The Impact of Tourism on Travel
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Gemma Procter Cumbria Tourism Sustainable Transport @ DecarboN8 Cumbria: Mobility Transformation 2037 Symposium (22 November 2022, Carlisle)
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The Impact of Tourism on Travel
- 1. Build it and they might come Gemma Procter
- 2. It isn’t as simple as build it and they will come
- 3. What is needed to change travel behavior? • Infrastructure and Services • Seamless solutions • Supporting ticket types • Information • Inspiration
- 4. 15% reduction in visitors travelling around the area by car • Infrastructure + service improvements • Low carbon car club scheme • Electric bike network • Bike Bus • Waymarking • Traveller’s guide + mapping • Travel ambassador programme • Marketing Campaign
Editor's Notes
- Who am I Who are CT DMO and Tourist Board 98% commercially funded not for profit Here to support our members and one core strand to our strategy and that support is through Sustainability We have worked on quite a few projects GLT, Rail Recovery Campaign Marketing and promotion of cycle routes
- Whenever we talk about influencing travel behavior in Cumbria and encouraging people to adopt more sustainable modes of transport and active travel the initial reaction we tend to get is “ We need to improve the infrastructure and services” and whilst this isn’t incorrect, unfortunately. In terms of leisure travel it just isn’t that simple. We’ve all been in meetings to discuss this, then walked outside to see another empty bus drive by….but why is this According to Booking.com (2019), “over half (55%) of global travellers are being more determined to make sustainable travel choices than they were a year ago, but barriers include a lack of knowledge and available or appealing options when trying to put this into practice”….so maybe that lack of knowledge is an issue. Recent post Covid TfN focus groups showed that whilst infrastructure and services are obviously important, Information on what is already out there and how to use it was felt to be insufficient. Other barriers to using public transport and active travel are: Cost Perceived safety Perception there is no valid alternative to the car Ease of use – way marking and other on the ground measures
- 2 main types of interventions The first seek to influence attitudes towards, or incentivise, certain travel behaviours within the existing transport infrastructure The second develop the available infrastructure and improve services If you look at case studies of successful interventions its those schemes which employ a combination of the 2 which seem to have the biggest impact and the most lasting legacy
- GoLakes Travel was an LSTF funded programme delivered in partnership by CCC, LDNPA and CT. Partnership delivery allowed all to play to our strengths Infrastructure, service development, information and marketing support Pilot programme set up in south and central lakes and smaller scale roll out across corridors Programme ran for 5 years but CT’s visitor survey at the end of the 5 year period saw a 15% less visitors travelling around the area The 2015 Cumbria Visitor Survey revealed that 58% of visitors used their cars to travel within the county in 2015, compared to 73% in the last survey in 2012. Where are we now – latest visitor survey showed gone back up to 68% in 2018 and now
- A recent rapid evidence assessment produced for DfT What is effective in switching from cars to public transport? Public transport infrastructure is most effective when it is well-integrated with existing transport provision, is highly visible, perceived as safe It should also compare favourably to the cost and convenience of driving. People are most likely to maintain a switch in the long-term if encouraged to monitor their transport behaviour against social norms respond well to messages highlighting stories of successful switches This can be supported by making journeys simpler with smart ticketing and travel planning apps Motives for car use tend to be a perception that no valid alternative Reducing car use by reducing parking availability or introducing city centre access restrictions, for example, is effective but works best when public or active transport alternatives are put in place first Appealing to environmental or health benefits can have a short-term effect but behaviour change does not appear to be sustained when measured some months after campaigns. When switching to active travel more about the emotional response and enjoyment so less about this on the left and more about this on the right