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Inbound and domestic tourism trends

Keri PortasMarch 2018

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Visits to East Sussex and

the Coast

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East Sussex tourism in numbers

25.6m domestic day

visits on average per year

2.3m domestic

overnights trips on average per year

756,000 inbound

overnights visits in 2016

• Combining domestic day, overnight and

inbound visits, this equates to £1.5

billion in tourism spend, on average per

year.

• 76% of the tourism spend is by the

domestic audience (day and overnight).

• East Sussex was the 12th most visited

county in England for both day and

overnight domestic visits, out of 49.

Source: 2014-2016 GBTS & GBDVS, 2016 IPS figures

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Inbound visits and spend to East Sussex

• Growth in inbound visits from 2010, peaking in 2015 at 819,000 visits

• Spend in 2016 was at an all time high of £366 million, average spend

of £484 per visit

• Decline in 2016 due to a decrease in children visiting – possible effect

of the terrorism meaning school trips cancelled

552597 605 596

549 572614

673

754819

756

£242 £242 £252£294

£250 £271 £254£314

£345 £365 £366

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Inbound visits and spend to East Sussex

Inbound Visits(000s)

Spend(£m)

Source: International Passenger Survey (IPS)

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Inbound visitors to Eastbourne and Hastings

❖ Both are one of the top 20 most visited

destinations for inbound holidays

❖ Over half of visits to Eastbourne are for

holiday, two thirds in Hastings

❖ Large proportion from Germany and

France

❖ Half came on a package trip

❖ Large proportion of children visiting

(42% aged 0-15 years)

❖ The majority arrived by ferry

Source: 2016 IPS figures

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Coastal tourism in England

Holidays to seaside destinations make up the largest proportion of

domestic overnight trips in England

37%Seaside

29%Large city / town

21%Countryside / village

15%Small town

In the last 10 years:

An older demographic visiting the coast

34% aged 55+ (28% ten years ago)

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Domestic overview &

Staycation trend

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Domestic holidays increased post recession and have

grown again with the weak pound

5

10

15

20

25

30

35

40

45

50

55Domestic Overnight Tourism in England – Rolling 12 Month Trend

Trips

(m)

-9%

Source: GBTS

+18%

+2%

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The rise of the staycation?

Outbound travel is slowing

In the next 6 months:

(August 2017)

Visits overseas by UK residents

(IPS, Aug-Oct 2017)

0%

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Growth in holidays…

…During typical school holiday

periods

Easter, Summer, October all saw

increases in holiday trips

….Amongst those aged 35 – 54

More likely to have children and be

taking typical holidays

….Amongst middle income groups

Likely to be more squeezed by the

weak pound

…Of more than 4 nights

Trips of 4+ nights increased by 6% in

2016, accounting for 860,000 extra

holidays

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Stronger growth in domestic holidays in 2017

+13%+5%

Domestic overnight holidays in England

(Jan-Nov 2017)

Inbound overnight holidays to the UK

(Jan-Oct 2017)

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Consumer confidence in personal finances remains high despite weak

confidence in the general economic situation

-20.0

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-18

Personal Financial Situation – next 12 Months

General Economic Situation – Next 12 Months

Source: GfK / Eurostat Consumer Confidence Monitor

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Join the World Campaign

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VisitEngland’s latest campaign targets

millenials

• Statistics show that 16-to-34 year olds took almost 1.4 million fewer

holidays at home in 2016 compared to a decade ago

• The Join the World Campaign targets this group by showcasing the

amazing moments overseas travellers are experiencing in the UK

• Influencers from around the world were invited to discover and enjoy unique

experiences with the hopes that Brits will be inspired to enjoy their own

country

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Future Trends

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Trends transforming the customer journey

The leisure

upgrade

The filter

bubble

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“Entertainment should be about learning

new things as much as simply having

fun”│ % who agree strongly or agree

FF Online Research │ Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2016

February

0% 20% 40% 60% 80% 100%

Canada

USA

Australia

South Korea

Japan

Poland

Czech Rep

France

Italy

Spain

Germany

Ireland

GB

Denmark

Netherlands

Sweden

Finland

There’s more to free time than having fun

“We have had a lot of what I call

professional reality TV programs like

MasterChef and The Great British

Bake Off. What we see are people that

are amateurs trying to be professional

more of the time and participating in

that, and also using their hobby more

often as a tourism experience”.

IAN YEOMAN, TOURISM FUTURIST

The leisure

upgrade

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From Airbnb experiences…

…to integrated holiday offerings

The Canal to Coast food tour between

Gothenburg’s archipelago and the Göta Canal

gives travellers plenty of opportunity to visit

local artisan food producers on the way

VAWAA (vacation with an artist) pairs

travellers with creators around the world

– days are spent assisting and

shadowing the artist at work

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“How interested would you be in a service that suggested a holiday and itinerary of activities

based on your interests and budget”% who are very interested or quite interested

0%

20%

40%

60%

80%

100%

Cana

da

US

A

South

Kore

a

Austr

alia

Japan

Spa

in

Fra

nce

Fin

land

Denm

ark

Italy

Irela

nd

Sw

ede

n

Pola

nd

Neth

erl

ands

Germ

any

GB

Czech R

ep

Mala

ysia

Russia

Mexic

o

Thaila

nd

Bra

zil

Turk

ey

South

Afr

ica

Chin

a

Ind

ia

Indo

nesia

FF Online Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2016

February

The filter bubble has its advantagesThe filter

bubble

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…but we’ll need to burst it to drive growth

VisitDenmark draws attention to

attractions by using the on-trend

#hygge hashtag

Helsinki Secret Residence invites

influencer on a experiential trip to

the Finnish capital

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Find Out More

www.visitbritain.org