LAKE DISTRICT NATIONAL PARK AUTHORITY (LDNPA)
PROMOTING SUSTAINABLE TOURISM
November 2005
1 INTRODUCTION
1.1 This is our first ‘tourism statement’. We have produced it because we believe
sustainable tourism can bring widespread benefits – to our local economy,
communities and environment – and we want to play an active and positive role
in its future development.
1.2 Our current work is wide-ranging: from the promotion of access and
development of sustainable transport initiatives, to the conservation of historic
landscapes and improvement of public places. Of our total budget of almost
£9.5 million in 2004-2005, the majority supported activities that directly and
indirectly benefit tourists and tourism-related business interests.
2 THE CHALLENGES AHEAD
Adapting to changing recreation and leisure pursuits
Meeting visitor expectations of better quality provision
Implementing new legislation, for example on access rights
Enhancing biodiversity for people to enjoy
Taking account of Government agendas such as social inclusion
Adopting the new planning system and engaging people more
effectively
Maximising private investment through a positive planning
framework
Implementing regulations, for example on water quality and energy
conservation
Planning for climate change
Managing the effects of agricultural and forestry reforms
Preventing the loss of tranquillity whilst accommodating new
technologies
Responding to possible boundary changes
Making sure that our work meets regional and national objectives
2.1 Tourism in the Lake District National Park, as elsewhere, is undergoing
significant change (Appendix 1). Research shows an increasing number of
short breaks and out-of-season breaks, as more people take their main
holiday abroad, and self-catering holidays are growing in popularity. Recent
years have seen an increase in demand for second homes and static
caravans. Visitors to the National Park, from day and staying visitors to
business tourists and those visiting friends and relatives, are seeking out
different types of holiday and different experiences.
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2.2 There has been a rise in active sport and recreation, including large-scale charity
and challenge events such as the Three Peaks Challenge, and a growing interest
in nature-based tourism. Visitors now expect better quality in every aspect of
their visit from booking arrangements and accommodation, to attractions and
public places. Studies suggest, however, that we are faced with a very mature
tourism industry, an image that is beginning to look tired, and increasing visitor
dissatisfaction with facilities, especially the public realm1. Importantly, the one
thing that remains constant is that the majority of people come to the Lake
District National Park because of its spectacular scenery, and the peace and
quiet it offers.
2.3 The consequence for us, of these changing trends, is wide-ranging. We are
receiving more planning applications for extended periods of opening,
improvements to properties, conversions and changes of use, for example
from touring to static caravans. We are influencing the management of
organised events by promoting good practice, and spending more money,
for example on repairing footpath erosion. We are implementing the new
public rights of access, under the Countryside and Rights of Way Act 2000,
by providing information and advice to landowners and visitors, and making
it easier for people to access the fells for example through the provision of
new gates and stiles. We are also advising on nature tourism projects, for
example the North West Wetlands Network project, which aims to create
new habitats, bring wildlife benefits and enable people to learn more about
wetland sites.
2.4 A recent study of recreational demand in National Parks2 has concluded that the
traditional focus on education, visitor management, and statutory access duties
is shifting to a more proactive approach to outdoor recreation. Policies are more
positive, and there are now many examples of exciting and innovative projects.
The Guide to Good Practice includes a number of examples from the Lake
District National Park: the management of motorised recreational vehicles,
adoption of zoning policies on Bassenthwaite, and visitor monitoring on the
Keswick railway footpath and other routes3. This work allows us to identify the
needs of different visitor groups and minimise conflicts of interest.
2.6 We have taken account of the Panel’s Report on the Cumbria and Lake District
Joint Structure Plan 2001-2006 examination in public. Keswick, Ambleside,
Windermere and Bowness are now recognised as key service centres. The
Market Towns Initiative is assisting the regeneration of these settlements and
underlies the importance of focusing tourism investment in locations where it
can provide the greatest benefit. We need to demonstrate that our policies really
can make a difference – in encouraging private investment to help strengthen the
local economy.
2.7 We will continue to advise on, and seek funding for, improvements to historic
buildings and settlements, including traffic management schemes, and have
recently carried out a review of our car park charges which aims to benefit
motorists and businesses alike4. We are helping to develop innovative and
integrated sustainable transport initiatives, to encourage people to leave their
cars behind and use public transport where possible. We want to make this an
easy and inexpensive option and to link, where possible, with tourist attractions,
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accommodation, walking and cycling routes. We support the concept of county-
wide cycle and equine tourism strategies which have the potential to further
National Park purposes.
2.12 We can turn some of these land management issues to our advantage: The
Lakeland Herdwick Direct scheme, for example, helps to support local hill
farmers, maintain traditional farming practices and ensure that this native sheep
breed survives. It makes a direct link between producers and consumers and can
raise tourists’ awareness of our cultural heritage. The use of traditional breeds,
which have an inherited instinct for their own pasture, can also reduce the need
for fencing on the fells, which are valued for their openness and the freedom to
roam. Sourcing produce, goods and services locally can be an important part of
a sustainable tourism industry.
2.13 The landscape changes brought about by shifts in agricultural and forestry
practices have been exacerbated by other factors. The demand for better
communications and search for alternative technologies, for example, has led to
more planning applications for mobile masts and wind farms. These features can
have a significant cumulative effect, especially in upland areas. Recent research,
carried out for the Countryside Agency and Campaign for the Protection of
Rural England has drawn attention to the gradual loss of tranquillity across the
country through, for example, light pollution, aircraft and traffic noise, and
human impact – such as the presence of pylons and masts6 . Tranquillity is, for
many visitors, a key asset of all the National Parks and we must find acceptable
ways to prevent its erosion.
2.14 The Lake District is currently included on the Government’s tentative list of
potential world heritage sites. If selected and then successfully nominated, the
site would be inscribed by the United Nations Educational, Scientific and
Cultural Organisation (UNESCO). As an Authority, we believe that world
heritage site (WHS) inscription would bring protection for more of the special
qualities of the National Park and we resolved, in 2003, to support the principle
of seeking WHS status. The implications for the tourism industry are wide-
ranging and have been the subject of an independent report commissioned by
the North West Development Agency7. Partner organisations will meet in
January 2006 to discuss the funding needed to pursuing inscription, and agree
either to establish a joint, funded partnership or obtain regional agreement to
end the process.
4 EXAMPLES OF GOOD PRACTICE
Car-Free Travel Initiatives: The ‘B4 Network’ and ‘Give the Driver a
Break’
4.7 The B4 network (bus, boat, bike and boot) was set up to provide attractive,
integrated and alternative means of travel to the private car and serves the
needs of visitors and local people travelling to and within the Coniston,
Grizedale and Hawkshead areas. Partners include Windermere Lake
Cruises, Coniston Ferry Services, Mountain Goat Ltd, Grizedale Mountain
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Bikes, Steam Experiences Ltd, the National Trust, the Forestry Commission,
Cumbria County Council, and the Tourism and Conservation Partnership.
4.8 The B4 network has, at its heart, a boat-bus-boat service called the Cross
Lakes Shuttle which links the lakes of Windermere and Coniston Water and
services the honey pot sites of Hawkshead, Grizedale and Tarn Hows. The
Shuttle has an integrated timetable and through-ticketing and there are
cycle racks on the boats and minibuses that provide the service. As part of
the initiative we have identified, designed and constructed strategic traffic-
free links for cyclists and walkers. This has created a safer and more
attractive network of paths linking shuttle boat and bus stops with tourist
attractions, towns and villages. Information about the Cross Lakes Shuttle
includes details of local tourist attractions and there are negotiated discount
packages for Cross Lakes Shuttle users.
4.9 Visitor monitoring highlights the popularity of the service: In 2003, for
example, the Cross Lakes Shuttle carried over 5,000 customers, 57% had a
car available that they chose not to use, and 92% of customers described
the service as good or very good. Indeed, the B4 network has become a
tourist attraction in its own right.
4.10 Our commitment to the promotion, development and use of sustainable
travel options is also reflected in our Authority-led ‘Give the Driver a Break’
CareFree initiative. In partnership with Cumbria County Council, Friends of
the Lake District and Stagecoach, we have produced a series of leaflets
which encourage visitors to leave their cars behind and travel by alternative
and often unusual means of transport - steam train, open-topped bus, and
traditional timber launch – throughout the National Park.
4.11 Both of these innovative schemes - the B4 Network and Give the Driver a
Break Scheme - have recently been acknowledged in the Good Practice
Guide of Integrated Transport Measures in National Parks commissioned by
the Department of Transport and DEFRA.
The Sustainable Development Fund
4.13 The Country Lanes Cycle Centre, Windermere, operates cycling day trips
and short breaks, and promotes cycling locally and nationally as a sustainable
form of transport. It works in partnership with First North Western Rail and
Cumbria Tourist Board. The initiative has led to the creation of two new jobs
and offers cycling proficiency training, free of charge, to local schools. The new
premises, adjacent to Windermere station, are fitted with photovoltaic solar
panels. The scheme received £22,500 from the SDF towards the solar panel,
electronic marketing, cycle proficiency and maintenance courses locally.
4.14 The Lakeland Camping Barns Joint Marketing Project has aimed, through
direct marketing, to increase occupancy levels in camping barns throughout the
Lake District, and to develop cycling and walking routes between barns. The
camping barns are usually converted stables, corn stores or cattle byres. The
network provides a supplementary income for farmers whilst offering simple
and affordable accommodation to all social, ethnic and age groups.
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4.15 The Rydal Hall Garden Restoration Project provides a unique ‘eco-
educational’ experience for both residential and day visitors. It includes repair
and replanting of the walled garden to produce organic produce for the hall,
youth centre and café, and installation of interpretation panels in the education
centre and grounds. These give information on Rydal Hall’s hydro-electric
power scheme and its sustainable estate management, demonstrating the
possible links between renewable energy and organic produce.
4.16 The Low Bridge End Farm woodland display, which is within part of a
traditional hay barn, informs visitors about the history and ecology of farm
woodlands in Cumbria and their sustainable management. Exhibits include
items produced from sustainable and non-sustainable resources. The barn is
linked to adjoining farm woodland where visitors can see sustainable
management in practice.
4.17 Solar Passenger Boat, Coniston. Coniston Ferry Services has created the first
solar- powered passenger boat in the Lake District by converting a traditional
1920s diesel powered launch to electric power, provided in part by solar panels
mounted in the roof of the boat. The boat is a popular attraction for visitors to
Coniston Water and can help to raise awareness of the importance of renewable
energy and the need to reduce carbon emissions.
4.18 The Hidden Britain Centres Project helped to address some of the social and
economic problems which followed the foot and mouth outbreak in 2001. It
gave Cumbrian communities an opportunity to develop innovative, sustainable,
community-owned and led initiatives. In Gosforth and Wasdale, local people
have designed interpretative and informative material, including a guide booklet
and website, which they hope will encourage visitors to stay longer and spend
locally.
4.19 Pooley Bridge Farmers’ Market. Farmers’ markets are a popular resource for
both local people and visitors. A grant from the Sustainable Development Fund
has helped to increase the number of stalls at the Pooley Bridge farmers’ market,
allowing more farmers to use it. The market helps to raise awareness of the link
between farming and the countryside through exhibitions and demonstrations.
Customers are encouraged to visit local farms to see how livestock are reared.
A Tourist Attraction: The Eskdale Trail and Dalegarth Station
4.20 The Eskdale Trail is a cycle route between Ravenglass and Dalegarth Station in
the Esk valley on the west coast. The trail was established to encourage visitors
and locals to cycle, create and promote safe and convenient access to the
countryside, provide a tourist facility that did not increase the level of
recreational motorised traffic in the valley, and extend the range of cycle
accessible attractions and facilities in West Cumbria. The initiative was led by
Cumbria Tourist Board, and partners included ourselves, the Ravenglass and
Eskdale railway and Muncaster Castle.
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4.21 The Ravenglass and Eskdale steam railway was identified as an existing
attraction that could provide a sustainable way for cyclists to access the Eskdale
valley, and a number of train carriages were customised to carry bikes. A route
for cyclists from Dalegarth to Ravenglass stations was identified, the scheme
involved draining and surfacing in local granite in keeping with a landscape
sensitive to change. A route guide was produced, new cycle parking introduced
at Ravenglass station and Muncaster on route, and a new permissive cycleway
agreed at Muncaster to provide the missing link on the trail. A monitoring
programme was established to profile customers, count bridleway usage and
explore the potential for cycle hire at Ravenglass station.
4.22 Promotion of the trail is encouraging walkers as well as cyclists to take the steam
railway and the trail has added value to the existing tourist attractions of the
Ravenglass and Eskdale railway and Muncaster castle which is on route. The
Eskdale Trail has tested our policy on ‘Quieter Areas’ which are not normally
promoted in order to retain areas of the National Park that feel remote. Early
monitoring showed that use of the railway by bikes jumped from 41 carried
informally in 2002 to 652 in 2003. 65% of car visitors said they would be
encouraged to cycle if cycle hire was made available, and this has since been
provided.
4.23 A separate but complementary initiative has been the redevelopment of
Dalegarth station. The original facilities comprised a 1930s timber building with
felt roof, which housed the ticket office, shop and cafe, open shelter and toilet
block. The station occupies a unique location in terms of heritage and landscape
value and is an important tourist destination. There are no specific development
plan policies dealing with replacement of existing tourist facilities and the
application was therefore judged on its merit in terms of design and impact on
environment.
4.24 Negotiations between the developers and planners have ensured that the final
structure, in both design and materials, relates well to the railway heritage of the
site and the vernacular architecture of Eskdale. This has included attention to
detail like the type of slate used, external finish and landscaping. The new
building can accommodate groups of visitors more easily, provides better
facilities, including facilities for disabled users, and a lower floor gives more
flexibility in its overall use. Upgrading has improved the financial sustainability
of the railway company, an important consideration given its significance to the
local economy of the Eskdale valley.
6 OUR TOURISM POLICIES
6.2 The thrust of our tourism policies is simple:
we would like to see a tourism sector which supports National Park purposes
and where there is an emphasis on local skills, materials and produce, and the
re-use of buildings.
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we want to provide the conditions for tourism businesses to flourish and for
visitor stay and spend to be maximised.
we are keen to encourage quality and good design, and a scale of building,
facilities and activities which respects the landscape and its communities.
we want everyone to come and enjoy the special qualities of the National
Park, put something back into the local economy and environment, and leave
with a better understanding and appreciation of what National Parks are all
about.
APPENDIX 1 – A PROFILE OF TOURISM IN CUMBRIA AND THE LAKE
DISTRICT
NATIONAL PARK
A recent study of visitors to Cumbria has shown that:
The dominant market segment is the over 50s (particularly couples using their
own transport to take short breaks).
Forty four per cent of all visitors come from 2 regions: the North and North
West.
One in four visitors live within one and a half to two hours drive time of the
heart of the county. In terms of distance more than a third (36%) of visitors
live between 91 and 180 km (57-112 miles) and a further quarter (26%)
live more than 360 km (224 miles) from the centre of the county.
Source: Cumbria Tourist Board’s ‘Cumbria Visitor Profile 2002’
Other research carried out in 2002 to inform a forecasts study has also provided
information on visitor profile and activities. Surveys carried out in a number of
National Park towns, villages and tourist centres including Grizedale and
Whinlatter showed that:
Most people were on holiday (80%) and normally lived outside of Cumbria
but within the UK .
25% of visitors were aged 35-44 and 67% were with partners or spouses.
Most visitors were within the CAMEO category of ‘wealthy retired’, smaller
family homes and less affluent older’ groups.
More than one in five had made the decision to visit Cumbria within the
last week.
Over half (54%) of all those interviewed had not used any information
sources when deciding to visit and a further 14% had used the Internet.
85% had visited Cumbria before and most people had made multiple
previous visits.
Over 90% had made previous visits during June to August but out-of -
season visits were also common: 51% of visitors questioned had been
between December and February.
The most common length of stay was 3-4 nights and one third of visitors
were staying in serviced accommodation.
The main mode of transport to Cumbria was car (85%) but slightly fewer
people (74%) appeared to use their cars once at their destination.
In terms of activities, 40% went sightseeing by car, 65% for short walks,
64% shopping and 39% on long walks of over 2 miles.
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Source: Cumbria Tourism Survey 2002 Report of Findings
Figures relating to the economic impact of tourism in the Lake District National Park
from 2000-2003 show that that tourism revenue, tourist days and tourism-related jobs
were higher in 2003 compared to 2000. During the four year period, the Lake District
National Park accounted for over half the tourism spend and tourism-related jobs
county-wide. The 2001 figures reflect the impact of the foot and mouth outbreak,
when visitor revenue fell by 6.6% in the National Park.
Year Tourism Tourism Tourist Tourist Tourism- Tourism- Tourism-
revenue revenue days days related jobs related related
(£millions) (% of (millions) (% of (full-time jobs jobs
county county equivalents) (% of (estimated
total) total) county total)
total)
2000 524.01 53.9 14.2 53.5 12,227 52.8 21,030
2001 489.54 53.6 13.1 52.7 11,714 52.5 20,148
2002 564.47 53.7 14.8 53.2 12,689 52.3 21,825
2003 591.56 53.8 15.3 53.0 13,084 52.2 22,505
2004 602.23 53.8 15.7 53.4 13,542 52.3 23,292
The tourism spend information is indexed to 2004. This is to make sure that the
financial data is comparable across the five year period. All the figures are based on
the most up-to-date local information.
The average length of stay in 2004 was 1.8 days (this includes serviced and non-
serviced accommodation together with day visitors and visitors staying with friends
and relatives).
Source: Global Tourism Solutions UK Ltd (2003) Cumbria STEAM Model Trends
2000 to 2003
Tourism trends show:
An increase in tourism revenue, tourism-related jobs, visitor numbers and visitor
days since 2000.
A decline in long holidays and increase in short breaks.
A shift from serviced to self-catering accommodation, especially for longer breaks.
Seasonal variations in tourist activity and tourism revenue with significantly higher
visitor numbers and tourism revenue from April to October.
A lengthening of season with short breaks increasingly taken throughout the year.
An increase in serviced accommodation occupancy rates.
An increase in visits to the county’s top paid and free attractions by 10%, on
average, in 2002, compared to 2001.
An improvement in business performance including visitor numbers, particularly
to attractions and serviced accommodation, and an increase in turnover and profit.
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Confirmation that scenery and peaceful surroundings continue to be amongst the
most significant factors affecting visitors’ enjoyment of Cumbria, and particularly
the Lake District National Park.
Sources: Locum Destination Consulting (2003) Cumbria Tourism Market
Forecasts, Cumbria Economic Intelligence Partnership (2004) Cumbria Economic
Assessment 2004, and Cumbria Tourist Board surveys on tourism business
performance, occupancy rates, and visits to attractions
In 1994, a survey of visitors to all National Parks in England showed:
There are approximately 12 million visitors a year (which equates to 22 million
visitor days)*.
About one fifth of visitors are day visitors and the rest are on holiday.
Many people make repeat visits (95 per cent of day visitors and 80 per cent of
holiday makers have been to the National Park before).
Most visitors come in groups of two.
Four out of ten day visitors (excluding residents) come from Cumbria, and over
one quarter from Lancashire.
Holiday visitors come mainly from the northern regions: North West, Yorkshire
and Humberside, and the North. One in five are from the South East and Greater
London area.
Most people stay in the Keswick, Windermere and the South Lakes areas.
Self catering is the most commonly used form of accommodation (58 per cent),
serviced (39 per cent) and visiting friends and relatives (4 per cent).
General sightseeing (by car) was the most popular activity (70% of all visitors)
and 69% said they also went sight seeing on foot (multiple response question).
46% went walking (for less than one hour) and 44% shopping for gifts and
souvenirs. One third went fell walking for more than 4 hours.
Sources: Centre for Leisure Research 1994 All Parks Visitor Survey.
*Note that visitor numbers are not comparable with STEAM figures because of
the methodology used.
iv) Quieter Areas and Busier Valleys
We know that some areas of the National Park receive significantly more
visitors than others, the scale and distribution of tourism facilities is more
intensive and other features, such as road character, also differ. These areas can
provide very different experiences. Our view has been that the concept of
‘spreading the load’ within the National Park is inappropriate, because it would
threaten the experience of those who seek the relative solitude and peace, and
the character of less developed areas.
As a result, we have designated ‘Quieter Areas’ which are served mainly by
narrow minor roads, and include areas where existing development generally is
unobtrusive. The Quieter Areas are indicated on the 1998 Lake District National
Park Local Plan Proposals Map. They comprise:
the valleys of the western fells from Newlands to the Lickle Valley;
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the eastern valleys from Martindale and the Lowther Valley to the head of
Troutbeck;
the northern fringes of the National Park around the less frequented fells north
of Skiddaw and Blencathra;
Woodland, Rusland Valley and Dale Park; and
the Winster Valley and Whitbarrow in the South East.
In contrast to the Quieter Areas, the impacts of development and the pressures
of visitors are generally much more apparent in the busier central valleys of
Langdale, Borrowdale and Ullswater. These areas are also indicated on the
Local Plan Proposals Map.
The Busier Valleys share many of the same qualities as the Quieter Areas,
including the magnificent landscapes, but have a greater concentration of
development and use. Whilst we have taken the longstanding view, expressed in
the 1998 Lake District National Park Local Plan, that further development may
increase congestion or diminish the quality of the landscape, we are looking
increasingly to improve access that is not detrimental to the environment, can
help support existing attractions and enhance the visitor experience. Good
examples include Miles Without Stiles, the B4 Network, Eskdale Trail and Give
the Driver a Break.
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