Each city must develop its identity to grow by the way of diversification or marketing. Newcastle-Upon-Tyne used football and culture as key drivers of growth, in sectors having a huge impact in the English environment. Depending of the size of the city, the territorial marketing is also an adapted way to gain in awareness. Chaque ville doit développer son identité dans le but de grandir, par du marketing ou de la diversification. Newcastle Upon Tyne a utilisé le football et la culture comme des vecteurs d'expansion. Cela dépend de la taille de la ville, mais le territorial marketing est également un moyen adapté de gagner en visibilité.

1. NEWCASTLE UPON TYNE (UK)
TOURISM CASE STUDY

2. Table of contents
I. Destination overview II. Visitor market
III. Destination issues IV. Sustainable opportunities
o City Identity
o Location
o Key numbers
o Major markets
o Who are Newcastle’s
tourists
o Motivation
o Transport
o Environment
o Image
o Transport facilities
o Environment
o Image

3. Destination overview
Destination overview Visitor market Destination issues Sustainable opportunities
Located in the North East of England (Tyne and
Wear)
304 640 inhabitants in 2017 (ONS, 2017)
12th most visited town in UK
1.15 million visitors in 2015 (visitbritain.org)

4. Destination overview
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
2000 2002 2004 2006 2008 2010 2012 2014 2016
Evolution of foreign visitors in Newcastle from 2000 to 2016
Destination overview Visitor market Destination issues Sustainable opportunities
852 000 British
visitors came to
Newcastle in 2015
Source: Office for National Statistics, 2016

5. Visitor market
43%
31%
24%
2%
TRIP DESCRIPTOR SEGMENTATION IN
NORTH-EAST OF ENGLAND
Holiday VFR Business Study
Destination overview Visitor market Destination issues Sustainable opportunities
39%
21%
24%
8%
8%
SPENDING SEGMENTATION IN NORTH-EAST
OF ENGLAND
Holiday VFR Business Study Other
Source: Office for National Statistics, 2016

6. What Newcastle may offer ?
Activities Attractions Entertainment Facilities
Destination overview Visitor market Destination issues Sustainable opportunities
Source: NewcastleGateshead.com, 2017

7. Cultural tourism
Destination overview Visitor market Destination issues Sustainable opportunities
Great North Museum, Hancock
 Pull factor (Push and Pull factors, Dann 1977)
Other cultural attractions: Discovery Museum, Craigside House, The Main Theatre
 2nd most visited attraction in North East (visitbritain.org)
 507 637 visitors in 2016 (+ 4.3% compared to 2015)

8. Leisure tourism
Destination overview Visitor market Destination issues Sustainable opportunities
St James Park, Football stadium
 Pull factor (Push and Pull factors, Dann 1977)
Other entertainment attractions: Kielder Water
 15th stadium in Europe in terms of occupancy rate with 51 106
persons in 2016 (L’Equipe, 2017)
 42nd largest capacity among European football stadiums
(ChronicleLive, 2016)

9. Tourist motivation
Destination overview Visitor market Destination issues Sustainable opportunities
Allocentric-Psychocentric theory, Plog (1974)
Psychocentric
Psychocentric
Mid-centric
Allocentric
Source: Office for National Statistics, 2016
Nationalities of foreign tourists visiting
Newcastle in 2016
Country of
residence
Rate
Ireland 12.8%
Poland 9.4%
France 5.7%
Thailand 0.5%

10. Destination issues : Transport
Destination overview Visitor market Destination issues Sustainable opportunities
Source: Department for Transport, UK government, 2016
0
2000
4000
6000
8000
2000 2004 2008 2012 2016
Total buses and coaches traffic on major
roads between 2000 and 2016, in
thousand vehicle miles
400000
420000
440000
460000
480000
2000 2004 2008 2012 2016
Total cars traffic on major roads
between 2000 and 2016, in thousand
vehicle miles

11. Environmental impact
Destination overview Visitor market Destination issues Sustainable opportunities
Source: Department of energy and climate change, UK
government, 2013
Damaging
historic
sites
Visual
Pollution
Noise
Pollution
Air
Pollution

12. Newcastle’s image
Destination overview Visitor market Destination issues Sustainable opportunities
Most popular cities in UK
Number of foreign
tourists visits in
2016 (000s)
1st London 19 000
2nd Edimbourg 1.700
3rd Manchester 1.200
4th Birmingham 1.100
5th Glasgow 660
12th Newcastle 296
Source: VisitBritain, 2016

13. Sustainable opportunities: Transport
Destination overview Visitor market Destination issues Sustainable opportunities
Develop the
public bikes
network
Restrict the
city centre
to cars
Increase the
number of
buses
Nantes tramway, 2017

14. Environmental opportunities
Destination overview Visitor market Destination issues Sustainable opportunities
Nantes Metropole, 2017
Investment:
€39 million
Environmental
Friendly:
Natural bus, bike
CO2 emissions:
-10%

15. Development of Newcastle’s image
Destination overview Visitor market Destination issues Sustainable opportunities
Business image
Territorial
Marketing
Identity

16. CONCLUSION
Newcastle upon Tyne

17. References
DATA
Visit Britain - https://www.visitbritain.com/gb/
Newcastle City Council - https://www.newcastle.gov.uk/
UK’s National archives - http://www.nationalarchives.gov.uk/
UK’s Department of transports - https://www.dft.gov.uk/
Trip Advisor - https://www.tripsavvy.com/popular-uk-cities-for-international-visitors-1661845
Newcastle Gateshead Tourism information - https://www.newcastlegateshead.com/
JOURNAL ARTICLES
The Journal - http://www.thejournal.co.uk/news/north-east-news/tourists-boost-business-newcastle-gateshead-5710898
The Guardian- https://www.theguardian.com/travel/2016/dec/21/alternative-city-guide-newcastle-food-drink-bars-clubs-culture
The Write Pass Journal - https://writepass.com/journal/2016/10/urban-tourism-regeneration-newcastle-city/
L’équipe - https://www.lequipe.fr/Football/Actualites/Le-top-des-affluences-europeennes-en-2016-2017/810897
Destination overview Visitor market Destination issues Sustainable opportunities