Ecolnet Case Study :: Wild Redesdale Rural Visitor Networks in North East England
Country
ENGLAND, UK
Contact Details
Address: Northumberland, Otterburn, UK
Email: enquiries@wildredesdale.co.uk
Web: http://www.wildredesdale.co.uk
Email: enquiries@wildredesdale.co.uk
Web: http://www.wildredesdale.co.uk
Keywords
networks, cycling, hiking, sustainable tourism
Case Description
Wild Redesdale is based around Otterburn, a remote village near the border with Scotland. Its tourism productsare hiking, cycling, fieldsports and Romanheritage (because of its proximity to Hadrian’s Wall). It was the first Visitor Network, bringing together around 50 rural businesses to promote sustainable tourism.
Best Practices
1
Criterion 1 B.1. Community Development
Criterion 2 B.4. Local Entrepreneurs
Description
Criterion 2 B.4. Local Entrepreneurs
Description
Rural micro-businesses located away from the main tourist icons do not receive marketing support from the official tourism authorities. The network model makes it possible. There are many other advantages to rural micro-businesses in choosing to co-operate with each other rather than competing: shared marketing costs and best practices; mutual support available; flexible solutions to meet the customer needs etc. By analysing their visitor records the members were able to define who their visitors were, what they wanted, and where they came from. This led to much more focused marketing concentrated on hiking, cycling, equestrian, hunting etc. Each year the number of visitors has increased noticeably, and the village shops, craft outlets and accommodation have flourished. Initially around 50 rural businesses joined the network. A further 11 networks have now been established and another 8 were anticipated for 2006-7.