About

Summary

This study identified 15 destinations where there were sufficient products to develop 15 walking, cycling and equestrian short break itineraries for promotion on the Tourism South East Rural Ways website and through holiday operators. 

The promotional plan and materials that accompany these destinations and itineraries increased the awareness of the South East of England as a beautiful rural area with excellent opportunities for visitors to partake in a range of rural activities, particularly walking, cycling and equestrianism. The promotion of these short break itineraries also informed visitors of the importance of the landscape and the role land managers have in protecting and maintaining it. 

The itineraries included sufficient information to enable visitors to plan an activity and take a rural short break using services and products provided by local businesses, they also enabled visitors to plan their break using public transport.

Our Approach 

The geographical scope of the project area stretched from the north Kent coast in the east to the New Forest in the west, spanning five counties and providing an extensive footprint of beautiful, and often protected countryside from which to identify destinations for activity driven short break holidays. We chose the most appropriate destinations in the light of other activities and initiatives in the area. 

Our approach across the whole study was to develop a close relationship with local tourism and countryside officers and businesses to ensure that all partners were ‘on board’ and supported the promotion of the selected destinations and itineraries. It was important that the project was developed at grassroots level.

The overall theme of the promotional materials emphasised the suitability of the area for activity led rural short breaks, the value of the landscape and the essential role farmers and local land managers have in retaining its uniqueness. 

Outcome 

The Country Short Break itineraries promoted the range of walking, cycling and equestrian activities available and informed visitors about where they could stay, eat and drink, ideas for days out, what speciality local produce to buy and how to travel without the car. We worked with local communities to produce Country Breaks for:

• The Blean, Cranbrook with the Seven Wonders of the Weald and Romney Marsh in Kent
• Ardingly, Midhurst and Pulborough in West Sussex
• Alton, Alresford and Stockbridge in Hampshire. 

A template was created for the itineraries that could be updated by local communities or used by other destinations to create their own Country Breaks. The promotional plan identified the target audiences, maximised low-cost digital marketing opportunities and built links with local tour operators.