Appendix H – Tourism Report

Definition A tourist destination is…” a place of interest where tourists visit, typically for its inherent or exhibited natural or cultural value, historical significance, natural or built beauty, offering leisure, adventure and amusement”. (source World Trade Organisation)

Context for Tourism

Albury’s lack of infrastructure and scale and location in an AONB constrains its ability to expand and sustain significant tourism activity.

Being a generally prosperous and attractive area means high land and property values often undermine the viability of rural businesses which help maintain the landscape and support tourism activity.

Albury tourism policy seeks to ensure that the protection and enhancement of the environmental quality of Albury whilst encouraging the sustainable development and enjoyment of the land and facilities which we steward.

Albury Tourism policy needs to complement and support business, planning and community policy.

Local bodies - GBC and Waverley Local Plans advocate the Surrey Hills as a “playground” and the Surrey Hills AONB Management Report Dec 2019 – all encourage tourism, though none of these bodies specify how any additional tourism should be implemented, managed or the current infrastructure supplemented to enable this.

Proposed Tourism Policy Principles

• Albury accepts our stewardship responsibilities for the area as part of the AONB and will foster a pride of place that encourages local community and business action to protect, enhance and enjoy its landscape
• We encourage the promotion of Albury as a destination for sustainable tourism and recreation whilst protecting local amenities and enhancing the health and quality of life for all residents, sustainably
• We will develop new tourist attractions that have no significant adverse impact on the local community and are of an appropriate scale and adhere to the policies on landscape, biodiversity, historic and built heritage and transport

The Development of Tourism Across Albury

Visitor related development, by its nature, is often located in sensitive areas and its benefits need to be carefully balanced against the need to protect the countryside and heritage assets from overcrowding and degradation. The plan should seek to ensure that the unique natural landscapes and heritage, which appeal as a leisure and tourism destination, are preserved. In the event of any new built development, where identified needs are not met by existing facilities, it must respect and complement the natural attractions of the landscape and reflect the character of the surrounding area.

Catering for the needs of visitors/potential visitors with disabilities and mobility issues and those with pushchairs, applies to a wide section of society and market segments. In addition, growth in people over 55 will result in more than a third of the population being in this category. The “ageless traveller”, people living longer and more active lives, makes tourism thought of less than a matter of age and more of being in their interests.

Addressing accessibility and social inclusion will shape Albury’s long term reputation and economic benefits from tourism. The lack of more general public toilet facilities, especially for the disabled, is of concern.

Travellers will look for destinations where they can collect unique experiences without the investment of considerable time and money. They will also want to find out as much as they can about a destination and study review sites. Online information. Booking before the trip starts, and on the move, along with expectations that modern technology and communications are readily available and “Instagrammable” at the destination is of consideration. Post-covid, well-being and relaxation, a way of escaping the pressures of modern life, are a key motivation for local tourism and of providing mental wellbeing and an escape from stress.

It should be recognised that tourism is an important sector of the rural economy and has great potential for further growth. Appropriate development can help to sustain rural services and create significant benefits for local communities. The NPPF suggests that planning policies and decisions should enable sustainable rural tourism and leisure developments, including the provision and expansion of visitor facilities in appropriate locations, where identified needs are not met by existing facilities.

Finally, Edgeley Park in Farley Green hosts 220 lodges which are not counted in the footprint of the parish. They are used as permanent homes or privately held second homes with a small few being used as rental properties. The park is not regarded as a tourist asset. This facility has existed for over 60years and thus its impact is built into the natural fabric of Albury activity. Its current scale means there is no local appetite (desire) for further development beyond its current licensed boundary.

Possible Tourism Extensions

Proposals for the development of tourism facilities will be supported where they accord with policies elsewhere in the Plan:

The extension and expansion of existing tourism facilities.
The development and diversification of agricultural and other land-based rural businesses but should ensure the continuation of the agricultural or business function.
Proposals that support outdoor recreation activities, particularly walking and cycling.
Proposals aligned to the Dark Sky designation.
The development of small-scale car parking provision to support tourism related to the surrounding area.
All developments must demonstrate how they comply with requirements for high-quality design

Proposals for tourist accommodation will be supported where it can be demonstrated that:

No significant adverse impact on residential amenity would arise from the development;
The development is of a scale that can be accommodated sensitively in the landscape; and
Where proposals would cause less than substantial harm to the significance of a designated heritage asset, this will be weighed against the public benefits of the proposal, including securing the optimum use that is viable and justifiable;
Where development proposals affect a non-designated heritage asset, a balanced judgement is made, taking into account the scale of any harm or loss and the significance of the heritage asset.
No significant adverse impact on highway safety would arise from the development;

The development can be accommodated within the capacity of existing drainage and water supply infrastructure;

Current Assessment of Tourist Facilities

A listing of tourism assets is attached in the appendix with thumb nail photos.

Albury Parish does not contain any major tourist destination attraction.

The Saxon church and Apostolic church do attract a lot of visitors – the Apostolic church worldwide has 11 million followers and their church was founded by Henry Drummond in Albury.

Albury does have spectacular landscapes and views, particularly from Newlands Corner, by which runs the Pilgrims Way, an historical walking route between Winchester and Canterbury.

There are two cafes, both at Newlands Corner, a post office and separate village shop in Albury village. There is also one hotel (Guildford Manor with Gym and spa), close to Newlands Corner and two pubs and further bed and breakfast/self catering facilities. A vineyard on the slope of Newlands Corner and light industrial area in converted agricultural buildings with small businesses producing gin, cheese and Indian food are situated around The Silent Pool at the foot of Newlands Corner. Silent Pool has recently been designated one of the most beautiful parts of Surrey by Surrey Advertiser and Telegraph newspapers, and probably accounts for increase of tourists. There is also a bike shop at Home Farm, which attracts cyclists.

Two riding stables offer limited riding facilities.

The area of the Parish is most used recreationally for walking, mountain and road biking events and horse riding.

A scout centre and a camping site in adjoining parishes are used for Duke of Edinburgh activities through the parish. Olympic cycling events have attracted increased recognition of the area and annual events such as Ride London strengthen the trend. The roads and lanes are also very popular for road cycling attracting many cyclists at weekends. The negative impacts of road cycling have been considered but beyond the remit of Albury to influence. The area is also an access point to significant off-road mountain biking trails.

One notable development is the proposed viewing platform at old landfill site, which will further join up Newlands Corner, Silent Pool and Albury.

Potential Opportunities

A summary of potential future opportunities is included in the appendix.

Its availability to Greater London places it as a natural destination for recreational day tourism along with locations for TV and film companies. A thriving tourist economy also provides and benefits the sustainability of local shops, cafes and services and the supply chain for the residents of the area and the conservation of local tradition and heritage as well as keeping communities vibrant and enticing places to live and work. An increase in visitor numbers has the benefit of interest in the provision of further premises and services. An increase in overnight accommodation would increase visitor numbers and length of stay, but there are few, if any, sustainable options to support such development.

It should not be forgotten that business travel and stopover traffic on longer journeys along with family visits, rural craft volunteer groups and wedding venues all play an important part in the local destination economy.

Attractions in neighbouring areas, e.g. RHS Wisley, National Trust properties (Clandon Park, Polesden Lacey, Hatchlands, Winkworth Arboretum) and events, entertainments and shopping in Guildford creates interest in the rural areas and a desire to return or stay for longer periods.

The attraction of Albury Parish lies in its location in the Surrey Hills AONB…. “recognised as a national asset in which its natural and cultural resources are managed in an attractive landscape mosaic of farmland, woodland, heaths downs and commons. It provides opportunities for business enterprise and for all to enjoy and appreciate its natural beauty for their health and wellbeing”.

Recent developments at Silent Pool combining vineyard, gin distillery and several quality food businesses has drawn attention to what can be achieved and provides additional opportunity for development – as a craft/food area. As ever there are limiting factors such as car parking which has become problematic in recent times.

Development of the links between Albury, Newlands Corner, Silent Pool, proposed viewing platform, Saxon/Apostolic churches and the Tillingbourne stream offers a real development opportunity to create the “Albury Triangle” linking up existing and integrating new facilities. Obvious limitations and implications would need to be evaluated and addressed, such as car parking (which is a generic issue today and in relation to any future developments)

Walking in Albury is without any overall management or publication of trails and much could be done to improve this area – better marked paths/signage, linked trails across the parish, trails with nature interest. There is also a potential for development of new trails linking the existing paths together and including the integration of Albury into other local trails in Shere, Gomshall and Albury.

There are also opportunities to consider small commercial tourism related activity such as a Farmers market and a local Albury based café. Such developments would also simultaneously benefit the local community.

Development of any facilities is expensive and Albury is only likely to be able to afford such developments by working in partnership with bodies such as the Albury Estate, potential other interested sponsors - Apostolic Church (Henry Drummond an original founder), Landfill, Surrey AONB/Surrey, as well as the usual funding opportunities in the South East.

There are also implications from all increases in tourism opportunities – unintentional destruction of habitat, car parking and capacity constraints. These issues exist today and will always exist and therefore need to be actively managed. The guidelines by which Albury operates need to be clearer to help mitigate these factors in future.

The Surrey Hills will be promoted as a destination for sustainable tourism and recreation to enjoy its

• Views	• Woodland	• Heathland	• Tranquillity	• Commons
• Country Lanes	• Historic Buildings	• Dark skies	• Farmland	• Parkland

For the purposes of encouraging destination uses for sustainable

• Walking	• Dog walking	• Mountain biking	• Photography	• Horse riding
• Running	• Crafts	• Fishing	• Attractions	• Road cycling

(Source : Surrey Hills AONB Management Plan)

Accommodation

Albury Parish has one hotel and two pubs, one of which offers bed and breakfast. There is one bed and breakfast also offering three self catering units and a shepherd hut and at least one Air B+B. It should be noted that Edgeley (mobile home) Park is not considered a tourism asset as it is a set of privately held lodges, allows no touring caravans and its approx. 220 units are sold on 20 year leases as private residences and second homes, although the owners are permitted to sub-let for holiday use, generally five or six do so at any one time. Already over-scaled there is no local desire to see this expand.

Developments that enhance the environment or bring neglected or underused heritage assets back into appropriate economic use could be supported but the granting of any tourist based accommodation, especially where housing development would not normally be granted, should be subject to planning conditions to prevent its use for permanent residence.

Tourist Infrastructure

There is very limited support to describe walks, and standard way-marked routes. Support for cycling is largely left to local cycling bodies and groups.

Car parking is a major limitation today at Silent Pool, Newlands Corner and any uplift in tourism provision would need to take account of car parking issues and address the provision of the land required to be able to provide it.

Other pastimes are largely left to their own devices other than through private arrangements such as the Fishing club.

Enhancing the Visitor Experience

The visitor economy is not only about attractions, accommodation, pubs, shops and restaurants but also refers to the wider environment that can impact and influence the overall visitor experience such as footpaths, car parking, public toilets, signage, accessibility, public transport and visitor information as well as the more intangible aspects such as friendliness, value for money and a sense of place. Such tourism infrastructure needs to be developed.