National Forest Co set to improve visitor facilities

National Forest Company is planning to improve its visitor facilities across Derbyshire, North West Leicestershire and Staffordshire over the next ten years, which could create up to 700 jobs, and increase visitor spending by at least 15%.

Specific plans include improvements at Calke Abbey, a National Trust estate five miles north of Ashby. The trust is currently developing an activity hub with a new building, cafe, toilets, cycle hire, new car park and footpaths, cycle routes, play areas and nature trails, of which the first part will open next year.

Tourism in the 200 square miles of the Midlands covered by the company, already supports more than 4,700 jobs, attracts more than 7.8 million visitors a year and contributes £376m to the local economy. The Forest’s new Tourism Growth Plan builds on 25 years of successful partnership working, and outlines strategies to further strengthen and grow sustainable tourism in the Forest.

James Berresford, former CEO of VisitEngland and National Forest tourism champion, formally launched the ten-year Plan. He said, “The new Tourism Growth Plan expresses The National Forest’s aspirations to be at the cutting edge of innovation and sustainability in rural tourism.

‘During my time working in the tourism sector I have seen The National Forest build a reputation for offering a range of attractions, activities and places to stay, as one of the UK’s most accessible woodland destinations.

‘The next ten years will move the Forest from an emerging destination into an established one. This Plan is about the wise growth of tourism, and stimulating a cycle of investment to enable the Forest to thrive as a destination.”

John Everitt, Chief Executive of the National Forest Company, said, “The Growth Plan has been produced by the National Forest Company but it is for the whole Forest. It needs tourism businesses, local authorities, landowners, communities and everyone who has an interest in forest life to share its ambition..

‘New investment opportunities for green growth include new Forest-related attractions, additional high-quality accommodation in a woodland setting, and events and festivals that harness the appeal of the National Forest.”

The first expression of the Plan will be to develop a new Forest Festival, a four day festival which will bring visitors and communities together for an awe-inspiring celebration of the transformational impact of The National Forest.