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Understanding visitor profiles, perceptions and motivations with regards to visiting Norfolk

Research findings for Visit Norfolk 9th September 2019 (v2)

Prepared by Will Herschel-Shorland & Hannah Edwards Insight Track Ltd. T: 01603 626800 E: [email protected] Structure 2

 Background  Research objectives  Methodology  Participant profile  Findings  Awareness of Norfolk  Previous visiting behaviour to Norfolk  Likely future visiting behaviour  Perceptions of, and motivations to visit, Norfolk  Decision-making regards visiting Norfolk  Leisure trip planning and considerations  Overcoming barriers  Comparative appeal  Information sourcing and communication  Future visits and recommendation  Summary  Considerations Background 3

Introduction and aim:  Tourism is the largest industry sector in Norfolk, worth £3.25bn pa to the economy and employs more than 65,000 people. Visit Norfolk believes there is opportunity to increase this, and to develop the county as a year-round holiday and short-break destination, for people of all ages and interests. As such Visit Norfolk has ambition to increase visitor numbers, trips and spend in Norfolk, particularly from those within a three-hour travel time. To achieve this Norfolk tourism requires research data to better understand the visitor market, help develop future strategy, and ensure excellent return on marketing investment

Who is Visit Norfolk:  Visit Norfolk is the strategic voice of tourism and official visitor website for the county. It works closely with its tourism partners, including Visit North Norfolk Coast & Countryside, Great Yarmouth Tourist Association, Norfolk and Suffolk Tourist Attractions, Visit the Broads and West Norfolk Tourism. In the past 12 months, the Visit Norfolk website has had 2.5m viewers and over 7m page impressions, and has 33.5k Twitter followers and 13k Facebook followers  In recent years the There’s Nowhere Like Norfolk strapline has been used widely on collateral, whilst campaigns, such as the recent #SpringIntoNorfolk and #FallForNorfolk, have utilised Facebook ads, Instagram, Google remarketing and also ads on ITV Player and Sky AdSmart

The Research Programme:  Currently Norfolk tourism operates with limited understanding of the visitor market, beyond the anecdotal and ad-hoc independent research by tourism-related businesses as well as the annual ‘Volume and Value’ statistics. The last substantial Norfolk tourism-specific research was undertaken in 2014 – the Norfolk Perceptions survey undertaken by Insight Track  This research is intended to provide feedback on Norfolk tourism’s strengths, weaknesses, opportunities and threats, provide segmentation data of the visitor market, help Visit Norfolk to decide future strategy and benchmark Norfolk against ‘top of mind’ tourism counties. The data should also provide insight that can be used across the industry to develop the wider tourism offering Research objectives 4

 Overall objectives:  To provide insight and understanding around Norfolk’s visitor market, and so to inform effective future strategy development, and to optimise marketing efficiency for greatest return on investment  To evaluate Norfolk tourism’s strengths, weaknesses, opportunities and threats, and provide segmentation data of the visitor market; and to benchmark Norfolk against ‘top of mind’ tourism counties  To provide market insight that can be used across Norfolk’s tourism industry to develop the wider tourism offering

 Research objectives/scope: 1. Personal profiling as appropriate for analysis 2. Explore visitors’ trip habits 3. Perception of Norfolk as a visitor destination (including cost perceptions) 4. Reasons for visiting Norfolk 5. Where Norfolk’s visitors are coming from 6. Age profile of visitors 7. Demographics of the visitor market 8. How travelling to Norfolk (and with whom) 9. What would make day trippers become stay visitors 10. What deters people from visiting Norfolk 11. Provide comparative intelligence of Norfolk against other counties (How appealing is Norfolk against other UK destinations) 12. How visitors find out about, and research, visiting Norfolk 13. What might motivate people to visit Norfolk Methodology 5

How? Online self-completion survey distributed via a UK-wide consumer panel

Nationally representative sample of UK adult population (including visitors Who? and non-visitors to Norfolk), with participants at least partly responsible for household expenditure, such as on food, furnishings and holidays

A total of 4,000 participants, providing statistically robust findings overall, How many? with robust analysis at some sub-group level (e.g. gender, age, social grade), with the data weighted to provide a nationally representative sample of participants by gender, age, social grade and region

When? Fieldwork was conducted during June 2019

Where? UK-wide

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Participant profile Participant profile (1) Weighted to be a nationally representative sample of the UK adult population 7

Gender* Age*

21% 18% 19% 18% 15% 49% 51% 9%

18-24 25-34 35-44 45-54 55-64 65+

Social grade* Home location*

North West 12% North East 5% NORTH 31% Yorkshire/Humberside 9% All participants 26% 22% Scotland 7% live in the UK, 21% although were South East England 15% SOUTH South West 9% screened out if resident in East of England 7% EAST East Midlands 8% Northern Ireland or Norfolk West Midlands 9% WEST AB C1 C2 DE Wales 5% Greater London 14% GREATER LONDON

Base: 4,000 – all participants; prompted * single code; ** multi-code Participant profile (2) 8

Marital status* Gross annual HH income*

Married/ civil partnership/living with 62% partner Under £15,000 17% Single 26%

£15,000 - £24,999 23% Divorced/separated/widower 12%

Prefer not to say 0% £25,000 - £49,999 35%

Who holidaying with?** £50,000 - £74,999 12%

Partner/spouse 64% Own children (under 16) 19% £75,000 + 4% Own children (age 16+) 16% Parent(s) 10% Grandparent(s) 2% Don't know 6% Other relative(s) 8% Adult friends 17% Children (under 16) of adult friends 1% Prefer not to say 3% Unaccompanied/on own 9% Other 1% None of these 9%

Base: 4,000 – all participants; prompted * single code; ** multi-code 9

Findings: Awareness of Norfolk Awareness of the location of Norfolk 10

 Overall, around half the sample (48%) were Identifying Norfolk on a blank UK county map able to correctly identify where Norfolk is when presented with a blank county map of the UK % CORRECT BY REGION

East of England 63%  A third of non-visitors correctly identified Norfolk (32%), and, perhaps surprisingly, East Midlands 62% only 61% of visitors were able to do so South East England 51% Greater London 47%

 Even amongst very recent visitors (within North East 47% past 2 years), correct identification was only West Midlands 45%

at 60% South West 45%

Yorkshire/Humberside 44%  Other groups significantly more likely to be North West 42% correct are: Wales 42%  Males (59% vs 39% females) Scotland 41%  Older participants, aged 55+ (60% vs 33% 18-34s, 47% 35-54s)  Residents of East of England and East 48% Correct Midlands (N.B. Norfolk residents screened out of the research) 22% Don’t know 30% Incorrect

Base: 4,000 – all participants; unprompted, single code Q: Please click on the county of Norfolk on this map Awareness of areas within Norfolk 11

Unprompted awareness of areas/locations in Norfolk Prompted awareness of areas of Norfolk (key responses)

 Unprompted, key areas of Norfolk recalled are typically  Most are aware of at least one of the prompted areas of Norfolk (90%) cities/towns; Norwich most likely, with Great Yarmouth,  Great Yarmouth most highly recalled (by 3/4s); closely followed by Cromer, King’s Lynn and Hunstanton also notable mentions Norwich (around 2/3s); and 3/5s have heard of The Broads  The Broads is also frequently mentioned  By far lowest prompted recall is of The Brecks and Waveney Valley (8% and 7% respectively)  Noting that 2 in 5 are unable to spontaneously recall any  Older participants (55+) are significantly more likely aware of most areas/locations in Norfolk (and Ipswich and Lowestoft are mis- prompted areas of Norfolk than younger age groups attributed) Don't know/none 42% Norwich 28% The Broads 22% Great Yarmouth 14% North Norfolk Cromer 9% King's Lynn 7% 22% Hunstanton 4% Ipswich 2% Diss 2% The Broads Sandringham 2% King’s 60% Wells-next-the-Sea 2% Lynn & Blakeney 1% West Caister 1% The Brecks Norwich Dereham 1% The Fens Norfolk Great Fakenham 1% 8% 69% Yarmouth The Fens 1% 36% 51% Hemsby 1% 74% Holkham 1% South Norfolk Holt 1% Lowestoft 1% 14% Sheringham 1% Swaffham 1% Thetford Thetford 1% Waveney Valley The Wash 1% 10% don’t Forest Wroxham 1% know/ none 23% 7%

Base: 4,000 – all participants Q: What areas and locations in Norfolk can you think of? unprompted, multi-code Q: Which of these distinct areas of Norfolk are you aware of? prompted, multi-code Perceived drive-time to Norfolk & convenience of travel 12

Perceived drive time (in hours) Convenience of travel (% finding travelling to Norfolk quite or very convenient)

Within an hour Under 2 hours Under 3 hours Under 4 hours 4+ hours DK North East: 33% East (N=292) 17% 38% 33% 7%1%4%

Yorkshire/ W. Midlands (N=360) 2% 10% 33% 31% 17% 6% Humbs.: Scotland: 36% E. Midlands (N=320) 4% 28% 43% 16% 6%3% 23% East South East (N=600) 1%10% 34% 29% 22% 4% Midlands: 54% North West: Greater London (N=560) 3% 25% 46% 16% 6%5% 30% East of England: South West (N=360) 2%3% 10% 17% 63% 5% 68% West North West (N=480) 1%3% 11% 25% 55% 5% Midlands: Greater 38% London: 51% North East (N=200) 3% 8% 21% 64% 4%

Wales: Yorks/Humbs (N=360) 9% 29% 30% 27% 5% 27%

Scotland (N=280) 2%1%3% 4% 87% 4% South West: South East: 23% Wales (N=200) 2%2% 8% 19% 65% 5% 42%

Base: 4,000 – all participants; prompted, single code Q: Travelling by car (without stopping), approximately how long do you think it would take you to reach Norfolk from your home? Q: And how convenient do you find (or would you expect to find) travelling to Norfolk from your home by any preferred means? 13

Previous visiting behaviour to Norfolk Recency of visiting Norfolk 14

 55% of the sample have When last visited Norfolk for leisure/as a tourist ever visited Norfolk for leisure (demographics provided on following slide) Within last 6 months 5%

 20% may be classified 6 to 12 months ago 6% Very Recent Visitor as very recent visitors (within the past 2 years) 1 to 2 years ago 9%

3 to 5 years ago 10% Recent Visitor  With 1 in 5 having visited Norfolk 10 or Non-recent Visitor more years ago 6 to 9 years ago 5% (classified as past visitors) = 55% VISITORS 10 or more years ago 19% Past Visitor

 Whilst 2 in 5 (41%) Never visited Norfolk for leisure 41% have never visited Non-visitor Norfolk for leisure Can't remember 4%

Base: 4,000 – all participants; prompted, single code Q: When did you last visit Norfolk for leisure, or as a tourist? Who has visited Norfolk for leisure? = visited By key demographics = not visited 15

Home location (ever visited) Gender (ever visited) Social grade (ever visited)

34% 42% East of England (N=280) 82% 18% 47% 54% 38% 52% East Midlands (N=320) 76% 24% 62% 48% 66% 58% 53% 46% Greater London (N=560) 59% 41%

South East England (N=600) 57% 43% (N=1960) (N=2040) AB C1 C2 DE (N=880) (N=1240) (N=840) (N=1040) West Midlands (N=360) 56% 44%

Yorkshire/Humberside (N=360) 54% 46% Age (visited in past five years)

North East (N=200) 47% 53%

North West (N=480) 46% 54% 65% 70% 72% Wales (N=200) 46% 54%

South West (N=360) 44% 56% 35% 30% 28% Scotland (N=280) 35% 65% 18-34 (N=1080) 35-54 (N=1480) 55+ (N=1440)

Base: 4,000 – all participants; prompted, single code Hobbies and Interests 16

 Whilst outdoor hobbies/interests are popular amongst both visitors and non-visitors (although slightly more so amongst the former), popular culture and technology are significantly more likely enjoyed by non-visitors Hobbies & Interests: TOTAL SAMPLE (Max 3 selected) And by visitor type …

History/heritage 33% VISITORS (N=2200) NON-VISITORS (N=1800) Nature/wildlife watching 32% History/heritage 36% 29% Walking/hiking 28% Nature/wildlife watching 32% 31% Cinema/film 28% Walking/hiking 30% 26% Gardening 22% Cinema/film 23% 34% Sports (following/supporting) 22% Gardening 24% 19% Current affairs/politics 18% Sports (following/supporting) 23% 20% Technology and gadgets 16% Current affairs/politics 19% 16% Fine dining 15% Technology and gadgets 15% 17% Outdoor pursuits/activities 14% Fine dining 15% 15% The outdoors Arts and crafts 11% Outdoor pursuits/activities 14% 14% High culture Fashion/appearance 11% Arts and crafts 11% 12%

Literature 11% Popular culture Fashion/appearance 9% 13% Gaming 10% Technology Literature 10% 11% Theatre/opera/ballet 9% Hands-on Gaming 9% 12% Sports (playing) 8% Theatre/opera/ballet 9% 8% Sports Celebrity gossip 7% Sports (playing) 8% 8% Politics Fine art and architecture 6% Celebrity gossip 5% 8%

None of these 0% History Fine art and architecture 6% 6%

Base: 4,000 - all participants; prompted, multi-code Q: Which THREE of the following are you most interested in? Periods of time visited Norfolk 17

Periods of time have ever visited Norfolk for leisure  Amongst those who have ever visited Norfolk, 29% have been for a day-trip (mid-week/weekend) and 40% for a Mid-week day trip 13% 29% 31% weekend break (short/long); with one- Weekend day trip 20% week holidays also popular

Short weekend break (e.g. 1/2 nights) 24%  There are some significant differences 40% in periods of time visited by age Long weekend break (e.g. 3/4 nights) 21%

18-34 35-54 55+ Mid-week break 13% (N=475) (N=792) (N=932)

One week holiday 32% Day trip (mid- 37% 33% 21% week/weekend) Ten night holiday 3% Weekend break 52% 42% 32% (short/long) Two week holiday 8% Mid-week break 13% 10% 15%

Longer than two week holiday 2% One week holiday 22% 30% 40%

Other period 2% Two week holiday 4% 8% 10%

None applicable 1%  In addition, C2DEs are significantly Can't remember 4% more likely to have visited for a two week holiday

Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code Q: For what periods of time have you ever visited Norfolk for leisure? Areas of Norfolk visited for leisure 18

 Urban ‘hotspots’ (Norwich, Great Yarmouth) are most likely to have been visited; with The Broads also popular  Those living in the East and Greater London (closer proximity) are likely to have visited three prompted areas of Norfolk on average, whereas those from the North, South and West an average of two  Those living in the North and West are significantly less likely to have visited Norwich  Eastern residents, and ABC1s, are significantly more likely to have visited North Norfolk and Thetford Forest  Great Yarmouth is significantly more likely to have attracted C2DEs

Great Yarmouth (1) 58% Norwich (2) 48% The Broads (3) 41% King's Lynn & West Norfolk (4) 28% 5 North Norfolk (5) 21% Thetford Forest (6) 16% 3 The Fens (7) 11% 4 South Norfolk (8) 11% 2 Waveney Valley (9) 6% 7 10 1 The Brecks (10) 5% 8 Other 3% Can't remember 4% 6 None of these 2% 9

Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code Q: Which of these distinct areas of Norfolk have you ever visited for leisure? Number of visits to Norfolk for leisure 19

 10% of leisure visitors to Norfolk have visited the county more than 10 times in the past for leisure  With 3 in 10 having visited for leisure only once

Number of visits for leisure

Don't know Only once 2 - 3 times 4 - 5 times 6 - 10 times More than 10 times

OVERALL - ever visited (N=2,182) 5% 29% 34% 14% 8% 10%

Looking by key demographics …  Those who have visited only once are …  Significantly more likely to live in the North West (44%)  Significantly less likely to be in the higher gross annual household income bracket (£75k+) (20%) than lower income brackets  Those who have visited more than 10 times are …  Significantly more likely older, 55+ (11%) than younger, 18-34 (7%)  Significantly more likely to live in the East (31%) and East Midlands (22%) than other areas

Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, single code Q: How many times have you visited Norfolk for leisure in the past? Number of visits to Norfolk for purposes other than leisure 20

 Around a third of leisure visitors have also visited Norfolk for purposes other than leisure (e.g. business or other obligation)  The large majority of non-visitors for leisure have not visited Norfolk for reasons other than leisure either – with only 1 in 10 having done so

Number of visits for purposes other than leisure (e.g. business or other obligation)

% Yes

Visitors (Leisure) 62% 13% 11% 4% 2% 4% 4% 34% (N=2200)

Non-visitors (Leisure) 80% 7% 2% 1% 10% 10% (N=1800)

Never Only once 2 - 3 times 4 - 5 times 6 - 10 times More than 10 times Don't know

Base: 4,000 – all participants; prompted, single code Q: How many times have you visited Norfolk for purposes other than leisure (e.g. business or other obligation)? Frequency of visiting Norfolk 21

 Amongst those who have visited Norfolk for leisure more than once, around 1 in 10 visit the county several times a year  Whereas around a third visit less frequently than once every 5 years Frequency of visiting

Don't know Less frequently Once every 3-5 years Once every two years Once a year Several times a year

OVERALL - visited more than once (N=1,456) 2% 36% 17% 17% 16% 12%

Looking by key demographics …  Those who visit several times a year are significantly more likely to be …  Female (14%) (than male 10%)  Under the age of 55 (15% 18-34; 13% 35-54; 9% 55+)  Holidaying with children (16%)  In the higher gross annual household income bracket (£75k+) (20%) than lower  Living in the East (25%)

Base: 1,456 – all those who have visited Norfolk for leisure more than once; prompted, single code Q: On average, which of these best describes how frequently you visit Norfolk for leisure? Typical behaviour regarding visiting specific areas 22

 Around two thirds of those who have visited Norfolk for leisure more than once typically return to the same areas  Whereas a third usually/always try new areas – around 1 in 10 saying they always do so

Typical behaviour regarding areas visited

Always return to same areas Usually return to same areas Usually try different areas Always visit different areas

OVERALL - visited more than once (N=1,456) 23% 45% 24% 8%

Looking by key demographics …  Those who always visit new areas are …  Significantly more likely to be aged 35+ (3% 18-34; 10% 35-54; 10% 55+ always visit new areas)  Significantly more likely to be travelling without children (11% alone; 10% with adults only; 5% with children)  Those who always return to the same areas are …  Significantly more likely to be DEs (31%)

Base: 1,456 – all those who have visited Norfolk for leisure more than once; prompted, single code Q: Which of the following best describes the pattern of your visits within Norfolk? Attractions ever visited in Norfolk 23

 The natural environment Visiting attractions appears to be the most ‘visited’ amenity in Norfolk Coast/beaches 66% with the coastal beaches and Countryside 57% 59% countryside the top two Shopping 39% 42% from the prompted list Outdoor attractions 37%  Shopping is also a major Museums/historic sites/buildings 35% draw (particularly so for Food & drink attractions 27% women); with outdoor Amusement arcades/casinos/bingo 22% attractions and museums/ Indoor attractions 17% historic sites/ buildings also popular Heritage railways 16% 18% Events/festivals 13%

Art galleries/craft centres 12% 14% Cinemas 8% Circus/theatre/shows 7% None of these 6%

Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code Q: On any of your visits to Norfolk, which of the following have you gone to? Activities done/been to in Norfolk 24

 As in previous research in Taking part in activities 2014, activities in the ‘great outdoors’, such as Walking 51%

walking and bird/wildlife Boating/sailing 19% watching, are popular Bird/wildlife watching 17% activities in Norfolk Indoor sports/swimming pools 12%

Adventure activities 10%  Water-based activities Cycling (boating, swimming) are 8% also popular Fishing 8% Water sports/open water swimming 6% Luxury spa breaks 6% Golf 5%

Horse riding 5%

Paintballing 3%

Other 4%

None of these 25%

Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code Q: On any of your visits to Norfolk, which of the following activities have you done or been to? 25

Likely future visiting behaviour (all participants) How likely to travel to Norfolk 26

 Participants would be most likely Means of transport likely if travelling to Norfolk to travel to Norfolk by car (around three quarters of the 76% total sample) Car 84% 67%  With previous visitors significantly more likely to 24% Train 19% anticipate using a car than 30%

those yet-to-visit 6% Bus 6%  And older participants aged 5% 55+ (79%) 2% Airplane 3% OVERALL (N=4,000)  The train is also a notable 1% Visitors (N=2,200) mention by around a quarter; 1% and significantly more so Bicycle 2% 0% Non-visitors (N=1,800) amongst those yet-to-visit and 1% younger participants aged 18-34s Motorbike/scooter 2% (32%) 0%

1%  Around 1 in 10 non-visitors do Other 1% 1% not know the likely mode of 6% transport they would adopt Don't know 2% (more likely younger, aged 18- 11% 34)

Base: 4,000 – all participants; prompted, multi-code Q: If visiting for leisure, how do/would you be most likely to travel to Norfolk? Who likely to travel to Norfolk with 27

 The majority of participants Who likely to travel to Norfolk with are likely to travel to Norfolk

with others, and most likely 66% Partner/spouse 69% with their partner/spouse 61% 18% 18% Own children <16 18%  Those travelling alone (10%) 17% Adult friends 17% are significantly more likely to 17% 13% be male 16% Own children 16+ 10% 10% On my own 10% 14%  29% of participants are likely 10% 10% 11% to travel with children Parent(s) 8%

(significantly more likely past 7% Other relative(s) 8% visitors) 6% OVERALL (N=4,000) 1% 2% Grandparent(s) 0% Visitors (N=2,200)

1% 1% Non-visitors (N=1,800) Travel with children? Children <16 of adult friends 1% OVERALL Visitors Non-visitors 1% Other 1% (N=4,000) (N=2,200) (N=1,800) 1% 4% 2% 29% 31% 26% None of these 8%

Base: 4,000 – all participants; prompted, multi-code Q: If visiting Norfolk for leisure, who would you be most likely to visit with? Whether would stay in single/multiple base(s) in Norfolk 28

 Around three quarters of the Likely to stay in single/multiple base(s) sample say they would be likely to stay in a single base if staying in Norfolk for several nights for OVERALL Visitors Non-visitors leisure (N=4,000) (N=2,200 ) (N=1,800)  Significantly more likely to be those who live in the East Single base 72% 76% 67% (82%)

 And 1 in 10 would stay in more than one base  Significantly more likely to 11% 13% 9% be male (13%) (vs female 9%) Multiple bases  ABs (15%)  And those with gross annual household income of £50k+ (15%) 17% 11% 24% Don’t know

Base: 4,000 – all participants; prompted, single code Q: If staying several nights in Norfolk for leisure, would you be likely to stay at a single base, or move between multiple bases? Length of time likely to stay in Norfolk for 29

 Weekend breaks are most popular Periods of time likely to stay in Norfolk for (leisure) periods of time likely to stay in Norfolk (around half the sample); and week- long holidays notable too 8% Mid-week day trip 10% 5% 20% 22% 17%  Only small numbers say they would stay 15% Weekend day trip 16% for longer than a week 13% 26% Short weekend break (e.g. 1/2 nights) 26%  Previous visitors are significantly more 26% 49% 49% 49% likely to think they would stay for a 28% Long weekend break (e.g. 3/4 nights) 29% week 28%

16% Mid-week break 19%  Weekend day trips and short breaks are 13% significantly more appealing to younger 23% One week holiday 28% participants (18-34s) (25% and 38% 17% respectively) 3% Ten night holiday 4% 1% OVERALL (N=4000)  There is some indication that ABC1s are 3% Visitors (N=2200) more likely to take weekend breaks Two week holiday 4% 2% Non-visitors (N=1800) (short and long) 0% Longer than two week holiday 1% 0%  And older participants (55+) mid-week 10% breaks (24%) and one week holidays Don't know 5% (31%) 16%

Base: 4,000 – all participants; prompted, multi-code Q: If you were to visit Norfolk for leisure, which of these best describes how long you would be most likely to stay for? Time of year likely to visit Norfolk 30

 Visiting Norfolk is most likely to be from Jan: May to September, with a peak season of Dec: 1% Feb: June to August 2% 2%

 As might be expected, those typically Nov: Mar: holidaying with children are significantly 1% 4% more likely to visit in July and/or August

Oct: Time of Apr:  DEs and those aged 35-54 are also 8% significantly more likely to visit in the year likely 8% Summer months (than other SEG/age to visit groups) Sep: Norfolk? May:

27% 21%  Those living within an hour’s drive-time are more flexible with their visiting, and are more likely to visit ‘out-of-season’ Aug: June: 34%  Visiting in the Winter is significantly more 31% July: popular amongst younger participants All 34% (18-34s) and those living in Greater equally London 11%

Base: 4,000 – all participants; prompted, multi-code Q: What month(s) of the year would/might you be likely to visit Norfolk for leisure? Accommodation likely to stay in in Norfolk 31

 B&Bs/guesthouses are the most popular Accommodation likely to stay in likely choice of accommodation when visiting Norfolk, although significantly 37% B&B/guesthouse 34% more so amongst those who have never 42% 32% Chain hotel 30% visited Norfolk for leisure 35% 31% Independent hotel 30% 33%  Hotels (chain, independent) are also 30% Self-catering cottage/flat/apartment 31% 35% notable mentions, with chain hotels also 30% significantly more likely to be 23% Holiday park/chalet/static caravan 24% mentioned by non-visitors 21% 15% Inn/pub 17% 13%  Inns/pubs, boats and staying with 9% Camping/touring caravan 9% friends/relatives or in holiday homes 9% 7% Boat 8% are significantly more popular amongst 4%

visitors 6% Stay with friends/relatives 9% 2% Own/friend's/family's holiday home in 1% OVERALL (N=3178) 2%  Holiday parks/chalets/static caravans Norfolk 1% Visitors (N=1856) are significantly more popular amongst 1% Other 1% DEs (30%) 0% Non-visitors (N=1321) 4% Don't know 2% 6%

Base: 3,178 – all those likely to stay overnight; prompted, multi-code Q: What type of accommodation would you be most likely to stay in? Planning accommodation: how far likely to book ahead 32

How far ahead likely to book accommodation  The majority are likely to book accommodation some significant time before 2014 findings in brackets On the day 1% their stay, and typically at Last minute bookers: least a month before (76%) A few days before 4% 12% (19%)

A week before 7%  Last minute bookers are A fortnight before 7% significantly more likely to Cautiously spontaneous: 34% (32%) be: A month before 27%  Male Several months before 38% Future thinkers:  Younger (18-34) 38% (35%) Six months before 9%  Living within an hour’s drive of Norfolk A year before 2% Advanced planners: 11% (15%) Longer than a year before 0%

Don't know 6%

Base: 2,980 – all those likely to stay in accommodation open to the general public; prompted, single code Q: How far ahead would you be likely to plan your accommodation, if visiting Norfolk for leisure? Planning accommodation: information sourcing 33

 Online sources are, by far, the Where likely to turn to for information about accommodation most likely used sources of 56% General internet search 53% information about 60% 44% Accommodation provider websites 44% accommodation in Norfolk (and 44% 33% Review website (e.g. Trip Advisor) 31% significantly more so than in 37% OVERALL (N=2980) 32% Tourist information website 31% 2014); nearly all (91%) would 34% Visitors (N=1748) 16% Recall of own previous experiences 26% use the internet in some way, 1% Non-visitors (N=1233) 16% Word-of-mouth (friends/family …) 17% compared to 55% in 2014 14% 16% VISIT organisation (e.g. Visit Norfolk) 15% 17% 2014 findings in brackets 14% 15% Destination brochures 13%  8% Personal contacts (word-of- 7% Social media 9% 7% mouth and memories) are also 9% Holiday apps for smartphones/tablets 6% 6% Internet 91% (55%) notable mentions (no change 6% Holiday & travel events/shows 5% 6% over time) 7% Holiday TV programmes/channels 5% 5% Personal contacts/  6% And particularly so for Newspaper reviews/articles 4% 5% memories 27% (27%) 5% Eastern residents (40%) Travel agent's website 6% 5% 5% Holiday blogs 5% 4% Travel agent (in-store) 4% Print 19% (19%)  Specifically, VISIT organisations 4% 4% Newspapers/magazines 5% would be used by around 1 in 6 3% 1% 1% Other 1% Face-to-face 9% (N/A) 2% 2% None of these 2%

Base: 2,980 – all those likely to stay in accommodation open to the general public; prompted, multi-code Q: Where would you be likely to turn to for information about accommodation in Norfolk? Planning accommodation: how likely to make booking 34

 The vast majority (9 out of 10 How likely to book accommodation participants) are likely to book their accommodation online Online via laptop 41%  Online booking has increased significantly since 2014 (49% having booked online for their Online via desktop PC 38% ‘last visit to Norfolk’) 90% use at least one of  Significantly more likely to be these online ABC1s (93%) and younger Online via smartphone 18% means participants, 18-34 (95%) In 2014, 49% booked online on their last visit to

Norfolk  And around 1 in 4 use the Online via tablet 16% telephone for booking  Use of the phone has fallen Telephone call (from mobile phone) 13% significantly since 2014 (from 23% use the 40%) telephone  C2DEs significantly more likely Telephone call (from landline phone) 12% (mobile/ to do so (26%), and older landline) In 2014, 40% booked by participants, 55+ (30%) phone on their last visit to Face-to-face 3% Norfolk  Very small numbers book face-to- face (3% compared to 10% in 2014 Other on their last visit to Norfolk) 1%

Base: 2,980 – all those likely to stay in accommodation open to the general public; prompted, multi-code Q: How would you be likely to book your accommodation?

Likely spend on accommodation RECENT VISITORS & OVERNIGHT STAYERS SPENDING <£300 PER ADULT PER NIGHT 35

 Anticipated nightly spend per adult on accommodation in Norfolk is wide-ranging, with 41% saying £25-£74 per night; and 56% £25-£99 per night  The mean spend per adult per night is £99.67

Nothing 1% £1-£24 4% £25-£49 20% £50-£74 21%

£75-£99 15%

£100-£124 10%

£125-£149 5%

£150-£199 7%

£200-£249 7% Mean £99.67 per adult per night £250-£299 5% Mode £50 – 74 per adult per night Don't know 5%

Base: 434 – all recent visitors (within last 2 years) & overnight stayers & spending <£300 per adult per night; prompted, single code Q: If staying in Norfolk, approximately how much would you allow for spending on accommodation (per adult per night)? Likely spending money allowance 36

 Anticipated spending money allowance per adult per day is most likely £25-£74 (51%)  The mean spend per adult per day is £63.21

Nothing 1% £1-£24 13% £25-£49 30% £50-£74 21% £75-£99 8% £100-£124 7% £125-£149 1% £150-£199 1% £200-£249 1% £250-£299 0% Mean £63.21 per adult per day £300+ 0% Mode £25 - 49 per adult per day Don't know 16%

Base: 4,000 - all participants; prompted, single code Q: If visiting Norfolk, approximately how much would you allow for spending money (e.g. on food, drink, entertainment, transport) per adult per day? 37

Perceptions of, and motivations to visit, Norfolk Agreement with statements about Norfolk 38

 Highest agreement is with the perception Agreement with statements about Norfolk statement that ‘Norfolk offers unique experiences’ (amongst both visitors and Don't know Strongly disagree Disagree Middling Mildly agree Strongly agree non-visitors) % mildly/ strongly agree  And lowest with ‘Norfolk is easy to get to’ Visitors 7% 4% 30% 43% 17% 60% - particularly amongst non-visitors Norfolk offers unique experiences

Non-visitors 41% 1%3% 25% 24% 6% 30%

Ratings on a 5-point scale, where 1 = Visitors 10%4% 31% 39% 16% 55% strongly disagree and 5 = strongly agree Norfolk offers unique Norfolk offers good value for money experiences 5 Non-visitors 50% 1%3% 26% 18% 3% 21% 3.8 4 Visitors Non-visitors Visitors 3% 3 11% 33% 37% 16% 53% 3.5 2 Norfolk has great food Norfolk is good Norfolk is easy Non-visitors 52% 2% 25% 17% 4% 21% 3.3 2.8 1 value for to get to 3.4 3.7 money

3.4 Visitors 2%9% 20% 22% 31% 16% 47%

Norfolk is easy to get to 3.7 Non-visitors 23% 11% 21% 24% 17% 4% 21% Norfolk has great food

Base: 4,000 (2,200 visitors; 1,800 non-visitors) – all participants; prompted, single code Q: To what extent do you agree with the following statements about Norfolk? Describing Norfolk in three words - VISITORS (Key responses) 39

 Visitors are most likely to Font size correlates to frequency of mentions For scale, Flat = 395 mentions; Scenery = 15 mentions describe Norfolk as ‘flat’; or rural, peaceful, interesting, beautiful (or similar) Cheap  Whilst the descriptors tend to cluster reflecting: Aesthetic – pretty, quaint o OK o Ambience – quiet, calm Cold o Landscape – coast, country o Location – East, remote Safe o Attitude – friendly, welcoming Flat o Dynamic – entertaining, exciting o Interest – heritage, nature o Evaluation – good, nice, great Wet Far Windy Boring Distant

Base: 2,200 - all participants; OPEN Q: If you could use just three individual words to describe Norfolk, what would they be? Describing Norfolk in three words - NON-VISITORS (Key responses) 40

For scale, Rural = 199 mentions; England = 15 mentions  Non-visitors are also likely to describe Norfolk as being flat and rural  Whilst a similar range of descriptive Cold clusters emerge, although with a slightly less expansive or positive language, tending to reflect :

o Aesthetic – pretty, beautiful

o Ambience – relaxing, calm

o Landscape – coastal, countryside

o Location – Broads, faraway, East Boring Attitude – friendly, o Unknown o Dynamic – fun, interesting

o Interest – historical, nature Wet o Evaluation – boring, popular Flat

Base: 1,800 – non-visitors; OPEN Q: If you could use just three individual words to describe Norfolk, what would they be? Performance of Norfolk against prompted attributes BY VISITOR TYPE - MEAN RATINGS 41

 Norfolk performs at least Ratings on a 5-point scale, where 1 = reasonably well against all very poor/low and 5 = very good/strong prompted attributes amongst visitors; and for many Recent visitors Non-recent & never visitors prompted attributes amongst

non-visitors Seaside/coastal amenity

Public transport facilities 5 Countryside/rural amenity 4.2 4.2  Norfolk is well-rated amongst City/urban amenity Wildlife & natural amenity both visitors and non-visitors 3.5 4 4.1 for landscape and natural 3.5 4 4 3.3 4.1 amenities, such as Proximity to London 3 4 Variety of landscapes/places 3.4 3.3 seaside/coastal, 3.9 3.3 2 countryside/rural, wildlife & Weather (likely fair) 3.6 3.7 3.9 Quality of accommodation natural; and offering a 3.4 1 variety of landscapes/places 3.4 3.6 3.7 Entertainment opportunities 2.8 3.9 Variety of things to do 3.6  Norfolk achieves lowest 2.9 3.4 ratings for accessibility 3.5 3.9 Travel time to Norfolk (quick) 3.5 3.6 Uniqueness & difference  With non-visitors 3.5 3.6 3.9 significantly less Easy to get to (convenient) Value for money (good) 3.8 3.8 positive about travel 3.8 Culture/heritage/arts Multi-generational appeal opportunities time, and ease of Choice of food & drink getting, to Norfolk

Base: 1,448 – all those who have visited Norfolk recently; prompted, single code Base: 2,551 – all those who have not recently visited Norfolk; prompted, single code Q: Please rate the performance of Norfolk against the following attributes in your experience?/ Q: From what you know of Norfolk, please rate how you would expect/presume the county to perform against the following attributes? Performance of Norfolk against prompted attributes 42

Recently visited Norfolk Not recently visited Norfolk (incl. those who have never visited)

Don't know Very poor/low Quite poor/low Average Quite good/strong Very good/strong Don't know Very poor/low Quite poor/low Average Quite good/strong Very good/strong

Seaside/coastal amenity 1% 2% 15% 41% 41% Seaside/coastal amenity 18% 2% 19% 38% 23% 2% Countryside/rural amenity 2% 16% 43% 37% Countryside/rural amenity 17% 1% 19% 41% 21% Wildlife & natural amenity 2%2% 18% 43% 34% Wildlife & natural amenity 19% 1% 21% 37% 22% Variety of landscapes/places 1%2% 18% 43% 34% Variety of landscapes/places 17% 1%3% 22% 39% 19% Quality of accommodation 5%2% 23% 46% 23% Quality of accommodation 25% 1%1% 29% 35% 9% Variety of things to do 2%1%2% 26% 45% 23% Variety of things to do 22% 1%3% 32% 33% 10% Uniqueness & difference 2%1%4% 26% 45% 23% Uniqueness & difference 20% 1%4% 31% 33% 11% Value for money (good) 2%1%2% 28% 47% 21% Value for money (good) 23% 1%3% 37% 28% 8% Culture/heritage/arts opportunities 6%1% 3% 30% 40% 21% Culture/heritage/arts opportunities 23% 1%4% 31% 31% 10% Choice of food & drink 3% 2% 30% 44% 20% Choice of food & drink 23% 2% 34% 31% 10% Multi-generational appeal 8%1% 4% 29% 38% 20% Multi-generational appeal 27% 1%4% 33% 26% 9% Easy to get to (convenient) 1%5% 13% 27% 35% 19% Easy to get to (convenient) 17% 10% 18% 29% 19% 6% Travel time to Norfolk (quick) 1%7% 14% 30% 31% 18% Travel time to Norfolk (quick) 17% 12% 22% 27% 16% 5% Entertainment opportunities 8%1% 4% 35% 36% 16% Entertainment opportunities 26% 1%6% 38% 24% 6% Weather (likely fair) 2%1%3% 41% 39% 14% Weather (likely fair) 18% 1%5% 45% 25% 6% Proximity to London 12% 4% 9% 35% 27% 14% Proximity to London 25% 4% 8% 33% 25% 7% City/urban amenity 7%1% 7% 38% 34% 13% City/urban amenity 24% 1%9% 39% 23% 5% Public transport facilities 23% 1%7% 32% 25% 12% Public transport facilities 35% 1%6% 35% 18% 4%

Base: 1,448 – all those who have visited Norfolk recently; prompted, single code Base: 2,551 – all those who have not recently visited Norfolk; prompted, single code Q: Please rate the performance of Norfolk against the following attributes in your experience?/ Q: From what you know of Norfolk, please rate how you would expect/presume the county to perform against the following attributes? Norfolk associations/perceptions 43

60% Beautiful 28% 32% 29% 8%3% Unattractive

56% Traditional 19% 37% 34% 9% 3% Modern

54% Welcoming 20% 34% 36% 8%3% Unwelcoming

53% Interesting 20% 33% 33% 11% 3% Boring

49% Great local produce 17% 32% 42% 8% 2% Poor local produce

42% Lots to do 13% 29% Neither 44% Neither 12% 2% Not much to do Mildly Mildly Experiences similar to 41% Unique 12% 29% Strongly 44% 13% 3% Strongly elsewhere

40% Easy to get around 12% 28% 44% 13% 3% Hard to get around

38% Good value for money 10% 28% 51% 9% 2% Poor value for money

% strongly/mildly agree strongly/mildly % 37% Sparsely populated 8% 29% 50% 11% 2% Densely populated

30% Easy to get to 10% 20% 37% 22% 12% Hard to get to

22% Sophisticated 5% 17% 54% 22% 4% Basic

20% Fashionable 5% 15% 54% 23% 4% Unfashionable

100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%

Base: 4,000 - all participants - prompted, single code per pair Q: Considering the following pairs of words or phrases, please indicate which you think most applies to the Norfolk, and how strong this association is: Appeal of Norfolk as a leisure destination 44

 Visitors typically find Norfolk appealing overall (73% quite/very), with appeal falling as recency of visiting lengthens (no notable change since 2014)  There is a notable drop in appeal amongst non-visitors, albeit with marked improvement since 2014  There is also some correlation to proximity, with 78% of those within an hour’s drive-time finding the county appealing; and 70% of those within two hour’s drive-time

OVERALL NON-VISITORS ALL VISITORS Visited in Visited Visited Visited 10+ Audience> (N=4,000) (N=1,800) (N=2,200) last 2-years 3-5 years ago 6-9 years ago years ago (N=817) (N=414) (N=217) (N=751)

Overall evaluation>

% saying ‘quite’ or ‘very’ 55% 32% 73% 84% 80% 73% 59% appealing>

Mean 2019 > 3.8 3.5 4.0 4.2 4.0 3.9 3.8

Mean 2014 > 3.8 3.1 4.0 4.1 3.9 3.8 3.7

Base: 4,000 - all participants; prompted, single code Q: How appealing do you find Norfolk as a leisure destination? % rating Norfolk quite/very appealing By key demographics 45

Home location Gender Social grade

63% 59% East Midlands (N=320) 68% 58% 52% 48% 52% East of England (N=280) 67%

Greater London (N=560) 58% AB C1 C2 DE Wales (N=200) 55% Male Female (N=880) (N=1240) (N=840) (N=1040) (N=1960) (N=2040) Yorkshire/Humberside 55% (N=360)

South East England (N=600) 54% Age Who typically holiday with

West Midlands (N=360) 53% 63% 62% North West (N=480) 52% 56% 49% 52% 47%

North East (N=200) 50%

Scotland (N=280) 47% Holiday on Holiday with Holiday with South West (N=360) 44% 18-34 35-54 55+ (N=1080) (N=1480) (N=1440) own (N=346) adults only children (N=2121) (N=1283)

Base: 4,000 - all participants; prompted, single code Q: How appealing do you find Norfolk as a leisure destination? Appeal of Norfolk as a leisure destination (prompted) 46

 Prompted, Norfolk’s physical landscape, such as beaches and coastlines, countryside and rurality garner highest appeal overall; and for visitors and non-visitors

What appeals/might appeal about Norfolk?

46% 55% Beaches & coastline 35% 41% 48% Countryside & rurality 32% 34% 38% Wildlife & nature 30% 31% 37% Villages & rural life 23% 30% 34% Variety of landscapes/places 25% 29% 32% Heritage & history 26% 23% 28% Towns & Cities 17% 19% 23% Variety of things to do 15% 18% 22% Value for money (good) 13% 14% 17% OVERALL (N=4000) Outdoor activities/pursuits 11% 13% 17% Uniqueness & difference 10% Visitors (N=2200) 13% 15% Regional food & drink 12% Non-visitors (N=1800) 12% 14% Entertainment & attractions 10% 11% 11% Shopping 10% 10% 14% Range of accommodation 5% 6% 7% Arts & culture 5% 5% 7% Prevailing weather 4% 5% 6% Proximity to London 4% 4% 5% Multi-generation suitability 2% 2% 3% Other 1% 16% 6% Don't know 28%

Base: 4,000 – all participants; prompted, multi-code Q: What is it about Norfolk that does, or might, appeal to you as a leisure destination? The best thing about Norfolk is… (Key themes) 47

…the beaches and coastline (16%) …the beautiful countryside (10%) …the scenery/landscape (9%) …the Broads/waterways/boating (8%) …it’s quiet, peaceful and relaxing (4%) …the wildlife, nature and bird watching (4%) …the people (friendly) (3%) …the variety of things to see and do (3%) …the towns/cities - Norwich and Great Yarmouth (2%) …the towns and villages (1%) …the food, pubs and beer (1%) …the history (1%) …its uniqueness (1%) …the weather (1%)

Base: 4,000 - all participants; OPEN Q: Please complete the following phrase: the best thing about Norfolk is… The worst thing about Norfolk is… (Key themes) 48

…it’s too far away/the distance to travel (13%) …the wet, windy, cold weather (8%) …difficult to get to/to access (4%) …the poor road network to and within (2%) …the flat landscape (2%) …it’s expensive (2%) …the amount of traffic within (1%) …the lack of public transport (1%) …it’s boring (1%) …it’s busy/overcrowded (1%) …the locals (1%) …Great Yarmouth (1%)

Base: 4,000 - all participants; OPEN Q: Please complete the following phrase: the worst thing about Norfolk is… Specific area prompted descriptors 49

 Participants were given the following descriptors for each area  (No images were provided in the survey)

Historic city with a flourishing arts, music and cultural scene, superb independent as well as Norwich High Street shopping, lively restaurants, bars and nightlife Seaside town with a rich maritime heritage and bursting with arcades, rides and attractions and Great Yarmouth a huge expanse of pristine beach Scenic and peaceful countryside, with winding lanes, thatched cottages, welcoming pubs and South Norfolk picturesque villages and market towns Spectacular coastline, fantastic wildlife, miles of glorious beaches, seaside communities and a North Norfolk beautiful hinterland of rolling countryside and picturesque villages and market towns The largest lowland pine forest in the UK boasts its own unique microclimate, with miles of Thetford Forest trails which are great for walkers and cyclists and for picnics Glorious coastline of sandy beaches and wildlife reserves and rolling countryside rich in historic King’s Lynn & West Norfolk houses and buildings, with historic King’s Lynn at its heart Navigable lock-free waterways and large lakes set in beautiful countryside with many charming The Broads and quaint towns and villages Unique landscape of classic historic heathland and rugged countryside, boasting UK’s best The Brecks overall climate with low rainfall and hot summers A fascinating landscape of reclaimed marshland and wetland, with endless fields of rich soil, The Fens drainage canals and rivers Taking in picturesque market towns and villages, gently rolling countryside and the Southern Waveney Valley Broads Ranking specific areas of Norfolk 50

Most appealing areas (first & second) Least appealing area

Most appealing 2nd most appealing Least appealing

The Broads 18% 11% The Fens 17%

Great Yarmouth 16% 11% Great Yarmouth 17%

North Norfolk 12% 11% Norwich 10%

Norwich 9% 10% Thetford Forest 8%

King's Lynn & West Norfolk 7% 11% The Broads 6%

South Norfolk 4% 6% The Brecks 6%

Thetford Forest 4% 5% King's Lynn & West Norfolk 4%

The Brecks 2% 4% Waveney Valley 4% 4% The Fens 2% South Norfolk 3%

Waveney Valley 2%3% North Norfolk 2%

All equally appealing 19% Not applicable (all equally 24% All equally unappealing 5% appealing/unappealing)

Base: 4,000 - all participants; prompted, single code per rank Q: Considering these distinct areas of Norfolk, please would you choose / either from experience or based on these descriptions? Ranking most/least appealing areas of Norfolk 51

Proportion Proportion rating ‘most rating ‘least appealing’ appealing’

Scale consistent throughout for comparative purposes 12 2

18 6

7 4

9 10 2 6 16 17 2 17

4 3

4 8 24

Base: 4,000 - all participants; prompted, single code per rank Q: Considering these distinct areas of Norfolk, please would you choose / either from experience or based on these descriptions? Reasons for rankings: The Broads (Key themes, unprompted) 52

 The appeal of the Broads is widely attributed to liking The Broads: Navigable lock-free waterways and large lakes set in beautiful countryside with many charming and quaint towns and villages boating/water, coupled with appreciation of being beautiful/pretty, and offering something Ranked as different/unique 1st  Conversely, for some, these same waterway amenities most appealing and boating are reasons not to find the area appealing (owing to contrary personal preferences) Aspects making “least appealing” Aspects making “most appealing”

Boating 14% Waterways/canals (don't like) 22% Beautiful/pretty 9% Different / unique 8% Boats (don't like) 11% Water/waterways 5% Previous good experience 4% Not interested/interesting 6% Peace & Quiet 4% Scenery/Landscape 3% Not enough to do (esp family) 5% Thinkgs to do (lots and variety) 3% Relaxing 3% Too busy/crowded 5% Nature 2% Wildlife 2% Boring 5% Fishing 2% Interesting 2% Ranked Ranked Fun / enjoyable 2% ‘most Landscape (too flat) 4% ‘least Countryside 2% appealing’ appealing’ overall by overall by Heard of / familiar 1% Access inadequate (e.g. disabled) 2% 6% Sounds "appealing" 1% 18% Freedom 1% Weather 2% Walking 1%

Base: 708 (those ranking ‘most’), 184 (those ranking ‘least’) - OPEN Q: Why do you find this area most/least appealing? Reasons for rankings: Great Yarmouth (Key themes, unprompted) 53

 Great Yarmouth is appealing to many on account of there Great Yarmouth: Seaside town with a rich maritime heritage and bursting with being lots/variety of things to do, alongside the liking of arcades, rides and attractions and a huge expanse of pristine beach beach/seaside amenity, and being family friendly Ranked as  Conversely, where unappealing, this is commonly 2nd attributed to its being too busy/crowded, “tacky”, most appealing “rundown” and/or simply not liking seaside resorts

Aspects making “least appealing” Aspects making “most appealing”

Things to do (lots & variety) 14% Too busy/crowded 14% Beaches 13% Sea and seaside "Tacky" 12% 11% Family friendly 10% Rundown/dirty/dated 11% Childhood memories (happy) 6% Entertainment (inc arcades & nightlife) 5% Don't like seaside towns/resorts 11% Town/resort 5% Previous visit/familiar (positive) 5% Don't like the arcades, attractions and 8% Coast / coastline 3% entertainments Traditional experience 3% Too commercial 6% Busy, lively ambience 3% Heard of (positive) 3% Too "touristy" 5% Fun 2% "Nice" sounding 1% Blackpool (negative comparison) 2% Ranked Beautiful (scenery) 1% Ranked ‘least Friendly/welcoming 1% ‘most Hard to get to 1% appealing’ Shopping 1% appealing’ overall by Recommendation 1% overall by Previous poor experience 1% 17% Weather (Fair) 1% 16% History 1% Undifferentiated/"just same as..." 1% Family ties/links 1%

Base: 622 (those ranking ‘most’), 633 (those ranking ‘least’) - OPEN Q: Why do you find this area most/least appealing? Reasons for rankings: North Norfolk (Key themes, unprompted) 54

 When rated as ‘most appealing’ this is most likely North Norfolk: Spectacular coastline, fantastic wildlife, miles of glorious beaches, seaside communities and a beautiful hinterland of rolling countryside attributed to the beaches, coastline and sea; or being and picturesque villages and market towns quaint/pretty/beautiful Ranked as  North Norfolk is ranked least appealing to some on 3rd account of perception that there is not much to do, being most appealing hard to get to, or simply not liking beaches/seaside

Aspects making “least appealing” Aspects making “most appealing”

Beaches, coast & sea 28%

Not much to do 11% Beauty, quaint, pretty 8% Countryside 6% Scenery and Landscape 5% Wildlife 5% Hard to get to 11% Towns & Villages 5% Stuff to do 4% Peace & Quiet 3% Beaches/coast 10% Easy to get to 2% Interest / interesting 1% Few people 1% Familiarity or prior visit 1% Crowds/busy 10% Ranked Ranked ‘least Nature/environment 1% ‘most appealing’ History 1% appealing’ overall by overall by Food (crabs) 1% 2% 12% Boring 3% Family friendly 1% Unspoilt 1%

Base: 480 (those ranking ‘most’), 62 (those ranking ‘least’) - OPEN Q: Why do you find this area most/least appealing? Reasons for rankings: Norwich (Key themes, unprompted) 55

 When Norwich is rated as most appealing, this is Norwich: Historic city with a flourishing arts, music and cultural scene, superb independent as well as High Street shopping, lively restaurants, bars and frequently attributed to the history/heritage, and there nightlife being lots to do Ranked as  And if rated ‘least appealing’ this is most likely due to 4th a general disinterest in cities as a leisure destination; most appealing or being too busy/crowded

Aspects making “least appealing” Aspects making “most appealing”

History and heritage 15% Don't like cities (for a break) 20% Things to do (lots and variety) 11% Shops and shopping 5% Too busy/crowded 13% Liking cities (in general) 5% Beautiful/pretty/attractive 4% "Just another city..." (undifferentiated) 6% Cathedral 4% Culture (inc Arts, Music) 4% Prefer countryside and/or peace&quiet 3% The 'mix' 2% Interesting 2% Football (NCFC) 2% Boring 3% Food, drink and dining 2% Coast access 1% Too urban/built-up 3% Architecture 1% Ranked Entertainment 1% Ranked Lack of appealing things to do 2% ‘least Size (not too big) 1% ‘most appealing’ appealing’ Family/friends connections 1% overall by overall by Not easy to get to/travelling 2% Easy to get around 1% 10% Previous positive experience 1% 9% Easy to get to 1% No beach/seaside (preference) 1% Busy & lively 1%

Base: 378 (those ranking ‘most’), 356 (those ranking ‘least) - OPEN Q: Why do you find this area most/least appealing? Reasons for rankings: Kings Lynn & West Norfolk (Key themes, unprompted) 56

 West Norfolk is (most) appealing on account of its King’s Lynn and West Norfolk: Glorious coastline of sandy beaches and wildlife reserves and rolling countryside rich in historic houses and buildings, with beach/coast and there being lots to do (alongside a mix historic King’s Lynn at its heart) of related or less-specific attributes) Ranked as  The area is rated ‘least appealing’ by many on account 5th of being perceived boring/not-interesting (often non- most appealing specific or presumed so if not having visited)

Aspects making “least appealing” Aspects making “most appealing”

Beach 10% Coast 8% Boring/not-interesting 13% Things to do (lots or variety) 8% History/heritage 6% Interesting 6% Too urban 7% Heard of/familiar 6% Countryside 5% "Nice" sounding 5% Town (historic) 5% Poor previous experience 5% Sea & seaside 5% Scenery/lanscape 3% Family ties 3% Wildlife 2% Too busy 4% Previous visit (liked) 2% Beautiful 2% Ranked Nature 2% Ranked ‘least Shops 1% ‘most Run-down 4% appealing’ Queen and Royalty 1% appealing’ overall by Peace & quiet 1% overall by 4% Friendly 1% 7% Architecture 1% Not different/distinctive enough 3% Easy to get to 1% Weather (fair) 1%

Base: 287 (those ranking first), 120 (those ranking last) - OPEN Q: Why do you find this area most/least appealing? Reasons for rankings: Thetford Forest (Key themes, unprompted) 57

 Thetford Forest is most likely rated ‘most appealing’ on Thetford Forest: The largest lowland pine forest in the UK boasts its own unique microclimate, with miles of trails which are great for walkers and cyclists and account of liking the activities on offer, or the for picnics) forest/trees and nature Ranked as  Conversely some specifically do not like the notion of 6th= forests/trees; or find nothing of intrinsic appeal to most appealing them in that environment or related activities

Aspects making “least appealing” Aspects making “most appealing”

Activities (walking/cycling) 18% Forest/trees (not liking) 17% Forest/trees 17% Not appealing/interesting (in general) 12% Nature 10%

Don't like cycling/walking/activities 10% Peace & quiet 7%

Beauty 4% Boring (sounding) 8% Scenery/landscape 4%

Access considerations inadequate 4% Wildlife 3% Ranked Ranked ‘least ‘most appealing’ Countryside 3% appealing’ Lack of things to do 4% overall by overall by 8% CentreParcs 3% 4% Not family-friendly 3% Interesting (sounds) 2%

Base: 157 (those ranking first), 275 (those ranking last) - OPEN Q: Why do you find this area most/least appealing? Reasons for rankings: South Norfolk (Key themes, unprompted) 58

 When South Norfolk is rated ‘most appealing’ this is on South Norfolk: Scenic and peaceful countryside, with winding lanes, thatched cottages, welcoming pubs and picturesque villages and market towns a number of accounts including its countryside, beauty, villages/towns and peace&quiet Ranked as  However there is some presumption that it would be 6th= dull/boring, or not enough to do (or not knowing most appealing enough about it to spark an interest)

Aspects making “least appealing” Aspects making “most appealing”

Countryside 10% Dull/boring/uninteresting 17% Beautiful, pretty, picturesque 10%

Sounding "nice" 7%

Don't know enough about it 12% Villages & Towns 6%

Scenery/landscape 5%

Peace & Quiet 5% Not enough to do 10% Variety of thigs to do 5%

Easy to get to 4% Expensive 6% Nature & Wildlife 4%

Ranked Pubs 3% Ranked ‘least ‘most Hard to reach/access 5% appealing’ History and heritage 3% appealing’ overall by overall by Broads 2% 3% 4% Walks and walking 2% Seaside preference 5% Coast and Beaches 2%

Base: 154 (those ranking ‘most’), 86 (those ranking ‘least’) - OPEN Q: Why do you find this area most/least appealing? Reasons for rankings: The Fens (Key themes, unprompted) 59

 Where ranked most appealing, this is likely due to the The Fens: A fascinating landscape of reclaimed marshland and wetland, with endless fields of rich soil, drainage canals and rivers wildlife or beauty of the Fens, or appreciating the food and/or landscape Ranked as  However, the many who rank The Fens as least 8th= appealing tend to presume is to be boring; or not to most appealing find the landscape appealing

Aspects making “least appealing” Aspects making “most appealing”

Wildlife 13% Boring (in general and/or landscape) 14% Beauty 10% Food 9% Scenery & Landscape Landscape (marshlands/wetlands/water) 14% 8% Sounds "appealing" 6% Nature 6% Not appealing (in general) 9% Peace & Quiet 5% Countryside 5% Waterways Not enough to do 7% 3% Interesting 2% Ranked Ranked ‘least History 2% ‘most Landscape (too flat) 4% appealing’ Different / unique 1% appealing’ overall by overall by 17% Walking 1% 2% Not busy / few people Not interested in nature 1% 1% Fishing 1%

Base: 99 (those ranking first), 631 (those ranking last) - OPEN Q: Why do you find this area most/least appealing? Reasons for rankings: The Brecks (Key themes, unprompted) 60

 The Brecks is most likely rated most appealing on The Brecks: Unique landscape of classic historic heathland and rugged countryside, boasting UK’s best overall climate with low rainfall and hot summers account of the scenery/landscape being appealing or perceived beautiful, along with appreciation of the Ranked as peace and quiet, and wildlife/nature 8th=  However, those rating it least appealing do so for a most appealing ‘lack of familiarity’ or general lack of appeal

Aspects making “least appealing” Aspects making “most appealing”

Scenery / landscape 11% Lack of familiarity 11%

Beauty 8% Boring 9% Peace & Quiet 7%

Not appealing (general) 9% Wildlife / nature 6%

Countryside & outdoors 6% Not enough to do 5%

Ranked Ranked Weather 3% ‘least ‘most Unappealing landscape 1% appealing’ appealing’ overall by Interesting 3% overall by 6% 2% Access considerations (ability/disability) 1% History 2%

Base: 89 (those ranking ‘most’), 197 (those ranking ‘least’) - OPEN Q: Why do you find this area most/least appealing? Reasons for rankings: Waveney Valley (Key themes, unprompted) 61

 The scenery/landscape, things-to-do, towns/villages Waveney Valley: Taking in picturesque market towns and villages, gently rolling countryside and the Southern Broads) and countryside in some combination make the Waveney Valley ‘most appealing’ for some Ranked as  However it is presumed boring, unappealing or too rural 8th= for those rating it the least appealing most appealing

Aspects making “least appealing” Aspects making “most appealing”

Scenery / Landscape 9% Things to do (lots and variety) 7% Boring (sounding) 10% Sounds "appealing" 7%

Towns/villages 6%

Countryside 6% Not appealing/interesting (in general) 7% Activities (outdoors/walking) 4%

Peace & Quiet 4%

Beauty 4%

The ''mix" 3% Too rural/countryside/landscape 6% Ranked Fun 1% Ranked ‘least ‘most appealing’ Different/unique 1% appealing’ overall by overall by Pubs 1% Not enough to do 2% 4% 2% Culture 1%

Not busy / Few people 1%

Base: 69 (those ranking ‘most’), 136 (those ranking ‘least’) - OPEN Q: Why do you find this area most/least appealing? 62

Decision-making regards visiting Norfolk Consideration of visiting Norfolk for leisure (Those who have never visited for leisure) 63

 Around a quarter of those who have Why never considered? (unprompted, key responses) never visited Norfolk for leisure say they have considered doing so Not front-of-mind as holiday destination/never thought to 21% Distance/too far 20% (meaning that three quarters have Lack of awareness (about Norfolk/attractions) 18% Don't know 8% not) Prefer elsewhere 6% No reason 6% Have you ever considered visiting Unappealing 6% Difficult to get to 4% Norfolk for leisure? Prefer abroad 4% Can't afford to/expensive 3% Don't go on holiday/travel 3% Boring/not much to do 2% Too flat 1% No, N=1,283 Weather (cold) 1% Don't drive 1%

Yes, 23% Why considered, but never visited? (unprompted, key responses)

No time/opportunity to yet 23% Distance/far to travel 18% Cost/fcan't afford to 16% Chose somewhere else (priority) 10% Don't know 5% No reason 5% Others in party didn't want to 3% Health reasons 2% Difficult to get to 1% No, 77% Weather (bad) 1% Don't know enough about area 1% Yes, N=376 Chose abroad instead 1% No car 1% Not much to do 1%

Base: 1,659 – all those who have never visited Norfolk for leisure Q: Have you ever considered visiting Norfolk for leisure? prompted, single code Q: Why have you never considered visiting Norfolk? OPEN (Base: 1,283) Q: Why have you considered visiting Norfolk, but then not chosen to do so? OPEN (Base: 376) 64

Leisure trip planning and considerations Considerations when planning/booking leisure trips TOTAL SAMPLE 65

 As might be Considerations when planning/booking leisure trips expected, price is Don't know Not at all influential Not very influential Quite influential Very influential most influential when planning/ Value for money (good) 4%1% 4% 37% 53% 90% Price (low) 4%2% 7% 42% 45% 87% booking leisure Nature of accommodation 5%2% 6% 47% 40% 87% trips – although Easy to get to (convenient) 4%2% 9% 47% 38% 85% good value for Seaside/coastal amenity 5% 3% 12% 43% 38% 81% money slightly Variety of things to do 5%2% 9% 48% 37% 85% more so than low Variety of landscapes/places 5%2% 9% 49% 35% 84% Weather (fair) 4% 3% 11% 46% 35% 81% price Countryside/rural amenity 5% 3% 12% 47% 34% 81% Travel time (quick to get to) 4% 4% 14% 45% 33% 78% Distance to travel (short) 5% 5% 14% 44% 33% 77%  Most of the Wildlife & natural amenity 5% 4% 14% 46% 32% 78% prompted Accessibility (personal mobility) 6% 12% 20% 37% 26% 63% considerations Unique & different 6% 3% 15% 52% 25% 77% are influential to Culture/heritage/arts opportunities 5% 6% 21% 46% 23% 69% the majority Entertainment opportunities 5% 7% 23% 42% 22% 64% Regional food & drink 5% 7% 24% 42% 21% 63% Public transport facilities 6% 16% 29% 30% 19% 49% Multi-generation appeal 7% 16% 28% 33% 16% 49% Peer recommendation 8% 13% 27% 39% 14% 53% City/urban amenity 7% 10% 32% 38% 13% 51% Near to London 6% 42% 27% 16% 9% 25%

Base: 4,000 – all participants; prompted, single code Q: Please rate how influential the following considerations are for you in leisure trip planning/booking? Considerations when planning/booking leisure trips BY VISITOR TYPE - MEAN RATINGS 66

 Whilst there are not Ratings on a 4-point scale, where 1 = not substantial differences at all influential and 4 = very influential between the considerations of those who have, and have not visited Norfolk, there are Visitors Non-visitors some subtle differences Value for money (good) Near to London 4 Price (low) 3.5  It might be noted that visitors City/urban amenity 3.4 Nature of accommodation are slightly more likely to 3.5 3.3 Peer recommendation 3 3.3 Easy to get to (convenient) consider seaside and 2.6 3.3 2.6 1.9 rural/countryside amenities, 1.9 3.3 Multi-generation appeal 3.2 Seaside/coastal amenity multi-generation appeal, 2.6 3.3 2.5 2 3.1 2.6 wildlife/natural amenity and 2.5 3.3 landscape variety Public transport facilities 2.6 3.2 Variety of things to do 2.5 1 2.8 3.2 Regional food & drink 2.8 3.3 Variety of landscapes/places  Non-visitors may be more 3.2 2.8 2.9 3.2 inclined to be considering 2.9 3.1 price (low), easy to get to, Entertainment opportunities Weather (fair) 2.9 3 3.1 3.3 variety of things to do, 3.1 3 Culture/heritage/arts 2.8 3.2 Countryside/rural amenity travel/distance, opportunities 3.1 2.8 3.2 entertainment and peer Unique & different 3.2 Travel time (quick to get to) recommendation Accessibility (personal mobility) Distance to travel (short) Wildlife & natural amenity

Base: 2,200 visitors; 1,800 non-visitors; prompted, single code Q: Please rate how influential the following considerations are for you in leisure trip planning/booking? Considerations when planning/booking leisure trips BY WHO TYPICALLY HOLIDAY WITH - MEAN RATINGS 67

 There are some subtle Ratings on a 4-point scale, where 1 = not variations in planning at all influential and 4 = very influential considerations between those travelling alone, with adults and with children Alone With adults only With children

Value for money (good)  Those travelling with children Near to London 4 Price (low) are more likely to consider City/urban amenity Nature of accommodation accommodation, easy-to-get- Peer recommendation Easy to get to (convenient) to, seaside, variety of things 3 to do, entertainment and Multi-generation appeal Seaside/coastal amenity multi-generation appeal 2

Public transport facilities Variety of things to do  Conversely, those travelling 1 alone are least likely to consider accommodation, Regional food & drink Variety of landscapes/places seaside amenity, entertainment, multi- Entertainment opportunities Weather (fair) generation appeal, peer Culture/heritage/arts Countryside/rural amenity recommendation and opportunities

uniqueness Unique & different Travel time (quick to get to) Accessibility (personal mobility) Distance to travel (short) Wildlife & natural amenity

Base: 346 holiday alone; 2121 holiday with adults only; 1283 holiday with children; prompted, single code Q: Please rate how influential the following considerations are for you in leisure trip planning/booking? UK leisure trip planning behaviours 68

 When planning a UK leisure trip, over UK leisure trip/holiday planning half say the decision on where to holiday is heavily influenced by Don't know Strongly disagree Mildly disagree Middling Mildly agree Strongly agree

favourable weather (no significant % mildly/ strongly agree difference by visitors vs non-visitors) My decision on where to holiday/visit is heavily influenced 4%6% 9% 24% 32% 25% 57% by favourable weather  A similar number plan what they do on holiday in advance (56%); this is I plan what to do on a 4%5% 12% 23% 35% 21% 56% reflected in the reaction to the holiday/visit in advance statement about whether they make the destination decision at the last My choice between holidaying in minute (58% disagreeing) the UK or abroad is heavily 6% 20% 21% 20% 20% 14% 34% influenced by safety abroad

 Choice between holidaying in the UK My choice between holidaying in or abroad is more likely to be the UK or abroad is heavily 6% 28% 24% 20% 14% 8% 22% influenced by safety abroad than the influenced by the exchange rate exchange rate I make the destination decision at  Although visitors are more likely 4% 29% 29% 19% 13% 6% 19% the last minute to agree with the latter than non-visitors

Base: 4,000 – all participants; prompted, single code Q: When planning a leisure trip/holiday in the UK, as opposed to abroad, to what extent do you agree with the following?

Who is involved in leisure trip planning decisions 69

 8 out of 10 participants say Who is involved in leisure trip planning/booking decisions? that leisure trip planning/ booking is a joint decision; and most likely with Partner/spouse 62% partners/ spouses are involved Children in household 13%

 Hence, 2 in 10 are making the decision alone; and are Friends 12% significantly more likely to be … Wider family 9%  Male  Older, aged 55+ Other 1%  Children have a say in some households No-one else but self 21%

Base: 4,000 – all participants; prompted, multi-code Q: Who tends to be involved in leisure trip planning/booking for your household? Impact of influences on leisure trip planning decisions 70

 Overall, family and friends are key Influences upon leisure trip planning influencers when it comes to leisure trip planning or booking decisions; two thirds saying they are quite or very Don't know Not at all impactful Not very impactful Quite impactful Very impactful % quite/very impactful (and more likely females) impactful

Family and friends 4% 10% 19% 45% 23% 68%  Followed closely by Trip Advisor reviews; again, impactful to around Trip Advisor reviews 4% 16% 19% 41% 21% 62% two thirds

Online content/videos 4% 23% 28% 34% 10% 44%  There is some indication that traditional media (e.g. newspapers) and Tourist Board advertising are Tourist Board advertising 5% 18% 31% 37% 9% 46% more impactful amongst visitors (and males) Social media networks 4% 41% 28% 19% 8% 27%

Traditional media (e.g. 4% 26% 36% 27% 7% 34%  And online content/videos amongst newspapers) non-visitors Bloggers (online) 5% 48% 29% 13% 5% 18%  Females are typically more likely influenced by social media than males Instagrammers 5% 55% 23% 12% 5% 17%

Base: 4,000 – all participants; prompted, single code Q: How impactful are the following influences on your leisure trip planning/booking decisions? 71

Overcoming barriers What might be off-putting to visit Norfolk 72

 Prompted, around a third of the What might put off visiting Norfolk sample can think of ‘no

31% particular reason’ that might put 34% No particular reason 28% them off visiting Norfolk 29% 27% Too far/takes too long to get there 31% 14% Just haven't got round to it 9%  The ‘friction of distance’ is a 20% 13% 13% key deterrent to visiting Norfolk, Prefer to go abroad 13% 12% with 46% of those living 4+ hours 11% Prefer other UK destinations 12% drive-time away saying it’s too 10% 12% Poor weather 8% far 9% 11% Poor transport links 7%

9% Not really aware of Norfolk before this survey 2%  A notable number simply haven’t 18% 7% Just doesn't appeal to me 5% got round to visiting; lack of 10% 6% 10% awareness and/or appeal of Already been and like to try new places 1% 6% Norfolk also key mentions for 6% Been too busy to travel anywhere 6% 6% those who have never visited It's too expensive 5% 6% 4% Not enough to see and do 5%  1 in 10 visitors say they might be 4% 3% 4% put off visiting again as they like Other reason 2% OVERALL (N=4000) 2% to try new places 3% Boring scenery/unattractive area 2% Visitors (N=2200) 2% 2% Heard bad things about it 1% Non-visitors (N=1800) 1% 1% Poor online reviews (e.g. Trip Advisor) 1%

Base: 4,000 - all participants; prompted, multi-code Q: Which, if any, of these reasons have ever put you off visiting Norfolk? Making Norfolk more appealing to visit (Key themes) 73

 The main suggestions as to what would make visiting Norfolk more appealing cluster as below:

10%

5% 5% 4% 3% 3%

Better roads/access Better public More affordable (in Good/better Affordable More things to do transport general) weather accommodation

Base: 4,000 - all participants; OPEN Q: What, if anything, might make visiting Norfolk more appealing for you? What might encourage visit for longer than day trip (Key themes) 74

 Advertising what is on offer in the county is a key theme emerging about how to encourage longer than day-trip visits; good value and good quality accommodation are also a notable mentions

Advertise/more information about what is on offer (9%)

Cheaper/good value Lots to see/do accommodation (7%) (6%)

Better transport links/roads/access Price (cheaper/value for money) (5%) (5%)

Good weather Good accommodation (quality) (4%) (4%)

Events (e.g. food/drink festivals) Better public transport Good food (2%) (2%) (2%)

Base: 630 - all day trip visitors to Norfolk; OPEN Q: What do you think might encourage people to visit Norfolk for longer than a day trip? 75

Comparative appeal Appeal of Norfolk compared to other UK destinations 76

Norfolk is Norfolk is Norfolk is Scottish Highlands less equally more appealing appealing appealing 37% 25% 19% than... as... than... Note: ‘Don’t knows’ removed Lake District Yorkshire

43% 30% 14% 25% 39% 21%

Peak District Lincolnshire

28% 35% 18% 8% 34% 34%

Cotswolds Suffolk 24% 38% 18% 7% 42% 25%

Devon Kent

39% 33% 14% 11% 33% 37%

Cornwall Dorset

42% 32% 14% 28% 39% 17%

Base: 4,000 - all participants; prompted, single code per area Q: Compared to the following UK areas, how appealing to you find Norfolk as a holiday destination? Appeal of Norfolk compared to other UK destinations 77

Norfolk is …

Don't know … a lot less appealing than … …a little less appealing than … … equally appealing as … … a little more appealing than … … a lot more appealing than …

% less % more Mean appealing appealing rating Kent 19% 3% 8% 33% 24% 13% 11% 37% 3.4

Lincolnshire 24% 2% 6% 34% 23% 11% 8% 34% 3.5

Suffolk 27% 2% 5% 42% 17% 8% 7% 25% 3.3 Scottish 19% 17% 20% 25% 11% 8% 37% 19% 2.7 Highlands

Yorkshire 16% 8% 17% 39% 14% 7% 25% 21% 2.9

Peak District 19% 8% 20% 35% 12% 6% 28% 18% 2.8

Cornwall 12% 16% 26% 32% 8% 6% 42% 14% 2.6

Cotswolds 19% 7% 17% 38% 13% 5% 24% 18% 2.9

Dorset 17% 8% 20% 39% 12% 5% 28% 17% 2.8

Devon 13% 12% 27% 33% 9% 5% 39% 14% 2.6

Lake District 13% 17% 26% 30% 9% 5% 43% 14% 2.5

Base: 4,000 - all participants; prompted, single code per area Q: Compared to the following UK areas, how appealing to you find Norfolk as a holiday destination? Where visited in the last 5-years for leisure (prompted) 78

 Mean no. of Three quarters of the locations sample have visited at OVERALL 1.9 Scottish Highlands 15% least one of the Norfolk visitors 2.4 prompted areas for Non-visitors 1.4 leisure in the last 5- years

 Overall, participants have visited an average of two of the locations Lake District 26% Yorkshire 25%

Lincolnshire 10%  Those who have ever Peak District 15% visited Norfolk are more likely to have Suffolk 6% visited the prompted Cotswolds 14% locations than non- Kent 11% visitors Cornwall 26% None of these 25% Dorset 17% Devon 26%

Base: 4,000 - all participants; prompted, multi-code Q: Which of the following have you visited on a leisure trip or holiday destination in the last 5-years? 79

Information sourcing and communication How first found out about Norfolk as leisure destination 80

 Visitors to Norfolk are, by far, How first found out about Norfolk as leisure destination most likely to have first found out about the county as a leisure Word of mouth (e.g. friends, family) 39% destination through word of General internet search 12% mouth (over a third) Tourist Information 8% Destination brochures 6%  And a quarter through the Holiday TV programmes/channels 6% internet in some way (e.g. Review websites (e.g. Trip Advisor) 6% general search, websites, social Accommodation websites 5% media …) Newspapers/magazines 5% Social media 5% Internet 25%  And significantly more likely amongst younger Newspaper reviews/articles 4% participants 18-34 (46%) Holiday & travel events/shows 3% Holiday apps for smartphones/tablets 3% Holiday blogs 3%  A small number (3%) cite a VISIT Travel agent (website) 3% organisation as being the initial VISIT organisation (e.g. Visit England) 3% source of information about Business, or other non-leisure, trip 2% Norfolk Travel agent (in-store) 2%

None of these 21% - Holidayed there as a child Other 11% - Family/friends live there - Used to live there

Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code Q: How did you first find out, or hear, about Norfolk as a leisure destination? Trust in visitor information sources 81

Extent to which trust visitor information sources Mean % quite/very rating trustworthy (1 to 4) Tourist boards/organisations 10% 2% 8% 53% 27% 80% 3.2

VISIT organisation (e.g. Visit England, Visit Norfolk… 17% 2% 7% 48% 26% 74% 3.2

Tourism organisation websites 11% 2% 8% 54% 25% 79% 3.1

Trip Advisor 11% 4% 12% 47% 25% 72% 3.1

Tourism business websites (e.g. hotels, venues) 13% 3% 13% 55% 17% 72% 3.0

TV advertising 13% 5% 21% 51% 11% 62% 2.8

Newspaper & magazine advertising 14% 5% 22% 49% 10% 59% 2.7

Radio advertising 19% 5% 21% 47% 9% 56% 2.7

Transport advertising (e.g. bus) 20% 5% 22% 45% 9% 54% 2.7

YouTube content/videos 19% 12% 25% 35% 9% 44% 2.5

Social media (online) 15% 20% 30% 28% 7% 35% 2.3

Bloggers (online) 20% 21% 29% 25% 6% 31% 2.2

Instagrammers 20% 25% 29% 20% 6% 26% 2.1

Don't know Not at all trustworthy Not very trustworthy Quite trustworthy Very trustworthy

Base: 4,000 - all participants; prompted, single code Q: To what extent do you trust the following visitor information sources to provide you with accurate, relevant and useful information? Holiday information sourcing 82

 As might be expected, Information sources when planning holiday in/day trip to Norfolk

the internet is the most 40% 38% General internet search 33% likely ‘go-to’ information 36% 36% Tourist Information (website) 24% source if planning a 33% 27% Review websites (e.g. Trip Advisor) 29% holiday in, or day-trip to, 25% 21% Word of mouth (e.g. friends, family) 16% 22% Norfolk 9% Accommodation websites 35% 20% 21% VISIT organisation (e.g. Visit England) 12% 13% 10%  Word of mouth is a Personal recall of previous experiences 8% 12% Destination brochures 12% notable mention 8% 10% 3% Holiday blogs 3% Norfolk (in general) 8% Travel agent (website) 6% 9% What to do in Norfolk 7%  VISIT organisations are 7% Social media 4% 6% Accommodation in Norfolk most likely to be used for 5% Travel agent (in-store) 6% 6% information about Norfolk 5% Holiday TV programmes/channels 3% 5% in general and what to do Newspaper reviews/articles 4% 3% Internet 4% 5% in Norfolk, and less likely Holiday and travel events/shows 3% In general 74% 4% 4% for accommodation Holiday apps for smartphones/tablets 4% What to do 72% 4% 4% information Newspapers/magazines 3% Accommodation 75% 8% 8% None of these 7% 8% 10% Don't know 10%

Base: 4,000 – all participants; prompted, multi-code Q: If you were planning a holiday or day trip to Norfolk, which of these sources would you be likely to turn to for information about … a) … Norfolk (in general)? b) … what to do in Norfolk? c) … accommodation in Norfolk? Holiday information sourcing: tourist information sites 83

 From a prompted list of Websites used/might use for information about Norfolk holidays websites, Trip Advisor is most likely (to be) used for information about holidays in Norfolk (and by around half the sample) Used/might use: 53%

 With Visit Norfolk likely to be used by around a third  And significantly more so by ABs (42%) and Used/might use: 35% older participants 55+ (45%)

Used/might use: 26% Participant % used/might use age group Visit Norfolk website

18-34 (N=1055) 25% 35-54 (N=1457) 34% Used/might use: 11% 55+ (N=1488) 45%

Base: 4,000 - all participants; prompted, multi-code Q: Which tourist information websites have you used/might you use when looking for information about Norfolk as a leisure destination? 84

Future visits and recommendations Likelihood of visiting Norfolk in the future 85

 Around half of the total sample say they are quite or very likely to visit Norfolk in future  The more recent a participant last visited Norfolk, the more likely they are to visit in future; so, the majority of those who visited in the past 2 years (very recent visitors) are likely to do so again (83%)  Around a third of those who have never visited Norfolk say they are likely to do so

OVERALL NON-VISITORS ALL VISITORS Visited in Visited Visited Visited 10+ Audience> (N=4,000) (N=1,800) (N=2,200) last 2-years 3-5 years ago 6-9 years ago years ago (N=817) (N=414) (N=217) (N=751)

Overall evaluation>

% saying ‘quite’ or 48% 32% 62% 83% 68% 56% 38% ‘very’ likely>

Mean 2019> 3.4 3.0 3.7 4.2 3.8 3.6 3.2

Mean 2014 > 3.6 2.9 3.8 4.2 3.7 3.4 3.1

Base: 4,000 - all participants; prompted, single code Q: How likely are you to consider visiting Norfolk in the future? % quite/very likely to visit Norfolk in future By key demographics 86

Home location Gender Social grade

56% 53% 48% East of England (N=280) 68% 39% 49% 47% East Midlands (N=320) 65%

Greater London (N=560) 55% AB C1 C2 DE South East England Male Female 49% (N=880) (N=1240) (N=840) (N=1040) (N=600) (N=1960) (N=2040) North West (N=480) 48%

West Midlands (N=360) 45% Age Who typically holiday with

Yorkshire/Humberside 45% (N=360) 58% Wales (N=200) 42% 49% 54% 42% 48% 44% North East (N=200) 41%

Scotland (N=280) 35% Holiday on Holiday with Holiday with South West (N=360) 33% 18-34 35-54 55+ own (N=346) adults only children (N=1080) (N=1480) (N=1440) (N=2121) (N=1283)

Base: 4,000 - all participants; prompted, single code Q: How likely are you to consider visiting Norfolk in the future? % quite/very likely to visit Norfolk in future By areas of Norfolk visited for leisure 87

 Those visiting the lesser known/visited areas are the most likely to visit Norfolk in the future  Conversely, those visiting the ‘honeypot’ destinations are less likely to visit again – although two thirds or more are likely to visit again

Waveney Valley (N=123) 87%

South Norfolk (N=240) 83%

The Brecks (N=104) 83%

Thetford Forest (N=347) 79%

The Fens (N=252) 78%

North Norfolk (N=466) 78%

King's Lynn & West Norfolk (N=613) 75%

Norwich (N=1052) 70%

The Broads (N=912) 66%

Great Yarmouth (N=1281) 65%

Base: 2,200 - all those who have ever visited Norfolk for leisure; prompted, single code Q: How likely are you to consider visiting Norfolk in the future? Why unlikely to visit Norfolk in future? (Key responses) 88

Already been there and prefer Reasons why unlikely to visit Norfolk in future Nothing drawing me to it (key responses, unprompted) other parts of the UK

Too far away 29% Because I just don't fancy it as Family grown up, prefer exciting busy cities Prefer other places 15% much as other places

No interest in going 14% Because it would be more Don't travel/go on holiday 10% convenient to go abroad and It's no where near where I live there is nothing in Norfolk that so isn't easy to get to Prefer to go abroad 7% sounds unique or worth the No money/can't afford to 4% travel time and cost to go

No reason/need to go 4% More appealing destinations I don't tend to holiday in the Already been 3% closer to home with less UK and don't know of anything travelling time and better very worthwhile visiting whilst Difficult to get to 3% transport links there

Don't know enough about Norfolk 2%

Boring/nothing to do there 2% Because I was forced to go Last time we went it poured there so often as a kid and with rain, the accommodation No access to transport 2% travel ages with nothing to do and food was poor and so I’m just not interested in it expensive and there was Bad weather 1% as a place nothing to do

Poor public transport links 1% I don't know of anything there that I couldn't go to elsewhere closer to Not front-of-mind 1% home. Unless there was something significant happening near the area such as a concert or other event, I don't have any reason to go

Base: 706 - all those unlikely to visit Norfolk in future; OPEN Q: Why are you not likely to visit Norfolk in the foreseeable future? Net Promoter Score (NPS) 89

 The overall Net Promoter Score (likelihood of recommending) amongst visitors is positive, albeit marginally so; the score is more positive amongst very recent visitors (within past 2 years)

Would you recommend a visit to Norfolk to a friend?

Net Promoter Score: EVER VISITED Minimum possible = -100 / Maximum possible - 100 +3

Ever visited Net Promoter Score: VISITED IN LAST 2-Yrs Minimum possible = -100 / Maximum possible - 100 Detractors (28%) Passives (41%) Promoters (31%) +15

Net Promoter Score®, or NPS®, measures customer experience and predicts business growth. This proven metric transformed the business world and now provides the core measurement for customer experience management programs the world round. The NPS Calculation Calculated based on the rating to a ‘standard’ question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague?

Participants are grouped as follows: • Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fuelling growth. • Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. • Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. Subtracting the percentage of Detractors from the percentage of Promoters yields the Net Promoter Score, which can range from a low of -100 (if every customer is a Detractor) to a high of +100 (if every customer is a Promoter).

Base: 1,448 - those who have visited Norfolk within last 10 years; prompted, single code Q: How likely is it that you would recommend a visit to Norfolk to a friend on a scale of 0 – 10, where 0 = not at all likely and 10 = extremely likely? Encouragement to visit Norfolk (Key responses) 90

All the interesting and Encouragement to visit Norfolk The beautiful coastline and historic places to visit, choice (key responses, unprompted) the usual glorious weather of places to visit

Beaches/coast/sea 32%

The Broads 13% Beautiful beaches, lots of Boating on the Broads and fields and open land, fresh Countryside/rurality 10% some of the lovely beaches air, relaxing Scenery/views 8%

Norwich 7%

Wildlife/nature/birds 6% Coastline walks, good food, The variety of destinations the landscape variety and the unspoilt areas Friendly (people/locals) 5%

Good food/restaurants 4%

Great Yarmouth 4% The beaches, the great food The big sky landscapes; the and seafood. The countryside, friendly locals; peace and History/historical 4% walks. Great for kids tranquillity Peaceful/quiet/relaxing 4%

Landscape 3% There is something for The tranquillity and countryside. Good walks 3% everybody, it is a beautiful Possibly throw in a decent night place, there is nothing to out in Great Yarmouth, and a day Cromer 2% dislike, I would love to return at the races Different/diverse/unique 2%

Shopping 2% The city centre in Norwich is a The Broads and visit to Norwich, really great place to shop, eat, Good weather 1% take a boat on the Broads, visit visit cultural places like the Norwich for shopping, visit some castle and the people are so North Norfolk 1% of the coastal towns and villages friendly

Base: 1,448 - those who have visited Norfolk within last 10 years; OPEN Q: If you were encouraging a friend to visit Norfolk, what aspects of Norfolk would you tell them about? 91

Summary SWOT in brief 92

STRENGTHS WEAKNESSES

1. Rich endowment with coastal, countryside and waterway amenity 9. Norfolk has to be visited to be appreciated 2. Rich endowment with history, heritage and ‘high’ cultural amenity 10. Norfolk is widely perceived as not being easy to get to 3. Rich endowment with aesthetic amenity (beautiful, pretty and quaint) 11. Many don’t know where Norfolk is 4. Rich endowment with tranquil amenity (rural, peaceful and quiet) 12. There is a very low awareness of component parts (Brecks, Waveney, 5. Many and varied things to do in Norfolk South Norfolk, Thetford Forest) 6. Unique and different proposition(s) for visitors to Norfolk 13. Being ‘flat’ is widely and ambivalently pervasive 7. Previous visitors are generally positive and inclined to recommend 14. Visiting is strongly skewed to summer season (and shoulders of) 8. Norwich, Gt Yarmouth and The Broads are relatively well known

OPPORTUNITIES THREATS

24. Leveraging respective ‘strength’ amenities 15. Domination of Norwich, Gt Yarmouth and The Broads 25. Leveraging outdoor assets (nature, landscape, activities) 16. Greater appeal of Devon, Cornwall, Lake District and Scotland 26. Leveraging variety, difference and uniqueness 17. Gap between perception (assuming) and reality (experiencing) 27. Dial-up ‘popular culture’ and ‘technophile’ propositions 18. Perceived lack of differentiation for Norfolk’s attributes/amenities 28. Raising awareness of lesser known areas (e.g. Waveney) 19. Perceived lack of things to do and/or being “boring” 29. Harnessing word-of-mouth and online marketing channels 20. Persistent view that Norfolk is not easy to get to 30. Aligning proposition to eco-conscious and staycation tourism 21. Risks of negative word-of-mouth and low online profile 31. Cross-sell to business/non-leisure visitors 22. ‘Habitual’ visiting patterns 32. Extending beyond summer season shoulders 23. Lack of ‘consideration’ of Norfolk (as a precursor to visiting) 33. Work around the ‘friction of distance’ 34. Attracting visitors from ‘hinterland counties’ and to pop-over-the-border

Summary (1) 93

Awareness of Norfolk 1. Only half of all participants (48%) are able to correctly identify Norfolk when presented with a county map of the UK; correct identification is relatively low even amongst those who have ever visited Norfolk for leisure (61%); with only 32% of those who have never visited for leisure accurately identifying the county 2. Unprompted recall of areas/locations in Norfolk most likely focuses on cities/towns, such as Norwich (28%), Great Yarmouth (14%), Cromer (9%), King’s Lynn (7%), Hunstanton (4%); The Broads also a key mention (22%); 2 in 5 unable to cite any specific areas/locations 3. Prompted, the large majority are aware of at least one of a list of distinct areas of Norfolk (90%) and most likely Great Yarmouth (74%), Norwich (69%) and The Broads (60%); by far lowest prompted recall of The Brecks and Waveney Valley (8% and 7% respectively) 4. As might be expected, perceived convenience of travel to Norfolk correlates with which region a participant resides - those in Scotland, Wales and South West finding travel least convenient

Previous visiting behaviour to Norfolk 5. 55 % of participants have ever visited Norfolk for leisure; with 20% having visited very recently (within the past 2 years) a. Those who have done so more likely to reside in the East/East Midlands; males; ABs 6. 29% of visitors have been to Norfolk on a day-trip and 40% for a weekend break; with one-week holidays also popular (32%); only 1 in 10 have visited for two weeks or longer 7. Prompted, visitors are most likely to have visited Great Yarmouth (58%), Norwich (48%) (urban ‘hotspots’) for leisure; The Broads (41%) also popular; least likely visited are Waveney Valley (6%) and The Brecks (5%) (lowest awareness for these areas) 8. 1 in 10 leisure visitors to Norfolk have visited more than 10 times; with 3 in 10 having visited only once for leisure; there is a correlation with where participants reside in the country (closer = higher number of visits); and income (lower income = more likely only visited once) 9. 34% of those who have visited Norfolk for leisure have also visited for purposes other than leisure (e.g. business or other obligation); whereas only 1 in 10 non-visitors for leisure have visited for other purposes 10. 1 in 10 of those who have visited Norfolk for leisure more than once visit the county several times a year; conversely, a third (36%) visit less frequently than once every 5 years 11. Two thirds of those who have visited more than once typically return to the same areas (always/usually); hence, a third usually/always try new areas (1 in 10 always do so) 12. Prompted, attractions are most likely visited in Norfolk are generic beaches/coast and countryside (natural environment); with more specific shopping, outdoors attractions and museums/historic sites/buildings also popular 13. Outdoor pursuits are most popular in terms of activities undertaken in Norfolk (walking; bird/wildlife watching); water-based activities also well- liked (boating/sailing; swimming) Summary (2) 94

Likely future visiting behaviour (All participants) 14. Participants are significantly most likely to travel to Norfolk by car (76% overall) - past visitors significantly more likely to travel this way than non- visitors; the train is a notable mention (24% overall), with non-visitors significantly more likely to think they will use this mode of transport than past visitors; a notable proportion of non-visitors (11%) do not know how they would travel to Norfolk 15. Participants are most likely to travel to Norfolk with others; and most likely with their partner/spouse; 10% would travel alone; and 29% with children 16. 72% of all participants would stay in a single base in Norfolk (if staying for several nights for leisure) and 11% would stay in more than one base (multiple base staying closely linked to income; higher income = more likely more than one base) 17. Around half the sample (49%) are likely to stay in Norfolk for a weekend break (short/long); with week-long holidays also popular (23%) 18. Visiting Norfolk is most likely to be May-September, with peak season June-August 19. B&Bs/guesthouses are most popular accommodation type (37% overall), and chain and independent hotels too (32% and 31% respectively); B&Bs and chain hotels more popular amongst non-visitors; inns/pubs, boats, staying with relatives/friends or in holiday homes more popular amongst past visitors 20. The majority (76%) are likely to book accommodation at least a month before their stay 21. Online sources (general internet search, accommodation provider websites, Tourist Information websites, review websites e.g. Trip Advisor), are likely to be used by the majority (91% using at least one online source) when looking for information about accommodation in Norfolk; VISIT organisations likely used by 16% 22. 90% would book their accommodation online; and most likely via laptop or desktop PC; with 23% saying they would use the phone (use of online for booking has increased significantly since 2014 research – from 49%; with phone use having fallen from 40%) 23. Anticipated spend on accommodation per adult per night is £99.67 on average; mode £50-£74 (56% likely £25-£99) 24. Anticipated spending money allowance per adult per day is £63.21 on average; mode £25-£49 (51% likely £25-£74)

Perceptions of, and motivations to visit, Norfolk

25. Highest agreement with the statement that ‘Norfolk offers unique experiences’; and lowest with ‘Norwich is easy to get to’. Many non-visitors unable to give a view for most statements 26. Norfolk is most likely to be described as ‘Flat’ (neither evidently positive nor negative) and ‘Rural’ by both visitors and non-visitors 27. Norfolk performs at least reasonably well against all prompted attributes amongst visitors, and for many amongst non-visitors; and most highly for seaside/coastal, countryside/rural and wildlife & natural amenities, as well as variety of landscapes/places; and least highly for accessibility - particularly travel time and ease of getting to Norfolk amongst non-visitors 28. Norfolk is most likely associated with being ‘Beautiful’, ‘Traditional’, ‘Welcoming’ and ‘Interesting’, but also ‘Hard to get to’, ‘Basic’ and ‘Unfashionable’

Summary (3) 95

Perceptions of, and motivations to visit, Norfolk continued … 29. 73% of past visitors rate Norfolk as quite or very appealing (no notable change since 2014); and 32% of non-visitors (improvement since 2014) a. Those in the East/E. Midlands (closer proximity), males, ABs, older aged 55+, and typically holidaying with children more likely to find Norfolk appealing 30. Prompted, Norfolk’s physical landscape (beaches/coast, countryside/rurality) is most appealing as a leisure destination for visitors and non- visitors 31. Unprompted, the beach/coast, beautiful countryside/landscape and the Broads are ‘the best things’ about Norfolk 32. The ‘worst things’ being the distance to travel (long); and inclement weather 33. The Broads is most likely ranked as most appealing of prompted areas in Norfolk; followed by Great Yarmouth and North Norfolk; of least appeal are The Fens and Great Yarmouth in equal measure 34. 23% of those who have never visited Norfolk have considered doing so, meaning that around three quarters haven’t; barriers to visiting are lack of awareness/knowledge of Norfolk as a holiday destination and being too far to travel amongst those who have never considered; and lack of time, too far to travel and cost prohibitions amongst those who have considered, but never visited

Leisure trip planning and considerations 35. 57% say the decision on where to holiday/visit is heavily influenced by the weather (no difference by visitor type) 36. Over half (56%) plan what they do on holiday in advance; reflecting the 58% who do not make the destination decision until the last minute 37. Choice between holidaying in the UK and abroad is more likely influenced by safety abroad, rather than exchange rate; although visitors more likely influenced by the latter than non-visitors 38. 8 out of 10 say the leisure trip planning is a joint one, typically involving partners/spouses; hence 2 in 10 are sole decision-makers 39. Prompted, family and friends are most likely influencers on leisure trip planning decisions (68% quite/very influential), closely followed by Trip Advisor reviews (62% quite/very influential); visitors are more likely influenced by traditional media than non-visitors (e.g. newspapers, Tourist Board advertising); females are more likely influenced by social media than males

Overcoming barriers 40. Prompted, a third of all participants can’t think of any particular reason that might put someone off visiting Norfolk; taking too long to get there (29%) is a key deterrent; not having got round to it and lack of awareness of Norfolk are key deterrents amongst non-visitors 41. Better roads and access would make Norfolk more appealing to visit; and visiting longer than a day trip would most likely be encouraged by more effective advertising of what’s on offer in Norfolk (unprompted)

Summary (4) 96

Comparative appeal 42. When comparing Norfolk with other prompted UK destinations, it is most likely considered more appealing than Kent and Lincolnshire; and less appealing than the Lake District, Devon, Scottish Highlands and Cornwall 43. Prompted, most visited UK destinations are Devon (26%), Cornwall (26%), Lake District (26%) and Yorkshire (25%); and least is Suffolk (6%); on average, participants have visited 2 of the 11 destinations

Information sourcing and communication 44. Word-of-mouth (friends/family) is the key means of having first found out about Norfolk as a leisure destination (39% of visitors); the internet is also a notable mention (25%); with 3% citing a VISIT organisation 45. There is a high level of trust in VISIT organisations as an information source (comparable with Tourist boards/organisations) 46. If planning a holiday/day trip to Norfolk, the internet is the most likely ‘go-to’ information source; word-of-mouth also notable; VISIT organisation more likely to be used for general information about Norfolk (20%) and what to do in Norfolk (21%), and less likely for accommodation (12%) 47. Prompted, Trip Advisor would be most likely used tourist information website if planning a visit to Norfolk (53%); followed by Visit Norfolk (35%); Visit England (26%); Visit Britain (11%); Visit Norfolk more likely to be used by ABs and older participants (55+)

Future visits and recommendation 48. Overall, 48% of participants are quite/very likely to visit Norfolk in future; by visitor type; 62% of visitors and 32% of non-visitors; and some indication that those in close proximity (East/E. Midlands); younger (18-34) and those with children more likely to do so 49. There is some indication that those who have visited lesser known areas of Norfolk (Waveney Valley; South Norfolk; The Brecks) are more likely to be enticed back to Norfolk 50. The overall NPS is positive (+3), and higher than in 2014 (negative score); amongst very recent visitors (within past 2 years), the score rises to +15 51. Norfolk’s beaches/coastline are the biggest motivator to visit Norfolk (32%); followed by The Broads (13%) and countryside/rurality (10%) 97

Considerations Considerations (1) 98

Notwithstanding the context of organisational priorities and additional/alternative management information sources, Visit Norfolk may wish to consider the following themes in light of these findings: 1. Consider some fundamental questions: a. Who to target

1. To seek ‘more of the same’ by attracting a higher frequency of short visits from current/potential visitors in hinterland

2. To target ‘some of the new’ by attracting a lower frequency of longer visits from the farther parts of UK b. What proposition to present

1. To make a virtue of the present realities, both strong and weak (e.g. low awareness = uncrowded; flat = spectacular views)

2. To craft a new reality (e.g. boost entertainment, challenge ‘boring’) 2. Challenging and addressing ‘barrier’ perceptions and clichés of flat/boring/little-to-do/hard-to-reach (“explode the myths about Norfolk” and making a virtue of “flat”! 3. Raising awareness of the lesser known components of Norfolk (e.g. Brecks, Waveney), as discrete sub-brands 4. What is the inter-relationship between the sub-brands and the Norfolk master-brand (are they more compelling than the master brand: Broads vs Norfolk / Norwich vs Norfolk) 5. Convey the variety, diversity and uniqueness of ‘the parts that make the whole’ of Norfolk Considerations (2) 99

6. Encourage taster, trial and discovery (it’s worth the effort and it keeps on giving) 7. Encouraging multi-base holidays (relatively low current take-up) 8. Convert day-trippers to stay-trippers (“there’s far too much to do in a day”) 9. Choose peer group reference frame within which Norfolk has stand-out appeal (e.g. Kent, Suffolk , Lincolnshire) 10. Target ‘low-hanging fruit’ in the Norfolk outer-hinterlands of Yorkshire, Midlands and South East 11. Develop season-extending proposition(s) 12. Develop ‘popular culture’, ‘entertainment’ and ‘technophile’ proposition(s) to plug the gaps 13. Encouraging positive word-of-mouth from visitors (Sharing the secret about the hidden gems of Norfolk) 14. Cross-sell non-leisure visitors to become leisure visitors 15. Cross-sell between regions of Norfolk but, respect that each has unique appeal to discrete audience profiles 16. Cross-sell with neighbouring counties to encourage ‘pop-over-the-border’ discovery visits 17. Capitalise on the emerging eco-conscious and staycation trends that play to Norfolk’s strength 100

Understanding visitor profiles, perceptions and motivations with regards to visiting Norfolk

Research findings for Visit Norfolk 9th September 2019 (v2)

Prepared by Will Herschel-Shorland & Hannah Edwards Insight Track Ltd. T: 01603 626800 E: [email protected]