700 jobs could be created within the National Forest
AS many as 700 new jobs could be created within the National Forest under a 10-year “Tourism Growth Plan” launched today.
Tourism in the new forest – which covers 200 square miles of north Leicestershire, Derbyshire and Staffordshire – already supports more than 4,700 jobs today, according to the National Forest Company.
It attracts more than 7.8 million visitors a year and contributes £376 million to the economy – and the strategy also hopes to grow visitor spending by 15 per cent.
The plan suggests that the next stage of growth will be about moving from an “emerging destination” – the forest is only 26 years old – into an established one.
It hopes to achieve that by doing more to promote the forest “brand”; develop new visitor experiences; make the forest an even nicer place for people to visit; and shout about what makes it so special.
The company gives about £1 million in grants each year to support the area, and levers in the equivalent in other funding to match it.
New jobs could be created in areas such as hospital- ity and accommodation, food and drink, outdoor activities and other new tourism start-ups.
Specific improvements include things such as already planned improvements at Calke Abbey, a National Trust estate five miles north of Ashby.
The trust is currently developing an activity hub with a new building, café, toilets, cycle hire, new car park and footpaths, cycle routes, play areas and nature trails.
The first part will open next year.
More generally the National Forest Company will extend the number of signposted walking, rising and cycling routes, and encourage businesses to develop activities and accommodation along them.
New festivals and events will be planned, while towns and villages within the forest will be encouraged to become even greener.
James Berresford, former chief executive of VisitEngland and National Forest tourism champion, formally launched the 10-year plan in Staffordshire on Monday.
He said: “During my time working in the tourism sector I have seen the National Forest build a reputation for offering a range of attractions, activities and places to stay, as one of the UK’s most accessible woodland destinations.
“The next 10 years will move the forest from an emerging destination into an established one.
“This plan is about the wise growth of tourism, and stimulating a cycle of investment to enable the forest to thrive as a destination.”
John Everitt, chief executive of the National Forest Company, said: “The growth plan has been produced by the National Forest Company but it is for the whole forest.
“It needs tourism businesses, local authorities, landowners, communities and everyone who has an interest in forest life to share its ambition.
“First and foremost, this means looking after the forest.
“It is a unique asset and we want visitors and tourism businesses to value it as much as we do.
“Investment opportunities include new forestrelated attractions, additional high-quality accommodation in a woodland setting, and events and festivals that harness the appeal of the National Forest.”