Our Coastal Tourism Forum takes place in less than one month! We’ve secured a great line-up of speakers including Coastal Communities Minister Andrew Percy, destination branding experts, coastal business leaders, policy makers and we’ll be presenting our latest research into new marketing opportunities. Space is limited, so don’t miss it and book here.
We’re continuing our road-shows visiting coastal destinations. This week the NCTA’s John Carmichael is visiting the East Kent coast, meeting representatives from coastal destinations and Coastal Communities Teams to offer insights into coastal research and tourism trends.
Tuesday 27 September was World Tourism Day with Accessible Tourism as this year’s theme. As part of this, we presented at Bournemouth University’s seminar which reviewed best practice and latest research into how to make tourism more accessible.
We’ve submitted evidence to the government’s Environment, Food and Rural Affairs (EFRA) Committee’s inquiry into the role of tourism in supporting rural growth in England to ensure the importance of rural coastal tourism is fully understood and considered.
We are also submitting evidence to the All-Party Parliamentary Group’s new inquiry into the Visitor Economy on the British coast. The inquiry will be an integral step for placing the coastal economy at the forefront of the government’s agenda for regional growth. Evidence is invited from hospitality and tourism businesses and trade associations by 30th September.
The Culture, Media and Sport (DCMS) Select Committee has launched a new inquiry into the impact of Brexit on the UK’s creative and tourism industries. For tourism, it will focus on three main points: Employment in tourism, visa requirements for international visitors and, post-Brexit, the impact of sterling fluctuation on companies and jobs.
The Tourism Industry Council, of which we are a member, is also preparing a paper for DCMS on opportunities and issues as a result of Brexit. We will be sending you a short questionnaire to ensure your views are included, but if in the meantime you would like your voice heard, send an email to me here.
I look forward to hearing from you and to meeting you at the Coastal Tourism Forum, Monday 17th October.
Best wishes,
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If you haven’t already booked your place at the first Coastal Tourism Forum, click here! It’ll be a chance to hear more about the current status of coastal tourism nationwide, the very latest opportunities for tourism growth and to give your views on a Vision for the Coast. Coastal Communities Minister Andrew Percy will be delivering a keynote address, you’ll hear the latest coastal tourism research, including brand new research on activity holidays, there’ll be a panel debate on changing perceptions of coastal destinations with branding experts, coastal businesses and destinations.
This is a unique opportunity to network with coastal tourism colleagues and help shape the industry’s future direction.
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Empty Nesters: Huge potential for the coast!
Our latest research into the over 55 age range indicates that this group could have the greatest market potential for the coast off-peak of any segment. Our survey of 1800 adults aged 55 to 75 shows that more than half believe the English coast is as beautiful as any coastline in the world, 62 per cent said that inclement weather in winter would not deter them from a visit and that this is the most likely group to take a longer break to the coast. The research has led to the development of six distinct market segments. These ‘Pen Portraits’ offer analysis of the travel behaviour, aspirations and lifestyle to enable coastal destinations and businesses greater insight into this key group.
Read more here.
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International Visitors
Around 1.8 million international visitors took a trip to the coast in 2014, but what do we know about their travelling habits? Our research has revealed that 15 per cent of all international visitors go the English coast, they stay longer on average – 60 per cent stay four nights or more, and they have a greater spend than domestic visitors. However nearly half of international visitors to the UK say they have no knowledge of Britain’s coastline.
Discover more on this important market here
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The crest of a wave?
Coastal tourism is worth £8 billion to the economy and accounts for 31 per cent of all overnight stays in England. And, after some years of decline, in 2015 the segment regained its position as the largest domestic overnight holiday sector. But what are the booking patterns, where are the most popular destinations and what is the market profile of coastal visitors?
Find out the latest results here
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Assess your staff management skills – new toolkit!
The hospitality industry faces significant staffing challenges and these are only exacerbated on the coast. Ensuring you recruit and retain the best possible employees is crucial for business success. We’ve produced a straight-forward new toolkit with a series of resources addressing employment issues – employee engagement, recruitment and selection, induction, high performance management and more.
The business assessment questionnaire will help to identify which areas you might need to focus on. The toolkit also includes an entertaining service-profit-chain animation demonstrating the vital link between employee satisfaction and profit and growth.
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