Heritage Tramways Committee focuses on marketing and sector visibility

Strengthening visibility and engagement across the heritage sector

Held at UKTram offices, representatives from across the heritage tramway community met online and in person to share recent updates and explore opportunities to strengthen engagement with visitors.  It was acknowledged that this was the 40^th meeting of the group which has been running for over ten years.  

A key theme of the session was the role of marketing and communications in supporting heritage tramways to attract and grow visitor numbers. Discussions highlighted that while there is already strong public interest in heritage transport, there is an opportunity to improve visibility and make it easier for people to engage with what is on offer.

Contributions from UKTram and the Light Rail Safety and Standards Board explored how digital channels can support this, including the use of social media, short-form video content and user-generated content to reach wider audiences. The importance of consistency in messaging and maintaining up-to-date online information was also emphasised.

UKTram also outlined how it can support greater visibility for heritage tramways through its existing channels. Heritage highlights are regularly featured in the UKTram weekly round-up, alongside the organisation’s events calendar, which provides a platform to promote seasonal activities and milestones.

“There is clearly a lot happening across the heritage tramway sector,” the meeting heard. “The opportunity is to make sure that activity is visible and easy for wider audiences to find.” 

Mike Crabtree, Chair of the UKTram Heritage Tramway Committee added:  

"It is very pleasing and a privilege as chair of the Heritage Tramway Committee to see how the various UK heritage tramways are working together to pool and share information in a positive, open and friendly manner."

Beyond marketing, the meeting also covered a range of technical and operational updates, including peer audit guidance, asset management, safety developments and ongoing workstreams such as overhead line equipment (OLE) training. An update was provided on UKTram’s recently delivered OLE training course, which saw participation from five members and reflects continued progress in building skills and capability across the sector.

Member tramways also shared updates on recent developments and winter works, alongside plans for the summer season. These included infrastructure improvements and funding successes across several heritage systems. 

The meeting reinforced the importance of collaboration across the sector, with open discussion providing valuable opportunities to share learning and identify areas for future focus. 

As heritage tramways prepare for the months ahead, the session emphasised a shared ambition to build on existing strengths while making it easier for new and returning visitors to discover and experience the sector. 

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