VisitBritain and the International Passenger Survey Sarah Brownlee June 2012
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VisitBritain
and the International Passenger SurveySarah BrownleeJune 2012
Coming up …
1.
VisitBritain
strategy, targets and IPS
2.
Latest data
3.
Inbound Tourism in 2011
4.
Inbound Tourism Longer Term Trends
5.
Profiling visitors –
Regions and Activities
VisitBritain
strategy, targets and IPS
About VisitBritain•
The national tourism agency, responsible for marketing Britain worldwide & developing Britain’s visitor economy
•
A non-departmental public body, funded by the Department for Culture, Media & Sport
Mission:
Building the value of tourism to Britain, working in partnership with the industry and nations and regions to generate additional visitor spend
Vision:
To
inspire the world to explore Britain
VisitBritain’s
Strategy1.
Inspire travellers from overseas to visit and explore Britain
2.
Deliver a global network to support tourism promotion overseas
3.
Advise Government and the industry on tourism, particularly on issues that affect our global competitiveness
4.
Maximise public investment through partner engagement and commercial activity
VisitBritain’s
four year targets (2011- 2015) include …
•
4.7 million more visits from overseas•
£2.3 billion extra visitor spend
•
Around 60,000 new job opportunities•
Recognition from Government that tourism is delivering on its economic growth agenda
•
A series of market strategies identifying competitive challenges facing Britain, and their solutions
IPS data allows us to•
Track inbound tourism trends•
Consistently over all markets
•
Consistently across all modes of travel•
Consistently over time
•
Provide detailed information about overseas visitors to the UK•
Interviewed as ending visit
•
Collect data on our own questions of strategic importance
IPS data is used extensively and is of high value to a wide range of users
Importance of Tourism Industry to
the UK economy
To understand
historic, emerging and future trends and
opportunities
To understand
visitors’ behaviour
and market more
effectively
Historic IPS data is essential to be able to forecast the future
•
One year forecast•
Longer term forecasts
–
Tourism Decision Metrics
•
Why it’s important–
Planning Routes
–
Investing in new hotels–
Investing in new transport infrastructure
–
Understanding who the visitor of tomorrow is
“It helps in informing us which markets are up and coming, which to approach and how to talk to them. It also provides us with the education that we often can't
afford or don’t have the time to get”
(Attraction)
Latest data
Seasonality
Topline
Monthly estimates
•
Overall volume (visits) and value (spend)
•
Last three months, YTD and rolling 12 months visits by journey purpose and origin world region
•
Percentage change in YTD and rolling 12 months visits by market
APRIL 2012 LAST THREE
MONTHS: FEBRUARY - APRIL 2012
Visits (000)
% change
vs. April 2011
Visits (000)
% change
vs. Feb -
Apr ’11 By journey purpose Holiday 1,230 5% 2,600 5% VFR 850 19% 1,930 2% Business 630 13% 1,840 6% Miscellaneous 230 4% 620 9% By world region EU15 1,860 7% 4,320 2% A12 230 24% 650 19% Rest of Europe 250 67% 540 29% North America 270 5% 670 2% Rest of World 330 -1% 830 0%
ALL VISITS 2,940 10% 6,990 5%
Spend (million) £1,425 10% £3,525 3%
Quarterly data
•
More accurate and detailed –
actual
figures as well as percentage change
•
Visits, nights and spend
•
By journey purpose, market and UK nations / regions visited
Inbound Tourism in 2011
Provisional full year 2011
30.678m visits +2.9% on 2010
£17.926bn spend +6.1% on 2010
Balance of Payments deficit of £13.1bn, down from
£20.5bn in 2008
Purpose splits in 2011
Different weights
Duration of stay by journey purpose (000s of visits)
Top 10 markets by volume in 2011Country Visits (000s) % change
France 3,624 0%Germany 2,932 -2%USA 2,845 +5%Irish Republic 2,562 -3%Spain 1,823 +1%Netherlands 1,775 +1%Italy 1,513 +3%Australia 1,091 +11%Poland 1,064 -3%Belgium 984 -13%
Top 10 markets by value in 2011Country Spend (£m) % change
USA 2,361 +11%Germany 1,247 +4%France 1,155 +2%Australia 1,014 +7%Irish Republic 859 -3%Spain 835 +1%Italy 786 +9%Netherlands 619 -14%Norway 520 +46%Canada 513 0%
The BRIC markets in 2011
Country Visits (000s) % change
Brazil 275 +55%Russia 208 +22%India 353 -5%China 147 +35%
Origin splits in 2011
Visitor demographics in 2011
Top destinations stayed in during 2011
Holiday Visits (000s)
London 7,577Edinburgh 898Glasgow 251Manchester 212Liverpool 188
Business Visits (000s)
London 2,980Birmingham 357Manchester 318Edinburgh 158Bristol 106
Visits to friends/relatives
Visits (000s)
London 3,399Manchester 248Edinburgh 246Birmingham 175Bristol 162
Study Visits (000s)
London 138Oxford 34Cambridge 24Brighton & Hove 18Bournemouth 11
Available on the visitbritain.org siteCustomisable Excel pivot tables
Visits, Spend and Nights by •Journey purpose•Market•UK region visited•And much more!
Inbound Tourism Longer Term Trends
Underlying Growth in Inbound Tourism
Holiday visits at record levels
Hides variability even in largest markets
Driven by visits from Europe
Recent growth greatest from outside EU15 and North America
Identifying opportunities
Profiling visitors –
Regions and Activities
VisitBritain wants visitors to explore Britain – Regional visits spread 2011
Brazil Russia Japan
Belgium, Netherlands, Germany, France
Rep of Ireland, Norway, Poland
Australia, Netherlands, Germany
Canada, Norway, Australia, US
Rep of Ireland, Australia
Greater propensity for visits from markets listed in boxes
Regional accommodation (holiday visits 2001-9)
Where do Canadian Visitors Live?
ActivitiesFrom IPS stats, we estimate that
•Britain’s Culture and Heritage motivates spending of £4.5 billion by visitors from overseas
•Upwards of £40 million annually spent in British pubs by overseas visitors
•Without the pull of football there would have been 300,000 fewer visits in 2010 (1% lower)
•2.4 million (around 8%) visits involved a walk along Britain’s coast in 2010, over 1 in 10 holiday and VFR visits.
Activities Undertaken by Brazilians
Looking beyond the headlines
•
Visits from the UAE have more than doubled since 2003
•
However, around 50% of visitors from the UAE are British ex-pats
–
80% of UAE residents were born abroad
•
Over 500,000 Business Visits from Poland in 2008•
However, two thirds of Business Visitors from Poland are lorry drivers
•
They usually stay in ‘other’
accommodation
VisitBritain
and the International Passenger SurveySarah BrownleeJune 2012
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