Background and context
Bird Wise is the brand name of the North Kent Strategic Access Management and Monitoring Scheme Board, a partnership of local authorities, developers and environmental organisations:
Conservation Organisations:
The North Kent Marshes support a wide range of habitats associated with wetlands. These habitats in turn support significant numbers of internationally important waterbirds throughout the year. In summer, the marshes support breeding waders and terns, whilst in winter it holds important numbers of geese, ducks, grebes and waders. In addition, these habitats support a range of nationally rare and scarce plants and invertebrate species (Liley, 2011).
The North Kent Marshes encompasses a number of European sites, underpinned by Sites of Special Scientific Interest (SSSI) and Marine Conservation Zones (MCZ):
The area of wetland, marsh and intertidal habitat which runs along the North Kent coast, between Gravesend and Whitstable, is known as the North Kent Marshes.
This area includes the Medway Estuary and Marshes, the Thames Estuary and Marshe and The Swale.
The North Kent Marshes comprises a complex arrangement of tidal channels, which drain around large islands of salt marsh and peninsulas of grazing marsh. There are large areas of mudflat, which have high densities of invertebrates providing a good food source for wading birds. Grazing marsh can also be found landward of some sea walls in the area. The area is very flat and low lying, with large expanses of uninterrupted views.
Ecological driver and scheme details
The North Kent Strategic Access Management and Monitoring Strategy (SAMMS) was prepared in 2014 to address increasing recreational use of the coastline which was shown to be having impacts upon bird populations. The strategy emerged from collaborative work undertaken by the North Kent Environmental Planning Group (NKEPG), a partnership of local planning authorities and conservation organisations that commissioned a series of visitor surveys and bird disturbance studies between 2009 and 2014. These studies demonstrated clear links between recreational activity and disturbance to internationally important bird populations, while also identifying the distances visitors travelled to access the coast. The findings provided the evidence base for the SAMMS, enabling local authorities to address recreational disturbance strategically through the planning system while supporting planned housing growth across the area. In 2017, When the programme moved from strategy development into operational delivery, the partnership adopted the Bird Wise North Kent identity as a public-facing brand to provide a clear and recognisable identity for communication campaigns, signage and ranger engagement with visitors, while the SAMMS framework continues to underpin the planning and funding mechanisms.
Its primary aim is the reduction of disturbance to internationally important bird populations caused by human activity, particularly from dog walking, general walking, watersports, bait digging, and other recreational uses
The strategy also recognises changes in recreational behaviour since the original 2014 SAMMS, including post-pandemic shifts in coastal use and seasonal variations in disturbance patterns.
The Bird Wise North Kent Strategy V5 (December 24) is the updated mitigation strategy that builds on the original 2014 SAMMS. It sets out how the Bird Wise partnership will continue and adapt mitigation activity from 2024 to 2029 in response to evidence about recreation-linked disturbance to coastal birds and changing patterns of use since the original SAMMS was published.
The strategy integrates mitigation through year-round ranger engagement, targeted educational programmes, digital communications, site signage, codes of conduct, and infrastructure improvements, funded via developer contributions within a six-kilometre ZoI around the SPA and Ramsar sites (Medway Council, 2018). Monitoring and adaptive management form a central component, ensuring that mitigation is responsive to changes in visitor behaviour and ecological conditions (Bird Wise, 2024).
Compared with the 2014 SAMMS, the 2024 strategy represents a refinement and expansion of the original approach. While retaining the core objectives and developer-funded framework, it introduces activity-specific mitigation plans, increased emphasis on community engagement and education, and year-round wardening rather than a seasonal focus. It also recognises wider ecological pressures, such as climate change and disease outbreaks, and incorporates enhanced digital outreach and new infrastructure proposals, including designated off-lead dog areas. Overall, the updated strategy reflects both lessons learned from SAMMS implementation and evolving patterns of recreational use, creating a more adaptive, evidence-based framework for managing disturbance to sensitive coastal bird populations.
The strategy draws directly on research and monitoring data collected over more than a decade to justify the identified impact pathways and the need for mitigation actions:
A list of underpinning evidence based documents is provided below:
- What do we know about the birds and habitats of the North Kent Marshes? (Cruickshanks et al. 2011)
- Bird Disturbance Study, North Kent 2010/11 (Liley & Fearnley 2011)
- North Kent Visitor Survey Results (Fearnley & Liley 2011)
- North Kent Comparative Recreation Study (Fearnley & Liley 2012)
- Estuary Users Survey (Medway Swale Estuary Partnership, 2011)
- GGKM Roost survey (mapped in Liley & Fearnley 2011)
- Phase I Bird Disturbance Report (Liley, Lake & Fearnley 2012)
- Detailed analysis of bird trends on individual parts of the Medway, conducted by the BTO (Banks et al. 2005)
The Medway Estuary is subject to significant development pressures arising from planned housing growth in the surrounding area. In 2014, local development plans set out plans for the development of approximately 68,000 new dwellings, which was predicted to increase visitor numbers to coastal sites by around 15% (Footprint Ecology 2014). This rise in recreational use is spread gradually over a wide geographic area and is expected to continue in the long term, with more residents in proximity to the estuary resulting in higher recreational access to sensitive coastal habitats which in turn exacerbates disturbance to internationally important bird populations.
The strategy uses a defined six-kilometre ZoI around the SPA and Ramsar sites within which new residential development is considered likely to increase recreational pressure on sensitive bird habitats. Developer contributions from all housing within this ZoI fund the delivery of mitigation measures. A ZoI ensures transparent and consistent messaging to developers across a number of administrative areas.
Associated infrastructure linked to development, such as roads, parking, and recreational facilities, also has the potential to alter habitat conditions, fragment landscapes, and increase noise and visual disturbance. The cumulative effect of these pressures has been assessed as potentially causing significant adverse effects on the integrity of the European sites unless mitigated through strategic management measures.
The strategy was designed to address recreational disturbance at a landscape scale across the north Kent coastline and the SAMMS Board ensures a strategic approach is taken to the delivery of mitigation. The cross-boundary approach to the implementation of SAMMS is necessary because visitor pressure and bird movements are not constrained by administrative borders, and individual development projects in one local planning authority area can contribute to cumulative impacts across the estuaries. The SAMMS coordinates a partnership of multiple local authorities, landowners, conservation organisations under the brand name Bird Wise to deliver strategic measures to mitigate recreational disturbance.
The mitigation solution applies to any net increase in residential development that is likely to increase recreational pressure within the six-kilometre ZoI. This includes new dwellings created through permitted development (such as office-to-residential conversions) and the subdivision of existing homes. Other forms of accommodation, such as student housing, HMOs, care homes, hotels and holiday parks, are considered on a case-by-case basis.
Governance, structure and working arrangements
The North Kent Marshes extends over multiple LPA areas, with Medway Council nominated as the accountable body, managing the Bird Wise budget on behalf of the partnership.
SAMMS is secured through local planning policy. An example is the draft Medway Local Plan 2041 that was submitted for examination in January 2026.
The submitted Medway Local Plan 2041 secures mitigation for recreational disturbance to internationally important bird populations primarily through planning policy and developer contributions. Policy S3 of the submitted Local Plan establishes that all new residential development within a six-kilometre ZoI around the Thames, Medway, and Swale estuaries must contribute to a strategic mitigation package, namely the North Kent SAMMS (Bird Wise) strategy. These contributions are
typically secured through Section 106 agreements prior to the occupation of new dwellings. In some cases, developers may undertake their own Habitats Regulation Assessment and agree bespoke mitigation measures with the Council and Natural England, but the standard approach relies on contributions to the strategic Bird Wise programme.
The Local Plan refers to detailed arrangements for calculating and securing contributions through guidance such as the Medway Guide to Contributions & Obligations. In addition to the Bird Wise measures, the plan allows for further caseby-case mitigation of urbanisation impacts, including noise, lighting, traffic, and habitat disturbance, in consultation with Natural England, ensuring that development effects are adequately addressed and that mitigation is delivered prior to occupation and maintained in perpetuity.
The North Kent Estuary and Marshes designated sites in Medway comprise the following:
- Medway Estuary and Marshes SPA;
- Medway Estuary and Marshes Ramsar;
- Thames Estuary and Marshes SPA;
- Thames Estuary and Marshes Ramsar;
- Swale SPA; and
- Swale Ramsar.
The Council supports a strategic approach to managing recreational impacts on the North Kent Estuary and Marshes designated sites, arising from new development.
New residential development within a 6km Zone of Influence from the North Kent Estuary and Marshes designated sites will need to make a defined tariff contribution to a strategic package of measures agreed by the North Kent SAMMS, ‘Bird Wise’ Board, or undertake their own Habitats Regulation Assessment with bespoke mitigation which must be agreed with Medway Council and Natural England.
Bird Wise will be reviewed on a regular basis to reflect proposed growth from all LPAs within the Zone of Influence. Greater mitigation measures will be required for development within 16 metres of the designated sites, such as a setback intertidal flood defence and/or off-site mitigation where new salt marsh can be created.
New residential development for larger schemes outside of the 6km Zone of Influence may also need to secure appropriate mitigation and avoidance measures to offset any potential adverse effects arising from increased recreational pressure on the above listed designations (either ‘alone’ or ‘in combination’ with other relevant plans and proposals). This requirement will be determined in consultation with the Council and Natural England.
Development in proximity to the coastal designations, and associated functionally linked land has the potential for urbanisation impacts. All new development which is located within close proximity to the North Kent Estuary and Marshes designated sites (listed above) may also need to provide further mitigation measures to address urbanisation impacts, in addition to contributing to Bird Wise.
Such proposals will be considered on a case-by-case basis by Natural England, and may be linked to the requirements of Policy S2. All mitigation measures will be provided prior to occupation of development and delivered in perpetuity.
Development with potential for urbanisation effects which are located in close proximity to both designated sites and/or functionally linked land, identified through reference to the Impact Risk Zone consultation area should be preceded by bird, invertebrate and habitat surveys to investigate whether these parcels of land (or adjacent land parcels of land) support a significant population of birds, invertebrates or plants, for which the North Kent Estuary and Marshes sites are designated or classified and whether each site plays an important role in maintaining or restoring the population of qualifying species at favourable conservation status. Surveys be undertaken in the appropriate survey season and following best practice methods. Outputs from these surveys will inform requirements for mitigation measures which may include sensitive site layout and the incorporation of screens, planting, bunds, fencing, directional lighting, and low noise emitting equipment among other solutions. The output of any bird / invertebrate / habitat surveys should input to master planning and ongoing monitoring should be implemented.
Project level applications should be supported by an HRA to ensure that development has no adverse impact on site integrity. All applications for development at the allocations set out should be accompanied with detailed noise assessments and lighting strategies and where necessary construction method statements and management plans should be put in place.”
The SAMM mitigation measures must be provided prior to occupation of development and delivered in perpetuity. This obligation is tied to the developer contribution regime, typically secured through Section 106 legal agreements or Unilateral Undertakings, which ensures funding is in place before new housing is occupied and that mitigation delivery is maintained over the long term.
Funding mechanisms
Developer contributions are collected as a standard per-dwelling tariff. New residential development within the six-kilometre ZoI is required to make a financial contribution per net additional dwelling towards the programme.
The tariff was originally calculated through the North Kent SAMMS to cover both the cost of mitigation delivery and a long-term endowment, ensuring mitigation can be provided in perpetuity. Over time, the per-dwelling contribution has been index-linked and periodically updated through local authority developer contributions guidance, resulting in contributions typically in the low hundreds of pounds per dwelling at current values. The exact figure applied at the point of determination reflects the most up-to-date indexed rate set out in the relevant contributions guide.
Contributions are generally secured through Section 106 legal agreements or unilateral undertakings and are payable prior to occupation of the development. Funds are pooled and administered through the strategic Bird Wise partnership, allowing mitigation to be delivered consistently across administrative boundaries and in proportion to cumulative housing growth within the ZoI. The funding is administratively hosted by Medway Council, which manages the Bird Wise budget on behalf of the partnership. Contributions collected by participating local authorities are transferred into this shared fund, ensuring mitigation measures can be delivered consistently across the North Kent coastline rather than within individual authority areas.
Communication and engagement
The Bird Wise strategy is designed around a communications-led mitigation model, with behaviour change identified as the principal means of reducing recreational disturbance to birds. The scheme focuses on raising awareness, influencing behaviour, and encouraging voluntary compliance through targeted engagement and consistent messaging. Public engagement is undertaken through a combination of on-site, face-to-face contact and off-site communications. Bird Wise Rangers provide year-round presence at key locations, engaging directly with visitors, explaining the sensitivity of the estuaries, and promoting responsible behaviour such as keeping dogs on leads near birds. This direct engagement is supported by site-based signage, interpretation panels, leaflets, and guided walks, which reinforce key messages at points of access and along popular routes. Wider communications plans are delivered through digital and community channels including a website, social media platforms, newsletters, and targeted campaigns such as the Coastal Canines Club, which focuses on dog walkers.
Monitoring
The Bird Wise strategy builds on the monitoring framework first put in place under the original 2014 SAMMS. Baseline evidence was gathered through visitor surveys, access counts and bird disturbance observations undertaken between 2009 and 2014. These studies recorded visitor numbers, activity types (including dog walking), distances travelled, and the frequency and causes of bird disturbance events, establishing clear impact pathways between recreation and effects on bird behaviour and distribution.
Monitoring has continued following implementation of the mitigation scheme. The strategy confirms that repeat bird disturbance surveys have been carried out using the same methodology as the original baseline work, assessing changes in visitor numbers, activity patterns, dog control behaviour, and rates of bird disturbance across key sites. In addition to periodic expert-led surveys, Bird Wise undertakes continuous and ongoing monitoring through ranger observations, visitor engagement records, and site-based intelligence. Rangers collect data on visitor behaviour, compliance with guidance (such as dogs on leads), locations of recurring disturbance, and seasonal patterns of use. This information is used to refine mitigation delivery in real time, for example by adjusting engagement focus, signage, or campaign messaging.
Evidence from post-implementation monitoring indicates that while visitor numbers have increased, disturbance rates have not risen proportionally, with some reductions in disturbance linked to changes in behaviour, particularly increased dog control. These findings are used to demonstrate that communication-led mitigation is influencing recreational behaviour and reducing pressure on sensitive bird areas.
The strategy also commits to a structured programme of ongoing evaluation, including periodic bird disturbance surveys at approximately five-year intervals, more comprehensive strategic reviews at longer intervals (around ten years), and continued collection of continuous datasets through ranger activity and visitor engagement.
Good practice highlights
The scheme operates across multiple authority areas through the Bird Wise North Kent partnership, overseen by a strategic board involving several LPAs and conservation stakeholders. This ensures mitigation is delivered at the same spatial scale rather than being constrained by administrative boundaries, and ensures a coordinated approach to decision-making using a consistent evidence base.
The strategy is underpinned by a strong and transparent evidence base developed over more than a decade.
While Bird Wise does not currently require the provision of alternative recreational space, experience from the strategy indicates that strategic mitigation can benefit from retaining flexibility to incorporate both on-site and off-site measures where appropriate. In particular, developments in close proximity to the estuary designations, or those of a larger scale, may require a broader mitigation response than standard strategic measures alone can provide. A key lesson learned is that strategic schemes should allow scope to consider site-specific circumstances and complementary mitigation where evidence demonstrates this is necessary. The need to further explore this approach, alongside the Bird Wise scheme, is currently being progressed by Medway Council for their new Local Plan.
The strategy recognises that recreational disturbance is largely behavioural and often arises through a lack of awareness rather than deliberate harm. A key strength of the approach is the ‘boots on the ground’ presence of year-round Bird Wise Rangers, who provide a visible presence at key coastal sites and engage visitors directly through face-to-face conversations. Experience from implementing the strategy has shown that strong interpersonal and communication skills are particularly valuable for this role, enabling rangers to build rapport with visitors and deliver positive, non-confrontational messaging.
The strategy relies on a simple and transparent tariff system which allows for streamline implementation, reduce negotiation complexity, and ensures that mitigation is funded consistently and proportionately across developments within the ZoI.
Bird Wise https://northkent.birdwise.org.uk/about/
Bird Wise (2024). Mitigation Strategy 2024-2029. Available at:
https://northkent.birdwise.org.uk/wp-content/uploads/2023/07/Strategy-draft-v2-June-
24.pdf (Accessed: 06 February 2026)
Liley, D. & Underhill-Day, J. (2014). Thames, Medway & Swale estuaries – Strategic Access Management Monitoring Strategy. Available at: https://northkent.birdwise.org.uk/wp-content/uploads/2018/02/North-Kent-SAMMSReport-2014.pdf (Accessed: 23 January 2026)
Liley, D. (2011). What do we know about the birds and habitats of the North Kent
Marshes?: Baseline data collation and analysis. Natural England Commissioned Reports, Number 082.
Medway Council (n.d.). Applying for planning permission: Check and apply for planning permission – Developer requirements. Available at:
https://www.medway.gov.uk/info/200147/applying_for_planning_permission/1015/pla nning_applications/5 (Accessed: 06 February 2026)
Medway Council (2018). MEDWAY GUIDE TO DEVELOPER CONTRIBUTIONS AND OBLIGATIONS. Available at: https://www.medway.gov.uk/downloads/file/2341/guide_to_developer_contributions_ and_obligations_consultation_document (Accessed: 06 February 2026)