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Visitor Attractions Report Wave 1 – Post Christmas and New Year period 2012
Tourism Business Monitor
Background, objectives and research method
Tourism Business Monitor designed to measure, monitor and understand tourism business performance and confidence and the factors which influence them.
Amalgamation of two previous surveys discontinued at end of 2011:
• England Attractions Monitor
• Accommodation Business Confidence Monitor
Telephone survey conducted five times per year immediately following key tourism periods among:
• c. 500 accommodation establishments (c. 250 serviced / c. 250 non-serviced), including mix by region, establishment size and hotels / guest houses / B&B / self-catering / caravan and campsites.
• c. 300 visitor attractions including mix by region, attraction type, size (measured by annual visitor admissions) and free / paid admission.
Questions on ‘hot topics’ included on a periodic basis.
Fieldwork dates:
Jan 2013: 7-13 Jan 2013, reviewing Christmas and New Year period 2012
Nov 2012: 5-12 Nov 2012, reviewing mid-September until the end of the October
Sept 2012: 10-17 Sept 2012, reviewing the school summer holidays
July 2012: 16-24 July 2012, reviewing the period after the Jubilee bank holiday weekend until mid July
June 2012: 11-15 June 2012, reviewing May/ early June period, including Jubilee Bank Holiday weekend
Easter 2012: 16-23 April 2012, reviewing January to April period
2
Attractions sample targets (total 300)
Region
North (North East, North West, Yorkshire)
47
Midlands (East Midlands, East, Heart of England)
94
South (South East, South West)
106
London 18
Size (visitors p.a)
Over 100k 57
50-100k 35
20-50k 57
Under 20k 152
Type
Historic 54
Museum/gallery 78
Other indoor 57
Other outdoor 111
Admission charge
Free 129
Paid 171
3
This is the target sample for each wave, reflecting the profile of attractions in England. There are minor
variations wave on wave, which are corrected by weighting the profile if needed.
Key Findings: Business Performance
4
The tide seems to have turned, with the majority of attractions now doing the same or better than
last year. The local market remains important, but there has been a resurgence in overseas and
domestic visitors from elsewhere in the UK. This gives strength to the argument that the Olympics
displaced visits to and around the UK.
Business has continued to improve, with an increase in the proportion of paid attractions and
VAQAS members improving on last year’s performance during the Winter holidays. However,
satisfaction with business performance has not followed suit – perhaps contaminated by
disappointments over rest of the year.
When we look at the shift in the estimated number of visitors across the market for the Christmas
and New Year period, the picture is less positive, with total admissions slightly down on last year (-
2%). While more businesses are doing well, the situation appears to be worsening for some, with
9% of attractions reporting over 20% less visitors than during the same period last year.
When we look at this in more detail, it appears that larger attractions have seen an increase in
business over the festive season, perhaps at the expense of smaller venues who reported a loss in
visitor numbers.
Key Findings: Business Confidence
5
Back in November, we saw some trepidation about the forthcoming year, with only 65% of
attractions feeling confident in their outlook. Sadly the new year has not brought a new wave of
optimism and confidence for 2013 has fallen to only 44%.
There is more bullishness in the short term, with confidence for the period up until the end of Easter
2013 standing at 87% for attractions. However, confidence is more tentative than it was in the run up
to Christmas.
As such, we are seeing a proactive approach to 2013 with significant plans for increased investment,
in:
• Facilities and fittings (41%)
• Special events and exhibitions (36%) – especially popular amongst seaside resorts
• Marketing investment (32%)
• Staff training (24%) – higher amongst VAQAS members
• Deals and discounts (19%) – higher amongst attractions based in towns/ cities who charge
admission
Attractions seem to be embracing the digital revolution: Nearly all (92%) maintain a website and
social media is being leveraged, with two thirds on Facebook and over half on Twitter.
However, only 35% offer the option for advance booking online. Given that this would help to
mitigate against the effect of any negative changes in the weather, this seem like a wise investment
for the future, in particular for outdoor attractions.
Business Dashboards
6
Business Performance Dashboard: Attractions
41
45
41
45
46
21
24
22
23
21
38
31
37
32
32
Under 20k
Over 20k
Indoors
Outdoors
Mixed
Visitor numbers versus same period
(Christmas and NY) 2011 (%)
Up Same Down
33 36
11 9
22 11
5
2
29 41
Jan 2013 Full year 2012
Visitor numbers (%)
7 Q7/8, Q3/4 & Q6
VISITOR NUMBERS
Down
Slightly down
Same
Slightly up
Up
Versus same period
previous year…
25 32
62 57
11 9 2 2
Jan 2013 Full year 2012
Satisfaction (%)
Satisfied with business
performance…
35
29
37
28
27
53
60
51
63
60
Under 20k
Over 20k
Indoors
Outdoors
Mixed
Satisfaction with Christmas & NY 2012
Performance (%)
88
89
88
91
87
Not at all
Not very
Quite
Very
SATISFACTION
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2013: Christmas and New Year period 2012
29 24 16 27 34 26
58 60 65
58 51 61
84 84 81 85 86 87
Easter 2012 June 2012 July 2012 Sept 2012 Nov 2012 Jan 2013
% fairly
confident
% very
confident
Business Confidence Dashboard: Attractions
8 Q13
Period asked
about:
Until after Jubilee
Until start of summer hols
Until end of summer hols
Until end of October
Until the end of the year
Until the end of Easter
Indoor Outdoor Mixed Less
than 20k Over 20k
24 28 24 27 29
58 64
62 64 54
82 93
85 91
83
% fairly
Confident
% very
Confident
Jan 2013
Visitor Profile
9
Changing Visitor Profile (year-to-date vs. previous year): Attractions
26 62 12 Jan 2013
21
28 25
23
25 28
22
24 22
30
23 21
Easter
2012
June
2012
July
2012
Sept
2012
Nov
2012
Jan
2013
Up Down
28 30
20 25
31
39
20 25
38
31
22 22
Easter
2012
June
2012
July
2012
Sept
2012
Nov
2012
Jan
2013
Up Down
27 30
17
23 26 26
11 20
29
18 14 12
Easter
2012
June
2012
July
2012
Sept
2012
Nov
2012
Jan
2013
Up Down
10
39 39 22 Jan 2013
28 51 21 Jan 2013
%
+14
+17
+7
Q12
Overseas
visitors
Visitors from
immediate
locality
Other
domestic
visitors
NET: Up - Down
Up Same Down
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2013: Christmas and New Year period 2012
Changing Visitor Profile (year-to-date vs. previous year): Attraction type
The tide seems to have turned, with more attractions reporting an increase than a decrease in visitor numbers pretty
much across the board. There has been a resurgence in overseas and domestic visitors from elsewhere in the UK.
26
26
27
23
30
62
62
56
70
60
12
11
17
7
10
Under 20k
Over 20k
Indoors
Outdoors
Mixed
Up Same Down
38
40
43
37
33
42
37
41
33
48
21
23
15
30
19
Under 20k
Over 20k
Indoors
Outdoors
Mixed
11
NET: Up - Down
+14
+15
+10
+16
+20
+17
+17
+28
+7
+14
0
+13
-5
+10
+25 Overseas
visitors
Visitors from
immediate
locality
Other
domestic
visitors
Q12
27
29
21
31
38
47
55
53
49
50
27
16
26
21
13
Under 20k
Over 20k
Indoors
Outdoors
Mixed
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2013: Christmas and New Year period 2012
Overseas
visitors
Visitors from
immediate
locality
Other
domestic
visitors
Changing Visitor Profile (year-to-date vs. previous year): Charging
Paid attractions fared well over the Winter holiday period, especially amongst overseas visitors.
26
26
63
62
11
12
Paid
Free
Up Same Down
33
44
40
39
27
18
Paid
Free
36
21
43
57
21
21
Paid
Free
12 Q12
NET: Up - Down
+15
+14
+6
+26
+15
0
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2013: Christmas and New Year period 2012
Past Performance
13
Visitor numbers: Year-on-year changes by attraction type
38 26
7 16
14 21 4
3
38 34
Full year 2012 Jan 2013
Comparing the Winter period with the rest of the year we see fewer sites reporting a drop in visitor numbers, across all
categories.
14
Less
than 20k
Indoor Outdoor Mixed
35 38
10 7 9
24 1
6 44
25
Full year 2012 Jan 2013
34 33
13 7
13 22 4
6
38 31
Full year 2012 Jan 2013
37 28
2 17 10
23 2
2 49
30
Full year 2012 Jan 2013
39 39
14 7
11 21
7
36 25
Full year 2012 Jan 2013
Q7/8 & Q3/4
Over 20k
Down
Slightly down
Same
Slightly up
Up
30
24
17 26
38
25
27
23
15
28
27 24
Easter
2012
June
2012
July
2012
Sept
2012
Nov
2012
Jan
2013
% Very satisfied
Changing business performance: By admission charge and VAQAS
Business performance has continued to increase amongst paid attractions and VAQAS members did well over the Winter
holidays. However, all groups remain sombre about their performance.
31 31
11
31 36
24 26
20
17 26
31 25
Easter
2012
June
2012
July
2012
Sept
2012
Nov
2012
Jan
2013
% Very satisfied
15 Q3/4, Q6
47
40 38 38 42
54
35 39
25
35 40 39
Easter
2012
June
2012
July
2012
Sept
2012
Nov
2012
Jan
2013
% Visitors up on last year
Members
Non-
members
42 47
28
40 44 44
38 35
29
34 38
42
Easter
2012
June
2012
July
2012
Sept
2012
Nov
2012
Jan
2013
% Visitors up on last year
Free
Paid
ADMISSION
VAQAS
16 13
17 21
9 6
1 3 1
2 1
-11 -11
-17
-6
-12
-9
-4
-4
-2
-5 -1
Jan 2013
Visitor Numbers: Year-on-year changes (%)
Full year
2012
% Increase …
Over 50%
31-50%
21-30%
11-20%
5-10%
Less than 5%
Decrease …
Less than 5%
5-10%
11-20%
21-30%
31-50%
Over 50%
When we look at the shift in estimated number of visitors across the market for the Christmas and New Year period, the
picture is less positive, with total visitor numbers slightly down on last year (-2%).
0% -2% NET % change
(increase – decrease)
17 Q9, Q5
PERIOD ASKED ABOUT FOR PAST BUSINESS PERFORMANCE
Jan 2013 Christmas and New Year period 2012
Visitor numbers: Degree of year-on-year changes by attraction type
-3% -5% 2% 1%
2% -1% 2% 0% -4% -3%
Indoor Outdoor Mixed
Full year 2012
Jan 2013
45 41
-41 -38
Full year 2012 Jan 2013
Full year 2012 Jan 2013 Full year
2012 Jan 2013
Full year 2012
Jan 2013
Q9, Q5
Less
than 20k Over 20k
45 45
-45 -31
46 41
-41 -37
39 45
-51
-32
54 46
-36 -32
Decrease
NET % change in
estimated visitor numbers
Increase
Larger attractions have seen an increase in business over the festive season, perhaps at the expense of smaller
venues who reported a loss in visitor numbers.
We are an iconic site and continue with our standards and content.
The reputation of the museum is growing slowly and we are also seeing a
greater online presence.
We advertised more rigorously; we advertised in the local radio so that had an
impact.
We have had some special events during Christmas so that could be why we’ve
done well
We added a skating rink and new facilities
We ran some TV advertising for Christmas and it produced fairly good results
-the footfall and sales increased
The landscaping has been planned to be like a seasonal calendar; we have
botanical interests to reflect all the seasons
We had a Santa's grotto this year which was very popular and this improved the
numbers over that period by a large amount
Positive verbatim comments on business performance
“ “
19
The Jubilee, foul weather, the Olympic and the Paralympics and the recession.
People either had something else to do, or the weather was foul.
Competition from the internet, people are willing to stay at home and also the
weather has not helped as the rain prevents people from going out.
A lack of spirit in the town from the local town council. Also Bluewater Shopping
Centre advertise free parking and our town charges for parking.
The general malaise of the economy and retailing compounded by the effect of
internet shopping.
The economy and the weather: people generally have less money than they
used to.
The weather has kept people away from the reserve, I think, as we are a
outdoor attraction.
Negative verbatim comments on business performance
“ “
20
Future Performance
21
23
23
14
36
24
35
24
18
29 33 28
21 16
25
38
24
32
21
24
32 27
18
8
33
31
29
Easter 2012 June 2012 July 2012 Sept 2012 Nov 2012 Jan 2013
% Very confident Less than 20k
Over 20k
Indoor
Outdoor
Mixed
Confidence for forthcoming period: Attractions
Disappointingly we see a drop in the strength of business confidence, almost across the board.
22
TYPE
LOCATION
44
29 19
37
27
30
24
32 32
44
28
21
16 10
29
36
26
30
21
13
23
30
23
Easter 2012 June 2012 July 2012 Sept 2012 Nov 2012 Jan 2013
% Very confident Seaside
Large town or city
Small town
Countryside/village
Q13
CAUTION: SMALL
BASE SIZES
Positive verbatim comments on business confidence
“ “
We will be doing a lot more advertising this year also hopefully the weather will be
better this year as well. Last year we had the Olympics and Jubilee and there are
no such events this year.
The promotion we did in 2012 and continuing this throughout 2013; we are
currently in a period celebrating the 50th anniversary of the beetles from 1961 to
1969 so we expect to be busy over the next several years.
We have spent a lot on our marketing and we have seen the results already as we
have a lot of advance booking.
We joined as a partner of the National Trust and hope that will make a difference
for this year.
We opened a new attraction which has been open for 6 months now so we hope
that word has gone round and we will attract new visitors in the next coming
months.
We are growing our tour operator business and we will bring visitors into Liverpool
by working closely with overseas tour operators.
23
Negative verbatim comments on business confidence
“ “
24
Travel to the island itself is becoming more expensive. All visitors have to
come over on a boat and people can't afford it, which isolates us.
At the moment our car park is free but we are looking at charging so that may
affect our numbers.
I don't see any signs of people wanting to spend money.
Well, we don't have a lot of money for marketing - we are penniless so we
can't advertise.
Our business is Charles Darwin. Due to it being so specific I think we will be
seeing less and less visitors.
We are finding a lot of visitors are spending less money now.
Business is slow at the minute, and it doesn't show any signs of picking up.
20 13
45
41
29
37
4 8 3 1
Attractions Nov 2012 Attractions Jan 2013
Much worse
Slightly worse
The same
Slightly better
Much better
Business optimism for 2013
25
Q15
Optimism for business in 2013 as a whole is fairly low and has fallen since November.
Planned business changes in the coming year: Attractions
26 Q18a
24
41 32
19
36
71
46
57 69
54
2 7 8
3 5
Staff training Investment in
facilities/fittings
Marketing
investment
Deals and
discounts
Special events
and exhibitions
Decrease
No Change
Increase
Investment looks set to increase in 2013, with infrastructure, events/exhibitions and marketing top of the list.
Planned business changes in the coming year: Staff training
27 Q18a
24 25 25 22 26
-2 -3 -2 -2 -3
Less
than
20k
Over
20k Indoor Outdoor
24 27 24 22
-3 -1 -3 -3
Seaside Large
town/
city
Small
town
Countryside
/village
27 21
-2 -2
Paid Free
Mixed
36
21
-1 -3
Member Non-
member
Increase in
investment
Decrease in
investment
VAQAS members are the most likely to invest time/resources in training
VAQAS
Planned business changes in the coming year: Investment in facilities/fittings
28 Q18a
42 40 40 43 41
-7 -7 -9 -5 -7
Less
than
20k
Over
20k Indoor Outdoor
42 35
43 45
-3 -8 -10 -6
Seaside Large
town/
city
Small
town
Countryside
/village
42 40
-5 -9
Paid Free
Mixed
37 42
-10 -6
Member Non-
member
Increase in
investment
Decrease in
investment
In 2012 we heard numerous stories of sites who invested in their infrastructure bucking the trend and maintaining/growing
visitor numbers. This seems a popular strategy for growth across the board in 2013.
VAQAS
Planned business changes in the coming year: Marketing investment
29 Q18a
35 28 31 31 34
-4 -12 -9 -6 -7
Less
than
20k
Over
20k Indoor Outdoor
34 34 25
33
-5 -9 -6 -8
Seaside Large
town/
city
Small
town
Countryside
/village
33 31
-5 -10
Paid Free
Mixed
32 32
-14 -6
Member Non-
member
Increase in
investment
Decrease in
investment
Around ¼ to 1/3 of businesses intend to invest more in marketing during 2013.
VAQAS
Planned business changes in the coming year: Deals and discounts for your business
30 Q18a
17 22 19 18 21
-3 -3 -2 -4 -3
Less
than
20k
Over
20k Indoor Outdoor
18 24 16 18
-1 -8 -3
Seaside Large
town/
city
Small
town
Countryside
/village
24 13
-4 -1
Paid Free
Mixed
25 17
-1 -3
Member Non-
member
Increase in
investment
Decrease in
investment
Although there is less focus on deals than other business changes, this tool will be wielded, especially by attractions
charging admission and those based in large towns/cities.
VAQAS
Planned business changes in the coming year: Special events and exhibitions
31 Q18a
32 41 38
31 43
-3 -6 -4 -6 -3
Less
than
20k
Over
20k Indoor Outdoor
53 38 33 31
-3 -4 -11
-2
Seaside Large
town/
city
Small
town
Countryside
/village
34 40
-3 -7
Paid Free
Mixed
45 34
-4 -5
Member Non-
member
Increase in
investment
Decrease in
investment
VAQAS
Attractions across the board are looking at what else they can do to attract visitors. Seaside resorts in particular look to be
taking a proactive approach, perhaps to be less reliant on the weather.
Online and digital marketing tools
32 Q18b
92
67
54
35
14
6
It's own website
A Facebook page
A Twitter account
Option to book in advance on own website
A mobile optimised site and/or app
None of the above
Attractions appear to be embracing the digital age, with websites being nearly universal and over two thirds using social
media.
%
Online and digital access/marketing – By type
33 Q18b
92
58
44
31
11
6
It's own website
A Facebook page
A Twitter account
Option to book in advance
on own website
A mobile optimised site
and/or app
None of the above
Outdoor sites are more likely to encourage advance booking through their websites – a good way of counteracting poor
weather. Larger organisations are more likely to have optimised websites, with the option to book in advance, and to use
social media; but smaller sites are just as likely to have a website.
% Indoor Outdoor Mixed
Less
than 20k Over 20k
92
75
65
39
17
5
92
65
57
28
11
4
88
66
47
47
19
11
97
72
59
31
11
Online and digital marketing – By Location
34 Q18b
City based sites are the most digitally advanced, most likely reflecting the size of organisation.
%
Seaside City
Small town
Rural
92
68
50
34
11
8
It's own website
A Facebook page
A Twitter account
Option to book in advance
on own website
A mobile optimised site
and/or app
None of the above
96
75
69
35
16
3
86
67
54
24
10
8
92
59
44
41
16
5
Online and digital marketing – By Fee and VAQAS membership
35 Q18b
VAQAS registered sites are more likely to be active on social media.
%
Paid
95
67
54
41
14
3
It's own website
A Facebook page
A Twitter account
Option to book in advance
on own website
A mobile optimised site
and/or app
None of the above
87
66
54
27
13
9
92
73
63
36
18
4
92
65
51
34
13
6
Free VAQAS Not VAQAS
Performance and confidence snapshot: January 2013
Visitor Numbers
(January)
Visitor Numbers
(Year-to-date) Confidence
(End of Easter)
Up Same Down Up Same Down Very
Very /
fairly
TOTAL (%) 43 22 34 45 11 44 26 87
Visitor numbers per
annum (%)
Less than 20k 41 21 38 45 14 41 24 82
20k or over 45 24 31 45 9 45 28 93
20k-50k 42 29 29 48 16 36 26 98
50k-100k 50 25 25 43 21 36 28 84
Over 100k 46 20 34 45 - 55 31 92
Type (%)
Indoor 41 22 37 46 13 41 24 85
Outdoor 45 23 32 39 10 51 27 91
Mixed 46 21 32 54 11 36 29 83
Charge (%) Paid 42 20 37 43 12 45 24 89
Free 44 24 31 47 11 42 28 85
VAQAS (%) Yes 54 20 26 54 5 41 21 92
No 39 23 37 42 14 45 28 85
Location (%)
Seaside 58 16 26 59 5 36 30 91
Large town / city 43 28 30 51 16 33 28 92
Small town 44 19 37 46 4 50 26 86
Rural 36 22 42 28 14 58 23 81
37
