Described as an 'unspoiled corner of England,' Ribble Valley is an Area of Outstanding Natural Beauty with much to admire. And with parts of the idyllic countryside only just over an hour away from Greater Manchester, it's an ideal choice for those looking to explore 'paradise' within easy reach.
Tourism is booming there. Preparations are under-way for the Clitheroe Food Festival in August, which kicks starts a new week of smaller events across the Ribble Valley. Elsewhere, a new musical film shot in Clitheroe has just been released, highlighting the Ribble Valley to huge audiences.
Food is already seen as one of the district's key selling-points. And being a location for film and TV productions could become another.
Tourism, hospitality and indoor and outdoor leisure form key parts of the Ribble Valley economy. Restaurants, pubs, hotels and wedding venues, shops and markets, camping, holiday lodges, cycling and hiking are just some of the attractions.
Striking a balance between niche and mass tourism, and promoting the Ribble Valley's strengths and distinctiveness to different visitors are topics of discussion in different forums across the district, from Clitheroe to the Forest of Bowland. Ribble Valley Borough Council and Ribble Valley Tourism Association are some of the key larger organisations involved in developing the visitor economy
But other networks are arising too with a particular focus on sustainable tourism and environmental issues. In some ways, these groups perhaps share a similar ethos to the Eden Project plans for Morecambe.
Across the UK, many tourist events were halted and restricted during the Covid pandemic. But things have moved on. People are on the move and tourism-linked organisations and businesses are adapting and looking ahead.
FOOD FESTIVALS AND FILM-MAKING
Ribble Valley Council is involved with a wide range of tourism and marketing development work. Examples include organising the Clitheroe Food Festival and this year's new Taste Fest events, and encouraging film production in the borough.
The new Take That-inspired Greatest Days film was shot in Clitheroe. Securing its production in the area is seen as as a significant achievement by the borough council. Its communications staff helped bring the film to Clitheroe and assisted the production company, Elysian Films, during the 10-day shoot.
The film is expected to be a big hit across the UK and globally. In turn, the council hopes it will attract more visitors to the area.
Film launch promotional events have been held recently. Cast and crew returned for press conferences and publicity events. A Clitheroe Greatest Days ‘selfie trail’ taking-in some of the locations was unveiled. And a set of Greatest Days Out visitor guides with Ribble Valley beauty spots, walks, accommodation, food and drink has been launched.
Film or TV exposure can have a big boost on tourism. For example, Calderdale in West Yorkshire has seen a big tourism boost from TV's Happy Valley.
LOCAL AND NATIONAL PROMOTION
Ribble Valley Council's Economic Development Committee recently had updates about Clitheroe Food Festival and other tourism development work. The food festival takes in locations including Clitheroe Market and the Holmes Mill food, drink and entertainment complex. Attractions include cheese-making, gin, wine and beer tasting, pizza classes, stalls and entertainment.
Pubs, hotels and locations across the borough are involved in this year's new addition of Taste Fest events. Examples include a Tokien Trail picnic, a Lancashire lunch at Foxfields Country Hotel in Billington and a Lancashire ramble at the Spread Eagle pub in Sawley.
The food festival also promotes attractions such as Clitheroe Castle and the Platform Gallery art and craft centre at Clitheroe railway station. Tourism officer Tom Pridmore said: "For Clitheroe Food Festival, the three main town centre locations for stalls are fully booked. There are a few spaces in some other areas. We are quite optimistic that these will be filled and are working to a July deadline.
"Regarding the week-long programme of Taste Fest events, we have currently have 15 confirmed events happening in different places. Some are for children. Some are walks. Some are taster events. Another ten to 15 businesses have said they would like to do something."
He also highlighted the Ribble Valley Annual Tourism Gathering held in May, which was hosted by the tourism association and borough council. He said: "This is becoming quite a significant event in the tourism calendar. There were about 120 business people and representatives of colleges and universities this year. There were seminars and talks looking at various tourism sector issues, including recruitment, social media and cyber crime.
"There were also awards for 'unsung heroes', rising stars and people who perhaps don't feature in the limelight. The event was also about new ideas, people collaborating and supporting the community. The Longridge Soap Box Derby kart race is an example. This is an alternative tourism awards system to simply giving awards to the best hotel or restaurant "
Mr Pridmore said Ribble Valley Tourism Association wants closer links with the borough's economic committee. Work was hampered by the covid pandemic. But a borough councillor could join the tourism association's executive again, as has happened in the past. In other work, Mr Pridmore said Ribble Valley Council has been represented at three major national tourism industry events including at the Birmingham NEC. The work was done with other councils for manpower and resource reasons.
He added: "There is a lot of interest in the Ribble Valley just now from a lot of directions. It's very healthy."
Councillors supported the range of tourism projects under-way. Conservative Coun Louise Edge, who is also involved with the tourism association, said: "I want to congratulate Tom. I went to the [tourism association] event and spoke to someone from Flavours [Cookery School] in Whalley. They are looking to open a residential cookery school and need a big farmhouse. They've made good progress just through networking."
Conservative Coun Stuart Hirst said: "I went to the tourism awards last year. It was a fabulous evening. Buzzing. We are lucky in the Ribble Valley that we have very dynamic businesses. Tourism and hospitality sectors were hard-hit in the pandemic. So to come back is a credit. It's also a credit to Tom by injecting that enthusiasm. We punch well above our weight."
And Conservative Coun Robin Walsh added: "The Ribble Valley has got some excellent facilities. It's getting a reputation for being the eating-out capital of the north. Keep up the good work."
TRANSPORT LINKS
Later during the economic committee meeting, public transport links were discussed and the economic needs of smaller villages along with bigger places such as Clitheroe, Longridge and Whalley. Councillors said the ability for people to move around the district was essential for many reasons including work, education and tourism businesses. Bus services, train timetables and railway line routes were discussed.
Councillors said getting change in the railway industry was hard but they would keep lobbying the authorities. There are aspirations for better links between the Ribble Valley and larger towns and cities of the north-west and also to Yorkshire through better links to Hellifield, Skipton, the Settle-Carlisle line and Leeds.
Ribble Valley Council has been working with Northern Trains, Transport for the North and government rail development schemes on ideas. Work will continue but councillors would have to work hard to lobby the authorities, said Conservative councillors Stephen Atkinson and Stuart Hirst.
THE RIBBLE VALLEY'S IMAGE, STRENGTHS AND WEAKNESSES
Developing and promoting the Ribble Valley's image, reputation and offering to different types of visitors is another area of focus by the council. The district has a strong reputation for quality food and drink, upmarket hotels, hospitality and wedding venues, for example.
After the covid pandemic, Ribble Valley Council commissioned a report by a firm called Ark which looked at the district's strengths and weaknesses. It compared Clitheroe, Longridge and Whalley with Skipton, Knutsford in Cheshire and Oswestry in Shropshire, which were held up as success stories in different ways.
The report said the Ribble Valley’s strengths include good independent shops, food and hospitality, events and festivals, friendly people and pride in towns and villages. But weaknesses include a lack of district-wide marketing, poor public spaces, weak digital skills among some retailers, a lack of young people’s attractions, expensive business property, a lack of co-working spaces and not enough provision for cyclists.
Ark also said local people also place unrealistic expectations on Ribble Valley Council and are confused about borough, town and county councils. The report formed part of the borough’s wider work linked to the government-backed Welcome Back Fund to revive high streets and visitor economies.
One independent local events organiser, Dan Johnson of Crafty Vintage, queried the council's use of paid consultants for the project and some other elements of council tourism work. But the council has defended its record. A council update on the Ark project is due in September.
SUSTAINABLE TOURISM
High profile projects such as Morecambe's Eden Project development have raised the profile of environmental-focused tourism in recent times. In the Ribble Valley, other local responses are emerging around these types of themes.
A Sustainable Tourism Symposium was held in the protected Forest of Bowland Area of Outstanding Natural Beauty earlier this year. Mark Sutcliffe, who works with the Forest of Bowland AONB to develop sustainable tourism, was involved with the symposium.
He told the Local Democracy Reporting Service: "Tourism is going to become an increasingly part of the local economy - particularly in the Forest of Bowland, where fundamental changes to the way farming subsidies are allocated will have far-reaching impacts on the rural economy. The Forest of Bowland doesn't really have the infrastructure or capacity to accommodate mass market tourism. But the area has a growing appeal with visitors who really want to get away from it all and simply enjoy the stunning landscapes of this tranquil rural oasis.
"During the pandemic, thousands of people discovered hidden rural gems like the Forest of Bowland and visitor numbers rocketed during the 'staycation years' of 2020 and 2021. But the irony is that if these destinations become too busy, one of their main attractions to visitors wanting to find a bit of peace and quiet is compromised. When they discover the car parks are full and the narrow country lanes are choked with cars, they go elsewhere.
"This is one of the reasons why Lancashire County Council supported our award-winning Eco Escapes initiative. It encourages visitors to reduce their carbon footprint by using public transport to travel to the Forest of Bowland and exploring on foot, by bike, or e-bike when they get here."
Meanwhile in another development, a Ribble Valley Citizens' Summit on Climate and Nature was recently held in Clitheroe. That event was organised by the Ribble Valley Climate Action Network with Longridge and Readstone environment groups and included some borough councillors. Rob Hopkins, an environmentalist and author, opened it. The climate network was formed around the COP 26 conference of world leaders. Now, it aims to highlight good practical activity in the area, including food growing, green spaces and wildlife. It also aims to connect interested people and work with decision-makers and politicians.
