Digest of Tourism Statistics Updated December 2013
Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 1 £10 FREE to Members
Contents
Introduction 3 The Key Facts 4 1 Overall Size of the Visitor Economy (STEAM) 5 1.1 Number of visitors (volume) 5 1.2 Total spend by visitors (value) 6 1.3 Jobs supported by the visitor economy 7 1.4 Change over time 9 1.5 STEAM Methodology 10 2 Local data from the Visitor Economy 11 2.1 Hotel occupancy 11 2.2 Hotel stock 14 2.3 Visits to attractions 15 2.4 Sport 16 2.5 Events 17 2.6 Transport data 18 3 Visitor profile data 23 3.1 Visitor Origin 23 3.2 Mode of transport 27 3.3 Purpose of visit 28 3.4 Demographics 29 3.5 Group type 31 4 National data 32 4.1 Occupancy trends 32 4.2 Visits to attractions trends 33 4.3 Domestic visitors (GBTS) 34 4.4 Inbound visitors (IPS) 36 5 Forecasts 38 5.1 Trends from the Liverpool City Region 3-year Action Plan 38 6 Articles 39 6.1 Business Performance 39 6.2 Tourism Business Confidence - Nationally 44 6.3 News 46 Appendices 48 Further reference sources 48 SIC codes defining the visitor economy 49 Crude guide to statistical confidence levels 50 Details of available publications 51
Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 2
FREE to Members
Introduction
Welcome to the latest edition of the Digest of Tourism Statistics.
The Digest collates a range of key tourism research sets for the Liverpool City Region and is intended for all users of tourism data; whether businesses, consultants or students. Each edition sees a presentation of key tourism statistics – which may change only once during a year – together with the latest data and any recent research that the tourist board has commissioned or sponsored. There are also links for further information.
This Digest presents STEAM1 data for 2012 – that is, the estimated visitor numbers recorded by the city and wider city region. These figures show that in 2012 the number of staying visitors, both for Liverpool and the City Region, has over taken the record levels achieved in 2008, Liverpool‟s European Capital of Culture year. Previous year‟s statistics have been updated using 2012 values.
We welcome feedback on this document; if you feel there is some aspect of research it should cover, please do let us know on [email protected].
The Liverpool City Region
We describe the geography covered by the tourist board as being the “Liverpool City Region” (not to be confused with the Liverpool Local Authority area or the City Centre). Although there are a number of definitions, for our purposes this covers the six districts comprising „Merseyside and Halton‟; the same area as covered by the Liverpool City Region Local Enterprise Partnership:
1 Scarborough Tourism Economic Activity Monitor, the primary method used by the Liverpool LEP and many tourist boards in the UK to measure the value and volume of tourism. Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 3
Size of the Visitor Economy
Key Facts about the visitor economy in the Liverpool City Region
1. In 2012 there were 57m visitors to the Liverpool City Region.
2. In 2012 the visitor economy was worth £3.4bn to the Liverpool City Region.
3. In 2012 approximately 45,900 jobs were supported by visitor spend.
4. Liverpool is in the top 10 of all UK towns or cities visited by overseas visitors (and is now placed 5th).
5. Five attractions drew in over half a million visitors in 2012; the Museum of Liverpool, Tate Liverpool, Merseyside Maritime Museum, Mersey Ferries and World Museum Liverpool,
6. Average hotel room occupancy in 2013 was 71%, an increase of 2% since 2012.
7. Over 1.3 m hotel rooms were sold in Liverpool City Centre in 2013.
8. 4,461,443 passengers passed through Liverpool John Lennon Airport in 2012.
9. Some 600,000 passengers arrived or departed the City Region on one of the three ferry routes in 2012.
10. Liverpool One, the retail and leisure development in the City Centre, recorded a footfall of over 26m people in 2013 – this is 5% up on 2012.
North West Research
The Digest is produced by the research team at The Liverpool City Region Local Enterprise Partnership, who collate a wide range of tourism statistics for the Liverpool City Region. Surveys include Destination Benchmarking, the Airport Gateway study and a quarterly Tourism Business Performance survey.
Under the banner of the North West Research (formerly England’s North West Research Service), the team conducts commercial research in a range of different sectors across the North west, with a particular specialism in the tourism industry and event impact evaluation.
Amongst the research packages we can offer are: Customer profiling and segmentation Customer satisfaction studies Economic impact studies Gap analysis Marketing / branding evaluation and assessment Performance monitoring
For more information, contact [email protected]. .
Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 4
Size of the Visitor Economy
1 Overall size of the visitor economy (STEAM)
1.1 Number of visitors (Volume)
In total there were an estimated 57m visitors to the Liverpool City Region in 2012; this includes 52m day visitors and 5m staying visitors.
For the city of Liverpool itself, this equated to a total of 32m visitors (30m day visitors and 2m staying visitors).
Liverpool City Thousands of visitors 2012 Liverpool Region Serviced Accommodation 1,219.9 2,179.8 Non-Serviced Accommodation 130.7 229.4 Staying with Friends and Relatives 753.9 2,223.0 Day Visitors 30,138.9 52,128.0 TOTAL 32,243.4 56,760.2 Source: STEAM
Day Visitors (000s) Staying Visitors (000s)
Liverpool 8,526.8 1,045.8 Sefton
6,191.8 2,104.5 Wirral 30,138.9 792.5 7,270.5 Halton, Knowsley , St.Helens 689.4
Statistical Note:
Although in the charts above we provide data for each district, a certain amount of caution should be exercised. STEAM is very much an input-based model (see section 1.5), and whilst a good range of inputs are available for the whole city region and Liverpool itself, this is less the case at district level.
Hence, although figures for the whole area and Liverpool are statistically robust, the exact split of visitor numbers and impact amongst the other five districts has a lower level of statistical reliability.
Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 5
Size of the Visitor Economy
1.2 Total spend by visitors (Value)
Total spend by visitors is shown in the table below. Note that this covers both the direct spend by visitors and the indirect spend resulting (for example, spend within the local economy by businesses using local goods and services).
In 2012 the visitor economy was estimated as being worth £3.4bn to the Liverpool City Region - £991m of this coming from staying visitors.
The visitor economy was worth £2.3bn to Liverpool itself.
Liverpool City Economic impact of visitors 2012 (£m) Liverpool Region Serviced Accommodation £375.5 £595.3 Non-Serviced Accommodation £119.5 £163.9 Staying with Friends and Relatives 103.9 £232.5 Day Visitors £1,652.4 £2,421.2 TOTAL £2,251.4 £3,412.9 Source: STEAM
Economic Impact (£m)
£416.5 Liverpool
£313.4 Sefton
Wirral £431.7 £2,251.4
Halton, Knowsley, St.Helens
The sectors where spend occurs are detailed below.
Liverpool City Economic impact of visitors 2012 (£m) Liverpool Region Accommodation £111.0 £190.5 Food and drink £462.3 £640.4 Recreation £145.9 £193.5 Shopping £488.5 £812.4 Transport £196.2 £267.5 Total Direct Revenue £1,403.8 £2,104.3 Indirect Expenditure £566.9 £887.7 VAT £280.8 £420.9 TOTAL £2,251.4 £3,412.9 Source: STEAM
Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 6
Size of the Visitor Economy
1.3 Jobs supported by the visitor economy
In terms of jobs in the visitor economy, there are two broad approaches to estimating this. The first is to estimate the jobs supported by visitor spend (as adopted by the STEAM model). The second is to decide which SIC2 codes are applicable to tourism and use survey data from the Office for National Statistics (ONS) to determine „actual‟ jobs. Neither method is an exact estimate, as using STEAM is clearly not counting direct jobs, whilst using ONS data does not count the jobs that may be supported by spend made with sectors outside the SIC codes – nor does this approach allow for the calculation of indirect jobs being supported.
a) Using STEAM data.
This estimates that there were 45,890 jobs supported by tourism expenditure throughout the Liverpool City Region – 35,300 of these were direct jobs.
In Liverpool there were 29,833 jobs supported by tourism spend.
Liverpool City Jobs supported by visitor spend (FTE) 2012 Liverpool Region Accommodation 1,390 3,204 Food and drink 8,547 11,839 Recreation 3,272 4,342 Shopping 8,233 13,693 Transport 1,620 2,209 Total Direct Revenue 23,062 35,287 Indirect Expenditure 6,771 10,603 TOTAL 29,833 45,890 Source: STEAM
Direct Jobs Total Jobs (Incl. indirect)
4,489 5,716 Liverpool
3,497 4,424 Sefton
4,239 23,062 Wirral 5,917 29,833
Halton, Knowsley , St.Helens
Source: STEAM
2 Standard Industrial Classification – the list of codes used by ONS to allocate all industries into specific sectors, last revised in 2007. Typically, many economic activity sectors – such as „tourism‟ do not fit neatly into the codes used by ONS, but are instead assumed to involve a range of sectors and sub-sectors. Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 7
Size of the Visitor Economy
b) Using data from ONS
A selection of SIC codes have been chosen as providing the closest fit possible in terms of the visitor economy sector and these are listed in the appendix.
This suggests that there were 45,075 direct jobs in visitor economy-related SIC codes. As indicated above though, this is likely to undervalue the jobs connected to the visitor economy; an easy example to illustrate the point is that this data does not cover jobs in the retail sector, when STEAM suggest that over a third of visitor spend was made on „shopping‟, thus supporting jobs in this sector.
All Employment3 All Employment4 Jobs in the visitor economy, Liverpool City Region 2011 2012
Accommodation 6,687 5,422
Food and drink 30,177 31,873
Transport & travel 1,963 3,205
Culture, attractions, entertainment, other 4,745 4,575
TOTAL 43,572 45,075
Source: Business Register & Employment Survey 2012, ONS.
3 “All employment” includes both employees and self employed such as sole traders. 4 “All employment” includes both employees and self employed such as sole traders. Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 8
Size of the Visitor Economy
1.4 Change over time
Although the headline figures produced by STEAM are useful, it is perhaps even more helpful in illustrating growth or decline in the visitor economy. In the series of charts below, data is tracked back to 20055.
Numbers of day visitors Numbers of staying visitors 60,000 5,000 4,500 50,000 4,000 3,500 40,000 3,000
30,000 2,500 (000s) (000s) 2,000 20,000 1,500 1,000 10,000
500
50,088 22,124 44,193 22,476 45,167 23,280 46,098 31,707 55,429 25,890 48,209 28,112 28,511 50,506 30,138 52,128
1,628 4,108 1,491 3,954 4,188 1,703 4,296 1,913 4,453 1,735 1,958 4,419 1,984 4,482 2,104 4,632
0 0
2005 2006 2007 2008 2009 2010 2011 2012
2005 2006 2007 2008 2009 2010 2011 2012 Liverpool Liverpool City Region Liverpool Liverpool City Region
Source: STEAM Both day and staying visitor numbers show an increase from last year; day visitors are at their highest ever level excluding Capital of Culture year, whilst staying visits across the whole city region reached a new record level.
In terms of the economic impact of the sector, 2012 figures overtook the record set in the 2008 Capital of Culture year.
Economic impact - Whole City Region Economic impact - Liverpool £4,000m £2,500m £3,500m £2,000m £3,000m
£2,500m £1,500m
£2,000m
£1,652.0m
£2,421.0m
£2,479.0m
£1,673.0m £1,504.0m
£1,000m £1,483.0m
£2,245.0m
£2,225.0m £2,119.0m
£1,500m £2,097.0m
£1,366.0m
£2,063.0m
£1,991.0m
£1,250.0m £1,207.0m £1,169.0m £1,000m £500m
£500m
£599.0m
£538.0m
£533.0m
£992.0m
£492.0m
£490.0m
£906.0m
£434.0m £898.0m
£m £892.0m
£863.0m
£406.0m
£859.0m
£386.0m £826.0m
£m £790.0m
2012 2005 2006 2007 2008 2009 2010 2011
2006 2005 2007 2008 2009 2010 2011 2012 Staying visitors Day visitors Staying visitors Day visitors Source: STEAM
5 Note: where economic data is traced back to 2005, all figures shown are “at 2012 values”. Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 9
Size of the Visitor Economy
1.5 STEAM Methodology
To estimate the volume and value of tourism, the Liverpool City Region uses the STEAM6 model – this model is widely (though not universally) used across the UK, including other tourist boards in North West England. STEAM is owned and operated by Global Tourism Solutions (UK) Ltd.
STEAM relies on local-level data to drive the estimates, principally7: o Accommodation stock o Local occupancy surveys o Visits to attractions / events o Visits to Tourist Information Centres o Hotel Occupancy in the City Region
A key component of the way in which STEAM works is its definition of „day visitors‟; this is defined as a person travelling to a district other than that in which they live, for a non-routine purpose, with a stay of over 3 hours. Thus, someone making a trip to Southport Pier from Liverpool could be classed as a day visitor, but not someone making a similar trip who lived in Formby. The important note to make here is that the number of the day visits recorded by STEAM for the Liverpool City Region will contain a certain amount of intra-city region tourism.
Local data for the preceding year is gathered by the research team in January-March each year. This data is passed to Global Tourism Solutions, with reports typically available by mid-year. Currently the most recently available data is that for 2012.
Note:
GTS-UK has utilised research conducted on behalf of the Northwest Regional Development Agency (NWDA) in 2007/2009 to update the initial baseline estimates which the model has used – much of this information having not previously been available. This change has resulted in significant alterations to data and this affects not just the Liverpool City Region but also the whole of the Northwest. Therefore, the figures used within this Digest replace completely any STEAM figures from 2009 or before.
For more guidance on this change (if required), please contact the research team: [email protected].
6 Scarborough Tourism Economic Activity Monitor – so-called because Scarborough was the first UK location where the model was applied. 7 Notice that STEAM uses a further range of inputs, although the components which have the biggest influence on the model are listed here. Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 10
Local Data
2 Local data from the Visitor Economy
2.1 Hotel occupancy
Hotel occupancy data is drawn from the STR Global®8. it includes a number of establishments based in the districts. Room occupancy, Liverpool City Region 2012 2013 Weekday average (Mo-Th) 68.9% 69.9% Weekend average (Fr-Sa) 84.9% 83.6% Sunday 51.9% 53.6% Total average 68.8% 71.2% SOURCE: STR GLOBAL, LTD. REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE EXPRESS WRITTEN PERMISSION OF STR GLOBAL IS STRICTLY PROHIBITED
In 2013 room occupancy in the city region averaged 71%, an increase of 2% since 2012.
Below, the latest occupancy data is compared with earlier years.
90% Occupancy monthly tends 80% 70% 60% 50% 40% 30% 20%
10%
55.8% 73.5% 55.6% 52.1% 67.9% 63.8% 70.0% 66.8% 67.1% 69.5% 74.8% 70.9% 69.1% 68.3% 70.1% 74.8% 72.3% 72.8% 75.1% 77.5% 72.4% 75.6% 74.2% 71.9% 76.6% 76.7% 74.4% 74.6% 76.5% 75.0% 79.1% 74.0% 74.5% 62.7% 57.6% 62.9% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2011 2012 2013
SOURCE: STR GLOBAL, LTD. REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE EXPRESS WRITTEN PERMISSION OF STR GLOBAL IS STRICTLY PROHIBITED
8 STR Global is a tool run by Smith Travel Research Global that allows hotel and tourism managers to see an up-to- date picture of room occupancy and availability in their city. Please note change over from LJ forecaster to STR Global occurred in April 2013
Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 11
Local Data
Most establishments also complete a section of the STR Global dealing with revenue analysis. This gives the Average Daily Rate (ADR) and Revenue Per Available Rooms (RevPAR) – the latter tending to be the preferred measure in terms of economic performance.
Room revenue, Liverpool City Region 2012 2013 ADR weekday average (Mo-Th) £52.54 £53.02 ADR weekend average (Fr-Sa) £66.56 £66.17 ADR average £56.66 £57.09 REVPAR weekday average (Mo-Th) £36.24 £35.29 REVPAR weekend average (Fr-Sa) £57.17 £55.09 REVPAR average £39.09 £41.00 SOURCE: STR GLOBAL, LTD. REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE EXPRESS WRITTEN PERMISSION OF STR GLOBAL IS STRICTLY PROHIBITED
The average room yield (RevPAR) in the city region in 2013 was £41.00, a slight increase since 2012.
£60 Room yield monthly tends
£50
£40
£30
£20
£10
£38.09 £42.90 £29.78 £28.91 £35.27 £38.06 £38.89 £47.91 £44.37 £38.11 £39.50 £38.67 £41.18 £40.54 £38.94 £39.18 £39.27 £47.66 £43.71 £44.44 £43.43 £48.10 £42.57 £44.05 £44.90 £34.12 £31.60 £35.40
£26.14 £38.08 £39.82 £46.80 £42.60 £43.60 £40.90 £42.70 £0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2011 2012 2013
SOURCE: STR GLOBAL, LTD. REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE EXPRESS WRITTEN PERMISSION OF STR GLOBAL IS STRICTLY PROHIBITED
All hotel performance – both in terms of occupancy levels and yield – needs to be viewed in the light of the hotel room stock in the city (see section 2.2).
Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 12
Local Data
In the table below, known city centre hotel stock is overlaid by the occupancy levels shown in the STR Global to produce an estimate of the actual number of hotel rooms that have been sold:
Liverpool Hotel rooms sold9 City Centre 2004 720,000 2005 705,000 2006 694,000 2007 725,000 2008 910,000 2009 897,000 2010 1,046,000 2012 1,244,000 2013 1,326,936
Source: Tourist board room stock data
This indicates a growth in the numbers of visitors staying in hotels in the city and in 2013 1 million 327 thousand rooms were sold in the city centre. This is higher than in any previous year (including Capital of Culture year) and shows Liverpool‟s ongoing growth as a destination.
Importantly, besides the attractiveness of the destination, this is also a product of increasing stock levels; below we see the monthly results, with each month indicating record numbers of rooms being sold on the year before.
City Centre rooms sold
81,964.87 92,295.68 94,000.00
114,000.00 101,460.12 102,530.08 104,065.24 105,321.28 110,205.88 108,484.64 111,000.00 118,000.00
72,000 75,000 81,000 95,000 86,000 98,000 91,000 91,000 92,000
100,000 108,000 114,000 120,000 117,000 107,000 120,000 100,000 120,000 115,000 105,000 124,000 101,000 115,000 103,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2011 2012 2013
Source: STR Global / Tourist board room stock data
9 Figures rounded to the nearest 000. Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 13
Local Data
2.2 Hotel stock
Hotel room stock is (as seen in 2.1) an important component behind performance; in the charts below we show growth both in the room stock and the number of establishments. Note that in order to simplify this visually, we present the data split between Liverpool City Centre and elsewhere in the city region (including the Liverpool suburbs).
Hotel room stock Hotel establishments 6,000 200 180 5,000 160 4,000 140 120 3,000 100 80 2,000 60 1,000 40
20
30 34 37 39 41
122 126 130 134 176
3,420 3,608 3,920 4,056 4,218 4,292 4,524 4,517 4,867 4,547
0 0
2008 2009 2010 2011 2012 2008 2009 2010 2011 2012
Liverpool City Centre Elsewhere City Region Liverpool City Centre Elsewhere City Region
Source: Tourist board room stock data
Figures for the City Centre include the most recent openings:
o The 141 room Travelodge on The Strand (opened February 2012) o The 183 room Premier Inn on Hanover Street (October 2012) o The 19 room Podworks on Henry Street (September 2012)
2013 data will include: o The 125 room Travelodge on Exchange St East (opened March 2013) o The 122 room Ibis Styles on Dale Street (opened October 2013) o The 129 room Adagio at Lewis‟ Building (opened April 2013) o The 51 room The Richmond, Hatton Garden (opened April 2013) o The 12 room (sleeps111) Signature Hotel (opened April 2013) o The 35 room Hoax Liverpool, Stanley Street (opened July 2013) o The 92 room Z Hotel (opened May 2013) o The 14 room Epic aparthotel (sleeps 50+)
and outside the city centre: o The 25 room Lorne Hotel, Wirral o The 101 room Travelodge, Southport
Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 14
Local Data
2.3 Visits to Attractions
In the table below, we show the top attractions in the Liverpool City Region in 2012; this shows the diverse range of attractions, both free and paid, that the city region offers. It should be noted that this excludes some major attractions in the area where it is not possible to obtain accurate counts, such as the Albert Dock, Wirral Coastal Park and Another Place.
Note that we can only show those attractions who respond to our annual attractions survey and who permit us to show their data.
We specifically note here that the new Museum of Liverpool opened in July 2011 on the waterfront; a major new attraction for the city. In the 20 months since its July opening, the venue has seen over 1.5m visitors.
Top “free” attractions Attendance Attraction Type District 2012 1 Museum of Liverpool Museum / gallery Liverpool 1,011,058 2 Merseyside Maritime Museum Museum / gallery Liverpool 845,709 3 World Museum Liverpool Museum / gallery Liverpool 716,579 4 Tate Liverpool Museum / gallery Liverpool 620,124 5 Bluecoat Museum / gallery Liverpool 615,824& 6 Liverpool Cathedral Place of worship Liverpool 471,044 7 International Slavery Museum Museum / gallery Liverpool 444,070 8 FACT Museum / gallery Liverpool 360,361* 9 Walker Art Gallery Museum / gallery Liverpool 337,799 10 Southport Pier Other Sefton 317,007* 11 Liverpool Metropolitan Cathedral Place of worship Liverpool 313,744 12 National Trust, Formby Nature / wildlife / zoo Sefton 267,375& 13 Lady Lever Art Gallery Museum / gallery Wirral 200,759 14 Tam O‟Shanter Urban Farm Farms Wirral 108,000* 15 Sudley House Historic Property Liverpool 65,053
Source: Tourist board annual Visitor Attractions Survey
Top “paid” attractions Attendance Attraction Type District 2012 Liverpool 1 Mersey Ferries Other 637,312 &Wirral 2 Echo Arena Liverpool Entertainment Liverpool 574,748& 3 Knowsley Safari Park Nature / wildlife / zoo Knowsley 530,691@ 4 Liverpool Philharmonic Entertainment Liverpool 262,382 5 Beatles Story Museum / gallery Liverpool 241,188 6 Liverpool Football Club Museum & Tour Museum / gallery Liverpool 143,122# 7 New Palace Family Amusement Centre Leisure / theme parks Wirral 140,000# 8 Croxteth Hall & Country Park Historic Property Liverpool 117,361@ 9 Yellow Duckmarine Tour Liverpool 107,271& 10 Ness Botanic Gardens Gardens Wirral 101,701* 11 Speke Hall, Gardens & Estate Historic Property Liverpool 105,771& 12 Port Sunlight Museum Museum / gallery Wirral 35,178& 13 Beatles Magical Mystery Tour Tour Liverpool 33,757* 14 World of Glass Visitor Centre St.Helens 33,191 15 Norton Priory Historic Property Halton 29,673*
Source: Tourist board annual Visitor Attractions Survey & 2012 figures * 2010 figures @ 2009 figures # 2008 figures Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 15
Local Data
2.4 Sport
As well as visitor attractions, „sport‟ is a key driver behind visits to the city region; the following are the attendance figures recorded at key venues for the most recent sporting year10.
Venue District Attendance 1 Liverpool FC Liverpool 850,184 2 Everton FC Liverpool 747,576 3 St.Helens Saints RLFC St.Helens 228,810 4 Aintree Racecourse Liverpool 177,506 5 Haydock Park Racecourse St.Helens 170,183 6 Tranmere Rovers FC Wirral 127,765 7 Widnes Vikings RLFC Halton 76,832 Source: Media / publicity
10 For racecourses this is a calendar year; for others this relates to the 2012/13 sport season. Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 16
Local Data
2.5 Events
In addition to the list of top attractions we also record the top 10 free and paid events. Where local authorities or event organisers have published a figure we use this; other than that, use is made of figures quoted in the press.
A higher degree of reliability is associated with visitor numbers at paid events, as the ticketed data provides a robust measure. Again, as with attractions, we can only show those events where organisers respond to our request for figures and permit us to publish their data.
Top “free” events 2012
Event District Attendance 1 Mathew Street11 Liverpool 160,000 2 Brazilica Liverpool 80,000 3 Liverpool Pride Liverpool 52,000 4 Hope Street Festival Liverpool 30,000 5 Southport Food & Drink Sefton 24,000 6 Festival of Transport Wirral 35,000 7 Hoylake RNLI Open Day Wirral 20,000 8 Wirral Kite Festival Wirral 18,500 9 Wirral Egg run Wirral 12,000 10 Halloween Lantern Carnival Sefton 10,000 Source: Media / publicity
Top “paid” events 2012 Event District Attendance 1 Grand National Liverpool 150,000 2 Southport Air Show Sefton 150,000 3 Southport Flower Show Sefton 70,000 4 Creamfields Halton 60,000 5 Liverpool Food and Drink Festival Liverpool 36,000 6 Wirral Food and Drink Festival Wirral 20,000 7 Liverpool International Tennis Tournament Liverpool 20,000 8 RunLiverpool Marathon12 Liverpool / Wirral 10,000 9 NW Masters – Haydock St Helens 10,000 10 Port Sunlight Christmas Fayre Wirral 6,000 Source: Media / publicity
11 Saturday figure only, due to event being cancelled because of bad weather
12 Figure covers >10,000 runners Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 17
Local Data
2.6 Transport data
a) Passenger levels LJLA
A range of airlines provide routes out of Liverpool John Lennon Airport (LJLA) including the scheduled operators EasyJet, FlyBE, Ryanair and Wizz Air.
LJLA passenger numbers Passenger levels 300 6,000,000 250 5,000,000 200
4,000,000 150 5,517,667
5,402,982 100
3,000,000 5,247,109
5,008,455 4,971,361
4,942,981 50 4,461,443 2,000,000 4,416,751 0
1,000,000 to 2000)(indexed Change
2007 2001 2002 2003 2004 2005 2006 2008 2009 2010 2011 2012 0 2000 2005 2006 2007 2008 2009 2010 2011 2012 ALL UK airports LJLA
Source: CAA Airport Statistics
During 2012 just under 5m passengers travelled through LJLA; this is a slight downturn on figures recorded during the previous 2 years. However, there are a number of considerations to be taken into account here:
The above data represents both inbound13 and outbound14 travellers; there being no contiguous source disaggregating changing tourism levels from (potentially lower) domestic outbound travellers.
13 “Inbound” = Overseas visitors to the UK. 14 “Outbound” = UK nationals travelling overseas. Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 18
Local Data
Monthly Terminal Pax, LJLA
241,000 520,000 485,000 321,000 309,000 295,000 363,000 342,000 311,000 255,000 421,000 393,000 352,000 258,000 363,000 486,000 390,000 314,000 415,000 485,000 389,000 359,000 465,000 486,000 416,000 387,000 551,000 454,000 428,000 556,000 575,000 469,000 488,000 512,000 433,000 402,000 481,000 488,000 407,000 394,000 313,000 302,000 267,000 301,000 317,000 266,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2010 2011 2012 2013
Source: CAA Airport Statistics
The change on a monthly basis can be seen above; whilst below we show in the year to date the number of passengers by route of destination/origin. Again do bear in mind that this covers both inbound and outbound travellers, and is not necessarily an indication of the strength of different visitor markets.
Passengers - International Route analysis
Spain 1,100,893 Eire 460,084 Poland 378,921 France 336,929 Netherlands 246,467 Portugal 238,979 Canary Islands 199,819 Switzerland 134,763 Germany 92,150 Italy 69,471 Belgium 44,703 Norway 53,138 Slovak Republic 47,636 Greece 44,633 Lithuania 50,355 Gibraltar 35,113 Latvia 36,086 Malta 26,174 Estonia 23,080 Turkey 20,472 Austria 11,583 Sweden 8,122
Source: CAA Airport Statistics
Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 19
Local Data
b) Irish Sea Ferry passengers
Until recently, four passenger routes were operated from the Liverpool City Region:
Liverpool – Isle of Man (Steam Packet) Liverpool – Dublin (P&O) Birkenhead – Dublin (Norfolkline DFDS) Birkenhead – Belfast (Norfolkline DFDS Stena)
In 2010, DFDS acquired Norfolkline; unfortunately, despite strong market potential DFDS disposed of the Irish Sea part of the Norfolkline group within a year – this decision may particularly have been influenced by the condition of the Irish economy. The Belfast link was sold to Stena and the Dublin link closed as at January 2012. Stena have since undertaken significant refurbishment of the ships on their „new‟ Belfast link, with strong marketing promotion.
Liverpool Sea Passengers 350
300
250 2006 2007 200 2008
150 2009 (000s Pax) (000s 2010 100 2011 50
2012
121.3 161.7 173.3 172.1 171.0 189.5 117.5 171.0 187.2 189.9 187.1 221.2 245.5 206.6 265.0 290.0 278.8 276.0 278.4 259.3 270.3 0 Liverpool - Dublin Liverpool - Belfast Liverpool - Douglas (Birkenhead)
Source: Sea Passenger Statistics, DfT
In 2012, some 600,000 passengers travelled to and from Liverpool by one of the three ferry routes.
2010 saw a significantly higher level of traffic on all routes, partially benefitting from the disruption to aviation caused by the eruption of Eyjafjellajokull; however a quarterly analysis of route data indicates a level of modal shift, with growth in ferry passengers across the whole year.
The much smaller passenger capacity now offered to Dublin is evident, despite P&O introducing a third vessel onto their route (weekly passenger capacity is now c5,700, compared to c10,900 in 2010). An expansion / reopening or an improved offer is here unlikely until both UK and Irish economies improve.
Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 20
Local Data
c) Cruise Ship Passengers
Since Liverpool‟s Cruise Terminal was inaugurated in September 2007, allowing vessels to berth alongside the waterfront (rather than mid-river or in the North Docks), the cruise market has shown significant growth. In 2012 those which are on a cruise originating or terminating in Liverpool were permitted to this facility for the first time, having previously been located in the Langton Dock; temporary terminal check-in and baggage facilities have been constructed on adjoining land.
The charts below show both cruise ship calls and originating/terminating cruises; both in terms of passenger numbers15 and vessel trips.
Cruise Passengers Vessel trips 45,000 40
40,000 35
35,000 30 30,000 25 25,000 20 20,000 15 15,000 10,000 10
5,000 5
9,680
41,677
15 17 15 15 34 25 12 10 12 11
8,400 9,600
24,384 26,422 26,470 23,644 10,990 10,160 0 0 Cruise calls Originating / Cruise calls Originating / terminating cruises terminating cruises 2009 2010 2011 2012 2013 2009 2010 2011 2012 2013
Source: Port / operator publicity
In 2013 it was estimated that there would be potentially 41,677 passengers on cruise ships visiting the city and an estimated 9,680 on cruise ships departing the city.
The estimated number of passengers on „cruise calls‟ at the terminal in 2013 is significantly higher on last year, though broadly comparable.
2013 saw a significant increase in cruises/pax originating or terminating in the city. Partially this is due to the ability to now use the Liverpool Cruise Terminal (operators had expressed dissatisfaction with the location, facilities and the need to „lock in and out‟ at the Langton Dock terminal, especially in comparison with the Liverpool Cruise Terminal).
15 Passengers shown is for the “potential pax”, i.e., if each ship were operating at capacity, (based on the listed passenger capacity on the operators‟ websites) and hence may not fully reflect actual passenger numbers. Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 21
Local Data
d) Rail Passengers
Data on rail passengers is hard to come by; despite rail operation in the UK being operated through government-supported franchises, less information is available than in the private sectors of shipping and aviation.
Possibly the only usable data comes from the Rail Regulator‟s monitor of station usage. This only covers total passengers not just visitors. Nevertheless we show on the left the top UK stations16 compared to other major UK cities and on the right usage levels of other key stations17 within the Liverpool City Region.
Most recent data comes from the 2011-12 financial year.
Selected key city Key destinations Exits region stations Exits Birmingham New St 15,606,921 Liverpool Central 7,104,621 Moorfields 3,178,383 Glasgow Central 13,319,709 Liverpool James 1,459,710 Street Leeds 12,510,016 Southport 1,337,373 Edinburgh 11,252,588 Formby 756,606 Manchester Piccadilly 9,292,355 New Brighton 515,393 Bristol Temple Meads 8,874,542 West Kirby 377,983 Brighton 8,025,599 Liverpool South 366,850 Parkway Liverpool Lime St 6,917,657 St.Helens Central 361,228 Cardiff Central 5,751,040 Port Sunlight 348,048
Source: Station usage data, Office of the Rail Regulator.
Statistical note:
As data is drawn from ticket sales data from the rail industry, trips undertaken using multi-modal ticket in former metropolitan areas (such as “Merseyside”) are estimated and included within these figures.
16 Excluding London & key commuter terminals 17 Stations are selected based on their central locations or proximity to key visitor attractions. Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 22
Visitor Profile
3 Visitor Profile data
A number of major surveys are conducted periodically by The Liverpool LEP, which aids the tourism intelligence of the area. These include the Liverpool City Region Visitor Survey18 and the Destination Benchmarking19 survey. Within this section we present key data from both – be aware the former represents the profile of visitors to the whole area, the latter just that of visitors to the city centre.
3.1 Visitor origin
a) Day Visitors
Visitors to the % of day Visitors to % of day whole City Region visitors Liverpool City Centre visitors City Region residents 36% City Region residents 37% Cheshire 13% Cheshire 8% Greater Manchester 16% Greater Manchester 19% Lancashire 13% Lancashire 15% Cumbria <1% Cumbria 1% Northeast <1% Northeast <1% Yorkshire 5% Yorkshire 5% East Midlands 3% East Midlands 1% West Midlands 8% West Midlands 6% London & Southeast 2% London & Southeast 2% Southwest <1% Southwest 1% Wales 4% Wales 2% Scotland 1% Scotland <1% Northern Ireland <1% Northern Ireland <1%
18 The Merseyside Visitor Survey is conducted every 5 years. Latest data is for 2010. 19 The Liverpool Destination Benchmarking study is conducted on alternate years. Latest data is for 2012 Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 23
Visitor Profile
Day Visitor Origins - Summary
100% 1% 1% 8% 15% 14% 90% 24% 31% 29% 80% 70% 60% 64% 32% 59% 56% 32% 31% 50% Overseas 40% Further afield UK 30% Elsewhere NW 44% 20% 37% 39% Elsewhere City Region 28% 26% 30% 10%
0%
Wirral
Halton Sefton
Liverpool
Knowsley St.Helens
Besides those living elsewhere in the city region, there were strong levels of day visits from Lancashire and Cheshire. To some extent these form part of the City Region‟s natural hinterland.
Other major day visitor markets included Greater Manchester and Yorkshire (the latter thanks in part to good Trans-Pennine links); but we also see relatively high levels of day visitors from the West Midlands.
For Wales, day visitors tend to be a reflection of visitors from the North Wales area; this extending as far as Gwynedd, rather than the whole principality.
As indicated in the previous Digest, the timings now offered on the upgraded West Coast Main Line mean that there were day visitors from Greater London evident too.
Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 24
Visitor Profile
b) Staying Visitors
Visitors to the % of Visitors to % of whole City Region staying Liverpool City Centre staying visitors visitors City Region residents 6% City Region residents 1% Cheshire 5% Cheshire 2% Greater Manchester 3% Greater Manchester 2% Lancashire 5% Lancashire 1% Cumbria <1% Cumbria 2% Northeast 5% Northeast 2% Yorkshire 7% Yorkshire 5% East Midlands 9% East Midlands 4% West Midlands 8% West Midlands 3% London & Southeast 17% London & Southeast 13% Southwest 4% Southwest 5% Wales 2% Wales 2% Scotland 3% Scotland 6% Northern Ireland 5% Northern Ireland <1% Overseas 22% Overseas 49%
Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 25
Visitor Profile
Staying Visitor Origins - Summary 100% 9% 12% 15% 90% 23% 80% 43% 50% 70%
60% 64% 31% 50% 71% 69% Overseas 40% 8% Further afield UK 30% 52% Elsewhere NW 50% 20% 18% 39% Elsewhere City Region 10% 15% 13% 9%
0% 1%4% 2% 3%
Wirral
Halton Sefton
Liverpool
Knowsley St.Helens
There is a relatively low level of staying visitors from the Southwest, Northeast or Scotland; this may owe much to relatively poor direct transport links from these locations.
There is strong evidence of London & the South East being important markets; in total, over a fifth of all staying visitors to Liverpool (21%) came from these areas. As evidence of a growing market, this was 15% in 2006 (more information on growth / decline by geography can be found in the previous Digest).
Notice that overseas visitors form a very important part of the staying visitor market in Liverpool; less so elsewhere in the city region.
c) Key Overseas Markets % of all staying visitors As evidenced above, overseas markets form a very important part of the inbound visitor market Eire 7% USA 1% for Liverpool. Australia 3% Germany 5% Data from our Destination Benchmarking study Spain 6% suggests that the following were the top origins Netherland 1% visiting Liverpool itself in 2012. Although France 2% Australia may be a surprise being placed so high Switzerland 1% on this list, data from Visit Britain has confirmed Austria 1% something of a boost for visits to the UK from Italy 2% that location during recent periods, partially a Norway <1% Poland <1% result of beneficial economy performance / exchange rates.
Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 26
Visitor Profile
3.2 Mode of transport
Transport mode is an important aspect of understanding the visitor market. On the one hand, it may reflect where good linkages exist, with the potential for further visit generation; on the other hand, coupled with visitor origin, it may reveal where markets are underperforming due to lower than ideal levels of connectivity. This is especially important in the current climate, where twin pressures of costs and environmental concerns influence modal choice. Below we summarise transport choices both for day and staying visitors from key markets.
a) Modal Choice: Day Visitors
4% 6% 15% 12% 14% 10% 14% 21% 15% 10% 9% 22% 15% 6% 11% 50% 34% 23%
78% 72% 67% 73% 71% 47% 39% 40%
Within LCR Cheshire Lancs. Greater West Yorks N Wales London & Manchester Midlands Southeast
Car/van/etc Train Scheduled Bus / Coach Coach tour / Private hire Ferry Plane Other
b) Modal Choice: Staying Visitors
6% 11% 10% 10% 10% 7% 8% 14% 55% 9% 10% 6% 10% 40% 16% 10% 20% 17% 5% 29% 5% 10% 42% 70% 24% 61% 65% 57% 49% 5% 11% 23%
NW England / London & SE Midlands Yorks & NE SW England & Ireland Overseas N Wales S Wales
Car/van/etc Train Scheduled Bus / Coach Coach tour / Private hire Ferry Plane Other
Note: percentages may add up to more than 100% as more than one mode of transport may have been involved in the trip. Also note that ‟ferry‟ covers both Mersey Ferry and Irish Sea routes, and that whilst „plane‟ may relate to Liverpool John Lennon Airport, it may also reflect on other UK gateways.
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 27 Visitor Profile
3.3 Purpose of visit
The data shows the key reasons behind the visit to the area. Note that this data shows the main reasons; the survey length unfortunately means that „contributory‟ reasons were not asked. It is worth noting that due to the survey methodology, the data shown probably „undervalues‟ the level of business and golf/sporting trips to the city region.
Notice also that especially in the case of St.Helens, “Events” includes sporting events, such as horse racing at Haydock Park.
a) Purpose: Day Visitors
Halton Knowsley Liverpool Sightseeing 41% Attractions 82% Attractions 89% Shopping 22% Events 14% VFR 3% VFR 13% VFR 2% Explore area 3% Attractions 5% Explore area 2% Events 5% Sefton St.Helens Wirral Explore area 68% Attractions 63% Attractions 46% Attractions 15% Events 20% Explore area 45% Shopping 8% Shopping 10% VFR 6% Events 4% VFR 5% Events 4% VFR 3% Explore area 2% Shopping 1%
b) Purpose: Staying Visitors
Halton Knowsley Liverpool Sightseeing 60% VFR 13% VFR 50% Attractions 92% Attractions 9% Attractions 50% VFR 8% Events 7% Conferences 2% Sefton St.Helens Wirral Explore area 66% Attractions 40% VFR 60% VFR 15% Explore area 27% Events 20% Events 9% VFR 27% Attractions 7% Attractions 6% Events 2% Shopping 7% Golf 2% Cycling 2%
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 28 Visitor Profile
3.4 Visitor Demographics
In terms of the visitor age / gender composition, the data comes from asking about both the respondent and all the people in the group they were visiting the Liverpool City Region with.
a) Day visitors
Visitors to the % of day Visitors to % of day whole City Region visitors Liverpool City Centre visitors Children (<16) 31% Children (<16) 8% 16-24 6% 16-24 12% 25-44 28% 25-44 25% 45-64 21% 45-64 39% 65+ 15% 65+ 16%
65+ 6.7% 7.9% 65+ 5.8% 9.9%
55-64 4.3% 5.3% 55-64 9.1% 12.7%
45-54 5.9% 5.6% 45-54 6.9% 10.2%
35-44 8.0% 9.1% 35-44 4.7% 8.8%
25-34 4.3% 6.2% 25-34 4.7% 6.9%
16-24 2.4% 3.3% 16-24 2.8% 9.4%
0-15 15.7% 15.3% 0-15 4.4% 3.9%
Male Female Male Female
The proportion of children amongst day visitors was relatively high (31% across the whole city region, 8% in Liverpool City Centre) – showing especially the importance of the family market, although clearly this is of greater significance to parts of the region outside the city centre.
Note that there was a higher level of young adults (aged 16-24 – 12%) in the city centre.
The city centre day visitor profile also showed a much higher female bias and a greater presence in the age 45-64 groups.
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 29 Visitor Profile
b) Staying visitors
Visitors to the % of day Visitors to % of day whole City Region visitors Liverpool City Centre visitors Children (<16) 14% Children (<16) 4% 16-24 6% 16-24 21% 25-44 32% 25-44 28% 45-64 35% 45-64 29% 65+ 13% 65+ 18%
65+ 5.4% 7.3% 65+ 7.7% 10.1%
55-64 11.2% 9.3% 55-64 6.4% 8.3%
45-54 6.3% 8.0% 45-54 6.9% 7.7%
35-44 8.6% 7.5% 35-44 6.7% 9.5%
25-34 9.1% 7.0% 25-34 5.4% 6.5%
16-24 2.6% 3.3% 16-24 8.6% 11.9%
0-15 7.5% 7.0% 0-15 1.6% 2.8%
Male Female Male Female
14% of visitors staying in the city region were children; at the other end of the scale there were relatively low proportions aged 65 or older (13%). We see that „just‟ 4% of visitors staying in the city itself were children, although likewise a relatively high proportion of the staying audience were aged 65 or older (18%).
Note that just 6% of visitors staying across the whole city region were aged 16-24, although this group is of far more importance in the city itself (21%).
The 25-44 age bracket forms a very important part of those staying in the city, an estimated 28%.
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 30 Visitor Profile
3.5 Group Type
Besides raw demographics, there is also the question as to which type of group visitors were with. Those visiting with their children made up over half of the total day trip market in the area (53%); those on a staying trip were most likely to be with their partner or spouse (41% - and this is even more likely in Liverpool itself, at 50%).
a) Day visitors
60% 53% 50%
39% 40%
30% 24% 22% 20% 12% 13% 9% 9% 10% 10% 7% 6% 1% 0% On my own With family With family With partner / With friends Organised (incl. children) (excl. Children) spouse group
Whole City Region Liverpool City Centre
b) Staying visitors
60% 50% 50% 41% 40%
30% 27% 20% 22% 20% 16% 10% 11% 8% 10% 6% 3% 3% 0% On my own With family With family With partner / With friends Organised (incl. children) (excl. Children) spouse group
Whole City Region Liverpool City Centre
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 31 National Data
4 National data
Within this section of the report we turn to what national data tells us is happening in the visitor economy across the country. This helps us benchmark the city region‟s current performance and understand emerging trends. Much of this information comes from Visit Britain and Visit England‟s tourism intelligence pages, and links to a full range of data sources are provided within the appendix. In all cases, the data should be compared with the relevant local data, as provided earlier in this Digest.
4.1 Occupancy trends
England Hotel Room Occupancy Monthly Trends 90% 80% 70% 60% 50% 40% 30% 20%
10%
56% 46% 47% 49% 54% 60% 59% 59% 63% 63% 63% 66% 67% 68% 71% 75% 73% 75% 77% 72% 78% 72% 73% 77% 75% 77% 67% 71% 61% 64% 52% 56% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2011 2012 2013
Source: England Occupancy Survey
National data indicates that overall for this year to date occupancy figures are slightly up on last year (66% for January to July, compared to 62% in the same period of 2012).
This is only of course the national picture; regions most likely to have seen an ongoing improvement were the Midlands, Southeast and East of England; London and the Northeast both appeared to show a drop in occupancy levels in the year to date figures. The North West region as a whole appeared relatively static; given the „local‟ occupancy results reported in section 2.1, this suggests a better performance by the Liverpool City Region than its nearby competitors.
Growth in the year to date has mainly been recorded by small towns, with what appears to be a drop in occupancy levels for large towns and countryside locations.
Room occupancy 80% (Jan -Aug)
60%
40%
20% 73% 72% 76% 61% 62% 65% 57% 57% 59% 57% 55% 55% 0% City / Large town Small town Seaside Countryside 2011 2012 2013
Source: England Occupancy Survey
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 32 National Data
4.2 Visits to attractions trends
The chart below highlights changes in visitor growth to different attraction genres across the country. We note first of all that overall there have been three consecutive years where attractions have recorded growth in visits – a net 5% of all attractions showed growth increasing visitor numbers from 2010 to 2012, building on a 3% rise the previous year and 5% in the year before that.
Year on year change in visits to attractions, England
20% 15%
15%
12%
10%
9% 9% 9%
10% 9%
7% 7%
6% 6% 6%
5% 5% 5% 5% 5%
4% 4% 4% 4%
3% 3%
5% 3%
2% 2% 2% 2% 2% 2%
1% 1% 1% 1% 0%
0%
1% 1% -
-5% -
3% 3% 3%
- - -
5%
- 6%
-10% -
-15%
-20%
Other
Farms
Gardens
% admissionsareportingrise/drop in of attractions %
Workplaces
Country parks Country
England average England
Places of worship of Places
Leisure/theme parks Leisure/theme
Museums/art galleries Museums/art
Visitor/heritage centres Visitor/heritage
Historic houses/castlesHistoric
Wildlife attractions/zoosWildlife
Steam/heritage railways Steam/heritage Other historicpropertiesOther
2008-2009 2009-2010 2010-2011
Source: Annual England Attractions Survey
The graph suggests that over the last year growth across England has been strongest in visits to, Gardens, Historic Houses, Other Historic Properties and Places of worship. In the case of the former group, it is possible that this is connected to the current ongoing popularity of costume dramas such as “Downton Abbey”. There has also been strong growth in visitor numbers at Wildlife attractions.
Growth has been weakest for Steam / Heritage Railways – and a relatively neutral experience for Museums and Art Galleries.
Note that despite the economic climate, +6% of paid attractions recorded a rise in admissions, against +1% of free attractions.
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 33 Forecasts
4.3 Domestic visitors (GBTS)
a) Overall results
Top Towns 2012: Staying visits (000s) The Great Britain Tourist Survey (GBTS) is by GB residents the main measure of the national volume of 3,000 domestic tourism and is supported by the national tourist boards. GBTS20 measures 2,500 overnight trips, rather than the total domestic 2,000 market. 1,500 Data from the Great Britain Tourism Survey 1,000 2012 (GBTS) indicates that Liverpool was the 8th most visited town/city in England by 500
21,
2,748 1,470 3,126 1,726 1,548 1,518 1,517 1,298 1,251 domestic tourists with an estimated 12,152 0 1,470,000 overnight trips. This is an increase
in one rank position from that seen in 2011.
York
Leeds Bristol
London Liverpool
Blackpool
Manchester Birmingham Scarborough
Tyne upon Newcastle Source: GBTS, Visit England Top 20 most visited English Cities & Towns by UK residents
2010 2011 2012 Visits Visits Visits Town/City (000s) Town/City (000s) Town/City (000s) 1 London 11,580 1 London 11,093 1 London 12,152 2 Manchester 2,177 2 Manchester 2,613 2 Manchester 3,126 3 Birmingham 2,059 3 Birmingham 2,251 3 Birmingham 2,748 4 Blackpool 1,717 4 Bristol 1,828 4 Scarborough 1,726 5 Scarborough 1,495 5 Scarborough 1,645 5 Leeds 1,548 6 Bristol 1,490 6 York 1,615 6 Bristol 1,518 7 Leeds 1,478 7 Leeds 1,493 7 York 1,517 8 York 1,374 8 Blackpool 1,478 8 Liverpool 1,470 9 Newcastle-upon-Tyne 1,244 9 Liverpool 1,428 9 Blackpool 1,298 10 Liverpool 1,194 10 Newcastle upon Tyne 1,303 10 Newcastle-upon-Tyne 1,251 11 Isle of Wight 1,042 11 Sheffield 1,293 11 Sheffield 1,233 12 Skegness 1,012 12 Brighton and Hove 1,096 12 Nottingham 1,081 13 Nottingham 928 13 Nottingham 1,066 13 Skegness 1,074 14 Bournemouth 925 14 Isle of Wight 1,053 14 Brighton and Hove 1,047 15 Brighton and Hove 921 15 Bournemouth 1,051 15 Isle of Wight 1,006 16 Norwich 842 16 Skegness 992 16 Bournemouth 917 17 Sheffield 816 17 Southampton 973 17 Portsmouth 855 18 Southampton 759 18 Norwich 934 18 Southampton 792 19 Bath 710 19 Cambridge 769 19 Oxford 780 20 Oxford 700 20 Plymouth 745 20 Norwich 771
Source: GBTS, Visit England
20 Note that the GBTS is primarily a national survey and not as accurate at destination level; whilst we would use our STEAM numbers at local level, the rank order is useful. 21 Defined as staying visitors from England, Scotland and Wales; those from Northern Ireland are no longer included in the survey (to reflect this, the survey is now known as “GBTS” – previously it was “UKTS”). Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 34 Forecasts
b) Results from different markets
The data shows that Liverpool is ranked 9th for “pure holiday visits” – this is an increase in rank than was achieved in 2011 but the information within the survey suggests significant increase in visits.
The city is ranked 9th though for business visits – this is a drop from last year (when it was ranked 8th) and may reflect on major conferences in the city.
Top Towns 2012: Top Towns 2012: Pure holiday staying trips (000s) Business staying trips (000s) 0 500 1,000 1,500 0 200 400 600 800
London 4,168 London 3,248
Scarborough 1,531 Manchester 885
Blackpool 1,073 Birmingham 874
Skegness 982 Leeds 420
Manchester 963 Sheffield 314
York 844 Bristol 290
Birmingham 714 Newcastle upon Tyne 273
Isle of Wight 710 Northampton 208
Liverpool 654 Liverpool 202
Great Yarmouth 636 Portsmouth 182
Source: GBTS, Visit England
c) Trends GBTS: Trends Looking at the national trends observed by 120 the GBTS, it appears that there has been strong growth in holiday overnight visits 110 (possibly including the „staycation‟ impact). 100 Against this, during the recession period, it seems that both „VFR‟ and staying business 90 trips showed significant drops. These markets showed strong recovery during 80 2012, although both remained below 70 historic levels.
60
2006 2007 2008 2009 2010 2011 2012 change") = 2006(100"Nofrom Change
Holidays VFR Business
Source: GBTS, Visit England
A fuller briefing note on key messages from the GBTS is available on request from the LEP.
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 35 Forecasts
4.4 Inbound visitors (IPS)
a) Overall results
The International Passenger Survey is conducted by ONS on behalf of Visit Britain. Passengers Top towns: Staying Visits (000s) by overseas visitors (IPS) arriving through major airports (including LJLA), 2,000 seaports and the Channel Tunnel are surveyed.
The survey shows that Liverpool‟s ongoing 1,500 growth as a visitor destination means it is now the 5th-most visited city in Britain by overseas residents. This is the highest position the city has 1,000 th attained, having been 6 since 2005.
The city recorded approximately 550,000 500
overseas staying visits in 2012, and is only
1,256
345 15,461 932 713 550 521 430 398 395
behind London, Edinburgh, Manchester and 0
… … …
… … … …
… … Birmingham. …
Bristol Bristol
In terms of geographically close „competitors‟ Oxford
London London
Glasgow Glasgow Liverpool Liverpool
(who might also feed our day visits market), Edinburgh
Cambridge Cambridge Manchester Manchester Manchester recorded an estimated 932,000 Birmingham overseas staying visits.. Hove / Brighton
Source: IPS, VisitBritain / ONS
Top 20 most visited UK Cities & Towns by Overseas residents
2010 2011 2012 Visits Visits Visits Town/City (000s) Town/City (000s) Town/City (000s) 1 London 14706 1 London 15289 1 London 15,461 2 Edinburgh 1305 2 Edinburgh 1342 2 Edinburgh 1,256 3 Manchester 811 3 Manchester 934 3 Manchester 932 4 Birmingham 740 4 Birmingham 733 4 Birmingham 713 5 Glasgow 551 5 Liverpool 545 5 Liverpool 550 6 Liverpool 452 6 Glasgow 475 6 Glasgow 521 7 Oxford 412 7 Oxford 465 7 Oxford 430 8 Bristol 377 8 Bristol 430 8 Cambridge 398 9 Cambridge 367 9 Cambridge 387 9 Bristol 395 10 Brighton / Hove 303 10 Leeds 306 10 Brighton / Hove 345 11 Bath 263 11 Brighton / Hove 304 11 Cardiff 301 12 Cardiff 260 12 Cardiff 291 12 Leeds 299 13 Inverness 238 13 Aberdeen 250 13 Nottingham 215 14 Newcastle-upon-Tyne 224 14 Nottingham 244 14 Inverness 213 15 Nottingham 224 15 Newcastle-upon-Tyne 239 15 Newcastle-upon-Tyne 212 16 York 224 16 Bath 232 16 Bath 211 17 Leeds 213 17 York 222 17 Aberdeen 208 18 Aberdeen 168 18 Inverness 215 18 York 199 19 Southampton 164 19 Windsor 211 19 Reading 196 20 Windsor 162 20 Canterbury 191 20 Windsor 182
Source: IPS, VisitBritain / ONS
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 36 Forecasts
b) Results from different markets
The following charts breakdown the information by purpose of visit. Please note that those visiting to attend sporting events are an important contributor to the figures relating to „other purpose‟.
Top Towns: Top Towns: Pure holiday staying trips (000s) VFR staying trips (000s) 0 200 400 600 800 1,000 0 50 100 150 200 250 300
London 7,649 London 3,529
Edinburgh 818 Manchester 254
Glasgow 295 Edinburgh 248
Manchester 215 Birmingham 189
Inverness 178 Bristol 151
Liverpool 173 Cambridge 136
Brighton / Hove 167 Oxford 122
Oxford 140 Liverpool 119
Bath 119 Leeds 118
Birmingham 116 Nottingham 96
Top Towns: Top Towns: Business staying trips (000s) "Other purpose" (000s) 0 100 200 300 400 0 50 100 150 200
London 3,068 London 1,035
Birmingham 358 Manchester 172
Manchester 280 Liverpool 146
Edinburgh 132 Birmingham 42
Oxford 120 Edinburgh 30
Liverpool 105 Cambridge 23
Aberdeen 104 Oxford 18
Bristol 100 Leeds 15
Leeds 100 Glasgow 15
Cambridge 94 Newcastle 8
Source: IPS, VisitBritain / ONS
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 37 Forecasts
5 Forecasts
5.1 Trends from the Liverpool City Region 3-year Action Plan
The visitor economy has seen strong growth over the last few years, as evidenced earlier in this Digest. Despite current economic conditions, strong growth is still expected from the sector. The graph below shows the expected trends (indexed to 2006). Figures have been updated from the previous Digest, following the latest STEAM data (as noted in section 1) and known hotel developments.
Tourism growth trend - Liverpool City Region 150
140
130
120
110
100
Change (indexed to to 2006)(indexed Change 90
80
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
Staying Visitors Day Visitors
Source: Destination Management Plan
Certain components of change we already know; below we summarise the key hotel developments, both currently under way and those planned over the next few years.
Hotel room stock Hotel establishments 7000 100 90 6000 80 5000 70 4000 60 50 3000 40 2000 30 20 1000
10
5,062 4,611 5,717 4,805 6,067 4,865
43 85 45 88 52 89 0 0 2012 2013 2014 2012 2013 2014
Liverpool City Centre Elsewhere City Region Liverpool City Centre Elsewhere City Region
Source: Tourist board hotel stock data
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 38 Articles
6 Articles
6.1 Business performance
Introduction
Throughout the year North West Research conducts the „How‟s Business‟ survey in order to monitor performance of the sector locally and identify any emerging concerns that businesses may have. This was of particular importance during the recession.
A web-based survey is currently used. All LEP‟s tourism and conference members / contacts are sent an email inviting them to participate in the research, highlighting the reasons for the survey. Unfortunately response rates are currently relatively low with an average „strike rate‟ of less than 5% typically yielding < 50 responses. This means that although we are able to gauge the overall „mood‟ amongst businesses, we are not able to view to any depth what is happening in different sub-sectors of the visitor economy.
This report presents the findings from the latest survey conducted at the beginning of 2013.
Industry performance over the past few months
Businesses were asked how their performance had been, compared with the same period a year ago.
How has business been generally And have you experienced any changes during the end of 2012(October to in the following types of business December) compared to the same time compared to the same period last year in 2011 100% 100% 5.3% 13.6% 9.5% 10.0% 90% 18.2% 90% 17.4% 26.1% 21.7% 80% 80% 36.8% 70% 38.1% 70% 45.0% 65.2% 39.1% 60% 50.0% 60% 43.5% 54.6% 50% 50% 43.5% Up Up 40% 40% Level Level 30% 57.9% 30% 52.4% Down Down 45.0% 20% 26.1% 43.5% 20% 36.4% 30.4% 34.8% 27.3% 10% 10% 8.7% 0% 0%
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 39 Articles
Industry Forecast
Businesses were then asked how they would forecast their overall profitability over the next three months – compared to the same period last year (note that during the recession this survey ran more frequently).
December 2012. 24% 30% 35%
September 2012. 35% 31% 35%
March 2012. 35% 31% 35%
December 2011. 35% 31% 35%
September 2011. 24% 35% 41%
January 2011. 56% 22% 22%
July 2010. 41% 35% 24%
March 2010. 45% 35% 20%
November 2009. 42% 38% 21%
September 2009. 52% 28% 21%
August 2009. 50% 25% 25%
June 2009. 53% 27% 21%
May 2009. 57% 13% 30%
March 2009. 59% 28% 24%
February 2009. 67% 17% 17%
January 2009. 53% 27% 20%
0% 20% 40% 60% 80% 100%
Down Level Up
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 40 Articles
Market branding
A new question used in this edition of „How‟s Business‟, asked people what they think about all the different brands that are important to the City Region.
Which of these brands do you think are important for the LCR?
Football 16.8%
Beatles 16.8%
Culture 15.9%
Festival events 15.0%
Retail Destination 14.0%
Maritime 7.5%
World Heritage Site 7.5%
Golf 6.5%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
The most common responses for this question were that people thought the most important brands for the City Region were the „Football‟ (17%) and the „Beatles‟ (17%).
Following on from the previous question, respondents were asked whether they thought the brands importance were in increasing or decreasing in the City Region.
Which are increasing or decreasing in importance?
Festival events 18.2% 54.6% 27.3%
Maritime 14.2% 61.9% 23.8%
Golf 15.0% 70.0% 15.0%
Football 22.7% 59.1% 18.2% Decreasing
Culture 50.0% 45.5% No change 4.6%
Retail Destination 40.9% 54.6% Increasing 4.6% World Heritage Site 19.1% 57.1% 23.0%
Beatles 9.1% 68.2% 22.7%
0% 20% 40% 60% 80% 100%
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 41 Articles
International Festival for Business
Also a new question, respondents were then asked if they were aware of Liverpool hosting the International Festival for Business.
Are you aware that Liverpool will be hosting an International Festival for Business in June and July 2014?
28.6% Yes No 71.4%
If Yes to the previous question. Do you think the International Festival for Business will create new opportunities for your business?
During the festival itself 52.9%
Longer term 29.4%
Not at all 11.8%
Don't know 5.9%
0% 10% 20% 30% 40% 50% 60%
Will the International Festival for Business create new opportunities for Liverpool City Region?
During the festival itself 45.5%
Longer term 40.9%
Don't know 13.6%
0% 10% 20% 30% 40% 50%
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 42 Articles
Business Profile
Respondents were finally asked a few questions about their businesses:
Origin of Business What is your main business activity
5.0% Hotel, guesthouse or B&B 52.4%
10.0% Restaurant, pub or cafe 14.3% Self-catering 9.5% Knowsley Visitor attraction 9.5% 20.0% Liverpool Conference venue 4.8% Sefton Theatre 4.8% 65.0% Wirral Transport / tour operator 4.8% Activity provider 0.0%
0% 10% 20% 30% 40% 50% 60%
What is your expected turnover in the 2012/13 financial year
Less than 10K 0% £10-20k 18.2% £30-40k 0.0% £40-50k 0.0% £50-100k 18.2% £100-250k 9.1% £250-500k 0.0% £500k-£1m 36.4% £1-2m 9.1% Unknown / Prefer not to say 9.1%
0% 10% 20% 30% 40%
Size of business (by employee)
Just me 10% 2 5% 3-5 10% 6-10 0% 11-20 10% 21-50 24% 51-100 29% >100 14%
0% 5% 10% 15% 20% 25% 30%
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 43 Articles
6.2 Tourism Business Confidence – Nationally
Data from Visit England provides a barometer in terms of national business performance; at different points in the year 500 accommodation providers and 300 visitor attractions are asked for their recent performance and expectations for the short-term.
a) Performance of the Domestic Visitor market
Accommodation providers Attractions 50% 30%
40% 20% 30%
20% 10%
10% 26% 15% 28% 37% 27% 15% 27% 39% 0% 0% Down -12% -26% -11% -8% Down -29% -44% -23% -18% Up Up -10% -10%
-20% -20% -30%
-40% -30% Jan-13 Easter Jul-13 Sep-13 Jan-13 Easter Jul-13 Sep-13 2013 2012
Source: Visit England Tourism Business Monitor,
b) Performance of the Overseas Visitor market
Accommodation providers Attractions 50% 30%
40% 20% 30% 10% 20% 28% 23% 32% 38% 10% 0% 22% 15% 26% 38% -21% -35% -13% -10% Down Down 0% -10% -30% -35% -22% -16% Up Up -10% -20% -20% -30% -30%
-40% -40% Jan-13 Easter Jul-13 Sep-13 Jan-13 Easter Jul-13 Sep-13 2013 2013
Source: Visit England Tourism Business Monitor,
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 44 Articles
c) Business confidence
Accommodation providers Attractions 100% 100% 90% 90% 80% 80% 70% 70% 60% 60% 50% 43% 50% 48% 40% 40% 62% 62% 30% 44% 55% 30% 61% 64% 20% 20% 10% 26% 23% 46% 38% 10% 26% 25% 32% 30%
0% 0%
13 12
13 13
13 12
- -
- -
- -
Jul Jul
Jan Jan
Sep Sep
Easter 2013 Easter 2012 Easter
Very confident Fairly confident Very confident Fairly confident
Source: Visit England Tourism Business Monitor
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 45 Articles
6.3 News
In response to requests from some of our businesses, within this section of the report we present some of the key aspects that have impacted on the local visitor economy over the last 12 months. We also indicate some of the current activity by the research team, which may be of interest.
Clearly we cannot cover every single one of the many items involved, but if you know of something which should be included here, do let us know about it.
a) 2012
Hotel Openings Nov 2012 Premier Inn, Hanover Street, opened – 183 rooms. Sept 2012 Podworks, Henry Street, opened – 19 rooms. Feb 2012 Travelodge, The Strand, opened – 141 rooms. 2012: Carlton Hotel, Southport – 30 rooms
Major events: Oct 2012: Inaugural Liverpool Marathon: The first ever Liverpool Marathon, starting in Birkenhead Park and finishing on the Liverpool Waterfront, recorded over 5,000 runners and was cheered on by thousands of spectators. Apr 2012: Giant Spectacular: A three-day piece of street theatre featuring three giant puppets and inspired by the Titanic, watched by an estimated 600,000 people. Mar 2012: Global Entrepreneurship Congress. Hosted by Liverpool Vision, Global Entrepreneurship Week and The Kauffman Foundation, the congress took place at the ACC Liverpool and attended by almost 3000 business delegates from around the world.
Other: Nov 2012: Open Eye Gallery moves to key waterfront location Mar 2012: KLM air link to Amsterdam closes. Jan 2012: Wirral officially opens the “Wirral Circular Trail”, a 35-mile cycling and walking trail skirting the coastline and taking in key parts of Wirral‟s countryside. Apr 2012: Stena complete £4m upgrade of passenger ferries on its Liverpool (Birkenhead)-Belfast route May 2012 First „turnaround‟ cruise departs Liverpool Cruise terminal, following DfT approval and construction of check-in facilities.
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 46 Articles
b) 2013
Hotel Openings Mar 2013: Travelodge, Exchange Street East (125 rooms) Apr 2013: Adagio, Lewis‟s Building (129 rooms) Apr 2013: Signature Hotel (12 units) Apr 2013: The Richmond, Hatton Gardens (51 rooms) May 2013: Z Hotel (92 rooms) July 2013: Hoax, 5 star, hostel, Stanley Street (35 units) Sept 2013: Epic Aparthotel (sleeps 50+) Oct 2013: Ibis Styles, Dale Street (122 rooms)
Major events: Mar 2013: Festival of Enterprise April 2013 John Smiths Grand National, Aintree May 2013: 70th Anniversary, Battle of the Atlantic Jun 2013: UNISON Conference at the BT Convention Centre Jun 2013: Mersey River Festival Jun-Oct 2013: Mark Chagall exhibition at Tate Liverpool August 2013: Liverpool International Music Festival
Other: Apr 2013: Norwegian Airlines inaugural service from Copenhagen to Liverpool May 2013: The Atkinson, Southport opens
c) Research Activity The following is activity underway by the research team on behalf of the tourist board: Hotel Occupancy interpretation Liverpool Destination Survey 2014 STEAM data collection
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 47 Appendices
Appendix i: Further reference sources
http://liverpoollep.org/ The homepage of the Liverpool City Region Local Enterprise Partnership, with links to all the documents we produce. http://www.visitengland.org/insight-statistics/ The research part of the VisitEngland website; includes many useful research elements included the short-term tourism tracker, England Occupancy Survey (EOS) and attractions monitor. http://www.visitbritain.org/ The trade website for VisitBritain; you can follow a link on this page to “Insights & Statistics” for the national market research
they gather, which includes inbound visitor statistics and domestic tourism statistics, as well as useful country profiles. http://www.caa.co.uk/airportstatistics The Civil Aviation Authority has pages containing details of all UK airport passenger numbers (including Liverpool John Lennon Airport) both in total and by route.
http://www.etc-corporate.org/ The European Travel Commission; aimed at industry, government and educational personnel interested in tourism to Europe, with link to market intelligence reports and studies.
http://epp.eurostat.ec.europa.eu/portal/page/portal/eurostat/home Eurostat – the official statistics website from the European Commission, including a section of the website devoted to tourism with statistics and publications. http://www.liv.ac.uk/impacts08/ Impacts 08 – European Capital of Culture research programme evaluating the social, cultural, economic and environmental effects of Liverpool‟s hosting the European Capital of Culture title in 2008. Reports available for download. http://www.statistics.gov.uk/ The UK Statistics Authority; contains details and links to a range of information resources across all topics and areas. For transport-related data visit www.dft.gov.uk For labour market data visit www.nomisweb.co.uk
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 48 Appendices
Appendix ii: SIC codes defining the visitor economy
The Standard Industrial Classification Codes (SIC) shown below are those which are chosen as best representing the visitor economy. Inevitably, there will be some overlap, with some businesses in these sectors performing wholly non-tourism related functions and some businesses in sectors not included having a tourism focus.
4932 : Taxi operation 5010 : Sea and coastal passenger water transport 5030 : Inland passenger water transport 5510 : Hotels and similar accommodation 5520 : Holiday and other short stay accommodation 5530 : Camping grounds, recreational vehicle parks and trailer parks 5590 : Other accommodation 5610 : Restaurants and mobile food service activities 5621 : Event catering activities 5629 : Other food service activities 5630 : Beverage serving activities 7711 : Renting and leasing of cars and light motor vehicles 7721 : Renting and leasing of recreational and sports goods 7912 : Tour operator activities 7990 : Other reservation service and related activities 8230 : Convention and trade show organizers 9001 : Performing arts 9002 : Support activities to performing arts 9003 : Artistic creation 9004 : Operation of arts facilities 9102 : Museum activities 9103 : Operation of historical sites and buildings & similar visitor attractions 9104 : Botanical and zoological gardens and nature reserve activities 9311 : Operation of sports facilities 9321 : Activities of amusement parks and theme parks 9329 : Other amusement and recreation activities
For full detail of all SIC codes and their structure, the following document may be of use: http://www.statistics.gov.uk/methods_quality/sic/downloads/sic2007explanatorynotes.pdf
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 49 Appendices
Appendix iii: Crude guide to statistical confidence levels
In much of the survey data that is presented within the Digest and other research publications, the results are indicative of the views, activities and behaviour of respondents. The question arises at some point as to how likely are these results to apply to the “universe”; what is the potential that those surveyed are not truly representative of the population as a whole?
There are two tables shown. The first gives the range around a particular percentage result within which one can be confident that the true result across the whole population lies; the second shows the minimum difference you would need between two results to be confident that there was really a difference.
These tables are based on the following assumptions:
o The samples have been randomly drawn (in actuality this is never true in survey research, because there is always an element of refusal to cooperate - but, for practical purposes it is standard to assume that it is true).
o The degree of confidence is 95%. This means that there is still a 5% chance that the result is outside of the range by chance. 95% is used as it has become the convention in balancing degree of confidence against cost of data collection.
Table 1. Confidence in a single percentage result.
The +/- figures show the variation around the result (left hand column) that applies for each chosen sample size. Thus a survey result of 40% from a sample of 500 would mean that we were 95% confident that the true result across the whole population lies between 35.7% and 44.3%. % result Sample Size 100 200 500 1,000 5,000 50% +/- 9.8% +/- 6.9% +/- 4.4% +/- 3.1% +/- 1.4% 40% / 60% +/- 9.6% +/- 6.8% +/- 4.3% +/- 3.0% +/- 1.4% 30% / 70% +/- 9.0% +/- 6.4% +/- 4.0% +/- 2.8% +/- 1.3% 20% / 80% +/- 7.8% +/- 5.5% +/- 3.5% +/- 2.5% +/- 1.1% 10% / 90% +/- 5.9% +/- 4.2% +/- 2.6% +/- 1.9% +/- 0.8% 5% / 95% +/- 4.3% +/- 3.0% +/- 1.9% +/- 1.4% +/- 0.6%
Table 2. Confidence in a difference between two percentage results.
The +/- figures show the difference from the first result (left hand column) that the second result needs to display. Thus if the first survey result was 40% from a sample of 500, the second result would have to be either over 46.1% or under 33.9% for us to be 95% confident that there was a true difference in 22 the population at large. % result Sample Size 100 200 500 1,000 5,000 50% +/-13.9% +/- 9.8% +/- 6.2% +/- 4.4% +/- 2.0% 40% / 60% +/-13.6% +/- 9.6% +/- 6.1% +/- 4.3% +/- 1.9% 30% / 70% +/-12.7% +/- 9.0% +/- 5.7% +/- 4.0% +/- 1.8% 20% / 80% +/-11.1% +/- 7.8% +/- 5.0% +/- 3.5% +/- 1.6% 10% / 90% +/- 8.3% +/- 5.9% +/- 3.7% +/- 2.6% +/- 1.1% 5% / 95% +/- 6.0% +/- 4.3% +/- 2.7% +/- 1.9% +/- 0.9%
22 Footnote to this table. These are approximations - for guidance only. The precise difference required for the second percentage will vary with whether it is below or above the first percentage) Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 50 Appendices
Appendix iv: Details of available publications
A. Tourism publications
The following documents are available to download by going to the visitor economy section of our website at http://liverpoollep.org/priorities/visitor_economy.aspx
Destination Plans: Liverpool City Region 3 year Action Plan Liverpool City Region Visitor Economy Strategy to 2020
Research:
The latest research publications, including the Digest will also be kept here.
Other news:
“The Biz” – publication featuring news and views for tourism businesses across the Liverpool City Region,
B. Other publications
The following documents are available to download from the Key Documents section of the website at http://liverpoollep.org/about_lep/key_documents.aspx
You can also Visit the Facts and Figures section of VisitLiverpool.biz: http://visitliverpool.biz
Research:
Economic Review 2012
Sectors
Visitor Economy 3 Year Action Plan Low Carbon Economy Action Plan Superport Action Plan Knowledge Economy Plan
Please note: content on the website is subject to updates and restructure; downloads available by the time this Digest is issued may reflect more recent version of the above.
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 51
North West Research provides a comprehensive service designed to provide the best intelligence for businesses within the City Region and further afield, with a particular focus on sectors connected to the visitor economy.
The in-house research agency provides a wide Research is undertaken in a variety of ways range of market research services to an array of dependant on the project and may include face-to- clients across the North West of England and face fieldwork, web/email surveys, postal surveys, beyond. The service produces exceptional bespoke omnibus studies, depth interviews, desk research, market research tailored to organisations‟ needs focus groups and hall tests. which is value driven. Effective research can provide the foundation for understanding your Over the past ten years the research service has customers/clients, gathering up-to-date market conducted more than 250 studies, with clients information, reviewing options, allowing for objective including: Tate Liverpool, MerseyBio, The National and informed decision making. Trust, National Museums Liverpool, Merseytravel, Heineken and Albert Dock (Gower St Estates). Amongst our services are: Research Opportunities • Satisfaction surveys • Marketing impact studies Priced on request dependant on requirements • Economic impact assessment Sponsored Questions • Branding and positioning research • Customer segmentation There are also opportunities to buy into dedicated • Event evaluation visitor surveys which include: • Benchmarking • Destination benchmarking • Economic reviews • Tourism business performance survey • Proposition testing • Geographic-based research
This Digest has been compiled by North West Research, the in-house research team at the Liverpool City Region Local Enterprise Partnership. The team produce numerous key publications for the region, including the annual Economic Review, as well as managing many regular research projects including Liverpool Destination Benchmarking and the Liverpool John Lennon Airport Gateway study.
North West Research is operated by: The Liverpool City Region Local Enterprise Partnership 12 Princes Parade Liverpool L3 1BG 0151 237 3521 [email protected]
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 52
Digest of Tourism Statistics North West Research The Liverpool LEP December 2013 Page 53