The tourism value of the natural environment and outdoor activities in

Transcription

1 The tourism value of the natural environment and outdoor activities in the South West Produced on behalf of the South West Coast Path Association By The South West Research Company Ltd January

2 Contents Introduction and Key findings 3 Methodology overview 7 Tourism spend motivated by the natural environment 10 All activities associated tourism spend 16 All activities attributed tourism spend 25 2

3 Introduction This report examines the value of outdoor recreation activities in the South West and the importance of the natural environment in motivating visits. It leans heavily upon the findings of, and methodology used, in a recent report released by VisitEngland, Visit Scotland and Visit Wales Valuing Activities (undertaken by TNS). In addition it uses the annual volume and value estimates for all users of the South West Coast Path (SWCP) collated as part of its monitoring and evaluation programme and Monitoring Engagement in the Natural Environment (MENE) data collected by Natural England. The South West Research Company operates the Cambridge Model and utilised data from modelled South West regional outputs to calculate estimated associated business turnover, supported Full time equivalent (FTE) employment and Gross Value Added (GVA) It should be noted that both the outputs in this report and the SWCP annual estimates only refer to activity taking which is defined as tourism related by the national surveys and so does not attempt to include any health or economic benefits resulting from nontourism residential use (such as regular dog walking etc.). 3

4 Key findings The total spend associated with visits motivated by the natural environment in the South West is an estimated 6,076m supporting 123,100 FTE jobs. The total spend associated with outdoor active recreation motivated by the natural environment in the South West is an estimated 1,196m supporting 20,533 FTE jobs. The top six ranked activities all have an associated spend in excess of 1 billion; Going to visitor attractions ( 2.4 bn), Short walk/stroll ( 1.9 bn), Sightseeing/exploring at the coast ( 1.5 bn), Visiting historic buildings or monuments ( 1.3 bn), Visiting parks or gardens ( 1.2 bn) and Long walks, hikes or rambles ( 1.2 bn). Short walks, ranked 2 nd, represent the largest active outdoor activity in terms of all associated spend at 1.9 bn followed by long walks, ranked 6 th with an associated spend of 1.2 bn. The top ranked activity in terms of attributed spend is Going to visitor attractions which supports approximately 12,300 FTE jobs and contributes an estimated 489 mn GVA to the regional economy. Short walks, ranked 2 nd, again represents the largest active outdoor activity in terms of all attributed spend at 488 mn followed by long walks, ranked 4 th with an attributed spend of 293 mn. The combined value of walks supports approximately 15,800 FTE jobs contributing 632 mn GVA to the regional economy, a larger contribution than the top ranked activity (Going to visitor attractions). Notes: All associated spend This refers to the total spend of people that undertook the listed activity for the whole of their trip. As people are likely to undertake a number of different activities during their trip there is a considerable amount of double counting likely to be included in this analysis. All attributed spend This estimates the amount of visitor spend that can be attributed to each individual activity and is based upon research undertaken for the Valuing Activities report which looks at the importance of activities in the decision making process. 4

5 Key findings Total tourism spend in South West in ,564m Supporting 214,000 FTE jobs Total value of visits motivated by the natural environment 6,076m Supporting 123,100 FTE jobs Total value of outdoor active recreation visits motivated by the natural environment (walking, water sports, cycling, fishing, horse riding, golf, running, mountain biking, informal sport, field sports and adventure sports) 1,196m Supporting 20,533 FTE jobs Total value of visits using public rights of way (walking, horse riding, mountain biking) motivated by the natural environment 948m Supporting 19,200 FTE jobs Total value of walking visits motivated by the natural environment 907m Supporting 18,365 FTE jobs Total value of SWCP user visits motivated by the natural environment 341m Supporting 7,700 FTE jobs 5

6 Key findings In addition to the regional estimates the total value of visits motivated by the natural environment has also been estimated at a county level across the South West region. County level estimates have been modelled using a basic but logical approach although including factors such as area covered (km2), coastline, AONB s and populations present in a county. As a result we recommend that county level figures are treated as broad brush estimates. Spend for active recreation is estimated from the total associated spend of visitors taking part in walking, water sports, cycling, fishing, horse riding, golf, running, mountain biking, informal sports, field sports and adventure sports calculated in this report. Cornwall Devon Dorset Former Avon Gloucestershire Somerset Wiltshire Region Total annual tourism spend 1,754,663,000 2,305,830,000 1,735,169,000 1,197,980,000 1,594,273, ,086,000 1,001,367,000 10,564,360,000 Total spend motivated by the natural environment 1,423,575,419 1,444,778,313 1,277,000, ,330, ,269, ,630, ,589,541 6,076,173,480 % of all spend 81% 63% 74% 16% 51% 60% 47% 58% Direct FTE supported employment 19,965 18,924 15,873 2,776 5,850 8,822 6,216 76,892 Total spend for outdoor active recreation 635,457, ,249, ,049, ,553, ,119, ,450, ,221,127 4,212,101,063 % of all spend 36% 43% 39% 18% 69% 48% 37% 40% Total FTE supported employment 14,246 21,063 13,678 4,920 13,115 11,302 7,720 85,323 6

7 Methodology overview 7

8 Methodology overview As the longest of the 13 national trails in England and Wales with a length of 630 miles, The South West Coast Path (SWCP) follows the coastline of England s south west peninsular and is recognised as one of the region s principal tourism attractions and leisure facilities. Starting at Minehead in Somerset, it follows the coastline of Devon, Cornwall and Dorset until it reaches its end at Poole Harbour. Since 2011, annual volume and value estimates for all users of the South West Coast Path have been commissioned as part of its monitoring and evaluation programme. The estimates do not include regular non tourism residential use such as dog walking etc. and were derived from the national tourism surveys, local data collection and data modelling using the Cambridge Model. The SWCP Team wished to be able to place their results in context to other outdoor activities within the region and commissioned The South West Research Company for this purpose. It should be noted that both the outputs in this report and the SWCP annual estimates only refer to activity taking which is defined as tourism related by the national surveys and as such will only represent a proportion of the activities actual value when normal residential activity participation (non tourism related) is also considered. This report examines the value of outdoor recreation activities in the South West and leans heavily upon the findings of and methodology used in a recent report released by VisitEngland, Visit Scotland and Visit Wales Valuing Activities (undertaken by TNS). Our thanks go to VisitEngland for allowing us to utilise this data and their support in providing additional data to make the analysis in this report possible. Our thanks also go to all project partners connected to the Valuing Activities report for developing a suitable methodology to place a value on individual activities which has been much needed in tourism data. To view the full Valuing Activities report please visit; _final_report_fv_7th_october_2015.pdf In addition to the individual activities data the main requirement of this report was to estimate the value of activity visits motivated by the natural environment at both a regional and county level based upon the activity data calculated and other data sources as specified in each report section. At a regional level this has been done using a variety of data to produce the estimates as no single measure exists across all of the required areas. As a result the figures should be viewed as estimates of the likely associated values with each of the measures. County level natural environment value estimates have been modelled using a basic but logical approach, although including factors such as area covered (km2), coastline, AONB s and populations present in a county. For outdoor active recreation outputs at a county level an average of the natural environment, MENE participation and tourism proportions of the region overall for each county have been applied to the regional outdoor active recreation total value. As a result we recommend that all county level figures are treated as broad brush estimates and also recommend that a far more in depth study, not accommodated in the brief for this project, should be undertaken to further understand this aspect of the project below a regional level. 8

9 Methodology overview This report looks at the value of individual activities in two sections; All associated spend This refers to the total spend of people that undertook the listed activity for the whole of their trip. As people are likely to undertake a number of different activities during their trip there is a considerable amount of double counting likely to be included in this analysis. In summary, all associated spend should be viewed as the total value of visits to the region where a particular activity was undertaken, regardless of other activities undertaken or the motivation for the visit. The values for each activity are stand alone figures and cannot be summed or compared due to the double counting present in the figures. All attributed spend This estimates the amount of visitor spend that can be attributed to each individual activity and is based upon research undertaken for the Valuing Activities report which looks at the importance of activities in the decision making process. As this section looks at unique values further associated outputs for supported employment and GVA outputs have also been provided. In summary, all attributed spend should be viewed as the total value of visits to the region where a particular activity was a key motivation for the visit. As a result the values for each activity are the proportions of the total associated spend which it is estimated can be attributed to the individual activity. The values can be summed and compared. Where the requirements of this report did not match the outputs contained in the VisitEngland Valuing Activities report some assumptions have been made for some activities to reach the final outputs. As a result further details of the methodology used and notes for each individual activity have been provided in each section of this report. All natural environment related figures in this report are based on associated spend values calculated and as such the same points of note will apply. 9

10 Tourism spend motivated by the natural environment 10

11 Spend motivated by the natural environment Methodology notes A requirement of this project was to estimate the expenditure of tourists undertaking activity motivated by the natural environment and to place these estimates in the context of the regional tourism picture. This has been done using the measures, data sources and methodology listed in the table below and has used a variety of data to produce the estimates as no single measure exists across all of the required areas. As a result the figures should be viewed as estimates of the likely associated values with each of the measures. It should also be noted that there will be overlap and subsequently double counting between the different measures with some people taking part in a number of activities and, as such, the values produced should be viewed as individual estimates rather than estimates which can be summed to a whole. Regional measures Data source and methodology Total regional tourism value Value of visits motivated by the natural environment Value of active outdoor recreation (walking, water sports, cycling, fishing, horse riding, golf, running, mountain biking, informal sport, field sports and adventure sports) visits motivated by the natural environment Value of visits using public rights of way (walking, horse riding, mountain biking) motivated by the natural environment Value of walking visits motivated by the natural environment Value of SWCP visits motivated by the natural environment Value of Tourism 2014 (VOT 2014) TSWRC Staying visitor spend (VOT 2014) * 78% of trips motivated by the natural environment (Valuing our Environment 1999) plus total coastal and rural day visit spend (VOT 2014) * 78% (same proportion as staying visitors assumed). Total associated spend with these activities taken from this report * 28.4% (Percentage calculated from regional MENE data with the proportion being those that stated they took part in these activities To enjoy scenery ). Total associated spend with these activities taken from this report * 29.4% (Percentage calculated from regional MENE data with the proportion being those that stated they took part in these activities To enjoy scenery ). Total associated spend with long and short walks taken from this report * 29.5% (Percentage calculated from regional MENE data with the proportion being those that stated they took part in these activities To enjoy scenery ). Total spend associated with SWCP users taken from this report * 74% (Percentage of SWCP users stating Attractive views and scenery were very important in the 2012 SWCP Survey). 11

12 Spend motivated by the natural environment Methodology notes County level natural environment value estimates have also been provided which were modelled using a basic but logical approach, although including factors such as area covered (km2), coastline, AONB s and populations present in a county. Further to this outdoor active recreation estimates at a county level have also been provided based upon the regional definition provided on the previous page. These have been calculated using an average of the natural environment, MENE participation and tourism proportions of the region overall for each county which have been applied to the regional outdoor active recreation total value. Whilst this method is by no means a detailed, precise calculation it does take into account the three main factors linked to tourism related outdoor active recreation in a county; Quality of the landscape, residential participation (likely main factor and generator of activity linked tourism day visits) and tourism activity in the area overall. As a result we recommend that all county level figures are treated as broad brush estimates and also recommend that a far more in depth study, not accommodated in the brief for this project, should be undertaken to further understand this aspect of the project below a regional level.. 12

13 Spend motivated by the natural environment South West region Total tourism spend in South West in ,564m Supporting 214,000 FTE jobs Total value of visits motivated by the natural environment 6,076m Supporting 123,100 FTE jobs Total value of outdoor active recreation visits motivated by the natural environment (walking, water sports, cycling, fishing, horse riding, golf, running, mountain biking, informal sport, field sports and adventure sports) 1,196m Supporting 20,533 FTE jobs Total value of visits using public rights of way (walking, horse riding, mountain biking) motivated by the natural environment 948m Supporting 19,200 FTE jobs Total value of walking visits motivated by the natural environment 907m Supporting 18,365 FTE jobs Total value of SWCP user visits motivated by the natural environment 341m Supporting 7,700 FTE jobs 13

14 Tourism spend motivated by the natural environment County estimates Cornwall Devon Dorset Former Avon Gloucestershire Somerset Wiltshire Region Total spend motivated by the natural environment 1,423,575,419 1,444,778,313 1,277,000, ,330, ,269, ,630, ,589,541 6,076,173,480 % of all spend 81% 63% 74% 16% 51% 60% 47% 58% Direct FTE supported employment 19,965 18,924 15,873 2,776 5,850 8,822 6,216 76,892 Indirect FTE supported employment 6,663 6,505 5, ,123 3,048 2,001 26,467 Induced FTE supported employment 5,286 5,086 4, ,595 2,374 1,643 19,724 Total FTE supported employment 31,913 30,515 25,798 4,249 9,568 14,243 9, ,083 14

15 Value of active outdoor recreation County estimates Cornwall Devon Dorset Former Avon Gloucestershire Somerset Wiltshire Region Total value of active outdoor recreation 635,457, ,249, ,049, ,553, ,119, ,450, ,221,127 4,212,101,063 % of all spend 36% 43% 39% 18% 69% 48% 37% 40% Direct FTE supported employment 8,912 13,062 8,416 3,214 8,019 7,000 4,867 53,303 Indirect FTE supported employment 2,974 4,490 2,982 1,126 2,910 2,419 1,567 18,347 Induced FTE supported employment 2,359 3,510 2, ,186 1,884 1,287 13,673 Total FTE supported employment 14,246 21,063 13,678 4,920 13,115 11,302 7,720 85,323 15

16 All activities associated tourism spend 16

17 All associated spend Methodology notes All associated spend This refers to the total spend of people that undertook the listed activity for the whole of their trip. As people are likely to undertake a number of different activities during their trip there is a considerable amount of double counting likely to be included in this analysis. As such, the values associated with each activity should be viewed as stand alone figures. The values in this section are based upon three year average South West regional data ( ) taken from the national tourism surveys; Great Britain Tourism Survey (GBTS), Great Britain Day Visits Survey (GBDVS) and the International Passenger Survey (IPS). For comparability purposes, South West Coast Path User values are also a three year average of their outputs for the same period. The table below and on the following page shows the data sources used for each individual outdoor activity. It should be noted that regional data for overseas visits was not available in the Valuing Activities report (VA Report). South West Activities Domestic staying value source Domestic day value source Overseas value source Going to visitor attractions VA Report VA Report Short walk/stroll Regional GBTS Regional GBDVS Sightseeing/exploring at the coast VA Report Sightseeing any location data split out using GBTS location of visit data VA Report Sightseeing any location data split out using GBDVS location of visit data Visiting historic buildings or monuments VA Report VA Report Visiting parks or gardens VA Report VA Report Long walks, hikes or rambles VA Report VA Report Sightseeing in a town/city Sightseeing/exploring in the country VA Report Sightseeing any location data split out using GBTS location of visit data VA Report Sightseeing any location data split out using GBDVS location of visit data Visiting religious buildings VA Report VA Report Derived from IPS activity data for the South West detailing the proportion of trips containing individual activities. Visiting museums or art galleries VA Report VA Report Visiting zoos, aquariums or wildlife attractions VA Report VA Report 17

18 All associated spend Methodology notes South West Activities Domestic staying value source Domestic day value source Overseas value source South West Coast Path users SWCP data SWCP data SWCP data Watersports VA Report VA Report Watching wildlife VA Report VA Report Cycling VA Report Cycling/Mountainbiking data split out using GBTS data VA Report Cycling/Mountainbiking data split out using GBDVS data Fishing VA Report VA Report Played golf VA Report VA Report Running, jogging, orienteering Regional GBTS Regional GBDVS Horse riding, pony trekking Regional GBTS Regional GBDVS Derived from IPS activity data for the South West detailing the proportion of trips containing individual activities. Informal sport Regional GBTS Regional GBDVS Mountainbiking VA Report Cycling/Mountainbiking data split out using GBTS data VA Report Cycling/Mountainbiking data split out using GBDVS data Field sports Regional GBTS Regional GBDVS

19 All associated spend Ranked by value 1. Going to visitor attractions such as theme parks, gardens, famous buildings, museums, zoos etc. 2,360.0m 2. Short walk/stroll up to 2 miles/1 hour 1,901.8m 3. Sightseeing/exploring at the coast 1,516.2m 4. Visiting historic buildings or monuments (e.g. castles, stately homes) 1,256.7m 5. Visiting parks or gardens 1,211.1m 6. Long walks, hikes or rambles (minimum of 2 miles/ 1 hour) 1,171.5m 7. Sightseeing in a town/city 913.8m 8. Sightseeing/exploring in the country 913.3m 19

20 All associated spend Ranked by value 9. Visiting a cathedral,church, abbey or other religious building 784.8m 10. Visiting museums or art galleries 716.2m 11. Visiting zoos, aquariums or wildlife attractions 711.6m 12. South West Coast Path users 460.8m 13. Watersports including sailing, canoeing, kayaking, windsurfing, etc m 14. Watching wildlife, bird watching, other nature 267.4m 15. Cycling 193.6m 16. Fishing sea angling, coarse fishing, game fishing 158.5m 20

21 All associated spend Ranked by value 17. Played golf 151.9m 18. Running, jogging, orienteering 123.5m 19. Horse riding, pony trekking 85.1m 20. Informal sport (e.g. cricket, rounders, football, skateboarding) 80.2m 21. Mountainbiking 65.3m 22. Field sports hunting, shooting etc. 64.5m 23. Organised adventure sports (whitewater rafting/ sphering/canyoning/gorge walking) 29.1m 21

22 All associated spend Contribution of visitor types Activities Domestic staying Domestic day Domestic total Overseas TOTAL SPEND Total supported FTE employment Going to visitor attractions 1, , , ,806 1 Short walk\ stroll 1, , , ,523 2 Sightseeing/exploring at the coast , , ,713 3 Visiting historic buildings or monuments , ,457 4 Visiting parks or gardens , ,533 5 Long walks, hikes or rambles , ,730 6 Sightseeing in a town/city ,510 7 Sightseeing/exploring in the country ,500 8 Visiting religious buildings ,897 9 Visiting museums or art galleries , Visiting zoos, aquariums or wildlife attractions , South West Coast Path users , Watersports , Watching wildlife , Cycling , Fishing , Played golf , Running, jogging, orienteering , Horse riding, pony trekking , Informal sport , Mountainbiking , Field sports , Organised adventure sports Ranking 22

23 All associated spend Proportionate contribution of visitor types Going to visitor attractions 63% 22% 15% Short walk\ stroll 67% 17% 16% Sightseeing/exploring at the coast 50% 17% 33% Visiting historic buildings or monuments 46% 16% 37% Visiting parks or gardens 36% 14% 50% Long walks, hikes or rambles 64% 20% 16% Sightseeing in a town/city 63% 22% 15% Sightseeing/exploring in the country 37% 13% 50% Visiting religious buildings 38% 12% 50% Visiting museums or art galleries 54% 15% 31% Visiting zoos, aquariums or wildlife attractions 55% 32% 13% South West Coast Path users 62% 27% 10% Watersports 75% 6% 18% Watching wildlife 52% 36% 13% Cycling 60% 8% 32% Fishing 76% 5% 19% Played golf 43% 37% 20% Running, jogging, orienteering 77% 5% 19% Horse riding, pony trekking 75% 7% 18% Informal sport 71% 12% 17% Mountainbiking 31% 52% 17% Field sports 78% 3% 19% Organised adventure sports 59% 26% 15% UK Staying UK Day Overseas 23

24 All associated spend Key points The top six ranked activities all have an associated spend in excess of 1 billion; Going to visitor attractions ( 2.4 bn), Short walk/stroll ( 1.9 bn), Sightseeing/exploring at the coast ( 1.5 bn), Visiting historic buildings or monuments ( 1.3 bn), Visiting parks or gardens ( 1.2 bn) and Long walks, hikes or rambles ( 1.2 bn). The lowest ranked activity is Organised adventure sports with an associated spend of 29.1 million. Short walks, ranked 2 nd, represent the largest active outdoor activity in terms of all associated spend at 1.9 bn followed by long walks, ranked 6 th with an associated spend of 1.2 bn. The value of activities relating to visiting actual sites (attractions, historic and religious buildings, parks, gardens, museums, galleries and zoos) are all ranked in the top thirteen of the twenty one activities explored. In terms of all associated outdoor activity spend in the South West usage of the South West Coast Path is ranked 12 th with an associated spend of 460.8m. This represents approximately 20% of all spend associated with the top ranked activity of going to visitor attractions (such as theme parks, gardens, famous buildings, museums, zoos etc.). South West Coast Path users are likely to undertake a number of different a number of different activities listed with long and short walks and exploring the coast likely to be the main contributors. However, there is also likely to be overlap with a number of other activities listed such as watching wildlife, running etc. a proportion of which is likely to take place on the coastal path. Associated staying visitor spend accounts for the majority of spend for all activities with the exception of sightseeing (coast or country), visiting parks, gardens and religious buildings, playing golf and mountain biking. 24

25 All activities attributed tourism spend 25

26 All attributed spend Methodology notes All attributed spend This estimates the amount of visitor spend that can be attributed to each individual activity and is based upon research undertaken for the Valuing Activities report which looks at the importance of activities in the decision making process. As this section looks at unique values further associated outputs for supported employment and GVA outputs have also been provided. The values in this section are based upon the outputs in the previous section for all associated spend which have been reduced using data taken from a GB Population Survey undertaken by TNS in February 2015 as part of the Valuing Activities project which examined the importance of activities in the decision to undertake a trip. In short, the proportion of respondents stating that each activity was the sole reason for their visit are fully included in the calculation ((a) Total associated activity spend * % stating activity was sole reason for visit). In addition to this, those stating that an activity was very or fairly important to their visit are also included although as the activity was not the sole reason for the visit the spend is distributed across all activities undertaken on a visit. In this case the calculation was ((b) (Total associated activity spend * % stating activity was very/fairly important) /the number of activities undertaken). Total attributed spend = a + b The calculations for estimating the total attributed spend were undertaken as part of the Valuing Activities report and the proportions which should be applied to the total of the associated spend for each visitor type for each activity were provided in the excel data accompanying the report. Where possible these proportions have been utilised in this report with assumptions and averages applied where this was not possible. The table overleaf details the sources of the proportions applied to the all associated spend totals to calculate the attributed amount of visitor spend for each activity. 26

27 All attributed spend Methodology notes Activities Domestic staying % of all Domestic day % of all Overseas % of all Going to visitor attractions VA report Short walk\stroll Averagesof known/assumed applied Sightseeing/exploring at the coast VA report and Sightseeing any location applied to domestic. Visiting historic buildings or monuments VA report Visiting parks or gardens VA report Long walks, hikes orrambles VA report Sightseeing in a town/city VA report and Sightseeing any location applied to domestic. Sightseeing/exploring in the country VA report and Sightseeing any location applied to domestic. Visiting religious buildings VA report Visiting museums or art galleries VA report Visiting zoos, aquariums or wildlife attractions VA report South West Coast Path users Averagesof known/assumed applied Watersports Watching wildlife VA report / Overseas average of known assumed applied Cycling VA report All cycling assumed Fishing VA report Played golf VA report Running, jogging, orienteering Averages of known/assumed applied Horse riding, pony trekking VA report Watersports assumed Informal sport Averagesof known/assumed applied Mountainbiking VA report All cycling assumed Field sports VA report Fishing assumed Organised adventure sports VA report Watersports assumed Notes 27

28 All attributed spend Ranked by value 1. Going to visitor attractions such as theme parks, gardens, famous buildings, museums, zoos etc m 2. Short walk/stroll up to 2 miles/1 hour 488.2m 3. Sightseeing/exploring at the coast 305.8m 4. Long walks, hikes or rambles (minimum of 2 miles/ 1 hour) 293.3m 5. Visiting historic buildings or monuments (e.g. castles, stately homes) 240.8m 6. Visiting zoos, aquariums or wildlife attractions 211.8m 7. Sightseeing in a town/city 199.2m 8. Visiting parks or gardens 197.8m 28

29 All attributed spend Ranked by value 9. Sightseeing/exploring in the country 183.6m 10. South West Coast Path users 127.4m 11. Visiting museums or art galleries 123.6m 12. Visiting a cathedral,church, abbey or other religious building 111.0m 13. Watersports including sailing, canoeing, kayaking, windsurfing, etc m 14. Watching wildlife, bird watching, other nature 68.8m 15. Played golf 50.6m 15. Cycling 47.3m 29

30 All attributed spend Ranked by value 17. Fishing sea angling, coarse fishing, game fishing 46.5m 18. Horse riding, pony trekking 32.6m 19. Running, jogging, orienteering 28.8m 20. Mountainbiking 22.5m 21. Informal sport (e.g. cricket, rounders, football, skateboarding) 19.8m 22. Field sports hunting, shooting etc. 18.7m 23. Organised adventure sports (whitewater rafting/ sphering/canyoning/gorge walking) 11.4m 30

31 All attributed spend Contribution of visitor types Activities Domestic staying Domestic day Domestic total Overseas TOTAL SPEND Ranking Going to visitor attractions Short walk\ stroll Sightseeing/exploring at the coast Long walks, hikes or rambles Visiting historic buildings or monuments Visiting zoos, aquariums or wildlife attractions Sightseeing in a town/city Visiting parks or gardens Sightseeing/exploring in the country South West Coast Path users Visiting museums or art galleries Visiting religious buildings Watersports Watching wildlife Played golf Cycling Fishing Horse riding, pony trekking Running, jogging, orienteering Mountainbiking Informal sport Field sports Organised adventure sports

32 All attributed spend Proportionate contribution of visitor types Going to visitor attractions Short walk\ stroll Sightseeing/exploring at the coast Long walks, hikes or rambles Visiting historic buildings or monuments Visiting zoos, aquariums or wildlife attractions Sightseeing in a town/city Visiting parks or gardens Sightseeing/exploring in the country South West Coast Path users Visiting museums or srt galleries Visiting religious buildings Watersports Watching wildlife Played golf Cycling Fishing Horse riding, pony trekking Running, jogging, orienteering Mountainbiking Informal sport Field sports Organised adventure sports 46% 57% 46% 41% 32% 31% 54% 26% 27% 35% 21% 50% 41% 30% 24% 77% 30% 32% 52% 67% 76% 72% 19% 63% 70% 59% UK Staying UK Day Overseas 45% 27% 28% 34% 36% 63% 32% 41% 34% 58% 56% 16% 9% 69% 20% 5% 28% 46% 45% 46% 7% 8% 9% 10% 15% 26% 25% 31% 6% 14% 32% 9% 25% 16% 12% 12% 25% 16% 19% 12% 17% 26% 13% 32

33 All attributed spend Associated turnover, employment and GVA The South West Research Company operates the Cambridge Model within the South West region and utilised data from modelled regional outputs for 2014 to calculate ratios that have then been applied to the attributed spend outputs to estimate further outputs in the following areas related to outdoor activities; Associated business turnover Business turnover arises as a result of tourist spending, from the purchase of supplies and services locally by businesses in receipt of visitor spending and as a result of the spending of wages by employees whose jobs are directly or indirectly supported by tourism spending. Supported FTE employment Employment supported by the associated business turnover in three areas; Direct FTE jobs Direct jobs are those in businesses in receipt of visitor spending. For example, jobs supported by visitor spending at a hotel would be direct jobs. Indirect FTE jobs Indirect employment arises as a result of expenditure by businesses in direct receipt of visitor expenditure on the purchase of goods and services for their businesses. For example, some of the employment at a business supplying food and drink may be supported through the supplies that the business sells to hotels (or any other business in direct receipt of visitor expenditure). Induced jobs Induced jobs are those that are supported by the spending of wages by employees in direct and indirect jobs. Such spending will be spread across a wide range of service sectors. Estimated GVA The Cambridge Model also produces estimates of GVA. The calculations used are a broad brush estimate produced in the absence of a wider definition of tourism in other sources. The Cambridge Model GVA figures should always be acknowledged as estimates and the methodology used in their calculations is not, and does not claim to be, as sophisticated as the approach used by other sources. The calculation built into the Cambridge model takes figures of business turnover arising from direct visitor spend for the accommodation, retail, catering, attractions and transport sectors as well as non trip related revenue and supplier and income induced turnover and then applies GVA ratio s to these derived from the South West Business Information Model 1999 to produce it s estimates. 33

34 All attributed spend Associated turnover, employment and GVA Activities Business turnover ( mn) Direct supported FTE Indirect supported FTE Induced supported FTE TOTAL SUPPORTED FTE Estimated GVA ( mn) Going to visitor attractions ,657 2,636 1,964 12, Short walk\ stroll ,178 2,127 1,585 9, Sightseeing/exploring at the coast ,870 1, , Long walks, hikes or rambles ,711 1, , Visiting historic buildings or monuments ,048 1, , Visiting zoos, aquariums or wildlife attractions , , Sightseeing in a town/city , , Visiting parks or gardens , , Sightseeing/exploring in the country , , South West Coast Path users , , Visiting museums or art galleries , , Visiting religious buildings , , Watersports , , Watching wildlife , Played golf , Cycling Fishing Horse riding, pony trekking Running, jogging, orienteering Mountainbiking Informal sport Field sports Organised adventure sports

35 All attributed spend SWCP key points The top six ranked activities all have an attributed spend in excess of 200 million; Going to visitor attractions ( 605 mn), Short walk/stroll ( 488 mn), Sightseeing/exploring at the coast ( 306 mn), Long walks, hikes or rambles ( 293 mn), Visiting historic buildings or monuments ( 241 mn), and Visiting zoos, aquariums or wildlife attractions ( 212 mn). The top ranked activity (Going to visitor attractions) supports approximately 12,300 FTE jobs and contributes an estimated 489 mn GVA to the regional economy. Short walks, ranked 2 nd, again represents the largest active outdoor activity in terms of all attributed spend at 488 mn followed by long walks, ranked 4 th with an attributed spend of 293 mn. The combined value of walks supports approximately 15,800 FTE jobs contributing 632 mn GVA to the regional economy, a larger contribution than the top ranked activity. The lowest ranked activity is Organised adventure sports with an attributed spend of 11.4 million. The value of activities relating to visiting actual sites (attractions, historic and religious buildings, parks, gardens, museums, galleries and zoos) are all ranked in the top twelve of the twenty one activities explored. In terms of all attributed outdoor activity spend in the South West, usage of the South West Coast Path is ranked 10 th with an attributed spend of 127.4m. The ranking is two places higher than the all associated spend ranking (12 th ). This represents approximately 21% of all spend attributed with the top ranked activity of going to visitor attractions (such as theme parks, gardens, famous buildings, museums, zoos etc.). The proportion of spend attributed to coast path users is broadly similar to that of Visiting Museums and Art Galleries ( 123.6m). Staying visitor spend is of slightly lesser importance when analysed by attributed spend values rather than associated spend and represents the majority of spend in ten of the twenty one activities explored. 35

36 The South West Research Company Ltd. About Us Business partners Paul Haydon and Diane Goffey have gathered over twenty five years research experience in the tourism industry and offer an extensive knowledge of tourism and research and statistics built up over many years with an established network of contacts in the industry. Based in the South West, we are proud to be part of and contribute to one of the major industries in our region. We offer a full range of research services tailored specifically to meet our clients needs and available budgets. For further information on the services we offer or to register for the How s Business survey please contact info@tswrc.co.uk Current and previous clients include; 36