Fife Coast Usage and Impact Study 2016
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FIFE COAST USAGE & IMPACT STUDY The Fife Coast area is a one-mile wide strip of land along the coast from Kincardine in the South to Newburgh in the North. The Fife Coastal Path along with many beaches and picturesque towns and village are all located in this area. LJ Research and The Glamis Consultancy were commissioned by Fife Coast & Countryside Trust (FCCT) to evaluate the use and impact of the Fife Coast area in 2015. A range of separate studies were undertaken to inform the project. These included visitor counting and undertaking a visitor survey at 37 locations on the Fife Coast. In addition, surveys among local tourism businesses and Scotland residents were undertaken to better understand the importance of the area. Set out below is a visual summary of the key findings from these four elements of the study with comparisons against results of a similar study undertaken in 2006/7. VISITORPROFILE PROFILE OF USERS A local profile of AGE GROUP & GENDER GROUP SIZE users of the Fife Coast was identified 2015 2006/07 as 60% were from Fife. 26% 30% 2015 2006/07 26% 40% 44% More local visitors 23% 23% 20% 11% 9% from Fife and fewer 19% 18% visitors from the rest 17% 17% 13% 8% of the UK were 14% evident compared to 9% 9% 6% the 2006/7 study. 7% 6% Average Average 2.6 2.3 Those aged 45-54 16 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ and 55-64 were identified as ORIGIN particularly keen 2015 2006/07 users of the coast. Fife 60% 54% 31% 31% The most common Rest of Scotland party size was 2. - Edinburgh 5% 4% COMPOSITION COMPOSITION GROUP - Greater Glasgow 5% 4% - Perth & 6% 4% A quarter of coastal Kinross/Dundee/Angus visitors were visiting Rest of UK 5% 9% with children (under 2015 75% 25% 16). Overseas 4% 4% 2006/07 81% 19% # VISITORPROFILE PROFILE OF USERS TYPE OF TRIP FORMS OF ACCOMMODATION 60% were undertaking a short 60% trip from home and 52% 17% were on a day 2015 2015 2006/07 out. Meanwhile, 2006/07 visitors staying away Staying with 26% 23% 18% 23% friends/relatives from home accounted 20% for 23%. 17% Hotel/motel 15% 15% Rented holiday/static The vast majority 11% 7% On a short trip On a day out (for Staying away caravan (90%) of staying (of less than 3 more than 3 from home visitors spent at least hours) from hours) from overnight B&B Bed and Breakfast 10% 12% one night in the Fife home home Owned holiday/static Coast area. The 10% 8% average length of stay caravan Self-catering was 4.6 nights. 8% 18% flat/house/cottage WHERE STAYED Staying with friends or Tent 7% 2% relatives was the most Touring common form of 6% 9% 2015 2006/07 caravan/motorhome accommodation Within the among those who 90% 85% Guest house 5% 4% stayed in the Fife Fife 4.6 5.7 Coast area nights nights Coast area. Second home 5% Elsewhere in 5% Fife 10% 25% Time share 2% 1% Elsewhere in Scotland 26% 33% # # VISITORENGAGEMENT PROFILE WITH THE COAST FIRST / REPEAT VISITS TO COAST The vast majority of visitors were undertaking a repeat 2015 2006/07 visit to the Fife Coast. 11% 19% First Visit Repeat Visit 89% 81% There was evidence of a high level of engagement with the NUMBER OF VISITS TO COAST coast as around 40% indicated they visited at least once a week. 1% 4% 10% 2% 10% 14% The average number of 25% visits per year to the 17% coast was estimated to Summer 1%28% Winter be 111 visits. 64 4% 47 20% 14% 10% 25% 8% 20% 10% 18% 8% 12% 13% 18% 8% More than once per day Every day More than once a week but not daily Once a week 2 or 3 times a month Once a month Less often than once a month Never # VISITORENGAGEMENT PROFILE WITH THE COAST WALKING ENTIRE LENGTH? 1% of users were walking the entire length of the coast (around 120 miles). Yes No DK This equates to around 36,000 visitors per year. 1% 98% 1% The average time spent at the location where they were DWELL TIME encountered was just over an hour and a half. 2015 2006/07 1h 31mins 1h 44mins # # VISITORINFLUENCING PROFILE FACTORS ON DECISION TO VISIT INFORMATION USAGE DURING VISIT Most (72%) users of the coast did not refer FACTORS IMPORTANT IN DECISION I will not use any information to any information TO VISIT FIFE COAST today 72% during the visit. Personal recommendation / word of mouth 7% Beaches Fife Coastal Previous visit The most common Path 7% form of information Website was word of mouth 2015 2016/07 2015 2016/07 6% and awareness from a 41% 26% 41% 27% previous visit. Brochure / information 4% booklet Towns Harbours IMPORTANCE OF THE FIFE Beaches and the Fife /villages /piers Coastal Path were the COAST IN DECISION TO VISIT two most important 2015 2016/07 factors influencing the 2015 2016/07 decision to visit the 23% 23% 16% N/A 61% Fife Coast was area. 42% a reason 40% for visiting Visiting friends Cycle In 2015 To see the Fife Coast /relatives Routes itself was cited as a 2015 2016/07 2015 2016/07 23% 22% reason to be in the 19% 20% 11% N/A 19% area by 61% of the 9% 4% 16% sample. My sole My main One of Of no reason for reason for several importance coming coming reason for coming # VISITORACTIVITIES PROFILE ACTIVITIES UNDERTAKEN BEACH USAGE The most popular activity undertaken was walking with or without a dog. Walking with a Walking without dog a dog Eating and drinking 2015 2006/07 2015 2006/07 was also a common activity as too was 40% 32% 40% 59% photography and relaxing. Yes No Don’t know Over half (54%) of Fife Coast users Eating / drinking ATTRACTIONS VISITED Photography went to at least one out beach in the area. 2015 2006/07 2015 2006/07 36% 8% 17% 7% 32% St Andrews 28% Cathedral and St Andrews Castle were the two most visited attractions. Relaxing / 15% sunbathing 13% 12% 2015 2006/07 14% 4% St St Scottish St British Andrews Andrews Fisheries Andrews Golf Cathedral Castle Museum Aquarium Museum # VISITORRATING PROFILE THE FIFE COAST 2015 2006/07 Public toilets Car parking Catering facilities High levels of satisfaction were generally apparent. The exceptions were Visitor information toilets, litter bins and signage public transport which Provision of litter Standard of paths were all rated well bins below 4 out of 5. Outdoor seating Public transport provision Customer service # VISITORRATING PROFILE THE FIFE COAST General perceptions of the area were positive. Users rated value for A visit to the Fife Coast money, cleanliness, safety and the generally represents good welcome received value for money above 8 out of 10 which is considered a positive benchmark. Overall standard of cleanliness I think the Fife Coast is a safe place to visit The Fife Coast is a friendly and welcoming place to visit # VISITORIN THE PROFILE WORDS OF FIFE COAST USERS WHAT PARTICULARLY LIKE ADDITIONAL FACILITIES The views and access to the beach were identified as two particularly impressive aspects of the Fife Coast. 62% of coastal visitors 2015 2006/07 2015 2006/07 thought that no new additional facilities or Views 45% services were required 36% More / better toilets 10% 9% in the area. Access to the beach 31% 8% Eating and drinking 8% 7% places / services Improved public toilet Quiet / peaceful / relaxing 21% 18% provision and more More dog litter bins 4% 9% eating and drinking places were the two General - good for walking 21% 16% More / better outdoor 3% 11% most common seating additional service Proximity to home / 19% 4% Littler bins requests. accessible location 3% 6% More / better Nature / wildlife 11% 17% information provision 1% 10% # VISITORVISITOR PROFILE EXPENDITURE The average visitor on a short trip (of 3 hours or less from home) spent £9.64 SHORT DAY STAYING IN per person per trip. TRIP OUT FIFE COAST Accommodation £0.00 £0.00 £20.89 Those on a day out (of more than 3 hours from home or from £4.46 £7.84 £13.32 their accommodation Eating and drinking outside of the Fife Coast) spent £14.16 per person per trip. Shopping for gifts and £0.49 £1.91 £5.63 souvenirs General shopping for £2.98 £1.84 £3.97 Those staying away provisions from home in the area spent the most per person per day Entertainment £0.29 £0.69 £3.10 (£49.90). Travel and transport £1.42 £1.87 £3.00 TOTAL £9.64 £14.16 £49.90 # # VISITORNUMBER PROFILE OF VISITS PER SITE The overall number of visits to the Fife Coast area was estimated at 3.36 million in 2015. There are estimated to be around 36,000 end to end walkers on the Fife Coastal Path. Footfall was highest at Tentsmuir Forest: 276,342 visits were estimated there. 8. 1. Tentsmuir Forest 276,342 1. 2. 2. St Andrews - West 201,758 3. Sands 4. 3. St Andrews - Harbour 162,500 4. St Andrews - East Sands 162,492 5. Aberdour - Silver Sands 139,977 10. 6. Dysart - Pan Ha 137,433 6. 7. North Queensferry 128,547 9. 8. Tayport 122,450 5. 9. Kirkcaldy - Seafield Car Park 120,694 7. 10. Elie - Earlsferry 118,660 Beach # # VISITOREXPENDITURE PROFILE PER SITE Total direct and indirect expenditure after taxation impact in the Fife Coast area was estimated to be around £214.8 million.