News
Village hall volunteers at forefront of research into wellbeing and economic impact
5 March 2026
A national survey of volunteers involved in rural touring is now underway.
The research will look at personal wellbeing and economic impact of culture in rural communities – an area which is not particularly well-documented.
The new work is a partnership between National Rural Touring Forum (NRTF) and the University of Warwick – supported by Arts Council England.
A rural touring story…
It will explore how rural touring contributes to local financial resilience, supporting small businesses, venues and wider rural economies.
Culture, Wellbeing & Economics: A rural touring story will be a significant piece of research into a cultural sector that’s often off-the-radar.
Rural and small-scale touring is about bringing enriching cultural experiences to communities off-the-beaten-track.
Volunteers are vital cogs in rural touring
Thousands of volunteers across the country are the vital cogs in bringing theatre, music, dance and comedy to places on ‘b-road Britain’.
They keep the sector moving – but very little is known about their motivations, and feelings of wellbeing and worth.
Between now and June 2026 hundreds of volunteers will be asked for their views.
NRTF will work via schemes and their promoters who will be the primary participants.
Drawing a comprehensive picture
Abigail Reeve, Director, National Rural Touring Forum said:
“This is a crucial piece of work which focuses on the legions of people who work tirelessly to bring culture to rural areas. We are excited to partner with the University of Warwick and highlight this community of volunteers who work wonders yet often don’t get the credit they deserve.”
Dr Vishalakshi Roy, Associate Professor in Creative Industries at the University of Warwick, said:
“Behind every local show is a dedicated team of volunteers committed to keeping their community thriving. Rural touring is a vital and much-loved part of our local cultural life, but the hugely positive impacts of cultural participation on wellbeing, as well as the significant boost to local economies, are often overlooked.
“Our research project will provide clear evidence to national and regional policymakers of the economic and wellbeing impact made by rural touring, and help to strengthen the case for sustained investment.”
Paul Kaynes, Senior Manager, Touring, Arts Council England said:
“This new research shines a light on the crucial impact rural touring has on community wellbeing and local economies, and on the volunteers who make it all possible.
“Arts Council England is proud to support this work, alongside our own ongoing investment in rural touring, to ensure outstanding cultural experiences reach communities across the country.”
Live and Local is a rural touring scheme operating in Warwickshire, Staffordshire and beyond.
Live and Local Executive Director John Laidlaw, said:
“We welcome this timely research, which will provide robust, independent evidence on the value of the rural touring model.
“By connecting voluntary groups with high-quality professional performers, this approach not only motivates people to volunteer but also plays a vital role in reducing isolation and loneliness—outcomes we believe to be true and look forward to seeing confirmed through rigorous study.”
Funding for this research project comes through the Policy Support Fund via Research UK.
This is the first stage of work and will be followed by the production of practical toolkits and training. The hope is to present findings with policymakers in the sector.
More than 300,000 people attend rural shows each year – in a sector that generates more than £1m in ticket sales.