Marketing the churches of England: Plans for a tourist officer in every diocese

The Church of England plans to project its historic buildings as a consumer ‘brand’ in order to bring tourists as well as worshippers through the doors.

And it is set to appoint a tourism officer in every diocese to help develop a marketing strategy.

In an effort to boost flagging income, thousands of churches and cathedrals around the country may soon be promoted for their role in the lucrative modern trend of ‘ancestral tourism’ - people tracing their family trees - and any links with popular films and television.

A handful have already seen visitor numbers boom since featuring in blockbusters such as the Harry Potter films and The Da Vinci Code, but senior clerics now want to exploit the Church of England’s heritage to the full.

In November, the Priory Church of St Bartholomew the Great in Smithfield, East London, used as a location in the hit films Four Weddings And A Funeral and Shakespeare In Love, was strongly criticised when it began charging a £4 entrance fee.

But a new report now says that visitors would pay even more if the Church developed a national strategy to promote its ‘product’ – 12,200 listed buildings, 4,200 of which are Grade I.

Heritage officials are already urging the Government to publicise the role of churches in genealogy to the thousands of Americans expected for the 2012 Olympic Games in London.

The Sacred Britain report, which was drawn up by Church officials, tourism chiefs and charities, including the Open Churches Trust founded by Lord Lloyd-Webber, is calling for an ‘ambitious tourism vision or mission’.

The report says that ‘consumer brand values’ should be developed to advertise churches and their services.

Roy Thompson, whose motion for the July meeting of the General Synod in York to adopt the report has provoked wide debate, criticised those who resisted the idea that churches should be open to tourists. The marketing consultant from York said: ‘I get very irritated by those who say the church door should be locked against people in muddy boots.

‘Parents who take their children to Alton Towers might also want to take them somewhere that is going to last a bit longer, something that is a bit spiritual.’

He said that many sites were already offering an ‘experience’, such as ghost trails at Ripon Cathedral and a village church in Kent where visitors are escorted around by characters in costumes.