Exmoor Tourism Business News & Update
11 September 2020
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Autumn – a time for change
Dear all,
I hope this find you well. What a year we’ve had so far. Following lockdown, we know many of you have been busier than ever in an effort to recover lost business and to manage a sudden surge in visits.
The change in seasons gives us an opportunity to reflect and plan ahead.
Just before Covid-19 really took hold in the UK, I spoke at the Visit Exmoor Tourism Day in Dunster about some of the emerging trends for tourism in 2020 – chiefly, a growth in demand for authentic, sustainable experiences that are off the beaten track, alongside a growing interest in more local travel as ‘flight shaming‘ took hold and the concept of ‘motion-based’ travel such as following long distant routes or itineraries. As we take stock of the last few months since initial restrictions were eased many of these still ring true – people are opting for domestic breaks and almost daily journalists are asking for us to share our ‘hidden gems’. There is much here that Exmoor can use to its advantage.
National Parks had already begun to think about the role of our most precious landscapes having the power to transform lives. We were considering how our support for tourism could help transform communities, visitors and the environment. As we continue to rebuild, the opportunity we have now is to transform our tourism offer. We’ve begun to engage with new audiences who’ve never been to Exmoor before. People have recognised the value of nature, and their need to connect with it, like never before.
All of this gives us a strong base on which to work together to really extend the season on Exmoor. Attracting people to discover Exmoor all year round. The offer outside of the peak season is different but no less alluring.
As we move into autumn it is a time for change – a change in pace, and a change in approach maybe.
Dan James
Sustainable Economy Manager
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Updated Government Guidelines - the 'Rule of 6' |
The Government has published further guidance on the new “Rule of Six”. This provides more detail on the exemptions, which include:
- Weddings
- Education and training
- Work or voluntary/charitable services
- Some organised indoor and outdoor sports, physical activity and exercise classes (further linked details are provided on this)
- Youth groups or activities
The guidance clarifies that COVID-19 secure venues can continue to host people up to their social distancing capacity but that no one can visit in a group of more than 6 (except for the exemptions and where the household (including bubble) is greater than 6)
There is also a FAQ document to go with the guidance which states, among other things:
- People should not go on holiday in England with people outside their household (including bubble) in a group larger than 6 people
- Where people can travel to or what they can do on a holiday is not affected provided that the group size is not exceeded
- This does not change the guidance on what to do if someone catches Coronavirus while on holiday.
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Dark Skies - Making the most of the opportunity |
Dark Skies Festival 2020
The initial programme is available online here. We are currently reviewing with partners the impact of the latest Government announcements on the festival events and will be updating the programme as necessary. |
Exmoor at Night Photography Competition
A great opportunity for you and your guests to share your images of Exmoor at night.
Four categories (A-C have classes for under 16s and 16+) as below:
- A. Exmoor Icons at Night
- B. Enjoying Exmoor’s dark skies
- C. Night Sky over Exmoor Landscapes
- D. Deep Sky photos taken from Exmoor (one class, any age)
Full details of the competition here. Our thanks to Astronomy Now Magazine, Exmoor Magazine, Wicked Wolf Gin, Miles Tea & Coffee, Celestron Telescopes and Canongate Publishers for supporting us with competition prizes.
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Dark Sky Friendly Business accreditation scheme
Apply now to be one of the first Dark Sky Friendly accredited businesses within Exmoor National Park.
If you can demonstrate an understanding of the importance of our dark skies and the role they can play in attracting visitors by adding to and promoting the opportunities for amazing experiences then you may be eligible to receive this accreditation. Many tourism businesses have joined us recently with some on-line training sessions and more important work is underway.
If you'd like to know more please email Katrina
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Tourism recovery and marketing update
The Exmoor tourism organisations who are all partners in our Tourism Response & Recovery Plan have continued to meet regularly.
The National Park Authority are developing a comprehensive marketing campaign with Visit Exmoor to encourage people to take time to discover Exmoor this autumn and winter. Some of the marketing images are included here.
Target audiences will include couples wanting to escape cities and towns looking for a coastal or rural short break and, families looking to spend quality time in the outdoors, encouraging day trips over the weekend and school holidays. We want to inspire visitors who may not realise how accessible Exmoor is to them.
The 4-month campaign will target visitors from a 1 to 2.5 hour drive from Exmoor and utilise a range of channels and media including a home page takeover with a leading countryside / outdoors website, print advertising, video, promoted social media work and more. We are also working with local tourism based associations within Exmoor to add value to the overall campaign and support individual destinations where appropriate.
The campaign will sit alongside the national campaign led by Visit Britain ' Escape the Everyday' - their campaign title chimes well as this is the title of the Exmoor Marketing Strategy for 2018-2020!
Join in by using the campaign hashtags: #AutumnOnExmoor #ExmoorAllSeasons and #EscapeTheEveryday.
These latest campaigns follows the collaborative work Exmoor has been featured in, alongside Devon, Somerset, Cornwall, Dorset and other South West destinations, through the Government backed ' Enjoy Summer Safely campaign. |
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Discovering more of Exmoor |
The BIG Exmoor Quiz Trail
The Exmoor National Park Centre teams have developed a new quiz trail spanning the National Park in an effort to encourage visitors to experience more of the moor. This has the dual benefits of providing a deeper experience for visitors allowing them to discover new places on Exmoor, whilst helping to disperse visitors away from honeypots and spread the benefits of tourism. There are over 20 questions to be answered across the National Park, with participants choosing their own routes to find the clues using postcodes, gird references and / or the new What3Words app. Hard copies are available free of charge in National Park Centres (where you can also obtain a completion certificate) or downloadable online here.
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Exmoor routes
Jason Boughton (Visit Exmoor committee member and proprietor of Highcliffe House, Lynton) has developed some new driving routes and itineraries. There is an Exmoor wide route as well as specific routes for different areas of the National Park highlighting the different experiences along the way.
They are available to download here.
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The 19th October marks the anniversary of the creation of Exmoor National Park back in 1954. This year Exmoor Day will provide an opportunity for all those that love Exmoor to join a great big online celebration of this special place - resulting in wide exposure and social media coverage.
Further details of planned activities and how you can get involved will be published soon, meanwhile do think through what you might wish to do yourselves to celebrate Exmoor and tell the world what a great place it is to visit. #ExmoorDay
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Buy Local and the Eat Exmoor database |
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During 2020, we know that the services of local shops and local producers have been instrumental to all communities and there has been an increased recognition of their importance and the need to use and support them. Point of sale material based around the 'Buy Local' message is available free to shops. If you are a shop, a producer or a business that wants to use more local produce find out more here where you will also find a database of local Exmoor producers and a Local food Marketing Toolkit #EatExmoor |
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Engaging visitors at Ashcombe, Simonsbath |
Following restoration of buildings and work in the Ashcombe Gardens we are running a piece of work at Ashcombe, Simonsbath (also known as the Old Schoolhouse and White Rock Cottage) until March 2021 exploring new ways of engaging visitors at the site from a range of different audiences.
We're in the process of developing ideas and will be looking for local businesses to help during the delivery of some trial activities. If you feel this would be of interest to you, or would like to discuss ideas for activities, please contact Louise Reynolds at ashcombe.development@gmail.com. Themes we feel would work well include health and wellbeing, art and creative writing, woodlands, foraging and cooking, guided walks, stone work, gardening, history and heritage, nature immersion, wildlife. Louise would love to hear from you.
If you are familiar with the site, or know others who are, please let us know what makes it special by joining in with Ashcombe: Spirit of Place. This will help to guide future development at the site.
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Who's who - meet the Exmoor National Park Sustainable Economy Team |
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Sustainable Economy Manager
Mon - Fri
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Economy Project Officer
Mon - Thurs
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Our National Park Centres at Dunster, Dulverton and Lynmouth are available to inspire and inform you and your guests with expert advice, interactive displays and resources.
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We support and host Visit Exmoor who take a lead on the marketing of Exmoor as a visitor destination.
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