06 Jul 2026
The last time the infrastructure of rural touring was researched was before the pandemic and a lot has changed since then. The University of Warwick’s Vishalakshi Roy and Melanie Stavrou share the preliminary findings of their new research.
Rural touring responds to the unequal distribution of cultural provision between rural and urban areas by providing access to high-quality professional arts in rural places. It also helps address wider challenges including limited mobility, ageing populations, rural deprivation and isolation.
Its unique collaborative model, comprising regional touring schemes, local rural arts promoters and rural resident volunteers, brings professional arts performances to non-traditional spaces such as village halls, churches, pubs and village greens.
Recommendations from the last research study into rural touring in 2019 highlighted the need to investigate the wider impact of the sector on rural residents, communities and rural life.
An Ambitious National Study
Culture, Well-Being and Economics: A Rural Touring Story is a national study by the Centre for Cultural and Media Policy Studies at the University of Warwick. Developed in partnership with the National Rural Touring Forum (NRTF), supported by Arts Council England and funded by Research England, it explores the development and sustainability of the rural arts touring model in the UK.
Twenty-two rural touring schemes from England, Scotland and Wales have participated, contributing in-depth data about the lived experiences, motivations and challenges of around 270 rural promoters and volunteers.
Initial Insights: Reflections On Rural Life And People
Initial findings demonstrate how engagement in rural touring improves quality of life for residents in ways that go far beyond access to culture. For volunteers, involvement is associated with improved well-being, a stronger sense of belonging and a key role in combating loneliness, while contributing to place-making for those facilitating rural arts touring and those attending events.
“It is reducing loneliness and isolation by creating events where people are encouraged to mix and mingle. There is greater community cohesion by bringing diverse communities together, with opportunities for families to share experiences they might not otherwise access.”
Direct economic impacts include income for venues through ticket sales, food and drink sales and raffles. Regular hosting also supports ongoing maintenance of these non-traditional venues, enabling wider community use and strengthening their role as rural cultural hubs. Events also help raise the profile of rural areas, attract audiences and stimulate spending in pubs, shops and restaurants.
Challenges Of The Model: Advocacy And Policy Interventions
The study also highlights challenges that the researchers hope will inform future policy decisions. There are significant discussions across the sector about the sustainability of the rural touring model.
The findings demonstrate a significant decline in rural touring audiences since the pandemic. Many schemes attribute this to funding uncertainties that are constraining growth and limiting outreach, despite increased interest and demand.
Limited and stagnant funding, rising production costs and the wider cost-of-living crisis are placing increasing financial strain on organisers and audiences alike.
In response, schemes are introducing additional venues, diversifying activities through workshops, skills-based and outdoor events, and adopting pay-what-you-can approaches to improve accessibility.
There is also a shift towards new venue types, including pubs, alongside greater engagement with community groups and schools. Two-thirds of schemes are establishing new partnerships with health organisations, including NHS referral pathways, and other organisations focused on social health and well-being.
The volunteer-led model relies on rural promoters undertaking multiple, complex roles essential to delivering arts in rural communities.
Led by the National Rural Touring Forum, toolkits and training will be developed in response to the research, to support the sustainability of this volunteer-led infrastructure and provide evidence for policy development.
The researchers believe a better understanding of rural touring will support high-quality arts in rural venues while strengthening recognition of its wider contribution to rural life.
To find out more about the research, please email [email protected].
