Confidence soaring for rural tourism

Latest Tourism Index Reveals Buoyant Mood In The Countryside Rural tourism operators have high hopes for their sector, despite concerns about access to grant advice and the constraints of planning regulations and red tape, revealed the latest Rural Tourism Confidence Index (RTCI).

The RTCI, run by the Country Land & Business Association (CLA), is a regular index assessing the state of the rural tourism sector. Over 84% of respondents, all operating ventures ranging from open farms to B&Bs, from fishing lakes to historic houses, expressed that they felt quite to very confident about the short and medium term future.

"It's very encouraging that such a highly-visible sector of the rural economy is feeling bullish about the near future. What we need now is for everybody to pull together - the operators, the Regional Development Agencies, tourist boards and local authorities to take advantage of this optimism and opportunity," said Mark Hudson, CLA President.

Despite the buoyancy of the sector, the Index reveals an urgent need for easier access to financial support. Over a third of respondents felt they needed grant advice to help them expand their enterprises.

Cherry Aston, CLA member and Buckinghamshire County Councillor confirmed this need for grant advice and funding: "Yes, confidence has definitely improved but there is a feeling that many tourism projects are being held back due to lack of funding. To put this positive energy into practice we need the Regional Development Agencies to be more forthcoming with their rural regeneration budget."

According to the Index, 59% of rural tourism operators feel constrained by red tape (24%) or planning regulations (19%). Over a third (36%) of respondents believed that better sign-posting of information to the rural tourism operator and better signage for visitors would aid their business competitiveness.

Sir Richard FitzHerbert is a CLA member and owner of Tissington Hall in Derbyshire, a popular historic attraction and venue, commented: "I certainly think the transfer of tourism and marketing to the top of the RDA's agenda has helped to position rural tourism as an important aspect of both the regional and national economy. However, planning authorities are lagging behind and don't yet have tourism near the top of their list - the Index results confirm this."

The Index provides welcome confirmation of the recovery of the rural tourism sector following the foot and mouth disease outbreak in 2001. At the time, 80% of country parks, 90% of farms and more than one-third of historic properties were closed to visitors. Responses to the Index also suggest a positive attitude to coping with the seismic shifts in the countryside including changes in the way farms receive CAP payment, greater scrutiny of country sports and an increasing interest from the public in knowing more about the origins of the food on their plate.

However, 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.
Mark Hudson continued, "Every visitor to the countryside can play their part in supporting the rural communities who manage and maintain our beautiful countryside by providing custom to local shops, pubs and restaurants, by using local manufacturers and services and, of course, by buying locally-produced food."

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)

3 February 2005