Carol Thompson

Carol Thompson (pictured below) joined the Board of the National Forest Company six years ago. During her time as a non-executive director, she has witnessed huge changes in the Forest.

In 1998, when Carol arrived straight from her post as Chief Executive at the Heart of England Tourist Board, there was a tailor-made role awaiting her. The tourism potential of the Forest was ripe for development, and very soon the National Forest Tourism Working Group comprising local partners, which she chaired, had prepared a three year Tourism Strategy and the post of Tourism and Promotions Officer was created.

At this stage in the Forest’s development, the huge motorway signs were the big story. “At first, you always used to hear people say we can see the signs, where are the trees? We had to get the balance right between promotion and development. We did not want to raise expectations and then disappoint.

This cry is rarely heard now: the change has really happened in the last two to three years.

“We are also much better at promoting participation now. Through Plant a Tree, Adopt a Tree and community seed gathering, the message is clear: ‘come and help us create this Forest’.

“There have been so many developments since 1998: 300 km of new trails have been established, 30 new sport and recreation facilities and 19 new attractions have opened. We have our own Ordance Survey map, website and online gift shop.”

The success of the Forest has encouraged a greatly increased variety of accommodation, with recognised quality standards. Carol proudly points out: “The National Forest ‘patch’ has the highest proportion of inspected accommodation in the Heart of England region, and the Heart of England region as a whole has the highest proportion of inspected accommodation in England.

“The National Forest is now much more firmly ‘on the map’. The most recent tourism figures record 6.13 million visitors in 2002, bringing £199m to the area. The NFC has worked closely with tourism businesses in the Forest, running seminars, customer service sessions and visitor voucher schemes – pulling in everyone’s ideas, and promoting the benefits of National Forest branding.”

Carol is quick to recognise the huge step three local authorities took in giving up their own tourism campaigns to join The National Forest brand in 2002, creating the National Forest & Beyond campaign. “East Staffordshire Borough, North West Leicestershire District and South Derbyshire District Councils all valued The National Forest brand and made a very brave and unusual commercial decision – and gave us a huge vote of confidence.

“It has been hard work bringing it to fruition, but we have just launched the second year of the campaign, with a 30% increase in the accommodation businesses and attractions who have taken advertising. The confidence people have placed with us is paying off and we are now attracting more overnight visitors from further afield, which will help to make the Forest truly national.

Carol concludes: “The National Forest is a fantastic project and all built on persuasion. The Forest is being created by passionate people and a committed community, taking ownership and pride in both the process and the final result.

“The bottom line of the tourism work is making the Forest a better place to live. If people are happy to live and work somewhere they become its ambassadors. Then others hear about it and want to come and see it for themselves, as I’m sure I shall!”