The 18 delegates from the World Heritage City of Notodden and Rjukan near Oslo in Norway chose Ironbridge Gorge for their international best practice study tour.
The focus of the tour was for the group to experience the destination at first hand and to understand how Ironbridge Gorge is managed both as a World Heritage Site but also as a tourism engine.
The three day study tour organised with support from Telford & Wrekin Council’s Destination team and Ironbridge Gorge Museums included learning how the Ironbridge Gorge is marketed domestically and internationally, the key visitor audiences, managing tourism sustainably and future initiatives to grow tourism in such a competitive industry.
The Ironbridge Gorge was one of the UK’s first places to be designated as a UNESCO World Heritage Site back in 1986.
This designation recognised the area's unique and unrivalled contribution to the birth of the Industrial Revolution in the 18th century; the impact of which is still felt across the world today and a place that ultimately shaped the modern world we know.
Vicky Mikalsen, World Heritage co-ordinator of Notodden municipality. said: “Ironbridge and Rjukan-Notodden are both industrial sites on the World Heritage list, and together we cover the first and second industrial revolution.
“Being a world heritage site for only four years, the Experience Notodden business network, wanted to learn from Ironbridge as an experienced world heritage site.
“Through three full days we have learnt about management, funding, branding, target groups, tourism and business strategies, development of experience packages, challenges in infrastructure, new trends, not to mention experiencing the impressive amount of volunteering at the Ironbridge Gorge Museums Trust and the nearby attraction of Severn Valley Railway.
“The outcome of our study trip has been very fruitful due to our common ground, and the competent and warm welcome by our hosts in the Ironbridge Gorge.
“We believe that a further co-operation can provide real advantages for both sites and countries, and in more areas than business and travel development that was our main focus during this trip.”
Councillor Carolyn Healy, Telford & Wrekin Council’s cabinet member for the Visitor Economy and the World Heritage Site, said: “It was a great privilege on behalf of Telford & Wrekin Council, our Destination Team and the Ironbridge Gorge community to welcome tourism leaders from Norway to our World Heritage Site.
“Ironbridge Gorge is a truly amazing visitor destination. But we cannot rest on our laurels and there is much scope for us take a much more co-ordinated approach to tourism to attract more visitors, staying longer and experiencing more of the Gorge and to extend our tourism season with positive environmental impact.
“Telford & Wrekin has been a real champion for Tourism. In fact in 2020 we celebrate 35 years leading tourism in the region.
“As the Cabinet Member responsible for Visitor Economy and World Heritage, I am delighted that the tourism leaders from Experience Notodden chose the UK and Ironbridge Gorge for their best practice study tour.
“When you consider that there are over 1,121 World Heritage Sites across 167 countries, it was a massive privilege to be chosen for this event “
The Norwegian group enjoyed a three day study tour of the internationally acclaimed World Heritage Site of Ironbridge Gorge taking in the iconic sites of the Iron Bridge managed by English Heritage.
They also went on a tour of Maws Craft Centre with its talented Artisan community, a visit to the award winning Blists Hill Victorian Town and the Museum of Iron and much more.
The group sampled the dining experiences of Ironbridge Gorge including lunch at the newly opened Furnace Kitchen and dinner at the award winning White Hart.
They also explored its natural icons including the 700 acre heritage landscapes managed by Severn Gorge Countryside Trust. The group stayed throughout their visit at the Best Western Valley Hotel, an award winning hotel with an outstanding reputation for green tourism and a hotel very popular with international visitors.
The World Heritage City of Notodden is located 110km from Oslo. Once a powerhouse of industry, today the destination is home to Norway’s national treasure the Heddal Stave Church, one of the largest and oldest Stave Churches in Norway.
Rjukan World Heritage City is a magnificent site at the foot of the Gaustatoppen but its innovation in Industry using hydropower changed the world as we know it. Its stunning mountain ranges and landscapes make it a major location for summer and winter sports and with the national Park close by of Hardangervidda, just like our Area of Outstanding National Beauty at The Wrekin, nature, landscapes and adventure provide a real pull for their visitors
Councillor Healy added: “Clearly we have a lot in common with the World Heritage City of Rjukan and Notodden but we also have a lot to learn from one another and an opportunity for cross border business development
“I like to think that Ironbridge can attract new visitors from Norway on the back of this visit and that people from Telford and Wrekin will also visit the Notodden area.
“We were inspired by some of the initiatives made by these two world heritage sites in Norway and how they have embedded World Heritage status into every part of the destination making it a huge source of pride and promotion for their businesses and their residents.”
