Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Domestic Leisure Tourism
to England’s Countryside
The Great Britain Tourism Survey,
measures the volume and ...
Upcoming SlideShare
Loading in …5

Infographic on countryside tourism in England


Published on

Infographic showing that leisure trips to England’s countryside have seen double digit growth since the onset of the recession, with holidays and day trips together attracting some £10bn in spending.

Published in: Travel
  • Be the first to comment

  • Be the first to like this

Infographic on countryside tourism in England

  1. 1. Domestic Leisure Tourism to England’s Countryside SOURCES: GBTS The Great Britain Tourism Survey, measures the volume and value of domestic overnight tourism in Great Britain GBDVS The Great Britain Day Visits Survey, measures the volume and value of tourism day visits in Great Britain VE Brand and Comms Tracker Tracks measures relating to England holidays, visitor satisfaction, and VisitEngland marketing campaigns Other VisitEngland Research Quantitative and qualitative consumer and tourism business research on topics relating to the tourism industry in England England’s countryside is a valuable part of the tourism economy. £ 10BN SPENT ON TRIPS TO THE COUNTRYSIDE IN 2012 Source: GBTS and GBDVS The recession has resulted in an increase in the number of holidays taken at home. HOLIDAYS TAKEN IN COUNTRYSIDE DESTINATIONS 2009-1212% higher than 2006-8 Source: GBTS 10M COUNTRYSIDE HOLIDAYS worth £ 2.4BN Source: GBTS 164M COUNTRYSIDE DAY TRIPS worth £ 7.9BN Source: GBDVS TRIPS TAKEN IN 2012 Volume & value of countryside leisure trips in England Source: GBTS and GBDVSHolidays & short breaks Day trips Where in England do people go for countryside leisure trips? 6% 6% 20% 20% 12% 12% 12% 12% 12% 10% 10%8% 13% 13% 11% 21% Who takes trips to the countryside? 66% The profile of countryside visitors is slightly different to other destination types. ABC1 social grade take: MORE AFFLUENT THAN THE AVERAGE HOLIDAYS TAKEN BY OVER 45’s all holidays51% countryside holidays56% DAY TRIPS TAKEN BY OVER 45’s all day trips47% countryside day trips59% Source: GBTS Source: GBTS and GBDVS all trips 71% countryside trips compared to overall 40% 34% Visitor attraction 8% 8%General day out CARAVANS/CAMPS compared to across all holiday types 33% 27% REASONS FOR TAKING DAY TRIPS SELF-CATERING compared to across all holiday types 16% 10% Those who travel to the countryside tend to stay away for longer than the average (4+ nights) Accommodation used for countryside trips is different compared to other holiday types HOTELS compared to across all holiday types 24% 40% Source: GBDVS Source: GBTS 26% 16% 11% Outdoor activities Going out for a meal Visiting friends & family What types of holidays and day trips do they take? England’s countryside is varied in nature, and the opportunities and barriers for businesses in different types of areas reflect this. Source: other VisitEngland research DRAMATIC COUNTRYSIDE almost iconic escape the crowds and step outside modern life RURAL COUNTRYSIDE picture-postcard view of England relaxing break in cosy cottages or manor houses BARRIERS FOR BUSINESSES lack of knowledge especially among younger groups Businesses should communicate the breadth of product offering and provide basic geographical information MARKET TOWNS shops, museums and other attractions for those less interested in nature What do people think of the countryside? Visitors to the countryside tend to be more satisfied with their destination experience than the national average. % rating excellent / goodCountryside trips All trips Source: VE Brand & Comms Tracker Public transport is a relative weakness for rural destinations. Businesses should ensure awareness of available transport options. Safe and secure 77% 70% Welcoming and friendly 73% 68% Accommodation quality 72% 68% Opportunities to eat/drink local produce 62% A A A 57% C C A C C Easy to get to by public transport 29% 40% 30% 41% Clean and tidy 67% 76% Ease of getting around by public transport How do visitors rate their experience of the countryside? C C A A C C A A