Go west – take the slow way this summer
WITH emphasis on staycations as we follow the roadmap out of lockdown, what better way is there to see some of the UK’s most iconic landmarks than to take the Great West Way?
Whether you are travelling by canal, river, road, or railway between London and Bristol, there is no shortage of destinations and visitor attractions.
These include Hampton Court Palace, Windsor, Maidenhead, Reading, Swinley Forest, Newbury, Whitchurch Silk Mill, Stonehenge and Avebury, Wiltshire, the Kennet & Avon, and Bath.
Speakers at the online launch of the Great West Way’s review, entitled The Journey So Far and
The Way Ahead, included Richard Parry, chief executive of the Canal & River Trust, the waterways and well-being ambassador for the Great West Way.
He described the Kennet & Avon Canal as a key element – a ‘slow way’ option running for 87 miles through the very heart of the route.
This is featured in a guide to the Kennet & Avon Canal, of which 100,000 copies have been printed.
Mr Parry said: “As people emerge from lockdown, they might be thinking about taking a holiday, booking a short break, or simply seeking a change of scenery. The Kennet & Avon Canal offers a relaxing way to explore the London-toBristol route and we hope visitors might find the map both inspiring and useful.”
It promotes the waterway and neighbouring attractions, including the boat trips operated by the Kennet & Avon Canal Trust, Bruce Boats, the Kennet Horse Boat Company, and the Wessex Rose; industrial heritage at Crofton Beam Engines, Claverton Pumping Station, and Wadworth Brewery; and showcases the opportunities to enjoy fine food and drink, too.
Great West Way director David Andrews said the corridor has an important role to play in the country’s national tourism recovery.
Describing the challenges and strategic opportunities, he described it as a catalyst for change which would not only make a difference to the region but also to England as a whole.
“It is five years since we first took steps on this great journey of ours and this review launch has been an opportunity for us to reflect on just how much the Great West Way has achieved so far,” he said.
He stressed the importance of being brand-led and getting industry on board from the start, 300 businesses having attended development workshops.
Minister for Sport and Tourism, Nigel Huddleston, said the Great West Way was one of the first projects supported through the Discover England scheme. It had generated many initiatives and products, with fantastic individual offerings along the route.
Acknowledging that it had been an ‘incredibly difficult’ time for the tourism sector, he added that the tourism recovery plan would focus on consumer demand, reducing barriers to travel, and looking to the future with the Building Back Better theme.
Sally Balcombe, chief executive of Visit Britain/Visit England, explained that the Discover England Fund, launched five years ago, is a £45 million programme aiming to ensure England remains competitive in the global tourism industry. The Great West Way is one of 14 large projects, and an example of partnership working.
“Our job is to build for the future and ensure we have a plan which really delivers a sustainable legacy,” she said. “We are a safe and secure country – a compelling new part of the tourism landscape.”
Mr Andrews added that although the Great West Way was originally aimed at overseas visitors, it has focused very much on the domestic market this year.
In the question-and-answer session which followed, Mr Parry was asked if it was possible to complete the journey one way on a narrowboat.
He replied: “It depends on the company you book with, but most offer as much flexibility as they can. The towpath is a continuous route and there are 20 people on the towpath for every person on a boat. It is a great way to see this wonderful countryside.”