Project Thrive
Are you ready to look forward? To make good things happen? We* are!
We've just started what we're calling Project Thrive, actively planning for better times.
We're working on three important elements:
By combining market needs + product development + forensic analysis of when visitors could be attracted + how the NYMNP & businesses can collaborate on promotional activity, we have a unique opportunity to counteract seasonality. To my knowledge, no other destination is doing this. Just as the NYMNP & NYMTN partnership has been used as a national example (via Tourism Management Institute) of good practice in business engagement and support, it is hoped that we can become leaders in off-peak tourism.
It’s too early to comment on the exact sectors and opportunities that I might uncover but it’s likely that I’ll need to look at the following (additions welcome):
The intention is that we'll help to develop new experiences and products which have a greater chance of success because they are more market-focused.
The off-peak activity will draw on the above work, moving on to more direct solutions to the challenge.
* In case you're wondering who 'we' are - it's me, Susan Briggs, Director of the Tourism Network, and voluntary manager of the North York Moors Tourism Network, and the tourism team (led by Catriona McLees) at the North York Moors National Park.
We've just started what we're calling Project Thrive, actively planning for better times.
We're working on three important elements:
- Identifying market needs and new opportunities (some existing market place developments and those arising from the pandemic), to create a plan to inform marketing activity, product development ideas, and ways to support businesses to become more market-focused.
- Product development and creation of new experiences. The above plan will inform this activity, so it will be rooted in market need and practical, offering businesses direct advice and support to create new experiences and products. The aim is to make tourism in the NYMNP more sustainable, both environmentally and economically by supporting the creation of new products. We need to make sure NYMNP can cater for a changing market.
- Tackling the challenges of seasonality. Post-Covid we have an opportunity to attract more visitors during the traditional off-season and to re-assess how we can even out peaks and troughs in demand. This topic has been discussed across the industry for at least three decades, without any resolution.
By combining market needs + product development + forensic analysis of when visitors could be attracted + how the NYMNP & businesses can collaborate on promotional activity, we have a unique opportunity to counteract seasonality. To my knowledge, no other destination is doing this. Just as the NYMNP & NYMTN partnership has been used as a national example (via Tourism Management Institute) of good practice in business engagement and support, it is hoped that we can become leaders in off-peak tourism.
It’s too early to comment on the exact sectors and opportunities that I might uncover but it’s likely that I’ll need to look at the following (additions welcome):
- Nature and wildlife tourism
- Food and drink – eating, learning, producing
- Outdoor activities
- Cultural and creative activities, including heritage
- Mind, body and spirit – wellbeing tourism
- Accommodation quality, innovations, and collaborations with activity providers
- Sense of place and how we can make greater use of the NYMNP special qualities
The intention is that we'll help to develop new experiences and products which have a greater chance of success because they are more market-focused.
The off-peak activity will draw on the above work, moving on to more direct solutions to the challenge.
* In case you're wondering who 'we' are - it's me, Susan Briggs, Director of the Tourism Network, and voluntary manager of the North York Moors Tourism Network, and the tourism team (led by Catriona McLees) at the North York Moors National Park.
