22.04.04
Skills gap is holding back rural tourism in Cornwall

Cartwheel brings in travel 'big guns' to share expertise with Cornish farmers

The future of rural and farm tourism in Cornwall could be at risk unless more is done to address a growing skills gap in marketing know-how according to Cartwheel, the South West's leading rural holiday company.

While farm and rural holidays are an established part of Cornwall's booming tourism industry, the changing emphasis from destination marketing to experience marketing is going to present a major challenge for many of the Cornwall's farmers who've diversified into tourism. According to Cartwheel, the new approach will require more strategic thinking and a better knowledge of what tourists are looking for than many farmers currently have, which means action is needed if they're to maintain and build on current success.

"The lack of marketing know how is currently the biggest impediment for farm tourism in Cornwall,” says Gina Woodcraft, Chief Executive of Cartwheel which promotes more than 200 farm and rural tourism enterprises in the South West. "We have conversations every day with people offering farm-based accommodation or activities, and everyone's asking about how they can promote themselves better. The truth is, doing what you do well just isn't enough anymore. You've got to go the extra mile to make your business stand out, and future success will depend on how you market what's on offer as much as the offering itself.”

To address the situation Cartwheel has invited two travel 'big guns' to share their expertise and knowledge with Cornish farmers who've diversified into tourism. Sally Shalam, travel editor of the Evening Standard, plus national travel journalist and broadcaster Alison Rice will be presenting a marketing master class as part of Cartwheel's Cutting Edge workshop series in Cornwall.

Cornwall's own big guns will be supporting the event with Carleen Kelemen, Director of the Objective One Partnership for Cornwall and the Isles of Scilly, opening the workshop which is being held at Lanhydrock Golf Club near Bodmin on Tuesday, 11 May at 10.00am.

The seminar will cover:

"Access to tourism marketing expertise on this level is a major opportunity,” continues Gina Woodcraft. "There's a lot to be learnt from the likes of Sally Shalam and Alison Rice, and the session will be geared to delivering practical and accessible know how that will benefit everyone who attends.”

To book a seminar place or find out more ring Cartwheel on 01392 877842 or email marketing@cartwheel.org.uk.

The planning of the Cartwheel seminar coincided with the publication of the new marketing strategy for the region's tourism industry, Towards 2015, which identified a new emphasis on promoting holiday experiences rather than the traditional marketing of destinations. The report was developed by South West Tourism in partnership with the Regional Development Agency. Copies are available from www.towards2015.co.uk.

Editor's notes:

Speaker biogs:

Alison Rice – a travel journalist and broadcaster whose experience includes producing travel programmes for TV-am, ITV, BBC and BskyB. She has worked as Director of Programmes for the cable and satellite Travel Channel (1995-2000) and has been a member of the government's advisory Tourism Forum's Travel Trends Committee. She currently broadcasts on Radio 4 and is a judge of the annual England for Excellence Awards.

Sally Shalam – travel editor of the London Evening Standard since 1996, who devotes much of her section to British travel and short break ideas. She was critical of the government's handling of the effect on tourism of the foot and mouth crisis and is a vociferous supporter of all that is excellent about staying in Britain. This year, she was a judge of the annual England for Excellence Awards.

Cartwheel

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 and part funded by the European Union and Defra.

All Cartwheel members are independently inspected according to the company's quality criteria which encompasses accommodation, local food, green tourism and sustainable land management

Cartwheel administers the Objective One funded Rural Tourism Marketing Grants scheme for Cornwall and the Isles of Scilly. The scheme can award 50% grants to fund projects with a total value of up to £100,000. Projects with a total value of less than £3,000 can be dealt with through the 'fast track' process, providing a response within two weeks. Larger grant applications take between four and six weeks to process.

Sue Wolstenholme
Objective One Communications
Objective One Partnership Office
Castle House
Pydar Street
Truro TR1 2UD
Mob: 07973 813647
Tel: 01579 370991

lmroberts@cornwall.gov.uk

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