Report on opportunities in Countryside Tourism

England’s Countryside: What are the opportunities?

Introduction

This report seeks to assist rural tourism businesses and destinations to identify and exploit opportunities to grow their businesses and markets.

It consolidates insights from the extensive range of primary research that VisitEngland conducts into a single report, designed explicitly for organisations with a countryside tourism focus. The principal sources of VisitEngland research drawn upon within the report include:

• Great Britain Tourism Survey (GBTS)

• Day Visits Survey

• Annual Visitor Attractions Survey

• Tourism Business Monitor

• England Occupancy Survey

• Staycation Research

• Destination Brand, Communications and Satisfaction Tracker

• Digital Landscape Research

2

Volume and Value of Countryside Tourism 2012

Domestic Overnight (all trips)

Domestic Overnight (holiday trips)

Tourism Day Trips

% of all trips

% of all trips

% of all trips

Trips (millions)

19 18 10 22 164 11

Nights (millions)

59 19 36 23 n/a n/a

Spend (£ millions)

3,277 17 2,361 21 7,939 16

Source: GB Tourism Survey and GB Day Visits Survey

Countryside: What makes it different from other holiday destinations?

Summary: What makes countryside different from other holiday destinations? / 1

Overnight Domestic Trips

Trips to the countryside made up 22% (10.1 million) of the 46.0m overnight domestic holiday trips taken in 2012

Almost three quarters of overnight stays at countryside destinations take place in spring and summer (Apr-Sep).

There is a broad mix of domestic holiday countryside destinations, though North and South are more popular than the Midlands.

Non-serviced accommodation is a popular choice for domestic trips to rural destinations, with 49% of visitors staying at camping/ caravanning sites or other self-catering accommodation (vs. 37% of all trips).

Countryside trips including overnight stays are more likely than other trips to:

• Be made by higher social grades (71% made by ABC1s vs. 66% of all trips)

• Be made by car (89% vs. 78% of all trips)

Typically at least a quarter of overnight holiday visitors to rural destinations come from within that same region. This is highest in the North West (40%).

Summary: What makes countryside different from other holiday destinations? / 2

Tourism Day Trips

Day trips to the countryside follow the profile of all day trip takers in terms of social grade, children in party and time spend at the destination. However, the distance travelled on a day trip to rural destinations is slightly higher than the average distance travelled for day trips.

The main activity on rural day trips is to visit friends or family (26% of rural day trips). Outdoor leisure activities (16% vs. 7% of all day trips) are also popular.

Day trips to the countryside are more likely in the South (33% vs. 28% of all trips are to the South East or South West) and East (24% vs. 17% of all trips are to the East of England or East Midlands).

Around 70-80% of tourism day trippers come from within the region they are visiting. This is highest in Yorkshire & Humberside and the North West (85%).

22%

countryside

(10.1m)

Trips to the countryside made up 22% of the 46.0m

overnight domestic holiday trips taken in 2012

21

20

13

12

11

10

8

6

1

24

16

11

14

9

8

6

4

9

Broad mix of domestic holiday countryside

destinations, though North and Midlands are more

popular than South

SW

NW

Y&H

SE

East

East Mids

West Mids

NE

London

33

24

16

13

10

27

40

10

9

12

Holiday camp /

camping /

caravanning

Hotel / motel

Self-catering

Other serviced

accommodation

Friends / relatives

33% of all domestic countryside holidays which involve

an overnight stay include camping / caravanning sites

Almost three quarters of overnight stays at

countryside destinations take place in spring and

summer (Apr-Sep), although there are still notable

off-peak trips

12

29

42

17 14

28

38

20

Jan-Mar Apr-Jun Jul-Sep Oct-Dec

Overnight Domestic Holiday Trips

Countryside trips % All trips % Source: GB Tourism Survey

1 in 3 countryside trips including overnight stays

have children in the party

The length of stay at destinations tends to be longer

for countryside trips than trips to other destinations

Countryside holiday trips are predominantly made by

car

Countryside trips are more likely than other trips to be

made by those from higher social grades

39

32

17

12

36

30

19

15

AB

C1

C2

DE

89

4

1

5

78

12

3

7

13

36

30

19 18

35

26

17

1 2-3 4-7 8+

Number of nights away

33% 34%

67% 66%

Countryside

trips

All trips

With children

No children

Car

Train

Organised coach

Other

Source: GB Tourism Survey

Overnight Domestic Holiday Trips (Cont’d)

Countryside trips % All trips %

The social grade of visitors making day trips to the

countryside is in line with the profile of all day trip

takers

Time spent at countryside destinations is in line with

the average for all day trips

30

29

21

20

29

30

21

20

AB

C1

C2

DE

With children

39

24

12

25

38

24

12

26

46

25

20

8

50

21

19

10

3-4 hours

4-5 hours

5-6 hours

6+ hours

Source: GB Day Visits Survey

17 16

83 84

Countryside

trips All

trips

No children


Up to 20 miles

21-60 miles

Over 60 miles

Don’t know

17% of rural day trips have children in the party – in

line with the average day trip party composition

TOURISM DAY TRIPS to rural areas are more in line with the day trip average

The distance travelled on a day trip to rural

destinations is slightly higher than the average

distance travelled for day trips

20

13

12

12

12

12

10

6

4

17

11

8

10

12

9

9

5

22

SE

SW

E. Midlands

Y&H

NW

East

W. Midlands

NE

London

A third of all tourism day trips to the countryside are

to destinations in the SE and SW

26

16

11

8

8

6

4

4

3

25

7

10

5

6

9

3

3

3

Visit friends / family

Outdoor leisure activity e.g.

walking, cycling, golf

Went for a meal

Visitor attraction

General day out/ explore

Night out

Special personal event

e.g. wedding

Other leisure activities e.g.

hobbies, evening classes

Special public event

Outdoor leisure activities and visitor attractions are

more likely to feature in day trips to rural destinations

Main activity

Source: GB Day Visits Survey

Tourism Day Trips (Contd.)


As a rural destination, where do my overnight visitors come from?

Where 2012 visitors come from … (%)

Region visited

NE NW Y&H East Mids

West Mids

East SE SW

NE 36 9 17 3 2 2 1 2

NW 11 40 12 9 9 6 4 5

Y&H 29 14 32 18 5 8 4 5

East Mids

5 8 13 24 14 8 7 6

West Mids

3 7 4 9 25 6 4 8

East 2 6 4 13 7 34 13 9

London 7 5 8 5 13 15 22 14

SE 2 9 6 10 11 16 35 20

SW 5 2 5 9 12 6 10 31

As a rural destination, where do my day trip visitors come from?

Where 2012 visitors come from… (%)

Region visited

NE NW Y&H East Mids

West Mids

East SE SW

NE 74 3 3 1 - 1 - -

NW 7 85 4 5 4 1 1 1

Y&H 4 3 85 5 1 2 - 1

East Mids 1 1 4 72 5 6 1 4

West Mids

5 2 - 4 80 1 - 4

East 4 2 1 5 - 77 5 3

London 2 3 1 5 3 9 16 4

SE 3 2 1 2 5 4 74 11

SW 1 - - 1 1 - 3 72

Source: GB Day Visits Survey Source: GB Tourism Survey

Countryside: what are the emerging trends in overnight holiday trips?

Summary: What are the emerging trends in overnight holiday trips?

Overnight trips to the countryside have remained relatively steady over the last few years and are higher post recession.

Online booking of countryside trips is rising in line with trips overall, although is slightly behind the online booking curve (with only 43% of bookings made online vs. 47% of all trips).

Representation of social grades has remained fairly consistent over the last few years, with more ABC1s visiting the countryside than lower social grades.

Overnight countryside trips remain slightly longer than the average domestic holiday, but trips have shortened over the last few years, with 49% of trips now being for three nights or less.

40.4 41.3 39.8

47.0 43.5

46.2 46.0

8.9 9.8 8.9 10.9 10 10.8 10.1

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011 2012

Overnight holidays to the countryside have remained relatively steady over the last few years and are higher post recession, on average 12% higher in 2009-2012 than in 2006-2008

25 29

31 35

39 42

47

26 30

31 33 36

41 43

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011 2012

All trips Countryside trips

Online booking of countryside trips is rising in line with trips overall, although has fallen slightly behind the online booking curve

No. of overnight holidays (millions)


% of overnight holidays booked online

39 37 37 39 41 40 39

30 32 32 32 29

31 32

19 19 17 16 19 19

17

13 13 14 13 12 10 12

0

10

20

30

40

50

2006 2007 2008 2009 2010 2011 2012

Countryside Holidays (%)

AB C1 C2 DE

32 32 33 33 36 36 36

30 31 32 32 30 31 30

20 20 18 18 19 19 19

18 17 17 17 15 14 15

0

10

20

30

40

50

2006 2007 2008 2009 2010 2011 2012

All Holidays (%)

Overnight countryside trips are more likely than other trips to be made by ABC1s. Representation of social grades for rural holidays has remained fairly consistent over the last few years.


Overnight countryside trips remain slightly longer than the average domestic holiday

62 59 59 58 59 60 60

38 41 41 42 41 40 40

6 8 7 9 7 7 7

0

20

40

60

2006 2007 2008 2009 2010 2011 2012

Countryside Holidays (%)

1-3 nights 4-7 nights 8+ nights


63 62 63 63 64 65 66

37 38 37 37 36 35 34

6 6 6 5 5 5 5

0

20

40

60

2006 2007 2008 2009 2010 2011 2012

All Holidays (%)

What are the attitudes of the public and businesses?

Summary: What are the attitudes of the public and businesses?

The public tend to divide rural destinations into three distinct themes:

• Dramatic Countryside

• Market towns & surrounding area

• Rural Countryside

All of these themes have appeal, but there are some barriers to be overcome: knowledge is limited and there are concerns about there not being enough to do. Access to the countryside is another potential barrier for those needing/ wanting to use public transport.

However, countryside destinations are regarded as safe, welcoming and comfortable – key strengths compared with other types of holiday. This makes countryside destinations relaxing breaks, and ‘relaxing’ is the activity that is most frequently mentioned. Walking and visiting parks/ gardens are also enjoyed by visitors.

Rural attractions are investing in their offer, but to a less extent than other destination types. However, they are becoming increasingly savvy in the digital age and are embracing social media, with 53% now on Facebook and 43% on Twitter.

Rural attractions offer a range of facilities/ services – in particular retail shops, catering and member schemes, consistent with attractions at other types of destination. In addition, rural attractions are more likely to put on public events than other attraction types (65% vs. 56% of all attractions).

Within countryside visitor attractions, there has been an increase in unpaid volunteers. It will be important to train and motivate these staff to maintain the high standards expected by visitors.

The public tend to divide rural destinations into three themes

“Quaint, picture postcard”

Positive views…

Market towns &

surrounding area

“Almost iconic”

• Hills and lakes

• E.g. Lake District, Peak District,

inland Cornwall, Yorkshire Dales

• Sense of being away from modern

life and escaping from the crowds

• Dramatic scenery

• Don’t always have a strong visual

image…

• …or even know where they are

Dramatic Countryside

“Not too remote”

• Countryside with history & heritage

• E.g. Matlock, Bath

• Rolling landscape and

picturesque villages

• E.g. Cotswolds

…but knowledge limited

Opportunity to add depth to

people’s images of these places

and promote other options

Appeals to empty nesters

Talk about day trips to towns and

attractions as part of a trip to the

country

Rural Countryside

Strong appeal initially…

…but what is there to do?

Reinforce quality time with travel

party and simple pleasures in life

(e.g. walks, board games)

• Best of both worlds – town and

country

• Provides access to shops, museums,

architecture, stately homes etc.

• Imagine staying in cottages, farm

houses or manor houses

• Relaxing

• Little to do for more than a couple of

days

29

30

30

40

41

37


This makes countryside destinations relaxing breaks… walking and visiting parks/ gardens are also enjoyed by visitors

Activities on overnight holiday stays at countryside destinations

Just relax 3.1m

Sightseeing on foot 2.9m

Short walk 2.8m

Long walk 2.6m

Sightseeing by car 2.0m

Visit a country park 1.4m

Activities on tourism day trips to countryside destinations (millions of trips)

Go for a meal 81m

Go for a long walk 55m

Go for a drink 45m

Just relax 29m

Short walk 26m

Sightseeing on foot 20m

Visit a garden 15m

Sightseeing by car 15m

Picnic/ BBQ 15m

76

77

73

72

62

67

70

68

68

57


Countryside destinations are regarded as safe, welcoming and comfortable – key strengths compared with other types of holiday/ break

…% rating excellent / good

Source: VE Brand, Communications and Satisfaction Tracker Source: GB Tourism Survey / GB Day Visits Survey

…% rating excellent / good

Potential barriers to visiting countryside destinations centre around (lack of) ease of access

Clean and tidy

environment

A place where I feel

safe and secure

Welcoming and

friendly people

Quality of

accommodation

Opportunities to eat/

drink local produce

Easy to get to by

public transport

Ease of getting around

by public transport

Availability of festivals,

music, sporting &

cultural events

Rural businesses are investing, but to a lesser extent than other destination types

Should businesses be investing in staff more?

33

22

15

7

40

22

17

9

Countrysideaccommodation

Allaccommodation

Facilities / fittings

Marketing

Discounts and deals

Staff training

Website

Retail shop

Member scheme

Public events

Café / restaurant

Venue hire

Corporate events

80

66

54

65

56

33

19

79

68

57

56

51

38

25

Countrysideattractions

All attractions

Countryside attractions are more likely to put on public

events than other attraction types.

FT permanent

FT seasonal

PT permanent

PT seasonal

Unpaid volunteers

7

5

8

9

24

7

5

8

8

25

As the number of unpaid volunteers increase, we must

remember to train and motivate these staff.

% down

Countryside visitor attractions offering… (2012 %)

8

3

5

5

5

10

3

8

5

5

Countryside accommodation businesses

intending to increase investment in 2013 (%)

Countryside visitor attraction change in

employees (2011-2012)

Source: Survey of Visits to Visitor Attractions

Source: Tourism Business Monitor Source: Survey of Visits to Visitor Attractions

% up

Rural attractions are embracing social media, in particular Facebook and Twitter, though to a lesser extent than other attractions

53% are on Facebook

43% are on Twitter

25% have e-newsletters

14% operate online blogs

9% have a mobile-optimised website

7% have mobile apps

Rural Visitor Attractions (2012)

All Visitor Attractions (2012)

Source: Survey of Visits to Visitor Attractions

55% are on Facebook

45% are on Twitter

29% have e-newsletters

16% operate online blogs

10% have a mobile-optimised website

7% have mobile apps

What are the trends affecting us all?

Summary: What are the trends affecting us all?

Staycations look set to stay for the foreseeable future, with Empty Nesters leading trip growth

The 2012 Olympics, Paralympics and Diamond Jubilee events have further strengthened the appetite for holidaying in the UK

Day trips from home remain an important opportunity with the notable recent decline in holiday trips abroad and an increasing societal shift towards ‘all things local’.

The economy continues to impact upon us all, and as a result free attractions are proving popular. However, there are some signs of improved consumer confidence and indications of an increasing willingness of banks to lend

Overall, charging attractions saw a drop in visitor numbers in 2012, but were able to maintain revenue through price increases

There is strong evidence that businesses with the ability and confidence to invest in these tough times are reaping rewards

Exploiting the digital revolution is key to the success of tourism businesses:

• Provision of online booking facilities is rising rapidly

• Seeking information via mobile devices is now the norm, both at home and ‘on the hoof’

• Google is very often the first port of call

There are some societal shifts taking place in the background:

• An ageing population , but which is staying active longer

• Emerging traveller parties: extended families and singles travel

• Generation Y travellers who expect personal, tailored experience and who book late

Staycations look set to stay for the foreseeable future

Day trips from home are a major segment of the market

Overnight stays in England remain at the high levels observed in 2009…

Older age groups lead growth in trips

Average annual % change 2007-12

ALL HOLIDAYS +2.6%

Pre-nesters +2.1%

Families +2.4%

Older independents +3.2%

Empty nesters +3.0% The 2012 Olympics, Paralympics and Diamond Jubilee have increased appetite for holidaying in the UK: by instilling pride in our country and highlighting the diversity of destinations.

One in five Brits say the events of 2012 make them more likely to take holidays in England in future.

“I think it has lifted the spirits of the domestic market and makes them want to do more things”

But you cannot assume that people know where your destination is or how long it takes to reach you: geographical awareness is often limited

2011

1,306m

2012

1,467m

Tourism Day

Trips

There is an opportunity to attract the local market, especially with high petrol prices and increasing pride in all things local.

… perhaps not surprising given the sharp decline in visits abroad by GB residents since 2008.

35%

33%

28%

37%

40%

39%

33%

44%

42%

41%

32%

42%

44%

39%

35%

44%

46%

41%

33%

48%

12%

21%

26%

15%

13%

24%

29%

16%

13%

23%

28%

16%

13%

24%

28%

16%

12%

22%

29%

15%

52%

46%

46%

48%

47%

37%

38%

40%

45%

36%

40%

42%

43%

37%

37%

40%

42%

38%

39%

37%

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

GB Outbound GB Domestic 4+ nt trips GB Domestic Hols - 1-3 nt trips

Free attractions are proving popular during the recession, but price increases have enabled charging attractions to maintain revenue

Two important benchmarks for visitor

attractions:

Adult admission charges increased by

average of +4% in 2012

However, gross revenue only increased by

average of +1% in 2012:

• +3% amongst free attractions

• No change for paid attractions

Similar to recent years

• 5% in 2011

• 5% in 2010

• 4% in 2009

This decline in revenue is explained by a

drop in visitor numbers in 2012.

Source: Visits to visitor attractions survey

Lower than in recent years

• 5% in 2011

• 5% in 2010

• 8% in 2009

8

2 1

-*

3 3 2

5

3 3

-1

Annual % change in visits

’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ‘12

This was driven by attractions charging for

admission, where there was a 3% decline in

visits, contrasting to a 2% increase

amongst sites with free entry.

The economy continues to impact on us all, although signs of improved confidence.

Those investing in tough times are reaping rewards, exploiting the opportunity to build loyalty

The Banking Taskforce’s on-going SME Finance Monitor reports:

9% of SME’s in Q4 2012 reported making applications for new/renewed loan or overdraft

facilities in past year

71% of all applications successful (49% for first timers)

43% of prospective applicants are now confident that their bank would agree to a request, up from 33% in Q3 2012.

Only half of SMEs aware of initiatives such as Funding for Lending and the National Loan Guarantee Scheme.

Attractions increasing marketing spend have recently seen stronger growth in visits and revenue:

Our Tourism Business Monitor is full of anecdotal evidence of businesses which have seen the benefits of investing in facilities, products and staff.

Case Study: Bodmin Jail

Our business really is exactly what it says on the tin – we’re an all-weather, family friendly

day out.

Although we’ve benefitted from the wet weather recently, as people can come and spend the

day here out of the rain, we’re constantly evolving and improving our current offer, which

helps us drive repeat visits. For example, this winter we are excavating the lower levels of

the jail, which all helps keep our business fresh and means there are always new things for

visitors to see.

We have developed additional revenue streams, such as our function suite, which does a

good business in weddings, birthdays and other events, in addition to our paranormal work.

We support everything through a concentrated marketing campaign via newspapers,

leaflets, websites, and tap into local groups, such as rotary groups and Freemasons.

5-10% increase in visitor numbers in 2012 year to date compared the same

period in 2011.

Marketing spend in 2012

2011 / 12 change in… Up Down

Total visitor admissions +3% -1%

Local visits +6% -14%

Overseas visits +8% +11%

Gross revenue +5% -6%

61

6967

7072

74

6461

58

63

75

70

60

6664656665

6059

5355

5958596160

5754

4947

5452

40

4643

40

49

5657

6362

55

65

Sep-13Feb-13Sep-12Feb-12Sep-11Mar-11Sep-10Feb-10Oct-09Jun-09Feb-09Oct-08

Very concernedabout it

Concernedabout jobsecurityWorried aboutmaking endsmeetUK one of mostaffected

Q1. To what extent do you personally agree or disagree with the following statements about the economic downturn or credit crunch? Base: All respondents (1000+) Differences of c 5% are significant

Level of agreement with each statement% ‘Strongly agree’/ ‘Slightly agree’ with each statement

How can tourism businesses exploit digital revolution?

People are constantly sharing their thoughts and images of your business or destination with others on social networking and online review sites. Are you proactively portraying yourself well on digital channels – your website, social media? Are you dealing with dissatisfied visitors effectively?

Holiday inspiration is now continual, year round.

Mobile has become massive

• In 2009 many suggested “one day we will use our phones when we are on trips to source info.” By 2012 this has become a truth across many lifestages. Now regularly used for maps / directions, opening times / ticket prices, Plan B’s / alternatives, local restaurants / bars / entertainment

• Indeed, for pre-families this can be THE source of info, through Apps e.g. Around Me, Taste Card

Google is usually the first port of call

• Either a very general search on the first visit e.g. mood, general location, day trip

• Or to find very specific type of holiday or location

Use picture imagery where you can

• The influence of pictures cannot be overstated

• Pictures enable the viewer to place themselves in the mood, feeling or emotions of a place

• People-focussed pictures are most powerful

Source: Digital Landscape Research

The background is an ageing population, but which is staying active much longer

And a set of emerging traveller types, for example…

Over 60s will hold 50% of world’s wealth in 10 years. They want to keep the body and mind stimulated and meet like minded people.

Emergence of extended families and singles travel: you need flexible rooms, spaces, ticketing etc.

Generation Y born since 1982. They expect personal, tailored visit experiences and are, spontaneous / late bookers.

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Report on opportunities in Countryside Tourism

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