Water based Activity Tourism

Malcolm Bell

DirectorSouth West Tourism

Changing demands of our visitors and ourselves

Consumer's changing characteristics and needs

• Wealthier ( for now)

• Healthier

• Older and more active

• Multiple holiday taking

• Short breaks as a survival tool

• Increasingly “experience driven” breaks

• Changing lifestyles

Buying ‘experiences’

% Agreeing56 54

51 49 46 4538

32

0

10

20

30

40

50

60

France Spain Poland Italy US UK Germany Japan

Source: Henley Centre, HenleyWorld 2003

I would rather spend money on experiences/doing things than buying material goods

Domestic Visitor Segmentation &

Satisfaction

Findings

South West

• Priorities– A9 – Standards of service

– A21 – Quality restaurants and dining

– A23 – Availability of tourism information

• Hidden Opportunities

– A6 – Choice of self-catering accommodation

– A14 – Range & availability of local produce, arts and crafts and souvenirs

– A17 – Range of water based activities, e.g. sailing, surfing, swimming

– A7 – Choice of camping and caravanning facilities

Hygienics Motivators

SaversHidden

Opportunities

A1A2

A3A4

A5

A6

A7

A8A9

A10

A11

A12

A13

A14

A15

A16

A17

A18

A19

A20

A21

A22

A23

A24

A25

A26

A27

A28

A29

A30

A31

A32

A33

A34

A35

Real Importance highlow

Cla

imed

Im

port

an

ce

hig

hlo

w

How to capture and delight the activity markets:

“Pure”

“Casual” “Accidental”“Spectators”

“Casual”

“Pure”

“Accidental”

“Spectators”

Pure – Often lowest tourist spenders

• Long term passionate participants

• Know the activity knows most of the locations

• Is involved and uses the expert networks – through club news, internet forum etc

• Do not spend that much on other activities or even accommodation and food and drink

• How to attract them :» Use specialist media – comms routes» Specialist PR» Special events and competitions

• Product Development:» Competition venues» Unique highly demanding locations» New and innovative offering

Casual – medium/high tourist spenders

• Often lapsed or pick n mix guys

• Needs good information on where they can play

• Receives information through conventional channels – local newspapers, leaflets, generic information web sites such as tourism information providers

• Have mixed leisure activities but concerned about being active and wanting to be more fit

• How to attract them :» Use normal media – comms routes» Local radio and TV stories – fun » Fun events, family fun time

•Product Development:» Easy start, fun activities» Close to holiday spots, cities & towns

Accidentals – supplementary tourist spenders

• No planning – often completely lapsed

• Knows nothing about where and how- impulse

• High profile marketing and point of sale promo, poster, signage etc

• Can be tempted to spend on activity and extras

• How to attract them :» Use in your face promotion, leaflets etc» Road signs» Fun adverts in tourism day visitor

publications

• Product Development:» hire» Gentle but fun beaches/locations» Mixed with other attractions, multi use

venue

Malcolm Bell

mbell@swtourism.org.uk

Malcolm.Bell@visitcornwall.com

“Pure” “Casual”

“Accidental”“Spectators”