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Tourism & visitor information
services budgets research
Key Findings
October 2010
The Tourism Company (London)
155 High Street
Teddington
Middlesex
TW11 8HH
United Kingdom
Tel: (+44) 20 7642 5111
london@thetourismcompany.com
The Tourism Company (Herefordshire)
15 The Southend
Ledbury
Herefordshire
HR8 2EY
United Kingdom
Tel: (+44) 1531 635451
ledbury@thetourismcompany.com
Background
• Online survey amongst tourism budget holders within
local authorities, destination management
organisations (DMOs) etc
• Fieldwork conducted during August 2010
• 153 responses ( 51% response rate)
• Commissioned by The Tourism Company, with the
assistance of Visit England
Research aims
• To see what effect expected cuts in tourism budgets
are likely to have on;
– local tourism delivery plans
– tourist/visitor information services
• To understand at what stage organisations are in the
tourism budget review process
• To identify how the budget review process is being
undertaken
The outlook for tourism budgets
• 75% of respondents are predicting cuts to their tourism budgets over
the next two years
– Approaching a fifth (18%) expect no change
– Less than 1 in 10 (7%) expect an increase
Increase, 7% No change,
18%
Decrease,
75%
The outlook for tourism budgets
• Cuts of 40% or more are expected by 1 in 10 respondents (10%)
– Cuts of 20% or more are expected by a total of over 4 in 10 respondents (44%)
25%
31%
34%
10%
Increase/ No
change
0-20% cut
20-40% cut
More than 40%
Where the cuts might fall
• Front-line tourism services appear most vulnerable to cuts
– Advertising is the most likely area to be cut (40% certain or very likely to cut)
– Cuts in TIC services are certain or very likely for over a third (37%) facing a
budget decrease
– Reductions in tourism staffing are being actively considered by almost 1 in 5 of
those facing a cut in budgets (19%)
19%
19%
22%
29%
32%
37%
40%Paid adverts
TICs
Exhibitions
Printed brochures and
leaflets
Research
Tourism staff
Product development
Mot likely to be cut
% certain/very likely to cut
Base = respondents expecting a decrease in budget
Where the cuts might fall (cont.)
• Engagement with tourism businesses appears relatively safe
– Only 8% are certain/very likely to see cuts in this area.
• Spending on IT projects seems well protected
– Only 12% were certain/very likely to cut Tourism ICT / Destination Management
Platforms, whilst just 7% are certain/very likely to cut work on websites
7%
8%
12%
12%
15%
16%
17%Staff training
Policy and Strategy
Data collection
PR
Tourism ICT/Destination
Management Platforms
Business engagement
Website
Least likely to be cut
% certain/very likely to cut
Base = respondents expecting a decrease in budget
Impact of budget cuts on TICs
• Approaching 1 in 5 (18%) of those expecting tourism budget cuts are
planning to close of one or more TIC
– Over one third (38%) are planning reductions in opening hours at TICs
– 3 in 10 (30%) are contemplating a reduction in TIC staff
– Over a quarter (27%) are planning to amalgamate TICs with other council
services
21%
16%
17%
18%
27%
30%
38%Reduction in opening hours
Reduction in staff numbers
Amalgamation with other council services
Closure of 1 or more TIC
Seasonal closure
Outsoourcing delivery
Other
Base = those who indicated
that their overall tourism
budget was likely to fall
What stage are respondents at in
the budget review process?
• Plans for budget cutting are at a fairly advanced stage for well over half
(61%) of respondents
– Nearly 4 in 10 (39%) have already been asked to identify savings
– Around a fifth (22%) say that cuts/savings are actively being discussed
39%
22%
20%
10%
9%
Have already been asked to identify savings/cuts
Savings/cuts to the tourism department are
being actively discussed
No cuts as yet but feel they are on the way
Other
Unclear at present
What stage are respondents at in
the budget review process?
• Plans for budget cutting are at a fairly advanced stage for well over half
(61%) of respondents
– Nearly 4 in 10 (39%) have already been asked to identify savings
– Around a fifth (22%) say that cuts/savings are actively being discussed
39%
22%
20%
10%
9%
Have already been asked to identify savings/cuts
Savings/cuts to the tourism department are
being actively discussed
No cuts as yet but feel they are on the way
Other
Unclear at present

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Tourism and visitor information services budgets research summary

  • 1. Tourism & visitor information services budgets research Key Findings October 2010 The Tourism Company (London) 155 High Street Teddington Middlesex TW11 8HH United Kingdom Tel: (+44) 20 7642 5111 london@thetourismcompany.com The Tourism Company (Herefordshire) 15 The Southend Ledbury Herefordshire HR8 2EY United Kingdom Tel: (+44) 1531 635451 ledbury@thetourismcompany.com
  • 2. Background • Online survey amongst tourism budget holders within local authorities, destination management organisations (DMOs) etc • Fieldwork conducted during August 2010 • 153 responses ( 51% response rate) • Commissioned by The Tourism Company, with the assistance of Visit England
  • 3. Research aims • To see what effect expected cuts in tourism budgets are likely to have on; – local tourism delivery plans – tourist/visitor information services • To understand at what stage organisations are in the tourism budget review process • To identify how the budget review process is being undertaken
  • 4. The outlook for tourism budgets • 75% of respondents are predicting cuts to their tourism budgets over the next two years – Approaching a fifth (18%) expect no change – Less than 1 in 10 (7%) expect an increase Increase, 7% No change, 18% Decrease, 75%
  • 5. The outlook for tourism budgets • Cuts of 40% or more are expected by 1 in 10 respondents (10%) – Cuts of 20% or more are expected by a total of over 4 in 10 respondents (44%) 25% 31% 34% 10% Increase/ No change 0-20% cut 20-40% cut More than 40%
  • 6. Where the cuts might fall • Front-line tourism services appear most vulnerable to cuts – Advertising is the most likely area to be cut (40% certain or very likely to cut) – Cuts in TIC services are certain or very likely for over a third (37%) facing a budget decrease – Reductions in tourism staffing are being actively considered by almost 1 in 5 of those facing a cut in budgets (19%) 19% 19% 22% 29% 32% 37% 40%Paid adverts TICs Exhibitions Printed brochures and leaflets Research Tourism staff Product development Mot likely to be cut % certain/very likely to cut Base = respondents expecting a decrease in budget
  • 7. Where the cuts might fall (cont.) • Engagement with tourism businesses appears relatively safe – Only 8% are certain/very likely to see cuts in this area. • Spending on IT projects seems well protected – Only 12% were certain/very likely to cut Tourism ICT / Destination Management Platforms, whilst just 7% are certain/very likely to cut work on websites 7% 8% 12% 12% 15% 16% 17%Staff training Policy and Strategy Data collection PR Tourism ICT/Destination Management Platforms Business engagement Website Least likely to be cut % certain/very likely to cut Base = respondents expecting a decrease in budget
  • 8. Impact of budget cuts on TICs • Approaching 1 in 5 (18%) of those expecting tourism budget cuts are planning to close of one or more TIC – Over one third (38%) are planning reductions in opening hours at TICs – 3 in 10 (30%) are contemplating a reduction in TIC staff – Over a quarter (27%) are planning to amalgamate TICs with other council services 21% 16% 17% 18% 27% 30% 38%Reduction in opening hours Reduction in staff numbers Amalgamation with other council services Closure of 1 or more TIC Seasonal closure Outsoourcing delivery Other Base = those who indicated that their overall tourism budget was likely to fall
  • 9. What stage are respondents at in the budget review process? • Plans for budget cutting are at a fairly advanced stage for well over half (61%) of respondents – Nearly 4 in 10 (39%) have already been asked to identify savings – Around a fifth (22%) say that cuts/savings are actively being discussed 39% 22% 20% 10% 9% Have already been asked to identify savings/cuts Savings/cuts to the tourism department are being actively discussed No cuts as yet but feel they are on the way Other Unclear at present
  • 10. What stage are respondents at in the budget review process? • Plans for budget cutting are at a fairly advanced stage for well over half (61%) of respondents – Nearly 4 in 10 (39%) have already been asked to identify savings – Around a fifth (22%) say that cuts/savings are actively being discussed 39% 22% 20% 10% 9% Have already been asked to identify savings/cuts Savings/cuts to the tourism department are being actively discussed No cuts as yet but feel they are on the way Other Unclear at present