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Watersports at the seaside
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INTRODUCING WATERSPORTS Watersports are any physical activities which take place in, on, or under water. They include things like sailing, swimming, surfing, bodyboarding, kitesurfing, kayaking, stand-up paddleboarding, jet-skiing, scuba diving and wakeboarding. There is a lot of overlap between some watersports and extreme sports (on the latter see the ‘Extreme Sports’ sector guide). Nationally around 11.1 million people take part in watersports each year. Many enthusiasts also take part in their favourite activity on holiday and around 6.5 million staying visits (and 11.1 million day visits) were taken for ‘boat and board’ activities in 2013. It goes without saying that the seaside is an ideal destination for watersports – after walking, cycling and swimming, watersports are the most popular recreational activities at the seaside.
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MARKET CHARACTERISTICS
the evenings and welcome the opportunity to meet other people (of their age) who share their interests. Some ‘samplers’ or beginners will require a destination that offers other things to do in wet weather.
Watersports enthusiasts are looking for excitement and adventure, plus the satisfaction of overcoming the challenges of their sport and improving their skills. Most enthusiasts are not in competition with others – instead, taking part is all about achieving personal goals. Most people take part in only one watersport and do not combine it with others. Most take part mainly in the summer months (although surfers are an exception). Many watersports (such as surfing and kitesurfing) have a particular appeal to people aged under-35 who relish exciting experiences, but others (such as swimming, kayaking and sailing) appeal to a broader age range. Watersports also have a particular appeal to the AB social groups. Some watersports (expecially surfing) are associated with particular lifestyles and subcultures, but other watersports fans shun these sorts of ‘alternative’ identities and lifestyles.
WHAT ARE THE OPPORTUNITIES? Forecasters agree that the watersports market is increasing and is likely to continue to do so in the future. Every seaside town has something to offer potentially for a particular watersport – moreover participants are often looking for undiscovered or unusual (and less crowded) places where they can take part in their favourite activity. Furthermore, watersports enthusiasts are likely to take repeated short break holidays in order to take part in their favourite sport. Targeting watersports enthusiasts is a way of attracting younger adults to the seaside. They may choose to spend little on accommodation but they make an important contribution to a resort’s night time economy. Moreover, as they enter middle age, many will continue with their favourite sport and will potentially bring their families with them to the seaside.
Not everybody who takes part is an expert and there is an important market for ‘sampling’ watersports (on celebrations such as stag/hen weekends) and also for beginners/learners. Many companies now offer accommodation and tuition ‘packages’. Many enthusiasts are keen to gain proficiency or coaching qualifications which also involve attending residential courses.
There is a growing interest in ‘sampling’ watersports during celebration short breaks (and such groups will look for destinations with a lively nightlife). Holidays offering tuition in a watersport are increasingly popular - seaside towns which do not offer the conditions required by elite enthusiasts may offer ideal conditions for ‘samplers’ and learners.
WHAT DO VISITORS WANT? Watersports enthusiasts require local conditions which favour their particular sport – so that seaside towns can gain a reputation as ideal places for a particular activity. Participants require easy access to the sea, parking close to the beach, and public changing rooms and showers. Younger enthusiasts seek budget accommodation (such as campsites or bunk houses). However, others like quirky or boutique accommodation and older participants place a priority on comfortable and high-quality accommodation. Enthusiasts are looking for good places to socialise, eat and drink in
Watersports can make an important contribution to the economy of many resorts. They are an opportunity to generate additional ‘shoulder season’ business. Furthermore, as a destination becomes popular with watersports new businesses follow (involving the sale/ hire of equipment or offering tuition). Finally, events and festivals with a watersports theme are increasingly popular (and are another way to generate business
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Sector Guide: Families
Ways it can make a difference to your business........................
1. A RE YOU MAKING THE MOST OF YOUR DESTINATION’S POTENTIAL FOR WATERSPORTS? Your destination might already be ideally suited to a particular water activity and many ‘traditional’ seaside resorts have added watersports to their portfolio in recent years. 2. DOES YOUR DESTINATION HAVE AN UNDERUSED BOATING LAKE THAT COULD BE PUT TO A NEW USE? It might be ideal for kayaking or standup paddleboarding, particularly for beginners/learners. 3. C AN YOUR DESTINATION PROVIDE THE FACILITIES THAT WATERSPORTS ENTHUSIASTS REQUIRE? Many resorts already provide what watersports enthusiasts need – slipways, parking near the beach and changing rooms/ showers. If not, could you add these facilities? 4. A RE THERE ANY BUILDINGS IN YOUR TOWN THAT COULD BE CONVERTED TO A BUNK HOUSE? Many watersports enthusiasts seek cheap and basic accommodation (like hostels). Are there buildings which are suitable for this purpose? Could this be a new use for an under-used hotel annex? 5. C OULD YOU MAKE YOUR ACCOMMODATION ‘WATERSPORTSFRIENDLY’? If your accommodation can offer secure storage facilities, an outdoor shower (or hose) and a drying room it will be very attractive to watersports enthusiasts. 6. CAN YOU MAKE MORE USE OF LOCAL CAMPSITES TO CATER FOR WATERSPORTS ENTHUSIASTS? Many of them like to camp – could you persuade a local farmer to give a field close to the sea over to camping in the summer? 7. C OULD YOUR DESTINATION DO MORE TO PROMOTE LOCAL EATING, DRINKING AND NIGHTLIFE? Watersports enthusiasts are predominantly young and like to socialise with friends and fellow participants in the evenings. And they are high-spending! 8. C OULD YOUR DESTINATION HOST WORKSHOPS AND CLASSES RELATED TO OUTDOOR ACTIVITIES? Even if your destination doesn’t offer the conditions required by experts it could be ideal for samplers and learners 9. C OULD YOUR DESTINATION DO MORE TO PROMOTE WATERSPORTSTHEMED EVENTS? It could add an extra dimension to your events programme and is a good way to put your destination ‘on the map’ 10. COULD YOU MAKE MORE USE OF YOUR DESTINATION’S PIER FOR WATERSPORTS? If your pier is under-used could you use it (safely) as a launching place, or the focus of charity swims, or sailing/kayaking races?
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Sector Guide: Watersports at the seaside
CASE STUDIES OF GOOD PRACTICE The Ocean Lodge Hotel, Newquay www.oceanlodgenewquay.co.uk A budget hostel run by a surfer who understands what surfers want and caters effectively for their needs. It is welcoming to stag/hen groups, offers free wi-fi, a “surfer’s bar”, and tuition packages. WHERE TO GET HELP AND FURTHER INFORMATION See the National Coastal Tourism Academy website _ www.coastaltourismacademy.co.uk For a wide range of further information and resources
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