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Innovation in Rural Tourism

Andy Woodward Chief Executive Farm Stay UK 10 June, 2010 Islande Hotel, Riga, Latvia. Innovation in Rural Tourism. THE TREND: - Socially led increase in interest for countryside Media reflecting trend with major TV scheduling, including BBC Countryfile, Jamie Oliver, Jimmy’s Farm,

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Innovation in Rural Tourism

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  1. Andy Woodward Chief Executive Farm Stay UK 10 June, 2010 Islande Hotel, Riga, Latvia Innovation in Rural Tourism

  2. THE TREND: - Socially led increase in interest for countryside Media reflecting trend with major TV scheduling, including BBC Countryfile, Jamie Oliver, Jimmy’s Farm, Great British Menu, Coast, Three in a Bed Reflected in TV advertising – Muller Yoghurt, Waitrose with less food miles Glamping – Glamorous camping getting good media hype Innovation in Rural Tourism

  3. THE REALITY: - Major International recession Euro as low as £1 = E1.10 US Dollar as low as £1 = $1.45 Non Euro / US$ destinations performing well such as Turkey and Egypt Camping and Caravanning doing exceptional well in UK 2010 UK Election / World Cup affects sales Much research but late late late bookings Innovation in Rural Tourism

  4. THE STATISTICS: - (Visit England UKTS Dec 09) 2009UK trips up by7%overall and 17% for “Pure Holiday” category Self Catering Holidays Up 26%– serviced accommodation up only 6% UK residents made 15% less overseas trips in 2009 and spend 13% less Seaside holidays +19.6% trips, +21.7% bednights, +16.0% expenditure Countryside / Village holidays +11.3% trips, +11.2% bednights, +12.4% expenditure Self –catering +30.1% trips, +28.7% bednights, +26.3% expenditure Camping / Caravanning +27.0% trips, +24.9% bednights, +3.8% expenditure Bed & Breakfast -0.9% trips, +4.9% bednights, +5.3% expenditure

  5. New Accommodation Ideas The Straw Bale Caravan The Straw Bale Cottage www.homegrownhome.co.uk

  6. New Accommodation Ideas Yurts, Wigwams and Tipi’s www.cotswoldyurts.co.uk

  7. New Marketing Partners Muller Yoghurt Promotion - Mainstream yoghurt brand in supermarkets - Summer promotion 2009 - 13,000,000six packs Daily Prize £1,000 from 1 July – 30 September Each prize 5 x £200 tokens, valid until Dec 2010 Results Brand awareness increase for Farm Stay UK with both consumer and industry £93,000 of tokens circulating during difficult year Second biggest referral site after google www.farmstay.co.uk

  8. New Marketing Partners Muller Yoghurt Promotion www.farmstay.co.uk

  9. New Funding Streams • RDPE: • Rural Development Programme for England • European funding • Regionally managed via RDA’s • Regional Development Agency • £200,000 over three years • improve farm interpretation • marketing campaign • shows and events • kids initiative • food programme to deliver local produce • to self-catering properties • - Target to increase room nights on farms www.wakeuptotheheartofthecountryside.co.uk

  10. New Funding Streams www.wakeuptotheheartofthecountryside.co.uk

  11. New Experience Traditional Farm Buildings • new market • exceptional quality • happy customers www.farmstay.co.uk

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