About the England's Great Walking Trails project
England’s National Trails are working together to promote walking holiday packages to visitors from Germany, the Netherlands, and the USA. The first stage of the England's Great Walking Trails (EGWT) project is now complete, having secured £1m in funding from the Discover England Fund, and is managed by Marketing Peak District and Derbyshire. We are now starting work on a shorter, second phase for the project, focusing mainly on targeting the North American market and working with the travel trade.
Progress so far
The EGWT project has produced a collection of walking holidays for visitors looking for a combination of challenge and comfort. The collection includes:
The project team have developed 20 bookable itineraries and 17 inspirational itineraries, along the 7 participating trails. A programme of travel trade attendance, PR activities and familiarisation trips has been undertaken to create new partnerships. By doing this we plan to increase awareness and improve perceptions of walking holidays in England and change perceptions of English food and drink.
We aim to increase the number of visits from Germany, the Netherlands and the USA by 2% year-on-year, achieving an additional 3,980 visitors by 2020 and 19,900 by 2024.
The target audience is German, Dutch and American ‘Outdoor Enthusiasts’ who are typically 35-55 and have a keen interest in walking, hiking and exploring outdoors. We think these walking holidays are ideal for those who enjoy rural life and beautiful scenery, natural healthy living. They may seek a new challenge and want to get away from it all for a while. Their key interests involve walking/hiking, spending time getting closer to nature and learning about the culture and heritage of places.
Our project partners include the British Beer and Pubs Association, Cask Marque, the Camping and Caravan Club, and North York Moors National Park.
This project is managed by Marketing Peak District & Derbyshire.
The project managers are Rachel and Beth.
Rachel Gillis focuses on the northern trails
Beth Hogben focuses on the southern trails.
The 7 trails
Please see this page for details of the 7 participating trails.
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Promoting challenge and comfort