Tourism Business Monitor Visitor Attractions Report. Wave 5 Mid-September until the end of October

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1 Tourism Business Monitor 20 Visitor Attractions Report Wave 5 Mid-ember until the end of October

2 Background, objectives and research method Tourism Business Monitor designed to measure, monitor and understand tourism business performance and confidence and the factors which influence them. Amalgamation of two previous surveys discontinued at end of 2011: England Attractions Monitor Accommodation Business Confidence Monitor Telephone survey conducted five times per year immediately following key tourism periods among: c. 500 accommodation establishments (c. 250 serviced / c. 250 non-serviced), including mix by region, establishment size and hotels / guest houses / B&B / self-catering / caravan and campsites. c. 300 visitor attractions including mix by region, attraction type, size (measured by annual visitor admissions) and free / paid admission. Questions on hot topics included on a periodic basis. Fieldwork dates: 20: , reviewing mid-ember until the end of the October 20: 8-20, reviewing the period from mid-july up until the end of the summer holidays Jul 20: -20 July 20, reviewing the period after the Easter holidays up until mid-july 20: 24 May , reviewing the Easter period 20 20: 6-12 uary 20, reviewing the Christmas and New Year period 20 20: , reviewing mid-ember until the end of October 20: 9-20, reviewing the period from mid-july up until the end of the summer holidays Jul 20: July 20, reviewing the period after the Easter holidays up until mid-july 20: il 20, reviewing the period from uary until the end of the Easter holidays 20: 7-20, reviewing Christmas and New Year period

3 Attractions sample targets (total 300) Region North (North East, North West, Yorkshire) Midlands (East Midlands, East, Heart of England) South (South East, South West) London 16 Size (visitors p.a) Over 100k k k 57 Under 20k 151 Type Historic 54 Museum/gallery 78 Other indoor 57 Other outdoor 111 Admission charge Free 129 Paid 171 This is the target sample for each wave, reflecting the profile of attractions in England. There are minor variations wave on wave, which are corrected by weighting the profile if needed. 3

4 Key Findings Attractions have continued the strong performance seen over Summer, resulting in an overall increase in visitors of 5% compared with the same time last year. Consequently, the year-to-date figures are also positive, with attractions reporting a 4% increase in visitors for the year so far compared with last. Attractions have seen increases in visitors across the board, regardless of size or whether the attraction was outdoor or indoor. Approaching the off-peak season, the strongest growth in visitors is amongst domestic visitors and those from within the immediate locality. Paid attractions have fared better than free ones in terms of seeing increases in domestic and overseas visitors for the year-to-date. Attractions have fared better during this latest period than at this same time last year. The success of the year so far is reflected in the year-to-date figures, for which 62% of attractions say visitors are up compared with the same time last year. The success of the latest period has been felt most strongly amongst larger attractions but outdoor attractions have actually fared the best for the year so far, with 68% saying visitors are up on last year. Although increases in visitors and satisfaction levels have dipped since, most are higher than at this time last year. The exception is seaside based attractions, who are less satisfied with their performance than they were in A strong performance over this latest period has meant that business optimism for the year as a whole has remained relatively unchanged from the peak in, with 65% thinking this year will be better than last. In terms of confidence for the forthcoming period up until the end of the year there is some trepidation amongst more weather-dependent attractions (seaside and outdoor) but aside from these, most attractions are feeling as confident, if not more, than they were at this time last year. 4

5 Business Dashboards 5

6 Business Performance Dashboard: Attractions VISITOR NUMBERS Visitor numbers (%) Versus same period previous year Down Same Up Visitor numbers for period from mid- until the end of Oct 20 compared with same period 20 (%) Under 20k Over 20k Indoors Up Same Down Outdoors YTD 20 Mixed Satisfaction (%) YTD 20 SATISFACTION Satisfied with business performance Not at all Not very Quite Very Satisfaction with Performance from mid- until the end of Oct 20 (%) Under 20k Over 20k Indoors Outdoors Mixed Q3/4 & Q6, Q7/8, Q10 PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE 20: Mid-ember until the end of October 6

7 Business Confidence Dashboard: Attractions % fairly confident % very confident July Jul Period asked about: Until late Spring/ early Summer Until end of school summer holidays Until end of October Until end of the year Until the end of Easter Until late Spring/ early Summer Until end of school summer holidays Until end of October Until end of the year % fairly confident % very confident Less than 20k Over 20k Indoor Outdoor Mixed Q PERIOD ASKED ABOUT FOR FUTURE BUSINESS CONFIDENCE 20: Up until end of the year 7

8 Visitor Profile 8

9 Changing Visitor Profile (year-to-date vs. previous year): Attractions Up Same Down NET: Up - Down Up Down % Visitors from immediate locality July Jul 37 8 Up Down Other domestic visitors July Jul Up Down Overseas visitors July Jul Q 9

10 Changing Visitor Profile (year-to-date vs. previous year): Attraction type Attractions have seen increases in visitors across the board, regardless of size or whether the attraction was outdoor or indoor Up Same Down NET: Up - Down Visitors from immediate locality Under 20k Over 20k Indoors Outdoors Mixed Under 20k Over 20k Indoors Other domestic visitors Outdoors Mixed Under 20k Over 20k Indoors Overseas visitors Outdoors Mixed Q 10

11 Changing Visitor Profile (year-to-date vs. previous year): Charging Paid attractions have fared better than free ones in terms of seeing increases in domestic and overseas visitors for the year-to-date Up Same Down NET: Up - Down Paid Visitors from immediate locality Free Paid Other domestic visitors Free Paid Overseas visitors Free Q 11

12 Past Performance 12

13 Visitor numbers: Year-on-year changes Attractions have fared better during this latest period than at this same time last year. The success of the year so far is reflected in the year-to-date figures, for which 62% of attractions say visitors are up compared with the same time last year % Up Slightly up Exactly same YTD Slightly down Down Up Down July Jul PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE 20: Mid-ember until the end of October / 20: Mid-July until end of Summer holidays/ Jul 20: After Easter holidays until mid- July/ 20: the Easter period 20 / 20: Christmas and New Year period 20 Q3/4, Q7/8

14 Visitor numbers: Year-on-year changes by attraction type Larger attractions are most likely to report visitor increases for the latest period, but outdoor attractions have actually fared the best for the year so far, reflective of the better weather for most of 20 Down Slightly down Same Slightly up Up Less than 20k Over 20k YTD YTD 20 Indoor Outdoor Mixed YTD YTD YTD 20 Q3/4, Q7/8 PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE 20: Mid-ember until the end of October

15 Changing business performance: By attraction type & location Although increases in visitors and satisfaction levels have understandably dipped since, most are higher than at this time last year. The exception is seaside based attractions, who are less satisfied with their performance than they were in TYPE % Visitors up on last year Less than 20k Over 20k Indoor Outdoor Mixed % Very satisfied July Jul July Jul LOCATION % Visitors up on last year Seaside Large town or city Small town Countryside/ village % Very satisfied July Jul CAUTION: SMALL BASE SIZES July Jul Q3/4, Q6 15

16 Changing business performance: By admission charge and VAQAS Performance for the latest period remains strong, regardless of admission type or VAQAS membership. Consequently, satisfaction levels are higher across the board than they were at this time last year. ADMISSION % Visitors up on last year Free Paid 18 % Very satisfied July Jul July Jul VAQAS % Visitors up on last year Members Nonmembers % Very satisfied July Jul July Jul Q3/4, Q6 16

17 Visitor Numbers: Year-on-year changes (%) Attractions have fared well over this most recent period, resulting in a 5% increase in visitors overall. This in turn has buoyed year-to-date figures, resulting in an overall increase in visitors of 4% % 20 YTD Increase Over 50% 31-50% 21-30% 11-20% 5-10% Less than 5% Decrease Less than 5% 5-10% 11-20% 21-30% 31-50% Over 50% Average % change in visitor numbers 5% 4% Q5, Q9 PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE 20: Mid-ember until the end of October 17

18 Visitor numbers: Degree of year-on-year changes by attraction type Larger and outdoor attractions have seen the biggest increase in visitor numbers for the latest period at 7% Less than 20k YTD Over 20k 20 YTD Average % change 3% 3% 7% 4% 20 Indoor Outdoor Mixed YTD YTD YTD % 3% 7% 4% 4% 3% Q5, Q9 PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE 20: Mid-ember until the end of October

19 Positive verbatim comments on business performance It is because we have had special events. It has made more people aware of the museum. A new team has been brought in, and new exhibitions are up Increased awareness of the facility. A bit of advertising we've placed in local press and in the village. Also features in the local press I think to be honest people are feeling better about the recession and so are coming out a bit more A new location and used to be shut October to July. Now open all year and lots of marketing and publicity is driving up visitors 19

20 Negative verbatim comments on business performance People cannot afford to go out, people are spending more money on family trips. Our attraction is not aimed at families. The weather - had to cancel 2 events due to flooding and the road running up to it is not well maintained Mainly because we had to close the cafe. The timbers are 6 metres long and had to be stored in the café so we couldn't serve customers. Figures for this year are not as good as 20. Also roads to us were shut for 4 weeks in August and we weren't best pleased because they just told us. They put people on detour away from us. 20

21 Case Studies Lost Gardens of Heligan Increase in visitors for the recent period of 31-50% Outdoor, paid-entry, attraction situated in Cornwall After a hard start to the year because of the weather, we ve really made up for lost ground. We did a big event in August so we had a massive amount of publicity. We were on Country file, and have been on regional news. It s been quite a poignant year for us Arley Hall and Gardens Increase in visitors for the year-to-date of 21-30% Paid-entry historic house situated in Cheshire The good weather has helped but we also made some fundamental changes to marketing; more social media - Facebook and Twitter. We also added value with a sculpture trail in the gardens and children's play area to attract people that wouldn't normally visit. 21

22 Future Performance 22

23 Business optimism for 20 A strong performance over this latest period has meant that business optimism for the year as a whole has remained relatively unchanged from, with 65% thinking this year will be better than last Much worse than 20 Slightly worse than The same as Slightly better than 20 Much better than Jul Jul Q15 23

24 Confidence for forthcoming period: Attractions Understandably there is some trepidation amongst more weather-dependent attractions (seaside and outdoor) for the forthcoming period, but aside from these, attractions are feeling as confident, if not more, than they were at this time last year TYPE % Very confident July Jul Less than 20k Over 20k Indoor Outdoor Mixed LOCATION % Very confident 47 Seaside Large town or city Small town Countryside/ 17 village July Jul CAUTION: SMALL BASE SIZES Q PERIOD ASKED ABOUT FOR FUTURE BUSINESS CONFIDENCE 20: Up until end of the year 24

25 Positive verbatim comments on business confidence We are sprucing the place up, due a refurbishment. The new refurbishment should attract more visitors. We have a good marketing campaign and Santa already booked up and the Christmas Market. Advanced bookings are good Feeling that month by month we've been better so should continue to end of financial year. Visitor numbers are up so spend per head goes up in the cafe and gift shop. We are fairly confident because we don't do a lot of business at the end of the year but we put on special events and advanced ticket sales are well up on last year already We have a new show coming on which is an open art competition and we have had more submissions than ever before 25

26 Negative verbatim comments on business confidence It will probably be slow because we don't have the weather and there is not so many visitors around We've had the best weather for about 15 years but just no business. The money isn't there. We're discounting but still not working Now coming into the winter season and numbers drop off. It happens every year and picks up around Easter time

27

28 Performance and confidence snapshot: ember 20 Visitor Numbers (ember) Confidence (End of the year) Up Same Down Very Very / fairly TOTAL (%) Less than 20k Visitor numbers per annum (%) 20k or over k-50k k-100k Over 100k Indoor Type (%) Outdoor Mixed Charge (%) VAQAS (%) Paid Free Yes No Seaside Location (%) Large town / city Small town Rural

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