East Midlands and Domestic Tourism

East Midlands

East Midlands comprises the counties of Nottinghamshire, Derbyshire, Leicestershire, Rutland, Northamptonshire and most of Lincolnshire. It has a population of 4.6 million, representing 9% of the total population of England.

Value to Domestic Tourism in England

In 2014, there were 7.1 million domestic overnight trips to the East Midlands, representing 8% of the total of all trips in England, with spending of £1.1 billion. There were a further 95 million day trips, 7% of the England total, with £2.6 billion in spending.

East Midlands East Midlands trips Total England trips (as % of total) Domestic Overnight Trips

Trips (millions) 92.61 7.14 8% Spend (£ millions) 18,085 1,107 6% Day Visits

Trips (millions) 1,345 95 7% Spend (£ millions) 45,101 2,586 6%

Trip Type

Overnight Travel

Compared to the national average, a lower proportion of trips to the East Midlands are for holidays. In particular, there are fewer shorter breaks of 1-3 nights (25% compared to 29% England average). Visits to friends and relatives are comparatively more important, particularly non-leisure visits (19% vs. 15%), while business visits are on par with trips overall (both 15% of trips).

East % of East % of trips taken Total England Midlands Midlands trips by all trip takers trips taken All Overnight Trips (millions) 92.61 100% 7.14 100% All Holidays 40.74 44% 2.84 40% 1-3 night holidays 26.47 29% 1.79 25% 4+ night holidays 14.27 15% 1.05 15% Visiting Friends and Relatives 35.91 39% 3.02 42% Leisure VFR 22.26 24% 1.69 24% Other VFR 13.65 15% 1.33 19% Business Travel 13.55 15% 1.05 15%

Day Trips

While general days out are somewhat more common in the East Midlands (11% of trips compared to 7% nation-wide), other top activities on day visits to the East Midlands match day the national picture.

East % of East % of trips taken Total England Midlands Midlands trips by all trip takers trips taken All Day Trips, millions 1,345 100% 95 100% (selected activities) Visiting friends or family 313 23% 21 22% Going out for a meal 131 10% 10 11% Going on a night out 113 8% 8 8% General day out 100 7% 10 11% Undertaking outdoor activities 109 8% 8 8% Special shopping 84 6% 7 7%

Holidays in East Midlands

Expenditure on holidays in the East Midlands is lower than on average by around £10 per night, and trip length is slightly lower than the average, leading to a lower average spend on holidays in the East Midlands when compared to holidays in England overall.

East Midlands Domestic Holidays Total England trips Average spend per trip £247 £204 Average spend per night £73 £62 Average trip length (nights) 3.37 3.27

Countryside / village holidays are the most common type of trip taken in the East Midlands, representing almost two-fifths of holidays (39%), compared to 23% across England as a whole. Self- catering accommodation is over half of the market for the East Midlands (56%, compared to 37% overall) – with camping / caravanning options in particular much more likely to be used for this region than across England as a whole (37% vs. 23%). Cars are the most common form of transport, being used on almost 9 in 10 trips (89%).

Though the age profile of those taking holidays in the East Midlands is similar to the national profile, holidaymakers to the East Midlands are more likely to be less affluent and to have children in their household. Three in ten (30%) are locals, with Yorkshire another key source of visitors (24%).

Outdoor activities are popular on holidays in the East Midlands, as are visits to parks and gardens, which are undertaken in 18% of trips compared to 14% nation-wide.

% of trips taken % of East Midlands by all trip takers trips taken Destination Type

Seaside 32% 27% Large city/ large town 31% 19% Small town 19% 18% Countryside/ village 23% 39% Accommodation used Serviced rented 50% 34% Self-catering rented 37% 56% Camping / Caravanning 23% 37% Other self-catering rented 14% 19%

% of trips taken % of East Midlands Cont. by all trip takers trips taken Transport used Public transport 16% 7% Car 79% 89% When booked More than six months before trip 7% 10% Between 2 and 6 months before trip 26% 28% About a month before trip 12% 11% 2-3 weeks before trip 13% 13% In the week before trip 13% 7% Same day / after setting off on trip 1% 0% How booked Booked online 54% 50% On a laptop or desktop PC 40% 36% On a smartphone 3% 2% On a tablet 8% 7% Age groups 16-34 23% 24% 35-54 42% 43% 55+ 35% 34% Social grade AB 39% 33% C1 28% 26% C2 19% 20% DE 13% 21% Children in household 36% 41%

% of trips taken % of East Midlands Cont. by all trip takers trips taken Region of origin North East 6% 5% Yorks & Humberside 13% 24% East Midlands 9% 30% East of England 9% 8% London 7% 3% South East (excluding London) 15% 8% South West 11% 3% West Midlands 10% 10% North West 13% 6% Scotland 3% 2% Wales 5% 2% Activities undertaken History & heritage 23% 17% Arts, culture & entertainment 15% 11% Visitor Attractions 33% 27% Parks and Gardens 14% 18% Events, festivals and exhibitions 11% 11% Outdoor activities (including long 27% 31% walks) Outdoor activities (excluding long 14% 18% walks) Visited beach 20% 18% Special shopping 7% 9% Live sport 3% 5% Special personal event 3% 3%

Trends

Trips to the East Midlands have on average decreased slightly each year since 2008, compared to slight growth in the rest of the country.

Number of domestic holidays East Midlands Total England Millions trips 2008 39.75 3.23 2009 47.01 3.68 2010 43.54 3.53 2011 46.16 4.07 2012 45.99 3.61 2013 44.93 3.55 2014 40.74 2.84 Annual average growth 2008-2014 1% -1%

Appendix

Sub-Regional Volume and Value – Domestic Overnight Tourism - 3-year averages 2012 - 2014

East Midlands Counties

Total trips Total nights Total spend Holiday Holiday Holiday (thousands) (thousands) (£millions) trips nights spend (thousands) (thousands) (£millions)

England 99607 293537 18764 43883 147740 10505 Nottinghamshire 1709 4319 263 631 1757 145 Derbyshire 1763 4367 265 753 2137 159 Leicestershire 1174 2744 149 305 668 45 Northamptonshire 969 2227 127 293 707 45 Lincolnshire 2225 7717 371 1343 5271 247

East Midlands Local Authorities

Total trips Total nights Total spend Holiday Holiday Holiday (thousands) (thousands) (£millions) trips nights spend (thousands) (thousands) (£millions)

England 99607 293537 18764 43883 147740 10505 Ashfield 44 132 6 11 46 2 Bassetlaw 173 417 15 48 150 6 Broxtowe 108 213 15 20 49 6 Gedling 59 104 6 7 13 1 Mansfield 59 241 6 11 33 1 Newark and 246 646 40 130 410 26 Sherwood Nottingham 931 2312 171 398 1043 102 Rushcliffe 83 244 4 8 13 * Nottinghamshire 1709 4319 263 631 1757 145 Amber Valley 118 300 15 32 105 7 Bolsover 48 147 4 13 36 2 Chesterfield 189 389 24 24 41 4

Cont. Total trips Total nights Total spend Holiday Holiday Holiday (thousands) (thousands) (£millions) trips nights spend (thousands) (thousands) (£millions) Derby 373 745 52 107 255 20 Derbyshire Dales 442 1366 88 299 959 69 Erewash 66 135 4 10 12 1 High Peak 334 809 56 200 540 42 North East 108 227 10 40 66 7 Derbyshire South Derbyshire 67 147 6 13 37 2 Derbyshire 1763 4367 265 753 2137 159 Blaby 49 95 7 13 15 1 Charnwood 211 486 21 39 80 4 Harborough 122 287 15 35 98 5 Hinckley and 105 255 10 39 76 5 Bosworth Leicester 416 827 46 75 143 8 Melton 131 498 28 47 126 13 North West 134 270 22 58 124 8 Leicestershire Oadby and Wigston 8 27 1 3 6 * Rutland 120 321 12 37 107 4 Leicestershire 1174 2744 149 305 668 45 Corby 80 167 9 19 47 2 Daventry 137 266 18 65 157 8 East 84 230 6 17 70 2 Northamptonshire Kettering 140 333 21 29 65 4 Northampton 314 695 40 65 131 9 South 168 436 28 79 212 17 Northamptonshire Wellingborough 40 91 5 13 21 2 Northamptonshire 969 2227 127 293 707 45 Boston 79 240 10 21 79 3 East Lindsey 1351 5255 236 1072 4503 198 Lincoln 344 974 57 113 303 21 North Kesteven 83 234 10 32 71 4 South Holland 70 215 10 7 29 1 South Kesteven 232 629 39 76 211 15 West Lindsey 52 136 6 18 55 4 Lincolnshire 2225 7717 371 1343 5271 247