Rural authorities managing some of England‘s most cherished natural areas are implementing new visitor engagement initiatives following research that identified significant barriers preventing ethnic minority communities from accessing the countryside.
The Chilterns, Cotswolds, Malvern Hills and multiple other protected landscapes have introduced targeted outreach efforts after a government-funded study revealed concerning participation disparities in rural tourism and recreation.
Regional programmes now underway include community-specific engagement projects, multilingual promotional materials, and workforce recruitment drives designed to make natural heritage sites more welcoming to underrepresented groups. Several organisations have committed to examining cultural differences in how people prefer to experience outdoor spaces.
The push stems from a £108,000 Department for Environment, Food and Rural Affairs study completed in 2022 that examined why certain communities rarely visit England’s protected rural areas. The research, which carried the title “Improving the ethnic diversity of visitors to England’s protected landscapes”, documented practical concerns ranging from transportation access to cultural comfort levels.
Specific deterrents emerged during the investigation. First-generation immigrants frequently viewed these areas as spaces not intended for them, whilst some Muslim respondents from Pakistani and Bangladeshi backgrounds expressed discomfort with the prevalence of traditional country pubs in rural settings. Fear of dogs also appeared as a practical obstacle for certain communities, prompting recommendations for enhanced animal control measures in some locations.
The findings built upon earlier government-commissioned work. A 2019 report led by Julian Glover warned that Britain’s natural heritage faces a relevance crisis as the nation’s demographics shift, cautioning that “our countryside will end up being irrelevant to the country that actually exists.”
That same report noted taxpayer funding supports these national landscapes, yet visitors sometimes perceive them as exclusive spaces primarily serving white, middle-class interests.
Malvern Hills National Landscape has publicly acknowledged that many minority families lack countryside connections because previous generations “did not feel safe enough to take them or had other survival preoccupations.” The organisation also recognised that whilst white English visitors often value solitude and contemplation, ethnic minority groups tend to prefer social countryside experiences with family, friends or school groups.
In North Yorkshire, Nidderdale National Landscape accepted that ethnic minority visitors may harbour concerns about their reception and pledged to provide more culturally inclusive information about countryside spaces.
The Chilterns has developed specific engagement work targeting Muslim communities in Luton, whilst Cranborne Chase—spanning four southern counties—plans to reach communities where English is not the primary language. Dedham Vale in Suffolk has committed to identifying barriers faced by under-represented groups within its remit.
Defra outlined its vision last year, stating the department would collaborate with various bodies to support people engaging with nature according to their preferences whilst promoting safe countryside use through established codes.
Implementation of these accessibility measures continues across England’s protected rural areas as authorities work to broaden participation in the nation’s natural heritage.
