Nature Tourism:

Creating shared value in areas of

deprivation

Yorkshire’sNature Triangle

Background

• Fishing industry faces big challenges• Farming incomes fluctuate with global prices • Food producers pressured by supermarkets• Youth unemployment• Seaside tourism in decline• How can a wildlife trust create shared value?

Background

• Wildlife audiences are growing• Awareness of “wild Britain”• Concern for the environment• Responsible tourism• UK/EU legislation is working – cleaner rivers, lakes

and seas• Many species in decline – wildlife trusts need more

informed supporters

• Changing holiday patterns• Demand for quality accommodation and food• Growth (and energy) of the retired market• Wildlife on TV• Photography & optics: lower cost – higher quality• Authentic experiences: staying on the farm, going to sea with fishermen

What are visitors seeking?

• Beautiful natural landscape and seascape with species of European significance regularly visiting or resident• Eastern Yorkshire relatively unknown - by improving the experience and stronger marketing we will generate wealth• New spending on facilities, travel, and accommodation will create jobs• Blueprint for growth, wealth creation and jobs in economically disadvantaged areas: declining seaside & inshore fisheries

What can we offer?

Promoting The Triangle• Network of wildlife viewing

opportunities • Build on iconic species

and major wildlife events• Visitor orientation/

information centres• Co-ordinated marketing• Create year-round interest • Work with B&Bs, farms &

fishermen

How can we make this happen?

Three areas for investment:– Capital projects– Marketing and promotion– Capacity development across the area’s

tourism, farming

and fisheries sectors

Tony McLean

Nature Tourism• NGOs working with small business• Recognising economic needs in the area• Seeking to link these to growing concern for

wildlife• Drawing on local knowledge & expertise• Creating local clusters around wildlife