Public Value in the
Regional Visitor Economy
Assessing Lancashire's Cultural Heritage
Project Analysis & Findings
From Evidence to Insight
The Story the Data Reveals
Project Summary
Our Lancashire Heritage Survey reveals that heritage is deeply valued by respondents, but its significance extends far beyond the preservation of historic buildings and visitor attractions. The findings suggest that heritage functions primarily as a source of identity, belonging, wellbeing, and local pride, rooted in everyday experiences as much as in recognised heritage assets. Nearly four-fifths of respondents valued Lancashire heritage highly, while the majority engaged with heritage at least several times a year, indicating that heritage is embedded within daily life rather than being viewed as an occasional cultural activity.
A notable strength of the findings is the broad public understanding of what constitutes heritage. Respondents valued not only historic buildings and museums, but also landscapes, waterways, industrial sites, dialects, traditions, local food, community events, and family histories. This challenges traditional, asset-based definitions of heritage and suggests that public perceptions are increasingly shaped by lived experience and cultural practice. Heritage is therefore understood as both tangible and intangible, linking physical places with memories, stories, and social relationships.
The strongest public value findings centred on cultural identity, enjoyment, pride of place, and stewardship. Over 90% agreed that heritage helps connect people with local stories, customs, and identities, while high levels of agreement were also recorded for heritage as enjoyable, shared, and worth protecting. These findings indicate that heritage generates social and emotional value that may be as important as any economic or tourism benefits. Furthermore, heritage was strongly associated with wellbeing, quality of life, and leisure, reinforcing arguments that heritage should be viewed as a public health and community resource rather than solely a cultural sector concern.
However, the findings also expose practical challenges. While most respondents found heritage accessible, access was frequently conditional upon car ownership, affordability, mobility, available time, and adequate transport links. Respondents repeatedly highlighted concerns about deteriorating historic buildings, underfunded museums, insufficient publicity, and the gradual loss of local character through neglect or redevelopment. These concerns suggest a gap between public enthusiasm for heritage and the resources available to sustain it.
Emerging Empirical Insights
The analysis reveals a set of emerging empirical insights that shed light on current challenges and opportunities, providing an evidence base for informed policy development and action.
Heritage is highly valued by Lancashire residents
Nearly 80% of respondents said they value Lancashire heritage either “a great deal” (49.6%) or “a lot” (29.5%), indicating exceptionally strong public support for heritage.
Most people can access heritage, but barriers remain
While over 90% described access as easy or somewhat easy, key barriers included:
- Car dependence
- Poor public transport
- Cost
- Limited opening hours
- Mobility and disability challenges
Heritage engagement is frequent and widespread
Around 50% engage with heritage at least monthly, with 18.9% visiting weekly and 31.0% monthly. A further 34.2% engage several times a year, showing heritage is part of everyday life for many residents.
Historic buildings are the strongest heritage priority
The most valued heritage categories were:
- Historic buildings and landmarks (73.6%)
- Historic parks, gardens and landscapes (66.7%)
- Museums and galleries (56.3%)
- Local history and archives (56.3%)
- Canals and waterways (51.4%)
Access matters almost as much as heritage itself
93.7% of respondents said being able to access heritage is either very important (57.5%) or fairly important (36.2%), highlighting access as a critical policy issue.
Heritage is strongly linked to identity and culture
The strongest public value finding was that heritage helps people connect with local stories, customs and cultural identity, with 90.8% agreement. Heritage is viewed as a key source of belonging and place attachment.
Heritage contributes significantly to wellbeing
89.3% agreed that heritage is good for their wellbeing, while 79.3% agreed it improves their quality of life. Heritage is therefore seen as a wellbeing asset as well as a cultural one.
The most-loved heritage sites are local and place-based
The most frequently mentioned heritage assets, demonstrating the importance of iconic local landmarks in shaping community identity, were:
- Harris Museum/Library (42 mentions)
- Lancaster Castle (23)
- Avenham Park (23)
- Blackpool Tower (18)
- Pendle Hill (16)
Leisure value is exceptionally high
Nearly 88% agreed that they value spending leisure time in heritage places and activities, demonstrating that heritage functions as an important recreational resource.
People want more protection and investment
The strongest policy message from respondents was the need to:
- Restore historic buildings
- Invest in parks, landscapes and waterways
- Increase maintenance funding
- Improve education and awareness
- Prevent the loss of heritage through neglect or demolition
Cultural importance extends beyond famous landmarks
69% said some aspect of Lancashire heritage is culturally important to them. Open responses revealed that cultural significance often comes from:
- Family memories
- Local identity
- Industrial history
- Traditions and dialect
- Landscapes and community experiences
Access drives heritage value, wellbeing and quality of life
The strongest statistical relationship in the survey was between heritage visit frequency and the importance placed on access (ρ = 0.529).
People who visited heritage more frequently were also more likely to:
- Value heritage highly
- Report wellbeing benefits
- Report higher quality of life
- View heritage as culturally important
Key Highlights
Heritage value is strongly place-based
Respondents were significantly more likely to identify heritage assets from their own local area as their favourites. This suggests that proximity and personal experience are major drivers of heritage value and attachment.
Industrial heritage remains central to Lancashire’s identity
Cotton mills, canals, railways, docks, and textile heritage featured prominently throughout the survey. Many respondents linked industrial heritage to family history, working-class identity, and Lancashire’s role in the Industrial Revolution.
Natural landscapes are valued almost as highly as built heritage
Parks, countryside, moorlands, river valleys, and landscapes such as the Forest of Bowland and Pendle Hill were repeatedly highlighted as culturally important and worthy of protection. Heritage is clearly understood as both natural and built.
Family memory is a major source of heritage value
Many respondents connected heritage to childhood experiences, grandparents, family traditions, and local stories. Heritage was often valued because it helped maintain intergenerational links and personal identity rather than simply because of historical significance.
Living traditions matter as much as historic sites
Traditions such as Easter egg rolling, Preston Guild, Club Days, village festivals, dialects, local food, and folk customs were repeatedly cited as important expressions of Lancashire heritage, showing that heritage is seen as a living cultural practice.
Awareness is a hidden barrier to participation
A recurring theme was that people often did not know what heritage opportunities existed locally. Respondents called for better publicity, social media promotion, interpretation, signage, and information about heritage sites and events.
Older respondents tended to place greater value on heritage
Statistical analysis found a positive relationship between age and how highly people valued heritage (ρ = 0.304, p < .001), suggesting heritage appreciation generally increased with age.
Broader heritage interests are linked to stronger engagement
People interested in a wider range of heritage types were more likely to:
- Value heritage highly;
- Consider access important;
- Visit heritage more frequently; and
- Value leisure time spent in heritage places.
This indicates that broadening people’s understanding of heritage may encourage deeper engagement overall.
Overall Conclusion
Our survey shows that Lancashire heritage is valued not simply as historic buildings or tourist attractions, but as a source of identity, wellbeing, leisure, community pride, cultural continuity, and belonging. Respondents consistently emphasised the need for better access, stronger protection, and greater investment to ensure heritage remains available to future generations.
Taken together, the findings suggest that Lancashire heritage functions not only as a cultural asset but also as a social, emotional, educational, and wellbeing resource that strengthens local identity, community pride, and intergenerational connection.