Off the beaten track

What did we do?

Every corner of Norfolk seems to burst with something special. From trailblazing women, to wild boys in the alleys of Norwich. Through Poppyland via the golden age of steam, a magical world of saints and snowdrops awaits you. The world is your oyster(catcher) when you choose to explore this tremendous county. Despite this abundance of interest, visitors both local and from further afield are drawn to the same destinations, at the same time of year - leading to unwanted impacts on these well-known locations. The EXPERIENCE project provided the opportunity and inspiration to do something different and help tourists to make new memories without creating additional pressures for destination managers.

The project primarily focuses on creating strong connections between people and place. By immersing visitors in nature and culture, and drawing them away from tourism hotspots, it’s possible to create a more enjoyable and sustainable experi- ence for all involved. We created a platform to make it easier for people of all backgrounds and abilities to ‘chose their own adventure’ and uncover something special. We don’t just want to you to visit Norfolk; we want you to join us and ‘Be Norfolk’! We aim to make it easy for everyone to live like a local and find something special to Norfolk that really resonates with them and creates a lasting memory. Users can browse a wide range of eye-catching yet little known experiences to plan their dream getaway – whether you’re visiting for a day or a week; on a budget or want to blow the budget; interested in the arts, heritage, nature, getting active or slowing right down – there really is something for everyone. We are committed to making sure everyone gets to feel the salty air on their face or pick an apple under a wide Norfolk sky. On Be Norfolk, you’ll find experiences which focus on taste, touch, sound and smell alongside clearly marked activities which we think wheelchair users will enjoy. social media or with travel companions, and download to view later or offline. We make it easy for you to stay up to date with new Norfolk experiences, with a blog-style news page available on Be Norfolk too.

How did we do it?

Be Norfolk creates access to more than 300 uniquely Norfolk experiences and 100 inspiring itineraries. We took a bottom-up approach to developing this content, working with small businesses, artists, storytellers, residents, artisans, and adventurers to uncover local stories and produce and hidden natural and cultural assets. We really feel that this crowd-sourced element to the platform makes it come alive and gives an authentic sense of place in a market which often feels crowded with expensive and generic tourism offers.

We spent a long time considering how to make both the site and the activities as accessible and inclusive as possible. It’s important to us that everyone feels welcome in Norfolk, leading to a wide range of free activities, alongside those which charge a fee. We worked to highlight sensory rich experiences alongside those which are wheelchair friendly, and our map also identifies toilets close to each listing.

What happens next?

The launch of Be Norfolk is just the start of a new, more sustainable tourism industry in Norfolk. We will continue to work with local people to create new and exciting content, which delivers benefits for nature and communities, as well as rural economies. Our aim is to continue to expand our accessible content and champion businesses which deliver over and above for a greener and more inclusive future for our region.

Take a look around the Be Norfolk website to discover a world of activities, from the fascinating to the extraordinary; from the thrilling to the serene.

We feel strongly about helping people to find a Norfolk they can connect to. The website offers a range of themed itineraries to get the inspiration flowing but encourages you to choose your own adventure. You can do this easily from your phone or tablet, share your creation on www.benorfolk.co.uk