Tourism Trends. Sharon Orrell October 2013

Transcription

1 Tourism Trends Sharon Orrell October 2013

2 Apr-06 Jun-06 Aug-06 Oct-06 Dec-06 Feb-07 Apr-07 Jun-07 Aug-07 Oct-07 Dec-07 Feb-08 Apr-08 Jun-08 Aug-08 Oct-08 Dec-08 Feb-09 Apr-09 Jun-09 Aug-09 Oct-09 Dec-09 Feb-10 Apr-10 Jun-10 Aug-10 Oct-10 Dec-10 Feb-11 Apr-11 Jun-11 Aug-11 Oct-11 Dec-11 Feb-12 Apr-12 Jun-12 Aug-12 Oct-12 Dec-12 Feb-13 Apr-13 Jun-13 It was a challenging start to the year though the longer term trend is one of stability Trips (m) Domestic Tourism in England Rolling 12 Month Trend Holiday VFR Business Jan- June % -2% -6% Source: GBTS

3 Just like last year, trends have varied by destination type Trips (m) 25 Domestic Overnight Trips January - June Seaside Large Town / City Small Town Countryside / Village Source: GBTS

4 ...and this is reflected in regional results Trips (m) Domestic Overnight Trips January - June South West South East North West London Yorks & Humb West Midlands East East Midlands North East Source: GBTS

5 But then... Weather on England Good Mixed Poor holiday 56% 40% 2013 holiday 4% (2012) (31%) (57%) (12%) (2011) (39%) (54%) (7%) (2010) (36%) (55%) (9%) (2009) (39%) (50%) (10%) Source: Staycation Research, Sept 2013

6 But then... Weather on England Good Mixed Poor holiday 56% 40% 2013 holiday 4% (2012) (31%) (57%) (12%) (2011) (39%) (54%) (7%) (2010) (36%) (55%) (9%) (2009) (39%) (50%) (10%) Source: Staycation Research, Sept 2013

7 Some of our visitors will always be influenced by the weather - though most aren t Impact of Weather on Future Holiday Intentions It hasn't affected how I feel about taking holidays in England next year It's put me off taking holidays in England next year 2 16 It's made me more likely to take holidays in England next year Source: VE Staycation Research

8 Summer 2012 business performance results the most positive since starting this survey % Businesses Reporting Increased Visitors in Recent Period April 2012 Jun-12 Jul-12 Sep-12 Nov-12 Jan-13 Apr-13 Jul-13 Sep-13 Accommodation Attractions Source: VE Tourism Business Monitor

9 ...though trends differ by business type % Businesses Reporting Change in Visitor Numbers Summer Holidays Hotels Guest Houses / B&Bs Self- Catering Caravan / Camping Indoor Attractions Outdoor Attractions Mixed Attractions Increased Decreased Source: VE Tourism Business Monitor

10 It seems the economy is finally emerging from recession 2.5 UK GDP by Quarter

11 People are now less concerned about the economy than they were but over half are still worried about making ends meet % strongly / slightly agree Very concerned about it Concerned about job security Worried about making ends meet Oct/NovFeb/Mar Jun-09 Oct/Nov Feb-10 Sep-10 Mar-11 Sep-11 Feb-12 Sep-12 Feb-13 Sep Source: VisitEngland Staycation Research

12 And the numbers affected by the downturn haven t shifted much (38% of families still seriously affected ) Oct/Nov 08 Feb-09 Jun-09 Oct-09 Feb-10 Sep-10 Mar-11 Sep-11 Feb-12 Sep-12 Feb-13 Sep-13 Seriously affected Affected a little Hasn t affected, but concerned Hasn t affected, not worried Source: VisitEngland Staycation Research

13 What happens next??? 55 UK Domestic Holiday Trips Source: GBTS

14 The growth of outbound travel started during the last recession Trips (m) 80 Outbound Trips by UK Residents Recession Recession 0 Source: International Passenger Survey

15 ...but domestic travel also grew from 1993 onwards 140 Domestic Overnight Tourism Trips (Millions) Recession Total UK UK Holiday (Pure Holiday + VFR Holiday) Source: UKTS/GBTS Note: a 3% upweight has been applied to data in place of Northern Ireland results

16 Among 2013 switchers (those who took a domestic holiday instead of going abroad...) % Agree Sept 2012 It made me want to take a holiday abroad next time 49% 55 % It made me want to take more holidays in England 52% 49%

17 Among 2013 switchers (those who took a domestic holiday instead of going abroad...) % Agree Sept 2012 It made me want to take a holiday abroad next time 49% 55 % It made me want to take more holidays in England 52% 49%

18 It s still all to play for...

19 What can we do about it?

20 Lack of knowledge plus broad brush prejudices can prevent consideration of much of England. Lacking information and inspiration Many simply don t know what they don t know large swathes of country are unfamiliar 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 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) (South East)The wrong kind of people not for me. (Derby: Empty nester) Source: VisitEngland Thematic Research

21 We need to provide 3D inspiration and information to build consideration Where to go? Heard of places or have vague appealing image, but not always both Need a sufficiently 3D view to be compelling What s there to do? Beautiful scenery is not always enough, especially for longer trips (and if it rains ) Where Is it? People's geography can be quite poor, and location and proximity steers are helpful Source: VisitEngland Thematic Research

22 PS...

23 Northumberland 105 ENGLAND 92 Visitor Satisfaction in England Among England s cities, York was second only to Liverpool Cornwall 110 Lake District 106 Other Devon Liverpool Blackpool 87 Bristol 80 Yorks Dales 103 Manchester 81 Chester 96 Bath 96 B mouth Torquay Cotswolds 98 New Forest York Leeds Skegness Peak Nottingham District shire 97 Birmingham 74 Isle of Wight 104 Scarborough London Oxfordshire East Sussex 76 Brighton 92 Other Norfolk 95 Stratford 88 Essex 67 Gt Yarmouth 81 Suffolk 93 Kent 81 Source: VisitEngland Brand & Satisfaction Tracker

24 Northumberland 107 Newcastle Durham ENGLAND 94 Visitor Satisfaction in England York now leads England s cities in delivering visitor satisfaction! 94 Cornwall 109 Lake District 109 Liverpool Torquay Blackpool Bristol Somerset Other Devon Scarborough Yorks Moors Yorkshire Coast York Yorks Dales Leeds Manchester Lincoln Peak District Bath Gloucester -shire Weymouth Chester 96 Staffordshire Shropshire Bournemouth Warwickshire Cotswolds Wiltshire New Forest Derbyshire Birmingham Stratford Isle of Wight Oxford 99 Notting -ham 94 Skegness London 98 East Sussex Other Norfolk Cambridge Essex Eastbourne Brighton Kent Gt Yarmouth 89 Suffolk 91 Kent Coast 81 79

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26 Tourism Trends Sharon Orrell October 2013