35
Visitor Attractions Report Wave 1 – Christmas and New Year period Tourism Business Monitor 2015
Visitor Attractions Report Wave 1 – Christmas and New Year period
Tourism Business Monitor 2015
Background, objectives and research method
Tourism Business Monitor designed to measure, monitor and understand tourism business performance and confidence and the factors which influence them.
Telephone survey conducted five times per year immediately following key tourism periods among:
• c. 500 accommodation establishments (c. 250 serviced / c. 250 non-serviced), including mix by region, establishment size and hotels / guest houses / B&B / self-catering / caravan and campsites.
• c. 300 visitor attractions including mix by region, attraction type, size (measured by annual visitor admissions) and free / paid admission.
Questions on ‘hot topics’ included on a periodic basis.
Fieldwork dates:
Jan 2015: 5-9 Jan 2015, reviewing the Christmas and New Year period 2014
Nov 2014: 3-9 Nov 2014, reviewing mid-September until the end of the October
Sept 2014: 8-14 Sept 2014, reviewing the period from mid-July up until the end of the summer holidays
Jul 2014: 14-20 July 2014, reviewing the period after the Easter holidays up until mid-July
Apr 2014: 24 May - 1 Apr 2014, reviewing the Easter period 2014
Jan 2014: 6-12 January 2014, reviewing the Christmas and New Year period 2013
Nov 2013: 4-10 Nov 2013, reviewing mid-September until the end of October
Sept 2013: 9-14 Sept 2013, reviewing the period from mid-July up until the end of the summer holidays
Jul 2013: 11-19 July 2013, reviewing the period after the Easter holidays up until mid-July
Apr 2013: 15-21 April 2013, reviewing the period from January until the end of the Easter holidays
Jan 2013: 7-13 Jan 2013, reviewing Christmas and New Year period 2012
2
Attractions sample targets (total 300)
3
Region
North (North East, North West, Yorkshire)
84
Midlands (East Midlands, East, Heart of England)
95
South (South East, South West)
105
London 16
Size (visitors p.a)
Over 100k 57
50-100k 35
20-50k 57
Under 20k 151
Type
Historic 54
Museum/gallery 78
Other indoor 57
Other outdoor 111
Admission charge
Free 129
Paid 171
This is the target sample for each wave, reflecting the profile of attractions in England. There are minor
variations wave on wave, which are corrected by weighting the profile if needed.
Key Findings
4
2014 as whole has been a successful year for attractions with over two thirds reporting an increase in visitor
numbers compared with 2013. This increase in visitors was largely driven by the domestic market.
Attractions have fared well during the Christmas and New Year period, with and average 5% increase in
visitor volumes compared with the same period in the previous year This helped to further consolidate
performance in 2014, driving year-on-year visitor numbers up 6% for the year.
Larger attractions and those with an outdoor element (all outdoor or mixed sites) were more likely to report
growth in visitor numbers during both the Christmas period and during 2014 as a whole, reflective of a more
clement winter and better weather across most of 2014.
Healthy visitors numbers led to good levels of satisfaction with business performance. Outdoor and Seaside
attractions report strongest improvements in satisfaction compared with reports for this period last year, again
reflecting the affect of the weather on business.
The positive business performance in 2014 has bolstered confidence for the year ahead. 21% of attractions
expect 2015 to be much better than 2014; this compares with only 14% the previous year.
Attractions are planning to put more investment into their infrastructure, events/ exhibitions, staff and
marketing this year, with less reliance, with less focus on deals and discounts. There is more emphasis on
staff training in particular in 2015.
Business Dashboards
5
43
44
36
48
48
46
50
54
44
47
89
94
90
92
95
51
69
58
67
63
21
12
18
14
13
28
19
24
20
24
Business Performance Dashboard: Attractions
6 Q3/4 & Q6, Q7/8, Q10
Visitor numbers for Christmas and New Year 2014 period compared with same period 2013 (%)
Satisfaction with Performance during period (%)
62 68
15 15
23 18
Jan-15 2014
Visitor numbers (%)
44 44
49 49
8 7
Jan-15 2014
Satisfaction (%)
VISITOR NUMBERS
Down
Same
Up
Versus same period
previous year…
Satisfied with
business performance…
Not at all
Not very
Quite
Very
Under 20k
Over 20k
Indoors
Outdoors
Mixed
SATISFACTION
Under 20k
Over 20k
Indoors
Outdoors
Mixed
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: Christmas and New Year period 2014
25 32 30 36 26 34 35 42 37 45
64 62 62 56
63 64 58
54 55
51
89 94 92 91 89
98 93 97
92 95
Apr 2013 July 2013 Sept 2013 Nov 2013 Jan 2014 Apr 2014 Jul 2014 Sept 2014 Nov 2014 Jan 2015
Business Confidence Dashboard: Attractions
39 49
34 52 51
53 49
58
45 46
92 98
92 97 97
7 Q13
% Very confident % Fairly confident
Less than 20k Over 20k Indoor Outdoor
Jan 2015
Mixed
PERIOD ASKED ABOUT FOR FUTURE BUSINESS CONFIDENCE
Jan 2015: Up until end of Easter
Until early Summer
Until end of school summer holidays
Until end of October
Until end of the year
Until the end of Easter
Until early Summer
Until end of school summer holidays
Until end of October
Until end of the year
Until end of Easter
Visitor Profile
8
Changing Visitor Profile (year-to-date vs. previous year): Attractions
9 Q12
Other domestic visitors
Overseas visitors
26
15
28 37 39
27 32
27 34 37
45
12
26
11 8 5 5 7 5 8 8 4
Jan 13 Apr 13 Jul 13 Sept 13 Nov 13 Jan 14 Apr 14 Jul 14 Sept 14 Nov 14 Jan15
+41
NET: Up - Down
Up Down
39
23
26
45 43 44
36 37
43 43 54
22
35
14 12 11 12 11 10 11 10 11
Jan13 Apr 13 Jul 13 Sept 13 Nov 13 Jan 14 Apr 14 Jul 14 Sept 14 Nov 14 Jan 15
+43
28
17
32 38
43
30 29 35 36 35
31
21
35
13 10 9 14
20
9 15
10 14
Jan 13 Apr 13 Jul 13 Sept 13 Nov 13 Jan 14 Apr 14 Jul 14 Sept 14 Nov 14 Jan 15
+17
Visitors from immediate
locality
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: The whole of 2014
Up Same Down
Changing Visitor Profile (vs. previous year): Attraction type
10
Increase in visitors to attractions in 2014 has been driven by the domestic market.
Smaller and Indoor attractions report the smallest increase in visits from Overseas visitors during 2014.
50
56
55
58
49
34
36
33
34
39
16
7
12
8
13
Under 20k
Over 20k
Indoors
Outdoors
Mixed
Other domestic visitors (2014)
Q12
39
49
49
42
43
52
51
43
56
57
8
8
2
Under 20k
Over 20k
Indoors
Outdoors
Mixed
Visitors from immediate locality (2014)
Domestic visitors
Overseas visitors
24
36
21
40
34
57
54
62
51
52
19
10
18
10
14
Under 20k
Over 20k
Indoors
Outdoors
Mixed
Overseas visitors (2014)
NET: Up - Down
Visitors from immediate
locality
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: The whole of 2014
31
49
41
40
43
34
49
43
50
36
5
26
3
30
20
Up Same Down
Changing Visitor Profile (vs. previous year): Charging
11
Paid attractions in particular have benefitted from an increase in visits from non-local domestic visitors and overseas
visitors during 2014.
61
46
30
42
10
12
Paid
Free
Other domestic visitors (2014)
Q12
44
46
53
50
3
4
Paid
Free
Visitors from immediate locality (2014)
Domestic visitors
Overseas visitors
35
26
53
57
12
17
Paid
Free
Overseas visitors (2014)
NET: Up - Down
41
42
51
34
23
9
Visitors from immediate
locality
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: The whole of 2014
Past Performance
12
Visitor numbers: Year-on-year changes
13
55
62
7
6
15
15
6
1
17
16
Jan 2015
2014 as a
whole
43 35
49 66
55 41
59 52
64 61 62
-34 -47
-29 -23 -26 -31
-18 -21 -22 -18 -23
Up
Slightly up
Exactly same
Slightly down
Down
%
Attractions have fared better during the 2014 Christmas and New year period compared with the same period last year. 2014 as
whole has been a successful year for attractions with over two thirds reporting an increase in visitor numbers compared with
2013.
Q3/4, Q7/8
Jan 2013
Apr 2013
July 2013
Sept 2013
Nov 2013
Jan 2014
Apr 2014
Jul 2014
Sept 2014
Nov 2014
Up
Down
Jan 2015
PERIODS ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan: Christmas and New Year period / Apr: Easter period / Jul: After Easter holidays up until mid-July /Sept: Mid-July up until the end of the
summer holidays / Nov: Mid-September until the end of October
Visitor numbers: Year-on-year changes by attraction type
Larger attractions and those with an outdoor element (all outdoor or mixed sites) were more likely to report
growth in visitor numbers year-on-year during both the Christmas and New Year period and during 2014
as a whole, reflective of better weather for most of 2014, and in particular a more clement winter so far.
14 Q3/4, Q7/8
%
Down
Slightly down
Exactly same
Slightly up
Up
Less than 20k Over 20k Indoor Outdoor Mixed
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: Christmas and New Year period
44 53
62 67
46
54
62
71
59 62
7
8
7 5
12 8
4
2
4 7
21
18 12
13
18 16
14 11
13
17 9 1
4 1
7 2 5
2 6
19 20 15 14 17 20
15 14 18 15
Jan
2015
2014 Jan-15 2014 Jan-15 2014 Jan-15 2014 Jan-15 2014
17
46 54
41
27
62
63
68 76
41 44
62
71
39
50 51
65 59 43 50
68
49
54 55
45
65 67
47
32
53
70
49
37
64
57 64
56
68
Apr
13
Jul
13
Sept
13
Nov
13
Jan
14
Apr
14
Jul
14
Sept
14
Nov
14
Jan
15
37 39
64
52 41
50 41
60
51 51
32
60
68
58
67 61
68 71 69
44
41
55 51
37
52
47
64 58
58
20
56
84
53
35
63 64
64 67
29
53 62
67
58 64
53
64
63 63
Apr
13
Jul
13
Sept
13
Nov
13
Jan
14
Apr
14
Jul
14
Sept
14
Nov
14
Jan
15
Changing business performance: By attraction type & location
15 Q3/4, Q6
Continued strong year on year performance is reflected in satisfaction with business performance. Outdoor and Seaside
attractions report strongest improvements in satisfaction compared with reports for this period last year.
27
38 38
32
47
40 43
37
46
32
46
39
51 49
44
21
36 28
36
48 45
36
22
36
51
32
33
40 34
53
42
48
25
47
45 47
48
Apr
13
Jul
13
Sept
13
Nov
13
Jan
14
Apr
14
Jul
14
Sept
14
Nov
14
Jan
15
% Visitors up on last year
ATTRACTION TYPE
LOCATION
% Very Satisfied
% Visitors up on last year % Very Satisfied
Less than 20k
Over 20k
Indoor
Mixed
Outdoor
20 25 15
39 38 36
45
22
36
41
40
32 33
42
43
48
39
15
33
26 24
36 34 48 45
43
26 32
50
34
28
48
32
52
44 46
Apr
13
Jul
13
Sept
13
Nov
13
Jan
14
Apr
14
Jul
14
Sept
14
Nov
14
Jan
15
Seaside
Large town
or city
Small town
Countryside /
village
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: Christmas and New Year period
46 53
63 61
46
62 66 71
64 62
30
48
67
54
39
58
47
62 61 62
Apr
13
Jul
13
Sept
13
Nov
13
Jan
14
Apr
14
Jul
14
Sept
14
Nov
14
Jan
15
34
54 66
53
39
53 47
65
60 60
35
47
66 57
43
63 55 64 63 64
Apr
13
Jul
13
Sept
13
Nov
13
Jan
14
Apr
14
Jul
14
Sept
14
Nov
14
Jan
15
Changing business performance: By admission charge and VAQAS
16 Q3/4, Q6
Performance for the latest period remains strong, regardless of admission type or VAQAS membership and satisfaction levels
are higher across the board than they were at this time last year. Paid attractions and those who are not members of VAQAS
report particularly strong improvements for satisfaction with business performance compared to reports for this period last year.
18
35
47
37 36
38 33
55 50 48
26
30
38 33
21
45
37
44 40 40
Apr
13
Jul
13
Sept
13
Nov
13
Jan
14
Apr
14
Jul
14
Sept
14
Nov
14
Jan
15
% Visitors up on last year
ADMISSION
VAQAS
% Very Satisfied
% Visitors up on last year % Very Satisfied
Free
Paid
24 29
47
35 36
45
36
41
48 44
22
33 40
35 27
41 35
51
43 43
Apr
13
Jul
13
Sept
13
Nov
13
Jan
14
Apr
14
Jul
14
Sept
14
Nov
14
Jan
15
VAQAS
Members
VAQAS Non-
members
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: Christmas and New Year period
13 13
21 27
11
14 4
1
1
3
2
-10 -6
-5 -8
-1 -1 -1 -1 -2
Visitor Numbers: Year-on-year changes (%)
17
Attractions have fared well during the Christmas and New Year period, with and average 5% increase in visitor volumes. This consolidates an already positive year, with 2014 visitor number up around 6% for the year.
5%
Q5, 9
Average % change
In visitor numbers
Jan 2015
%
6%
2014 Increase …
Over 50%
31-50%
21-30%
11-20%
5-10%
Less than 5%
Decrease …
Less than 5%
5-10%
11-20%
21-30%
31-50%
Over 50%
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: Christmas and New Year period
8 10 13
27 13 7
-15 -8 -8
17 16
27 27
11 19 6
-6 -5 -7 -8
16 12
12 26 13
15 3
-9 -6 -6 -12
8 14
34 25
13 8 7
-14 -12 15 15
20 30
18 15
-7 -2 -7 -9
Visitor numbers: Degree of year-on-year changes by attraction type
18
All attraction types report increases in visitor numbers in 2014, with mixed indoor and outdoor attractions reporting the
largest average percentage increase.
Q5, 9
Jan
2015
2014
5% 5%
Less than 20k
Jan
2015
2014
4% 7%
Over 20k
Jan
2015
2014
4% 6%
Indoor
Jan
2015
2014
4% 9%
Mixed
Average %
change
Decrease …
Less than 5%
5-10%
11-20%
21-30%
31-50%
Over 50%
Increase …
Over 50%
31-50%
21-30%
11-20%
5-10%
Less than 5%
Jan
2015
2014
5% 4%
Outdoor
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2015: Christmas and New Year period
Positive verbatim comments on business performance: Attractions
19
“ “
We have done Christmas theme days and attended more Christmas
markets to attract locals doing their Christmas shopping. Better
advertising and use of social media in general.
We opened our tea rooms on boxing day and new years day and did a
few events that attracted more visitors beyond what we normally do.
We are winning football matches, so everybody is happy!
Having a gift shop has helped us as it’s brought in more revenue.
We had an exhibition that was very popular.
Shopping fluency as people were looking for gifts.
Weakening of the Euro because we get lots of European tourists.
There wouldn’t be anyone wanting to visit us during this period and no
volunteers to run the site. Plus it’s an unheated building.
It’s been cold and wet, which has affected admissions.
Refurbishment work that we’ve been doing has had a negative impact,
but we hope things will turn around once it’s finished next year.
Negative verbatim comments on business performance: Attractions
20
“ “
Case Studies
21
Free, outdoor attraction with 20-50k
visitors a year
Increase in visitors for the recent period of
21-30%
Shaun Norris of Lackford Lakes told us “we used to
joke that we were Suffolk’s best kept secret, but we
wanted to get the word out so that more people could
enjoy Lackford Lakes. So last year we increased our
publicity through social media and the press, which
worked really well for us.”
The nature reserve has expanded its social media
presence to include Twitter and a blog as well as
Facebook, and has attracted 350 Twitter followers
since launching this 4-5 months ago. It also has
secured a monthly feature in the local newspaper.
It uses these channels to tell stories about changes
in wildlife at the Lakes, which serves to prompt visits
to the site. Further engaging visitors by asking them
to share their own photos has also worked well for
them.
In addition, a seasonal monthly theme, launched
with a ‘wildlife weekend’ helps to keep their offer
fresh and encourage repeat visitors.
LACKFORD LAKES (Suffolk)
Future Performance
22
30
17
24
27 17
39
40
45
24
49
28 27 36
28
38
29
36 41
47
38 43
26
31
20
33 40
29 34
42 43 42
29
23 23
37
30 35 25
31 26
39 37
51
Jan 13 Apr 13 July 13 Sept 13 Nov 13 Jan 14 Apr 14 Jul 14 Sept 14 Nov 14 Jan 15
27 29 30 31 29
33 31
43
37 39
28
23
35
30
33
24
35 38
42 38
49
24
31
30 32
31
31
44
34
27
22
36 35 36
26
34 36
38
26
52
29
19
28
22 26
17
33
44
41
51
Jan 13 Apr 13 July 13 Sept 13 Nov 13 Jan 14 Apr 14 Jul 14 Sept 14 Nov 14 Jan 15
Confidence for forthcoming period: Attractions
23
Outdoor attractions feel far more confident following the Christmas period , reflecting their strong recent performance. Small
town and indoor attractions are more cautious, reflective of a slightly less buoyant 2014 for these type of attractions.
Q13
BY TYPE: For period up until the end Easter
BY LOCATION: For period up until the end of Easter
% Very confident
% Very confident
Less than 20k
Over 20k
Indoor
Outdoor
*CAUTION: SMALL
BASE SIZES
Mixed
Seaside*
Large town
or city
Small town
Countryside /
village
Positive verbatim comments on business confidence: Attractions
24
We run school holiday programmes and that has brought in visitors in the past.
The skeleton of Richard III is not far from us, so we may get some of their
visitors.
Factors such as the economy looking good and people staying in the UK for
their holidays.
We’ve got the marketing in place and it seems to be working. The number of
tourists is increasing.
I have lots of advanced ticket sales.
English Heritage is becoming a charitable organisation and I feel the site will
benefit from this.
“ “
Q18
Business optimism for 2015: Attractions
%
14 12
23 23 14 17 15 19 20 21
43 45
40 41
48 46 46 48 45 47
34 33 28 27 33 32
30 24 24
28
8 10 7 7 4 5 7 6 8
2 1 1 2 2 1 1 2 2 1
Apr2013
Jul2013
Sept2013
Nov2013
Jan2014
Apr2014
Jul2014
Sept2014
Nov2014
Jan2015
Much worse than last year
A little worse than last year
The same as last year
A little better than last year
Much better than last year
A strong performance during 2014 has meant business optimism for 2015 as a whole is positive. 21% of attractions expect
business performance in the year ahead to be ‘much better than last year (2014)’, this compares to only14% this time last year.
25 Q15
Positive verbatim comments on business optimism: Attractions
26
We have recently moved, enlarged and expanded. The moving and expansion
is paying dividends.
Better programming and better artists who are available to perform.
We have an anniversary coming up so we looking to get a lot of overseas
visitors during that period.
We’re doing more social media, events and marketing.
We are growing year by year and we are going to put on our exhibition of World
War 1.
We’ve noticed that people are spending a bit more money again.
We do a lot of tours and lots of people come to the bed and breakfast and then
they come to the tours.
Price of petrol has come down.
“ “
Q15b
Planned business changes
27
Planned business changes in the coming year: Attractions
28 Q18a
24 25 37
71 70
59
2 1 1
2013 2014 2015
Attractions are planning to put more investment into their infrastructure, events/ exhibitions, staff and marketing this year, with
less reliance, with less focus on deals and discounts. There is more emphasis on staff training in particular in 2015.
41 44 40
46 47 52
7 3 3
2013 2014 2015
32 33 33
57 59 60
8 4 2
2013 2014 2015
36 44 45
54 50 50
5 2 2
2013 2014 2015
Staff
training
Investment in
facilities/fittings
Marketing
investment
Special events
and exhibitions
19 11 12
69 78 79
3 3 2
2013 2014 2015
Deals and
discounts
Decrease No change Increase Don’t know
Planned business changes in the coming year: Staff training
Staff training is increasing across the board, but in particular at seaside attractions and in cities.
Increase
Decrease
33 40 33 37 43
-2 -1 -1 -1
50 43
32 34
-2 -1
40 32
-1 -1
39 36
-3
Paid Free VAQAS
Member
VAQAS
Non-member
Less
than
20k
Over
20k
Indoor Outdoor Seaside Large
town/
city
Small
town
Countryside
/village
Mixed
Q18a
Planned business changes in the coming year: Investment in facilities/fittings
30 Q18a
Sites with an outdoor element, in particular those located in coastal regions, are more likely to be investing in facilities and
fittings in 2015.
37 43 31
45 47
-2 -3 -3 -2 -3
52 38 34
41
-4 -3 -3
40 39
-3 -3
45 38
-2 -3
Paid Free VAQAS
Member
VAQAS
Non-member
Less
than
20k
Over
20k
Indoor Outdoor Seaside Large
town/
city
Small
town
Countryside
/village
Mixed
Increase
Decrease
Planned business changes in the coming year: Marketing investment
31 Q18a
Seaside attractions are also the most likely to be planning marketing investment.
27 39
30 33 37
-2 -3 -2 -2 -4
43 37 33 30
-1 -5 -2
36 29
-2 -2
30 34
-3 -2
Paid Free VAQAS
Member
VAQAS
Non-member
Less
than
20k
Over
20k
Indoor Outdoor Seaside Large
town/
city
Small
town
Countryside
/village
Mixed
Increase
Decrease
Planned business changes in the coming year: Discounts and deals for your business
32 Q18a
There is little intended change in use of deals or discounts.
9 15 13 13 9 -2 -2 -1 -2 -3
15 16 16 8
-1 -2 -3
13 10 -2 -3
17 11 -2 -2
Paid Free VAQAS
Member
VAQAS
Non-member
Less
than
20k
Over
20k
Indoor Outdoor Seaside Large
town/
city
Small
town
Countryside
/village
Mixed
Increase
Decrease
Planned business changes in the coming year: Special events and exhibitions
33 Q18a
Attractions have recognised the value of events/ exhibitions and we see strong increased intention to put on events/
exhibitions in 2015..
44 46 43 41 52
-5 -4 -1 -1
62 47 47
40
-2 -1 -3
42 49
-2 -2
41 46
-6 -1
Paid Free VAQAS
Member
VAQAS
Non-member
Less
than
20k
Over
20k
Indoor Outdoor Seaside Large
town/
city
Small
town
Countryside
/village
Mixed
Increase
Decrease
Performance and confidence snapshot: January 2015
35
Visitor Numbers
(January)
Confidence (End of Easter)
Up Same Down Very Very / fairly
TOTAL (%) 62 15 23 45 95
Visitor numbers per annum (%)
Less than 20k 51 21 28 39 92
20k or over 69 12 19 49 98
20k-50k 62 24 14 45 97
50k-100k 65 9 26 48 96
Over 100k 77 3 21 54 100
Type (%)
Indoor 58 18 24 34 92
Outdoor 67 14 20 52 97
Mixed 63 13 24 51 97
Charge(%) Paid 64 18 18 42 95
Free 60 12 27 48 95
VAQAS(%)
Yes 62 11 27 44 96
No 62 16 21 45 95
Location (%)
Seaside 76 7 16 49 96
Large town / city 59 17 25 43 97
Small town 47 14 39 29 89
Rural 68 16 16 51 97
