Kent Downs Area of Outstanding Natural Beauty (AONB) is launching a new campaign on 1st October in a drive to promote Kent Downs as an exciting all-year-round destination that offers an abundance of sustainable tourism experiences appealing to a wide variety of audiences.

‘Up the Kent Downs’ will showcase the area’s wonderfully diverse offering to visitors using a series of experiential themes. From ‘Chow Downs’ to ‘Power Downs’, from ‘Show Downs’ to ‘Play Downs’, Kent Downs AONB is offering an escape from the crowds and bingeing on fresh air and freedom as the ‘All-year-round Downs!’

The full list of Kent Downs’ key themes and the types of experience they relate to are:

• Chow Downs: Food and drink
“Find the favourite places to go for a real taste of Kent and try the finest local produce in enchanted locations.”
• Power Downs: Wellbeing
“Free the mind and body in your own 326 square miles of wellness retreat.”
• Adventure Downs: Outdoor activities
“With the wind in your face and fresh air in your lungs, you’ll find time-short thrills and epic weeklong escapades right here.”
• Wild Downs: Wildlife and nature
“Head out to the wilderness and meet our own wild residents on a homegrown expedition.”
• Play Downs: Family fun
“Let Mother Nature play host and let your wildlings roam free with our family-focussed activities.”
• Draw Downs: Arts and Crafts
“Witness an inspiring coast and countryside that will ignite your creative fire.”
• Natural Downs: Farms and animals
“Cultivate the mind with experiences that celebrate and nurture the land and local way of life.”

• Track Downs: Pilgrimage
“Tread in the footsteps of Saints, crusaders and inspirational artists on a journey of self-discovery.”
• Show Downs: Culture and heritage
“From the ancient to the impressive we’ve plenty of iconic and natural attractions to leave you awestruck.”

Nick Johannsen, Director of Kent Downs Area of Outstanding Natural Beauty Unit, said:

‘Experiential tourism is a growing travel trend based on regional uniqueness. Travellers are increasingly seeking off-the-beaten-path, ‘live like a local’ authentic experiences throughout the year.

Kent Downs AONB is the perfect destination to try out a new experience; perhaps something unique, or something that inspires you that you’ve always wanted to try but haven’t been able to access before. Since the EXPERIENCE project launched in September 2019 the team have been working hard to develop new experiences to attract more visitors to the area.

Visitors can connect with our wonderful natural environment in new and exciting ways. They can learn how to cook stuffed chapatis over an open fire in the woods, try out bushcraft as part of a group camp or perhaps take part in an ‘Awakening Walk’ to stimulate the senses,

With our fabulous local businesses across Kent Downs AONB and the North Downs Way National Trail, we have worked hard to deliver a programme of exceptional experiences. We look forward to welcoming a host of new visitors to the area this autumn and winter who share our ethos of protecting the environment and our beautiful landscape.’

The launch of the ‘Up the Kent Downs’ campaign comes during an exciting period for tourism in the area. Towards the end of last year, Kent’s Heritage Coast within the Kent Downs AONB was named by Lonely Planet as one of the world's best regions to visit in 2022. – the only UK destination to feature on the list.

Kent Downs AONB is also aspiring to achieve Cross-Channel UNESCO Global Geopark status with its fellow protected landscape a short hop across the English Channel in France, the Parc Naturel Regional des Caps et Marais d’Opale. Both areas are joined by the layer of chalk that traverses the famous stretch of water between the two coasts.

Tourism and hospitality businesses and other stakeholders in the area are being offered extensive support to promote Kent Downs AONB using their own marketing channels. A detailed campaign toolkit and accompanying brand assets are being made available to help the industry with its own promotional efforts.

Sarah Bourne, owner of Mosaic Mum experience comments

“Kent Downs AONB is such a wonderful place to immerse yourself in nature and try something new. The Experience project is great to raise awareness of the area through amazing experiences on offer in the region. My ‘Mosaic Makers in Nature’ experience is both creative and therapeutic, combining a feeling of well-being provided by nature, with making something unique with your own hands. I really enjoy meeting new people, helping them explore new passions and skills whilst (re)discovering parts of our wonderful area.”

Full details of the experiences on offer can be found at https://kentdowns.org.uk/up 

Take our short quiz to get the low down on what experiences in the Kent Downs Area of Outstanding Natural Beauty (AONB) you should try and discover > https://qz.app.do/upthekentdowns 

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Editor Notes

About Kent Downs AONB

All of England’s landscapes are important, but National Parks and Areas of Outstanding Natural Beauty (AONBs) are our most iconic and beautiful places. They also support our nation’s health and wellbeing as unique places to experience natural beauty and tranquillity. Not only is Kent Downs AONB home to England’s largest nature reserve, it also has something for everyone with its dramatic views, diverse wildlife, vibrant communities and a rich historic and cultural heritage making it the perfect place to visit all year round.

Kent Downs and North Downs Way National Trail (which runs through the Kent Downs) is recognised as an exceptional place to visit – with a thriving sustainable tourism offer valued by visitors and tourism businesses.

It offers dramatic views, vibrant communities, a rich historic and cultural heritage and diverse wildlife and habitats making it a worthy landscape for national protection. It is the eighth largest AONB and, along with the High Weald AONB, covers 33% of Kent’s land area providing a wealth of opportunities for people to explore, enjoy and benefit from this outstanding landscape.

The EXPERIENCE Project

The EXPERIENCE Project is co-funded by the European Union Regional Development Fund through the Interreg France (Channel) England Programme.

EXPERIENCE is an innovative tourism project to boost visitor numbers in the off-peak season across six areas in England and France. By offering new autumn and winter ‘experiences’, regions will extend their tourist seasons and bring money into local economies all year round to develop sustainable tourism.

The aim is that EXPERIENCE will generate 20 million new visitors by the end of the project (March 2023), spending €1 Billion. The project area will increase visitor value (€) by 5% in the off-season alone.