Tourism Supremos ‘Loved Up’ Following Top Ribble Valley Tour

A major delegation of tourism professionals visited the picturesque borough to learn about Ribble Valley Borough Council’s partnership work in developing the visitor economy.

And they described Ribble Valley as ‘stunning’ and a ‘superstar’ after the top jaunt, which focussed on the borough’s success as a food and wedding destination.

The visit, called A Taste of Love, included senior destination managers, leading tourism consultants and a Government advisor, and was part of a major national tourism convention at the University of Lancashire.

The annual convention is a highlight in the tourism sector and brings together experts from across the UK.

The Ribble Valley tour was coordinated by the council’s tourism and event officer, Tom Pridmore, and took in a number of landmarks and businesses, including Langho’s Michelin-starred Northcote Hotel and Restaurant – recently named the best fine-dining restaurant in the UK and the third best in the world by Tripadvisor.

A visit to Clitheroe Castle gave delegates 360-degree views of the borough’s stunning landscape, while at Holmes Mill in Clitheroe they learned how Ribble Valley Borough Council is working with the private sector to develop wedding tourism through the award-winning Wedding Heaven initiative.

The tour ended with a visit to Clayton-le-Dale dairy farm and visitor centre Mrs Dowson’s Farm Park and roundtable discussion on the challenges and opportunities facing rural tourism and diversification.

Ribble Valley Borough Council leader Simon Hore said:

“Tourism is a key part of our economic strategy and we recognise its potential for growth, with visitor numbers increasing steadily year-on-year.

 

“Our challenge is to develop the visitor economy, while ensuring it does not detract from the beauty of the borough, or adversely affect the local community, which is why we target key markets, such as food and drink, walking and weddings.

 

"This study tour was a real coup for the borough and congratulations to our officers who facilitated it.”

Kathryn Davies, president of the Tourism Management Institute, which organised the convention and who attended the Ribble Valley tour, said:

“The tour provided an excellent opportunity to learn about the council’s success in working with the private sector to develop food and wedding tourism, which was both inspiring and critical in showcasing the power of partnership.

 

“It was also an opportunity to enjoy the stunning Ribble Valley landscape, the borough’s unique hospitality and a warm welcome from partners.” 

Lisa Kowalkowski, destination marketing manager at Visit Cheltenham, described the tour as ‘fantastic’ and said it had ‘showcased the unique visitor experiences in the Ribble Valley perfectly’, while Michelle Gorman, managing director of Visit County Durham, added:

“This was a very special tour and I was honoured to visit and meet so many fantastic businesses, showcasing the very best of Lancashire and providing such a superstar experience for visitors from the UK and beyond.”

Tourism generates over £260million a year for the Ribble Valley economy, along with 3,454 full-time equivalent jobs.

Many visitors are attracted by the borough’s food and drink, which has been championed by Ribble Valley Borough Council for many years through several successful initiatives, particularly the Clitheroe Food Festival, now in its 11th year and considered one of the best in the UK.

Tom Pridmore, tourism and events officer at Ribble Valley Borough Council, is a former president of the Tourism Management Institute, the professional body for tourism officers in the UK and the travel sector’s ‘voice of destination management’.

Tom, who has an MA in Tourism, has been instrumental in driving up visitor numbers in Ribble Valley, working with partners on successful initiatives, such as Wedding Heaven – recently featured in a television documentary – Walks with Taste and the Ribble Valley Tourism Association.