Problem

The South Downs Way National Trail experienced a significant rise in visitors, with a 15% increase in 2023, amounting to over 200,000 additional users compared to 2022. This surge in visitor numbers necessitated a better understanding of how and where the trail was being used to ensure the sustainability of this important public space while maintaining a positive visitor experience. As a result, the South Downs Trail sought data-driven solutions to help monitor trail usage, allocate resources, and fund infrastructure effectively.

Solution

In partnership with Our South Downs, the South Downs Trail adopted the Place Informatics visitor behaviour platform to gather crucial data. The platform provides a unique Green Spaces solution that offers comprehensive insights on daily, weekly, and monthly usage of public spaces, which can highlight the most frequented sections of the trail and the demographics of visitors.

Benefits

This data allowed the trial management team to:

• Understand the busiest areas of the trail – The data from the platform highlighted how the trail is being utilised and which sections have seen increased visitor traffic
• Identify peak usage times – The green spaces solutions showed details of what times of the day, month and year the trail is being used to help the team plan for busy periods.
• Monitor demographic trends in visitor behaviour – The data also provides details of visitors including which postcode they have travelled from to visit the trail.
• Tailor management strategies to specific areas needing attention – the data allowed the team to make informed management decisions based on detailed insights, helping to manage the trail sustainably.

By leveraging data on foot traffic, the team can focus on preserving the trail while supporting local businesses and ensuring that sustainable practices are adhered to throughout the region.

Results

The use of Place Informatics’ data enabled the team to make evidence-based decisions that directly contributed to both sustainability and visitor satisfaction. The insights gathered from the platform highlighted which specific sections of the trail needed additional management or funding, ensuring resources were allocated where most needed.

This approach has also supported the Our South Downs initiative, a community that brings together local businesses aiming for sustainability. By fostering collaboration and using innovative technology, the project has successfully managed visitor behaviour in a way that balances environmental concerns with public access.

Clive Hall, CEO of Place Informatics, commented, “Our data-driven insights provide a deep understanding of visitor behaviour, allowing for more informed decisions that help balance visitor enjoyment with sustainable management. This collaboration highlights how our advanced platform can enhance the management of natural spaces, ensuring they remain vibrant and accessible for future generations.”

Andy Gattiker, National Trails & Countryside Access Lead, added, “The data and insights from Place Informatics are invaluable. They have enabled us to make evidence-based decisions that enhance the visitor experience while ensuring the sustainability of the South Downs Way. This partnership is a significant step forward in managing our important natural asset effectively.”

Conclusion

Through its collaboration with Place Informatics and Our South Downs, the South Downs National Trail has adopted a forward-thinking, data-driven approach to managing one of the UK’s most iconic natural trails. By leveraging advanced insights into visitor behaviour, the trail team can ensure that the South Downs Way is managed sustainably, balancing visitor enjoyment with the need to protect and preserve the environment. This initiative not only addresses immediate concerns of increased foot traffic but also creates a framework for long-term, adaptive management strategies.