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Visits to Tourist Attractions in Wales 2017

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SOCIAL RESEARCH NUMBER: 49/2018 PUBLICATION DATE: NOVEMBER 29, 2018 Visits to Tourist Attractions in Wales 2017 Report for Visit Wales Mae’r ddogfen yma hefyd ar gael yn Gymraeg. This document is also available in Welsh. © Crown Copyright 2018 Digital ISBN 978-1-78964-341-1 Visits to Tourist Attractions in Wales – 2017 Research on behalf of Visit Wales Fiona McAllister, Beaufort Research Ltd. Views expressed in this report are those of the researcher and not necessarily those of the Welsh Government For further information please contact: Birgitte Magnussen Senior Research Officer Department for Economy, Science and Transport Welsh Government QED Centre, Treforest Industrial Estate Pontypridd, Rhondda Cynon Taf CF37 5YR Tel: 0300 062 5296 Email: [email protected] ISBN: 978-1-78964-341-1 November 29, 2018 © Crown Copyright 2018 All content is available under the Open Government Licence v3.0, except where otherwise stated. http://www.nationalarchives.gov.uk/doc/open-government-licence/version/3/ Contents Page Glossary of acronyms and how to read the tables .................................... 1 Executive summary ...................................................................................... 3 1. Introduction ................................................................................................... 6 1.1 Background ..................................................................................................... 6 1.2 Tourist attraction definition .............................................................................. 6 1.3 Objectives ....................................................................................................... 7 1.4 Economic and climatic background to 2017 .................................................... 7 2. Methodology .................................................................................................. 9 2.1 Conducting the research ................................................................................. 9 2.2 Survey distribution and response rate ............................................................. 9 3. Top ten free and paid attractions (by volume of visits) ........................... 11 3.1 Top ten paid attractions................................................................................. 11 3.2 Top ten free attractions ................................................................................. 12 4. Visits 2017 ................................................................................................... 13 5. Comparative analysis of visits to tourist attractions 2017 / 2016 ........... 22 5.1 Overall comparisons ..................................................................................... 22 5.2 Comparison of admission charges for paid attractions ................................. 24 6. Operations ................................................................................................... 28 6.1 Gross revenue movement ............................................................................. 28 6.2 Employment 2017 ......................................................................................... 30 6.3 Marketing expenditure 2017 / 2016 ............................................................... 33 7. Visitor profile 2017 ...................................................................................... 35 8. Attractions responding in 2017 (alphabetical order) ............................... 38 APPENDICES Appendix I: Questionnaire Appendix II: Visit Numbers 2014-2017 Glossary of acronyms and how to read the tables Visit Wales and Beaufort Research would like to thank all representatives and operators in the attraction sector that provided information for the survey on which this report is based. Without their assistance every year it would not be possible to collate these figures. Estimates / visit figures unavailable Figures shown in this report are given in good faith on the basis of information provided by the proprietors of attractions. If visit figures were estimated by operators, this is indicated with an asterisk (*) following the number of visits in 2017 in section 8 towards the end of the report. Admission If an attraction has an admission charge, the adult admission charge for high season 2017 is given. If this is not known the charge is left blank. 1 | Visit Wales – Visits to Tourist Attractions in Wales 2017 Beaufort Research 2018 Research Report Abbreviations CATEGORY ACRONYM EXPLANATION Regions M Mid Wales N North Wales SE South East Wales SW South West Wales Ownership Cadw † Cadw (Welsh Historic Monuments) LA Local Authority AC - NMW Amgueddfa Cymru – National Museums Wales NRW Natural Resources Wales NT † National Trust PO Privately owned (private individual owners, organisation / trust etc.) RSPB The Royal Society for the Protection of Birds Tourist attractions A / A Adventure / activity attraction CP Country park, garden, other natural Farm Farm / rare breeds F / D Food or drink attraction HP Historic properties, castles, forts, historic houses, palaces, historic monuments, archaeological sites, other historic properties, heritage centres, places of worship IND Industrial / craft attraction MAG Museums and / or art galleries, arts centres R / T Railway / tramway / travel / transport attraction / tours SC / T Science / technology centre Theme Leisure parks, theme parks WL Wildlife or nature reserve OTH Other attraction Employee type FT Full-time PT Part-time UV Unpaid volunteer †Attractions in the Cadw or National Trust ownership categories may only be managed by such organisations. Throughout the report, samples of ten or below are highlighted in red to denote the need for caution to be applied when interpreting the results. 2 | Visit Wales – Visits to Tourist Attractions in Wales 2017 Beaufort Research 2018 Research Report Executive summary i. Visits 2017 18.6 million visits were made to attractions in Wales taking part in the 2017 survey: 61% of these visits were made to attractions with free admission and 39% to attractions where an admission change applies. As most major attractions participate in the survey, it is estimated the total volume of visits recorded accounts for well over 80% of the grand total of visits to all attractions in Wales. Amongst all attractions responding to the survey, the 23 reporting 200,000 or more visitors accounted for almost half of all visits recorded in 2017. Participating attractions in North Wales received the highest share of visits in 2017 (39.5%), while attractions in Mid Wales received the lowest (5.5%). Each attraction responding to the survey received an average of 78,620 visits in 2017: the average number of visits was highest (at 105,177) in South East Wales, and lowest (at 22,964) in Mid Wales. Historic properties and museums and art galleries received the highest proportion of visits overall (with each accounting for around 20% of all visits). Almost four in ten visits to attractions in Wales in 2017 (39.7%) were made to privately owned attractions (3.8 million to free and 3.6 million to paid). ii. Visits 2016 - 2017 This section of the report looks at trends in the number of visits to attractions in Wales, comparing 2016 and 2017 figures. Please note that this section only relates to those attractions that provided data in both years (143 attractions). Visits to these attractions rose by 7.1% from 2016 to 2017. Free attractions saw the largest increase in visit numbers year on year, with a rise of 9.8% (8.08 million to 8.87 million), while visits to paid attractions rose by 3.6% (6.05 million to 6.26 million). Visitor numbers increased at attractions in all areas of Wales except the South West, where there was a small decrease of 2.3% from 2016 to 2017; North Wales saw the highest increase year on year (of 14%). 3 | Visit Wales – Visits to Tourist Attractions in Wales 2017 Beaufort Research 2018 Research Report Visits to privately owned attractions increased by 13.7% from 2016 to 2017, while Amgueddfa Cymru – National Museum Wales, Cadw, Local Authority and RSPB attractions also saw sizeable increases. In contrast, visits to Natural Resources Wales sites declined by 10.7% year on year. Average adult admission charges rose by just over 4% from 2016 to 2017 to £9.03 (up from £8.65 in 2016); child admission prices also rose by a similar margin (from £5.13 in 2016 to £5.35 in 2017). Adult admission charges were highest in North Wales (average £9.70), and lowest in South West Wales (average £6.45). In terms of attraction category, adventure / activity attractions charged the highest adult admission prices (average £18.40), while museums and art galleries charges were lowest (average of £4.53). iii. Operations Nearly half of participating attractions (47%) reported an increase in gross revenue in 2017 compared with 2016, while another four in ten said their revenue was similar; only around one in eight reported their gross revenue had fallen year on year (down from one in five in 2016). Overall, participating attractions reported an increase of 3.1% in gross revenue in 2017 compared with 2016. Country parks and gardens saw the highest increase (+11.7%), followed by wildlife / nature reserves (+9.1%), science / technology centres (+8%) and food or drink attractions (+7.5%). Turning to staffing, as in 2016 unpaid volunteers accounted for the largest proportion of workers at attractions participating in the 2017 survey (63%). Full-time staff accounted for just over one in five (20.7%) workers in
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