CONFIDENCE SOARING FOR RURAL TOURISM - Tourism Index reveals buoyant mood in the countryside
07/02/05

Rural tourism operators have high hopes for their sector, although they still have 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 CLA, regularly assesses the state of the rural tourism sector. Over 84% of respondents, operating a wide range of 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.

Douglas Chalmers, Director CLA North said: “I find it very encouraging that the tourism industry is feeling so optimistic about its prospects. 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.

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

There is a feeling that many tourism projects are being held back due to lack of funding. To put this into practice we continue to call for the agencies involved 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.

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

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.

Mr Chalmers concluded by saying: “We can all play a part in supporting the rural communities who manage and maintain the main attraction to visitors - our managed landscape. By supporting their businesses throughout the year, buying from local shops, pubs and restaurants, by using local manufacturers and services and, of course, by enjoying 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)