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INFORMATION FOR CANDIDATES
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To be opened on receiptAS GCE APPLIED TRAVEL AND TOURISM
The following stimulus material has been adapted from published sources. It is correct at the time of publication and all statistics are taken directly from the published material.
Document 1
STRATFORD-UPON-AVON VISITOR SURVEY
Stratford-upon-Avon is a very special place. Nationally and internationally it is one of England’s most famous towns. As the birthplace of William Shakespeare it has a cultural and historical identity and is one of the most important tourist destinations in the UK.
The town of Stratford-upon-Avon has a population of less than 25,000. In fact the ratio is staggering – 23,000 residents and an estimated 2.5 million visitors each year.
THE FACTS AND THE FIGURES
Fig 1a. Types of Visitors
dayvisitors34%
touring33%
overnight33%
touring33%
overnight33%
Fig. 1b. Origin of UK Day Visitors
Warwickshire15%
West Midlands27%
Others30%
Gloucestershire3%
London4%
Leicestershire5%
Oxfordshire5%
Hereford &Worcester
11%
As a leisure day trip destination Stratford-upon-Avon draws heavily on local markets. It is also regularly chosen by visitors from areas outside the normal catchment for day trips.
28% of all visitors to Stratford-upon-Avon were from overseas.
USA 43%
Australia 16%
Germany 8%
Canada 5%
New Zealand 3%
Japan 3%
South Africa 3%
France 3%
Ireland 2%
Rest of Asia 2%
Netherlands 2%
Other 10%
100% Fig. 1d. New and Repeat Visitors
60% of all visitors to the town have visited Stratford-upon-Avon before. 16% had made more than one visit over the past year. These figures show the town to be an immensely popular place to visit – often on a regular basis – for its history, its theatre, its shopping and general atmosphere.
Fig. 1e. Demographics
Visitors to Stratford-upon-Avon tend not to have children in their group. A small percentage of visitors are in the age group 0–14 years. However, school groups are not included in the survey.
In socio-economic terms more than 70% of all visitors fall into the ABC1 category.
socio-economic groups
AB47%
C211%
DE17%
AB47%
C125%
C211%
Fig. 1g. Transport
There is an almost total reliance on the private car as the means of transport to Stratford-upon-Avon, with coaches coming second in popularity. Access to Stratford-upon-Avon by rail is limited. There are some interesting statistics which highlight the high proportion of visitors who travel directly to and from Stratford-upon-Avon from their home without staying elsewhere (51%); those who travel to and from the town from an overnight holiday base elsewhere (22%); and those who were ‘en-route’ using different destinations before and after their visit (27%).
The ‘short break’ is the most popular length of stay for overnight visitors to Stratford-upon-Avon with 84% choosing to stay between one and three nights in serviced accommodation. Most visitors book ahead (64%) or en-route (14% – mostly overseas visitors), but 12% found their accommodation on arrival in the town.
length of stay
4+ nights 16%
short break1 – 3 nights
84%
short break1 – 3 nights
84%
Almost two thirds of day and touring visitors stayed in the town for over four hours; approximately one third stayed between one and three hours and 3% stayed for less than one hour.
Fig. 1i. Economic Impact
Estimated spending figures for day visitors show that around £17.27 is spent per person, amounting to £34.02 for the average sized group. This is considerably higher than the known national average of £9.20 per person.
Touring UK visitors spent an average of £21.97 while in Stratford-upon-Avon and overseas touring visitors spent £19.06.
Overnight visitors from the UK spent an average £48.80 per person per night; for those from overseas the figure is slightly less at £47.62. When converted to a rate per trip UK residents spend an average of £126.90 each during their whole stay in Stratford-upon-Avon.
The estimated 2.5 million visitors spend approximately £82 million per annum in the town. It has been previously estimated that 8000 jobs in the District are dependent on tourism.
Fig. 1j. Planning and Activity
Almost 20% of all visitors use the facilities of the Tourist Information Centre once they arrive in the town. It is interesting to note however that 81% did not use any source of information to find out about Stratford-upon-Avon before their visit and 63% did not use or seek information before or during their visit.
19% of all respondents to the Survey came to Stratford-upon-Avon with shopping as their one and only motivation. However, it was an important element for most visitors with 80% involved in this activity. One in ten visitors said that they had come to Stratford-upon-Avon for the theatre, with 12% specifically stating that Shakespeare was their prime reason for visiting the town.
Eating out is seen as an important part of a visit to the town. More than 80% of respondents had either visited or intended to visit one of the town’s pubs, restaurants or cafes. 9% of visitors planned to picnic.
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