17th July 2009

Creating identity gives a big boost to business

A RECENTLY completed study into the Jurassic Coast strongly suggests that it has exceeded expectations in bringing economic, social and cultural benefits to the region since being awarded UNESCO World Heritage Site status in 2001.

The results of the Economic, Social and Cultural Study of the Jurassic Coast, conducted by non-profit regeneration consultancy Era Ltd, conclude that World Heritage Site designation has resulted in stronger management and the creation of new partnerships, which have had significant positive impacts on the communities and business of the Jurassic Coast.

The creation of a distinctive ‘Jurassic Coast’ identity has increased media recognition, the study says. It has also given a boost to the area of Dorset and East Devon in terms of learning and education, business opportunities, facilities and services, especially benefiting the local tourism industry.

Researchers looked at the impacts of the status at all levels, from local to global. The study included a mix of desk-based research using existing data as well as the gathering of new evidence through workshops, individual interviews and survey questionnaires.

In the survey results, 92 per cent of all respondents said they see value in the Jurassic Coast World Heritage Site identity, while three quarters of tourism businesses said the identity had influenced their marketing.

In 2003, the Jurassic Coast WHS Management Plan Framework for Action stated that: “We aspire to be the leading regional and national example of how achieving the conservation, understanding, enjoyment and sustainable use of the environment can also lead to economic and social development.”

Five years on, the management partnership for the site decided that it was time to test the reality against this aspiration and commissioned the study, which was jointly funded by the South West Regional Development Agency and the county councils of Dorset and Devon.

The study suggests that although there remain challenges for the management of the site, there is a significant opportunity to build on achievements to date and help existing businesses and local entrepreneurs to develop new, high-quality products and services appropriate to World Heritage Site status.

The magement of the site, there is a significant opportunity to build on achievements to date and help existing businesses and local entrepreneurs to develop new, high-quality products and services appropriate to World Heritage Site status.

The strength of the Jurassic Coast identity also brings with it great potential to create new business opportunities based on the outstanding natural environment.

This is particularly important in light of the recession facing the UK and could create new jobs and sustain businesses in the region leading to lasting economic growth.

In addition, it is hoped that the findings will encourage community stakeholders to realise the potential for regenerating the coastal region over coming years, through continuing to inspire new initiatives and attracting funding to projects that link to the Jurassic Coast in the cultural, creative and educational sectors.

Don Gobbett, Chair of the Jurassic Coast World Heritage Steering Group, said: “This study shows how much has already been achieved through the investment of time, energy and resources by all the people and organisations involved with managing the Jurassic Coast.

"Communities and businesses have grasped the opportunities offered by the World Heritage inscription.

"Even in the current tough economic climate, the study findings suggest that the Jurassic Coast has the potential to play an important part in developing the economies of Dorset and East Devon.”

Dorset County Council’s cabinet member for environment, Hilary Cox, said:   “This study provides the evidence that World Heritage status for the Jurassic Coast has benefited the region in more ways than we ever dared to dream.

That not only tourism but also our economic, environmental and educational sectors have seen improvements is really good news for all involved.”

Margaret Rogers, Devon County Council’s Executive Member for Environment said: “I welcome the findings of this study, showing how local communities and businesses are benefiting and should continue to benefit from tourism, especially in the current economic climate.

"It highlights the excellent work being undertaken through the Jurassic Coast partnership.”

A summary of the study is available for download: economic_impact_study_09 (1.04 Mb) or by contacting the team on info@jurassiccoast.com / tel 01305 225101 / Dorset County Council, Dorchester, DT1 1XJ

Creating identity gives a big boost to business

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