To provide you with the best experience, cookies are used on this site.  Learn more

Allow cookies
Horsham brand identity banners to promote events in this West Sussex market town

About

Summary 

The Economic Development Team at Horsham District Council needed a comprehensive Visitor Economy Strategy (Destination Management Plan) to attract new visitors to the Horsham District and encourage longer dwell time and increased visitor spend. The project needed to build on the rich heritage and culture of Horsham District to create a brand that engaged with visitors and the local community to create a marketing identity. It also needed to develop a local Visitor Economy Partnership (Destination Management Organisation) to oversee the delivery of the Strategy.  

Acorn Tourism was commissioned by Horsham District Council to develop a comprehensive Visitor Economy Strategy for Horsham District and investigate options for establishing a public private Visitor Economy Partnership to lead on the delivery of the Strategy.

Our Approach 

Acorn Tourism, with our placemaking associates Thinkingplace, worked closely with the Horsham Rural Towns Forum as well as the Horsham District Council Officers, Parish Councils, South Downs National Park and visitor economy businesses across the District to develop a Visitor Economy Strategy that focused on the five market towns of Billingshurst, Pulborough, Storrington, Steyning and Henfield as well as Horsham town.

To understand the current visitor economy of Horsham District and the aspirations of its local communities and businesses, we undertook a Destination Audit, a Market Demand Analysis and conducted five Parish Council meetings, three wider stakeholder workshops, 20 one-to-one consultations and two online surveys, one of residents and one of businesses.

The findings from this extensive engagement process were analysed to inform three clearly defined strategic themes. These themes underpinned the development of the Horsham Story narrative, the brand identity visuals as well as the Visitor Economy Strategy/ Destination Management Plan (DMP) and the Marketing Action Plan. 

Alongside the development of the DMP, Acorn Tourism assessed the governance options for the Destination Management Organisation (DMO), providing best practice case studies and a Terms of Reference for the public-private organisation. We set up the first DMO meeting where the DMP was officially signed off, brand guidelines issued and the Destination Marketing Plan reviewed before an official launch to invited media and the wider tourism sector. 

Outcome 

  • A comprehensive Visitor Economy Strategy/ Destination Management Plan for Horsham District
  • A constituted cross-sector Visitor Economy Partnership/ Destination Management Organisation for Horsham District
  • Brand visuals and brand guidelines for Horsham District
  • A 2-year Marketing Plan for delivering the Strategy

Directions

Public Transport Directions

"The strategy Acorn Tourism created has been very well received and has assisted both the Council and several of our visitor economy businesses in securing funding of almost £2 million through the EAFRDA and LEADER programme! The visual identity and brand have also been well received.”

Clare Mangan, Head of Strategic Planning, Horsham District Council

Projects Nearby

  1. Acorn collaborated with environmental planners to research community needs, accessibility…

  2. Nine short break outdoor activity itineraries were developed in Kent, West Sussex and…

  3. To deliver a high-quality programme of education and outreach work, the Sussex Wildlife…

  1. The Sussex Wildlife Trust’s Countryside Centre, located in Woods Mill, is a Grade 2…

  2. Acorn provided market-led options for the development of the house at Leith Hill, a…

  3. Workable options for improving the Visitor Centre had to consider tight planning…

  4. Research and production of a guide for local producers explaining how they can sell their…

  5. This private estate needed initial feasibility and planning advice to restore a 100-acre…

  6. This study was commissioned by a leading UK adventure tour operator to examine the market…

  7. Evaluation of rural tourism and self-catering accommodation market trends, appraisal of…

  8. Short Description

    The 3-year Business Plan needed to address restructuring and funding…

  9. Survey of residents and visitors to 10 attractions within Richmond-upon-Thames to find…

  10. Study to provide up-to-date information on visitor and trip characteristics, and to…

  11. Acorn's Business Plan provided Lambeth Council’s Parks Department with a viable model to…

  12. This study was commissioned to provide a greater understanding of the potential of…

  13. A robust analysis of Wealden’s visitor economy was undertaken to inform the next tourism…

Previous Next

Horsham Visitor Economy Strategy and Visitor Economy Organisation

Client:

Horsham District Council,

Location:

West Sussex, United Kingdom
Horsham District Council

Contact us

3 Woodland Enterprise Centre, Hastings Road,
Flimwell, East Sussex, TN5 7PR, UK

+44 (0) 1580 879970

contact@acorntourism.co.uk