Transcript LeicesterShire Promotions presentation

Tourism
Martin Peters
Chief Executive
Leicester Shire Promotions
Bradgate Park
Tourism In
England
Martin Peters
Chief Executive
Leicester Shire Promotions
• generates £97billion each year
• employs in excess of two million people
• around 100 million domestic overnight trips are
made every year contributing to a spend in 2009 of
£17.3bn
• England welcomes over 25 million international
visitors per annum
• Some 873 million day trips are made each year with
an estimated value of £39bn
• England’s countryside offers a range of outdoor
experiences to inspire, with ten national parks, 33
officially designated areas of outstanding natural
beauty
‘Holidaying at
Home’
Domestic tourism is back
in vogue. People are
discovering there is real
quality at home
(VisitEngland)
Martin Peters
Chief Executive
Leicester Shire Promotions
A New Tourism
Landscape
•Abolition of RDAs and dismantling of
regional structures
•The rise of local DMOs structures
•A new national body for tourism
•A new Government with a new policy
Martin Peters
Chief Executive
Leicester Shire Promotions
Tourism in
Leicestershire
Each year, Leicestershire welcomes over 1 million
domestic overnight visitors, who spend over £130
million on their trips.
• Just over 400,000 of these visitors stay in the
city of Leicester, spending some £50 million in
total
The county also hosts around 250,000 inbound
overnight visitors annually, with spending in excess
of £80 million
• Around half of these international visitors stay
in Leicester
Martin Peters
Chief Executive
Leicester Shire Promotions
Add in day visitors and the total contribution
tourism makes annually to the Leicestershire
economy is over £1.4bn
Tourism in
Leicestershire asset base
Martin Peters
Chief Executive
Leicester Shire Promotions
TOTAL
KNOWN
STOCK
Serviced
Stock
Self Catering
Stock
C&C Stock
Blaby
18
17
0
1
Charnwood
58
43
6
9
Harborough
55
39
11
5
Hinckley & Bosworth
47
37
4
6
Leicester City
37
30
7
0
Melton
57
37
19
1
North West
64
51
7
6
Oadby & Wigston
5
3
2
0
341
257
56
28
ACCOMMODATION STOCK
TOTAL Leicestershire
Bradgate Park
Latest STEAM
Figures for
Leicester &
Leicestershire
Total Revenue by District
(£'s millions)
2011
Blaby District
Charnwood Borough
Harborough District
Hinckley & Bosworth District
Leicester City
Melton Borough
North West Leicestershire
Oadby & Wigston District
127.08
TOTAL
232.46
108.33
155.75
474.00
73.05
165.81
66.32
1,402,820
Source: STEAM 2012
Martin Peters
Chief Executive
Leicester Shire Promotions
Bradgate Park
Tourism
Product in
Charnwood
Forest
Summary of Properties within Charnwood Forest
Total properties
56
Serviced
Graded Serviced
Self Catering
Graded Self Catering
C&C
Graded C&C
39
24
9
5
8
5
Recognised Visitor Attractions
30
Martin Peters
Chief Executive
Leicester Shire Promotions
Bradgate Park
Who Comes?
• skewed towards individuals between 35 and 49
years of age
• high propensity to have children in the house,
especially very young children (0-4 years)
- 20%
- 17%
- 7%
Youngest Child Age: 0-4 years
Youngest Child Age: 5-11 years
Youngest Child Age: 12-16 years
• married or co-habiting, have children, have a
household income between £40K and £75K and are
aged between 35 and 49 years
Martin Peters
Chief Executive
Leicester Shire Promotions
Note: results are skewed due to the success of the
SPE promotions, which target these markets
Source: Callcredit Information Group (Cameo) March 2012 (65,000
sample)
Bradgate Park
Why do they
Come?
Martin Peters
Chief Executive
Leicester Shire Promotions
Bradgate Park
Opportunities
-short/medium term
•website
• joint campaigns - like
SPE
• increase quality
assurance take up
Martin Peters
Chief Executive
Leicester Shire Promotions
Bradgate Park
Opportunities
-medium / long term
•More 'experience based’
attractions
•Improved transport
•Growth of Wood Fair
•More accommodation
•Improved profile alongside
National Forest
Martin Peters
Chief Executive
Leicester Shire Promotions
Bradgate Park