Make the most of your natural assets

Britain's natural beauty and landscapes are frequently cited as the reason UK visitors take 19 million holiday trips and 1.3 billion leisure day trips to the countryside every year, contributing significantly to tourism and the rural economy.

Visitors want to see the country's open spaces and to explore places off the beaten track. They enjoy the stories associated with the countryside and coast and the chance to see wildlife in its natural habitat.

Make it easy

Remember that not everyone feels comfortable going to the coast or exploring the countryside, especially if it's their first time or if they're very used to city life. Is there a way you can interpret and explain views, farming practices, local traditions and so on?

Perhaps there's a perception that you're hard to reach, there's no public transport or nothing to do in the winter months. Think about these potential obstacles to visitors and address them in your promotional print, website and other marketing activities.

Make it come alive

Visitors love anecdotes, stories and details that make places come alive.

Accommodation providers can have a positive impact on the local economy and make a name for themselves among visitors by offering high quality local food. And when you serve it, why not include a brief note about the people who produced the food?

Create simple display boards or include a section in your menu. Provide information about local produce shows and festivals.Similar ideas apply to the seaside where visitors often gaze out to sea without appreciating the vast life that lies beneath the waves.

Many villages and small towns are host to relatively small scale events loved by locals, such as village fetes or other fundraising events. Visitors who serendipitously come across these ‘insider' events enjoy them but it's often hard to find information about them. Check with your local tourist information centre and put the information on your website.

Make it different

Today's consumers and visitors are no longer satisfied trooping around one visitor centre after another. They want a deeper experience, a chance to learn and actually get involved. What can you offer? Is there a quirky angle you can use in your publicity? Or perhaps you can offer a behind-the-scenes tour or other value-added experience. People are ready to pay for unusual experiences and stories to take home.

A great example of letting people get involved is 'Farmer for a Day' in Cheshire where visitors have the chance to spend a day helping to look after a dairy herd. To find out more go to www.farmer4aday.co.uk.

Participation is photo-friendly. Visitors will want to show their pictures to others so this is also a great word-of-mouth recommendation.

Make it all year round

Tourism is often concentrated on key peak periods, whether this is a month of the year or day of the week. Encouraging visitors to arrive at staggered intervals improves their experience as well as being easier to manage.

Nature provides plenty of reasons for visitors to come at different times – and come back again. Whether it's a fungi foray in October or a chance to see a host of daffodils in the spring, there are lots of triggers for special promotional activities. Food can also be an ideal angle – celebrating local food as it comes into season.

The website www.commonground.org.uk has a useful section on what's in season, giving ideas for seasonal events and festivities, with sections on foods, fauna and flora.

Further advice

VisitBritain's outdoor tourism advisory guide, Coast, Countryside and Nature, offers further practical advice on how your business can benefit from rural and coastal tourism. Download a pdf copy from www.tourism.trade.org.uk.