Growing Outdoors: product development accelerator
The Challenge
Many tourism businesses have great ideas. Far fewer have the time, confidence, systems and commercial support needed to turn those ideas into bookable visitor experiences.
Growing Outdoors was a business support programme commissioned by Destination North East England (DNEE) and delivered by Northern Latitude. The programme was designed to help outdoor, adventure, wellbeing and agritourism businesses develop new visitor experiences and bring them to market.
Our Approach
Over six months, we worked with a cohort of 11 businesses from across Northumberland, County Durham and North Tyneside.
Through a combination of workshops, peer learning and tailored one-to-one mentoring, we helped participants move from early-stage concepts to market-ready tourism products.
Our support covered:
Experience design and visitor journey mapping
Market positioning and customer personas
Pricing and commercial viability
Online booking systems and digital distribution
Partnerships and collaboration
Marketing and product launch planning
Rather than focusing on theory, the programme prioritised action. Businesses were encouraged to prototype ideas, test assumptions and build products around real visitor demand.
The Results
By the end of the programme:
11 businesses engaged with the programme
71 hours of one-to-one mentoring were delivered
9 new visitor experiences were launched
Multiple additional concepts progressed towards market
New websites, booking systems and digital infrastructure were developed
The experiences created ranged from guided cycling holidays and sheep trekking experiences to nature-based wellbeing retreats, guided running holidays and innovative watersports products.
Client Outcomes
Pedal Teesdale
A new portfolio of guided cycling experiences was developed, supported by a fully integrated booking platform and new digital presence.
Valais Wanders
A farm diversification concept was transformed into a distinctive tourism product, complete with a dedicated website, strengthened brand story and improved online visibility.
The Conscious Self
A growing wellbeing business refined its tourism offer, strengthened its brand positioning and developed new partnerships and distribution channels to attract visitors from outside the region.
Run Like a Haggis
Specialist coaching expertise was translated into a marketable tourism product, creating a new guided running holiday experience in the Durham Dales.
What Participants Said
"It's taken something that felt quite abstract and made it real – I now have something I can actually sell."
"We realised we've got something good and need to capitalise on it."
"Trying to build those relationships has been quite important."
Why It Worked
The programme combined strategic thinking with practical delivery.
Many small businesses don't need more generic advice. They need support that understands their sector, challenges assumptions, identifies opportunities and helps turn ideas into viable products.
By combining mentoring, workshops and peer learning, businesses gained the confidence, skills and commercial understanding needed to move from ideas to action.
Looking Ahead
Growing Outdoors demonstrated how targeted business support can stimulate innovation, strengthen destination offers and create new reasons for visitors to explore a place.
The programme has since been presented as an example of good practice within the tourism sector and provides a transferable model for destinations, local authorities, tourism organisations and enterprise support programmes looking to develop new visitor experiences.
Need support developing tourism products, designing visitor experiences or delivering place-based business support programmes? Get in touch to discuss your project.