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EXPERIENCE will train and support local businesses, organisations and individuals to develop ideas for activities into unique autumn and winter experiences.

These will be designed to appeal to visitors between October and March, thereby extending the traditional tourist season and bringing money year-round into the local economies of the project’s six areas across the UK and France.

Sustainable tourism

EXPERIENCE will ensure that activities are demand-driven so that off-season growth in visitors is sustainable.

The project will:

Support participants – ranging from well-established attractions to skilled individuals such as foresters and artisans - to create exciting off-season activities and itineraries for day and overnight visitors. These may be new or adapted ideas and can be anything from traditional to quirky, as long as they are authentic to the area

Offer training to organisations and people already involved in the tourist trade, as well as those with no experience but with ideas for appealing experiences. Topics will include how to attract off-season visitors, accessibility and sustainability

At the end of the project, the new tourism strategy and learning gained through EXPERIENCE will be shared freely on our website. This will enable regions through the UK, France and across the world to take our experiential tourism model and tailor it to their own areas.

Ensure that 33% of itineraries are accessible for people with additional physical or sensory requirements, with importance also given to the inclusivity of individuals and communities.

Promote new experiences as individual activities and as part of themed itineraries for day trips or multi-day visits in a high-profile marketing campaign.

Adapt infrastructure for off-season use, such as adding lighting and signs or improving facilities.


To attract

20 million new visitors by 2023

To generate

€1 billion of extra spending

To increase

visitor spending by 5% in the off-season