All the Areas of Outstanding Natural Beauty in England and Wales have been renamed National Landscapes to stand alongside their larger and more well-known counterparts – the National Parks. The new name reflects the national importance and vital contribution National Landscapes make to protect the nation from the threats of climate change, nature depletion and the wellbeing crisis, whilst also creating greater understanding and awareness for the work that we do.
Because of their size and scope, National Landscapes are ideally positioned to address the environmental issues the UK is facing. There are 46 National Landscapes in the UK, covering 14% of England, Wales and Northern Ireland including moorland, farmland, coast, forests, including UNESCO World Heritage Sites, Biosphere Reserves, a Geopark and International Dark Sky Reserves. They are the UK’s nearby countryside – 66% of people in England (44 million) live within 30 minutes of a National Landscape and at least 170 million people visit them every year.
This is a significant milestone for the UK in realising the National Landscapes’ vision to be the leading exemplars of how thriving, diverse communities can work with and for nature in the UK: enhancing the beauty of the landscape, restoring ecosystems, providing food, storing carbon to mitigate the effects of climate change, safeguarding against drought and flooding, whilst also nurturing people’s health and wellbeing.
National Landscapes teams have always delivered incredible work that makes a difference for nature, climate and people. For every £1 of core funding they receive, National Landscapes teams deliver at least £4 of work on the ground by securing external funding, mobilising their team of volunteers and collaborating effectively. However, historically the profile of AONBs has not matched the immense impact or their work. By creating a more unified identity across the family, we are better able to show the collective size, ambition and impact of our network. This rebrand is a statement of our ambition, for us to be seen as a delivery partner, creating a stronger case for funding opportunities.
We have taken this opportunity to make our brand more accessible and inclusive – delivering on the recommendations of the government’s Landscapes Review in 2019, to make all people feel welcome in these protected landscapes. National Landscapes signals a step-change in how we do things as a family to ensure that everyone feels welcome and that all voices are heard. Representatives from these groups input into the rebrand process, as have many representatives from our existing audience.
What does this mean for the Wye Valley National Landscape?
We are now known as the Wye Valley National Landscape.
Our designation is still the Wye Valley Area of Outstanding Natural Beauty governed by the Wye Valley Area of Outstanding Natural Beauty Joint Advisory Committee.
Our team is the Wye Valley National Landscape team based in the Hadnock Road Office in Monmouth
Our purpose is still to conserve and enhance the natural beauty of the Wye Valley; to increase understanding and enjoyment of its special qualities; and to foster the social and economic well-being of local communities.
We are one of the National Landscapes family of 46 designated areas of outstanding natural beauty in England, Wales and Northern Ireland.
If you require copies of our new logo please contact information@wyevalleyaonb.org.uk