Research Findings from:

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Research Findings from

• Day Visitor Survey Crawford Christie

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Introduction to The Value and Volume of Tourism
in the NorthWest

• November 2008
• Crawford Christie Arkenford

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Who is a tourist?

• Our interpretation of the WTO definition creates
  three categories based on where and how frequent
  the trip is.
• A tourism day trip taken outside ones usual
  environment
• A local leisure trip an infrequent leisure
  activity taking place within ones usual
  environment
• A residential leisure trip is a frequent
  leisure activity within ones usual environment

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Tourism Day Trips in the Northwest
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Volume of trips by Main Purpose

• Just under 200M day visitor trips from within 90
  minute travel time to the Northwest
• Approximately 40M from further afield

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Value of day visits

• We estimate a total of 6.2Billion is spent in the
  region by people on tourism day trips
• Special shopping is by far the most valuable
  activity
• Events and nights out also generating above
  average spends.
• VFR has a low average spend per person-trip but
  is still the largest absolute contributor

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Activity rates over average 4 week period

• 31 of people within a 90 minute drive time of
  the Northwest make at least one tourism day trip
  in a typical 4 week period.
• They describe the majority of trips as VFR or
  general days out

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Value by Main Purpose of trip

• We can think of main purpose as the initial
  idea or motivation for the day out
• It is not an accurate description of what people
  actually do
• Therefore we need to look at what people actually
  do and spend to understand the contribution
  they are make to the local economy
• For example
• 70 of all trips include spend on food and drink
• Visiting an attraction is more likely to
  generate spend on food than recreation

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Local Value of a trip visitor attractions

• Only 40 of spending at visitor attractions comes
  from trips whos main purpose was to visit a
  visitor attraction

• Visitors at a visitor attraction on average spend
  6.61 per person
• Entrance 2.45
• Food/ drink 1.50
• Shopping 2.19
• Other 0.47
• (many spend 0 on entrance fees)
• In the whole day they spend 22.79 at the
  destination
• Ie the visitor attraction is only 29 of value
  of the day

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Activity and spend by sub region

• Gtr Manchester Lancashire account for more than
  half the tourism day trips to the region
• Large populations for VFR
• Cumbria the regions premier tourist area but
  receives much lower volumes of day trips
• Gtr Manchester generates almost twice as much
  revenue as other sub regions
• Although Lancashire has a large volume of
  visitors their spend is low

Annual volume
Annual revenue
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Day Trips by those staying in the Northwest and
surrounding areas
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Annual volume of person trips

• 17m people take a holiday or short break to the
  Northwest annually
• Cumbria and Lancashire account for 61 of the
  volume
• Blackpool alone 15 of volume
• Lake District 24 of volume

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Day trips from a holiday base outside region

• In addition
• 3.6m person trips are made to the Northwest from
  a holiday base outside the region
• Merseyside attracts the smallest proportion of
  day visitors from a holiday base outside the
  region
• Approx a third of these day trips
• are to Cumbria

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Value of staying visitors

• Annual value of 3.8bn
• 1.1bn on activities
• 2.7bn on accommodation
• Cumbria and Lancashire account for 2/3rd of the
  value

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Destination positioning

• UK holiday offering can be simplified into 4
  offerings
• NW has a presence in each
• Dont be all things to all men

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Business Tourism to the Northwest
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Volume of business tourism trips

• 25.6m business tourism trips made to the
  Northwest annually
• 7.6 million involve an overnight stay
• WTO business tourism definition reduces the
  volume by approximately 50
• Despite this the dedicated business survey has
  increased the estimate of trip volumes

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Value of business tourism

• Annual value of business tourism 2100M
• Accommodation accounts for half of all pre travel
  spend
• On trip, travel, accommodation and food and drink
  account are main expenditures
• Accommodation only relevant for 30 of business
  trips
• Personal discretionary spend accounts for 15 of
  total

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Purpose of trips

• Meetings account for a third of all business
  trips to the Northwest
• Contract work includes skilled trades and
  construction work

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Occupation of business travellers

• The three most skilled occupation classes account
  for majority of business trips
• Skilled trades also account for significant volume

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Incidence of business trips

• 26.6m people work 16 hours per week in GB
• 13 of these individuals have made a business
  tourism trip to or within the Northwest in the
  past 6 months
• Incidence is naturally higher the closer the
  respondent lives to the Northwest
• Gtr Manchester accounts for twice the incidence
  of all the other sub regions

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Where these trips originate from

• 9m trips from within the NW
• Londons importance and transport links stimulate
  3m trips annually
• Neighbouring regions also account for c3m trips
  each

Trip origins and destinations
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Discretionary destination choice
of trips discretionary

• Destination for majority of business trips not
  decided by person attending
• Someone else decides
• Where the work is
• Visiting clients/ suppliers office
• If destination is chosen then more likely to be
  Cumbria

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