Inbound and domestic tourism trends Keri...
Transcript of Inbound and domestic tourism trends Keri...
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Inbound and domestic tourism trends
Keri PortasMarch 2018
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Visits to East Sussex and
the Coast
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East Sussex tourism in numbers
25.6m domestic day
visits on average per year
2.3m domestic
overnights trips on average per year
756,000 inbound
overnights visits in 2016
• Combining domestic day, overnight and
inbound visits, this equates to £1.5
billion in tourism spend, on average per
year.
• 76% of the tourism spend is by the
domestic audience (day and overnight).
• East Sussex was the 12th most visited
county in England for both day and
overnight domestic visits, out of 49.
Source: 2014-2016 GBTS & GBDVS, 2016 IPS figures
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Inbound visits and spend to East Sussex
• Growth in inbound visits from 2010, peaking in 2015 at 819,000 visits
• Spend in 2016 was at an all time high of £366 million, average spend
of £484 per visit
• Decline in 2016 due to a decrease in children visiting – possible effect
of the terrorism meaning school trips cancelled
552597 605 596
549 572614
673
754819
756
£242 £242 £252£294
£250 £271 £254£314
£345 £365 £366
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Inbound visits and spend to East Sussex
Inbound Visits(000s)
Spend(£m)
Source: International Passenger Survey (IPS)
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Inbound visitors to Eastbourne and Hastings
❖ Both are one of the top 20 most visited
destinations for inbound holidays
❖ Over half of visits to Eastbourne are for
holiday, two thirds in Hastings
❖ Large proportion from Germany and
France
❖ Half came on a package trip
❖ Large proportion of children visiting
(42% aged 0-15 years)
❖ The majority arrived by ferry
Source: 2016 IPS figures
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Coastal tourism in England
Holidays to seaside destinations make up the largest proportion of
domestic overnight trips in England
37%Seaside
29%Large city / town
21%Countryside / village
15%Small town
In the last 10 years:
An older demographic visiting the coast
34% aged 55+ (28% ten years ago)
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Domestic overview &
Staycation trend
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Domestic holidays increased post recession and have
grown again with the weak pound
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10
15
20
25
30
35
40
45
50
55Domestic Overnight Tourism in England – Rolling 12 Month Trend
Trips
(m)
-9%
Source: GBTS
+18%
+2%
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The rise of the staycation?
Outbound travel is slowing
In the next 6 months:
(August 2017)
Visits overseas by UK residents
(IPS, Aug-Oct 2017)
0%
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Growth in holidays…
…During typical school holiday
periods
Easter, Summer, October all saw
increases in holiday trips
….Amongst those aged 35 – 54
More likely to have children and be
taking typical holidays
….Amongst middle income groups
Likely to be more squeezed by the
weak pound
…Of more than 4 nights
Trips of 4+ nights increased by 6% in
2016, accounting for 860,000 extra
holidays
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Stronger growth in domestic holidays in 2017
+13%+5%
Domestic overnight holidays in England
(Jan-Nov 2017)
Inbound overnight holidays to the UK
(Jan-Oct 2017)
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Consumer confidence in personal finances remains high despite weak
confidence in the general economic situation
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Personal Financial Situation – next 12 Months
General Economic Situation – Next 12 Months
Source: GfK / Eurostat Consumer Confidence Monitor
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Join the World Campaign
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VisitEngland’s latest campaign targets
millenials
• Statistics show that 16-to-34 year olds took almost 1.4 million fewer
holidays at home in 2016 compared to a decade ago
• The Join the World Campaign targets this group by showcasing the
amazing moments overseas travellers are experiencing in the UK
• Influencers from around the world were invited to discover and enjoy unique
experiences with the hopes that Brits will be inspired to enjoy their own
country
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Future Trends
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Trends transforming the customer journey
The leisure
upgrade
The filter
bubble
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“Entertainment should be about learning
new things as much as simply having
fun”│ % who agree strongly or agree
FF Online Research │ Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2016
February
0% 20% 40% 60% 80% 100%
Canada
USA
Australia
South Korea
Japan
Poland
Czech Rep
France
Italy
Spain
Germany
Ireland
GB
Denmark
Netherlands
Sweden
Finland
There’s more to free time than having fun
“We have had a lot of what I call
professional reality TV programs like
MasterChef and The Great British
Bake Off. What we see are people that
are amateurs trying to be professional
more of the time and participating in
that, and also using their hobby more
often as a tourism experience”.
IAN YEOMAN, TOURISM FUTURIST
The leisure
upgrade
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From Airbnb experiences…
…to integrated holiday offerings
The Canal to Coast food tour between
Gothenburg’s archipelago and the Göta Canal
gives travellers plenty of opportunity to visit
local artisan food producers on the way
VAWAA (vacation with an artist) pairs
travellers with creators around the world
– days are spent assisting and
shadowing the artist at work
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“How interested would you be in a service that suggested a holiday and itinerary of activities
based on your interests and budget”% who are very interested or quite interested
0%
20%
40%
60%
80%
100%
Cana
da
US
A
South
Kore
a
Austr
alia
Japan
Spa
in
Fra
nce
Fin
land
Denm
ark
Italy
Irela
nd
Sw
ede
n
Pola
nd
Neth
erl
ands
Germ
any
GB
Czech R
ep
Mala
ysia
Russia
Mexic
o
Thaila
nd
Bra
zil
Turk
ey
South
Afr
ica
Chin
a
Ind
ia
Indo
nesia
FF Online Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2016
February
The filter bubble has its advantagesThe filter
bubble
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…but we’ll need to burst it to drive growth
VisitDenmark draws attention to
attractions by using the on-trend
#hygge hashtag
Helsinki Secret Residence invites
influencer on a experiential trip to
the Finnish capital
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Find Out More
www.visitbritain.org