February 2012 - Item 2 - Minutes of the meeting on 5 October 2011

Dales Tourism5 October 2011, 1.30pm at YoredaleNotes on <strong>meeting</strong>Present: Mark Allum (MA), Julie Barker (JB), Kathryn Beardmore (KB), Sarah Brewer (SB),Susan Briggs (SBr), Natalie Brown [Secretariat] (NB), Paul Burgess (PB), Leanne Fox(LF), Kate Loughlin (KL), Catriona McLees (CM), Stuart Parsons [Chair] (SP), JoannaRoyle (JR), Peter Rushton (PR), David Shaw (DS), Moira Smith (MS), Sarah-JaneStapleton (SJS), Sharon Sunter (SS), Lois Toyne (LT), Phil Woodyer (PW).Apologies: Mat<strong>the</strong>w Clayton (MC), Hugh Thornton (HT).<strong>Item</strong>s1. Welcome and introductions• Kathryn Beardmore and Stuart Parsons welcomed everyone to <strong>the</strong><strong>meeting</strong>. Everyone provided introductions (attendance list withcontact details in appendix 1).• Matt Clayton sent apologies with Peter Rushton as a replacementfor <strong>the</strong> first <strong>meeting</strong>. Apologies also received from Hugh Thorntonfrom <strong>the</strong> Yorkshire Dales Society.• KB stated that <strong>the</strong>re is a wide range <strong>of</strong> interests represented on <strong>the</strong>group. It was hoped that <strong>the</strong> group would be a very good forum forsharing ideas, to ensure a joined up approach to tourism, and <strong>the</strong>group would focus on actions.Actions2. Europarc accreditation – what is it, why is it worthwhile, and whatactions are taking place?Julie Barker gave a presentation about tourism partnership working in<strong>the</strong> Dales, and background to <strong>the</strong> formation <strong>of</strong> <strong>the</strong> group (presentationattached).Summary <strong>of</strong> presentation: History <strong>of</strong> Tourism in <strong>the</strong> Dales and how it has developed,demonstrating <strong>the</strong> commitment <strong>of</strong> Partners. Broad overview <strong>of</strong> Partnership working leading to <strong>the</strong>Europarc Charter. Definition <strong>of</strong> sustainable tourism as agreed by Europarc. Aims <strong>of</strong> <strong>the</strong> Charter. The second part <strong>of</strong> <strong>the</strong> Charter and <strong>the</strong>business accreditation. European Sustainable Tourism Charter (revalidation due<strong>2012</strong>) require ‘a permanent forum involving those involved intourism in and around <strong>the</strong> protected area in its developmentand management’.3. Terms <strong>of</strong> Reference for <strong>the</strong> group• The Terms <strong>of</strong> Reference had been circulated prior to <strong>the</strong> <strong>meeting</strong>and were agreed by <strong>the</strong> group.• KB commented that it was hoped that <strong>the</strong> group would bringtoge<strong>the</strong>r various interests to help take forward <strong>the</strong> benefits <strong>of</strong>tourism based on <strong>the</strong> special qualities <strong>of</strong> <strong>the</strong> Yorkshire DalesNational Park and Nidderdale Area <strong>of</strong> Outstanding Natural Beauty.1

<strong>Item</strong>sThe group would proceed through consensus ra<strong>the</strong>r than voting.• Everyone felt <strong>the</strong>re was a need for a group.Actions4. Current tourism activities.Members <strong>of</strong> <strong>the</strong> group gave a quick resume <strong>of</strong> current tourism projectstaking place in <strong>the</strong> Yorkshire Dales. These included:a) Escape to Yorkshire Dales (Welcome to Yorkshire)Leaflets were distributed about Escape to Yorkshire Dales byWelcome to Yorkshire.b) Distinctly Dales (Local distinctiveness project)Quotes to be evaluated that week. Briefing paper was circulated at <strong>the</strong><strong>meeting</strong>. The project is to take place in Winter / early Spring about <strong>the</strong>distinctiveness <strong>of</strong> each area <strong>of</strong> <strong>the</strong> Dales, and work with localbusinesses.c) Dales Integrated Transport AllianceMetro had put in a bid around promoting green travel options (seehttp://www.dalesconnect.net/).d) Dales Tourism Business NetworkSusan Briggs co-ordinates <strong>the</strong> network. It is free with no bureaucracy(see www.dalestourism.com). There is a regular newsletter and <strong>the</strong>rehas been very strong interest. Two <strong>meeting</strong>s were due to be heldsoon.e) Hidden HowgillsThis is a project run by local businesses marketing <strong>the</strong> Howgills.f) Harrogate Destination Management OrganisationThis brings toge<strong>the</strong>r partners and businesses. The focus is how to coordinateit better and to make sure all are working toge<strong>the</strong>r.g) What else is going on?LAF: Phil Woodyer introduced <strong>the</strong> work <strong>of</strong> <strong>the</strong> Local Access Forumand <strong>the</strong>ir work on accessibility.NE: Ingleborough NNR have a series <strong>of</strong> events.YDMT: Flowers <strong>of</strong> <strong>the</strong> Dales and People in <strong>the</strong> Dales (fordisadvantaged people who may not normally visit <strong>the</strong> area).National Trust: A 9 year programme focussing on people beingoutdoors and closer to nature.5. Developing a vision for <strong>the</strong> partnership and tourism in <strong>the</strong> DalesSBr facilitated this section and notes are appended to <strong>the</strong>se minutes(see appendix 2).SBr2

<strong>Item</strong>s6. Process for developing <strong>the</strong> 2013 to 2018 Strategy and Action Plan• Timescale• Consultation• Steering group involvement• MA introduced this section and commented that it will be a process<strong>of</strong> pulling work toge<strong>the</strong>r ra<strong>the</strong>r than any new pieces <strong>of</strong> work. Thetwo main aspects <strong>of</strong> it were <strong>the</strong> assessment and action plan. It isquite a compressed (Draft by March <strong>2012</strong> for public consultation.Final version for September <strong>2012</strong>). The key questions to beaddressed as part <strong>of</strong> <strong>the</strong> strategy (see appendix 3) were introducedat <strong>the</strong> <strong>meeting</strong> with <strong>the</strong> aim <strong>of</strong> everyone giving feedback on <strong>the</strong> 6questions before <strong>the</strong> next <strong>meeting</strong> to Mark Allum.• The key point raised was that a timeline needs to be developed for<strong>the</strong> action plan. It is <strong>the</strong> action plan that will be <strong>the</strong> main focus from<strong>the</strong> group, though <strong>the</strong> group will also need to agree <strong>the</strong> overarchingstrategy.• The Welcome to Yorkshire action plan and Forest <strong>of</strong> Bowlandaction plan to be distributed amongst <strong>the</strong> group.7. Any o<strong>the</strong>r businessThe partners, with contact details, from <strong>the</strong> <strong>meeting</strong> to be distributedwith <strong>the</strong> minutes (appendix 2).8. Date <strong>of</strong> next <strong>meeting</strong>The next <strong>meeting</strong> was proposed for late January / early <strong>February</strong>. NBto arrange and canvas dates.ActionsAllNBNBNB3

Appendix 1Dales Tourism - 5th October 2011Name group EmailMark Allum YDNPA mark.allum@yorkshiredales.org.ukJulie Barker YDNPA julie.barker@yorkshiredales.org.ukKathryn Beardmore YDNPA kathryn.beardmore@yorkshiredales.org.ukSarah Brewer Yorkshire Dales Millenium Trust media@ydmt.orgSusan Briggs Tourism Network susan@tourismnetwork.co.ukNatalie Brown YDNPA natalie.brown@yorkshiredales.org.ukPaul BurgessNidderdale Area <strong>of</strong> OutstandingNatural BeautyPaul.Burgess@harrogate.gov.ukMat<strong>the</strong>w Clayton Dent Community mat<strong>the</strong>w@lowhaycotebarn.comNidderdale Area <strong>of</strong> OutstandingLeanne Fox Natural BeautyLeanne.fox@harrogate.gov.ukKate Loughlin Richmondshire District Council kate.loughlin@richmondshire.gov.ukCatriona McLees Welcome to Yorkshire cmclees@yorkshire.comStuart Parsons YDNPA Member stuart.parsons2@btopenworld.comJoanna Royle National Trust joanna.royle@nationaltrust.org.ukPeter Rushton Dent Community rushton712@btinternet.comDavid Shaw Natural England david.shaw@naturalengland.org.ukMoira Smith Bolton Abbey Estate MoiraSmith@boltonabbey.comSarah-Jane Stapleton Bolton Abbey Estate Sarah-JaneStapleton@boltonabbey.comSharon Sunter Craven District Council ssunter@cravendc.gov.ukHugh Thornton Yorkshire Dales Society hughcthornton@yahoo.co.ukLois Toyne Harrogate Borough Council Lois.Toyne@harrogate.gov.ukPhil Woodyer Local Access Forum philwoodyer@gmail.com4

Facilitation notes for agenda item 5Appendix 2Developing a vision for <strong>the</strong> partnership and tourism in <strong>the</strong> Dales:What do we need to do? Where are <strong>the</strong> opportunities?• Focus on partnership working• What connections can/should we make?• Where are <strong>the</strong> gaps that we can fill?• Need to be sure what o<strong>the</strong>r activities and initiatives are already happening so we avoidduplication, <strong>the</strong>refore need an audit <strong>of</strong> activities across <strong>the</strong> YD & Nidderdale area.SB note: many comments outside this <strong>meeting</strong> from local authorities and tourism industry about<strong>the</strong> proliferation <strong>of</strong> organisations and initiatives but I’ve investigated many <strong>of</strong> <strong>the</strong>m and although<strong>the</strong>re is willingness to collaborate, few are actually doing anything!• Need to be aware <strong>of</strong> what tourism will look like in 10 years’ time – so we can future pro<strong>of</strong>our activitiesSB note: no one else is really doing this but it is essential. I spend a lot <strong>of</strong> time looking at trendsand changes to consumer behaviour, ready to develop appropriate tourism experiences. Would behappy to run a workshop on this topic (no charge!) for <strong>the</strong> Steering Group and any o<strong>the</strong>r interestedparties.• Consider o<strong>the</strong>r projects and how <strong>the</strong>y are succeeding e.g. Watershed Landscape projectrun by Pennine Prospects (<strong>the</strong>y are a Tourism Network client – ask Susan for more details).• We need to identify and promote best practise in sustainable tourism. NB: Catriona hasdeveloped a section <strong>of</strong> Yorkshire.com/industry to <strong>of</strong>fer advice on sustainable tourism andMark Allum is ga<strong>the</strong>ring examples <strong>of</strong> best practise for <strong>the</strong> Yorkshiredales.org website.Susan is feeding in examples as part <strong>of</strong> <strong>the</strong> Distinctly Dales project.• One important gap that needs to be filled = product development. No o<strong>the</strong>r organisation isreally tackling this. YDNPA, Nidderdale AONB & this group could facilitate sustainableproduct development, supporting and enabling <strong>the</strong> private sector to create experiences andproducts that are sustainable, in line with local policies and deliver economic benefits to <strong>the</strong>local economy.• When we come to write <strong>the</strong> strategy, instead <strong>of</strong> simply writing <strong>the</strong> strategy we do need toidentify current gaps, market needs and where <strong>the</strong>re is real potential.• Aim to work with, understand and encourage around 80 tourism businesses to adoptsustainable tourism measures.• Look at investment in <strong>the</strong> infrastructure, ensuring that <strong>the</strong> journey becomes part <strong>of</strong> <strong>the</strong>experience, equally valued and considered• Visitors are already coming to <strong>the</strong> area and some businesses benefit economically. Thereare some projects in <strong>the</strong> area to develop <strong>the</strong> destination and some initiatives looking atproduct development but <strong>the</strong>re is a gap. One important function for this group could be toidentify future trends and what visitors are likely to want in <strong>the</strong> future, to stimulate and5

facilitate product and destination development and crucially to ensure that businesses areinvolved in all this activity.• There is also a need for better communication with tourism businesses. They currentlyreceive information from Welcome to Yorkshire, ei<strong>the</strong>r to encourage <strong>the</strong>m to becomemembers or as part <strong>of</strong> <strong>the</strong>ir membership package. Businesses don’t understand what isgoing on, what <strong>the</strong>y need to be doing to take advantage <strong>of</strong> current and future trends, how toimprove <strong>the</strong>ir services or marketing and how to be more sustainable. Better communicationis needed.• Businesses don’t understand Europarc, what it might mean for <strong>the</strong>m and what we’d like<strong>the</strong>m to do – better communication is needed to remedy this.Susan Briggs/The Tourism Network6

Appendix 3Dales Tourism - Steering GroupProcess for developing <strong>the</strong> 2013 to 2018 Strategy and Action PlanThe purpose <strong>of</strong> <strong>the</strong> Strategy and Action PlanAn important part <strong>of</strong> <strong>the</strong> European Charter is producing an agreed strategy and actionplan, that helps move <strong>the</strong> partnership forward. Whilst a strategy is defined loosely as:Any form <strong>of</strong> tourism development, management or activity which ensures <strong>the</strong> longtermprotection and preservation <strong>of</strong> natural, cultural and social resources andcontributes in a positive and equitable manner to <strong>the</strong> economic development andwell-being <strong>of</strong> individuals living, working, or staying in protected areasHowever, <strong>the</strong> Europarc Federation are prescriptive about what it should contain andconsider.What <strong>the</strong> Strategy has to considerThe guidance from <strong>the</strong> Europarc Federation is that <strong>the</strong> strategy should be based on carefulconsultation and be approved and understood by local stakeholders. It should contain:• a definition <strong>of</strong> <strong>the</strong> area to be influenced by <strong>the</strong> strategy, which may extend outside <strong>the</strong>protected area;• an assessment <strong>of</strong> <strong>the</strong> area’s natural, historic and cultural heritage, tourisminfrastructure, and economic and social circumstances; considering issues <strong>of</strong> capacity,need and potential opportunity;• an assessment <strong>of</strong> current visitors and potential future markets;• a set <strong>of</strong> strategic objectives for <strong>the</strong> development and management <strong>of</strong> tourism, covering:- conservation and enhancement <strong>of</strong> <strong>the</strong> environment and heritage,- economic and social development,- preservation and improvement <strong>of</strong> <strong>the</strong> quality <strong>of</strong> life <strong>of</strong> local residents,- visitor management and enhancement <strong>of</strong> <strong>the</strong> quality <strong>of</strong> tourism <strong>of</strong>fered;• an action plan to meet <strong>the</strong>se objectives;• an indication <strong>of</strong> resources and partners to implement <strong>the</strong> strategy;• proposals for monitoring results.What it should look like• It should have regard to existing objectives and actions, ra<strong>the</strong>r than ‘starting fromscratch’.• It should be a brief document that is laid out clearly.• It should be written in plain English.• It will be written with key partners as <strong>the</strong> main audience.7

• The objectives should be ‘SMART’ to avoid ‘mo<strong>the</strong>rhood and apple pie’ so thatprogress can be meaningfully measured.• It should have a Dales ‘feel’ to it ra<strong>the</strong>r than being a generic document.TimescaleThe Strategy and Action Plan for <strong>the</strong> 2013 to 2018 period will need to be submitted to <strong>the</strong>Europarc Federation by December <strong>2012</strong>. An essential part <strong>of</strong> its development will beconsultation with local organisations, businesses and interested individuals. Realistically,this needs to take place next Spring and Summer, and so <strong>the</strong>re is less time to develop <strong>the</strong>strategy than may first appear.The Yorkshire Dales National Park Authority will lead on <strong>the</strong> production <strong>of</strong> <strong>the</strong> Strategy, butassistance from o<strong>the</strong>r members <strong>of</strong> <strong>the</strong> steering group will be much appreciated.Key questions for <strong>the</strong> steering group to consider at <strong>the</strong> <strong>meeting</strong>:1) What would be on an initial shortlist <strong>of</strong> some <strong>of</strong> <strong>the</strong> big issues that <strong>the</strong> new strategywill need to tackle or reflect; for exampleo New sustainable tourism opportunities eg Way <strong>of</strong> <strong>the</strong> Roses, PennineBridlewayo Downturn in <strong>the</strong> economy / economic uncertainty2) Are <strong>the</strong>re any initial suggestions for ‘guiding principles’ to help steer <strong>the</strong> direction <strong>of</strong><strong>the</strong> strategy; for exampleo helping facilitate an environment where sustainable tourism businessesdevelop and flourish,o Adding value to what o<strong>the</strong>rs do, not duplicating eg direct marketing <strong>of</strong> <strong>the</strong>area for Welcome to Yorkshire, not this partnership3) Are <strong>the</strong>re any initial thoughts on public engagement and consultation,o press releaseso <strong>meeting</strong>s/events with targeted groupso websites - our own and o<strong>the</strong>rso correspondence and direct letterso Social media eg. Facebook and Twitter4) How do we get beyond <strong>the</strong> normal respondents? Also how do we avoid consultationfatigue (bearing in mind we will be consulting on our National Park ManagementPlan shortly)5) What are <strong>the</strong> key sources <strong>of</strong> existing information which can be used6) What involvement do individual members <strong>of</strong> <strong>the</strong> steering group want to have in <strong>the</strong>development <strong>of</strong> <strong>the</strong> plan?8