What Makes a Good Visitor Manager?
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By Paul O’Hagan, Lecturer in Wildlife Conservation, Agriculture and Environment at Harper Adams University
Even someone not remotely interested in wildlife or the outdoors in general will not have escaped the recent negative headlines about the current state of the countryside. Our coasts and rivers, in particular, are constantly in the press due to the continued sewage dumping by water companies, and rivers like the Wye are now considered to be “ecological deserts” due to run off and effluent from agriculture. In the wider countryside, the most recent State of Nature report headlined declines in all the main taxonomic groups, especially birds, mammals, wildflowers and insects.
And yet despite this, visitor numbers to the countryside are at an all time high, borne out by recent figures from a range of organisations. Site visits to single attraction venues such as theme parks or museums are also at a peak. So, what is going on? What are the drivers here? What are people’s motivations for swimming in the sea often full of sewage and more importantly, how are the owners and managers of countryside sites managing the expectations of their visitors?
In 2023 there were 1.0 billion day-visits (this was up by 8% compared to 2022) across the country. Many of these visits were closely associated with informal activities such as visiting friends and relatives, and dining out. Visits to attractions were also up and visits to cities in all the English regions saw growth with the highest volume being in the South East. Of this total, it is estimated that 19% of the day-visits were to the wider countryside such as the seaside or coast or the countryside and villages.
For people working in countryside management, particularly on sensitive sites such as nature reserves, the increase in visitor numbers is often a blessing but sometimes a curse. Large numbers of visitors bring much needed revenue which can then be used to re-invest in site infrastructure and the importance of tourism particularly to rural areas has long been recognised and reflected in government policy. In contrast though, large numbers of people, often in cars, bring challenges and can often compromise the integrity and aesthetics of a site and, in worst cases, compromise the safety of people. Once on site, people, by their very presence cause disturbance, their dogs if not controlled can be a nuisance and even worse, a danger to wildlife. Exploring the countryside offers a respite from the hustle and bustle of city life, inviting visitors to immerse themselves in nature's tranquillity. However, managing the influx of visitors while preserving the delicate balance of rural ecosystems requires a strategic approach and the right set of tools. Effective countryside visitor management not only ensures a pleasant experience for all but also safeguards the environment for future generations to enjoy.
Countryside managers need a wide variety of skills and attributes to help them face these challenges. So, what makes a good visitor manager?
In recent conversations with fellow countryside management professionals, it will come as no surprise to know that education and awareness is key. Knowledge is the foundation of effective visitor management. A good visitor manager is equipped with comprehensive information about the countryside they oversee, including its flora, fauna, geological features, and cultural significance. This is applicable in both rural and urban settings. Understanding the ecosystem's fragility and educating visitors about responsible behaviour is crucial in minimising environmental impact. The site may be a geological SSSI in an urban area or a vast landscape with an intricate network of rights of way.
Closely allied to this is communication skills. Clear and concise communication is key to managing visitor expectations and behaviour. Visitor managers should be adept at conveying rules, guidelines, and safety precautions effectively through signage, brochures, and personal interactions with visitors. Additionally, they should possess strong interpersonal skills to address visitor inquiries, concerns, and conflicts diplomatically. This last area is of crucial importance and requires careful and sensitive management and application. Most professional countryside staff will report on the positive aspects of their visitors, but all too often they can be hostile. A simple request to move a car, pick up dog mess, turn music down etc. can be met with aggression; knowing how to approach, manage and possibly de-escalate these situations is important.
Successful visitor management relies on strategic planning to anticipate and mitigate potential issues. Any one countryside site will need to accommodate a wide range of visitors with different motivations, interests and needs. The Equality Act will require countryside managers to consider the needs of all people with protected characteristics and this may have implications on access and rights of way, surfacing, signage and car parking. The local Country Park may receive locals walking dogs, seasonal tourists, mountain bikers, horse riders, school groups, local interest groups for birds, insects etc.. Visitor-use plans, identifying sensitive areas, and implementing measures to alleviate overcrowding or environmental degradation are all important in good countryside management. Flexibility and adaptability are also essential qualities when unforeseen challenges arise. This can be a difficult balancing act and many countryside managers will use finely tuned diplomatic skills when interacting with the public, particularly if activities need to be curtailed or the environment needs to be protected. Clear consultation before significant changes can also allow a more positive on-going relationship with the public.
Monitoring visitor activity is crucial for assessing the effectiveness of management strategies and identifying areas of concern. Visitor managers can utilise tools such as trail counters, direct surveyor counts, machine counts and automated counters such as camera traps, beam counters, pressure pads and heat sensitive devices. On-the-ground patrols can also track visitation patterns and enforce regulation where needed. Advances in technology offer valuable tools for enhancing visitor management efforts. From online reservation systems and mobile apps for trail navigation to geospatial mapping for habitat monitoring, using technology can streamline operations and improve the visitor experience while minimising ecological impact. Visitor managers can therefore benefit by embracing some of the online and digital technologies that can be used.
Effective visitor management often requires collaboration among various stakeholders, including government agencies, local communities, landowners, and conservation organisations. Building strong partnerships fosters collective responsibility for conserving the countryside and ensures that management efforts are holistic and sustainable. This is particularly important on local authority sites where reduced staffing or a lack of resources means that the visitor manager may have to coordinate the efforts of multiple agencies. Shaun Burkey from Shropshire Council who has managed sites for 23 years, sees himself as “an administrator to some extent, someone who orchestrates the activities of lots of different people and organisations in order to get things done”. Again, the importance of those communication and interpersonal skills come to the fore.
This article highlights the diverse and dynamic nature of working on countryside sites and the challenges that these can bring. In the post covid years, visitors have come to appreciate the value of the outdoors in a way that they perhaps didn’t before the pandemic. Many are “new” visitors to countryside sites. Their behaviour and expectations of what they can or can’t do need to be managed with care and sensitivity. Jade Allen, National Nature Reserve Officer in Borrowdale, Cumbria is very clear about the approach that she and her fellow rangers take in the Lake District. “People visiting our sites should be treated with kindness and respect. It is not always returned, but ultimately our job is to engage with people and educate them about the beauty of the landscapes, its habitats and wildlife.”
Effective countryside visitor management requires a multifaceted approach and a diverse toolkit. Communication and interpersonal skills are key attributes to any good visitor manager. An article like this would not be complete without a quote from arguably the most high-profile naturalist this century. David Attenborough now considers that “saving the planet is now a communications challenge”. These communication skills can be combined with a range of other skills which may be practical, technical, digital or administrative. Visitor managers can strike a balance between facilitating enjoyable experiences for visitors and conserving the natural and cultural heritage of the countryside.
There are several routes into working in the countryside and environment. The sector generally is recruiting well at present and there are opportunities for a new generation of countryside managers equipped with a broader range of skills that will be able to meet the challenges of the future. Volunteering, short course training, seasonal work and routes through Higher Education are all available.
At Harper Adams University, our Foundation Degree and BSc programs are designed to equip students with the knowledge and practical skills needed to work in the Countryside Management sector. There is a strong focus on fieldwork and practical skills and students will benefit from the excellent partnerships and collaboration built up with a range of organisations managing sites in the countryside across Shropshire, Cheshire and the West Midlands.
Take a look at their Undergraduate programme in Countryside Management here
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