NORTH NORFOLK DISTRICT COUNCIL
TOURISM SECTOR STUDY
ANNEX
BACKGROUND REPORTS
Final
December 2005
Prepared by
Checked by
Authorised by
Scott Wilson Kirkpatrick & Co Ltd
3 Foxcombe Court, Wyndyke Furlong,
Abingdon Business Park, Abingdon
Oxon, OX14 1DZ
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North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Contents
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Introduction................................................................................................ 1
Tourism Appeal and Assets....................................................................... 3
Visitor Attractions Audit ............................................................................. 9
Audit of Additional Visitor Amenities ........................................................ 30
Audit of Visitor Facilities & Services ........................................................ 42
Visitor Accommodation Audit................................................................... 50
Visitor Assessment .................................................................................. 69
Tourism Benefit Review........................................................................... 80
Changes in Population Characteristics.................................................... 86
Trends in the Holiday Market ................................................................ 91
Accommodation Developments .......................................................... 104
Tourism Business Survey ................................................................... 108
Tourism Management ......................................................................... 119
Planning Policy Review....................................................................... 129
Strategic Context ................................................................................ 154
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Introduction
1
Introduction
1.1
The following series of reports combine to present a comprehensive assessment of the North
Norfolk Tourism sector.
1.2
This Tourism Sector study has been commissioned by North Norfolk District Council (NNDC) to
provide a more comprehensive understanding of the tourism industry within the District and to
inform the new Local Development Framework.
1.3
The study is required to:
•
analyse the district’s continued strong appeal as a visitor destination and how this can be
maintained in the future;
•
analyse recent trends in employment and business activity within the sector;
•
review Government policy statements with respect to the development of tourism and cultural
attractions; and
•
evaluate the effectiveness of existing Local Plan policies to establish their success in supporting
continued investment in the diversity and quality of tourism infrastructure.
1.4
In order to achieve these requirements, Scott Wilson has adopted the following approach:
•
complete an appraisal of the key assets and appeal of North Norfolk as a tourism destination,
and place this within a wider context of Norfolk as a whole;
•
complete a comprehensive audit of the current tourism plant and infrastructure within the
District, including visitor attractions, visitor accommodation, and additional amenities, services
and facilities used by visitors during their stay;
•
identify the worth of tourism to the District in terms of volume, value and the number and types
of jobs supported, and place this within the context of Norfolk, the East of England Region and
the UK as a whole;
•
conduct a market assessment based on the current assets and attractions, and identified future
market trends that could have an impact on land use including specific developments in
accommodation with relevance to North Norfolk;
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North Norfolk Tourism Sector Study – Background Reports
Page 1
Introduction
•
complete a review of planning policy relating to tourism and its effectiveness in promoting or
restraining certain types of tourism development based on detailed analysis of a comprehensive
sample of planning applications and decisions; and finally
•
review the requirements of effective tourism management and rural economic development in
comparison with districts that have achieved Beacon Status.
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North Norfolk Tourism Sector Study – Background Reports
Page 2
Tourism Appeal and Assets
2
Tourism Appeal and Assets
Introduction
2.1
The following sections aims to place tourism in the context of North Norfolk’s key assets that drive
visitation within the District.
2.2
2.3
The core assets of North Norfolk are fairly straightforward to define:
•
the coastline and beaches
•
The Broads
•
the Norfolk Countryside
However, the overall appeal for North Norfolk is more specifically defined through the interplay
between these assets and the main resorts towns, and villages, and the wider facilities and services
that are available to visitors, and their overall carrying capacities.
2.4
For much of the District, the sustainability of tourism is a key issue. A large proportion of the
coastline has AONB and Heritage Coastline status, and The Broads is a designated National Park.
Both designations, through the protection and preservation of vital environmental landscapes and
features, help to heighten the awareness of the area to an increasingly sophisticated visitor market.
However, these environments by their very nature are particularly sensitive to increased pressure.
In this instance, tourism and tourism policy needs to be attentive to the more restricted carrying
capacity of these areas, whilst also aiming to maximise the tourism benefits.
2.5
In contrast, attractive and easily accessible beaches generally have the capacity for high volumes of
visitors. For North Norfolk, this activity has resulted in the development of surrounding areas into
‘resorts’ (Cromer, Sheringham, Mundesley and Wells-next-the-Sea) which service the visitors
through accommodation, shopping, and entertainment provision for example. As such, the high
volumes of tourism activity underpin the local economy, and any downward trend in volume can
have dramatic consequences for the prosperity of the area. Therefore, a key objective for tourism in
these resorts will be to maintain high visitation levels to ensure continued support of service
provision in the area.
2.6
It is with these land-use issues in mind that we divided the area of North Norfolk into four asset
zones. These zones take into account the core assets and match them against characteristics of
the local towns, villages and visitor services and amenities, and their respective visitor capacity.
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Tourism Appeal and Assets
2.7
It should be noted that the boundaries of the zones are somewhat arbitrary, and have been devised
purely as a tool for analysing and improving the understanding of tourism with the District. They
should not be considered as a reflection of how the visitors would view North Norfolk. Rather, for
some a feature or asset can individually be the main motivation for a visit, whilst for others it will be
the ability of several asset zones to combine to create the multifaceted experience they aspire to.
Asset Zones
2.8
The asset zones are fundamentally characterised by the environment, a consequence of the fact
that the District is predominantly rural in nature.
2.9
The zones are highlighted in Map 2.1. The following section describes each of the zones core
characteristics in more detail.
i) Resorts & Hinterlands
2.10
The Resorts & Hinterlands zone encompasses the traditional seaside resorts of Cromer,
Sheringham and Mundesley. As a destination, this has long been the hallmark of the District’s
tourism offer.
2.11
The principal image of the North Norfolk coast is as a beach destination offering traditional, ‘bucket
and spade’ holidays with good quality beaches easily accessible from nearby/coast fronting
accommodation. This appeal is still very much relevant to the tourism offer of North Norfolk today,
with the zones’ main centres and beaches still bustling with visitors during peak periods. Key
landmarks of the traditional aspect of the resorts of Cromer and Sheringham still feature
prominently, through the coastal promenades and Cromer Pier in particular being hubs for visitor
activity. The strength of Cromer Pier is that it has changed little in character through time, and has
managed to retain its ‘end-of-pier’ show, one of the still few remaining in the UK.
2.12
The surrounding countryside area for much of this zone is a designated AONB, and incorporates
the Cromer Ridge, which has irregular, undulating, intimate and well-wooded topography and areas
of heather. This ridge creates the line of low cliffs that characterise the coastline along this Coastal
Zone.
2.13
In terms of landmass, The Resorts zone is the smallest of the four zones within North Norfolk.
However, in terms of visitor capacity, it represents the largest zone with Cromer, Sheringham and
Mundesley all highly geared towards catering for the visitors who wish to stay in the area, with the
prime motivation being the beaches.
2.14
A key issue for the Resorts zone will be to maintain its status as a beach destination in the face of
increasing competition, particularly from overseas destinations.
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Tourism Appeal and Assets
Heritage Coast
Wells-next-the-Sea resort; Nature
& Wildlife; character towns and
villages (Blakeney, Walsingham);
shopping at Holt
Resorts & Hinterlands
Traditional seaside resorts;
Cromer Pier; good quality
beaches; promenades and coast
fronting accommodation.
Surrounded by Cromer Ridge
Norfolk Countryside
Attractive rural countryside,
interspersed with pleasant towns
and villages. Typical of
countryside of Norfolk
North Norfolk Broads
Forms part of The Broads National
Park. Hickling Broad and Barton
Broad; River’s Bure, Ant &
Thurne; surrounded by attractive
countryside, towns & villages.
Map 2.1
North Norfolk
Asset Zones
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Tourism Appeal and Assets
ii) North Norfolk Broads
2.15
The Broads are one of the UK’s fourteen designated National Parks. The ‘National Park’ status
itself has a high resonance with visitors.
2.16
The proximity of the rivers and broads to key centres within North Norfolk means that the sphere of
influence that The Broads extends well into North Norfolk, a section of District’s tourism offer that
we have defined for the purpose of this study as the North Norfolk Broads.
2.17
The unique factor of The Broads compared to the other National Parks is that it is Britain’s largest
protect wetland. The waterways of The Broads can be used for a variety of forms of recreation,
particularly for boating trips whereby visitors are offered the opportunity to navigate around 125
miles of lock-free, tidal rivers. As a result, The Broads has a specific renown for boating holidays.
2.18
According to the Broads Authority, its rivers, broads (shallow lakes), marshes and fens make it a
unique area, rich in rare habitats, which support myriad plants and animals. As such, the Broads
also offers visitors a chance to discover wildlife habitats in a unique environmental setting both
within the UK and internationally, with wetland habitats being amongst the most threatened habitats
in the world.
2.19
In particular, the Hickling Broad and Barton Broad, both of which are within North Norfolk District,
offer some of the most popular ‘Broads’ areas for boating and wildlife watching.
In addition, the
northern reaches of the Park are defined by the course of River’s Bure, Ant and Thurne, all of which
extend into the North Norfolk District boundary.
2.20
The North Norfolk Broads zone is characterised by the distinctive landscapes and buildings unique
to this area of Norfolk.
iii) The Heritage Coast
2.21
The Heritage Coast extends eastwards from Salthouse and Cley-next-the-Sea to Wells-next-theSea and Holkham, and includes a section of coastline of Weybourne that has a specific ‘Heritage
Coast’ designation (this designation extends to Holme-next-the-Sea in neighbouring West Norfolk).
2.22
The zone extends inland to include settlements such as Little Walsingham, Great Walsingham and
Holt, which are all included within the AONB area.
The nature of these settlements is still
reminiscent of those found along the coastline both in character and charm.
2.23
This zone covers much of the AONB area within North Norfolk, and therefore has a particular
appeal with regards to the natural environment. Much of this area is of international or national
importance, with the Countryside Agency stating that the North Norfolk Heritage Coast represents a
‘last true wilderness in lowland Britain’. This is because the area has a rich and diverse ecology,
which includes freshwater marshes, salt marshes, sand dunes, and shingle ridges that support a
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Tourism Appeal and Assets
variety of marine and bird wildlife. Its ecological importance is reflected in the fact that the area
contains Ramsar sites, a Biosphere Reserve, a Site of Special Scientific Interest, a Special
Protection Area, Special Area for Conservation (SAC) and Marine designations.
2.24
This area also includes the river valleys of River Stiffkey and River Glaven, which are said to be
tranquil, small meandering rivers, with well-defined arable slopes, prominent flint churches and a
few distinctive watermills.
iv) Norfolk Countryside
2.25
The inland countryside of North Norfolk, even outside of the AONB, continues the theme of rural
landscapes.
This area is characterised by open, settled agricultural landscape, narrow lanes,
prominent churches, and hedge banks, typical of the arable nature of Norfolk, which gently
undulates to provide vistas of agricultural land. This is interspersed with typical Norfolk villages,
many of which have a unique quality and appeal. This represents perhaps the image visitors would
most associate with rural Norfolk.
2.26
The Norfolk Countryside is perhaps not the strongest of the zones identified in terms of tourism
appeal. However, this zone has the greatest available capacity within the District in terms of future
land-use for tourism purposes. Any future development within this area still needs to be of a scale
and nature that is sympathetic to the overall offer of North Norfolk. It should also be noted that
visitors utilising service provision in the Norfolk Countryside zone are more likely travel into the
other zones to fulfil their specific requirements and experiences.
Norfolk’s Tourism Product
2.27
According to Norfolk Tourism, North Norfolk is perhaps the most varied district in terms of resources
and assets for attracting visitors to the County, through its coasts and resorts, its countryside, and
its association with The Broads.
2.28
To get a more complete picture of the setting of the tourism assets of North Norfolk, it is necessary
to look at its sub-regional context (see Map 2.2).
The Broads
2.29
The overall extent of The Broads’ land area is much greater than the area of concern for North
Norfolk with the overall area extending from Bungay and Beccles in the south to Coltishall, East
Ruston and Hickling in the north.
2.30
The Broads is estimated to receive 1million staying visitors and 1.3million day visitors per year, but
by its own admission, The Broads has a weak brand in terms of visitor awareness, imagery and
perception in comparison to other National Parks in the UK such as the Peak District, Lake District
and Yorkshire Dales for example.
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Tourism Appeal and Assets
Heritage Coast
Forms part of the Norfolk Coast
AONB area.
Resorts & Hinterlands
Combines with Great Yarmouth to
provide the Resorts offer of
Norfolk
Norfolk Countryside
Characteristic of the countryside
of Norfolk as a whole
North Norfolk Broads
The Broads National Park extends
southward as far as Bungay &
Beccles
Map 2.2
The Main Asset
Zones of the
northern area of
Norfolk
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Tourism Appeal and Assets
2.31
The Broads is famed for its boating opportunities, and is home to an estimated 12,500 craft, a level
that has changed relatively little since the early 1990’s. The majority of these boats are in private
ownership, with around 2,000 boats are available for rent to visitors. However, it has long been
recognised that this sector has been in a gradual period of decline.
In the 1970’s there were over
4,000 craft available for hire, including 2,600 holiday boats. The poor awareness and imagery,
coupled with a perception of high cost associated with UK boating holidays, has meant that demand
for hire boats is now not as strong in the UK. The greatest decline in hire provision has been
experienced in holiday boats, with just 800 remaining overall.
2.32
A key challenge for The Broads is to prevent any further loss of new holiday visitors to area. In
particular, this will require restricting the loss of further hire craft for holidays and/or encourage new
and alternative holiday accommodation provision. This is likely to be associated with encouraging
visitors to participate in sustainable activities, such as walking, cycling and soft water-based
activities including sailing, kayaking and canoeing.
2.33
At the time of writing, The Broads Authority is in the process of devising a new tourism strategy.
Whilst it is not possible to incorporate the findings or key recommendations of the strategy into this
report, it is likely that the strategy will be based on raising the quality of the boating offer to match
and compete with other inland waterway destinations in Europe. It is also likely to recommend
creating greater linkages with nearby settlements and the wider area to encourage sustainable use
of The Broads as a visitor resource. In particular, it is expected that stays on the edge of the water
will be promoted to utilise and drive demand for serviced and self-catering accommodation, with the
aim being to diversify the accommodation sector away from rental boats. Moreover, all boat users
will be encouraged to explore the landside areas of The Broads through links with cycle/walking
routes.
It is the ultimate ambition of The Broads Authority to attain the Europarc Charter for
Sustainable Tourism accreditation.
The Norfolk Coast Area of Outstanding Natural Beauty
2.34
This Norfolk Coast AONB actually extends both eastward and westward of the zone we have
classified as the ‘Heritage Coast’, with the AONB itself divided into three areas (see Map 2.2).
2.35
The main area stretches from Snettisham in the west to Paston and Knapton in the east, covering
all of the coastal region between Holme-next-the-Sea to Sheringham, plus Sidestrand and
Trimingham. Further AONB sites include a sizeable area just to the north of King’s Lynn, including
Sandringham and Wolferton; and in the east there is a section stretching from Sea Palling to
Winterton-on-Sea. This means that the Norfolk Coast AONB crosses the administrative boundaries
of King’s Lynn and West Norfolk District Council, North Norfolk District Council and Great Yarmouth
Borough Council.
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Tourism Appeal and Assets
2.36
It is important to recognise that the visitor appeal of the AONB will not be restricted to these
administrative boundaries, but rather should be viewed more holistically. This is a major role of the
Norfolk Coast Partnership, which was established to create a more consistent and cohesive
approach to the management, protection and development of this area of high environmental
quality.
2.37
The environmental characteristics of the AONB, along with its specialist wildlife interest, make the
area as a whole a key visitor asset. However, because of its environmental sensitivities, some of
the habitats are susceptible to damage from increased visitor pressure. Managing this dichotomy to
ensure that visitor presence can be sustained without damage to the natural habitats will be crucial.
2.38
The Norfolk Coast Partnership has devised a management plan which highlights the areas at most
risk from visitor pressure. The key pressure points within North Norfolk include Blakeney Point,
Kelling Heath SSSI, and Holkham Dunes. Other areas with the AONB that are susceptible include
Holme Dunes and Winterton Dunes.
2.39
Under the current Norfolk Coast AONB Management Plan (2004-2009), the Partnership highlights
the need to manage the effects of increased numbers of visitors. Previously, this involved the
production of a Visitor Management Strategy (1995), which included a visitor management-zoning
scheme. The main aim of the Partnership in terms of tourism is to ensure that there are continued
opportunities for visitors to enjoy the natural beauty of the area but without any damage to the
environment. Specific objectives include to:
•
establish and develop systems to manage visitor pressure on key wildlife species and habitats
within the AONB;
•
improve the opportunities for the understanding and awareness of the AONB and its sustainable
use as a recreational resource;
•
further improve the facilities and information for people with disabilities to enjoy the area’s
natural beauty.
2.40
At present, the Norfolk Coast Partnership is in the process of conducting a more holistic impact
analysis of tourism, including determining both the positive and negative effects of visitor activity on
the community and environment.
The result of this process should be used by the Council to
inform policy decisions within the whole of the AONB in relation to tourism and tourism
management.
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Visitor Attraction
3
Visitor Attractions Audit
3.1
The ‘assets and appeal’ section of this report identifies the key asset zones that provide the main
appeal for North Norfolk as a visitor destination. The main emphasis is on the natural environment
rather than built landscapes or iconic large-scale attractions.
3.2
North Norfolk does however have 54 specific visitor attractions which cover a wide variety of topics
and interests. The type of attractions are detailed in table 3.1.
Table 3.1
North Norfolk Attractions by Type
Type of Attraction
Number
Museum/art galleries
17
Nature Reserves
9
Parks & Gardens
7
Historic House/Castle
6
Workplace
6
Heritage/Steam Railway
2
Farm
1
Place of Worship
1
Other
2
Tours
3
Grand Total
54
Source: Scott Wilson, 2005
3.3
The following audit provides comprehensive details of the characteristics, opening times and
admission prices of the main attractions. See maps 3.1 to 3.4 for the spatial distribution.
Museums & Galleries
Cromer Museum (Map 3.1 Ref: 1 - Resort & Hinterlands)
3.4
Cromer Museum is a small museum based on the local history of Cromer and the surrounding area.
Exhibits within the museum cover the history and development of Cromer, from pre-historic times to
its present day status as North Norfolk’s centre, the coming of the railway and the development of
Norfolk’s main tourism resort along the northern coastline with the building of the grand Victorian
hotels. The collection includes thousands of pictures of old Cromer, and visitors can find out about
the geology and natural history of the local beaches in the Beachcombers' Shed.
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Visitor Attraction
16
2
5
17
1
4
6
9
8
3
12
14
11
10
13
7
15
Map 3.1
Distribution of
Museums &
Galleries
6
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Visitor Attraction
3.5
The Museum is an all year-round attraction, with the admission price £1.80 per adult and £0.90 per
child/concessions.
3.6
At the time of writing, the museum is closed for a £438,000 Access and Redevelopment Project.
The project aims to increase the use of the museum, particularly by improving facilities for those
who find the current site inaccessible, and for education groups. The project includes the provision
of a dedicated Education Resources Room, increased access to collections in storage, a new
geology gallery, a West Runton Elephant ‘taster’ exhibition, and stories of old Cromer being
supplemented by a wider array of photographic albums and material.
3.7
The cost of the project is being funded by the Heritage Lottery Fund, ERDF Objective 2, Norfolk
County Council, North Norfolk District Council and the Friends of Cromer Museum. The museum is
anticipated to be open in 2006.
3.8
It is envisaged that the project will boost the level of attendance at the museum from 12,443 in 2004
to 21,000 in 2006 and 23,000 in 2007.
Muckleburgh Collection, Weybourne (Map 3.1 Ref: 2 Heritage Coast)
3.9
The Muckleburgh Collection is a privately owned museum dedicated to war artefacts and weapons,
including 16 fully restored and working tanks.
3.10
Visitors can actually drive the tanks on site under prior arrangement and at extra cost. The ride
lasts for approximately three-quarters of an hour.
3.11
3.12
In addition, there is a museum building on site which contains:
•
Military uniforms dating back to the 18th Century;
•
heavy artillery, anti-aircraft artillery and transportation vehicles;
•
an in-hall tank collection with examples from around the world;
•
a maritime model collection; and
•
other wartime memorabilia.
The Muckleburgh Collection is open daily between 20th March and 6th November. The Museum also
holds the occasional special event. Admission charges are £5.50 per adult, £3.50 per child and
£4.50 concessions. Tank rides are charged at £80 per person.
3.13
In 1999, the last time attendance was officially recorded, the Muckleburgh Collection received just
under 60,000 visitors.
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Visitor Attraction
Thursford Collection, Fakenham (Map 3.1 Ref: 3 - Norfolk Countryside)
3.14
The Thursford Collection houses old road engines, mechanical organs and old fashioned fairground
rides, including steam showman and traction engines, steamrollers and static engines, fairground
and dancehall organs and a Gondola switchback.
3.15
Designed as one of the main features of the Museum, a Live Wurlitzer concert is played every
afternoon in the summer months. Further special concerts are performed at other times of the year,
including a Christmas show which is open November to December. The show consists of a
professional cast of singers, musicians and dancers and is a mixture of song, dance and
entertainment.
3.16
The collection also includes old farm buildings that have been transformed into a small village with a
touch of Charles Dickens' England. These house the Thursford gift shops, Christmas shop and
restaurants.
3.17
The Museum is open from March until the end of September between 12-5pm, but is closed
Saturdays. The admission charge for entry to the Collection is £5.50 for adults and £3.50 for
children. The Christmas Show extends the opening of the attraction to include November and
December, though this opening is dedicated to the Christmas show only.
3.18
Attendance in 2004 was reportedly 142,664, though it is estimated that the large bulk of the visitors
attend the Christmas show.
Henry Blogg Museum RNLI, Cromer (Map 3.1 Ref: 4 - Resort & Hinterlands)
3.19
This RNLI museum is dedicated to the story of Henry G. Blogg of the Cromer Lifeboat between
1884 and 1947.
3.20
During this time, Henry Blogg and his crew reportedly saved 520 lives with Henry Blogg himself the
most decorated lifeboat-man in RNLI history. The museum depicts some of the stories of ‘voluntary
endeavour and bravery’ from this time, and includes the fully restored lifeboat H.F. Bailey and a
video of lifeboat footage.
3.21
The attraction is open Easter to September daily between 12 and 4pm, and also on request during
the winter months. Admission is free, but donations are requested to contribute towards the upkeep
of the vessel and its housing.
3.22
Visitor attendance in 2004 was 21,107.
3.23
A new museum is currently being constructed, scheduled to be open towards the end of 2005. The
museum is part of the ‘Rocket House’ development, situated to the east of the Pier. The museum is
to house the famous World War II lifeboat, the H F Bailey, and will contain a 36-seater education
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Visitor Attraction
room, interactive displays, models and artefacts. The Rocket House itself is to include a restaurant,
cliff lift and toilets.
3.24
In addition to Henry Blogg Museum, the RNLI Boathouse located at the end of Cromer Pier is also
open to tours at certain times, and by prior arrangement. Interpretation boards are available to
serve the general public.
The RNLI would like to encourage further visitation of the site in
conjunction with the Henry Blogg Museum.
Walsingham Abbey Grounds and Shirehall Museum (Map 3.1 Ref: 5 - Heritage
Coast)
3.25
The Walsingham Abbey Grounds and Shirehall Museum is a dual attraction, whereby entrance to
both sites is included within the one admission price.
3.26
The Abbey Grounds contain the ruin of the famous Augustinian Priory, which has been a place of
pilgrimage since the 11th century. The site includes tranquil gardens and the ‘river and woodland
walks’ that lead into unspoilt natural woods and parkland. During the snowdrop season the Abbey
grounds are open daily and home to reputedly the most impressive naturalised display of
snowdrops in the country.
3.27
The Shirehall Museum is a 16th century building which was used as a magistrate's court until 1971.
The Georgian courtroom has remained unaltered since it was last used and is now part of the
'hands-on' museum which also includes displays on the history of Walsingham.
3.28
The Abbey Grounds and Museum are open between end of March and the end of October.
Admission costs £3.00 per adult and £1.50 for children and concessions.
3.29
Attendance in 1999 was estimated at 40,000.
Great Walsingham Gallery (Map 3.1 Ref: 6 - Heritage Coast)
3.30
Great Walsingham Gallery is housed in a converted barn in a courtyard setting, filled with cascading
geraniums.
3.31
Exhibitions in the gallery include paintings, sculptures and displays of contemporary crafts, including
pottery, woodcarving and textiles, many of the original pieces being produced in East Anglia. The
Centre also has a Christmas exhibition beginning in late November.
3.32
The Gallery also stocks a range of fine art greeting cards, a large selection of prints for sale, and
offers a framing service.
3.33
Access to the Gallery is free, and is open to visitors all year round.
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Visitor Attraction
Toad Hall Cottage (Map 3.1 Ref: 7 – North Norfolk Broads)
3.34
This eighteenth century cottage acts is one of five Visitor Information Centres provided on the
Broads. However the cottage, which is set in the How Hill nature reserve, also depicts the home
and working life on the marshes about a hundred years ago.
3.35
Toad Hall Cottage is open between March and October every day from 9-10.30am and closes
between 5-6.00pm depending on the time of year. Entrance to the cottage is free.
3.36
Attendance to Toad Hall Cottage was 24,342 in 2004.
Other Museums - Under 10,000 Visitors
3.37
Other museums in North Norfolk include:
•
Glandford Shell Museum, Holt (8 - Heritage Coast) - housed in the oldest purpose-built
museum in Norfolk and contains reputedly the finest seashell collection in the UK - sea shells,
artefacts, fossils, scraps of ingeniously carved scrimshaw, tiny figures made out of shells. The
admission price is £2.00 per adult, £0.50 per child and £1.50 concessions.
•
Mundesley Maritime Museum (9 - Resort & Hinterlands) - housed in a former coastguard
lookout, the museum includes rocket pistols, breeches buoy, ships wheel and navigation lights
and other maritime items. Entry charged at £0.50. Overall attendance was recorded at 1,265.
•
Museum of the Broads (10 - North Norfolk Broads) – covers the history and heritage of The
Broads through interactive displays focussing on regional history. Covers the impact of both
fuel and food industries which drastically influenced the development of the landscape. Entry
charged at £3.00 per adult, £2.00 concessions and £1.50 per child.
•
Broads Museum and Sutton Wind Mill (11 - North Norfolk Broads) - social history artefacts
and 9-storey windmill – Admission charged at £4.50 per adult and £2.00 per child.
•
Straw Museum, Colby (12 – Norfolk Countryside) - embroider of clothes and production of
pictures using straw. Entrance to the Museum is free, though donations are encouraged.
•
RAF Air Defence Museum (13 - North Norfolk Broads) - housed in the original Operations
Building at Royal Air Force Neatishead near Horning. Admission is £3.00 for adults and £2.00
for children (under 11s free when accompanied by an adult). Attendance to the museum in
2004 was 4,759 visitors. The attraction has indicated that it may close in the near future due to
lack of visitation.
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Visitor Attraction
•
Fakenham Museum of Gas & Local History (14 - Norfolk Countryside) - The only complete
(but non-operational) Gasworks remaining in England and Wales. Free Admission. Attendance
in 2004 was 607.
•
Stalham Old Firehouse Museum (15 - North Norfolk Broads) – Newly restored, it is reputedly
the second oldest firehouse in the UK. Set to be open to the public in the near future.
•
Sheringham Museum (16 - Resorts & Hinterlands) - Depicts the social and historical
development of Sheringham from its origins as a small fishing community.
Admission is
charged at £1.50 for adults and £0.75 for children and concessions.
•
Henry Ramey Upcher Lifeboat Museum (17 - Resorts & Hinterlands) - Pulling & sailing
lifeboat, locally built in 1894, broad-beamed to the fishermen's requirements. Attendance was
approximately 10,000 in 2004.
Historic Properties
Holkham Hall & Estate (Map 3.2 Ref: 18 - Heritage Coast)
3.38
Holkham Hall & Estate, home to the Coke Family and the Earl of Leicester, is a multi-gate attraction
in that it contains a series of attractions which have their own opening, entrance and admission
policy. This includes:
•
Grounds = Open everyday of the year except Christmas Day to walkers and cyclists, but closed
to vehicles at weekends November - April, except Easter. Admission is free at all times.
•
Holkham Hall = Open 2nd June to 30th September 2005 1pm to 5pm, every day except
Tuesdays and Wednesdays. Admission is charged at £6.50 per adult and £3.25 per child.
•
Bygones Museum = Exhibition of domestic and agricultural memorabilia. Open 2nd June to
30th September, 12noon - 5pm. Admission is charged at £5.00 per adult and £2.50 per child.
o A combined ticket to Holkham Hall and Bygones Museum is charged at £10.00 per
adult and £5.00 per child.
•
Boat Trip = Charged at £2.50 per adult and £2.00 per child;
•
History of Farming Museum = illustrates how a large estate such as Holkham works and has
evolved. Entrance is free.
•
Holkham National Nature Reserve, with a vast sand beach, extensive wooded dunes, and
grazing marshes.
3.39
The last recorded attendance to the paying attractions was 22,019 in 2003. However, the number
of visitors to the Estate as a whole is much greater, and is estimated at 200,000 per year.
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Visitor Attraction
18
25
24
21
23
24
19
20
22
Map 3.2
Distribution of
Historic
Properties &
Heritage
Attractions
18
North Norfolk District Council
Scott Wilson
Historic Properties and
Heritage Attractions
North Norfolk Tourism Sector Study – Background Reports
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Visitor Attraction
30
32
34
29
38
28
31
37
33
26
36
35
27
Map 3.3
Distribution of
Gardens &
Workplaces
North Norfolk District Council
Scott Wilson
31
Gardens
33
Workplaces
North Norfolk Tourism Sector Study – Background Reports
Page 10
Visitor Attraction
Blickling Hall, Blickling (Map 3.2 Ref: 19 – Norfolk Countryside)
3.40
This National Trust property is an example of a Jacobean house, garden and park, which according
to the National Trust is famed for its long gallery, fine tapestries, paintings and rare books. It is also
said to be home to the headless ghost of Anne Boleyn, Henry VIII's second queen and houses an
exhibition on Blickling's World War Two connections with nearby RAF Oulton.
3.41
The Park is open all year, with the house open between mid-March and late October from
Wednesday through to Sunday.
3.42
Admission to both the House and Garden is charged at £7.30 per adult, and £3.65 per child. For
the Gardens only, the price is reduced to £4.20 per adult and £2.10 per child. In 2003, the Hall
received 90,736 visitors. The Hall also provides wedding and conference venue facilities.
Wolterton Hall & Park (Map 3.2 Ref: 20 – Norfolk Countryside)
3.43
Access to both Wolterton Hall and Gardens is possible at this attraction. The Hall was built by
Thomas Ripley in the 1720's for Horatian Walpole, politician, diplomat and younger brother of
Britain's first Prime Minister - Sir Robert Walpole. The Park contains evidence of the village of
Wolterton and its round church tower can still be seen.
3.44
The Park is open every day for walks around the grounds and the lake between 9am and dusk, with
admission charged at £2.00.
3.45
Wolterton Hall itself is open for tours every Friday from the end of April between 2pm and 5pm, with
admission charged at £5.00.
Felbrigg Hall, Felbrigg (Map 3.2 Ref: 21 - Resort & Hinterlands)
3.46
Felbrigg Hall, managed by the National Trust, contains its own original 18th-century furniture, one of
the largest collections of Grand Tour paintings by a single artist, and a comprehensive library.
3.47
In addition to providing visitor access to the Hall itself, they can also walk, via waymarked routes,
around the Walled Garden which has been restored and features a series of potager gardens, a
working dovecote and the National Collection of Colchicums. There are also walks to the church
and lake and around some other areas of the 1,760 acres of the Estate, including 500 acres of
woodland.
3.48
The house and gardens are open between mid-March and the end of October, whilst the Estate is
open for walking all year round.
Admission to the house is charged at £6.20 for adults and £3.10
for children; £2.70 for all to just enter the Gardens. Access to the Estate is free to pedestrians and
cyclists.
3.49
It is estimated that the Hall attracted 67,500 visitors in 2003.
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Visitor Attraction
Horsey Windpump (Map 3.2 Ref: 22 - North Norfolk Broads)
3.50
The Horsey Windpump is a fully restored historic drainage windpump. In addition to its heritage
interest, the Windpump also affords striking views across Horsey Mere, one of the Norfolk Broads,
and there is access to the beach at Horsey Gap. The Mere is internationally important for wintering
wild fowl.
3.51
The Pump is owned by the National Trust. The attraction is open from the beginning of March to
the end of October. Admission is charged at £2.00 per adult and £1.00 per child.
3.52
In 2004 attendance was 12,446.
Other Heritage/Historical Attractions
•
Baconsthorpe Castle (23 - Resort & Hinterlands) - A ruin of a mid 15th century fortified manor
with a moat and lake. English Heritage manages the attraction which constitutes the remains of
the building. Entrance is free.
Steam/Heritage Railways
North Norfolk Railway – Poppy Line (Map 3.2 Ref: 24 - Resort &
Hinterlands/Heritage Coast)
3.53
The North Norfolk Railway offers a 10.5 mile round trip by steam or vintage diesel trains from
Sheringham to Holt, stopping at stations in Weybourne and Kelling Heath.
3.54
The journey passes through a section of the designated AONB, including Kelling Heath and
Sheringham Park, offering a unique way to experience the areas of fauna and flora.
3.55
As well as the journey itself, visitor’s benefit from the preserved historic stations, a museum of local
railway history, a museum signal box and a visitors centre. There are also buffets and souvenir
shops.
3.56
All full round trip tickets from any station provides unlimited travel along the route to any station on
the day of purchase. The price of the ticket depends upon whether travel is via a steam or diesel
train, with the diesel train being around £3.00 cheaper for an adult journey. A standard ticket on a
steam train costs £8.50 per adult, £5.00 per child and £7.50 concessions.
3.57
The line operates all year round, though not on certain days between October and March. In 2003,
North Norfolk Railway recorded an approximate attendance of 107,000 visitors.
North Norfolk District Council
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Visitor Attraction
Wells & Walsingham Light Railway, Wells-next-the-Sea (Map 3.2 Ref: 25 Heritage Coast)
3.58
The Wells & Walsingham Light Railway is reputedly the longest 10¼” narrow gauge steam railway
in the world, and is home to the unique Garratt locomotive Norfolk Hero which was specially built for
this line.
3.59
The service journeys from the seaside and harbour town of Wells to the town of Walsingham,
crossing 5 bridges and travelling through the countryside. The journey time is approximately 30
minutes in each direction.
3.60
Several journeys are conducted daily from Easter to the end of October. The price per trip is £6.50
per adult and £5.00 per child for a return journey.
In 2003, the number of passengers was
estimated at 20,000.
Parks & Gardens
East Ruston Old Vicarage Garden, East Ruston (Map 3.3 Ref: 26 – North Norfolk
Broads)
3.61
East Ruston Old Vicarage garden provides visitors with the opportunity to discover a wide range of
half-hardy plants from around the globe, providing the garden with an exotic atmosphere.
3.62
The Garden is broken down into specific ‘geographical’ and/or habitat types, such as the
‘Mediterranean’ Garden, Californian Border, Tropical Border, Long Borders Meadow, and Pond for
example. The Garden hosts a small series of events throughout the year, including those in
association with the Royal Horticultural Society, plus has an on-site nursery.
3.63
The Gardens is open weekly on Wednesday, Friday, Saturday, Sunday, and on Bank Holidays from
2.00pm to 5.30pm, beginning from the end of March until the end of October. Admission to the
Gardens is charged at £4.00 per adult and £1.00 per child.
3.64
Attendance to the Old Vicarage Garden in 2004 was 27,500.
Hoveton Hall Gardens (Map 3.3 Ref: 27 - North Norfolk Broads)
3.65
Hoveton Hall Gardens is a 15-acre garden with a mix of both formal and informal planting across
the seasons.
3.66
The Gardens are a result of a concerted effort to return the parklands from arable farming required
during WWII to its original state as a Histroic Park under the Countryside Commission Scheme for
the Restoration of Historic Parks.
3.67
The site now includes spring bulbs, Rhododendrons and Azaleas which are in height of bloom in
May and June, a 'Spider Garden' and varieties of Hydrangeas whose season is mid-summer, and
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Visitor Attraction
mixed berried shrubs and leaf tints prominent in the autumn. The aim has been to create a garden
for all seasons.
3.68
In addition to the gardens themselves, Hoveton Hall has a tearoom and plant sales.
3.69
The attraction opens weekly between the end of March and the beginning of September on
Wednesday, Friday, Sunday and Bank Holiday Mondays, and also Thursdays in May and June,
10.30am-5.00pm. Admission costs £4.00 per adult, £1.50 for a child and £2.00 for people with a
wheelchair.
Mannington Gardens & Countryside, Mannington Hall (Map 3.3 Ref: 28 – Norfolk
Countryside)
3.70
Mannington Hall opens its gardens and countryside to visitors, with the gardens having a wide
variety of plant, trees and shrubs in many different settings. The Gardens have a particular slant
towards roses, with reputedly thousands of roses especially from classic varieties.
3.71
The Gardens are open to the public every Sunday between May and September, 12pm to 5pm, and
Wednesday, Thursday, and Friday between June and August, 11am to 5pm. Admission to the
Gardens costs £3.00 per adult, £2.50 for concessions, with children under the age of 16 allowed to
enter free.
Priory Maze and Gardens, Sheringham (Map 3.3 Ref: 29 - Resort & Hinterlands)
3.72
Priory Maze and Gardens covers a 10-acre area, and includes a wild flower meadow, natural
running water streams, ponds, and a herb and aromatic gardens.
3.73
The site also includes a Priory Maze, a traditional hedge maze, based around the ruins of the
adjacent Beeston Priory. A quiz trail is available. The attraction also has a tearoom and plant sales
centre.
3.74
The site operates different opening periods for each of the facilities. The main gardens and the
plant centre are open from March, whilst the tearoom is available all year-round. Admission to the
Gardens is £4.00 per adult, £2.50 for children and £3.50 concessions.
Sheringham Park & Gardens (Map3.3 Ref: 30 - Resort & Hinterlands)
3.75
The National Trust manages Sheringham Park, which is a combination of landscaped park and
woodland garden. According to the Trust, it provides one of the finest examples of Humphrey
Repton's garden design, with displays of rhododendrons and azaleas, mature woodlands, with rare
trees and shrubs, gazebos and viewing towers with coastal vistas and miles of scenic countryside
paths.
3.76
In 2005, the Trust has added a new visitor & interpretation centre.
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Visitor Attraction
3.77
The Park and Gardens is open daily from dawn to dusk all year round, and is free to visit with a
charge of £3.00 per vehicle levied via the car park. Access to the Hall is also possible by written
appointment only.
3.78
Attendance in 2004 was estimated at 80,000.
South Creake Maize Maze, Nr Fakenham (Map 3.3 Ref: 31 - Norfolk Countryside)
3.79
The South Creake Maize Maze is a family attraction, with a maze constructed out of a maize field.
Because the maize is replenished every year, the design of the maze can be changed and altered.
In 2005 for example, the maze celebrates Nelson’s Bicentenary and includes a “man-over-board”.
3.80
The attraction also includes a panning for gold experience, crazy golf and the provision of hot and
cold refreshments.
3.81
The maize growing season restricts opening periods to early July to mid-September, but the
attraction is open daily over this period. Admission is charged at £4.00 per adult, and £3.00 for
children and concessions.
Langham Glass Maize Maze (Map 3.3 Ref: 32 Heritage Coast)
3.82
In addition to glass making (see below), Langham Glass also has a Maize Maze.
3.83
Like the South Creake Maze, the maze can be designed yearly and in 2005 is a Lord Nelson
Bicentenary Celebration Maze. It is set in seven acres with three miles of walkways.
3.84
The maze is open from early July to mid-September. Entrance is charged at £3.95 for adults, and
£2.95 for children and concessions.
Workplaces
Alby Crafts & Gardens, Erpingham (Map 3.3 Ref: 33 – Norfolk Countryside)
3.85
The Alby Crafts & Gardens complex combines craft workshops with four acres of tended gardens
and ponds.
3.86
Crafts situated on site include a jeweller and silversmith, picture framing, garden sculpture, a
furniture maker, a watercolour artist, textiles and fabrics, and stained glass, with a total of 50
resident craftspeople. The converted farm buildings also include a tearoom, gallery, and gift shop,
with the gallery displaying crafts from the wider area.
3.87
The Gardens comprise island beds and borders containing a wide variety of unusual plants and
shrubs, and abound with primroses, fritillaries, wild orchids and iris. The Garden also includes five
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Visitor Attraction
ponds, a wild area, a small wood, a stream and an island, and a recently introduced rill (series of
cascades from the top pond which helps solve drainage problems).
3.88
Access to the craft centre, gallery, tearoom and gift shop is free. Access to the garden is charged at
£2.50 for adults, and free for children. The Gardens are open all year, Tuesday to Sunday and
Bank Holiday Mondays, 10am to 5pm.
3.89
In 2001, the number of visitors to the craft centre was estimated at 20,000.
Langham Glass (Map 3.3 Ref: 34 Heritage Coast)
3.90
Langham Glass provides visitors with an opportunity to discover the history and scientific aspects of
glassmaking.
3.91
The attraction includes a museum, live demonstrations, and a video, detailing how glass is made
from its raw base of sand, the adding of lead oxide and other chemicals, and the firing of the
furnace. The interpretation covers the history of glass making at Langham Glass and the part that
glass has played in the history of mankind.
3.92
In 2000, visitor attendance was estimated at 82,000.
Sutton Pottery, Sutton Nr Stalham (Map 3.3 Ref: 35 North Norfolk Broads)
3.93
Sutton Pottery is a small studio workshop. The workshop includes a gallery of items made on site.
Demonstrations of pottery making are also possible.
3.94
The pottery is open all year round.
Wroxham Crafts, Hoveton (Map 3.3 Ref: 36 North Norfolk Broads)
3.95
Wroxham Barns is housed in restored 18th century barns.
3.96
The Centre includes botanical, bird and animal paintings, Cider and apple juice pressing, patchwork
and quilting, woodturning, pine and country furniture, pottery, glass staining and handmade
children's clothes.
3.97
Along with the crafts, the Centre includes a tearoom, Junior Farm, and more recently a Fun Fair.
3.98
Wroxham Barns is open every day from 10am until 5pm, except Christmas Day, Boxing Day and
New Year’s Day, with admission being free. Entry to Junior Farm costs £2.75 for all except those
under 3 who go free. The children’s Funfair is open daily from mid-March to mid-September though
some restrictions apply regarding weather and demand. All of the rides have an individual payment
attached.
3.99
According to 2001 information, Wroxham Barns attracted around 300,000 visitors.
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Visitor Attraction
Cat Pottery, North Walsham (Map 3.3 Ref: 37 Norfolk Countryside)
3.100
Cat Pottery in North Walsham produces the Winstanley Cats, known worldwide and are collectors
pieces. Each cat is hand painted in various colours from tabby to Russian blue and the eyes are
made by using cathedral glass.
3.101
The buildings are open to the public free of charge and visitors can see the pottery process,
including making the glass eyes.
3.102
Cat pottery recorded 20,500 visitors in 2004.
Other
•
Letheringsett Watermill (38 - Heritage Coast) – Norfolk’s only working water-powered flourmill
– Open all year. Admission is charged at £3.50 per adult and £2.50 per child and concessions,
including a working demonstration.
Tours
Mississippi Boat Tour (Map 3.4 Ref: 39 - North Norfolk Broads)
3.103
Visitors to North Norfolk can get a tour of the Broads aboard the Southern Comfort, a double-deck
paddleboat purpose built for the Broads. The boat has a capacity of 100 passengers, with regular
trips running from Horning, along the River Bure through the village and out to Ranworth Broad and
back. Along the way, the trip passes old thatched houses, windmills and Norfolk reed beds that are
typical of the area. Commentary and views of water birds are also provided.
3.104
The Southern Comfort is also available for private hire.
3.105
Trips run from March to November. Tickets cost £5.20 for adults, and £4.60 for children and
concessions.
3.106
In 2004, it is estimated that the Southern Comfort had a total of 50,000 passengers.
Bishop’s Boat Seal Trips (Map 3.4 Ref: 40 – Heritage Coast)
3.107
Bishop’s Boat Seal trips offer visitors a chance to view seals in their natural habitat. The trip takes
departs from Blakeney harbour or Morston quay and travels to Blakeney Point which is home to a
colony of 500 grey and common seals. Visitors land at Blakeney Point Nature Reserve, owned by
the National Trust.
3.108
The tours are conducted between March and October. The price of the tour is £7.00 per adult and
£4.00 per child.
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Visitor Attraction
40
51
41
45
46
54
54
42
43
49
44
53
54
50
52
39
47
48
54
Map 3.4
Distribution of
Tours, Farm,
Nature Reserves
& Others
Attractions
North Norfolk District Council
Scott Wilson
40
Tours
47
Nature Reserves
42
Farm
54
Other
43
Places of
Worship
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Visitor Attraction
Beans Seal Trips (Map 3.4 Ref: 41 – Heritage Coast)
3.109
Offering a similar tour to Bishop’s Boat Seal Trips, the tour travels from Blakeney to Blakeney Point
and the seal colony.
3.110
The tours are conducted between March and October. The price of the tour is £6.00 per adult and
£4.00 per child.
Farm
Norfolk Shire Horse Centre, West Runton (Map 3.4 Ref: 42 – Heritage Coast)
3.111
The Norfolk Shire Horse Centre is home to a variety of different breeds of draft horses from both the
UK and Europe.
3.112
The shire horses are complemented with a number of breeds of ponies which are native to the UK,
and a collection of horse-drawn machinery wagons, carts and old implements like the binder, the
mowing machine and a toppler. Demonstrations are conducted throughout the day and a ride in a
cart is available to children. Children can also feed farm animals, see foals, and all guests can visit
a museum and watch a video show.
3.113
The Centre is open daily with the exception of Saturday from the end of March to the end of
October, and between 10am and 5pm. Admission costs £5.80 per adult, £3.80 for children and
£4.80 concessions.
3.114
Attendance to the Centre in 2003 was estimated at 38,000.
Place of Worship
Shrine of our Lady Walsingham (Map 3.4 Ref: 43 – Heritage Coast)
3.115
This shrine, built in the 14th Century is dedicated to St Catherine of Alexandria, a patron saint of
pilgrims to the Holy Land, with her Knights said to have protected the routes to Nazareth during the
crusades. Since this time, the Chapel has become a place of pilgrimage for many thousands of
people.
3.116
It is estimated that the Shrine receives around 100,000 visitors per annum.
Nature Reserves
Pensthorpe Nature Reserve & Gardens, Fakenham (Map 3.4 Ref: 44 – Norfolk
Countryside)
3.117
English Nature, on behalf of the Jordan Family who own the grounds, manages Pensthorpe Nature
Reserve and Gardens. The site covers 500-acres of countryside and provides visitors with nature
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Visitor Attraction
trails to explore an area described as ‘ancient fen meadows, woodland and a superb series of
lakes’, and home to many species of waterfowl, including endangered exotic waterfowl from around
the world and dozens of migratory bird species during the winter and summer months. The site
includes specially created hides to allow visitors to get as close a perspective as possible. The
attraction also includes gardens designed by acclaimed plantsmen, with the Millennium Gardens
combining a mix of English and exotic varieties, and the recently created Wave Garden with a
planting scheme based on the use of wild flowers. The management have also started to offer
‘safari-style’ vehicle trips around the reserve.
3.118
The Nature Reserve and Gardens are open daily all year round, 10am to 5pm between April and
October, and 10am to 4pm November to March. Admission is charged at £7.00 per adult, £3.50 for
a child and £5.50 for concessions.
3.119
Attendance to the attraction was recorded at 40,619 in 2004.
Cley Nature Reserve (Map 3.4 Ref: 45 – Heritage Coast)
3.120
Norfolk Wildlife Trust’s (NWT) Cley Marshes is reputedly one of the UK’s premier bird watching
sites, with year-round viewing opportunities.
3.121
The reserve has a visitor centre, which provides information on the local reserves and wildlife.
Visitors can meander around the pools and scrapes via boardwalks and are able to glimpse the
birdlife through the reeds.
3.122
Currently the Nature reserve is open daily, with the visitor centre open between late March to early
October 10am to 5pm, early November to early December 10am to 4pm. Access costs per Adult
£3.75, with children and NWT members allowed access free of charge.
3.123
The visitor centre received 16,992 in 2000, the last recorded visitor attendance.
3.124
A new visitor centre is proposed for Cley Marshes as part of a joint management and investment
initiative between the Norfolk wildlife Trust, National Trust and the Environment Agency. Dubbed
'Gease' (Glaven Education and Environmental Sustainability Enterprise), the £2.5million programme
is aimed at improving flood and coastline defences, and in providing better visitor and education
facilities.
Salthouse Marshes (Map 3.4 Ref: 46 – Heritage Coast)
3.125
Salthouse Marshes, 2km east of Cley Marshes, is protected from the North Sea by a shingle bank,
with grazing marsh and saline lagoons providing a habitat for Black-tailed godwit, ruff, redshank,
lapwing, avocet, snow bunting, shore lark and several thousand brent geese in winter.
3.126
There is no charge for visiting the marshes.
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Visitor Attraction
Hickling Broad (Map 3.4 Ref: 47 – North Norfolk Broads)
3.127
The Norfolk Wildlife Trust managed Hickling Broad is the largest of all the Norfolk Broads, and it
harbours a spectacular variety of plants and animals, including swallowtail butterflies, bitterns,
marsh harriers and other rare Broadland wildlife.
3.128
The Broad includes a visitor centre, and the nature reserve itself has a series of gentle walks. A
two-hour guided ‘water-trail’ runs from mid-May to mid-September, which takes visitors into the
backwaters of the Broad which casual visitors don’t usually see; and gives access to the Tree
Tower from which visitors get excellent vantage points of Broadland.
3.129
The Nature reserve itself is open daily, all year round. The visitor centre is open from April to midSeptember, 10am to 5pm.
The entrance charge is £3.00 for adults, with children and NWT
members free to enter.
Barton Broad (Map 3.4 Ref: 48 – North Norfolk Broads)
3.130
Barton Broad is the second largest of all the Broads. Wildlife opportunities includes Great crested
grebe, heron and common tern; Cetti’s warbler, redpoll, pochard, tufted duck, mallard and teal;
Black-tailed skimmer dragonfly and swallowtail butterfly.
3.131
The Broad is open for visitors to access all year round.
Thursford Wood (Map 3.4 Ref: 49 – Norfolk Countryside)
3.132
The oaks at Thursford Wood are reputed to be some of the oldest in the county and could be 500
years old or more. Consisting of 10 hectares of ancient pollarded wood pasture and ponds, the
dead branches and partially rotten trunks provide refuge for an array of wildlife.
3.133
The Wood is open to visitors all year round.
Foxley Wood (Map 3.4 Ref: 50 – Norfolk Countryside)
3.134
The NWT managed Foxley Wood is reputedly Norfolk’s largest ancient woodland. In spring and
summer it is resplendent with flowers and its wide rides dance with butterflies. NWT is in the
process of restoring this woodland to its former beauty, after years of neglect.
3.135
The Reserve is open daily 10am to 5pm, except Thursdays. Access is free to all, but dogs are
strictly prohibited.
Blakeney Point National Nature Reserve (Map 3.4 Ref: 51 – Heritage Coast)
3.136
Blakeney Point represents one of the largest expanses of undeveloped coastal habitats of its type in
Europe. Managed by the National Trust, the Reserve is also an important breeding ground for
seals.
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Visitor Attraction
3.137
An information centre is provided at Morston Quay. Access to the reserve is on foot from Cley
Beach (3½ml) or by ferry from Morston and Blakeney based on tidal conditions. There is restricted
access to certain areas of the Point during the main bird-breeding season between April to July.
3.138
Tours are available (see Tours section in this report).
How Hill Nature Reserve (Map 3.4 Ref: 52 – North Norfolk Broads)
3.139
How Hill on the River Ant, owned and operated by The Broads Authority, is home to many and
varied species of flora and fauna. Views of the windmill and the river are available from the
extensive gardens.
3.140
The 365-acre estate of How Hill is the focal point for the How Hill Trust, the main field study centre
of Broadland, and home to the Toad in the Hole cottage. The area is full of marshes, reed, sedge
and woodland which provide a habitat for a wide variety of wildlife, with tours and walks available
around the reserve, and a water trail on board the electric eel (an electric boat).
3.141
The private gardens of the estate are open to pre-booked tours between May and June, costing
£6.00 per person. Groups of between 20 and 50 can be accommodated.
Other
Fakenham Racecourse (Map 3.4 Ref: 53 – Norfolk Countryside)
3.142
Fakenham Racecourse is steadily increasing the number of race meetings it holds, and as such is
becoming an increasingly popular sport event venue. In 2005, the course held eight national hunt
races.
3.143
The racecourse has undergone a comprehensive refurbishment since 1998, making major
investments in further facilities for all race-goers having secured funding from the European
Regional Development Fund towards creating an additional grandstand with public and private
rooms for entertaining up to 600 visitors.
3.144
In addition to race meets, the course is also available for special functions and conferencing, along
with camping and caravan and some serviced accommodation provision, which has space for 120
touring pitches that are open all year round.
Bittern Line (Map 3.4 Ref: 54 – Resorts & Hinterland & Norfolk Countryside)
3.145
The Bittern Line is not considered an attraction in the truest sense, but it does provide visitors with
an opportunity to view some attractive sites that they would not otherwise have seen. In addition,
the success of The Bittern Line is being driven by The Bittern Line Community Rail Partnership,
which is promoting the line through small scale initiatives such as an attractive pictorial line guide,
guided and D.I.Y. walks from stations along the route, and cycling routes from stations on the line.
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Visitor Attraction
As such, the Bittern Line is advertised as much for the interest of the route as it is as a mode of
transport.
It is for these reasons that this transport service is included as an attraction in North
Norfolk.
3.146
The route is a main line route between Norwich and Cromer, and Sheringham, and stops at
Hoveton & Wroxham, Worstead, North Walsham, Gunton, Roughton Road, Cromer, West Runton
and Sheringham.
3.147
Through the initiatives it has introduced, the Partnership is realising an increase in patronage of
over 18% a year.
Attraction Performance
3.148
The following provides a review of the key attractions in North Norfolk. The performance is viewed
based over two time periods, between 1994 and 2004 and between 2000 and 2004 (where there is
sufficient data), based on compound aggregated growth rate of visitor numbers. This is so that a
view can be taken as to the long-term performance, and more recent performance of attractions
within the district.
Table 3.2
North Norfolk Attractions Performance
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
Heritage/Steam
Railway
125000
105000
112000
99000
120000
100000
104000
105000
107000
119485
Blickling Hall
Historic
House/Castle
110181
106412
101409
110580
100000
95000
90039
89600
90763
Felbrigg Hall
Historic
House/Castle
62208
65132
64505
72731
73614
50930
50389
58417
67500
Holkham Hall &
Estate
Historic
House/Castle
24945
30943
NA
30686
29824
27796
17931
24514
Norfolk Shire
Horse Centre
Farm
45000
48000
42500
43000
42000
36500
36000
37442
36579
40500
42300
20053
19637
17152
North Norfolk
Railway –
The Poppy Line
Pensthorpe
Nature Reserve Parks & Gardens
& Gardens
CAGR
CAGR
1995-2004 2000-2004
-0.5%
4.6%
-2.4%
-1.5%
65780
0.6%
6.6%
22311
22019
-1.4%
-5.7%
37000
38000
35000
-2.8%
-1.0%
42680
38202
38427
40619
1.2%
-1.0%
17496
19087
15970
16668
12443
-4.8%
-8.2%
Cromer Museum
Museum/art
galleries
Thursford
Collection
Museum/art
galleries
131443
136478
136742
138761
142664
2.1%
2.1%
Henry Blogg
Museum RNLI
Museum/art
galleries
10000
22000
20000
18000
21017
20.4%
20.4%
19301
21711
Source: UK Attractions Database, EETB
3.149
As table 3.2 demonstrates, the performance of most of the main attractions has been to experience
a loss of visitors, particularly over the long term. For example, attendance even to one of the larger
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Visitor Attraction
attractions, the North Norfolk Poppy Line, was higher in 1995 than it was in 2004. This is also true
for Blickling Hall, Holkham Hall, the Norfolk Shire Centre, and Cromer Museum.
3.150
For the North Norfolk Poppy Line at least, the recent performance is more encouraging with visitor
attendance having increased by 4.6%CAGR since 2000. Good performance since 2000 has also
been experienced by the Thursford Collection, Felbrigg Hall, and most impressively of all the Henry
Blogg Museum RNLI, though attendance figures are erratic year-on-year.
Attraction Summary
3.151
The attractions within North Norfolk are predominantly small scale, and dominated by Museums,
Parks and Gardens, and Nature Reserves.
3.152
The Thursford Collection (142,664 in 2004) and the North Norfolk Poppy Line (119,485 in 2004) are
the only admission charging attractions within the District that have attendance levels of over
100,000 visitors per year. 21 of the attractions have attendance levels of less than 50,000 (where
recorded), with the likes of Mundesley Maritime Museum, Fakenham Museum of Gas and Stalham
Old Firehouse receiving less than 1,000 visitors, though it should be noted that theses attractions
open infrequently.
3.153
Altogether, 31 of the 54 attractions charge an admission fee. The highest admission price is for the
North Norfolk Poppy Line, which charges £8.50 for a return journey. However, this is for a ticket
which can be used all day, with visitors given unlimited travel on the line that day which in theory
gives them time to explore Weybourne, Holt and Sheringham in sufficient time. Continuing the rail
theme, the Wells and Walsingham Railway, reputedly the longest 10¼” narrow gauge steam railway
in the world, charges £5.00 for a return journey.
3.154
The lowest fee is for the Mundesley Maritime Museum at £0.50.
3.155
The majority of the free attractions are classified as workplaces or parks and gardens. High profile
free attractions include ‘The Shrine of our Lady Walsingham’ which attracted an estimated 100,000
visitors in 2004; Langham Glass (though there is a charge for the Maze); and Sheringham Park. It
should be noted that the Estate of Holkham Hall also attracts over 200,000 visitors per year which is
free to enter, but only 22,019 actually visit the House itself.
3.156
Half (27) of the attractions are open all year round, but again there is a propensity for these to be
Parks and Gardens, Workplaces and Nature Reserves. The North Norfolk Poppy Line, Blickling
Hall, Muckleburgh, and Cromer Museum and several of the tours also operate throughout the year.
The Thursford Collection does extend its season by opening from November to December for its
Christmas show and accounts for a large proportion of the yearly attendance at this attraction.
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Visitor Attraction
Attraction Themes
3.157
On face value, the North Norfolk attractions may appear not strong enough to motivate visits to the
District on an individual basis, but when viewed collectively and when combined with other
attractions in the wider area, there are several distinct attraction themes which together could be
utilised to offer a stronger attractions base. These themes include:
•
Heritage railway – NNR Poppyline, Wells & Walsingham Railway, Barton House Railway
(Broadland) and Bure Valley Railway (Broadland);
•
Stately Houses/Estates – Holkham Hall & Estate, Blickling Hall, Wolterton Hall & Park, Felbrigg
Hall and Sandringham Palace (West Norfolk), Houghton Hall (West Norfolk), Norwich Castle
(Norwich);
•
Gardens & Parks - Holkham Estate, East Ruston Old Vicarage, Hoveton Hall Gardens,
Mannington Gardens, Priory Maze & Gardens, Sheringham Park & Gardens;
•
Wildlife/Nature Reserves – Penthorpe Nature Reserve, Cley Marsh/Salthouse Marshes Visitor
Centre, Blakeney Point, Hickling Broad, Barton Broad, Thursford Wood, Foxley Wood,
Ringstead Down (West Norfolk), Holme Dunes (West Norfolk), Cockshoot Broad (Broadland),
Ranworth Broad (The Broads), Upton Broad & Marshes (The Broads), Ebb & Flow Marshes
(The Broads).
3.158
These themes represent key strengths for the area as a whole, not just North Norfolk, if the
attractions can be galvanised to present a more cohesive product.
Family Attractions
3.159
There are a selection of the attractions in North Norfolk that have a family appeal, not least with the
provision of Heritage Railway which can generate fascination amongst the young through
associations with television and story book characters ‘Ivor the Engine’ and ‘Thomas the Tank
Engine’; the Norfolk Shire Horse Centre; Priory Maze; and the Maize mazes.
3.160
However, the District does not boast attractions that could be considered ‘children’ driven, which is
a particular gap considering the Resorts will attract a high proportion of family groups.
3.161
Nearby examples of ‘family-based’ attractions that are specifically geared towards a young
audience includes:
•
Dinosaur Adventure Park, Weston Park, Lenwade (106,000 visitors in 1999);
•
Thrigby Hall Wildlife Gardens, Great Yarmouth (100,803);
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Visitor Attraction
3.162
•
Norfolk Wildlife Centre, near Lenwade; and
•
Go-Ape!, Thetford Forest Park (30,000)
It is understood that consideration is being given to a proposed new attraction to be sited near
Cromer, in the form of a ‘Wildlife Garden’. This would certainly help fill this gap.
Climate Change Centre
3.163
A proposal to develop a ‘Climate Change Museum’ attraction at Cromer, which included the West
Runton Elephant as its centrepiece, has recently been rejected based on the findings of a feasibility
study that suggests that the £15million scheme would require 140,000 visitors to be self-sufficient.
The feasibility study suggested that the attraction proposal would be likely to achieve half that
number.
3.164
This demonstrates the potential problems facing any new attractions development proposed for the
North Norfolk District.
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Additional Visitor Amenities
4
Audit of Additional Visitor Amenities
4.1
The main assets and attractions alone do not dictate the overall visitor experience. Additional visitor
amenities also lend themselves to the feel of the destination and contribute to the satisfaction of the
experiences of visitors. This may include specific features of interest, shopping amenities, the
availability of both formal and informal leisure amenities, or the occurrence of specific events.
4.2
Depending on the needs and expectations of the visitor, these amenities can be a pleasant add-on
to the overall offer of the District, or may be the prime motivation behind a visit.
4.3
The following section identifies the main visitor amenities available within North Norfolk.
Cromer Pier
4.4
Cromer Pier operates very much as it would have done in its heyday, offering visitors the
opportunity to promenade, visit the pavilion offering traditional summer season shows or Sunday
concerts, visit its shops and the Tides Restaurant, or simply enjoy a bit of fishing from the pier-head.
The lack of modern amusements on the pier creates a certain ambience not found on piers in other
coastal resorts.
4.5
The Cromer Pier Pavilion and Theatre provides both visitors and locals with an opportunity to attend
seaside special shows, concerts, drama and comedy performances. The Pier Theatre also hosts a
Christmas Special, a variety show with comedy, carols, music and dance.
4.6
Overall, the Pier represents one of the most recognisable architectural landmarks of Cromer and the
North Norfolk coast, and therefore has an intrinsic value to both visitors and locals alike.
Shopping
Key Shopping Areas
4.7
Shopping as a visitor activity is always an important aspect of the overall visitor experience,
particularly for an area such as North Norfolk where certain towns and villages are renowned for
antique shops, boutique shops and markets, including farmers markets.
4.8
The key areas for shopping are:
•
Cromer – Being the main centre of North Norfolk, Cromer has a wide range of both branded and
local shops.
This includes an array of gift shops for visitors.
Through the Town Centre
Revitalisation Programme, investment has recently been made to protect and enhance the
Towns heritage and historical character, and enhance the quality of the seafront such as the
esplanade, promenade and pier.
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Additional Visitor Amenities
•
Holt – Holt has a reputation for having many specialist shops with a good range of quality
products all set within a Georgian architecture that provides a unique shopping experience for
visitors to the District. Shops include antiques, clothing, butchers, fishmongers, cake shop,
specialist sweet shop, and Baker’s & Larners, an up-market department and grocery store.
•
North Walsham – A key centre for North Norfolk, and in close proximity to The Broads, North
Walsham has a range of high street branded shops, and specialist local shops including a ‘rare
breed’ Pork Butchers, and the Cat Pottery.
•
Fakenham – Fakenham has a small selection of antiques and speciality shops, including a
Wooden Horse Craft Shop.
•
Wells-next-the-Sea – The seaside town has a selection of antiques shops and specialist shops
including a Kite shop, Dolls House Miniatures, and a Real Ale Shop selling beers from East
Anglia.
•
Sheringham – Sheringham is less renowned for its shopping experience than the other centres,
but it does have a small collection of unique gift-type shops, including a specialist retailer of
Ethnic clothing and furniture.
Markets
4.9
Markets, even if they are predominantly directed towards a local audience, can have a strong
appeal to visitors. In North Norfolk, there are a number of markets held on a weekly basis. This
includes:
•
Cromer – every Friday;
•
Fakenham – every Thursday;
•
North Walsham – every Thursday;
•
Sheringham – every Wednesday and Saturday;
•
Stalham – every Tuesday.
Farmers Markets
4.10
Throughout the UK, there is a continuing drive towards the provision and promotion of farmers
markets in addition to the more general markets. Farmers Markets are designed to offer and
promote locally produced/organic produce. The added benefit from a tourism perspective is that
they can help construct a sense of local distinctiveness and pride in experiences amongst visitors;
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Additional Visitor Amenities
help spread the benefits of tourism around the district; and they ensure that the filtration of visitor
spend through the supply chain is maximised as there is ultimately less leakage.
4.11
Farmers markets available in North Norfolk include:
•
Fakenham – 4th Saturday of every month - A wide variety of the fresh local produce, and
seasonal variations. Also includes street entertainment;
•
Hoveton - 4th Saturday of every month - 20 Stalls including vegetables, meat, venison, beer,
plants, honey, preserves, home-made cakes and pies;
•
North Walsham - every 2nd and 5th Saturday of the month - 20 + stalls of local pork, beef,
organic lamb, seasonal fruit & vegetables, cheese, free range eggs, bread, local honey,
preserves, apple juice, for example;
•
Stalham - 1st & 3rd Saturday of every month;
Locally Produced Products
4.12
‘Produced in Norfolk’, a DEFRA supported ‘not-for-profit’ organisation, has been established
specifically to promote products that are genuinely made within the county of Norfolk, and
encourages greater linkages of usage of local supply chains.
4.13
There are currently 147 members of the organisation, including specialist food, arts and craft
makers, 10 of which are within North Norfolk. These include:
•
food and drink producers (Tasty Tavern Meats Ltd, Ferndale Norfolk Farmhouse Cheeses,
Norfolk Cider Co. and Whin Hill Cider Ltd);
4.14
•
wood crafts (Woods World, Pats Wooden Crafts);
•
jewellery (Yvonne Autie);
•
pottery (Tricia Francis Pottery, Mike Hinton Pottery);
•
and stain glass (Coastal Stain Glass).
Three of these producers have shops in North Norfolk; Tasty Tavern Meats Ltd with outlets in Holt
and Swafield; and Norfolk Cider Co. and Coastal Stain Glass, both of which have units at Wroxham
Barns.
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Additional Visitor Amenities
Footpaths, Cycleways and Bridleways
4.15
Walking, cycling and horseriding each have the potential to be the main motivation behind taking a
trip to tourism, or as activities undertaken as part of a trip. As such the provision of well-maintained,
waymarked routes that encompass key features of interest and/or attractive landscapes is essential
for any tourism destination, and particularly relevant for short breaks and day trips.
Walking Routes
4.16
‘Enjoy Norfolk Countryside’, a Norfolk County Council publication, details three long distance walks
and 17 circular walks within the North Norfolk District. The long distance walks are:
•
Paston Way, a walk between Cromer and North Walsham, which includes a circular section
through Southrepps, Antringham and Trunch. It is possible to combine this route with a journey
on the Bittern Line which stops at North Walsham.
•
Weavers’ Way which runs for 61 miles between Cromer and Great Yarmouth. It is named after
the once important weaving industry that flourished in the Middle Ages around North Walsham.
The route travels via Aylsham, North Walsham, and Stalham in the District.
•
The Norfolk Coast Path, which navigates the North Norfolk coastline between Cromer and
Wells-next-the-Sea, and forms part of a 93 mile National Trail route that includes Peddars Way.
The start point for the route is Knettishall Heath Country Park and the finish is Cromer Pier. The
route takes approximately 8 days to complete altogether. The entire trail is suitable for walkers,
but around half of the route is also accessible for cyclists and horse-riders, including sections of
the Norfolk Coast Path.
4.17
The circular walks are spread throughout the District, with the majority starting and finishing within a
town or village such as Blakeney, Sheringham, Fakenham, Holt and Stalham. The length of the
routes varies from 3.5miles to 10miles.
Cycle Routes
4.18
The District provides a good setting for cycling, with the environment and landscape able to offer
rise to suit most abilities.
4.19
There are a number of routes and other initiatives within the District that are aimed at encouraging
cycle use within the district:
•
Kelling Heath Holiday Park cycle hire facilities and North Norfolk Poppy Line have created the
‘Huff & Puff Cycle Route’. This trail, which starts and finishes at Kelling Heath, takes cyclists on
a 5.5mile bike ride and a trip on the Poppy Line, with the cost of £12 including both cycle hire
and rail ticket.
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Additional Visitor Amenities
•
Kelling Heath also offers trails around its 250 acres of woodland, a 12-mile Coastal Discovery
trail and Cromer Challenge, a largely off-road route.
•
The Bittern Line encourages cycle day trips within North Norfolk, through accepting the carriage
of cycles, providing incentives for cycle hire through a money-off scheme with cycle hire
companies, and the production of its cycle route map, ‘Around the Bittern Track’, which details
nine routes altogether around Sheringham, Cromer, and North Walsham.
•
SUSTRANS Norfolk Coast Cycleway (National Route 30) route travels from Kings Lynn to Great
Yarmouth, which includes seven loop routes off the main trail, such as a 10mile circuit covering
Wells and Holkham.
•
SUSTRANS National Route 1 travels through Fakenham enroute to Harwich.
•
SUSTRANS National Route 13, a 30mile route travels from Gately near Fakenham through the
Breckland countryside of mid-Norfolk.
•
The National Trust and RSPB offer cycle parking at key attractions and facilities as part of a its
‘Widen the Choice’ rural transport partnership, a joint partnership initiative with the Countryside
Agency and East of England Tourist Board to encourage greater use of cycle use within the
region.
•
The Broads Cycle Route offers a network of mainly quiet country lanes around the rivers and
broads, giving access to many nature reserves. This is complimented by The Broads Hopper
Bus Service (see Public Transport section in Report 5).
•
Bacton Woods offers circular, traffic-free rides of up to two miles. It is also open to walkers, with
some paths also suitable for horseriding.
•
Nelson's Norfolk Cycling Discovery Route, published by the East of England Tourist Board, is a
29-mile circular route (with short-cut) that starts and ends in Fakenham.
•
Quiet Lanes Cycle Route was piloted in North Norfolk, with the initiative involving country lane
that are given special priority to cyclists, walkers and horse riders and where motorists are
encouraged to take particular care. The quiet country lanes occupy a triangle of routes between
Cromer, Bacton and North Walsham, covering some 36 miles altogether. The designated Quiet
Lanes have specific signposting upon entry and exit.
•
Lords of the Manor Cycling Discovery route is a 25-mile cycle ride starting at Aylsham, travelling
into the countryside, through picturesque North Norfolk villages and lanes. Along the way the
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Additional Visitor Amenities
route takes in Blickling Hall, and Wolterton and Mannington Halls, and the remains of
Baconsthorpe Castle as well as an optional route to Felbrigg Hall.
4.20
The majority of the routes outlined above are published by Norfolk County Council with information
provided by Huff & Puff Cycle Hire.
Sports & Leisure Facilities
4.21
Sports and leisure facilities in tourism areas also tend to have a high reliance on tourist visitors as
well as serving the local community.
Leisure Centres
4.22
Specific Sports and Leisure facilities within North Norfolk include:
•
Splash Leisure Complex, Sheringham – includes a wave pool, 150m slide, and health suite.
•
Fakenham Sports & Fitness Centre – 4 badminton Courts.
•
Victory Swim and Fitness Centre in North Walsham – lane swimming
•
Cromer Country Club - restaurant, bar, clubhouse, an indoor swimming pool and gymnasium,
only open to Timeshare Owners and local members only.
Golf Courses
4.23
Golfing is a key pastime for many visitors, and can actually be used as a means of generating new,
and out-of-season visits through specialised niche marketing. There is some evidence of this type
of marketing already in North Norfolk.
4.24
Golf courses within North Norfolk include:
•
Royal Cromer Golf Course – 18-hole course, £40-£50 per round;
•
Sheringham Golf Course - 18-hole course, £45-£60 per round;
•
Links Country Park Hotel and Golf Club – 18-hole course, £22.50-£27.50 per round;
•
Fakenham Golf Course – 9-hole course;
•
Mundesley Golf Course – 9-hole course, £25-£30 per round (must have a handicap and be a
member of a golf club);
4.25
Further golf courses are available in the wider Norfolk area.
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Additional Visitor Amenities
Shooting
4.26
Shooting and hunting are popular countryside pursuits which have a largely upmarket appeal,
though clay pigeon shooting is opening up the sport to a wider audience.
4.27
Hunting in particular tends to be organised events, and they can attract large audiences both for
days visits and overnight trips. However, hunting is a controversial sport that has received a large
amount of negative publicity. Pressure from anti-hunting groups has caused changes in legislation
that aim to strictly regulate hunts.
The impact that this has on hunting trips has yet to be
determined, though early indications are that pro-hunting groups are determined to continue the
tradition of these events.
4.28
4.29
Specific hunting organisations that arrange hunts in the District include:
•
Norfolk Hunt Club;
•
North Norfolk, Harriers – specifically around Holt, Aylsham and Fakenham
In terms of North Norfolk, the main shooting club is the Creake Clay Shooting Club.
Fishing
4.30
Through The Broads, its coastline and inland waterways, North Norfolk District provides prime
opportunities for fishing enthusiasts to take part in a variety of types of fishing, including boat
fishing, fly fishing, sea fishing and fresh water fishing.
Boat Fishing
4.31
There are slipway facilities for small craft launches at Blakeney, Cromer, East Runton, Morston, Sea
Palling, Sheringham, Walcott, Wells, West Runton and Weybourne.
4.32
Sea fishing trips are available from Wells-next-the-Sea. Elsewhere, see fishing trips are available
from Hunstanton and Great Yarmouth.
Fly Fishing
4.33
Trout fishing is available at:
•
Bure Valley Lakes with 10 acres of water and 1 mile of river; and
•
Fakenham Angling Club on the river Wensum.
Coarse Fishing
4.34
There are several broads, lakes and rivers providing good fishing for most coarse fish:
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Additional Visitor Amenities
•
Barton Broad: most coarse fishing available. Boat hire also possible.
•
Blickling Lake: with 25 acres for most coarse fish.
•
Felbrigg Hall Lake: 5 acres for rudd and tench fishing.
•
Felmingham: Mill Farm with fishing in Mill Stream for Carp, Perch, Pike, Roach.
•
Gimingham Mill Lake: lake, pit and river for bream, carp, tench and roach.
•
Gunthorpe Hall Lake: 3 acres for most coarse fish.
•
Gunton Lake: 16 acres for most coarse fish.
•
Hickling Broad and Heigham Sounds: over 400 acres of fishing with boats available from
Martham Ferry Boatyard.
•
Holkham Lake: carp and tench.
Sea Fishing
4.35
The coastline provides quality sea fishing from Wells to Walcott and beyond.
•
Cley and Salthouse - Cley was at one time known for producing specimen skate and thornbacks
during late summer and early autumn, but recent years have shown a decline.
•
Cromer - Fishing from the pier is popular and on a calm evening, mackerel can be caught
around the piles of the lifeboat shed, with the east of the pier, where the water is deeper,
supposedly the prime place.
•
Mundesley – includes Mundesley and Trimmingham beaches particularly during the winter
months.
•
Overstrand – on the east beach throughout the year for dabs, flounders and occasionally sole
and in late summer and early autumn small bass show in substantial numbers.
•
Sheringham – a productive place for catching dabs, eel, flounders and plaice.
•
Walcott and Bacton – the beaches provide good all-round sport throughout the year, particularly
for skate during early autumn.
•
Weybourne – said to be excellent night fishing for cod and whiting in season and mackerel and
some tope on calm summer days.
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Additional Visitor Amenities
Surfing
4.36
The North Norfolk coast is not as well known as a surfing destination, particularly in comparison to
the South West counties of Cornwall and Devon. However, despite their infrequency, the Norfolk
Coast is growing in popularity amongst the more hard-core surfer’s. The best areas for surfing
include:
•
Sea Palling – a popular beach break that works on most tides and is sheltered from northerly
winds. Waves only break ion the most northerly bays, which are accessible via a small road
that runs parallel to the beach behind the sand dunes;
•
Mundesley – has a good beach break which works on mid-tides and picks up most swell. In the
right conditions, the beach is said to be able to pick up as much swell as anywhere else in East
Anglia.
•
Cromer – can product a good consistent beach break with fun waves which break around the
pier area.
•
East Runton – the beach can be crowded and the eave quality can be indifferent, with the best
peaks on low to mid tide.
4.37
The inconsistency of the wave size and quality is likely to constrain the impact of surfing as an
activity. However, from the perspective of North Norfolk this may be a blessing. This is because
the Norfolk Coastline will only generally appeal to the more hard-core surfers, and is less likely to
attract the ‘wannabe’ surfers as experienced in the South West.
Other Sports Activities
4.38
The other activities available in North Norfolk include:
•
Karting - Karttrack, Cromer - 500m purpose built outdoor tarmac racing circuit;
•
Horse Riding - Forest Lodge Riding centre, Weybourne; North Norfolk Riding Centre,
Walsingham; Swafield Riding, Swafield.
•
Hillswood – Hillswood Outdoor Activity Centre is open to the general public, and offers All
Terrain Bikes, Archery, Assault Courses, Low Rope Courses, High Rope Courses, Aerial
Runway, Air Rifles, and Orienteering.
•
Beach Rock Leisure (Jet Ski) – Jet Skiing is an increasingly popular leisure activity, with the
main centre in North Norfolk being Sea Palling. For the past four years, local shop Beach Rock
Leisure has organised a charity event which features water sports displays on the Saturday and
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Additional Visitor Amenities
culminates in a Jet Ski fun run on the Sunday. In 2005, 100 jet skiers completed a 100km
course. Private Jet Ski’s can also be launched from slip-ways along the North Norfolk coastline.
Events
Carnivals, Festivals and Fairs
4.39
Special events and carnivals are a major feature of North Norfolk in the summer months. Carnival
dates in 2005 were:
4.40
•
Sheringham Lobster Potty Festival – 2nd-3rd July
•
Transport Festival, North Norfolk Railway – 9th-10th July,
•
North Walsham Carnival – 10th July;
•
North Norfolk Railway Beer Festival – 15th-17th July
•
Holkham Country Fair – 16th-17th July
•
Worstead Festival – 29th-31st July
•
Wells Carnival - 31st July-7th August
•
Sheringham Carnival Day – 3rd August;
•
Mundesley Festival – 7th-13th August
•
Cromer Carnival – 13th-19th August;
The Carnivals of Cromer and Sheringham are well renowned and have more of a regional, or even
wider, appeal. As such, these events attract both day and staying visitors to each of these key
resorts.
4.41
During carnival week in Cromer, for example, the programme of events include a Carnival Boot
Sale, Antiques Evaluation, Car Treasure Hunt, the Crowning of Miss Cromer, a Gymkhana,
Strongest Man Competition, Tug-of-War and Yard of Ale competitions, Ladies Fashion Show,
Mountain Bike Stunt Show, a Red Arrows display, Firework display, Floats competition, the Carnival
Parade itself and many concerts and live music.
4.42
In addition, a number of other events are hosted by different groups within the District, including The
North Norfolk Railway Poppyline (various events throughout the year), Poetry-next-the-Sea at
Wells-next-the-Sea, and the traditional switching on of the Christmas lights.
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Additional Visitor Amenities
Summary
4.43
Overall, there are a number of additional amenities that add to the experience of a visit to North
Norfolk.
4.44
The key strengths of the amenities include:
•
Cromer Pier – Cromer Pier, as a traditional/heritage attribute with piers almost the iconic image
of British resort destinations, and reinforces Cromer’s reputation as the main visitor centre of the
North Norfolk coastline. The benefit of Cromer Pier is that it continues to operate in the same
fashion today as it did in years gone by, and therefore has managed to retain much of its
heritage, such as the ‘end-of-pier’ show.
•
Shopping - Shopping, particularly through the reputation of Holt and the evidence of markets
and farmers markets. Recent investment in Cromer has also helped raise the quality of the
shopping experience by enhancing the quality of the environment, seating signage and access
for example.
•
Cycling - The excellent provision for cycling, with a wealth of routes and initiatives that promote
cycling and cycling tourism within the District. The District has the potential to excel in cycling
provision that could appeal to a wide audience.
•
Walking - A good level of walking provision (though perhaps not to the same extent as cycling)
despite the fact that the District is not renowned for being a walking destination.
•
Fishing - Opportunities presented for a variety of different types of fishing, including fresh
water, fly-fishing and sea fishing.
•
Events - The number of public events within the District that are hosted throughout the year,
supported particularly out-of-season by shows at Thursford and Cromer Pier Theatre that aim to
help extend the visitor season.
4.45
Further co-ordination of these amenities will only help to strengthen the overall visitor appeal and
offer, and thus would help to raise the profile of the District as a visitor destination that is
manageable and sustainable.
4.46
The only major gap that has been identified in terms of current provision of visitor amenities in
comparison with other destinations is with regard to:
•
Outdoor activities and pursuits, particularly those of a more adventurous nature.
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Additional Visitor Amenities
4.47
Whilst this does represent a potentially lucrative sector, consideration will need to be given to the
nature of any proposed activity to ensure a sympathetic approach in terms of commercial operation
and design that is complimentary to its surroundings. In this respect, it is envisaged that the Norfolk
Countryside zone provides the greatest opportunity. This zone has a better capacity threshold, and
less environmental sensitivities than the Heritage Coast of The Broads for example, though
obviously the integrity of the environment should not be compromised. The Norfolk Countryside
also presents better links with Norwich, with the day visitor market likely to be vital in ensuring the
long-term viability of any such activity provision.
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Visitor Facilities & Services
5
Audit of Visitor Facilities & Services
5.1
Visitors are reliant on the provision of a number of facilities and services that can either enhance or
detract (depending on actual provision and quality of provision) from the experiences of the stay.
5.2
The following audit highlights the main facilities and services utilised by visitors during their stay.
Tourist Information Centres
5.3
Tourist Information Centres provide a valuable resource for visitors wishing to learn more about an
area, in finding accommodation, and in selling the District’s key assets and attractions.
5.4
5.5
There are four official Tourist Information Centres in the District:
•
Cromer – Monday through to Sunday
•
Holt – Monday through to Saturday
•
Sheringham – Monday through to Sunday
•
Wells-next-the-Sea – Monday through to Sunday
All of the TIC’s are open from Easter to October, with Cromer TIC open all year round although
opening times vary according to the time of year. In addition to information services, all TIC’s
provide an accommodation booking service and a travel booking service.
5.6
In addition to the TIC’s, there are 24-hour information kiosks at Fakenham and North Walsham. An
information point is also available at Mundesley, which is run predominantly by volunteers.
5.7
The TIC in North Walsham closed recently. The North Walsham Area Partnership believe that there
is still a need for local visitor information provision, and are in the process of establishing a local
network of visitor information access points.
This is conducted on a voluntary basis by local
businesses who agree to hold a limited supply of brochures and leaflets, with staff answering
queries where possible. This initiative has only recently been introduced.
Traffic & Transport
5.8
The ease of movement around the district is essential in order that visitors gain the experiences
they desire, be it just bathing on the beach; visiting an attraction, nature reserve or feature of
interest; or shopping in Cromer, Holt or Wells-next-the-Sea. It is this movement that also assists the
spread of benefits around the District.
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Visitor Facilities & Services
5.9
Therefore, traffic and transport is a key consideration for the tourism sector. This includes public
transport provision, official car parks, and other car parks used by visitors.
Road Network
5.10
Whilst there is a current move that aims to divorce visitors from their car as much as possible, the
process is not an easy one. Visitors may be persuaded to utilise other means of transport on
certain days once at the destination, however the use of the car is still the main mode of transport
used to travel to area and is likely to continue to be the main mode of transport that visitors use to
explore the wider area.
5.11
The main access roads into North Norfolk District are:
•
A1065 from the A11 through Swaffham to Fakenham;
•
A148 from King’s Lynn to Fakenham (linking with the A1065) and Cromer. Through the A17
(Leicester) and A47 (Peterborough), King’s Lynn provides the main travel route from the East
Midlands via the A148;
•
A140 from Norwich to Cromer via Aylsham. This road also provides the main access route to
Norwich Airport to the north of the City;
5.12
•
A1151 from Norwich to Stalham, which joins with the A149; and
•
A1067 from Norwich to Fakenham.
The main roads with which visitors can travel around the District are:
•
A148 from Fakenham to Cromer, via Holt;
•
A149, the Norfolk Coast Road, which links Wells-next-the-Sea, Blakeney, Cley, Sheringham,
Cromer, North Walsham and Stalham.
5.13
The remaining roads are ‘B’ or minor roads, with the B1159 continuing the A149 Coast road from
Cromer to Sea Palling via Mundesley, Bacton, and Happisburgh; the B1145 linking North Walsham
& Mundesley; the B1156 which links the A148 to Blakeney via Langham; and the B1105 between
Fakenham and Wells-next-the-Sea.
5.14
The nature of both the A and B roads, which are all single carriage way, combined with slow moving
traffic such as farming vehicles, cars trailing caravans, haulage vehicles, etc, means that these
roads around North Norfolk can become easily congested at peak tourism times, and can be
hazardous.
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Visitor Facilities & Services
5.15
Research conducted on behalf of the Norfolk Coast AONB determined that whilst the perception of
traffic along the A149 was increasing, the reality was that between 1997 and 2000 the actual growth
had been at just 1%, with around 2,000 vehicles using the road within a 24-hour period. This
compares favourably to other ‘A’ roads within the county which experienced an 8% increase over
the same period, with the A1151 through Wroxham taking 20,000 vehicles over a 24-hour period.
Car Parks
5.16
Adequate car parking is an important provision from a visitor’s perspective. The following identifies
the official Council managed Car Parks within North Norfolk District.
Table 5.1
North Norfolk Car Park Capacity [AFI]
Town
Location
Car Capacity
Cromer
Meadow
265
Cromer
Cadogan Road
120
Cromer
Runton Road
2,000
Fakenham
Queens Road
117
Fakenham
Bridge Street
97
Fakenham
The Limes
130
Happisburgh
Cart Gap
160
Happisburgh
Beach Road
40
Holt
Albert Street
122
Holt
Station Yard
63
Mundesley
Gold Park
500
Mundesley
Rear of Continental
30
North Walsham
Bank Loke
97
North Walsham
Vicarage Street
140
North Walsham
New Road
77
North Walsham
Midland Road
65
North Walsham
Mundesley Road
60
Overstrand
Pauls Lane (summer only)
250
Sea Palling
Clink Road (summer only)
1,000
Sheringham
Station Yard
294
Sheringham
Morris Street
115
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Coach Capacity
12
12
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Visitor Facilities & Services
Sheringham
Crown Hill
34
Sheringham
Cliff Road
110
Stalham
High Street
140
Stalham
Lower Staithe Road
20
Walsingham
Station Yard
(coach park)
40
Wells
Stearmans Yard
160
Wells
Staithe Street
20
Weybourne
Beach Road
130
8
Source: NNDC
5.17
Further Private Car Parks are available at Wells-next-the-Sea Quay and Pinewoods, The Cranser in
Blakeney, The Bridewell in Walsingham and Blakeney’s High Street.
5.18
A key consideration for the tourism sector is to ensure that car parking capacity balances the need
to provide suitable passenger loading and unloading for both visitors and local residents; to provide
access to points of interests or key towns and villages, and the services that rely on visitor spend;
and also to ensure that the capacity is not over-reached to the point where the sense of place and
character is lost, or environmental features of interest could be damaged.
5.19
As previously mentioned, congestion at peaks times can be a particular problem for certain hot
spots such as Holt, Blakeney, Cromer and Sheringham. This in turn has a knock-on-effect for car
parking spaces. Examples whereby solutions have been introduced to try and ease problems that
arise from over congestion include:
•
Informing visitors of the ‘best time to visit’ certain areas (i.e. times of least congestion);
•
Spreading key events around the district and the timings of the events, such as market and
farmers markets;
•
Working in partnership with other organisation and businesses that have car parking capacity at
peak times (weekends; School Holiday periods) including Schools and business that operate
Monday to Friday only; spare farmland which may be a short distance away from the main area
of interest; or countryside/small villages Pubs/Inns that could provide additional capacity in
areas that currently have limited supply;
•
Introducing a ‘park and ride’ system along the main routes into the District, which could combine
with current bus routes and/or are near specific features of interest (e.g. New Forest Hop-on,
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Visitor Facilities & Services
Hop-off Bus which has 25 official stops).
The Broads has already introduced this type of
service;
•
Introducing ‘park and hire’ facilities (e.g. Peak District National Park), whereby visitors could be
encouraged to bring their own bike, or hire a bike to conduct the rest of their journey. This
would ideally need to be located within easy riding distance of key features and areas of
interest, but also close to car access routes and within areas that could absorb this type of
facility.
5.20
The research conducted on traffic and transport for the Norfolk Coast Partnership also highlighted
that on a sunny August Bank holiday (2000), only half of the 15,000 car parking spaces within the
AONB were actually used. Therefore, it would appear that there is more than sufficient capacity of
car parks to satisfy demand. A useful exercise would be to determine where capacity is reached
and where spare capacity exists, as this would be a key consideration for the effective management
of visitors in restricting access to sensitive sites, whilst encouraging access to more robust areas.
Public Transport
5.21
The following details the main bus and train service routes around North Norfolk, including the
originator and destination points, and stops in-between.
Bus Services
First – Excel Services
•
X5 – Norwich to Sheringham, via Aylsham and Cromer. Also stops at Alby, Roughton, West
Runton, and East Runton. 12 services per day both to and from Sheringham.
Norfolk Green Services
•
X8 - Cromer to King’s Lynn via Fakenham, Holt & Sheringham. Five services per day to and
from Cromer, running approximately every two hours, seven days per week. Also stops at East
Ruston, West Ruston, High Kelling, Hunworth, Briston, Melton Constable, Thursford, and Little
Snoring.
•
X29 – Wells to Fakenham, via Warham, Wighton, Walsingham, Houghton, and East Barsham.
12-13 services operate per day (last service 19:15)
Sanders Services
•
736 - Cromer to Great Yarmouth.
•
12 – Cromer to North Walsham
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Visitor Facilities & Services
•
14 – Fakenham to Holt
•
18 – North Walsham to Sheringham
•
29 – Norwich to Wells-next-the-Sea
Coast Hopper
•
Norfolk Service 36 - Cromer to King’s Lynn, via East Runton, West Runton, Sheringham,
Weybourne, Kelling, Salthouse, Cley, Blakeney, Stiffkey, and Wells-next-the-Sea.
In the
summer, five-six services operate from Cromer which stop at Hunstanton (last service18:50); a
further five-six services operate from Sheringham only, with all Cromer services stopping at the
TIC (last service 19:50 from Cromer). Three of the Sheringham-start services continue to
King’s Lynn. In the Autumn/Winter, one-two service operates from Cromer in the mornings
only, and seven-eight services operate from Sheringham (last service 17:50)
•
The Coast Hopper Rover ticket is valid for unlimited travel on the day of purchase between
Hunstanton & Sheringham, costing £5.00 per adult and £3 per child.
•
The Coast Hopper Rover Plus ticket, an extension of the Rover ticket is also accepted on
Norfolk Green Services X8 and X29; and Sanders Service 29. This costs £6.00 per adult and
£4.00 per child.
Broads Hopper (including cycle transport)
•
Blickling Hall to Acle – three services per day. Also known as the "bike bus" runs through the
heart of the Norfolk Broads on the corridor between Acle, Wroxham, Aylsham and Blickling Hall,
linking with visitor attractions (discounted admission for ticket holders). Minibuses tow a cycle
trailer designed to allow passengers to load and unload a cycle quickly and safely. The service
provides interchange opportunities with the Bittern and Wherry rail lines and operates Monday
to Saturdays during the winter months.
Train Services
Bittern Line
•
Operated by ‘one’ train group. From Monday to Saturday, trains run approximately every hour
between Norwich and Sheringham. The first train from Norwich leaves just before six in the
morning, and the first train to Norwich leaves Sheringham just after half past six. The last train
back from Norwich leaves at 10:45 in the evening. Journey time between Norwich and
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Visitor Facilities & Services
Sheringham is about one hour.
The Sunday service runs approximately every two hours
between 9:15am and 6:45pm.
•
A trip from Norwich to Sheringham costs £5.00 return. Bikes can be taken on the trains at a
cost of £1.00 return.
5.22
It is not possible to determine the extent to which visitors use all of these public transport routes.
However, the success of the Coastal Hopper Bus service has been measured, with patronage
increasing from 1,500 passengers to 4,000 passengers per day since implementation.
Boat Hire
5.23
In addition to overnight trips, boat hire is available on a daily basis both on the Broads and off the
North Norfolk Coastline.
5.24
A review of the facilities within the area has discovered 17 boat hire facilities. The majority are
available in The Broads.
Public Conveniences
5.25
Public Conveniences are a key component of the plant for visitors, with issues surrounding
availability and cleanliness as key ‘dislikes’ and/or issues that need to be addressed a common
theme when analysing visitor surveys.
Licensed Premises
5.26
The database of on-licensed premises is in the process of being up-dated as a result of the changes
in current legislation concerning the sale of alcohol on premises.
5.27
Nevertheless, food and beverage establishments, such as restaurants and pubs, have a major role
to play in the ensuring visitor satisfaction with their stay.
Summary
5.28
The facilities and services used by visitor’s serves to demonstrate the crosscutting nature of
tourism.
As with accommodation, attractions and visitor facilities, a lack of provision, or poor
standards in provision in additional facilities and services, can have a serious consequence on the
perceptions of visitors during their stay. This in turn could reduce their likelihood of returning on a
repeat visit, and/or their likelihood of recommending the destination as place to visit to friends and
relatives.
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Visitor Facilities & Services
5.29
A key strength of North Norfolk is the foundation of certain public transport routes that has the
needs of both locals and visitors in mind. The Norfolk Coast Hopper for instance is now at the heart
of the public transport network, linking with many of the key towns, villages and places of interest. It
also promotes multiple use trips and links with other transport networks through its Rover and Rover
Plus ticket combinations. The Bittern Line is regarded as part of the overall visitor experience as a
day out from Norwich; and with its interchange with the Broads Hopper provides an integrated
passenger system for The Broads and those who wish to go cycling in the area.
5.30
The road network and the impact that visitors have in terms of increasing congestion and hazards
needs to be monitored. Whilst the evidence provided by the Norfolk Coast Partnership suggests
that increased road traffic on key routes such as the A149 may be a misconception amongst the
local population, there may be underlying reasons for this if it is a popular perception, i.e. certain
types of vehicles used, speed of traffic, convergence of opposing traffic on narrow lanes, lack of
parking spaces, parking on verges, and lack of pull-over spots for example. Management of traffic
during peak tourism periods is therefore a crucial factor in the fostering of positive experiences of
visitors, and just as important between local residents and visitors.
5.31
Care should also be taken when considering the removal of certain facility provision, such as car
parks, information provision or toilets for example. Consideration needs to be given to whether
there is other provision available locally or whether local businesses can be persuaded to fulfil this
type of function. As an example, the North Walsham Area Partnership is taking a lead role in filling
the information provision gap after the closure of the Town’s TIC. The Partnership is identifying
local businesses that can act as local visitor information points that could provide basic promotional
literature and accommodation listings. Whilst closures may be unavoidable due to financial viability
and/or logistical reasons, by fostering these types of initiatives greater co-operation and
understanding can be promoted between the Council and local communities.
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Visitor Accommodation
6
Visitor Accommodation Audit
6.1
The following section reviews all known accommodation stock in the North Norfolk District, covering:
6.2
•
Serviced Accommodation
•
Self Catering
•
Caravan & Camping
•
Group & Youth
•
Conference & Meeting Facilities
•
Second Homes
The main source of information has been a database provided by North Norfolk District Council.
This database contains details of 1,380 names and addresses of individuals and businesses
involved in providing accommodation both within and outside of the district.
Whilst we have
endeavoured to verify the existence, size and exact location of these businesses where possible
through other sources such as the EETB, Internet and other accommodation listings, it has been
beyond the scope of this project to check the details of all establishments due to the size of the
database.
6.3
In order to maintain consistency throughout, we have adopted the zoning approach of viewing
establishments, split between postcodes (see Map 6.1):
6.4
•
Resorts & Hinterlands – NR26, NR27, NR11 8;
•
Heritage Coast – NR22, NR23, NR25;
•
The Broads – NR12, NR28 9, NR29;
•
Norfolk Countryside – NR11 7, NR21, NR24, NR28 0.
It should be noted that some of the postcodes included in the zones, such as NR12, NR13, and
NR29 have a large proportion of their area outside of the North Norfolk District boundary. Where
possible we have aimed to verify the location of any businesses that fall within these postcodes to
ensure they are within North Norfolk.
6.5
In addition, a survey of accommodation establishments has found that 17 out of the 157 of the
respondents were no longer/have never been involved in tourism as a business. As such, we
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Visitor Accommodation
NR23
NR26
NR25
NR11 8
NR22
NR21
NR27
NR24
NR11 6/7
NR28 0
NR28 9
NR12
NR29
Map 6.1
Postcode
Areas
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Visitor Accommodation
applied a relevant weighting system to serviced businesses in order to more accurately reflect the
estimated number of accommodation establishments in North Norfolk.
Serviced Accommodation
Stock
6.6
Table 6.1 details the breakdown of serviced accommodation establishments based on the database
provided by North Norfolk District Council and Scott Wilson’s own investigations.
6.7
Altogether, there is an estimated 336 serviced accommodation establishments in the District,
providing a combined 3,496 bedspaces. This is a slight reduction on EETB’s estimate of 3,793
bedspaces in 2003.
6.8
This figure includes a high level of establishments that appear on the NNDC database which do not
appear on any other listings. It not been possible to confirm the existence and identity of these
businesses. It is likely that these are transient in nature in that they are not open all season, open
only if they feel there is sufficient demand, or have dabbled in being an accommodation provider in
the past. As such, we have assumed that a significant proportion, at least 20%, of this stock will not
be in operation, and that the remainder is small scale, offering no more than an average of 3
bedspaces.
6.9
The make-up of the serviced accommodation sector by type of business is shown in table 6.1.
Table 6.1
Serviced Accommodation Stock by Type
Type
Number
No of Rooms
% of Rooms
No of Bedspaces
% of bedspaces
B&B
91
295
17%
587
17%
Guest House
38
206
12%
418
12%
Inn*
20
107
6%
211
6%
Hotel*
51
949
54%
1871
53%
136
206
12%
409
12%
336
1763
Unknown
(weighting reduction of 20%)
Total
3496
Source: Scott Wilson, NNDC Database
* Inn and hotel accommodation is self-defined
6.10
The majority of establishments are B&B, Guest Houses and Inns, and the other small businesses
(84%). Hotels however account for the bulk of bedspaces (53%), though it should be noted that
most are small scale with between 21 and 40 bedspaces (58% of hotel stock). The largest hotel is
The Blakeney Hotel (120 bedspaces), followed by The Links Country Park Hotel in West Runton
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Visitor Accommodation
and Hotel De Paris in Cromer (approximately 100 bedspaces respectively). These are the only
accommodation establishments in North Norfolk that can cater for over 100 guests at any one time.
6.11
B&B’s, Guest Houses and the ‘Unknown’ accommodation stock accounts for 41% of all bedspaces.
Inn accommodation accounts for the least stock at just 20 establishments offering a combined 211
bedspaces. *Please note that the distinction between hotels and inns is based on self-defining
descriptions, i.e. whether ‘hotel’ or ‘Inn’ is used in the name (The Wellington Hotel; The Swan Inn).
However, this doesn’t necessarily reflect the actual characteristics of the establishment, with many
officially recorded ‘hotels’ also being a public house. As a result, the proportion of Inns within the
District (20) may appear low.
Quality
6.12
In terms of quality, 62% of all known accommodation stock is graded under the AA, RAC or ETC
classification scheme (see table 6.2). The proportion of B&B’s assured is particularly high (84%),
though it should be noted that the majority of the ‘unknown’ stock is likely to be B&B standard
accommodation. If included in these calculations, this would reduce the proportion of B&B’s that
are quality assured considerably to just 32%.
6.13
The proportion of establishments achieving a grade 3 standard or above is high at 88%. This
includes 53% establishments at grade 4 and 7% at grade 5, all of the latter being B&B’s.
6.14
None of the hotels are grade 5-star, and only one hotel, the Dales Country House Hotel which has a
total of 17 rooms set within a grade II listed building, is graded 4-star.
The five hotels that are
graded 3-star includes The Links Country Club Hotel, one of the largest hotels in the District. This
suggests that the district is lacking a large scale high quality hotel, with the main up-market hotels in
Norfolk being in or near to Norwich, such as a De Vere Dunston Hall to the south of Norwich (4*
hotel with 130 rooms/260 bedspaces, swimming pool, fitness suite, beauty salon, sauna and
Jacuzzi) or the Marriott Sprowston Manor to the east of Norwich (4* hotel with Championship Golf
Course and health spa).
Table 6.2
Serviced Accommodation – Quality Assured
Type
Actual
%
% of
Stock
of Stock
Bedspaces
B&B
77
82%
84%
Guest House
20
53%
51%
Inn
4
18%
19%
21
40%
54%
122
35%
50%
Hotel (Diamond)
Hotel (Star)
Total
TBC
Grade 2
1
2
Grade 4 Grade 5
25
42
2
17
2
2
3
4
2
6
5
1
10
38
65
1
1
Grade 3
9
9
Source: Scott Wilson
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Visitor Accommodation
6.15
The definition of quality grading suggests that the diamond classification relates to Guest
Accommodation, and those that are star-rated are Hotels. However, examples whereby the grading
and description appear to differ include:
•
Blakeney Hotel – 3-Diamond Rated. At 120 bedspaces, The Blakeney Hotel is the largest
accommodation operator within North Norfolk;
•
6.16
Sandcliff Hotel – 3-Diamond Rated, 46 bedspaces.
We would recommend that, in the future, greater clarity is given to the definition and grading of
serviced establishments, and how these are marketed in promotional literature as there appears to
be some degree of inconsistency.
Distribution
Table 6.3
Distribution of Serviced Accommodation by Type
B&B
P Code
% of Stock
Guest House
% of Stock
Inn
Hotel
% of Stock
% of Stock
Unknown
% of Stock
Total
% of Stock
Heritage Coast
NR22
2%
6%
0%
0%
4%
2%
NR23
15%
13%
5%
4%
9%
8%
NR25
9%
5%
21%
20%
11%
15%
Heritage Coast Total
26%
24%
26%
24%
24%
24%
NR11 6
0%
0%
0%
2%
3%
1%
NR11 7
1%
0%
9%
0%
4%
1%
NR21
18%
2%
16%
3%
12%
7%
NR24
0%
0%
3%
0%
2%
0.4%
NR28 0
6%
2%
0%
2%
0%
2.4%
Countryside Total
26%
5%
27%
7%
21%
13%
NR11 8
3%
13%
9%
16%
5%
11.9%
NR26
24%
14%
0%
6%
13%
10.2%
NR27
15%
32%
5%
33%
9%
25.4%
Resorts Total
42%
59%
13%
55%
27%
48%
NR12
4%
12%
29%
11%
18%
12%
NR28 9
2%
0%
0%
3%
5%
2%
NR29
1%
0%
5%
0%
5%
1%
Broads Total
7%
12%
34%
14%
27%
15%
Norfolk Countryside
Resorts & Hinterlands
North Norfolk Broads
Source: Scott Wilson
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 52
Visitor Accommodation
6.17
Table 6.3 demonstrates the concentration of serviced accommodation in North Norfolk (Also see
Map 6.2).
6.18
The largest concentration of serviced bedspaces is in the Resorts zone (Cromer, Sheringham, and
Mundesley). This zone alone accounts for half (48%) of the serviced accommodation bedspace
within North Norfolk, including 55% of hotel bedspaces, 59% of Guest House bedspaces and 42%
of B&B bedspaces.
6.19
A further quarter of bedspaces (24%) are clustered in the Heritage Coast. The Broads area and the
Norfolk Countryside have much smaller proportions of serviced bedspaces overall, though The
Broads does have the highest concentration of Inn bedstock (34%) in the District.
Performance
6.20
Chart C6.1 demonstrates serviced occupancy rates between 2001 and 2004.
Chart C6.1 – North Norfolk Serviced Monthly Occupancy Trends
80
70
60
2004
2003
2002
2001
50
40
30
20
10
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Source: EETB
Bedspace Base: 275 in 2001; 227 in 2002; 178 in 2003; 175 in 2004
6.21
The chart shows a clear pattern of occupancy for North Norfolk, with very low occupancy in
January, rising consistently to July, increasing sharply during August, and than declining sharply
between September and December. [Please note that the information is based on an average of 7%
of all bedspace stock for the District].
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 53
Visitor Accommodation
24%
48%
13%
15%
Map 6.2
Serviced
Accommodation
Distribution
336 establishments
3,496 bedspaces
Hotels = 53%
B&B’s = 29%
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 50
Visitor Accommodation
Chart C6.2 – Comparison of Monthly Occupancy Trends – North Norfolk, Norfolk and EETB Region
80
70
60
50
North Norfolk
40
Norfolk
30
East of England
20
10
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Source: EETB
Bedspace Base: NN = 855 (2001-2004 combined); Norfolk = 7765; EE Region = 28,886
6.22
In contrast (Chart C6.2) the serviced occupancy levels for Norfolk and East of England are slightly
less pronounced in terms of both the inclines and declines, particularly in the off-season. The chart
shows the average monthly occupancy aggregated between 2001 and 2004. Whilst occupancy
peaks for both in August, the fall-off in occupancy from September is less distinct.
Likewise,
occupancy at the beginning of the year tends to be at a higher level compared to North Norfolk.
6.23
However, it should be noted that the occupancy of serviced accommodation within North Norfolk is
consistent with that experienced elsewhere in areas that have predominantly coast/countryside
offer, with the pattern of serviced accommodation occupancy in Devon in 2004 being very similar for
example.
Chart C6.3 – Average Yearly Occupancy – North Norfolk, Norfolk and EETB Region
50
45
40
35
30
North Norfolk
25
Norfolk
20
15
East of England
10
5
0
2001
2002
2003
2004
Source: EETB
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 50
Visitor Accommodation
6.24
Chart C6.3 shows the annual average occupancy for North Norfolk compared to Norfolk and the
East of England between 2001 and 2004. Overall, Norfolk and the East of England perform slightly
better than North Norfolk on this measure at just under 45%. North Norfolk’s recent peak came in
2003 when occupancy was recorded at 42%. Whilst this is an observed rather than significant
difference, it will be important to monitor this gap to ensure that the difference doesn’t become more
pronounced. A significant widening of this gap would demonstrate that serviced provision in North
Norfolk is performing worse than elsewhere within both the County and Region which could
implicate a decline in the competitiveness and continued viability of this accommodation sector.
Self-catering Accommodation
Stock
6.25
The database of self-catering establishments provided by NNDC has contact details for nearly 700
contacts. It is beyond the scope of this study to verify with each contact the accuracy of the
information held in terms of number of units available to let to holidaymakers within the North
Norfolk District and their bedspace capacity.
However, a trawl of additional data sources has
identified a further 150 self-catering units. It is therefore reasonable to assume that the East of
England Tourist Board’s estimate in 2003 of 939 self-catering units in North Norfolk is realistic. As a
result, we have adopted this figure to be the ‘best estimate’ of self-catering units within the District.
6.26
Scott Wilson has managed to verify a significant sample of self-catering contacts (332), which
altogether accounts for 441 units and 2,048 bedspaces. On average, each unit provides around 4.6
bedspaces. By applying this figure to the estimated 939 units within the District, it can be shown
that self-catering units account for 4,320 bedspaces.
Quality
6.27
Altogether, 213 establishments have been inspected and graded under the quality assurance
scheme (see table 6.4). It is likely that this figure encompasses the total amount of the 939 units
within North Norfolk that will be quality graded as these tend to be advertised more widely and
independently. Therefore, it is assumed that 23% of the units and 22% of bedspaces are currently
quality assured.
Table 6.4
Self-Catering Accommodation – Quality Assured
Actual
%
% of
Stock
Stock
Bedspaces
(441)
213
48%
46%
Total
939
23%
22%
TBC
Grade 2
Grade 3
Grade 4
Grade 5
1
21
112
75
4
Sample
Source: Scott Wilson
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 51
Visitor Accommodation
6.28
However, it should be noted that a large number of self-catering units belong to one of the more
established and dedicated self-catering marketing organisations. Whilst it has not been possible to
verify all properties that are members of these marketing groups against the NNDC database, we
are aware that:
•
English Country Cottages has 93 self-catering units in North Norfolk;
•
Countryside Cottages has around 50 units spread between Brancaster and Sheringham, and as
far south as Guestwick;
•
Jariard Ltd has around 19 units, spread between Hunstanton, Wells-next-the-Sea and
Fakenham;
•
Kett Country Cottages has 30 units spread between Kings Lynn, Cromer, Aylsham and
Fakenham;
•
Norfolk Country Cottages has 320 cottages across Norfolk, including 174 in their self-defined
Mid-Norfolk Area (Norwich, Fakenham, Cromer, Sheringham, Blakeney & Wells-next-the-Sea),
38 properties on the East Coast area (East Ruston, Happisburgh, Sea Palling, Great
Yarmouth), and 40 properties in the Norfolk Broads.
•
The Great Escape Holiday Company has 50 units, mainly concentrated between Kings Lynn
and Wells-next-the-Sea.
•
Lambert & Watts offer 19 units in and around Cromer, predominantly in the Kings Chalet Park.
•
Keys Self Catering Holidays, which has 62 properties that it advertises, all of which are in or
around Cromer and Sheringham.
6.29
Whilst the units included within these advertising agencies aren’t quality graded, each of these
organisations adhere to strict standards of comfort and amenities within the cottages that they
advertise.
Distribution
6.30
The distribution analysis is based on the sample of 441 self-catering units (2,048 bedspaces). This
sample provides a sufficient basis to identify the geographical spread of self-catering units across
the District (see also insert Map 6.3).
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 52
Visitor Accommodation
39%
29%
20%
12%
Map 6.3
SelfSelf-Catering
Unit
Distribution
939 units
4,320 bedspaces
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 50
Visitor Accommodation
Table 6.5
Self-Catering Accommodation Distribution
Units
Bedspaces % of Bedspaces
Heritage Coast
NR22
18
86
4%
NR23
56
245
12%
NR25
103
462
23%
Heritage Coast Total
177
793
39%
NR11 7
4
20
1%
NR21
61
273
13%
NR24
19
89
4%
NR28 0
4
21
1%
Countryside Total
88
403
20%
NR11 8
20
85
4%
NR26
40
210
10%
NR27
63
304
15%
Resorts Total
123
599
29%
NR12
34
164
8%
NR28 9
19
89
4%
The Broads Total
53
253
12%
Countryside
Resorts & Hinterlands
North Norfolk Broads
Source: Scott Wilson
6.31
Whilst there is a large concentration of self-catering bedspaces in both the Resorts & Hinterlands
zone (29%), the density is less pronounced than in serviced accommodation (48% of bedspaces).
The higher concentration of self-catering units is found in the Heritage Coast zone at 39% of the
stock, particularly NR25 which has 23% of self-catering bedspaces itself. Combined, these two
zones account for over two-thirds (68%) of all self-catering bedstock.
6.32
The Norfolk Countryside area provides a further 20% of self-catering bedstock, slightly higher than
its contribution towards serviced bedstock (13%), with the North Norfolk Broads area just 12% of the
bedstock.
Performance
As chart C6.4 demonstrates, the 2004 performance of self-catering units in North Norfolk is closely
matched to Norfolk as a whole.
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 50
Visitor Accommodation
Chart C6.4 – Average Monthly Occupancy Comparison – North Norfolk & Norfolk (2003 Data)
100
90
80
70
60
50
40
30
20
10
0
Norfolk
North Norfolk
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Source: EETB
Unit Base: NN = 52; Norfolk = 106
6.33
As with serviced accommodation, occupancy peaks in August at nearly 95%.
However, high
occupancy is achieved over a greater period, with both June and July experiencing occupancy at
the c.90% level in 2004. Outside of this period, the occupancy levels are much lower, falling to less
than 40% in December, and beginning at 20% in January.
6.34
Overall unit occupancy is estimated at 58% per year. This equates to approximately 30 weeks
occupancy, and is comparable to Norfolk as a whole.
6.35
Unfortunately, the EETB has only recently begun to collect self-catering unit occupancy
performance data after a considerable break. As such, it is not possible to track any changes over
time. It is recommended that this data provides the benchmark from which the NNDC can monitor
future performance of this accommodation sector.
Camping & Caravanning
Stock
6.36
The following analysis is based upon data provided by NNDC with regards to licensed Caravan and
Camping properties. Scott Wilson has reviewed this database due to certain gaps and lack of
recent data verification with regards to the number of properties, pitches and units available.
Unfortunately it hasn’t been possible to verify all camping and caravan units.
North Norfolk District Council
Scott Wilson
Where current
North Norfolk Tourism Sector Study – Background Reports
Page 51
Visitor Accommodation
information has not been obtained, Scott Wilson has used the last available data held by NNDC. It
is recognised that in the future, this database will be regularly monitored and up-dated.
Static Caravans
6.37
The review of Holiday Parks in North Norfolk has revealed a total of 4,997 static caravans within the
District.
However, it should be noted that much of these static holiday homes are in private
ownership. Out of 2,866 static caravans that have been verified, only 8% are available to rent by
general holidaymakers. The remaining 92% are in private ownership. It has not been possible to
define the proportion that is sub-let as holiday accommodation to other visitors. However, it is likely
that the majority service the owners needs only, and are therefore categorised as second homes.
6.38
To act as a comparison, the 1998 Local Plan for North Norfolk suggests that there were 5,169 static
caravans on 96 licensed sites in the area. However, this includes 40 sites that were eligible to hold
one unit.
Touring Pitches
6.39
In addition to the static caravans, there are a number of touring pitches. The 1998 Local Plan
suggests that there were 2,166 pitches available on 27 licensed premises. The Scott Wilson review
has identified 3,283 pitches altogether on official licensed premises.
6.40
It should also be noted that:
•
The Camping and Caravan Club certify a further 20 sites up to a maximum of 5 touring
caravans, although limits on camping in a tent is not restricted.
•
The Caravan Club also certify a further 65 sites which can hold up to a maximum of 5 touring
caravans.
•
landowners are allowed to open up a field as a camping and caravan site for up to a maximum
of 28 days per year without the need for a license.
6.41
As such, the number of actual pitches available to tourers is difficult to calculate accurately. We
estimate that actual provision could be an additional 25% over the pitches identified, and may
therefore be nearer 4,100 pitches. This is considerably higher than that the 1998 estimate, but this
reflects the information gathered from the audit.
Chalet Parks
6.42
The main chalet parks within North Norfolk are found in Mundesley (Siesta Mar, Dell, and Royal
Chalet Parks), Bacton (Rainbow End Chalet Park), Stalham (Broadside Chalet Park), North
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 52
Visitor Accommodation
Walsham (North Walsham Caravan and Chalet Park), and Cromer (Poplars Caravan and Chalet
Park, Kings Chalet Park).
6.43
It has not been possible to determine the total number of chalets within District, however most are in
private ownership.
Quality and Facilities
6.44
The largest holiday park sites in North Norfolk are:
•
Kelling Heath (Blue Sky Leisure), 5-star rated – 400 privately owned static caravans, 41 rented
static caravans, 4 Woodland Lodges, 300 touring pitches. Facilities include health & fitness
suite (gym, sauna, spa), swimming pools, adventure playground, tennis courts, on-site store
and food and beverage establishments.
•
Woodhill Park (Blue Sky Leisure), 4-star rated – 50 privately owned static caravans, 16 rented
static caravans, 304 touring pitches. Facilities include a recreational field, tennis courts and
small on-site shop.
•
Pinewoods, 4-star rated – 500 privately owned static caravans, 44 rented static caravans, 7
woodland lodges, and 175 touring pitches. Facilities include on-site shop, bakery and cycle
hire.
•
Forest Park Caravan Site, 3-star rated – 351 privately owned static caravans, 15 rented static
caravans, 260 touring pitches. Facilities include clubhouse & bar, restaurant and on-site shop
and indoor swimming pool.
•
Friary Farm Caravan Park, 4-star rated – 250 static caravan sites for private ownership. The
Park has a deliberate policy of no ‘on-site entertainment’.
•
Woodlands Leisure Park, 2-star rated – 160 privately owned static caravans, 200 touring
pitches.
Facilities include an indoor swimming pool, and an on-site shop and food and
beverage facilities.
•
Deer’s Glade, 4-star rated – 125 touring pitches. Facilities include small on-site shop. Also
offers ‘Broadband internet connection’ available for guests with their own laptop.
•
Fakenham Racecourse, 3-star rated – 120 touring pitches. Facilities include a small on-site
shop, and TV connection available on pitches.
•
Sandy Gull’s Holiday Park, 3-star rated - 90 privately owned static caravans, 10 rented static
caravans, 40 touring pitches. Facilities include an on-site shop.
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 53
Visitor Accommodation
•
Ivy Farm Holiday Park, 3-star rated – 112 privately owned static caravans, 17 rented static
caravans, 22 touring pitches. Facilities include a swimming pool, and an on-site shop.
•
Cable Gap Holiday Park, 5-star rated - 42 privately owned static caravans, 25 rented caravans.
Facilities include a small on-site shop.
6.45
Other large holiday parks in the area include Gap Holiday Park, Roman Camp Brick Chalets, and
Hazelbury Holiday Park. All have in excess of 100 static caravans, though the majority are in
private ownership and none offer touring provision.
6.46
In addition to provision of facilities and quality assurance, a new form of quality award is being
sought and promoted by caravan and camping park operators designed to depict a new
environmental ethos within the culture of these parks, namely the ‘David Bellamy Conservations
Awards’. Gained by demonstrating policies that show active concern for the environment, wildlife,
park management and actively encouraging holiday-makers to adopt environmentally friendly
practises, camping and caravan parks can be awarded a bronze, silver or gold mark. Currently,
there are 600 parks in the UK who have received a Conservation Award, 500 of which have attained
the gold mark.
6.47
In North Norfolk, eight parks have gained this award, namely:
•
The Old Brick Kilns – Gold
•
Kelling Heath – Gold
•
Pinwoods – Gold
•
Forest Park Caravan Park – Gold
•
Two Mills Touring Park – Gold
•
Woodhill Park – Gold
•
Sandy Gulls Holiday Park – Silver
•
Seacroft Camping Park – Bronze
Performance
6.48
Unfortunately, the EETB ceased collecting the occupancy information of camping and caravan
parks prior to 2000 and they do not hold records before this date.
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 54
Visitor Accommodation
6.49
Only four camping and caravan establishments responded to the business survey. However, three
of these establishments represent substantial static caravan provision (+350 per site), and all of
which include touring provision of in excess of 120 pitches.
6.50
The occupancy levels for camping and caravan sites average 59.7% for the four sites surveyed,
although the majority of this is realised in the summer months (July, August, September – average
of 84% occupancy), with all sites closed between January and March.
occupancy relates to pitches and static caravans available to let.
We assume that this
We would recommend that
research be conducted to identify occupancy levels of private static units in future surveys.
Distribution
6.51
Table 6.6 denotes the distribution of privately owned and rented static caravans, and touring pitches
within North Norfolk District (see insert Maps 6.4 and 6.5).
6.52
The highest concentration of all three types of provision is located in the coastal zone of North
Norfolk (53% of privately owned static caravans, 45% of rented static caravans and 58% of all
touring pitches). Concentration is particularly clustered within the area of Cromer (NR27).
Table 6.6
Static & Touring Pitch Distribution
Total Static
% of Total
No of Touring
% of Total
0%
Heritage Coast
NR22
0
0%
0
NR23
610
12%
215
7%
NR25
791
16%
492
15%
Heritage Coast Total
1401
28%
707
22%
Norfolk Countryside
NR11 7
0
0%
165
5%
NR21
0
0%
360
11%
NR24
0
0%
0
0%
NR28 0
106
2%
30
1%
Countryside Total
106
2%
555
17%
NR11 8
686
197
6%
Resorts & Hinterlands
14%
NR26
323
6%
542
17%
NR27
1954
39%
1134
35%
Resorts Total
2963
59%
1873
57%
NR12
455
9%
75
2%
North Norfolk Broads
NR28 9
6
0%
73
2%
NR29
66
1%
0
0%
Broads Total
527
11%
148
4%
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 55
Visitor Accommodation
Grand Total
4997
3283
Source: Scott Wilson
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 56
Visitor Accommodation
28%
59%
2%
11%
Map 6.4
Static Caravan
Distribution
4,997 units
92% in Private ownership
(based on 2,866 units)
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 50
Visitor Accommodation
22%
57%
17%
4%
Map 6.5
Touring Pitch
Distribution
3,283 pitches
Actual - 4,100 estimated
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 50
Visitor Accommodation
6.53
This is followed by the Heritage Coast zone, with distribution fairly even between NR23 and NR25 in
respect of privately owned and rented static vans, though NR25 has proportionately higher touring
pitches (15%). This is largely attributable to Kelling Heath which provides 300 touring pitches alone.
6.54
As with both serviced and self-catering, holiday parks and camping and caravan parks are much
less prevalent in the Norfolk Countryside (mainly touring pitches available – 17% of total stock) and
The North Norfolk Broads (mainly static provision – 11% of total stock).
Other Accommodation
Group & Youth
6.55
Overall, there are 12 serviced accommodation establishments in North Norfolk that can cater for
group bookings.
6.56
6.57
This includes two youth hostels:
•
Wells-next-the-Sea, 4-star Rated – 32 bedspaces. Recently opened.
•
Sheringham, 2-star Rated – 40 bedspaces
The Hilltop Centre also provides group accommodation for up to 40 people, but the main focus of
this facility is on educational groups.
6.58
The remainder of providers that offer accommodation to ‘groups’ are hotels, including two of the
largest hotels (The Blakeney Hotel, The Links). However, with the exception of these hotels which
have over 100 bedspaces, none of the other accommodation providers can accommodate groups
over 50, with the majority restricted to groups of 36 people or less.
6.59
Altogether, the accommodation stock that can cater for groups represents 15% of serviced
bedspaces.
Education Accommodation
6.60
In addition to the two YHA establishments and the Hilltop Centre, which have a bias towards youth
groups, there are several education-based and specific facilities in North Norfolk:
•
Kingswood, a leading commercial operator of outdoor education and activities, has two centres
in North Norfolk; West Runton and Overstrand. Both centre provide residential accommodation
and on-site activities including abseiling, volleyball, canoeing, quad biking, swimming and
snorkelling.
Each centre has a specific curricula specialism, with West Runton being
Environmental Studies and ICT, and Overstrand being ICT and Science. The centres can
accommodate between 300 and 500 residents at any one time.
North Norfolk District Council
Scott Wilson
North Norfolk Tourism Sector Study – Background Reports
Page 50
Visitor Accommodation
•
Great Hautbois House Training & Education Centre at Coltishall is operated by the Girl Guides
Association. This site has both dorm-style (41 max.) and camping accommodation provision
(200 max.), and can cater for adult, youth and education groups. Activities include abseiling,
archery, rafting and orienteering.
•
Holt Hall Field Studies Centre, which can accommodate 65 residents in dorm-style
accommodation and 45 in camping accommodation, focuses predominantly on curriculum
courses matched to the ‘key stage’ learning requirements. This includes Key Stages 2-3 and
A/AS level programmes.
Particular specialisms include geography, environmental-based
studies, art and biology.
•
How Hill is the Field Study Centre for The Broads. How Hill is a 365-acre estate within the
Broadlands, and includes reed beds, meadows, a small broad, woodlands, a reach of the River
Ant, a marshman’s cottage, and restored windmills. The Centre caters for 3,500 children and
1,500 adults per year for a variety of educational courses and conferences. It has a capacity of
45 beds in 13 bedrooms.
•
The Horstead Centre – Horstead - this is a residential activity centre for young people with the
aim of developing youngsters spiritual, physical, intellectual and social capacities. The centre is
run by a Christian Charity, and there is a range of activities (sailing, kayaking, abseiling, archery
and team challenges) aimed at all types of youth-based groups.
Conference & Meeting Facilities
6.61
16 accommodation providers provide residential conference facilities within North Norfolk. The
largest facilities at the Blakeney Hotel, Sutton Staithe in Stalham, The Links County Hotel, and the
Wensum Lodge in Fakenham can accommodate around 200 guests. The remainder offer space for
100 guests or less.
6.62
Other conference or meeting facility providers are all day-only facilities and tend to be more special
function orientated, such as village and parish halls. Attractions such as Royal Air Force Radar
Museum, Holkham Hall and the North Norfolk Railway can also provide corporate facilities; as does
other amenities such as Pavilion Theatre, Sheringham Little Theatre and Greshams School.
Second Homes
6.63
Second home ownership is a key issue for North Norfolk.
6.64
North Norfolk reportedly has the highest proportion of second homes in the East of England at 8%.
This is equivalent to 3,480 homes within the District. [It should be noted that this includes homes
purchased for holiday lets.] To highlight the issue, this level is double that of Kings Lynn and West
Norfolk (4%), which has the second highest proportion second home within the region.
North Norfolk District Council
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North Norfolk Tourism Sector Study – Background Reports
Page 51
Visitor Accommodation
6.65
According to a study into the Housing Market within North Norfolk, second homes are even more
prominent within the AONB where 15% of homes are not occupied on a permanent basis.
Particular “hotspots” include Brancaster, Brancaster Staithe, Cley-next-the-Sea, Blakeney and
Happisburgh.
6.66
The continued growth of second home ownership is a fundamental concern for many attractive
rural/coastal areas within the UK, and is an issue that could have greater repercussions in the future
through new tax incentives linked to personal pension funds.
The Broads
6.67
The number of licensed boats on The Broads currently stands at approximately 12-13,000, the
majority of which are motor cruisers. The number of licenses has not changed significantly since
the early 1990’s.
6.68
However, the hire boat industry continues to decline, a trend that has occurred since the industry’s
peak in the 1970’s. In the 70’s the number of hire boats stood at over 4,000. In 2005, this figure
has halved to around 2,000.
6.69
The boats available can accommodate up to a maximum of 12 berth.
Access for All
6.70
The Provision of ‘Access for All’ to both accommodation and attractions is a key consideration for
providers in the wake of changes to the Disabilities Discrimination Act which came into force in
2004/05. The Act aims to encourage greater provision facilities and services that cater for people
with different disabilities by ensuring that operators make reasonable efforts not to discriminate
against a disabled person. In particular, the operator would be expected where possible to:
•
offer any service to the disabled person which he provides, or is prepared to provide, to
members of the public;
•
to make reasonable adjustment to make it possible for the disabled person to make use of any
such service;
•
deliver the same standard of service to the disabled person as other members of the general
public; and
•
6.71
not to discriminate against a disabled person in the terms on which he provides a service.
The definition of goods and service providers stipulates ‘accommodation in a hotel, boarding house
or similar establishments’ and ‘facilities for entertainment, recreation or refreshments.
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Visitor Accommodation
6.72
In this respect, it should be noted that altogether only five of the 133 serviced properties and 164
self-catering properties that are advertised in the North Norfolk Coast & Countryside
Accommodation Guide are defined as holding a National Accessibility Scheme rating; three
achieved a Level 1 rating (suitable for people with sufficient mobility to climb a flight of stairs); one
achieved a Level 2 (suitable for person with restricted walking mobility); and one achieved a Level 4
classification (suitable for people who depend on a wheelchair in a seated position, and can require
assistance to aid transfer).
6.73
As such, accommodation operators in North Norfolk should be encouraged to up-grade facilities
where appropriate in order to cater for this market.
Accommodation Summary
6.74
In terms of the main accommodation provision, the audit has found significant levels of supply in all
categories with:
6.75
•
approximately 336 serviced establishments providing an estimated 3,496 bedspaces;
•
approximately 936 self-catering units providing 4,320 bedspaces;
•
around 4,997 static caravans; and
•
an estimated 4,100 touring pitches.
This combination appears to be a good mix of accommodation types, with touring, self-catering and
serviced business promoting new visitation that reinvigorates the industry year-on-year, whilst static
caravans which are privately owned generate guaranteed repeat visits, often several times per year
and over longer durations.
6.76
It has not been possible to compare and contrast any changes in the accommodation provision of
North Norfolk as historical data regarding overall stock is unavailable. A comparison with EETB
shows a slight reduction in serviced accommodation from 2003 (3,793 bedspaces in 2003), whilst
comparison with the 1998 Local Plan suggest a loss of slight loss of static caravans (5,169 units in
2003) but large rise in touring pitches (2,166 in 2003, excluding temporary sites). However, this
should be regarded as indicative only as it has not been possible to compare and contrast actual
databases.
6.77
The Resorts zone contains the majority of all accommodation stock, with the exception of selfcatering where there is a higher concentration in the Heritage zone. A particular concern given this
high concentration is the impact of any downturn on tourism business within this area. To date, it
appears that the market within the Resorts has been fairly robust, with a key factor no doubt being
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Visitor Accommodation
the high level of private static caravan ownership which guarantees repeat visits. Any downturn in
tourism however would leave many businesses within this zone vulnerable, and not just in terms of
accommodation providers.
As such, close monitoring of occupancy levels across all
accommodation sectors, and the sales turnover of private static caravans is recommended,
particularly in the Resorts zone.
6.78
Likewise, it will be important to detect any further growth of self-catering units and their occupancy
levels. At present, the self-catering occupancy level is similar to Norfolk as a whole (around 30
weeks). Any change in this situation could suggest that supply is outstripping demand and is
therefore diluting the profitability of this sector.
6.79
Raising the quality of accommodation provision should always be a prime objective of any
destination in light of increased competition and branding. Quality assurance does provide potential
new visitors with a sense of confidence that their expectations will be matched by the experience.
Whilst overall North Norfolk does have a reasonably high proportion of serviced bedspaces (50%)
quality assured and self-catering units either assured or within a marketing organisation, there is
always rooms for improvement. Holiday parks and camping and caravan sites are highlighting their
‘environmental credentials’ in particular in an attempt to differentiate themselves as caring for the
environment. It is likely that both serviced accommodation and self-catering establishments could
follow suite in the future.
6.80
The main gap identified in terms of accommodation is for a large luxury hotel development that
could help cater for groups, conferences, and weddings.
All of these markets, which can be
lucrative in terms of expenditure. These sectors are currently under-exploited due to a lack of
provision within North Norfolk.
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Visitor Assessment
7
Visitor Assessment
7.1
The following section details the main characters of visitors to North Norfolk.
Tourism Definitions
7.2
7.3
Tourism visits are defined as:
•
Domestic Overnight Visits
•
Overseas Overnight Visits
•
Day Visits
The following section analyses the volume and value of each of these types of visitors to North
Norfolk.
This information has been gathered from the East of England Tourist Board.
Unfortunately, there is little in terms of historical data on the volume and value of tourism for North
Norfolk. The only information available has been obtained from the Economic Impact Assessments
conducted for North Norfolk District Council in 1999 and 2003.
7.4
Please use any comparative information with caution. This is because of the differences in
methodology applied to the two surveys, with 2003 including new calculations and data not
available in 1999. As an example, the number of Day Visits almost doubles in terms of volume of
visits (4.1million in 1999; 8.5million in 2003) and nearly triples in terms of value (£85million in 1999;
£223million in 2003).
The EETB would suggest that year-on-year comparison is not advised.
However, this is the only comparable visitor information available, and as such provides a certain
level of insight into the visitor worth and visitor characteristics. Please treat any reference to a
comparison between these two reports as indicative only.
7.5
The observed changes in the volume and value characteristics of tourism in North Norfolk are
expressed as compound aggregate growth rates (CAGR), which provides an annualised rate of
changed over the period 1999 to 2003. It should be noted that this figure does not correspond to
the actual year-on-year changes.
Domestic Overnight Visits
7.6
Domestic tourism itself can be divided into the following categories:
•
Long Leisure Holidays – a stay of 4 nights or more, where the main purpose is for a leisure
based holiday;
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Visitor Assessment
•
Shore Leisure Breaks – a stay of 3 nights or less, where the main purpose is for a leisure-based
trip;
•
Business trips – a business related stay of any duration;
•
Visiting Friends & Relatives (VFR) – a trip specifically to see friends and relatives;
North Norfolk
7.7
Table 7.1 shows the volume and value of domestic overnight visits to North Norfolk. The 2003 data
is incomplete in terms of the types of visits because this breakdown was not requested from EETB
at the time.
Table 7.1
Domestic Overnight – Volume & Value
Trips
1999
Long Holidays
2003
Nights
CAGR
419,000
Short Holidays
1999
2003
Spend
CAGR
1999
2,759,000
£61,800,000
259,000
527,000
£20,500,000
678,000
3,286,000
£82,300,000
23,000
52,000
£4,000,000
100,000
237,000
£4,100,000
Other
9,000
33,000
£1,200,000
Total
810,000
All Holidays
Business
VFR
900,000
2.7%
3,608,000
3,485,000
-0.9%
£91,600,000
2003
CAGR
£114,631,000 5.8%
Source: EETB
7.8
In 2003, it is estimated that 900,000 trips were taken in North Norfolk District, generating
£114.6million in spend for the local economy. The average trip duration is just under 4 nights.
7.9
In terms of the type of trips taken, the figures from 1999 demonstrates that tourism in North Norfolk
is dominated by leisure-based holiday trips, which accounts for 84% of all trips. Given the nature of
the tourism offer within the district, it is unlikely that this observation has changed between 1999
and 2003.
7.10
Visiting friends and relatives contributes a further 12% of visits, and is equivalent to just over 1 trip
generated per head of population (the population of North Norfolk is 99,800 in 2004 estimates).
7.11
The impact of business trips as a tourism sector is minimal for the district, contributing just 3% of
domestic visits to North Norfolk. This is reflective of the Districts’ predominantly rural character, its
relatively isolated location, and the fact there are few dedicated business parks or districts within the
area.
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Visitor Assessment
7.12
With an average of 3.9 nights duration per trip in 2003, it appears that the number of nights spent
overall within the District has declined slightly since 1999 (4.4 nights per trip). This is consistent
with domestic tourism as a whole for the UK, whereby short-breaks (38%) are now much more
prevalent over long holidays (22%), and the average trip duration being 3.2 nights.
Table 7.2
Domestic Tourism Characteristics – 1999 and 2003 comparison
1999
2003
CAGR
Av. Number of Nights
4.4
3.9
-3.0%
Av. Spend Per Night
£25.39
£32.89
6.7%
Av. Spend Per Trip
£113.09
£127.37
3.0%
Source: EETB
7.13
Table 7.2 demonstrates that the potential negative effects that the loss of actual visitors nights could
have had on the local economy has been mitigated by a considerable increase in spend. Spend per
night has increased by 6.7% CAGR, which has led to an increase of 3.0% CAGR in spend per trip.
Comparison with Norfolk and EETB region
7.14
Table 7.3 provides tourism volume and value information for both Norfolk and the East of England
region between 2000 and 2003, obtained through the UKTS.
Table 7.3
Volume & Value of Domestic Tourism in Norfolk/East of England
Norfolk
2000
Trips
2001
2002
2003
CAGR
3,400,000
3,900,000
4,500,000
3,400,000
0.0%
Nights
12,500,000
13,800,000
15,900,000
13,100,000
1.6%
Spend
£510,000,000
£573,000,000
£616,000,000
£540,000,000
1.9%
3.68
3.54
3.53
3.85
1.6%
£40.80
£41.52
£38.74
£41.22
0.3%
£146.92
£136.89
£158.82
1.9%
Av. No of nights
Av. Spend Per Night
Av. Spend Per Trip
£150.00
East of England
Trips
13,200,000
13,000,000
14,500,000
11,800,000
-3.7%
Nights
39,800,000
41,000,000
44,300,000
37,600,000
-1.9%
Spend
£1,537,000,000
£1,799,000,000
£1,704,000,000
£1,654,000,000
2.5%
3.02
3.15
3.06
3.19
1.9%
Av. No of nights
Av. Spend Per Night
Av. Spend Per Trip
£38.62
£43.88
£38.47
£43.99
4.4%
£116.44
£138.38
£117.52
£140.17
6.4%
Source: UKTS
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Visitor Assessment
7.15
Tourism volume and value in Norfolk experienced a sharp rise in trips between 2000 and 2002 to
4.4million trips, and then fell dramatically to its 2000 level of 3.4million trips in 2003. Likewise, the
number of nights and overall spend has followed the same pattern.
7.16
The East of England region too has seen a considerable fall in trips from its peak in 2002
(14.5million) to just 11.8million, its lowest level over the four-year period. Spend has increased
slightly for the region, standing at £140.17 on average. This is not as high as for Norfolk (£158.82
on average), but exceeds North Norfolk. To place this spend value in context, the national average
expenditure for the UK is £192 per tourism trip.
7.17
In contrast to North Norfolk, the East of England region as a whole depends much less on holiday
trips. Whilst the contribution of holiday trips is still the highest single type of trip at 60% (including
16% who also utilise their main holiday to visit friends and relatives), there is a much higher
proportion of business trips (12%) and visiting friends and relatives (24%, but not as a main
holiday). These proportions correspond to the domestic tourism outlook for the UK as a whole,
whereby 60% of all trips are holiday related, 14% are business related, and 22% are for visiting
friends and relatives (not as a main holiday).
Overseas Overnight Visits
North Norfolk
7.18
Overseas visits are an important component of the tourism sector. Overseas visitors have a higher
propensity to stay longer and spend more than domestic visitors to an area. In this respect, North
Norfolk is no different.
Table 7.4
Overseas Tourism – Volume & Value
Trips
1999
All Holidays
2003
Nights
CAGR
1999
2003
Spend
CAGR
1999
24,000
185,000
£6,400,000
Business
4,000
19,000
£1,600,000
VFR
5,000
51,000
£1,400,000
Other
900
11,000
£300,000
Total
33,900
59,700
15.2%
266,000
425,000
12.4%
£9,700,000
2003
CAGR
£18,981,000
18.3%
Source: EETB
7.19
According to table 7.4, the District received 59,700 overseas visits in 2003, who spent a combined
425,000 nights and £18.98million in the local economy.
This represents considerable growth
compared to 1999, with trips increasing by 15.2%CAGR, nights by 12.4%CAGR, and spend has
almost doubled at a rate of 18.3%CAGR.
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Visitor Assessment
7.20
The more detailed breakdown provided in 1999 demonstrates that 70% of all overseas trips are
leisure-based holiday visits. However, there are a slightly higher proportion of overseas trips that
are business related trips (12%) compared to the domestic market (3%).
7.21
The 2003 figures represent a slight fall in the average number of nights compared to 1999.
However, as with domestic trips, any negative impact that this may have had on the economy has
been reduced through an observed increase in visitor spend per night, which stood at an average of
£44.66 compared to £36.47 in 1999.
Table 7.5
Overseas Tourism Characteristics – 1999 and 2003 comparison
1999
Av. No. of Nights
Av. Spend Per Night
Av. Spend Per Trip
2003
CAGR
7.85
7.12
-2.4%
£36.47
£44.66
5.2%
£286.14
£317.94
2.7%
Source: EETB
Comparison with Norfolk and EETB region
7.22
Overseas tourism appears to have been an increasing market for Norfolk, growing at an average
annual rate of 12.6%. This is in contrast to the East of England region as a whole, where the
number of trips returned in 2003 to its 2000 level after a sharp fall in 2001.
Table 7.6
Volume & Value of Overseas Tourism in Norfolk/East of England
Norfolk
2000
Trips
2001
140,000
2002
160,000
2003
160,000
CAGR
200,000
12.6%
Nights
1,200,000
1,400,000
1,100,000
1,500,000
7.7%
Spend
£53,000,000
£53,000,000
£52,000,000
£68,000,000
8.7%
8.57
8.75
6.88
7.50
-4.4%
Av. No of nights
Av. Spend Per Night
Av. Spend Per Trip
£44.17
£37.86
£47.27
£ 45.33
0.9%
£378.57
£331.25
£325.00
£340.00
-3.5%
1,660,000
1,770,000
-0.6%
East of England
Trips
1,800,000
1,430,000
Nights
14,800,000
12,100,000
13,600,000
15,000,000
0.4%
Spend
£681,000,000
£525,000,000
£616,000,000
£592,000,000
-4.6%
Av. No of nights
Av. Spend Per Night
Av. Spend Per Trip
8.22
8.46
8.19
8.47
1.0%
£46.01
£43.39
£45.29
£39.47
-5.0%
£378.33
£367.13
£371.08
£334.46
-4.0%
Source: IPS
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Visitor Assessment
7.23
In contrast to North Norfolk, the average spend per night and spend per trip has declined over the
period for the East of England. As such, the overall value of overseas visits to the region has
declined. However, the value per individual trip is still comparatively higher for both the East of
England region (£334.46) and Norfolk (£340.00) than North Norfolk (£317.94).
Day Visits
Catchment
7.24
Day visits represent a key source of economic revenue for many destinations in the UK. Leisure
day visits are defined as trips taken away from the place of residence that are 3-hours or more in
duration, but where the return journey is taken on the same day.
7.25
The advantages of this predominantly local market in terms of tourism are the relatively low costs
involved in marketing and targeting this sector, and the potential for out-of-season visitation and for
special events. This market is particularly important to the success of attractions.
7.26
The day visit market is dependent upon a drive-time catchment. For the purpose of this study, the
drivetime has been calculated using Cromer as the central point for a 30minute, 60minute and
120minute drivetime.
7.27
Table 7.7 denotes the population drivetimes from Cromer based on an approximation of the County
coverage.
Table 7.7
Drivetime Catchment Population – From Cromer
Total
County
120mins
Population
60mins
% of County
Norfolk
803,000
803,000
100%
Suffolk
672,000
672,000
100%
Cambridgeshire
558,000
311,880
56%
Lincolnshire
658,000
116,700
18%
Peterborough
158,000
39,500
25%
Essex
675,000
192,122
28%
3,524,000
2,135,202
Total
Population
665,920
665,920
30mins
% of County
83%
Population
59,400
% of County
7%
59,400
Source: Scott Wilson
7.28
As the table demonstrates, the population catchment within a 30-minute drivetime is low at just
under 60,000 population. This does not even equate to the total population of North Norfolk, with
the extent of a 30-minute drive in North Norfolk extending no further than Blakeney in the West and
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Visitor Assessment
Bacton in the East. This is a reflection of the road systems in and around North Norfolk which are
all single carriageway A and B roads, with no trunk roads.
7.29
To act as a comparison, Scott Wilson recently undertook a catchment survey for a Visitor Centre in
Leicestershire. The 30minute drivetime for this centre equated to 788,000 population catchment,
which is 10-times above the catchment for North Norfolk.
7.30
The 60-minute drivetime catchment includes the majority of the main population centres within
Norfolk, including Norwich (122,000), Great Yarmouth (92,000) and a large proportion of King’s
Lynn (137,000).
As a result, the population catchment increases over ten-fold to 665,000 in
comparison to the 30minute drivetime. Again, the Leicestershire comparison provides a catchment
of 4.9million within the same length of drive, over 7-times the catchment for North Norfolk.
7.31
The population within a two-hour drivetime, however, increases to over 2.1million. This is largely
due to the major trunk road network that links Norwich to Cambridge (A11, A14), Peterborough
(A47) and Ipswich (A140, A14).
7.32
A key characteristic of the drivetime population is the proportion that are pensionable age or over.
This is particularly high for North Norfolk, where nearly 3 in every 10 people (29.3%) are of
retirement age. In addition, both Norfolk (23.1%) and Suffolk (21.3%) have a higher proportion of
the population that are pensionable than the UK as a whole (18.4%).
Day Visits to North Norfolk
7.33
According to the Economic Impact Assessment in 2003, there were over 8.5million day visits to the
District.
Compared to 1999 where day visits were recorded at 4.1million, this represents a
substantial increase.
As previously mentioned, caution must be applied when interpreting this
information due to a change in the surveying methodology.
7.34
The economic impact of day visits, because of the volume, is considerable. In 1999, day visits
contributed £85million in spend at an average of £20.75 per trip. In 2003, the spend contribution
had increased to £223million at an average of £26.14 per trip.
Table 7.8
Day Trips – Volume & Value
1999
2003
CAGR
City/Town Trips
1,251,000
2,227,000
15.5%
Coastal Trips
860,000
910,638
1.4%
Countryside Trips
1,989,000
5,411,000
28.4%
Total
4,101,999
Spend
Av. Spend Per Trip
8,550,641
20.2%
£
85,101,999
£
223,498,350
27.3%
£
20.75
£
26.14
5.9%
Source: EETB
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Visitor Assessment
7.35
The majority of the trips are classified as countryside trips or city/town trips. However, we would
query the accuracy of this data within the Economic Impact assessment in particular. Obviously the
nature of the offer of North Norfolk is a combination of both coast and countryside. Whilst we
accept that distinguishing between those visits which are principally coastal related and those which
are countryside related can be difficult, we would expect to see a much higher proportion of all day
trips being coastal in nature. Also, the rise in countryside trips appears excessive. Again, whilst we
agree day visits to the countryside represents the key growth area in terms of day visits within the
UK, we do not feel that 28.4%CAGR growth is reflective of the appeal and assets of North Norfolk.
As such, please use this analysis with caution.
Visitor Characteristics
7.36
Research into the characteristics of visitors to North Norfolk is limited.
7.37
The main research that has been conducted recently is the RSPB’s study looking at the Economic
Benefits of Environmental and Wildlife tourism in 1999. The study area covered the Norfolk Coast
AONB, and therefore includes sections of both West Norfolk and North Norfolk but doesn’t cover the
other visitor zones; i.e. The Broads, Resorts or Norfolk Countryside.
7.38
The research included a visitor survey that was administered during August and October,1999, at
Blakeney, Cley, Holkham, Morston, Snettisham, and Titchwell, all of which are key nature reserve
sites within the AONB.
A total of 1,759 questionnaires were completed, with the actual party
composition of the respondent equalling 5,076 visitors.
7.39
The key findings from the survey is as follows.
•
The average party composition tends to have between 2 and 3 adults per group (2.3), but less
than one child (0.9);
•
The majority of the visitors arrive to the site by car (92%). Less than 1% arrived by public
transport, though 5% walked and just over 1% cycled;
•
Nearly half (46%) of visitors were on holiday within the study area, and just over a quarter (28%)
were on a day trip from home. A further fifth (22%) were on a holiday outside of the area, and
are therefore classified as holiday day-trippers. Just 4% were local residents;
•
The average length of stay of holiday makers was 6.2 nights, with the length of stay higher in
August (6.8 nights) higher than October (5.5 nights), but in both instances visitors tend to be
long-holiday makers;
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Visitor Assessment
•
The majority of overnight visitors stayed in commercial accommodation, with just 5% using
accommodation supplied by friends and relatives.
Over a third (37%) used serviced
accommodation, with a further third (31%) using self-catering accommodation. Just over one in
ten stayed in static caravans (13%) and touring pitches (12%) respectively;
•
The combination of the wildlife (59%), scenery/landscape (58%), peace and tranquillity (47%),
and beaches (39%) provide by far the biggest influence on the decision to visit the study area;
though the wildlife alone provided the main reason for visiting for a third of visitors (34%). Bird
and wildlife watching were particularly strong influences for people surveyed at Cley (75%) and
Titchwell (63%);
•
As a result, bird watching provides the main activity undertaken by visitors (33%), though the
same proportion also undertook walking as the main activity. Over three-quarters (77%) of
visitors participated in walking overall, whilst six in every ten went bird-watching;
•
According to the survey, the average spend per visitor per day equates to £14.86, with the
average spend per trip being £59.53 per visitor. In our view, this spend seems low, especially
considering the average number of adults per party (2.3), the high propensity to use serviced
and self-catering accommodation (68%), and the average duration per trip is 6.8 nights. As
such, we feel that this information should be treated with caution;
•
The main spend categories are accommodation (43% of spend), food and drink (30%) and
travel and petrol (11%). Only 4% was spent on entry fees to attractions, with a further 7% spent
on shopping;
•
Key likes about the area from respondents included the peace and tranquillity, the scenery and
landscape, the pace of life, and the birds and wildlife, suggesting that they view the area as a
place to getaway from the stresses and strains of their lives;
•
Key dislikes about the area predominantly concerned the lack of facilities (toilets), parking
(including high charges), traffic issues, and increasing numbers of visitors.
Further investigations
7.40
At the time of writing, we are aware of two further visitor research projects that are being conducted
which will have particular relevance to North Norfolk:
•
The Broads Authority Tourism Strategy
•
The Norfolk AONB Visitor Study, which aims to up-date and build upon some of the findings
provided by the RSPB research conducted in 1999.
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Visitor Assessment
7.41
If these studies do proceed, they will provide valuable information on visitors to The Broads and the
Heritage Coast zones. However, from North Norfolk’s perspective there will still be a gap in the
visitor information provision as these studies exclude in particular the Resorts zone which has the
highest concentration of visitor accommodation and therefore attracts the greatest numbers of
visitors; but also the Norfolk Countryside zone which includes tourism provision in and around the
likes of North Walsham and Fakenham. It should be noted that the Resorts zone is likely to attract
a different type of visitor, have different party compositions, and provides different motivational
influences for a visit than either The Broads or the Heritage Coast.
Summary
7.42
In summary, domestic visitors dominate the tourism market of North Norfolk with the main purpose
being a holiday visit.
7.43
In terms of domestic overnight trips, at present North Norfolk can still be considered a long stay
destination but this is likely to change in line with the UK as a whole as short breaks and second
holidays take over.
7.44
At 959,000 visitors in 2003, North Norfolk represents that second largest tourist destination for
overnight visits to Norfolk behind Great Yarmouth.
7.45
The capability of North Norfolk to attract visitors is limited by its low catchment population within a 1hour drivetime (665,000), which is the drivetime that is likely to have the greater propensity make
Day Trips. Nevertheless, the Resorts, Heritage Coast, along with specialist shopping, make North
Norfolk one of the more popular destinations to visit within this drivetime and therefore it is likely that
the District receives a high level of day visits, though it is debatable whether it is at the level
estimated by the EETB. Drawing visitors in from other popular destination in Norfolk would assist in
boosting the Day Visitor market.
7.46
The diversity of the offer and appeal of the District makes it difficult to apply a sweeping statement
regarding priorities for tourism within North Norfolk. For instance:
•
the Heritage Coast, as part of the Norfolk AONB, is not seeking to attract large quantities of
visitors because of its environmental sensitivities of key sites and the damage that exposure to
more tourists could have. Therefore, maintaining the status quo is the main priority.
•
The Broads wishes to arrest the decline in overnight visitors to the area, particularly those who
hire boating craft as they have a more positive impact on the local economy.
Therefore,
providing better value for money by improving boating quality, facilities and services, and ‘addon’ experiences are the priority.
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Visitor Assessment
•
the Resorts area is the most vulnerable to any downturn in tourism volume, particularly because
of its high levels of accommodation capacity, and the fact that it relies on beach-break emphasis
which is the market with the greatest competition from overseas destinations. Improving quality
standards, forging greater local supply chain linkages, and maximising opportunities for
encouraging spend will therefore be its priority.
•
the Norfolk Countryside has some of the lowest levels of current accommodation capacity and
the least recognisable tourism assets. Raising its profile and seeking new opportunities for
encouraging visitors to both stay within the zone and spend time within the zone will therefore
be a priority.
7.47
Overall, the main concern for North Norfolk should be raising spend levels rather than visits. On
average a domestic visitors spends over £190 (or £59 per night) in the UK. In North Norfolk, this
figure is considerably less at £127.37 (or £32.89 per night). As an example, by raising spend levels
to £160 per trip a further £27million would be created for the local economy; matching the UK
average would generate £54million in additional new income.
Therefore, visitors should be
encourage to spend more once in the area. Food and beverage sales, visits to attractions, and
shopping are the key spend categories that can be viewed as less essential by visitors, or as spend
items whereby less expensive options are chosen. Offering good quality, value for money, and
something that is ‘unique’ are the main techniques that can be implemented to encourage greater
spend.
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Tourism Benefit Review
8
Tourism Benefit Review
8.1
The benefits of tourism is not measured by direct visitor spend alone, but rather the impacts of
tourism need to be considered in a wider context.
8.2
In particular, further analysis of the economic benefits needs to be conducted, including a review the
impact of tourism spend; other businesses supported; tourism employment generated and
supported; and tourism employment characteristics, matched against the characteristics of the local
labour force.
Economic Impact of Tourism in North Norfolk
Spend Review
8.3
The review of the volume and value of tourism in North Norfolk (see Report 7) revealed that in 2003
the District attracted 959,700 visitors who stayed a combined 3.91million nights and spent a total of
£133.6million.
8.4
Added to this is expenditure resulting from 8.5million day trips* (£223million*), visitors staying in
their second homes (1.9million), and those visiting friends and relatives (£11.7million). This brings
the overall contribution of tourism to the local economy to £370million.
[*please use this figure with caution.
The day visits comparison between 1999 and 2003 is
significantly different, with 2003 almost doubling in terms of volume of visits (4.1million in 1999;
8.5million in 2003) and nearly three times the value (£85million in 1999; £223million in 2003). The
EETB would suggest that year-on-year comparisons are not advised. This is because of concerns
arising from the sources and accuracy of data, and changes in the calculation process of the
Cambridge Economic Impact Model used for evaluating the volume and value of tourism. However,
the scale of the difference and the main source of this rise (countryside-based trips) suggest that
this figure is used with care.
In addition, the Scott Wilson review of accommodation suggests that the calculations have underestimated the static caravan provision which has been included within the touring provision category
(5,025 altogether)].
8.5
The average spend per day/night for 2003 is as follows:
•
£32.66 for domestic visitors
•
£44.47 for overseas visitors
•
£26.47 for day visitors.
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Tourism Benefit Review
8.6
The 2003 Economic Impact Assessment is available in a summary format only. The 1999 Study
provides a more detailed breakdown of spend. The main findings for overnight visits in 1999 can be
summarised as follows:
•
Accommodation accounted for a third (33%) all overnight spend;
•
Expenditure on food and beverages accounted for a further 28% of spend;
•
The least valuable spend category is attractions/entertainment which accounts for just under a
tenth (9%) of visitors’ expenditure budget.
•
Overseas visitors have a much higher propensity to purchase goods from the retail section
(26% of spend) than domestic visitors (16%).
In contrast, domestic visitors spend higher
proportions on food and beverage (28%) and transport (15%) than overseas visitors (22% and
9% of spend respectively).
8.7
In terms of day visits, the reports suggests that:
•
45% of their spend is used for purchasing food and beverage products;
•
a quarter (25%) is spent on retail;
•
13% is spent on attractions/entertainment.
Impact on Employment
8.8
The overall benefit of tourism is that visitor expenditure supports the local economy and workforce.
8.9
To look at the value of tourism to the economy, the overall expenditure figure is converted into the
number of Full Time Job Equivalents (FTE’s) by sector. FTE Job creation and support is measured
in three types:
•
Those jobs that arise through direct contact with tourists (i.e. tourism businesses, and
businesses which experience direct tourism trade).
This includes accommodation staff,
attractions staff, chefs, waiters and waitresses, shop staff, performers, artists and craftspeople
for example;
•
Those jobs that have an indirect association through the purchasing of goods and services by
tourism businesses.
This is known as local linkages, and could include food producers,
construction workers, accountants, solicitors, bank staff, IT management and maintenance staff,
and boat building and maintenance staff for example; and
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•
Those jobs that are supported through the wages of the workforce directly employed in tourismrelated sectors being spent within the local economy. This is known as the induced or multiplier
jobs, and includes expenditure on all services normally associated with residents of an area. A
number of rounds are applied to take account of the various cycles that the monies go through,
i.e. further jobs supported and wages spent.
8.10
According to the 2003 economic impact study, the overall tourism spend in North Norfolk supports
7,069 FTE’s, of which 84% are employed directly as a result of visitor spend activity. It is estimated
that the largest employment sectors supported are food & beverage facilities (40% of FTE’s) and
accommodation (26% of FTE’s).
8.11
To highlight further the importance of tourism to the economy, in 2000 a review of the employment
sector suggests that around 12% of the North Norfolk workforce is employed in the Tourism and
Leisure sector. The 2001 Census suggests that the workforce of North Norfolk employed directly in
Hotels and Restaurants equals 7.3%.
8.12
The majority are front-facing positions involved in the hospitality industry. However, tourism is an
over-reaching sector of the economy in that it impacts on a variety of other industrial sectors
including:
•
the arts and crafts, with the visitors actually promoting this sector as they look for unique and
locally produced goods or experiences, or whereby specific traditional skills are employed for
the preservation and conversation of important heritage sites that are supported by visitor spend
and entrance fees;
•
leisure, through pursuing activities that have a participation fee, such as golf, sailing, tennis,
swimming, and other such sports;
•
retail, through the purchase of clothes, gifts, specialist products such as antiques and arts and
crafts, more general consumables and food and drink for consumption off-site. Tourism can
particularly sustain and improve the viability of markets and local shops that could otherwise
struggle if reliant on a local market.
•
catering, particularly pubs and restaurants in more vulnerable locations such as small villages in
rural surroundings that have limited local markets;
•
transport, with both day visitors and overnight visitors who use local transport helping to support
routes that are a valuable resource for local residents that otherwise may have no other means
of travel;
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•
agriculture, through the sale of produce to local businesses, and increasingly through helping
farmers diversify their income through accommodation provision or opening up attractions;
•
construction, through both maintenance works and new build developments that specifically
cater for the visitor market;
•
Real Estate, through land and property purchase specifically for tourism enterprises, and
through second home ownership.
Tourism Employment Characteristics
8.13
In 2004, the Learning & Skills Council provided a detailed review of the key employment sectors
within North Norfolk on behalf of the District Council. Included within the report is a review of the
tourism sector workforce and skills base. The following provides a summary of the key findings of
this report.
Tourism Industry Definition
8.14
The report recognises the complexity of sector in that tourism does not represent one industry, but
rather it involves many different industrial sectors each of which have different skills requirements.
8.15
Broadly speaking, the front-facing industries (i.e. those industries which have direct contact with
visitors) are defined as Hospitality and Leisure businesses. Some of these businesses may have a
heavy dependency on visitors, such as hotels and attractions.
For others, visitors spend and
activity may assist in the economic viability and profitability of the business, although the prime
focus may be on the local market such as leisure centres and other sports facilities.
Business Make-up
8.16
Tourism businesses are often small scale in size and employ few workers. Norfolk is no exception,
with over a third (34%) of tourism businesses having 10 employees or less, compared to a fifth
(21%) of all businesses within the county which have this level of employees. Only 15% of tourism
businesses employ over 100 people, which is much less than the county average of 38% of
businesses.
8.17
These figures reflect the nature of accommodation enterprises in particular. B&B’s and self-catering
establishments are often single person enterprises. In this respect, it should be recognised that
accommodation enterprises, and also small-scale attractions or visitor services (horse and carriage
rides, canoe hire, bike hire, etc) does present an opportunity for people to become self-employed.
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Tourism Benefit Review
8.18
In other aspects of the sector, there are also opportunities for entrepreneurial initiative, with the
tourism sector ever evolving with new services, facilities and activities being introduced to attract
spend from this potentially lucrative industry.
Qualifications & Skills
8.19
In terms of qualifications, the report highlights low-levels of education amongst the Tourism sector
workforce, with a large proportion (45%) of the workforce having no higher than a level 2
qualification (i.e. 5 or more GCSE’s grade C or above, intermediate GNVQ/NVQ level 2), and 15%
having no educational qualification at all. In addition, the proportion that is educated to degree
level, around 10%, may not have specific knowledge of tourism as there is a tendency for tourismbased companies to take on graduates from a variety of disciplines. This problem could become
exacerbated if an observed decline in enrolment levels on specific hospitality courses continues.
8.20
The report suggests that the skills requirements for those involved in tourism are predominantly
generic skills, including:
8.21
•
willingness to learn;
•
flexibility of working hours and conditions;
•
personal appearance;
•
ability to follow instructions; and
•
ability to team-work;
However, the report also stated that these skill shortages remain amongst a large proportion of the
workforce. Communication, though, was the single largest gap in skills reported by businesses, a
major problem in the hospitality and leisure sectors whose clientele rely on clear information. Good
personal presentation, friendly demeanour, and ability to respond effectively to queries, questions
and complaints are also critical to demonstrate professionalism within the sector.
8.22
The report recommends that fundamental needs which should be addressed include:
•
to develop marketing skills in an increasing competitive industry facing competition in global
markets;
•
to develop foreign language skills as international tourism grows;
•
to improve the ‘professionalism’ of the industry via higher rates of training and qualification of
staff;
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Tourism Benefit Review
•
to create a new generation of skilled managers able to take a strategic approach to their
businesses;
•
to develop higher standards in the key craft group in the industry – chefs and cooks.
Working Conditions
8.23
The lack of representation of qualified employees is often a result of the poor image of working
conditions for staff in tourism. Low pay; low progression prospects; unsociable and long hours; and
the high levels of seasonal, part time only opportunities are common complaints amongst the
workforce involved in the tourism sector.
As a consequence, tourism-related businesses
experience high levels of staff turnover, low commitment, poor attitudes and poor communications
skills.
8.24
Lifestyles and life cycle also play a key role in the employment make-up of tourism. There is a high
propensity for the workforce to be female, who may require greater flexibility in their working life to
maintain family commitments, and/or who want to supplement the household income; emptynesters utilise rooms within their household to provide a bed & breakfast; and retirees sometimes
utilise their time in the pursuit of particular hobbies and interests, or skills which can be offered to
tourists,
such
as
special
interest
guided
walks,
specific
courses
and
crafts
(painting/pottery/cookery), or opening up collections to the public.
Future Prospects
8.25
The low level of employees within the tourism sector that are qualification is characteristic of the
population of North Norfolk District where 70% have equal to or less than a level 2 qualification. A
third (34%) of the population have no qualification at all. This is compared to 15% of the UK
population, and 14% of the population of Norfolk.
8.26
Due to the problems associated with careers in tourism as highlighted above, there would appear to
be a suitable match between the limited career prospects offered in tourism and the low level of
qualified employees within the workforce pool.
However, with competition in tourism ever
increasing, the need for a high level of professionalism within the industrial sectors involved in
dealing with visitors is essential in harbouring a prosperous sector.
8.27
Therefore, developing the hospitality related skills of the workforce to address the gaps as
mentioned above will be essential in the future development of tourism within North Norfolk. In this
respect, the courses offered by EETB should be promoted, along with initiatives such as ‘investors
in people’ and courses offered by the Learning & Skills Council (Skills for Life, Home & Office IT;
Languages).
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Changes in Population Characteristics
9
Changes in Population Characteristics
9.1
The following section identifies some of the key changes in the UK population and consumer
behaviour which could have a bearing on tourism and destination preferences in the future.
Population Trends
9.2
The UK population is projected to surpass 60 million in 2005. The key observations of population
tends over recent times is that:
•
The UK population is getting older, with the number of people of state pensionable age is
projected to increase by 10.4 per cent from 11.0 million in 2003 to 12.2 million in 2010. In
addition, life expectancy is forecast to rise from its current levels to 80 years of age for males
and 84 year for females by 2016. As a result, there has been an increasing shift amongst
businesses and industry, particularly retail, to target marketing towards ‘silver surfers’.
•
Women are giving birth later on in life, with the average age continuing to increase year- onyear and now stands at 29.4 years. A particular consequence of the lateness of having children
is the emergence of the ‘Professional Mums/Parents’ group. This group, with the women having
a propensity for establishing their careers and being property owners prior to having children,
have higher levels of disposable income and aim to keep up their interests, particularly in dining,
shopping and fashion, as well as being successful ‘Mum’s/Parents’. Their dual role in terms of
having a career and being a parent places increased pressure on the amount of time they are
able to devote to leisure.
•
There is anticipated to be a continuing net increase in international migration, which migration
watch believes could be equivalent to 170,000 per annum. Net migration now exceeds natural
changes as the largest contributor to the growth of the UK’s population.
•
The UK population is, according to a Government Report, becoming more obese, with around
two-thirds of the population of England being officially overweight. Obesity has grown by almost
400% in the last 25 years and on present trends is predicted to surpass smoking as the greatest
cause of premature loss of life. This phenomenon is to be tackled by new policies, but should
also lead to people adopting healthier lifestyles and be more conscious about the food they eat,
particularly in quality and sourcing.
•
There has been a decline in the average household size, from 2.91 persons in 1971 to 2.31 in
2001. A large proportion of this shift is attributed to an increase in single person households
(31%), lone parent families (7%), and a reduction in the number of children per household (1.7
in 2002).
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Changes in Population Characteristics
Consumer Trends
9.3
The types of goods and services people choose to spend their income on has changed
considerably over the past 30 years.
9.4
Notable increases in expenditure include the pursuit of recreation and culture, whose indices growth
since 1971 (up 570 points), and actual expenditure for 2002 (£79.51billion), is much higher than for
clothing and footware (£37.81billion) and household goods and services (£43.28billion).
Expenditure on restaurants and hotels has also risen, and in 2002 was worth a reputed
£76.58billion.
Table 9.1
Changes in UK Household expenditure1
1
United Kingdom
Indices (1971=100)
Spend in £billions
Housing, water and fuel
1971
1981
1991
2001
2002
100
117
138
152
154
2002
£
118.40
Transport
100
128
181
242
251
£
98.29
Recreation and culture
100
161
283
545
570
£
79.51
Restaurants and hotels
2
100
126
167
194
199
£
76.58
Food and non-alcoholic drink
100
105
117
137
138
£
60.84
Household goods and services
100
117
160
268
296
£
43.28
Clothing and footwear
100
120
187
340
371
£
37.81
Alcohol and tobacco
100
99
92
89
91
£
26.31
Communication
100
190
306
790
828
£
15.02
Health
100
125
182
175
179
£
10.12
Education
100
160
199
250
218
£
8.42
Miscellaneous
100
119
230
280
290
£
82.02
Household expenditure abroad
100
193
298
669
715
£
24.57
All household expenditure
100
122
167
227
235
£
666.88
1 Household expenditure. Classified to COICOP ESA95 (Classification Of Individual Consumption by Purpose).
2 Includes purchase of alcoholic drink.
Source: Office for National Statistics
Leisure Time
9.5
Contrary to suggestions that the UK is made up of ‘cash rich, time poor’ consumers, a recent report
published by Mintel suggests that the majority of adults, whilst being busy, find enough time to relax
with only 8% of adults classified as ‘time short’.
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Changes in Population Characteristics
9.6
According to Mintel, this is a result of the growing level of amenities and consumables that are
designed to ease some of the domestic hassles and daily chores. This includes buying preprepared meals and vegetables that are pre-sliced and diced; conducting banking on-line; shopping
on-line, and researching holiday’s on-line. Changes in the work-life balance have also contributed,
with evidence that there is now greater flexibility in working arrangements than previously,
particularly through flexitime arrangements and sabbaticals for example. This allows more time to
be devoted to relaxation and enjoyment, and all-round leisure time.
9.7
On average, adults in Britain are reported to have about 42 hours of leisure time a week. Women
and those with dependents have less leisure time at around 27 hours per week compared to 48
hours for those with no dependants.
9.8
Whilst television viewing predominates the majority of people’s leisure time (approximately 20
hours), the UK Leisure Time Survey (2000) demonstrates that most people participate in some form
of physical and leisure activity. The study highlighted that only 20% of the adult population don’t
take part in some form of physical pursuits over a 4-week period. Walking is generally the most
popular pursuit (12%) followed by swimming (9%). The average length of walk is around 1hour and
50minutes.
9.9
Outside of walking, eating and drinking out is the most popular single activity. Nearly a quarter
(23%) of adults stated that they had been to a restaurant, café, pub or wine bar over a 4-week
period.
In comparison, visiting places of interest, such as a museum or gallery (4%),
historic/heritage site (4%), theme park/fairground (3%) wildlife reserve/zoo (2%), which are also
considered popular outdoor leisure pastimes, have much lower participation rate.
9.10
The research identified that an individual’s level of education, home ownership, and car ownership
characteristics play a central role in determining participation in sporting and cultural activities. For
example:
•
the pursuit of individual, non-team sports was found to be higher amongst those with a degree;
•
older people are more likely to undertake a recreational walk or hike, or be involved in cultural
activities such as going to plays, concerts and the opera;
•
9.11
women tend to have higher participation rates in cultural activities than men.
One of the biggest growth areas is the increased provision of leisure facilities and services that
allow consumers to dedicate their leisure time to specific pursuits of interest. Whether leisure time
is actually constrained, or just perceived to be constrained, the consumer is seeking ways to fulfil
their leisure time with activities that will return maximum experience and enjoyment. As a result,
they are willing to spend more of their disposable income on the experience. This could include the
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Changes in Population Characteristics
purchase of specialist equipment or training, or having the willingness to travel to a particular area
whereby they can participate in this interest or unique experiences, for example.
9.12
Both short breaks and the day trip market have strong associations with these changes in leisure
time. The combination of cheap and regular air services from budget carriers, ferry and Eurotunnel
services means that both short breaks and day trips are no longer restricted to the UK. Leisure and
Culture breaks and day trips are possible to France, Germany and Austria for example. Day trips,
through better scheduling of flights and budget airlines, are also extending to Iceland, Krakow,
Sarajevo, Marrakesh and St Petersburg, and can include whale watching, seeing a show, or
watching a sporting event.
Summary
9.13
The changing population characteristics need to be matched against the main assets of the District.
In doing so, it should be possible to identify new opportunities for North Norfolk as a visitor
destination.
9.14
In particular:
•
There is a growing propensity to spend disposable income on holiday and short break trips, as
people become wealthier in real terms.
•
Changes in the work/life balance present opportunities for North Norfolk as a destination ‘to get
away from it all’. Whether or not the pressure on leisure time is perceived or a reality, areas
with a high landscape value and a sense of peace and tranquillity have aimed to exploit this
characteristic. Examples include Centre Parcs' successful ‘What is life if..’ campaign which
utilises the poem by William Henry Davies; or the “Two hours and a million miles away” tagline
for past promotional campaigns for Wales. There is definite synergy between The Broads and
Heritage Coast with this type trend in the use of leisure time.
•
Silver surfers or Grey Market, a term used to characterise the older generations who have good
levels of disposable income, good mobility and lack family ties, present a new force in the
consumer market. Commonly referring to those over 50, it is a group which accounts for about
20 million people in the UK. The attraction of this market is they have the time, means and
desire to pursue personal interests, and they can be persuaded to travel out of season as they
search for good value deals on the ‘Internet’. Their buying power is said to be considerable,
and their value could grow further if the predicted growth of this market is realised. Yet, in
marketing terms they are a relatively forgotten or ignored group. North Norfolk has a range of
attraction themes that could attract this market, including heritage attractions, gardens, and
nostalgia tourism (i.e. returning to places visited as a child).
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Changes in Population Characteristics
•
The ‘professional parents’ group is an emerging market, whose strength is in their willingness
and ability to continue to incorporate parenthood into their working lives. As a true ‘time short’
group, they will want to capitalise on opportunities to partake in everyday activities that are
child-friendly. Developments in cycle carriage, buggies, and carry backpacks and carriers mean
that the softer activities of walking and cycling can now be undertaken even with newborn
babies and toddlers. North Norfolk, with its soft cycling and walking network provides good
prospects for this group.
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Trends in the Holiday Market
10 Trends in the Holiday Market
10.1
The main emphasis of this section is to identify key trends in visitor markets that have a particular
association with the key assets, attractions and activities available within North Norfolk.
10.2
Where relevant, comment is also provided on the market’s likely future growth, the likely fit with
North Norfolk and any land-use implications for the District in trying to better cater for the market.
Market Context for North Norfolk
Domestic Trends
10.3
Tourism is an ever-evolving industry.
Improved personal wealth, pressures on the work-life
balance, increased mobility, and the sophistication of packaging and marketing are shifting
consumer aspirations in terms of holiday destinations.
10.4
The key changes in tourism over the last 10 years include:
•
growth in the level of long holiday trips taken abroad by the UK population, and an ever
widening choice in overseas destinations;
•
a consistent growth in the number of short break domestic trips (+9% CAGR), whilst the
proportion of long holidays has remained consistent (+1% CAGR);
•
a rise in visitor expenditure (+8% CAGR), driven by short breaks (+13% CAGR);
•
a fall in the average visitor nights from 4 to 3 nights, as a consequence of the increase in short
break trips; and
•
a rise in the proportion of holidays specifically to pursue an activity (1.8% CAGR), driven solely
by short breaks;
10.5
It is likely that this trend will continue over time, with even long haul destinations now becoming
more affordable and easier to plan.
10.6
As a result, short breaks and second holidays are likely to become the predominant type of trip
taken in the UK by the domestic market. However, the fact that the UK-based breaks are being
increasingly motivated by activity participation or special interest visit presents new opportunities for
UK destinations.
10.7
There is also a shift in expectations as the availability of good value and quality experiences
become more commonplace, a consequence of increased exposure of visitors to both domestic and
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Trends in the Holiday Market
overseas destinations. Achieving consistently high standards in service delivery across all aspects
of the tourism sector is vital in ensuring repeat and recommended visits, with visitors now more able
to arbitrarily measure the quality of their experiences against different destinations.
Overseas Visitor Trends
10.8
The UK Inbound Tourism market is expected to increase, but it should be noted that these visits are
sensitive to major global events.
10.9
According to the International Passenger Survey, whilst the overall number of visits from overseas
tourists is increasing, albeit at a modest rate, the main growth has come from those visiting friends
and relatives (6.9%CAGR), with business related trips growing steadily and holiday trips declining
slightly since 1999.
Table 10.1
Changes in Overseas Visitors to the UK
Trips (000's)
1999
2004
Spend (£m)
CAGR
1999
2004
CAGR
Holiday
9,826
9,275
-1.1%
4,251
4,218
-0.2%
Business
7,044
7,470
1.2%
3,967
3,682
-1.5%
VFR
5,640
7,891
6.9%
2,133
3,026
7.2%
Other
2884
3149
1.8%
2148
2122
-0.2%
Total
25,394
27,785
1.8%
12,499
13,048
0.9%
Source: IPS
10.10
The biggest growth areas are Europe (2.9%CAGR) and Asia (1.9%CAGR), though there has been
comparatively large losses from Central and South America (-3.5% CAGR) and Japan and South
Korea (-3.0%CAGR).
10.11
The more successful UK destinations in terms of overseas visitors are those that have international
access hubs (international airports and international ports); have a city of ‘world status’ (London,
Manchester, Edinburgh); contain world heritage sites (Stonehenge, Hadrian’s Wall); contain iconic
symbols or buildings that help define an area (London Eye, The Eden Project); or offer National
Parks with prominence on a world scale (Lake Districts, Peak District). Whilst most regions have
areas or pockets of interest that could be described as having a ‘world’ audience, the majority of the
country is still relatively unexplored by overseas visitors.
10.12
Work is being done to promote the regions of England in terms of international marketing
(VisitBritain) and from the main access points in an attempt to spread disperse overseas tourists
further a-field. However, there is still a tendency for overseas visitors on a leisure holiday visit to
gravitate towards those sites that offer a glimpse into the contemporary British culture and its main
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Trends in the Holiday Market
sites of heritage and history. This poses a challenge for the less well-known areas such as North
Norfolk for example.
Activity Market
10.13
The specialist interest and activity market is a particular growth area. In 2003, 22.7million holiday
trips were made specifically related to an activity (i.e. the activity was the main reason for the trip),
up from 14million in 1997.
10.14
The broad definition of activities includes shopping, visiting attractions, land-based sports, water
sports, fishing, and other informal and formal recreational activities.
10.15
The characteristics of the market are not easy to classify due to the different levels of activities and
interests included in the definition. For example:
•
those involving adventure activities (climbing, caving, pot holing, scuba diving) tend to be
younger, spend less per night, are taken on an independent basis, and are more likely to stay in
low cost accommodation.
•
those involving sailing, riding and golf are more likely to be AB social class, with higher levels of
disposable income and a higher propensity to stay in higher cost accommodation (possibly with
the activity on site in the case of golf).
10.16
In addition, whilst activity and special interest based holidays tend to involve shorter stays at a
destination (1-3 nights), the market also tends to be slightly higher spending compared to longer
visits. This is a result of the markets’ desire to undertake an interest in which they know they will
have a great experience, but also the realisation that this activity needs to be undertaken within a
condensed time period.
10.17
There is still a positive outlook for activity-based holidays, with people becoming less interested in
purely sun related holidays and more interested in pursuing interests and activities.
Activities Market in North Norfolk
10.18
The overall offer of North Norfolk does cater for elements of the activity market already, with the
main pursuits outlined below.
10.19
It should be noted that as new innovations in technology are made so that activities are safer, less
specialised and open to a wider audience, it is likely that there will be greater market demand.
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Walking
10.20
Walking is the main activity undertaken by visitors whilst at a destination, either as a prime
motivation behind a trip (5%) or as an activity undertaken once at a destination (71%). Moreover, it
is a lucrative sector with an estimated 527million walking trips made annually to the countryside
nationwide generating £6.14billion in associated spend (Ramblers Association).
10.21
North Norfolk is not a renowned destination for walking in comparison to the Lake District and Peak
District for example. As such, the ability of North Norfolk to attract walking visits may appear
limited.
10.22
The District does have a series of walks, including three long-distance walks (Paston’s Way,
Weavers Way, and the Norfolk Coast Path) and 17 circular walks published in ‘Enjoy Norfolk
Countryside’, a County Council publication.
10.23
The most renowned walk is the Norfolk Coast Path, which travels along the coast between
Hunstanton to Cromer. The existence of this feature walk forms part of rationale behind the YHA’s
decision to locate a second hostel along this coastal region, with sites at both Wells-next-the-Sea
and Sheringham, and allowing walkers to spend two nights in the district whilst walking the route.
10.24
The remaining walks are predominantly of local significance, allowing visitors to explore both its
villages and countryside.
10.25
The value of walking provision within North Norfolk is the fact that it can be undertaken by all, even
those with disabilities along sympathetically designed routes; it can help raise the profile of some of
the lesser assets of the District; it encourages more sustainable movement around the District,
particularly those high profile assets; and it can spread the benefits of tourism to less frequented
areas.
10.26
There is capacity to expand the walking product of the District further, though the prime motivation
behind the walk may not be the walk itself, but rather could be associated with key attractions and
features of interest. In this respect, specific connections with the environmental aspects of the
Districts key assets (Norfolk Coast AONB ‘nature discovery’ walks and The Broads – ‘Over the
Broads Walk’) present prime opportunities. However, it will be important to ensure that the routes
allow sympathetic movement of visitors and that the presence of walkers does not cause damage to
the sensitive eco-systems and habitats.
Expanding walking routes between villages within the
Norfolk Countryside and from the Norfolk Countryside into the other zones should also be explored.
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Cycling
10.27
Cycling as an activity is growing in popularity across a broad range of groups. The advantage of
North Norfolk is that the environment is fairly gentle and therefore lends itself to a more general
cycling market, not least amongst families.
10.28
A key requirement for cyclists is the availability of relatively traffic free routes which incorporate
features of interest and stop-off points that allow them to rest, recuperate and refresh themselves.
In this respect, the countryside of North Norfolk provides excellent opportunities for cycling, with
pleasant and undemanding terrain interspersed with villages, countryside Pubs, and both natural
(rivers, broads and vantage points) and built features (churches, windmills, stately homes and
country parks) of interest.
10.29
There already appears to be a strong move for the District to become associated with cycling, with
several initiatives being developed over recent years.
For example, SUSTRANS have three
national cycle routes which pass through the District (Route 1, 13 and 30); the Bittern Line have
produced a leaflet of seven circular cycle routes beginning and ending at stations, as well as
providing cycle transport; Kelling Heath and NNR – Poppyline have a joint promotion including cycle
hire and travel aboard the steam/diesel engine trains; the Quiet Lanes Cycle Routes initiative to the
east of Cromer has been established to promote cycle travel along quieter lanes of the area; the
National Trust and RSPB have established secure cycle parking facilities at key sites; The Broads
has established a series of cycle routes, which are complimented by ‘The Broads Hopper’ bus
service which includes cycle transportation trailer.
10.30
This is a key strength for North Norfolk, with definite synergies between the environmental assets
and appeal, the mix of undemanding and routes of moderate demand, and the use of this more
sustainable form of exploring the District. As such, further opportunities should be investigated that
utilise the cycling potential of the District, with the ambition being to excel in this type of activity with
an appeal to both day and overnight visitors, especially for families.
Outdoor Sports
10.31
North Norfolk is not renowned for its provision in outdoor/adventure sports, and currently there is
limited scope to exploit outdoor sports for tourism purposes.
10.32
The main exception is golfing-based trips. There are three 18-hole courses of repute within the
District, one of which (The Links Golf Club & Hotel) is associated with a hotel. The Links Golf Club
and Hotel offers combined golf and overnight trips with a discounted Green’s fee. In addition, there
is a joint promotion campaign of all the main courses available in the area aimed at specifically
attracting golfers.
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10.33
The District also provides ample opportunity for fishing - fly, coastal and freshwater. There is also
evidence of horse riding, shooting and hunting sports, though the latter types of activities tend to
produce a high level of controversy.
10.34
The main gap in provision in comparison to other rural tourism destinations is the absence of
adventurous/adrenalin activities. This includes off-road/all terrain vehicles, paintballing, zip-wires,
and climbing frames for example. This is a rapidly growing market.
10.35
The activities, which have a more countryside focus, tend to be associated with certain damaging
impacts on the environment (both visual and noise) which can lead to negative associations
amongst the public at large. Obviously these concerns should be taken into consideration to ensure
the activity proposed is appropriate for the location.
10.36
Nevertheless, if the correct balance between activity and location can be achieved, this type of
provision can be fairly lucrative, particularly amongst the corporate, youth and pre-wedding (Hen
and Stag) celebration markets.
10.37
Promotion of these activities also tends to raise the profile of an area amongst activity enthusiasts.
This is because activity pursuers tend to look at a destination in terms of the range or package of
activities available rather than just looking at one specific activity that may be on offer.
Water Sports
10.38
Given the District’s coastal region and proximity of the Broads, sailing and other water sports could
provide a key opportunity for tourism within North Norfolk. However, with the exception of hire
boats, the market appears relatively under-exploited in terms of supply and/or promotion.
10.39
Blakeney Point Powerboats, an RYA training centre, offers both powerboat and sailing courses,
lasting between 2 days and 12 months. Similarly, Oceanus Sailing in Wells-next-the-Sea offers a
range of courses to suit different age groups, including school-aged children. Canoe hire and power
boat hire is available at various locations on The Broads.
10.40
However, strong growth in water sports activities, particularly areas of high waterscape value, is
expected as technology improves and the cost reduces in real terms. This occurrence is already
being experienced in areas such as Suffolk Coast & Heaths AONB, for example, where there is
evidence that the booming popularity of watersports has brought considerable leisure usage to the
Stour, Deben, Blyth, Ore and Alde estuaries.
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Shopping
10.41
Shopping is a popular activity that is usually undertaken whilst at a destination, with nearly threequarters (64%) of all tourism trips involving an outing to the shops. The value of shopping is that it
provides a direct interface between visitors and local business and their employees.
10.42
As identified in Report 4 (Visitor Amenities) North Norfolk does have a shopping appeal through
various boutiques, antiques, crafts and markets.
shopping.
However, Holt represents the main focus for
The presence of speciality shops and a lack of standard high street brand names,
combined with the streets lined with well preserved Georgian provide visitors to Holt with a fairly
unique shopping experience, not just in the context of Norfolk but for the whole of the East of
England region.
Nature & Wildlife
10.43
Wildlife and nature based tourism is growing in popularity, a result of growing public concern over
the environment, an associated interest in wildlife and habitats, and an increasing awareness of the
sensitivities of nature. Further evidence of this growth in interest is provided by an increase of
television programming dedicated to nature and wildlife, including the live ‘Springwatch’ series
staring Bill Oddie which discussed and discovered nature and wildlife across the UK and provided
advice on how to determine and promote habitats on people’s own doorsteps. This programme
regularly attracted viewing figures in excess of 3.3 million.
10.44
As an example of this growing interest in the UK, Scotland now has a clearly defined wildlife tourism
market within the ‘Highlands and Islands’. The research conducted into this market niche identified
three core activities under the wildlife banner:
•
Visiting bird and animal sanctuaries – visits to established nature reserves and/or managed
wildlife centres;
•
Bird watching – the identification and study of birds within their natural habitats;
•
Watching marine wildlife – including the watching and studying of seabirds, seals, cetaceans,
and other water-based wildlife
10.45
A visitor survey on this Market in the Highlands and Islands area revealed that wildlife tourists are:
•
Slightly more likely to be male (56%),
•
Predominantly aged over 34 (83%), and
•
From the ABC1 socio-economic grouping (68%)
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10.46
Whilst wildlife may be the main motivation behind a visit, visitors were also prone to undertake other
activities such as visiting heritage attractions, walking/rambling or visiting archaeological sites.
10.47
Overall, the report expects the market to continue to grow, with evidence provided by a MORI
survey suggesting that Birdwatching is the fastest growing outdoor pastime in the world with over
two million birdwatchers in the UK alone.
10.48
With consumer interest is forecast to grow in this sector, this niche certainly presents an opportunity
for North Norfolk through its association with the Norfolk Coast AONB and The Broads. This in turn
should help to create new opportunities for business ventures, particularly those that exhibit more
environmentally aware and sustainable practises. For example, research suggests that 80% of
British travellers are prepared to pay £30-£70 extra per fortnight to book a hotel with a responsible
environmental attitude. This demonstrates that cost is potentially decreasing as an inhibiting factor
in visitors’ search for sustainable tourism ideals and an eco-tourism style product.
10.49
The benefit of nature tourism is that it has a year-round occurrence, with different seasons being the
trigger for particular events or happenings, such as in and out migration of different species of birds
for example. Therefore, nature tourism could help to extend the benefits of tourism beyond the
more traditional summer months.
10.50
There is also a large educational role for nature tourism, with school interest in nature ever present
with courses such as biology and environmental studies being present within the curricular of key
stages, GCSE, A Level and degree courses.
Wildlife Tourism in North Norfolk
10.51
The Norfolk Coast AONB, Heritage Coast and the Broads National Park all offer opportunities for
visitors to experience and discover unique wildlife, habitats and environments.
10.52
However, these sites by their very nature are susceptible to damage through visitor presence. Any
exploitation of North Norfolk’s natural environment for the purposes of tourism will need to be
carefully managed, especially in terms of balancing visitor benefits against the need to protect these
sensitive habitats from damage.
10.53
The Norfolk Coast Partnership has highlighted the areas that are the most sensitive to visitor
pressure in the AONB area in their current Management Plan (Map 10.1). The Partnership is also
conducting their own investigations into the relationship between visitors, the environment and the
community. At the time of writing, this study has yet to take place. The findings of the study should
be available in 2006.
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10.54
Likewise, The Broads Authority is in the process of developing a new tourism strategy. Whilst the
findings of the study are yet to be finalised, the main thrust is to provide a sustainable approach to
the development of tourism with a product based on quality and attracting high value tourism.
Ultimately, The Boards Authority is aiming to gain the Europarc Sustainable Tourism Charter
accreditation.
10.55
North Norfolk District Council will need to incorporate the findings of these studies into the overall
policy framework for tourism, and will need to work in co-operation with both the Norfolk Coast
AONB Partnership and The Broads Authority to ensure that tourism within these areas remain
sustainable in the long term.
School/Education Market
10.56
The Schools/Education market looks set to grow further.
10.57
The advantages associated with the schools and education market are that:
10.58
•
visits can coincide with off-peak periods, thus helping to utilise spare capacity;
•
pupils provide the potential to generate repeat visits with parents, friends and relatives;
The schools sector is anticipated to grow over the forthcoming years in response to the
Government’s recent outdoor learning manifesto, which promises every child the opportunity to
participate in an out-of-school trip whilst they are at school age. The main aim of this proposal is to
expose children to the environments that they learn about in the classroom, so that the learning
process is more meaningful.
10.59
However, the response in terms of supply needs to be carefully considered, because of the potential
risks (site risks, health & safety, public liability, teacher liability, child protection) associated with this
market, and any negative event tends to be very high profile in terms of media coverage. As such,
various on-site risks need to be suitably addressed prior to targeting this market.
10.60
Sites and organisations that will have the greatest capacity for realising the potential of the schools
and educations market will be those that:
•
provide a coherent programme of timetabled activities;
•
provide students with task lists to be used as the basis of future work;
•
challenge students to discover for themselves, utilising the key features or aspects which are
unique to the site;
•
allow pupils to work in small groups, with each group completing different tasks; and
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•
provide activities geared toward different age groups, curriculum and subject areas.
Schools Market in North Norfolk
10.61
The immediate education market for North Norfolk are those schools within Norfolk County.
Altogether there are 462 schools managed by Norfolk’s LEA, which accounts for about 112,000
pupils. This includes:
10.62
•
392 primary schools (56 with nursery classes);
•
54 secondary schools; and
•
12 special schools
However, anecdotal evidence suggests that the appeal of North Norfolk could extend further a-field
and has the potential to attract schools from the whole of the region, including from as far as
Bedfordshire, Hertfordshire, and beyond. This is primarily due to the location of two Kingswood
Centres within North Norfolk, at West Runton and Overstrand.
10.63
The Kingswood Centres and the other education centres note in section 6 (Accommodation) are an
important component of the educational offer, with North Norfolk having particular strengths in
environmental-based work programmes.
In addition, the Norfolk Wildlife Trust provides an
educational programme. Whilst this is not targeted specifically at the schools market, the Trust can
provide workshops and talks on a wide range of habitat and wildlife issues specific to Norfolk and its
environs.
Health & Wellness Market
10.64
The health and wellness sector was considered primarily as a pursuit of women and the well-to-do
elderly. However, research by Mintel has identified new potential segments within the market which
can be classified as follows.
•
Young people (20-24 years old) who have an average income, mainly using fitness and
wellness services. This sector is growing in importance;
•
Young families with small children, who come to enjoy spa and water parks. Currently a low
sector, but considered to have large potential;
•
Mid-aged adults (aged 40-50) who look for preventative cure methods and relaxing
experiences. An important sector because of heightened health fears and the need for illness
prevention;
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•
Older generation (50-60 years old), the traditional market who tend to stay longer because of
the need for specific treatments.
10.65
In addition, some spa’s report a 50:50 ratio of male to female use, although purchase is still more
likely to be female driven.
10.66
Young and affluent couples (DINKS) are apparently showing great interest in resort/hotel Spa’s,
particularly for short breaks. It is believed that this group, particularly those with stressful jobs, are
prepared to pay for being pampered and believe that de-stressing and relaxation are achievable in a
short period of time.
Health & Wellness in North Norfolk
10.67
The Health and Wellness sector appears to be relatively under-exploited in North Norfolk.
10.68
The benefit of provision in health and wellness facilities is that they bring new markets to an area,
with the provision itself being the prime motivator.
Nevertheless, these facilities need to be
associated with high value landscapes and environments in order to complete the full ideology of a
health and wellness visitor.
10.69
In this respect, North Norfolk appears ideally suited the health and wellness market. The District
has an array of high value natural environment settings not solely within the AONB or National Park,
but also Norfolk Countryside which despite its lack of official status still offers a range of attractive
rural settings.
Overseas Visits and North Norfolk
10.70
The Tourism Volume and Value information for North Norfolk provided in Report 7 (Visitor
Assessment) suggests that only 6% of visits are derived from overseas visits. However, there are
two developments that may assist in the promotion and access of Norfolk as a whole to overseas
audiences, namely Norwich International Airport and budget air travel; and the proposed Great
Yarmouth East Port development.
Norwich International Airport
10.71
Located off the A140 from Norwich to Cromer, Norwich International Airport provides charter flights
for tour operators such as Thomson, Skytours, Firstchoice and Airtours.
10.72
However, more recently the airport has become the eastern regional home to Flybe, a low cost or
budget airline. This means that low cost scheduled flights are now available between Norwich and
thirteen destinations including Alicante, Dublin, Edinburgh, Geneva, Guernsey, Jersey, and Malaga.
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When combined with the charter flight capability, Norwich International Airport offers connections to
30 destinations, mainly within Europe.
10.73
The growth of budget airlines in the UK has been dramatic. In 2003, there were around 400 low
cost routes from UK airports, which represented a four-fold increase from 2001. This growth has
benefited the smaller UK international airports in particular, with Luton airport in 2004 experienced a
rise in number of passengers to 9.95million at the end of 2003, a rise of 1.2million passengers from
2002, for example.
10.74
Norwich is also experiencing fast growth in passengers. The total number of passengers that the
airport anticipates to handle in 2005 is 615,000, with the airport handling over 60,000 passengers in
August, a rise of 33% on the previous year. As a result, the airport’s owner (the Omniport Group)
has recently announced plans for a £4million expansions and improvement programme to the
terminal building in order to cope with a predicted 1million passengers in 2010.
10.75
The potential for destinations such as North Norfolk to exploit some of this demand is hindered by
the fact that most of the traffic handled is outward rather than inward bound. Overall, it is estimated
that 80% of current travel on budget airlines is related to the UK residents travelling abroad, with
only 20% of foreign visitors utilising the same route in reverse. Nevertheless, this does present a
future opportunity for areas such as North Norfolk. Profile raising and branding will be key to the
success of the District in achieving this. Special events that have international significance can play
a major role in facilitating this growth.
East Port Development, Great Yarmouth
10.76
The proposed development of a new harbour at East Port near Great Yarmouth forms part of the
strategic ‘Trans-European Network’ routes that is aimed at facilitating and expanding trade links
between the UK and mainland Europe. The project includes roll-on/roll-off facilities for both freight
and passenger services. The benefit of the route is that it would provide the fastest ferry route to
the Netherlands.
10.77
Overall, the project requires £30million of investment, with an £18million funding package recently
approved by the Department of Transport.
Further private investment is now being sought to
enable to proposal to proceed.
10.78
In terms of tourism opportunities, whilst there will undoubtedly be prospects to encourage new
audiences to visit the East of England through this new gateway, the experience of Kent through the
port of Dover should be taken into consideration.
10.79
Dover provides one of the busiest gateways between Britain and mainland Europe for
holidaymakers coming into the country. However, Kent as a destination is very much by-passed by
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these overseas visitors as they make a beeline for London and better-known areas of the UK
through the good transport links provided by the M2/A2, M20 and M25.
10.80
It is our understanding that the development of the port will also lead to various major infrastructure
improvements including the dualling of the A47, and better rail connections between Lowestoft and
Ipswich. Thus, there is a risk that many of the sub-regions, including North Norfolk, could be bypassed by incoming visitors.
10.81
It is unclear at this stage whether there will be any further road and rail improvements that would
promote linkages with the sub-regions.
Groups Market
10.82
The Groups market is under-exploited within North Norfolk due to a lack of accommodation
provision that can cater for large numbers of visitors.
As a result, there are few coach tour
operators that have links with North Norfolk as a group tour destination.
10.83
Currently, the main influx of coaches is derived from those who travel to North Norfolk on a day
visitor option from other overnight destinations, such as Great Yarmouth, Norwich and King’s Lynn,
or by those visiting the Norfolk Broads; or from coach tours organised day trip from home, with a
tendency for these trips to be associated with specific groups such as the RSPB.
10.84
This in contrast to Great Yarmouth, Norwich and the Norfolk Broads which, for example, have
listings from key coach tour operators WA Shearings, National Holidays, and Epsom Holidays.
10.85
Andrews Coach Tours provides one of few tours that could be found with North Norfolk as a specific
destination. This stays at Virginia Court Hotel (2*) and includes a scenic tour of the North Norfolk
Heritage Coast, an excursion to The Broads and Norwich, a ½ day excursion to Great Yarmouth
and a visit to Sandringham Palace. This trip, leaving on the 24th September costs £289 per person.
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11 Accommodation Developments
11.1
The following section highlights some of the recent trends in accommodation developments that
have relevance to North Norfolk.
Hotel & Spa Sector
11.2
The relationship between hotels and a health and wellness market through ‘spa’ developments is
increasing rapidly in the UK.
11.3
The health and wellness sector is considered to be in its infancy in the UK, particularly when
compared to more mature markets in the US, New Zealand, and Indonesia.
11.4
However, hotel groups are beginning to realise the benefits of introducing Spa facilities.
For
example, at the upper end of the market, the Sheraton Grand Hotel in Glasgow now includes the
ONE Spa brand, reputedly Europe’s most advanced urban spa, and has subsequently won the
destination/hotel spa of the year award at the British Beauty Awards for two consecutive years;
Marriott have the Renaissance brand to define its Spa Market; and the De Vere Group is rapidly
expanding its Village Hotel & Resorts, whose emphasis is on health and well-being.
11.5
The benefits of the linking a Spa to a hotel is that it:
•
increases double occupancy;
•
increases weekend trade, particularly for those establishments with a generally business
orientated offer;
•
increases secondary spend, as clients tend to stay in and use in-house service provision
(restaurants, bars, etc.);
•
11.6
expands the season, and can be a key component for incentive offers.
In the case of the Sheraton in Glasgow, for example, the hotel attributes a 20% rise in leisure
business to the introduction of the ONE spa complex.
11.7
The additional benefit of the Spa is that it can also appeal to day visitors with many hotels offering
special ‘day’ packages.
11.8
Subsequently, even mid-range hotels are now introducing health and wellness elements into their
offer on the back of improved performance, particularly in appealing to the leisure market (Holiday
Inn, Nottingham – Health & Fitness centre).
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Hotel & Spa Sector and North Norfolk
11.9
Closely linked to the health and wellness sector, the Hotel and Spa represents a gap in North
Norfolk’s tourism offer.
11.10
With the developments in this sector increasing, it is advised that North Norfolk explore any
opportunities that may arise that would see the District enter this lucrative market.
Woodland Lodges
11.11
Large-scale holiday complex’s which utilise woodland lodges came to prominence in the UK through
the introduction of Centre Parcs in 1987.
11.12
At the time, Centre Parcs offered a new up-market, self-contained holiday park, centred on a
concept of providing a relaxing and rewarding experience in a high quality countryside setting. The
concept also relied on being able to attract visitors all-year-round, and therefore included all weather
facilities such as a tropical waterpark, indoor sports facilities, and most recently Spa facilities. The
success of the Parcs is evident in its 90% occupancy and target markets of ABC1, young couples
and families.
11.13
Since opening, Centre Parcs has provided the blueprint from which other holiday parks have
followed. There has been a growth in lodge-style developments and associated in-door leisure
facilities at the expense of touring pitches, static caravans, and even chalets, as operators view the
woodland lodges to offer a more ‘up-market’ experience.
11.14
More recently, a new phase of woodland lodge development is beginning to occur, specifically
targeting a more exclusive market. Lodges are being developed for full ownership and/or timeshare
ownership, for example:
•
Penvale Lakes - an all year round get-away destination offering 12 Canadian inspired properties
set in a nationally designated area of natural beauty, on the market for private ownership.
These can be sub-let by on-site management as self-catering units on the behalf of owners.
•
De Vere Resort Ownership – Three of the De Vere Hotels are being developed to contain lodge
accommodation, with the total current stock being 140 lodges in 2004. These self-catering units
are available on a rental or time-share basis. Residents benefit from all on-site leisure facilities,
such as golf, spa and swimming pools. Advanced sales of lodges under construction and due
for completion in 2005 amounted to approximately £5.3million.
11.15
However, this type of development requires a superior environmental setting, low-density building,
and a very high standard of finish in order to appeal to the AB target audience.
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Woodland Lodges in North Norfolk
11.16
There is limited evidence of growth in lodge developments in District. The developments that have
occurred are generally small scale and, with the exception of Weybourne Forest Lodges, are
contained within holiday parks.
11.17
The holiday park sector has resisted a move to convert more space over to woodland lodges on the
basis that the static caravan is a strong and innovative product that suits the majority of their target
audience. This factor, along with the expense of the woodland lodges, does not present a viable
business case for converting static units to woodland lodges at present.
11.18
However, it is possible that environments classified as having ‘superior’ settings could entice
enquiries from developers for this type of product.
This could be either as a stand-alone
development, associated with a hotel development or as space to be converted within holiday
parks.
Moreover, these developments have been noted in other districts that would essentially
replace out-dated chalet provision.
Budget Hotel Sector
11.19
According to a report produced by Deloitte Corporate finance, the budget hotel sector is worth about
£3.25billion a year, with around 1,009 hotels providing some 65,000 bedrooms.
11.20
Whilst the main brands of Whitbread’s Premier Inn (450 sites), Permira’s Travelodge (240 sites) and
Intercontinental’s Holiday Inn Express account for over three-quarters (77%) of the market, there is
a growing number of hotel groups investing in new budget hotel brand concepts and sites within the
UK, including Accor (Ibis brand), Mitchell & Butlers (Innkeepers Lodge) and Choice Hotels’ (Comfort
Inn).
11.21
There is anticipated to be further expansion of the budget hotel market in the UK, with the sector
accounting for 15% of the total market in the UK. In comparison, in both France and the US, budget
hotels represent 25% of the overall hotels market. This growth is expected to be underpinned by
the business traveller and assisted by easy on-line booking systems.
11.22
The ‘branding’ of the hotel is an important component of the offer and appeal of the budget sector,
i.e. there is a level of comfort in knowing what you are paying for before you arrive. However, this in
itself is changing as the offering from budget hotels becomes more sophisticated. In-house food
and beverage services, café lounge, internet access and satellite TV are now creeping into the
budget offer, all of which were omitted in the past to allow differentiation against more up-market
offers.
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Accommodation Developments
11.23
Pricing structures are also becoming more complex, with Travelodge for example offering a reduced
price for early bookings; Premier Inn offer a reduction to those booking online; and through
differences between city and non-city locations.
Budget hotels in North Norfolk
11.24
There is currently no presence of a budget hotel chain within North Norfolk.
11.25
There is evidence of the development of budget hotels within Norfolk County as a whole, with
Premier Lodge having three sites in Norwich (Norwich Airport, Norwich Showground and Norwich
South East) and Kings Lynn; and Travelodge with two sites in Norwich (Norwich Central and
Norwich Cringleford), a site at Great Yarmouth, and a site at King’s Lynn. The key observation of
these sites is that their location is near to a major trunk road (A47, A17), business district (Central
Norwich, Norwich Showground), or Norwich Airport.
11.26
As far as we are aware, there are no immediate plans to look at the potential of siting a budget hotel
in North Norfolk by either Premier Inn or Travelodge. Key limitations with regards to this sector
include a lack of business tourism, no trunk roads that carry high volumes of passing traffic, and no
major business parks and enterprises sited in the area.
11.27
It should be noted that encouraging the development of budget hotels can also have negative
implications for other sectors of the serviced accommodation sector, notably provision from Inns
and B&B’s, and possibly 2/3-star rated hotels.
11.28
Recent research into the accommodation sector in the South East region highlighted that visitors
are quick to recognise the strength of the branding provided by the main budget chains. Moreover,
budget hotels have a tendency to employ aggressive pricing strategies, particularly to attract
business visitors. As a result, Inn accommodation, B&B’s and smaller 2/3-star hotels, which in
comparison lack coherent marketing and consistent quality assurances, were found to be struggling
in competing with the budget sector.
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Tourism Management
12 Tourism Business Survey
12.1
In order to obtain a balanced view of the tourism sector within North Norfolk, Scott Wilson has
conducted a survey of accommodation operators to act as a guide to the opinions of the private
sector.
12.2
The aim of the questionnaire was to provide tourism enterprises with the opportunity to give their
views on the current status of tourism and the future prospects of tourism in North Norfolk.
12.3
Altogether, 500 establishments were sent a questionnaire in a postal survey format, of which 154
(31%) returned the form completed. 17 of these had either ceased trading as a tourism enterprise,
or were about to cease trading.
12.4
Of the 137 completed questionnaires, 16 came from hotels, 47 from B&B’s, 9 from Guest
houses/Inns, 60 from self-catering operators, and 4 camping and caravan operators. In terms of
distribution, 56 were from establishments in the ‘Resorts’ zone, 36 from the ‘Heritage Coast’, 15
from ‘North Norfolk Broads’ and 29 from the ‘Norfolk Countryside [please note, one establishment
failed to give their details].
12.5
The following provides a summary of the main results. Unfortunately, the low response rate means
that a comparison between different establishment types, or different zones is not possible using
statistical differences and significance testing. Where differences of opinion are observed, they
should be viewed as indicative only.
Results Summary
Length of time in business
12.6
The majority (80%) of businesses from the sample have been operating for over 6 years or more,
with 15% (1 in every 7) of businesses being in operation for in excess of 25 years.
12.7
Over two-thirds (67%) of the operators (respondents) themselves have been in charge of the
business over that period. Therefore, the sample represents a high level of experience with regards
to tourism in North Norfolk.
Size of Business
12.8
Over half (55%) of the sample that offer serviced accommodation, including 4 self-catering
businesses that also have serviced provision.
12.9
Three-quarters of all serviced accommodation establishments offer less than 10 bedrooms, with a
similar proportion having less than 20 bedspaces (75%). This reflects the nature of the serviced
businesses as a whole, with the majority of businesses being small scale.
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12.10
The largest serviced unit responding to the survey has 49 bedrooms and 110 bedspaces. However,
this was one of only three establishments that had over 50 bedspaces.
12.11
In terms of self-catering, around half (53%) of respondents have just one unit for let. This means
that half have multiple units. The survey found that just one in ten (12%) of these have two units
with the remainder (35%) having three lets or more.
This suggests that self-catering is a
business/investment choice amongst a large proportion of operators rather than a means of
supplementary income.
The largest operator to respond to the survey is actually a marketing
organisation that has 62 properties on its books within North Norfolk, the majority of which are found
in the Resorts and Heritage Coast.
12.12
Only four camping and caravan operators responded to the survey, three of which have substantial
static caravan provision (+350), and all of which include touring provision of in excess of 120
pitches.
Employment Structure
12.13
Four in every ten (42%) businesses employ a manager. In the case of hotels, the majority have two
or more managers (11 out of 16), with the largest hotel in the survey employing seven managers.
12.14
Only one in eight (12%) of businesses have supervisor roles, with those that are available
predominantly found in the hotels sector (seven of the 16 hotels responding offer a supervisor
position).
12.15
Just over one in every five (21%) businesses have some level of servicing staff, the majority of
which are in the hotel/inn/guest house sector; the hotel sector has an average of 17 service
employees per establishment, primarily related to bar and restaurants.
12.16
Positions in cleaning/maintenance is by far the largest employment sector within accommodation
establishments, with camping and caravan sites (around 10 per site – caution, low base!) having the
largest number of staff, followed by hotels at an average of 3.2 staff per establishment.
12.17
In
addition,
nearly
six
in
every
ten
(57%)
of
self-catering
establishments
employ
cleaning/maintenance staff, with the average number of employees at 1.5 per establishment. This
reflects the fact that around half of the operators surveyed have more than one unit to let.
12.18
Overall, the main employers are hotels, which employ an average of 15.5 full-time staff, and 14.6
part-time staff; and camping and caravan sites, with around 12 full time and 12 part time staff
[caution, low base – 4]. In the case of hotels, this roughly equates to one full-time and one part-time
staff member per bedroom, or just under one staff member for every bedspace.
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Tourism Management
12.19
On the whole, of those who responded to questioning, the majority of businesses currently employ
similar proportions of as they did five years ago, particularly amongst management and supervisor
staff. The only area which has seen a reasonable net gain (i.e. where the proportion of respondents
increasing staff numbers is observed to be higher than the proportion decreasing staff numbers) is
in
cleaning/maintenance
staff
(16%
of
business
have
increased
the
number
of
cleaning/maintenance staff compared to 6% who have decreased staff in this field).
Occupancy Levels
Table 1.1
Accommodation Occupancy levels
Hotel
B&B
Guest
Self-Catering
House/Inn
Base
Representing
Camping &
Caravan
16
47
9
60
4
354 bedrooms
185 bedrooms
39 bedrooms
229 units
1302 static/755
touring pitches
Jan-March
36.7%
22.4%
26.6%
25.7%
N/A
Apr-Jun
56.6%
53.1%
39.8%
56.9%
55.5%
July-Sept
77.8%
73.5%
64.9%
83.6%
84.0%
Oct-Dec
57.9%
36.6%
40.0%
40.7%
41.0%
60.0%
54.2%
53.5%
57.2%
59.7%*
Yearly Average
55.3%
12.20
According to the business survey, the average annual bedroom occupancy for serviced
accommodation in 2004 was 55.3%. This compares favourably to 47% recorded by the EETB for
North Norfolk in 2004, where the sample size is just 17 establishments; and is more in keeping with
the occupancy recorded by the EETB for Norfolk (58% room occupancy) and the Region (59%
occupancy).
12.21
In terms of self-catering, unit occupancy in 2004 averaged at 57.2%, or the equivalent of around 30
weeks per year. This is comparable to the EETB’s findings of 58% occupancy for 2004 [base of 52
establishments sampled].
12.22
The occupancy levels for camping and caravan sites average 59.7% for the four sites surveyed,
though the majority of this is realised in the summer months, with all sites closed between January
and March. We assume that this occupancy relates to pitches and static caravans available to let.
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We would recommend that research be conducted to identify occupancy levels of private static units
in future surveys.
12.23
Four in every ten (42%) businesses feel that the occupancy levels achieved in 2004 was better than
they experienced in 2003, including 7% overall who feel that occupancy has increased substantially
(over 15%). In contrast, one in seven (14%) feel that occupancy has fallen over the period.
12.24
Similar proportions of businesses also feel that they will experience further growth in occupancy in
2005 over the levels they achieved in 2004; 7% feeling that they will achieve in excess of a 15%
increase in occupancy over the year. However, a larger proportion (25%) of businesses feel that
occupancy will be lower in 2005, though the majority (18%) expect this to be a slight decrease (15% down on 2004).
Types of Visitors
12.25
The majority of the increase in business volume is perceived to be from leisure holidaymakers, with
43% of operators suggesting that the proportion of visitors from this market has increased over the
last 5 years; 18% suggesting that this increase has been significant (6% and over).
12.26
In contrast, only 14% of operators believe that business-related visitors have increased over the last
five years, and 15% feel that the proportion of overseas visitors has risen.
However, similar
proportions of operators also state that the two markets have declined.
Investment
12.27
Altogether 82% of establishments have made a capital investment in their facility within the past five
years.
Chart 12.1 Investment made in last five years
General Decorat ions/Improvements
Ensuites
Unique features
Additional Rooms/Units
Total
Children's Play Area
Serviced
Sat allit e Television
Self Catering
On site catering f acilities
Swimming Pool
Alcohol Bar
Ot her Sports
0%
North Norfolk District Council
Scott Wilson
10%
20%
30%
40%
50%
60%
70%
80%
North Norfolk Tourism Sector Study – Background Reports
Page 111
Tourism Management
12.28
The majority (69%) of these operators suggest that this investment has been in general decoration
and/or ground improvements. However, a quarter (25%) state that this investment has been put
towards introducing en-suite facilities to rooms, particularly serviced establishments (42%).
12.29
Of the four camping and caravan sites, three have increased their capacity, two have included a
children’s play area, two have established on-site catering facilities, one a licensed bar, and one has
built a swimming pool.
Chart 12.2 Planned investment in the near future
General Decorat ions/Improvements
Ensuites
Unique features
Additional Rooms/Units
Total
Sat allit e Television
Serviced
Children's Play Area
Self Catering
Alcohol Bar
Swimming Pool
Ot her Sports
On site catering f acilities
0%
12.30
10%
20%
30%
40%
50%
60%
70%
Of the small number of operators that haven’t invested in any capital projects, the majority state that
they aren’t required or that visitors are happy with the facilities at present. Only one admitted that it
was due to a lack of capital and none stipulated any difficulties with obtaining planning permission.
12.31
A further two-thirds (68%) of operators state that they are looking to make further up-grades and
investments in their establishments in the near future.
The majority of this (84%) will be
improvements to décor and grounds, however a small proportion of operators are looking at
significant investments. This includes 8% looking to increase the capacity of their establishment;
5% adding a children’s play area; 4% wanting to obtain a licensed bar; and 3% looking to construct
a swimming pool.
12.32
Of the 27% of establishments not looking to invest in the future, the majority believe that the
investment is not required or that visitors are happy with their offer.
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Tourism Management
Future Prospects
12.33
Nearly half (46%) of respondents believe that the future prospects of tourism within North Norfolk
are positive, with 17% stating that they feel the sector is growing rapidly. This compares to 7% who
feel that the sector is in decline, and 6% who suggest that tourism has a limited future within the
District.
12.34
As an observation, it appears that the most positive opinions are derived from the Heritage Coast
Zone (69% are positive about the future prospects of tourism), whilst the least positive come from
the North Norfolk Broads (26% positive and 20% negative opinions about the future prospects of
tourism). However, the low base sizes mean that this remark should be regarded with caution.
12.35
In addition, 30% of operators are looking to expand their current level of business, whilst half (50%)
are content with their current position.
12.36
However, some of the reasoning behind wanting to increase business has as much to do with
making it viable as it does in the positive prospects of tourism in North Norfolk. A few comments
were made with regards to increasing costs associated with running a tourism business:
“Ever rising burden of local and national taxes and cost of staff wages mean that the business has to
generate more revenue through increased turnover or raising prices, or both!”
“Staff costs are high, so our business can only be sustainable it is a year round business”
“more economically viable to have a higher occupancy rate”
12.37
Likewise, one operator suggests that a barrier to their expansion is the additional cost burden that
they would experience:
“My current level of business is 20 weeks. I would look to do more but not if I will be more heavily taxed –
big businesses rates”
12.38
One in seven (14%) operators are worried about their future prospects within the tourism sector.
Key concerns include:
•
Profit margins being eaten away by rising costs, taxes and bureaucracy (11 comments);
•
Lack of seasonal employment and the poor quality of staff (2 mentions);
•
Too many self-catering units (2 mentions);
•
Poor marketing of the area (2 mentions).
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Tourism Management
12.39
Of the small proportion (4%) of operators that intend to leave the sector in the near future, the
majority are doing so for personal reasons (retirement, change of career, health reasons).
Constraints to Business
12.40
Seasonality is by far the single biggest constraint perceived by operators to the success of their
business (45%), followed by a general economic slowdown in consumer spending (35%).
12.41
Specific constraints due to planning policy was only mentioned by 15% of operators, though this
included three of the four respondents representing camping and caravan sites.
12.42
Each of the other constraint categories was mentioned by between 15% and 25% of operators
respectively.
However, there is a noticeable difference of opinion between serviced and self-
catering operators in relation to the prevalence of certain constraints. For instance, the economic
slowdown (40% of serviced respondents), transport network (31%), the decline of long holidays
(24%), and local staff shortages (22%) are more prevalent constraints amongst serviced operators.
In contrast, seasonality (57%), competition from other UK destinations (27%), and competition from
overseas destinations (27%) are perceived to be larger problems amongst self-catering operators.
Chart 12.3 Main constraints to business success
Seasonality
Economic Slowdown
Competition from low cost airlines
Poor local transport
Total
Competition from overseas destinations
Serviced
Self Catering
General decline in long Holidays
Competition from other UK destinations
Local Staff Shortages
Planning Constraints
0%
North Norfolk District Council
Scott Wilson
10%
20% 30% 40%
50% 60%
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Tourism Management
Key Opinions
12.43
Nearly all operators (87%) agree that the future of tourism sector will rely heavily on the quality of
the natural environment.
12.44
However, most of the other issues have generated polarising of opinions:
•
39% of operators agreeing that there is scope to expand the hotel and guesthouse sector within
North Norfolk, including over half of all serviced operators, though just under a quarter (23%)
disagree with the statement;
•
44% of operators believe that North Norfolk would not benefit from a large new attraction,
compared to 37% that feel the District would benefit from this type of development.
•
Roughly similar proportions of all operators agree (32%) and disagree (38%) that second
homes/holiday lets have a positive benefit to the area.
•
Similarly, around a third of operators both agree (29%) and disagree (37%) that there is
currently an over supply of self-catering units within North Norfolk
12.45
The majority of all respondents, however, do not appear to be worried about any loss of hotel
accommodation within the District, with 83% of respondents disagreeing that this is a problem or
neither agreeing nor disagreeing with the statement.
Chart 12.4 Opinions regarding the current state of the tourism sector in North Norfolk
St Disagree
Disagree
Neither
Agree
St Agree
2%
Future o f NN to urism is related to
1%
the quality o f nat. env.
Sco pe to Expand Ho tel/Guest
Ho use Secto r
11%
Currently an o ver supply o f selfcatering pro perties
0%
North Norfolk District Council
Scott Wilson
10%
20%
30%
40%
50%
6%
23%
50%
29%
4%
10%
26%
34%
27%
10%
7%
27%
30%
20%
18%
32%
19%
27%
17%
Seco nd/ho liday ho mes have a
po sitive benefit
41%
38%
18%
5%
NN needs a big new attractio n
Wo rried abo ut lo ss o f ho tel
acco mmo datio n
46%
60%
6%
11%
70%
80%
90%
5%
100%
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Tourism Management
Future Development
12.46
One-thirds (33%) of respondents stated that their guests tell them that the area lacks all weather
attractions, followed by evening entertainment (18%) and good quality food and drink
establishments (16%).
12.47
Interestingly, few businesses (9%) suggest that the area is lacking in activities for families, and even
less (3%) specify that the District lacks good quality attractions.
12.48
A higher proportion of serviced operators noted a lack of family attractions and good quality
categories compared to self-catering. In contrast, self-catering owners are much more likely to state
that all weather attractions and evening entertainment are considered to be absent from the overall
offer.
Chart 12.5 Attractions that North Norfolk is lacking (as mentioned by guests)
All weat her at tractions
Evening Entertainment
Good qualit y food & Drink Est .
Activit ies for f amilies
Total
Good Inf ormation
Serviced
Specialist Activit ies
Self Catering
Good quality at tractions
Shops, arts, craft s
Leisure Activit ies
Other
0%
12.49
5%
10%
15%
20%
25%
30%
35%
40%
There is a high proportion of ‘others’ noted for this category. The most popular suggestions include:
•
all year round attractions, with many pin-pointing attractions that will stay open in the winter
(seven mentions);
•
improvements to transport systems, particularly referencing parking, poor roads and public
transport (six mentions combined);
•
attractions and activities that will appeal to teenagers, such as tenpin bowling, roller-skating, ice
rink (two mentions).
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Tourism Management
12.50
Three respondents suggest that the area is well served by tourism facilities/their visitors are happy
with the current level of facilities.
12.51
The majority of accommodation operators (six in every ten) feel that the main opportunity that
should be addressed to the benefit of their business is to raise the awareness of the all of the things
that the area has to offer visitors. This suggests that they feel the District has a lot to offer visitors,
but that this is not being promoted effectively or via the appropriate channels.
12.52
Further areas that the business sector feel should be addressed include raising the quality of the
main tourism assets (39%) and improving the quality of the main towns and villages (32%). In
contrast, improving the quality of the countryside (8%), and expanding the range of activities on
offer (15%) received the least support.
12.53
On the whole, serviced and self-catering operators have tended to concur with regards to the main
opportunities that could benefit their business. The main differences of opinion occur with reference
to the level of support given to raising the quality of the Districts assets (29% of serviced operators;
50% of self-catering operators); and in creating greater linkages to the wider Norfolk area (25% of
serviced operators; 15% of self catering operators).
Chart 12.6 Main opportunities to strengthen the tourism offer in North Norfolk
Raising awareness of all activities
Raising quality of assets
Improving quality of towns and villages
Total
Greater links to entry points
Serviced
Self Catering
More flexible Planning Policies
Greater links to wider Norfolk area
Expanding range of activities
Improving quality of the countryside
0%
North Norfolk District Council
Scott Wilson
10% 20% 30% 40% 50% 60% 70%
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Summary
12.54
Overall, the business survey has found that the majority of businesses are cautiously optimistic
about their future prospects of tourism within the District.
12.55
The occupancy levels experienced between 2003 and 2005 have generally improved, and a large
proportion of operators feel that there is room for yet further growth.
12.56
The overwhelming majority feel that the natural assets of the District are its biggest strength, and
that the quality of these assets should be improved for the benefit of the tourism sector as a whole.
They also feel that the District has a lot to offer visitors, but that this is not being communicated as
effectively as it could be.
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Tourism Management
13 Tourism Management
13.1
Tourism is not a statutory function of District Councils within the UK, and therefore any funds
directed towards tourism can be viewed as a non-essential expense for a Council, particularly in
light of the need to provide evidence of best value being achieved on the money raised through
local council taxpayers.
13.2
However, the expense incurred through tourism activities needs to be placed within the context of
the overall value and contribution of tourism to the economy and welfare of the District.
13.3
In the case of North Norfolk, tourism is a valuable source of income and helps to underpin the
economy that is otherwise dominated by rural industries and farming. As described in Report 7, the
spend of visitors, which is effectively an export income, directly supports a high proportion of the
local workforce.
13.4
It is recognised that there are negative associations with tourism, not least creating problems of
litter, aiding to traffic congestion, placing pressure on sensitive environments, and being the prime
contributor to second home purchasing.
13.5
Moreover, the sector consists of small-scale businesses that are fragmented both geographically
and in business outlook, many of which can be inward looking in terms of their business concerns
and operations, and view other local businesses as competitors rather than partners.
13.6
It is for all of these factors that District Councils who have an especially strong tourism product need
to be involved in tourism, with their role primarily being the facilitation of a prosperous and yet
sustainable tourism industry.
13.7
In the past, North Norfolk District Council has had a dedicated tourism team. The structure of the
team consisted of:
•
Head of Tourism;
•
Tourism Development Officer;
•
Publications Officer;
•
Publications Assistant;
•
Parks Officer;
•
Arts Officer;
North Norfolk District Council
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Tourism Management
•
13.8
Leisure Officer.
Following a restructuring of the Council departments, the tourism team was disbanded with the
responsibility for tourism being placed under the more over-reaching arm of the Economic
Development Unit.
The Marketing and Publicity role was retained, though this is not a dedicated
position within the Council with TIC management also forming part of the responsibility of the
person in charge of tourism publications.
Comparison to other Tourism Destinations
13.9
For illustrative purposes, Scott Wilson has conducted a brief audit of the extent to which tourism
forms part of the responsibility of other local authorities, particularly in relation to those with Beacon
Status for Sustainable Tourism.
South Hams District Council
•
Tourism is said to support, either directly or indirectly, 64% of the workforce of South Hams.
•
Overall, 4.2million visitor nights were spent in the district, with visitor spend equalling
£133.6million.
•
‘South Hams Tourism’ is the official Council department for the development of tourism within
the District.
•
The District has a current tourism strategy (2000-2005), with the focus on developing green
tourism. The ultimate aim for South Hams is to become:
“The UK’s acknowledged Green Destination by 2005”
•
The District is committed to driving ‘Green Business Initiatives’, ‘Green Lanes Initiatives’, and
the promotion of ‘Quality Graded only’ accommodation in its marketing literature.
•
The District has also established a tourism businesses monitoring process, including recording
yearly accommodation occupancy levels, and any losses in accommodation stock.
•
In 2003, the District conducted a comprehensive Visitor Survey and Tourism Business Survey.
Caradon District Council
•
Caradon, branded as South East Cornwall, receives 468,000 overnight visitors, which is
comparatively small for a district in Cornwall.
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Tourism Management
•
The District has a current tourism strategy, with the focus on raising awareness of the District
which has poor transport communication networks, and diversifying the tourism product away
from the traditional coastal resort of Looe in particular.
•
As a recommendation of the strategy, the District has established a Tourism Officer to drive new
tourism development, branding and marketing of the District.
•
As part of the Strategy development process, a visitor survey and business survey was
conducted.
•
The importance of tourism was recently recognised when a proposed tourism budget cut of
£112,000 was withdrawn.
Richmondshire District Council
•
Richmondshire District Council has a dedicated tourism department which consists of a Tourism
Officer, Assistant Tourism Officer, and TIC Manager.
•
Tourism comes under the overall remit of the Economic Development Unit
•
In addition to its own initiatives, the Council also supports and is involved in the Yorkshire Dales
Joint Promotion Initiative, whose role is to lead a more co-ordinated approach to marketing,
promoting and developing the National Park’s key assets and brands.
Tynedale District Council
•
Tourism in Tynedale District Council was severally affected by the spread of Foot and Mouth
Disease, which both started and ended within the District. With the effect of wiping out a whole
year of tourism trade, the Council is consequently further committed to developing a prosperous
tourism industry.
•
With limited resources and funding available, the Council are driving stakeholder involvement in
tourism by forging effective partnerships, and has acted as a facilitator and instigator of publicprivate partnerships, including the Hadrian’s Wall Tourism Partnership and the Kielder
Partnership which is an acclaimed arts and architecture programme.
•
A crosscutting approach has been used to achieve tourism growth and local community support
in an area where the environment is a high priority.
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Promoting Sustainable Tourism – Beacon Council Scheme Round 5
(2004-05)
13.10
The Promoting Sustainable Tourism report denotes that whilst tourism is not a statutory requirement
for Local Authorities, their own spend on tourism, the fragmented nature of the industry, and the
impacts that tourism has on the economy, community and environment are significant.
13.11
Local Councils typically spend funds on marketing, supporting Tourist Information Centres,
museums, quality improvement and data collection. However, other spend categories and Council
concerns also have an impact on tourism, such as road improvements, signage, car parking, public
toilet provision, green and open space management, town centre management, coastal defence
systems, and litter collection for example.
13.12
In other words, tourism cuts across many Council departments whose decisions could both
enhance or detract for the visitor experience, i.e. toilet closures in key areas, traffic movement flows
around key towns, having clear directional signage, all of which were mentioned as areas of
concern in the consultation process. The ‘Promoting Sustainable Tourism’ document highlights as a
key requisite that the profile of tourism needs to be raised throughout the Council’s concerns, and
should form part of the strategic thinking throughout the Authority including at Executive level.
13.13
The report also identifies that tourism policy should not be considered in isolation, and that there
may be scope to work with neighbouring authorities to yield greater results in relation to marketing
and information provision.
13.14
Overall, the document states that successful authorities in achieving Beacon Status for Sustainable
Tourism will be those that are able to demonstrate:
•
cross-cutting excellence in supporting a modern, evolving tourism industry;
•
a sustainable tourism ‘management process’ that aims to cement tourism’s ongoing contribution
to the economy and maximise the benefit to local communities;
•
that the vision and strategy for tourism is championed at the highest level;
•
an effective Tourism or Visitor Management strategy which applies to all sectors of the industry,
and which is considered in other relevant strategies;
•
the collection and collation of effective data on tourism industry and business; and
•
regular consultation with the industry and industry representatives, and other key stakeholders;
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13.15
The primary outcome of the Beacon Scheme for Sustainable Tourism is to improve the economic,
social and environmental contributions of this sector to the local area.
Case Studies
13.16
The following provides examples of initiatives adopted by other relevant local authorities who have
been awarded the Beacon status for Sustainable Tourism.
South Hams – Buy Local Campaign
13.17
South Hams District Council has provided its support and backing to the South Hams Food and
Drink Association, a limited company that was established to promote the variety and excellence of
food and drink produced within the South Hams area.
13.18
The Association, which has 60 members, are keen to promote the excellence of the produce to both
local residents and visitors alike. Not only has the Association managed to raise the profile of local
producers, local businesses are also encouraged to source local produce first. As an incentive, the
buyer is promoted in the ‘South Hams Food and Drink Guide’, which is widely distributed to visitors.
13.19
The Council also initiated the formation of the South Hams Agricultural Forum in order to more
actively support the agriculture industry. Initiatives instigated by the Forum include the development
of Farmers Markets that now take place throughout the District. However, the initiative would not
have come to fruition if it were not for the financial contribution of the Council.
13.20
Through both initiatives, it is felt that the Council are adding to the overall visitor experience of
South Hams by giving them a ‘real taste’ of the area. Other benefits include encouraging greater
linkages between local businesses, and thus improving local supply chains and job
creation/support; and encouraging more sustainable practises by reducing transportation
requirements for importing goods.
Tynedale Council – sustainability on Hadrian’s Wall
13.21
Hadrian’s Wall, as a World Heritage Site, is a sensitive site that has experienced increased visitor
pressure.
As a result, Tynedale Council has implemented a series of initiatives designed to
preserve the fabric of sites whilst also ensuring the continued enjoyment and learning opportunities
for visitors.
13.22
These initiatives included:
•
Hadrian’s Wall bus – whilst the bus has run for more than 30 years, the Council along with key
stakeholders (English Heritage, National Trust, Countryside Agency and Local Authorities)
managed to secure addition funding to extend the route, extend the times of availability,
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introduce a guide service, encourage use by non-car owners locally, and promote other features
of interest through ‘designed itineraries’. The result has been a tripling of users to 26,000 and a
reductions of costs to a point whereby there is now an operational surplus rather than deficit.
•
Limits of acceptable change conference – designed so that the key stakeholders and bodies
responsible for the care and management of the site can agree acceptable levels of change as
pressure increases. This includes change to the archaeology, landscape and footpath, and any
measures needed to rectify certain situations.
•
Media and Photographic guidelines – these guidelines were prepared in association with the
Hadrian’s Wall Tourism Partnership, with the aim being to publicise less well known and visited
areas of the Wall through the selection and publication of appropriate images.
South Hams – Visitor Payback Scheme
13.23
South Hams District Council identified a need to raise funds for its ‘On the Right Tracks’ scheme, a
network of Green Lanes which have great potential as a resource for locals and visitors alike.
13.24
As a result, the Council initiated a ‘visitor payback’ scheme, whereby businesses are encouraged to
raise funds by placing a voluntary levy on certain products, or asking for a small donation for the
use of a particular service.
13.25
The key aim of the visitor payback was to use these funds overtly for the project, with this being put
towards the conservation and improvement of the available ‘green lanes’. This included:
13.26
•
improving access and awareness of the green lanes;
•
promoting new routes for walkers and riders;
•
improve the quality of the lanes and repair erosion; and to
•
link the lanes with other rights of way through the countryside and into towns.
Key to the success of the scheme was the support and enthusiasm of the local community and local
businesses. Individual business take-up was successful, with 36 businesses committed to fund
raising (£17,145 being raised), and 26 local businesses involved in the conservation works.
13.27
Methods for raising funds ranged from a donation of £0.50 from visitors bringing a dog to a selfcatering establishment; £1.00 opt-out levy for every Dartmouth Pie sold; or even a £0.05p opt out
levy for cups of tea and ice-cream flakes.
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13.28
It should be noted that Visitor Payback schemes are a sensitive issue, particularly for businesses in
a price conscious market.
The more successful schemes are those whereby visitors and
businesses can visibly see or appreciate the benefit from the scheme, i.e. it is going towards a
specific project. Funds that end up in a more generic ‘pot’ for improving the area are less likely to
be viewed positively.
The Broads Authority – Bike & Canoe Hire Network
13.29
The Broads Authority supported an initiative to promote bike and canoe hire on The Broads through
financial contribution to marketing and the availability of staff resources for designing publicity
material.
13.30
The aim of the initiative is to encourage visitors to The Broads, either on a day visit, holiday or
boating holiday, to explore the wider area using these more sustainable forms of transport that also
offer a different perspective. The canoes in particular allow visitors to get a close up view of wildlife,
whilst the bikes offer opportunities for boaters to visit inland villages, pubs and shops.
13.31
Ten hire points have been identified altogether, run by boatyards, shops and other small
businesses.
Facilitating the Development of Rural Economies – Beacon Councils
13.32
A report looking at best practice in the facilitation of the development of rural economies was
commissioned by the Improvement and Development Agency.
13.33
The report highlighted that local councils needed to take a lead role in the development of rural
economies which face many challenges as they seek to overcome barriers such as thinly spread
assets, and limited capacity to deliver.
13.34
By acting as an effective facilitator, councils should seek to empower rural communities by focusing
maximum resources at the point of delivery. This delivery depends on:
•
building effective and pro-active relationships with other organisations involved in planning,
funding and monitoring;
13.35
•
establishing and enabling the development of effective local partnerships;
•
building local capacity to deliver policy and strategy; and
•
enabling effective engagement of local communities.
To achieve this, the study found that the more successful authorities were those that:
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•
provide clear direction to ensure delivery of mutual objectives;
•
identify local champions, nurturers and supports them; and
•
maintain regular communication with policy makers and programme managers in order to
influence strategy.
Case Studies
13.36
The following provides examples of initiatives adopted by other relevant local authorities who have
been awarded the Beacon status for facilitating rural economic development.
Waverley Borough Council – Whole Council Approach
13.37
A large part of Waverley is designated as Green Belt or Area of Outstanding Natural Beauty, with
extensive areas of rural countryside.
13.38
The Borough Council’s support for rural communities has involved a number of interconnecting
activities. These activities have been based on strong community leadership, and building capacity
from even small-scale projects. This includes:
•
providing matched funding through a commitment of £1.5million over a five year period which
has reputedly created in excess of £6million for 110 community projects;
•
the development of 10 affordable housing schemes is in partnership with the Rural Housing
Trust and parish councils;
•
the adoption of sensitive planning policies to support the rural economy including:
•
Supporting diversified agricultural activities which involve whole farm plans;
•
adopting exceptions policies for affordable housing and a low affordable housing
threshold;
•
taking a robust approach to the closure of village facilities. This has seen the reopening of village pub, village shop and replacement of a doctor’s surgery.
•
promotion of the arts and culture to encourage greater integration of young people and hard to
reach groups, and to discover their aspirations for the future of their communities.
East Riding of Yorkshire – Riding Around
13.39
This major consultation exercise involved the direct consultation with over 5,000 people at around
100 events within the District. Consultation exercises included:
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13.40
•
on-street surveys in all ward areas;
•
targeted theme surveys and events (culture, economy and young people);
•
web-based surveys for young people; and
•
location-based consultation events.
The results and findings of the consultation exercise were fed directly into the Community Plan.
Further benefits of the exercise were:
•
strong community leadership, with council members seen to be talking directly to the
community;
•
residents and their opinions feel valued;
•
relatively low direct costs; and
•
a practical demonstration of partners working together.
Richmondshire District Council – Partnership Structure
13.41
Richmondshire District Council, which includes vast areas of unspoilt countryside including
Swaledale and Wensleydale of the Yorkshire Dales, has created 6 local action groups to drive
investment in the district.
13.42
Each of the 6 action groups covers locally distinctive geographical areas.
The Groups are
supported by the council project officers who assisted each of the areas in preparing their
Community Investment Prospectus (CIP) document, with a key question being ‘what would make
someone invest in our area?’
13.43
The CIP document represents a 10-year strategy for community economic development, and
identifies specific projects. The CIP group can apply for funding from the Regeneration Board which
has been established by the Council to distribute funds, and monitor and evaluate their success.
13.44
The overall aim of the CIP is to ensure the alignment of programme objectives and to ensure local
needs are taken into consideration. The effectiveness of the CIP groups is dependent upon regular
liaison both with the council and with peers to share experiences and build confidence across the
District as a whole.
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Caradon District Council – Town Forum’s
13.45
Lead by the Economic and Community Services Division of the Council, the Town Forum’s initiative
has been instrumental in engaging with local communities in this largely remote and rural district of
Cornwall.
13.46
It was recognised that greater communication was required between the council and local
communities in order to better understand resident’s needs and priorities.
As a result, Town
Forums were initiated as effective means of opening up meaningful dialogue with the community,
utilising a simple and direct format.
13.47
The Forums tend to encompass town and/or parish councillors and local interest groups, and focus
on specific project issues and wider regeneration topics. In particular, the Forums are said to have
been instrumental in shaping the development agenda and facilitating the role of the economic
development unit.
13.48
The Council provides financial and some administrative support to ensure that the Forums occur.
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14 Planning Policy Review
Analysis of planning applications and adopted policy
14.1
Part of the study brief requires a review of current Local Plan policies as they relate to the tourism
sector, in order to:
i)
examine to what extent they can be considered to have achieved their original objectives and
ii)
to assess which policies might need revision in order assist the Council and its partners in
addressing community aspirations in preparing the new Local Development Framework (LDF)
Methodology
14.2
A database of 1200 applications was provided by the District Council for the period 1998 to 2005, as
a reference source from which to extract relevant information. From this database a sample of 120
application cases (10%) were selected and assessed in detail in order to consider the nature of
recent tourism development proposals and the impact of adopted policies in decision making.
14.3
The selected cases were agreed with officers as a good representative sample, both in terms of the
types of proposal and their geographical spread throughout the District (covering both East and
West development control areas).
14.4
The selection includes a range of decisions in terms of:
•
the date when they were determined (providing a spread over the period 1998 to date)
•
the type of decision – approval, refusal and withdrawal – and where an appeal was lodged
whether it was allowed or dismissed
•
the type of development; which includes the following key areas
o
Loss of tourist accommodation
o
Conversions to provide un-serviced holiday accommodation
o
Caravan sites – including
§
new caravan sites
§
changes to the type of accommodation at caravan sites
§
variation to seasonal occupancy of caravan sites
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o
New hotels
o
Improvements to existing hotels
o
New build un-serviced holiday accommodation
o
New / improved tourist attractions
o
Loss of tourist attractions / facilities
o
Removal of / variation to holiday and seasonal occupancy conditions
o
New visitor centres
Policy Overview
14.5
The selected application cases, and the role of adopted Local Plan policies, are discussed in detail
later in this section, but first it is worth considering the main issues arising from National, Regional,
Structure Plan and Local Plan Policies as they affect tourism and its future role in North Norfolk.
14.6
A more detailed assessment of these policy areas is contained within the appendices, but the
following key points should be borne in mind in setting the framework for decision making in North
Norfolk;
National Planning Policy Guidance (PPG’s) & Planning Policy Statements (PPS’s)
PPS7 – Sustainable Development in Rural Areas (2004)
14.7
The PPS states that the Government’s main objectives for rural areas are:
i)
to raise the quality of life and the environment in rural areas;
ii)
to promote more sustainable patterns of development;
iii)
to promote the development of the English regions by improving their economic
performance so that all are able to reach their full potential;
iv)
14.8
to promote sustainable, diverse and adaptable agricultural sectors
The approach seeks to promote suitably restrained economic growth in accordance with sustainable
patterns of development – focussing on existing larger settlements where there are the services to
support growth, limiting reliance on private transport and protecting the natural qualities of the open
countryside.
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14.9
The PPS states that planning authorities should adopt a positive approach to proposed extensions
to existing tourist accommodation and that the conversion of suitable existing rural buildings to
provide hotel and other serviced accommodation should be allowed.
PPG21 – Tourism (1992)
14.10
The current PPG is now 13 years old, and is due to be replaced by good practice guidelines in the
next year or so. These guidelines have not yet been published for consultation however.
14.11
The PPG states that the planning system should facilitate and encourage development and
improvement in tourist provision, while tackling any adverse effects of existing tourist attractions and
activity in a constructive and positive manner. It is noted that most types of tourism development
are relatively small scale and that most development plans reflect a distinctly positive attitude
towards such developments, especially in areas where tourism forms an important factor in the local
economy. As for PPS7 the need to demonstrate high standards of design, respect for character
and the protection of the countryside are key tenets of the guidance.
14.12
The PPG also states, however, that Local Plans should adequately address the need for larger
scale projects, and what they can contribute to the development of the local and regional tourist
industry. In discussions with officers at North Norfolk it is noted that the character and landscape of
the District means that it is not considered likely that such large-scale proposals will be appropriate
unless truly outstanding and carefully integrated, and Policy 121 of the adopted Local Plan
comments on this.
14.13
The PPG also highlights the importance of designated areas (including AONB’s, SSSI’s,
Conservation Areas and Scheduled Monuments) and suggests that most tourist needs for
accommodation, shopping and catering can be met outside these areas or by provision that already
exists within them.
14.14
The role of historic towns, which provide a strong experience for tourists in terms of local character
and identity, is also highly emphasised. The PPG states that planning for historic settlements is
founded on clear analysis of tourist demand - for instance, the balance between day visitors and
overnight stays, which will affect the demand for hotel accommodation, traffic management policies,
park and ride etc.
14.15
The particular role of the British seaside resort is also raised. Whilst seaside tourism has declined
in recent years it still remains highly significant.
Many seaside towns serve a range of roles,
catering for shopping, commercial and tourism needs – and Local Plans are encouraged to bear in
mind the effects that new development may have on the existing character of resorts and their
ability to support a variety of functions.
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14.16
In particular it is stated that the conversion of hotel stock to alternative uses can weaken a town’s
ability to retain its status as a tourism destination, and that this problem needs to be addressed in
Local Plans. Well-defined, but economically realistic, policies should be consistently applied. It is
emphasised however that Authorities should not seek to use the planning system to perpetuate
outdated forms of tourist activity and accommodation for which there is no longer a demand.
14.17
In terms of static and touring caravans the PPG states that Local Authorities should investigate
whether there are adequate facilities for both the touring caravanner to have freedom to wander and
explore and for the static holiday caravanner to have reasonable choice of sites. This objective
needs to be reconciled with the protection and preservation of those environments that attract
tourists in the first place.
Other PPS & PPG Guidance
14.18
Other key PPS and PPG guidance that inter-relate with tourism are considered in the appendix.
Key messages include:
•
PPS1 – Sustainable Communities : Building for the Future (2005) - This sets out the vision and
key policies for sustainable growth that underpins the planning system, and provides a checklist
of key requirements for new development.
•
PPG3 – Housing (2000) - Again the focus is on sustainability and making the best use of
previously developed land, or land within existing settlements, for housing – rather than
expanding into greenfield sites. New build development in the open countryside for unfettered
housing is resisted and whilst re-use of existing buildings is encouraged the general approach is
towards their use for sustainable and appropriate activities – such as holiday lets, employment
or accommodation for essential operational needs.
•
PPG13 – Transport (2001) The key objectives of this guidance are to integrate planning and
transport at all levels and to promote sustainable choices for moving people and freight,
encouraging sustainable modes of transport and reducing the need to travel – especially by car.
•
PPG15 – Planning and the Historic Environment (2002) - PPG15 emphasises the importance of
the historic environment and the need to ensure that Listed Buildings and Conservation Areas
are protected and, where appropriate, enhanced.
•
PPG16 – Archaeology (2001) - This PPG seeks to strike a balance between preserving features
in situ where possible, and recognising the demands of development upon the use of land. The
protection and preservation of features of historic importance is a material planning
consideration.
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•
PPG17 – Open Space, Sport and Recreation (2002) - Open spaces, sport and recreation all
underpin people’s quality of life and the PPG emphasises the importance of setting local
standards in delivering the quality, quantity and accessibility of these facilities.
•
PPG20 – Coastal Planning (1992) - Increased emphasis is being placed on protecting and
conserving the undeveloped coast.
•
PPG25 – Development and Flood Risk (2001) - Government policy is to reduce the risk to
people, property and the natural environment from flooding. Planning Authorities are required to
take proper account of flood risk and to plan developments to reduce the risk of flooding from
rivers and coastal waters.
•
Draft Regional Spatial Strategy (RSS14 - 2004) - The draft RSS contains a key policy (E13) on
tourism encouraging a balance between sustainable growth and the protection of features of
distinctiveness in the natural and built environment.
Reducing seasonality, through the
development of off-peak tourism, is also promoted as a method of providing year-round
employment and to spread visitor numbers.
•
Regional Planning Guidance (RPG) 6 - The RPG also states that the main aim must be to
ensure that maintaining and improving the tourist industry in East Anglia is not detrimental to the
environment – and therefore that tourism is sustainable. It states that particular encouragement
should be given to enhancing facilities at the existing resorts and to developments that provide
employment outside the normal tourist season and contribute to regeneration and urban
renaissance. Development plans should not make provision for development in open areas of
the coast unless there is no alternative location, and should seek to protect coastal habitats.
Norfolk Structure Plan (1999)
14.19
Key policies relating to tourism and associated matters are set out in the appendices. Particular
attention is drawn to the existing Policy EC10, which seeks to resist the change of use of hotels and
holiday accommodation if:
i)
it would result in the loss of a range of facilities;
ii)
the site makes a significant contribution to the local stock of holiday accommodation; or
iii)
the site is in a prime location for holiday use and the introduction of a non-holiday related use
would be incompatible with or detract from existing uses and the overall holiday character of
the area.
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Local Plan Policies
14.20
Of the 153 policies in the North Norfolk Local Plan, 32 were referred to in the consideration of
planning applications that were examined in this part of the study.
14.21
The Local Plan policies that were quoted most often included policy 5 (the countryside), policy 13
(design and setting of development) and policy 29 (reuse and adaptation of buildings in the
countryside).
14.22
Local Plan policies relevant to the determination of tourism related development are set out in the
appendices. The following section analyses the pattern of decisions as set out in the methodology
and comments on the current Local Plan policies in this context.
Improvements to Existing Hotels
14.23
Whilst proposals for new hotel accommodation have been limited, there has been a significant
number of applications for proposals to make improvements to existing hotel facilities.
14.24
This is in common with the general trend of upgrading accommodation at caravan sites, and reflects
the opportunities being sought by existing businesses to increase their capacity, broaden their
appeal and generally improve their tourism offer.
14.25
Eleven cases over the period 1998 to 2005 were examined.
Importantly the proposals for
improvements have been well spread over this period, reflecting the fact that the desire to improve
is on going.
14.26
Only two of the applications determined were refused, and six of the eight approved are known to
have been implemented. This is significant, in that hoteliers are actively seeking to implement
improvements as part of their business plans, rather than the proposals simply being speculative
long term aspirations.
The buildings are often attractive and located in sensitive sites, and a
number involve listed structures requiring special consideration in terms of any adaptations and
enlargement.
14.27
There is a roughly even split between those cases being presented to Committee and those being
delegated.
14.28
Approved schemes include:
•
several extensions to provide new bedroom accommodation;
•
an extension to provide new leisure facilities at the Royal Hotel, Mundesley (pool, gym,
conference facility and changing rooms)
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•
other extensions and internal alterations to provide new managers accommodation, kitchen and
dining facilities
14.29
An application for a 16-bedroom extension to the Sea Marge Hotel at Overstrand was subject to
significant pre-application negotiations. A large but subordinate structure was eventually approved
and seen as an acceptable addition to this Grade II listed building in a Conservation Area and Area
of High Landscape Value.
14.30
A similar scheme for 15 additional bedrooms, kitchen and dining facilities was approved for the
Grade II listed Victoria Hotel in Holkham. The scheme, within the AONB, was subject to only one
objection letter, and was supported by design officers, English Heritage, Norfolk Coast Partnership
and Countryside Agency. The approved design was considered subservient and suitably designed,
despite its large size.
14.31
Internal alterations to the listed Globe Inn at Wells were permitted in 2005 to provide an enlarged
kitchen and en-suite bedrooms.
14.32
Some proposals have been seen as environmentally unacceptable. A scheme to surface over the
front lawn of a hotel in Sheringham was withdrawn, and a proposal for two 6m flagpoles at a hotel in
West Runton was refused on visual amenity grounds. An application for the formation of staff
accommodation at the Blakeney Hotel was refused due to the loss of trees that would result within
the Conservation Area and the lack of sufficient parking. The following section details the main
characters of visitors to North Norfolk.
New Hotels
14.33
The number of applications for new hotels has been limited.
From the database only four
applications were submitted for new hotel uses between 1997 and 2000. Notably these all involved
the change of use of existing buildings to provide hotel accommodation, and all of these were
approved. These applications comprised:
i)
the change of use of buildings at Sculthorpe Lodge Farm to provide leisure, hotel and health
spa accommodation;
14.34
ii)
the change of use of a church hall to a youth hostel at Wells;
iii)
the change of use of a pub to a hotel at Wood Farm Inn, Stalham; and
iv)
the change of use of a care home to a hotel at Lodge Hill, Upper Sheringham
From the information available it appears that only the scheme at Sculthorpe has not subsequently
been implemented.
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14.35
There were no applications at all for new accommodation between 2001 and 2003, which may
reflect issues associated with the market.
14.36
An application for a new build 25-bed hotel at Worstead was submitted and then withdrawn in 2004.
It is understood, however, that a new proposal for a 25-bed hotel at the site has recently been resubmitted and has been recommended for approval.
14.37
Notwithstanding the above, and noting the general loss of hotel and serviced accommodation
debated elsewhere, there has been a noticeable lack of proposals to create new hotel
accommodation in the District.
14.38
It is understood from discussions with officers that the area has also seen no proposals for ‘budget’
hotel accommodation.
This is possibly mainly due to the isolated position of North Norfolk in
relation to major transport routes and nodes.
Loss of tourist accommodation
General Overview
14.39
A sample of 14 decisions over the period from 1998 to 2005 were examined for proposals involving
the loss of tourist accommodation.
14.40
Most of the applications related to the loss of hotel accommodation (Class C1), either through their
change to residential flats or the redevelopment of hotel sites, or parts of hotel sites, to provide for
new build dwellings. Two of the applications involved sites containing public houses.
14.41
All but two of the decisions examined were considered by Committee, which would appear to reflect
the importance placed upon these proposals in terms of political involvement, and a number were
the subject of formal site visits by Members.
14.42
Only two of the applications involving the loss of hotels were refused, and the reasons for this are
discussed in more detail below. One further proposal was withdrawn – but subsequently revised to
overcome concerns and then approved.
14.43
Most of the sites concerned were subject to special controls – lying within Conservation Areas and /
or the North Norfolk Coastal AONB. Two of the sites, the Black Lion at Little Walsingham and
Church Barn at Northrepps, also contained listed buildings (Grade II* and Grade II respectively).
The supporting text in the Local Plan highlights the fact that hotel accommodation often comprises
attractive and historic buildings within specially designated areas.
14.44
The majority of the sites also lie within larger town locations – such as Wells, Cromer, Holt, Stalham
and Mundesley.
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14.45
From the cases studied consultation with the Tourist Board does not appear to have occurred. The
Countryside Agency has been consulted in some instances where developments lie within the
AONB, but not in all AONB examples. The Broads Authority has also been consulted in locations
relating to the Broads.
14.46
Two other proposed uses included the change of use of a hotel to a care home and one to Class B1
office accommodation. These uses do not appear as a typical approach to the re-use of hotels
however, and the building consented for office use had previously been consented for residential
conversion. It is noted that a proposal to change a care home to a hotel was permitted in Upper
Sheringham – so there may be a certain pattern of mutual interchange between the use of these
types of buildings (often large and set in formal grounds) between tourist accommodation and Class
D1 residential institutional uses such as care homes and boarding schools.
14.47
All of the examined schemes consented to, up until 2004, have now been implemented or
commenced. This is significant in that the schemes are not merely speculative, but often have an
economic imperative that sees them come to fruition relatively quickly after permission is granted.
14.48
In addition to the 14 cases examined in detail there appear, from the database, to have been only
four other proposals over the study period that have proposed the loss of hotel accommodation. Of
these three were approved and one withdrawn. The level of implementation as for the cases
examined in detail, is likely to be high.
Analysis & Comment
14.49
It is notable that there is no policy in the adopted North Norfolk Local Plan which relates specifically
to the loss of serviced tourist accommodation. From the reports assessed this issue is not raised
until as recently as 2004. The following section provides a more detailed narrative on the cases
examined and comments on key issues that arise;
1.
An example in 1998, relating to the Bowling Green Public House in Wells next the Sea, was
for the redevelopment of the pub and coach house to provide two dwellings, and the
redevelopment of an associated touring caravan site to provide 4 bungalows. The site lies
within the AONB and a Conservation Area. Whilst the application was amended to improve
access and elevational treatment the location of the site, within part of a settlement, meant
that the principle of residential use was considered as acceptable. There was no discussion
in the report relating to the loss of tourist accommodation.
2.
Planning permission was refused in 1999 for the erection of 3 dwellings to the rear of the GII*
listed Black Lion Hotel in Little Walsingham. Although officers sought authority to approve,
there were Parish Council and third party objections and Members resolved to refuse on the
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basis that the application represented over-development, would harm the Conservation Area,
and due to the lack of parking and poor access visibility. Whilst the scheme may not have
resulted in the erosion of accommodation available at the hotel, the net increase in traffic and
lack of parking for the new dwellings were clearly considered likely to be an unacceptable
result of the deemed over-development of the site. The decision was not appealed.
3.
Two applications for the change of use of hotels to single dwellings (and therefore
presumably buildings of relatively limited size) were approved under delegated powers for
sites in Cromer and Holt (in 2000 and 2004 respectively).
Up until 2004 much of the justification for allowing the proposals was related to the
compatibility of the proposed residential use with the location, subject to suitable design,
highway and neighbouring amenity considerations. The same approach was applied to the
consideration of the office use at Sheringham.
4.
Interestingly, with a proposal for the conversion of the GII listed Church Barn at Northrepps to
form 2 dwellings, the Parish Council raised amongst its objection the query as to whether the
current use was no longer financially viable. However, the officer’s report did not explore the
issue further in the absence of policy and commented that the proposed use was seen as
less intensive and acceptably sympathetic to listed building and the location within the AONB
and Conservation Area.
5.
The Abbeville Hotel in Cromer was proposed for change of use to 19 flats in 2002. The
building was converted to a hotel in the 1960’s, but the report noted that most recently it had
been used as accommodation for temporary workers and was in a run down state. Clearly
the merits of retaining tourist accommodation were being weighed here against its present
function and the opportunity to improve the appearance of a neglected building.
6.
Three applications were examined in relation to the Kingfisher Hotel in Stalham. The first
outline application for the site in 2002, removing part of the rear of the hotel and redeveloping
land for 18 apartments, was refused as over development and being out of character with the
town centre site. An inspector dismissed a subsequent appeal on the same grounds. A
revised outline scheme for 13 apartments, reducing the scale and bulk of the new buildings
and creating a more sympathetic relationship with the hotel was approved in 2003.
Subsequently the applicant was able to acquire considerably more land and a further
permission was approved in 2004 for 20 apartments. It may be that, in this case, the use of
the land for residential development did not threaten or compromise the function of the
existing hotel business.
Whilst revisions have been made to achieve designs that are
compatible and do not overdevelop the site it may be that many larger hotel sites enjoy
spacious grounds that offer development opportunities in sustainable locations that accord
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with PPG3 aims of making the best use of land. It can be seen from the sites examined that
owners and developers have been carefully scrutinising opportunities to develop car parking
areas and hotel grounds.
More recent decisions in 2004 and 2005 have started to incorporate sections within the
officer’s report that do raise the issue of the loss of tourist accommodation.
7.
A report for the revised proposal at Lawns Hotel, Holt, (and which was previously withdrawn)
comments that the main issue for consideration are:
1. whether the loss of the hotel would significantly erode the vitality and viability of the
Holt town centre; and
2. whether the loss of the hotel would adversely affect the character of the Holt
Conservation Area.
Point 1 may, however, be argued to reflect the PPG6 sequential approach to town centre
services – in that the officers report goes on to explain that a wide range of uses are seen as
compatible in the town centre, provided that they comply with the aims of Local Plan Policy 7
– which aims to maintain retailing as the prime function of each centre.
As the proposal did not involve the loss of any retailing the use was considered as
acceptable. The proposal also involved no external changes to the building, so the impact on
the Conservation Area resulting from the proposal was in fact also considered to be
negligible.
8.
An application for the demolition of the Seaview House Hotel at Mundesley and its
replacement with a group of 7 dwellings was considered in 2004.
The Parish Council
objected on a number of grounds, including the loss of amenity, the loss of a character
building within the Conservation Area. The officer’s report makes the specific comment that
there are no Local Plan policies aimed to protect hotel accommodation and that the prime
consideration was the loss of the building within the Conservation Area. It was considered
that its contribution did not outweigh the design of the new scheme, which had been
amended and was considered to make a positive contribution.
9.
Finally, a significant recent case at the Barton Angler Lodge, on Barton Broad at Irstead
(within an Area of High Landscape Value), was considered in 2005 for the change of use of
the hotel to a single dwelling.
The Parish Council raised objections to the loss of the facility, and there were extensive third
party objections in the form of petitions with 330 signatures and 25 individual objection letters.
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The Broads Authority also objected on the grounds that the proposal would involve the loss of
an important attraction to both locals and tourists alike.
The point to be made here is that there was significant debate over the dual role of the
building as serving residents and visitors – comprising a restaurant, public bar and four ensuite rooms for let.
The application was deferred from an earlier meeting to allow for the relevance and weight of
certain policies to be ascertained in more detail. These policies were;
1. Local Plan Policy 87 – which resists the closure of country pubs unless:
a)
there is another public house within 0.8km (half a mile); or
b)
it can be demonstrated that all reasonable efforts have been made to sell or let
the property as a public house and that it is not economically viable; and
c)
it is in accordance with Policy 29 for the conversion and adaptation of buildings
in the countryside.
2. Policy EC10 of the Norfolk Structure Plan which relates specifically to the change of
use of hotels, (as well as holiday parks, chalets, camping and caravan sites) and
resists their closure if:
a)
it would result in the loss of a range of facilities; or
b)
the site makes a significant contribution to the local stock of holiday
accommodation; or
c)
the site is in a prime location for holiday use and the introduction of a nonholiday use would be incompatible with or detract from existing uses.
The applicant had claimed that the Barton Angler had functioned as a hotel and restaurant
rather than a local pub, but the officer pointed out that this differed from public perceptions of
past use – in that it was claimed by local people to have fulfilled both roles. The officer
concluded that Policy 87 was a consideration to be weighed.
In terms of the Structure Plan policy, and hotel use alone, the location was also considered
significant in that it is well located for water based activities, and that its loss could be viewed
as detrimental to the holiday and recreational quality of the area.
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In a finely balanced assessment the officer recommended refusal on the grounds that it had
not been demonstrated that all reasonable efforts had been made to retain the property as a
hotel (with restaurant and bar) and that its loss would detract from the ability of the area to
meet local tourism needs. Furthermore, in these circumstances it was considered that the
conversion to residential use was contrary to Local Plan Policy 29.
The application was, however, approved at Committee (vote 4:3) and a note appended to the
decision to state that it was considered to comply with Policy 29 and other policies in the
development plan.
The officer has commented that the fact that there already was an
element of residential, in the form of the manager’s accommodation, meant that the spirit of
Policy 29 was considered to be met.
Recommendations
14.50
Supporting text in the adopted Local Plan highlights the fact that serviced accommodation generally
brings greater benefits to the local economy than the self-catering sector, in particular offering more
employment opportunities. As well as facilitating traditional tourism, serviced accommodation can
serve business visitors and many hotels have potential to act as venues for conferences, seminars
and field trips for large parties and organisations. In addition long-established hotels often make a
positive contribution to the local scene, it is stated.
14.51
The supporting text goes on to comment that it is therefore considered appropriate to maintain,
improve and increase the provision of good-quality serviced accommodation.
14.52
However, whilst a policy is set out (Policy 122) in relation to new hotel accommodation, and
generally encouraged within the main settlements, there is no specific policy to resist the loss of
existing hotel accommodation.
14.53
Whilst some of the accommodation losses experienced in recent years may be seen as natural
‘wastage’ of unsuitable or outmoded properties, it is recommended that a new policy is devised as
part of the emerging LDF that can act as an appropriate valve for considering and controlling such
losses, in step with Structure Plan and PPG advice, and in common with the existing Local Plan
policy relating to the loss of un-serviced accommodation (Policy 128).
14.54
Such a policy could use an either / or test :
Either there are sufficient* alternative levels of provision in the locality*
or it can be demonstrated that the serviced accommodation is no longer economically
viable
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and that the new use will not result in harm to amenities or interests of acknowledged
importance…
14.55
* Please note that the definition of sufficient and locality will both need consideration bearing in mind
the context and merits of the case.
Caravan Sites
General Overview
14.56
Twenty-one decisions from 1998 to 2005 were examined. Thirteen of the decisions were made
under delegated powers, although the rate of delegation appears to have increased in recent years.
14.57
14.58
The applications included proposals for:
i)
variations to the size of existing static and touring caravan sites, to allow for more pitches;
ii)
variations to existing holiday / seasonal occupancy conditions to extend the season;
iii)
the creation of new caravan sites (both static and touring);
iv)
the replacement of touring pitches with static and lodge accommodation;
v)
the creation of all weather pitches.
Eight of the twenty-one applications were refused. Three of these refusals were taken to appeal –
at which one was allowed, one dismissed and one remains outstanding. The details of these
decisions are discussed further later.
14.59
The general trend for successful permissions has been for the upgrading of existing facilities – often
by the replacement of touring pitches with static ones – although there is a clear presumption
against the creation of new static caravan sites (Policy 123). The creation of all weather pitches
and extensions to the season have also been generally acceptable – albeit that there have been
less applications for the latter in recent years.
14.60
New and / or extended caravan sites have been allowed in some locations, but not in the AONB or
undeveloped coast (inline with Policies 20, 26 and 125), and generally where their impact on visual
amenity and traffic has been seen as acceptable, or at least not unduly harmful.
14.61
It is noted that, in some instances, applications have been resisted by officers on highway grounds
following advice from the County Council, but that in considering such matters at Committee
Members do not always accord with highway authority advice.
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Comments & Analysis
14.62
The following selection of decisions provides some insight into the variety of issues that relate to
proposals for caravan sites.
14.63
In 1998 permission was granted for 10 static vans at a site in Sea Palling. A condition was attached
to limit the occupation to ‘holiday use only’. This was on the basis that although the site lay within a
‘selected small village’ where, although residential uses are normally acceptable, the caravans were
not considered suitable for permanent occupation due to a lack of private amenity and car parking
space. [Comment - It is questionable whether, even if suitable amenity space and car parking were
provided, caravans create a suitable environment for permanent occupation even within villages.]
14.64
A proposal for a 26-pitch touring van site was refused in 1998 at a site in Gimingham. Consultees
included the Norfolk Coast Project, who objected on grounds of visual harm to the AONB. In
refusing permission at Committee five Structure Plan and seven Local Plan policies were quoted,
and the reason for refusal hinged upon the extensive visual harm to the AONB and the risk to life
and property due to potential coastal erosion.
14.65
In 1999 an application was considered for the formation of 18 static pitches in lieu of 22 touring
pitches on a site at Bacton, within the Coastal AONB. Notably the proposal had been amended to
18 static pitches from 22, although the site provides 800 pitches in total comprising a mixture of
static and touring. The officer’s report comments that whilst policies exist to prevent new static sites
there is no policy relating to exchanging touring for static pitches.
Policy 123 does, however,
include comments on amendments to the layout of existing static sites and that these changes will
be permitted where the general appearance will be enhanced. In this case the site, whilst within the
AONB, was considered to be visually well screened and that opportunities for further planting
existed – and which were pursued by condition. The application was considered and approved by
Committee.
14.66
In 2000 an application for a new static site at North Walsham was refused and taken to appeal. The
proposal was for the replacement of 77 chalets with 99 static vans, an amenity area and
landscaping. Forty-four objection letters were received. The officer’s report commented that given
the existing tourist site there were no planning grounds to object to the proposal in principle. The
report also noted that the recently approved Structure Plan actively encouraged tourist facilities for
inland areas and market towns.
The application was, however, refused at Committee on the
grounds of over-intensive site coverage that would be detrimental to the visual amenities of the
area. At appeal the Inspector felt that the static vans would be more prominent that the older
weathered chalets and that their effects would be to create a significantly more densely developed
site. The appeal was, therefore, dismissed.
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14.67
Following this a revised application was lodged in 2001 to replace the chalets with 77 static vans
with communal parking. The application received 40 objection letters and officers felt that the
reduction was not significant enough to overcome earlier concerns, and so refused the case. At a
further appeal the Inspector felt that the revised proposal offered an acceptable upgrade and would
not be intrusive, given the location at the edge of an urban area.
14.68
A revised application, for 10 touring pitches at Aylmerton, was subject to objections from the
Highway Authority. The County Council reiterated their concerns that the proposed site would lead
to vehicles accessing the land directly from a ‘principal route ‘ – the A148. The revised scheme
was, however, permitted by Members.
14.69
An application was refused in 2000 under delegated powers for the change of use of agricultural
land to provide for 60 van pitches and 25 campers at Hanworth. Three reasons for refusal were
identified – i) that the proposal would be harmful to a conservation area, historic park and garden,
the rural character of the area and be potentially damaging to wildlife; ii) that it would be likely to
have an adverse effect on highway safety and the free flowing of traffic on a key ‘corridor of
movement’ as a result of additional traffic including caravans; and iii) that there was insufficient
detail in the Environmental Statement regarding the potential environmental impacts and insufficient
assessment of alternative sites.
14.70
A scheme for a camping and caravan site at Hanworth was received in 2002. Thirty objection
letters were received, including objections from the Parish Council and Highway Authority. Fifteen
letters of support were received. The officers’ report commented that this was not a location where
new touring van sites were discouraged (it was not within the AONB or undeveloped coast) and was
not visually prominent.
Although within a Conservation Area and Area of High Landscape Value,
the scheme was considered acceptable in visual terms. The main issue was, therefore, traffic
impact and in the light of highway objections the officer recommended refusal. The application was,
however, approved by Committee and conditions attached requiring the upgrading of the access
width and vision splays, clearance of verge and provision that the site be limited to touring vans
only, not static caravans.
14.71
In 2002 a scheme at Saxthorpe, for the change of use of agricultural land to camping and
caravanning, was refused under delegated powers. This was due to insufficient visibility onto the
B1354 (a main distributor road), and its likely resultant harm to highway safety.
There was
insufficient control over the verge, in terms of land ownership, to allow for visibility to be maintained.
14.72
In 2004 an application was approved by Committee for a change of 25 touring pitches to 17 static
pitches at Trimingham. The officer noted that the site was not being extended and that it was well
screened, and so accorded with Policy 123. Notably the reduction in pitches and the change from
touring to static was highlighted by the applicant as a response to clear demand from visitors to
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increase the standard of accommodation, provide for a longer season and to create additional
opportunities for local employment to service the static units and site.
14.73
Finally, an extension to an existing caravan site was refused in North Walsham in 2004. The
reasons for refusal were based on the likely loss of trees, adverse effect upon character,
appearance and wildlife value of the area.
The application has been taken to appeal, and at the
time of preparing the report an Inspector’s decision is outstanding.
Recommendations
14.74
Whilst Policy 123 provides some advice in regard to amendments to the layout of existing static
sites, it is noted that a general trend has been for the replacement of touring pitches with static vans
or chalet lodges. Noting the comments in PPG21 about the need to strike a balance between the
levels of provision for touring and static van visitors, and bearing in mind comments elsewhere in
this study about the value that touring sites provide (due to the different habits and spending
patterns of touring caravanners when visiting the area) it is suggested that a specific policy is
devised in the emerging LDF that provides for consideration and control over this shift.
New build un-serviced holiday accommodation
14.75
Applications for the development of new build un-serviced accommodation have been far less
numerous than those for conversions. Clearly the latter is often favoured by planning policy as a
more sustainable approach to development in the countryside, whereas the erection of new
buildings in open countryside locations is much more strongly resisted.
14.76
Seven applications representing the erection of new build un-serviced accommodation were
reviewed for the period of 1998 to present. Of these seven, four were refused, and three were
approved. Committee members considered two of these applications and the planning officers
delegated the remaining five applications.
14.77
In 1998 permission was refused under delegated powers for the erection of a holiday bungalow in
Horning. In considering the matter the officer consulted the Broads Authority and the Broads
Society. The application was refused due to flood risk concerns because it lay within a floodplain
and because the surrounding roads were substandard.
14.78
Another proposal refused under delegated powers was for the erection of two holiday homes in
Eccles on Sea. English Nature and the Norfolk Landscape Archaeology were both consulted. The
decision to refuse was taken on the basis that the proposed development would be detrimental to
the character and appearance of the surrounding open and rural space. The proposed development
also did not comply with policies of the structure plan, such as CS1 sustainable development, CS7
countryside development, ENV3 Landscape, and policy H8 housing in the countryside.
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14.79
The third application to be refused was also delegated. The proposal was for the erection of a
replacement timber holiday dwelling. The planning officer refused the application on the basis that it
didn’t comply with policy 46 of the local plan in relation to flood risk.
14.80
The last of the applications to be refused for a new build unserviced accommodation was for the
siting of a log cabin as holiday accommodation in Helhoughton. The countryside officer, the
Wensum Valley project and the Norfolk wildlife trust were amongst the consultees. The application
then went to appeal, where the Inspector dismissed it. The Inspector argued that the log cabin
would be some distance away from the main group of buildings. The appellants submitted case
lacked any form of justification establishing a need for holiday accommodation. He also noted that
the proposed development would be contrary to the county Structure Plan policy H8 on housing and
the Local Plan policy 5 the countryside and policy 126 permanent holiday accommodation.
14.81
Of the three applications that were approved, two of these were granted on the conditions that they
were only used as holiday accommodation. One of these was for the erection of six holiday units in
Sutton. This development has since been implemented. The second application was for the erection
of three holiday dwellings in Stalham. The third application raised concern for the protection of the
AONB. This application was for the erection of four holiday cottages in Weybourne, it was however
approved by committee members. This development has since been implemented.
14.82
None of the applications for new build accommodation were referred to the tourism officer or tourist
board, but the Broads Authority and the Broads Society were consulted where the development was
within these areas.
14.83
In general terms new build accommodation has been supported in settlement locations, and where
other amenity impacts have been seen as acceptable.
Conversions of existing buildings to holiday units
General Overview
14.84
A sample of 23 applications from the period 1998 to 2005 was assessed.
The majority of
applications were associated with the conversion of farm buildings, mainly barns, to create holiday
units. Of the decisions 7 were refused, and 3 of these refusals were taken to appeal (see section
6).
14.85
The Council’s Planning Committee considered half of the decisions, which may reflect the
importance placed upon these proposals in terms of political interest and the diversification of rural
business.
14.86
The majority of the sites considered for proposed conversions were located in the open countryside,
or small hamlets, rather than in settlements of a larger size. This may reflect the desire to create
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holiday accommodation in ‘away from it all’ locations – or simply that in more isolated spots other
commercial uses are less viable. New unfettered dwellings are, of course, contrary to policy.
14.87
Proposals involving the reuse or adaptation of existing buildings in the open countryside have been
determined primarily in accordance with Local Plan Policy 29: The Reuse and Adaptation of
Buildings in the Countryside. Applications were also determined in accordance with policies relating
to the AONB and the countryside in general, in terms of landscape quality and visual impacts. The
use of conditions to limit residential occupancy to holiday lets only is also key to meeting policy
objectives.
14.88
From the cases studied consultation with the Tourist Board does not appear to have occurred. The
Countryside Agency has been consulted in some instances where developments lie within the
AONB. The Broads Authority has also been consulted in locations relating to the Broads.
14.89
Six of these developments are registered as having been implemented.
Analysis & Comments
14.90
The applications that were approved were allowed primarily because they complied with policy for
the reuse and adaptation of buildings in the countryside, and did not generate harm to local
amenities, including landscape and traffic.
14.91
The conversion of buildings can be very costly, but their re-use for holiday accommodation,
especially where associated with an existing primary residence at a site, can provide a welcome
stream of revenue and make good use of suitable structures. Indeed, DEFRA’s Rural White Paper,
PPG7 and the new PPS7 all recognise and encourage the benefits to rural economies that can be
generated by including tourism within the diversification of farm businesses.
14.92
The imperative for re-use is of course heavily tempered by national, regional and local guidance
resisting the creation of new unfettered dwelling houses in the open countryside. Holiday units may,
therefore, be seen as a ‘default’ use that realises the next best value in otherwise remote but
attractive rural areas.
1. Holiday occupancy conditions
14.93
From the analysis of consents a key condition that is attached requires the occupation of converted
buildings “for holiday use only”. In cases where the applicant could not justify that the proposed
accommodation was for holiday use, the application was refused on those grounds.
14.94
A distinction is usually drawn that holiday lets are seasonal, create less traffic movements overall,
and place less demands on local services and facilities, when compared to standard dwelling
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houses. The creation of private dwellings in the open countryside increases the need to travel in
order to use local services and facilities, and necessitates a reliance on the private car for this
purpose.
14.95
However, holiday seasons are being extended with people taking more short breaks in the UK on a
year round basis.
Wealthier groups are also acquiring second homes in attractive rural locations,
and patterns of ‘working from home’ are also increasing. There may well, therefore, be some
blurring of occupation habits that need to be borne in mind, especially in the attachment, monitoring
and enforcement of occupancy conditions.
14.96
It is noticeable that those holiday occupancy conditions attached to approvals and reviewed as part
of this study do not specify a maximum letting period for any one holiday, and that the Local Plan
policies and supporting text do not currently explore this (see ‘Recommendations’). It could be
debated whether someone who takes a year long ‘holiday’ is in fact occupying a building as their
primary residence.
14.97
Discussions with Development Control officers suggest that the enforcement of holiday-let
conditions has not been seen as a problem in the area to date.
14.98
Moreover, the occupancy of converted buildings, effectively as second homes, is not necessarily
seen as a problem if the occupier can demonstrate that it is not their primary residence, that their
children are not schooled in the area, that they are employed elsewhere etc. – but these tests may
prove to be difficult to monitor and enforce.
14.99
Ultimately, from the point of view of this study, there needs to be some assessment of the benefits
of controlling occupation in the interests of tourism as weighed against the opportunity to make the
most positive re-use of buildings in the open countryside other than as permanent dwellings.
2. Nature Conservation
14.100 Another key issue related to the conservation of wildlife as potentially affected by the conversion of
buildings. North Norfolk is home to various European protected species, and some of these have
inhabited these barns or farm buildings, and so the council has gone to significant lengths to ensure
that their habitat is not interfered with.
14.101 In one example a scheme for the conversion of Paston Barn was the subject of objections by
English Nature due to the presence of rare Barbastelle bats.
The property was subsequently
acquired on a long lease by English Nature, in the interests of the protected wildlife, and the
application was withdrawn.
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3. Highway Amenity
14.102 There were also some highway issues raised in relation to conversions, in that the roads serving
them were not considered able to accommodate additional traffic.
14.103 One application was refused mainly in the interests of highway safety. Policy 147 of the Local Plan
states that development proposals that would endanger highway safety or have a significant
detrimental effect upon the local highway network will not be permitted.
4. Design and character
14.104 Other justifications for refusal or approval included design quality and the setting of the
development, as set out in policy 13 of the Local Plan. The policy states that the conversion of
buildings should not adversely affect the character and appearance of the countryside.
5. Consultation
14.105 In relation to consultation, where development lay within the Broads, consultations were sent to the
Broads Authority and the Broads Society. Other key consultee bodies included;
•
Norfolk Landscape Archaeology,
•
Wensum Valley Project,
•
The Council’s conservation and design manager,
•
Norfolk Gardens Manager,
•
English heritage,
•
Countryside officer.
14.106 However the Tourism and Leisure Manager was only consulted once, that was in 2002. The
proposal was to convert a boat shed into a leisure centre and the erection of 14 holiday homes.
6. Reasons for refusing conversions
14.107 An application for conversion of garages to holiday homes was appealed in 1998. The inspector
noted that the site was in an attractive area, and the development would materially harm the rural
character and appearance of the area. The Inspector also noted that the proposal would lead to the
deterioration of the road and an increased highway safety hazard.
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14.108 In 2001 permission was refused for a scheme where an applicant had not demonstrated the need
for a permanent on-site presence of a manager to oversee an existing complex of eight selfcontained holiday units.
However, at appeal the inspector noted that the facilities at the site
included a heated indoor pool, games room and other communal spaces. As such the level of
supervision required was considered to be greater than would be required simply for a holiday
cottage.
Whilst the Council did not dispute the need it was suggested that alternative
accommodation could be found in the vicinity. However, the Inspector concluded that the nearest
suitable accommodation for a manager was about 2 miles away and that this was not close enough
to satisfy demands. The Inspector also concluded that there was a clear need for the managers
accommodation as failure to provide it could involve removal of the accommodation from the
Hoseason’s brochure, related loss of custom and reduced viability which would inevitably have a
knock-on effect on the local economy.
14.109 In 2003, another application that went to appeal was for the conversion of buildings to holiday
dwellings and the erection of stables. The Council felt that the development would result in an
incongruous form of development, having an adverse impact on the landscape. The Inspector
concurred and felt that the buildings to be used for the conversion would require substantial
alterations in order to create attractive holiday cottages. In relation to the equestrian use, it was
noted that the road network was narrow and unsuitable and that there was also an absence of
adequate bridleways. Whilst the Inspector found no argument to support this view that this part of
North Norfolk was in any way less suitable for horse riding, as asserted by the Council, he did feel
that there was no justification for conversions that were in fact tantamount to being “new” buildings.
Recommendations
14.110 It is recommended that the current policy 127, relating to holiday occupancy and seasonal
occupancy, is separated out into two distinct policies. This would give clarity to the discrete reasons
and justifications for both, and give greater weight to the specific considerations relating to the
control of holiday occupation.
14.111 Consideration should also be given to the wording of conditions being attached to new holiday
accommodation in the open countryside, to prevent their use in a manner that is tantamount to a
private dwelling. It is recommended that the use of conditions stipulating a maximum period of 8
weeks per individual let is set out in the policy supporting text and adopted as a standard condition
by Development Control officers, in order to provide a measurable, enforceable and pragmatic
approach to controlling holiday occupancy.
14.112 Barn conversions are costly and their conversion to holiday use is often not straightforward.
Nevertheless it would be appropriate to require applicants to seek input from tourism organisations
and local land agents about the respective marketability and conversion costs as part of a preNorth Norfolk District Council
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application exercise in order to establish whether there are prospects of a reasonable return from
their investment. Such evidence will also provide a more robust basis on which to defend the
retention of holiday occupancy conditions, should their removal be sought later (and even if a
building has not been made available for let for some time).
New / Improved tourist attractions
14.113 There were twenty-seven different applications chosen to represent new or improved tourist
attractions in the North Norfolk over the period 1998 to 2005. Of these eighteen were approved and
five
were refused. One application received temporary approval and one application was
withdrawn.
14.114 Of the five applications refused permission, four decisions were made by committee members, and
the planner delegated one. Of the eighteen applications approved the planners delegated ten and
the committee members determined eight.
14.115 The first of the refusals, in 1998, was for floodlighting on a golf range in Mundesley. The proposal
was deemed an unacceptable threat to the countryside and the AONB due to the visual intrusion
that would result from the lighting.
14.116 Another proposal, for the extension of use of a go-kart track in Northrepps was also refused.
Committee members refused the application because they felt that the extension of hours would be
detrimental to the amenities if nearby residents by reason if increased noise.
14.117 In 2003 an application was lodged for a new car park in association with maritime heritage centre at
Wells-next-the-Sea. The members refused the application because it did not adhere to policies
regarding protecting the landscape and the coast in the County Structure Plan. The proposal also
did not abide by policies of the Local Plan in relation to the countryside, AONB, undeveloped coast
and car parking.
14.118 Another application refused in 2003 was for the change of use from betting shop to amusement
centre. The planning officer refused the proposal partly because of the impact of noise but mainly
because the building is outside area specifically designated for amusement centre uses.
14.119 One of the approved decisions was for the change of use of storage buildings to a museum, which
was not considered to conflict with local plan policies. The Broads Authority and the Broads Society,
along with the Tourism and leisure Manager, English Nature, and Norfolk landscape Archaeology
were consulted, and did not object.
14.120 Other proposals approved included:
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•
change of use from workshops to art gallery;
•
change of use from bingo hall to A3 food and drink use;
•
retention of vintage fair as a temporary activity;
•
retention of climbing tower;
•
conversion of barn into time share swimming pool;
•
themed putting course;
•
erection of a new air hall over existing tennis courts;
•
an indoor bowling rink;
•
conversion of museum to inshore lifeboat station;
•
retention of portable buildings for sailing school;
•
tennis courts; and finally
•
a new covered walkway at the Museum of the Broads.
14.121 Some of these applications were located within the AONB, but the specific areas around those sites
had little intrinsic landscape quality, and were not considered likely to be impaired by the proposed
tourist development.
14.122 There was one application withdrawn, this was for zoological gardens in Cromer.
14.123 Another application was for the change of use of a disused reservoir to a fishing lake. There was a
concern over potential flooding, but the planning officer has recommended to the members
committee that it be approved. The decision however has still been undetermined at this point.
New Visitor Centres
14.124 From the whole database a total of six applications for new visitor centres were made between 1998
and 2005, and all of these decisions have been reviewed.
14.125 All of the applications that were determined were approved, and none were refused.
14.126 The approvals were for the following:
i)
A visitor centre at a Cider Farm at Wells-next-the-Sea in 1998;
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ii)
Facilities for the North Norfolk railway at Holt (outline permission) in 2002;
iii)
The change of use of a barn to a visitor centre for the National Trust at Upper Sheringham in
2003 (which has now been implemented)
iv)
A visitor reception at Mundesley in 2004; and
v)
A visitor centre and tractor museum at Cley Marshes, approved in 2004 but not yet
implemented.
14.127 The latter scheme provides a good example of an appropriate approach to the integration of visitor
facilities into a sensitive landscape. The site lies within the AONB and undeveloped coast, next to a
SSSI. Policy 120, relating to the erection of heritage attractions, was drawn out in the officer’s
report and careful assessment made of the impacts of the proposal. The scheme represented a
significant increase in the size of the site (changing from 0.3ha to 0.8ha) but the building was
designed as a low-slung and eco-friendly form. The following extract is taken from the officer’s
report;
“The size of the proposal needs to be considered both in terms of its visual impact and how it might
affect visitor pressure in the area, increasing numbers of walkers, car and other vehicle movements,
and how the centre might act as an attraction in its own right. It is inevitable that improved facilities
would encourage additional visitors and associated activity. How this might impact upon the special
‘remote’ quality of the area is difficult to assess. On balance it is considered that the scale of the
facilities is broadly acceptable.”
14.128 The report to Committee was left open, pending the views of important consultees, and was
subsequently approved by Members.
14.129 One application, for the conversion of Paston Barn to provide a visitor centre, was withdrawn
following surveys of the building for the presence of bats. The presence of Barbastelle bats was
found, and English Nature raised objections to the conversion on the basis of the likely harm to the
protected species.
The building has subsequently been acquired on a long lease by English
Nature, in order to secure the protection of the bats.
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15 Strategic Context
15.1
In addition to specific planning policies, the long-term development of tourism in North Norfolk
needs to be placed within the context of strategic thinking and guidelines for growth in tourism at a
regional and national level.
North Norfolk
North Norfolk Economic Development Strategy to 2007
15.2
Tourism is recognised within the Economic Development Strategy as a key contributor to the local
economy and community, and highlights the Council’s current commitments towards tourism in
terms of providing tourism marketing, tourist information centres, beach lifeguards, street cleaning,
provision of public toilets, parks and gardens, Cromer Pier and Pavilion Theatre.
15.3
As a result, the prime objective for tourism is defined as:
To optimise the benefits of existing tourism facilities within the District and, where appropriate, support new
tourism investment and pursue opportunities to develop new tourism markets which serve to lengthen the
tourism season, improve employment opportunities and increase visitor spend while maintaining the high
quality of the natural environment.
15.4
Certain issues highlighted by the Strategy with regards to tourism include:
•
that honeypot coastal resorts and villages in the west of the District suffer from overcrowding,
whilst the certain coastal areas to the east remain relatively undeveloped;
•
the high quality of the landscape needs to be managed in order to preserve the area’s special
qualities for future generations;
•
there is, currently, a plethora of self-catering and second home accommodation within the
District thus affecting access to housing for all;
•
the importance of quality of the tourism product and services needs to be recognised and
addressed as widely as possible and by all stakeholders.
15.5
The Strategy identifies the key role of the economic development unit within the Council to focus its
support on a range of underlying weaknesses within the business community involved in tourism,
namely:
•
Regulatory issues
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15.6
•
Finance
•
Workforce development
•
Quality and standards
•
Customer care
•
Effective promotion
The Economic Development Service Plan stipulates the key objectives for tourism to be:
T1 – To market North Norfolk as an attractive all-year round destination to potential domestic and
overseas visitors through guides on accommodation, attractions and things to do, places to eat, and
through their effective distribution.
T2 – To market North Norfolk to the Group market by implementing a Day Out in North Norfolk and
enhancing the existing group operator website.
T3 – To manage North Norfolk District Council’s four main Tourist Information Centres.
T4 – Work with partners to market North Norfolk to domestic and overseas visitors.
T5 – To enhance industry quality and provide high standards through researching tourism stock in
the area, to work with various agencies (EETB, local associations) to implement programmes of
quality, particularly to improve professionalism and innovation.
T6 – Improve awareness of tourism issues through research and consultation.
Kelling to Lowestoft Ness Shoreline Management Plan – Kelling to Cromer, &
East of Cromer to Happisburgh
15.7
The Shoreline Management Plan (SMP) provides a large-scale assessment of the risks associated
with coastal evolution and presents a policy framework to address the risks to people and the
developed, historic and natural environment.
15.8
The main objectives of the SMP are:
•
to define, in general terms, the risks to people and the developed, natural and historic
environment over the next century.
•
to identify preferred policies for managing those risks.
•
to identify the consequences of implementing the preferred policies.
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•
to set out procedures for monitoring the effectiveness of SMP policies.
•
to inform others so that future land use and development of the shoreline can take due account
of the risks and preferred SMP policies.
•
to comply with international and national nature conservation legislation and biodiversity
obligations.
15.9
Overall, the generic shoreline management policies as defined by DEFRA have been considered
with regards to the coastline management, namely:
•
hold the line – maintain or upgrade the level of protection provided by defences.
•
advance the line – build new defences seaward of the existing defence line.
•
managed realignment – allow retreat of the shoreline with monitoring and, if appropriate,
management to limit or control movement.
•
15.10
no active intervention – a decision not to invest in providing or maintaining defences.
In producing the preferred plan, the SMP has had to take into consideration a number of factors,
including:
•
an accelerated change in sea levels due to climate change that could lead to a destabilisation of
present coastal systems;
•
sedimentary movement needs to be allowed in order to create and replenish beaches which are
the natural defence measure against storm waves;
•
the fact that the coastline will continue to change and be eroded even when measures are
implemented that effectively holds the line;
•
the fact that the cost of providing defence systems is expected to rise to between £6million and
£20million per kilometre.
•
the potential consequences of implementing coastal defence systems on the natural
environment; and
•
the implications to the human environment, and the fact that the construction of hard
engineered coastal and flood defence systems may not economically viable in the long-term.
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15.11
The following summarises the main conclusions for the coastline between Kelling and Cromer, and
East of Cromer to Happisburgh.
Kelling to Cromer
15.12
Due to the location of Sheringham and Cromer, and the range of facilities available, the plan notes
that there is a strong justification for seeking to prevent erosion along this section of the coastline.
With the low rates of sediment transportation and relative stability, the plan suggests that the
protection of these two resorts would not unduly compromise the protection of other frontages.
15.13
The preferred recommendations for various reference points can be summarised as:
•
Kelling Hard to Sheringham: No active intervention – there are no existing open coast defences,
and few socio-economic assets along the frontage that would generate a justification for
defence construction.
•
Sheringham: Hold the line – in order to protect the assets within the town through the
maintenance of existing structures, i.e. seawalls and groynes. In the long term (50+ years),
however, the beaches are forecast to disappear altogether.
•
Sheringham to Cromer: No active intervention – therefore allowing the coastline to retreat
naturally to maintain the environmental interests and provide continued sediment supply to
beaches locally. This means that existing defences will not be maintained, except at East
Runton and West Runton where defences will be maintained to allow access to the beaches. In
the medium to long-term (25-50 years) these defences are likely to become increasingly difficult
to maintain, and therefore no further intervention is likely at this stage.
•
Cromer: Hold the existing line – in order to protect the town frontage through maintaining and,
where necessary, replacing appropriate defences. Despite this policy continuing in the medium
and long-term, the beach along the town frontage is unlikely to remain by 2055.
15.14
The major threat to the area from a tourism perspective is the SMP’s forecast that there is unlikely
to be beach in front of the coastal defences at Sheringham and Cromer beyond 2055. This will
obviously have considerable repercussions for the resorts of Cromer and Sheringham, as they have
a heavy reliance on their beach frontages, and the opportunities they provide for bathing and other
associated activities.
East of Cromer to Happisburgh
15.15
East Cromer to Happisburgh is described in the SMP as being the most active length of coastline
and the main sediment provider for beaches throughout much of the SMP frontage.
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15.16
The erosion of this section of the coastline is said to be necessary to a) allow beaches to build and
thus help avoid accelerated erosion elsewhere and b) satisfy the nature conservation and
biodiversity requirements.
Therefore, the continued defence of these areas is not considered
suitable in the long-term. Particular strategies for this area of coastline include:
•
Cromer to Overstrand: No active intervention – with the cliffs along this length of shoreline a
vital sediment source for the region as a whole.
•
Overstrand: Hold the line – this is because the historic defence systems at Overstrand have
already formed a significant promontory, which in turn has a significant influence on sediment
drift to downcoast beaches.
In the medium to long-term, this policy will be changed to
‘managed realignment’ once the current defences end their effective life.
•
Overstrand to Mundesley: No active intervention – despite the socio-economic implications, the
plan suggests there is no economic justification for building new defences along much of this
SMP frontage. The justification lies in the fact any measures introduced here would potentially
have more costly affects elsewhere along the coastline.
•
Mundesley: Hold the line – in order to protect the town frontage. However, in the long-term it is
recommended that this policy be changed to ‘managed realignment’ due to the fact that 70% of
sediment supply could be blocked if initial position is continued. To be effective, the proposed
policy at Bacton Gas terminal would also need to be adopted.
•
Mundesley to Bacton Gas terminal: No active intervention – this is to allow the coastline to
retreat in order to provide a naturally functioning coastline in terms of sediment movement, and
in terms of nature conservation.
•
Bacton Gas Terminal: Hold the line – particularly whilst extraction of natural gas remained
commercially viable, but changes to ‘managed realignment’ in the long-term.
•
Bacton, Walcott and Ostend: Hold the line – though the properties and associated facilities are
not considered to be of sufficient economic benefit to justify prioritisation. As a result, once the
present day defences have reached the end of their effective life, it is anticipated that the plan
will change to ‘managed realignment’.
National Strategies and Organisations
DCMS – Tomorrow’s Tourism
15.17
In 1999, the DCMS published its over-riding strategy for tourism in the UK. The underlying principle
of the strategy is to encourage the ‘wise’ growth of tourism in ways that are economically, socially
and environmentally beneficial.
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15.18
The main objectives are as follows:
•
•
•
15.19
Provide the right framework for tourism to flourish by:
o
Creating the economic climate for enterprise and investment
o
Adopting a co-ordinated approach with government
o
Providing effective support for tourism
Developing and spreading quality through:
o
Developing products to meet the changing expectations of visitors
o
Providing better information for both customers and for businesses
o
Developing a trained and motivated workforce
Adopting a sustainable approach that is based upon four over-arching objectives:
o
Social progress which recognises the needs of everyone
o
Effective protection of the environment
o
Prudent use of natural resources
o
Maintenance of high and stable levels of economic growth and employment
The Strategy examines the practices that are needed in order to develop and promote a sustainable
approach and to increase access to tourism for all. The action points include establishing a policy
framework, ensuring local community benefits, initiate effective visitor management systems,
address transport and planning issues, and instigate local area partnerships.
East of England Tourist Board
15.20
The East of England Tourist Board (EETB) is a sister company of East of England Development
Agency, and acts as a delivery partner to the Tourism sector.
15.21
In 2000, the EETB published its 2000-2010 tourism strategy for developing tourism in the East of
England. The strategy denoted that tourism in the East of England is characterised by:
•
domestic tourism, which remains considerably more significant than overseas visits though
growth in overseas visits is stronger;
•
long holidays, but whose share is declining being replaced by short breaks;
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•
holiday tourism, particularly along the coastal areas of the Region;
•
long coastlines, significant areas of waterway’s, a wealth of historic cities, market towns and
villages, and a variety of seaside resorts which combine to provide the main visitor assets and
appeal; and
•
15.22
15.23
15.24
a sense of peace, tranquilly and a slower pace of life.
Key weaknesses identified include:
•
a lack of a strong positive regional identity;
•
a perception of un-dramatic natural attractions and scenery;
•
high levels of congestion, poor public transport and poor visitor management; and
•
a perception of remoteness in travelling terms.
The strategy highlighted that the vision for tourism should be to achieve:
•
the perception of the East of England as the best region in England;
•
continuous growth in profitability for tourism businesses;
•
loyal, satisfied customers;
•
satisfied staff in fulfilling jobs;
•
well-managed and maintained tourism sites;
•
tourism in greater harmony with residents and surroundings;
•
greater investment in tourism by government and other public bodies; and
•
a general recognition of the importance and value of tourism.
The strategy is based upon five key principle.
•
Partnership – to promote positive partnerships with clear purposes focused on action and
achievement and designed to make the most effective use of available resources;
•
Quality – to provide a high-quality visitor experience that meets or exceeds customer
expectations;
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•
Sustainability – to protect, manage, and enhance the natural, built and human context of
tourism in the East of England, making better use of regionally distinctive features;
•
Competitiveness – to promote the competitiveness of the industry in the East of England by
increasing customer demand and supporting businesses through informed, co-ordinated and
focused action.
•
Accessibility and inclusion – to reduce barriers and widen access to tourism for all kinds of
visitors.
15.25
Many of the key actions have relevance to the development of tourism in North Norfolk, but those
which have a specific resonance to the District include:
Obj 1.4 – To encourage the development of tourism partnerships, particularly with regards to
marketing, planning and project delivery.
Obj 2.2 – To support and develop people working in the tourism industry, with the EETB looking to
develop innovative training opportunities based on the specific requirements of tourism
businesses.
Obj 3.1 - To protect and enhance the region’s natural and built environment, particularly through
land-use planning systems and developing an effective dialogue with planners and key
stakeholders.
Obj 3.3 – To regenerate and revitalise seaside resorts, through accessing funding opportunities
through public-private partnerships, and concentrating on enhancing the quality of the
seafront areas and architecture.
Obj 3.7 – To enhance tourism-host community relationships, by involving community members in
decision-making and to encourage community-led tourism initiatives
Obj 4.1 – To improve perceptions and raise awareness of the region through the creative use of
media and PR.
Obj 4.4 – To develop appropriate products and themes, and in particular concentrating on those
which already exist.
Campaign for the Protection of Rural England (CPRE)
15.26
The CPRE are concerned with the impacts that housing, industrial and road improvements are
having on the countryside, with specific concerns including the blurring of the distinction between
town and country; uniform developments eroding local distinctiveness; and run-down urban centres
encouraging people to flee to the countryside, spurring ever-greater pressure for development.
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15.27
As a result, the CPRE are heavily involved in the trying to use planning for the protection of
England’s countryside and enabling change for the better, with their policies enshrined in:
•
Planning that results in urban renewal, not suburban sprawl.
•
A beautiful, thriving countryside for all, forever.
•
Getting what you need from the countryside, without damaging it.
•
Farming that provides healthy, local foods and beautiful landscapes.
•
Travel choices that don’t wreck the countryside.
Working for the Countryside: A Strategy for Rural Tourism in England 2001 –
2005: Countryside Agency & English Tourism Council
15.28
Working for the Countryside is a joint strategy for tourism published by the Countryside Agency and
English Tourism Council. The strategy provides a framework for action and highlights the need for
a common approach to revitalising and sustaining rural tourism.
15.29
The strategy highlights 16 priority areas:
•
•
•
Influencing and enabling visits:
o
Strengthening the marketing of rural products and destinations.
o
Increasing the local impact of visitor information.
o
Improving access for all.
Enriching the rural tourism experience:
o
Providing a wide range of quality accommodation.
o
Bringing out the local distinctiveness, culture and heritage.
o
Making more of activity-based tourism.
Fostering rural tourism enterprises:
o
Providing more focussed business support.
o
Relating planning decisions to economic, social and environmental benefits.
o
Increased networking between rural tourism businesses.
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o
•
Improving the impact of businesses on the local environment and community.
Improving the management of rural destinations:
o
Identifying rural tourism destinations for integrated quality management.
o
Strengthening the role of market towns in tourism.
o
Improving visitor and traffic management.
o
Supporting the conservation of landscapes and biodiversity.
o
Involving local communities in tourism management.
Tourism and sustainable land management: Countryside Agency
15.30
In 2003, the Countryside Agency investigated in more detail the relationship between tourism and
sustainable land management.
15.31
The report highlighted that rural landholdings relate to tourism in three ways:
•
The provision of tourism facilities, which provides a direct interface between visitors and land
managers, including accommodation provision, developing attractions, and through farm shops.
Previous research estimates that between 15% and 20% of farms in England have some form
of income generating tourism enterprise as part of its operations.
•
The provision of food and other products purchased by tourists, though this is often an indirect
purchase. Expenditure on food and drink generally accounts for 46% of visitors spending in the
countryside, with two-thirds of holiday makers suggesting that they are prepared to pay more for
quality food and drink, and over one-third knowingly purchase local foods whilst on holiday.
•
The maintenance of attractive landscapes and access, as the main reason behind many visits
to the countryside being to enjoy rural landscapes and environments. This in turn supports
many thousands of jobs in areas that have little in the means of other employment
opportunities.
However, the benefit of opening access from a landowner’s perspective is
limited, and therefore can be a source of conflict between managers and visitors.
15.32
The report also highlights a number of initiatives that have been undertaken to improve the
relationship between land management and visitors, including:
•
tourists being encouraged to visit and make purchase directly from landholdings.
•
visits to local markets, farmers’ markets and specialist retailers.
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•
visits to local production plants, i.e. cheese or cider makers, or craft workshops.
•
the purchase by tourism enterprises of produce which may then be specially featured, e.g. on
menus.
•
strengthening the identity and promotion of destinations based on environmental images and
messages.
•
increasing visitor awareness of conservation and land management issues through
interpretation.
•
developing and promoting more public access, such as circular walks on private land, integrated
with support for land management initiatives.
•
establishing income opportunities for land managers, such as car parking and events.
•
developing ‘visitor payback’ schemes to raise funding from visitors and channel it directly
towards sustainable land management initiatives.
Country Land and Business Association (CLA) – Rural Tourism: Opportunities
for Growth
15.33
The Country Land and Business Association (CLA) state that tourism is a big earner for the rural
economy, and given the right conditions has the potential to be even bigger. As a result the CLA
has developed its own policy for tourism and the rural economy ‘Rural Tourism: Opportunities for
Growth’.
15.34
The CLA, within this document, highlights the role of local authorities in particular in ensuring proper
and effective marketing, but suggests that the value of tourism is often not matched by the
allocation of sufficient funding commitments, for example in maintaining rural toilet facilities, and
opening up new areas of access under the CROW Act.
15.35
The CLA is calling for tourism to be raised higher on the political agenda, and in particular in
seeking to:
•
raise the profile of rural tourism at all levels, be it at Whitehall, creating sustainable tourism
partnerships with involvement of the public and private sectors, or encouraging RDA’s to
sufficiently support local tourist organisations.
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•
drive quality, local produce and loyalty by supporting easily understood quality assurance
schemes, working up a rural tourism standard, and developing a voluntary code of minimum
standards for rural tourism operators.
•
encourage more effective marketing and promotion, by calling for securing the funding of TIC's,
and for TIC’s to have more integrated ICT systems, and for more remote villages to have local
tourist information kiosks such as within pubs, village shop for example.
•
seek to promote rural tourism as a part of programmes to combat social exclusion, such as
developing trails; and open up access to buildings and features of interest to people with
disabilities.
15.36
In addition, the CLA is challenging the Government to make the process of encouraging tourism
enterprise more appealing to rural operators by:
•
seeking a review of the VAT levels on tourist accommodation in Britain;
•
reducing the standard rate of VAT on farm accommodation and ancillary services;
•
requesting that new Planning Policy Statements should contain positive statements to
encourage rural tourism development;
•
suggesting that local planning authorities apply greater flexibility to applications for converting
barns and to the use of standard highway criteria where there is a business need; and
•
requesting that local planning authorities and English Heritage look more sympathetically at
applications for an economic use of listed buildings in rural areas.
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