The National Trust will pilot a “radical” new approach aimed at getting more people to use its services, its chief executive told the Today programme on BBC Radio 4 this morning.
Hilary McGrady, who took over at the trust in December, said that she wanted to particularly focus on reaching more people living in urban areas.
"I want to reach more people, and more people live in urban areas,” she said. “It's got to be radical. But rather than change it I want to add to it."
She also said the trust might buy “more cultural heritage in cities”.
She said a good example of the increased focus on the urban environment was the trust’s work in Newcastle where it had helped look after the local parks.
She said the trust will also focus more on its stewardship of nature, and said that she accepted some of the criticism of the trust’s work in the Lake District.
“We need to listen more to the people who live in these areas,” she said.
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