Pioneering research reveals the value of our tourist economy

The Yorkshire Regional Visitor Survey is the largest of its kind in England.

What’s the survey?

The survey was designed to establish who comes to Yorkshire, and why; what they enjoy; what they spend, and what on; their levels of satisfaction; and whether there are any gaps in our tourism offering. This is the first time that such in-depth visitor information has been collated. The results feed directly into tourism marketing campaigns, making it possible to efficiently and cost-effectively streamline promotional activity and to target specific audiences.

Why does it matter?

Tourism is vital to Yorkshire & Humber’s economy—that’s why Yorkshire Forward will be investing £30m in it over the next 3 years. The survey’s robust findings will help Yorkshire to stay ahead of its UK destination competitors, thus bringing valuable benefits to the region’s economy. Local authorities will be able to see where tourism development work is needed, which will also benefit local residents. And businesses will be able to use the results to inform their own marketing activities.

Who, when and where?

The results come from over 10,750 completed surveys of visitors to the whole of Yorkshire between May 2008 and April 2009.

Who’s behind the survey?

It is funded by Yorkshire Forward and managed by the tourism agency Welcome to Yorkshire. The survey has the full support of the region’s tourism partners, which has enabled the gathering of results which give a breakdown of visitor habits within each sub-region and district.

How does Yorkshire perform as a destination?
  • 96% of visitors are likely to recommend Yorkshire to others
  • 89% are likely to return within the next 2 years
  • We have a strong repeat market, with loyal visitors
  • We score highly on customer satisfaction 
  • Yorkshire offers good value for money
  • Yorkshire attracts a healthy mix of visits, at 49% short breaks and 51% long breaks
  • Similarly, there’s a good mix of day visitors (65%) and those who stay longer (35%)
  • 81% of staying visitors rated accommodation as ‘good to very good’ in terms of value for money
  • Yorkshire attracts a strong family market, with 48% visiting in family groups.