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£1.4m bid to help attract visitors to national parks

PUBLISHED: 08:08 09 October 2017 | UPDATED: 08:08 09 October 2017

Broads Authority Chief Executive John Packman. Picture Andrew Stone

Broads Authority Chief Executive John Packman. Picture Andrew Stone

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Tourism across the Broads has been given a boost following an announcement that a £1m grant will be used to encourage visitors from Australia and Germany to England’s national parks.

Broads Tourism chairman Greg Munford. Picture: Simon Finlay Broads Tourism chairman Greg Munford. Picture: Simon Finlay

The money has been awarded to National Parks England by the Discover England Fund and matched with an additional £400,000. It forms part of a “Make Great Memories in England’s National Parks” project and will be used to attract to visitors from the two countries.

Sarah Fowler, chief executive Peak District National Park, said Germany and Australia represented the two largest international visitor markets for England’s national parks representing 15.8pc and 14.1pc of international visitors respectively.

She said: “Australia has seen a rapidly growing outbound holiday market over the last decade, as a long-haul market their length of stay and spend is higher than many short-haul markets.

“Germany represents the largest international market for England’s national parks. It has an expansive outbound market that is high spending and has an above propensity to visit rural and coastal areas of Britain.”

Museum of the Broads at Stalham Staithe. Picture : ANTONY KELLY Museum of the Broads at Stalham Staithe. Picture : ANTONY KELLY

Greg Munford, chair of Broads Tourism welcomed the announcement saying it was huge opportunity for the Broads tourism economy.

“The majority of the 7m people that visit the Broads every year come from a relatively short distance of around two to three hours drive but we know that once we attract new international visitors, they return again and again,” he said.

“The German and Australian markets are potentially huge and we need to ensure that we develop and market a Broads National Park offer that is irresistible and unique.”

Broads Authority chief executive John Packman said the announcement was “incredibly exciting news”.

Holiday makers on the Norfolk Broads enjoying the warm weather on the river at Potter Heigham. Picture: Anthony Kelly Holiday makers on the Norfolk Broads enjoying the warm weather on the river at Potter Heigham. Picture: Anthony Kelly

“We know that the Broads National Park already attracts international visitors and we have a unique proposition to expand on this.”

National Parks are major contributors to Englan’s tourism economy attracting over 94m visitors a year accounting for more than £4bn of visitor spending.

Over 90pc of visitors to the national parks are domestic and it is hoped the programme will promote them to new audiences and grow global support.

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