The National Trust is experiencing a boom in its operations despite the recession as people in ever greater numbers seek unique and memorable experiences, Fiona Reynolds told the Trust’s AGM in Swindon on Saturday 7 November 2009.

Visitor numbers are up by almost 18 per cent on 2008 and membership has grown from around 3.65 million to almost 3.8 million over the last 12 months. The Trust’s catering and retail operations are also up by 22 per cent and 15 per cent respectively, and bookings at holiday cottages are eight per cent higher than last year.

'We have had an amazing year and people have come to us in droves,” said Fiona Reynolds, the Trust’s Director-General. “The vision of our Victorian founders, to provide space for calm, peace and tranquillity, is as relevant now, during a recession, as it has ever been.

'What has captured the public imagination has been the authentic experiences we offer. Those moments of peace enjoyed in beautiful surroundings, or spending time with friends and family at a woodland, give us something lasting and memorable that stands above the cheap thrill of the consumer world.'

Simon Jenkins, the Trust’s Chairman, added: 'At the heart of this is a confident and constructive spirit which, together with the support of our members, has ensured that the Trust is in good health and remains true to the causes of beauty, landscape, inspiration and heritage, for the benefit of the nation.'

Simon Jenkins also pointed to two major passions for his Chairmanship: bringing properties to life and improving the speed of the Trust’s decision making.

'The Trust is moving away from the ‘frozen moment in time’ approach to create a more dynamic and atmospheric space in which visitors can immerse themselves,” he said. “Work has begun in making this happen, but I believe that there is so much more we can do to bring all our properties to life.'

He added that the Trust’s responsiveness and ability to make decisions quickly will be improved by the thrust towards ‘localism’ now being planned. Through this, property and general managers are being given more authority, letting them get on with the job in hand. He concluded: 'We are determined to recognise and promote the uniqueness of each Trust property and its relationship with its local community.'