Case Study: Elham, Kent

Nestling in the heart of the inspiring Kent Downs Area of Outstanding Beauty, the historic village of Elham is truly one of the most picturesque in East Kent

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Need for the project

Elham was initially identified through work conducted by the Kent Downs Area of Outstanding Natural Beauty Unit. Elham had obtained funding to support the running of the now defunct “Elham in Business” group as well as advice and support to set up and establish the Elham Farmers Market, which is still going strong.

Elham also participated in the pilot of the Rural Area Healthcheck initiative developed by Tourism South East, but it was through the KDAONB Interegg IIIA Transmanche sustainable tourism project, that deliverable tourism project was looked at. At that point consultation was held with all the businesses which identified:

A Lack of visitor information on the village and its attractions
No real marketing channels for promoting the area.

Planning the Project

The Initial work of contacting businesses and getting a group together was undertaken by the then KDAONB sustainable tourism officer, encouraging businesses and community members to work more closely together and promote Elham as a destination. Research was gathered for a tourism product audit to identify the businesses and key features of the area for visitors.

The Audit threw up some interesting things, most notably the lack of almost any accredited accommodation in the village and its immediate surroundings, but also the huge amount of sites of historical interest and walking routes around such a small village.

In order to get things moving the Interegg project funded the publication of the Elham Leaflet as a quick win. But in a slightly different vein to the leaflet produced for Chilham and St.Margaret’s, this made the most of the historical sites, providing not only business listings but an interpretive trail around the village.

The leaflet was completed in August 2008 and has since been distributed widely in both English and French.

Project Outputs :

The group have produced the “Country Break in Elham” leaflet, an A3 folded to DL publication detailing the businesses and countryside activities available in and around the village, as well as historical trail.

The leaflet has been issued in both English and French.

Achievements of the Project:

Businesses engaged (12)
Elham is a relatively small village, and although part of the wider Elham valley, for this project the group elected to keep the focus just on the village and parish of Elham. Several of the group members run local businesses and are involved with the Elham Farmers Market.

No. of volunteers (6)
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; project management, destination management, commissioning and working with designers and printers, and research.

Marketing support
HBSE has assisted Elham in development of content for Ruralways and several other destination websites, both regionally and nationally, as well as arranging a presence at the Bleriot event in July 2009.

Hidden Britain Input:

Hidden Britain became involved via a recommendation from the KDAONB sustainable tourism officer based on the success achieved in Chilham and St.Margaret’s and was asked to support the group to deliver the leaflet project. Hidden Britain South East assisted the group in writing copy, taking images and co-ordinating content for the new leaflet. HBSE using the Ordnance Survey licence provied via the KDAONB also created all the maps for the publication.

Hidden Britain also assisted with the planning and implementation of distribution of the leaflet, as well as arranging marketing opportunities both online and at the Bleriot event on Dover Seafront.