© Global Tourism Solutions (UK) Ltd Page 1
Monmouthshire County Council STEAM Tourism Economic Impacts 2016 Year in Review Summary
Monmouthshire’s Visitor Economy This is a summary of the annual tourism economic impact research undertaken for Monmouthshire County Council by Global Tourism Solutions (UK) Ltd.
Visitor Numbers
+4.1% between
2015 and 2016
Monmouthshire received
2.3 million
Tourism Visits during 2016
Visitors staying overnight within the area as part of a holiday or
short break, accounted for 480 thousand visits and
1.2 million nights in local accommodation
1.8 million tourism visits made by Day Visitors
A total of £190 million was
generated within the local economy through visitor and tourism business expenditure £ Day Visits generated £57 million for
the local economy in 2016
Monmouthshire’s
staying visitors spent
£40 million
on local accommodation,
staying 2.5 nights on average
In total, staying visitors generated a total
economic impact of £133 million for local businesses and
communities
Visitors play a vital role in supporting
nearly 2,900 full time equivalent jobs locally
Economic Impact +0.5% between 2015 and 2016
3.02 million Visitor Days generated
by visitors to Monmouthshire in 2016
Total Visitor Days +2.1% between 2015 and 2015, accounting
for an additional 61,000 days
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Visitor Types Staying Visitors encompass all tourists staying overnight for at least one night in one of the following types of accommodation:
Serviced Accommodation - including Hotels, Guest Houses, B&Bs, Inns
Non-Serviced Accommodation – including Self-Catering properties such as Houses, Cottages, Chalets and Flats, as well as Camping and Caravanning, Hostels and University / College accommodation
Staying with Friends and Relatives (SFR) – unpaid overnight accommodation with local residents
Day Visitors visiting the area on a non-routine and non-regular leisure day trip from a home or holiday base
2016
Total Visitor
Numbers
2.280m
Visitor Numbers In 2016, there were an estimated 2.28m tourism visits to the Monmouthshire County Council area, 4.1% higher than in 2015 and 8.7% higher than in 2014.
Key Figures: Visitor Numbers
Visitor Numbers Serviced Non-Serviced SFR Staying Visitors
Day Visitors All Visitors
2016 (Millions) M 0.265 0.072 0.143 0.480 1.800 2.280
2015 (Millions) M 0.277 0.075 0.143 0.494 1.696 2.190
Change 15/16 (%) % -4.1 -4.6 +0.2 -2.9 +6.2 +4.1
Share of Total (%) % 11.6 3.1 6.3 21.0 79.0 100.00
Day visitors continue to be critically important to Monmouthshire and the 1.8 million day visits accounted for 79% of all visits to the county. Day visits increased by 6.2% from 2015 levels. This continues a general upward trend since 2008, with an average annual increase in day visitor numbers from 2008 to 2016 of 2.5%. The increase in day visitors for South East Wales in 2016 was also 6.2%. However, this was largely driven by the new Friar’s Walk development in Newport – the underlying increase was only around 1%, so in this context Monmouthshire’s performance was particularly strong. The falls of 4.1% and 4.6% in visitor numbers staying on serviced and non-serviced accommodation respectively were partly a result of a reduction in bed stock as revealed by the 2016 county bed stock survey. Occupancy levels across the county and the region as a whole were in fact fairly static between 2015 and 2016. However, 2015 was a very good year for staying visitors and the 2016 figures still show an increase on 2014 levels of 4.3% for serviced accommodation visitor numbers and 5.1% for non-serviced accommodation.
% Change 2015-2016
+4.1%
Net Change 2015-2016
+90k Visits
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Total Visitor Days
3.015m
Visitor Days Monmouthshire’s 2.28m tourism visits during 2016 generated a total of 3.015m visitor days spent within the County Council area - an increase of 2.1% between 2015 and 2016.
Key Figures: Visitor Days
Visitor Days Serviced Non-Serviced SFR Staying Visitors
Day Visitors All Visitors
2016 (Millions) M 0.434 0.441 0.340 1.215 1.800 3.015
2015 (Millions) M 0.452 0.466 0.340 1.258 1.696 2.954
Change 15/16 (%) % -4.2 -5.4 +0.2 -3.4 +6.2 +2.1
Share of Total (%) % 14.4 14.6 11.3 40.3 59.7 100.0
Staying visitors accounted for 40.3% of all visitor days and a total of 1.215 million days spent in Monmouthshire during 2016. Within the staying visitor market, visits using paid accommodation accounted for the largest portion, with 434,000 days spent in serviced accommodation (down 4.2%) and 441,000 days spent in non-serviced accommodation (down 5.4%). Day visitor days increased by 6.2% between 2015 and 2016. The total of 1.696 million day visits in 2016 is the highest for Monmouthshire since STEAM began monitoring tourism in the county in 1999. This was partly driven by the Eisteddfod in July and August 2016, but there was also an underlying increase of 2.0% on 2015.
% Change 2015-2016
+2.1%
Net Change 2015-2016
+61k Visitor Days
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Total Economic
Impact
£190.05m
Visitor Expenditure and Total Economic Impact Tourism visits were estimated to have generated £190.05 million for the local economy in 2016, an increase of 0.5% compared to 2015. (All 2015 figures are given in £s 2016 to remove inflation effects.) This figure comprises direct expenditure of visitors on goods and services (£143.6 million) and the subsequent indirect / induced economic effects arising within the local economy (£46.5 million). The 0.5% increase was slightly below the 2.8% growth for South East Wales. This was due to the 3.5 % fall in economic impact from visitors to serviced accommodation, which was larger than the regional 1% fall.
Distribution of Economic Effects
2016 Direct Visitor Expenditure Indirect and
Induced
Total Economic Impact Accommodation Food & Drink Recreation Shopping Transport Total Direct
Totals £39.9m £37.5m £12.2m £28.0m £26.0m £143.6m £46.5m £190.0m Note: m = million
Key Figures: Economic Impact
Economic Impact £s 2016 Serviced Non-Serviced SFR Staying Visitors
Day Visitors All Visitors
2016 (£ Millions) £M 70.267 42.786 20.122 133.174 56.873 190.047
2015 (£ Millions) £M 72.788 42.696 20.090 135.574 53.565 189.139
Change 15/16 (%) % -3.5 +0.2 +0.2 -1.8 +6.2 +0.5
Share of Total (%) % 37.0 22.5 10.6 70.1 29.9 100.0
Each visitor day brings an average of £63.03 to the local economy, ranging from £31.59 for day visitors to £162.06 for visitors staying in serviced accommodation. Staying visitors generate an average income for Monmouthshire of £277.63 per visitor. It is notable that although the staying visitor days dropped by 3.4% the economic impact of those visits only fell by 1.8%, due to a 2% increase in the spend per staying visitor night.
% Change 2015-2016
+0.5%
Net Change 2015-2016
+£0.91m
Average Economic Impact Generated by Each Type of Visitor: 2016
Economic Impact Serviced Non-Serviced SFR Staying Visitors Day Visitors All Visitors
Economic Impact per Day £162.06 £96.94 £59.18 £109.61 £31.59 £63.03
Economic Impact per Visit £264.83 £598.26 £140.88 £277.63 £31.59 £83.36
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Total Employment
Supported
2,895 FTEs
Employment Supported by Tourism Tourism visits to Monmouthshire in 2016 were estimated to have supported 2,895 Full-Time Equivalent jobs (FTEs). 82% of these FTEs (2,383) are assumed to have been generated directly through the expenditure of visitors (Direct Employment), with the remaining 18% being indirect and induced (512), that is supported through the supply chain and further rounds of expenditure within the economy including employee spend.
Distribution of Employment
2016 Direct Employment Indirect
and Induced
Total Employment Accommodation Food & Drink Recreation Shopping Transport Total Direct
Totals 1,012 672 192 349 159 2,383 512 2,895
Key Figures: Employment Supported
Employment Supported
Direct Employment Indirect and
Induced Total
Serviced Non-
Serviced SFR
Staying Visitors
Day Visitors
Total Direct
2016 (FTEs) FTE 916 715 197 1,828 555 2,383 512 2,895
2015 (FTEs) FTE 893 639 196 1,727 519 2,246 498 2,744
Change 15/16 (%) % +2.7 +11.9 +0.8 +5.9 +6.9 +6.1 +2.9 +5.5
Share of Total (%) % 31.7 24.7 6.8 63.2 19.2 82.3 17.7 100.0
The largest portion of the direct employment supported is associated with the activity of visitors staying in serviced accommodation, accounting for 916 FTEs. Tourism spend supports the most employment in the Accommodation (1,012 FTEs) and Food & Drink (672 FTEs) sectors.
% Change 2015-2016
+5.5%
Net Change 2015-2016
+151 FTEs
Distribution of Key Impacts by Quarter: 2016
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