February 2015
DIGEST OF TOURISM STATISTICS
February 2015
Digest of Tourism Statistics North West Research Liverpool LEP January 2015 Page 1
North West Research, operated by: The Liverpool City Region Local Enterprise Partnership 12 Princes Parade Liverpool, L3 1BG 0151 237 3521
North West Research This study has been produced by the in- house research team at the Liverpool City Region Local Enterprise Partnership. The team produces numerous key publications for the area, including the annual
Digest of Tourism Statistics, in addition to collating key data and managing many regular research projects such as Hotel Occupancy and the Merseyside Visitor Survey.
Under the badge of North West Research (formerly known as England‟s Northwest Research Service) the team conducts numerous commercial research projects, with a particular specialism in the visitor economy and event evaluation. Over the last 10 years, North WestDigest Research of Tourism has Statistics completed over 250 Northprojects West for Research both public and privateLiverpool sector LEP clients. January 2015 Page 2
CONTENTS
OVERALL SIZE OF THE VISITOR ECONOMY (STEAM) 1.1 Number of visitors (volume) 1.2 Total spend by visitors (value)
1.3 Jobs supported by the visitor economy
Change over time 1.4 1.5 STEAM Methodology
LOCAL DATA FROM THE VISITOR ECONOMY 2.1 Hotel occupancy 2.2 Hotel stock 2.3 Visits to attractions 2.4 Sport 2.5 Events 2.6 Transport data
VISITOR PROFILE DATA 3.1 Visitor Origin 3.2 Mode of transport 3.3 Purpose of visit 3.4 Demographics 3.5 Group type
NATIONAL DATA 4.1 Occupancy trends 4.2 Visits to attractions trends 4.3 Domestic visitors (GBTS) 4.4 Inbound visitors (IPS)
FORECASTS 5.1 Trends from the Liverpool City Region 3-year Action Plan
ARTICLES 6.1 Business Performance 6.2 Tourism Business Confidence - Nationally 6.3 News
Digest of Tourism Statistics APPENDIX 1: Further reference sources North West Research APPENDIX 2: SIC codes defining the visitor economy Liverpool LEP APPENDIX 3: Crude guide to statistical confidence levels January 2015 Page 3 APPENDIX 4: Details of available publications
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 2013 – that is, the estimated visitor numbers recorded by the city and wider city region. These figures show that in 2013 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 2013 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 January 2015 Page 4
Size of the Visitor Economy
Key Facts about the visitor economy in the Liverpool City Region
1. In 2013 there were 58m visitors to the Liverpool City Region.
2. In 2013 the visitor economy was worth £3.6bn to the Liverpool City Region.
3. In 2013 approximately 48,607 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. Six attractions drew in over half a million visitors in 2014; the Merseyside Maritime Museum, World Museum Liverpool, Museum of Liverpool, Tate Liverpool, Mersey Ferries and Liverpool Cathedral
6. Average hotel room occupancy in 2014 was 76%, an increase of 5% since 2013
7. Over 2.5m hotel rooms were sold in the City Region in 2014.
8. 3,981,849 passengers passed through Liverpool John Lennon Airport in 2014
9. Some 656,000 passengers arrived or departed the City Region on one of the three ferry routes in 2014
10. Liverpool One, the retail and leisure development in the City Centre, recorded a footfall of over 27m people in 2014 – this is an increase on 2013
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 January 2015 Page 5
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 58m visitors to the Liverpool City Region in 2013; this includes 53m day visitors and 5m staying visitors. For the city of Liverpool itself, this equated to a total of 33m visitors (31m day visitors and 2m staying visitors).
Liverpool City Thousands of visitors 2013 Liverpool Region Serviced Accommodation 1,293.00 2.237.0 Non-Serviced Accommodation 162.0 261.1 Staying with Friends and Relatives 761.0 2,232.0 Day Visitors 30,583.0 52,918.0 TOTAL 32,799.0 57,648.0 Source: STEAM
Day Visitors (000s) Staying Visitors (000s)
Liverpool 8,741.0 1,042.0 Sefton
6,305.0 2,216.0 Wirral 30,583.0 778.0 7,289.0 Halton, Knowsley , St.Helens 694.0
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 January 2015 Page 6
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 2013 the visitor economy was estimated as being worth £3.6bn to the Liverpool City Region - £1.1bn of this coming from staying visitors. The visitor economy was worth £2.4bn to Liverpool itself.
Liverpool City Economic impact of visitors 2012 (£m) Liverpool Region Serviced Accommodation £437.4 £669.3 Non-Serviced Accommodation £147.2 £192.4 Staying with Friends and Relatives £108.2 £241.1 Day Visitors £1,731.8 £2,537.9 TOTAL £2,424.7 £3,640.9 Source: STEAM
Economic Impact (£m)
£439.6 Liverpool
£327.8 Sefton
Wirral £448.7 £2,424.8
Halton, Knowsley, St.Helens
The sectors where spend occurs are detailed below. Liverpool City Economic impact of visitors 2012 (£m) Liverpool Region Accommodation £125.8 £207.9 Food and drink £496.6 £683.6 Recreation £156.9 £207.0 Shopping £524.1 £863.8 Transport £208.8 £283.6 Total Direct Revenue £1,512.5 £2,246.1 Indirect Expenditure £609.7 £945.5 VAT £302.5 £449.2 TOTAL £2,424.7 £3,640.9 Source: STEAM
Digest of Tourism Statistics North West Research Liverpool LEP January 2015 Page 7
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 48,607 jobs supported by tourism expenditure throughout the Liverpool City Region – 37,397 of these were direct jobs. In Liverpool there were 24,691 jobs supported by tourism spend.
Liverpool City Jobs supported by visitor spend (FTE) 2013 Liverpool Region Accommodation 1,601 3,465 Food and drink 9,114 12,545 Recreation 3,495 4,610 Shopping 8,768 14,451 Transport 1,712 2,326 Total Direct Revenue 24,691 37,397 Indirect Expenditure 7,229 11,210 TOTAL 31,920 48,607 Source: STEAM
Direct Jobs Total Jobs (Incl. indirect)
4,696 6,081 Liverpool
3,644 4,606 Sefton
4,348 6,000 24,691 Wirral 31,920
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 January 2015 Page 8
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 January 2015 Page 9
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
4,730
22,124 44,193 22,476 45,167 23,280 46,098 31,707 55,429 25,890 48,209 28,112 50,088 28,511 50,506 30,138 52,128 30,583 52,918
1,491 3,954 1,628 4,188 1,703 4,296 1,913 4,453 1,735 4,108 1,958 4,419 1,984 4,482 2,104 4,632 2,216
0 0
2005 2006 2007 2008 2009 2010 2011 2012 2013
2005 2006 2007 2008 2009 2010 2011 2012 2013 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
£2.538.0m £1,504.0m
£1,000m £1,483.0m
£1.732.0m
£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
£.693.0m
£863.0m
£406.0m
£859.0m
£1.102.0m
£386.0m £826.0m
£m £790.0m
2005 2006 2007 2008 2009 2010 2011 2012 2013
2005 2006 2007 2008 2009 2010 2011 2012 2013 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 January 2015 Page 10
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 2013.
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 January 2015 Page 11
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, 2014 Liverpool City Region 2012 2013 Weekday average (Mo-Th) 68.9% 69.9% 73.1% Weekend average (Fr-Sa) 84.9% 83.6% 85.6% Sunday 51.9% 53.6% 58.2% Total average 68.8% 71.2% 75.5% 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 76%, an increase of 5% since 2013.
Below, the latest occupancy data is compared with earlier years.
90% Occupancy monthly tends 80% 70% 60% 50% 40% 30% 20%
10%
55.6% 74.5% 52.1% 55.2% 63.8% 70.0% 73.4% 67.1% 69.5% 74.3% 70.9% 69.1% 78.7% 70.1% 74.8% 75.9% 72.8% 75.1% 78.6% 72.4% 75.6% 83.6% 71.9% 76.6% 79.9% 74.4% 74.6% 77.9% 75.0% 79.1% 79.9% 73.5% 78.1% 57.6% 62.9% 69.9% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2012 2013 2014
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 January 2015 Page 12
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 2014 ADR weekday average (Mo-Th) £52.54 £53.02 £55.23 ADR weekend average (Fr-Sa) £66.56 £66.17 £73.55 ADR average £56.66 £57.09 £61.13 REVPAR weekday average (Mo-Th) £36.24 £35.29 £41.70 REVPAR weekend average (Fr-Sa) £57.17 £55.09 £61.90 REVPAR average £39.09 £41.00 £46.30
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 2014 was £46.30, an increase since 2013
£60 Room yield monthly tends
£50
£40
£30
£20
£10
£35.27 £48.20 £28.91 £29.40 £42.00 £38.89 £44.40 £44.37 £51.10 £39.50 £44.90 £41.18 £46.90 £38.94 £56.60 £39.27 £46.30 £43.71 £42.90 £43.43 £48.10 £51.11 £44.05 £44.90 £51.60 £31.60 £35.40 £43.05
£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 2012 2013 2014
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 January 2015 Page 13
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 2014 1,649,634
Source: Tourist board room stock data
This indicates a growth in the numbers of visitors staying in hotels in the city and in 2014 1 million 649 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
111,000.00 101,460.12 102,530.08 104,065.24 105,321.28 110,205.88 108,484.64 118,000.00 114,000.00
115,000 75,000 91,000 95,000 112,000 108,000 126,000 114,000 136,000 120,000 137,000 117,000 147,000 120,000 158,000 120,000 151,000 115,000 145,000 124,000 157,000 150,000 103,000 139,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2012 2013 2014
Source: STR Global / Tourist board room stock data
9 Figures rounded to the nearest 000. Digest of Tourism Statistics North West Research Liverpool LEP January 2015 Page 14
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 7,000 200 180 6,000 160 5,000 140 4,000 120 100 3,000 80 2,000 60 40 1,000
20
47 30 34 37 39 41 53
122 126 130 134 176 184 190
3,420 3,608 3,920 4,056 4,218 4,292 4,524 4,517 4,867 4,547 5,304 4,678 5,938 4,673
0 0
2008 2008 2009 2010 2011 2012 2013 2014 2009 2010 2011 2012 2013 2014
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 153 room Titanic Hotel on Stanley Dock (opened May 2014) o The 116 room Aloft on North John Street (opened mid 2014) o The 67 room Signature, Albion House (April 2014) o The 87 room Doubletree by Hilton, Sir Thomas Street (March 2014)
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 January 2015 Page 15
Local Data
2.3 Visits to Attractions
In the table below, we show the top attractions in the Liverpool City Region in 2014; 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.
Top “free” attractions Attendance Attraction Type District 2014 1 Bluecoat Museum / gallery Liverpool 743,814 2 Museum of Liverpool Museum / gallery Liverpool 707,405 3 Merseyside Maritime Museum Museum / gallery Liverpool 631,711 4 World Museum Liverpool Museum / gallery Liverpool 610,785 5 Tate Liverpool Museum / gallery Liverpool 540,885 6 Liverpool Cathedral Place of worship Liverpool 527,741 7 International Slavery Museum Museum / gallery Liverpool 372,316 8 Liverpool Metropolitan Cathedral Place of worship Liverpool 318,347 9 National Trust, Formby Nature / wildlife / zoo Sefton 267,375& 10 Walker Art Gallery Museum / gallery Liverpool 252,042 11 Lady Lever Art Gallery Museum / gallery Wirral 221,663 12 Sudley House Historic Property Liverpool 55,010 13 Williamson Art Gallery & Museum Museum / gallery Wirral 36,144 14 Marshside RSPB Wildlife Sefton 20,365 15 Knowsley Hall Historic Property Knowsley 15,020
Source: Tourist board annual Visitor Attractions Survey
Top “paid” attractions Attendance Attraction Type District 2014 Liverpool 1 Mersey Ferries Other 611,028 &Wirral 2 Echo Arena Liverpool Entertainment Liverpool 521,234 3 Knowsley Safari Park Nature / wildlife / zoo Knowsley 503,678 4 Beatles Story Museum / gallery Liverpool 249,734 5 Aintree Racecourse Sporting venue Liverpool 203,042 6 Liverpool Football Club Museum & Tour Museum Liverpool 185,466 7 Liverpool Philharmonic Entertainment Liverpool 178,715 8 Floral Pavilion Entertainment Wirral 177,500 9 Haydock Park Racecourse Sporting venue St Helens 170,717 10 Ness Botanic Gardens Gardens Wirral 101,701$ 11 World of Glass Visitor Centre St Helens 60.891 12 Spaceport Other Wirral 48,910 13 Norton Priory Historic Property Halton 34,242! 14 Port Sunlight Museum Museum / gallery Wirral 32,980! 15 U-Boat Story Museum Wirral 25,916
Source: Tourist board annual Visitor Attractions Survey ! 2013 figures & 2012 figures * 2010 figures @ 2009 figures # 2008 figures
Digest of Tourism Statistics North West Research Liverpool LEP January 2015 Page 16
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 849,513 2 Everton FC Liverpool 803,413 3 St.Helens Saints RLFC St.Helens 190,914 4 Aintree Racecourse Liverpool 169,362 5 Haydock Park Racecourse St.Helens 177,575 6 Tranmere Rovers FC Wirral 131,541 7 Widnes Vikings RLFC Halton 74,751 Source: Media / publicity
10 For racecourses this is a calendar year; for others this relates to the 2013/14 sport season. Digest of Tourism Statistics North West Research Liverpool LEP January 2015 Page 17
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 2014
Event District Attendance 1 Giants spectacular Liverpool 1.0m 2 Biennial Liverpool 677,000 3 Battle of Atlantic Liverpool 300,000! 4 Mersey River Festival Liverpool 200,000 5 International Music Festival11 Liverpool 100,000 6 Brazilica Liverpool 100,000 7 Africa Oye Liverpool 75,000 8 Southport Food & Drink Sefton 28,000! 9 Hoylake RNLI Open Day Wirral 8,000 10 Tour of Britain – Start Knowsley 2,500 Source: Media / publicity
Top “paid” events 2014 Event District Attendance 1 Open Golf Championship Wirral 203,000 2 Grand National Liverpool 139,000 3 Southport Flower Show Sefton 90,000 4 Southport Air Show Sefton 67,500 5 Creamfields Halton 60,000 6 Brouhaha Liverpool 50,000 7 Liverpool Food and Drink Festival Liverpool 45,000 8 Liverpool International Tennis Tournament Liverpool 20,000 9 Port Sunlight Festival Wirral 18,000 10 Rock N Roll Marathon Liverpool 7,00012 Source: Media / publicity
! 2013 figures
11 This replaces the Mathew Street Festival 12 Number of runners Digest of Tourism Statistics North West Research Liverpool LEP January 2015 Page 18
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 6,000,000 300 250 5,000,000 200 4,000,000
150
5,517,667 5,402,982
3,000,000 5,247,109
5,008,455 4,971,361
4,942,981 100 4,461,443
2,000,000 4,187,457 3,981,849 50
1,000,000 to 2000)(indexed Change 0
0
2004 2000 2001 2002 2003 2005 2006 2007 2008 2009 2010 2011 2012
2008 2010 2012 2014 2006 2007 2009 2011 2013 ALL UK airports LJLA
Source: CAA Airport Statistics
During 2014 4.0m 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 January 2015 Page 19
Local Data
Monthly Terminal Pax, LJLA
311,000 397,000 433,000 309,000 295,000 241,000 253,000 342,000 255,000 263,000 393,000 352,000 314,000 297,000 486,000 390,000 370,000 349,000 485,000 389,000 372,000 486,000 416,000 387,000 360,000 551,000 454,000 428,000 396,000 575,000 485,000 467,000 512,000 433,000 402,000 371,000 488,000 407,000 394,000 361,000 302,000 267,000 260,000 260,000 317,000 266,000 271,000 267,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2011 2012 2013 2014
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 948,770 Spain Eire 469,885 Poland 329,601 France 315,979 Portugal 227,106 Netherlands 204,163 Canary Islands 176,363 Switzerland 136,462 Germany 77,118 Italy 51,856 Slovak Republic 43,239 Greece 41,051 Lithuania 35,918 Malta 35,578 Cyprus 32,727 Norway 30,705 Turkey 16,466 Austria 9,360 Denmark 4,725 Bulgaria 730 Sweden 355 Belgium 129
Source: CAA Airport Statistics
Digest of Tourism Statistics North West Research Liverpool LEP January 2015 Page 20
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 2006
250 2007 2008 200 2009
150 2010 (000s Pax) (000s 2011 100 2012 50
2013
123.5 161.7 173.3 172.1 171.0 189.5 117.5 121.3 119.5 171.0 187.2 189.9 187.1 221.2 245.5 206.6 240.7 267.1 265.0 290.0 278.8 276.0 278.4 259.3 270.3 267.6 265.2 0 2014 Liverpool - Dublin Liverpool - Belfast Liverpool - Douglas (Birkenhead)
Source: Sea Passenger Statistics, DfT
In 2014, some 656,000 passengers travelled to and from Liverpool by one of the three ferry routes with a significantly high increase of traffic on the Liverpool – Belfast route.
Digest of Tourism Statistics North West Research Liverpool LEP January 2015 Page 21
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
90,000 82,282 60 80,000 50 70,000 60,000 40
50,000 53,757 41,677 30
40,000
26,470
26,422 24,384
30,000 23,644 20
18,510 18,156
20,000
9,680
10,990 10,160 9,600 10
10,000 8,400
24 15 17 15 15 34 43 54 25 12 10 12 11 21 0 0 Cruise calls Originating / Cruise calls Originating / terminating cruises terminating cruises 2009 2010 2011 2012 2013 2014 2015 2009 2010 2011 2012 2013 2014 2015
Source: Port / operator publicity
In 2015 it is estimated that there would be potentially 82,282 passengers on cruise ships visiting the city and an estimated 18,156 on cruise ships departing the city.
The estimated number of passengers on „cruise calls‟ at the terminal in 2015 is significantly higher on last year, though broadly comparable.
2015 saw a slight decrease 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 January 2015 Page 22
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 2013-14 financial year.
Selected key city Key destinations Exits region stations Exits Birmingham New St 17,374,492 Liverpool Central 7,310,792
Leeds 13,864,727 Moorfields 3,270,618 Glasgow Central 13,576,311 Liverpool James 1,539,114 Street Manchester Piccadilly 12,238,050 Liverpool South 892,722 Parkway Edinburgh 10,003,169 Waterloo 738,302 Brighton 8,470,582 Formby 641,358 Liverpool Lime St 7,118,395 St.Helens Central 548,422 Cardiff Central 5,869,815 New Brighton 455,400 Bristol Temple Meads 4,761,420 Port Sunlight 308,316
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 January 2015 Page 23
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 Survey19. 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 40% Cheshire 13% Cheshire 16% Greater Manchester 16% Greater Manchester 14% Lancashire 13% Lancashire 9% Cumbria <1% Cumbria 1% Northeast <1% Northeast 3% Yorkshire 5% Yorkshire 4% East Midlands 3% East Midlands 3% West Midlands 8% West Midlands 6% London & Southeast 2% London & Southeast 2% Southwest <1% Southwest 1% Wales 4% Wales 4% 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 Survey is conducted on alternate years. Latest data is for 2014 Digest of Tourism Statistics North West Research Liverpool LEP January 2015 Page 24
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 January 2015 Page 25
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 2% Cheshire 5% Cheshire 1% Greater Manchester 3% Greater Manchester 2% Lancashire 5% Lancashire 3% Cumbria <1% Cumbria 1% Northeast 5% Northeast 3% Yorkshire 7% Yorkshire 11% East Midlands 9% East Midlands 4% West Midlands 8% West Midlands 7% London & Southeast 17% London & Southeast 9% Southwest 4% Southwest 4% Wales 2% Wales 5% Scotland 3% Scotland 4% Northern Ireland 5% Northern Ireland 2% Overseas 22% Overseas 38%
Digest of Tourism Statistics North West Research Liverpool LEP January 2015 Page 26
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 4% USA 3% for Liverpool. Australia 3% Germany 2% Data from our Destination Survey study Spain 3% suggests that the following were the top origins Netherland 1% visiting Liverpool itself in 2014. Although France 3% Australia may be a surprise being placed so Switzerland 1% high on this list, data from Visit Britain has Austria 1% confirmed something of a boost for visits to the Italy 2% UK from that location during recent periods, Poland 2% New Zealand 1% partially a result of beneficial economy Japan 1% performance / exchange rates. Canada 1% Norway <1%
Digest of Tourism Statistics North West Research Liverpool LEP January 2015 Page 27
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 January 2015 Page 28 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 January 2015 Page 29 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) 11% 16-24 6% 16-24 16% 25-44 28% 25-44 21% 45-64 21% 45-64 28% 65+ 15% 65+ 24%
65+ 6.7% 7.9% 65+ 11.6% 12.7%
55-64 4.3% 5.3% 55-64 6.7% 10.2%
45-54 5.9% 5.6% 45-54 4.7% 6.2%
35-44 8.0% 9.1% 35-44 2.7% 7.1%
25-34 4.3% 6.2% 25-34 4.2% 7.1%
16-24 2.4% 3.3% 16-24 4.0% 11.6%
0-15 15.7% 15.3% 0-15 4.2% 6.9%
Male Female Male Female
The proportion of children amongst day visitors was relatively high (31% across the whole city region, 11% 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 – 16%) 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 January 2015 Page 30 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) 6% 16-24 6% 16-24 16% 25-44 32% 25-44 27% 45-64 35% 45-64 32% 65+ 13% 65+ 20%
65+ 5.4% 7.3% 65+ 8.7% 11.1%
55-64 11.2% 9.3% 55-64 8.8% 9.5%
45-54 6.3% 8.0% 45-54 6.2% 7.7%
35-44 8.6% 7.5% 35-44 6.5% 6.9%
25-34 9.1% 7.0% 25-34 5.6% 7.6%
16-24 2.6% 3.3% 16-24 6.6% 9.0%
0-15 7.5% 7.0% 0-15 2.8% 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‟ 6% of visitors staying in the city itself were children, although likewise a relatively high proportion of the staying audience were aged 65 or older (20%).
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 (16%).
The 25-44 age bracket forms a very important part of those staying in the city, an estimated 27%.
Digest of Tourism Statistics North West Research The Liverpool LEP January 2015 Page 31 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 January 2015 Page 32 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%
54% 79% 47% 49% 52% 60% 61% 59% 63% 64% 63% 66% 64% 68% 71% 72% 73% 75% 76% 72% 78% 79% 73% 77% 79% 77% 77% 71% 72% 74% 64% 67% 68% 56% 59% 61% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2012 2013 2014
Source: England Occupancy Survey
National data indicates that overall for 2014 occupancy figures were equal to 2013 occupancy figures at 69%.
The chart below shows growth by location type.
Room occupancy (Jan Dec) 100%
80%
60%
40%
20% 71% 70% 73% 78% 57% 59% 61% 65% 51% 51% 54% 61% 53% 52% 55% 58% 0% City / Large town Small town Seaside Countryside
2011 2012 2013 2014
Source: England Occupancy Survey
Digest of Tourism Statistics North West Research The Liverpool LEP January 2015 Page 33 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 -1% of all attractions showed growth decreasing visitor numbers from 2011 to 2012.
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% 2%
1% 1% 1% 1% 1% 1%
0% 0% 0%
0%
1% 1% 1% 1%
3%
- - -
-5% -
2% 2% 2% 2%
-
- - - -
3% 3%
- -
4% 4%
- -
5% 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 2011-12
Source: Annual England Attractions Survey
The graph suggests that over the last year growth across England has been strongest in visits to, Museums/art galleries and workplaces.
Growth has been weakest for Wildlife attractions/zoos, Gardens and Historic houses/castles – and a relatively neutral experience for Farms.
Note that despite the economic climate, -3% of paid attractions saw a decrease in admissions, against +2% of free attractions.
Digest of Tourism Statistics North West Research The Liverpool LEP January 2015 Page 34 Forecasts
4.3 Domestic visitors (GBTS)
a) Overall results Top Towns 2013: 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 2013 (GBTS) indicates that Liverpool was the 5th most visited town/city in England by 500
21,
2,756 2,267 1,921 1,678 1,660 1,597 1,356 1,268 1,132 domestic tourists with an estimated 12,305 0 1,678,000 overnight trips. .
York York
Leeds Bristol
London Liverpool
Blackpool
Manchester
Birmingham Nottingham
Scarborough
Top 20 most visited English Cities & Towns by UK residents Source: GBTS, Visit England 2011 2012 2013 Visits Visits Visits Town/City (000s) Town/City (000s) Town/City (000s) 1 London 11,093 1 London 12,152 1 London 12,305 2 Manchester 2,613 2 Manchester 3,126 2 Manchester 2,756 3 Birmingham 2,251 3 Birmingham 2,748 3 Birmingham 2,267 4 Bristol 1,828 4 Scarborough 1,726 4 Bristol 1,921 5 Scarborough 1,645 5 Leeds 1,548 5 Liverpool 1,678 6 York 1,615 6 Bristol 1,518 6 Leeds 1,660 7 Leeds 1,493 7 York 1,517 7 Scarborough 1,597 8 Blackpool 1,478 8 Liverpool 1,470 8 Blackpool 1,356 9 Liverpool 1,428 9 Blackpool 1,298 9 York 1,268 10 Newcastle upon Tyne 1,303 10 Newcastle-upon-Tyne 1,251 10 Nottingham 1,132 11 Sheffield 1,293 11 1,233 11 Newcastle-upon- 1,081 Sheffield Tyne 12 Brighton and Hove 1,096 12 1,081 12 Brighton and 1,023 Nottingham Hove 13 Nottingham 1,066 13 Skegness 1,074 13 Sheffield 1,010 14 Isle of Wight 1,053 14 Brighton and Hove 1,047 14 Isle of Wight 972 15 Bournemouth 1,051 15 Isle of Wight 1,006 15 Bournemouth 890 16 Skegness 992 16 Bournemouth 917 16 Southampton 822 17 Southampton 973 17 Portsmouth 855 17 Coventry 764 18 Norwich 934 18 Southampton 792 18 Norwich 757 19 Cambridge 769 19 Oxford 780 19 Portsmouth 743 20 Plymouth 745 20 Norwich 771 20 Chester 709
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 January 2015 Page 35 Forecasts
b) Results from different markets
The data shows that Liverpool is ranked 6th for “pure holiday visits” and 6th though for business visits.
Top Towns 2013: Top Towns 2013: Pure holiday staying trips (000s) Business staying trips (000s) 0 500 1,000 1,500 0 200 400 600 800
London 3,791 London 3,340
Scarborough 1,259 Birmingham 632
Blackpool 1,144 Bristol 611
Manchester 1,070 Manchester 593
York 806 Leeds 505
Liverpool 703 Liverpool 289
Isle of Wight 650 Sheffield 212
Birmingham 617 Coventry 208
Skegness 537 Newcastle 203
Nottingham 510 Milton Keynes 189
Source: GBTS, Visit England
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 January 2015 Page 36 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. 1,000
The city recorded approximately 562,000 overseas staying visits in 2013, and is only 500
behind London, Edinburgh, Manchester and
1,303
941 941 16,784 988 562 515 456 428 409 404
Birmingham. -
… … …
… … … …
… … …
In terms of geographically close „competitors‟ Bristol Bristol
(who might also feed our day visits market), Oxford
London London
Glasgow Glasgow Liverpool Liverpool
Manchester recorded an estimated 1.3m Edinburgh
Cambridge Cambridge Manchester Manchester overseas staying visits.. Birmingham / Hove Brighton Source: IPS, VisitBritain / ONS
Top 20 most visited UK Cities & Towns by Overseas residents
2011 2012 2013 Visits Visits Town/City (000s) Town/City Visits (000s) Town/City (000s) 1 London 15289 1 London 15,461 1 London 16,784 2 Edinburgh 1342 2 Edinburgh 1,256 2 Edinburgh 1,303 3 Manchester 934 3 Manchester 932 3 Manchester 988 4 Birmingham 733 4 Birmingham 713 4 Birmingham 941 5 Liverpool 545 5 Liverpool 550 5 Liverpool 562 6 Glasgow 475 6 Glasgow 521 6 Glasgow 515 7 Oxford 465 7 Oxford 430 7 Oxford 456 8 Bristol 430 8 Cambridge 398 8 Bristol 428 9 9 9 Brighton and Cambridge 387 Bristol 395 Hove 409 10 10 10 Leeds 306 Brighton and Hove 345 Cambridge 404 11 Brighton and Hove 304 11 Cardiff 301 11 Leeds 299 12 Cardiff 291 12 Leeds 299 12 Cardiff 297 13 Aberdeen 250 13 Nottingham 215 13 Bath 283 14 Nottingham 244 14 Inverness 213 14 York 271 15 Newcastle-upon-Tyne 239 15 Newcastle-upon-Tyne 212 15 Nottingham 247 16 Bath 232 16 Bath 211 16 Aberdeen 241 17 York 222 17 Aberdeen 208 17 Inverness 226 18 Inverness 215 18 York 199 18 Southampton 221 19 19 19 Newcastle- Windsor 211 Reading 196 upon-Tyne 201 20 Canterbury 191 20 Windsor 182 20 Reading 193
Digest of Tourism Statistics North West Research The Liverpool LEP January 2015 Page 37 Forecasts
Source: IPS, VisitBritain / ONS
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 8,501 London 3,773
Edinburgh 838 Edinburgh 275
Glasgow 262 Manchester 248
Manchester 222 Birmingham 243
Brighton / Hove 216 Bristol 156
Liverpool 195 Glasgow 142
Inverness 194 Cambridge 136
Oxford 169 Liverpool 136
Bristol 143 Oxford 115
Cambridge 126 Leeds 107
Top Towns: Top Towns: Business staying trips (000s) "Other purpose" (000s) 0 100 200 300 400 0 50 100 150 200
London 3,239 London 1,092
Birmingham 483 Manchester 167
Manchester 336 Birmingham 116
Edinburgh 134 Liverpool 95
Liverpool 126 Edinburgh 43
Aberdeen 125 Leeds 25
Oxford 123 Oxford 21
Leeds 115 Cardiff 18
Bristol 104 Glasgow 18
Cambridge 101 Cambridge 15
Source: IPS, VisitBritain / ONS
Digest of Tourism Statistics North West Research The Liverpool LEP January 2015 Page 38 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 120
6000 100 5000 80 4000 60 3000 40 2000
1000 20
4,805 5,062 4,611 5,717 6,067 4,865 6,138 3,870
43 85 45 88 52 89 54 101 0 0 2012 2013 2014 2015 2012 2013 2014 2015
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 January 2015 Page 39 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 January 2015 Page 40 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 January 2015 Page 41 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 January 2015 Page 42 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 January 2015 Page 43 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 January 2015 Page 44 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 60% 60% 50% 40% 40% 30% 20% 20% 10% 36% 38% 46% Down 39% 40% 50% Down 0% 0% -12% -11% -9% Up -10% -9% -8% Up -10% -20% -20% -30% -40% -40%
Source: Visit England Tourism Business Monitor,
b) Performance of the Overseas Visitor market
Accommodation providers Attractions 50% 60%
40%
30% 40%
20% 20% 10% 38% 30% 39% 0% Down 36% 35% 31% Down -14% -18% -8% 0% -10% Up -15% -10% -14% Up
-20% -20% -30%
-40% -40%
Source: Visit England Tourism Business Monitor,
Digest of Tourism Statistics North West Research The Liverpool LEP January 2015 Page 45 Articles
c) Business confidence
Accommodation providers Attractions 100% 120% 90% 100% 80% 70% 80% 60% 42% 50% 49% 60% 54% 51% 40% 54% 55% 40% 30% 20% 20% 10% 42% 45% 32% 42% 37% 45%
0% 0%
14 15 14 15
14 14 14 14 14 14
- - - -
------
Oct Oct
Jan Jan
Nov Nov
Sep Dec Sep Dec
Very confident Fairly confident Very confident Fairly confident
Source: Visit England Tourism Business Monitor
Digest of Tourism Statistics North West Research The Liverpool LEP January 2015 Page 46 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) 2014
Hotel Openings March 2014 Doubletree by Hilton, Sir Thomas Street – 87 rooms May 2014 Titanic Hotel, Stanley Street – 153 rooms. Mid 2014 Aloft, North John Street – 116 rooms Mid 2014 Signature, Albion House - 67 rooms Mid 2014: Royal Hillbre – 8 rooms
Major events: July 2014: Liverpool International Festival for Business The International Festival for Business (IFB) 2014 is the largest global concentration of business events during 2014. The 50-day festival runs across 7 weeks in June and July and will attract business delegates and trade intermediaries from around the world. August 2014: Liverpool Biennial: Liverpool Biennial delivers the UK Biennial of Contemporary Art, the leading festival of visual arts in the UK, every 2 years. The Biennial is underpinned by a year-round programme of research, education, residencies and commissions.. July 2014: Giants A three-day piece of street theatre featuring three giant puppets and inspired by the Titanic, watched by an estimated 1 million people.
Other: Aug 2014: Liverpool International Music Festival March 2014: Reopening of the Everyman Theatre July 2014: Mersey River Festival July 2014: Open Golf Championship at Royal Liverpool
Digest of Tourism Statistics North West Research The Liverpool LEP January 2015 Page 47 Articles
b) 2015
Hotel Openings Early 2015: Pullmans Hotel – 200 rooms Mid 2015: Tune Hotel - 99 rooms Apr 2015: Signature Living, Bill Shankly – 76 rooms Major events: Feb 2015: TATE Andy Warhol exhibition Mar 2013: Liberal Democrats Spring Conference, ACC April 2015: Grand National, Aintree May 2015 3 Queens meet May 2015: Liverpool Rock N Roll Marathon Aug 2015 : Liverpool International Music Festival
Other: Jun 2014 British Medical Association, BT Convention Centre Jul 2015: Southport Air Show Aug 2015: Southport Flower Show
c) Research Activity The following is activity underway by the research team on behalf of the tourist board: Hotel Occupancy interpretation STEAM data collection
Digest of Tourism Statistics North West Research The Liverpool LEP January 2015 Page 48 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 January 2015 Page 49 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 January 2015 Page 50 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 January 2015 Page 51 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
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 January 2015 Page 52
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 January 2015 Page 53
Digest of Tourism Statistics North West Research The Liverpool LEP January 2015 Page 54