The fourth edition of a rural affairs programmes produced by Tyne Tees Television that looks at the future of agricultural and the countryside as it heads towards the new millennium. In this episode presenter Eric Robson looks at developments in the regions tourist industry and its sustainability for the future. Questions are also asked about the type of person tourist boards want visiting the countryside. In a field overlooking a village in rural Northumberland Eric Robson introduces this...

The fourth edition of a rural affairs programmes produced by Tyne Tees Television that looks at the future of agricultural and the countryside as it heads towards the new millennium. In this episode presenter Eric Robson looks at developments in the regions tourist industry and its sustainability for the future. Questions are also asked about the type of person tourist boards want visiting the countryside. In a field overlooking a village in rural Northumberland Eric Robson introduces this week’s programme that looks at the ‘countryside’s biggest cash crop’ the tourist and what type of tourist does the countryside want? Title: Farming 2000 In a field at Wolsington in County Durham a tractor turns hay, nearby a static caravan park. At Bamburgh in Northumberland tourists wonder around the village or make their way towards the castle. Several large coaches are parked side-by-side in a car park. Peter Sloyan from Northumbria Tourist Board hopes people will come to enjoy and relax in the countryside; to see it for what it is. Near Hadrian’s Wall a montage of images featuring the surrounding landscape mixed with those of cars in car parks, and signs says ‘Car Park Full’. At Keswick in the Lake District a man directs a coach as it reverses, in the background more coaches doing the same. Tourists make their way down to Derwent Water where a passenger ferry is heading out across the lake. Eric speaks with Dr John Owen, Director of Cumbria Tourist Board who says tourism is vital to the north of England and Cumbria with 17% of the local workforce in that industry. A coach with Germany livery drives into a car park, Dr Owen states that 25% of the British economy is based on tourism that includes international visitors. Eric asks if he is creating a mass tourist industry in the Lake District, he says it is selective with visitors coming for different experiences. Large crowds wonder around Keswick past many shops and cafes while the roads are busy with vehicles. Dr Owen is asked if large numbers of tourist are damaging the very places they want to visit. He replies that sustainability of tourism is very important and the need for it to be well managed. A young man strides out across one of the Lakeland fells. Dr Owens says that he works with other organisation on hill environmental protection and care making sure they will be available for visitors 50 to 100 years from now. He doesn’t believe there will be a time when they say ‘enough is enough’ with regards numbers of visits, it just required careful and strategic management spreading visitors around the region and encouraging developments that are likely to be used by tourists. A tourist information centre and a full car park next to it changes to a shop sign for ‘Bamburgh Rock’ with another tourist shop nearby. Interview with Peter Sloyan from Northumbria Tourist Board who says that tourism in the area was once seen as an easy option, but with the growth in packaged holidays is in decline along with other rural businesses. Eric asks about those farmers who were told to diversify into tourism, is success no longer the case? Peter replies that for those who are willing to invest in quality and be willing to promote themselves these businesses can be a success, but capital will be required. Beside a stream a former farm building converted into a holiday let with views both outside and in. It is no longer the case that famers can put up a ‘B&B’ sign at the farm gate, people want assurances of what they are going to get. He also believes tourism will be even more important in ten years because of the decline in the rural economy. At Bowness on Windermere signs for ‘Bed and Breakfast’ establishments and a coach party arriving in the town. In a car park elderly passengers climb aboard their coach, in the town itself shops and visitors wondering around. A couple enjoy a snack at a local café. Eric speaks with Ian Brodie from the Friends of the Lake District who wants to see people coming to the area to enjoy its ‘intrinsic qualities and merits’. He is asked about being selective of who visits the Lakes, it’s not a question of which people we invite, he replies, but how they are managed when they are here. He talks about limiting the number of car parks and spaces and encouraging people to use public transport. He wants to discourage those who come for just holiday attractions built in the area. He accepts the importance of tourism in the area and isn’t against new developments but want more appropriate and sustainable developments. A car drives along a road through the Lakeland landscape. Near the village of Wolsingham in Weardale, County Durham is ‘Stable Cottages’ a series of self-catering cottages made up from several unused farm buildings. Interview with the owners John and Judith Stephenson about starting this tourist development. As John explains the conversion Judith goes into one of the cottages and makes the bed. John drives a van into a nearby caravan park which they also own, he gets out and speaks with a couple sitting in the veranda of their static caravan. John explains which side the business is of more relevance, farming or tourism. He is concerned that as the area isn’t a traditional tourist location that there may be a case of oversupply and not enough demand. However, they are looking to raise standards with the tourist business they already have. On a table a selection of tourist brochures, outside a shop in the Lake District a stand selling a selection of postcards and two women sit on a nearby wall chatting. A sustainable tourist industry, states Eric, needs to make qualitative judgements about the sort of people who are acceptable visitors. There is capacity now, but what about the future? Interview with Dr Mike Robinson from the University of Northumbria who says that tourist boards are there to raise tourist number and cater for their needs, but those in the region are beginning to recognise the dangers of mass tourism. In the town of Alnwick visitors walk past shops near the town wall and castle. Owners of such shops want as many people as possible to visit and there is still regional capacity. Near a farm and a field of sheep a road sign reads ‘Coastal Route’. Dr Robinson states that Northumberland doesn’t have a tradition of mass tourism, but its tourism strategy looks at seeking to encourage the ‘right sort of people’ to visit the area, the middle-class visitor who will spend £50 a night. At Seahouses visitor relaxing around the harbour and wondering past shops and amusement arcades in the town. While tourist boards don’t want to encourage the poor from visiting the national parks, Dr Robinson comments that it is for everyone, and they can’t really stop them. Peter Sloyan says that many commercial tourist business do recognise the need to protect the countryside and heritage for the future. They are making hard decision about what kind of tourism they would like to see. Peter says that several businesses along Hadrian’s Wall are not wanting the area to become over developed as they see that while it will encourage business today, they would eventually be destroyed in the long term. Beside the wall itself a footpath sign changing to visitors in the car park at Housesteads Roman Fort, in the distance others walking around the fort itself. Businesses that Peter deal with have said they aren’t looking for a quick fix. As a region Northumberland doesn’t have the population to support an ‘Alton Towers in the Northeast’ and its road network is not developed enough for long distance drivers. However, they do recognise what they have in the northeast is special and unique and is developing incrementally. Cars drive through Bamburgh and along a country road nearby changing to the ruin of Warkworth Castle along the banks River Coquet. Back in Cumbria Eric asks Dr John Owen how do they focus attractions. He replies by careful marketing and segmentation to ensure the message goes out to the consumer that is likely to buy it as well as the scope to encourage people into areas that they believe are going to enjoy it the most. In a car park overlooking Derwent Water tourists sit looking out at the scenery. On the water a man in a canoe and a cruise boat travelling past. In Keswick a tourist double-decker bus pulls into a stop. Dr Mike Robinson returns and talks about how the United Kingdom isn’t strong on ‘social tourism’ which has proven popular in Europe. This encourages ‘low parts of the economy’ into tourism by the state subsiding the less well-off to make journeys to tourist destinations. It could encourage ethnic minorities who don’t use the countryside much even though it is for everyone to experience. Along a jetty visitors wait on the arrival of a cruise ship; others sit on benches nearby relaxing. The programme ends with Eric Robson providing details of next week’s program to do with forestry. Over the closing credits footage from that episode. Credit: Camera Simon Elphinstone Sound Ken Davison Electrician John Mason Production Assistants Eileen Young Researchers Liz Woodward Editor Charles Slater Director Malcolm Dickinson Producer/Director Bob Farnworth End credit: © Tyne Tees Television MCMXCV