![6 Reasons to Visit Suffolk Block Header](https://bury-stedmunds.transforms.svdcdn.com/production/assets/images/Main-Images/6-Reasons-to-Visit-Suffolk-Block-Header.jpg?w=1504&h=390&q=95&auto=format&fit=crop&dm=1648470304&s=958d0f6f4b42a6372495e21c49c2f24a)
Back to Blogs
Discover
RAW SUFFOLK
For the first time ever, Suffolk towns and villages are collaborating to deliver a countywide marketing campaign aimed at the under 35 market. This is the brain-child of the county’s relatively new Destination Management Organisations (DMOs) and Tourist Actions Groups (TAGs); All About Ipswich DMO, Bury St Edmunds & Beyond DMO, The Suffolk Coast DMO and Heart of Suffolk under Babergh and Mid-Suffolk District Council, supported by Visit Suffolk.
![The Stillery Couple 1](https://bury-stedmunds.transforms.svdcdn.com/production/assets/images/Full-Width-Images/The-Stillery-Couple-1_2022-03-28-153637_uxwc.jpg?w=965&h=543&q=95&auto=format&fit=crop&dm=1648481798&s=45f9f140a37c515d025b94eab00be86f)
Recent research into the perceptions, attitudes and booking patterns of the Under 35s visitor market identifies areas of potential growth which Suffolk is perfectly placed to take advane of and develop strong and relevant campaign activity around.
The under 35 market has significant value as high spenders on accommodation, activities and food and drink products out of season and there is a significant growth potential for Suffolk and the Suffolk Coast from the under 35s market. Contrary to fears, this segment is “not a lost generation but an unaware and uninformed one” when it comes to the England’s own proposition. Suffolk and its coastline is well placed to deliver family holidays, ultra-short and short breaks and romantic escapes, with longer term opportunities for product development around activity and wellness holidays.
Key Characteristics of the Under 35s market segment research shows that:
• 63% have visited the English coast at least once in the last 3 years and would consider going again
• Under 35s take more trips per year than any other group, but they are constrained by time – they want to maximise time in destination. The Suffolk Coast, Ipswich, Bury St Edmunds and the Heart of Suffolk are ideally situated to appeal to London & SE areas.
• A major market for ‘secondary purpose’ Wellness tourism, this group is particularly interested in outdoor activity and adventure, as well as healthy food and drink. Wellness tourists like to take short breaks (within two hours travel from home) and tend to travel outside the peak season. Many are high-spending. Most importantly, Wellness tourism complements other new forms of tourism (such as outdoor activity and adventure, heritage and cultural tourism, food and culinary tourism) all of which the DMOs are ideally placed to deliver.
• Unlike previous generations, only 40% of this market went to the coast as a child, a lot went abroad. They don’t have that inherent childhood experience, therefore there is an urgent need to engage with them now otherwise they won’t have that affinity with a coastal trip for the future.
The campaign’s main objective is to engage with the under 35s market, to place Suffolk firmly on their ‘must-visit’ list. It is vital to show this audience something authentic, true, original, unprocessed and convincing; indeed all of the unique qualities of Suffolk which make it attractive to this audience who place a high value on authenticity and experiential tourism.
#RAWSUFFOLK– unadulterated beauty, simplicity, what you see is what you get and it’s great! It also aims to build conversation and generate positive perception, increase spend on breaks out of season within this market.
The campaign is divided into two phases; Phase 1 for January through to March 2018 and then recurring in September 2018 through to November 2018 when it will have been honed and adapted from the lessons learnt in phase one.
There are four key themes:
- Adventure - beautiful wide coastlines, the most exciting and unusual outside activities, countryside, woods, forests and riverways.
- Food & Drink - the best pub lunches, where to try the freshest seafood, farmers markets and cooking with fabulous local produce.
- Wellness – peaceful spots, the best places to unwind, unique experiences to relax, escape technology, take a break from the fast life.
- Unexpected Experiences - quirky experiences unique to Suffolk, learn a Suffolk skill, contemporary culture with a twist, humble heritage.
To experience RAW SUFFOLK, visit www.rawsuffolk.com
Sue Warren from Bury St Edmunds & Beyond commented “ Visitors do not consider geographic or political boundaries when they are searching for inspiration for their next trip so it is great that we are working with other destinations in Suffolk, collaborating and cross promoting our areas in this way. We have a great offer both individually and collectively which we hope will encourage more people to stay here in Suffolk for longer. In particular, here in Bury St Edmunds, we are known for our heritage attractions, but we also have a fantastic foodie and shopping offer along with some very unique experiences which we know will appeal to the under 35 audience.”
Related Posts
Related Blogs
![Record year for The Apex and big names set to bring more visitors](https://bury-stedmunds.transforms.svdcdn.com/production/assets/images/Main-Images/The-Apex-interior-hero-1500x390.jpg?w=1500&h=390&auto=compress%2Cformat&fit=crop&dm=1653407478&s=e276378881204f412e9f54d69b5000d2)
News
Record year for The Apex and…
The Apex in Bury St Edmunds has seen its best year…
![Bury St Edmunds and Beyond marks National Volunteers’ Week Inspiring more people to make a difference](https://bury-stedmunds.transforms.svdcdn.com/production/assets/images/Main-Images/Volunteers-at-Rougham-1500x390.jpg?w=1500&h=390&auto=compress%2Cformat&fit=crop&crop=focalpoint&fp-x=0.2743&fp-y=0.4659&dm=1716468437&s=86a31e037fbb87124b373d29fadd36d9)
News
Bury St Edmunds and Beyond…
Bury St Edmunds and Beyond has launched new space on…
News
Abbey Project Awarded…
The project aims to conserve and protect the ruins;…
![Bury St Edmunds Celebrates English Tourism Week](https://bury-stedmunds.transforms.svdcdn.com/production/assets/images/Main-Images/English-Tourism-Week-2024-1500x390.jpg?w=1500&h=390&auto=compress%2Cformat&fit=crop&crop=focalpoint&fp-x=0.4679&fp-y=0.2611&dm=1710515405&s=929b9dad317550e322915a9d46b12d78)
News
Bury St Edmunds Celebrates…
Bury St Edmunds MP, Jo Churchill, met representatives…
![Bury St Edmunds Tour Guides shortlisted for VisitEngland Tourism Superstar Award](https://bury-stedmunds.transforms.svdcdn.com/production/assets/images/Main-Images/Bury-St-Edmunds-Tour-Guides-hero-1500x390.jpg?w=1500&h=390&auto=compress%2Cformat&fit=crop&dm=1705586887&s=63cce58982cac6f72d06eaf662356eba)
News
Bury St Edmunds Tour Guides…
Bury St Edmunds Tour Guides have been shortlisted in…
Latest news
![Abbey Gardens family 1500x390](https://bury-stedmunds.transforms.svdcdn.com/production/assets/images/Main-Images/Abbey-Gardens-family-1500x390.jpg?w=728&h=376&q=95&auto=format&fit=crop&dm=1652275168&s=b6bd35533a1c7bd1ddc9af5cb332588d)
News
Bury St Edmunds Parks awarded Green Flag Status!
Bury St Edmunds Parks awarded Green Flag status!
![Burys Best By Bike hero 1500x390](https://bury-stedmunds.transforms.svdcdn.com/production/assets/images/Main-Images/Burys-Best-By-Bike-hero-1500x390.jpg?w=728&h=376&q=95&auto=format&fit=crop&crop=focalpoint&fp-x=0.3452&fp-y=0.4554&dm=1720602549&s=9a9a607225afcb57e27b70aed3143ca2)
News
New Sightseeing PedalCab Rides Launched to Delight Visitors to Bury St Edmunds this Summer
Join Ecocarriers Bury St Edmunds for a Bury's Best, By Bike PedalCab rides around the town's iconic historic sights!
![Abbey gardens hero 1500x390 2024](https://bury-stedmunds.transforms.svdcdn.com/production/assets/images/Main-Images/Abbey-gardens-hero-1500x390-2024.jpg?w=728&h=376&q=95&auto=format&fit=crop&dm=1720702975&s=6175c66b51bf48449190bb1b2d89b1c9)
News
Abbey Gardens in Top 20 Most Visited Free Attractions in England and Top in the East of England
The historic Abbey Gardens in Bury St Edmunds with the ruins of the Abbey of St Edmund is in the Top 20 most visited free attractions in England and the top free attraction in the East of…
News
Unmissable Events for Families this Summer
Whether you're heading here for a summer holiday or simply looking for a fun day out, these unmissable family events and activities are sure to keep everyone entertained!
![Theatre in The Park hero image 1500x390](https://bury-stedmunds.transforms.svdcdn.com/production/assets/images/Main-Images/Theatre-in-The-Park-hero-image-1500x390.jpg?w=728&h=376&q=95&auto=format&fit=crop&dm=1720428255&s=a499c13c9b8a61672deeb0e8b804fcbc)
News
Get Ready for Theatre in The Parks This Summer
The popular outdoor theatre season returns for 2024 with a new programme of performances in the beautiful Abbey Gardens and West Stow Anglo-Saxon Village.
![Bury St Edmunds Tour Guides 1500x390](https://bury-stedmunds.transforms.svdcdn.com/production/assets/images/Main-Images/Bury-St-Edmunds-Tour-Guides-1500x390.jpg?w=728&h=376&q=95&auto=format&fit=crop&dm=1705586876&s=862b6e66ef83e0437ac2329bae7af599)
News
Bury St Edmunds Tour Guides in the top 10% of attractions worldwide
Reviews of Bury St Edmunds Tour Guides via Tripadvisor have resulted in them being rated in the top 10% attractions worldwide, classing them as a winner in the Travellers’ Choice Awards for 2024.
![Suffolk Regiment Museum 1500x390](https://bury-stedmunds.transforms.svdcdn.com/production/assets/images/Main-Images/Suffolk-Regiment-Museum-1500x390.jpg?w=728&h=376&q=95&auto=format&fit=crop&dm=1716203507&s=bddc78c644c3d3ae7bcf76dd9a646667)
News
Suffolk Regiment Museum Re-Opens After Refurbishment
The Suffolk Regiment Museum has reopened its doors to visitors after an eight-month long refurbishment.
![Pickwick Afternoon Tea 1500x390](https://bury-stedmunds.transforms.svdcdn.com/production/assets/images/Main-Images/Pickwick-Afternoon-Tea-1500x390.jpg?w=728&h=376&q=95&auto=format&fit=crop&crop=focalpoint&fp-x=0.485&fp-y=0.5262&dm=1718272069&s=a600ffc1b248685e08a90eb5030ab358)
News
The Angel Hotel Launches a new Dickens-themed themed afternoon tea experience
The Angel Hotel launches new themed afternoon tea experience based on the life & works of Charles Dickens.
![Cathedral Gin hero 1500x390](https://bury-stedmunds.transforms.svdcdn.com/production/assets/images/Main-Images/Cathedral-Gin-hero-1500x390.jpg?w=728&h=376&q=95&auto=format&fit=crop&dm=1717754453&s=49cc6a4596077ef8a04159bf9e6f6d67)
News
Cathedral Launches Three Gins
St Edmundsbury Cathedral has partnered with Heart of Suffolk Distillery to produce three Cathedral-inspired gins.