Highways Agency

Traffic signs for tourist businesses

We're just off the Main Road

Advice on traffic signs for tourist businesses in England

Contents

The right direction

You may own the best tourist attraction in the region, or run a wonderful hotel, but how do your customers find their way to you?

First of all you need to:

Have a location map available which you can send to customers and leave with the local Tourist Information Centres and hotels etc.
Make sure that details of how to reach your establishment by road, rail, bus and taxi are included in all of your promotional material and are shown on your website, from which a copy can be downloaded and printed.
Make use of current signing to a well-known destination nearby, by giving directions to follow their signs in your promotional literature and advertising.

Road sign

In addition, the tourist industry has long recognised the benefits of adequate and distinctive signs for visitors and tourists. This section explains the rules and regulations for brown traffic signs to tourist destinations in England.

If considering traffic signs for your business you need to bear three points in mind:

There is a national system operated by the Highways Agency which determines whether you are eligible for brown signs on the national trunk road network (which includes most motorways).
Local Authorities have their own policies on the provision of brown signs on local roads (i.e. all roads other than trunk roads).
There are different rules for tourist destinations located inside the M25/A282 London orbital route. The guidelines and criteria are set out in a publication called "Tourist Traffic Signs Inside the M25".

What is the difference between traffic signs and outdoor advertising signs?

Traffic signs, including brown signs, are the responsibility of the appropriate highway authority. They should not be confused with advertising signs which are covered by different rules and regulations.

Advertising signs are controlled by the local planning authorities, not the highway authority. Many advertising signs require express consent (a form of planning permission).

Types of traffic signs

The design and use of traffic signs are controlled under regulations, the Traffic Signs Regulations and General Directions 2002 (TSRGD 2002), for which the Department for Transport is responsible.

Standard directional signs

These are signs which direct road users to places throughout the country, as an aid to navigation. They have a blue, green or white background depending on the type of road. Traffic signs are provided for highway safety and effective traffic management, and rules govern their design and location. Individual businesses are generally not eligible for this type of traffic sign.

Brown signs

Brown signs are provided mainly to direct visitors to their intended tourist destination towards the end of their journey. Standard symbols are sometimes used on these signs. They illustrate different types of attraction or facility and are specified in TSRGD 2002. Some examples are shown below:

Pleasure or theme park Preserved or tourist railway or railway museum Picnic area Caravan site or park

Who decides whether I can have brown signs?

The Highways Agency controls signs on trunk roads. Its policy on brown signs is set out in a national standard (TD 52/04) contained in the Design Manual for Roads and Bridges.

Your local highway authority controls signs on the local roads in its area and sets local policy on brown signs.

The local highway authority will be the county council, metropolitan district council, unitary authority, or, in the case of London, Transport for London or the London borough for your area.

It is essential to apply initially to the highway authority responsible for the road which provides the main direct access to the tourist destination. This is called the Home Traffic Authority (HTA). Ask for the highways, engineers or surveyors department. If you also wish to apply for signs on trunk roads or local roads which come under a neighbouring authority, liaison should be organised by the authority to which you apply.

Chessington world of Adventures If you are considering applying for brown signs, we suggest you follow three steps:

FIRST: Find out whether your business qualifies as a tourist destination.
SECOND: Find out whether your business is eligible for signing: does it fit the rules?
THIRD: Make an application.

Step 1: Does my business qualify?

Tourist sign As defined in TSRGD, a tourist destination is:

"A permanently established attraction or facility which attracts or is used by visitors to an area and which is open to the public without prior booking during its normal opening hours."

This covers a wide range of tourist attractions and other facilities, such as those listed below.

Tourist attractions:

These are places of interest, open to the public, offering recreation, education or historic interest. They include:

Visitor centres
Theme parks
Historic buildings
Museums
Zoos
Parks and gardens
Natural attractions - nature reserves, beaches and viewpoints
Areas of special interest
Country tours and routes
Sports centres
Theatres
Cinemas
Concert venues

Tourist facilities:

These are places where travellers can rest, take refreshment or obtain information. They include:

Hotels, guesthouses and other serviced accommodation
Public houses
Restaurants
Holiday, touring and camping parks
Picnic sites
Tourist Information Centres

Step 2: Does my business fit the rules?

Highway authorities have their own policies for brown signs, which limit the number of signs allowed. This is for road safety reasons- too many signs can be confusing and distract drivers - and for environmental reasons - too many signs could harm the countryside or street scene.

To find out more about your eligibility:

Obtain a copy of the local guidelines and application form from the HTA.
Ask the HTA for its opinion.

Local Roads

You may find, for example, that local guidelines require that:

You are open for a minimum period during the year.
You are publicised in the tourist guides and at Tourist Information Centres.
Your attraction is accredited by the 'Visitor Attraction Quality Assurance Service' (VAQAS) run by VisitBritain.
Your hotel or guest accommodation is accredited in the National Quality Assurance Standard from VisitBritain, AA or RAC.
Your holiday, touring and camping park has a reasonable number of pitches available for casual and overnight use and is accredited under the British Graded Holiday Parks Scheme, run by VisitBritain.
You have adequate car parking and toilets (including provision for visitors with disabilities) on site or close by.

brown sign In some towns and cities signs may not be allowed for individual destinations. Generic signs which direct visitors to 'sea front hotels' or 'historic centre' may be used. Alternatively, pedestrian signs from public transport facilities or car parks may be preferred. Visitors may also be signed to the Tourist Information Centre or other point from which they can get further instructions.

Trunk Roads

large brown sign Rules for brown signs on trunk roads are set out in Traffic Signs to Tourist Attractions and Facilities in England: Tourist Signing - Trunk Roads (TD 52/04) available from The Stationery Office. Examples of the rules include:

Attractions should have at least 250,000 visitors a year to be eligible for signs on motorways adjacent to large conurbations, 200,000 for other motorways, 150,000 for dual carriageways with a speed limit of 50 mph or more, 100,000 for other dual carriageways and 40,000 for single carriageway roads.
Attractions which do not meet the annual visitor number criterion may be considered for tourist signing if the number of visitors in the peak month exceeds 20% of the annual requirement.
For most tourist destinations signing would only be appropriate within 2 or 3 miles.
The number of tourist destinations signed at a junction should not exceed three.
With the exception of Tourist Information Centres, brown signs to tourist facilities are not permitted on motorways.

Eligibility does not confer automatic entitlement to brown signs. The appropriate highway authority is responsible for deciding whether your establishment should be signed. Once installed, the signs may be modified, replaced or removed by the highway authority at its discretion.

Step 3: How do I make an application?

Obtain a copy of the local guidelines and application form from the HTA. Submit the completed application form with the appropriate fee to the HTA. They will tell you if other authorities need to be involved. Normally the HTA will undertake any necessary liaison.

Approval for signs will depend on whether the HTA agrees that they will be helpful for road safety or traffic management reasons. This in turn will depend on factors such as the amount of existing signing on the roads in question. The decision on signing is entirely at the discretion of the relevant authorities. There is no statutory right of appeal.

How many signs do I need?

Although you will probably have your own ideas, the highway authorities will determine the number of signs you need. The decision will be based on the need for signs to direct motorists safely from the first sign to the premises - and it may be fewer or more signs than you think. Remember that the final decision lies with the relevant authorities.

There has to be consistency and continuity of tourist signing from the first sign to the destination, including across highway authority boundaries. Gaps in signing to a destination will not be permitted.

What about costs?

All costs must be paid by the applicant. The total amount will depend upon the number of signs needed and their size (larger signs are needed where traffic speeds are higher). Charges include the cost of design, production, installation and future maintenance during the serviceable life of the signs, and an amount to cover administration by the highway authorities. Costs of signs on high speed roads may be very expensive, if for example safety fencing is required. Any application fees are not refundable.

Once the signs have been installed they become the property of the highway authority.

Where can I get further information?

There are several publications which set out policy and technical advice on brown signs. The most useful are:

Traffic Signs to Tourist Attractions and Facilities in England: Guidance for Tourist Signing - General Introduction. Design Manual for Roads and Bridges, Volume 8, Section 2, Part 3: TA 93/04. The Stationery Office, 2004.

Traffic Signs to Tourist Attractions and Facilities in England: Tourist Signing - Trunk Roads. Design Manual for Roads and Bridges, Volume 8, Section 2, Part 4: TD 52/04. The Stationery Office, 2004.

Traffic Signs to Tourist Attractions and Facilities in England: Guidance for Tourist Signing - Local Roads. Design Manual for Roads and Bridges, Volume 8, Section 2, Part 5: TA 94/04. The Stationery Office, 2004.

All the above are available from The Stationery Office (Tel: 0870 600 5522, fax: 020 7873 8247 or order online at http://www.tso.co.uk/). This information is also available through the DfT website at: http://www.dft.gov.uk/roads/signs/ then select 'General guidance and information'.

For tourist signing in London, the guidance is set out in the following document: Tourist Traffic Signs Inside the M25, Government Offices and the Highways Agency, 1997. Available from the Department for Transport, Traffic Signs Branch (Tel: 020 7944 2974 or email traffic.signs@dft.gsi.gov.uk)

Transport for London (Street Management) can be contacted by telephone on 020 7343 5000 or at http://www.tfl.gov.uk/streets/

For further information on the VisitBritain Quality Standards please contact:

National Quality Assurance Standards
fax: 020 8563 3158
email: feedback@visitbritain.org
Visitor Attraction Quality Assurance Service
tel: 01473 825 633
fax: 01473 823 063
e-mail: vaqas@eetb.org.uk

For further information on the Disability Discrimination Act, please contact:

Disability Rights Commission
tel: 08457 622 633
fax: 08457 778 878
e-mail: enquiry@drc-gb.org
website: http://www.drc-gb.org/

The development department of your regional or local tourist organisations may also produce an advisory leaflet giving local information and contacts.

Tourism South East	023 8062 5400 http://www.visitsoutheastengland.com/
VisitLondon	020 7932 2000 http://www.londontouristboard.com/
South West Tourism	01392 360050 http://www.swtourism.co.uk/
East of England Tourist Board	01473 822922 http://www.eetb.org.uk/
North West Tourist Board	01942 821222 http://www.visitenglandsnorthwest.com/
Heart of England Tourist Board	01905 761100 http://www.visitheartofengland.com/
Northumbria Tourist Board	0191 375 3010 http://www.ntb.org.uk/
Yorkshire Tourist Board	01904 707961 http://www.yorkshirevisitor.com/
Cumbria Tourist Board	01539 444444 http://www.cumbria-the-lake-district.co.uk/
The Mersey Partnership	0151 227 2727 http://www.visitliverpool.com/
Marketing Manchester	0161 237 1010 http://www.destinationmanchester.com/
Cheshire & Warrington Tourism	01244 603127 http://www.visit-cheshire.com/
Lancashire & Blackpool Tourist Board	01772 551888 www.visitlancashire.com

If you are unsure whom to contact, please visit: http://www.visitbritain.com/ukindustry/ for assistance.