Countryside campaign a boost for South East businesses
A tourism campaign to encourage more people to explore the great outdoors has boosted visitor numbers across the South East and been voted a big hit by rural businesses.
Countryside 2011 brought together hundreds of organisers big and small for a two-week super showcase of things to do and places to visit, which took place from 28 May to 12 June.
More than 900 country-based activities and events across nine counties were featured in an online Event Directory at countryside2011.org.uk. Over 350 were free or included a special offer or discount to encourage visitors to try something new.
The two-week event, the second Countryside campaign to be organised by Tourism South East, has been praised by rural businesses for supporting the leisure and tourism industry, which they say has been particularly hard hit by the recession.
Jo North, from Haredown Mountain Boarding Centre in West Sussex, said being part of the campaign had significantly raised awareness of what the centre had to offer.
“During the campaign fortnight we filled 20 places with people who had never tried mountain boarding before,” she said. “It was a great opportunity for us and we’re already seeing repeat bookings as a result. The leisure industry has been one of the worst hit industries in the last financial quarter and we are having to fight hard to survive as people are being very selective about their spending.
“Countryside 2011 has opened people’s eyes to some of the fantastic activities and experiences available right on their doorstep. Our customers also use our local pubs, campsites and shops, so by helping one rural business you are inevitably helping many more.”
Dianne Raine, from Action Watersports in Kent, said: “Thanks to Countryside 2011 we’ve seen a noticeable increase in the number of inquiries and bookings taken. The campaign has exposed us to many new clients that may not have been accessible before. The professionalism and dedication that we received from the Countryside team has ensured our continued support. I wouldn’t hesitate to be part of Countryside in the future.”
Last year’s inaugural Countryside campaign attracted half a million people, 38,000 of which were new visitors to the great outdoors. Countryside 2011 is expected to be an even bigger success, with early feedback from organisers suggesting a significant increase in visitor numbers.
The online Event Directory showcased more than 900 events, surpassing last year’s figure of 840, with the number of visitors to the campaign’s dedicated website up 38% compared to 2010. Facebook fans have increased by 103% and Twitter followers by 83%.
Rachel Simpson from Tourism South East said: “Countryside 2011 is already exceeding expectations and the feedback we’re getting from organisers right across the region has been very positive.”
Countryside 2011 was supported by organisations such as the National Trust, RSPB, Cycle Touring Club, British Horse Society, Ramblers, Sustrans and the Wildlife Trusts. Ordnance Survey once again sponsored the event.