4.9C Rebranding rural areas

• Farm diversification:

  • farms, and rural areas generally, finding new income to replace farming as the main source of income, especially in leisure and tourism.`
• Strategies to attract more people to stay in rural areas:

  • literacy associations
  • heritage
  • outdoor pursuit
  • outdoor adventure
• These strategies aim to:

  • Increase the amount of national and international tourists
  • Improve services and transport links for locals
  • Provide a wider source of income other than the traditional employment sectors of agriculture and forestry
• Accessible rural areas

  • Rural areas situated close to towns and cities will find be able to use a wider range of rebranding strategies 
  • More potential for diversification e.g. Christmas tree farms, camping, farm shops
  • More scope for visitors to have an overnight retreat from the city
  • Larger market to sell their goods
• Remote rural areas:

  • More remote areas may focus their rebranding on the wilderness and the remote nature
  • Allows people to escape busy urban centres and experience beautiful places unspoiled by human development
  • Makes use of the remote landscape to offer adventurous, outdoor activities
• Rebranding by literary association: Brontë Country

  • The rural village of Haworth was the birthplace of the famous authors, the Brontë sisters (Wuthering Heights, Jane Eyre)
  • It is a tourist hotspot, with 11.8 million visitors in 2018:
  • Walking around Top Withens (a farmhouse ruin), the setting for Wuthering Heights
  • Visiting Brontë Parsonage Museum (their former house)
  • Walking to Brontë Waterfall
• Rebranding by literary association: Brontë Country

  • strategies include:
  • Refronting shops in a victorian style to restore its traditional character
  • Running events to attract more visitors
  • Introducing a new Bronte bus route, designed to promote the area’s attractions
  • Repairing natural stone paving and footpaths on Main Street
  • Hosting Haworth Artisan Market
  • Establishing independent local shops e.g. coffee shops, micro art galleries, gastropubs
• Rebranding Kielder:

  • In 2011, the Kielder Partnership was established to manage the area; its objectives include:
  • Ensuring the sustainable development of the forest for public benefit
  • Developing leisure activities in the interests of social welfare
  • Engaging the public in the natural environment 
• Rebranding Kielder:

  • Kielder Water and Forest Park attract 350,000 annually:
  • Activities include walking, fishing, birdwatchers, stargazers, archery, mini golf
  • Special wildlife - red squirrels and ospreys
  • Observatory for Dark Skies to attract space tourism
  • More attractions have been designed to encourage further tourism
  • 17 new lodges opened to increase the capacity for overnight visitors
  • A gym has been built, which tourists and locals can use