KEY FACTS ON WALKING

Transcription

1 Insight Department KEY FACTS ON WALKING March 2014 In 2013, an online survey was conducted with over 10,000 UK consumers as part of Visit s segmentation research. A large number of participants indicated that they enjoyed walking when on a holiday or short break in the UK. The following data provides an insight into the profile of these UK respondents with an interest in hill climbing, hill walking and mountaineering. Other activities enjoyed on holiday in the UK walks / hikes or rambles Visiting natural sites Visiting castles / monuments walks / strolls Sightseeing by car / on foot Visiting parks / gardens Trying local speciality food and drink Visiting museums / galleries 88% 84% 77% 69% 63% 62% Those who enjoy hill climbing/ walking on their holidays in the UK, are much more likely to take part in activities such as long walks, mountain biking & cycling, adventure activities, visiting natural sites, wildlife watching, sailing and other watersports compared to the survey average from 10,000 UK participants. They also have higher propensity to view as a longer holiday or the main holiday of the year (43% compared to the survey average of 34%). Which of these types of holiday do you think is best for? 57% 20% 23% The main holiday of the year A longer holiday but not the main holiday of the year A short break (1-6 nights) Most appealing aspects of holidaying in Breathtaking scenery and landscapes A place with unspoilt nature A place with fascinating history & culture Has a great range of outdoor activities A relaxing place to unwind Welcoming and friendly to visitors 72% 68% 76% 92% 84%

2 Profile of UK Consumers Who Enjoy ing on Holidays in the UK (Source: ) Relationship with Sources of information for planning holidays in the UK Have travelled to on business Have friends currently living in Definitely have Scottish ancestry Have relatives currently living in Have lived in in the past Possibly have Scottish ancestry None of these 9% 13% 22% 21% 30% 29% 33% Online travel review sites 53% Travel books/ Guidebooks/ Brochures 52% Official country tourism websites 48% Recommendations from family or friends 42% Other travel websites/ blogs 40% Base: 2049 (weighted) Active Social Media Accounts 70% 31% 30% 28% Frequency of usage 70% 50% 32% 14% used at least once a day Usual choice of accommodation in the UK Hotel 53% Self-catering 46% B&B 40% Camping 28% Stay with friends/ relatives 27% Guest house 17% Time spent on the internet (in a week) 20+ hours 44% hours 27% 5-10 hours 22% Less than 5 hours 6% 53% usually stay at hotels when on holiday in the UK, however they are much more likely to opt for camping, selfcatering, hostel and B&B compared to the survey average. Gender ratio: 56% 44% Usual choice of accommodation quality in the UK Top class (5 star) all the way 1% High quality (4-5 star) 20% Medium quality (3-4 star) 44% Budget quality (1 to 2 stars) 12% A mix of different quality 13% The quality is not important 10%

3 in countryside ing by coast Participating in outdoor / sports activities Playing golf Going cycling 7% 2% 2% 1% 8% 24% 29% 52% only All UK regions VisitBritain (2013) sees a higher proportion of overseas holiday visitors participating in outdoor and sport activities than average, including going for a walk in countryside and walking by the coast. Previous Visit research into the Scottish holiday experience for walkers has identified the strengths of s walking product as follows: offers walking areas which are perceived as accessible, but at the same time wild and remote. The Scottish natural environment and scenery are s major strengths and were described as stunning and unbelievably beautiful with an abundance of wildlife. ers also value natural and the wild nature of walks, especially the lack of built up areas, adding a sense of adventure to walking in. Types of popular walks are hills/mountains and forests/woodland, followed by lochs/riversides, coast and countryside. s historic feel, the cultural places of interest and friendly people add an emotional element to walking in. ing is one of the key activities undertaken by overnight visitors to, particularly overseas visitors when on a summer trip in ( Visitor Survey 2011 & 2012). Visitors from Northern Europe, particularly Germany and Netherlands, have higher a propensity to take part in long walks and hikes than other markets.

4 VOLUME & VALUE OF GB TOURISM IN SCOTLAND 2012 (Activities undertaken on overnight visits to : walk/ walk) Source: GBTS The following data is for domestic tourism and is sourced from the statutory Great Britain Tourism Survey (GBTS) for WALKING One of activities undertaken Main purpose of trip VOLUME & VALUE * * GB Tourism in WALKING One of activities undertaken Main purpose of trip CHILDREN IN HOUSEHOLD Trips in 2012 (000s) Any 29% 34% 32% 24% 24% 24% 28% Total spend in m 496m GENDER 1068m * * 65m 109m 174m 2,891m None 71% 66% 69% 76% 76% 76% 72% TOURIST BOARD REGION Male 40% 55% 48% 26% 43% 52% (total expenditure on holiday trips) Female 60% 45% 53% 74% 41% 58% 48% North 162m 161m 323m 17m 60m 77m 765m AGE West 157m 145m 302m 25m 38m 63m 820m % 10% 10% 3% 6% 5% 10% East 196m 128m 324m 19m 5m 24m 1087m % 16% 17% 7% 11% 9% 17% South 46m 55m 101m 2m 6m 8m 182m % 19% 17% 12% 23% 18% 18% Edinburgh 124m 87m 211m 12m 4m 16m 714m % 26% 24% 7% 18% 13% 23% Glasgow 36m 17m 53m 9m 7m 16m 302m % 17% 19% 48% 29% 39% 18% TYPE OF PLACE VISITED % 12% 15% 23% 13% 18% 15% (total nights on holiday trips in 000s) SOCIAL CLASS Seaside AB 49% 51% 50% 46% 38% 42% 39% Large city/large town C1 24% 26% 25% 28% 37% 33% 28% Small town C2 16% 14% 15% 7% 16% 12% 20% Countryside/village DE 10% 9% 10% 18% 9% 14% 13% * walk/ stroll up to 2 miles/ 1hour GBTS (2012) ** walk, hike or ramble (minimum of 2 miles/ 1 hour) GBTS (2012) GB Tourism in

5 This document reports on consumer research from a variety of sources: The Great Britain Tourism Survey (GBTS) 2012 The survey provides data for visitors resident in, England and Wales. It is conducted through face-to-face interviews and is jointly commissioned by Visit, VisitEngland and VisitWales. As with all surveys, the data at sub-levels are based on smaller sample sizes and therefore incur a larger margin and statistical error reducing reliability. More information about the survey can be found here %20FV_tcm pdf Visit UK Consumer Segmentation Survey The quantitative survey was conducted by Fraoch Marketing on behalf of Visit in Fieldwork was conducted online between June and July The research focused on current and potential visitors to ; rejecters of as a holiday destination were excluded from the research. More information about the survey can be found here VisitBritain Inbound Tourism to Britain s Nations and Regions: Profile and Activities of International Holiday Visitors (Sept 2013) - report on inbound tourism to Britain s nations and regions. It reports on data from the International Passenger Survey (IPS) and covers the profile of international visitors in different areas of Britain and the activities they do. The survey can be found here Visit Visitor Survey 2011 & 2012 The quantitative survey was conducted by TNS on behalf of Visit in summers 2011 & 2012 with leisure overnight visitors in only. The survey results can be found here The er s View of ing in 2005 the research involved a quantitative survey & in-depth interviews of both UK and overseas visitors on walking holidays or breaks in, involving an overnight stay; as well as interviews with the industry professionals involved in walking and tourism in. It was commissioned by Scottish Natural Heritage, Scottish Enterprise, Visit and Forestry Commission. The survey results can be found here Contact Us: Insight Department Visit Ocean Point One 94 Ocean Drive Edinburgh EH6 6JH T: research@visitscotland.com February 2014 Disclaimer: Visit has published this report in good faith to update stakeholders on its activity. Visit has taken all reasonable steps to confirm the information contained in the publication is correct. However, Visit does not warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any error or omissions. Images: Visit/Scottish Viewpoint, Thinkstock