Crafting new tourism policies

Nov 12 2009 by Peter McCusker, The Journal

A new breed of visitors to the region are looking to learn a creative skill during their stay. Peter McCusker reports.

WITH North East tourism currently riding the crest of a wave a new project has been launched to help businesses develop their offering and encourage repeat visits.

Northumberland Tourism is matching the county’s fast-growing artistic and creative sector with an increasing demand from holiday makers for breaks offering an imaginative learning dimension.

Market research giant Mintel recently backed these findings in a report which highlighted that 24% of tourists are now keen to learn a new skill during their holiday.

In Northumberland, that could equate to more than two million visitors looking for an added dimension to their time away.

And the organisation’s Made In Northumberland Project (MiN) has arranged a series of taster days to stimulate networking between artists, accommodation providers and attractions.

B&B, guest house and self-catering owners will be encouraged to develop more creative holidays and short breaks; and gift retailers will be helped to find ways of putting more local pots and paintings in more local shops.

The workshops are at Cragside on November 17, Hexham Abbey on November 18 and Bamburgh Castle on November 19.

These events will show how the work of artists and craftspeople can be adapted for courses and practical activities.

They will also give examples of how local products can add value to shops, attractions, guesthouses and hotels. Businesses will be able to network and sample for themselves products they could be marketing to visitors next season.

MiN has worked closely with the creative sector since 2007 and has encouraged local artists to tap into tourism potential.

It has also helped promote the Northumberland Art Tour, an annual event which provides a platform for more than 75 artists to open their doors to the public. It attracts more than 100,000 visitors who spend more than three quarters of a million pounds with local crafts people.

But MiN has detected a lack of high-quality, locally made, affordable gifts being stocked by Northumberland’s retail outlets and tourism attractions. Visitors want to take home genuine souvenirs, not imports. It has also identified a growing demand for creative courses and art breaks.

“Visitors are often seeking a ready-made, value-added dimension to their holiday,” says Helen Spark of Northumberland Tourism.

“By offering memorable breaks, accommodation providers will be enhancing their visitors’ holiday experience as well as generating extra income for their own business.”

Chris Calvert, Bamburgh Castle’s administrator, agrees that art plays a key role in tourism: “A whole section of our shop is dedicated to items that are made in Northumberland.

“In the future, our aim is to work in conjunction with artists to provide on-site creative courses.”

Justine James, customer development manager for the National Trust’s Cragside, is equally enthusiastic. “Cragside is delighted to have been chosen as a venue for this event. The National Trust has a policy of 'Going Local' and we welcome any opportunity to support local businesses,” she adds.

Rothbury-based artist Graham Taylor from Potted History is also taking part.

He will be showing how he makes the pots he sells from his gallery and local outlets. “Taster days like these are very helpful,” he says.

“It is important to work together with accommodation and tourist venues, to make Northumberland an exciting holiday destination. I hope to offer their customers a new experience.”

Supported by Northumberland County Council, these MiN events are free to attend and include light refreshments.

Entry is limited to one event per organisation, with a maximum of two guests.

Recent research has shown that visitor numbers to the North East are up 10% on last year.