CONFIDENCE SOARING FOR RURAL TOURISM

Rural tourism operators have given the prospects for the industry a vote of confidence in the latest survey carried out by the Country Land and Business Association (CLA) .

Tourism businesses expressed high hopes for their sector in the latest Rural Tourism Confidence Index (RTCI) - although they still have concerns about the constraints of planning regulations, red tape and access to advice.

The RTCI, which is run by the CLA, revealed that over 33% of respondents felt they needed better and more accessible advice on what grants are available to help them expand their enterprises. However, more than 84% of respondents - operating businesses ranging from open farms to B&Bs, from fishing lakes to historic houses - said that they felt "quite to very confident" about the short- and medium-term future of the industry.

CLA West Midlands Director, Frances Beatty said: "It is encouraging that the tourism industry is feeling so optimistic about its prospects, but there are concerns that many tourism projects are being held back due to lack of funding. What we now need is for everybody involved - the operators, the Regional Development Agencies, tourist organisations and local authorities - to pull together and to take advantage of this optimism. We also need the relevant agencies to make it easier for everyone to understand the grants and funding available and, more importantly, how to get it."

According to the Index, 59% of rural tourism operators feel constrained by either red tape (24%), planning regulations (19%) or location (16%). Communications, in its widest sense, seems to be a concern. Over a third (36%) of respondents believed that better promotion of information to themselves, and better signage for visitors would aid their business competitiveness.

However, the survey also revealed that running a tourism enterprise in the countryside is hard work, requiring investment of time and capital. Only 11% of respondents drew income solely from tourism, with the rest using tourism activities and facilities to supplement their income. Even so, over 40% of respondents devoted more than 30 hours every week to the tourism part of their businesses, suggesting that some farmers and their families are putting a great deal of effort into their diversification opportunities.

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Notes to Editor:

Fast facts on rural tourism

• Rural tourism in England and Wales generates at least £16 billion per year, making up a substantial part of the overall £73 billion for tourism as a whole. (Source: VisitBritain 2004)
  
• Two thirds of us now think that the countryside is a sexier destination than the city (ICM Poll 2003)
  
• Visitors to England rate its overall strengths as the built heritage and unspoilt countryside, whilst the biggest priorities and opportunities lie in developing the 'outdoors product'. (Source: VisitBritain 2004)

1. The CLA Rural Tourism Confidence Index (RTCI) assesses the state of the rural tourism sector from a survey conducted on a sample of rural tourism operators in England and Wales. A copy of the index is available on request from the CLA press office on 020 7460 7934.
   
2. CLA: The Country Land and Business Association is the premier organisation safeguarding the interests of those responsible for land, property and business throughout rural England and Wales.

Further information from:  Frances Beatty, Regional Director, CLA West Midlands - Tel: 01785 284722, Mob. 07970 186506.

Issued by Julie Mate, Marketing Manager, CLA West Midlands, Knightley, Woodseaves, Staffordshire  ST20 0JW.  Tel. 01785 284722  Mob. 07775 847123  Email. julie.mate@cla.org.uk