West Midlands and Domestic Tourism

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1 and Domestic Tourism The comprises the counties of, Herefordshire, Shropshire, Worcestershire, Warwickshire and Staffordshire. It has a population of 5.7 million, representing 11% of the total England population. Value to Domestic Tourism in England In 2014, there were almost 7.3 million domestic overnight to the, with 1.2 billion in expenditure 8% and 6% of the England total respectively. There were 119 million day, 9% of all in England, worth 3.9 billion. (as % of total) Domestic Overnight Trips Trips (millions) % Spend ( millions) 18,085 1,153 6% Day Visits Trips (millions) 1, % Spend ( millions) 45,101 3,864 9%

2 Trip Type Overnight Travel Over two in five (22%) of to the are business, higher than the national average (15%). In contrast, there are fewer holidays in the than the average (37% compared to 44%), particularly longer, 4+ night holidays (9% vs. 15%). The proportion of that are visits to friends and relatives is the same as the average (both 39%). % of West Midlands Midlands All Overnight Trips (millions) % % All s % % 1-3 night holidays % % 4+ night holidays % % Visiting Friends and Relatives % % Business Travel % % Day Trips The top activities on a day trip in the are similar to those for the nation as a whole, although there are fewer outdoor activities. % of West Midlands Midlands All Day Trips, millions (selected activities) 1, % % Visiting friends or family % 28 23% Going out for a meal % 13 11% Going on a night out 113 8% 11 9% General day out 100 7% 9 7% Undertaking outdoor activities 109 8% 6 5% Special shopping 84 6% 9 8%

3 s in s in the are shorter than on average, with a higher average spend per night. However, the shorter trip length results in a lower average spend per trip ( 199) than for England as a whole ( 247). Domestic s Average spend per trip Average spend per night Average trip length (nights) Four in five (80%) of holidays to the are to cities or towns, far higher than the average for England (50%). Perhaps unsurprisingly given the urban nature of holidays in the West Midlands, serviced accommodation is the most popular, accounting for 64% of (compared to 50% overall). s to the are more likely to be booked closer to the date of the trip than average, with half (50%) booked within a month of the trip compared to 39% on average. s to this region are also more likely to be booked online (62% vs. 54%). Those taking to the are more likely to be in the 55+ age group than the national average for all holidays. A quarter of those taking holidays in the (24%) are local to the region. The North West is another key source market, making up 13% of. The most popular activity on to the is visiting a visitor attraction (37%). Arts, cultural and entertainment activities are more popular on holidays in the when compared to the average of all holidays in England (21% vs. 15%), as are event, festivals and exhibitions (17% vs. 11%). % of Midlands Destination Type Seaside 32% 2% Large city/ large town 31% 45% Small town 19% 35% Countryside/ village 23% 26%

4 Cont. Accommodation used % of Midlands Serviced rented 50% 64% Self-catering rented 37% 23% Camping / Caravanning 23% 16% Other self-catering rented 14% 7% Transport used Public transport 16% 20% Car 79% 77% When booked More than six months before trip 7% 4% Between 2 and 6 months before trip 26% 21% About a month before trip 12% 14% 2-3 weeks before trip 13% 17% In the week before trip 13% 18% Same day / after setting off on trip 1% 1% How booked Booked online 54% 62% On a laptop or desktop PC 40% 45% On a smartphone 3% 2% On a tablet 8% 10% Age groups % 21% % 38% % 41% Social grade AB 39% 41% C1 28% 30% C2 19% 16% DE 13% 13% Children in household 36% 31%

5 Cont. Region of origin % of Midlands North East 6% 4% Yorks & Humberside 13% 7% East Midlands 9% 9% East of England 9% 10% London 7% 5% South East (excluding London) 15% 9% South West 11% 10% 10% 24% North West 13% 13% Scotland 3% 3% Wales 5% 6% Activities under History & heritage 23% 27% Arts, culture & entertainment 15% 21% Visitor Attractions 33% 37% Parks and Gardens 14% 16% Events, festivals and exhibitions 11% 17% Outdoor activities (including long walks) 27% 25% Outdoor activities (excluding long walks) 14% 13% Visited beach 20% 3% Special shopping 7% 7% Live sport 3% 2% Special personal event 3% 2%

6 Trends to the have grown on average by 4% each year since 2008, a faster growth rate than the national average (1%). Number of domestic holidays Millions Annual average growth % 4%

7 Appendix Sub-Regional Volume and Value Domestic Overnight Tourism - 3-year averages Counties Total Total nights Total spend nights spend England Herefordshire, County of Worcestershire Shropshire Warwickshire Staffordshire Local Authorities Total Total nights Total spend nights spend England Birmingham Coventry Dudley Sandwell * Solihull Walsall Wolverhampton (county) Bromsgrove Herefordshire, County of Malvern Hills

8 Cont. Total Total nights Total spend nights spend Redditch Worcester Wychavon Wyre Forest Worcestershire Telford and Wrekin Shropshire Shropshire North Warwickshire Nuneaton and Bedworth Rugby Stratford-on-Avon Warwick Warwickshire Cannock Chase East Staffordshire Lichfield Newcastle-under Lyme South Staffordshire Stafford Staffordshire Moorlands Stoke-on-Trent Tamworth Staffordshire

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