SOURCES:

GBTSThe Great Britain Tourism Survey, measures the volume and valueof domestic overnight tourism in Great Britain

GBDVSThe Great Britain Day Visits Survey, measures the volumeand value of tourism day visitsin Great Britain

VE Brand and Comms TrackerTracks measures relating to England holidays, visitor satisfaction, and VisitEngland marketing campaigns

Other VisitEngland ResearchQuantitative and qualitative consumer and tourism business research on topics relating to the tourism industry in England

England’s seaside is a valuable part of the tourism economy.

£7BNSPENT ON TRIPS TOTHE SEASIDEIN 2012

Source: GBTS and GBDVS

HOLIDAYS TAKENIN SEASIDE DESTINATIONS

14MSEASIDEHOLIDAYSworth£3.5BNSource: GBTS

110MSEASIDEDAY TRIPSworth£3.8BNSource: GBDVS

2009

2008

25%up

25%down

2012

Volume & value of seaside leisure trips in England

TRIPS TAKENIN 2012

Source:GBTS and GBDVSHolidays & short breaks Day trips

Where in England do people go for seaside leisure trips?

12%

13%

11%

3%

7%

9%13%

10%

8%

40%

27%

16%

24%

2%

HOLIDAYS TAKEN BY FAMILIES

Source: GBTS and GBDVS

DAY TRIPS TAKEN BY FAMILIES

34%

Source: GBTS

all trips

42%seaside trips

Who takes trips to the seaside?

allholidays34%

seasideholidays47%

allday trips16%

seasideday trips24%

LESS AFFLUENT THAN THE AVERAGE

C2DE socialgrade take:

comparedto

overall52%

34%

Source: GBTS

CARAVANS/HOLIDAYCAMPS/CAMPING

comparedto

across allholidaytypes

44% 27%

TIME OF YEAR

Seaside holidays are much longer than the average (4+ nights)

Camping and caravanning (including holiday camps) is much more important to our seaside destinations than to other areas.

alltrips66%

seasidetrips76%

What types of holidaysdo they take?

HOTELS/MOTELScomparedto

across allholidaytypes

26% 40%

SELF-CATERINGcomparedto

across allholidaytypes

14% 10%

APRIL - SEPTEMBER

alltrips34%

seasidetrips24%

OCTOBER - MARCH

What do people think of the seaside?

TRADITIONALSEASIDE RESORTnostalgic

ENGLISH COASTLINEgetting awayfrom it all

SEASIDE TOWNSquaintlink to local historymore things to do

Source: other VisitEngland research

BARRIERS FOR BUSINESSESlack of knowledgeespecially among younger groups

Businesses should communicate the breadth

of product offeringand provide basic

geographical information

Satisfaction with the seaside is generally better than other destinations, but particularly in terms of being seen as a low cost destination

Lowest ratings for seaside destinations mainly relate to quality and ease of access

Value for money

66%61%

Not too expensive to get to

60%56%

Accommodation quality

68%68%

Quality of food drink & dining

64%63%

Doesn’t take long to get to

58%57%

38%37%

Availability of deals/discounts

53%58%

Availability of festivals/sport/cultural events

How do visitors rate their experience of the seaside?

S

S

S

S

S

S

S

A

A

A

A

A

A

A

% rating excellent / goodSeaside trips All trips

Source: VE Brand & Comms Tracker

S A

Domestic Leisure Tourism to England’s Seaside