Broads Plan 2022 - 2027

Previous section: Theme D - Protecting landscape character and the historic environment

Theme E: Promoting understanding and enjoyment

Recreation and integrated access | Regenerative tourism | Visitor information | Long-term aim | Strategic objectives and key actions

Recreation and integrated access

More than eight million people a year₂₁ visit the Broads National Park to enjoy outdoor activities on land and water. With more than 200km of inland navigable lock-free waterways, the area is best known for leisure boating, but it also contains part of National Cycle Route 1, and 303km of public rights of way including three county long distance trails and part of the national England Coast Path trail. The coast and urban centres such as Norwich and Great Yarmouth also provide opportunities for open access and recreation.

There are currently more than 12,000 craft licenced to use the Broads₂₂, and the boating community plays an important role in contributing towards the upkeep of the navigation. The majority of boats are privately owned, but the hire boat industry remains a major part of the Broads economy, and diversification and improvements in environmental and quality standards have been crucial to its ongoing survival. Boat building, chandlery and repair are also significant local industries.

While there has been a trend in recent years towards bigger boats, most boating is still in small motorised craft and sailing boats, the latter having been integral to the Broads landscape since the 19th century. Small craft such as  canoes and stand up paddle boards are becoming increasingly popular, particularly with young people. Managing user safety on the water has become a growing focus, as highlighted in Theme C. Other popular activities include angling (estimated to bring in more than £100million a year to the local economy), walking, cycling, horse riding and visiting local sites of interest. The strong appeal of the local wildlife, notably birds, boosts visitor numbers throughout the year.

All these activities rely on good public access on land and between land and water, along with appropriate visitor services and facilities. The need to plan for the impacts of climate change, particularly changing water levels and flood risk, is acknowledged. It is also important to provide access in ways that will not damage fragile wetland habitats or disturb wildlife. Due to its geography and waterways network, much of the area is also relatively difficult to access and the best (and sometimes only) way to reach certain parts of the system is by water.

In common with other National Parks, most visitors come to the Broads by private car. In some areas, particularly popular sites, this contributes to carbon emissions, increases seasonal traffic congestion and demand for parking, and creates a contradictory impression to visitors who expect the area to be tranquil. There are, however, three railway lines serving many of the smaller settlements between Norwich, Great Yarmouth and Lowestoft, good bus services in some areas, and a number of community transport schemes based in and around Broads villages.

Proposals to improve access to and around the Broads, linked to destination points, services and sustainable transport are identified in the Broads Integrated Access Strategy. However, action often depends on gaining realistic landowner agreements, and on having sufficient resources both to carry out works and to maintain the overall network in the longer term. Other access, travel and local plans, including the emerging 30-year Transport Strategy for the East and county-led plans, all identify the need for more investment in public transport, walking and cycling facilities, and links between visitor hubs such as rail stations, town centres, tourist attractions and moorings.

Regenerative tourism

Tourism is a major contributor to the Broads’ economy, and the area’s attractions also recognise the significant appeal of the surrounding area including the historic city of Norwich, seaside resorts like Great Yarmouth and Lowestoft, and the North Norfolk coast, part of which is designated as an Area of Outstanding Natural Beauty. The primary markets for the Broads include domestic visitors on short breaks, couples and families on longer holidays, and day visits by local residents and coastal holidaymakers. There is also forecast growth in other markets such as young independent travellers, groups, and people with special needs.

The Tourism Strategy for the Broads (2016) focuses on high quality, year-round sustainable activity, with connected benefits for local communities and conservation. Its main aims are to raise awareness of this unique wetland, strengthen the tourism offer and manage the flow of visitors around the Broads, encouraging exploration and environmental awareness. The emphasis for the UK National Parks family is now moving from sustainable tourism to ‘regenerative tourism’ – activity that goes one step further  and contributes tangibly toward the regeneration of the places and communities in which it operates. This will be reflected in our updated Tourism Strategy, due to be adopted in 2023.

The Broads offers unique experiences to a wide range of audiences, although its place within the UK National Parks family is still not widely recognised. Public sector cuts continue to affect support for tourism marketing, management and infrastructure, and stronger working between local authorities and the private sector is vital in supporting the industry. Recognised issues include a lack of visitor facilities in some areas, inconsistent quality in accommodation and catering, and a shortage of labour, skills and volunteers. Opportunities include private sector interest in sponsorship, and the growing trend for ‘experiential’ activities that bring the area’s nature, landscape and cultural heritage to life.

As in many other sectors, tourism has been affected by the Covid-19 pandemic. In 2020, tourism in the Broads and area of influence brought in around £382m and 4.76m visitors, compared with £665m and 8.2m visitors in  2019₂₃. Periods of lockdown, especially at high points of the holiday season, required new ways of working for local businesses, often at reduced capacity and increased cost, and sustainable tourism slipped down the priority list as survival and adaptation became paramount. Conversely, easing of Covid-19 restrictions created a surge in domestic holidays in 2020 and 2021, with a huge increase in new and younger waterways users to the Broads during a condensed season. While this was positive for local businesses, coping with such high visitor numbers also brought significant safety and environmental problems. It is too early to say how the trends caused by Covid-19 might influence tourism in the longer term.

Visitor information

Clear, consistent and coordinated information about the area helps to strengthen visitor understanding and enjoyment, both before and during visits. In 2015 the Broads Authority agreed to brand the area as the ‘Broads National Park’, to promote more clearly its National Parks UK membership credentials and special qualities. While the Broads may mean different things to different people, branding and key messages aim to capture the area’s essence and value, and encourage people to value and care for it.

Long-term aim

The value of the Broads National Park as a place for escape, adventure, enjoyment, inspiration and reflection is recognised and treasured. The area offers a wide range of high quality, distinctive and memorable activities on water and on land, in suitable locations and in harmony with the special status and qualities of the area and its communities. Boating remains integral to local recreation, alongside other popular pursuits of angling, walking, cycling and experiencing the rich natural and cultural assets of this wetland landscape. Year-round regenerative tourism actively supports the natural environment and a thriving local economy. Physical access on and between land and water is managed sensitively to maximise the health and wellbeing benefits of open space to all, while ensuring the resource itself is not degraded. Where possible, improvements are made to the access network, linked to visitor destination points and sustainable transport. Clear, consistent and high-quality information helps people to understand, respect and enjoy the area’s special qualities. The natural, built and cultural heritage and local traditions that reflect the character of the Broads are understood, documented and promoted.

Theme E: Strategic objectives and key actions

E1 - Improve the integrated network of access routes and points (with easier access for people with mobility and sensory needs), linked to visitor facilities

E2 - Offer a coordinated and year-round programme of visitor activities that promote a ‘Broads’ experience’, taking measures to prevent any adverse environmental impacts

E3 - Maintain and upgrade the range and provision of integrated multimedia interpretation about the special qualities of the Broads National Park, and ‘point of need’ information for visitors

E4 - Strengthen the quality and distinctiveness of the local tourism offer, including careers and skills training