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Martin PetersChief ExecutiveLeicester Shire Promotions
Tourism
Bradgate Park
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Martin PetersChief ExecutiveLeicester Shire Promotions
Tourism In England
• generates £97billion each year• employs in excess of two million people• around 100 million domestic overnight trips are made every year contributing to a spend in 2009 of £17.3bn• England welcomes over 25 million international visitors per annum• Some 873 million day trips are made each year with an estimated value of £39bn• England’s countryside offers a range of outdoor experiences to inspire, with ten national parks, 33 officially designated areas of outstanding natural beauty
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Martin PetersChief ExecutiveLeicester Shire Promotions
‘Holidaying at Home’
Domestic tourism is back in vogue. People are discovering there is real quality at home
(VisitEngland)
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Martin PetersChief ExecutiveLeicester Shire Promotions
A New Tourism Landscape
•Abolition of RDAs and dismantling of regional structures
•The rise of local DMOs structures
•A new national body for tourism
•A new Government with a new policy
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Martin PetersChief ExecutiveLeicester Shire Promotions
Tourism in Leicestershire
Each year, Leicestershire welcomes over 1 million domestic overnight visitors, who spend over £130 million on their trips.
• More than 400,000 of these visitors stay in the city of Leicester, spending some £50 million in total
The county also hosts around 250,000 inbound visitors annually, with spending in excess of £80 million
• Around half of these international visitors stay in Leicester
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Martin PetersChief ExecutiveLeicester Shire Promotions
Tourism in Leicestershire - asset base
Bradgate Park
ACCOMMODATION STOCKTOTAL
KNOWN STOCK
Serviced Stock
Self Catering
StockC&C Stock
Blaby 18 17 0 1
Charnwood 58 43 6 9
Harborough 55 39 11 5
Hinckley & Bosworth 47 37 4 6
Leicester City 37 30 7 0
Melton 57 37 19 1
North West 64 51 7 6
Oadby & Wigston 5 3 2 0
TOTAL Leicestershire 341 257 56 28
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Martin PetersChief ExecutiveLeicester Shire Promotions
Latest STEAM Figures for Leicester & Leicestershire
Bradgate Park
Total Revenue by District
(£'s millions) 2010 Blaby District 120.27 Charnwood Borough 221.36Harborough District 100.87Hinckley & Bosworth District 147.38 Leicester City 449.57Melton Borough 68.92North West Leicestershire 149.55Oadby & Wigston District 63.64TOTAL 1321.55
Source: STEAM 2011
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Martin PetersChief ExecutiveLeicester Shire Promotions
Tourism Product in Charnwood Forest
Bradgate Park
Summary of Properties within Charnwood Forest Total properties 56
Serviced 39 Graded Serviced 24 Self Catering 9 Graded Self Catering 5 C&C 8 Graded C&C 5
Recognised Visitor Attractions 30
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Martin PetersChief ExecutiveLeicester Shire Promotions
Who Comes?
Bradgate Park
• skewed towards individuals between 35 and 49 years of age
• high propensity to have children in the house, especially very young children (0-4 years) - 20% vs. 11% (Youngest Child Age: 0-4 years)- 17% vs. 10% (Youngest Child Age: 5-11 years)- 7% vs. 5% (Youngest Child Age: 12-16 years) • married or co-habiting, have children, have a household income between £40K and £75K and are aged between 35 and 49 years
Source: Callcredit Information Group (Cameo) March 2012 (65,000 sample)
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Martin PetersChief ExecutiveLeicester Shire Promotions
Why do they Come?
Bradgate Park
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Martin PetersChief ExecutiveLeicester Shire Promotions
Opportunities -short/medium term
•website
• joint campaigns - like SPE
• increase quality assurance take up
Bradgate Park
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Martin PetersChief ExecutiveLeicester Shire Promotions
Opportunities -medium / long term
•More 'experience based’ attractions
•Improved transport
•Growth of Wood Fair
•More accommodation
•Improved profile alongside National Forest
Bradgate Park