Location is still top for Cornish rural tourism industry
draw of Cornwall as a rural tourism destination is as strong
as ever according to the results of a survey announced today,
investigating how people prefer to search for a countryside
break in the South West.
The region's leading rural tourism organisation Cartwheel
ran the survey on its website www.cartwheelholidays.co.uk
from April last year. From the survey, five new links to accommodation
specialising in experiences like good food or relaxation were
created alongside more traditional location and accommodation
The results showed that, given the choice, nine out of 10
people opted to search by location first, closely followed
by accommodation type. "This is good news for Cornwall,"
says Gina Woodcraft, chief executive of Cartwheel.
"It shows the county remains firmly fixed in people's
psyches as a top rural holiday destination, because of the
full mix of experiences like local food, stunning scenery
and top quality accommodation. People understand these are
integral to a rural break here, so don't feel the need
to seek any one of them out to the exclusion of others."
The exercise was undertaken by Cartwheel to ascertain the
best marketing approach for the rural tourism industry in
the South West. In line with South West Tourism's regional
strategy to promote experience-led products, Gina Woodcraft
believes the results show that rural tourism itself is seen
as a niche holiday option, within which a variety of experiences
"People coming through to our website are already
searching for the experience of a countryside or farm break,"
she says. "The research confirms that further
differentiation of the rural holiday experience isn't
currently needed. This is a good result. It's great
that the countryside, itself a holiday niche, can embrace
and deliver such a range of experiences."
While the survey confirms that destination currently reigns
supreme, the organisation's website analysis continues
to show that offerings with good differentiation and marketing
material are always more successful at securing business.
"Rural offerings need to be very clear about what
makes them different or special," continues Gina
Woodcraft. "Being based in Cornwall will certainly
attract interest, but it's the detail and added value
that will bring in the booking."
For the marketing survey Cartwheel produced five new experience-based
listings - good for food; relax and pamper; toddler friendly;
top quality; and special wildlife focus. Businesses which
had already chosen to major in these areas were hand picked
to feature in the new listings, and these were then promoted
alongside the more traditional destination links.
Cartwheel's advice to farmers and rural communities
looking to promote tourism businesses is to focus on the countryside
experience they offer plus other elements that set them apart.
The priority then is to communicate this through good websites,
quality photography and an efficient, personal service.
The Cartwheel website continues to feature its niche holiday
options and the organisation will continue to monitor traffic
so that it can respond to any change in consumer trends.
The website can be found at www.cartwheelholidays.co.uk.
For further information please contact Veronica Newport of
NPR on 01363 866927 or email: email@example.com.
The Objective One Programme for Cornwall and the
Isles of Scilly has invested in Cartwheel through the European
Agricultural Guidance and Guarantee Fund (EAGGF).
Anyone considering a new horticulture, food and
land based industries project is advised to speak with Martin
Butler, at Government Office South West on 01752 635015 before
commencing development as there are now only limited funds
available due to the successful uptake of funding by the agricultural
sector in Cornwall and the Isles of Scilly.
Web statistics – from 01.03.05 to 28.02.06 there were
258,288 visits to the Cartwheel website with a total of 222,216
page views, or which 199,995 (90 per cent) were location and
Cartwheel is the South West of England's leading farm
and rural holiday company, offering visitors the chance to
enjoy a unique countryside experience. It is a private sector
limited company run by farmers, committed to raising the standard
and profile of rural tourism in the South West.
All Cartwheel members are independently inspected according
to the company's quality criteria which encompasses
accommodation, local food, green tourism and sustainable land
Media Relations Manager
Objective One Partnership Office
Truro TR1 2UD
Mobile: 07973 813647
Telephone: 01872 223439