The Economic Impact of the Forest of Dean and Wye Valley Visitor Economy 2018 Produced on behalf of Wye Valley and Forest of Dean Tourism Association Limited By The South West Research Company Ltd November 2019 Contents Page Introduction 3 Forest of Dean and Wye Valley full area data 4 Forest of Dean data 17 Herefordshire (Forest of Dean and Wye Valley area) 25 Monmouthshire (Forest of Dean and Wye Valley area) 33 Tewkesbury (Forest of Dean and Wye Valley area) 41 2 Introduction This report examines the volume and value of tourism and the impact of visitor expenditure on the local economy in the Forest of Dean and Wye Valley in 2018. The Forest of Dean and Wye Valley marketing area consists of the Forest of Dean local authority district and also extends into Monmouthshire and Herefordshire counties and a small section of Tewkesbury local authority district. The figures were derived using the Cambridge Economic Impact Model undertaken by The South West Research Company (TSWRC). The model utilises information from national tourism surveys and regionally/locally based data. It distributes regional activity as measured in those surveys to local areas using ‘drivers’ such as the accommodation stock and occupancy which influence the distribution of tourism activity at local level. For further information on the Cambridge Model the methodologies, data sources and the terms used in this report please see Appendix 1 which accompanies this report. For an overview of 2018, including key facts about the economy, weather and key events please see Appendix 2 of this report. 3 Forest of Dean and Wye Valley - Key facts at a glance Total staying trips Total staying and UK Overseas Total day trips 705,400 100,400 day trips 7,117,800 6,312,000 Total visitor nights Total day trip spend UK Overseas £211,610,000 1,991,300 794,600 Total visitor related Friends and Total visitor spend spend relatives spend UK Overseas £385,214,000 (non-visitor) £114,799,000 £45,905,000 £12,492,000 Direct employment Second home/holiday 6,394 Total estimated accommodation actual employment spend Indirect employment 7,768 £408,000 1,070 (5,587 FTEs) Induced employment 303 Forest of Dean and Wye Valley Key statistics UK average nights per trip 2.82 UK average spend per trip £162.74 UK average spend per night £57.65 Overseas average nights per trip 7.91 Overseas average spend per trip £457.22 Overseas average spend per night £57.77 Average spend per day visit £33.53 Forest of Dean and Wye Valley - Staying visits All staying trips (000’s) All staying nights (000’s) All staying spend (£ mn) 900 3,000 2,786 £180 806 £161 800 £160 2,500 700 £140 600 2,000 £120 500 £100 1,500 400 327 1,078 £80 293 1,058 £63 £64 300 1,000 £60 180 632 200 £40 £33 500 100 £20 6 18 £1 0 0 £0 Domestic Overseas Domestic Overseas Domestic trips Overseas trips Area nights nights spend spend (000’s) (000’s) (000’s) (000’s) (millions) (millions) Forest of Dean 256 37 699 359 £42 £21 Monmouthshire - FOD & WV AREA 300 27 908 170 £51 £12 Herefordshire - FOD & WV AREA 144 36 373 259 £21 £12 Tewkesbury - FOD & WV AREA 5 1 11 7 £1 £0.3 Full - FOD & WV AREA 705 100 1,991 795 £115 £46 Forest of Dean and Wye Valley - Staying visits All staying trips All staying nights 1% 1% 22% 23% 36% 38% All staying spend 1% 41% 21% 39% 39% 40% Forest of Dean Monmouthshire - FOD & WV AREA Herefordshire - FOD & WV AREA Tewkesbury - FOD & WV AREA Forest of Dean and Wye Valley - Staying visits by accommodation type Domestic tourists Trips Nights Spend Serviced 181,400 374,200 £35,552,000 Self catering 113,200 453,000 £37,469,000 Touring caravans /tents 94,400 361,000 £13,591,000 Static vans/holiday centres 9,800 30,000 £1,815,000 Group/campus 23,400 52,000 £2,723,000 Paying guest in private homes 0 0 £0 Second homes 6,110 40,400 £909,000 Boat moorings 0 0 £0 Other 6,400 23,000 £1,364,000 Staying with friends and relatives 270,800 657,700 £21,374,000 Total 705,400 1,991,300 £114,799,000 Overseas tourists Trips Nights Spend Serviced 25,600 75,700 £10,223,000 Self catering 7,500 105,000 £8,084,000 Touring caravans /tents 9,700 42,000 £1,745,000 Static vans/holiday centres 100 3,000 £121,000 Group/campus 8,000 146,000 £9,316,000 Paying guest in private homes 0 0 £0 Second homes 810 14,200 £594,000 Boat moorings 0 0 £0 Other 5,900 21,000 £1,248,000 Staying with friends and relatives 42,800 390,700 £14,573,000 Total 100,000 794,600 £45,905,000 Forest of Dean and Wye Valley - Staying visits by purpose Trips 100% 9% 17% 21% 80% 30% Domestic tourists Trips Nights Spend 60% 91% 40% 83% 79% Holiday 569,000 1,679,000 £91,151,000 70% Business 45,000 93,000 £12,330,000 20% Visits to friends and relatives 83,000 190,000 £9,922,000 0% Other 7,300 31,200 £1,396,000 Holiday Business VFR Other Study 0 0 £0 UK Overseas Total 705,400 1,991,300 £114,799,000 Nights 100% 16% 80% 38% 67% 58% 60% 40% 84% 62% Overseas tourists Trips Nights Spend 20% 33% 42% Holiday 53,200 316,000 £24,648,000 0% Holiday Business VFR Other Business 9,200 57,000 £3,486,000 Visits to friends and relatives 36,400 379,000 £16,059,000 UK Overseas Spend Other 1,900 43,400 £1,712,000 Study 0 0 £0 100% 21% 22% Total 100,000 794,600 £45,905,000 80% 62% 55% 60% 40% 79% 78% 20% 38% 45% 0% Holiday Business VFR Other 6 UK Overseas Forest of Dean and Wye Valley - Day visits All day visits All day visit spend Monmouthshire - Monmouthshire - FOD & WV AREA, FOD & WV AREA, Forest of Forest of 48% 54% Dean, 37% Dean, 41% Tewkesbury - Herefordshire - Tewkesbury - Herefordshire - FOD & WV FOD & WV FOD & WV FOD & WV AREA, 1% AREA, 14% AREA, 1% AREA, 15% Area Day visits Day visit spend Forest of Dean 2.3 £77.6 Monmouthshire - FOD & WV AREA 3.0 £102.1 Herefordshire - FOD & WV AREA 0.9 £29.2 Tewkesbury - FOD & WV AREA 0.1 £2.7 Full - FOD & WV AREA 6.3 £211.6 Forest of Dean and Wye Valley - Day visits by location Total day visits Total day visit spend 6,312,000 £211,610,000 Day visits Day visit spend Urban visits, Urban visits, 2,330,000 £91,018,000 Countryside Countryside visits, visits, £120,592,000 3,982,000 Forest of Dean and Wye Valley – Direct visitor expenditure by category Accommodation • UK staying visitors £42,091,000 • Overseas staying visitors £13,071,000 Shopping • UK staying visitors £14,397,000 • Overseas staying visitors £13,226,000 • Day visitors £62,949,000 Food & drink • UK staying visitors £25,919,000 • Overseas staying visitors £10,632,000 • Day visitors £89,855,000 Attractions/entertainment • UK staying visitors £12,255,000 • Overseas staying visitors £4,305,000 • Day visitors £30,464,000 Travel • UK staying visitors £20,135,000 • Overseas staying visitors £4,671,000 • Day visitors £28,343,000 6 Forest of Dean and Wye Valley - Direct visitor expenditure by category Spend by visitor type Spend by sector Day visitors, Food and drink, Attractions/ 57% 34% entertainment, 13% Travel, 14% Overseas staying, UK staying, Accommodation, 12% 31% Shopping, 24% 15% Spend by sector and visitor type 100% 90% 24% 80% 70% 53% 70% 71% 65% 60% 50% 9% 40% 76% 30% 9% 15% 8% 20% 38% 26% 10% 16% 21% 0% Accommodation Shopping Food and drink Attractions/ entertainment Travel UK Staying Overseas Staying Day visitors Forest of Dean and Wye Valley – Other visitor related expenditure Second Homes £408,000 Visiting friends and relatives (non-visitor spend) £12,492,000 • Spend on second homes estimates cover rates, maintenance, and replacement of furniture and fittings. • Additional spending is incurred by friends and relatives as a result of people coming to stay with them. 6 Forest of Dean and Wye Valley – Business turnover Turnover derived from trip expenditure Staying visitor related Day visitor related Total Accommodation £55,896,000 £1,797,000 £57,693,000 Retailing £27,345,000 £62,318,000 £89,663,000 Catering £35,454,000 £87,160,000 £122,614,000 Attractions/entertainment £17,204,000 £31,993,000 £49,197,000 Transport £14,883,000 £17,006,000 £31,889,000 Arising from non trip spend £12,900,000 £0 £12,900,000 Total Direct £163,682,000 £200,274,000 £363,956,000 Total business turnover supported by Staying visitor related Day visitor related Total tourism activity Direct £163,682,000 £200,274,000 £363,956,000 Supplier and income induced £39,224,000 £36,658,000 £75,882,000 Total £202,906,000 £236,932,000 £439,838,000 • Business turnover arises as a result of tourist spending, from the purchase of supplies and services locally by businesses in receipt of visitor spending. • It is assumed that 40% of travel spend will take place at the origin of the trip rather than at the destination. • Income induced spending arises from expenditure by employees whose jobs are supported by tourism spend. 6 Forest of Dean and Wye Valley – Tourism related employment Estimated actual employment Direct Indirect Induced Total 6,394 1,070 303 7,768 Full time equivalent employment (FTE’s) Direct Indirect Induced Total 4,383 938 266 5,587 Direct employment in businesses in receipt of visitor Staying visitor related Day visitor related Total expenditure (FTE’s) Accommodation 762 24 786 Retailing 231 516 747 Catering 474 1,166 1,640 Attractions/entertainment 283 522 805 Transport 94 106 200 Arising from non trip spend 205 0 205 Total Direct 2,049 2,334 4,383 6 Value of Tourism 2018 Forest of Dean Key Facts 293,000 Staying visitor trips 1,058,000 Staying visitor nights £63,066,000 Staying visitor spend 2,326,000 Day visits £77,579,000 Day visitor spend £140,645,000 Direct visitor spend £4,534,000 Other related spend £145,179,000 TOTAL VISITOR RELATED SPEND £166,392,000 TOTAL BUSINESS TURNOVER SUPPORTED 3,165 Estimated actual employment