Working across our most inspirational landscapes

Sarah Fowler Chief Executive Peak District National Park Authority

15 UK National ParksCategory V IUCN designation

Cover 10% of the country

Multiple ownership

Host 1/3 of the UK’s internationally important wildlife sites

Hold 20% of England’s scheduled ancient monuments.

104 million visitors each year bring £6.9bn of economic value

Loved by the nation

Our purposes and duty

Care for Natural Capital

Nurture social capital

Community development

We invest in the landscape…

2010

2003

We invest in opportunities to enjoy…

We invest in the community…

It is about the landscape and getting the basics right.It is also about:- listening to our audiences: being market-led- creating the experiences: developing new product- Operating locally, delivering nationally: acting differently

Where are we going...

Our ambition

8-Point Plan for England’s National Parks

Delivery

Individual Parks As a collective

Brand inspirers

A collection of

memorable, once in a

lifetime experiences

in places that are

magical, breath-

taking and unique –

but most importantly

they tell a story of our

landscapes and the

people that look after them

Creating the Collection

Research and insight

Experience planning

Business support programme& Ranger pilot

Branding the experience collection

Take the collection to market

.

Mature Experience Seekers

Outdoor Enthusiasts

Target markets

Its all about experiences!

An example experience

An example experience

National Park Ranger Experiences

• The first time National Parks have worked together to deliver a nationally consistent programme in a market-led way.

• Over 400 businesses have applied to work with us.

• Around 140 going forward to receive 1:1 business support coaching.

Success so far

Working with you

Our National Parks are : national treasures, let’s work together to keep them special: an internationally recognised brand, let’s celebrate them: an opportunity to grow rural tourism, help us achieve more:

- Final mile- Accommodation gap

This is why I do what I do, how about you?