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) 92.61 7.25 8% Spend ( millions) 18,085 1,153 6% Day Visits Trips (millions) 1,345 119 9% Spend ( millions) 45,101 3,864 9%
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) 92.61 100% 7.25 100% All s 40.74 44% 2.70 37% 1-3 night holidays 26.47 29% 2.06 28% 4+ night holidays 14.27 15% 0.65 9% Visiting Friends and Relatives 35.91 39% 2.82 39% Business Travel 13.55 15% 1.56 22% 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) 1,345 100% 119 100% Visiting friends or family 313 23% 28 23% Going out for a meal 131 10% 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%
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 247 199 Average spend per night 73 81 Average trip length (nights) 3.37 2.47 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%
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 16-34 23% 21% 35-54 42% 38% 55+ 35% 41% Social grade AB 39% 41% C1 28% 30% C2 19% 16% DE 13% 13% Children in household 36% 31%
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%
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 2008 39.75 2.28 2009 47.01 2.87 2010 43.54 2.53 2011 46.16 2.73 2012 45.99 2.88 2013 44.93 3.15 2014 40.74 2.70 Annual average growth 2008-2014 1% 4%
Appendix Sub-Regional Volume and Value Domestic Overnight Tourism - 3-year averages 2012-2014 Counties Total Total nights Total spend nights spend England 99607 293537 18764 43883 147740 10505 3435 7495 525 896 1623 164 Herefordshire, 486 1432 80 247 891 53 County of Worcestershire 953 2160 113 286 732 43 Shropshire 1045 2783 171 499 1401 103 Warwickshire 1171 2814 182 496 1147 88 Staffordshire 1282 2894 164 511 1194 86 Local Authorities Total Total nights Total spend nights spend England 99607 293537 18764 43883 147740 10505 Birmingham 2317 4839 383 670 1131 131 Coventry 528 1109 71 131 272 21 Dudley 119 332 12 15 23 1 Sandwell 42 77 5 13 18 * Solihull 155 444 22 19 43 2 Walsall 124 237 11 25 60 2 Wolverhampton 155 423 20 23 76 5 3435 7495 525 896 1623 164 (county) Bromsgrove 127 221 11 40 59 2 Herefordshire, 486 1432 80 247 891 53 County of Malvern Hills 174 435 21 65 172 11
Cont. Total Total nights Total spend nights spend Redditch 108 188 14 6 8 1 Worcester 211 451 27 62 120 11 Wychavon 221 596 27 78 251 13 Wyre Forest 114 263 13 37 122 6 Worcestershire 953 2160 113 286 732 43 Telford and Wrekin 228 464 32 93 197 13 Shropshire 799 2732 167 400 1390 102 Shropshire 1045 2783 171 499 1401 103 North Warwickshire 43 122 5 25 64 2 Nuneaton and 61 152 5 8 16 1 Bedworth Rugby 152 482 17 30 104 4 Stratford-on-Avon 499 1228 98 269 644 59 Warwick 408 823 55 161 317 23 Warwickshire 1171 2814 182 496 1147 88 Cannock Chase 84 234 12 26 89 5 East Staffordshire 144 279 20 42 102 9 Lichfield 87 204 9 26 74 5 Newcastle-under- 152 383 21 57 199 13 Lyme South Staffordshire 83 182 6 40 75 3 Stafford 209 509 24 60 120 8 Staffordshire 234 512 39 170 355 31 Moorlands Stoke-on-Trent 198 369 24 70 134 9 Tamworth 88 213 10 20 39 2 Staffordshire 1282 2894 164 511 1194 86