Regional Tourism Trends by Northwest Regional Development Agency

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Interesting facts & figures on tourism in the Northwest and give advice on where to access a range of useful market intelligence.

Interesting facts & figures on tourism in the Northwest and give advice on where to access a range of useful market intelligence.

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  • 1. Regional Tourism Trends Phil Reddy, Head of Tourism Strategy, Northwest Development Agency
  • 2. Tourism in England’s Northwest Facts & Figures
  • 3. Key Questions
    • How much is tourism worth to the Northwest economy?
    • How many visitors come to stay overnight/for a day trip?
    • Is the trend one of growth, stability or decline?
    • How does the Northwest compare with other regions?
    • How many bed spaces are there across the region?
  • 4. Key Questions
    • Where do visitors come from?
    • What do they come for?
    • How much do they spend?
    • What are the top destinations in the Northwest for day visits, holidays, and business visits?
    • What else are we investigating?
    • Where can these facts & figures be found?
  • 5. Tourism Volume & Value
    • £11.4 billion generated by visitors to England’s Northwest in 2006
    • Approximately 190,000 full time equivalent jobs
    • 30 million overnight visitors
    • Over 200 million day visitors
  • 6. Revenue by Tourist Category
  • 7. Tourism Revenue by Sub-Region
  • 8. Tourism Revenue by Sub-Region, Overnight Visitors
  • 9. Tourism Revenue by Sub-Region, Day Visitors
  • 10. Tourism Revenue, 2002 to 2006
  • 11. Tourism Revenue, 2002 to 2006, by Sub-Region
  • 12. Share of Domestic Overnight Tourist Trips
    • In 2006, the Northwest was the third most visited region in England, receiving 13% of all trips to destinations in the England
    South West 20% South East 17% Northwest 13% London 11% East of England 10% Yorkshire 10% West Midlands 8% East Midlands 8% North East 3%
  • 13. Share of Inbound Tourism Trips
    • In 2006, the Northwest attracted 8% of all inbound visitors to England
    London 50% South East 14% North West 8% South West 7% East of England 7% West Midlands 5% Yorkshire 4% East Midlands 3% North East 2%
  • 14. Northwest Serviced Accommodation Bed Spaces
    • 44% of the region’s serviced accommodation bed spaces are located within Lancashire & Blackpool
  • 15. Revenue Generated From Visitors Staying in Serviced Accommodation
    • Tourism revenue generated from visitors staying in serviced accommodation in Lancashire & Blackpool amounts to 23% of the regional total
  • 16. Northwest Serviced Accommodation % Bed Spaces % Revenue Cheshire 10% 12% Cumbria 17% 15% G. Manchester 20% 41% Merseyside 9% 10% Lancashire 44% 23% Blackpool 33% 13%
  • 17. Inbound Visitors, 2006
  • 18. Domestic Overnight Visitors 8% 5% 29% 6% 11% 6% 7% 8% 7% 7% 6%
  • 19. Day Visitors 5% 6% 9% 7% 10% 14% 10% 61% 15% 15% 7%
  • 20. What Makes Day Visitors Come? Purpose Visits % Visiting friends/relatives 55,148k 28% General day out/explore 28,313k 14% Walking, cycling, water sports 26,727k 14% Visitor attraction 20,575k 11% A meal 16,355k 8% Night out 15,999k 8% Special shopping trip 12,246k 6% Watch a sports event 8,286k 4% Special event 4,600k 2% Cinema/ theatre/ concert etc 3,842k 2% Participate in sports 3,664k 2% Total 195,755k 100%
  • 21. When Do Day Visitors Come?
  • 22. How much do visitors spend? Domestic overnight visitors to the Northwest Inbound Visitors to the Northwest Average spend per trip £170 £365
  • 23. Average Spend per Person by Day Visitors Spend Special shopping trip £77.24 Night out £39.61 Attend special event £37.60 Watch sports event £34.50 General day out/explore £30.10 Visitor attraction £29.46 A Meal £26.31 Participate in sports £26.24 Activity (walking, cycling etc) £24.95 Cinema/ theatre/ concert £23.98 Visiting friends/relatives £19.25 Total £33.92
  • 24. The Top Northwest Destinations for Staying Visitors % GB population visited in last year The Lake District 9.8% Blackpool 7.1% Manchester 5.1% Windermere 4.4% Chester 3.6% Cumbrian Coast 3.2% Liverpool 3.1% Kendal 2.7% Keswick 2.7% Southport 2.0%
  • 25. The Top Northwest Destinations for Day Visitors % Northwest Day Trips Manchester 17.2% Liverpool 7.2% Blackpool 7.2% Chester 5.3% Windermere 4.7% Warrington 2.4% Southport 2.4% Carlisle 2.4% Preston 2.4% Bolton 1.9%
  • 26. The Top Northwest Destinations for Business Visitors % Northwest Business Trips Manchester 29.8% Liverpool 12.1% Preston 5.2% Chester 4.9% Blackpool 4.4% Warrington 3.6% Bolton 2.5% Wigan 1.9% Carlisle 1.7% Bury 1.4%
  • 27. What else are we investigating?
    • Northwest Day Visitor Survey
    • Northwest Staying Visitor Survey
    • Northwest Business Tourism Survey
    • Place Comparison
    • Tourism’s Economic Impact
  • 28. Sources of Further Information
    • The NWDA and Regional Intelligence Unit
      • www.nwriu.co.uk/tourism
    • VisitBritain
      • www.tourismtrade.org.uk
    • Lancashire and Blackpool
      • www.lancashireandblackpool.com
  • 29.  
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  • 37. Trends and Opportunities LBTB Members’ Meeting 11 th June ’08 Preston Marriott
  • 38. Members’ Workshops Chris Melia, Director, Locum Consulting
  • 39. Facing the Future So what next? Chris Melia Director (North)
  • 40. What we have heard today
    • National Trends
    • Domestic tourists & day visits dominate
    • Intra Europe
    • Growth of outbound
    • Shorter stays
    • Volume growing faster than value
    • Dominance of London
    • Growth in VFR & business tourism
    • Decline in holidays
    • Growth in city breaks
    • Decline in seaside
    • Experiences, authentic
    • Regional Trends
    • Manchester is most visited
    • Blackpool, low value issue
    • Low return on bed spaces
    • Importance of Irish market and the South East for staying visits
    • Day visits – VFR
    • Shopping
    • Small percentage of business visitors
  • 41. We are ageing!
  • 42. Key age trends
    • 2006 – 2011 45 to 54 yr olds - +11%
    • Now 33% fewer 60+ than young adults (20 – 29 yrs)
      • By 2020 =
      • By 2030 over 60s +20%
    • But will they be the same?
  • 43.  
  • 44. We are….
  • 45. We are climbing the social ladder
  • 46. But what does that mean?
  • 47. We eat, we shop…
  • 48. Is our interest in heritage changing?
  • 49. We all want Cosmopolitans
  • 50. The reality of holidays?
  • 51. The reality of holidays?
  • 52. The reality of travel?
  • 53. The reality of modern living?
  • 54. What does this mean for tourism?
  • 55. Group exercise
    • Group 1 – Accommodation
    • Group 2 – Attractions & restaurants
    • Group 3 – Destinations & others
    • What will tourism in Blackpool & Lancashire look like in 15 years?
    • What should we be doing now?
    • What should we be doing longer term?
    • What are your two key messages for B&LTB?
  • 56.