louise stewart presentation
DESCRIPTION
Louise Stewart from VisitEngland's presentation from The National Coastal Tourism Academy's event, 'One Year On'TRANSCRIPT
Louise StewartStrategy and Development Director
Growing the Visitor Economy in England
Visitor Economy
Visitors • Leisure• Business• VFR • Day/overnight
Supply chain• Accommodation • Attractions• Bars/restaurants
• Retail• Transport• “other” services –
laundry, petrol stations, food suppliers
●The sector is currently worth £106bn
●It provides 2.6m jobs
●Projected to be £217bn (2025)
●It benefits every part of the country
The Visitor Economy is Big Business in England
Tourism has grown throughout the recession
Apr-0
6
Jul-0
6
Oct-06
Jan-
07
Apr-0
7
Jul-0
7
Oct-07
Jan-
08
Apr-0
8
Jul-0
8
Oct-08
Jan-
09
Apr-0
9
Jul-0
9
Oct-09
Jan-
10
Apr-1
0
Jul-1
0
Oct-10
Jan-
11
Apr-1
1
Jul-1
1
Oct-11
Jan-
12
Apr-1
2
Jul-1
2
Oct-12
Jan-
13
Apr-1
3
Jul-1
3
Oct-13
5
10
15
20
25
30
35
40
45
50
55Domestic Tourism in England – Rolling 12 Month Trend
Trips(m)
A challenging start and end to the year left domestic overnight trends down slightly on 2013
Source: GBTS
Holiday
VFR
Business
2013 % change
-2%
-2%
-5%
2010 2011 2012 20130
10000
20000
30000
40000
50000
60000
70000
80000
90000
Domestic Overnight Tourism Day Visits Inbound Spending
Despite a slight drop in 2013 performance, tourism spending in England has still grown on average by 5% year on year since 2010
+7% +11% -1% (est)
Average Annual
Growth = 5%
Spend ‘000
£71bn
£76bn£84bn £83bn
South
Wes
t
South
Eas
t
North
Wes
t
Lond
on
Yorks
hire
& th
e Hum
ber
Wes
t Mid
land
s
East o
f Eng
land
East M
idla
nds
North
Eas
t0
5000
10000
15000
20000
25000
Domestic Overnight Trips (All Purposes) 2011-2013
2011 2012 2013
Only the West Midlands and London & the South East saw growth in domestic visitor volumes in 2013
Trips(m)
Source: GBTS
The majority of visitor spending is from the domestic market
£19.0
£46.0
£18.0
Tourism Spend in England 2013 (£bn)
Domestic Overnight
Domestic Day Trips
Inbound (est.)
Source: GBTS 2012, GBDVS 2012, IPS 2012
Total tourism spending in England in 2013 was c.£83bn
0
2000
4000
6000
8000
10000
12000
14000
2012 2013
And looking at inbound trips to England, London drastically outperforms all other regions
Trips(m)
Source: IPS
94
94
ENGLAND
109Cornwall
109Lake District
107Northumberland
Yorks DalesYork
Kent
Bristol
Manchester
Gt Yarmouth
Essex
Leeds
East Sussex
Around the country – and within regions – there are wide variations in visitor satisfaction
Scarborough
109Lake District
109Yorks Moors
Liverpool
Bath
Cotswolds
London
New Forest
Isle of WightTorquay
Yorkshire Coast
97
71
73
Kent Coast
Durham
Warwickshire
Gloucester-shire
Staffordshire
Lincoln
73Eastbourne
Peak District
Skegness
94
Notting-ham
SuffolkCambridge
Newcastle
Blackpool
Chester
Bournemouth
Wey-mouth
Somerset
Oxford
StratfordShropshire
Brighton
Wiltshire
Derbyshire
Other Devon
Birmingham Other Norfolk
97
97
99102104
9797
98
98
97
100
81 79
89
88
82
89
88
77
7585
84
77
76
89
88
9193
91
9295
92
96
96
96
92
89
86
809097
It hasn't affected how I feel about taking hol-idays in England next year
It's put me off taking holidays in England next year
It's made me more likely to take holidays in England next year
81
2
17
80
16
4
Impact of Weather on Future Holiday Intentions
2012
2013
Some of our visitors will always be influenced by the weather - though most aren’t
Source: VE Staycation Research
Lacking information and inspiration
– Many simply ‘don’t know what they don’t know’
• large swathes of the country are unfamiliar and/or not expected to be appealing
• patchy awareness even amongst the self proclaimed more knowledgeable empty nesters
– Potential visitors have a relatively narrow repertoire of places visited or wanting to visit
• and often only have a vague perception of not yet visited wish list places
We can’t fix the weather or the economy but...Lack of knowledge plus broad brush prejudices can prevent consideration of much of England.
“(South East)The wrong kind of people – not for me.” (Derby: Empty nester)
“Liverpool, Birmingham, Leicester triangle, is there anything there to see or do?” (London: Pre-family)
“I think the majority of seaside towns in the UK are tacky apart from Cornwall.”(London: Pre-family)
Source: VisitEngland Thematic Research
We need to provide 3D inspiration and information to build consideration – and eventually, action
Where to go?Heard of places or
have vague appealing image, but not always
both
Where is it?People's geography
can be quite poor, and location and proximity
steers are helpful
What’s there to do?
Beautiful scenery is not always enough, especially for longer
trips (and if it rains…)
Need a sufficiently 3D view to be compelling
Source: Motivations and Barriers Research
The Seaside
31% seaside (14.4m)
Trips to the seaside made up 31% of the 46.0m overnight domestic holiday trips taken in 2012
40
16
13
11
10
8
3
0
0
24
14
11
9
16
8
4
9
6
The South West accounts for 40% of all domestic holiday seaside trips which involve an overnight stay
SW
SE
Y&H
East
NW
East Mids
NE
London
West Mids
44
26
10
14
6
27
40
9
10
12
Holiday camp / camping /
caravanning
Hotel / motel
Other serviced accommodation
Self-catering
Friends / relatives
44% of all domestic seaside holidays which involve an overnight stay include camping / caravanning sites
Almost half of overnight stays at seaside destinations take place in summer (Jul-Sep), although there are
still notable off-peak trips
Jan-Mar Apr-Jun Jul-Sep Oct-Dec
10
32
44
1414
28
38
20
Overnight Domestic Holiday Trips
Seaside trips % All trips %Source: GB Tourism Survey
Seaside holidays including overnight stays are more likely than other trips to include children
The length of stay at destinations tends to be longer for seaside trips than trips to other destinations
Seaside trips including overnight stays are predominantly made by car
Seaside trips are also more likely than other trips to be made by those from lower social grades
29
29
22
20
36
30
19
15
AB
C1
C2
DE
82
6
5
6
78
12
3
7
1 2-3 4-7 8+
7
27
3230
18
35
26
17
Number of nights away
47%34%
53%66%
Seaside trips All trips
With children
No children
Car
Train
Organisedcoach
Other
Seaside trips % All trips %Source: GB Tourism Survey
Overnight Domestic Holiday Trips (Cont’d)
What are the main overnight seaside destinations?
Annual Average Overnight Trips (millions)
2006-8 2007-9 2008-10 2009-11 2010-12
Scarborough 1.40m 1.53m 1.53m 1.63m 1.62m
Blackpool 1.65m 1.55m 1.50m 1.54m 1.48m
Isle of Wight 1.00m 1.05m 1.05m 1.11m 1.03m
Skegness 0.87m 0.88m 0.95m 1.01m 1.03m
Brighton 1.00m 1.10m 1.08m 1.10m 1.02m
Bournemouth 1.02m 0.98m 0.93m 0.97m 0.96m
Great Yarmouth 0.71m 0.72m 0.70m 0.72m 0.68m
Portsmouth 0.62m 0.64m 0.59m 0.61m 0.67m
Torquay 0.63m 0.62m 0.54m 0.60m 0.63m
Newquay 0.72m 0.70m 0.64m 0.62m 0.57m
Weymouth 0.54m 0.55m 0.54m 0.57m 0.52m
Source: GB Tourism Survey
2006 2007 2008 2009 2010 2011 20120
10
20
30
40
50
60
40.4 41.3 39.8
47.043.5
46.2 46.0
14.4 14.4 13.116.2
14.2 14.5 14.4
Overnight trips to the seaside have fallen back to pre-recession levels, unlike holiday trips overall
2006 2007 2008 2009 2010 2011 20120
10
20
30
40
50
60
2529 31
3539
4247
2025 25
3033
36
42
All trips Seaside trips
Online booking of seaside trips is rising in line with trips overall, although seaside trips are still slightly behind the online booking curve
Number of overnight holidays (millions)
Source: GB Tourism Survey
% of overnight holidays booked online
2006 2007 2008 2009 2010 2011 201210
20
30
40
25 26 26 2729
2927 28 29 29 29
23 2321
23 23 22
26
23 23
24
2118
20
Seaside Holidays (%)
AB C1 C2 DE
30
2006 2007 2008 2009 2010 2011 201210
20
30
40
32 32 33 3336 36 36
30 31 32 3230 31 30
20 2018 18 19 19 19
18 17 17 1715 14 15
All Holidays (%)
Overnight seaside trips are more likely than other trips to be made by lower social grades. However, the representation of lower social grades on seaside holidays is in decline, in line with the holiday market overall
Source: GB Tourism Survey
Overnight seaside trips not only tend to be longer in duration than other trips, but have also remained longer when the market overall has shortened trip lengths slightly
2006 2007 2008 2009 2010 2011 20120
20
40
60
33 35
36
33
36 36 3534 3635
38
34 35 3334
30 30 30 31 30 32
Seaside Holidays (%)
1-3 nights 4-7 nights 8+ nights
2006 2007 2008 2009 2010 2011 20120
20
40
6049 49 51 50 52 52 53
27 28 28 29 27 28 26
20 2017 18 18 17 17
All Holidays (%)
Source: GB Tourism Survey
NATIONAL
The Tourism and Policy Delivery Landscape
DCMS/ National Government
VisitEngland
Destination Management
Orgs
Private business
In simple terms…
200,000 tourism businesses
57 trade associations
England’s Strategic Framework for Tourism 2010 - 2020 • 5% growth year on year in the value of
tourism• Creation of 225,000 jobs• Additional £50bn expenditure• Driving collaboration & partnerships
The role of VisitEngland
• Champion the sector and drive forward the industry’s shared Strategic Framework for Tourism
• Advise Government on English Tourism issues
• Provide official intelligence on tourism and visitor economy in England
• Promote England's tourism offer in the UK and overseas
• Support local areas grow their economies through tourism
• 60 people based in London
• Three Directorates - Strategy & Development, Enterprise, Marketing
• 12 people overseas
• Work on behalf of all of England – regularly out and about
• Budget - £7m
• Plus Regional Growth Fund c. £6.5m
• Irregular funding for specific activities e.g.
GREAT, Flooding recovery
• Quality schemes − Accommodation – National Quality Assurance
Scheme− Attractions – Visitor Attractions Quality Assurance
Scheme− Others - racecourses, places of interest, motorway
services……• National Tourism Awards• English Tourism Week
Business support and advisory information
Quality Edge Magazine – essential business advice magazine featuring real case studies and practical tips
Pink Book – the complete guide to legislation relevant to accommodation providers in England, available online and in print
Accessibility and Sustainability – a wealth of tools and resources to help operators enhance customer appeal by providing access for all and operating sustainably
Online Marketing Toolkit – a comprehensive series of step by step guides to help businesses embrace digital marketing (available from Summer 2014)
A Business Advice hub on VisitEngland’s new industry website will include all these resources and more when it launches Summer 2014.
If we don’t promote England, awareness of the product drops and trip taking falls
Daily Telegraph (15th March 14) – 28 pp Supplement
Essentials (w/c 31 March)
Woman (w/c 24 March)
Pick Me Up (w/c 24 March)
SUB NATIONAL
The Tourism and Policy Delivery Landscape
Sub National Tourism Delivery Structure
• In 2003 - 9 Regional Tourist Boards
Promotion
Management
Research
Business support
• By 2014 - over 200 local tourism bodies
The Tourism Landscape
• Local tourism bodies Mixture of funding sources and funding levels
Promotion vs. management
about 40 can be considered DMOs
some bodies operate within a larger entity
most bodies look for engagement with VE
• New Interest in Visitor EconomyChambers of Commerce, Business Improvement Districts, LEPs
Strong local partnerships are critical to delivering great customer experiences and developing the tourism product.
• Clear leadership • Greater engagement in
decision making about the area
• Better access to and availability of knowledge
Destination Management
A Destination Management Plan (DMP) is a shared statement of intent to manage a destination over a stated period of time.
Research & Insights
• Since 2006, the highest rate of growth in domestic trip taking is among the most affluent AB’s, but DE’s are taking fewer trips than ever before
• Strong trip growth in the 55+ age group – but only a slight uplift among under 35’s
...and as baby boomers hit retirement age, catering for this group (who don’t behave like “old” people) will be vital
• The traditional family unit is less common than it once was
…… so traditional products set up for the family may need to adapt
1. Demographic changes
2. Technological changes
• Since 2006, there has been an increase of over 100% in the number of domestic trips booked online
...but some smaller businesses don’t even have their own website yet
20% of consumers ONLY access the internet through a mobile device
• Almost universal internet penetration in the UK plus growth of holiday related social media means that the consumer has more information than ever before to help make a decision – but can feel overwhelmed
A more complex influencing task for tourist boards and businesses alike
Seaside attractions businesses are becoming increasingly savvy in the digital age
53% are on Facebook
41% are on Twitter
22% have e-newsletters
17% operate online blogs
10% have a mobile-optimised website
8% have mobile apps
Seaside Visitor Attractions(2012)
All Visitor Attractions(2012)
55% are on Facebook
45% are on Twitter
29% have e-newsletters
16% operate online blogs
10% have a mobile-optimised website
7% have mobile apps
Source: Visits to visitor attractions survey
3. Leisure time changes
• Despite the recession, spending on leisure and recreation has held up – money may be tight, but work life balance is vital
• Value-seeking (and the role of great deals) will remain crucial
• It’s not just about “the big holiday” any more - the average English holiday is getting shorter and shorter with people taking portfolios of trips
• ...and we’ve changed how we plan – last minute is ever more common, making it hard for businesses to predict customer flows, changing marketing lead times
http://visitenglandtrends.com/
More information on the National Tourist Board
www.visitengland.org
@visitengland
@visitenglandbiz
Search VisitEngland (business support videos)
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Questions?