The value of place How landscape & distinctiveness underpins tourism in East Anglia March 2015

The value of place

How landscape & distinctiveness underpins tourism in East Anglia

March 2015

The Tourism Opportunity

• £4.6bn economic contribution• 15% & 11% employment – 90,000 jobs• Employment growth at 5.4%• Lesser known destinations with an incredible

offer to visitors – unique landscapes• Dry, safe and accessible!

How we differentiate ourselves…Landscape is our USP…•Suffolk coast & heaths•Norfolk & Suffolk Broads•Brecks & Thetford Forest•North Norfolk •The FensAdd in attractions, accommodation, heritage & history, arts & culture, food & drink…

But landscapes are our tourism stars!

View supported by research…

They’re interested in natural capital…

They’re coming for our natural capital

They’re enjoying ‘great outdoors’ when here

They rate our natural capital

They like the ‘sense’ of the landscape

Stop talking about ‘The Season’!

Reflected on our websites…

PR & press trips

https://www.youtube.com/watch?v=pMy15rNFvyw

Digital films…

Using natural landscapes as a pull: ‘I wish I was there…’

Campaigns…

Deep History Coast – what coastal erosion is revealing to us…

Bigger than Jurassic Coast?

Without landscape, we’d…

• Have no differentiation• Have a weaker identity• Have no Unique Selling Proposition• Have a FAR POORER tourism offering

That’s why tourism and the landscape go hand-in-hand