Transcript P2P2 Malcolm Bell

Malcolm Bell
Head of
VisitCornwall
Regions as Drivers
of Sustainable
Change
This
Presentation
– A Very Short History of
Cornish Tourism
– The Principles of Sustainable
Tourism
– Managed/Wise Growth
Principles
– How we measure it in
Cornwall
– What lessons have we leant
– Final Thoughts
Short History of
Cornish Tourism
1880s to 1950s
1960s to 1980s
1990s to 2000
2000 to date
Tourism in Cornwall
2011 – Key Points
•Cornwall attracts circa 4.5 million staying
visitors
•Staying visitors accounted for an approximate
25+ million visitor nights
•Staying visitors spent £1.5 billion pounds.
•The average length of stay in Cornwall was
6+ nights.
•11% to 14% GVA and circa 20% GDP
•Staying tourism supports approximately
40,000 jobs (FTE)
Staying visitors accounted for
89% of all visitors
Type of visitor
All Visitors 2008/09
6%
5%
89%
Day visitor from home
Day visitor on holiday
Staying visitor
The age profile of visitors to the
county has changed little compared
with two years ago
Age group
All Visitors 2008/9
14%
20%
Excluding children aged 15 yrs or younger (representing 14%
of all visitors to the county during 2008/9), one third of all
visitors were aged between 35-54 years, whilst 35% were
aged between 45-54 years.
Age group
by season
Summe
r
2008/9
Aut/wi
n
2008/9
Spring
2008/9
All
visitors
2008/9
All
visitors
2006/7
20%
10%
11%
14%
13%
16-24 yrs
9%
9%
4%
8%
7%
25-34 yrs
8%
8%
7%
8%
7%
35-44 yrs
17%
15%
14%
16%
15%
45-54 yrs
18%
18%
14%
17%
16%
55-64 yrs
15%
19%
21%
18%
21%
65+ yrs
14%
20%
30%
20%
21%
8%
0-15 yrs
8%
18%
17%
0-15 yrs
35-44 yrs
16%
16-24 yrs
45-54 yrs
25-34 yrs
55-64 yrs
Average length of stay during July and
August 2011 was 6.5 nights
Number of nights staying in
Cornwall
All Visitors 2008/09
14
9%
11-13
2%
15+ 1-2
6% 7%
3-4
23%
8-10
8%
7
30%
5-6
15%
Nights
by
season
Summe
r
2008/
9
Autum
n/
winter
2008/
9
Spring
2008/
9
All
visitors
2008/9
All
visitor
s
2006/
7
1-2
4%
9%
6%
7%
6%
3-4
11%
23%
39%
23%
24%
5-6
12%
18%
16%
15%
17%
7
38%
27%
24%
30%
32%
8-10
11%
9%
4%
8%
7%
2%
1%
3%
2%
3%
14%
7%
5%
9%
9%
9%
6%
2%
6%
2%
11-13
14
15+
More than 8 out of 10
visitors were on a repeat
visit to Cornwall
First time/repeat visit
All Visitors 2008/09
First
time
visit
12%
Repeat
visit
88%
Visit Cornwall Activities
• Tourism Strategy & Policy
• Tourism Development
• Marketing & PR For Cornwall
• Digital Presence
• Industry Services & Events
• Research Activities
• Festivals & Events
• Tourist Information Support
• Press Relations
:
The Principles of
Sustainable Tourism
Living within limits
Visitors
Environment
Residents
Businesses
How we measure it in
Cornwall
• Visitor Surveys
• Business Surveys
• Economic Impact
• Community Attitude Surveys
• Environmental Impact studies
• Carbon/Ecological Foot printing
• Quality of Jobs Studies
:
The
Challenges
Challenges
• The digital world – empowered consumers
• Other UK Destinations
• Overseas Competition
• Weather – but…..
• When the Euro weakens or £ strengthens
• Welcome and Service
• Knowledge about existing & future visitors
• Shaping and developing tourism
• Climate change, sustainable tourism
Opportunities
• The internet and digital content and Comms
• Aging population
• Festivals and events
• The customers emotions and concerns
• Quality vs price driven issues
• Customer service/delight
• A “doing destination” not a ” fly and flop…”
• Plus …..
Tourism
• Minimise/Mitigate
• New activities
• Maximise jobs and
economy
• Tourists as a tool
Final Thoughts
It’s a way of thinking and the
acting
It is about making your
destination a better place to live
and play and then invite others
who will enjoy it to come
You can get the tourism you want
– not the tourism you will get if
you do not plan and act effectively
!
Thank You
Malcolm Bell
[email protected]
www.necstour.eu