A visit to the countryside is for many of us a normal part of family life and one that informs our national identity.
Museums, archaeological sites, national parks, nature reserves and historic houses lie amid farms, villages, the coastline, woodland and open land, themselves historic environments. But this aspect of national life is not accessible to all.
The Countryside Agency carried out a Diversity Review as part of the Department for Environment, Food and Rural Affairs' Rural Strategy (2004) and a commitment in the Rural White Paper (2000).
The research focused on countryside visits by young people from urban and rural areas, people with disabilities and those from black and ethnic minorities.
What About Us? concludes that 'needs could be better served by many organisations that offer outdoor recreation opportunities'.
The report urges countryside organisations to move away from the traditional exclusive models of provision based on existing demand and to facilitate meaningful engagement with target social groups, validating conclusions that were formerly seen as anecdotal.
The report's key findings and recommendations are relevant to the heritage sector. They include:
It is assumed that under-represented groups have no interest in the countryside. This is not the case
All these groups are keen to enjoy the outdoors once they have tasted the experience. Young people need programmes tailored to their needs
A lack of confidence and information is the biggest initial barrier; practical barriers such as a lack of public transport only come into play when people look at how they can make a visit
A lack of confidence among providers in approaching people from these groups results in a lack of engagement with potential visitors
Little attention is paid to communicating directly with these groups and positive images are scarce
The variety of disabilities is not recognised, particularly sensory and learning difficulties
Longer term funding for this work is a major issue. Help is needed in targeting key visitor groups.
In the heritage sector, major funders and government have a long way to go. For example, a groundbreaking project such as the National Trust's Untold Story Project, addressing issues ranging from the potential contribution of rural communities to its properties, to customer care and organisational change, faces a bleak future because of the lack of funding and its significance in relation to social change is not fully recognised.
The Heritage Forum, which gives strategic leadership to the heritage sector, has agreed with culture minister David Lammy to make broadening access one of three key themes of its work for the coming year.
I hope the sector will make the most of the opportunities opened up by this piece of research to fuel its case.
What About Us? is available at www.countryside.gov.uk/diversity
Judy Ling Wong is the director of the Black Environment Network, which promotes equality of opportunity for visible minority communities in the preservation, protection and development of the environment
Museums, archaeological sites, national parks, nature reserves and historic houses lie amid farms, villages, the coastline, woodland and open land, themselves historic environments. But this aspect of national life is not accessible to all.
The Countryside Agency carried out a Diversity Review as part of the Department for Environment, Food and Rural Affairs' Rural Strategy (2004) and a commitment in the Rural White Paper (2000).
The research focused on countryside visits by young people from urban and rural areas, people with disabilities and those from black and ethnic minorities.
What About Us? concludes that 'needs could be better served by many organisations that offer outdoor recreation opportunities'.
The report urges countryside organisations to move away from the traditional exclusive models of provision based on existing demand and to facilitate meaningful engagement with target social groups, validating conclusions that were formerly seen as anecdotal.
The report's key findings and recommendations are relevant to the heritage sector. They include:
It is assumed that under-represented groups have no interest in the countryside. This is not the case
All these groups are keen to enjoy the outdoors once they have tasted the experience. Young people need programmes tailored to their needs
A lack of confidence and information is the biggest initial barrier; practical barriers such as a lack of public transport only come into play when people look at how they can make a visit
A lack of confidence among providers in approaching people from these groups results in a lack of engagement with potential visitors
Little attention is paid to communicating directly with these groups and positive images are scarce
The variety of disabilities is not recognised, particularly sensory and learning difficulties
Longer term funding for this work is a major issue. Help is needed in targeting key visitor groups.
In the heritage sector, major funders and government have a long way to go. For example, a groundbreaking project such as the National Trust's Untold Story Project, addressing issues ranging from the potential contribution of rural communities to its properties, to customer care and organisational change, faces a bleak future because of the lack of funding and its significance in relation to social change is not fully recognised.
The Heritage Forum, which gives strategic leadership to the heritage sector, has agreed with culture minister David Lammy to make broadening access one of three key themes of its work for the coming year.
I hope the sector will make the most of the opportunities opened up by this piece of research to fuel its case.
What About Us? is available at www.countryside.gov.uk/diversity
Judy Ling Wong is the director of the Black Environment Network, which promotes equality of opportunity for visible minority communities in the preservation, protection and development of the environment
