West Somerset 2015 Local data version

West Somerset 2015 Local data version

Introduction This report examines the volume and value of tourism and the impact of visitor expenditure on the local economy in West Somerset and Somerset county in 2015. The figures were derived using the Cambridge Economic Impact Model undertaken by The South West Research Company (TSWRC). The model utilises information from national tourism surveys and regionally/locally based data. It distributes regional activity as measured in those surveys to local areas using drivers such as the accommodation stock and occupancy which influence the distribution of tourism activity at local level. In addition to this local data provided by West Somerset Council has also been built into this version to address potential underestimates in national survey data for the volume and value of the Holiday Park and Static Caravan sector in the district. As a result of these changes the figures are not strictly comparable with previous years data and other districts in the county. 2

Value of Tourism 2015 West Somerset (local data version) Key Facts 740,900 Staying visitor trips 2,895,000 Staying visitor nights 140,002,000 Staying visitor spend 2,316,000 Day visits 71,672,000 Day visitor spend 211,674,000 Direct visitor spend 3,199,000 Other related spend 214,873,000 TOTAL VISITOR RELATED SPEND 4,781 Estimated actual employment 3,426 FTE employment 30% Proportion of all employment

West Somerset Staying visits Information on staying visits is derived from the Great Britain Tourism Survey (GBTS) for domestic visitors and from the International Passenger Survey (IPS) for Overseas visitors. The methodology of both surveys has been stable since 2006 allowing for direct comparison between years and the analysis of trend data. Data at a county level is derived from the national surveys for trips, nights and spend but adjusted to account for local data and modelled below this level. 6

West Somerset - Staying visits in the county context All staying trips (000 s) All staying nights (000 s) All staying spend ( mn) 800 700 600 500 400 300 200 100 0 383 646 309 283 741 540 3,500 3,000 2,500 2,000 1,500 1,000 500 0 1,311 2,623 1,053 929 2,895 1,777 160 140 120 100 80 60 40 20 0 76 131 51 55 140 102 Area Domestic trips (000 s) Overseas trips (000 s) Domestic nights (000 s) Overseas nights (000 s) Domestic spend (millions) Overseas spend (millions) Mendip 341 42 987 324 60 16 Sedgemoor 605 41 2,305 318 116 14 South Somerset 279 30 844 209 42 9 Taunton Deane 255 28 741 188 46 9 West Somerset 714 27 2,719 176 131 9 North Somerset 488 52 1,459 318 86 16

West Somerset - Staying visits by accommodation type (local data version) Domestic tourists Trips Nights Spend Serviced 98,400 238,000 23,744,000 Self catering 54,500 221,000 17,575,000 Touring caravans /tents 56,900 240,000 7,383,000 Static vans/holiday centres 449,300 1,790,000 75,213,000 Group/campus 5,700 7,000 392,000 Paying guest in private homes 0 0 0 Second homes 9,700 102,000 1,804,000 Boat moorings 7,000 30,000 1,584,000 Other 700 2,000 169,000 Staying with friends and relatives 31,800 89,000 2,671,000 Total 714,000 2,719,000 130,535,000 Overseas tourists Trips Nights Spend Serviced 14,000 47,000 4,154,000 Self catering 1,400 33,000 1,508,000 Touring caravans /tents 3,700 17,000 686,000 Static vans/holiday centres 1,700 8,000 313,000 Group/campus 1,900 26,000 1,236,000 Paying guest in private homes 0 0 0 Second homes 700 15,000 571,000 Boat moorings 0 0 0 Other 500 2,000 109,000 Staying with friends and relatives 3,000 28,000 890,000 Total 26,900 176,000 9,467,000

West Somerset - Staying visits by purpose (local data version) Trips Domestic tourists Trips Nights Spend Holiday 691,000 2,642,000 126,603,000 Business 4,000 12,000 989,000 Visits to friends and relatives 16,000 47,000 2,284,000 Other 4,000 18,000 660,000 Study 0 0 0 Total 714,000 2,718,000 130,536,000 100% 80% 60% 40% 20% 0% 3% 20% 16% 97% 100% 80% 84% Holiday Business VFR Other UK Overseas Nights 100% 80% 4% 40% 46% 25% Overseas tourists Trips Nights Spend Holiday 22,000 121,000 7,158,000 Business 1,000 8,000 872,000 Visits to friends and relatives 3,000 40,000 1,280,000 Other 0 6,000 157,000 Study 0 0 0 Total 27,000 176,000 9,467,000 6 60% 40% 20% 0% 100% 80% 60% 40% 20% 0% 96% 60% 54% 75% Holiday Business VFR Other UK Overseas Spend 5% 47% 36% 19% 95% 53% 64% 81% Holiday Business VFR Other UK Overseas

West Somerset Day visits Information on day visits within this report has been derived from the 2015 Great Britain Day Visit Survey (GBDVS). The survey, which was first undertaken in 2011, provides a much needed update on day visit activity in Great Britain and generally speaking estimated greater frequencies of trip taking than the previous day visit survey (England Leisure Visits Survey 2005). As a result of the new methodology in 2011 comparisons with previous day visit estimates are not possible. The GBDVS distinguishes between day visits to a town or city; to the seaside and coast; and to the countryside. Different drivers are used within the model to distribute these trips. Local drivers such as attraction footfall, quality and size of countryside and coastline are factored into the model for this purpose. 6

West Somerset - Day visits in the county context All day visits All day visit spend North Somerset 35% Mendip 14% Sedgemoor 17% North Somerset 34% Mendip 15% Sedgemoor 17% West Somerset 11% Taunton Deane 10% South Somerset 13% West Somerset 10% Taunton Deane 10% South Somerset 14% Area Day visits Day visit spend Mendip 3.1 111.7 Sedgemoor 3.6 119.8 South Somerset 2.9 103.0 Taunton Deane 2.1 75.5 West Somerset 2.3 71.7 North Somerset 7.5 250.0

West Somerset - Day visits by location Total day visits Total day visit spend 2,316,000 71,672,000 Day visits Urban visits, 312,000 Day visit spend Urban visits, 13,208,000 Coastal visits, 1,171,000 Coastal visits, 36,151,000 Countryside visits, 833,000 Countryside visits, 22,313,000

West Somerset - Direct visitor expenditure by category Information on the breakdown of visitor spending is available from the three main tourism and day visitor surveys by type of visitor. The Model divides the expenditure between five sectors: Accommodation Shopping for gifts, clothes and other goods Eating and drinking in restaurants, cafes and inns Entry to attractions, entertainment and hire of goods and services Transport and travel costs including public transport, purchase of fuel and parking The following pages look at the breakdown of this expenditure and business turnover arising from this expenditure. By applying the expenditure breakdown to the estimates of visitor spending the Model generates estimates of total spending by the five business sectors. Visitor expenditure in each sector represents additional turnover for businesses in those sectors. However, evidence from national studies suggests that some minor adjustments are required to match visitor spend to business turnover. In particular, some expenditure on food and drink actually takes place in inns and hotels that fall into the accommodation sector and at attractions. The turnover for each business sector has therefore been adjusted to take account of these marginal changes. More significantly, expenditure on travel costs associated with individual trips is as likely to take place at the origin of the trip as it is at the actual destination. It is therefore assumed that only 60% of total travel expenditure accrues to the destination area. 6

West Somerset Direct visitor expenditure by category Accommodation UK staying visitors 49,606,000 Overseas staying visitors 3,077,000 Shopping UK staying visitors 16,962,000 Overseas staying visitors 2,587,000 Day visitors 13,685,000 Food & drink UK staying visitors 28,500,000 Overseas staying visitors 2,137,000 Day visitors 34,060,000 Attractions/entertainment UK staying visitors 14,549,000 Overseas staying visitors 736,000 Day visitors 9,125,000 Travel UK staying visitors 20,919,000 Overseas staying visitors 931,000 Day visitors 14,803,000 6

West Somerset Other visitor related expenditure by category Second Homes 796,000 Boats 500,000 Visiting friends and relatives (non-visitor spend) 1,903,000 Spend on second homes estimates cover rates, maintenance, and replacement of furniture and fittings. Spend on boats estimates cover berthing charges, servicing and maintenance and upgrading of equipment. Additional spending is incurred by friends and relatives as a result of people coming to stay with them. 6

West Somerset Tourism related employment Having identified the value of turnover generated by visitor spending in each business sector it is possible to estimate the employment associated with that spending. The use of visitor expenditure to generate job numbers underestimates the number of jobs arising in the attractions/entertainment sector. The underestimate arises because local authorities and voluntary bodies do not always seek to recoup the full operating costs of individual attractions of facilities from entrance charges. Therefore an additional percentage of direct employment is added to the attractions sector estimates to take account of this factor. This section of the report looks at employment on three levels; Direct 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 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. Estimates are shown for actual jobs and full time equivalent jobs (FTE s). 6

West Somerset Tourism related employment (local data version) Estimated actual employment Direct 3,932 Indirect 663 Induced 186 Total 4,781 Full time equivalent employment (FTE s) Direct Indirect Induced Total 2,681 582 163 3,426 Direct employment in businesses in receipt of visitor expenditure (FTE s) Staying visitor related Day visitor related Total Accommodation 892 11 903 Retailing 174 122 296 Catering 399 444 844 Attractions/entertainment 270 164 435 Transport 90 61 152 Arising from non trip spend 51 0 51 Total Direct 1,878 803 2,681 6

Somerset county 2015 (with West Somerset local data version)

Somerset - Key facts at a glance UK 2,682,000 Total staying trips Overseas 220,000 Total staying and day trips 24,324,000 Total day trips 21,422,000 UK 9,054,000 UK 480,717,000 Total visitor nights Total visitor spend Overseas 1,533,000 Overseas 74,218,000 Total visitor related spend 1,331,722,000 Total day trip spend 731,630,000 Friends and relatives spend (non-visitor) 41,788,000 Direct employment 22,263 Indirect employment 6,345 Induced employment 4,748 Total estimated actual employment 33,356 (24,988 FTEs) 9% of all employment Second home/holiday accommodation spend 3,369,000

Somerset - Staying visits in the regional context All staying trips (000 s) All staying nights (000 s) All staying spend (millions) 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 5,754 4,529 3,539 3,687 2,902 2,151 1,842 30,000 25,000 20,000 15,000 10,000 5,000 0 22,017 24,525 15,044 11,193 6,200 10,587 5,913 1,600 1,400 1,200 1,000 800 600 400 200 0 1,373 1,371 886 776 426 555 368 Area Domestic trips (000 s) Overseas trips (000 s) Domestic nights (000 s) Overseas nights (000 s) Domestic spend (millions) Overseas spend (millions) Cornwall 4,210 319 19,760 2,257 1,248 125 Devon 5,290 464 21,029 3,496 1,176 195 Dorset 3,193 346 11,619 3,425 672 214 Former Avon 2,820 867 6,284 4,909 495 280 Gloucestershire 1,893 258 4,504 1,696 314 111 Somerset 2,682 220 9,054 1,533 481 74 Wiltshire 1,545 297 4,141 1,772 271 97

Somerset - Staying visits by accommodation type Domestic tourists Trips Nights Spend Serviced 683,000 1,653,000 164,877,000 Self catering 321,000 1,302,000 103,527,000 Touring caravans /tents 341,000 1,439,000 44,238,000 Static vans/holiday centres 546,000 2,257,000 94,843,000 Group/campus 34,000 40,000 2,332,000 Paying guest in private homes 0 0 0 Second homes 29,000 304,000 5,370,000 Boat moorings 14,000 59,000 3,168,000 Other 16,000 53,000 3,718,000 Staying with friends and relatives 698,000 1,947,000 58,644,000 Total 2,682,000 9,054,000 480,717,000 Overseas tourists Trips Nights Spend Serviced 97,000 325,000 28,842,000 Self catering 8,000 192,000 8,884,000 Touring caravans /tents 22,000 102,000 4,109,000 Static vans/holiday centres 3,000 15,000 595,000 Group/campus 11,000 152,000 7,350,000 Paying guest in private homes 1,000 29,000 806,000 Second homes 2,000 45,000 1,699,000 Boat moorings 0 0 0 Other 11,000 48,000 2,399,000 Staying with friends and relatives 65,000 625,000 19,534,000 Total 220,000 1,533,000 74,218,000

Somerset - Staying visits by purpose Domestic tourists Trips Nights Spend Holiday 2,144,000 7,493,000 397,695,000 Business 114,000 283,000 24,485,000 Visits to friends and relatives 345,000 923,000 45,417,000 Other 79,000 355,000 13,120,000 Study 0 0 0 100% 80% 60% 40% 20% 0% Trips 4% 25% 17% 9% 96% 75% 83% 91% 100% Holiday Business VFR Other Study UK Overseas Nights Total 2,682,000 9,054,000 480,717,000 100% 80% 6% 40% 44% 23% Overseas tourists Trips Nights Spend Holiday 99,000 458,000 26,561,000 Business 39,000 188,000 18,914,000 Visits to friends and relatives 73,000 725,000 22,287,000 Other 8,000 105,000 2,728,000 60% 40% 20% 0% 100% 80% 94% 100% 77% 60% 56% Holiday Business VFR Other Study UK Overseas Spend 6% 17% 33% 44% Study 1,000 56,000 3,728,000 Total 220,000 1,533,000 74,218,000 60% 40% 20% 94% 56% 67% 83% 100% 6 0% Holiday Business VFR Other Study UK Overseas

Somerset- Estimated seasonality of staying visits Seasonality - trips Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec UK trips (000's) 83.4 111.2 125.1 208.4 264.0 264.0 319.6 430.8 208.4 264.0 180.7 222.3 OS trips (000's) 8.7 10.8 11.9 17.1 23.7 18.5 30.4 38.2 21.1 15.0 8.3 16.1 Total trips (000's) 92.0 122.0 137.0 225.5 287.7 282.6 350.1 469.0 229.6 279.1 189.0 238.5 Seasonality - nights Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec UK nights (000's) 174.1 281.3 334.8 575.9 763.4 937.5 1459.9 2290.3 442.0 776.8 495.6 522.3 OS nights (000's) 52.1 65.5 82.3 96.0 152.4 124.8 242.0 310.4 121.4 112.9 53.0 120.3 Total nights (000's) 226.2 346.8 417.1 671.9 915.9 1062.3 1701.9 2600.7 563.4 889.8 548.6 642.7 6

Somerset - Estimated seasonality of staying visits Seasonality - spend Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec UK spend (mn's) 12.6 18.1 27.5 31.4 43.7 67.7 81.6 76.5 36.1 35.1 42.6 7.8 OS spend (mn's) 2.2 2.9 3.8 4.4 7.6 6.6 11.3 14.2 7.1 4.9 3.6 5.6 Total spend (mn's) 14.8 21.0 31.3 35.8 51.3 74.3 92.8 90.7 43.2 40.0 46.2 13.3 6

Somerset - Day visits in the regional context Somerset 15% Wiltshire 12% Day visits Cornwall 10% Devon 19% Somerset 14% Wiltshire 13% Day visit spend Cornwall 9% Devon 19% Gloucestershire 12% Former Avon 15% Dorset 17% Gloucestershire 11% Former Avon 17% Dorset 16% Area Day visits (millions) Day visit spend (millions) Cornwall 14.0 491.8 Devon 28.6 1,013.7 Dorset 25.2 855.1 Former Avon 22.7 931.0 Gloucestershire 18.2 629.1 Somerset 21.4 731.6 Wiltshire 17.8 668.5

Somerset - Day visits by location Total day visits Total day visit spend 21,422,000 731,630,000 Coastal visits, 7,607,000 Day visits Urban visits, 8,124,000 Coastal visits, 234,738,000 Day visit spend Urban visits, 344,366,000 Countryside visits, 5,691,000 Countryside visits, 152,526,000

Somerset - Estimated seasonality of day visits Seasonality - day visits (000 s) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Urban(000's) 674.7 454.7 675.5 524.4 497.5 679.8 709.7 772.6 753.7 692.2 748.9 940.3 Rural (000's) 499.4 298.6 393.5 456.2 543.6 581.1 502.0 755.1 459.0 333.0 364.8 504.7 Coastal (000's) 211.0 211.7 210.1 827.5 1100.7 887.7 905.5 1223.8 923.4 496.8 308.3 300.3 Total (000's) 1385.1 964.9 1279.1 1808.1 2141.8 2148.6 2117.3 2751.4 2136.1 1522.0 1422.1 1745.3 Seasonality - day visit spend (millions) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Urban (mn) 32.1 6.6 19.1 9.9 13.5 30.8 53.0 43.2 62.5 23.6 28.6 21.3 Rural (mn) 15.3 10.9 7.4 9.2 12.3 13.7 18.2 9.4 23.3 11.8 14.6 6.4 Coastal (mn) 4.6 2.1 3.0 20.9 20.5 33.7 34.9 34.1 37.8 17.2 20.1 5.8 Total (mn) 52.0 19.7 29.4 40.1 46.3 78.2 106.1 86.8 123.6 52.6 63.3 33.5 6

Somerset Direct visitor expenditure by category in the regional context South West Accommodation Shopping Food & drink Attractions/ entertainment Travel TOTAL Spend 2,056,584,000 2,611,401,000 3,505,156,000 1,248,128,000 1,654,184,000 11,075,453,000 % 19% 24% 32% 11% 15% 100% Travel 18% 22% 17% 12% 9% 13% 9% Attractions/entertainment 16% 21% 16% 14% 10% 12% 11% Food & drink 15% 21% 16% 15% 10% 13% 10% Shopping 13% 20% 14% 20% 11% 11% 10% Accommodation 25% 24% 15% 13% 7% 10% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Cornwall Devon Dorset Former Avon Gloucs Somerset Wiltshire

Somerset Direct visitor expenditure by category Accommodation UK staying visitors 174,237,000 Overseas staying visitors 23,123,000 Shopping UK staying visitors 61,978,000 Overseas staying visitors 19,782,000 Day visitors 204,059,000 Food & drink UK staying visitors 108,449,000 Overseas staying visitors 16,390,000 Day visitors 320,690,000 Attractions/entertainment UK staying visitors 53,266,000 Overseas staying visitors 7,553,000 Day visitors 85,506,000 Travel UK staying visitors 82,787,000 Overseas staying visitors 7,369,000 Day visitors 121,376,000 6

Somerset Other visitor related expenditure by category Second Homes 2,369,000 Boats 1,000,000 Visiting friends and relatives (non-visitor spend) 41,788,000 Spend on second homes estimates cover rates, maintenance, and replacement of furniture and fittings. Spend on boats estimates cover berthing charges, servicing and maintenance and upgrading of equipment. Additional spending is incurred by friends and relatives as a result of people coming to stay with them. 6

Somerset Business turnover Turnover derived from trip expenditure Staying visitor related Day visitor related Total Accommodation 199,857,000 6,414,000 206,271,000 Retailing 80,943,000 202,018,000 282,961,000 Catering 121,094,000 311,069,000 432,163,000 Attractions/entertainment 62,885,000 90,753,000 153,638,000 Transport 54,093,000 72,826,000 126,919,000 Arising from non trip spend 45,157,000 0 45,157,000 Total Direct 564,029,000 683,080,000 1,247,109,000 Total business turnover supported by tourism activity Staying visitor related Day visitor related Total Direct 564,029,000 683,080,000 1,247,109,000 Supplier and income induced 312,873,000 300,123,000 612,996,000 Total 876,902,000 983,203,000 1,860,105,000 6

Somerset Tourism related employment Estimated actual employment Direct 22,263 Indirect 6,345 Induced 4,748 Total 33,356 Full time equivalent employment (FTE s) Direct Indirect Induced Total 15,258 5,565 4,165 24,988 Direct employment in businesses in receipt of visitor expenditure (FTE s) Staying visitor related Day visitor related Total Accommodation 3,176 102 3,277 Retailing 692 1,728 2,420 Catering 1,545 3,969 5,514 Attractions/entertainment 1,022 1,476 2,498 Transport 354 477 831 Arising from non trip spend 717 0 717 Total Direct 7,506 6 7,751 15,258