The National Museums Directors’ Council, Museums Association and Association of Independent Museums have made a joint submission to the Environment, Food and Rural Affairs select committee into rural tourism.
Among the key changes called for are improved infrastructure, recognition of the importance of tourism at a local and regional level, and a funding and tax regime that “reflects” the reality of operating a rural or coastal museum, which are key to maximising the sector’s contribution to rural tourism. The submission describes the role of museums in attracting tourists to rural locations as “critical”, and support is vital to ensure their future.
Emmie Kell, the chief executive of the Cornwall Museums Partnership, says infrastructure improvements are a key economic priority for the county, which has 70 rural and coastal museums.
“Transport is a huge issue in terms of the cost of getting exhibitions in and out of the county, and we would like to find a funding model that takes that into account,” she says. “It also takes visitors a long time to get here, as public transport and roads are not great. If people are investing that time in getting here, they expect a high-quality experience when they arrive. That is the reality we face.”
Despite the hard work being done by many venues, Kell believes the contribution made by rural and coastal museums is underestimated.
“Lots of people make their first visit to a museum on holiday, so their first connection with museums is not always in the place where they live. We need to look into that and how we can follow that up. What journey do they need to take to become regular museum visitors?”
Robin Hanley, the head of operations and learning at Norfolk Museums Service and chairman of the Rural Museums Network, says: “Rural museums are very aware of the need to maximise income. If you expect visitors to come for half a day or a whole day, then you need the right sort of catering and retail offers in place.”
Successful museums create a ripple effect across the local economy, helping businesses such as shops, accommodation, and bars and restaurants. According to the joint submission, heritage tourism adds £26.4bn to the UK economy, with benefits at a local and national level.
Museums are often cited as the primary reason why visitors make the trip to a particular area in the first place, and for staying the night. Up to 60% of visitors to Ironbridge Gorge Museums stay overnight, while about half of visitors to Beamish The Living Museum of the North, in Durham, are from outside the area.
New revenue streams
Hanley says many rural museums are also exploring new ways to generate income, such as hosting weddings and other events. “By broadening that commercial offer, museums are supporting and benefiting from the tourist offer,” he says.
Weald & Downland Open Air Museum, in West Sussex, a collection of 50 historic buildings, has created a seasonal programme of events, as well as rural skills courses, to attract first-time and repeat visitors.
The museum’s events include a two-day Christmas Market, which brings in 14,000 paying visitors, and supports and promotes local sellers and producers. It also runs about 250 rural skills courses, ranging from a master’s in the conservation of timber buildings to one on prehistoric pottery.
Chief executive Martin Purslow says: “We are utilising the museum in a sustainable way, contributing to the economy in numerous ways.”
Among the key changes called for are improved infrastructure, recognition of the importance of tourism at a local and regional level, and a funding and tax regime that “reflects” the reality of operating a rural or coastal museum, which are key to maximising the sector’s contribution to rural tourism. The submission describes the role of museums in attracting tourists to rural locations as “critical”, and support is vital to ensure their future.
Emmie Kell, the chief executive of the Cornwall Museums Partnership, says infrastructure improvements are a key economic priority for the county, which has 70 rural and coastal museums.
“Transport is a huge issue in terms of the cost of getting exhibitions in and out of the county, and we would like to find a funding model that takes that into account,” she says. “It also takes visitors a long time to get here, as public transport and roads are not great. If people are investing that time in getting here, they expect a high-quality experience when they arrive. That is the reality we face.”
Despite the hard work being done by many venues, Kell believes the contribution made by rural and coastal museums is underestimated.
“Lots of people make their first visit to a museum on holiday, so their first connection with museums is not always in the place where they live. We need to look into that and how we can follow that up. What journey do they need to take to become regular museum visitors?”
Robin Hanley, the head of operations and learning at Norfolk Museums Service and chairman of the Rural Museums Network, says: “Rural museums are very aware of the need to maximise income. If you expect visitors to come for half a day or a whole day, then you need the right sort of catering and retail offers in place.”
Successful museums create a ripple effect across the local economy, helping businesses such as shops, accommodation, and bars and restaurants. According to the joint submission, heritage tourism adds £26.4bn to the UK economy, with benefits at a local and national level.
Museums are often cited as the primary reason why visitors make the trip to a particular area in the first place, and for staying the night. Up to 60% of visitors to Ironbridge Gorge Museums stay overnight, while about half of visitors to Beamish The Living Museum of the North, in Durham, are from outside the area.
New revenue streams
Hanley says many rural museums are also exploring new ways to generate income, such as hosting weddings and other events. “By broadening that commercial offer, museums are supporting and benefiting from the tourist offer,” he says.
Weald & Downland Open Air Museum, in West Sussex, a collection of 50 historic buildings, has created a seasonal programme of events, as well as rural skills courses, to attract first-time and repeat visitors.
The museum’s events include a two-day Christmas Market, which brings in 14,000 paying visitors, and supports and promotes local sellers and producers. It also runs about 250 rural skills courses, ranging from a master’s in the conservation of timber buildings to one on prehistoric pottery.
Chief executive Martin Purslow says: “We are utilising the museum in a sustainable way, contributing to the economy in numerous ways.”