can go cycling, information on and promotion of these locations (including maps and waymarking), and opportunities for refreshments and (where appropriate) accommodation Cycling UK specifically mentioned a number of areas that could enhance the returns from cycling: Extending access to paths on open access land to horses and cycles. This could open up valuable opportunities, providing significant health and local economic benefits with minimal environmental impact. Specifically, just three of England’s 15 National Trails are fully open to horses and cycles, with two other routes being incomplete. The development of cycle facilities in a number of locations has seen the creation of a local market and stimulated start-up businesses like bike shops and hire facilities, cafeterias, etc. Mandatory rate relief could be extended to include a wider range of small rural business, such as the only remaining cafeteria/tea shop in a settlement, or to cycle retail, hire and/or repair businesses. Better integration with and between tourism and public transport and specifically the provision for carrying cycles on some rail and most local bus services. The National Trust pointed to the poor provision of safe walking and cycling routes in rural areas as a major issue. With regard to the National Cycle Network, it recognised that there has been some excellent work done and it is generally supported by transport authorities, but the Network and promotion of rural tourism are not always well linked. The National Trust also raised the importance of permissive paths. In some rural areas, permissive paths are a vital but often under-utilised resource that can support the visitor economy, link to visitor attractions and complement the rights of way network. It is important that schemes that include permissive access are continued. RTSC Evidence on Walking The National Trail Working Group