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Jan Bibby, regional director at the National Trust tells Bdaily about the challenges The Trust faces

What key challenges has your company recently faced?

As the UK’ largest conservation charity I think the biggest challenge the National Trust has faced this year has been the government’s proposed changes to the National Planning Policy Framework. By being weighted heavily in the interests of economic development, the NPPF does not offer a truly sustainable approach to planning by balancing economic development needs with the needs of society and the environment. Nearly 225,000 people have signed our petition calling for the Government to rethink their planning proposal – let’s hope they listen!

In the North East one of the main challenges this year, not just for the Trust but for the region, has been second guessing the effects of the economic downturn. With cuts to funding for the promotion of tourism we are bound to see less people visiting the area than in previous years. In employment, job cuts have been taking place all over the country but with such high levels of public sector employment being lost in the north east the downturn will be felt hugely. People have less money to spend and are tightening their belts.

What is your biggest achievement over the past 12 months?

At the start of October the National Trust signed up it’s 4 millionth member. This is an amazing achievement. The support enables us to look after more than 300 historic houses, 250,000 hectares of land and 700 miles of coastline. In the North East we look after some really important environments including the Farne Islands which is an internationally important seabird colony and Wallington, the Trust’s largest agricultural estate where we’re working with tenant farmers to reduce our carbon footprint.

What is your biggest focus for the coming year?

As an organisation we’re really well known for our work caring for historic houses and buildings, but not so well known for the work we do in the outdoors. As the biggest land owner in the UK we play a huge role in looking after and opening up access to miles of coastline and acres of countryside.

In the next year we will focus our efforts on reconnecting with people who share our passion for the outdoors, providing more opportunities to get out and about and spend time with nature.

We also want to connect with new audiences – those who might not at the moment spend time outdoors. In these times of austerity our need for the type of refreshment and relaxation that the outdoors can offer is bigger than ever and we believe it’s relevant to everyone. I’m a passionate walker and love to spend time in the countryside, next year will be all about encouraging others to get out and about and closer to nature.

If you had to choose one top piece of advice for someone just starting out in business, or is currently operating within your industry sector, what would it be?

The best advice I can give is to always start with the market – who are you trying to target? You need to understand the needs and requirements of your audience before you can create a plan that is realistic and achievable. Always set a clear goal and when difficult decisions arise, come back to why you are doing what you are doing in the first place – and who for.

Can you share with us your view of the current landscape of business, in this region or generally and where your organisation sits within it?

Our 2010 trends showed a reduction in tourism visitors and increase in day visitors to our places, together with more local and repeat visitors. This correlates with known market factors including a reduction in tourism promotion in the region, and the wider economic and visitor climate.

However, whilst many are feeling the bite of the recession we’ve been really fortunate this year to receive a great number of visitors to our north east places. Gibside and Wallington are on track for a record year of visitors and Cragside have been really popular too. As I mentioned earlier I think in times like these when many people are feeling financial and work pressures, the type of escape offered by the Trust, at our pay for entry and free outdoor places, is increasingly important in our hectic lives.

This was posted in Bdaily's Members' News section by Ruth Mitchell .