Yorkshire Dales National Park Authority – reaching new communities
The Yorkshire Dales National Park Authority has a target to double the number of visitors from BAME communities. Northern Lights ran a pilot project to bring people from Leeds, particularly from African Caribbean communities, to the Dales.
Working with the Authority’s education outreach team, Northern Lights ran a day’s familiarisation visit to the Dales for community organisations in Leeds.
Northern Lights researched community organisations already running their own group trips – including those running projects for young people, the elderly, women, health-related and activity-based. Traditionally these visits are to the coast and shopping centres.
Existing attractions and venues were packaged into ‘off the peg’ itineraries to appeal to target audience. The familiarisation visit was used as a focus group for future planning.
- The trip was oversubscribed with a waiting list of organisations keen to be involved in similar projects
- All the participants would recommend the project to a friend and 92% said the Dales would appeal to people in the communities they represented
- 92% would take part in a similar project
- Several community leaders expressed interest in being ambassadors for the Dales.