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‘Case Study: Chilham, Kent

Chilham Tourism & Retailers Group has been set up to develop and promote tourism in Chilham, so far they have produced literature, developed and maintain a website, represented the village at events and taken ownership locally for tourism promotion.

Need for the project

Chilham was initially identified as one of six communities across the Kent Downs Area of Outstanding Natural Beauty in a Leader + project managed by the sustainable tourism officer at the KDAONB. The Project focussed on supporting and encouraging sustainable rural tourism in areas across the Mid Kent Downs that needed it most.

Following the Leader + project Chilham participated in various KDAONB initiatives culminating in the Interegg IIIA Transmanche sustainable tourism project. At that point consultation was held with all the businesses which identified:
- A Lack of visitor information on the village and its attractions
- A Lack of cohesive working amongst the businesses
- Chilham was dependant on outside agencies to promote the village

Planning the Project

As a result of identifying these issues the KDAONB and Hidden Britain worked to support the establishment of the CTRG group, encouraging businesses and community members to work more closely together and manage Chilham as a destination. Research was gathered for a tourism product audit to identify the businesses and key features of the area for visitors; from this a group was encouraged to form.

In order to get things moving the Interegg project funded the publication of the Chilham Leaflet as a quick win. With this under their belts, the group identified a series of key actions that would put in place the basic building blocks to support the development of tourism.

In the initial stages the group retained a fairly loose structure with only a nominal chair and secretary. However despite this there was plenty of volunteer input into developing and sourcing the content for the 2008 leaflet, with decisions being taken by the group as a whole. With the construction of the website and the ongoing costs that entailed, the group took the decision to formerly constitute themselves, open a bank account and charge membership fees in order to provide for ongoing costs.

With the most recent projects the group have assigned specific committees to undertake tasks, thereby speeding up the process. The wider group is still regularly consulted but the decisions are taken by a smaller group.

Project Outputs :

  1. The Chilham tourism & retail group has been set up as a properly constituted membership organisation, which functions as a social enterprise to lead on and manage tourism for the village.
  2. The group have produced 2 incarnations of the "Enjoy Chilham Leaflet" an A3 folded to DL publication detailing the businesses and countryside activities available in and around the village.
  3. The Chilham logo was developed to use on their products
  4. The Chilham website www.enjoychilham.org.uk has been developed and is currently maintained by local volunteers.

Achievements of the Project:

Businesses engaged (32)
The group represents and encourages participation from all the businesses (tourism or otherwise) in and around Chilham. Of these perhaps 15 are regular participants in group projects. The group's chair and treasurer both run local businesses.

No. of volunteers (est. 25)
The majority of group members have volunteered their time and efforts at some point in the process, whether that is involvement in proofing publications, supplying copy and images, undertaking research, distribution, representation at events or hosting meetings.

Skills & training
Whilst no formal training has been arranged as part of the project, volunteers have gained skills and experience in various areas, most particularly in; obtaining funding, project management, destination management, commissioning and working with designers and printers, and research.

Marketing support
HBSE has assisted Chilham in development of content for several destination websites, both regionally and nationally. Through Hidden Britain the Chilham group also participated in the Flora pro-Activ promotion, receiving a double page spread in the Pro-Activ magazine.

Other
The CTRG has set up as a functioning social enterprise, and providing the level of voluntary input does not drop is sustainable as a group for the foreseeable future.

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