Cornwall Area of Outstanding Natural Beauty

The Cornwall Area of Outstanding Natural Beauty Management Plan 2011 - 2016

Sustainable Tourism

Visions

• A tourism industry which recognises the value of a high quality landscape and the central role of the AONB.

• A tourism industry in harmony with its landscape and environment, attracting responsible visitors, in sustainable numbers through the year.

• Visitors and tourism providers who respect the landscape, environment and communities
of the Cornwall AONB and do everything possible to ensure their own impact is positive.

• A internationally competitive, innovative, low carbon and sustainable Cornish tourism industry seeking to support other Cornish industries which enhance local distinctiveness e.g. the local food and creative/cultural sectors.

Background

The unique landscape, natural beauty, biodiversity and cultural heritage of the Cornwall AONB is central to Cornwall’s tourist economy and is the star attraction for Cornwall’s visitors. The Cornwall AONB represents the finest parts of Cornwall in terms of attracting visitors and the sustainable management of these landscapes is essential to a long term prosperous future for the tourism industry and Cornwall’s economy.

Historically the tourism industry has focused on increasing visitor numbers. However, over
the last 20 years, the emphasis has shifted to attracting more visitors at the times of the year when they are needed. Cornwall’s natural beauty is now appreciated throughout the year, contributing to a high quality tourism experience and creating successful year round businesses which sustain better quality employment. This shift in emphasis is highly compatible with the purposes of the AONB as much of this quality experience relies on the quality and sustainable management of the cultural heritage and natural capital of the protected landscape.

Stepping on from a high quality experience and better management of place is the principle
of ‘wise growth’ or ‘sustainable tourism’ which aims to develop an industry which is in harmony with the landscape and contributes positively to economy, community and environment, something which has come to be known as ‘the triple bottom line’.

Management Framework

• The European Charter Status for Sustainable Tourism in Protected Areas from the EUROPARC Federation was awarded to the Cornwall AONB in 2009. As part of the Charter application the Cornwall AONB was required to produce a Sustainable Tourism Strategy

• A high quality landscape is integral to tourism, attracting 4.5+ million visitors annually with a spend of 1.5 billion, supporting 40,000 jobs which is estimated to account for 25% of all employment in Cornwall5

• The recognition of the Cornwall AONB as a high quality landscape can bring added value to tourism businesses in terms of profitability and quality of visitor experience

• ‘VisitCornwall’, the Cornwall Development Company tourism service provides leadership,
support and targeted services and projects to ensure the wise growth of tourism as a key sector of the Cornish economy and aims to achieve a ‘Cornish Tourism industry that is internationally competitive, innovative, low(er) carbon and sustainable and delivering wise growth6

• VisitCornwall administers the VisitCornwall Partnership which is a public/private partnership with the aim of assisting the service with its strategic plan, overseeing the detailed work of VisitCornwall’s sub groups on marketing, research and development and the quality raising agenda, as well as support work with key partners and agencies

• The Cornwall Council Tourism Panel and The Cornwall Tourism Association Group both set up by VisitCornwall will advise Cornwall Council, VisitCornwall and the Cornwall Development Company on geographical tourism issues, the development and implementation of a Cornwall Tourism Strategy, business support and legislative matters

• CoaST (Cornwall Sustainable Tourism Project) is an independent social enterprise whose aim is to work towards a tourism industry which operates within our social, financial and environmental means

• VisitCornwall will examine opportunities to promote the ‘Green Start’ programme which has
been designed by VisitEngland as a web based tool to raise awareness of sustainable tourism and ‘Green Edge’ which is a one-day training course designed by the Regional Tourist Board Partnership to complement ‘Green Start’

• There are quite a number of smaller tourist organisations such as the South East Cornwall
Tourism Association (SECTA), the Penwith Tourism Action Group (PTAG), the Padstow Area Tourism and Business Forum (PATBF), the Bude Area Tourist Board (BATB),
King Harry’s Cornwall, The Best of Bodmin Moor (BoBM) and ‘VisitLizard’

• CoaST has supported over 150 businesses to gain Green Tourism Business Scheme certification in Cornwall

• Cornwall College, the Tourism Skills Network and CoaST have developed a BTEC course in Sustainable Tourism which is available for anyone

• The Rural Development Programme for England ‘Sustainable Tourism Programme’ is designed to improve the quality of the overall tourism experience through maintaining and developing the natural environment and funds a number of projects, including:

Discover the Extraordinary Project – managed by the Cornish Mining World Heritage Site which aims to develop the quality and appeal of the World Heritage mining landscape and attractions

TRAC (Tourism and Rural Access in Cornwall) Cornwall Council is working with businesses to develop links between the Camel and Tarka multi-use trails, to help diversify tourism facilities and interest to areas in the less traditional tourist ‘hotspots’

Unlocking our Coastal Heritage - A partnership led by the South West Coast Path Team to conserve, enhance and interpret 30 sites along the South West Coast Path National Trail. It aims to improve the quality of the visitor experience and increase the economic benefits
to the associated tourism industry.

5. ‘The Value of Tourism 2008’ – South West Tourism
6. ‘The Wise Growth of Cornish Tourism’- Strategic and Operational Plan, 2010-2011, Cornwall Development Company – Cornwall Tourism Service (VisitCornwall)

Sustainable Tourism Policies

ST1	Promote sustainable tourism and wise growth which cares for the landscape, environment and communities upon which the industry depends, providing a model for the development of Cornish tourism
ST2	Raise awareness and respect for the Cornwall AONB and communicate effectively to local tourism businesses about the special qualities of the natural, cultural and built environment of the AONB in order that they can be celebrated, respected, disseminated and sustainably utilised as a marketing tool
ST3	Sensitively and sustainably promote the AONB to potential visitors, in a co-ordinated way, whilst managing visitor numbers where the AONB landscape is becoming degraded through over-use
ST4	Secure a strong voice for the AONB landscape within tourism management in Cornwall; ensuring that the industry is driven by sustainable tourism with the full and active involvement of local tourism organisations and businesses
ST5	Raise awareness among tourists and tourism businesses about sustainable, responsible tourism in order that the special qualities of the AONB landscape are conserved and that the environmental impact of tourism is minimised

Sustainable Tourism Actions

A/ST1	Produce a yearly business plan to implement the Cornwall AONB Sustainable Tourism Strategy and Action Plan, ensuring integration with the Cornwall Tourism Strategy – Cornwall AONB Unit, VisitCornwall and CoaST
A/ST2	Undertake a pilot project to understand the carrying capacity of popular AONB tourist destinations. Monitor landscape quality and visitor numbers in these areas and target marketing efforts to ensure they remain in good condition – VisitCornwall
A/ST3	Identify within the TRAC project opportunities to alleviate pressure on overused AONB tourist destinations and facilities – Cornwall Council Environment Service
A/ST4	Establish a working group to co-ordinate the marketing efforts of VisitCornwall and the RDPE Sustainable Tourism Programme projects and other initiatives in order to ensure effective and joined up interpretation, marketing and signage (See Transport and Access) – VisitCornwall
A/ST5	Undertake a feasibility study on an AONB marketing scheme for sustainable/ GTBS tourism businesses and implement the results – VisitCornwall, CoaST and Cornwall AONB Unit
A/ST6	Ensure representation from the Cornwall AONB Partnership on the VisitCornwall Partnership – Cornwall AONB Unit and VisitCornwall
A/ST7	Initiate an interpretation/visitor information project for the Cornwall AONB which establishes local groupings of Tourism businesses and uses innovative tools such as Geocaching to interpret and provide information about the AONB – VisitCornwall and Cornwall AONB Unit
A/ST8	Adopt the Green Start programme and Green Edge training, incorporating information about the Cornwall AONB – VisitCornwall and Cornwall AONB Unit
A/ST9	Develop and run a programme of training in the tourism sector, building upon the BTEC in Sustainable Tourism and linking in with Green Start and Green Edge initiatives – CoaST and VisitCornwall

Further Information

Further information on condition, predicted trends, management framework and monitoring can be found in the web based appendices to this chapter http://www.cornwall-aonb.gov.uk/management-plan/further-sustainable-tourism.html