Sustainable Rural Tourism project in the Mid Kent Downs October 2004 – June 2007, funded by LEADER+

In partnership with Ashford, Maidstoneand Swale Borough Councils, Marketing Maidstone Group, Swale Tourism Association and Tourism South East, the Kent Downs AONB Unit secured LEADER+ funding in 2004 for a two and a half year pilot project to develop sustainable tourism in the middle section of the Kent Downs. In an area stretching from Detling in the east to Chilham and Wye in the west, the overall focus of the project was to promote and manage the visitor experience in a sustainable way. We do not view sustainable tourism as a niche sector of tourism, but rather a set of management principles to be applied to all tourism activities, ensuring economic benefits to the host communities whilst minimising negative environmental and social impacts on the landscape and local population.

The project was accomplished through a series of initiatives aimed at developing sustainable business practices, involving local community participation, providing support and training opportunities to tourism businesses, encouraging the use of local produce, arts and crafts, and promoting low impact, cultural and heritage activities in the area.

Our overall aim with all our tourism development work is to ensure that tourism benefits the resources upon which it depends – the natural landscape and local communities – whilst providing a fulfilling experience for the visitor. Following is a brief overview of the various initiatives implemented in the Mid Kent Downs:

Visitor research: Providing up to date information on current visitors to the Mid-Kent Downs, with feedback on the area’s future visitor potential and development needs, the report can be downloaded as a pdf document using the link here.

Green accreditation: Working with Tourism South East and the Green Tourism Business Scheme (GTBS), a pilot scheme to promote green grading to tourism businesses was implemented in the Mid Kent Downs. 13 businesses successfully gained gold, silver or bronze awards and by project end, the Kent Downs had 17 members and a further 10 in the application stages. Go to the Green Tourism page for more information on the scheme and our members.

Awareness campaign with the Southeastern railway company : Two poster campaigns were run with the Southeastern railway network, in 2005 and 2007. Poster sites at stations throughout Kent and South London displayed images of the Mid Kent Downs and a message to encourage visitors to use sustainable transport; to travel by train to discover the countryside. 50,000 copies of the Mid Kent Visitor Guide were distributed at all stations throughout the network. Ideas for Days Out in the Kent Downs can be found at Southeastern.

Mid Kent Downs visitor guide: The first for the area, the visitor guide p rovides an overview of the Mid Kent Downs, its culture and heritage, as well as the availability of low impact activities and extensive public access in the area, with “pointers” to further information on walks, cycle routes and bridleways, where to stay, eat and drink and the many attractions – both natural and built. Call the Kent Downs AONB Unit on 01303 815170 to obtain copies of the guide. To download a pdf copy of the large text version, click here.

Website visitor information: Improved visitor information was added to the Kent Downs AONB website (and is maintained on an ongoing basis), again highlighting the great variety of activities in the area, farmers markets, festivals and other events, where to stay, where to eat and where great fresh produce can be purchased. Information on walking routes, cycle routes and bridleways is available and the interactive map provides details of accommodation, places to eat and to visit. Go to Visiting the Kent Downs.

Familiarisation visits and training: A series of familiarisation trips and presentations for local tourism information centres, tourism association members and travel press introduced the unique landscape features of the Mid Kent Downs, its variety of flora and fauna and the range of activities, visitor attractions, accommodation providers, transport and places in which to eat and drink.

Developing ‘Country Breaks’: Supporting the village of Chilham in the creation of a Country Break, this is an opportunity for rural areas to literally put themselves “on the map” with a guide to what makes their area special, i.e. capturing the unique essence of an area. The development of a Country Break is led by the tourism businesses and other stakeholders in a village or community, with support and co-ordination from the Kent Downs AONB Unit. The breaks are initially published through Rural Ways (a project of Tourism South East to support the development and promotion of sustainable rural tourism), but the long term aim is for each participating village / community to continue to develop the breaks and seek other channels for promotion. It will also create a useful platform on which they can build upon and develop plans for promoting themselves in the future. Go to www.ruralways.org.uk and select Country Breaks.

Funding for village interpretation: Six villages were offered funding to produce their own visitor interpretation. As long as the key ‘sustainability criteria’ were fulfilled, each village led on their individual interpretive project and decided on the best format to suit their needs. The five successful projects include:

Harrietsham : the installation of Sir Percival, a life size wooden sculpture of a Pilgrim resting on his way to Canterbury, along with a picnic table and interpretation panel. Upon the offer of funding, Harrietsham identified a lay by on the Pilgrims Way which suffered from fly tipping and litter. The site was cleared, landscaped and replanted and the installation of Sir Percival brings the history of the site alive, as well as creating a lovely resting place for walkers, with company.
Chilham: the publication of a new village guide aimed at both residents and visitors. The DL sized guide gives an overview of the village, its businesses, services clubs and groups etc. For a pdf version of the leaflet, click here.
Sheldwich, Badlesmere, Leaveland, Throwley & Selling: the compilation of a new walks leaflet detailing a walk which can be undertaken in up to three sections, linking all these villages and hamlets. The leaflet also provides information on local places to stay, eat and where to buy fresh produce.
Doddington & Newnham: the creation of www.twokentvillages.org – a new community website providing information to both the visitor and local resident alike. An online forum, blog, and village diary encourage people to communicate, share news and stories, promote their businesses, their special landscape, facilities and amenities.
Lenham: the compilation of a collection of three walks in and around the village of Lenham, with information on where to stay and the special heritage features of the village. Click here to download a pdf version of the leaflet.

All the above provide good examples of successful local community led initiatives. The majority of expertise and advice required – and the many people involved – came from within each village. Little to no outside assistance was required, showing the great achievements communities can make by identifying and tapping into local resources.

Business support programme: Ten ICT related training courses were held, and a number of one-to-one advisory sessions and business conducted. Specialist advice ranging from renewable energy to tourism grading, the Disability Discrimination Act and other legislation affecting tourism providers, information on funding and grants and AONB Unit activities was made available.

It is important to us that our efforts to develop sustainable tourism fit in with the overall aim of the Kent Downs AONB Unit, i.e. to conserve and enhance the natural beauty of the landscape and to supports its communities. We are careful not to promote the Downs to the detriment of the landscape and local population. Tourism, like any other business activity, needs to be managed, and that is why we support the growth of sustainable tourism and search for ways to achieve a balance between the demands of visitors as well as the needs of the local communities and their businesses.

This project laid the foundations for our current sustainable tourism work in the wider AONB. For details of the Transmanche Sustainable Tourism Project, click here.