Understanding visitor profiles, perceptions and ... · 33.5k Twitter followers and 13k Facebook followers In recent years the There’s Nowhere Like Norfolk strapline has been used

1

Understanding visitor profiles, perceptions and motivations with regards to visiting Norfolk Research findings for Visit Norfolk 9th September 2019 (v2)

Prepared by Will Herschel-Shorland & Hannah Edwards Insight Track Ltd. T: 01603 626800

E: [email protected]

2 Structure

Background Research objectives Methodology Participant profile Findings

Awareness of Norfolk Previous visiting behaviour to Norfolk Likely future visiting behaviour Perceptions of, and motivations to visit, Norfolk Decision-making regards visiting Norfolk Leisure trip planning and considerations Overcoming barriers Comparative appeal Information sourcing and communication Future visits and recommendation

Summary Considerations

3 Background Introduction and aim: Tourism is the largest industry sector in Norfolk, worth £3.25bn pa to the economy and employs more

than 65,000 people. Visit Norfolk believes there is opportunity to increase this, and to develop the county as a year-round holiday and short-break destination, for people of all ages and interests. As such Visit Norfolk has ambition to increase visitor numbers, trips and spend in Norfolk, particularly from those within a three-hour travel time. To achieve this Norfolk tourism requires research data to better understand the visitor market, help develop future strategy, and ensure excellent return on marketing investment

Who is Visit Norfolk: Visit Norfolk is the strategic voice of tourism and official visitor website for the county. It works closely

with its tourism partners, including Visit North Norfolk Coast & Countryside, Great Yarmouth Tourist Association, Norfolk and Suffolk Tourist Attractions, Visit the Broads and West Norfolk Tourism. In the past 12 months, the Visit Norfolk website has had 2.5m viewers and over 7m page impressions, and has 33.5k Twitter followers and 13k Facebook followers

In recent years the There’s Nowhere Like Norfolk strapline has been used widely on collateral, whilst campaigns, such as the recent #SpringIntoNorfolk and #FallForNorfolk, have utilised Facebook ads, Instagram, Google remarketing and also ads on ITV Player and Sky AdSmart

The Research Programme: Currently Norfolk tourism operates with limited understanding of the visitor market, beyond the

anecdotal and ad-hoc independent research by tourism-related businesses as well as the annual ‘Volume and Value’ statistics. The last substantial Norfolk tourism-specific research was undertaken in 2014 – the Norfolk Perceptions survey undertaken by Insight Track

This research is intended to provide feedback on Norfolk tourism’s strengths, weaknesses, opportunities and threats, provide segmentation data of the visitor market, help Visit Norfolk to decide future strategy and benchmark Norfolk against ‘top of mind’ tourism counties. The data should also provide insight that can be used across the industry to develop the wider tourism offering

4 Research objectives

Overall objectives: To provide insight and understanding around Norfolk’s visitor market, and so to inform effective future strategy

development, and to optimise marketing efficiency for greatest return on investment To evaluate Norfolk tourism’s strengths, weaknesses, opportunities and threats, and provide segmentation data of

the visitor market; and to benchmark Norfolk against ‘top of mind’ tourism counties To provide market insight that can be used across Norfolk’s tourism industry to develop the wider tourism offering

Research objectives/scope:

1. Personal profiling as appropriate for analysis 2. Explore visitors’ trip habits 3. Perception of Norfolk as a visitor destination (including cost perceptions) 4. Reasons for visiting Norfolk 5. Where Norfolk’s visitors are coming from 6. Age profile of visitors 7. Demographics of the visitor market 8. How travelling to Norfolk (and with whom) 9. What would make day trippers become stay visitors 10. What deters people from visiting Norfolk 11. Provide comparative intelligence of Norfolk against other counties (How appealing is Norfolk against other UK

destinations) 12. How visitors find out about, and research, visiting Norfolk 13. What might motivate people to visit Norfolk

5 Methodology

How?

Who?

How many?

When?

Where?

Online self-completion survey distributed via a UK-wide consumer panel Nationally representative sample of UK adult population (including visitors and non-visitors to Norfolk), with participants at least partly responsible for household expenditure, such as on food, furnishings and holidays

A total of 4,000 participants, providing statistically robust findings overall, with robust analysis at some sub-group level (e.g. gender, age, social grade), with the data weighted to provide a nationally representative sample of participants by gender, age, social grade and region Fieldwork was conducted during June 2019

UK-wide

6

Participant profile

7

14% 5%

9% 8% 7% 9%

15% 7% 9%

5% 12%

Greater London Wales

West Midlands East Midlands

East of England South West

South East England Scotland

Yorkshire/Humberside North East

North West

49%

Participant profile (1) Weighted to be a nationally representative sample of the UK adult population

9%

18% 19% 18% 15%

21%

18-24 25-34 35-44 45-54 55-64 65+

Age* Gender*

Base: 4,000 – all participants; prompted * single code; ** multi-code

51%

Social grade*

22% 31%

21% 26%

AB C1 C2 DE

Home location*

NORTH

SOUTH

EAST

WEST

GREATER LONDON

All participants live in the UK, although were screened out if resident in Northern Ireland or Norfolk

8 Participant profile (2)

0%

12%

26%

62%

Prefer not to say

Divorced/separated/widower

Single

Married/ civil partnership/living with partner

Marital status*

9% 1%

9% 1%

17% 8%

2% 10%

16% 19%

64%

None of these Other

Unaccompanied/on own Children (under 16) of adult friends

Adult friends Other relative(s)

Grandparent(s) Parent(s)

Own children (age 16+) Own children (under 16)

Partner/spouse

Who holidaying with?**

Base: 4,000 – all participants; prompted * single code; ** multi-code

Gross annual HH income*

3%

6%

4%

12%

35%

23%

17%

Prefer not to say

Don't know

£75,000 +

£50,000 - £74,999

£25,000 - £49,999

£15,000 - £24,999

Under £15,000

9

Findings: Awareness of Norfolk

10 Awareness of the location of Norfolk

Overall, around half the sample (48%) were able to correctly identify where Norfolk is when presented with a blank county map of the UK

A third of non-visitors correctly identified Norfolk (32%), and, perhaps surprisingly, only 61% of visitors were able to do so

Even amongst very recent visitors (within past 2 years), correct identification was only at 60%

Other groups significantly more likely to be correct are: Males (59% vs 39% females) Older participants, aged 55+ (60% vs

33% 18-34s, 47% 35-54s) Residents of East of England and East

Midlands (N.B. Norfolk residents screened out of the research)

Base: 4,000 – all participants; unprompted, single code

Q: Please click on the county of Norfolk on this map

Identifying Norfolk on a blank UK county map

41%

42%

42%

44%

45%

45%

47%

47%

51%

62%

63%

Scotland

Wales

North West

Yorkshire/Humberside

South West

West Midlands

North East

Greater London

South East England

East Midlands

East of England

% CORRECT BY REGION

48% Correct 22% Don’t know 30% Incorrect

11

1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%

2% 2% 2% 2%

4% 7%

9% 14%

22% 28%

42%

Wroxham The Wash Thetford

Swaffham Sheringham

Lowestoft Holt

Holkham Hemsby

The Fens Fakenham Dereham

Caister Blakeney

Wells-next-the-Sea Sandringham

Diss Ipswich

Hunstanton King's Lynn

Cromer Great Yarmouth

The Broads Norwich

Don't know/none

Awareness of areas within Norfolk

Base: 4,000 – all participants Q: What areas and locations in Norfolk can you think of? unprompted, multi-code Q: Which of these distinct areas of Norfolk are you aware of? prompted, multi-code

Unprompted awareness of areas/locations in Norfolk (key responses)

Unprompted, key areas of Norfolk recalled are typically cities/towns; Norwich most likely, with Great Yarmouth, Cromer, King’s Lynn and Hunstanton also notable mentions

The Broads is also frequently mentioned Noting that 2 in 5 are unable to spontaneously recall any

areas/locations in Norfolk (and Ipswich and Lowestoft are mis-attributed)

Prompted awareness of areas of Norfolk

The Broads 60%

Norwich 69%

North Norfolk 22%

The Brecks 8%

South Norfolk 14%

Waveney Valley 7%

King’s Lynn & West

Norfolk 51%

The Fens 36%

Great Yarmouth

74%

Thetford Forest 23%

Most are aware of at least one of the prompted areas of Norfolk (90%) Great Yarmouth most highly recalled (by 3/4s); closely followed by

Norwich (around 2/3s); and 3/5s have heard of The Broads By far lowest prompted recall is of The Brecks and Waveney Valley

(8% and 7% respectively) Older participants (55+) are significantly more likely aware of most

prompted areas of Norfolk than younger age groups

10% don’t know/ none

12 Perceived drive-time to Norfolk & convenience of travel

Perceived drive time (in hours)

Base: 4,000 – all participants; prompted, single code Q: Travelling by car (without stopping), approximately how long do you think it would take you to reach Norfolk from your home? Q: And how convenient do you find (or would you expect to find) travelling to Norfolk from your home by any preferred means?

2%

2%

1%

2%

3%

1%

4%

2%

17%

2%

1%

9%

3%

3%

3%

25%

10%

28%

10%

38%

8%

3%

29%

8%

11%

10%

46%

34%

43%

33%

33%

19%

4%

30%

21%

25%

17%

16%

29%

16%

31%

7%

65%

87%

27%

64%

55%

63%

6%

22%

6%

17%

1%

5%

4%

5%

4%

5%

5%

5%

4%

3%

6%

4%

Wales (N=200)

Scotland (N=280)

Yorks/Humbs (N=360)

North East (N=200)

North West (N=480)

South West (N=360)

Greater London (N=560)

South East (N=600)

E. Midlands (N=320)

W. Midlands (N=360)

East (N=292)

Within an hour Under 2 hours Under 3 hours Under 4 hours 4+ hours DK

Convenience of travel (% finding travelling to Norfolk quite or very convenient)

Scotland: 23%

North West: 30%

West Midlands:

38%

Wales: 27%

South West: 23%

North East: 33%

Yorkshire/ Humbs.:

36%

East Midlands:

54%

East of England:

68%

Greater London:

51%

South East: 42%

13

Previous visiting behaviour to Norfolk

14 Recency of visiting Norfolk

55% of the sample have ever visited Norfolk for leisure (demographics provided on following slide)

20% may be classified

as very recent visitors (within the past 2 years)

With 1 in 5 having visited Norfolk 10 or more years ago (classified as past visitors)

Whilst 2 in 5 (41%) have never visited Norfolk for leisure 4%

41%

19%

5%

10%

9%

6%

5%

Can't remember

Never visited Norfolk for leisure

10 or more years ago

6 to 9 years ago

3 to 5 years ago

1 to 2 years ago

6 to 12 months ago

Within last 6 months

When last visited Norfolk for leisure/as a tourist

Recent Visitor

Non-recent Visitor

Past Visitor

Non-visitor

Very Recent Visitor

Base: 4,000 – all participants; prompted, single code Q: When did you last visit Norfolk for leisure, or as a tourist?

VISI

TORS

= 5

5%

15

35% 30% 28%

65% 70% 72%

18-34 (N=1080) 35-54 (N=1480) 55+ (N=1440)

66% 53% 58% 46%

34% 47% 42% 54%

AB (N=880)

C1 (N=1240)

C2 (N=840)

DE (N=1040)

Who has visited Norfolk for leisure? By key demographics

Age (visited in past five years)

38%

Gender (ever visited)

62% 52%

48%

35%

44%

46%

46%

47%

54%

56%

57%

59%

76%

82%

65%

56%

54%

54%

53%

46%

44%

43%

41%

24%

18%

Scotland (N=280)

South West (N=360)

Wales (N=200)

North West (N=480)

North East (N=200)

Yorkshire/Humberside (N=360)

West Midlands (N=360)

South East England (N=600)


East Midlands (N=320)

East of England (N=280)

Home location (ever visited)

(N=1960) (N=2040)

Social grade (ever visited)

= visited

= not visited

Base: 4,000 – all participants; prompted, single code

16

0% 6% 7% 8% 9% 10% 11% 11% 11%

14% 15% 16% 18%

22% 22%

28% 28%

32% 33%

None of these Fine art and architecture

Celebrity gossip Sports (playing)

Theatre/opera/ballet Gaming

Literature Fashion/appearance

Arts and crafts Outdoor pursuits/activities

Fine dining Technology and gadgets Current affairs/politics

Sports (following/supporting) Gardening

Cinema/film Walking/hiking

Nature/wildlife watching History/heritage

Hobbies and Interests Whilst outdoor hobbies/interests are popular amongst both visitors and non-visitors (although slightly more so amongst

the former), popular culture and technology are significantly more likely enjoyed by non-visitors

Base: 4,000 - all participants; prompted, multi-code Q: Which THREE of the following are you most interested in?

VISITORS (N=2200) NON-VISITORS (N=1800)

History/heritage 36% 29%

Nature/wildlife watching 32% 31%

Walking/hiking 30% 26%

Cinema/film 23% 34%

Gardening 24% 19%

Sports (following/supporting) 23% 20%

Current affairs/politics 19% 16%

Technology and gadgets 15% 17%

Fine dining 15% 15%

Outdoor pursuits/activities 14% 14%

Arts and crafts 11% 12%

Fashion/appearance 9% 13%

Literature 10% 11%

Gaming 9% 12%

Theatre/opera/ballet 9% 8%

Sports (playing) 8% 8%

Celebrity gossip 5% 8%

Fine art and architecture 6% 6%

Hobbies & Interests: TOTAL SAMPLE (Max 3 selected) And by visitor type …

The outdoors

High culture

Popular culture

Technology

Hands-on

Sports

Politics

History

17 Periods of time visited Norfolk

4%

1%

2%

2%

8%

3%

32%

13%

21%

24%

20%

13%

Can't remember

None applicable

Other period

Longer than two week holiday

Two week holiday

Ten night holiday

One week holiday

Mid-week break

Long weekend break (e.g. 3/4 nights)

Short weekend break (e.g. 1/2 nights)

Weekend day trip

Mid-week day trip

Periods of time have ever visited Norfolk for leisure

Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code Q: For what periods of time have you ever visited Norfolk for leisure?

Amongst those who have ever visited Norfolk, 29% have been for a day-trip (mid-week/weekend) and 40% for a weekend break (short/long); with one-week holidays also popular

There are some significant differences in periods of time visited by age

In addition, C2DEs are significantly

more likely to have visited for a two week holiday

18-34 (N=475)

35-54 (N=792)

55+ (N=932)

Day trip (mid-week/weekend)

37% 33% 21%

Weekend break (short/long)

52% 42% 32%

Mid-week break 13% 10% 15%

One week holiday 22% 30% 40%

Two week holiday 4% 8% 10%

29%

40%

31%

18

Urban ‘hotspots’ (Norwich, Great Yarmouth) are most likely to have been visited; with The Broads also popular Those living in the East and Greater London (closer proximity) are likely to have visited three prompted areas of Norfolk on

average, whereas those from the North, South and West an average of two Those living in the North and West are significantly less likely to have visited Norwich Eastern residents, and ABC1s, are significantly more likely to have visited North Norfolk and Thetford Forest Great Yarmouth is significantly more likely to have attracted C2DEs

Areas of Norfolk visited for leisure

Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code Q: Which of these distinct areas of Norfolk have you ever visited for leisure?

2%

4%

3%

5%

6%

11%

11%

16%

21%

28%

41%

48%

58%

None of these Can't remember

Other The Brecks (10)

Waveney Valley (9) South Norfolk (8)

The Fens (7) Thetford Forest (6)

North Norfolk (5) King's Lynn & West Norfolk (4)

The Broads (3) Norwich (2)

Great Yarmouth (1)

1 2

3 4

5

6

7 8

9

10

19 Number of visits to Norfolk for leisure

10% of leisure visitors to Norfolk have visited the county more than 10 times in the past for leisure With 3 in 10 having visited for leisure only once

Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, single code Q: How many times have you visited Norfolk for leisure in the past?

5% 29% 34% 14% 8% 10% OVERALL - ever visited (N=2,182)

Don't know Only once 2 - 3 times 4 - 5 times 6 - 10 times More than 10 times

Number of visits for leisure

Those who have visited only once are … Significantly more likely to live in the North West (44%) Significantly less likely to be in the higher gross annual household income bracket

(£75k+) (20%) than lower income brackets

Those who have visited more than 10 times are … Significantly more likely older, 55+ (11%) than younger, 18-34 (7%) Significantly more likely to live in the East (31%) and East Midlands (22%) than other areas

Looking by key demographics …

20 Number of visits to Norfolk for purposes other than leisure

Around a third of leisure visitors have also visited Norfolk for purposes other than leisure (e.g. business or other obligation)

The large majority of non-visitors for leisure have not visited Norfolk for reasons other than leisure either – with only 1 in 10 having done so

Base: 4,000 – all participants; prompted, single code Q: How many times have you visited Norfolk for purposes other than leisure (e.g. business or other obligation)?

80%

62%

7%

13%

2%

11%

1%

4% 2% 4%

10%

4%

Non-visitors (Leisure) (N=1800)

Visitors (Leisure) (N=2200)

Never Only once 2 - 3 times 4 - 5 times 6 - 10 times More than 10 times Don't know

Number of visits for purposes other than leisure (e.g. business or other obligation)

% Yes

34%

10%

21 Frequency of visiting Norfolk

Amongst those who have visited Norfolk for leisure more than once, around 1 in 10 visit the county several times a year

Whereas around a third visit less frequently than once every 5 years

Base: 1,456 – all those who have visited Norfolk for leisure more than once; prompted, single code Q: On average, which of these best describes how frequently you visit Norfolk for leisure?

2% 36% 17% 17% 16% 12% OVERALL - visited more than once (N=1,456)

Don't know Less frequently Once every 3-5 years Once every two years Once a year Several times a year

Frequency of visiting

Those who visit several times a year are significantly more likely to be … Female (14%) (than male 10%) Under the age of 55 (15% 18-34; 13% 35-54; 9% 55+) Holidaying with children (16%) In the higher gross annual household income bracket (£75k+) (20%) than lower Living in the East (25%)


22 Typical behaviour regarding visiting specific areas Around two thirds of those who have visited Norfolk for leisure more than once typically return to the

same areas Whereas a third usually/always try new areas – around 1 in 10 saying they always do so

Base: 1,456 – all those who have visited Norfolk for leisure more than once; prompted, single code Q: Which of the following best describes the pattern of your visits within Norfolk?

23% 45% 24% 8% OVERALL - visited more than once (N=1,456)

Always return to same areas Usually return to same areas Usually try different areas Always visit different areas

Typical behaviour regarding areas visited

Those who always visit new areas are … Significantly more likely to be aged 35+ (3% 18-34; 10% 35-54; 10% 55+ always visit new areas) Significantly more likely to be travelling without children (11% alone; 10% with adults only; 5%

with children)

Those who always return to the same areas are …

Significantly more likely to be DEs (31%)


23 Attractions ever visited in Norfolk

The natural environment appears to be the most ‘visited’ amenity in Norfolk with the coastal beaches and countryside the top two from the prompted list

Shopping is also a major draw (particularly so for women); with outdoor attractions and museums/ historic sites/ buildings also popular

Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code Q: On any of your visits to Norfolk, which of the following have you gone to?

6%

7%

8%

12%

13%

16%

17%

22%

27%

35%

37%

39%

57%

66%

None of these

Circus/theatre/shows

Cinemas

Art galleries/craft centres

Events/festivals

Heritage railways

Indoor attractions

Amusement arcades/casinos/bingo

Food & drink attractions

Museums/historic sites/buildings

Outdoor attractions

Shopping

Countryside

Coast/beaches

Visiting attractions

59%

42%

18%

14%

24

25%

4%

3%

5%

5%

6%

6%

8%

8%

10%

12%

17%

19%

51%

None of these

Other

Paintballing

Horse riding

Golf

Luxury spa breaks

Water sports/open water swimming

Fishing

Cycling

Adventure activities

Indoor sports/swimming pools

Bird/wildlife watching

Boating/sailing

Walking

Taking part in activities As in previous research in 2014, activities in the ‘great outdoors’, such as walking and bird/wildlife watching, are popular activities in Norfolk

Water-based activities (boating, swimming) are also popular

Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code Q: On any of your visits to Norfolk, which of the following activities have you done or been to?

Activities done/been to in Norfolk

25

Likely future visiting behaviour (all participants)

26 How likely to travel to Norfolk

Participants would be most likely to travel to Norfolk by car (around three quarters of the total sample) With previous visitors

significantly more likely to anticipate using a car than those yet-to-visit

And older participants aged 55+ (79%)

The train is also a notable mention by around a quarter; and significantly more so amongst those yet-to-visit and younger participants aged 18-34s (32%)

Around 1 in 10 non-visitors do not know the likely mode of transport they would adopt (more likely younger, aged 18-34)

11%

1%

0%

0%

1%

5%

30%

67%

2%

1%

2%

2%

3%

6%

19%

84%

6%

1%

1%

1%

2%

6%

24%

76%

Don't know

Other

Motorbike/scooter

Bicycle

Airplane

Bus

Train

Car

OVERALL (N=4,000)

Visitors (N=2,200)

Non-visitors (N=1,800)

Means of transport likely if travelling to Norfolk

Base: 4,000 – all participants; prompted, multi-code Q: If visiting for leisure, how do/would you be most likely to travel to Norfolk?

27 Who likely to travel to Norfolk with

The majority of participants are likely to travel to Norfolk with others, and most likely with their partner/spouse

Those travelling alone (10%) are significantly more likely to be male

29% of participants are likely to travel with children (significantly more likely past visitors)

8%

1%

1%

0%

6%

8%

10%

10%

17%

18%

61%

2%

1%

1%

2%

8%

11%

10%

16%

17%

18%

69%

4%

1%

1%

1%

7%

10%

10%

13%

17%

18%

66%

None of these

Other

Children <16 of adult friends

Grandparent(s)

Other relative(s)

Parent(s)

On my own

Own children 16+

Adult friends

Own children <16

Partner/spouse

OVERALL (N=4,000)

Visitors (N=2,200)


Who likely to travel to Norfolk with

Base: 4,000 – all participants; prompted, multi-code Q: If visiting Norfolk for leisure, who would you be most likely to visit with?

OVERALL (N=4,000)

Visitors (N=2,200)


29% 31% 26%

14%

Travel with children?

28 Whether would stay in single/multiple base(s) in Norfolk

Around three quarters of the sample say they would be likely to stay in a single base if staying in Norfolk for several nights for leisure Significantly more likely to

be those who live in the East (82%)

And 1 in 10 would stay in more

than one base Significantly more likely to

be male (13%) (vs female 9%) ABs (15%) And those with gross annual

household income of £50k+ (15%)

Likely to stay in single/multiple base(s)

Base: 4,000 – all participants; prompted, single code Q: If staying several nights in Norfolk for leisure, would you be likely to stay at a single base, or move between multiple bases?

Multiple bases

Single base

Don’t know

72%

11%

17%

OVERALL (N=4,000)

Visitors (N=2,200 )


76% 67%

13% 9%

11% 24%

29 Length of time likely to stay in Norfolk for

Weekend breaks are most popular periods of time likely to stay in Norfolk (around half the sample); and week-long holidays notable too

Only small numbers say they would stay for longer than a week

Previous visitors are significantly more likely to think they would stay for a week

Weekend day trips and short breaks are significantly more appealing to younger participants (18-34s) (25% and 38% respectively)

There is some indication that ABC1s are more likely to take weekend breaks (short and long)

And older participants (55+) mid-week breaks (24%) and one week holidays (31%) 16%

0%

2%

1%

17%

13%

28%

26%

13%

5%

5%

1%

4%

4%

28%

19%

29%

26%

16%

10%

10%

0%

3%

3%

23%

16%

28%

26%

15%

8%

Don't know

Longer than two week holiday

Two week holiday

Ten night holiday

One week holiday

Mid-week break

Long weekend break (e.g. 3/4 nights)

Short weekend break (e.g. 1/2 nights)

Weekend day trip

Mid-week day trip

OVERALL (N=4000)

Visitors (N=2200)

Non-visitors (N=1800)

Periods of time likely to stay in Norfolk for (leisure)

Base: 4,000 – all participants; prompted, multi-code Q: If you were to visit Norfolk for leisure, which of these best describes how long you would be most likely to stay for?

20% 22% 17%

49% 49% 49%

30 Time of year likely to visit Norfolk

Base: 4,000 – all participants; prompted, multi-code Q: What month(s) of the year would/might you be likely to visit Norfolk for leisure?

Jan: 1% Feb:

2%

Mar: 4%

Apr: 8%

May: 21%

June: 31%

July: 34%

Aug: 34%

Sep: 27%

Oct: 8%

Nov: 1%

Dec: 2%

Time of year likely

to visit Norfolk?

Visiting Norfolk is most likely to be from May to September, with a peak season of June to August

As might be expected, those typically holidaying with children are significantly more likely to visit in July and/or August

DEs and those aged 35-54 are also significantly more likely to visit in the Summer months (than other SEG/age groups)

Those living within an hour’s drive-time

are more flexible with their visiting, and are more likely to visit ‘out-of-season’

Visiting in the Winter is significantly more popular amongst younger participants (18-34s) and those living in Greater London

All equally

11%

31

6%

0%

1%

2%

4%

9%

13%

21%

30%

33%

35%

42%

2%

1%

2%

9%

8%

9%

17%

24%

31%

30%

30%

34%

4%

1%

1%

6%

7%

9%

15%

23%

30%

31%

32%

37%

Don't know

Other

Own/friend's/family's holiday home in Norfolk

Stay with friends/relatives

Boat

Camping/touring caravan

Inn/pub

Holiday park/chalet/static caravan

Self-catering cottage/flat/apartment

Independent hotel

Chain hotel

B&B/guesthouse

OVERALL (N=3178)

Visitors (N=1856)


B&Bs/guesthouses are the most popular likely choice of accommodation when visiting Norfolk, although significantly more so amongst those who have never visited Norfolk for leisure

Hotels (chain, independent) are also notable mentions, with chain hotels also significantly more likely to be mentioned by non-visitors

Inns/pubs, boats and staying with friends/relatives or in holiday homes are significantly more popular amongst visitors

Holiday parks/chalets/static caravans are significantly more popular amongst DEs (30%)

Accommodation likely to stay in in Norfolk

Base: 3,178 – all those likely to stay overnight; prompted, multi-code Q: What type of accommodation would you be most likely to stay in?

Accommodation likely to stay in

35%

32

6%

0%

2%

9%

38%

27%

7%

7%

4%

1%

Don't know

Longer than a year before

A year before

Six months before

Several months before

A month before

A fortnight before

A week before

A few days before

On the day

Planning accommodation: how far likely to book ahead

The majority are likely to book accommodation some significant time before their stay, and typically at least a month before (76%)

Last minute bookers are significantly more likely to be: Male Younger (18-34) Living within an hour’s

drive of Norfolk

Base: 2,980 – all those likely to stay in accommodation open to the general public; prompted, single code Q: How far ahead would you be likely to plan your accommodation, if visiting Norfolk for leisure?

How far ahead likely to book accommodation

Last minute bookers: 12% (19%)

Cautiously spontaneous: 34% (32%)

Advanced planners: 11% (15%)

Future thinkers: 38% (35%)

2014 findings in brackets

33 Planning accommodation: information sourcing

Base: 2,980 – all those likely to stay in accommodation open to the general public; prompted, multi-code Q: Where would you be likely to turn to for information about accommodation in Norfolk?

2%

1%

3%

4%

5%

6%

4%

5%

5%

6%

9%

13%

17%

14%

1%

34%

37%

44%

60%

2%

1%

5%

4%

5%

5%

6%

7%

6%

9%

7%

15%

15%

17%

26%

31%

31%

44%

53%

2%

1%

4%

4%

5%

5%

5%

6%

6%

7%

8%

14%

16%

16%

16%

32%

33%

44%

56%

None of these Other

Newspapers/magazines Travel agent (in-store)

Holiday blogs Travel agent's website

Newspaper reviews/articles Holiday TV programmes/channels

Holiday & travel events/shows Holiday apps for smartphones/tablets

Social media Destination brochures

VISIT organisation (e.g. Visit Norfolk) Word-of-mouth (friends/family …)

Recall of own previous experiences Tourist information website

Review website (e.g. Trip Advisor) Accommodation provider websites

General internet search

OVERALL (N=2980) Visitors (N=1748) Non-visitors (N=1233)

Where likely to turn to for information about accommodation Online sources are, by far, the most likely used sources of information about accommodation in Norfolk (and significantly more so than in 2014); nearly all (91%) would use the internet in some way, compared to 55% in 2014

Personal contacts (word-of-mouth and memories) are also notable mentions (no change over time) And particularly so for

Eastern residents (40%)

Specifically, VISIT organisations would be used by around 1 in 6

Personal contacts/ memories 27% (27%)

Face-to-face 9% (N/A)

Internet 91% (55%)

Print 19% (19%)

2014 findings in brackets

34 Planning accommodation: how likely to make booking

The vast majority (9 out of 10 participants) are likely to book their accommodation online Online booking has increased

significantly since 2014 (49% having booked online for their ‘last visit to Norfolk’)

Significantly more likely to be ABC1s (93%) and younger participants, 18-34 (95%)

And around 1 in 4 use the telephone for booking Use of the phone has fallen

significantly since 2014 (from 40%)

C2DEs significantly more likely to do so (26%), and older participants, 55+ (30%)

Very small numbers book face-to-face (3% compared to 10% in 2014 on their last visit to Norfolk)

Base: 2,980 – all those likely to stay in accommodation open to the general public; prompted, multi-code Q: How would you be likely to book your accommodation?

1%

3%

12%

13%

16%

18%

38%

41%

Other

Face-to-face

Telephone call (from landline phone)

Telephone call (from mobile phone)

Online via tablet

Online via smartphone

Online via desktop PC

Online via laptop

How likely to book accommodation

90% use at least one of these online

means

23% use the telephone (mobile/ landline)

In 2014, 49% booked online on their last visit to

Norfolk

In 2014, 40% booked by phone on their last visit to

Norfolk

35

5%

5%

7%

7%

5%

10%

15%

21%

20%

4%

1%

Don't know

£250-£299

£200-£249

£150-£199

£125-£149

£100-£124

£75-£99

£50-£74

£25-£49

£1-£24

Nothing

Likely spend on accommodation RECENT VISITORS & OVERNIGHT STAYERS SPENDING <£300 PER ADULT PER NIGHT

Base: 434 – all recent visitors (within last 2 years) & overnight stayers & spending <£300 per adult per night; prompted, single code Q: If staying in Norfolk, approximately how much would you allow for spending on accommodation (per adult per night)?

Mean £99.67 per adult per night

Mode £50 – 74 per adult per night

Anticipated nightly spend per adult on accommodation in Norfolk is wide-ranging, with 41% saying £25-£74 per night; and 56% £25-£99 per night

The mean spend per adult per night is £99.67

36

16%

0%

0%

1%

1%

1%

7%

8%

21%

30%

13%

1%

Don't know

£300+

£250-£299

£200-£249

£150-£199

£125-£149

£100-£124

£75-£99

£50-£74

£25-£49

£1-£24

Nothing

Likely spending money allowance

Base: 4,000 - all participants; prompted, single code Q: If visiting Norfolk, approximately how much would you allow for spending money (e.g. on food, drink, entertainment, transport) per adult per day?

Mean £63.21 per adult per day

Mode £25 - 49 per adult per day

Anticipated spending money allowance per adult per day is most likely £25-£74 (51%) The mean spend per adult per day is £63.21

37

Perceptions of, and motivations to visit, Norfolk

38 Agreement with statements about Norfolk

Highest agreement is with the perception statement that ‘Norfolk offers unique experiences’ (amongst both visitors and non-visitors)

And lowest with ‘Norfolk is easy to get to’ - particularly amongst non-visitors

Base: 4,000 (2,200 visitors; 1,800 non-visitors) – all participants; prompted, single code Q: To what extent do you agree with the following statements about Norfolk?

Agreement with statements about Norfolk

23%

2%

52%

11%

50%

10%

41%

7%

11%

9%

1%

1%

21%

20%

2%

3%

3%

4%

3%

4%

24%

22%

25%

33%

26%

31%

25%

30%

17%

31%

17%

37%

18%

39%

24%

43%

4%

16%

4%

16%

3%

16%

6%

17%

Non-visitors

Visitors

Non-visitors

Visitors

Non-visitors

Visitors

Non-visitors

Visitors

Don't know Strongly disagree Disagree Middling Mildly agree Strongly agree

3.8

3.7

3.7

3.3

3.5

3.4

3.4

2.8 1

2

3

4

5

Norfolk offers unique

experiences

Norfolk is good value for money

Norfolk has great food

Norfolk is easy to get to

Visitors

Non-visitors

Ratings on a 5-point scale, where 1 = strongly disagree and 5 = strongly agree

60%

30%

55%

21%

53%

21%

47%

21%

Norfolk offers unique experiences

Norfolk offers good value for money

Norfolk has great food

Norfolk is easy to get to

% mildly/ strongly agree

39 Describing Norfolk in three words - VISITORS (Key responses)

Base: 2,200 - all participants; OPEN Q: If you could use just three individual words to describe Norfolk, what would they be?

Cheap

OK Cold

Far Wet

Boring Distant

Windy

Font size correlates to frequency of mentions For scale, Flat = 395 mentions; Scenery = 15 mentions Visitors are most likely to describe Norfolk as ‘flat’; or rural, peaceful, interesting, beautiful (or similar)

Whilst the descriptors tend to cluster reflecting:

o Aesthetic – pretty, quaint

o Ambience – quiet, calm

o Landscape – coast, country

o Location – East, remote

o Attitude – friendly, welcoming

o Dynamic – entertaining, exciting

o Interest – heritage, nature

o Evaluation – good, nice, great

Flat Safe

40 Describing Norfolk in three words - NON-VISITORS (Key responses)

Base: 1,800 – non-visitors; OPEN Q: If you could use just three individual words to describe Norfolk, what would they be?

For scale, Rural = 199 mentions; England = 15 mentions

Cold

Boring

Wet

Unknown

Non-visitors are also likely to describe Norfolk as being flat and rural

Whilst a similar range of descriptive clusters emerge, although with a slightly less expansive or positive language, tending to reflect :

o Aesthetic – pretty, beautiful

o Ambience – relaxing, calm

o Landscape – coastal, countryside

o Location – Broads, faraway, East

o Attitude – friendly,

o Dynamic – fun, interesting

o Interest – historical, nature

o Evaluation – boring, popular Flat

41 Performance of Norfolk against prompted attributes BY VISITOR TYPE - MEAN RATINGS

Base: 1,448 – all those who have visited Norfolk recently; prompted, single code Base: 2,551 – all those who have not recently visited Norfolk; prompted, single code Q: Please rate the performance of Norfolk against the following attributes in your experience?/ Q: From what you know of Norfolk, please rate how you would expect/presume the county to perform against the following attributes?

4.2 4.2

4.1

4.1

3.9

3.9

3.9

3.9

3.8 3.8

3.8

3.5

3.4

3.7

3.6

3.4

3.5

3.5 4 4

4

3.9

3.7

3.6

3.6

3.5 3.6

3.6 3.5

2.9

2.8 3.4

3.4

3.3 3.3

3.3

1

2

3

4

5 Seaside/coastal amenity

Countryside/rural amenity

Wildlife & natural amenity

Variety of landscapes/places

Quality of accommodation

Variety of things to do

Uniqueness & difference

Value for money (good)

Culture/heritage/arts opportunities

Choice of food & drink Multi-generational appeal

Easy to get to (convenient)

Travel time to Norfolk (quick)

Entertainment opportunities

Weather (likely fair)

Proximity to London

City/urban amenity

Public transport facilities

Recent visitors Non-recent & never visitors

Ratings on a 5-point scale, where 1 = very poor/low and 5 = very good/strong

Norfolk performs at least reasonably well against all prompted attributes amongst visitors; and for many prompted attributes amongst non-visitors

Norfolk is well-rated amongst both visitors and non-visitors for landscape and natural amenities, such as seaside/coastal, countryside/rural, wildlife & natural; and offering a variety of landscapes/places

Norfolk achieves lowest ratings for accessibility With non-visitors

significantly less positive about travel time, and ease of getting, to Norfolk

42 Performance of Norfolk against prompted attributes

Base: 1,448 – all those who have visited Norfolk recently; prompted, single code Base: 2,551 – all those who have not recently visited Norfolk; prompted, single code Q: Please rate the performance of Norfolk against the following attributes in your experience?/ Q: From what you know of Norfolk, please rate how you would expect/presume the county to perform against the following attributes?

23%

7%

12%

2%

8%

1%

1%

8%

3%

6%

2%

2%

2%

5%

1%

2%

2%

1%

1%

1%

4%

1%

1%

7%

5%

1%

1%

1%

1%

1%

7%

7%

9%

3%

4%

14%

13%

4%

2%

3%

2%

4%

2%

2%

2%

2%

2%

2%

32%

38%

35%

41%

35%

30%

27%

29%

30%

30%

28%

26%

26%

23%

18%

18%

16%

15%

25%

34%

27%

39%

36%

31%

35%

38%

44%

40%

47%

45%

45%

46%

43%

43%

43%

41%

12%

13%

14%

14%

16%

18%

19%

20%

20%

21%

21%

23%

23%

23%

34%

34%

37%

41%


City/urban amenity

Proximity to London





Multi-generational appeal

Choice of food & drink









Seaside/coastal amenity

Don't know Very poor/low Quite poor/low Average Quite good/strong Very good/strong

Recently visited Norfolk

35%

24%

25%

18%

26%

17%

17%

27%

23%

23%

23%

20%

22%

25%

17%

19%

17%

18%

1%

1%

4%

1%

1%

12%

10%

1%

1%

1%

1%

1%

1%

1%

6%

9%

8%

5%

6%

22%

18%

4%

2%

4%

3%

4%

3%

1%

3%

1% 1%

2%

35%

39%

33%

45%

38%

27%

29%

33%

34%

31%

37%

31%

32%

29%

22%

21%

19%

19%

18%

23%

25%

25%

24%

16%

19%

26%

31%

31%

28%

33%

33%

35%

39%

37%

41%

38%

4%

5%

7%

6%

6%

5%

6%

9%

10%

10%

8%

11%

10%

9%

19%

22%

21%

23%


City/urban amenity

Proximity to London





Multi-generational appeal

Choice of food & drink










Don't know Very poor/low Quite poor/low Average Quite good/strong Very good/strong

Not recently visited Norfolk (incl. those who have never visited)

43 Norfolk associations/perceptions

Base: 4,000 - all participants - prompted, single code per pair Q: Considering the following pairs of words or phrases, please indicate which you think most applies to the Norfolk, and how strong this association is:

15%

17%

20%

29%

28%

28%

29%

29%

32%

33%

34%

37%

32%

5%

5%

10%

8%

10%

12%

12%

13%

17%

20%

20%

19%

28%

0% 20% 40% 60% 80% 100%

Neither

Mildly

Strongly

23%

22%

22%

11%

9%

13%

13%

12%

8%

11%

8%

9%

8%

4%

4%

12%

2%

2%

3%

3%

2%

2%

3%

3%

3%

3%

0% 20% 40% 60% 80% 100%

Neither

Mildly

Strongly

Unattractive

Modern

Unwelcoming

Boring

Poor local produce

Not much to do

Experiences similar to elsewhere

Hard to get around

Poor value for money

Densely populated

Hard to get to

Basic

Unfashionable

60% Beautiful

56% Traditional

54% Welcoming

53% Interesting

49% Great local produce

42% Lots to do

41% Unique

40% Easy to get around

38% Good value for money

37% Sparsely populated

30% Easy to get to

22% Sophisticated

20% Fashionable

44%

51%

37%

33%

44%

50%

44%

54%

54%

42%

% s

tron

gly/

mil

dly

agre

e

36%

34%

29%

44 Appeal of Norfolk as a leisure destination Visitors typically find Norfolk appealing overall (73% quite/very), with appeal falling as recency of visiting

lengthens (no notable change since 2014) There is a notable drop in appeal amongst non-visitors, albeit with marked improvement since 2014 There is also some correlation to proximity, with 78% of those within an hour’s drive-time finding the

county appealing; and 70% of those within two hour’s drive-time

Base: 4,000 - all participants; prompted, single code Q: How appealing do you find Norfolk as a leisure destination?

3.8

55%

4.2

84%

4.0

80%

3.9

73%

3.8

59%

Audience>

Overall evaluation>

Mean 2019 >

% saying ‘quite’ or ‘very’ appealing>

3.8 4.1 Mean 2014 > 3.9 3.8 3.7

3.5

32%

3.1

73%

4.0 4.0

OVERALL (N=4,000)

Visited in last 2-years

(N=817)

Visited 3-5 years ago

(N=414)


(N=217)

Visited 10+ years ago

(N=751)

NON-VISITORS (N=1,800)

ALL VISITORS (N=2,200)

45

49% 52% 63%

18-34 (N=1080)

35-54 (N=1480)

55+ (N=1440)

63% 52% 59%

48%

AB (N=880)

C1 (N=1240)

C2 (N=840)

DE (N=1040)

% rating Norfolk quite/very appealing By key demographics

Age

Gender

44%

47%

50%

52%

53%

54%

55%

55%

58%

67%

68%

South West (N=360)

Scotland (N=280)

North East (N=200)

North West (N=480)




Wales (N=200)




Home location Social grade

Base: 4,000 - all participants; prompted, single code Q: How appealing do you find Norfolk as a leisure destination?

58% 52%

Male (N=1960)

Female (N=2040)

47% 56% 62%

Holiday on own (N=346)

Holiday with adults only (N=2121)

Holiday with children (N=1283)

Who typically holiday with

46 Appeal of Norfolk as a leisure destination (prompted)

Prompted, Norfolk’s physical landscape, such as beaches and coastlines, countryside and rurality garner highest appeal overall; and for visitors and non-visitors

Base: 4,000 – all participants; prompted, multi-code Q: What is it about Norfolk that does, or might, appeal to you as a leisure destination?

28%

1%

2%

4%

4%

5%

5%

10%

10%

12%

10%

11%

13%

15%

17%

26%

25%

23%

30%

32%

35%

6%

3%

5%

6%

7%

7%

14%

11%

14%

15%

17%

17%

22%

23%

28%

32%

34%

37%

38%

48%

55%

16%

2%

4%

5%

5%

6%

10%

11%

12%

13%

13%

14%

18%

19%

23%

29%

30%

31%

34%

41%

46%

Don't know Other

Multi-generation suitability Proximity to London

Prevailing weather Arts & culture

Range of accommodation Shopping

Entertainment & attractions Regional food & drink

Uniqueness & difference Outdoor activities/pursuits

Value for money (good) Variety of things to do

Towns & Cities Heritage & history

Variety of landscapes/places Villages & rural life

Wildlife & nature Countryside & rurality

Beaches & coastline

OVERALL (N=4000) Visitors (N=2200) Non-visitors (N=1800)

What appeals/might appeal about Norfolk?

47 The best thing about Norfolk is… (Key themes)

Base: 4,000 - all participants; OPEN Q: Please complete the following phrase: the best thing about Norfolk is…

…the beaches and coastline (16%) …the beautiful countryside (10%) …the scenery/landscape (9%) …the Broads/waterways/boating (8%) …it’s quiet, peaceful and relaxing (4%) …the wildlife, nature and bird watching (4%) …the people (friendly) (3%) …the variety of things to see and do (3%) …the towns/cities - Norwich and Great Yarmouth (2%) …the towns and villages (1%) …the food, pubs and beer (1%) …the history (1%) …its uniqueness (1%) …the weather (1%)

48

…it’s too far away/the distance to travel (13%) …the wet, windy, cold weather (8%)

…difficult to get to/to access (4%)

…the poor road network to and within (2%)

…the flat landscape (2%)

…it’s expensive (2%)

…the amount of traffic within (1%)

…the lack of public transport (1%)

…it’s boring (1%)

…it’s busy/overcrowded (1%)

…the locals (1%)

…Great Yarmouth (1%)

The worst thing about Norfolk is… (Key themes)

Base: 4,000 - all participants; OPEN Q: Please complete the following phrase: the worst thing about Norfolk is…

49 Specific area prompted descriptors

Norwich Historic city with a flourishing arts, music and cultural scene, superb independent as well as High Street shopping, lively restaurants, bars and nightlife

Great Yarmouth Seaside town with a rich maritime heritage and bursting with arcades, rides and attractions and a huge expanse of pristine beach

South Norfolk Scenic and peaceful countryside, with winding lanes, thatched cottages, welcoming pubs and picturesque villages and market towns

North Norfolk Spectacular coastline, fantastic wildlife, miles of glorious beaches, seaside communities and a beautiful hinterland of rolling countryside and picturesque villages and market towns

Thetford Forest The largest lowland pine forest in the UK boasts its own unique microclimate, with miles of trails which are great for walkers and cyclists and for picnics

King’s Lynn & West Norfolk Glorious coastline of sandy beaches and wildlife reserves and rolling countryside rich in historic houses and buildings, with historic King’s Lynn at its heart

The Broads Navigable lock-free waterways and large lakes set in beautiful countryside with many charming and quaint towns and villages

The Brecks Unique landscape of classic historic heathland and rugged countryside, boasting UK’s best overall climate with low rainfall and hot summers

The Fens A fascinating landscape of reclaimed marshland and wetland, with endless fields of rich soil, drainage canals and rivers

Waveney Valley Taking in picturesque market towns and villages, gently rolling countryside and the Southern Broads

Participants were given the following descriptors for each area (No images were provided in the survey)

50 Ranking specific areas of Norfolk

Base: 4,000 - all participants; prompted, single code per rank Q: Considering these distinct areas of Norfolk, please would you choose <your top two in terms of their appeal to you as leisure destinations>/<the least appealing> either from experience or based on these descriptions?

2%

2%

2%

4%

4%

7%

9%

12%

16%

18%

3%

4%

4%

5%

6%

11%

10%

11%

11%

11%

Waveney Valley

The Fens

The Brecks

Thetford Forest

South Norfolk

King's Lynn & West Norfolk

Norwich

North Norfolk

Great Yarmouth

The Broads

Most appealing 2nd most appealing

Most appealing areas (first & second)

2%

3%

4%

4%

6%

6%

8%

10%

17%

17%

North Norfolk

South Norfolk

Waveney Valley

King's Lynn & West Norfolk

The Brecks

The Broads

Thetford Forest

Norwich

Great Yarmouth

The Fens

Least appealing

Least appealing area

5%

19%

All equally unappealing

All equally appealing 24%

Not applicable (all equally appealing/unappealing)

51 Ranking most/least appealing areas of Norfolk

Base: 4,000 - all participants; prompted, single code per rank Q: Considering these distinct areas of Norfolk, please would you choose <your top two in terms of their appeal to you as leisure destinations>/<the least appealing> either from experience or based on these descriptions?

16 17 9 10

18 6

4 3

2 4

2 6

4 8

7 4

2 17

Proportion rating ‘most appealing’

Proportion rating ‘least appealing’

Scale consistent throughout for comparative purposes 12 2

52

The appeal of the Broads is widely attributed to liking boating/water, coupled with appreciation of being beautiful/pretty, and offering something different/unique

Conversely, for some, these same waterway amenities and boating are reasons not to find the area appealing (owing to contrary personal preferences)

Reasons for rankings: The Broads (Key themes, unprompted)

Base: 708 (those ranking ‘most’), 184 (those ranking ‘least’) - OPEN Q: Why do you find this area most/least appealing?

Aspects making “least appealing” Aspects making “most appealing”

The Broads: Navigable lock-free waterways and large lakes set in beautiful countryside with many charming and quaint towns and villages

2%

2%

4%

5%

5%

5%

6%

11%

22%

Weather

Access inadequate (e.g. disabled)

Landscape (too flat)

Boring

Too busy/crowded

Not enough to do (esp family)

Not interested/interesting

Boats (don't like)

Waterways/canals (don't like)

1% 1%

1% 1% 2% 2% 2% 2% 2% 2%

3% 3% 3%

4% 4%

5% 8%

9% 14%

Walking Freedom

Sounds "appealing" Heard of / familiar

Countryside Fun / enjoyable

Interesting Fishing

Wildlife Nature

Relaxing Thinkgs to do (lots and variety)

Scenery/Landscape Peace & Quiet

Previous good experience Water/waterways Different / unique

Beautiful/pretty Boating

Ranked ‘most

appealing’ overall by

18%

Ranked ‘least


6%

Ranked as

1st most appealing

53

Great Yarmouth is appealing to many on account of there being lots/variety of things to do, alongside the liking of beach/seaside amenity, and being family friendly

Conversely, where unappealing, this is commonly attributed to its being too busy/crowded, “tacky”, “rundown” and/or simply not liking seaside resorts

Reasons for rankings: Great Yarmouth (Key themes, unprompted)



1% 1% 1% 1% 1% 1% 1% 1% 2%

3% 3%

3% 3%

5% 5% 5%

6% 10%

11% 13%

14%

Family ties/links History

Weather (Fair) Recommendation

Shopping Friendly/welcoming Beautiful (scenery)

"Nice" sounding Fun

Heard of (positive) Busy, lively ambience

Traditional experience Coast / coastline

Previous visit/familiar (positive) Town/resort

Entertainment (inc arcades & nightlife) Childhood memories (happy)

Family friendly Sea and seaside

Beaches Things to do (lots & variety)

1%

1%

1%

2%

5%

6%

8%

11%

11%

12%

14%

Undifferentiated/"just same as..."

Previous poor experience

Hard to get to

Blackpool (negative comparison)

Too "touristy"

Too commercial

Don't like the arcades, attractions and entertainments

Don't like seaside towns/resorts

Rundown/dirty/dated

"Tacky"

Too busy/crowded

Great Yarmouth: Seaside town with a rich maritime heritage and bursting with arcades, rides and attractions and a huge expanse of pristine beach

Ranked as

2nd most appealing

Ranked ‘most


16%

Ranked ‘least


17%

54

When rated as ‘most appealing’ this is most likely attributed to the beaches, coastline and sea; or being quaint/pretty/beautiful

North Norfolk is ranked least appealing to some on account of perception that there is not much to do, being hard to get to, or simply not liking beaches/seaside

Reasons for rankings: North Norfolk (Key themes, unprompted)



North Norfolk: Spectacular coastline, fantastic wildlife, miles of glorious beaches, seaside communities and a beautiful hinterland of rolling countryside and picturesque villages and market towns

1%

1%

1%

1%

1%

1%

1%

1%

2%

3%

4%

5%

5%

5%

6%

8%

28%

Unspoilt

Family friendly

Food (crabs)

History

Nature/environment

Familiarity or prior visit

Few people

Interest / interesting

Easy to get to

Peace & Quiet

Stuff to do

Towns & Villages

Wildlife

Scenery and Landscape

Countryside

Beauty, quaint, pretty

Beaches, coast & sea

3%

10%

10%

11%

11%

Boring

Crowds/busy

Beaches/coast

Hard to get to

Not much to do

Ranked as

3rd most appealing

Ranked ‘most


12%

Ranked ‘least


2%

55

When Norwich is rated as most appealing, this is frequently attributed to the history/heritage, and there being lots to do

And if rated ‘least appealing’ this is most likely due to a general disinterest in cities as a leisure destination; or being too busy/crowded

Reasons for rankings: Norwich (Key themes, unprompted)

Base: 378 (those ranking ‘most’), 356 (those ranking ‘least) - OPEN Q: Why do you find this area most/least appealing?


Norwich: Historic city with a flourishing arts, music and cultural scene, superb independent as well as High Street shopping, lively restaurants, bars and nightlife

1%

2%

2%

3%

3%

3%

6%

13%

20%

No beach/seaside (preference)

Not easy to get to/travelling

Lack of appealing things to do

Too urban/built-up

Boring

Prefer countryside and/or peace&quiet

"Just another city..." (undifferentiated)

Too busy/crowded

Don't like cities (for a break)

1% 1% 1% 1% 1% 1% 1% 1% 1% 2% 2% 2%

2% 4%

4% 4% 5%

5% 11%

15%

Busy & lively Easy to get to

Previous positive experience Easy to get around

Family/friends connections Size (not too big)

Entertainment Architecture Coast access

Food, drink and dining Football (NCFC)

Interesting The 'mix'

Culture (inc Arts, Music) Cathedral

Beautiful/pretty/attractive Liking cities (in general)

Shops and shopping Things to do (lots and variety)

History and heritage

Ranked ‘most


9%

Ranked ‘least


10%

Ranked as

4th most appealing

56

West Norfolk is (most) appealing on account of its beach/coast and there being lots to do (alongside a mix of related or less-specific attributes)

The area is rated ‘least appealing’ by many on account of being perceived boring/not-interesting (often non-specific or presumed so if not having visited)

Reasons for rankings: Kings Lynn & West Norfolk (Key themes, unprompted)

Base: 287 (those ranking first), 120 (those ranking last) - OPEN Q: Why do you find this area most/least appealing?


King’s Lynn and West Norfolk: Glorious coastline of sandy beaches and wildlife reserves and rolling countryside rich in historic houses and buildings, with historic King’s Lynn at its heart)

3%

4%

4%

5%

7%

13%

Not different/distinctive enough

Run-down

Too busy

Poor previous experience

Too urban

Boring/not-interesting

1% 1% 1% 1% 1% 1% 1%

2% 2% 2% 2% 3%

3% 5% 5% 5% 5%

6% 6%

6% 8% 8%

10%

Weather (fair) Easy to get to Architecture

Friendly Peace & quiet

Queen and Royalty Shops

Nature Beautiful

Previous visit (liked) Wildlife

Family ties Scenery/lanscape

Sea & seaside Town (historic) "Nice" sounding

Countryside Heard of/familiar

Interesting History/heritage

Things to do (lots or variety) Coast Beach

Ranked ‘most


7%

Ranked ‘least


4%

Ranked as

5th most appealing

57

Thetford Forest is most likely rated ‘most appealing’ on account of liking the activities on offer, or the forest/trees and nature

Conversely some specifically do not like the notion of forests/trees; or find nothing of intrinsic appeal to them in that environment or related activities

Reasons for rankings: Thetford Forest (Key themes, unprompted)



Thetford Forest: The largest lowland pine forest in the UK boasts its own unique microclimate, with miles of trails which are great for walkers and cyclists and for picnics)

3%

4%

4%

8%

10%

12%

17%

Not family-friendly

Lack of things to do

Access considerations inadequate

Boring (sounding)

Don't like cycling/walking/activities

Not appealing/interesting (in general)

Forest/trees (not liking)

2%

3%

3%

3%

4%

4%

7%

10%

17%

18%

Interesting (sounds)

CentreParcs

Countryside

Wildlife

Scenery/landscape

Beauty

Peace & quiet

Nature

Forest/trees

Activities (walking/cycling)

Ranked ‘most


4%

Ranked ‘least


8%

Ranked as

6th= most appealing

58

When South Norfolk is rated ‘most appealing’ this is on a number of accounts including its countryside, beauty, villages/towns and peace&quiet

However there is some presumption that it would be dull/boring, or not enough to do (or not knowing enough about it to spark an interest)

Reasons for rankings: South Norfolk (Key themes, unprompted)



South Norfolk: Scenic and peaceful countryside, with winding lanes, thatched cottages, welcoming pubs and picturesque villages and market towns

5%

5%

6%

10%

12%

17%

Seaside preference

Hard to reach/access

Expensive

Not enough to do

Don't know enough about it

Dull/boring/uninteresting

2%

2%

2%

3%

3%

4%

4%

5%

5%

5%

6%

7%

10%

10%

Coast and Beaches

Walks and walking

Broads

History and heritage

Pubs

Nature & Wildlife

Easy to get to

Variety of thigs to do

Peace & Quiet

Scenery/landscape

Villages & Towns

Sounding "nice"

Beautiful, pretty, picturesque

Countryside

Ranked ‘most


4%

Ranked ‘least


3%

Ranked as

6th= most appealing

59

Where ranked most appealing, this is likely due to the wildlife or beauty of the Fens, or appreciating the food and/or landscape

However, the many who rank The Fens as least appealing tend to presume is to be boring; or not to find the landscape appealing

Reasons for rankings: The Fens (Key themes, unprompted)



The Fens: A fascinating landscape of reclaimed marshland and wetland, with endless fields of rich soil, drainage canals and rivers

1%

4%

7%

9%

14%

14%

Not interested in nature

Landscape (too flat)

Not enough to do

Not appealing (in general)

Landscape (marshlands/wetlands/water)

Boring (in general and/or landscape)

1%

1%

1%

1%

2%

2%

3%

5%

5%

6%

6%

8%

9%

10%

13%

Fishing

Not busy / few people

Walking

Different / unique

History

Interesting

Waterways

Countryside

Peace & Quiet

Nature

Sounds "appealing"

Scenery & Landscape

Food

Beauty

Wildlife

Ranked ‘most


2%

Ranked ‘least


17%

Ranked as

8th= most appealing

60

The Brecks is most likely rated most appealing on account of the scenery/landscape being appealing or perceived beautiful, along with appreciation of the peace and quiet, and wildlife/nature

However, those rating it least appealing do so for a ‘lack of familiarity’ or general lack of appeal

Reasons for rankings: The Brecks (Key themes, unprompted)



The Brecks: Unique landscape of classic historic heathland and rugged countryside, boasting UK’s best overall climate with low rainfall and hot summers

1%

1%

5%

9%

9%

11%

Access considerations (ability/disability)

Unappealing landscape

Not enough to do

Not appealing (general)

Boring

Lack of familiarity

2%

3%

3%

6%

6%

7%

8%

11%

History

Interesting

Weather

Countryside & outdoors

Wildlife / nature

Peace & Quiet

Beauty

Scenery / landscape

Ranked ‘most


2%

Ranked ‘least


6%

Ranked as

8th= most appealing

61

The scenery/landscape, things-to-do, towns/villages and countryside in some combination make the Waveney Valley ‘most appealing’ for some

However it is presumed boring, unappealing or too rural for those rating it the least appealing

Reasons for rankings: Waveney Valley (Key themes, unprompted)



Waveney Valley: Taking in picturesque market towns and villages, gently rolling countryside and the Southern Broads)

2%

6%

7%

10%

Not enough to do

Too rural/countryside/landscape

Not appealing/interesting (in general)

Boring (sounding)

1%

1%

1%

1%

1%

3%

4%

4%

4%

6%

6%

7%

7%

9%

Not busy / Few people

Culture

Pubs

Different/unique

Fun

The ''mix"

Beauty

Peace & Quiet

Activities (outdoors/walking)

Countryside

Towns/villages

Sounds "appealing"

Things to do (lots and variety)

Scenery / Landscape

Ranked ‘most


2%

Ranked ‘least


4%

Ranked as

8th= most appealing

62

Decision-making regards visiting Norfolk

63

Why never considered? (unprompted, key responses) Around a quarter of those who have never visited Norfolk for leisure say they have considered doing so (meaning that three quarters have not)

Base: 1,659 – all those who have never visited Norfolk for leisure Q: Have you ever considered visiting Norfolk for leisure? prompted, single code Q: Why have you never considered visiting Norfolk? OPEN (Base: 1,283) Q: Why have you considered visiting Norfolk, but then not chosen to do so? OPEN (Base: 376)

Consideration of visiting Norfolk for leisure (Those who have never visited for leisure)

Yes, 23%

No, 77%

Have you ever considered visiting Norfolk for leisure?

Why considered, but never visited? (unprompted, key responses)

No, N=1,283

Yes, N=376

1% 1% 1%

2% 3% 3%

4% 4%

6% 6% 6%

8% 18%

20% 21%

Don't drive Weather (cold)

Too flat Boring/not much to do

Don't go on holiday/travel Can't afford to/expensive

Prefer abroad Difficult to get to

Unappealing No reason

Prefer elsewhere Don't know

Lack of awareness (about Norfolk/attractions) Distance/too far

Not front-of-mind as holiday destination/never thought to

1% 1% 1% 1% 1% 1%

2% 3%

5% 5%

10% 16%

18% 23%

Not much to do No car

Chose abroad instead Don't know enough about area

Weather (bad) Difficult to get to

Health reasons Others in party didn't want to

No reason Don't know

Chose somewhere else (priority) Cost/fcan't afford to

Distance/far to travel No time/opportunity to yet

64

Leisure trip planning and considerations

65 Considerations when planning/booking leisure trips TOTAL SAMPLE

As might be expected, price is most influential when planning/ booking leisure trips – although good value for money slightly more so than low price

Most of the prompted considerations are influential to the majority

Base: 4,000 – all participants; prompted, single code Q: Please rate how influential the following considerations are for you in leisure trip planning/booking?

6% 7% 8% 7% 6% 5% 5% 5% 6% 6% 5% 5% 4% 5% 4% 5% 5% 5% 4% 5% 4% 4%

42% 10%

13% 16%

16% 7% 7% 6% 3%

12% 4% 5%

4% 3% 3% 2% 2% 3%

2% 2%

2% 1%

27% 32% 27%

28% 29%

24% 23%

21% 15%

20% 14% 14%

14% 12%

11% 9% 9% 12%

9% 6% 7%

4%

16% 38%

39% 33%

30% 42%

42% 46%

52% 37%

46% 44%

45% 47%

46% 49% 48% 43%

47% 47%

42% 37%

9% 13% 14%

16% 19%

21% 22% 23%

25% 26%

32% 33% 33% 34% 35% 35% 37% 38% 38%

40% 45%

53%

Near to London City/urban amenity

Peer recommendation Multi-generation appeal

Public transport facilities Regional food & drink

Entertainment opportunities Culture/heritage/arts opportunities

Unique & different Accessibility (personal mobility)

Wildlife & natural amenity Distance to travel (short)

Travel time (quick to get to) Countryside/rural amenity

Weather (fair) Variety of landscapes/places

Variety of things to do Seaside/coastal amenity

Easy to get to (convenient) Nature of accommodation

Price (low) Value for money (good)

Don't know Not at all influential Not very influential Quite influential Very influential

Considerations when planning/booking leisure trips

90%

87%

87%

85%

81%

85%

84%

81%

81%

78%

77%

78%

63%

77%

69%

64%

63%

49%

49%

53%

51%

25%

66 Considerations when planning/booking leisure trips BY VISITOR TYPE - MEAN RATINGS

3.5

3.3 3.3

3.2 3.3

3.2

3.3

3.2

3.3 3.1

3

3.2 2.8

3 2.9

2.8

2.8

2.5

2.6 2.5

2.6

1.9

3.5 3.4

3.3 3.3

3.1 3.3

3.2 3.2

3.1

3.2

3.2

3.1 2.8 3.1

2.9 2.9

2.8

2.6 2.5

2.6

2.6 1.9

1

2

3

4 Value for money (good)

Price (low)

Nature of accommodation





Weather (fair)


Travel time (quick to get to)

Distance to travel (short) Wildlife & natural amenity

Accessibility (personal mobility)

Unique & different



Regional food & drink


Multi-generation appeal

Peer recommendation

City/urban amenity

Near to London

Visitors Non-visitors

Ratings on a 4-point scale, where 1 = not at all influential and 4 = very influential

Whilst there are not substantial differences between the considerations of those who have, and have not visited Norfolk, there are some subtle differences

It might be noted that visitors are slightly more likely to consider seaside and rural/countryside amenities, multi-generation appeal, wildlife/natural amenity and landscape variety

Non-visitors may be more inclined to be considering price (low), easy to get to, variety of things to do, travel/distance, entertainment and peer recommendation

Base: 2,200 visitors; 1,800 non-visitors; prompted, single code Q: Please rate how influential the following considerations are for you in leisure trip planning/booking?

67 Considerations when planning/booking leisure trips BY WHO TYPICALLY HOLIDAY WITH - MEAN RATINGS

1

2

3

4 Value for money (good)

Price (low)

Nature of accommodation





Weather (fair)


Travel time (quick to get to)

Distance to travel (short) Wildlife & natural amenity

Accessibility (personal mobility)

Unique & different



Regional food & drink


Multi-generation appeal

Peer recommendation

City/urban amenity

Near to London

Alone With adults only With children

Ratings on a 4-point scale, where 1 = not at all influential and 4 = very influential

There are some subtle variations in planning considerations between those travelling alone, with adults and with children

Those travelling with children are more likely to consider accommodation, easy-to-get-to, seaside, variety of things to do, entertainment and multi-generation appeal

Conversely, those travelling alone are least likely to consider accommodation, seaside amenity, entertainment, multi-generation appeal, peer recommendation and uniqueness

Base: 346 holiday alone; 2121 holiday with adults only; 1283 holiday with children; prompted, single code Q: Please rate how influential the following considerations are for you in leisure trip planning/booking?

68 UK leisure trip planning behaviours

When planning a UK leisure trip, over half say the decision on where to holiday is heavily influenced by favourable weather (no significant difference by visitors vs non-visitors)

A similar number plan what they do on holiday in advance (56%); this is reflected in the reaction to the statement about whether they make the destination decision at the last minute (58% disagreeing)

Choice between holidaying in the UK or abroad is more likely to be influenced by safety abroad than the exchange rate Although visitors are more likely

to agree with the latter than non-visitors

Base: 4,000 – all participants; prompted, single code Q: When planning a leisure trip/holiday in the UK, as opposed to abroad, to what extent do you agree with the following?

4%

6%

6%

4%

4%

29%

28%

20%

5%

6%

29%

24%

21%

12%

9%

19%

20%

20%

23%

24%

13%

14%

20%

35%

32%

6%

8%

14%

21%

25%

I make the destination decision at the last minute

My choice between holidaying in the UK or abroad is heavily

influenced by the exchange rate

My choice between holidaying in the UK or abroad is heavily influenced by safety abroad

I plan what to do on a holiday/visit in advance

My decision on where to holiday/visit is heavily influenced

by favourable weather

Don't know Strongly disagree Mildly disagree Middling Mildly agree Strongly agree

UK leisure trip/holiday planning

57%

56%

34%

22%

19%

% mildly/ strongly agree

69 Who is involved in leisure trip planning decisions

8 out of 10 participants say that leisure trip planning/ booking is a joint decision; and most likely with partners/ spouses are involved

Hence, 2 in 10 are making the decision alone; and are significantly more likely to be … Male Older, aged 55+

Children have a say in some

households

Base: 4,000 – all participants; prompted, multi-code Q: Who tends to be involved in leisure trip planning/booking for your household?

21%

1%

9%

12%

13%

62%

No-one else but self

Other

Wider family

Friends

Children in household

Partner/spouse

Who is involved in leisure trip planning/booking decisions?

70 Impact of influences on leisure trip planning decisions

Overall, family and friends are key influencers when it comes to leisure trip planning or booking decisions; two thirds saying they are quite or very impactful (and more likely females)

Followed closely by Trip Advisor reviews; again, impactful to around two thirds

There is some indication that traditional media (e.g. newspapers) and Tourist Board advertising are more impactful amongst visitors (and males)

And online content/videos amongst non-visitors

Females are typically more likely influenced by social media than males

Base: 4,000 – all participants; prompted, single code Q: How impactful are the following influences on your leisure trip planning/booking decisions?

Influences upon leisure trip planning

% quite/very impactful

5%

5%

4%

4%

5%

4%

4%

4%

55%

48%

26%

41%

18%

23%

16%

10%

23%

29%

36%

28%

31%

28%

19%

19%

12%

13%

27%

19%

37%

34%

41%

45%

5%

5%

7%

8%

9%

10%

21%

23%

Instagrammers

Bloggers (online)

Traditional media (e.g. newspapers)

Social media networks

Tourist Board advertising

Online content/videos

Trip Advisor reviews

Family and friends

Don't know Not at all impactful Not very impactful Quite impactful Very impactful

68%

62%

44%

46%

27%

34%

18%

17%

71

Overcoming barriers

72

1%

1%

2%

2%

4%

6%

6%

1%

10%

18%

7%

8%

12%

13%

20%

31%

28%

1%

2%

3%

4%

5%

5%

6%

10%

5%

2%

11%

12%

11%

13%

9%

27%

34%

1%

2%

2%

3%

4%

6%

6%

6%

7%

9%

9%

10%

12%

13%

14%

29%

31%

Poor online reviews (e.g. Trip Advisor)

Heard bad things about it

Boring scenery/unattractive area

Other reason

Not enough to see and do

It's too expensive

Been too busy to travel anywhere

Already been and like to try new places

Just doesn't appeal to me

Not really aware of Norfolk before this survey

Poor transport links

Poor weather

Prefer other UK destinations

Prefer to go abroad

Just haven't got round to it

Too far/takes too long to get there

No particular reason

OVERALL (N=4000)

Visitors (N=2200)


What might be off-putting to visit Norfolk

Base: 4,000 - all participants; prompted, multi-code Q: Which, if any, of these reasons have ever put you off visiting Norfolk?

What might put off visiting Norfolk Prompted, around a third of the sample can think of ‘no particular reason’ that might put them off visiting Norfolk

The ‘friction of distance’ is a key deterrent to visiting Norfolk, with 46% of those living 4+ hours drive-time away saying it’s too far

A notable number simply haven’t got round to visiting; lack of awareness and/or appeal of Norfolk also key mentions for those who have never visited

1 in 10 visitors say they might be put off visiting again as they like to try new places

73

10%

5% 5%

4%

3% 3%

Better roads/access Better public transport

More affordable (in general)

Good/better weather

Affordable accommodation

More things to do

Making Norfolk more appealing to visit (Key themes)

The main suggestions as to what would make visiting Norfolk more appealing cluster as below:

Base: 4,000 - all participants; OPEN Q: What, if anything, might make visiting Norfolk more appealing for you?

74

Events (e.g. food/drink festivals) (2%)

What might encourage visit for longer than day trip (Key themes)

Advertising what is on offer in the county is a key theme emerging about how to encourage longer than day-trip visits; good value and good quality accommodation are also a notable mentions

Base: 630 - all day trip visitors to Norfolk; OPEN Q: What do you think might encourage people to visit Norfolk for longer than a day trip?

Better public transport (2%)

Good food (2%)

Good accommodation (quality) (4%)

Good weather (4%)

Better transport links/roads/access (5%)

Price (cheaper/value for money) (5%)

Cheaper/good value accommodation

(6%)

Lots to see/do (7%)

Advertise/more information about what is on offer (9%)

75

Comparative appeal

76

Kent

Scottish Highlands

Appeal of Norfolk compared to other UK destinations

11% 33% 37%

37% 25% 19%

Dorset

Base: 4,000 - all participants; prompted, single code per area Q: Compared to the following UK areas, how appealing to you find Norfolk as a holiday destination?

Suffolk

Yorkshire

Cornwall

Devon

Cotswolds

Peak District

Lake District

Lincolnshire

28% 39% 17%

7% 42% 25%

8% 34% 34%

25% 39% 21% 43% 30% 14%

28% 35% 18%

24% 38% 18%

39% 33% 14%

42% 32% 14%

Norfolk is less

appealing than...

Norfolk is equally

appealing as...

Norfolk is more

appealing than...

Note: ‘Don’t knows’ removed

77 Appeal of Norfolk compared to other UK destinations

Base: 4,000 - all participants; prompted, single code per area Q: Compared to the following UK areas, how appealing to you find Norfolk as a holiday destination?

13%

13%

17%

19%

12%

19%

16%

19%

27%

24%

19%

17%

12%

8%

7%

16%

8%

8%

17%

2%

2%

3%

26%

27%

20%

17%

26%

20%

17%

20%

5%

6%

8%

30%

33%

39%

38%

32%

35%

39%

25%

42%

34%

33%

9%

9%

12%

13%

8%

12%

14%

11%

17%

23%

24%

5%

5%

5%

5%

6%

6%

7%

8%

8%

11%

13%

Lake District

Devon

Dorset

Cotswolds

Cornwall

Peak District

Yorkshire

Scottish Highlands

Suffolk

Lincolnshire

Kent

Don't know … a lot less appealing than … …a little less appealing than … … equally appealing as … … a little more appealing than … … a lot more appealing than …

Norfolk is …

11% 37% 3.4

8% 34% 3.5

7% 25% 3.3

37% 19% 2.7

25% 21% 2.9

28% 18% 2.8

42% 14% 2.6

24% 18% 2.9

28% 17% 2.8

39% 14% 2.6

43% 14% 2.5

Mean rating

% more appealing

% less appealing

78 Where visited in the last 5-years for leisure (prompted)

Three quarters of the sample have visited at least one of the prompted areas for leisure in the last 5-years

Overall, participants have visited an average of two of the locations

Those who have ever visited Norfolk are more likely to have visited the prompted locations than non-visitors

Base: 4,000 - all participants; prompted, multi-code Q: Which of the following have you visited on a leisure trip or holiday destination in the last 5-years?

Cornwall 26%

Yorkshire 25% Lake District 26%

Dorset 17%

Scottish Highlands 15%

Peak District 15%

Cotswolds 14%

Kent 11%

Lincolnshire 10%

Suffolk 6%

Devon 26% None of these 25%

Mean no. of locations

OVERALL 1.9

Norfolk visitors 2.4

Non-visitors 1.4

79

Information sourcing and communication

80

11% 21%

2% 2% 3% 3% 3% 3% 3% 4% 5% 5% 5% 6% 6% 6% 8%

12% 39%

Other None of these

Travel agent (in-store) Business, or other non-leisure, trip

VISIT organisation (e.g. Visit England) Travel agent (website)

Holiday blogs Holiday apps for smartphones/tablets

Holiday & travel events/shows Newspaper reviews/articles

Social media Newspapers/magazines

Accommodation websites Review websites (e.g. Trip Advisor)

Holiday TV programmes/channels Destination brochures

Tourist Information General internet search

Word of mouth (e.g. friends, family)

How first found out about Norfolk as leisure destination

Visitors to Norfolk are, by far, most likely to have first found out about the county as a leisure destination through word of mouth (over a third)

And a quarter through the internet in some way (e.g. general search, websites, social media …) And significantly more likely

amongst younger participants 18-34 (46%)

A small number (3%) cite a VISIT

organisation as being the initial source of information about Norfolk

Base: 2,200 – all those who have ever visited Norfolk for leisure; prompted, multi-code

Q: How did you first find out, or hear, about Norfolk as a leisure destination?

How first found out about Norfolk as leisure destination

- Holidayed there as a child - Family/friends live there - Used to live there

Internet 25%

81 Trust in visitor information sources

Base: 4,000 - all participants; prompted, single code Q: To what extent do you trust the following visitor information sources to provide you with accurate, relevant and useful information?

20%

20%

15%

19%

20%

19%

14%

13%

13%

11%

11%

17%

10%

25%

21%

20%

12%

5%

5%

5%

5%

3%

4%

2%

2%

2%

29%

29%

30%

25%

22%

21%

22%

21%

13%

12%

8%

7%

8%

20%

25%

28%

35%

45%

47%

49%

51%

55%

47%

54%

48%

53%

6%

6%

7%

9%

9%

9%

10%

11%

17%

25%

25%

26%

27%

Instagrammers

Bloggers (online)

Social media (online)

YouTube content/videos

Transport advertising (e.g. bus)

Radio advertising

Newspaper & magazine advertising

TV advertising

Tourism business websites (e.g. hotels, venues)

Trip Advisor

Tourism organisation websites

VISIT organisation (e.g. Visit England, Visit Norfolk …

Tourist boards/organisations

Don't know Not at all trustworthy Not very trustworthy Quite trustworthy Very trustworthy

80% 3.2

74% 3.2

79% 3.1

72% 3.1

72% 3.0

62% 2.8

59% 2.7

56% 2.7

54% 2.7

44% 2.5

35% 2.3

31% 2.2

26% 2.1

% quite/very trustworthy

Mean rating (1 to 4)

Extent to which trust visitor information sources

82

10%

7%

3%

4%

3%

3%

3%

6%

4%

9%

3%

8%

8%

12%

35%

16%

29%

24%

33%

10%

8%

4%

4%

5%

4%

5%

5%

7%

6%

3%

12%

10%

21%

9%

21%

27%

36%

38%

8%

8%

4%

4%

4%

5%

6%

6%

7%

8%

10%

12%

13%

20%

22%

25%

33%

36%

40%

Don't know

None of these

Newspapers/magazines

Holiday apps for smartphones/tablets

Holiday and travel events/shows

Newspaper reviews/articles

Holiday TV programmes/channels

Travel agent (in-store)

Social media

Travel agent (website)

Holiday blogs

Destination brochures

Personal recall of previous experiences

VISIT organisation (e.g. Visit England)

Accommodation websites

Word of mouth (e.g. friends, family)

Review websites (e.g. Trip Advisor)

Tourist Information (website)

General internet search

Norfolk (in general)

What to do in Norfolk

Accommodation in Norfolk

Holiday information sourcing

As might be expected, the internet is the most likely ‘go-to’ information source if planning a holiday in, or day-trip to, Norfolk

Word of mouth is a notable mention

VISIT organisations are most likely to be used for information about Norfolk in general and what to do in Norfolk, and less likely for accommodation information

Base: 4,000 – all participants; prompted, multi-code Q: If you were planning a holiday or day trip to Norfolk, which of these sources would you be likely to turn to for information about … a) … Norfolk (in general)? b) … what to do in Norfolk? c) … accommodation in Norfolk?

Information sources when planning holiday in/day trip to Norfolk

Internet In general 74% What to do 72% Accommodation 75%

83 Holiday information sourcing: tourist information sites

From a prompted list of websites, Trip Advisor is most likely (to be) used for information about holidays in Norfolk (and by around half the sample)

With Visit Norfolk likely to be used by around a third And significantly more

so by ABs (42%) and older participants 55+ (45%)

Base: 4,000 - all participants; prompted, multi-code Q: Which tourist information websites have you used/might you use when looking for information about Norfolk as a leisure destination?

Websites used/might use for information about Norfolk holidays

Used/might use: 35%

Used/might use: 53%

Used/might use: 26%

Used/might use: 11%

Participant age group

% used/might use Visit Norfolk website

18-34 (N=1055) 25%

35-54 (N=1457) 34%

55+ (N=1488) 45%

84

Future visits and recommendations

85 Likelihood of visiting Norfolk in the future

Around half of the total sample say they are quite or very likely to visit Norfolk in future The more recent a participant last visited Norfolk, the more likely they are to visit in future; so, the

majority of those who visited in the past 2 years (very recent visitors) are likely to do so again (83%) Around a third of those who have never visited Norfolk say they are likely to do so

Base: 4,000 - all participants; prompted, single code Q: How likely are you to consider visiting Norfolk in the future?

OVERALL (N=4,000)

3.4

48%

Visited in last 2-years

(N=817)

4.2

83%


(N=414)

3.8

68%


(N=217)

3.6

56%

Visited 10+ years ago

(N=751)

3.2

38%

Audience>

Overall evaluation>

Mean 2019>

% saying ‘quite’ or ‘very’ likely>

3.6 4.2 Mean 2014 > 3.7 3.4 3.1

NON-VISITORS (N=1,800)

3.0

32%

2.9

ALL VISITORS (N=2,200)

62%

3.7 3.8

86

54% 48% 44%

18-34 (N=1080)

35-54 (N=1480)

55+ (N=1440)

53% 48% 56%

39%

AB (N=880)

C1 (N=1240)

C2 (N=840)

DE (N=1040)

% quite/very likely to visit Norfolk in future By key demographics

Age

Gender

33%

35%

41%

42%

45%

45%

48%

49%

55%

65%

68%

South West (N=360)

Scotland (N=280)

North East (N=200)

Wales (N=200)



North West (N=480)





Home location Social grade

49% 47%

Male (N=1960)

Female (N=2040)

42% 49%

58%

Holiday on own (N=346)

Holiday with adults only (N=2121)

Holiday with children (N=1283)

Who typically holiday with

Base: 4,000 - all participants; prompted, single code Q: How likely are you to consider visiting Norfolk in the future?

87 % quite/very likely to visit Norfolk in future By areas of Norfolk visited for leisure

Those visiting the lesser known/visited areas are the most likely to visit Norfolk in the future Conversely, those visiting the ‘honeypot’ destinations are less likely to visit again – although two thirds

or more are likely to visit again

65%

66%

70%

75%

78%

78%

79%

83%

83%

87%

Great Yarmouth (N=1281)

The Broads (N=912)

Norwich (N=1052)

King's Lynn & West Norfolk (N=613)

North Norfolk (N=466)

The Fens (N=252)

Thetford Forest (N=347)

The Brecks (N=104)

South Norfolk (N=240)

Waveney Valley (N=123)

Base: 2,200 - all those who have ever visited Norfolk for leisure; prompted, single code Q: How likely are you to consider visiting Norfolk in the future?

88 Why unlikely to visit Norfolk in future? (Key responses)

Base: 706 - all those unlikely to visit Norfolk in future; OPEN Q: Why are you not likely to visit Norfolk in the foreseeable future?

Already been there and prefer other parts of the UK Reasons why unlikely to visit Norfolk in future

(key responses, unprompted)

1%

1%

1%

2%

2%

2%

3%

3%

4%

4%

7%

10%

14%

15%

29%

Not front-of-mind

Poor public transport links

Bad weather

No access to transport

Boring/nothing to do there

Don't know enough about Norfolk

Difficult to get to

Already been

No reason/need to go

No money/can't afford to

Prefer to go abroad

Don't travel/go on holiday

No interest in going

Prefer other places

Too far away

It's no where near where I live so isn't easy to get to

Because I just don't fancy it as much as other places

Because I was forced to go there so often as a kid and

travel ages with nothing to do so I’m just not interested in it

as a place

Because it would be more convenient to go abroad and

there is nothing in Norfolk that sounds unique or worth the travel time and cost to go

Family grown up, prefer exciting busy cities

I don't know of anything there that I couldn't go to elsewhere closer to home. Unless there was something significant happening near the area

such as a concert or other event, I don't have any reason to go

I don't tend to holiday in the UK and don't know of anything very worthwhile visiting whilst

there

Last time we went it poured with rain, the accommodation

and food was poor and expensive and there was

nothing to do

More appealing destinations closer to home with less

travelling time and better transport links

Nothing drawing me to it

89 Net Promoter Score (NPS)

The overall Net Promoter Score (likelihood of recommending) amongst visitors is positive, albeit marginally so; the score is more positive amongst very recent visitors (within past 2 years)

Base: 1,448 - those who have visited Norfolk within last 10 years; prompted, single code Q: How likely is it that you would recommend a visit to Norfolk to a friend on a scale of 0 – 10, where 0 = not at all likely and 10 = extremely likely?

Would you recommend a visit to Norfolk to a friend?

Net Promoter Score: VISITED IN LAST 2-Yrs Minimum possible = -100 / Maximum possible - 100

+15 Detractors (28%) Promoters (31%) Passives (41%)

Net Promoter Score®, or NPS®, measures customer experience and predicts business growth. This proven metric transformed the business world and now provides the core measurement for customer experience management programs the world round. The NPS Calculation Calculated based on the rating to a ‘standard’ question, using a 0-10 scale: How likely is it that you would recommend [brand] to a friend or colleague?

Participants are grouped as follows: • Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fuelling growth. • Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. • Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. Subtracting the percentage of Detractors from the percentage of Promoters yields the Net Promoter Score, which can range from a low of -100 (if every customer is a Detractor) to a high of +100 (if every customer is a Promoter).

Net Promoter Score: EVER VISITED Minimum possible = -100 / Maximum possible - 100

+3

Ever

vis

ited

90 Encouragement to visit Norfolk (Key responses)

Base: 1,448 - those who have visited Norfolk within last 10 years; OPEN Q: If you were encouraging a friend to visit Norfolk, what aspects of Norfolk would you tell them about?

Encouragement to visit Norfolk (key responses, unprompted)

1%

1%

2%

2%

2%

3%

3%

4%

4%

4%

4%

5%

6%

7%

8%

10%

13%

32%

North Norfolk

Good weather

Shopping

Different/diverse/unique

Cromer

Good walks

Landscape

Peaceful/quiet/relaxing

History/historical

Great Yarmouth

Good food/restaurants

Friendly (people/locals)

Wildlife/nature/birds

Norwich

Scenery/views

Countryside/rurality

The Broads

Beaches/coast/sea

Beautiful beaches, lots of fields and open land, fresh

air, relaxing

Coastline walks, good food, the landscape variety

The variety of destinations and the unspoilt areas

The city centre in Norwich is a really great place to shop, eat,

visit cultural places like the castle and the people are so

friendly

The Broads and visit to Norwich, take a boat on the Broads, visit Norwich for shopping, visit some of the coastal towns and villages

The beautiful coastline and the usual glorious weather

Boating on the Broads and some of the lovely beaches

There is something for everybody, it is a beautiful place, there is nothing to

dislike, I would love to return

The tranquillity and countryside. Possibly throw in a decent night

out in Great Yarmouth, and a day at the races

The beaches, the great food and seafood. The countryside,

walks. Great for kids

The big sky landscapes; the friendly locals; peace and

tranquillity

All the interesting and historic places to visit, choice

of places to visit

91

Summary

92 SWOT in brief

STRENGTHS 1. Rich endowment with coastal, countryside and waterway amenity 2. Rich endowment with history, heritage and ‘high’ cultural amenity 3. Rich endowment with aesthetic amenity (beautiful, pretty and quaint) 4. Rich endowment with tranquil amenity (rural, peaceful and quiet) 5. Many and varied things to do in Norfolk 6. Unique and different proposition(s) for visitors to Norfolk 7. Previous visitors are generally positive and inclined to recommend

8. Norwich, Gt Yarmouth and The Broads are relatively well known

WEAKNESSES 9. Norfolk has to be visited to be appreciated 10. Norfolk is widely perceived as not being easy to get to 11. Many don’t know where Norfolk is 12. There is a very low awareness of component parts (Brecks, Waveney,

South Norfolk, Thetford Forest) 13. Being ‘flat’ is widely and ambivalently pervasive 14. Visiting is strongly skewed to summer season (and shoulders of)

OPPORTUNITIES 24. Leveraging respective ‘strength’ amenities 25. Leveraging outdoor assets (nature, landscape, activities) 26. Leveraging variety, difference and uniqueness 27. Dial-up ‘popular culture’ and ‘technophile’ propositions 28. Raising awareness of lesser known areas (e.g. Waveney) 29. Harnessing word-of-mouth and online marketing channels 30. Aligning proposition to eco-conscious and staycation tourism 31. Cross-sell to business/non-leisure visitors 32. Extending beyond summer season shoulders 33. Work around the ‘friction of distance’ 34. Attracting visitors from ‘hinterland counties’ and to pop-over-the-border

THREATS 15. Domination of Norwich, Gt Yarmouth and The Broads 16. Greater appeal of Devon, Cornwall, Lake District and Scotland 17. Gap between perception (assuming) and reality (experiencing) 18. Perceived lack of differentiation for Norfolk’s attributes/amenities 19. Perceived lack of things to do and/or being “boring” 20. Persistent view that Norfolk is not easy to get to 21. Risks of negative word-of-mouth and low online profile 22. ‘Habitual’ visiting patterns 23. Lack of ‘consideration’ of Norfolk (as a precursor to visiting)

93

Awareness of Norfolk 1. Only half of all participants (48%) are able to correctly identify Norfolk when presented with a county map of the UK; correct identification is

relatively low even amongst those who have ever visited Norfolk for leisure (61%); with only 32% of those who have never visited for leisure accurately identifying the county

2. Unprompted recall of areas/locations in Norfolk most likely focuses on cities/towns, such as Norwich (28%), Great Yarmouth (14%), Cromer (9%), King’s Lynn (7%), Hunstanton (4%); The Broads also a key mention (22%); 2 in 5 unable to cite any specific areas/locations

3. Prompted, the large majority are aware of at least one of a list of distinct areas of Norfolk (90%) and most likely Great Yarmouth (74%), Norwich (69%) and The Broads (60%); by far lowest prompted recall of The Brecks and Waveney Valley (8% and 7% respectively)

4. As might be expected, perceived convenience of travel to Norfolk correlates with which region a participant resides - those in Scotland, Wales and South West finding travel least convenient

Previous visiting behaviour to Norfolk 5. 55% of participants have ever visited Norfolk for leisure; with 20% having visited very recently (within the past 2 years)

a. Those who have done so more likely to reside in the East/East Midlands; males; ABs 6. 29% of visitors have been to Norfolk on a day-trip and 40% for a weekend break; with one-week holidays also popular (32%); only 1 in 10 have

visited for two weeks or longer 7. Prompted, visitors are most likely to have visited Great Yarmouth (58%), Norwich (48%) (urban ‘hotspots’) for leisure; The Broads (41%) also

popular; least likely visited are Waveney Valley (6%) and The Brecks (5%) (lowest awareness for these areas) 8. 1 in 10 leisure visitors to Norfolk have visited more than 10 times; with 3 in 10 having visited only once for leisure; there is a correlation with

where participants reside in the country (closer = higher number of visits); and income (lower income = more likely only visited once) 9. 34% of those who have visited Norfolk for leisure have also visited for purposes other than leisure (e.g. business or other obligation); whereas only

1 in 10 non-visitors for leisure have visited for other purposes 10. 1 in 10 of those who have visited Norfolk for leisure more than once visit the county several times a year; conversely, a third (36%) visit less

frequently than once every 5 years 11. Two thirds of those who have visited more than once typically return to the same areas (always/usually); hence, a third usually/always try new

areas (1 in 10 always do so) 12. Prompted, attractions are most likely visited in Norfolk are generic beaches/coast and countryside (natural environment); with more specific

shopping, outdoors attractions and museums/historic sites/buildings also popular 13. Outdoor pursuits are most popular in terms of activities undertaken in Norfolk (walking; bird/wildlife watching); water-based activities also well-

liked (boating/sailing; swimming)

Summary (1)

94

Likely future visiting behaviour (All participants) 14. Participants are significantly most likely to travel to Norfolk by car (76% overall) - past visitors significantly more likely to travel this way than non-

visitors; the train is a notable mention (24% overall), with non-visitors significantly more likely to think they will use this mode of transport than past visitors; a notable proportion of non-visitors (11%) do not know how they would travel to Norfolk

15. Participants are most likely to travel to Norfolk with others; and most likely with their partner/spouse; 10% would travel alone; and 29% with children

16. 72% of all participants would stay in a single base in Norfolk (if staying for several nights for leisure) and 11% would stay in more than one base (multiple base staying closely linked to income; higher income = more likely more than one base)

17. Around half the sample (49%) are likely to stay in Norfolk for a weekend break (short/long); with week-long holidays also popular (23%) 18. Visiting Norfolk is most likely to be May-September, with peak season June-August 19. B&Bs/guesthouses are most popular accommodation type (37% overall), and chain and independent hotels too (32% and 31% respectively); B&Bs

and chain hotels more popular amongst non-visitors; inns/pubs, boats, staying with relatives/friends or in holiday homes more popular amongst past visitors

20. The majority (76%) are likely to book accommodation at least a month before their stay 21. Online sources (general internet search, accommodation provider websites, Tourist Information websites, review websites e.g. Trip Advisor), are

likely to be used by the majority (91% using at least one online source) when looking for information about accommodation in Norfolk; VISIT organisations likely used by 16%

22. 90% would book their accommodation online; and most likely via laptop or desktop PC; with 23% saying they would use the phone (use of online for booking has increased significantly since 2014 research – from 49%; with phone use having fallen from 40%)

23. Anticipated spend on accommodation per adult per night is £99.67 on average; mode £50-£74 (56% likely £25-£99) 24. Anticipated spending money allowance per adult per day is £63.21 on average; mode £25-£49 (51% likely £25-£74)

Perceptions of, and motivations to visit, Norfolk

25. Highest agreement with the statement that ‘Norfolk offers unique experiences’; and lowest with ‘Norwich is easy to get to’. Many non-visitors unable to give a view for most statements

26. Norfolk is most likely to be described as ‘Flat’ (neither evidently positive nor negative) and ‘Rural’ by both visitors and non-visitors 27. Norfolk performs at least reasonably well against all prompted attributes amongst visitors, and for many amongst non-visitors; and most highly for

seaside/coastal, countryside/rural and wildlife & natural amenities, as well as variety of landscapes/places; and least highly for accessibility - particularly travel time and ease of getting to Norfolk amongst non-visitors

28. Norfolk is most likely associated with being ‘Beautiful’, ‘Traditional’, ‘Welcoming’ and ‘Interesting’, but also ‘Hard to get to’, ‘Basic’ and ‘Unfashionable’

Summary (2)

95

Leisure trip planning and considerations 35. 57% say the decision on where to holiday/visit is heavily influenced by the weather (no difference by visitor type) 36. Over half (56%) plan what they do on holiday in advance; reflecting the 58% who do not make the destination decision until the last minute 37. Choice between holidaying in the UK and abroad is more likely influenced by safety abroad, rather than exchange rate; although visitors more

likely influenced by the latter than non-visitors 38. 8 out of 10 say the leisure trip planning is a joint one, typically involving partners/spouses; hence 2 in 10 are sole decision-makers 39. Prompted, family and friends are most likely influencers on leisure trip planning decisions (68% quite/very influential), closely followed by Trip

Advisor reviews (62% quite/very influential); visitors are more likely influenced by traditional media than non-visitors (e.g. newspapers, Tourist Board advertising); females are more likely influenced by social media than males

Summary (3)

Perceptions of, and motivations to visit, Norfolk continued … 29. 73% of past visitors rate Norfolk as quite or very appealing (no notable change since 2014); and 32% of non-visitors (improvement since 2014)

a. Those in the East/E. Midlands (closer proximity), males, ABs, older aged 55+, and typically holidaying with children more likely to find Norfolk appealing

30. Prompted, Norfolk’s physical landscape (beaches/coast, countryside/rurality) is most appealing as a leisure destination for visitors and non-visitors

31. Unprompted, the beach/coast, beautiful countryside/landscape and the Broads are ‘the best things’ about Norfolk 32. The ‘worst things’ being the distance to travel (long); and inclement weather 33. The Broads is most likely ranked as most appealing of prompted areas in Norfolk; followed by Great Yarmouth and North Norfolk; of least appeal

are The Fens and Great Yarmouth in equal measure 34. 23% of those who have never visited Norfolk have considered doing so, meaning that around three quarters haven’t; barriers to visiting are lack of

awareness/knowledge of Norfolk as a holiday destination and being too far to travel amongst those who have never considered; and lack of time, too far to travel and cost prohibitions amongst those who have considered, but never visited

Overcoming barriers 40. Prompted, a third of all participants can’t think of any particular reason that might put someone off visiting Norfolk; taking too long to get there

(29%) is a key deterrent; not having got round to it and lack of awareness of Norfolk are key deterrents amongst non-visitors 41. Better roads and access would make Norfolk more appealing to visit; and visiting longer than a day trip would most likely be encouraged by more

effective advertising of what’s on offer in Norfolk (unprompted)

96 Summary (4)

Comparative appeal 42. When comparing Norfolk with other prompted UK destinations, it is most likely considered more appealing than Kent and Lincolnshire; and less

appealing than the Lake District, Devon, Scottish Highlands and Cornwall 43. Prompted, most visited UK destinations are Devon (26%), Cornwall (26%), Lake District (26%) and Yorkshire (25%); and least is Suffolk (6%); on

average, participants have visited 2 of the 11 destinations

Information sourcing and communication 44. Word-of-mouth (friends/family) is the key means of having first found out about Norfolk as a leisure destination (39% of visitors); the internet is

also a notable mention (25%); with 3% citing a VISIT organisation 45. There is a high level of trust in VISIT organisations as an information source (comparable with Tourist boards/organisations) 46. If planning a holiday/day trip to Norfolk, the internet is the most likely ‘go-to’ information source; word-of-mouth also notable; VISIT organisation

more likely to be used for general information about Norfolk (20%) and what to do in Norfolk (21%), and less likely for accommodation (12%) 47. Prompted, Trip Advisor would be most likely used tourist information website if planning a visit to Norfolk (53%); followed by Visit Norfolk (35%);

Visit England (26%); Visit Britain (11%); Visit Norfolk more likely to be used by ABs and older participants (55+)

Future visits and recommendation 48. Overall, 48% of participants are quite/very likely to visit Norfolk in future; by visitor type; 62% of visitors and 32% of non-visitors; and some

indication that those in close proximity (East/E. Midlands); younger (18-34) and those with children more likely to do so 49. There is some indication that those who have visited lesser known areas of Norfolk (Waveney Valley; South Norfolk; The Brecks) are more likely to

be enticed back to Norfolk 50. The overall NPS is positive (+3), and higher than in 2014 (negative score); amongst very recent visitors (within past 2 years), the score rises to +15 51. Norfolk’s beaches/coastline are the biggest motivator to visit Norfolk (32%); followed by The Broads (13%) and countryside/rurality (10%)

97

Considerations

98 Considerations (1)

Notwithstanding the context of organisational priorities and additional/alternative management information sources, Visit Norfolk may wish to consider the following themes in light of these findings: 1. Consider some fundamental questions:

a. Who to target 1. To seek ‘more of the same’ by attracting a higher frequency of short visits from current/potential

visitors in hinterland 2. To target ‘some of the new’ by attracting a lower frequency of longer visits from the farther parts of

UK b. What proposition to present

1. To make a virtue of the present realities, both strong and weak (e.g. low awareness = uncrowded; flat = spectacular views)

2. To craft a new reality (e.g. boost entertainment, challenge ‘boring’)

2. Challenging and addressing ‘barrier’ perceptions and clichés of flat/boring/little-to-do/hard-to-reach (“explode the myths about Norfolk” and making a virtue of “flat”!

3. Raising awareness of the lesser known components of Norfolk (e.g. Brecks, Waveney), as discrete sub-brands

4. What is the inter-relationship between the sub-brands and the Norfolk master-brand (are they more compelling than the master brand: Broads vs Norfolk / Norwich vs Norfolk)

5. Convey the variety, diversity and uniqueness of ‘the parts that make the whole’ of Norfolk

99 Considerations (2)

6. Encourage taster, trial and discovery (it’s worth the effort and it keeps on giving)

7. Encouraging multi-base holidays (relatively low current take-up)

8. Convert day-trippers to stay-trippers (“there’s far too much to do in a day”)

9. Choose peer group reference frame within which Norfolk has stand-out appeal (e.g. Kent, Suffolk , Lincolnshire)

10. Target ‘low-hanging fruit’ in the Norfolk outer-hinterlands of Yorkshire, Midlands and South East

11. Develop season-extending proposition(s)

12. Develop ‘popular culture’, ‘entertainment’ and ‘technophile’ proposition(s) to plug the gaps

13. Encouraging positive word-of-mouth from visitors (Sharing the secret about the hidden gems of Norfolk)

14. Cross-sell non-leisure visitors to become leisure visitors

15. Cross-sell between regions of Norfolk but, respect that each has unique appeal to discrete audience profiles

16. Cross-sell with neighbouring counties to encourage ‘pop-over-the-border’ discovery visits

17. Capitalise on the emerging eco-conscious and staycation trends that play to Norfolk’s strength

100

Understanding visitor profiles, perceptions and motivations with regards to visiting Norfolk Research findings for Visit Norfolk 9th September 2019 (v2)

Prepared by Will Herschel-Shorland & Hannah Edwards Insight Track Ltd. T: 01603 626800

E: [email protected]

Documents

Understanding visitor profiles, perceptions and ... · 33.5k Twitter followers and 13k Facebook followers In recent years the There’s Nowhere Like Norfolk strapline has been used