Regenerating the Broads Through Tourism Martin Dunford and Paul Hayden

Tourism and the Broads

Tourism in the Broads boasts a rich history: the first hire boats appeared at the turn of the

century, igniting the Edwardian heyday of cruising and leading to a surge in boating holidays

during the 1920s and 1930s. There was an enchanting quality in the freedom to sail

wherever one desired and to marvel at the evocative names of the various locations –

Thurne Mouth, Limekiln Dyke, Muck Fleet, and Heigham Sound. Once experienced, it was

never forgotten.

Boating on the Broads 1955. Credit Lisa Fielder

It was a time of great change, with the landscape increasingly dotted with quaint riverside

cottages and boathouses. This trend continued after the war, with the demise of the wherry

trade and the Broads and its waterways becoming almost entirely dependent on the tourist

industry. But this, and the expansion of post-war agriculture, came at a cost. By the 1970s,

before the 1988 Broads Act brought in protected landscape status and created the Broads

Authority, the water was filthy, and the waterways were congested.

Today, there are significantly fewer boatyards, reduced from around 100 at one time to about

16, and there are also fewer hire boats– less than 30% of the approximately 2,500 that were

available in the 1970s. Although there was a resurgence of interest in UK tourism following

the pandemic, it has not managed to maintain or build upon this momentum and arguably

has not upheld its reputation as a distinct wetland area and sanctuary for wildlife. We should

not overlook the unique marketing opportunities presented by the Broads’ designation as a

protected landscape. Some people emphasise an imagined conflict between boating and

nature – a claim based on very little evidence. Boating offers unparalleled access to nature,

and many boat owners cherish the Broads for this very reason.

A view of the landscape from the river at Thurne. From Thurne Dyke tourists can moor up, cycle, walk, visit the pub, or just take in the unique Norfolk scenery. Credit Mark Collins

Marketing the Broads

Experiencing the Broads is best on the water, yet today’s visitors prefer flexibility,

affordability, and often sustainability as well. Instead of spending an entire week on a cruiser,

they favour shorter, more frequent breaks in various accommodations. Simultaneously, they

treasure traditional pastimes and adventures—outdoor activities, nature and wildlife, an

environment free from cars, and even devoid of digital connections. The Broads’ association

with boating holidays frequently undermines its reputation—not only in how it is perceived

across the UK, but also by discouraging investment in other forms of tourism, whether that

includes alternative outdoor activities or more eco-friendly pursuits such as walking, cycling,

cold water swimming, paddleboarding, canoeing, fishing, birdwatching, or culinary and

cultural tourism.

The opportunity to market the Broads as the ultimate outdoors, sustainable, safe, and

accessible tourism destination—easily reached for a weekend or short break—is immense,

but the region appears to be stuck in the past. The future of Broads tourism would be

brighter if it were less reliant on hire boats, offered a broader range of linked-up attractions

for holidaymakers, concentrated on a wider variety of experiences, and was significantly

more sustainable.

The Blue line in this Google Analytics search shows that the interest in the Norfolk Broads has steadily declined over the past twenty years, as recorded by the number of internet searches - Covid caused a temporary spike.

Regenerative tourism

Today’s 7 million or so visitors to the Broads (many of whom are day-trippers accommodated

outside the Broads designated area) are increasingly conscious of their impact on the

environment and want to enhance rather than destroy the places they visit. Regenerative

tourism, a relatively new idea, doesn’t stop at minimising impact, as sustainable tourism

does; it strives to make a net positive contribution to the community, leaving destinations in

an even better state than before they were discovered.

It’s a trend reshaping the travel industry and is no longer a fad. Travellers are increasingly

seeking environmentally conscious and responsible experiences, with the global market for

sustainable and regenerative tourism projected to reach a value of US$ 11.53 trillion by

2033. These trends are here to stay, presenting both challenges and opportunities for

businesses in Broads-based tourism.

Tourism in the Broads is facing a shrinking client base and a more sophisticated, selective

audience; businesses must adapt more nimbly to a diverse, environmentally conscious

market. Individual enterprises often view themselves as the entirety of their offerings, yet

they are only part of the overall customer experience. The Broads, as a destination, provides

the rest, and without it, businesses cannot sustain themselves. The condition of the Broads

as a destination directly impacts an individual businesses profitability, even though they have little or no control over it.

The outlook is not all gloomy – a more environmentally aware customer base interested in

reducing the impact of their leisure choices and placing higher value on the natural

environment and quality of their experiences should be seen as a business opportunity. It

means that the Broads has a competitive advantage over other destinations and, at the

same time, opens the way for new business opportunities serving the interests of new and

potentially higher-value clients.

First Steps

It’s vital to consider the overall implications of tourism for the Broads. Businesses must

recognise that most tourism efforts in the Broads rely on the destination's quality, unique

character and charm, diverse access options, and natural resources.

Collaborating with other businesses, government, and civil society organisations to develop

and promote regenerative tourism in the Broads will enhance the destination and benefit the

market overall. Public authorities cannot achieve everything we desire, but visitor-giving

schemes, volunteer groups, and philanthropic grants can support projects focused on

maintaining and enhancing the Broads as a destination, fostering regenerative tourism and

business growth.