WECA Seeks Rural Tourism Businesses for Experience-Led Growth Survey
23rd October 2025
The West of England Combined Authority is researching rural visitor experiences across the region to develop targeted support programmes launching in 2026.
Understanding Rural Tourism Potential
The authority is conducting comprehensive research to better understand the availability and potential of experiential travel in rural areas throughout the West of England. This research focuses on cultural and nature-based experiences designed to benefit both local residents and visitors to the region.
The insights gathered from this research will directly inform the development of tailored training and support programmes set to launch in 2026. These programmes are specifically designed to help rural businesses grow and thrive within the visitor economy.
Survey Call for Experience Providers
Businesses currently offering experience-led packages, or those considering developing such offerings, are encouraged to participate in the research. The authority has created a brief survey to gather insights from local operators about their current provision and future plans.
The nature-based tourism training survey is designed to be completed quickly and will close on 7 November 2025.
The Rise of Experiential Travel
Experiential travel represents a significant shift from traditional tourism models, focusing on authentic, immersive, and active participation in a destination’s culture, history, and environment. Rather than conventional sightseeing, this approach creates lasting memories, fosters personal growth, and builds deeper connections between visitors and places.
This travel style involves engaging with local life through hands-on activities such as culinary classes, volunteering opportunities, and cultural workshops. The result is a more fulfilling and transformative travel experience for participants.
Growing Market Opportunity
Experiential travel has become an established and growing trend across all market segments. Notably, this type of tourism appeals equally to those living within the region as well as external visitors, creating opportunities for businesses to serve both local and tourist markets.
The West of England’s rural areas are well-positioned to capitalise on this trend, with their rich cultural heritage, diverse natural environments, and authentic local experiences providing the foundation for successful experiential tourism offerings.
Business owners interested in contributing to this important research can access the survey through the nature-based tourism training programme page.
