The document discusses the visitor economy in England. It notes that the sector is currently worth £106 billion, provides 2.6 million jobs, and is projected to be worth £217 billion by 2025. It benefits every part of the country. Tourism has grown throughout the recession. The majority of visitor spending comes from the domestic market. The seaside remains an important part of the visitor economy, accounting for 31% of overnight domestic holidays in 2012, though numbers have fallen back to pre-recession levels. Effective destination management and partnerships across national and sub-national organizations are seen as critical to further growing the visitor economy.

1. Louise Stewart
Strategy and
Development
Director
Growing the
Visitor Economy
in England

2. Visitor Economy
Visitors
• Leisure
• Business
• VFR
• Day/overnight
Supply chain
• Accommodation
• Attractions
• Bars/restaurants
• Retail
• Transport
• “other” services –
laundry, petrol
stations, food
suppliers

3. ● The sector is currently
worth £106bn
● It provides 2.6m jobs
● Projected to be £217bn
(2025)
● It benefits every part
of the country
The Visitor Economy is
Big Business in England

4. Tourism has grown throughout the
recession

5. 5
10
15
20
25
30
35
40
45
50
55
Apr-06
Jun-06
Aug-06
Oct-06
Dec-06
Feb-07
Apr-07
Jun-07
Aug-07
Oct-07
Dec-07
Feb-08
Apr-08
Jun-08
Aug-08
Oct-08
Dec-08
Feb-09
Apr-09
Jun-09
Aug-09
Oct-09
Dec-09
Feb-10
Apr-10
Jun-10
Aug-10
Oct-10
Dec-10
Feb-11
Apr-11
Jun-11
Aug-11
Oct-11
Dec-11
Feb-12
Apr-12
Jun-12
Aug-12
Oct-12
Dec-12
Feb-13
Apr-13
Jun-13
Aug-13
Oct-13
Dec-13
Domestic Tourism in England – Rolling 12 Month Trend
Trips
(m)
A challenging start and end to the year left domestic overnight trends down
slightly on 2013
Source: GBTS
Holiday
VFR
Business
2013 %
change
-2%
-2%
-5%

6. 0
10000
20000
30000
40000
50000
60000
70000
80000
90000
2010 2011 2012 2013
Domestic Overnight Tourism Day Visits Inbound Spending
Despite a slight drop in 2013 performance, tourism spending in
England has still grown on average by 5% year on year since 2010
+7% +11% -1% (est)
Average
Annual
Growth = 5%
Spend
‘000
£71bn
£76bn
£84bn £83bn

7. 0
5000
10000
15000
20000
25000
South West South East North West London Yorkshire &
the Humber
West
Midlands
East of
England
East
Midlands
North East
Domestic Overnight Trips (All Purposes)
2011-2013
2011 2012 2013
Only the West Midlands and London & the South East saw growth in domestic
visitor volumes in 2013
Trips
(m)
Source: GBTS

8. The majority of visitor spending is
from the domestic market

9. £19.0
£46.0
£18.0
Tourism Spend in England 2013 (£bn)
Domestic Overnight
Domestic Day Trips
Inbound (est.)
Source: GBTS 2012, GBDVS 2012, IPS 2012
Total tourism spending in England in 2013 was c.£83bn

10. 0
2000
4000
6000
8000
10000
12000
14000
South West South East North West London Yorks &
Humb
West
Midlands
East East
Midlands
North East
2012 2013
And looking at inbound trips to England, London drastically outperforms all
other regions
Trips
(m)
Source: IPS

11. 94
94
ENGLAND
109
Cornwall
109
Lake District
107
Northumberland
Yorks Dales
York
Kent
Bristol
Manchester
Gt Yarmouth
Essex
Leeds
East Sussex
Around the country –
and within regions –
there are wide variations
in visitor satisfaction
Scarborough
109
Lake District
109
Yorks Moors
Liverpool
Bath
Cotswolds
London
New Forest
Isle of Wight
Torquay
Yorkshire Coast
97
71
73
Kent Coast
Durham
Warwickshire
Gloucester
-shire
Staffordshire
Lincoln
73
Eastbourne
Peak District
Skegness
94
Notting
-ham
Suffolk
Cambridge
Newcastle
Blackpool
Chester
Bournemouth
Wey-
mouth
Somerset
Oxford
StratfordShropshire
Brighton
Wiltshire
Derbyshire
Other Devon
Birmingham Other
Norfolk
97
97
99102104
9797
98
98
97
100
81 79
89
88
82
89
88
77
7585
84
77
76
89
88
91
93
91
92
95
92
96
96
96
92
89
86
80
9097

12. 81
2
17
80
16
4
It hasn't affected how I feel about taking
holidays in England next year
It's put me off taking holidays in England
next year
It's made me more likely to take holidays in
England next year
Impact of Weather on Future Holiday Intentions
2013
2012
Some of our visitors will always be influenced by the weather -
though most aren’t
Source: VE Staycation Research

13. Lacking information and
inspiration
– Many simply ‘don’t know what
they don’t know’
• large swathes of the country are
unfamiliar and/or not expected
to be appealing
• patchy awareness even
amongst the self proclaimed
more knowledgeable empty
nesters
– Potential visitors have a
relatively narrow repertoire of
places visited or wanting to visit
• and often only have a vague
perception of not yet visited
wish list places
We can’t fix the weather or the economy but...
Lack of knowledge plus broad brush prejudices
can prevent consideration of much of England.
“(South East)The wrong kind of
people – not for me.”
(Derby: Empty nester)
“Liverpool, Birmingham,
Leicester triangle, is there
anything there to see or do?”
(London: Pre-family)
“I think the majority of seaside
towns in the UK are tacky
apart from Cornwall.”
(London: Pre-family)
Source: VisitEngland Thematic Research

14. We need to provide 3D inspiration and
information to build consideration – and
eventually, action
Where to go?
Heard of places or
have vague appealing
image, but not always
both
Where is it?
People's geography can
be quite poor, and
location and proximity
steers are helpful
What’s there to
do?
Beautiful scenery is not
always enough,
especially for longer
trips (and if it rains…)
Need a sufficiently 3D
view to be compelling
Source: Motivations and Barriers Research

15. The Seaside

16. 31%
seaside
(14.4m)
Trips to the seaside made up 31% of the 46.0m
overnight domestic holiday trips taken in 2012
40
16
13
11
10
8
3
0
0
24
14
11
9
16
8
4
9
6
The South West accounts for 40% of all domestic
holiday seaside trips which involve an overnight stay
SW
SE
Y&H
East
NW
East Mids
NE
London
West Mids
44
26
10
14
6
27
40
9
10
12
Holiday camp /
camping /
caravanning
Hotel / motel
Other serviced
accommodation
Self-catering
Friends / relatives
44% of all domestic seaside holidays which involve an
overnight stay include camping / caravanning sites
Almost half of overnight stays at seaside destinations
take place in summer (Jul-Sep), although there are
still notable off-peak trips
10
32
44
1414
28
38
20
Jan-Mar Apr-Jun Jul-Sep Oct-Dec
Overnight Domestic Holiday Trips
Seaside trips % All trips %
Source: GB Tourism Survey

17. Seaside holidays including overnight stays are more
likely than other trips to include children
The length of stay at destinations tends to be longer
for seaside trips than trips to other destinations
Seaside trips including overnight stays are
predominantly made by car
Seaside trips are also more likely than other trips to be
made by those from lower social grades
29
29
22
20
36
30
19
15
AB
C1
C2
DE
82
6
5
6
78
12
3
7
7
27
32
30
18
35
26
17
1 2-3 4-7 8+
Number of nights away
47%
34%
53%
66%
Seaside trips All trips
With children
No children
Car
Train
Organised
coach
Other
Seaside trips % All trips %
Source: GB Tourism Survey
Overnight Domestic Holiday Trips (Cont’d)

18. What are the main overnight seaside destinations?
Annual Average Overnight Trips (millions)
2006-8 2007-9 2008-10 2009-11 2010-12
Scarborough 1.40m 1.53m 1.53m 1.63m 1.62m
Blackpool 1.65m 1.55m 1.50m 1.54m 1.48m
Isle of Wight 1.00m 1.05m 1.05m 1.11m 1.03m
Skegness 0.87m 0.88m 0.95m 1.01m 1.03m
Brighton 1.00m 1.10m 1.08m 1.10m 1.02m
Bournemouth 1.02m 0.98m 0.93m 0.97m 0.96m
Great Yarmouth 0.71m 0.72m 0.70m 0.72m 0.68m
Portsmouth 0.62m 0.64m 0.59m 0.61m 0.67m
Torquay 0.63m 0.62m 0.54m 0.60m 0.63m
Newquay 0.72m 0.70m 0.64m 0.62m 0.57m
Weymouth 0.54m 0.55m 0.54m 0.57m 0.52m
Source: GB Tourism Survey

19. 40.4 41.3 39.8
47.0
43.5
46.2 46.0
14.4 14.4 13.1
16.2
14.2 14.5 14.4
0
10
20
30
40
50
60
2006 2007 2008 2009 2010 2011 2012
Overnight trips to the seaside
have fallen back to pre-
recession levels, unlike holiday
trips overall
25
29
31
35
39
42
47
20
25 25
30
33
36
42
0
10
20
30
40
50
60
2006 2007 2008 2009 2010 2011 2012
All trips Seaside trips
Online booking of seaside trips
is rising in line with trips
overall, although seaside trips
are still slightly behind the
online booking curve
Number of overnight holidays (millions)
Source: GB Tourism Survey
% of overnight holidays booked online

20. 25 26 26 27
29
29
27 28 29 29 29
23 23
21
23 23 22
26
23 23
24
21
18
20
10
20
30
40
2006 2007 2008 2009 2010 2011 2012
Seaside Holidays (%)
AB C1 C2 DE
30
32 32 33 33
36 36 36
30 31 32 32
30 31 30
20 20
18 18 19 19 19
18 17 17 17
15 14 15
10
20
30
40
2006 2007 2008 2009 2010 2011 2012
All Holidays (%)
Overnight seaside trips are more likely than other trips to be made by
lower social grades. However, the representation of lower social grades
on seaside holidays is in decline, in line with the holiday market overall
Source: GB Tourism Survey

21. Overnight seaside trips not only tend to be longer in duration than
other trips, but have also remained longer when the market overall has
shortened trip lengths slightly
33 35
36
33
36 36 3534 36
35
38
34 35 33
34
30 30 30 31 30 32
0
20
40
60
2006 2007 2008 2009 2010 2011 2012
Seaside Holidays (%)
1-3 nights 4-7 nights 8+ nights
49 49 51 50 52 52 53
27 28 28 29 27 28 26
20 20
17 18 18 17 17
0
20
40
60
2006 2007 2008 2009 2010 2011 2012
All Holidays (%)
Source: GB Tourism Survey

22. NATIONAL
The Tourism and
Policy Delivery
Landscape

24. DCMS/ National
Government
VisitEngland
Destination
Management
Orgs
Private business
In simple terms…

25. 200,000 tourism businesses
57 trade associations

26. England’s Strategic Framework
for Tourism 2010 - 2020
• 5% growth year on year in the value of
tourism
• Creation of 225,000 jobs
• Additional £50bn expenditure
• Driving collaboration & partnerships

27. The role of VisitEngland
• Champion the sector and drive forward the
industry’s shared Strategic Framework for
Tourism
• Advise Government on English Tourism issues
• Provide official intelligence on tourism and visitor
economy in England
• Promote England's tourism offer in the UK and
overseas
• Support local areas grow their economies
through tourism

28. • 60 people based in London
• Three Directorates - Strategy &
Development, Enterprise, Marketing
• 12 people overseas
• Work on behalf of all of England – regularly out
and about

29. • Budget - £7m
• Plus Regional Growth Fund c. £6.5m
• Irregular funding for specific
activities e.g.
GREAT, Flooding recovery

30. • Quality schemes
− Accommodation – National Quality Assurance
Scheme
− Attractions – Visitor Attractions Quality Assurance
Scheme
− Others - racecourses, places of interest, motorway
services……
• National Tourism Awards
• English Tourism Week

31. Business support and advisory information
Quality Edge Magazine – essential business advice magazine featuring
real case studies and practical tips
Pink Book – the complete guide to legislation relevant to accommodation
providers in England, available online and in print
Accessibility and Sustainability – a wealth of tools and resources to help
operators enhance customer appeal by providing access for all and
operating sustainably
Online Marketing Toolkit – a comprehensive series of step by step guides
to help businesses embrace digital marketing (available from Summer
2014)
A Business Advice hub on VisitEngland’s new industry website will
include all these resources and more when it launches Summer 2014.

32. If we don’t promote England, awareness of
the product drops and trip taking falls

33. Daily Telegraph (15th March 14) – 28 pp Supplement

34. Essentials (w/c 31 March)

35. Woman (w/c 24 March)

36. Pick Me Up (w/c 24 March)

38. SUB NATIONAL
The Tourism and
Policy Delivery
Landscape

39. Sub National Tourism Delivery Structure
• In 2003 - 9 Regional Tourist Boards
Promotion
Management
Research
Business support
• By 2014 - over 200 local tourism bodies

40. The Tourism Landscape
• Local tourism bodies
Mixture of funding sources and funding levels
Promotion vs. management
about 40 can be considered DMOs
some bodies operate within a larger entity
most bodies look for engagement with VE
• New Interest in Visitor Economy
Chambers of Commerce, Business Improvement Districts, LEPs

41. Strong local partnerships
are critical to delivering
great customer
experiences and
developing the tourism
product.
• Clear leadership
• Greater engagement in
decision making about the
area
• Better access to and
availability of knowledge
Destination Management

42. A Destination
Management Plan
(DMP) is a shared
statement of intent to
manage a destination
over a stated period of
time.

43. Research &
Insights

44. • Since 2006, the highest rate of growth in domestic trip taking is
among the most affluent AB’s, but DE’s are taking fewer trips than
ever before
• Strong trip growth in the 55+ age group – but only a slight uplift
among under 35’s
...and as baby boomers hit retirement age, catering for this
group (who don’t behave like “old” people) will be vital
• The traditional family unit is less common than it once was
…… so traditional products set up for the family may need to
adapt
1. Demographic changes

45. 2. Technological changes
• Since 2006, there has been an increase of over 100% in the number
of domestic trips booked online
...but some smaller businesses don’t even have their own website
yet
20% of consumers ONLY access the internet through a mobile
device
• Almost universal internet penetration in the UK plus growth of holiday
related social media means that the consumer has more
information than ever before to help make a decision – but can feel
overwhelmed
A more complex influencing task for tourist boards and businesses
alike

46. Seaside attractions businesses are becoming
increasingly savvy in the digital age
53% are on Facebook
41% are on Twitter
22% have e-newsletters
17% operate online blogs
10% have a mobile-optimised website
8% have mobile apps
Seaside Visitor Attractions
(2012)
All Visitor Attractions
(2012)
55% are on Facebook
45% are on Twitter
29% have e-newsletters
16% operate online blogs
10% have a mobile-optimised website
7% have mobile apps
Source: Visits to visitor attractions survey

47. 3. Leisure time changes
• Despite the recession, spending on leisure and recreation has held
up – money may be tight, but work life balance is vital
• Value-seeking (and the role of great deals) will remain crucial
• It’s not just about “the big holiday” any more - the average
English holiday is getting shorter and shorter with people taking
portfolios of trips
• ...and we’ve changed how we plan – last minute is ever more
common, making it hard for businesses to predict customer
flows, changing marketing lead times

48. http://visitenglandtrends.com/

49. More information on the National
Tourist Board
www.visitengland.org
@visitengland
@visitenglandbiz
Search VisitEngland (business support videos)
Fortnightly newsletters

50. Questions?