Finalists named for Accessible and Inclusive Tourism Award

This award recognises tourism businesses providing truly memorable visitor experiences for everyone, particularly those with accessibly requirements, and demonstrating excellence across every aspect of their business.

Here are the finalists for this year's award.

Jimmy’s Farm and Wildlife Park

Located just outside Ipswich in Suffolk, Jimmy’s Farm and Wildlife Park opened in 2002 and has always been family-run by Jimmy and Michaela Doherty.

Jimmy’s vision was to start a livestock farm using traditional, free-range meat production practices and rearing British rare breeds.

In addition to the working farm, Jimmy’s Farm now has a wildlife park that became BIAZA-accredited in May 2019 and is home to 100 species and breeds – from capybara, crocodiles and pigs to pelicans, meerkats and monkeys.

Visitors can feed some animals using the boxes of food available and get even closer with daily animal talks and activities.

There is also an onsite farm shop, restaurant and various retail stores, as well as two bouncy pillows, a woodland walk and brand-new adventure play area.

The judges praised the inclusive employment policy used by Jimmy’s Farm, with staff encouraged to provide feedback and be involved with business decisions. They said employees “appear happy, knowledgeable and engaged with the customer experience the business is striving to deliver”.

They added that the business has an overall focus on accessible and inclusive tourism, “even to the point of considerable investment being made in infrastructure such as paths and toilets”.

RSPB Minsmere is home to more than 6,300 recorded species (Image: RSPB Images)

RSPB Minsmere

RSPB Minsmere is a nature reserve on the Suffolk coast with more than 6,300 recorded species – including such rare birds as marsh harriers, bitterns, bearded tits and avocets.

Minsmere was first managed by the RSPB in 1947, and it has expanded to a total of 2,500 acres of different habitats – from woodland to lagoons surrounded by reedbeds.

The reserve runs specialised guided walks and safaris to give visitors the best wildlife experience possible. It also has a well-stocked shop, a cafe serving its famous cheese scones and homemade meals, and an educational Discovery Centre to welcome school groups and host events.

From 2014-2016, Minsmere hosted BBC Springwatch, which brought a big uplift in visitor numbers. Its largest audience is birdwatchers, who visit from all over the country, followed by holidaymakers, day-trippers and education providers.

The judges were impressed with the reserve’s desire to ensure that accessibility and inclusion is a clear, achievable objective – noting the “great programme of improvements already made, together with more in the pipeline”.

They were also impressed with the information supplied on the website in regard to access, as well as the reserve’s health walk initiative.

Watatunga Wildlife Reserve provides a unique environment for over 20 types of deer, antelope and rare birds to roam at their will (Image: Phil Stone)

Watatunga Wildlife Reserve

Watatunga is an award-winning wildlife reserve in west Norfolk. Situated amongst 170 acres of woodland, grassland and lakes, it provides a unique environment for over 20 types of deer, antelope and rare birds to roam at their will.

The business opened in August 2020 in the midst of the Covid-19 pandemic and is managed and owned by the Pope family, who have been custodians of the wider estate for several generations.

Watatunga collaborates with international zoos and safari parks to run breeding programmes for some of the world’s most endangered animals.

The reserve operates three guided tours a day in self-drive buggies or trailers from April-October, six days a week. It also has fully accessible self-catering accommodation on site, runs private tours and experiences, and hosts school trips and a ‘forest school’ all year round.

The judges praised the “amazing work” that Watatunga had completed in a relatively short space of time to make the reserve a “unique and memorable visitor attraction”, while also working on the various programmes to protect endangered species.

They noted that the business has “extremely detailed policies” on sustainability, access and equality and diversity – and were also impressed with the passion and knowledge of the team members.
 

The winners of the East of England Tourism Awards 2022-2023 will be announced at a black-tie event held at Milsoms Kesgrave Hall Hotel, Ipswich, Suffolk​ on Thursday, March 16.

To view the full East of England Tourism Awards 2022-2023 finalists supplement, please click here.