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North West and Domestic Tourism

North West England

North West England comprises the counties , , Greater , and . It has a population of just over 7 million, representing 13% of the total population of England.

Value to Domestic

In 2014, there were 12.74 million domestic overnight trips to the North West, with associated spending of £2.5bn, representing 14% of the English total. 160 million tourism day visits are taken each year to the region, worth £5.4 billion, equating to 12% of England’s day visit market.

North West trips Total England North West trips (as % of total) Domestic Overnight Trips

Trips (millions) 92.61 12.74 14% Spend (£ millions) 18,085 2,465 14% Day Visits

Trips (millions) 1,345 160 12% Spend (£ millions) 45,101 5,370 12%

Trip Type

Overnight Travel

Over half of overnight trips to the North West are taken as holidays – a higher proportion than the national average. This is mainly due to the greater significance of short breaks of 1-3 nights, which account for 38% of all overnight trips to the region, though the 2 million longer holidays taken each year are also an important part of the market.

15% of all trips are for business purposes, in line with the national average, whereas the VFR market is relatively less important to the North West than other parts of England, representing just under a third of the domestic market.

% of North % of trips taken North West Total England West trips by all trip takers trips taken All Overnight Trips (millions) 92.61 100% 12.74 100% All Holidays 40.74 44% 6.81 53% 1-3 night holidays 26.47 29% 4.79 38% 4+ night holidays 14.27 15% 2.01 16% Visiting Friends and Relatives 35.91 39% 4.09 32% Business Travel 13.55 15% 3.94 15%

Day Trips

Although in five day trips in the region is for the purpose of visiting friends and family, this is a lower proportion than for England nationally, in line with overnight travel patterns.

Nights out, special shopping and going out for entertainment are relatively more important to the North West than for the country as a whole, though outdoor activities are also over-represented, reflecting the region’s mix of urban and rural destinations. The sporting heritage of the region is apparent in the higher than average share of day trips to live sporting events.

% of North % of trips taken North West Total England West trips by all trip takers trips taken All Day Trips, millions 1,345 100% 160 100% (selected activities) Visiting friends or family 313 23% 32 20% Going on a night out 113 8% 17.1 11% Undertaking outdoor activities 109 8% 12.7 8% Special shopping 84 6% 12.3 8% Going out for entertainment 95 7% 11.1 7% Watching live sporting events 52 4% 7.7 5%

Holidays in the North West

The importance of short breaks to the region is seen in the lower than average trip length, with holiday visitors staying on average for 2.91 nights, compared to a national figure of 3.37.

While the total spend on a domestic break in the region is lower than the average (£232 vs £247) spend per day is higher (£80 vs £73).

Domestic Holidays Total England North West trips Average spend per trip £247 £232 Average spend per night £73 £80 Average trip length (nights) 3.37 2.91

City breaks represent the largest share of holidays in the North West, accounting for just over one in three trips, a higher proportion than the national average, with rural tourism also relatively important to the region (29% of all holidays vs 23% nationally).

Almost two thirds of holidays to the region are spent in serviced accommodation (vs. just 50% nationally), with North West holidays more likely to be booked at short notice, and also more likely to be booked using mobile devices (14% vs 11% nationally).

Compared to the national profile, visitors to the North West are more likely to be aged 35-54, and to come from the less affluent C2DE social grades. One in three holiday visitors are resident in the region, with neighbouring (13%) and the North East (11%) also important source markets.

Visitors to the region have a slightly higher propensity to take part in outdoor activities, reflecting the importance of rural tourism to the region, but history & heritage, and arts, culture and entertainment are less likely to feature as part of a North West holiday than they are elsewhere in the country.

% of trips taken % of North West by all trip takers trips taken Destination Type

Seaside 32% 24% Large city/ large town 31% 34% Small town 19% 20% Countryside/ 23% 29% Accommodation used Serviced rented 50% 63% Self-catering rented 37% 28% Camping / Caravanning 23% 17% Other self-catering rented 14% 11% Transport used 16% 14% Car 79% 81% When booked More than six months before trip 7% 6% Between 2 and 6 months before trip 26% 23% About a month before trip 12% 15% 2-3 weeks before trip 13% 14% In the week before trip 13% 14% Same day / after setting off on trip 1% 1%

% of trips taken % of North West Cont. by all trip takers trips taken How booked Booked online 54% 54% On a laptop or desktop PC 40% 38% On a smartphone 3% 3% On a tablet 8% 11% Age groups 16-34 23% 22% 35-54 42% 46% 55+ 35% 32% Social grade AB 39% 39% C1 28% 26% C2 19% 20% DE 13% 15% Children in household 36% 36% Region of origin North East 6% 11% Yorks & 13% 13% East 9% 5% 9% 4% London 7% 4% South East (excluding London) 15% 5% South West 11% 4% 10% 8% North West 13% 34% 3% 8% 5% 5%

% of trips taken % of North West Cont. by all trip takers trips taken Activities undertaken History & heritage 23% 18% Arts, culture & entertainment 15% 11% Visitor Attractions 33% 29% Parks and Gardens 14% 11% Events, festivals and exhibitions 11% 10% Outdoor activities (including long 27% 28% walks) Outdoor activities (excluding long 14% 14% walks) Visited beach 20% 9% Special shopping 7% 7% Live sport 3% 3% Special personal event 3% 3%

Trends

Since 2008, holiday trip volumes to the North West have grown at an average rate of 2% per year, twice the national average.

Number of domestic holidays Total England North West trips Millions 2008 39.75 6.26 2009 47.01 7.46 2010 43.54 6.75 2011 46.16 7.30 2012 45.99 7.16 2013 44.93 7.14 2014 40.74 6.81 Annual average growth 2008-2014 1% 2%

Appendix

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

North West Counties

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

England 99607 293537 18764 43883 147740 10505 Gtr Manchester 3685 7661 648 1140 2022 249 Merseyside 2007 4614 346 880 1813 185 Cheshire 1556 3557 241 636 1347 112 Cumbria 3543 12081 761 2679 9486 636 Lancashire 2935 8587 527 1723 5245 369

North West Local Authorities

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

England 99607 293537 18764 43883 147740 10505 185 372 20 31 74 5 Bury 100 267 12 16 45 3 Manchester 2688 5303 522 926 1546 204 75 227 14 14 70 4 74 167 6 11 28 4 132 264 26 49 84 13 157 476 17 29 73 3 53 123 6 11 20 3 105 174 10 34 42 6 135 288 15 23 40 4 3685 7661 648 1140 2022 249 Knowsley 13 52 2 1 4 1

Cont. Total trips Total nights Total spend Holiday Holiday Holiday (thousands) (thousands) (£millions) trips nights spend (thousands) (thousands) (£millions) 1427 3012 270 639 1152 146 Sefton 363 1008 55 211 579 34 St. Helens ------Wirral 132 319 10 18 33 2 Merseyside 2007 4614 346 880 1813 185 450 1092 63 177 367 27 Cheshire West and 817 1854 133 403 854 76 Halton 84 185 13 9 12 1 193 358 29 46 90 8 Cheshire 1556 3557 241 636 1347 112 760 2574 145 551 1888 117 -in- 82 229 12 29 97 4 262 604 43 152 336 27 Copeland 204 654 35 144 486 27 Eden 584 2151 137 484 1811 125 1589 5364 357 1269 4456 308 Cumbria 3543 12081 761 2679 9486 636 with 66 122 8 15 17 4 1335 4044 293 1099 3296 255 68 189 11 15 25 3 92 169 16 12 27 3 Fylde 159 473 31 104 328 25 10 69 2 2 4 * Lancaster 491 1678 76 254 913 44 Pendle 62 137 7 6 20 1 273 640 32 56 126 9 Ribble 121 304 24 56 159 11 Rossendale 37 96 4 6 6 * 34 53 3 8 13 1 68 202 5 23 52 2 Wyre 125 394 15 65 243 10 Lancashire 2935 8587 527 1723 5245 369