«THE ISLE OF Anglesey Ynys Môn Destination Management Plan 2012-2016 Evidence base: Appendix III The visitor market June 2012 Introduction This ...»
THE ISLE OF
Evidence base: Appendix III
The visitor market
This appendix summarises the scale and nature of existing visitor activity in
Anglesey. It draws on existing research and surveys supplemented by discussions
with operators. The term visitor includes staying and day visitors and people on holiday, business trips or visiting friends and relatives.
Anglesey s catchment area Anglesey has a population of 69,000 (2009). The local catchment population for Anglesey is relatively small with just over half a million people residing within one hour s drive of Menai Bridge. However, the major conurbations of Merseyside, Greater Manchester and Stoke all fall within the two hour isochrone and these conurbations provide the large bulk of stayover visitors to the Island.
Visitors to Anglesey in 2010 In 2010, it is estimated that Anglesey attracted 973,700 staying visitors and 535,500 day visitors1. This does not, however, include the 2 million ferry passengers who pass through Holyhead, or the 30,000+ cruise ship passengers that dock in the port.
The overnight visitors stayed an average of 5.1 nights although this varied between
1.75 nights in serviced accommodation and 6.5 nights in self-catering accommodation i.e. the large majority of nights (90%) were spent in self-catering accommodation, primarily caravans. Just 7% of all staying visitors are staying with friends and family.
Table 4.1: Volume of tourism in Anglesey 2010 Visitor trips (000s) Nights/days (000s) Staying visitors 973,700 4,956,000 Day visitors 535,500 535,500 Total 1,509,200 5,491,500 Source: STEAM 2010 Table 4.
2: Staying tourism in Anglesey 2010 Accommodation used Visitors (000s) Visitor days (000s) Serviced accommodation 189,900 331,100 Non serviced 677,500 4,371,900 Staying with friends/relations 106,300 253,000 Total 973,700 4,956,000 Source: STEAM 2010 IACC STEAM report 2010. One needs to be careful reading too much into these figures as tourism impact modelling is notoriously fragile. See Appendix I.
Anglesey DMP: Evidence base
STEAM data is available for 2005-2010. These figures suggest:
· A continuous rise in the number of tourist trips (+2.5% pa), tourist days (+2.7% pa), staying visitors (+2.5%) and employment (+2.2% pa) · Revenue has grown by 15% over the period but the rise has not been smooth · Employment figures have grown from 3,773 to 4,187 (11%).
Fig AIII.1 Trends in visits to Anglesey 2005-2010 (STEAM) STEAM figures for the first half of 2011 suggest a 9% increase in visitors and revenue and 5% growth in employment over the comparable 2010 period.
The number of visits to the TIC at Llanfair PG rose each year between 2007 and 2010 but in contrast - dropped back in 2011. (Visitor numbers at the old Holyhead TIC had been declining each year before it was closed prior to the 2011 season.)
Across Wales, the accommodation sector appears to have had a mixed year in
20112. The caravan and camping sector has performed relatively well but the serviced and self-catering sector was down. Attractions have fared better. Advanced bookings are down in all sectors compared with last year. These perceptions have been mirrored in our local consultations.
Visit Wales Business Wave Surveys
Anglesey DMP: Evidence base 3 In the latest business survey, about one in four (23%) businesses in North Wales report increased visitors compared to last autumn and about two in five (41%) report the same level. However, one in three (34%) report a decrease. The economic climate is still the dominant factor affecting performance, with seven in ten (71%) businesses with reduced visitors stating it as a key factor. Operators have commented that the second holiday has been hit, or people are staying for shorter lengths of time. When they do go away, they want to do it as economically as they can.
The Anglesey enterprise survey undertaken for the DMP suggests a more positive situation as 28% of businesses reported a static level of income and 46% reported an improved level of income over the last three years. To reinforce this, 51% of businesses expect to increase income over the next three years and only 12% expect to decline. 73% of businesses have plans to grow.
The economic climate is harsh, but there is reported to still be plenty of opportunity for businesses which have something unique to offer and work hard to promote it.
Seasonality The pattern of visits at the TIC gives further indication of seasonality.
Fig AIII.3: Visits to Llanfair PG TIC seasonality Notwithstanding the seasonal nature of tourism on the Island (much like the rest of Wales), the enterprise survey shows there is still a requirement for more business.
Profile of visitors A total of 801 face to face interviews were conducted across seven sites in Anglesey between April and September 2009 amongst a selection of day and staying visitors3.
This built on a smaller sample survey in 2009. In summary:
Wales Visitor Survey 2009, Anglesey report, September 2010, Beaufort Research Anglesey DMP: Evidence base 4 · Anglesey attracts a smaller proportion of day visitors to the region than seen across Wales on average, (day visitors accounted for 23% of visitors in Anglesey compared with 37% across Wales), although it was more in line with the average across North Wales (27%);
· The age profile of visitors to Anglesey is similar to Wales overall and North Wales in that visitors tend to be older, rather than younger. 40% of Anglesey visitors are aged 55+ (42% all North Wales), 45% are aged 35-54 (41% all North Wales), and 13% are aged 16-34 (17% all North Wales);
· 68% of Anglesey visitors were ABC1 (professional and non-manual occupations) and 32% were C2DE (skilled and unskilled manual occupations, and non-working groups), almost exactly mirroring the Wales average;
· Anglesey also has a very similar profile to both Wales (and North Wales) as a whole in terms of the type of trip being taken, with 42% on a short break, 31% on their main holiday of the year, and 26% on a secondary holiday;
· The main reasons for visiting given by Anglesey visitors were the scenery/ landscape/countryside (61%), the coast (61%), a previous leisure visit (52%), the peace and quiet (42%), convenience/easy to get to (37%) and outdoor activities (37%). This is also the view of local operators in the survey for this research.
The enterprise survey suggests that 87% of serviced accommodation visitors and 91% of self-catering visitors are from outside Wales. For attractions, the figure is 67% which reflects the importance of the local market.
A survey of visitors to IACC s attractions endorses these findings.
Fig AIII.4: Origin of visitors to IACC museums A survey of users of the Coast Path in 2005 noted that 54% of respondents were visitors and 46% were local residents. 33% came from within 10 miles and 53% from within 50 miles. All ages were represented and that 53% of all respondents had walking as the primary reason for visiting The TIC reports that 32% of visitors are from overseas. This is not consistent with the enterprise survey which suggests the figure is around 12% for serviced accommodation and 5% for self-catering.
Anglesey DMP: Evidence base 5 The enterprise survey and our own consultations provide more evidence about the nature of trips to Anglesey. Most visitors to serviced accommodation are on short breaks (61% of market) while for self-catering, 69% are on longer holidays. Short breaks include couples coming to walk and birdwatch and a small number of people in transit from the ferries.
There is a high level of repeat business, 60% in serviced accommodation and 50% in self-catering. In serviced accommodation, couples predominate while in self-catering, it is families.
A commentary of the main market segments and their relevance to Anglesey is given below based on a general market analysis and feedback from operators.
Holiday tourism There appear to be two distinct holiday segments in Anglesey.
1. The traditional family holiday market (longer holidays but generally a week plus, highly seasonal) still predominates with families staying in the many caravans and self-catering units and, to a lesser extent in the serviced accommodation. Most, but not all, of the caravan users are on a budget while much of the self-catering is of sufficient standard to attract a discerning and more affluent customer. This is in line with the back to the sea trend referred to elsewhere.
The associated market is the older couple doing the same, although they may come at off-peak times as well. Many of these visitors will be caravan owners and are therefore regular visitors to the area, increasingly on shorter breaks.
2. The second segment is made up of the more affluent, often older couples who come to stay for the weekend in one of the better hotels, self-catering or camping sites on the Island. This market has a longer season. They are attracted by the scenery, the walking and, in some cases, the accommodation.
Both segments include those on an activity holiday i.e. attracted by the chance to indulge a special activity such as coast walking, nature watching, water sports or golf.
Holidays where outdoor activity forms the main purpose are a relatively small market Anglesey DMP: Evidence base 6 (accounting for 20% of all holidays in Wales). However, 78% of holidays involve some activity as part of the experience so activities are important4. Walking is the most prevalent activity but water sports is a particularly important driver of business for many parts of Anglesey, notably Holyhead, Menai Bridge and Rhosneigr for the adrenalin watersports.
Research by the Coast Path team endorses the importance of the walking market. It is estimated that there are over 300,000 users per annum of whom 54% are visitors and 53% claimed that walking was the primary reason for their visit. The economic impact has been estimated at £12m per annum A report into the North Wales marine industry in April 2002 found that there were some 2185 boats on waiting lists for berths in the area, a figure which has no doubt increased since then. In 2007, the demand for marina berths in Wales was reported as being 50% above the actual provision, with the greatest pressure being on 10-12m berths, at 60% above capacity6.
The development of a marina at Gallows Point, Beaumaris, would generate annual expenditure of approximately £7.4million across Ynys Môn with further induced spending in excess of £1million. The development would create 75 full time jobs and 68 part time jobs, a total of 143 jobs.
Extract from a report by Anglesey Boat Company in support of a marina at Beaumaris.
Day visitors Notwithstanding its location and small catchment population, according to the STEAM model, Anglesey still attracts a similar proportion of day visitors as the rest of Wales. Most of these are probably generated from those staying in Snowdonia and local residents within an hour s drive (as well as Anglesey residents). Although there is some evidence that people are increasingly reluctant to drive long distances to attractions, specialist events can draw people from further afield.
In Anglesey, day visitors are probably drawn in by:
· The beaches.
· Special events such as the Marathon and other cultural festivals;
· Outdoor pursuits such as walking and water sports; and of course · Transit stops by ferry and cruise passengers Ferry users Ferry users peak in July and August with more even business across the other five high season months. Most passengers are singles or couples rather than families and visiting friends and relatives (VFR) is the main reason for travel for nearly half. A relatively small proportion of users are on a holiday (short or main). British users come from the main draw areas of the North West and midlands but London and the South East are notable.
VW has done some interesting work in this area looking at segmentation, dividing people into samplers, dabblers, learners and enthusiasts BIC Eryri, 2002, Marine Sector Development Study Economic Benefit of Coastal Marinas, BMF, 2007 Anglesey DMP: Evidence base 7 Unfortunately, there is no data available on the propensity of ferry users to break their journey. However, from research undertaken for Kent and Nord Pas de Calais7, it is known that 8% of visitors from France stop in Kent for a day visit and 7% stay for more than a day. Going the other way, 22% for a day visit in Nord Pas de Calais and 9% stay for more than a day. Assuming just 5% of Holyhead traffic can be stopped, this would mean 100,000 day visits and the same number of staying visits. Lack of awareness of the harbour hinterland is a key factor but there is an identified opportunity to address this through the booking systems.
Cruise visitors take excursions that include Anglesey attractions (Llanfair PG, Newborough, South Stack etc.) but also other parts of North Wales. There are two main types of excursions. The excursions organised by the cruise company are put together by the ground handlers and sold to passengers. The cruise companies prefer these sorts of excursions as they have complete control over quality and product and also make more money from them. It s very hard to get excursions onto the cruise companies official excursions. Independent excursions are organised locally (the cruise team at IACC, coach companies etc.). They are not part of the official excursions but can be promoted to the cruise passengers prior to them arriving e.g. via on-board newsletters.
Visits to friends and relatives / social events
This involves people staying overnight to visit friends and relatives and attend social functions such as weddings, funerals or parties. VFR is an important market for hotels and guesthouses and driven by the size and nature of the resident population.
The STEAM model estimates that 11% of visitors and 5% of nights are VFR in the area. This is endorsed by the enterprise survey which suggests around 9% of visitors in serviced accommodation are visiting family and friends.