Local voices on evolving rural tourism

Did you know that around 75% of Basingstoke and Deane is made up of agricultural land and woodland? Even more impressive, a third of that land falls within a designated Area of Outstanding Natural Beauty. It’s no surprise that visitors are drawn to the region for a genuine countryside escape.

We spoke to some local businesses that are not only welcoming visitors but also shaping the way rural tourism is evolving by connecting people with nature, heritage and the vibrant communities that make this corner of north Hampshire so special.

Basingstoke and Deane offers a unique blend of rich history and modern vitality. From the literary legacy of Jane Austen to iconic landmarks such as Highclere Castle and Whitchurch Silk Mill, the area is a tapestry of English heritage. Yet, it also offers easy access to bustling town life, complete with independent shops, cultural experiences and lively nightlife. It’s this balance that makes Basingstoke and Deane so appealing. Visitors can enjoy expansive countryside walks and peaceful rural stays without sacrificing the amenities of a well-connected town.

We caught up with three businesses at the forefront driving rural tourism forward in Basingstoke and Deane:

Summerdown Farms – A family-run peppermint farm in the Hampshire Downs offering luxury shepherd’s hut accommodation, farm tours and a deep commitment to sustainability.

Sandford Springs Hotel and Golf Club: A countryside resort in the rolling hills of Watership Down offering a 27-hole golf course, hotel accommodation and locally sourced dining experiences.

Silchester Farm: A boutique rural venue for weddings, events and retreats, combining heritage buildings with eco-minded design and locally driven events.

Changing trends in rural tourism

Across the borough, businesses are noticing a shift in what today’s visitors are looking for authenticity, sustainability and meaningful engagement with place.

“Travellers are increasingly seeking authentic, eco-friendly experiences that allow them to connect with nature and local communities,” says the team at Summerdown. “We’ve responded by emphasising our regenerative farming practices and offering accommodation that minimises environmental impact.”

At Silchester Farm, this change is reflected in growing interest in immersive, story-rich events:
“There’s been a real appetite for meaningful experiences and connection with nature. People are looking for more than just a pretty backdrop, they want stories, sustainability and a sense of place. That’s why we launched events like the Kitchen Garden Feast, where guests dine amongst the produce we grow on-site.”

Sandford Springs has seen rural tourism flourish in a different but equally impactful way.
“We noticed a significant rise in leisure golf following the pandemic. With more people seeking open spaces and countryside escapes, golf has become a popular choice for both seasoned players and newcomers alike. 2023 marked our strongest year to date and with bookings already strong for 2026, the momentum shows no sign of slowing.”

Local collaboration in action

Rural tourism isn’t just about location, it’s about community. Across Basingstoke and Deane, collaboration among local businesses is helping to create richer experiences for visitors and more sustainable outcomes for everyone.

“At Summerdown, we partner with local businesses and community groups to enhance the rural tourism experience,” explains the team. “We employ local people, use local suppliers where possible and promote local craftsmanship by offering regional products in our huts. These partnerships strengthen community ties and enrich what we can offer guests.”

Silchester Farm echoes this sentiment, sharing how collaboration brings events to life:
“A great example is our partnership with Hawkridge Distillers to create our Wingless Eagle spirit collection, using botanicals grown right here on the farm. We also work closely with local caterers, florists and musicians, many of whom feature at our markets and weddings.”

Meanwhile, Sandford Springs has made collaboration part of its ethos, from charitable giving to food sourcing: “In 2024, we donated over £8,000 worth of prizes to local and national charity raffles and auctions, supporting schools and clubs. Our restaurants also showcase local produce, sourcing ingredients from nearby farms, butchers, and egg suppliers to champion the region and deliver high-quality dishes.”

Benefits of local collaboration

The benefits of community partnerships ripple through the entire local economy, strengthening the region’s appeal and resilience.

“Collaborating with local groups has expanded our offerings and attracted a broader audience,” says Summerdown Farms. “It’s also helped foster a sense of mutual support among businesses—something that’s essential to keeping rural tourism strong.”

Silchester Farm adds: “The biggest benefit is community, when local businesses support each other, we all thrive. It’s incredibly rewarding to see a couple’s wedding day filled with the creativity and passion of small local businesses working together.”

And for Sandford Springs, collaboration also means growth: “Our relationships with local businesses help us build a strong network. For example, when we’re fully booked, we refer guests to nearby accommodations, and they often return the favour. These connections have helped us grow our customer base in meaningful and lasting ways.”

As visitors seek deeper connections with place, Basingstoke and Deane’s blend of heritage, nature and community offers something truly lasting. Come and discover it for yourself.

Written August 2025. Our thanks to Summerdown, Silchester Farm and Sandford Springs for their contributions.