Visitor Economy & Tourism PAC Presentation 17 th October 2013
Today s Presenta4on Tourism, the Visitor Economy Current Posi4on of Cornish Tourism What Visit Cornwall does Issues
It comprises the ac4vi4es of persons traveling to and staying in places outside their usual environment for not more than one consecu4ve year for leisure, business and other purposes not related to the exercise of an ac4vity remunerated from within the place visited Source UNWTO The term reflects the fact that this tourism is not an industry in any standard economic defini6on. It is a wider and more inclusive concept than tourism, embracing the total visitor experience. It is not just about individual experiences and tourist businesses, like accommoda4on and afrac4ons, but it is also about culture, sport, heritage and retail, as well as being concerned with crea4ng and maintaining a sense of place, delivering good service and communica4ng clear messages about the des4na4on. Source LGA Tourism The Visitor Economy
Visitor Economy Where to Stay/Sleep Cornish Experience What To Do Visitor Economy Ea4ng and Drinking Travel Shopping
Visitor Economy Camping sites Hotels B&B Holiday Parks C &C Self Catering- CoFages Holiday parks/villages AFrac4ons Paid Free Landscape Beaches Wildlife Coast Moors Estuaries Villages and Towns Fishing Harbours Cornish Experience Where to Stay/Sleep What To Do Visitor facili4es Outdoor & Ac4ve Walking Coastal Path Beaches Games Cycling Water Sports Sports Sailing, surfing, Rugby, Football + Visitor Economy Heritage Houses Gardens WHS Restaurants Pubs Bistro Café Take Away Ea4ng and Drinking Travel Culture Arts Galleries Museums Heritage - WHS Theatre Cornish/Cel4c Shopping Fes4vals and Events Newsagents,Farm and Village Shops Galleries Butchers/Delis To & From Car Train, Plane Tourism Everyone s Business Cycle Ferry
Summary Evidence The visitor economy is complex, as the customer experience is mul4- faceted and visitors use the services of mul4ple local businesses, third sector organisa4ons and public assets and services. It is an anarchis4c supply chain. Implica4ons The Visitor Economy and Tourism is not an industry or even industries, but it is more a dispersed and fragmented economic ac4vity impac4ng on local residents as well as local businesses. The scale and fragmented structure of the businesses is posi4ve in regard to local economic impact, but lacks coherence in rela4on to strategic focus and joined up delivery and development.
Current Posi4on Cornish Tourism Key Sta4s4cs & Data Our Compe44ve Posi4on Its performance and Trends Issues
Tourism in Cornwall Cornwall attracts circa 4.5 million staying visitors Staying visitors accounted for an approximate 25+ million visitor nights Staying visitors spent 1.4 billion pounds The average length of stay in Cornwall was 6+ nights 11% to 14% GVA and circa 20% GDP Tourism supports approximately 40,000 jobs (FTE) 14 Million Day Trips spend 460 million pounds
The Jobs & Supply Chain Supply Chain Jobs Construc4on Industry Business Services Equipment Suppliers Wholesalers Furniture and Fixings + Prin4ng, Publishing,, PR & Adver4sing Agency, ICT Digital, Retail and Distribu4on Building and maintenance services Food Suppliers + Accommoda4on Catering Entertainment AFrac4ons Heritage Culture Recrea4on Transporta4on Induced Indirect Direct Architects, Civil Engineers, Quan4ty Surveyors etc Accountants Engineers, Drivers, Self employed trades Printers, Website developers, digital marke4ng, SEO Experts Shop Management and sales staff Electricians, plumbers, builders, painters, plasterers, labourers, gardeners Farmers, food & drink producers, - Hotel Management, - Team leaders & supervisors - Chefs, wai4ng staff, bar staff - Curators, front of house, - Sports and leisure staff - Cleaners, Drivers - Food prepara4on staff Source Oxford Economics
Summary Evidence This is a bedrock sector of the Cornish economy which supports many jobs, both direct, indirect and induced, as well as other industry sectors, especially retail and food & drink Implica4ons It is important to ensure that the sector remains compe44ve to ensure the wider impact on the other aspects of the visitor economy is maintained and grows to support other sectors of the Cornish economy through the complex supply chain and support/professional services
How Cornwall is posi4oned in a compe44ve world The Cornwall Brand Research Sources: South West Tourism Arkenford VisitEngland
Compe44ve Posi4on Cornwall 90% Devon 84% Bath 72% Cotswolds 72% Dorset 64% Somerset 58% Stonehenge & Salisbury 52% Destinations visited in last 2 years Forest of Dean Bournemouth & Poole 47% 43% Yorkshire Devon Cornwall 24% 22% 28% Bristol Wiltshire 41% 38% Lake District North Wales Somerset 21% 19% 16% Dorset Dorset Coast West Wales Peak District Cotswolds 16% 15% 15% 14% 11% Isles of Scilly 3% 0% 5% 10% 15% 20% 25% 30%
Summary Evidence Cornwall is a leading and mul4 award winning UK holiday des4na4on. However, it does have close compe4tors within the UK, as well as from overseas des4na4ons. Devon is of par4cular concern given that almost all our customers have to travel through Devon to holiday in Cornwall Implica4ons It is vital that Cornwall maintains and increases its differen4a4on from Devon and other UK des4na4on, as well as becoming more resilient to weather and seasonality.
How we are delivering for our visitors in a Compe44ve World The Cornwall Experience & Customer profile
Our Visitors 8.5% 21.0% 17.8% 6.2% 13.9% 32.6% Within the last month Within the last six months Within the last twelves months 1-2 years 3-4 years 5 or more years ago Can't remember 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% AB C1 C2 DE 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0%.0% Main holiday of the year Secondary/ addi4onal holiday A short break Other Don't know
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Our Visitors Based on your experiences during this trip, to what extent would you recommend Cornwall as a destination to family & friends How likely are you to take another holiday or short break in Cornwall during the next few years Given what you know about places to visit, how would you rate Cornwall compared to other destinations for holidays or short breaks How would you rate your overall experience of Cornwall during your most recent holiday or short break To what extent has your trip to Cornwall lived up to your expectations Positive 96.9% 90.7% 75.4% 85.6% 43.3% Neutral 2.4% 4.5% 23.4% 13.2% 54.1% Negative.7% 4.8% 1.2% 1.2% 1.4%
Detailed Performance The graph shows that all sections are still performing very well but that every section has fallen compared to the same period last year 83% 79% 67% 66% 57% 52% 49% 44% Don't Know 5 Very Good 4 3 84 % 79 % Beaches Coastal Path Clean Public Space Heritage sites/ proper4es Ac4vi4es Museums and galleries Public services AFrac4ons 2012 2013 Overall Trip
Summary Evidence Cornwall has a tremendous level of loyal, repeat and returning visitors, with higher spending poten4al than the average holiday maker within the UK. The length of stay is twice the na4onal average, but we have experienced reducing numbers of new visitors in recent years. Implica4ons It is vital to maintain and con4nuously improve the customer experience, to ensure we retain the current levels of repeat custom, combined with targeted profile building and marke4ng to increase the percentage of new visitors from selected segments/markets
Visit Cornwall Ac4vi4es Research and Market Intelligence Marke4ng Fes4vals & Events Industry Engagement and Services :
Marke4ng Press & PR TV and Film Support Campaigns, Kids, All year Gardens, Dogs, Weddings Affinity Partnerships Digital Website, Social, Content, video, Tweet, blog, Email Marke4ng, Compe44ons and Partnership+ Guides Research Brand Tracker Volume and Value Resident Aktude Survey Cornwall Brand Posi4on Compara4ve Funding Brand Comparison Visitor Surveys Market Segmenta4on EC Tourism Indicators
Fes4vals & Events Events No4fica4on Events Database Fes4val Support:- Fowey Fes4val FEAST Padstow Christmas Fes4val Newlyn Fish Fes4val Cel4c Film Fes4val Cornwall Film Fes4val Major Event Coordina4on & Management Tall Ships 2014 Industry Engagement Membership Marke4ng Advice Signpos4ng Services Conferences/Workshops Communica4ons Tourism Awards Quality Assurance Policy
Visit Cornwall - Resourcing Cornwall Council Core Contract Cornwall Council Project/Ac4vity Specific Partner Contribu4ons Adver4sing, Video, Digital Businesses - through Membership Contribu4ons Businesses paying for digital and guide adver4sing Business through sponsorship, complementary travel and accommoda4on and compe44ons BIS RGF Visit England
Visit Cornwall 2012/13 outputs PR Ac4vi4es Resulted in 2.01m Adver4sing Equivalent Coverage 1.85M Visitors- 1.54M Unique Visitors to visitcornwall.com. The website won best des4na4on website in the Bri4sh Travel Awards and Travelmole Awards Fes4val and Events, including the Olympic Torch Relay genera4ng exposure for Cornwall and addi4onal visitor spend of 15M 3,057 business engagements 660,000 Guides & Maps distributed Combined ac4vity raising the profile of Cornwall, Combined impact of ac4vi4es genera4ng 26M of addi4onal visitor spend and projected employment impact of suppor4ng 422 jobs
Issues Under u4lisa4on of exis4ng capacity outside school holiday periods and seasonality resul4ng in temporary employment. Resilience to poor weather in high season, there is a need for a profitable sector regardless of the weather. Low produc4vity - due to business capacity/competence, seasonality and that lower level jobs cannot be exported. Skills Challenges - delivery issues, seasonality, lack of career paths and con4nued development, part 4me seasonal working, lower wages. Impact on other issues such at road conges4on, cleaning and management of the public realms, one of the contribu4ng factors to the affordable house problems.
Visitor Economy & Tourism PAC Presentation 17 th October 2013