Working Towards Sustainable Tourism in England’s AONBs
Purpose: this Accord sets out a shared vision for tourism in England’s Areas of
Outstanding Natural Beauty (AONBs) and outlines the contribution that local and
national partnerships can make to achieve that vision.
It recognises
 that there are opportunities for the growth of sustainable tourism within
AONBs;
 the contribution that tourism makes to rural economies;
 and the benefits of raising visitor and businesses awareness in ensuring the
continued protection of England’s finest landscapes.
This Accord is intended to complement and work with the England Strategic Framework
for Tourism 2010 - 2020, and its Rural Tourism Action Plan which addresses tourism
across all of England’s rural areas.
Vision: Local business communities, AONB partnershipsi and destination organisations
work collaboratively with each other and with the support of national bodies to deliver
effective actions that grow sustainable tourism in AONBs. Tourism in AONBs is
developed in ways which support the Strategic Framework for Tourism in England,
contributing to and supporting local economies and communities and which ensure the
natural beauty of AONBs is conserved, enhanced, and their special qualities understood
and widely enjoyed.
Parties to this accord
AONBs
Areas of Outstanding Natural Beauty (AONBs) are landscapes whose distinctive
character and natural beauty are so outstanding that it is in the nation's interest to
safeguard them. There are 34 AONBs in England. The National Association for Areas of
Outstanding Natural Beauty (NAAONB) represents the interests of all AONB
partnerships.
The primary purpose of the AONB designation is the conservation and enhancement of
natural beauty. The AONB Family has identified four common objectives, to:
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Conserve and enhance the natural and cultural heritage of AONBs, ensuring they
can meet the challenges of the future
Support the economic and social well-being of local communities in ways which
contribute to the conservation and enhancement of natural beauty
Promote public understanding and enjoyment of the nature and culture of AONB
and encourage people to take action for their conservation
Value, sustain and promote the benefits that Areas of Outstanding Natural
Beauty provide for society, including clean air and water, food, carbon storage
and other services vital to the nation’s health and well-being.
Each AONB partnership has a statutory Management Plan which sets out objectives for
the conservation and enhancement of its area and how they will be achieved.
Management Plans are prepared and delivered in partnership with landowners,
businesses, local communities, and other stakeholders.
Destination Organisations
There are over 200 destination organisations in England, many of which include rural
areas within their remit. As local leaders for their visitor economies they have a role, in
partnership, to develop, promote and manage their destinations.
Destination organisations vary in form, function, governance and size but essentially
take a lead in the management and development of tourism in a local area. They may
be a single organisation, such as a local authority; a legal body, such as a community
interest company or company limited by guarantee; or an informal partnership.
In the most accomplished organisations, success is achieved through local collaboration
and working towards a common vision, often described in a Destination Management
Plan (DMP). A DMP is a shared accord of intent to manage and develop the visitor
economy over a period of time, articulating the roles of the different stakeholders and
identifying clear actions and resources.
Defra
Defra is the government department responsible for Environment, Food and Rural
Affairs, including landscape and access and recreation policy. It is the sponsor
department for England’s Protected Landscapes. Defra does not lead in government on
tourism - that role is held by the Department for Culture, Media and Sport – but has a
strong interest given the importance of tourism in rural areas and the role Defra has in
relation to the natural environment which is a major tourism asset. Defra also has a
funding role through the Rural Development Programme for England (RDPE) which
includes a tourism strand.
Defra works closely with the NAAONB and individual AONB partnerships in delivering
sponsorship and developing policy for AONBs.
VisitEngland
VisitEngland is the national tourist board for England.
VisitEngland provides leadership for the industry; driving forwards the quality,
competitiveness and sustainable growth of England’s visitor economy. It does this by
providing strategic direction, intelligence and co-ordinated marketing for the sector.
In consultation with the industry, VisitEngland launched the first national tourism
strategy for England in ten years. England: A Strategic Framework for Tourism 20102020 is a blueprint for growth and aims to maximise tourism’s contribution to the
economy, employment and quality of life in England. This strategy aims to increase the
value of the nation’s visitor economy by 5% per annum over the next ten years.
Rural areas are a vital part of England’s attraction and how to maximise the potential of
the rural tourism offer is detailed in the Strategic Framework’s Rural Tourism Action
Plan. Whilst VisitEngland is the custodian of this action plan it is not solely responsible
for its delivery, this is achieved through partnership and collaboration with a wide range
of partners, including Defra.
Tourism in AONBs
People choose to visit AONBs because of their outstanding landscapes, natural and
cultural heritage, and the opportunities they offer for outdoor recreation, quiet
enjoyment, peace, tranquillity and active recreational challenges. Each AONB is different
and the individual distinctiveness is part of their appeal.
These special qualities should form the basis for the future development, management
and marketing of tourism. The level and type of tourism activity should take account of
the capacity of the Protected Landscapes’s environment and communities. It should be
recognised that some places are valued for being wild and remote.
The Rural Tourism Action Plan recognises that rural tourism offers significant growth
potential and sets out the opportunities and challenges in doing so. It identifies the
potential contribution of AONBs in delivering growth in their local areas.
The Rural Tourism Action Plan and Defra’s Rural Economy Growth Review have been
aligned in order to facilitate greater co-operation and ensure that common objectives
for sustainable tourism in AONBs are achieved.
There is now an opportunity for AONB partnerships and Destination Organisations to
work together to consider more comprehensively how sustainable tourism can be
further encouraged and supported through the delivery of AONB Management Plan
objectives; and how the special qualities of the AONB and its conservation and
enhancement can be reflected in Destination Management Plans.
Shared objectives
Visitors will enjoy enhanced experiences at authentic destinations. Residents will feel
the benefits of tourism in a way that enhances their local sense of place and wider
quality of life. Tourism businesses will reduce costs through greater efficiency,
improving quality, creating new jobs and strengthening local economies in the process.
This will be delivered in such a way that conserves and enhances the beauty of the
natural and built environment of these nationally important landscapes.
The partners to this agreement will, in particular, work together to deliver the following
objectives:
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To unlock the tourism potential in AONBs by diversifying and modernising the
offer and generating business opportunities appropriate to local environments
and communities.
How we will do it
• Encourage and support the development of appropriate existing and new visitor
activities and experiences including those which appeal to visitors throughout
the year and are less weather dependent.
• Identify underutilised or redundant rural natural and heritage assets and support
and facilitate owners to realise their tourism potential in a sustainable way.
• Work in collaboration with local partners to ensure rural tourism businesses have
access to information, skills, support and advice.
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To encourage local businesses, communities and other local stakeholders to
benefit from the potential for sustainable tourism in AONBs through working
together for the conservation and enhancement of their special qualities, and
developing and managing its contribution to visitor economy.
How we will do it
• Encourage the development and sharing of good practice examples
demonstrating how sustainability principles underpin the tourism offer in
AONBs.
• Facilitate improved links and the sharing of information between local
stakeholders to improve understanding of both AONB and Destination
Organisation aims and objectives in order to develop common goals for
sustainable tourism.
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Support development and promotion of the full range of local products, their
greater use by tourism enterprises, and their purchase by visitors to benefit the
local economy.
Support communities in understanding and appreciating their local
distinctiveness.
Improve business resilience to changing environments by focussing business
support and sustainable tourism initiatives on providing tailored advice on the
importance of energy efficiency, opportunities to maximise the range of
sustainable travel options and reduce food miles.
To increase consumer awareness, understanding and enjoyment of AONBs,
their products and the experiences they offer
How we will do it
• Encourage a shared understanding and appreciation of the special qualities of
AONBs that will enhance the experience of visitors.
• Support the development and use of consistent messages by all local
stakeholders that reflect and celebrate the distinctiveness and special qualities
of each AONB and the experiences to be enjoyed there.
• Facilitate the promotion of AONBs’ special qualities domestically and
internationally and by the use of new media and viral marketing techniques to
engage new audiences.
Next Steps and Context
This Tourism Accord stems largely from the Autumn Statement 2011 in which the
Government announced, as part of the Rural Economy Growth Review, that it would
support the promotion and development of rural tourism in England through a package
of measures. It is part of a wider initiative to maximise tourism’s contribution to the
economy and achieve a target of 5% year on year growth in the value of the tourism
sector over the next decade. The initiative set out in the Strategic Framework for
Tourism in England 2010 – 2020 and put into a rural context through the Rural Tourism
Action Plan.
The Rural Tourism Action Plan focuses on three overriding objectives which the £25m
Rural Tourism package is designed to support. One element of the package is that Defra
initiates a programme to work with the 34 Areas of Outstanding Natural Beauty to
develop a new approach to supporting sustainable rural tourism in these Protected
Landscapes. This Accord is one aspect of the initiative which Defra is directed to lead in
order to recognise the potential for sustainable tourism development in AONBs as well
as starting to set-out how to realise that potential.
Each AONB partnership will be encouraged to report on the steps it is taking to bring out
the actions outlined under each shared objective identified in this accord.
Signed
Richard Benyon MP
Defra
James Beresford
Visit England
Philip Hygate
National Association for AONBs
16th July 2013
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AONB partnerships is the generic term for AONB Partnerships and Conservation Boards.