Tourist venues stay positive, despite gloomy survey

Fiona Siddall, who runs a petting farm, says it is an exciting time for rural tourism

Tourist attractions have said they feel positive about the future, despite a survey suggesting the industry is "fatigued".

Accountancy firm Larking Gowen questioned 135 businesses across Essex, Norfolk and Suffolk, and found one in three predicted falling profits.

"Following a long run of challenges and customers struggling with the rising cost of living, the tourism sector in the eastern region is understandably feeling fatigued," said Chris Scargill, the company's tourism lead.

But a farm park, a theatre and a shopping village all told the BBC that - although they faced issues highlighted by the survey - they were confident they could thrive.

Concerns set out in the Larking Gowen Tourism Business Survey 2024 included rising costs and changes in customer behaviour. Thirty two per cent of respondents were planning to cut jobs, while 10% said business activity may need to be reduced. Another 10% feared they would have to close.

'Encouraged'

Fiona Siddall, the manager of Easton Farm Park near Framlingham, Suffolk, agreed that 2023 "was a very difficult year".

"There was the cost of living crisis where people were much more careful about coming out, about what they were spending. It hit the secondary spend - so the spend in cafes and gift shops," she explained.

She said the farm had been hit by a rise in energy bills and high inflation.

However, Ms Siddall said she felt "encouraged".

"I think it's an exciting time for tourism, particularly for rural tourism," she said.

"There's a lot more focus on looking after the countryside and that's exactly where we sit."

'Knuckle down'

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Ian Russell, director of Wroxham Barns, in Norfolk, said he felt "energised" to tackle the challenges highlighted by the survey.

"You just have to knuckle down and be really creative and inventive," he said.

"If you don't, the business will fail and you will no longer be providing the jobs you are providing.

"That really does give you a motive to release every ounce of energy, creativity and innovation," he said.

Mr Russell added he had seen his team grow in self belief.

"Any business that survives this will have done something pretty amazing," he said.

'Something for everyone'

Lindy O'Hare says Thorington Theatre ensures customers' needs are met

Lindy O'Hare, owner and founder of the open air Thorington Theatre, near Saxmundham, Suffolk, said it had not faced any "insurmountable" challenges.

"We're not your typical tourism business as we're only open in the summer, so we don't have the whole year where there might be a fall off in the winter," she explained.

"I'm not completely disagreeing [with the survey results] but we haven't been impacted as much as I have seen with other businesses."

Ms O'Hare said the theatre had made sure there was "something for everyone and for everyone's budgets".

Even 2023's wet weather only led to three cancelled shows, she said.

"After a performance when they [the cast] have come through a shower of rain, the audience stands up and applauds like they've all achieved something together," Ms O'Hare added.