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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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  • Transcript

    • 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.  
    • 30.  
    • 31.  
    • 32.  
    • 33.  
    • 34.  
    • 35.  
    • 36.  
    • 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.