Groundbreaking Research Throws Light on the Region’s Visitors

28/07/2009

Yorkshire is bucking tourism trends and leading the way with pioneering research to put a true value on the tourism economy. The Yorkshire Regional Visitor Survey is the largest of its kind to be undertaken in England, providing Yorkshire with valuable and robust data to keep it ahead of its competitors.

The survey, which is funded by Yorkshire Forward and managed by tourism agency Welcome to Yorkshire, gives a true representation of visitor activity and spending habits. Overall Yorkshire has received the thumbs up from its visitors having received high scores for feeling welcome, customer service and atmosphere and value for money.

The results are taken from in excess of 10,752 surveys which were completed with visitors to Yorkshire between May 2008 and April 2009. The Regional Visitor Survey has received full support from the region’s Tourism Partners which has enabled results that give a breakdown of visitor habits within each sub region and district.

Gary Verity, Chief Executive of Welcome to Yorkshire, explains:
“This is the first time that such indepth visitor information has been collated. The information has come straight from those who count, our visitors. Headline results show that 96% of visitors would recommend a friend and 88% are likely to return which is excellent.

“The research enables us to establish who comes to Yorkshire and why, what they enjoy, their levels of satisfaction and whether there are any gaps in our tourism products. We are taking such a sophisticated approach as it really is imperative that we understand what people want from their visits. The results feed directly into our marketing campaigns allowing us to streamline and target specific audiences, which is both cost effective and ensures we give the public what they want rather than assuming we know what they want.”

Tom Riordan, Chief Executive of Yorkshire Forward, commented:
“We know tourism is vital to Yorkshire and Humber’s economy which is why Yorkshire Forward has invested £30m in it over the next three years. The Yorkshire Regional Visitor Survey allows us to measure the impact of that investment, find out what we are doing well, and make improvements to make sure tourism businesses at the front line are benefiting from it.”

The survey’s detailed results should have a major impact within Yorkshire’s visitor economy. This research provides benchmark data, against which subsequent years can be measured with far reaching benefits. It will help inform the activities of Welcome to Yorkshire and the Area Tourism Partnerships. Local authorities will be able to see the areas of their destination most in need of development as part of their place-shaping role, which will also benefit local residents. And businesses will be able to use the results as the overall context for their own marketing activities.

What the results show – good news!

• 96% likely to recommend to others
• 89% likely to return within next two years
• Strong repeat market – loyal visitors
• Good customer satisfaction ratings
• Yorkshire offers good value for money
• Yorkshire attracts a mixed short break (49%) and long break markets (51%)
• Yorkshire attracts a good mix of day (65%) and staying visitors (35%)
• 81% of staying visitors stated that accommodation was good to very good value for money.
• Yorkshire attracts a strong family market with 48% visiting in family groups

- ENDS –

Editors’ Notes:

The initial summary results can now be seen on: http://www.ytb.org.uk/Research/Market-Intelligence/Regional-Visitor-Survey.aspx
Welcome to Yorkshire is the official tourism agency for Yorkshire and the Humber region. It exists to represent and help generate sustainable business for the region's tourism industry which is worth £6.3bn to the region annually. www.yorkshire.com
Welcome to Yorkshire is supported by Yorkshire Forward, the Regional Development Agency charged with improving the Yorkshire and Humber economy.
Yorkshire Forward, Welcome to Yorkshire and the *six Area Tourism Partnerships commissioned York based QA Research and The Tourism Network Ltd to conduct the Regional Visitor Survey (RVS). The survey focuses on leisure visitors.
* West Yorkshire Tourism Partnership, Yorkshire South Tourism, Yorkshire Dales and Harrogate Tourism Partnership, Visit York, Yorkshire Moors and Coast Tourism Partnership and Visit Hull & East Yorkshire Tourism Partnership (VHEY).

For further information please contact:

Beverley Richmond, Press Officer

Email: brichmond@yorkshire.com

Direct Line: 0113 3223507

Dee Marshall, Head of Communications

Email: dmarshall@yorkshire.com

Direct Line: 0113 3223505

Mobile:  07950 325 901