Nature Tourism Boost to Morecambe Bay

11 June 2013

Issued by the RSPB on behalf of the Morecambe Bay Nature Improvement Area

A new report shows Morecambe Bay has the potential to become a leading destination for nature tourism.

Based on the results of an extensive visitor survey carried out across Morecambe Bay in autumn 2012, this report builds up a picture of who visits the area, why they come and how much they spend. 

The report reveals that of those people surveyed nearly nine out of ten people would be interested in visiting places where they can see or experience wildlife. However, it shows only 55% of people surveyed had actually visited or planned to visit a nature attraction.

These results suggest that many more people would take part in nature tourism activities if they were made more aware of the opportunities to enjoy wildlife in Morecambe Bay.  

Jenny Wain is from the RSPB and compiled the report on behalf of the Morecambe Bay Nature Improvement Area (see note 1). She says: “Most people who visit the Bay say the area’s beautiful scenery is its main attraction. They are aware that the area is a great place for nature and would like to experience it, but clearly, they need more inspiration and information about where to see popular wildlife such as red deer and otters.”

The results of the visitor survey report are helping to shape the activities of The Morecambe Bay Nature Tourism Business Network, a fledgling group of over 60 businesses including accommodation and activity providers and nature and cultural attractions. Supported by Bay Tourism Association, the RSPB and Arnside and Silverdale Area of Outstanding Natural Beauty, the aim of the Network is to boost the local tourism economy by unlocking the potential of the Bay’s nature and wildlife. The Network was officially launched earlier  today (10 June) at an event at the National Trust’s Sizergh Estate.  

Network members Vic and Diana Brown run Tythebarn House Bed and Breakfast in Holme. Vic says: ”Many of the people who stay at my B&B are stopping off on their way up to Scotland and have no idea of the amazing natural attractions Morecambe Bay has to offer. I believe the Bay has a lot more potential to develop as a visitor destination and the variety of wildlife is one of its main selling points.”   

The first task of the Network is to develop a series of guides and itineraries to enable visitors to get up close and personal with nature These will celebrate the wealth of nature that lives in the limestone hills, grassland and woodlands that flank the Bay, as well as its rivers, estuaries and the sea, and also connect with cultural and heritage attractions. 

Jenny Wain continues: “Our plan is to give visitors a wealth of options to see wildlife, which will provide the foundation for a thriving nature economy.  By inspiring people to visit places rich in nature around Morecambe Bay, we hope that they will make longer trips and, therefore, spend more money on activities, local accommodation, pubs, cafes and restaurants.”

For more information about the Morecambe Bay Nature Tourism Business Network contact Suzi Bunting, Chair of Bay Tourism Association on 01524 736926.

For a copy of the full report contact Jenny Wain at j[email protected] or on 07725 219489.


For further information, please contact:

Chris Collett, RSPB Regional Communications Manager, 0191 233 4317 / 07885 834889


  1. The Morecambe Bay Nature Improvement Area is a partnership between the following organisations: Arnside & Silverdale AONB Partnership, Bay Tourism Association, Butterfly Conservation, Cumbria Wildlife Trust, Environment Agency, Forestry Commission, Lancashire Wildlife Trust, Morecambe Bay Partnership, Natural England, RSPB, The National Trust. For more information about the project visit:

  1. The Morecambe Bay Nature Improvement Area has been supported by Defra, DCLG, Environment Agency, Forestry Commission and Natural England.

  1. Nature Improvement Areas (NIAs) were set up a year ago as part of the measures introduced in the Government’s Natural Environment White Paper. There are currently 12 NIAs which are large, discrete areas run by local partnerships of land management and conservation organisations and local authorities, overseen by Natural England. NIAs will benefit wildlife, people and economic growth by creating more and better-connected habitats and by enhancing landscapes. They will increase resilience to climate change and support the landscape’s ability to provide natural benefits like flood protection and clean water. The 12 NIAs’ diverse range of locally-led projects are involving and engaging more people with the natural environment. For more information, visit:
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