National Parks receive boost from Discover England Fund

Representatives of the Broads National Park are delighted with the announcement that England’s National Parks have been awarded £1m from the Discover England Fund matched with an additional £400k to introduce a collection of experiences designed to inspire and encourage visitors from Australia and Germany.

Make Great Memories in England’s National Parks is one of a number of successful projects to receive funding from the UK Government’s £40 million Discover England Fund. The Fund is administered by VisitEngland which will be working on a programme of activity to ensure that England stays competitive in the rapidly growing global tourism industry, by offering world-class English tourism products to the right customers at the right time. The Fund is a central government funded programme of activity, supported by match funding partners in the public and private sectors.

The project “Make great memories in England’s National Parks” is a two year collaboration that will deliver a joined up, branded collection of signature experiences and a business support and trade marketing strategy to develop bookable tourism product across all the English National Parks. The core elements of this exciting project include:

  • Development of an overarching experiential brand in England’s National Parks, designed to align the proposition and engage the, Australian and German visitors via the travel trade;
  • Development of a framework to engage local businesses and enhance the overall visitor experience;
  • Development of a travel trade strategy to stimulate partnerships that successfully connect the brand and product with our targeted overseas markets;
  • Creation and delivery of a range of compelling world-class experiences within the English National Parks highlighting the distinctive nature and assets of each national park.

The new product collection will be marketed to travel trade partners and through co-operative marketing activities including a range of trade missions and travel shows.

‘Make great memories in England’s National Parks’ has been developed by a project team of tourism officers working across the English National Park Authorities, chaired by, Sarah Fowler, Chief Executive of the Peak District National Park Authority. The Peak District National Park Authority will act as the lead English National Park.

National Parks in England are major contributors to the tourism economy currently accounting for more than £4bn of visitor spending in National Parks and their surrounding areas. National Parks account for almost a quarter of spending on rural tourism. National Parks have a key role to play in the promotion of our national visitor offer as the parks are an internationally recognised brand and provide high quality visitor experiences in iconic landscapes. England’s National Parks attract over 94 million visitors a year.

John Packman, Chief Executive of the Broads Authority commented,

“This is incredibly exciting news. We know that the Broads National Park already attracts international visitors and we have a unique proposition to expand on this. It is perhaps fitting that today’s announcement coincides with the start of a visit from 21 students from every corner of the world, all of whom are studying for a Masters in Conservation Leadership and are potential leaders in their field. The Broads has a huge appeal and we should capitalise on that so more people can visit, enrich their knowledge and enjoy our National Park.”

Greg Munford, Chair of Broads Tourism also welcomed the announcement,

“This is a huge opportunity for every aspect of the Broads tourism economy. The majority of the 7 million people that visit the Broads every year come from a relatively short distance of around 2-3 hours drive but we know that once we attract new international visitors, they return again and again. The German and Australian markets are potentially huge and we need to ensure that we develop and market a Broads National Park offer that is irresistible and unique.”

Friday 6 October 2017