East Midlands and Domestic Tourism

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Beverly Thornton
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East Midlands and Domestic Tourism East Midlands East Midlands comprises the counties of Nottinghamshire, Derbyshire, Leicestershire, Rutland, Northamptonshire and most of Lincolnshire.

1 East Midlands and Domestic Tourism East Midlands East Midlands comprises the counties of Nottinghamshire, Derbyshire, Leicestershire, Rutland, Northamptonshire and most of Lincolnshire. It has a population of 4.6 million, representing 9% of the total population of England. Value to Domestic Tourism in England In 2014, there were 7.1 million domestic overnight to the East Midlands, representing 8% of the total of all in England, with spending of 1.1 billion. There were a further 95 million day, 7% of the England total, with 2.6 billion in spending. East Midlands East Midlands (as % of total) Domestic Overnight Trips Trips (millions) % Spend ( millions) 18,085 1,107 6% Day Visits Trips (millions) 1, % Spend ( millions) 45,101 2,586 6%

2 Trip Type Overnight Travel Compared to the national average, a lower proportion of to the East Midlands are for holidays. In particular, there are fewer shorter breaks of 1-3 nights (25% compared to 29% England average). Visits to friends and relatives are comparatively more important, particularly non-leisure visits (19% vs. 15%), while business visits are on par with overall (both 15% of ). % of taken East Midlands % of East Midlands taken All Overnight Trips (millions) % % All s % % 1-3 night holidays % % 4+ night holidays % % Visiting Friends and Relatives % % Leisure VFR % % Other VFR % % Business Travel % % Day Trips While general days out are somewhat more common in the East Midlands (11% of compared to 7% nation-wide), other top activities on day visits to the East Midlands match day the national picture. % of taken East Midlands % of East Midlands taken All Day Trips, millions (selected activities) 1, % % Visiting friends or family % 21 22% Going out for a meal % 10 11% Going on a night out 113 8% 8 8% General day out 100 7% 10 11% Undertaking outdoor activities 109 8% 8 8% Special shopping 84 6% 7 7%

3 s in East Midlands Expenditure on holidays in the East Midlands is lower than on average by around 10 per night, and trip length is slightly lower than the average, leading to a lower average spend on holidays in the East Midlands when compared to holidays in England overall. Domestic s East Midlands Average spend per trip Average spend per night Average trip length (nights) Countryside / village holidays are the most common type of trip taken in the East Midlands, representing almost two-fifths of holidays (39%), compared to 23% across England as a whole. Selfcatering accommodation is over half of the market for the East Midlands (56%, compared to 37% overall) with camping / caravanning options in particular much more likely to be used for this region than across England as a whole (37% vs. 23%). Cars are the most common form of transport, being used on almost 9 in 10 (89%). Though the age profile of those taking holidays in the East Midlands is similar to the national profile, holidaymakers to the East Midlands are more likely to be less affluent and to have children in their household. Three in ten (30%) are locals, with Yorkshire another key source of visitors (24%). Outdoor activities are popular on holidays in the East Midlands, as are visits to parks and gardens, which are undertaken in 18% of compared to 14% nation-wide. % of taken % of East Midlands taken Destination Type Seaside 32% 27% Large city/ large town 31% 19% Small town 19% 18% Countryside/ village 23% 39% Accommodation used Serviced rented 50% 34% Self-catering rented 37% 56% Camping / Caravanning 23% 37% Other self-catering rented 14% 19%

4 Cont. Transport used % of taken % of East Midlands taken Public transport 16% 7% Car 79% 89% When booked More than six months before trip 7% 10% Between 2 and 6 months before trip 26% 28% About a month before trip 12% 11% 2-3 weeks before trip 13% 13% In the week before trip 13% 7% Same day / after setting off on trip 1% 0% How booked Booked online 54% 50% On a laptop or desktop PC 40% 36% On a smartphone 3% 2% On a tablet 8% 7% Age groups % 24% % 43% % 34% Social grade AB 39% 33% C1 28% 26% C2 19% 20% DE 13% 21% Children in household 36% 41%

5 Cont. Region of origin % of taken % of East Midlands taken North East 6% 5% Yorks & Humberside 13% 24% East Midlands 9% 30% East of England 9% 8% London 7% 3% South East (excluding London) 15% 8% South West 11% 3% West Midlands 10% 10% North West 13% 6% Scotland 3% 2% Wales 5% 2% Activities undertaken History & heritage 23% 17% Arts, culture & entertainment 15% 11% Visitor Attractions 33% 27% Parks and Gardens 14% 18% Events, festivals and exhibitions 11% 11% Outdoor activities (including long walks) 27% 31% Outdoor activities (excluding long walks) 14% 18% Visited beach 20% 18% Special shopping 7% 9% Live sport 3% 5% Special personal event 3% 3%

6 Trends Trips to the East Midlands have on average decreased slightly each year since 2008, compared to slight growth in the rest of the country. Number of domestic holidays East Midlands Millions Annual average growth % -1%

7 Appendix Sub-Regional Volume and Value Domestic Overnight Tourism - 3-year averages East Midlands Counties Total Total nights Total spend nights spend England Nottinghamshire Derbyshire Leicestershire Northamptonshire Lincolnshire East Midlands Local Authorities Total Total nights Total spend nights spend England Ashfield Bassetlaw Broxtowe Gedling Mansfield Newark and Sherwood Nottingham Rushcliffe * Nottinghamshire Amber Valley Bolsover Chesterfield

8 Cont. Total Total nights Total spend nights spend Derby Derbyshire Dales Erewash High Peak North East Derbyshire South Derbyshire Derbyshire Blaby Charnwood Harborough Hinckley and Bosworth Leicester Melton North West Leicestershire Oadby and Wigston * Rutland Leicestershire Corby Daventry East Northamptonshire Kettering Northampton South Northamptonshire Wellingborough Northamptonshire Boston East Lindsey Lincoln North Kesteven South Holland South Kesteven West Lindsey Lincolnshire

Domestic Tourism in Small Towns

Domestic Tourism in Small Towns Town This report focuses on domestic overnight to small towns in England in 2014. Value to Domestic Tourism in England In 2014, there were 20.83 million to small towns in