English Tourism Council and Countryside Agency join forces

FOOT and mouth may be seen, in a couple of years time, as the ill-wind which blew the rural tourism industry a lot of good - because it brought to Government attention the fact that it is such an important part of the rural economy.

Largely un-noticed in the recent past, the fate of country pubs, hotels and visitor attractions was thrown into stark relief when, in a moment of early panic during the foot and mouth crisis, the Government at first closed down the countryside - and then spent millions trying to persuade visitors that it was still open.

The reason for that volte-face is not difficult to divine. Civil servants got out their pocket calculators and discovered that rural tourism is worth £12 billion a year and supports 380,000 jobs - the sort of figures mining used to boast about twenty years ago.

Now, the Rural Task Force set up to deal with the aftermath of the foot and mouth crisis under the chairmanship of Environment Minister Michael Meacher has brought together the English Tourism Council and the Countryside Agency to draw up a five year plan for the future of the industry.

The imitative, called Working for the Countryside 2001/2005, has been given a wide remit and has already come up with sixteen areas in which small businesses might benefit from help.

These include better marketing, improving access for visitors, providing a wider range of accommodation, promoting local produce and country cooking, focussing business support and strengthening the role of market towns as tourist centres.

Says ETC Chairman Alan Britten: "To be successful and make a real contribution to the rural economy, tourism must be handled sensitively and in a way that reflects local needs and culture."

Countryside Agency chief executive Richard Wakeford added: "As we rebuild confidence in the countryside, we must invest wisely in a quality tourism product. That way day visitors and those stay can enjoy rural England to the full, bringing benefits to rural businesses and local people alike."

Fine words but only time will tell if they are the beginning of something important - or just electioneering spin. Whatever happens, however, one thing is clear: rural business is now higher on the political agenda than ever before. It is up to rural businesses to make the most of the opportunity.

Copies of the full document, Working for the Countryside - A strategy for rural tourism in England 2001/2005 is available at £15 from the English Tourist Council fulfilment office (0208 563 3276 or 0870 606 7204) or Countryside Agency Publications (0870 120 6466).