/Crawford%20Christie by Northwest Regional Development Agency

Research Findings from: Day Visitor Survey Crawford Christie

Introduction to The Value and Volume of Tourism in the NorthWest November 2008 Crawford Christie Arkenford

Who is a tourist? • Our interpretation of the WTO definition creates three categories based on where and how frequent the trip is. – A tourism day trip: taken outside ones usual environment – A ‘local leisure trip’: an infrequent leisure activity taking place within ones usual environment – A ‘residential leisure trip’ is a frequent leisure activity within ones usual environment

Frequency

Geography

Usual

Unusual

Living, Working, Everyday shopping

Rare activities within your usual environment eg going to the cinema once a quarter

Unusual activities bith in terms of place and frequency, eg a visit to a tourist attracti9on in Northumberland

Tourism Day Trips in the Northwest

Volume of trips by Main Purpose

Value of day visits • We estimate a total of 6.2Billion is spent in the region by people on tourism day trips • ‘Special shopping’ is by far the most valuable activity • Events and nights out also generating above average spends. • VFR has a low average spend per person-trip but is still the largest absolute contributor

VFR Special shopping trip General day out Tourist/ visitor attraction Night out Undertake a leisure activity Meal Watch a sports event Attend a special event Participate in a sports event Cinema/ Theatre/ Concert All purposes

Annual volume of trips (m) 68 14 32 27 18 32 19 11 7 5 5 237

Annual spend at destination (m) £1,111 £1,029 £807 £704 £657 £644 £480 £344 £228 £119 £92 £6,247

£1,200

Spend per person trip £16 £72 £25 £26 £36 £20 £25 £32 £34 £24 £18 £26

£1,000 £800

Value and Volume of tourism day trips

120

Value and Volume of tourism 100 day

Annual spend at destination (m) Annual volume of trips (m)

£600

£400

£200

£0

Activity rates over average 4 week period • 31% of people within a 90 minute drive time of the Northwest make at least one tourism day trip in a typical 4 week period. • They describe the majority of trips as VFR or ‘general days out’ 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

53% 72%

74% 87%

89%

88%

87%

4% 7%

8% 4%

8% 5%

97%

86%

82% 93%

94%

17%

15%

ht ou t

To ur is

t/ VF vis R ito ra ttr ac tio n Sh op pi ng tri p Le i su Pa re rti ac cip ti v at ity e in sp or ts ev en Ge t ne ra ld W ay at ou ch t as po rts At ev te en nd t as pe cia le ve nt

5% 9%

Ni g

13%

M ea l

Al lt yp es

th ea tre /c on ce rt

12%

Ci ne m a/

15%

22%

31%

At least 1 trip in unusual environment

Usual environment only

No activities in past 4 weeks in NW

Value by Main Purpose of trip • We can think of ‘main purpose’ as the initial idea or motivation for the day out • It is not an accurate description of what people actually do • Therefore we need to look at what people actually do and spend – to understand the contribution they are make to the local economy • For example

Proportion of trips including spend on... VFR

Other Shopping Food & Drink Recreation

Going on a special shopping trip General day out/ explore For a night out Going out for a meal Undertake a leisure activity Going to a visitor attraction

– 70% of all trips include spend on food and drink – Visiting an ‘attraction’ is more likely to generate spend on food than recreation

Watch a sports event Attend a special event Participate in a sports event Going to a cinema/ theatre etc

25%

50%

75% 100%

Local Value of a trip – visitor attractions • Only 40% of spending at visitor attractions comes from trips who’s main purpose was to visit a visitor attraction 45 40

Trips including a visit to a tourist attraction

35 30

% of Visits % of Spend

• Visitors at a visitor attraction on average spend £6.61 per person – – – –

Entrance £2.45 Food/ drink £1.50 Shopping £2.19 Other £0.47

– (many spend £0 on entrance fees)

20 15

lvistrcn fa o %

10 5

• In the whole day they spend £22.79 at the destination

– Ie the visitor attraction is only 29% of value of the day Main purpose of day

Activity and spend by sub region • Gtr Manchester & Lancashire account for more than half the tourism day trips to the region – Large populations for VFR – Cumbria the regions premier tourist area but receives much lower volumes of day trips

• Gtr Manchester generates almost twice as much revenue as other sub regions • Although Lancashire has a large volume of visitors their spend is low

60,000,000

Annual volume

50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 £2,500,000,000 £2,000,000,000 £1,500,000,000 £1,000,000,000 £500,000,000

£0

Annual revenue

Day Trips by those staying in the Northwest and surrounding areas

Annual volume of person trips • 17m people take a holiday or short break to the Northwest annually • Cumbria and Lancashire account for 61% of the volume – Blackpool alone = 15% of volume – Lake District = 24% of volume 28%

33%

Cumbria Gtr Manchester Merseyside Cheshire

11%

Lancashire 14%

14%

Day trips from a holiday base outside region In addition • 3.6m person trips are made to the Northwest from a holiday base outside the region • Merseyside attracts the smallest proportion of day visitors from a holiday base outside the region • Approx a third of these day trips are to Cumbria 15%

32%

Cumbria Gtr Manchester Merseyside

22%

Cheshire Lancashire

21%

Value of staying visitors • Annual value of £3.8bn – £1.1bn on activities – £2.7bn on accommodation

• Cumbria and Lancashire account for 2/3rd of the value

31%

34%

Cumbria Gtr Manchester Merseyside Cheshire Lancashire

15%

Destination positioning • UK holiday offering can be simplified into 4 offerings • NW has a presence in each • Don’t be all things to all men

Business Tourism to the Northwest

Volume of business tourism trips • • • •

25.6m business tourism trips made to the Northwest annually 7.6 million involve an overnight stay WTO business tourism definition reduces the volume by approximately 50% Despite this the dedicated business survey has increased the estimate of trip volumes

Value of business tourism • Annual value of business tourism = £2100M • Accommodation accounts for half of all pre travel spend • On trip, travel, accommodation and food and drink account are main expenditures •

•

Accommodation only relevant for 30% of business trips Personal discretionary spend accounts for 15% of total

Purpose of trips

• Meetings account for a third of all business trips to the Northwest • Contract work includes skilled trades and construction work

Occupation of business travellers • The three most skilled occupation classes account for majority of business trips

Elementary Occupations

Process, Plant And Machine Operatives

Sales And Customer Service Occupations

Personal Service Occupations

• Skilled trades also account for significant volume

Skilled Trades Occupations

Administrative And Secretarial Occupations Associate Professional And Technical Occupations Professional Occupations

,0 7

,0 6

,0 5

,0 4

,0 3

,0 2

,0 1

Managers And Senior Officials

Volume of trips (000's)

Incidence of business trips • 26.6m people work 16+ hours per week in GB • 13% of these individuals have made a business tourism trip to or within the Northwest in the past 6 months • Incidence is naturally higher the closer the respondent lives to the Northwest • Gtr Manchester accounts for twice the incidence of all the other sub regions

Any NW sub region

13%

Gtr Manchester

Lancashire

Cheshire

Merseyside

Cumbria

3% 0%

North West North East Yorkshire Wales E Midlands W Midlands London East South East South West Scotland

10%

15%

29% 17% 16% 15% 14% 14% 13% 9% 8% 7% 6% 0%

10%

20%

30%

40%

Where these trips originate from Trip origins and destinations

• 9m trips from within the NW • London’s importance and transport links stimulate 3m trips annually • Neighbouring regions also account for c3m trips each

Discretionary destination choice % of trips discretionary

• Destination for majority of business trips not decided by person attending – Someone else decides – Where the work is – Visiting clients/ suppliers office

15% 17% 15% 27% 22%

• If destination is chosen then more likely to be Cumbria

18%

For more information please contact: Crawford Christie at Arkenford Ltd Mount Manor House 16 The Mount Guildford Surrey GU2 4HS O1483 510 310 www.arkenford.co.uk