North Pennines Tourism Seminar 2014:
The future of tourism in the AONB
Monday 17 November 2014, Deneholme Country House, Allendale
Summary
On Monday 17 November over 70 people gathered at Deneholme County House, Allendale,
for the first North Pennines Tourism Seminar.
Chris Woodley-Stewart (Director of the North Pennines AONB partnership) welcomed
everyone to the seminar and thanked our three sponsors who had made the day possible:
•
•
•
Linda and Tony Beck (of BECKs Training) for the use of their fabulous venue Deneholme Country House (www.deneholme.com);
Richard Hammond (of Greentraveller); and
Andy Dean (North East Rural Growth Network Business Support Programme).
He then outlined the format of the Seminar and invited Pauline Elliott (Chair of the AONB
Partnership’s Tourism Working Group) to say a few words about the purpose of the
Seminar.
Pauline welcomed everyone to the day and outlined the following:
• Purpose of the day: To begin work which will lead to applying for the European
Charter for Sustainable Tourism in 2016-17
• The aim of the Charter is to maximise the benefits of tourism in the North Pennines
without compromising the environment and the quality of life for local people - to
make the North Pennines a better place to live in and a better place for people to
visit. It’s a practical management tool to help us all work together across the
administrative boundaries… to make sure we’re pulling in the right direction to
ensure that tourism is based on, and actively supports the special qualities of the
North Pennines.
• Achieving the Charter is an Objective in the 2014-19 North Pennines AONB
Management Plan… The North Pennines is a Charter Candidate and is looking to join
over 100 other Protected Landscape in 13 European countries which have followed
this path…
• The Seminar will become an annual fixture in the North Pennines ‘tourism calendar’
– an opportunity to come together to review Charter progress, discuss issues,
challenges and opportunities AND gain inspiration!
Pauline then introduced Linda and Tony Beck from BECKs Training:
Linda and Tony welcomed everyone to Deneholme County House and outlined their current
project – bringing the Dale Hotel in the centre of Allendale back to life:
•
•
This year has seen BECKs Training Ltd acquire The Dale Hotel in Allendale, a
dilapidated building that has been sitting empty for 11 years. The first phase – four
months into the renovation project – is now complete: The Allendale Bunkhouse
(www.allendalebunkhouse.co.uk) opened in October 2014. It provides
accommodation for up to 37 people right on the Market Place.
The two-bedroom holiday cottage is the next stage and the third and final part of the
project will be the reopening of a 17 bedroom 4 star hotel & spa in the centre of
Allendale: The Dale Hotel is coming back!
After these introductions we had three interesting presentation:
•
Hetty Byrne (Forest of Bowland AONB Partnership): What does success look like? A
perspective from the Forest of Bowland
Hetty spoke about the sustainable tourism journey that the Forest of Bowland has been on
since 2005 when they first achieved the Charter. She shared with the group their experience
of setting up the Bowland Experience (www.bowlandexperience.com) – a sustainable
tourism business network - and the Bowland Wildlife blogging project
(www.bowlandwildlife.org.uk).
Hetty showed us how 9 out of 10 businesses now feel the special qualities of the Forest of
Bowland AONB are important to their business operation. She outlined an example of visitor
giving from the Three Fishes – illustrating the accumulated power of small contributions.
And shared with us the importance of 'little wows’! She also highlighted the sense of place
work that they’ve done (with tourism businesses) and got us thinking about our favourite
place and this is all about memories and tourism is very tied up with that.
•
Richard Hammond (Greentraveller Ltd): Greentraveller’s Gude to the North
Pennines – next steps
Richard reminded us that people want a great green time, without the labels – it’s all about
the experience and making sure that people have an enjoyable time. He outlined the
Greentraveller approach to promoting the AONBs and National Parks on a common
platform (www.greentraveller.co.uk) through their “Greentraveller’s Guide to …” series. He
highlighted the ethos of the guides – stay, eat, see and do – and that it’s all about the great
experiences that people can have in these special places.
Richard briefly touched on the Greentraveller’s Guide to the North Pennines
(www.greentraveller.co.uk/green-holidays-north-pennines) – which was initially launched in
2012, with the support of the AONB Partnership. Three new ‘insider guides’ have been
added recently, as well as the whole guide having an update: Stargazing; North Pennines
Electric Bike Network; and Bowlees Visitor Centre in Upper Teesdale.
•
Andy Lees (North Pennines AONB Partnership): Visiting the Allen Valleys – future
ambitions, early experiences
Andy gave us an overview of the AONB Partnership's Allen Valleys Landscape Partnership
Scheme (www.northpennines.org.uk/Pages/AllenValleysLandscapePartnership.aspx). This
emphasised the fact that tourism is a team game. Our heritage assets are our tourism
assets.
After tea…
Shane Harris (North Pennines AONB Partnership): Local views on tourism
Shane showed us what our local communities, in the North Pennines, think about tourism
by providing a snapshot of the 2014 consultation carried out by the AONB Partnership.
Engaging the community in tourism is simply the right things to do, and it is an ongoing
process. A full report is available from www.northpennines.org.uk/Pages/Tourism.aspx.
A few highlights: 93% thought tourism was good for the area; 23% thought the area has
about the right number of visitors; 70% thought the area would benefit from more visitors;
55% agreed that higher spending visitors should be encouraged; 90% agreed that tourism is
important to the local economy; 75% agreed that tourism provides good job opportunities
for local people; almost 70% agreed that visitors should contribute to looking after the area.
The challenge to the industry is threefold: retain high levels of approval and agreement from
local communities; whilst developing tourism further; and improving responsibility. Shane
suggested that if a responsible approach is taken then retaining the high levels of approval
should be easier to achieve.
Delegates then split into four groups to address questions which were inspired by the
tourism consultation and the Charter for Sustainable Tourism process.
Feedback from the break-out groups
Yellow Group: How can tourists contribute to looking after the North Pennines?
Facilitator: Pauline Elliott
•
Visitors need a sense of ownership of the area and a variety of ways to give and
things to contribute to.
Blue Group: What are the economic development opportunities for responsible tourism in
the North Pennines?
Facilitator: Richard Greenwood
•
•
Package itineraries and networked offers (pre- and post-arrival).
Infrastructure and the public realm may need improvements to facilitate tourism
development.
•
Tours and guiding based around the area's special qualities is still likely to be a
profitable market - linked to responsible tourism and memorable experiences.
Green Group: How can we ensure that tourism supports and does not reduce the quality
of life for local people
Facilitator: Lynda Bares
•
•
•
•
•
Boost it through investment in the local economy.
Helping to focus infrastructure development and maintenance.
Expanding the world view of visitors and local people through interaction.
Leaving positive reviews on social media is increasingly important – we need to
encourage it.
There's also a role for ensuring that businesses and local people know more about
what available in the AONB.
Pink Group: How can we protect and enhance the area’s natural and cultural heritage, for
and through tourism?
Facilitator: Jessica Goodfellow
•
•
•
There's no likely impact that we can't manage.
Visitor giving is really important and the ambassadorial role for tourism businesses is
a vital one.
Increasing the connections between visitors, accommodation providers, guides and
others involved in tourism is really important to join up the offer more effectively.
After a fine lunch (three delicious soups to choose from!) the delegates were entertained
by three inspirational, quick-fire presentations:
•
Martin Kitching (Northern Experience Wildlife Tours): Nature watching in the North
Pennines
Martin took us on a tour through the iconic wildlife and habitats we’re blessed with in the
North Pennines. He spoke about making the link between community and wildlife and the
importance of opening young people’s eyes to the natural world. He showcased our
wonderful wildlife through a series of fabulous images taken by him and his wife.
•
Justin Grammer (PS Business Matters): Google+ what’s it all about and why should
tourism businesses be bothered?
Justin helped most of us to discover Google+ and reminded us that it is much more than
‘just’ a social network. He highlighted that it is interlinked with Google Search. Businesses
can have a real effect on where they appear in Google search rankings by simply having a
presence on Google+. 'Who you know is what you get' i.e. the more people who talk about
your business/services and interact with you, then the more people will find out about what
you have to offer via Google Search.
•
Richard Darn (Stargazer and training leader): Fortune in the Stars – dark sky
tourism in the North Pennines
Richard took us on a wildlife tour of the skies. And reminded us that our dark skies are
special and they are a real tourism asset e.g. the North Pennines has more Dark Sky
Discovery Sites (16) than any other part of the UK. Over 50% of Northumberland tourism
businesses said dark sky tourism had boosted their bookings and 80% in Galloway. We
always knew the North Pennines had star quality - let's build on that.
Final words:
We've heard a lot about working together - and the Europarc Charter for Sustainable
Tourism is all about how we can work together in developing responsible tourism in the
AONB that's more profitable (in every sense of the word) for businesses, visitors and the
environment.
What's clear from some of the presentations today is that tourism in our kind of context is
about experiences - explorations into nature and culture - and about memories. Tourism is
very much about making memories with people and everyone at this Seminar is in the
memory-making business - a very important business to be in.
As we set off down the road towards the EUROPARC Charter for Sustainable Tourism then
what we’ve done so far is establish the bedrock. This event is a springboard to doing greater
things in a more collaborative way. The AONB Partnership is looking forward to working
with you all on this.
Chris then thanked the speakers (and sponsors) and closed the Seminar.
Allendale Bunkhouse Tour
Linda Beck (BECKs Training) then led a tour of the newly opened Allendale Bunkhouse –
located in the Market Place, Allendale, Northumberland NE47 9BD.
•
•
•
•
•
•
•
•
•
Dining area big enough for 37 guests
Self-catering kitchen – fully equipped
Patio and walled garden with play area
All open plan downstairs
Sleeps 37 (over 2 floors, 31 bunk beds, 2 single beds, 2 doubles)
Most rooms with ensuite facilities
Bedding and linen provided (not towels)
Exclusive bookings or ‘by the room’
More details at www.allendalebunkhouse.co.uk / Tony Beck (07791 707097) or
01434 618579 (Deneholme Office)
The Seminar was possible due to the sponsorship of the following three organisations:
North East Rural Growth Network Business Support Programme:
It was supported by the following organisations and individuals:
And Richard Darn from the Animating Dark Skies Project.
Attendance list:
Alex MacLennan
Alison Clarke
Alison Lamb
Andrew Poad
Andy Lees
*Angela Whiting
Anthony Toole
Austin Thistlethwaite
Barry Liddell
Cameron Gordon
Cathy Reynolds
Chris Woodley-Stewart
*Craig Wilson
Danielle Lowes
Danny Taylor
David Heatherington
Dawn Goodwill-Evans
*Deb Humble
Donna Coates
Duncan Wise
Elaine Burberry
Emma Wilson
Graham Vickers
Guy Harmer
Hayley Bell
Heather McFall
Helen Hambleton
Hetty Byrne
Iain Robson
Ian Forbes
Jan Williams
Janet Fairclough
*Jessica Goodfellow
Jill Richardson
John Guyon
*Jude Leitch
Justin Grammer
Kaye Jemmeson
Kim Hobson
*Kim Holden
Lauren Shiels
Linda Beck
Lisa Shearer
Forestry Commission
The Miners Arms, Nenthead
Doe Park Caravan Site, Teesdale
National Trust
North Pennines AONB Partnership
Teesdale Marketing
Outdoor Writers and Photographers Guild
Eden Rural Services
High Broadwood Hall Cottages, Allen Valleys
Chatterbox Café, Weardale
Haggs Bank Bunkhouse, Nenthead
North Pennines AONB Partnership
Visit County Durham
North Pennines AONB Partnership
Haggs Bank Bunkhouse, Nenthead
Weardale Museum
Northumberland County Council
County Concierge/Visit Allen Valleys
Durham Dales Centre, Weardale
Northumberland National Park Authority
High Broadwood Hall Cottages, Allen Valleys
East Briscoe Farm Cottages, Teesdale
The Cycle Pad
Cumberland Inn, Alston
Upper Teesdale Agricultural Support Services
Tour Guide
North Pennines AONB Partnership
Forest of Bowland AONB Partnership
Northumberland Coast AONB Partnership
Friends of the North Pennines
Blue Badge Guide
RSPB
Eden Tourism
Dowfold House B&B, Weardale
North Pennines AONB Partnership – Open Seat Member
Northumberland Tourism
PS Business Matters
North Pennines AONB Partnership
Nenthead Chapel Project
South Tynedale Railway, Alston
High Broadwood Hall Cottages, Allen Valleys
BECK’s Training Ltd
Groundwork North East
*Liz Curry
Liz Kerrey
*Lynda Bares
Martin Kitching
Marzia Aloisio
Mike Boase
Mike Ogden
Neil Gander
Owen Shiels
*Pauline Elliott
Peter Samsom
Rachael Greaves
Rachel Milner
Richard Darn
*Richard Greenwood
Richard Hammond
Richard Johnstone
Rupert Richardson
Sally Hemsley
Sarah Higgs
Shane Harris
Shelagh Connor
Simon Heptinstall
Simon Wilson
*Sonia Kempsey
Sophie Cade
Steph Eals
Stephen Atkinson
Sue Campbell
Valerie Livingston
*Verona Woodhouse
Walter Willcox
Horsley Hall, Weardale
Shap Building Group
The Old Barn B&B, Teesdale
Northern Experience Wildlife Tours
The Enterprise Agency
Killhope Lead Mining Museum
Durham County Council – Access & Rights of Way Team
County Durham Local Access Forum
High Broadwood Hall Cottages, Allen Valleys
Ninebanks Youth Hostel, Allen Valleys
North Pennines AONB Partnership
Raby Estates, Teesdale
Stargazer/Animating Dark Skies Project
Cumbria Tourism
Greentraveller Ltd
Geltsdale Arts
Dowfold House B&B, Weardale
Eden Tourism
Pennine Country Cottages, Alston
North Pennines AONB Partnership
Killhope Lead Mining Museum
Fairfield House Ltd, Weardale
North Pennines AONB Partnership
Alston Art Apartments
Nurture Lakeland
Pennine Country Cottages, Alston
Eden Rural Services
Explore Teesdale
Barrington Bunkhouse, Rookhope Valley
Allendale Caravan Park, Allen Valleys
Blue Badge Guide
*Member of the North Pennines AONB Partnership’s Tourism Working Group
(www.northpennines.org.uk/Pages/TourismWorkingGroup.aspx)