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Tourism in Rural Hampshire. Roger Budden Real Places. Why Tourism?. Farm diversification Adding vitality to rural communities Range of jobs Consumer interest in the countryside The “ Staycation ” effect. What is Rural Tourism?. Holidaymakers Day Visitors Business Visitors. New Uses.

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tourism in rural hampshire

Tourism in Rural Hampshire

Roger Budden

Real Places

why tourism
Why Tourism?
  • Farm diversification
  • Adding vitality to rural communities
  • Range of jobs
  • Consumer interest in the countryside
  • The “Staycation” effect
what is rural tourism
What is Rural Tourism?


Day Visitors

Business Visitors

New Uses

Traditional Pursuits


Visiting Attractions

Walking, Cycling, Horse Riding, Shooting, Fishing, County Shows

Glamping, Go Ape Festivals, Zorbing, Weddings, Mountain Biking

Museums, Farm Attractions, Houses, Gardens

Hotels, B+B’s, Self-Catering, Camping, Caravans

hampshire as a destination
Hampshire as a Destination
  • Test Valley
  • New Forest
  • Winchester and Central Hampshire
  • East Hampshire and the South Downs
  • North Hampshire
  • The Solent
hampshire tourism volume and value
Hampshire Tourism Volume and Value
  • 4.3 million overnight trips
  • 3.7 m domestic visitors
    • 0.5 m overseas visitors
  • 37 million day visits
  • 60,000 jobs (c.9% of employment in County)
  • £2.4 billion spend
    • £1.6 billion day visitors
    • £800 million staying visitors
Consumer Trends

Staying at home

The real thing

The connected society

Experiences not places

Learning and leisure

The value of downtime

Quality facilities and service

still popular and growing
Still Popular and Growing



Caravan and Camping

Self Catering

still popular and growing1
Still Popular and Growing

Family Activities

Local Produce




new areas of growth
New Areas of Growth




Boutique Hotels

new areas of growth1
New Areas of Growth

Hands-on Visits

Adrenaline Activities



areas of opportunity
Areas of Opportunity
  • Camping – rough and fancy
  • Touring Caravans
  • Festivals
  • Accommodation along long distance footpaths and cycle routes – baggage transfer
  • Equestrian B+B
  • Local Produce – “Catch it, Cook it, Eat it”
  • Mountain Boarding
  • Farm/Landscape/Wildlife Walks
  • Visit England:
  • Tourism South East:
  • Hampshire County Council:
  • Our Land:
  • RDPE – Leader Programmes, Paths for Communities, RDPE 2013 onwards?