Inbound tourism to Britain's nations and regions | September 2013 Inbound tourism to Britain regions Profile and activities of international holiday visitors visitbritain.org/research Follow us on Twitter: @VisitBritainBiz VisitBritain Group LinkedIn Inbound tourism to Britain's nations and regions | September 2013 2 South East South West London East of England West Midlands East Midlands Yorkshire North East North West Wales Scotland Inbound tourism to Britain's nations and regions | September 2013 3 Contents 1. Introduction 6 Chart 3.6 Propensity for holidays to involve going out to eat, drink and Overview 7 socialise 24 Table 1.1 Propensity for holidays in UK nations and regions to involve Chart 3.7 Propensity for holidays to involve visiting rural / coastal specific activities, 2006-2011 8 locations, or participating in outdoor / sports activities 24 Holiday visits 9 Chart 3.8 Propensity for holidays to involve visiting other attractions / Table 1.2 All staying visits and journey purpose split, 2012 9 participate in other activities 25 Staying in more than one region 9 Table 1.3 Proportion of holiday visits staying within nation / region only, 4. London 26 2012 10 Dashboard and key facts 27 What types of visits do the different regions attract? 10 Chart 4.1 Duration of holiday visits 27 Chart 1.1 Age profile of holiday visits staying within nation / region only 10 Chart 4.2 Season of holiday visits 27 Table 1.4 Average spend and duration of holiday visits, 2012 11 Table 4.1 Visits from overseas staying in London, 2012 27 Top markets for each region 12 Chart 4.3 Top five markets for holiday visits 27 Data sources and definitions 12 Chart 4.4 Age profile of holiday visitors 27 Figure 1.1 UK nations and regions of England (ONS) 12 28 Table 1.5 How counties align to English regions (ONS) 13 Activities in London 29 Further information 13 Chart 4.5 Propensity for holidays to involve visiting heritage and cultural attractions 29 2. South West England 14 Chart 4.6 Propensity for holidays to involve going out to eat, drink and Dashboard and key facts 15 socialise 30 Chart 2.1 Duration of holiday visits 15 Chart 4.7 Propensity for holidays to involve visiting rural / coastal Chart 2.2 Season of holiday visits 15 locations, or participating in outdoor / sports activities 30 Table 2.1 Visits from overseas staying in South West England, 2012 15 Chart 4.8 Propensity for holidays to involve visiting other attractions / Chart 2.3 Top five markets for holiday visits 15 participate in other activities 31 Chart 2.4 Age profile of holiday visitors 15 16 5. East of England 32 Activities in South West England 17 Dashboard and key facts 33 Chart 2.5 Propensity for holidays to involve visiting heritage and cultural Chart 5.1 Duration of holiday visits 33 attractions 17 Chart 5.2 Season of holiday visits 33 Chart 2.6 Propensity for holidays to involve going out to eat, drink and Table 5.1 Visits from overseas staying in the East of England, 2012 33 socialise 18 Chart 5.3 Top five markets for holiday visits 33 Chart 2.7 Propensity for holidays to involve visiting rural / coastal Chart 5.4 Age profile of holiday visitors 33 locations, or participating in outdoor / sports activities 18 34 Chart 2.8 Propensity for holidays to involve visiting other attractions / Activities in the East of England 34 participate in other activities 19 Chart 5.5 Propensity for holidays to involve visiting heritage and cultural attractions 35 3. South East England 20 Chart 5.6 Propensity for holidays to involve going out to eat, drink and Dashboard and key facts 21 socialise 36 Chart 3.1 Duration of holiday visits 21 Chart 5.7 Propensity for holidays to involve visiting rural / coastal Chart 3.2 Season of holiday visits 21 locations, or participating in outdoor / sports activities 36 Table 3.1 Visits from overseas staying in South East England (excluding Chart 5.8 Propensity for holidays to involve visiting other attractions / London), 2012 21 participate in other activities 37 Chart 3.3 Top five markets for holiday visits 21 Chart 3.4 Age profile of holiday visitors 21 6. West Midlands 38 22 Dashboard and key facts 39 Activities in South East England 23 Chart 6.1 Duration of holiday visits 39 Chart 3.5 Propensity for holidays to involve visiting heritage and cultural Chart 6.2 Season of holiday visits 39 attractions 23 Table 6.1 Visits from overseas staying in the West Midlands, 2012 39 visitbritain.org/research | Follow us on Twitter: @VisitBritainBiz | VisitBritainGroup LinkedIn visitbritain.org/research | Follow us on Twitter: @VisitBritainBiz | VisitBritain Group LinkedIn Inbound tourism to Britain's nations and regions | September 2013 4 Chart 6.3 Top five markets for holiday visits 39 Table 9.1 Visits from overseas staying in North West England, 2012 55 Chart 6.4 Age profile of holiday visitors 39 Chart 9.3 Top five markets for holiday visits 55 40 Chart 9.4 Age profile of holiday visitors 55 Activities in the West Midlands 40 56 Chart 6.5 Propensity for holidays to involve visiting heritage and cultural Activities in the North West 57 attractions 41 Chart 9.5 Propensity for holidays to involve visiting heritage and cultural Chart 6.6 Propensity for holidays to involve going out to eat, drink and attractions 57 socialise 41 Chart 9.6 Propensity for holidays to involve going out to eat, drink and Chart 6.7 Propensity for holidays to involve visiting rural / coastal socialise 58 locations, or participating in outdoor / sports activities 42 Chart 9.7 Propensity for holidays to involve visiting rural / coastal Chart 6.8 Propensity for holidays to involve visiting other attractions / locations, or participating in outdoor / sports activities 58 participate in other activities 42 Chart 9.8 Propensity for holidays to involve visiting other attractions / participate in other activities 59 7. East Midlands 43 Dashboard and key facts 44 10. North East England 60 Chart 7.1 Duration of holiday visits 44 Dashboard and key facts 61 Chart 7.2 Season of holiday visits 44 Chart 10.1 Duration of holiday visits 61 Table 7.1 Visits from overseas staying in the East Midlands, 2012 44 Chart 10.2 Season of holiday visits 61 Chart 7.3 Top five markets for holiday visits 44 Table 10.1 Visits from overseas staying in North East England, 2012 61 Chart 7.4 Age profile of holiday visitors 44 Chart 10.3 Top five markets for holiday visits 61 45 Chart 10.4 Age profile of holiday visitors 61 Activities in the East Midlands 45 62 Chart 7.5 Propensity for holidays to involve visiting heritage and cultural Activities in North East 63 attractions 46 Chart 10.5 Propensity for holidays to involve visiting heritage and cultural Chart 7.6 Propensity for holidays to involve going out to eat, drink and attractions 63 socialise 46 Chart 10.6 Propensity for holidays to involve going out to eat, drink and Chart 7.7 Propensity for holidays to involve visiting rural / coastal socialise 64 locations, or participating in outdoor / sports activities 47 Chart 10.7 Propensity for holidays to involve visiting rural / coastal Chart 7.8 Propensity for holidays to involve visiting other attractions / locations, or participating in outdoor / sports activities 64 participate in other activities 47 Chart 10.8 Propensity for holidays to involve visiting other attractions / participate in other activities 65 8. Yorkshire 48 Dashboard and key facts 49 11. Wales 66 Chart 8.1 Duration of holiday visits 49 Dashboard and key facts 67 Chart 8.2 Season of holiday visits 49 Chart 11.1 Duration of holiday visits 67 Table 8.1 Visits from overseas staying in Yorkshire and the Humber, 2012 Chart 11.2 Season of holiday visits 67 49 Table 11.1 Visits from overseas staying in Wales, 2012 67 Chart 8.3 Top five markets for holiday visits 49 Chart 11.3 Top five markets for holiday visits 67 Chart 8.4 Age profile of holiday visitors 49 Chart 11.4 Age profile of holiday visitors 67 50 68 Activities in Yorkshire 50 Activities in Wales 69 Chart 8.5 Propensity for holidays to involve visiting heritage and cultural Chart 11.5 Propensity for holidays to involve visiting heritage and cultural attractions 51 attractions 69 Chart 8.6 Propensity for holidays to involve going out to eat, drink and Chart 11.6 Propensity for holidays to involve going out to eat, drink and socialise 52 socialise 70 Chart 8.7 Propensity for holidays to involve visiting rural / coastal Chart 11.7 Propensity for holidays to involve visiting rural / coastal locations, or participating in outdoor / sports activities 52 locations, or participating in outdoor / sports activities 70 Chart 8.8 Propensity for holidays to involve visiting other attractions / Chart 11.8 Propensity for holidays to involve visiting other attractions / participate in other activities 53 participate in other activities 71 9. North West England 54 12. Scotland 72 Dashboard and key facts 55 Dashboard and key facts 73 Chart 9.1 Duration of holiday visits 55 Chart 12.1 Duration of holiday visits 73 Chart 9.2 Season of holiday visits 55 Chart 12.2 Season of holiday visits 73 Inbound tourism to Britain's nations and regions | September 2013 5 Table 12.1 Visits from overseas staying in Scotland, 2012 73 Chart 12.3 Top five markets for holiday visits 73 Chart 12.4 Age profile of holiday visitors 73 74 Activities in Scotland 75 Chart 12.5 Propensity for holidays to involve visiting heritage and cultural attractions 75 Chart 12.6 Propensity for holidays to involve going out to eat, drink and socialise 76 Chart 12.7 Propensity for holidays to involve visiting rural / coastal locations, or participating in outdoor / sports activities 76 Chart 12.8 Propensity for holidays to involve visiting other attractions / participate in other activities 77 Inbound tourism to Britain's nations and regions | September 2013 6 1.