Yorkshire & Humber Regional Visitor Survey 2010/11...Yorkshire & Humber Regional Visitor Survey...

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Yorkshire & Humber

Regional Visitor Survey 2010/11

Key Findings for

and the six Yorkshire Area Tourism Partnerships

July 2011

Yorkshire & Humber Regional Visitor Survey 2010/11, Key Findings, July 2011

Contents

1. Executive summary .................................................................................................................... 4

2. Introduction ................................................................................................................................. 4

3. Aims and objectives .................................................................................................................... 8

4. Methodology ................................................................................................................................ 9

5. Key findings ................................................................................................................................ 12

5.1 Visitor profile ....................................................................................................................................................... 12

5.1.1 Type of visitor ................................................................................................................................................. 12 5.1.2 Previous visits .................................................................................................................................................. 13 5.1.3 Gender .............................................................................................................................................................. 14 5.1.4 Party type and size ......................................................................................................................................... 15 5.1.5 Age ..................................................................................................................................................................... 16 5.1.6 Origin ................................................................................................................................................................ 17 5.1.7 Mosaic segmentation ..................................................................................................................................... 20 5.1.8 Disability ........................................................................................................................................................... 21

5.2 Visitor information sources .............................................................................................................................. 23

5.3 Visit profile ........................................................................................................................................................... 26

5.3.1 Length of stay .................................................................................................................................................. 26 5.3.2 Location of stay .............................................................................................................................................. 27 5.3.3 Type of accommodation ............................................................................................................................... 28 5.3.4 Method of booking for paid for accommodation ................................................................................... 30 5.3.5 Rating of accommodation ............................................................................................................................. 31 5.3.6 Transportation ................................................................................................................................................ 32 5.3.7 Activities undertaken ..................................................................................................................................... 34 5.3.8 Districts visited during trip .......................................................................................................................... 36 5.3.9 Importance and rating of visit...................................................................................................................... 37 5.3.10 Facility usage and ratings .......................................................................................................................... 37 5.3.11 Overall ratings ............................................................................................................................................ 39 5.3.12 Aspects most enjoyed .............................................................................................................................. 39 5.3.13 Aspects least enjoyed ............................................................................................................................... 40 5.3.14 Location descriptions................................................................................................................................ 41

5.4 Expenditure .......................................................................................................................................................... 41

5.5 Legacy .................................................................................................................................................................... 44

5.5.1 Likelihood to return to this area in 2 years ............................................................................................. 44 5.5.2 Levels of recommendation ........................................................................................................................... 45


6. Wider context for the research ............................................................................................... 46

7. Key findings from 2009 to 2011 ............................................................................................... 49

7.1 Key changes .......................................................................................................................................................... 49 7.2 Key consistencies ................................................................................................................................................ 51

8. Implications & recommendations ........................................................................................... 52

9. Appendix .................................................................................................................................... 65

9.1 The Questionnaire ............................................................................................................................................. 65 9.2 Mosaic details ....................................................................................................................................................... 83 9.3 Interview locations ............................................................................................................................................. 84

Project number:

TRISM08-5185

This research has been carried out in

compliance with the international

standard (ISO 20252)

Title: RVS 2010/11

Location: RVS_Qa_Research_report_Final.doc

Date: July 2011

Report status: Final

Approved by: Nick Lynch

Authors: Kathrin Tennstedt & Susan Briggs

Comments to:


1. Executive summary

1.1 Introduction

Qa Research and the Tourism Network Ltd are pleased to present the key findings of the 2010/11

Yorkshire and Humber Regional Visitor Survey (RVS). The project was commissioned by Yorkshire

Forward, managed by Welcome to Yorkshire and conducted in conjunction with the six Yorkshire Area

Tourism Partnerships (ATPs).

As in the 2008/09 and 2009/10 Yorkshire and Humber Regional Visitor Survey, the overriding aim was:

“To conduct a representative and robust regional visitor survey, to evaluate visitors‟ experiences and

satisfaction levels of Yorkshire & Humber and its tourism destinations. The results of which will provide

tourism intelligence to support regional economic, product and marketing decision making.”

Comparisons are made with the first and second year results of the Regional Visitor Survey.

The findings are based on 8,192 quantitative face to face surveys conducted with visitors to Yorkshire

between May 2010 and May 2011 across more than 150 location points.

1.2 Visitor profile

Overall, two-thirds of all respondents were day visitors (66%) and one-third staying visitors. This was a

slight increase in the proportion of day visitors compared with 2010 (62%) and 2009 (65%). Conversely,

staying visitors have decreased from 2010 (38%) and 2009 (35%). This slight increase in the proportion of

day visitors may be linked to the slight change in definition that was applied to this sample in 2010/11. Day

visitors are now defined as residents who were on a trip from their home to a place outside the usual

environment where they live, work or do their everyday shopping1.

However, the increase may also be linked to the challenging financial climate in the country with people

showing a preference for day trips instead of overnight holidays.

South Yorkshire attracted a larger proportion of day visitors (86%) whilst Moors & Coast and York & Selby

attracted a larger proportion of leisure staying visitors (55% and 51%).

As in 2010, just over a quarter (26%) of visitors were first time visitors to that location/area. South

Yorkshire (38% in 2011, 39% in 2010) and West Yorkshire (33% in 2011 and 34% in 2010) remain popular

with first time visitors. Northern Lincolnshire and the Moors & Coast areas remain popular with repeat

visitors with only 14% being first time visitors.

As in previous years, there was a broadly even split between those travelling with family (46%) and those

with their partner/spouse (44%). Some variations by ATP show that South Yorkshire attracts a higher

proportion of family groups (61%) and also the highest proportion of visiting parties with children (53%).

Northern Lincolnshire (65%) and the Dales & Harrogate (58%) attract a higher proportion of partner/

spouse groups.

1 According to the World Tourism Organisation: www.unwto.org


Overall, 60% of all visitors lived in Yorkshire & Humber; an increase on 2010 (55%) and 2009 (56%), which

may be linked to a higher proportion of day visitors in the 2011 sample.

The proportion of overseas visitors was 5%, which has remained the same year on year.

The Mosaic segmentation results show overall strong resemblance to the results from 2010, with Suburban

Mindsets (15%) and Professional Rewards (12%) and Industrial Heritage (12%) topping the list.

As in 2010, nearly 1 in 10 parties (9%) had a visitor with a disability.

As in 2010, the ease of accessibility at the interview location and in Yorkshire in general received primarily

positive ratings. In total 56% provided a good/very good rating for the interview location and 33% a

good/very good rating for Yorkshire overall.

1.3 Information sources

The sources of information mirror the pattern in the preceding years, with previous experience/ local

knowledge being the most frequently mentioned source of information before the trip (67%), followed by

recommendation/ word of mouth (22%).

However, previous experience/ local knowledge as a source of information before arriving, shows a slight

increase of 5% compared to 62% in 2010 and an even bigger increase of 11% compared to the baseline data

in 2009. This finding is likely to be linked to the increase in day visitors and increase those visiting from

within Yorkshire (up by 5% from 2010), as well as the increase of those that had visited previously in the

last 12 months (up by 4% from 2010).

York & Selby showed the largest proportion of visitors using the www.yorkshire.com website (3%), which

can be linked to a higher proportion of visitors from overseas (6% using the website compared to 1% of

UK residents. First time visitors and overseas visitors rely heavily on recommendations (50% and 43%

respectively).

Again, with information sourced on the trip, the pattern was consistent with 2010 and 2009 with „previous

experience‟ still dominant at 58%. This was particularly the case for repeat visitors (75%).

1.4 Visit profile

Overall, the length of stay appears to continue to decrease slightly when comparing it to the previous

year‟s results. In 2011, the average length of stay in Yorkshire was 4.71 nights, compared to 4.79 nights in

2010 and 5.2 nights in 2009.

The results for where overnight visitors stayed resemble the 2009 and 2010 results, with Scarborough

(17%) and York (16%) topping the table.

Overall, the proportion of visitors that stayed in paid for accommodation increased slightly to 69% in 2011,

from 66% in 2010 and remains exactly level with the 2009 results. As in 2010, first time visitors show an

increased likelihood to stay in paid for accommodation (74%) compared to repeat visitors (66%). The most

widely accessed paid for accommodation is large hotels (27%).

Interestingly, more overseas visitors stayed in paid accomodation in 2011 (64%) compared to 54% in 2010.

This may be a direct result of the favourable exchange rates.

http://www.yorkshire.com/


Comparisons with previous data shows that those who stayed in a hotel were very likely to stay either in a

four star (46%) or 3 star (40%) hotel. However, in 2011 a slightly higher proportion stayed in four star

hotels (46%) than 2010 and 2009 (43%).

The results show a continuing increase in the use of the internet when booking paid for accommodation

with 38% using this in 2009; 40% in 2010 rising to 41% in 2011.

Visitor satisfaction with most aspects of accommodation continues to rise. In total 85% rated customer

service as good/very good and 83% said quality was good/very good. The percentage stating the value for

money of the accommodation was good/ very good remains the same as 2010 at 83%.

Interestingly, although the car remains the dominant form of transportation to Yorkshire (82%), it shows a

slight decrease by 2% from the previous year.

The trend analysis from 2009 through to 2011 shows a steady increase in the proportion of visitors

choosing to walk as their main means of getting around Yorkshire (82% in 2009, 89% in 2010 and 95% in

2011) and is strongly reflective of wider economic developments (e.g. rise of petrol prices).

Interestingly, more overseas visitors arrived into Manchester airport in 2011 (35%) compared with

Heathrow (30%) which is a change on 2010 and 2009 results.

Of all the activities visitors had or were going to take part in during their visit to a particular area or

location, the activity that tops the results is „eating and drinking out‟ (72%), which is a 6% point increase

compared to 66% result in 2010 and 58% in 2009. As in 2009 and 2010, visitor attractions remains the main

activity of the largest proportion of visitors interviewed (20%).

1.5 Satisfaction scores

The scores for visitor facilities remain high with most receiving 4 or above out of a possible 5 maximum. A

slight improvement can be noticed with regards to the quality of goods in the shops, which at 4.2 is slightly

higher than the 2010 and 2009 value (4.1). Again, ratings for „value for money‟ of car parking tend to be

lower (e.g. 3.9) than ratings for other visitor facilities.

Overall ratings provided for general atmosphere, feeling welcome and general appearance received higher

scores this year, 4.6 out of 5 for each element compared with 4.5 in the previous two years. As in 2010 and

2009, Northern Lincolnshire receives the lowest ratings overall, with the Dales & Harrogate receiving the

highest average scores.

„Scenery and appearance of the countryside‟ remains the aspect most frequently enjoyed by visitors to

Yorkshire in 2011, with 22% mentioning this.

Only 38% of all visitors could provide a suggestion on how to improve the area or location they had visited.

Similar variations were found between the ATPs as in previous years, with for example Northern

Lincolnshire being in need of „better upkeep of the area‟ (according to 11% of visitors), South Yorkshire

and Dales & Harrogate in need of better signage (7% and 8%) and York & Selby requiring „cheaper car

parking‟ (6%).

As in 2009 and 2010, „friendly‟ remains the word most often associated with the area/ location visited in

Yorkshire (14%). However, „fun‟ and „exciting‟ saw a small increase in 2011 (12% and 7%) from 2010 (9%


and 5%) and 2009 (9% and 6%), suggesting a slow but certain move to slightly different perceptions.

Likewise the word „traditional‟ continues to show a decrease, from 11% in 2009 and 10% in 2010 to 9% in

2011.

1.6 Expenditure

Generally, the overall visitor expenditure figures are slightly lower than in the previous two years; (£190.62

per party per trip) compared with £204.67 in 2010 and £198.45 in 2009, which is in line with wider

economic trends in the UK during 2010 and 2011. The breakdown in expenditure (excluding

accommodation) shows a very mixed picture when compared with 2009 and 2010. Whilst expenditure is

slightly down compared to 2010 specific sub-groups such as travel and transport and shopping show an

increase in average spend per person per day.

Accommodation expenditure has slightly decreased in 2011 but remains at a similar level to 2009.

Variations continue between overseas and UK visitors, with overseas visitors continuing to spend

significantly more on both accommodation and other expenditure than UK visitors, making valuable

contributions to Yorkshire‟s economy.

1.7 Legacy

The results show another increase in the proportion that is likely to return in the next two years (90%

very and quite likely) compared with 71% in 2010. However, this may be directly linked to a higher

proportion of visitors from within Yorkshire. Expectedly, overseas visitors were less likely to visit the area

again in the next two years (48% likely or very likely, compared to 92% of UK based visitors, and 96% of all

visitors from within Yorkshire.

Levels of recommendation have further improved with 89% being very likely to recommend Yorkshire to

someone else in 2011, compared to 88% in 2010 and 83% in 2009.

As in 2010, Moors and Coast shows the highest level of „very likely‟ recommendations (95%), compared to

Northern Lincolnshire, which shows the lowest level (80%). Finally, as in 2010, consistent levels of first time

visitors (95% either very likely or likely in 2010 and 94% in 2011 are likely to recommend) which is an

important indicator of success.


2. Introduction

Qa Research (Qa) and Tourism Network Ltd are delighted to present the key findings of the 2010/11

Yorkshire and Humber Regional Visitor Survey (RVS) on behalf of Yorkshire Forward, Welcome to

Yorkshire and the six Yorkshire Area Tourism Partnerships.

This report outlines the key findings from 8,192 face to face surveys completed with visitors between May

2010 and May 2011.

3. Aims and objectives

The overriding aim of this project was:

“To conduct a representative and robust regional visitor survey, to evaluate visitors experiences and

satisfaction levels of Yorkshire and its tourism destinations. The results of which will provide

tourism intelligence to support regional economic, product and marketing decision making.”

Specific objectives within this aim were to:

Conduct a robust piece of research which takes into consideration Area Tourism Partnerships sub-

regions and district destinations;

Measure, in line with the National Destination Benchmarking scheme, visitor‟s experience of their trip

against their expectations and likelihood of visiting again;

Examine the visitor behaviour cycle including motivations for visiting, mode of transport,

accommodation, length of stay, accommodation, popular activities undertaken and places and

attractions visited;

Profile of the types of visitor attracted to Yorkshire & Humber;

Determine and analyse the level and type of spend undertaken by visitors to support economic impact

modelling;

Identify the strengths, weaknesses and areas for improvement to the Yorkshire & Humber product

overall and within its sub-region;

Compare and identify variations with the 2008/09 and 2009/10 RVS results.


4. Methodology

Face-to-face interviewing was selected as the most effective primary method for undertaking visitor

research. This methodology allows for accurate answers as experiences are „fresh in the respondent‟s

mind,‟ along with accurate sampling particularly by location. An appropriate sample frame was developed to

account for the value of tourism visits to Yorkshire & Humber and to ensure compatibility with the first

two years of this research. The original sample frame agreed for 2008/09 used a proportional

representation of the value of tourism to the regional economy.

Survey completions by Area Tourism Partnership and District

Surveys

Error +/-

%

York 719 +/-3.6%

York 632 +/-3.9%

Selby 87 +/-10.5%

North Yorkshire (Dales and Harrogate) 1249 +/-2.8%

Harrogate 556 +/-4.1%

Craven 335 +/-5.3%

Richmondshire 358 +/-5.2%

North Yorkshire (Moors and Coast) 1285 +/-2.7%

Hambleton 318 +/-5.5%

Ryedale 296 +/-5.7%

Scarborough 671 +/-3.8%

South Yorkshire 1519 +/-2.5%

Barnsley 363 +/-5.1%

Doncaster 370 +/-5.1%

Rotherham 343 +/-5.3%

Sheffield 443 +/-4.6%

West Yorkshire 2163 +/-2.1%

Calderdale 392 +/-4.9%

Bradford 415 +/-4.8%

Kirklees 373 +/-5.1%

Leeds 616 +/-3.9%

Wakefield 367 +/-5.1%

Hull and East Yorkshire 748 +/-3.6%

East Riding of Yorkshire 420 +/-4.8%

Kingston upon Hull 328 +/-5.4%

North East/ North Lincolnshire 509 +/-4.3%

North East Lincolnshire 303 +/-5.6%

North Lincolnshire 206 +/-6.8%

TOTAL 8,192 +/-1%


The total sample of 8,192 gives results that are accurate within the research standard industry guidelines: a

standard error rate at a 95% confidence level, of +/-1.0%. A sample of this size can be considered to be

statistically robust. All those sub-samples with a +/- of more than 5% should be seen as indicative.

Cross-tabulations were undertaken for:

Day visitors: 5,384

Staying visitors: 2,808

Previous visitors: 6,035

First time visitors (to that location/area): 2,121

UK residents: 7,800

Overseas residents: 382

Children in party: 3,047

Comment is made in this report only if noticeable or interesting variations are present.

As in previous years, over 150 location points were used to conduct the fieldwork to account for the

diversity of locations visited in Yorkshire & Humber. These included town centres, visitor attractions, open

spaces and events. Interviews took place on weekdays and weekends as well as evenings where

appropriate.

Please note that as with the 2009/10 survey greater emphasis was placed on interviewing at events, rural

locations and town centres, with less emphasis on attractions. This may explain some variations in the

results.

Type of location Count Percentage

Village/Countryside 2101 26%

City/Large Town 1839 22%

Market Town 1471 18%

Small Town 1040 13%

Coastal 1007 12%

Historic Town/City 734 9%

Base 8,192

As can be seen from the table above, a range of types of locations were used for this research.

Interviews only took place with those who were visitors to Yorkshire & Humber or Yorkshire & Humber

residents who were on a trip from their home to a place outside the usual environment where they live,

work or do their everyday shopping. This is the definition used by World Tourism Organisation to define

day visitors and is slightly different to that used in the 2008/09 and 2010/11projects, when visitors were

defined as those whose visit was of more than three hours duration and travelling 20 miles or more (i.e. an

irregular trip).

The face-to-face surveys were conducted by Qa‟s in-house fieldwork team many of whom worked on the

2008/09 and 2009/10 projects.


All the surveys were processed, quality checked and validated according to the standards of ISO 20252.

Please note that a number of questions may add up to over 100% as they are multiple responses (i.e.

respondents have been asked to select more than one answer). Also, due to rounding certain questions

may add up to more than 100%.

Please note that base sizes will differ as don‟t know responses have been excluded from certain questions.

Please note that with every face to face project, especially one of this size, there is likely to be some minor

data discrepancy. The data has been thoroughly quality checked prior to and following the data inputting

stage. Based on the sample of 8,192 surveys, it would require approximately 100 discrepancies / responses

to affect the data by +/-1%. With any minor data discrepancies we therefore do not anticipate statistically

significant changes in the overall results.


5. Key findings

The findings are presented by overall results for the total sample of 8,192 respondents (2,808 for those

staying overnight) unless otherwise stated. Comment is made on any noteworthy variations by the cross-

tabulations and then a comparison is made with the results from the research undertaken in 2008/09 and

2010/11. The 2008/09 results are referred to as 2009 in the findings and data tables, the results from

2009/10 as 2010 and 2010/11 as 2011. With the tables, 0% represents a percentage of less than 0.5% and a

blank cell equates to no response. Please be aware that any percentages based on a base size of under 376

responses should treated with a degree of caution and any with a base under 100 responses should be

classed as indicative. Any author‟s comments and observations have been written in the shaded boxes.

5.1 Visitor profile

5.1.1 Type of visitor

Visitor typeTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

LincsOverseas

Leisure day visit 64% 60% 65% 48% 60% 45% 85% 68% 73% 72% 3%

Lesiure overnight within Yorkshire 26% 26% 23% 40% 30% 44% 7% 15% 20% 13% 36%

Leisure overnight with friends/relatives within Yorkshire 8% 9% 7% 6% 4% 6% 6% 12% 5% 10% 25%

Business day trip 1% 2% 1% 0% 0% 0% 1% 1% 1% 0% 0%

Leisure overnight staying outside Yorkshire 1% 1% 3% 4% 5% 4% 1% 2% 1% 2% 26%

Business overnight within Yorkshire 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%

Leisure overnight with friends/relatives outside Yorkshire 0% 0% 1% 0% 0% 1% 0% 1% 0% 2% 8%

Base 10752 10856 8129 719 1249 1285 1519 2163 748 509 382

The proportion of day visitors increased in 2011 to 66%, compared to 62% in 2010. This may be partially a

result of the slight changes that were made to the definition of day visitors (as outlined in the methodology

section of this report).

Consequently, the proportion of staying visitors has slightly decreased to 34% in 2011, compared to 38% in

2010. However, this resembles the proportion of staying visitors in 2009 (35%).

The results for the different Area Tourism Partnerships (ATPs) show some variations, with South

Yorkshire attracting a larger proportion of day visitors (86%) and Moors & Coast and York & Selby leisure

staying visitors (55% and 51%).

Further analysis shows:

Overseas visitors were more likely to be leisure staying visitors with friends and relatives within

Yorkshire (25%) than UK visitors (7%).

Visitors without children in their party were more likely to be staying visitors within Yorkshire (27%)

than those visiting with children (17%).

Those interviewed within protected areas were more likely to be staying visitors (47%) compared to

those interviewed outside protected areas (32%).

Historic towns/ cities attracted a larger proportion of staying visitors (53%) than village/ countryside

(31%), cities/large towns (26%) and small towns (23%).


Those visiting from Yorkshire and Humber were more likely to be day visitors (88%) than visitors from

any other UK region.

5.1.2 Previous visits

Past visitTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull &

East

Yorkshire

Northern

Lincs

Never/first time visitor 22% 26% 26% 21% 19% 14% 38% 33% 26% 14%

Within the last 12 months 45% 43% 47% 41% 50% 53% 41% 39% 55% 71%

1-2 years ago 11% 11% 10% 11% 12% 11% 11% 10% 8% 6%

3-4 years ago 7% 7% 6% 8% 7% 7% 5% 5% 4% 3%

5-6 years ago 4% 4% 3% 6% 2% 4% 2% 3% 2% 2%

7-10 years ago 3% 2% 2% 4% 2% 3% 1% 3% 1% 1%

More than 10 years ago 6% 6% 6% 11% 8% 8% 2% 7% 3% 3%

Mean number of visits in last 2 yrs 5.10 5.46 6.92 5.48 7.13 5.38 7.02 6.10 6.84 12.63

Base 10752 10856 8129 719 1249 1285 1519 2163 748 509

The table above illustrates that Yorkshire continues to attract a substantial number of first time visitors

(26%) to that location/ area.

There has been a noticeable increase in return visitors within the last 12 months: from 43% in 2010 to 47%

in 2011. Hopefully, a significant proportion is last year‟s first time visitors visiting again.

The number of lapsed visitors (previous visit to that location/ area was five or more years ago) decreased

slightly to 11% from 12% in 2010 and 13% in 2009, suggesting that more lapsed visitors are converted into

„return visitors‟.

About nine out of ten previous visitors were leisure visitors (91%), 8% visited friends and relatives and 1%

were visiting for business purposes, which are similar proportions to 20102.

The proportion of those that had visited in the last 12 months has increased slightly in 2011 (47%), from

43% in 2010 and 45% in 2009. This increase was mostly found within the Moors & Coast (53% from 47% in

2010) and Hull & East Yorkshire (55% from 46% in 2010, and 48% in 2009).

South Yorkshire (38% in 2011, 39% in 2010) and West Yorkshire (33% in 2011 and 34% in 2010) remain

popular with first time visitors), whereas Northern Lincolnshire and the Moors & Coast areas remain

popular with repeat visitors with only 14% of all visitors being first time visitors.

The largest increase in first time visitors occurred in York & Selby (up by 4% points to 2010 (17%)) and

Hull & East Yorkshire (up by 5% points from 2010 (21%)).

The high level of repeat visiting in Northern Lincolnshire should also be noted, with an average of almost

13 visits in the past 2 years, which very much reflects the 2010 results (an average of 11 visits in last 2

years).

2 Please note that this question was introduced during the 2009/10 project.



Those visiting with children in their party were more likely to be first time visitors (28%) compared to

25% of those visiting without children, which mirrors the 2010 breakdown (29% of first time visitors

with children and 24% without children)

Seasonal variations showed that the summer period (July-Sept) and the autumn period (Oct – Dec)

showed the highest levels of first time visitors to Yorkshire (28% and 29%), which is a similar level to

2010 during summer (29%) and autumn (28%). This still remains higher than in 2009 (21% summer and

23% autumn), suggesting a positive shift to more first time visitors, particularly during the peak months.

Staying visitors as well as day trippers showed strong loyalty to particular locations/ areas where they

were interviewed, with 35% having visited the area in the previous 12 months, compared to 53% of day

trippers, with whom this higher level of repeat visiting is to be expected. The results show that in 2011

day visitors are even more likely to have visited an area in the last 12 months than in 2010 (48% had

visited the area/ location) and mirrors the increase in the overall proportion of those having visited in

the last 12 months in 2011 (up by 4% to 2010).

Although most visitors lived in Yorkshire, Yorkshire also contributed strongest (as in 2010), to the

proportion of first time visitors (50% and 48% in 2010), suggesting that Yorkshire visitors are

continuing to explore new areas/ locations within Yorkshire. Other regions where first time visitors

were likely to come from included the North West (13%) and the East Midlands (12%).

The proportion of overseas visitors who were first time visitors to the area/ location in 2011 increased

slightly from 2009 (49%) and 2010 (47%) to 53% in 2011, suggesting an increase in first time overseas

visitors in 2011 compared to 2010. The proportion of UK based first time visitors remains unchanged

from 2010.

The proportion of first time visitors is higher outside protected areas (27%) than inside protected areas

(23%).

First time visitors are also more likely to be in cities/ large towns (34%) compared to 23% in Market

towns and 12% interviewed at coastal locations (which appear to attract particularly loyal repeat

visitors).

The results suggest consistently good levels of first time visitors (consistent with 2010 at 26%), which

constitutes a rise of 4% to the baseline data from 2009 and could be attributed to the marketing and

promotional activities undertaken in recent years.

5.1.3 Gender

There was a relatively even spilt of females (53%) and males (47%) in visiting parties (not just interviewees

but all members of the parties being interviewed). This is exactly the same as the 2010 and 2009 survey.


5.1.4 Party type and size

Party typeTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

Family 48% 48% 46% 28% 30% 47% 61% 50% 44% 53%

Partner/Spouse 42% 47% 44% 53% 58% 47% 24% 42% 37% 65%

Friends 16% 15% 15% 15% 15% 10% 19% 17% 13% 13%

Alone 8% 8% 9% 11% 9% 7% 8% 9% 16% 4%

Children in party 39% 39% 38% 18% 21% 38% 53% 41% 39% 42%

Base 10655 10856 8129 719 1249 1285 1519 2163 748 509

Mean party size 3.2 3.03 3.00 2.66 2.72 3.07 3.16 3.03 3.12 3.31

The proportion of parties including family members (46%) and partner/ spouse (44%) is relatively even.

Some variations by ATP show that South Yorkshire attracts a higher proportion of family groups (61%) and

also the highest proportion of visiting parties with children (53%). Northern Lincolnshire (65%) and the

Dales & Harrogate (58%) attract a higher proportion of partner/ spouse groups.

Overall, the results show strong consistency with the 2009 and 2010 results. Nevertheless, some variations

by ATP need to be pointed out. South Yorkshire attracted a larger proportion of those travelling with

children (53%) compared to 2010 (47%).


Overseas visitors were more likely to be travelling without children (78%) than UK visitors (62%)

which compares to 77% in 2010 (travelling without children).

York (83%), Richmond (81%) and Harrogate (80%) were most likely to attract visitors without children.

Staying visitors are less likely to travel with children in their party, with only 28% having children in

their party, compared to 42% of day visitors.

Overall, the importance of the family friendly facilities being provided should be highlighted, with 38% of all

parties travelling with children. This is a higher proportion than the UK average, according to the Office for

National Statistics, which states that in 2001 20% of all UK households had children under the age of 16

living at home.

In addition, the comparison with the UKTS 2010 findings for the UK overall shows that the average party

size in the UK is 2.61 people per party, suggesting that Yorkshire‟s party size is slightly above the average

(3.0 people per party), which can be explained by a relatively large proportion of parties visiting in family

groups or with children.3

Interestingly, the Yorkshire party composition shows a relatively different make up to the UK overall

(according to UKTS 2010), with a higher proportion travelling with their partner/ spouse (44%) compared

3 Visit England, UKTS 2010 – for UK overall


to 35% of the UK average and a lower proportion travelling alone (9% in Yorkshire compared to 21% of

the UK average.

The proportion of those staying visitor parties with children in Yorkshire is higher (28%) as the UK average

(19%), highlighting the importance of Yorkshire as a family destination.

5.1.5 Age

AgeUK (2001

census)

Yorkshire

and

Humber

region

(Census 2001)

Total

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull &

East

Yorkshire

Northern

Lincs

0-15 yrs 20% 19% 26% 25% 24% 12% 17% 25% 33% 26% 23% 25%

16-24 yrs 11% 13% 6% 7% 7% 9% 3% 5% 9% 7% 6% 5%

25-34 yrs 14% 14% 10% 10% 11% 11% 9% 9% 13% 12% 10% 8%

35-44 yrs 15% 15% 16% 16% 16% 15% 14% 16% 18% 16% 14% 15%

45-54 yrs 13% 13% 13% 14% 14% 21% 18% 14% 11% 13% 14% 11%

55-64 yrs 11% 11% 16% 15% 16% 18% 21% 17% 9% 15% 17% 17%

65-74 yrs 8% 9% 11% 10% 10% 10% 15% 11% 5% 8% 10% 13%

75 yrs + 7% 8% 3% 3% 3% 2% 4% 3% 2% 2% 5% 5%

Base 34028 32771 24137 1910 3398 3939 4758 6522 1936 1674

Please note that the table above is based upon all members of the parties interviewed. Just under a quarter

of all visitors were children (24%) which mirrors both the 2009 (26%) and 2010 (25%) results.

South Yorkshire appears to attract a larger proportion of children (33%) and those falling into the 35 to 44

year (18%) age group (most likely to be parents). The Dales & Harrogate area continues to attract a larger

proportion of older visitors (40% aged 55 years plus).

Comparison with the ATP results from 2009 and 2010 shows a fairly consistent picture, with only small

variations such as a higher proportion of children in South Yorkshire: 33% in 2011 compared with 29% in

2010 and 30% in 2009.

Overall the age of respondents shows strong resemblance to the 2009 and 2010 findings. However, when

comparing it to the age of the UK population, the results show that those aged between 16 and 34 are

slightly less represented amongst visitors to Yorkshire, whereas the older age groups between 55 and 74

show a slightly stronger representation than the UK population. However, this might also be linked to

regional population variations, with more than half of all visitors (60%) to Yorkshire being from within

Yorkshire.

Interestingly, the Yorkshire population figures also prove that a higher proportion of visitors to Yorkshire

are children (24%) than the Yorkshire household average (19%).


5.1.6 Origin

UK originTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

LincsStayers Repeat

First

Timers

Yorkshire & Humber 56% 55% 60% 47% 52% 52% 70% 59% 78% 65% 24% 63% 50%

North West 11% 11% 9% 11% 13% 6% 3% 16% 3% 4% 12% 8% 12%

East Midlands 10% 10% 9% 9% 5% 9% 16% 5% 8% 19% 12% 9% 11%

North East 7% 7% 7% 9% 12% 16% 1% 4% 2% 1% 9% 7% 5%

London & South East 5% 6% 5% 6% 6% 5% 3% 6% 4% 4% 16% 5% 8%

East Anglia 3% 3% 3% 4% 4% 4% 2% 3% 2% 2% 9% 2% 4%

West Midlands 3% 3% 2% 5% 3% 3% 2% 2% 1% 1% 6% 2% 3%

Scotland 2% 2% 2% 4% 2% 2% 1% 2% 1% 1% 5% 1% 3%

South West 2% 2% 2% 4% 2% 2% 1% 2% 1% 1% 5% 1% 2%

Wales 1% 1% 1% 2% 1% 0% 1% 1% 1% 0% 2% 1% 1%

Base 9267 9234 7581

Overseas 5% 5% 5% 10% 4% 6% 2% 6% 2% 2% 13% 3% 10%

The proportion of those visiting Yorkshire from within Yorkshire shows a small increase compared to 2010

(55%) and 2009 (56%). However, this might be directly linked to the slight changes to the definition of

„visitors‟.

Interestingly, the proportional increase very much mirrors the proportional increase of day visitors to

Yorkshire, with day visitors from Yorkshire in 2011 accounting for 74% of all day visitors, compared to 72%

in 2010.

Staying visitors were more likely to be from London and the South East (16%) than day visitors (0%), which

shows a slight increase compared to 15% of staying visitors from London and the South East in 2010 and

15% in 2009.

Sub-regional variations can be linked to geographic proximity, such as the Moors & Coast attracting a larger

proportion of visitors from the North East (16%), whereas the Dales & Harrogate attract more visitors

from the North West (13%).


The map below illustrates the origin of all UK respondents and re-emphasises a high concentration of

visitors from Yorkshire.


The proportional split between UK (95%) and overseas visitors (5%) mirrors exactly those of the previous

two years, with York & Selby consistently attracting higher levels of overseas visitors (10% in 2011, 9% in

2010 and 12% in 2009).

Overseas countryIPS

2010

Total

2009

Total

2010

Total

2011

USA 9% 16% 19% 14%

Australia 3% 15% 14% 14%

Netherlands 6% 10% 9% 12%

Germany 10% 10% 8% 12%

France 12% 5% 8% 7%

Canada 2% 7% 7% 5%

Spain 6% 4% 5% 4%

Italy 5% 2% 4% 4%

Republic of Ireland 9% 3% 3% 4%

Belgium 4% 1% 3% 3%

New Zealand 1% 5% 3% 3%

Base 29637 480 492 382

The table above suggests that Yorkshire attracted a larger proportion of overseas visitors from the

Netherlands (12% in 2011 from 9% in 2010) and Germany in 2011 (12% in 2011 from 8% in 2010), while

the proportion of US American visitors (14%) appears to be smaller than in previous years (19% in 2010

and 16% in 2009).

However care should be taken due to the relatively small overall sample size of overseas visitors.

Yorkshire & Humber appears to attract proportionally more American, Australian, Dutch and German

visitors and less French, Irish and Spanish visitors in comparison with the International Passenger Survey

(IPS)4, which reports on the UK as a whole during 2010.

4 International Passenger Survey 2009, Office of National Statistics, number of overseas visits to the UK by country of residence.


5.1.7 Mosaic segmentation

The postcodes from the UK resident visitors were used to generate MOSAIC profiles. For details on the

characteristics of these profiles see the appendix5.

Mosaic typeYorkshire

2010UK

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull &

East

Yorkshire

Northern

LincsStayers

First

Timers

Repeat

visitors

F Suburban Mindsets 11% 11% 15% 15% 15% 15% 14% 17% 15% 14% 10% 15% 16% 15%

B Professional Rewards 7% 8% 12% 12% 12% 14% 13% 9% 11% 11% 12% 14% 11% 12%

M Industrial Heritage 11% 8% 11% 12% 12% 11% 14% 13% 11% 11% 16% 11% 10% 13%

D Small Town Diversity 9% 9% 12% 11% 12% 12% 12% 10% 11% 12% 15% 11% 10% 12%

I Ex-Council Community 11% 9% 9% 9% 8% 7% 9% 10% 8% 9% 13% 8% 9% 9%

G Careers and Kids 5% 6% 7% 7% 5% 7% 7% 9% 7% 6% 6% 7% 7% 7%

N Terraced Melting Pot 10% 8% 6% 6% 5% 4% 5% 6% 8% 5% 5% 5% 6% 6%

J Claimant Cultures 8% 5% 4% 5% 5% 3% 4% 6% 5% 6% 3% 3% 5% 5%

C Rural Solitude 3% 4% 5% 4% 7% 6% 4% 2% 3% 6% 5% 4% 4% 4%

H New Homemakers 4% 5% 3% 4% 3% 3% 3% 4% 5% 4% 4% 4% 5% 4%

O Liberal Opinions 6% 9% 5% 4% 5% 3% 3% 5% 6% 4% 2% 6% 6% 4%

A Alpha Territory 1% 3% 3% 3% 3% 4% 3% 3% 3% 2% 0% 4% 3% 2%

E Active Retirement 4% 5% 3% 3% 4% 6% 4% 2% 3% 4% 4% 4% 3% 4%

L Elderly Needs 7% 6% 3% 3% 2% 3% 3% 3% 3% 3% 4% 3% 3% 3%

K Upper Floor Living 3% 6% 2% 1% 1% 1% 1% 1% 2% 1% 1% 1% 2% 1%

The results show an overall strong resemblance to the results from 2010, with Suburban Mindsets (15%)

and Professional Rewards (12%) and Industrial Heritage (12%) topping the list.

However, stronger variations can be seen at ATP level. For example South Yorkshire attracts a larger

number of visitors that can be categorised into the Suburban Mindset segment (17%), whereas Northern

Lincolnshire attracts a larger proportion of those belonging to the Industrial Heritage segment (16%).

Interestingly, with 60% of all respondents being from Yorkshire and the Humber region, this broadly

reflects the proportional distribution of the Mosaic segments of the Yorkshire population (see table above),

with some exceptions. For example, visitors to Yorkshire are more likely to be part of the (more affluent)

Professional Rewards segment (12%), compared to only 7% of the Yorkshire population, suggesting, that

Yorkshire attracts an above average proportion of the Professional Reward segment, which might be from

areas outside of Yorkshire.

5 Please note that the Mosaic segments were changed in 2010. The table therefore only includes the results for the 2010 findings.


5.1.8 Disability

In 2009/10 additional questions relating to the disability of visitors were introduced.

9%

5%

12%

7%8%

12%

5%

13%

9%8%

11%

7% 7%

10%

13% 13%

Total York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

Percentage of parties with a disabled visitor

2011 2010

Source: Qa Research Base: 2010: 10856; 2011: 8,192

As in 2010, just under one in ten (9%) of parties had a visitor with a disability. Hull and East Yorkshire (5%

in 2011) and York & Selby attracted a slightly lower proportion of visitors with a disability (5% in 2011).

When comparing these results to the UK and Yorkshire average, which shows that there are 10 million

disabled people in Britain6 (about 17% of the UK population) and 19.5% of all Yorkshire residents7 are

suffering from a long-standing illness and are unable to work due to permanent sickness or disability. Data

from VisitEngland8 shows that 11% of domestic overnight trips in England were taken by someone

with/travelling with someone with a disability, that disabled visitors to Yorkshire are slightly under-

represented.


Repeat visitors are slightly more likely to have a visitor with a disability in their party (10%) compared

to only 8% of first time visitors.

Richmond (16%) and Wakefield (16%) were the districts that attracted the highest proportion of

disabled visitors.

Overseas visitors were less likely to have disabled visitors in their party: 3% compared with 9% of the

UK visitors.

6 Family Resources Survey (FRS) Disability prevalence estimates 2007/8 7 Office for National Statistics, 2001 8 VisitEngland 12 months to May 2010


Type RespondentOther party

membersRespondent

Other party

members

A mobility impairment 29% 32% 23% 31%

Long-term illness 17% 15% 11% 13%

Deafness 2% 2% 1% 3%

Learning difficulties 2% 6% 1% 8%

Blindness 1% 1% 2% 1%

Partial sight 1% 2% 1% 1%

Partial hearing loss 1% 2% 2% 2%

None or not specified 52% 45% 62% 48%

Base 1026 1026 748 748

2010 2011

As in 2010, mobility impairment was the most common disability facing respondents and other party

members.

25%

31%

11%

5%0%

28%

10%

23%

10%6%

1%

50%

Very good Good Satisfactory Poor Very poor Don't know

Ease of accessibility

At the location Yorkshire in general

Source: Qa Research 2011 Base: 748 (those parties with a disability)

As in 2010, the ease of accessibility at the interview location and in Yorkshire in general received primarily

positive ratings (56% very good and good for the interview location and 33% very good and good for

Yorkshire overall).

However, please note that the high frequency of „don‟t know‟, especially for Yorkshire & Humber as a

whole, affects the results. When excluding don‟t knows, the proportion of those stating that the ease of

accessibility at the location is either very good or good increased to 34% and 43% respectively.

The results show an overall similar pattern to the 2010 results, with most respondents providing very good

and good ratings.

Positively, the proportion of those that gave satisfactory ratings decreased from 14% for the interview

location in 2010 to 11% in 2011, and from 18% for Yorkshire overall in 2010 to 10% in 2011.


5.2 Visitor information sources

Info sources - before the tripTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

Previous experience/local knowledge 56% 62% 67% 67% 73% 75% 56% 64% 67% 75%

Recommendation/word of mouth 23% 25% 22% 23% 16% 14% 30% 25% 25% 10%

By chance 13% 12% 12% 13% 10% 11% 11% 17% 6% 3%

Other internet website 10% 8% 8% 7% 5% 3% 10% 14% 2% 1%

Convenient location/easy to get to 5% 6% 7% 4% 8% 6% 10% 7% 4% 6%

Leaflets 4% 6% 6% 6% 4% 2% 15% 6% 3% 1%

Newspaper/magazine article/advert 3% 3% 3% 5% 2% 1% 6% 4% 5% 1%

Guidebook/directory 2% 2% 2% 4% 4% 2% 1% 2% 0% 0%

TV/Radio programme 2% 2% 2% 4% 2% 1% 2% 3% 3%

www.yorkshire.com website 2% 2% 1% 3% 2% 1% 1% 2% 1%

Special offer 1% 2% 1% 1% 0% 1% 1% 2% 1% 0%

Specialist activity magazines 1% 1% 1% 0% 2% 0% 1% 1% 0% 1%

Tourist Information Centre 2% 1% 1% 1% 2% 1% 0% 1% 0%

Tour operator/package/travel agent 1% 1% 1% 3% 2% 1% 0% 1% 1% 1%

Other 12% 13% 10% 4% 13% 13% 10% 10% 3% 14%

Base 10655 10856 8192 719 1249 1285 1519 2163 748 509

The sources of information mirror previous trends, with previous experience/ local knowledge being the

most frequently mentioned source of information before the trip (67%), followed by recommendation/

word of mouth (22%).

However, previous experience/ local knowledge as a source of information before arriving, shows a slight

increase of 5% points compared to 62% in 2010 and an even bigger increase of 11% points compared to the

baseline data in 2009.

This correlates to the increase in day visitors and increase those visiting from within Yorkshire (up by 5%

points to 2010), as well as the increase of those that had visited previously in the last 12 months (up by 4%

to 2010).

The variations by ATP show, that amongst visitors to South Yorkshire, previous knowledge appears to be

lower (56%) than the average, which also correlates to a larger number of first time visitors to South

Yorkshire (38%) compared to 26% for the total in 2011.

York & Selby showed the largest proportion of visitors using the www.yorkshire.com website (3%), which

can be linked to a higher proportion of visitors from overseas (6% using the website), compared to 1% of

UK residents.

When comparing the results to 2009 and 2010, there are some variations, with the proportion of previous

knowledge/ local knowledge steadily increasing in West Yorkshire (48% in 2009, 56% in 2010 and 64% in

2011).



Info sources - before the trip Total Day Stayers RepeatFirst

Timers

UK

ResidentsOverseas

With

Children

Without

Children

Previous experience/local knowledge 67% 71% 59% 86% 14% 69% 35% 66% 67%

Recommendation/word of mouth 22% 20% 25% 12% 50% 21% 43% 25% 20%

By chance 12% 11% 12% 10% 17% 12% 13% 10% 13%

Other internet website 8% 8% 7% 5% 17% 8% 9% 11% 6%

Convenient location/easy to get to 7% 8% 5% 7% 8% 7% 4% 8% 6%

Leaflets 6% 7% 5% 3% 14% 6% 4% 8% 5%

Newspaper/magazine article/advert 3% 4% 2% 3% 6% 4% 3% 4% 3%

Guidebook/directory 2% 1% 4% 1% 4% 2% 12% 1% 2%

TV/Radio programme 2% 3% 2% 2% 4% 2% 3% 2% 3%

www.yorkshire.com website 1% 1% 3% 1% 2% 1% 6% 1% 2%

Special offer 1% 1% 1% 1% 2% 1% 2% 2% 1%

Specialist activity magazines 1% 1% 1% 1% 1% 1% 0% 1%

Tourist Information Centre 1% 0% 2% 1% 1% 1% 4% 1% 1%

Tour operator/package/travel agent 1% 1% 2% 1% 3% 1% 4% 0% 2%

WTY Holiday Guide 0% 0% 0% 0% 0% 0% 0%

Other 10% 9% 13% 8% 15% 10% 17% 9% 11%

Base 8192 5384 2808 6035 2121 7800 382 3047 5068

There were obvious variations between different types of visitors and the sources of information used

prior to visiting Yorkshire.

There was a consistent increase in the proportion of day visitors that referred to previous experience/

local knowledge (59% in 2009, 66% in 2010 and 71% in 2011) as a source of information before the trip,

which might be linked to the proportional increase of repeat visitors (74% in 2011/ 2010 and 78% in 2009).

First time visitors and overseas visitors rely heavily on recommendations (50% and 43% respectively).

As expected, first time visitors in general are more likely to use other sources of information than

previous/ local knowledge as the figures show:

Leaflets (14% compared to 3% of repeat visitors)

Newspaper magazine article or advert (6% compared to 3% repeat visitors)

TV/ radio programme (4% compared to 2% repeat visitors)

In addition, those travelling with children and first time visitors used internet sites more than those visiting

without children and repeat visitors.

Overseas visitors used Tourist Information Centres proportionally more (4%) than UK visitors (1%),

highlighting the significance of providing information material in different languages and employing multi-

lingual members of staff.

Overseas visitors were also more likely to have visited the www.yorkshire.com website prior to visiting

(6%) compared to 1% of all UK visitors.



Info sources - during the tripTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

First

TimersRepeat

Previous experience/local knowledge 48% 55% 58% 61% 63% 52% 52% 55% 64% 77% 8% 75%

Recommendation/word of mouth 16% 20% 16% 17% 11% 12% 23% 14% 24% 13% 34% 10%

By chance 8% 11% 13% 17% 11% 12% 6% 22% 12% 6% 23% 10%

Leaflets 7% 10% 8% 12% 9% 4% 12% 9% 5% 2% 17% 5%

Convenient location/easy to get to 3% 3% 4% 3% 4% 5% 2% 5% 2% 5% 5% 4%

Other internet website 4% 3% 2% 1% 1% 0% 2% 2% 1% 1% 3% 1%

Tourist Information Centre 3% 3% 2% 4% 5% 1% 0% 2% 1% 0% 2% 2%

Newspaper/magazine article/advert 1% 2% 1% 2% 0% 1% 2% 1% 2% 0% 2% 1%

Guidebook/directory 2% 1% 1% 4% 3% 1% 0% 1% 0% 0% 2% 1%

Tour operator/package/travel agent 1% 1% 1% 2% 1% 1% 0% 1% 1% 2% 0%

TV/Radio programme 1% 1% 1% 1% 1% 2% 1% 1% 1% 2% 1%

Special offer 0% 1% 1% 0% 0% 0% 0% 1% 1% 0% 1% 0%

Specialist activity magazines 1% 1% 0% 1% 0% 0% 0% 0% 0% 0%

www.yorkshire.com website 0% 0% 0% 0% 0% 0% 0% 0% 1% 0%

Other 13% 8% 6% 2% 5% 9% 6% 7% 1% 4% 10% 4%

Base 10752 9212 8192 719 1249 1285 1519 2163 748 509 2121 6035 N.B. No responses have been excluded

As with previous years, the proportion of visitors citing previous experience/ local knowledge remains the

most popular source of information (58%) particularly with repeat visitors (75%).

With an increase in day visitors and visitors from within Yorkshire, this proportion has slightly increased

from 48% in 2009, 55% in 2010 and 58% in 2011.

Leaflet usage is slightly down to 2010 (8% in 2011) but remains higher than in 2009 and particularly high in

York & Selby (12%), with a high level of visits to visitor attractions.

First time visitors continue to use a range of information sources including recommendations/ word of

mouth (34%) and also chance (23%) which suggests that they are open to suggestions until the very last

minute and highlights the importance of providing accommodation with sufficient information material to

make these important recommendations.

It is important to highlight the power of recommendations. Considering the influence of internet sites such

as „Tripadvisor‟, it shows how powerful recommendations can be. With 60% of all visitors to Yorkshire

visiting from within Yorkshire, this sense of pride for Yorkshire can be used in schemes such as

„recommend a friend‟ or other „ambassador schemes‟ that strongly draw on the local community.


5.3 Visit profile

5.3.1 Length of stay

Those that stayed overnight were asked how many nights they stayed in Yorkshire & Humber.

Length of overnight stayTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

LincsOverseas

First

TimersRepeat

Short break (1-3 nights) 49% 52% 54% 67% 48% 40% 75% 62% 47% 62% 24% 57% 53%

Longer break (Over 4 nights) 51% 48% 46% 33% 52% 60% 25% 38% 53% 38% 76% 43% 47%

Mean nights (UK trip) 6.10 6.13 5.87 5.41 6.85 6.21 4.45 5.85 4.89 5.57 15.98 6.31 5.69

Mean nights (Yorkshire trip) 5.20 4.79 4.71 3.75 5.18 5.04 3.21 4.88 4.73 5.59 8.41 4.57 4.77

Base 3663 3900 2808 370 498 707 220 675 193 145 370 834 1954

Overall, the length of stay appears to continue to decrease slightly, when comparing it to the previous

years‟ results. In 2011, the average length of stay in Yorkshire was 4.79 nights, which constitutes a decrease

of 2% compared to the 4.71 nights in 2011 and a 9% decreased compared to the 5.2 nights average length

of stay in 2009.

Likewise, the proportional distribution between shorter (up to 3 nights) and longer breaks (over 4 nights)

appears to have changed in favour of more short breaks, which should be considered when evaluating the

spend per trip figures in this publication.

The variations by ATP continue to reflect the 2010 results, with the average length of stay in Northern

Lincolnshire being the highest (5.59 nights in Yorkshire).

Those visiting from overseas continue to have longer trips and also a higher proportion of longer breaks

(76%), with only 24% being on short breaks and the average number of nights spent in Yorkshire being

more than 8 nights (8.41 nights), which is a similar level to the 2010 results (8.39 nights).

The Yorkshire results appear to be in line with national trends, according to the United Kingdom Tourism

Survey from 2010 for the UK, the proportion of shorter trips is 62%, compared to 38% of longer trips (4

nights plus).9

However, Yorkshire continues to attract a larger proportion (46%) of longer stays (4 nights plus) compared

to the national average (38%), suggesting that it is a key destination for the traditional annual summer

holiday.10

9 Visit Britain, 2010, United Kingdom Tourism Survey 10 Ibid


5.3.2 Location of stay

District of stay - Top 10Total

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

First

Timers

Scarborough 22% 21% 17% 3% 2% 59% 0% 1% 8% 0% 10%

York 15% 14% 16% 78% 5% 10% 1% 5% 2% 0% 18%

Leeds 8% 9% 11% 5% 5% 0% 3% 37% 1% 1% 15%

Harrogate 9% 8% 7% 3% 30% 1% 0% 5% 1% 0% 8%

Richmondshire 7% 7% 7% 0% 39% 3% 0% 0% 0% 0% 4%

East Riding of Yorkshire 7% 6% 6% 1% 0% 3% 0% 1% 66% 1% 5%

Sheffield 7% 7% 5% 1% 0% 0% 59% 1% 0% 0% 6%

Ryedale 5% 5% 5% 2% 0% 19% 0% 0% 0% 0% 3%

Craven 4% 4% 4% 0% 20% 0% 0% 3% 0% 0% 3%

Bradford 4% 4% 4% 1% 3% 0% 1% 15% 0% 0% 7%

Base 3663 4090 2664 365 458 684 204 634 191 128 765

The location of the district overnight visitors within Yorkshire had stayed in, shows strong resemblance to

the 2009 and 2010 results, which Scarborough (17%) and York (16%) topping the table.

Sheffield showed a small decrease which may be linked to the fact that South Yorkshire attracted a larger

proportion of day visitors in 2011 compared to previous years.

The table also shows consistent geographic patterns, with ATPs in which various districts are located

showing higher proportional representation.


5.3.3 Type of accommodation

Type of accommodationTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

Paid for accommodation 69% 66% 69% 86% 82% 77% 52% 54% 62% 37%

Hotel/motel with 50+ rooms 17% 18% 18% 22% 14% 8% 37% 26% 14% 7%

Hotel/motel with 10-49 rooms 9% 9% 10% 22% 8% 9% 9% 8% 10% 4%

Guest-house/ B&B - non-farm 10% 9% 10% 19% 11% 11% 2% 6% 12% 9%

Self-catering - non-farm 10% 8% 10% 6% 15% 19% 1% 6% 6% 3%

Static caravan 5% 6% 5% 0% 2% 15% 0% 0% 12% 7%

Touring caravan 6% 4% 4% 5% 13% 3% 0% 2% 3% 2%

Hotel/motel with <10 rooms 2% 2% 1% 2% 2% 2% 0% 1% 0% 3%

Inn/Pub 2% 2% 2% 1% 5% 2% 1% 2% 1% 1%

Farm-house - B&B 2% 2% 2% 2% 3% 3% 0% 1% 1% 0%

Farm-house - Self-catering 2% 2% 1% 1% 2% 1% 0% 2% 2% 0%

Camping 3% 2% 3% 2% 6% 3% 0% 1% 3% 0%

Youth Hostels 1% 1% 1% 3% 2% 1% 0% 1% 0% 0%

Other paid for 1% 1% 0% 1% 0% 0% 0% 0% 0% 0%

Free accommodation 31% 34% 32% 14% 19% 24% 50% 47% 38% 64%

Friends and relatives home 23% 24% 23% 11% 12% 10% 46% 43% 20% 41%

Free caravan 4% 6% 6% 2% 4% 8% 1% 1% 15% 20%

Friends/relatives second home 1% 2% 1% 1% 0% 3% 0% 2% 1% 0%

Free camping 1% 1% 1% 0% 0% 1% 2% 0% 3% 2%

Own second home 1% 1% 1% 0% 1% 1% 0% 0% 1% 1%

Other free accommodation 1% 1% 1% 0% 1% 1% 0% 1% 0% 2%

Base 3628 3900 2665 365 458 684 204 635 191 128

Overall, the proportion of visitors that stayed in paid for accommodation increased slightly to 69% in 2011,

from 66% in 2010 and thus remains exactly the same as with the 2009 results.

However, the proportional distribution of the different accommodation types remains overall very similar

to 2010 and 2009.

Differences between ATPs show that York & Selby attract a larger proportion of visitors staying in paid

accommodation than any other area (86%) compared to 79% in 2010. Conversely, staying visitors to South

Yorkshire are equally likely to stay in paid for or free accommodation (52% paid and 50% free).

Northern Lincolnshire appears to be the area with the highest proportion of visitors staying in free

accommodation (64%), which is reflected in the overall spend figures.


Type of accommodationTotal

2011Repeat

First

Timers

UK

ResidentsOverseas

With

Children

Without

Children

Paid for accommodation 69% 66% 74% 69% 64% 61% 71%

Hotel/motel with 50+ rooms 18% 15% 27% 18% 18% 11% 21%

Hotel/motel with 10-49 rooms 10% 9% 11% 9% 14% 5% 12%

Guest-house/ B&B - non-farm 10% 10% 11% 10% 13% 5% 12%

Self-catering - non-farm 10% 11% 9% 11% 6% 14% 9%

Static caravan 5% 6% 4% 6% 0% 15% 2%

Touring caravan 4% 5% 2% 5% 2% 3% 5%

Hotel/motel with <10 rooms 1% 1% 1% 1% 2% 1% 2%

Inn/Pub 2% 2% 2% 2% 1% 1% 3%

Farm-house - B&B 2% 2% 2% 2% 3% 1% 2%

Farm-house - Self-catering 1% 1% 1% 1% 1% 2% 1%

Camping 3% 3% 2% 3% 1% 4% 2%

Youth Hostels 1% 1% 2% 1% 3% 1% 2%

Other paid for 0% 0% 1% 0% 1% 0% 0%

Free accommodation 32% 34% 26% 31% 37% 40% 29%

Friends and relatives home 23% 24% 21% 22% 33% 28% 21%

Free caravan 6% 7% 2% 6% 1% 7% 5%

Friends/relatives second home 1% 2% 0% 1% 2% 3% 1%

Free camping 1% 1% 1% 1% 0% 1% 1%

Own second home 1% 1% 1% 1% 0% 1% 1%

Other free accommodation 1% 1% 1% 1% 1% 1% 1%

Base 2665 1881 766 2318 347 754 1901

As in 2010, first time visitors show an increased likelihood to stay in paid accommodation (74%) compared

to repeat visitors (66%) and were most likely to use large hotels (27%).

Those visiting with children were more likely to stay in free accommodation (40%) than those visiting

without children (29%), and most often friends and relatives home (28%).

Likewise overseas visitors who stayed in free accommodation were most likely stay in friends and relatives

home (33%).

Interestingly, when comparing the results to 2010, more overseas visitors stayed in paid accomodation in

2011 (64%) compared to 54% in 2010, which may be a direct result of the favourable exchange rates.


0%

7%

43% 43%

6%

0%

8%

43% 43%

6%2%

7%

40%

46%

5%

1 star 2 star 3 star 4 star 5 star

Hotel star rating

2009 2010 2011

Source: Qa Research 2011Base: 2009 613, 2010 657, 2011 443 (those who stayed in a hotel & could comment)

The comparisons with the previous years show that those who stayed in a hotel were very likely to stay

either in a four star (46%) or 3 star (40%) hotel. However, in 2011 a slightly higher proportion stayed in

four star hotels (46% than 2010 and 2009 (43%).

It should be noted that many four star hotels provide special discounted rates throughout the year to

ensure high levels of occupancy.

5.3.4 Method of booking for paid for accommodation

Method of bookingTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

First

TimersOverseas

Via the internet 38% 40% 41% 35% 35% 42% 62% 52% 15% 30% 43% 39%

Over the phone directly with acc 40% 39% 38% 39% 44% 37% 27% 30% 62% 36% 33% 18%

On arrival/just turned up 4% 7% 5% 6% 7% 4% 4% 8% 15% 5% 10%

Through a travel agent 3% 2% 4% 8% 1% 2% 2% 5% 8% 2% 7% 13%

Through a tour operator 3% 4% 3% 4% 3% 3% 1% 3% 2% 3% 2%

Unsure / can't recall 12% 2% 3% 5% 4% 2% 2% 3% 4% 3% 6%

Email 1% 1% 2% 2% 4% 1% 1% 3% 1% 2%

Through a TIC 2% 2% 1% 2% 2% 2% 1% 2% 1% 5%

Other 6% 8% 8% 3% 7% 13% 9% 8% 2% 13% 8% 10%

Base 2505 2588 1828 313 374 526 106 343 119 47 569 221

The results show a continuing increase in the use of the internet when booking paid accommodation with

38% in 2009, 40% in 2010 to 41% in 2011.

While the proportion of visitors who booked on arrival/ just turned up decreased from 7% in 2010 to 5%

in 2011, which might be a direct result of more long term financial and thus holiday planning as well as the

number of special offers mentioned above, which are often available online.


Interestingly, visitors to Hull & East Yorkshire showed a significantly higher proportion booking over the

phone directly with the accommodation provider (62%) and South Yorkshire a significantly lower

proportion (27%).

However, these variations mirror exactly the trends established in 2010, when South Yorkshire was least

likely to book over the phone with the accommodation provider (25%) and Hull & East Yorkshire most

likely (52%).


As expected, previous visitors were more likely to book directly with the accommodation provider

(41%) compared with 33% of first time visitors.

Overseas visitors were more likely to book via a travel agent (13%) compared to UK visitors (3%).

Those travelling with children were more likely to book via the accommodation provider‟s website

(36%) compared to 24% of those travelling without children.

5.3.5 Rating of accommodation

Rating - Customer ServiceTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

Very good 53% 53% 52% 39% 56% 60% 45% 51% 55% 49%

Good 26% 30% 33% 48% 28% 27% 39% 32% 31% 20%

Satisfactory 7% 7% 7% 7% 7% 7% 9% 6% 5% 4%

Poor 2% 1% 1% 0% 1% 2% 0% 1% 1% 2%

Very poor 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%

Don't know 11% 8% 7% 5% 9% 3% 7% 10% 8% 15%

Mean 4.5 4.46 4.46 4.33 4.51 4.49 4.38 4.48 4.52 4.48

Base 2505 2588 1828 313 374 526 106 343 119 47

Customer service received at the paid for accommodation appears to be at exactly the same high level as in

2010 (4.46 average). The strongest increase in very good ratings was in Hull & East Yorkshire (55% very

good compared to 40% in 2010) and Moors & Coast (60% very good compared to 54% in 2010).

Rating - QualityTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

Very good 54% 52% 52% 37% 59% 58% 41% 52% 56% 47%

Good 28% 30% 31% 50% 25% 25% 42% 29% 29% 30%

Satisfactory 9% 9% 8% 7% 8% 9% 8% 7% 8% 6%

Poor 2% 2% 2% 0% 1% 4% 3% 2% 0% 6%

Very poor 0% 1% 1% 0% 0% 2% 0% 0% 0% 2%

Don't know 8% 6% 6% 6% 7% 2% 6% 10% 8% 9%

Mean 4.4 4.40 4.41 4.32 4.51 4.38 4.28 4.46 4.53 4.23

Base 2505 2588 1828 313 374 526 106 343 119 47


In terms of quality of the accommodation, the results show a slight improvement compared to 2010, with

83% providing very good and good ratings compared to 82% in 2010. Hull & East Yorkshire saw the biggest

improvement in terms of very good quality ratings from 46% in 2010 to 56% in 2011.

Rating - ValueTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull &

East

Yorkshire

Northern

Lincs

Very good 55% 54% 52% 36% 55% 60% 38% 55% 55% 36%

Good 26% 29% 31% 49% 28% 23% 42% 28% 31% 28%

Satisfactory 9% 8% 8% 8% 8% 7% 11% 5% 8% 21%

Poor 2% 2% 2% 2% 2% 5% 4% 1% 2%

Very poor 1% 1% 1% 1% 2% 0%

Don't know 7% 7% 6% 6% 7% 3% 6% 11% 6% 13%

Mean 4.4 4.44 4.40 4.27 4.45 4.39 4.20 4.52 4.51 4.12

Base 2505 2588 1828 313 374 526 106 343 119 47

Interestingly, and probably reflective of the overall tight financial squeeze, the value for money ratings show

a slight decrease compared to 2010 (4.40 in 2011, 4.44 in 2010).

5.3.6 Transportation

Transport - from homeTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

First

Timers

Car/van/motor-home 83% 84% 82% 68% 84% 90% 85% 76% 81% 89% 79%

Train 8% 8% 8% 19% 4% 3% 8% 13% 4% 5% 9%

Public bus/coach service 5% 4% 5% 7% 5% 3% 6% 6% 7% 2% 4%

Aeroplane 3% 3% 3% 7% 3% 4% 1% 5% 1% 2% 7%

Coach tour/special excursion 3% 2% 2% 4% 3% 3% 1% 2% 3% 2% 4%

Motorbike 0% 1% 1% 0% 3% 1% 0% 1% 0% 1% 1%

Boat/ferry 1% 1% 1% 2% 1% 1% 0% 1% 1% 0% 2%

Bicycle 0% 0% 1% 1% 1% 1% 0% 1% 0% 1% 0%

Walked 1% 0% 1% 2% 1% 1% 2% 1% 3% 1% 1%

Park and Ride 0% 0% 0% 3% 0% 0% 1% 0%

Other 0% 0% 1% 0% 0% 0% 1% 0% 2% 1%

Base 10716 10856 8192 719 1249 1285 1519 2163 748 509 2121

Interestingly, although the car remains the dominant form of transportation (82%) to Yorkshire, it shows a

slight decrease by 2% points from the previous year.

More rural areas such as the Moors & Coast and Northern Lincolnshire appear to rely more heavily on

visitors arriving by car (90% and 89%), suggesting the public transport infrastructure is not as develop as in

other areas.

York & Selby shows how excellent public transport infrastructure can encourage the uptake of trains and

public buses with 19% arriving by train and 7% by public bus/ coach service.



Staying visitors were more likely to arrive by train (12%) compared to only 6% of day visitors.

Conversely, day visitors were more likely to use the car to get to area/ location they visited (83%)

compared to 79% of staying visitors.

Unsurprisingly, overseas visitors showed a higher probability to arrive by aeroplane (69%) compared to

0% of the UK based Yorkshire visitors.

Overseas visitors were also more likely to arrive by train (18%) than UK visitors to Yorkshire (8%).

Visitors with children were more likely to arrive by car (91%) than those without children in their party

(76%), which might be cost driven but also driven by convenience.

Transport - around YorkshireTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

LincsStayers

Walked 82% 89% 95% 94% 92% 95% 98% 94% 93% 99% 93%

Car/van/motor-home 28% 33% 29% 18% 43% 50% 10% 29% 14% 32% 50%

Public bus/coach service 5% 5% 4% 5% 4% 4% 2% 5% 3% 2% 8%

Train 3% 3% 2% 2% 2% 5% 1% 3% 1% 6%

Coach tour/special excursion 1% 1% 1% 2% 2% 1% 1% 1% 0% 2%

Bicycle 1% 1% 1% 1% 1% 1% 0% 1% 1% 1% 1%

Park and Ride 1% 1% 1% 3% 0% 1% 0% 1% 0% 1%

Motorbike 0% 0% 1% 2% 0% 0% 0% 0%

Boat/ferry 0% 1% 0% 0% 0% 0% 0% 0% 0% 0%

Aeroplane 0% 0% 0% 0% 0%

Other 1% 1% 1% 1% 0% 0% 2% 1% 2% 0% 1%

Base 10695 10856 8192 719 1249 1285 1519 2163 748 509 2808

The trend analysis from 2009 to 2010 and 2011 shows a steady increase in the proportion of those that

walked by visiting Yorkshire (82% in 2009, 89% in 2010 and 95% in 2011).

However, with 29% of all visitors still using the car while in Yorkshire (although this figure has decreased

from 2010 (33%)) it is still a significant number.

Again, rural locations such as the Moors & Coast and Dales & Harrogate saw higher levels of car uptake.

With many UK households feeling the „financial squeeze‟ it does not come as a surprise that most visitors

„walked‟ while visiting Yorkshire (95%) to avoid having to pay for petrol, car parking or public

transportation.

The comparison with the UKTS 2010 figures, published by Visit England shows, that in 2010, the largest

proportion of transport used on the longest part of the journey was the car (88.24 mill trips out of 116.87

million trips – equating to 76%), which mirrors the proportion of those arriving by car in Yorkshire (82%).


Airport 2009 2010 2011

Manchester 29% 31% 35%

Heathrow London 33% 35% 30%

Leeds Bradford 15% 15% 17%

Gatwick 5% 4% 3%

Newcastle 2% 2% 2%

Stansted 1% 3% 1%

Doncaster 2% 1% 1%

Liverpool 3% 1% 1%

East Midlands 2% 1% 1%

Base 326 361 275

Interestingly, in 2011, more overseas visitors arrived in Manchester (35%), not Heathrow as in 2009 and

2010.

5.3.7 Activities undertaken

Activities - allTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

LincsStayers

Day

Visitors

First

Timers

Eating & drinking out 58% 66% 72% 84% 76% 82% 66% 70% 57% 68% 87% 64% 74%

Stroll around & enjoy the ambience 58% 58% 57% 68% 83% 83% 20% 51% 46% 58% 80% 45% 46%

Shopping 38% 40% 49% 57% 49% 56% 37% 53% 33% 59% 64% 41% 43%

Visit visitor attractions e.g. museums 43% 33% 33% 55% 5% 15% 35% 53% 33% 28% 36% 32% 42%

Short walk (up to 2 hours) 29% 32% 29% 6% 35% 57% 23% 21% 15% 49% 41% 23% 27%

Visiting historic houses & gardens 26% 30% 26% 30% 46% 29% 26% 14% 24% 18% 34% 22% 28%

Visiting natural attractions 24% 24% 26% 4% 40% 62% 6% 13% 15% 65% 39% 19% 19%

Driving around & sightseeing from car 13% 19% 15% 6% 28% 34% 2% 11% 7% 16% 30% 7% 13%

Visiting friends or relatives 12% 15% 12% 10% 8% 10% 9% 18% 8% 25% 27% 5% 11%

Attend a festival or outdoor event 10% 9% 9% 14% 13% 7% 5% 9% 12% 6% 7% 10% 7%

Long walk (over 2 hours) 7% 10% 8% 2% 17% 16% 3% 5% 2% 7% 14% 4% 5%

Wildlife watching e.g. bird watching 4% 9% 8% 1% 9% 12% 7% 3% 6% 27% 11% 6% 8%

Passive beach activities 4% 7% 8% 1% 5% 25% 1% 2% 8% 21% 12% 5% 4%

Active beach activities 2% 4% 5% 0% 0% 25% 0% 0% 2% 13% 12% 2% 2%

Spectator at sporting event/match 2% 3% 4% 12% 0% 2% 7% 3% 8% 1% 4% 4% 4%

Visiting family/theme/activities park 3% 6% 3% 0% 4% 4% 4% 3% 1% 7% 3% 3% 4%

Visiting canals & waterways 4% 3% 3% 1% 3% 0% 0% 7% 0% 1% 4% 2% 3%

Evening entertainment/music concerts 3% 2% 3% 4% 1% 2% 3% 3% 2% 7% 6% 1% 3%

Other 5% 10% 9% 8% 6% 5% 15% 12% 4% 10% 9% 9% 11%

Base 10752 10856 8192 719 1249 1285 1519 2163 748 509 2808 5384 2121

When asked in a multiple response question for all the activities visitors had or were going to take part in

during their visit to a particular area or location, the activity that tops the results is „eating and drinking out

(72%), which is a 6% point increase compared to 66% in 2010 and 58% in 2009.

Visiting visitor attractions remains level with 2010 at 33%, but lower (due to shift of emphasis in sampling)

than in 2009 (43%).

Variations by ATP show that Shopping was particularly popular amongst visitors to York and Selby (57%) as

was visiting visitor attraction (55%).

Visitors to Northern Lincolnshire and West Yorkshire were more likely to visit friends and relatives (25%

and 18% respectively) than other areas.


The average number of activities undertaken by each interviewed respondents indicates that in 2011, on

average 3.8 activities were taken part in, compared to a similar number of 3.9 activities in 2010 and a

slightly lower number of 3.5 activities in 2009.

Staying visitors appear to be generally more active with on average participating in 5.3 activities, whereas

day visitors participated on average in 3 activities.

The activities undertaken provide a very good indication about the individual area‟s product strengths. For

example York & Selby showed high levels of visitors undertaking shopping and visiting visitor attraction.

This should help individual areas and districts to define their product strengths and to promote them

accordingly.

Activities - mainTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

LincsStayers

Day

visitors

First

TimersOverseas

Visit visitor attractions 26% 18% 20% 26% 0% 4% 25% 36% 23% 7% 9% 25% 27% 13%

Stroll around & enjoy the ambience 16% 15% 14% 30% 22% 15% 4% 13% 12% 12% 20% 11% 13% 20%

Visiting historic houses & gardens 12% 13% 12% 3% 21% 11% 20% 5% 14% 10% 6% 16% 13% 8%

Visiting friends or relatives 7% 9% 9% 6% 5% 6% 6% 14% 5% 15% 20% 2% 8% 30%

Visiting natural attractions 7% 7% 7% 0% 6% 28% 0% 1% 5% 13% 12% 4% 5% 10%

Attend a festival or outdoor event 7% 6% 7% 10% 12% 4% 5% 6% 11% 5% 4% 9% 6% 1%

Spectator at sporting event/match 2% 2% 4% 11% 0% 1% 6% 3% 7% 0% 3% 4% 3% 3%

Short walk - up to 2 hours 4% 4% 3% 0% 5% 5% 3% 2% 1% 10% 3% 4% 2% 1%

Long walk - over 2 hours 3% 4% 3% 0% 9% 5% 2% 2% 1% 3% 4% 3% 1% 2%

Shopping 3% 2% 3% 4% 2% 0% 4% 4% 4% 4% 1% 4% 2% 1%

Eating & drinking out 2% 2% 2% 4% 5% 1% 1% 2% 1% 3% 3% 2% 2% 3%

Visiting family / theme park 1% 2% 2% 0% 2% 2% 4% 2% 0% 4% 1% 3% 3% 1%

Passive beach activities 0% 1% 2% 0% 0% 5% 0% 0% 5% 3% 2% 1% 0% 0%

Wildlife watching 0% 2% 1% 0% 0% 0% 3% 0% 4% 3% 0% 2% 3% 0%

Mountain biking / cycling 1% 1% 1% 0% 1% 1% 0% 1% 0% 1% 0% 1% 0% 1%

Active beach activities 1% 1% 1% 0% 0% 5% 0% 0% 0% 2% 2% 0% 0% 0%

Driving around & sightseeing from car 1% 1% 1% 0% 4% 1% 0% 0% 0% 0% 2% 1% 1% 1%

Evening entertainment 1% 1% 1% 0% 0% 0% 2% 1% 0% 1% 1% 0% 1% 1%

Visiting canals & waterways 1% 1% 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 1% 0%

Attending business conference/meeting 0% 1% 0% 1% 0% 0% 0% 1% 0% 0% 0% 0% 0% 2%

Other 2% 6% 5% 2% 4% 3% 12% 6% 3% 6% 4% 6% 6% 3%

Base 10752 10856 8192 719 1249 1285 1519 2163 748 509 2808 5384 2121 382

As in 2009 and 2010, visiting visitor attraction remains the main activity of the largest proportion of visitors

interviewed (20%). Although the sampling emphasis has slightly changed during this year‟s study (to sample

less at attractions), the results still suggest that visiting attractions is an important activity in Yorkshire,

particularly amongst day visitors, whose proportion is significantly higher (25%) compared to staying visitors

(9%).

The variations by ATP highlight the key product strengths of each area for example:

The most popular main activity in the Moors & Coast area was visiting natural attractions (28%).

York & Selby‟s most popular main activity stroll around and enjoy the ambience (30%).

South Yorkshire‟s most popular main activity was visiting visitor attractions (25%)



Overseas visitors were more likely to visit friends and family (30% stated this as their main activity)

compared to 8% of UK visitors.

Seasonal variations can be noticed, with outdoor activities featuring higher during summer seasons and

indoor activities featuring higher during autumn and winter seasons. For example visiting visitor

attractions appears to be significantly more likely to be the main activity during the autumn quarter

(32%) than summer (20%).

Although specific research efforts were made during 2010 and 2011, to sample more non-attraction

locations throughout the region, it should be noted that with the change in definition, more day visitors

were included in the sample, which might explain why the 2011 results still feature visiting attractions as the

most prominent main activity and why the 2011 figures are slightly higher than in 2010, while still being

lower than 2009.

5.3.8 Districts visited during trip

Districts visitedTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

York 14% 15% 13% 89% 5% 15% 0% 6% 2%

Scarborough 13% 13% 12% 4% 3% 63% 0% 2% 4%

Harrogate 11% 12% 10% 4% 52% 5% 0% 4% 0%

Leeds 11% 11% 10% 4% 3% 1% 1% 34% 0% 0%

East Riding of Yorkshire 9% 8% 8% 1% 1% 15% 1% 59% 1%

Ryedale 6% 8% 6% 2% 1% 38% 1% 1%

Bradford 6% 7% 6% 1% 2% 0% 0% 22% 0%

Sheffield 7% 6% 6% 0% 1% 0% 31% 1% 0% 0%

Calderdale 4% 4% 6% 0% 0% 0% 21%

Craven 6% 6% 5% 1% 28% 2% 0% 1% 0%

Richmondshire 5% 6% 5% 1% 30% 4% 1% 0%

Barnsley 5% 5% 5% 0% 24% 1%

Doncaster 5% 5% 5% 0% 0% 0% 25% 0% 0%

Kirklees 5% 5% 5% 0% 0% 0% 20%

Kingston upon Hull 5% 5% 5% 1% 0% 0% 0% 46% 1%

Hambleton 5% 4% 5% 1% 2% 26% 0% 0%

Wakefield 5% 4% 5% 0% 0% 0% 18% 0%

Rotherham 5% 5% 4% 24% 0%

North East Lincolnshire 4% 4% 0% 0% 1% 60%

North Lincolnshire 2% 3% 0% 0% 0% 0% 44%

Selby 2% 1% 1% 13% 1% 1% 0% 1% 0%

Base 10752 10856 8129 719 1249 1285 1519 2163 748 509

As with previous years‟ results, York tops the table, followed by Scarborough. The link between districts

and ATP is shown by the pattern shown in the table.


5.3.9 Importance and rating of visit

Importance Experience Difference Importance Experience Difference Importance Experience Difference

Lively nightlife 1.6 2.6 1.0 1.7 2.5 0.8 1.6 2.8 1.2

Distinctive shopping experience 2.6 3.3 0.7 2.5 3.3 0.8 2.3 3.2 0.9

Environmentally-friendly services/facilities 3.2 3.7 0.5 3.3 3.8 0.5 2.8 3.7 0.9

Diverse range of outdoor activities 3.4 3.9 0.5 3.4 4.0 0.7 3.0 4.0 1.0

Range of natural attractions 3.8 4.2 0.4 3.7 4.2 0.6 3.4 4.2 0.8

Variety of attractions for a range of people 3.8 4.1 0.3 3.9 4.3 0.4 3.7 4.2 0.5

Varying bases

2009 2010 2011

On a scale from 1 to 5, with 1 being of low importance or low experience and 5 being either very

important or of very satisfied experience, the table above outlines the differences between importance and

actual experience of visiting the area/ location in Yorkshire.

The overall pattern remains similar to 2009 and 2010 but, positively, the difference between experience

and importance increased further, suggesting that these different aspects outperform what visitors

expected or deemed important before their visit (even more so in 2011).

5.3.10 Facility usage and ratings

Visitors were asked what facilities they used (tables below illustrate the % that had used the different

facilities such as the markets, shops etc) and what their opinion was of them on scale from 1 to 5 with 1

being very poor and 5 being excellent – with the tables below outlining the average scores. The results will

feed into the national benchmarking scheme.

Total

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

Market 10% 9% 9% 17% 13% 3% 3% 11% 2% 15%

Range 3.9 4.0 3.9 4.1 3.7 3.7 3.9 4.2 3.8 3.5

Presentation 4.0 4.1 4.1 4.1 4.1 3.7 3.9 4.3 4.1 3.5

Quality of goods 3.9 4.1 4.1 4.1 4.1 3.6 3.9 4.3 4.0 3.6

Service 4.1 4.3 4.2 4.2 4.3 3.7 3.9 4.4 4.4 4.1

Shops 42% 37% 42% 51% 48% 59% 36% 38% 34% 24%

Range 4.0 4.0 4.0 4.4 4.1 3.7 4.0 4.1 4.1 3.8

Quality of goods 4.1 4.1 4.2 4.5 4.3 3.8 4.2 4.3 4.2 4.2

Quality of service 4.2 4.2 4.2 4.5 4.4 3.8 4.2 4.4 4.3 4.3

Places to eat & drink 58% 59% 59% 72% 60% 76% 60% 51% 59% 29%

Range 4.0 4.0 4.0 4.4 4.1 3.9 3.8 4.1 4.2 3.8

Quality of food 4.2 4.2 4.2 4.4 4.4 4.0 4.2 4.2 4.3 4.2


Value for money 4.0 4.0 4.0 4.3 4.2 3.9 3.8 4.0 4.2 4.1

Bases vary

The overall ratings and the proportion of people able to comment on markets, shops and places to eat and

drink remain very similar to 2010 and 2009.

A slight improvement can be noticed with regards to the quality of goods in the shops, which at 4.2 is

slightly higher than the 2010 and 2009 value (4.1).


Northern Lincolnshire appears to receive generally lower ratings for the different market aspects than the

average but please note that only 15% could comment on markets in this area.

Likewise in Hull & East Yorkshire, Moors & Coast and South Yorkshire only very small proportions were

able to comment on markets.

Total

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

Attractions 71% 70% 65% 75% 47% 66% 73% 67% 67% 59%

Range 4.3 4.3 4.3 4.6 4.4 4.1 4.1 4.4 4.5 3.6

Interest 4.5 4.4 4.4 4.6 4.5 4.2 4.3 4.5 4.5 4.0


Value for money 4.3 4.3 4.3 4.5 4.4 4.1 4.1 4.4 4.4 4.0

Finding your way around 93% 84% 87% 97% 92% 91% 88% 85% 68% 91%

Road signs 4.1 4.1 4.2 4.3 4.3 3.7 4.1 4.2 4.3 4.6

Pedestrian signs 4.2 4.2 4.2 4.4 4.3 3.6 4.0 4.2 4.3 4.6

Display boards & info 4.2 4.1 4.2 4.4 4.3 3.7 4.0 4.3 4.3 4.6

Public transport 14% 16% 23% 8% 14% 16% 21% 12% 8%

Access/convenience 4.4 4.3 4.4 4.3 3.9 4.2 4.4 4.5 4.1

Quality of service 4.4 4.2 4.4 4.4 3.9 4.2 4.3 4.5 3.9

Value for money 4.2 4.1 4.1 4.4 3.8 4.0 4.2 4.3 3.8

Bases vary

Overall the 2011 results show strong resemblance to the 2009 and 2010 findings. However, fewer people

had used attractions, which can be directly linked to the change of emphasis in terms of sampling from

attractions to more rural locations and city centre locations.

As in 2010, York & Selby scored highest in terms of the attractions, whereas Northern Lincolnshire

received lower scores in particular for the category of „range of attractions‟ (3.6 out of 5).

Likewise, public transport mirrors the results in terms of transport used to get to destination in Yorkshire

and while visiting Yorkshire, with a higher proportion of visitors to York & Selby and West Yorkshire

having used it. However only 8% in Northern Lincolnshire and Dales & Harrogate used public transport

and were therefore able to comment on it.

Total

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

Cleanliness of streets 82% 76% 82% 99% 96% 84% 72% 73% 72% 96%

Cleanliness 4.2 4.2 4.2 4.4 4.6 3.8 4.3 4.2 4.2 4.0

Public toilets 54% 50% 43% 23% 41% 58% 60% 35% 29% 43%

Availability 4.1 4.2 4.0 3.7 4.1 3.5 4.2 4.2 4.3 4.5

Cleanliness 4.0 4.1 4.0 3.6 4.1 3.5 4.2 4.2 4.3 4.0

Car parking 78% 77% 75% 45% 80% 82% 82% 72% 76% 75%

Availability 4.1 4.2 4.2 4.2 4.3 3.7 4.4 4.3 4.4 4.7

Value for money 3.8 3.8 3.9 3.7 4.1 3.1 4.3 3.9 4.2 3.5

Tourist info facilities 16% 17% 12% 13% 17% 33% 2% 9% 3% 8%

Ease of finding 4.4 4.3 4.4 4.4 4.6 4.1 4.0 4.6 4.5 4.7


Usefulness of info 4.6 4.4 4.4 4.4 4.7 4.1 4.3 4.6 4.4 4.7

Bases vary


Although York & Selby achieved positive ratings for other aspects, the results suggest that there is some

scope for improvement in terms of availability and cleanliness of public toilets as well as the value for

money of car parking.

The Moors & Coast also scored relatively low in term of cost of car parking (3.1 out of 5).

5.3.11 Overall ratings

Total

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

General atmosphere 4.5 4.5 4.6 4.6 4.6 4.6 4.6 4.5 4.6 4.2

Feeling of welcome 4.5 4.5 4.6 4.6 4.7 4.6 4.7 4.6 4.6 4.2

General appearance 4.5 4.5 4.6 4.6 4.7 4.7 4.6 4.5 4.6 4.1

Base 10726 10856 8129 719 1249 1285 1519 2163 748 509

The average scores (on a scale of 1 to 5 – with 1 being very poor and 5 being very good) for all three

aspects improved slightly from 2010 and 2009, reaching average levels of 4.6 for each of the three aspects.

As in 2010, Northern Lincolnshire receives overall the lowest ratings, with the Dales & Harrogate receiving

the highest average scores.

The comparison with the results at ATP level in 2010 show that Hull & East Yorkshire‟s ratings improved

the most, whereas York & Selby‟s ratings remained at exactly the same level.

5.3.12 Aspects most enjoyed

In 2009, this question was open and subsequently coded. In 2010 and 2011, the interviewers still allowed

open comments but coded in the field according to the most popular answers last year. As such, variations

may be caused by this change in method.

Total

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

LincsStayers

First

Timers

Scenery/countryside 16% 27% 22% 5% 43% 36% 16% 17% 7% 20% 28% 21%

Suitable for children/families 8% 16% 16% 4% 4% 12% 35% 19% 9% 14% 8% 20%

Walking 8% 12% 15% 7% 23% 16% 14% 12% 11% 30% 15% 12%

Museum/galleries 15% 16% 14% 26% 1% 4% 9% 29% 18% 7% 13% 18%

Relaxing/ peaceful environment 7% 15% 12% 7% 16% 13% 12% 11% 7% 20% 13% 10%

Friendly people/atmosphere 7% 15% 11% 13% 15% 11% 12% 11% 7% 3% 14% 12%

Interactive attraction 8% 9% 10% 10% 9% 7% 15% 12% 8% 6% 6% 12%

Buildings/attractions of hist. interest 7% 9% 9% 24% 7% 9% 5% 11% 4% 2% 14% 12%

Friends/family 6% 7% 9% 6% 5% 4% 10% 13% 8% 18% 13% 9%

Shops/city centre 6% 8% 8% 12% 7% 3% 8% 10% 6% 5% 6% 5%

Seaside/coast/beaches 4% 4% 7% 0% 0% 23% 0% 0% 15% 22% 10% 3%

Castles/Stately Homes 9% 6% 6% 1% 12% 4% 8% 3% 7% 4% 5% 8%

Base 10726 10856 8129 719 1249 1285 1519 2163 748 509 2808 2121

Scenery and appearance of the countryside remains the aspect most frequently enjoyed by visitors to

Yorkshire in 2011, with 22% mentioning this aspect. The Dales & Harrogate and Moors & Coast showed

higher levels of visitors mentioning this aspect.


Other variations can be linked to the unique nature of each area, with West Yorkshire and York & Selby

having a higher proportion of visitors mentioning shopping/ city centre than other ATPs.

5.3.13 Aspects least enjoyed

Again, in 2011, interviewers coded in the field according to the most popular aspects in 2010.

Total

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

LincsStayers

First

Timers

Nothing 66% 59% 62% 63% 66% 68% 55% 57% 70% 67% 65% 64%

Better signage 5% 6% 5% 4% 8% 4% 7% 6% 2% 3% 5% 7%

Better upkeep of area 3% 6% 5% 5% 4% 4% 5% 6% 6% 11% 4% 4%

Cheaper car parking 3% 4% 3% 6% 2% 5% 2% 4% 2% 2% 3% 2%

Better weather 3% 3% 3% 3% 4% 3% 1% 3% 2% 1% 4% 3%

More car parking 2% 3% 3% 2% 4% 4% 3% 4% 2% 1% 3% 2%

Better range of eating facilities 2% 3% 3% 3% 2% 1% 5% 3% 2% 1% 2% 3%

Lower prices 2% 2% 2% 4% 2% 2% 3% 2% 2% 1% 2% 2%

Better range of shops 2% 2% 2% 1% 1% 1% 2% 2% 2% 1% 1% 1%

Base 10726 10856 8129 719 1249 1285 1519 2163 748 509 2808 2121

On a positive note, about two thirds of all visitors interviewed could not provide a suggestion on specific

improvements (62%), which constitutes a 3% point increase to 2010, suggesting that Yorkshire as a region

continues to improve its tourism offer.

There were similar patterns of variations between the ATPs as in previous years, with for example

Northern Lincolnshire being in need of „better upkeep of the area‟ (according to 11% of visitors), South

Yorkshire and Dales & Harrogate in need of better signage (7% and 8%) and York & Selby requiring

„cheaper car parking‟ (6%).


5.3.14 Location descriptions

DescriptionsTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

LincsStayers

First

Timers

Friendly 16% 15% 14% 16% 11% 12% 15% 15% 11% 16% 17% 13%

Fun 9% 9% 12% 12% 6% 6% 18% 13% 15% 9% 7% 13%

Relaxing 14% 10% 11% 6% 14% 11% 8% 7% 25% 18% 12% 9%

Traditional 11% 10% 9% 12% 9% 12% 4% 8% 5% 16% 10% 7%

Natural 10% 10% 8% 1% 12% 12% 11% 4% 4% 10% 8% 8%

Peaceful 9% 10% 8% 3% 12% 9% 10% 6% 4% 11% 6% 5%

Exciting 6% 5% 7% 10% 3% 2% 9% 10% 11% 1% 5% 7%

Inspirational 7% 7% 6% 9% 7% 7% 4% 8% 4% 1% 6% 6%

Breathtaking 7% 6% 6% 4% 11% 13% 2% 3% 4% 0% 9% 5%

Comfortable 5% 5% 5% 6% 4% 4% 4% 4% 4% 8% 4% 3%

Old fashioned 5% 4% 4% 8% 5% 5% 1% 5% 3% 3% 6% 5%

Quirky 2% 2% 3% 4% 2% 1% 2% 4% 1% 1% 2% 3%

Industrial 4% 3% 2% 1% 0% 0% 4% 3% 2% 2% 1% 4%

Contemporary 3% 2% 2% 1% 0% 0% 3% 4% 1% 1% 2% 2%

Proud 1% 1% 2% 3% 2% 1% 1% 1% 3% 1% 1% 2%

Rugged 1% 1% 1% 0% 2% 1% 1% 1% 0% 0% 1% 1%

Base 10752 10856 8129 719 1249 1285 1519 2163 748 509 2808 2121

As in 2009 and 2010, „friendly‟ remains the word most often associated with the area/ location visited in

Yorkshire (14%).

However, „fun‟ and „exciting‟ saw a small increase in 2011 (12% and 7%) from 2010 (9% and 5%) and 2009

(9% and 6%), suggesting a slow but certain move to slightly different perceptions.

Likewise the word „traditional‟ continues to show a decrease from 11% in 2009, 10% in 2010 to 9% in 2011.

Other differences by ATP can be linked to the unique values of these particular areas, such as

„breathtaking‟, which features particularly strongly in the Moors & Coast (13%),

5.4 Expenditure

Total expenditure (inc

accommodation & zeros)Total 2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

Per party per trip £198.45 £204.67 £190.62 £321.55 £214.77 £292.31 £109.14 £186.64 £114.94 £111.88

Per person per trip £79.41 £80.39 £72.29 £125.63 £89.05 £97.96 £49.81 £65.24 £50.52 £36.73

Per party per night £72.00 £71.12 £67.19 £112.15 £65.71 £72.78 £55.02 £70.61 £53.53 £43.77

Per person per night £28.01 £28.48 £26.75 £47.23 £27.43 £26.72 £22.17 £27.39 £24.04 £14.86

Bases vary

Generally, the overall expenditure figures are slightly lower than in the previous two years which reflects

wider economic trends outlined in section 6 of this report. However, there are variations between ATP,

with York & Selby, West Yorkshire and Northern Lincolnshire increasing their spend levels, whereas the

other ATPs see a decrease in their spend levels, which may be linked to a higher proportion of day visitors

being sampled and more visitors visiting from within Yorkshire.

York & Selby continues to have the highest per person and per party per night/ day spent, which can be

linked to a higher proportion of overseas visitors.


Total expenditure (inc

accommodation & zeros)

Total

2011

2011

Day

2011

Stayers

2011

Previous

2011

First

Timer

2011 UK2011

Overseas

2011 With

Children

2011

Without

Children

Per party per trip £190.62 £43.80 £506.05 £167.77 £257.53 £140.45 £1,310.45 £175.30 £201.09

Per person per trip £72.29 £17.33 £190.37 £65.35 £92.53 £55.16 £455.50 £41.61 £91.53

Per party per night £67.19 £43.80 £117.44 £61.80 £82.83 £61.29 £198.55 £58.76 £72.58

Per person per night £26.75 £17.33 £46.97 £24.87 £32.12 £24.56 £75.63 £15.25 £33.93

Bases vary

Type of visit Previous Visiting Residence Children

As in 2009 and 2010, the above table shows that first timers, those visitors who live overseas and those

travelling without children appear to spend most.

Overseas visitors appear to be spending more than in 2010 (per person per night (£75.63) compared to

2010 (£54.44)), which may be linked to the current exchange rates.

Expenditure per person per day

(ex acc & inc zeros)

Total

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

Travel & transport £6.87 £5.33 £6.37 £6.73 £5.06 £4.11 £6.02 £8.95 £7.48 £3.33

Food & drink before 5pm £4.88 £4.84 £4.57 £7.19 £4.91 £4.99 £3.92 £4.36 £3.45 £3.44

Food and drink after 5pm £2.16 £2.66 £2.02 £4.79 £2.16 £3.17 £0.62 £1.91 £1.13 £0.75

Admission charges £2.91 £3.04 £2.93 £5.97 £2.18 £2.15 £4.04 £2.49 £3.07 £0.75

Other leisure £0.38 £1.04 £0.60 £0.81 £0.12 £0.57 £0.68 £0.42 £2.02 £0.22

Shopping £5.45 £4.56 £4.72 £6.81 £4.30 £2.76 £3.83 £6.58 £3.72 £4.06

Evening entertainment £0.52 £0.50 £0.29 £0.20 £0.11 £0.15 £0.50 £0.30 £0.23 £0.60

Other £0.06 £0.12 £0.24 £1.07 £0.06 £0.19 £0.33 £0.16 £0.01 £0.01

Total £22.74 £22.14 £21.80 £34.13 £19.08 £17.96 £20.02 £25.39 £20.76 £13.15

Bases vary

The breakdown in expenditure, excluding accommodation, shows a very mixed picture when compared

with 2009 and 2010. Overall, expenditure is slightly down compared to 2010, but specific sub-groups such

as travel and transport, shopping and other show an increase in average spend per person per day.

Please note that the lower spend on food and drink after 5pm could be explained with more day visitors

being sampled in 2011, compared to 2010 and 2009.

Variations can also be noticed by ATP level with West Yorkshire and York & Selby showing higher levels of

spend than other ATPs. West Yorkshire also has the highest level per spend on travel and transport

(£8.95) shortly followed by Hull & East Yorkshire (£7.48) and York & Selby (£6.73).


Expenditure per person per

day (ex acc & ex zeros)

% that

spent zero

2009

% that

spent zero

2010

% that

spent zero

2011

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

Travel & transport 10% 11% 12% £7.23 £8.97 £5.73 £4.93 £6.43 £9.82 £8.68 £3.60

Food & drink before 5pm 27% 22% 29% £6.47 £9.19 £6.55 £6.35 £5.72 £6.42 £5.55 £5.76

Food and drink after 5pm 81% 79% 83% £12.95 £15.76 £13.72 £12.09 £9.20 £13.58 £11.32 £9.26

Admission charges 54% 53% 61% £7.62 £11.62 £6.71 £6.84 £7.21 £7.77 £7.46 £3.30

Other leisure 93% 91% 93% £9.82 £14.20 £8.20 £5.72 £9.62 £8.00 £26.46 £2.83

Shopping 47% 48% 51% £9.99 £14.17 £9.33 £5.76 £9.39 £12.89 £9.87 £6.46

Evening entertainment 95% 96% 97% £13.91 £8.39 £14.82 £7.79 £19.15 £17.63 £11.55 £10.99

Other 93% 98% 97% £16.76 £25.48 £4.66 £11.64 £27.46 £12.30 £4.50 £3.33

Total 1% 1% 1% £22.04 £34.24 £19.32 £18.09 £20.34 £25.59 £21.23 £13.23

Bases vary

The table above shows the mean average expenditure excluding those that spent zero; this gives a more

realistic mean average spend of those that spent in these categories.

As in previous years, variations between different ATP continue to show, that York & Selby has on average

higher spend levels, but these can be linked to the highest proportion of overseas visitors, who tend to

spend significantly more than UK visitors.

Please note that by excluding 0, the extreme value impacts more on the mean averages.

Please note that the slight decrease in the overall spend is in line with findings by the UKTS 2010, which

shows a 4% decrease in spend in visits to the Yorkshire and Humberside region during 2010 compared to

2009.11

11 Visit England, UKTS 2010 – results for the UK


Accommodation

ExpenditureTotal 2009 Total 2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

Lincs

Per party per trip £278.75 £320.11 £276.91 £287.30 £292.04 £326.30 £187.56 £222.79 £229.62 £244.98

Per person per trip £111.82 £127.49 £107.45 £115.67 £123.72 £109.86 £103.85 £83.07 £100.41 £85.53

Per party per night £66.42 £73.73 £68.89 £76.12 £67.94 £67.32 £66.05 £70.03 £56.43 £74.21

Per person per night £27.22 £30.38 £28.18 £33.53 £29.62 £24.21 £33.35 £27.51 £25.35 £23.05

Bases vary


With more interviews being conducted in rural locations and less in city/ towns, where accommodation

prices are on average higher (£31.47 per person per night in cities/ large towns and £34.30 per person per

night in Historic cities compared to a lower price of £26.23 per person per night in villages/ countryside),

this may explain this development. However, it should also be noted that overall, many accommodation

providers have to provide discounted prices to ensure high levels of occupancy in these financially difficult

times.

5.5 Legacy

5.5.1 Likelihood to return to this area in 2 years

Likely to return in 2 yrsTotal

2009

Total

2010

Total

2011

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull &

East

Yorkshire

Northern

LincsStayers

First

Timers

Very likely 67% 71% 72% 65% 70% 71% 76% 68% 81% 84% 61% 52%

Quite likely 22% 18% 18% 18% 19% 17% 19% 20% 14% 11% 21% 28%

Not very likely 5% 5% 5% 10% 6% 6% 2% 6% 3% 2% 10% 9%

Not at all likely 2% 2% 2% 3% 1% 4% 1% 1% 1% 1% 4% 4%

Don't know 4% 3% 3% 4% 4% 2% 3% 5% 1% 1% 4% 7%

Mean - 3.64 3.66 3.50 3.65 3.59 3.74 3.62 3.77 3.80 3.45 3.38

Base 10752 10856 8129 719 1249 1285 1519 2163 748 509 2808 2121

The results show another increase in the proportion that is likely to return in the next 2 years (90% very

and quite likely) suggesting a growing regular visitor base for Yorkshire. However this may be directly

linked to a higher proportion of visitors from within Yorkshire.

Visitors to Hull & East Yorkshire show a significant increase in being very likely to visit again in the next 2

years (81% from 67% in 2010), which again may be linked to a higher proportion of Yorkshire visitors to

this ATP.

Please also note that the proportion of those that said they were not likely to visit again is higher amongst

York & Selby and Moors & Coast, who attract a larger proportion of overseas visitors 10% and 6%.


5.5.2 Levels of recommendation

Likely to recommendTotal

2009

Total

2010

Total

2010

York &

Selby

Dales &

Harrogate

Moors &

Coast

South

Yorkshire

West

Yorkshire

Hull & East

Yorkshire

Northern

LincsStayers

First

Timers

Very likely 83% 88% 89% 93% 94% 95% 82% 88% 91% 80% 90% 79%

Quite likely 13% 9% 8% 6% 4% 3% 14% 9% 7% 14% 8% 15%

Not very likely 1% 1% 1% 0% 0% 1% 1% 1% 1% 3% 1% 1%

Not at all likely 0% 0% 0% 0% 0% 0% 0% 1% 0% 0%

Don't know 3% 2% 2% 1% 1% 1% 2% 2% 1% 2% 1% 4%

Mean - 3.88 3.90 3.93 3.95 3.96 3.82 3.89 3.91 3.77 3.90 3.81

Base 10752 10856 8129 719 1249 1285 1519 2163 748 509 2808 2121

Levels of recommendation have further improved, with 89% being very likely in 2011 to recommend

Yorkshire to someone else, compared to 88% in 2010 and 83% in 2009.

As in 2010, Moors & Coast shows the highest level of „very likely‟ recommendations (95%), compared to

Northern Lincolnshire showing the lowest level (80%).

As in 2010, consistent levels (4 out of 5) of first time visitors are likely to recommend, which is an

important index of success.

The increase could be attributed to an increase in visitors from within Yorkshire, who have a strong sense

of pride in their region, but also reflects the continuous improvement in terms of services and facilities

provided to visitors to Yorkshire.


6. Wider context for the research

Within any research it is important to consider the wider tourism, economic or political trends that might

have had an impact on the research findings. The following section will outline key trends sources from a

range of trustworthy sources.

Tourism trends

According to research conducted by Visit England, as in 2010, in 2011 more people are choosing to

holiday in the UK than abroad, with 69% holidaying in England according to the „Staycation‟ study by

Visit England.12 & 13

In addition, the Great Britain Tourism Survey (formerly United Kingdom Tourism Survey) outlined that

more short trips are taken than longer trips. In 2010, 64% of all British holiday trips were short trips

(up to 3 nights), with 36% being longer trips (4 nights plus).14

The shorter trip trend cumulates in the so called „daycation‟ phenomenon, with more residents taking

day breaks instead of overnight trips, which reflects the higher proportion of day visitors sampled in the

Regional Visitor Survey.15

2010/11 continues to see a trend towards late bookings which avoid long term plans, which people

are unwilling to commit to given the continuing uncertain economic situation and also provide

perceived opportunities to get better deals on accommodation costs.16

There appears to be also a tendency towards more caravan and camping holidays, which offer

a more cost effective alternative for financially squeezed families17 , although this trend has not been

noted in the results from this research.

The weather impacted heavily on the 2010/11 survey, with harsh weather conditions during

November and December 2010 making it difficult for visitors to take planned breaks.

Economic trends

The 2010/11 research period was heavily impacted by wider global and British economic developments,

which shows in a slight reduction of overall spend levels, as outlined in the report:

Britain was officially in recession during 2010 and the British economy contracted by -0.5%. from

September to December 2010. Although emphasis was placed on the harsh weather conditions during

the 2010 winter season, there were underlying trends of only weak growth in the last quarter of

2010/11 financial year, which saw the economy only growing by 0.5%.

12 http://www.visitengland.org/Images/Staycation%202011%20March%202011%20Debrief_for%20internet_tcm30-26164.pdf

13 http://www.guardian.co.uk/business/2010/aug/01/uk-holidays-staycation

14 http://www.visitengland.org/Images/UK%20-%202009%20vs%202010%20annual%20data_tcm30-26259.pdf

15 http://www.guardian.co.uk/uk/2011/mar/17/daycations-displacing-two-week-break

16 http://www.guardian.co.uk/business/2010/aug/11/thomas-cook-profit-warning-late-bookings

17 http://www.campingandcaravanningclub.co.uk/news/2011/apr/tent-campers-boost-bookings-record-high/

http://www.visitengland.org/Images/Staycation%202011%20March%202011%20Debrief_for%20internet_tcm30-26164.pdf

http://www.guardian.co.uk/business/2010/aug/01/uk-holidays-staycation

http://www.guardian.co.uk/uk/2011/mar/17/daycations-displacing-two-week-break

http://www.guardian.co.uk/business/2010/aug/11/thomas-cook-profit-warning-late-bookings


Many households were financially squeezed, with Consumer Price Index (CPI) inflation constantly

rising, reaching 4.5% in April 2011, compared to 2.2% in May 2009 and 3.3% in May 2008.18 According

to a study by MGM, British households will have to spend an additional £634 to maintain the same

standard of living they enjoyed in 2010.19

According to the Office for National Statistics, the high inflation figures were primarily caused by

food and non-alcoholic beverages, where prices overall rose by 1.3% between April and May 2011 and

above inflation increase of fuel20 and petrol prices, which increased from an average of £1.04 per

litre in 2008, to £1.29 in 201121 causing more people to make fewer car journeys22.

In addition, the British population and businesses had to cope with a VAT increase from 17.5% to 20%

in January 2011, which put additional financial constraint on many households.

It is also important to note that given how fragile the British economy was, many employers froze

wages, which meant that households „disposable spend‟ decreased. According to a study conducted on

behalf of the British Chamber of Commerce, 58% froze wages 2010 and 49% were planning to freeze

wages in 2011. 23

Given, the significant proportion of overseas visitors to Yorkshire, it is crucial to point out that the

exchange rate both to the Euro and the Dollar, remain very favourable, making the British

Pound more affordable to overseas visitors than a decade ago. This might also explain why overseas

visitors‟ spend continues to increase in 2011, compared to Regional Visitor Survey results for Yorkshire

in 2010 and 2009.

In addition, many European economies have been showing significant economic growth levels, making

foreign holidays more affordable and likely.

Political trends

Besides the tourism and economic developments that Britain encountered in 2010 and 2011 there were a

number of political developments that should be highlighted.

In 2010, the long standing Labour Government was not re-elected, instead a „new coalition

government‟ between the Conservative Party and the Liberal Democrats was formed.

One of the prime aims outlined in the Coalition Agreement was to ensure Britain‟s financial stability by

“significantly accelerated the reduction in the structural deficit over the course of a Parliament, with the

main burden of deficit reduction borne by reduced spending rather than increased taxes.”24

18 http://www.thisismoney.co.uk/economy

19 http://www.dailyfinance.co.uk/2011/05/19/cost-of-living-up-643-in-a-year/

20 http://www.consumerfocus.org.uk/files/2011/06/Fuel-price-inflation-and-low-income-consumers.pdf

21 http://www.speedlimit.org.uk/petrolprices.html

22 http://www.bbc.co.uk/news/uk-13863089

23http://www.financemarkets.co.uk/2010/12/29/bcc-survey-reveals-2011-pay-freeze-for-many-companies/ and

http://business.timesonline.co.uk/tol/business/economics/article6968538.ece

24 http://www.telegraph.co.uk/finance/newsbysector/banksandfinance/7718333/Coalition-government-the-policy-winners-and-losers-on-the-City-and-the-deficit.html

http://www.consumerfocus.org.uk/files/2011/06/Fuel-price-inflation-and-low-income-consumers.pdf

http://www.financemarkets.co.uk/2010/12/29/bcc-survey-reveals-2011-pay-freeze-for-many-companies/

http://business.timesonline.co.uk/tol/business/economics/article6968538.ece


These deficit reductions lead to a series of public sector cuts, which have and will be implemented.

Social trends

As in 2009 and 2010, the significance and importance of the internet for all aspects of live (including

tourism) continues to increase. With 76% of the UK population using the internet, it is currently

considered to be main source of information to find out about potential destinations to visit and for

holiday bookings, placing particular emphasis on online booking methods.25

25 http://www.englandtourismframework.co.uk/Images/Briefing%20Notes%20FINAL_tcm31-22974.pdf


7. Key findings from 2009 to 2011

7.1 Key changes

Profile of visitors/visits

There has been an increase in the proportion of first time visitors from 2010 onwards (22% in

2009, 26% in 2010 and 26% in 2011).

In 2011, there has been an increase in the proportion of day visitors compared with 2010 and

2009 (66% vs. 62% in 2010 and 65% in 2009).

The mean average number of visits has increased to Yorkshire in the last 2 years has increased

year on year (5.10 in 2009, 5.46 in 2010, and 6.92 in 2011).

More regular visitors (increase from 2009 to 2011 in those visited location/ area in the last 12

months – from 45% to 47%). The average number of visits in the last two years has steadily increased.

In 2011 there has been an increase in the proportion of local visitors compared with 2010 and

2009 (60% vs. 55% and 56%), which can be linked to the higher proportion of day visitors sampled in

2011, which however can also be linked to the slight change in the definition of day visitors.

In 2011 there has been an increase in first time visitors from overseas; 53% compared with 47%

in 2010 and 49% in 2009.

Spend

Generally, the overall expenditure figures in 2011 are slightly lower than in the previous 2 years

which is mainly due to the accommodation spend being lower than in 2010. However,

accommodation spend in 2011 is on par with the 2009 spend levels.

Year on year comparisons show lower spending per person per day on food and drink before

5pm and on evening entertainment.

Length of stay

There is a slight trend towards shorter trips - short breaks of one to three nights have increased

year on year (49% in 2009, 52% in 2010 and 54% in 2011). Conversely, trips over four nights in length

have decreased steadily (51% in 2009, 48% in 2010 and 46% in 2011).

Accommodation

Year on year there has been a slight increase in the proportion of visitors staying in four star

hotels - up from 43% in 2009 and 2010 to 46% in 2011. This may reflect an increase in the number of

hotels offering discounts in order to compete in the current economic climate.

Visitor scores on the value for money of accommodation are down from 4.44 in 2010 to 4.40 in

2011, which might be linked to more visitors staying in four star hotels and a slight increase in short

breaks, which have higher daily costs than longer breaks.


Year on year there is a gradual trend towards more online bookings (38% in 2009, 40% in 2010,

and 41% in 2011).


Information sources

The proportion of visitors using previous experience/ local knowledge as information sources prior to

their trip has increased year on year (56%, 62%, 67%), and can be linked to a higher proportion of

visitors from within Yorkshire and a higher frequency of visits to the location/ area in the last 2 years.

Transport and activities

The trend analysis from 2009 to 2010 and 2011 shows a steady increase in the proportion of

visitors choosing walking as their main mode of transport whilst in Yorkshire (82%, 89% and

95%).

When asked in a multiple response question for all the activities visitors had or were going to take part

in during their visit to a particular area or location, the activity that tops the results is „eating and

drinking out‟ (72%), which is a 6% point increase compared to 66% in 2010 and 58% in 2009.

There has been a year on year increase in the popularity of shopping whilst in Yorkshire (38% in

2009, 40% in 2010 and 49% in 2011).

Visitor satisfaction/perceptions

Mean scores in terms of customer service and quality of accommodation show a slight increase

year on year (from 4.4 to 4.5).

There has been slight decrease year on year in terms of visitor satisfaction with the availability and

cleanliness of public toilets and the value for money of car parking.

Average ratings of atmosphere, welcome, and general appearance, have gradually increased year

on year (from 4.5 to 4.6).

In terms of visitor perceptions, the word „traditional‟ continues to show a gradual decrease from

11% in 2009, 10% in 2010 to 9% in 2011.

Year on year findings show consistently high levels of recommendation and return, suggesting a loyal

and regular visitors market. The likelihood to return and recommend increased steadily year on

year (return: 67% in 2009, 71% in 2010 and 72% in 2011 and recommend: 83%, 88%, 89%).


7.2 Key consistencies

Profile of visitors

The mean party size (approximately 3 people per party) has remained consistent year on year, along

with the proportion of parties including family members (48%, 48%, 46%) and children (39%, 39%

38%).

The age profile of visitors has remained consistent year on year, with children aged 0-15 being a key

group along with the 55-74 age group.

There has been a consistent UK (95%) and overseas (5%) split year on year.

In terms of the Mosaic segmentation, there has been little change year on year with Suburban

Mindsets, Professional Rewards, and Industrial Heritage continually topping the list.

The proportion of disabled visitors remains consistent at 9%, suggesting that this group is still slightly

under-represented.

Location of stay and districts visited

In terms of location of stay and districts visited, Scarborough and York prove to be the most popular

destinations year on year.

Accommodation

Visitor choice in terms of paid for accommodation type has remained generally consistent year on year,

with hotel/motels with 50+ rooms appearing at the top of the list.

The proportion of those staying in paid for and free accommodation remains consistent year on year

(2009: 69% paid – 31% free, 2010 66% paid – 34% free, 69% paid, 31% free).

Spend

Consistently, first timers, visitors from overseas, and those travelling without children appear

to spend most.

Transport and activities

Year on year, the car is the dominant form of transportation (82%) to Yorkshire, although in 2011 it

shows a slight decrease by 2% from the previous year.

Visiting visitor attractions is consistently the main activity of choice for the largest proportion of

visitors interviewed.

Visitor satisfaction/perceptions

Consistently, „scenery and appearance of the countryside‟ remains the aspect most frequently

enjoyed by visitors to Yorkshire.


Year on year, „friendly‟ remains the word most often associated with the area/ location visited in

Yorkshire.

8. Implications & recommendations

The broader marketing context for this report

Significant developments have taken place over the last year, all of which will have an impact on the future

marketing of Yorkshire.

This is the last year of funding for Welcome to Yorkshire from the regional development agency, Yorkshire

Forward. Welcome to Yorkshire is developing a new revenue model, based on membership income and

working with local authorities to continue to promote Yorkshire.

The economic downturn continues, with more and more people being affected by public sector cuts and

job losses. Local authority cuts have resulted in some tourist information centre closures. There is an

increased drive to work in partnership with the private sector.

Tourism businesses are placing stronger emphasis on internet marketing, with growing adoption of social

media, resulting in more direct contact with potential visitors. Visitors now increasingly rely on third party

recommendations when making leisure plans.

The localism agenda is becoming increasingly important with decentralisation of many activities and the

growing influence of local decision-making. This coincides with a consumer behaviour trend toward all

things local, with strong interest in local distinctiveness and sense of place.

Robust and consistent findings

The findings from the previous reports from 2008 – 2009 and 2009 – 2010 were remarkably similar to

those for this year, indicating that the research is robust and Yorkshire‟s visitor market is quite stable.

There are some variations such as:

Increased number of day visitors (66% compared to 62% in 2010)

Slightly increased number of short breaks

Length of stay is declining slightly from 2009 to 2010 and 2011 (which will impact slightly on spend

figures)

More staying visitors are staying in 4 star hotels

Increase in recommendation levels and likelihood to return

Overall more visitors from within Yorkshire

Increase in overseas visitors who make a valuable and important contribution to visitor spend in the

region

The recession appears to have impacted on spend levels, particularly spend on accommodation,

whereas spend on other aspects remains relatively similar (however travel and transport costs

increased in line with rising fuel prices)


Key conclusions from the research from a marketing perspective are:

Strong, stable and loyal market.

Considerable variations in age profile and party type across Yorkshire.

Previous experience is a powerful motivator for repeat visits.

Recommendations from others are key and propensity to return is high.

Yorkshire‟s “stand out” feature is the scenery and countryside. Other aspects most enjoyed include its

museums and galleries, and family facilities as well as the relaxing atmosphere and friendly people.

Visitor spend is generally holding up despite the recession with limited negative comments about prices.

Visitor satisfaction levels are high and Yorkshire is considered a friendly, welcoming destination.

Implementing results from the RVS

When the Regional Visitor Survey (RVS) was commissioned it was envisaged that the findings would be

relevant to organisations working in Yorkshire & Humber tourism at a variety of levels:

for Welcome to Yorkshire to track progress and refine marketing activities;

for local authorities to identify the economic benefits of tourism in their area and necessary

improvements as part of their place-making role;

for businesses to inform their own marketing activities.

While the RVS has been used in these ways, recommendations have not been as widely implemented as

originally envisaged, in part due to limited distribution of the RVS report. There is still scope for more

implementation of previous recommendations which could have a major beneficial impact on Yorkshire

tourism, capitalising on our strengths and helping to minimise weaknesses.

The survey results are largely consistent throughout the three year period from 2008 – 2011. Since this is

now the final report, we have taken this opportunity to review the previous recommendations, amend

where appropriate and be more specific about how the recommendations should be implemented, and by

whom.

The following section is designed to be read alongside the research findings. These recommendations draw

on the totality of the findings, although in some cases we refer to particular aspects of the research.


The “funnel” of tourism marketing

It is useful to consider what we refer to as the “funnel” of tourism marketing, to see which activities are

likely to have the greatest impact, enabling each organisation to play a specific role, avoid duplication and

make best use of precious resources. The funnel demonstrates the visitor decision-making process.

National organisation

When potential visitors are completely unaware of a destination and/or possibly originate from other countries, then

national bodies VisitBritain and VisitEngland can raise awareness of England and then start to influence visitors to

think about specific destinations such as Yorkshire.

Regional

If visitors are already in England (or a well-established market such as Germany), then the regional destination

marketing organisation, Welcome to Yorkshire can influence them to think about a visit to Yorkshire, making them

aware of all that it has to offer. Principle promotional tools for moving them from the stage of „unaware‟ to „aware‟

and gradual „understanding‟ of what Yorkshire offers include advertisements, broadcast and print media coverage

generated through PR activities.

Local

As visitors either start to decide on a specific destination or live within Yorkshire, they will now need more detailed

information, gained from media articles, websites, direct mail and leaflets. They will want more local and specific

information, from individual destinations. At this stage “local” becomes more important, together with

recommendations from third parties.

Tourism businesses

Once the decision is made to go to a certain place, information demands are more specific and detailed, and contact

is likely to be made directly with accommodation providers, visitor attractions etc.

The RVS offers an insight into the proportion of visitors already familiar with Yorkshire and those who are

first time visitors and the sources of information that are most likely to influence them. We can look at

each marketing activity to ascertain its efficacy and likely return on investment. The relationship with

visitors will vary according to the visitor profile. First time visitors are most likely to contact Welcome to

Yorkshire, whereas repeat visitors may simply return to the previous location.

The need for “local solutions for local issues”

Yorkshire is a large region and the RVS demonstrates the extent to which each sub-region is different from

others, in terms of the visitors they attract, activities undertaken and enjoyed. The RVS makes it easier to

focus on particular activities that generate additional visitors or increase visitor spend in a particular area.

Messages and activities need to be tailored to the specific types of visitor and their interests, which vary

according to each destination within Yorkshire. A “destination” could be a town or a cluster of market

towns and villages. It might be a coastal area or it could be a large inland area such as the Yorkshire Moors

or Dales. The definition of a “destination” should be determined by visitor perceptions, not political

boundaries.

The product strength tables in section 5.3.7 of this report can be used to decide which aspects of the

destination to stress and promote in each area. Given that Yorkshire & Humber draws a high proportion of

visitors from within the region, it is important to highlight the distinctiveness of each area, and to

encourage visitors to experience different aspects and to come back again to see something else.


Each destination will need to look at the research findings to decide:

which type of visitor/market segment is most important to them?

what are their particular product strengths?

which marketing techniques are most likely to impact on visitors before/during their visit?

which are the most appropriate marketing messages?

This activity needs to be undertaken within the overall context and umbrella branding for Yorkshire, and to

build on key messages from Welcome to Yorkshire but there also needs to be a strong element of local

distinctiveness, enabling the differences between destinations to shine.

The following takes West Yorkshire as an example, demonstrating how to use the research findings. We

can see from the research that:

West Yorkshire attracts a slightly younger age profile and that many visitors come as groups of friends

The top product strength for that area is “museums and galleries”.

Spend in West Yorkshire is somewhat lower on food and drink after 5pm compared with other areas.

Overnight stays are relatively low.

Visitors to West Yorkshire rely heavily on the internet as a source of information and on

recommendations from others.

From these findings, we can conclude that there is an opportunity to further increase visits from friends

who come to enjoy museums and galleries. Using the internet and channels such as Facebook, it might be

possible to stimulate more word of mouth recommendations and encourage groups of friends to stay a

little longer and enjoy a meal together, perhaps even to stay overnight.

A key message would therefore be: “Stay a little longer, squeeze in more fun with your friends – enjoy a

meal, stay overnight”.

This activity would ideally be undertaken by a group of tourism businesses working together, the local

authority or another localised destination marketing organisation.

Highlight product strengths and ways to promote them

As section 5.3.7 shows, the research gives a useful indication of the particular product strengths for each

area and demonstrates the differences between visitor types.

Encouragingly there have been increases in the percentage of visitors who are spending on activities such as

eating and drinking and shopping although some activities such as visiting museums and galleries have shown

decreases.

There are three key ways in which the data from this section should be used:

1) Identify those activities which generate limited revenue – e.g. “Strolling around and enjoying the

ambience” is a major activity – and consider ways of encouraging visitors to explore the area in

more depth, to have stronger, more memorable experiences and to increase spend.


2) Look at the relative importance of each activity to consider which should be made most prominent

in marketing activities. For example, the ranking of activities makes it easier to layer information on

websites, presenting the most attractive aspects in the first and most prominent layer of navigation.

3) Identify ways of cross-selling to the visitor. The results show the main catalysts for visitors,

together with all the other activities undertaken. Other retailers such as Amazon link similar

products or recommend product combinations and we have a similar opportunity in tourism. Some

of this activity is achieved through simple leaflet dispensers in key locations but a more concerted

effort and much better signage would be more effective. Websites can also support this activity

through dynamic packaging.

Adapt marketing priorities

The consistency between the three years‟ of research indicates that Yorkshire‟s visitor market is stable.

We now have a very clear picture of our markets, what they like to do and what influences them. We

could try to promote to new and different markets but this will be costly. It is far more cost-effective and

realistic to build on current markets, rippling out to similar ones in order to extend market reach and

share.

Thanks to Welcome to Yorkshire‟s marketing activity, Yorkshire now has a much higher profile. Increasing

the revenue gained through the visitor economy remains the key priority. As budgets are cut and belts

tightened, the time is right to use the RVS findings to decide on the most urgent priorities for marketing.

There are several options:

provide catalysts for recommendations about Yorkshire from current visitors to non-visitors to

increase the number of visitors

encourage existing visitors to spend more

encourage day visitors to bring other friends and families with them, increasing group size

encourage more frequent visits

convert the strong day visitor market into staying visitors

The options at the top of the list are likely to be easiest and least costly.

Set more specific marketing targets

An important benefit of the research is that it is now possible to set targets and decide exactly how to

increase visitor spend. This particular strength has not yet been used to its full potential. At a time when

budgets are limited, it makes absolute sense to focus efforts on the areas which generate the best return on

investment and to look at specific targets which can be measured.

For example, in a specific area, where average party size is x, and spend y, would it be better to:

Encourage 10% of visitors to bring two extra friends with them, or

Convert 5% of day visitors in that area to staying visitors, or

Promote more attractions, food & drink to increase spend of existing visitors by 15%?


Once the targets are set, it then becomes easier to decide which organisation or group of

organisation/businesses should be responsible for that activity and how it can then be monitored, working

with businesses.

Build on detailed understanding of key target markets and their needs

The research findings provide detailed data on Yorkshire‟s visitor profile so we have an accurate picture of

visitors by MOSAIC segmentation, by length of stay, first time/repeat visitors, party size etc. This provides

an opportunity to decide exactly which markets we should be targeting and where marketing is most likely

to be effective.

Separate research by The Tourism Network found that many Yorkshire tourism businesses don‟t define

their target markets in any detail. Those that do so, generally use criteria such as age, family status and

geographic origin. The result is that marketing and product development is largely untailored.

Welcome to Yorkshire‟s research team has put together detailed profiles for around 12 key markets,

which are due to be circulated shortly to Welcome to Yorkshire members. This will enable destinations

and businesses to refine their marketing activities and direct tailored messages to key markets. Businesses

will be able to look at lifestyle and value triggers and motivations for each of their target markets.

A more collaborative approach will mean that marketing is more cost-effective, particularly if each business

and destination demonstrates a stronger understanding of each market‟s needs.

We also need to distinguish between the information and influence needs of first time and repeat visitors.

First time visitors are likely to need more information and will consult various sources before deciding

what to do. The key marketing challenges with repeat visitors is to remind them to visit again, and

encourage them to try different activities and destinations. As the data in section 5.2 indicates, first time

and repeat visitors use different sources of information.

Undertake more sector specific marketing

Some sectors need very specific marketing activities. Each of these has potential for growth if we focus on

them and use tailored methods and messages. These sectors are: families; leisure groups; and special

interest breaks.

Families

The family market is significant and relatively stable, and particularly beneficial to attractions and events.

There are opportunities for all areas of Yorkshire & Humber to build their family market, but they must

also ensure they have family friendly facilities and undertake appropriate marketing.

We now need to provide specific information for families, indicating which places are particularly suitable

to which age groups and interests.

There are further opportunities to promote to families in the broader sense. We may be able to increase

party size by encouraging families to invite other generations to enjoy time together in Yorkshire.


There is a continued need to attract family visitors, deriving greater value from them, whether by increasing

group size or spend. We can also promote the social aspect of visits as well as the activities (for example,

adding a “invite your friends” button to websites).

The results show that Yorkshire attracts a relatively high proportion of family groups (46%). The average

party size including children and adults was 3.0 people. Given the high level of word of mouth

recommendations, an obvious way to increase revenue from visitors is to encourage them to bring other

friends and family with them on their visit, and to position Yorkshire as a place to have fun and be sociable.

Yorkshire attracts a strong proportion of people who come to visit friends and relatives but who stay in

paid accommodation rather than with their friends and family.

An extension of this market is “meeting friends and family”. As families become more dispersed, there is a

growing market segment made up of people who look for a central location in which to meet and enjoy

time together. This may be a simple reunion or a celebration.

Yorkshire‟s geographic location is an added advantage so it is ideally placed to benefit from this particular

segment which few other destinations actively target.

Welcome to Yorkshire already invests heavily in event promotion, currently promoting festivals as

“Yorkshire‟s party”. There is an opportunity to enhance some of this marketing to show that Yorkshire‟s

events are good to enjoy together in a larger group of family and friends.

Groups

The groups‟ market is quite resilient and loyal. It remains strong and worth targeting. The research shows

that Yorkshire currently attracts only 1% organised groups. This sector (organised group travel through the

travel trade and voluntary group travel organisers) is an important source of revenue for attractions. It can

also generate off peak income for accommodation and attractions. Specific activities are needed because

group leaders want information about events and new developments around six months in advance and

want to be given group rates.

Until recently West Yorkshire attractions and accommodation providers were working with the local

authorities to target groups but some of the funding has now been reduced. It makes sense to set up a

Yorkshire-wide consortium of businesses who are collectively interested in targeting group travel

organisers and members of the travel trade.

There is an additional opportunity for businesses and destinations to target friendship groups, providing

information on activities and accommodation that can be enjoyed together as a group. For example, this

might include a weekend of shopping, relaxing in a spa and dining together.

Special interest breaks

Special interest breaks are showing strong growth in general in the UK and Welcome to Yorkshire has

identified some special interests such as golf, outdoor and equestrian activities as part of its marketing

programme.

Special interest breaks can be high value markets and are ones in which the region has some key strengths,

particularly in outdoor activities like walking and mountain biking. At present the research indicates that

only relatively small groups of people undertake activities such as wildlife watching, long walks etc but this

percentage increases in some areas. Current and planned marketing campaigns by Welcome to Yorkshire


target specific interest groups such as those who enjoy outdoor activities, gardens and artistic/cultural

pursuits.

There is an opportunity to further grow these markets. Individual destinations and tourism providers will

need to build on the Welcome to Yorkshire activities to refine and develop their own products, working

together and making it easier for visitors to enjoy their activities through better product packaging and

online promotion/booking. The groups market is another way of targeting more special interest visitors.

One key growth area within the special interest sector is creative tourism, offering visitors a more

participative element. Visitors increasingly want opportunities to get more involved and to learn new skills.

Another benefit of promoting creative tourism is that visitors are likely to show others what they have

made and learnt and to pass on further recommendations about Yorkshire.

Detailed examination of each marketing tool and how it works

The RVS provides an excellent insight into the ways in which visitors can be influenced before and during

their visit. Some of these can be controlled whereas others cannot.

Previous experience/ local

knowledge

Some

control

Provide excellent information on local area (LA) Support &

training for TIC

Support & training for local businesses and promoting local

distinctiveness and sense of place (LA)

Recommendation Some

control

Make this easier – see recommendations below

By chance No control

Other website Some

influence

Help other website owners to provide appropriate &

persuasive content and imagery

Convenient location No control

Leaflets Some

control

Work with businesses

Newspaper/magazine

article/advert

Some

influence

PR activities to target them

Guidebook/directory Some

influence


TV/radio programme Some

influence


Yorkshire.com Control WTY content development

Special offer Some

control

Work with businesses

Specialist activity magazine Some

influence


Tourist information centre Some

control

Provide appropriate information & marketing materials &

training from WTY/local authorities

Tour operator Some

influence

Direct mail and sales activities by WTY


If we take the elements over which we have some control/influence, we can see where effort is best

concentrated:

% visitors using

before the trip

% visitors using

during the trip

Previous experience/local knowledge 67 58

Recommendation 22 16

Other website 8 2

Leaflets 6 8

Newspaper/magazine article/advert 3 1

Guidebook/directory 2 1

TV/radio programme 2 1

Yorkshire.com 1 0

Special offer 1 1

Specialist activity magazine 1 0

Tourist information centre 1 2

Tour operator 1 1

In terms of specific marketing activities, this can be summarised as follows:

% visitors using

before the trip

% visitors using

during the trip

Investing in local information, training and support by LAs for local

businesses and TICs 67 58

Using key mechanisms to trigger recommendations (see below) –

by businesses, LAs and WTY 22 16

Other websites – WTY providing supplementary information &

content 8 2

Leaflets – by businesses and destinations 6 8

PR activities (predominantly by WTY) targeting

newspaper/magazine articles, guidebooks, directories, TV/radio

programmes & specialist activity magazines

8 3

Development of Yorkshire.com by WTY 1 0

Special offers – by businesses 1 1

Tourist information centre 1 2

Tour operator 1 1

From the chart above, the importance of PR and local area activity becomes much more apparent.

Welcome to Yorkshire is also able to influence visitors through other tourism providers, offering

appropriate persuasive content, imagery and appropriate information.

Visitors use a combination of websites in order to make their decisions. Studies have found that visitors

now spend much longer online researching their trips, using a broader variety of websites, combining the

official and non-official. It is important to ensure that promotional content about Yorkshire is distributed

through commercial online booking sites as well as through more official channels. Some markets reject

“official” channels.

The media (“newspaper/magazine article”, “guidebook”, “TV/Radio programme”, “specialist activity

magazines”) is an important influence. Media features and articles also remind visitors of their previous trips


and prompt further word of mouth recommendations. Investment in PR activities is worthwhile and a good

way to develop awareness of new activities and different places to visit. There is an ongoing need for

focused destination PR.

Previous experience/local knowledge remained very important. This was probably thanks to excellent

previous experiences and the increased need for a reliably good experience during a recession when value

for money is a strong motivator.

Tourism providers are generally very proud of their area and happy to develop their knowledge, as the

good take-up of the Yorkshire Pride courses has indicated. There is an opportunity for local authorities to

further develop their sense of place and to help businesses in their area to highlight what makes that area

special and distinctive.

“By chance” scores highly in the research. This demonstrates that when presented with an opportunity,

visitors are ready for new experiences and activities and willing to try something new. Event marketing

takes advantage of this opportunity.

We need to build on this and enhance visitors‟ knowledge by prompting them with more direct ideas,

inspiration and ways to enjoy Yorkshire. Events are one way of generating interest and prompting repeat

visits. There are many opportunities to present visitors with information about lesser known areas or

places that may only be a small distance from those they are visiting/plan to visit.

With such high levels of recommendation and propensity to repeat visit, direct mail should become a key

marketing method. It‟s a useful way of highlighting what is new or different, reminding visitors to come back

to Yorkshire and bring friends and family.

Welcome to Yorkshire has a significant mailing list but this needs further segmenting and more

collaboration with industry partners to strengthen and develop a region-wide customer relationship

management system.

Key marketing messages

Clearly different sources of information influence different types of visitor. First time visitors will have less

previous information and local knowledge to draw on and need more detailed inspiration and direction.

Repeat visitors already have some experience but need new ideas to remind them to visit – and to

recommend Yorkshire to others.

With this in mind, information needs to be layered, providing different levels of information to different

audiences. For example this might include adding sections like “Never visited Yorkshire before? Must see

top 10” on websites.

Welcome to Yorkshire and other destinations marketers use themes as a useful foundation to promote

Yorkshire. This is successful but there is also a need for some more motivational and localised messages for

visitors who do not have a strong enough interest in each of the key themes to react to those.


Building on Yorkshire‟s key brand values

Visitors were asked which words they would use to describe Yorkshire. This question helps to indicate

what words visitors are likely to use to others when they talk about their experiences. It is also useful to

know how their actual experience of Yorkshire has influenced their thoughts and the impact of marketing

messages.

We can see from the choice of descriptions how visitors vary from one destination to another and how

different sectors perceive Yorkshire differently. It is interesting to see that some of the formerly “emerging

brand values”, such as happy/fun; exciting; and contemporary are now becoming stronger. They are seen as

important in helping to broaden Yorkshire‟s appeal to newer target markets such as younger people who

look for an exciting short break destination. It is noticeable that first time visitors to areas such as West

and South Yorkshire are embracing Yorkshire‟s more contemporary values.

Harnessing the power of recommendations

Word of mouth recommendations remained a key source of information, particularly for first time visitors.

This demonstrates the importance both of providing an excellent experience and good product

development. It also shows the need to harness ways of making it easier to offer and take up of

recommendations, for example using social media.

We need to make it easier for visitors to actually recommend Yorkshire & Humber to others. This can be

achieved:

through greater use of “tell a friend”, “recommend to others” buttons within websites, to encourage

immediate recommendations and larger party sizes;

by increasing destination information and coverage of Yorkshire & Humber on referral and review

websites such as Tripadvisor;

by helping businesses and tourism partnerships to develop their use of social media;

by developing the social networking and referral aspects of destination websites;

by providing existing visitors with reasons to return, encouraging them to bring others;

by increasing Yorkshire-wide CRM and direct mail activities.

We need to make much better use of the recommendation statistics, using them in advertising and

marketing as a reinforcement of Yorkshire‟s value for money and value for time.

Convert propensity to recommend into bookings and action

There is a high level of loyalty among Yorkshire & Humber visitors, with 72% saying they were very likely

to return during the next two years and 89% saying they would recommend a visit to Yorkshire to others.

However, we still need to capitalise on this and actually make it happen.


This level of loyalty presents three key opportunities:

1. Leverage repeat visitors‟ loyalty and encourage them to bring more friends and family with them on

their next trip;

2. Use the recommendations from repeat visitors to attract new, first time visitors who can in turn be

encouraged to convert into repeat visitors.

3. Leverage repeat visitors‟ loyalty and enjoyment of Yorkshire & Humber by encouraging them to do

and spend more when they visit.

Continued product development

One of the most obvious casualties of the public sector cuts is the fact that many organisations now feel

that they can‟t afford to spend time or money on product development.

The RVS illustrates that Yorkshire‟s tourism product is generally perceived as being high quality, value for

money and very enjoyable. It is reassuring that the majority of visitors give a high satisfaction rating, with

relatively little difference between their expectations and the reality. The majority of visitors can‟t think of

anything they would like to change. However, some ongoing product development is still necessary.

Looking at the suggested changes that visitors would like to make, some are clearly impossible to change

such as the weather. There are some aspects that relate to product development and the public realm

which are within the control of local authorities. The most significant of these (in order of most

mentioned) are: better signage; cheaper car parking; better upkeep of the location generally and; more car

parking.

Other aspects may be at least partially improved through marketing e.g. visitors wanted to see a better

range of shops and places to eat – this can be helped through the provision of good information about all

available shops/places to eat.

There are other ways to develop Yorkshire‟s tourism product. Enhancements are relatively small product

developments which make the current product or experience easier and more attractive to enjoy. This

could include collaborations or better linkages between accommodation providers and attractions. Some of

these may be initiated by the private sector but it is more likely that the local authorities or destination

marketing partnerships will be able to co-ordinate these enhancements to present their destination in a

better light and to increase spend by encouraging visitors to do more once they are in the area. A prime

example of this might be activities to move visitors from a passive stroll around an area, to visiting

attractions, pubs and cafes.


Develop marketing activities with more specific aims

Tourism marketing activities are generally geared at raising awareness and brand positioning. This is

important but the return on investment will be enhanced if additional activities are focused on points when

it might be possible to increase spend, considering which activities are necessary and by whom. This will

mean looking in detail at each type of visitor, each type of accommodation and each activity undertaken. In

essence there are opportunities to increase spend in all the areas indicated in the following chart:

VISITOR TYPE

Day visitors

Greater frequency

Stay one night

Bring friends & family

Staying visitors

Trade up on accommodation

More eating out

More activities

Bring friends & family

Overseas visitors Greater numbers

ACCOMMODATION

Camping Trade up

Self-catering Eat out and shop locally

Serviced accommodation

Trade up

Eat out

More activities

ACTIVITY

Food and drink

More eating & drinking out

Trade up

More local food

Attractions

More visits & admissions

More secondary spend on food and drink

More secondary spend on merchandise

Shopping More shopping

More local products – less leakage

Events & entertainment Greater attendance, more events

Shouting about satisfaction and value for money

Despite the adverse effects of the recession, Yorkshire & Humber continues to perform well in terms of

satisfaction ratings and value for money. The comparison with the UK benchmarking figures shows that

Yorkshire & Humber rates well against other areas. The region is also known for its sense of welcome and

friendliness.

We need to shout more about these two attributes, combined with our high quality tourism product. In

other regions, there are repeated calls to improve service and train staff to provide a better welcome. This

is one area where Yorkshire already excels.

It is important to continue to promote Yorkshire & Humber as a high quality, value for money destination.

It is also vital to have confidence in the Yorkshire & Humber product and pricing and to resist discounting

unless it is for very specific periods of time or very clear tactical reasons.

It is crucial to maintain and improve customer service across all areas, and to keep reinforcing the value for

money message, underpinned by high satisfaction levels.


9. Appendix

9.1 The Questionnaire

Q1. Which of the following best describes you? (S)

Local Resident 1 Close

Regular shopping trip 2 Close

Regular place of work 3 Close

4

Day trip from your home to a place outside the usual environment where you live, usually work or do your everyday shopping

5 Q10

Business day trip to a place outside the usual environment where you live or usually work

6 Q10

Staying visitor in overnight accommodation within Yorkshire 7 Q2

Staying visitor with friends or relatives within Yorkshire 8 Q2

Business visitor staying overnight within Yorkshire 9 Q2

Staying visitor from overnight accommodation elsewhere in UK 10 Q2

Staying visitor with friends or relatives elsewhere in UK 11 Q2

Business visitor staying overnight elsewhere in UK 12 Q2

Other staying visitor – please specify 13 Q2

Other day visitor– please specify 14 Q10

SECTION B: ASK TO VISITORS STAYING OVERNIGHT ONLY

Q2a. How many nights is your total UK trip?

Q2b. How many of these nights were spent in

Yorkshire? If 0 go to Q10


Q3a. What is the name of the city/town/village

you are staying in Yorkshire? (SHOWCARD 1) Name of nearest place:

Q3b. How many nights were spent in the following city/town/village? (Interviewer to put number of nights into each of the relevant districts) (SHOWCARD 1)

(This should add up to Q2b) 1 York 11 Rotherham

2 Selby 12 Sheffield

3 Harrogate 13 Calderdale

4 Craven 14 Bradford

5 Richmond 15 Kirklees

6 Hambleton 16 Leeds

7 Ryedale 17 Wakefield

8 Scarborough 18 East Riding of Yorkshire

9 Barnsley 19 Kingston upon Hull

10 Doncaster 20 North Lincolnshire (e.g. Scunthorpe)

21 North East Lincolnshire (e.g. Grimsby)

Q4a. What type of accommodation are you staying in? (Prompt,

tick all applicable) - SHOWCARD 2

PAID ACCOMMODATION

(M)

Hotel/motel with 50+ rooms 1 Q4b

Hotel/motel with 10-49 rooms 2 Q4b

Hotel/motel with <10 rooms 3 Q4b

Inn/Pub 4 Q5

Farm-house – B&B 5 Q5

Guest-house/ B&B - non-farm 6 Q5

Farm-house – Self-catering 7 Q5

Self-catering - non-farm 8 Q5

Static caravan 9 Q5

Touring caravan 10 Q5

Camping 11 Q5

Youth Hostels 12 Q5

Group accommodation/camping barns 13 Q5

Boat / yacht 14 Q5

Other paid for accommodation – please specify 15 Q5

FREE ACCOMMODATION

Friends and relatives home 16 Q10

Friends/relatives second home 17 Q10

Free camping 18 Q10

Free caravan 19 Q10

Own second home 20 Q10


Boat / yacht 21 Q10

Other free accommodation – please specify 22 Q10

Routing note – IF a combination of paid / free accommodation is used - follow relevant PAID routing from earliest number

Q4b. If you stayed in a hotel, what star rating was your hotel? (S)

1 star 1 2 star 2 3 star 3 4 star 4 5 star 5

Don’t know 6

Q5. Approximately, how much in total do you and your party expect to spend on one nights stay in your accommodation within this area? (Please include all people in your party and give a total estimated spend figure)

£

Q6. On a scale of 1 to 5 (with 1 very poor and 5 being very good), how would you

rate your accommodation for each of the following aspects …..? (Mark one rating only for each aspect)

Very Poor

Poor Satisfactory Good Very Good Don’t know

a. Customer service

b. Quality of accommodation

c. Value for money

Q8. How did you book your accommodation? Mark all applicable (M)

Over the phone directly with accommodation 1 On arrival face-to-face / just turned up 2 Through a Tourist Information Centre 3

Via accommodation provider website – please specify 4

Via other internet/website– please specify 5

Through a travel agent 6 Through a tour operator– please specify 7

Email 8

Unsure / can’t recall 9 Other– please specify 10


SECTION C – HOLIDAY DECISION MAKING (ASK ALL)

Q10a. What sources influenced your decision to visit this location/area BEFORE you arrived here? (SHOWCARD 3) (If none, please prompt for options 5, 6, 17 and 19)

Q10b. What sources influenced your decision to visit this location/area DURING your visit?

(SHOWCARD 3) (Source briefing notes for website lists and local guide lists)

Q10a

BEFORE (M)

Q10b

DURING (M)

1. Welcome to Yorkshire Holiday Guide ‘Get to know Y, the magazine for

Yorkshire Today 2010’

2. Local ‘holiday guide’ --------------- please specify

3. www.yorkshire.com website - Welcome to Yorkshire

4. Other internet website -------------please specify

5. Previous experience / local knowledge

6. Recommendation / word of mouth - friends or family

7. Specialist activity magazines

8. Tourist Information Centre -------------please specify

9. Guidebook / directory

10. Self-catering / cottage agency

11. Tour operator / organised package / travel agent

12. TV / Radio programme

13. Newspaper / magazine article / advert

14. E-newsletter

15. Any other items in the post

16. Leaflets

17. By chance/ because an opportunity presented itself

18. Special offer

19. Convenient location / easy to get to

20. Other please specify:


Q11. On a scale of 1 to 5 (with 1 being very unimportant and 5 being very important),

how important are each of the following aspects on this trip? (SHOWCARD 4)

Very Unimportant

Very Important

Don’t know / can’t say

1. A range of natural attractions to visit

e.g. the National Park, AONB’s, coastal

heritage, National Trust

2. A wide variety of attractions to interest

a range of people

3. Environmentally-friendly services and

facilities e.g. local produce, good public transport, cycling tracks

4. Lively nightlife

5. A distinctive shopping experience

6. A diverse range of outdoor activities e.g. walking and cycling

Q12. In terms of your experience on this visit, how do you rate this area/location on

the following? (With 1 being very poor 5 being very good) (SHOWCARD 4)

Very

Poor Very

Good


1. A range of natural attractions to visit

e.g. the National Park, AONB’s, coastal heritage, National Trust

2. A wide variety of attractions to interest

a range of people

3. Environmentally-friendly services and facilities e.g. local produce, good public

transport, cycling tracks

4. Lively nightlife

5. A distinctive shopping experience

6. A diverse range of outdoor activities e.g. walking and cycling


SECTION D - HOLIDAY EXPERIENCE (ASK ALL)

Q13. Approximately, how much in total do you and your party expect to spend on

today’s trip on the following (SHOWCARD 5): (put in 0 if spent/expect to spend nothing)

a. Total per party on TODAY’S trip

£

b. Travel eg fuel, fares, car parking charges

(to include in & around this area, plus your

return trip from home/ other accommodation)

If D/K estimate miles and x by 10p per mile (eg.

60 miles = £6.00)

£

c. Food and drink before 5pm (only includes food

in a café/restaurant/bar and excludes any that are included in the price of accommodation,)

£

d. Food and drink after 5pm (only includes food in

a café/restaurant/bar and excludes any that are included within the price of accommodation)

£

e. Admission charges and other spending at

attractions

£

f. Other leisure & recreation expenditure

£

g. Shopping (including souvenirs, guidebooks, clothes, sweets, drinks, food, other purchases)

£

h. Evening entertainment activities e.g. including theatre, concert and cinema tickets, clubs

£

i. Other expenses (please specify TYPE AND AMOUNT):

£


Q15a. What were the main modes of transport you used to get to this area from your home?

Q15b. What modes of transport have you used during your stay to get around this area?

Q15a Travel to this

area (M)

Q15b During

visit (M)

1. Car/van/motor-home Q16

2. Motorbike Q16

3. Public bus/coach service Q16

4. Coach tour / special excursion Q16

5. Train Q16

6. Bicycle Q16

7. Walked Q16

8. Aeroplane Q15c

9. Boat/ferry Q16

10. Park and Ride Q16

11. Other Please specify Q16

Q15c. If travelled by aeroplane, which UK airport did you arrive in? (M)

Leeds Bradford Airport 1

Doncaster Airport 2 Manchester airport 3

Liverpool 4 Teesside Airport 5

Newcastle Airport 6 Heathrow London 7

Gatwick Airport 8 Stansted Airport 9

East Midlands Airport 10 Other Please specify: 11


Q16. Including this location, which areas have you/or are you

going to visit in Yorkshire during your visit? (please mark all locations which fall into the applicable districts) (SHOWCARD 1)

(M)

York 1 Selby 2

Harrogate 3 Craven 4

Richmond 5 Hambleton 6

Ryedale 7 Scarborough 8

Barnsley 9 Doncaster 10

Rotherham 11 Sheffield 12

Calderdale 13 Bradford 14 Kirklees 15

Leeds 16 Wakefield 17

East Riding of Yorkshire 18 Kingston upon Hull 19

North Lincolnshire (e.g. Scunthorpe) 20 North East Lincolnshire (e.g. Grimsby) 21

Q17a1. During your visit to THIS LOCATION /AREA have you used THE MARKET

Yes 1 Go to Q17b1 (below)

No 2 Go to next category

Q17b1. If used THE MARKET how would you rate the… Very

Poor Very

Good


1. range of stalls

2. presentation of stalls

3. quality of goods on sale

4. quality of service from stallholders


Q17a2. SHOPS?

Yes 1 Go to Q17b2 (below)


Q17b2. If used SHOPS how would you rate the… Very

Poor

Very

Good

Don’t know

/ can’t say

5. range of shops (of interest to me as a visitor)

6. quality of goods on sale

7. quality of service

Q17a3. PLACES TO EAT AND DRINK?

Yes 1 Q17b3 (below)


Q17b3. If used PLACES TO EAT AND DRINK how would you rate the… Very

Poor Very

Good


8. range

9. quality of food


11. value for money

Q17a4. ATTRACTIONS, MUSEUMS AND OTHER PLACES TO VISIT IN TOWN?

Yes 1 Q17b4 (below)


Q17b4. ATTRACTIONS, MUSEUMS AND OTHER PLACES TO VISIT IN TOWN Very

Poor Very

Good


12. range

13. level of interest


15. value for money (where admission charges are made)


Q17a5. EASE OF FINDING WAY AROUND?

Yes 1 Q17b5 (below)


Q17b5. If used EASE OF FINDING WAY AROUND how would you rate the… Very

Poor Very

Good


16. road signs

17. pedestrian signs

18. display maps & info boards

Q17a6. PUBLIC TRANSPORT? Yes 1 Q17b6 (below)


Q17b6. If used PUBLIC TRANSPORT how would you rate the… Very

Poor Very

Good


19. Ease of access/convenience

20. Quality of service

21. Value for money

Q17a7. CLEANLINESS OF STREETS? Yes 1 Q17b7 (below)


Q17b7. If used CLEANLINESS OF STREETS how would you rate the… Very

Poor Very

Good


22. cleanliness

Q17a8. PUBLIC TOILETS? Yes 1 Q17b8 (below)


Q17b8. If used PUBLIC TOILETS how would you rate the… Very

Poor Very

Good


23. Availability

24. Cleanliness


Q17a9. CAR PARKING FACILITIES?

Yes 1 Q17b9 (below)


Q17b9. If used CAR PARKING FACILITIES how would you rate the… Very

Poor Very

Good


25. Availability

26. Cost

Q17a10. TOURISM INFORMATION FACILITIES?

Yes 1 Q17b10 (below)

No 2 Go to Q17b11

Q17b10. If used TOURISM INFORMATION FACILITIES how would you rate the… Very

Poor Very

Good


27. Ease of finding

28. Quality of service

29. Usefulness of information

ASK ALL:

Q17b11. OVERALL what is your impression of this area in terms of… Very

Poor Very

Good


30. General atmosphere

31. Feeling of welcome

32. General appearance

Q18. What have been the most enjoyable aspects of your visit to this location/area? (Prompt for specifics e.g. type of location, attractions, activities, accommodation, eating places, shopping, events, or atmosphere etc)


Q18(i). INTERVIEWER TO CODE FROM VERBATIM (M)

Scenery/ countryside 1 Museum/Galleries 2

Castles/ Stately Homes 3 Relaxing/ peaceful environment 4

Walking 5 Friendly people/ atmosphere 6 Suitable for children/ families 7

Interactive attraction 8 Buildings/attractions of hist. Interest 9

Seaside/ coast/ beaches 10 Shops/ City Centre 11

Friends/ family 12 Other Please specify 13

Q19. What would you improve about your visit to this location area? / Was there

anything missing? (Prompt for specifics e.g. type of location, attractions, activities, accommodation, eating places, shopping, events, or atmosphere, marketing information/ leaflets etc)

Q19(i). INTERVIEWER TO CODE FROM VERBATIM AT Q19 (M)

Nothing 1 Better signage 2

Cheaper car parking 3 Better weather 4

More car parking 5 Lower prices 6

Better range of shops 7 Better upkeep of area 8

Better range of eating facilities 9 Other Please specify 10


Q20a. Which of the following activities have you taken part in, or do you intend to take

part in, during your stay in this area? (SHOWCARD 6)

Q20b. What is or will be your MAIN activity in this area Q20a Q20b

(M) (S)

1. Stroll around and enjoy the ambience of city/town/village

2. Short walk (up to 2 hours)

3. Long walk (over 2 hours)

4. Mountain biking / cycling

5. Active beach activities (games, swimming)

6. Passive beach activities (sunbathing, picnic)

7. Wildlife watching e.g. bird watching

8. Water sports (sailing, wind surfing, water skiing)

9. Visiting friends or relatives

10. Driving around and sightseeing from car

11. Eating and drinking out

12. Horse riding

13. Shopping e.g. arts, crafts, local produce, clothes

14. Golf

15. Fishing

16. Visiting natural attractions (e.g. coastline, countryside, National Parks etc)

17. Visiting theme park or activities park

18. Visiting historic houses and

gardens, heritage sites -castles, churches etc. Please specify

19. Visit cultural visitor attractions -

museums, art galleries and craft

centres. Please specify

20. Attend a festival or outdoor event -Please specify

21. Visiting canals and waterways

22. Spectator at sporting event/match e.g. football, rugby, cricket

23. Attend a cultural performance – e.g. theatre or play

24. Evening entertainment – music concerts & gigs, nightclubs and bars

25. Attending business conference / business meeting

26. Other 1

Please specify

27. Other 2

Please specify


28. None

Q21. How likely are you to…… (S)

Not at

all likely

Not very likely

Quite likely

Very likely

Don’t know

a. Return to this area in the next two years

b. Recommend this area to someone else

Q22. Which ONE key word best describe this area/location?

(SHOWCARD 7)

(S)

Bleak 1 Breathtaking 2 Comfortable 3

Contemporary 4 Exciting 5 Friendly 6 Quirky 7

Fun 8 Industrial 9

Inspirational 10 Natural 11

Old fashioned 12 Peaceful 13

Proud 14 Relaxing 15 Rugged 16

Traditional 17 Undynamic 18 Unexciting 19 Uninviting 20

Don’t know 21


SECTION F: ABOUT YOU – ASK ALL - Finally a few questions about yourself in order to ensure

that we speak to a cross section of people.

Q23. Excluding this trip, when did you last visit this area /

location?

(S)

Within the last 12 months 1 Q24

1-2 years ago 2 Q24

3-4 years ago 3 Q25

5-6 years ago 4 Q25

7-10 years ago 5 Q25

More than 10 years ago 6 Q25

Never/first time visitor 7 Q25

Can’t say 8 Q25

Q24a. IF VISITED IN LAST TWO YEARS (at Q23):

How many times have you visited this area within the last two years? (write below)

Q24b. IF VISITED IN LAST TWO YEARS (at Q23):

What was the purpose of your last trip?

(S)

Leisure 1

Business 2

Visiting friends and relatives 3

Coach party 4

Other – please specify 5

Q25. How many in your immediate party (including yourself) on this visit were … (Write in Number)

Age Male Female

A 0-15

B 16-24

C 25-34

D 35-44

E 45-54

F 55-64

G 65-74

H 75+

TOTAL: TOTAL PER

PARTY:


Q26. Who are you visiting with on this trip? Tick all applicable

(M)

Alone 1 Partner/Spouse 2

Family 3 Friends 4

School/College/University 5 Special interest group 6

Outdoor activity group 7 Holiday tour 8

Business colleague 9 Other – please specify 10

Q27a. Do you or any of your travelling party have a serious

illness or disability?

(S)

Yes 1 Q27b

No 2 Q28

Q27b. What type of disability do either you or a member of your travelling party suffer

from...?

Respondent Members of

travelling party

(M) (M)

1. A mobility impairment

2. Blindness 3. Partial sight

4. Deafness 5. Partial hearing loss

6. Learning difficulties 7. Long-term illness (e.g. AIDS, arthritis, cancer,

diabetes)

Q27c. How would your party rate ease of accessibility within this location/attraction?

Very

Poor

Poor Satisfactory Good Very

Good

Don’t know / can’t

say


Q27d. How would your party rate ease of accessibility within Yorkshire?

Very Poor

Poor Satisfactory Good Very Good


Q28. What is your home postcode? (if overseas please state country):

(Important to get full postcodes) (if no postcode please state area/county) (write below)

Q28(i). INTERVIEWER TO CODE FROM Q28

(S)

UK resident 1

Overseas visitor 2

Q29. We also may also be conducting further research about visiting Yorkshire. We will not use your details for any other purpose. Would you be willing to be contacted and

asked about participating in any future research about Yorkshire? (S)

Yes 1

No 2


Q30. Would you like to receive any further tourism information about this area? (e.g. such as a visitor guide)

(S)

Yes 1

No 2

Q31. As part of our quality control procedure, a research supervisor may contact you in order to confirm the accuracy of the interview and to ensure you were happy with the

interview. If not given above, would you be prepared to give your contact details for this purpose? (please provide telephone number) (S)

Yes 1

No 2

Q32. Finally would you like to be entered into the free prize

draw? (S)

Yes 1

No 2

CONTACT DETAILS (To be completed IF answered yes to Q29, Q30, Q31 or Q32)

Name Telephone

Email address Address Line 1

Address Line 2 Town

County Postcode

Thank & Close


9.2 Mosaic details

Overview Values Media Preferences Internet Holidays Leisure

A Alpha

Territory

(2.6%)

Successful well educated people

with top wealth ranking, includes

business owners, bankers, senior

managers, top lawyers, surgeons

or civil servants and influential

celebrities

Quality of service more important than

range of price, favour niche suppliers

offering bespoke services

Hard to reach using conventional

media as spent long hours

working. Can be reached effectively

through the Financial Times and

leading business publications

Key source of information, often spend

time browsing news websites and

prefer premium retailers and travel

websites

Enjoy the service of exclusive hotels

and restaurants and often holidaying in

their own foreign property

Generally hectic lifestyles leave little

time to spend with partners, often

wearing on personal relationships

B

Profession

al Rewards

(12.3%)

Experienced professionals,

married with children at university,

enjoying financial comfort

Seek value for money rather than

lowest prices and will pay a premium

for brands with a reputation for

reliability

Prime market for broadsheet

newspapers, particularly the Daily

Telegraph and Sunday Times

Use internet to shop for a range of

goods, preferring to go for

recognisable high street brands.

Likely to research price online and

use sites like Trip Adviser

Take multiple holidays a year, often to

own second homes either in Britain or

abroad, while others stay in hotels or

attractive country cottages

Regular and knowledgeable

audiences for theatres and concert

halls

C Rural

Solitude

(5.3%)

Residents of small villages. Work

in low and middle income jobs in

local market towns. High

proportion are married or, if single,

widowed (younger people tend to

leave these areas to find work)

Strong sense of community spirit,

value the traditional way of life

Traditionally loyal users of mail

order companies and willing users

of the internet (although access to

broadband is poor)

Particularly reliant on internet for

shopping, big eBay users

More likely to take one main holiday a

year, often to Europe

Much leisure time spent on country

pursuits, fishing, walking, sailing, bird

watching and visiting local historic

homes and gardens

D Small

Town

Diversity

(11.8%)

Quite diverse segment with some

people quite well off while others

are careful to make ends meet.

More likely to be in their

retirement years

Prefer to engage with small scale

organisations than large businesses

and central government, preference for

brands offering value for money

Generally unresponsive to

aspirational advertising, somewhat

detached from the identifies

projected by brands

Less active online than the up

average, used for shopping and

arranging affairs rather than

entertainment or news updates

Tastes broadly representative of the

middle class consumer, including

motoring and holidays abroad

Focus of leisure is on home

improvement and meeting up with

friends in homes and gardens, sharing

trips to visit local sites of historical

interest

E Active

Retirement

(3.4%)

Mostly people aged over 65 whose

children have grown up and who

have moved from the family home

in favour of life in a retirement

community. Mortgages paid off,

often recently downsized, access

to savings and the benefit of an

occupational pension

Often dismissive of most government

initiatives, preferring to be responsible

for their own welfare

Often read daily newspapers and

books

Not particularly active online although

there are a significant proportion of

'silver surfers' who are using the

internet in increasing numbers,

preferring recognisable brands

Many spend substantial amounts on

overseas holidays while also enjoying

short trips to historic properties and

walking

More time to engage in new leisure

activities and explore new places,

walking the dog, knitting and

spending time with grandchildren

F Suburban

Mindsets

(14.6%)

Maturing families on mid-range

incomes with emerging aspirations

Prefer to be given information on price,

offers and endorsements as opposed

to aspirational advertising

Readers of the Daily Mail and Daily

Express, traditionally more likely to

respond to adverts in regional

newspapers, direct marketing,

telephone and door to door selling

Active internet users preferring

mainstream sites and big online

brands

Likely to take two or three holidays a

year and tend to book family holidays

online through recognised travel

agencies

Leisure time more likely to be spent

in the home rather than in the

community

G Careers

and Kids

(7.3%)

Families with young children

where both parents earn solid

incomes

Influenced not just by value for money

but by ethical and environmental

considerations and functional

specifications, adverts featuring

families likely to appeal

Daily Mail or Daily ExpressHeavy users of the internet for online

purchasesOften involve the car

Family and car are the focus of much

leisure activity with trips to parks,

theme parks and the seaside

common and cinema and leisure

centres when the children are older

H New

Homemake

rs (3.2%)

Young singles and couples with

ready income from a secure

position working in large public

companies or for central / local

government

Increasingly affected by the

growing viral market and increasing

demand for information to be sent

via text message rather than direct

mail

Rely on the internet to access

information about products and

services rather than using local

services and suppliers, broadband

access generally poor

Likely to seek out budget flights online

Visits to the gym or local cinema as

well as spending time at local pubs

and clubs

I Ex-Council

Communit

y (8.6%)

Families with low levels of

education but sufficient incomes.

Traditionally working class but

with aspirations for a middle class

lifestyle

Value the concepts such as self-

reliance, responsibility and

independency

Likely to read papers such as the

Daily Mail, Daily Mirror, or The Sun

The home computer is more likely to

be used for children's entertainment

and school work than consumer

research

Few holidays taken, those that do go

on holiday are more likely to be part of

a coach tour

Focussed around the family and

former school friends and often

confined geographically to their

locality

J Claimant

Cultures

(4.1%)

Large families with school aged or

teenage children. High levels of

unemployment, dependent on

welfare benefits

Prepared to pay more for the comfort

of established trusted brands

Spend large amount of time

watching commercial television

although more likely the target of

public sector communications than

commercial advertising

Significant proportion are not internet

users and those that do are likely to

visit social network and entertainment

sites rather than retail sites

Very fewVery little is spent on leisure and

sports

K Upper

Floor

Living

(1.5%)

Young single people or young

adults sharing a flat, no children.

Limited incomes, high levels of

unemployment

Daily Record or Daily Star most

popular

Relatively few people in this group

have internet access

Do not tend to take holidays and often

do not own a car

L Elderly

Needs

(2.9%)

Older pensions retired for some

time, typically in their 70's, 80's or

90's. Majority are reliant on their

state pension

Mostly receive information from the

television and daily newspapers

Lack of familiarity with information

technology

Days out with friends and family

involving drives to the countryside

Enjoy reading, knitting, walking the

dog and bingo plus spending time

with grandchildren

M

Industrial

Heritage

(11.2%)

Families and couples typically

approaching retirement age with

grown up children. Often reliant on

manual labour but likely to have

saved carefully

Traditional conservative nature, careful

with their money

Prime markets for the Daily

Express and The Mirror. Respond

to price led promotions, door to

door distribution and addressed

mail

Fairly active internet users especially

for booking holidays and online

shopping

Holidays often taken in the UK, touring

with a caravan or using Bed &

Breakfasts, enjoying traditional

English fare

Spent with family or in the pub,

watching television or doing

housework, unlikely to support the

performing arts

N Terraced

Melting

Pot (5.7%)

Mostly young, either still single of

living with a partner, quite a few

with nursery or primary school age

children, many are new arrivals to

the country. Few qualifications,

working in relatively menial routine

occupations with low wages

Brand values which appeal most are

those which promote multi-cultural

credentials and focus on personal

relationships between suppliers and

customers

Tend to learn from more

established residents to obtain the

nest products and services

therefore communication with

these groups is difficult

Unlikely to buy online, mainly use

internet as a means of entertainment

and communication

Few holidays taken, mostly budget

Time and money likely to be spend

outside of the home, whether in pubs,

restaurants and bars as a say of

socialising. Cinema is popular but not

performing arts.

O Liberal

Opinions

(4.6%)

Young, single, childless

professionals with reasonable

levels of income, recently

graduated from university

Demand a high degree of ethical and

environmental responsibility, respond

to post-modern use of humour and

irony rather than blatant sales

Avid readers of books, newspapers

and magazines including The

Guardian, The Observer and the

Independent

Biggest and most sophisticated

internet users, important sources of

product information, used for banking

and online shopping

Travel frequently on foreign holidays

and many enjoy extreme physically

activities

Visit the cinema and theatre attend

museums, exhibitions and public

lectures


9.3 Interview locations

York and Selby Tourism Partnership

York - Overall Total

York

York Totals

Bar Walls

Castle Museum

Cliffords Tower

Coppergate

Art Gallery/Exhibition Square

Jorvik Viking Centre

Kings Square

Museum Gardens / Yorkshire Museum

The Shambles

York Minster

York market

NRM

Yorkshire Air Museum

Parliament Street

York Events

Jorvik Viking Festival

York Literature Festival

St Nicholas Fayre (across city centre)

York Food and Drink festival (Parliament Street)

York Model Railway Expo

York Racecourse (Race day)

Selby Overall Totals

Selby

Selby Totals

Selby Abbey or Selby TIC / Town Centre

Selby market

Selby Events

Sherburn Air Show

Towerfest at Drax

Selby Game Fair

Willoughby hall dog show

Aero club

Other 4

Other 5


Dales and Harrogate Tourism

Partnership

Harrogate

Harrogate - Overall Totals

Harrogate - Totals

Harrogate centre/TIC

Harrogate - Valley Gardens

Harrogate - Harlow Carr

Brimham Rocks

Great Yorkshire Show

Harrogate Flower Show

Harrogate Agricultural Show

Harrogate - Small Animal Event

Harrogate International Centre

Antique fair Yorkshire Show Ground

Harrogate Toy Fair (International Centre)

Knaresborough Totals

Knaresborough Castle

Knaresborough centre/TIC

Knaresborough Bed race

Ripon Totals

Masham Brewery

Masham - Black Swan Holiday Park

Masham centre

Ripley Castle

Ripon Centre

Ripon Cathedral

Ripon Spa Park

Ripon - Newby Hall & Gardens

Ripon - Fountains Abbey

Lightwater Valley

Ripley Show

Masham Steam Rally

Ripon Races

Craven

Craven - Overall Totals

Skipton Totals

Bolton Abbey

Skipton - Coach Street Car Park

Skipton Castle

Skipton Centre/Market Place

Skipton Music Fayre


Grassington Totals

Grassington - Market Place

Grassington - National Park Car Park

Grassington TIC

Settle Totals

Malham Tarn TIC / Centre

Settle - Ashfield Car Park

Settle - Dalesbridge Campsite

Settle Centre/Market Place

Settle Railway Station

Settle- Whitefriars Car Park

Settle TIC

Richmondshire

Richmond - Overall Totals

Richmond Totals

Richmond - Market Place

Richmond Castle

Richmond TIC

Hawes Totals

Hawes - Market Place

Hawes - National Park Centre

Hawes - Wensleydale Creamery

Hawes - Dales Countryside Museum

Leyburn Totals

Leyburn - Market Place

Leyburn TIC

Aysgarth Falls - National Park Centre

Middleham Castle

Middleham - town centre

Reeth Totals

Reeth - centre/TIC

Reeth Show

Other Totals

Muker Show

Moors and Coast Tourism Partnership

Hambleton

Hambleton - Overall Totals

Bedale Totals

Bedale - Market Place

Thorpe Perrow


Big Sheep Little Cow Farm

Thirsk Totals

The Falconry Centre

Thirsk - Market Place

Thirsk - Racecourse / Race day

Thirsk - World of James Herriot Museum

Other Totals

Beningborough Hall

Captain Cook Monument

Great Ayton - High Green Car Park

Mount Grace Priory

Osmotherley

Osmotherley Campsite

Roseberry Topping

Galtres/Country Music Event

Ryedale

Ryedale - Totals

Malton Totals

Castle Howard

Eden Camp

Helmsley Totals

Helmsley Marketplace

Helmsley town centre

Helmsley (Rievaulx Abbey)

Helsmley - Duncombe Park

Pickering Totals

Pickering - North York Moors Railway

Pickering - Tourist Information Centre / town centre

Tour of Britain at Dalby Forest

Go ape

Dalby Forest

Other Totals

Hutton le Hole - Ryedale Folk Museum

Sutton Bank - Visitor Centre

Goathland

Scarborough

Scarborough - Overall Totals

Scarborough Totals

Scarborough Sea Front

Scarborough Sea Life Centre

Scarborough TIC / town centre


Sea Fest

Filey Totals

Filey town centre/TIC

Primrose Valley

Whitby Totals

Whitby Abbey

Whitby TIC

Danby Moors Centre

Robin Hoods Bay

Whitby Goth Fest

Other 4

Other 5

Other 6

Other 7

Other 8

Other 9

Other 10

South Yorkshire Tourism Partnership

Barnsley

Barnsley - Totals

Cannon Hall Museum Park and Gardens.

Cannon Hall Open Farm

Elsecar heritage Centre

Wentworth Castle

Stainborough Park

Doncaster

Doncaster - Totals

Brodsworth Hall and Gardens

Conisbrough Castle

Cusworth Hall

Doncaster Dome

Doncaster Market

Yorkshire Wildlife Park

Lakeside Retail Outlet Village

Doncaster Races

Antiques fair (Racecourse)

French Gate Centre

Rotherham

Rotherham - Totals

Butterfly World

Magna Science and Adventure Centre


Rother Valley Country Park

Wentworth Village

Rotherham Show

Sheffield Overall Totals

Sheffield

Sheffield - Totals

Botanical Gardens

City Hall/John Lewis/City Centre/TIC

Western Park

Winter Garden/Fargate or bottom entrance on Arundel gate

Millenium Galleries

Norfolk Heritage Park

Longshaw Estate

Sheffield Arena

Don Valley Stadium

Events Totals

Sheffield Farmers Market

Great Yorkshire Run

Showcomotion

Cliffhanger Event - Millhouses Park

The Moor Motorbike Event (Graves Park)

University Championships

World Snooker Champs

Diving Competition - Pond's Forge

Table Tennis Champs. - EIS

Sheffield Xmas market

West Yorkshire Tourism Partnerships

Calderdale

Calderdale - Overall Totals

Halifax Totals

Halifax - Dean Clough (art gallery)

Halifax - Piece Hall

Halifax - Eureka

Hebden Bridge Totals

Hebden Bridge Town Centre

Hebden Bridge Canal Centre/Path

Todmorden Totals

Todmorden Agricultural Show

Bradford Bradford - Overall Totals

Bradford Totals


Bradford (National Media Museum)

Bradford Art Gallery

Bradford - Centenary Square

Bronte Parsonage Museum (Haworth)

Saltaire World Heritage Village

Cartwright Hall Art Gallery

Bradford Mela

Keighley Totals

Haworth Marketplace

Haworth Train Station

Haworth TIC

Worth Valley Railway

Riddlesdon Hall Keighley

Keighley Steam Gala event

Ilkley Totals

Ilkley Market Place

Ilkley TIC

Kirklees

Kirkless - Totals

Holmfirth Totals

Holmfirth Centre/TIC

Holmfirth arts festival

Holmfirth festival of folk

Holmfirth Food and Drink Festival

Huddersfield Totals

Huddersfield TIC

Huddersfield Town Centre

Kirklees Light Railway

Huddersfield Literary Festival

Huddersfield Duck Race

Other Totals

Marsden - Standedge Tunnel

Marsden Moor / Cuckoo Fest

Marsden Centre

Honley Show

Leeds

Leeds -Overall Totals

Leeds Totals

Armley Mills

Briggate and outside Victoria Quarter


Leeds TIC

Leeds City Centre

Harewood House

Inside Victoria Quarter

Leeds Art Gallery

Leeds City Museum

Thackray Medical Musuem

Leeds, Royal Armouries

Kirkstall Abbey

Wetherby

Leeds Events

Leeds Christmas Market

Wetherby Racecourse

Leeds Beer festival (Pudsey Civic Hall)

Eurogamer Event (Royal Armouries)

Headingley Cricket Ground

Wakefield

Wakefield - Totals

Junction 32 Shopping complex

National Coal Mining Museum

SNOzone!

Xscape

Yorkshire Sculpture Park

Nostell Priory

Sandal Castle

Liqourice Festival

Food Festival

Visit Hull and East Yorkshire Partnership

East Riding of Yorkshire

East Riding - Overall Totals

Bridlington Totals

Bridlington TIC and Harbour area

Bridlington Promenade

Sewerby Hall

Beverley Totals

Beverley Minster

Beverley TIC / Town Centre

Beverley Races

Beverley Folk Festival

Other Totals

Burton Agnes


Cruckley Animal Farm (Foston on the Wolds)

Flamborough head

Bempton Cliffs

Kingston Upon Hull

Hull - Overall Totals

Hull Totals

City Hall / T.I.C.

Hull City Centre

Ferens Art Gallery

Hull and East Riding Museum

Maritime Museum

Queens Gardens

Streetlife Museum of Transport

The Deep

Hull Event Totals

Tour of Britain - Hull Centre

Hull Docks/ Quay

Freedom Festival

Hull Comedy Awards / Humber Bridge xmas fayre

Humber Bridge

Clipper Yacht Race

Hull Fair

North East/ North Lincolnshire

North Lincolnshire

North Lincolnshire Totals

Alkborough Flats

Barton St peter's church

Barton -Wilderspin National School

Brigg TIC

Far Ings Nature Reserve

Normanby Hall

Thornton Abbey

Waters Edge Country park

Pink Pig

Farmer's Market Brigg

North/East Lincolnshire

North/East Lincolnshire - Totals

Cleethorpes Light railway

Cleethorpes TIC

Cleethorpes Discovery Centre

Grimsby TIC

National fishing heritage centre


Waltham Windmill

Cleethorpes Sea Front

Cleethorpes Town Centre

Grimsby Town Centre

Cleethorpes - Leisure Centre

Lakeside

Yorkshire & Humber Regional Visitor Survey 2010/11...Yorkshire & Humber Regional Visitor Survey...

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Transcript of Yorkshire & Humber Regional Visitor Survey 2010/11...Yorkshire & Humber Regional Visitor Survey...