North East England and Domestic Tourism

Transcription

1 North East England and Domestic Tourism North East England The North East comprises the counties of Northumberland, County Durham, Tyne & Wear, and the Tees Valley. It has a population of 2.6 million, representing 5% of the total England population, the smallest English region in population terms. Value to Domestic Tourism in England The North East represents the lowest proportion of all English regions for domestic, 4% of overnight and 3% of overnight spending, and 5% of volume and spending for day visits. Nonetheless, in 2014 there were 3.7 million overnight to the region, with spending on these of over 600 million, and 63 million day with 2.3 billion in spend. Total England North East North East (as % of total) Domestic Overnight Trips Trips (millions) % Spend ( millions) 18, % Day Visits Trips (millions) 1, % Spend ( millions) 45,101 2,277 5%

2 Trip Type Overnight Travel While 42% of to the North East are holidays, slightly less than the national average (44%), the holidays taken tend to be longer in duration (17% holiday 4+ nights compared to 15% England average). The proportion of to the North East that are visits to friends and relatives (40%) or for business purposes (15%) are in line with the national average (39% and 15% respectively). Total England % of North East All Overnight Trips (millions) % % All s % % 1-3 night holidays % % 4+ night holidays % % Visiting Friends and Relatives % % Business Travel % % Day Trips Although going out for a meal (7%) and general days out (6%) are relatively less important to the North East than for day in the country as a whole (10% and 7% respectively), more day to the North East are for a night out than on average (10% compared to 8%). Similarly, while going to visitor attractions occurs less often on day in the North East than in England as a whole (3% vs. 5%), watching live sporting events is relatively more important on day in the North East (6% vs. 4%). Special shopping, for items not regularly bought, is the main activity on one in 10 to the North East, higher than the average (6%). Total England % of North East All Day Trips, millions (selected activities) 1, % % Going out for a meal % 5 7% Going on a night out 113 8% 6 10% General day out 100 7% 4 6% Special shopping 84 6% 6 10% Going to visitor attractions 66 5% 2 3% Watching live sporting events 52 4% 4 6%

3 s in North East England The importance of longer holidays to the North East is reflected in a slightly longer average trip length than for England as a whole (3.39 nights compared to 3.37 nights). However, the average spend per night in the North Easter is lower than the national average by around 15 per night, resulting in a lower average spend per trip. Domestic s Total England North East Average spend per trip Average spend per night Average trip length (nights) Over two-thirds (69%) of holidays to the North East are to cities or towns, compared to half (50%) of all holidays in England. Visits to small towns in particular are popular, making up a third (32%) of holidays in the North East compared to one-fifth (19%) on average. Although holidays to cities and towns are relatively more important to the North East, serviced accommodation makes up slightly less than the average of (47% compared to 50%), with selfcatering rented accommodation (43% vs. 37%), particularly camping and caravanning accommodation (32% vs. 23%), used more often than the national average. Trips to the North East are also more likely to be booked over a month prior to the trip than holidays on average. Compared to the national profile, those visiting the North East for a holiday are more likely to be aged 55+, in the more affluent AB social grade, and less likely to have children at home. A quarter of holiday (25%) taken in the North East are by those local to the area. Other key domestic source markets are Yorkshire (21% of holidays), the North West (16%) and Scotland (10%). Visitors to the North East are more likely to engage in history and heritage activities, visit visitor attractions and go to live sporting events than the average of holidays across England (see tables overleaf).

4 % of Destination Type Seaside 32% 23% Large city/ large town 31% 38% Small town 19% 32% Countryside/ village 23% 21% Accommodation used Serviced rented 50% 47% Self-catering rented 37% 43% Camping / Caravanning 23% 32% Other self-catering rented 14% 11% Transport used Public transport 16% 12% Car 79% 81% When booked More than six months before trip 7% 5% Between 2 and 6 months before trip 26% 32% About a month before trip 12% 11% 2-3 weeks before trip 13% 9% In the week before trip 13% 11% Same day / after setting off on trip 1% 1% How booked Booked online 54% 55% On a laptop or desktop PC 40% 43% On a smartphone 3% 3% On a tablet 8% 8% Age groups % 25% % 34% % 41% Social grade AB 39% 44% C1 28% 27% C2 19% 18% DE 13% 10% Children in household 36% 28% Cont. % of

5 Region of origin North East 6% 25% Yorks & Humberside 13% 21% East Midlands 9% 3% East of England 9% 5% London 7% 3% South East (excluding London) 15% 6% South West 11% 4% West Midlands 10% 5% North West 13% 16% Scotland 3% 10% Wales 5% 1% Activities undertaken History & heritage 23% 36% Arts, culture & entertainment 15% 18% Visitor Attractions 33% 39% Parks and Gardens 14% 15% Events, festivals and exhibitions 11% 11% Outdoor activities (including long walks) 27% 28% Outdoor activities (excluding long walks) 14% 12% Visited beach 20% 18% Special shopping 7% 4% Live sport 3% 10% Special personal event 3% 3%

6 Trends The number of holidays taken in the North East has fluctuated year on year, leaving an annual average change of 0% when considered over the period , below the national average of 1%. Number of domestic holidays Millions Total England North East Annual average growth % 0%

7 Appendix Sub-Regional Volume and Value Domestic Overnight Tourism - 3-year averages North East Counties Total Total nights Total spend nights spend England Northumberland Durham Tyne and Wear Tees Valley North East Local Authorities Total Total nights Total spend nights spend England Northumberland Darlington County Durham Durham Gateshead Newcastle upon Tyne North Tyneside South Tyneside * Sunderland Tyne and Wear Middlesbrough Redcar and Cleveland Hartlepool Stockton-on-Tees Tees Valley