Research on Heritage Tourism

Lessons for Lancashire Heritage Attractions

Sources

• Mintel – October 2008• Economic Value of Heritage (April 2009) –

Locum, Amion et al• TNS research from Visit Britain• NBI research 2007/8• International Passenger Survey• Day and Staying visitor surveys, NWDA 2007• National Trust 2007-8

Lots is going on

• Heritage is seen as valuable to the NW

• New research on economic value across region and in Lancashire, of townscapes too

• National Trust taking a lead in changing offer to suit its markets

• Tourism seen as a key business for the NW

• Businesses have to understand their markets to target the right people – those who will visit

International Picture

• Heritage is a major motivator for foreign tourists• 30% of overseas travellers visited a historic castle,

house or cathedral – 10m visits• Most likely to visit – from America, NZ or Australia• Least likely to visit heritage – Middle East• Visiting castles / stately homes, and sightseeing

monuments and famous buildings are our two best activities

More thoughts on international

• History and heritage is unique• Visiting Performing Arts, Theatre, Cultural

Events, Music, Festivals and Churches, Cathedrals are not major reasons to visit to start, but make people want to come back

National

• Nearly 2/3 of Britons visit a historic house, church or castle each year

• Certain groups much less likely to visit – particularly those interested in letting the kids have fun, or passive enjoyment, or young experience seekers.

• NT and HRP growing audiences, EH not....

Regional

• 200m visitors within 90 min drive of NW• 30% staying with friends and family• Average spend of £22.79 on their destination• Events give a higher spend and a reason to

visit• Rural destinations tend to attract older group

Mintel (1)

• People want experience not education – themes and stories

• Web vitally important to offer itineraries, advance tickets, and event packages with accommodation

• Concentrate on which customers are right for your business, and know what they think of you – read Trip Advisor!

• Offer short breaks and events to match

Mintel (2)

• People will pay more for exclusive or off peak access

• More use of downloads and word of mouth marketing on the web

• Increase the wow factor to get younger audiences

• Try kids go free weekends• And do more to retain audiences –

memberships etc.

Segmentation

• Know who your visitors are (or could be)• Target your advertising/PR at the people who

are most likely to come• Alter your product (events, shop, food) to

match• National Trust or Arkenford models

What next?

• It’s worth doing research – and making use of it!

• What could the Lancashire Heritage Attractions do together and improve as a result?