ONE STOP INTELLIGENCE DOCUMENT – GREATER MANCHESTER’S TOURISM SECTOR TOURISM – ITS VALUE TO THE LOCAL ECONOMY ECONOMIC IMPACT EMPLOYMENT SUPPORTED CONFERENCE & BUSINESS EVENTS SECTOR Marketing Manchester works with Global Tourism Solutions (UK) Ltd to provide an Marketing Manchester works with Global Tourism Solutions (UK) Ltd to provide an The conference and business events sector plays an important role in the indication of the economic impact of the visitor economy, in terms of both the direct indication of the number of full-time equivalent roles supported by the visitor economic impact the destination generates to the local economy, both in terms of impact (within the hosting businesses) and indirect impact (through the supply economy to include direct employment (within hosting businesses) and the indirect business revenue streams and in supporting jobs across a number of sectors. chain). employment (within the supply chain). The following table shows the total FTEs In 2016, Marketing Manchester commissioned an update to the Conference Value supported by the activity in Greater Manchester, and also Manchester local authority. Marketing Manchester commissions this study on behalf of Greater Manchester & Volume study, to follow the 2010, 2012 and 2014 studies. and local authority level data is available from the authorities who commission this FTEs supported by FTEs supported by The 2016 study, reporting on the activity hosted in 2015, identified that: for their area. Greater Manchester’s Manchester’s Tourism Industry Tourism Industry o the value of the sector to Greater Manchester was £810m, HOW WE MEASURE IT 2016 94,000 49,600 o 4.5m delegates were hosted equating to 7.4m delegate days. Our economic impact figures are calculated from a number of measures and where 2015 93,900 49,400 possible this is gathered at a local level. 2014 92,000 48,100 o the average value of a day delegate (per trip) was £79, considering that a day 2013 88,900 46,000 delegate can be attending multiple days, whilst the average value of a staying Local level inputs include the following: 2012 83,900 42,500 delegate was £318 (per trip). o Accommodation records (rooms, beds and tariffs); 2011 81,000 40,900 o Manchester district hosted 65% of the value of the sector to Greater o Occupancy rates 2010 77,000 37,300 Manchester and supported 66% of the total jobs. o Visits to attractions and annual events attracting visitors 2009 75,300 35,700 o Visits to visitor information centres o the sector was estimated to support 21,900 direct jobs within Greater 2008 73,200 34,500 o Visitor spend by a leisure visitor across a number of visit type categories and Manchester and 40,100 jobs to the UK, when including the indirect jobs in to a number of business types 2007 73,500 34,600 the supply chain. 2006 70,800 32,600 This is supplemented by work undertaken within national research where data gaps 2005 68,200 30,500 o September to November was the busiest ‘quarter’ for venues hosting such exist. business Note: figures rounded to the nearest 100. ANNUAL VALUE In addition to the sector profile (some of which is detailed above) the study also Source: STEAM; Scarborough Tourism Economic Activity Monitor, Global Tourism identified five key trends since the 2013 study: Greater Manchester’s visitor economy generates £8.1bn including the £4.4bn that Solutions (UK) Ltd. If it would be useful to receive a copy of the STEAM 2016 is generated within Manchester local authority. o 14% growth in the number of events booked with Greater Manchester venues. reporting document, please contact: [email protected] Below is the economic impact since 2005, for both geographies, and please note o 9% growth in the economic impact generated by delegates staying in the that all figures are unindexed and therefore represent the value at that year in time. ‘wider destination’ (an accommodation provider not linked to the venue that VISITOR SPEND DISSEMINATION hosted the core business event). Economic Impact Economic Impact to to Greater Manchester Manchester o Growth in the value of business coming from the northwest and overseas (4% Marketing Manchester commissioned the Greater Manchester Visitor Leisure Survey 2016 £8.1 billion £4.37 billion and 11% respectively). 2014, to update the intelligence on the leisure market that was gained through the 2015 £7.9 billion £4.24 billion previous 2007 and 2010 studies. Below is an overview of the visitor expenditure o Growth in non-corporate business, from representing 43% of the sector in 2014 £7.5 billion £4.02 billion findings for Greater Manchester: 2013, to 48% in 2015. Non-corporate business includes; national 2013 £7.0 billion £3.71 billion association, international association and the not-for-profit sector. 2012 £6.6 billion £3.41 billion o A day visitor spent an average of £35. o 9% decrease in the number of delegates attending a conference and 2011 £6.2 billion £3.23 billion o A staying visitor in paid-for accommodation spent an average of £97 per business event in Greater Manchester, despite an increased number of 2010 £5.8 billion £2.93 billion person per day including accommodation and £58 excluding accommodation. bookings. 2009 £5.4 billion £2.67 billion o The £35 day visitor spend and £58 staying visitor spend refers to spending in 2008 £5.2 billion £2.62 billion Source: Conference Value & Volume 2016 (reporting on 2015). shops, restaurants, entertainment venues, at attractions and on local transport 2007 £5.4 billion £2.74 billion within the destination. If it would be useful to receive a copy of the full findings please contact: 2006 £4.9 billion £2.46 billion [email protected] 2005 £4.6 billion £2.23 billion o A visitor staying with friends and family spent £39 per day within the destination. Please note that the Conference Value & Volume 2018 (reporting on 2017) was Source: STEAM; Scarborough Tourism Economic Activity Monitor, Global Tourism commissioned February 2018 with reporting due later this year. Solutions (UK) Ltd. If it would be useful to receive a copy of the STEAM 2016 Source: Greater Manchester Leisure Visitors Survey 2014, undertaken by Bluegrass reporting document, please contact: [email protected] Research Limited. 757 sample across ten districts of Greater Manchester. If it would be useful to receive a copy of the full findings, to include additional intelligence on demand trends, please contact: [email protected] VISITORS TO MANCHESTER – BENCHMARKING & VISITOR PROFILE INTERNATIONAL VISITS DOMESTIC VISITS VISITOR PROFILE The Office of National Statistics, and supported by VisitBritain, undertake the STAYING VISITORS Marketing Manchester commissioned the Greater Manchester Leisure Visitor Survey International Passenger Survey that measures trends in inbound tourism to the UK. 2014 to provide an updated intelligence base to the previous studies. VisitEngland undertake the Great Britain Tourism Survey that enables destinations MANCHESTER and reporting areas to measure their staying visits in a consistent methodology The study involved face-to-face interviews across the ten districts of Greater through a demand-led survey. Manchester and the findings are as below: o Manchester attracted 1.19m international visits in 2016, and Greater Manchester 1.38 million international visits. Manchester is the second most visited city or town in England by Great British o The geographic markets generating the highest levels of visitors were the North residents on a staying visit (at 2.4m visits), behind London (with 12.1m visits). West (41%), followed by; Yorkshire & The Humber (7%); and the East Midlands o Manchester consistently receives the third most international visits to a UK Birmingham and Scarborough are to follow. (5%). The North East, West Midlands, Greater London, the South East, the destination behind London (1) and Edinburgh (2). South West and Wales each accounted for 4% of the overall visits. Greater Manchester attracts 3.3m staying visits from Great British residents, to o The number of international visits to Manchester increased by 30% between include 985,000 visits for holiday purposes. 793,000 of these 985,000 visits are o The North West generated 64% of day visits, followed by Yorkshire & The 2006 and 2016, whilst Greater Manchester increased by 24%. to Manchester. Humber (9%) and the East Midlands (5%). The North East and the West The following shows Manchester’s performance amongst UK cities in 2016: Midlands both produced 4% of the day visits sampled. These 793,000 holiday visits places Manchester as the fourth most visited city or All International International International town for holiday purposes, behind London (3.8m), Scarborough (1.3m) and o The North West generated the highest proportion of staying visits, at 10% Visits holiday visits only business visits only Blackpool (1.0m). followed by the South East at 8%. Greater London, Scotland and the South West each generated 6% and the North East, West Midlands, East Midlands 1 London London London Source: Great Britain Tourism Survey, VisitEngland, using a 2014-16 average. (19.1m) (9.3m) (3.6m) and Wales all generated 5%. 2 Edinburgh Edinburgh Birmingham DAY VISITORS o Half of all visitors to Greater Manchester were under 44 years of age (49%) and (1.7m) (1.1m) (593,980) the 2014 study noted a rise in the share of 65+ visitors (to 16%) when VisitEngland undertake the Great Britain Day Visits Survey that enables 3 Manchester Glasgow Manchester compared to previous studies. (1.2m) (335,280) (388,960) destinations to measure their day visits in a consistent methodology through a 4 Birmingham Inverness Liverpool demand-led survey. o The average group size was 2.9 (unchanged from 2010); 2.2 adults and 0.7 children. 44% were in a family group, 21% with their partner, 17% with friends, (1.1m) (291,320) (193,120) The study estimates that Greater Manchester attracts 57.8m day visits per year 14% travelled alone and 4% with an ‘other’ group type.