Tourism brown signs are designed to help direct visitors to a tourist destination along the latter stages of their journey. They are not for advertising or promotional purposes and will only be approved if a traffic management need can be proved. Any application and subsequently agreed signage must be funded by the applicant / owner of the business or attraction.
Brown Sign applications are handled directly by Kent County Council.
- Kent County Council Highways and Transportation (KCC Highways) control signs on local roads (excluding Medway) and sets out local policy on brown signs for tourist destinations.
- The Highways Agency controls signs on motorways and 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’. Applications for signing on the Highway Agency’s network therefore need to be made via their contact centre and separately to that for Kent County Council’s road network. Email: info@nationalhighways.co.uk Phone: 0300 123 5000.
Kent County Council has introduced a policy for assessing tourist signing schemes following consultation with district councils and partners. The policy has been developed to fit within the national framework set out by the Department of Transport.
The tourism industry is important to the economy of Kent and although the standards can assist tourism development, signposting is directional information and should not be used as a substitute for effective marketing.
To apply for local road brown tourism signage:
1. Submit an enquiry for a replacement sign via KCC Highways website at Report a Fault
2. Kent County Council Highways Signage Team will review the application and send an application form and details of any relevant costs.
3. Upon receiving a completed application form, the KCC team will make an assessment as to whether or not the business meets the required tourism criteria.
4. If the criteria is met, and the application is eligible, the application form will then be forwarded on to KCC Highways who will assess the application and identify the signing requirements, considering location, size, number of existing signs and environmental sensitivity.
Please be aware:
• The decision on signing is at the discretion of the relevant authorities. There is no statutory right of appeal.
• Even though the tourism criteria may be met, there is no guarantee the permission for signage will be granted as the other criteria within the directive may not be met.
• If the applicant is eligible and wishes to proceed following receiving the design and quotation, KCC will require advance payment for the installation.
If applying for signage on motorway or trunk roads, a separate application to the Highways Agency will need to be made via their contact centre using the details above. There is no guarantee that if signing is provided on the local roads, that the Highway Agency will provide signing on the motorway and trunk network.
To find out more about brown tourism signs, email:
- east.highwayimprovements@kent.gov.uk for attractions in Ashford, Canterbury, Dover, Folkestone and Hythe, Swale or Thanet
- west.highwayimprovements@kent.gov.uk for attractions in Dartford, Gravesham, Maidstone, Sevenoaks, Tonbridge and Malling or Tunbridge Wells.