Tourism sign policy
1. Introduction
1.1 A tourist attraction is defined as a permanent destination or facility open to the public without prior booking during normal opening hours.
1.2 Attractions include places of interest such as theme parks, museums, historic houses, and leisure complexes. Facilities include services like accommodation, restaurants, cafés, pubs, and shops. Cinemas, theatres, concert halls, and sports venues also fall under this category.
1.3 Attractions must usually meet the following criteria:
- Minimum of 5,000 visitors per year
- Open at least 50 days per year
- Signed only from the nearest A or B road, town, or village
Exceptions may be made for larger attractions or those with educational value, uniqueness, or traffic management needs.
1.4 Attractions must meet quality standards and sign up to the Tourist Boards’ Visitors’ Charter. Applicants must provide proof of this.
1.5 Attractions and facilities must promote themselves through leaflets and other materials. Highway signs should not be the sole method of promotion.
1.6 Road safety, traffic management, and environmental concerns will take priority in case of conflict.
2. Tourist Attractions
2.1 Attractions include theme parks, historic sites, museums, nature reserves, and leisure complexes. Garden centres, farm centres, and craft centres are now also considered.
2.2 Eligibility is straightforward for most attractions. Garden centres and craft centres must show they serve a wider catchment area and offer more than just retail.
2.3 These attractions must promote themselves to the tourist industry and not cater solely to local needs.
3. Tourist Facilities
3.1.1 Hotels, Guest Houses, Bed and Breakfasts
Must be part of a recognised quality assurance scheme (e.g. English Tourist Board, AA, RAC). Hotels for homeless people will not be signed. B&Bs must be open during the holiday season and signs should be removed when not in use.
3.1.2 Self-Catering Accommodation
Generally not eligible unless there are location difficulties.
3.1.3 Camping and Caravan Sites
Must have at least 20 pitches and be licensed under relevant legislation.
3.1.4 Public Houses
Must meet criteria including serving meals, child-friendly facilities, adequate parking, and attracting visitors from outside the area. Signs are not for advertising.
3.1.5 Restaurants and Cafés
Same criteria as public houses apply.
3.1.6 Retail Facilities
Must be aimed specifically at tourists. Most town centre shops will not qualify unless they serve a wider catchment area.
3.1.7 Recreational and Sports Facilities
May be signed if they attract visitors from outside the area or have location difficulties.
3.1.8 Tours and Leisure Drives
Generally discouraged due to environmental concerns. Themed routes may be considered if specific and agreed with the highway authority.
3.1.9 Cycle Routes
Must be safe and promoted in partnership with the highway authority.
3.1.10 Tourist Information Centres
The “i” symbol is used for official tourist information centres. Points may also be signed if they meet certain standards.
4. Signing in Urban and Rural Areas
4.1 Urban areas may have stricter criteria due to limited space and the availability of information boards.
4.2 Conservation and special landscape areas may restrict signage for environmental reasons.
4.3 Requests may be refused due to siting difficulties or excessive signage. A maximum of six destinations will normally be allowed.
4.4 Improvements to existing signs may be considered. Applicants may be asked to contribute to costs.
5. Application Procedure and Financial Arrangements
5.1 Applicants must complete a questionnaire, provide supporting information, and pay a non-refundable fee of £104 per site. This covers administration and site visits and is outside the scope of VAT.
5.2 If approved, the applicant must pay for design, supervision, and future maintenance. Replacement due to wear, damage, or vandalism is also the applicant’s responsibility.
Applicants must sign a Tourist Attraction Operators Agreement. Additional charges:
- £100 for schemes costing up to £400
- 25% of the works cost for schemes over £400
All costs are exclusive of VAT.
