staying 2.3 million 480 thousand visits - steam... · tourism visits during 2016 visitors staying...

© Global Tourism Solutions (UK) Ltd

Monmouthshire County Council STEAM Tourism Economic Impacts 2016 Year in Review Summary

Monmouthshire’s Visitor Economy This is a summary of the annual tourism economic impact research undertaken for Monmouthshire County Council by Global Tourism Solutions (UK) Ltd.

Visitor Numbers

+4.1% between

2015 and 2016

Monmouthshire received

2.3 million

Tourism Visits during 2016

Visitors staying overnight within the area as part of a holiday or

short break, accounted for 480 thousand visits and

1.2 million nights in local accommodation

1.8 million tourism visits made by Day Visitors

A total of £190 million was

generated within the local economy through visitor and tourism business expenditure £ Day Visits generated £57 million for

the local economy in 2016

Monmouthshire’s

staying visitors spent

£40 million

on local accommodation,

staying 2.5 nights on average

In total, staying visitors generated a total

economic impact of £133 million for local businesses and

communities

Visitors play a vital role in supporting

nearly 2,900 full time equivalent jobs locally

Economic Impact +0.5% between 2015 and 2016

3.02 million Visitor Days generated

by visitors to Monmouthshire in 2016

Total Visitor Days +2.1% between 2015 and 2015, accounting

for an additional 61,000 days


Visitor Types Staying Visitors encompass all tourists staying overnight for at least one night in one of the following types of accommodation:

Serviced Accommodation - including Hotels, Guest Houses, B&Bs, Inns

Non-Serviced Accommodation – including Self-Catering properties such as Houses, Cottages, Chalets and Flats, as well as Camping and Caravanning, Hostels and University / College accommodation

Staying with Friends and Relatives (SFR) – unpaid overnight accommodation with local residents

Day Visitors visiting the area on a non-routine and non-regular leisure day trip from a home or holiday base

2016

Total Visitor

Numbers

2.280m

Visitor Numbers In 2016, there were an estimated 2.28m tourism visits to the Monmouthshire County Council area, 4.1% higher than in 2015 and 8.7% higher than in 2014.

Key Figures: Visitor Numbers

Visitor Numbers Serviced Non-Serviced SFR Staying Visitors

Day Visitors All Visitors

2016 (Millions) M 0.265 0.072 0.143 0.480 1.800 2.280

2015 (Millions) M 0.277 0.075 0.143 0.494 1.696 2.190

Change 15/16 (%) % -4.1 -4.6 +0.2 -2.9 +6.2 +4.1

Share of Total (%) % 11.6 3.1 6.3 21.0 79.0 100.00

Day visitors continue to be critically important to Monmouthshire and the 1.8 million day visits accounted for 79% of all visits to the county. Day visits increased by 6.2% from 2015 levels. This continues a general upward trend since 2008, with an average annual increase in day visitor numbers from 2008 to 2016 of 2.5%. The increase in day visitors for South East Wales in 2016 was also 6.2%. However, this was largely driven by the new Friar’s Walk development in Newport – the underlying increase was only around 1%, so in this context Monmouthshire’s performance was particularly strong. The falls of 4.1% and 4.6% in visitor numbers staying on serviced and non-serviced accommodation respectively were partly a result of a reduction in bed stock as revealed by the 2016 county bed stock survey. Occupancy levels across the county and the region as a whole were in fact fairly static between 2015 and 2016. However, 2015 was a very good year for staying visitors and the 2016 figures still show an increase on 2014 levels of 4.3% for serviced accommodation visitor numbers and 5.1% for non-serviced accommodation.

% Change 2015-2016

+4.1%

Net Change 2015-2016

+90k Visits


Total Visitor Days

3.015m

Visitor Days Monmouthshire’s 2.28m tourism visits during 2016 generated a total of 3.015m visitor days spent within the County Council area - an increase of 2.1% between 2015 and 2016.

Key Figures: Visitor Days

Visitor Days Serviced Non-Serviced SFR Staying Visitors


2016 (Millions) M 0.434 0.441 0.340 1.215 1.800 3.015

2015 (Millions) M 0.452 0.466 0.340 1.258 1.696 2.954

Change 15/16 (%) % -4.2 -5.4 +0.2 -3.4 +6.2 +2.1

Share of Total (%) % 14.4 14.6 11.3 40.3 59.7 100.0

Staying visitors accounted for 40.3% of all visitor days and a total of 1.215 million days spent in Monmouthshire during 2016. Within the staying visitor market, visits using paid accommodation accounted for the largest portion, with 434,000 days spent in serviced accommodation (down 4.2%) and 441,000 days spent in non-serviced accommodation (down 5.4%). Day visitor days increased by 6.2% between 2015 and 2016. The total of 1.696 million day visits in 2016 is the highest for Monmouthshire since STEAM began monitoring tourism in the county in 1999. This was partly driven by the Eisteddfod in July and August 2016, but there was also an underlying increase of 2.0% on 2015.

% Change 2015-2016

+2.1%


+61k Visitor Days


Total Economic

Impact

£190.05m

Visitor Expenditure and Total Economic Impact Tourism visits were estimated to have generated £190.05 million for the local economy in 2016, an increase of 0.5% compared to 2015. (All 2015 figures are given in £s 2016 to remove inflation effects.) This figure comprises direct expenditure of visitors on goods and services (£143.6 million) and the subsequent indirect / induced economic effects arising within the local economy (£46.5 million). The 0.5% increase was slightly below the 2.8% growth for South East Wales. This was due to the 3.5 % fall in economic impact from visitors to serviced accommodation, which was larger than the regional 1% fall.

Distribution of Economic Effects

2016 Direct Visitor Expenditure Indirect and

Induced

Total Economic Impact Accommodation Food & Drink Recreation Shopping Transport Total Direct

Totals £39.9m £37.5m £12.2m £28.0m £26.0m £143.6m £46.5m £190.0m Note: m = million

Key Figures: Economic Impact

Economic Impact £s 2016 Serviced Non-Serviced SFR Staying Visitors


2016 (£ Millions) £M 70.267 42.786 20.122 133.174 56.873 190.047

2015 (£ Millions) £M 72.788 42.696 20.090 135.574 53.565 189.139

Change 15/16 (%) % -3.5 +0.2 +0.2 -1.8 +6.2 +0.5

Share of Total (%) % 37.0 22.5 10.6 70.1 29.9 100.0

Each visitor day brings an average of £63.03 to the local economy, ranging from £31.59 for day visitors to £162.06 for visitors staying in serviced accommodation. Staying visitors generate an average income for Monmouthshire of £277.63 per visitor. It is notable that although the staying visitor days dropped by 3.4% the economic impact of those visits only fell by 1.8%, due to a 2% increase in the spend per staying visitor night.

% Change 2015-2016

+0.5%


+£0.91m

Average Economic Impact Generated by Each Type of Visitor: 2016

Economic Impact Serviced Non-Serviced SFR Staying Visitors Day Visitors All Visitors

Economic Impact per Day £162.06 £96.94 £59.18 £109.61 £31.59 £63.03

Economic Impact per Visit £264.83 £598.26 £140.88 £277.63 £31.59 £83.36


Total Employment

Supported

2,895 FTEs

Employment Supported by Tourism Tourism visits to Monmouthshire in 2016 were estimated to have supported 2,895 Full-Time Equivalent jobs (FTEs). 82% of these FTEs (2,383) are assumed to have been generated directly through the expenditure of visitors (Direct Employment), with the remaining 18% being indirect and induced (512), that is supported through the supply chain and further rounds of expenditure within the economy including employee spend.

Distribution of Employment

2016 Direct Employment Indirect

and Induced

Total Employment Accommodation Food & Drink Recreation Shopping Transport Total Direct

Totals 1,012 672 192 349 159 2,383 512 2,895

Key Figures: Employment Supported

Employment Supported

Direct Employment Indirect and

Induced Total

Serviced Non-

Serviced SFR

Staying Visitors

Day Visitors

Total Direct

2016 (FTEs) FTE 916 715 197 1,828 555 2,383 512 2,895

2015 (FTEs) FTE 893 639 196 1,727 519 2,246 498 2,744

Change 15/16 (%) % +2.7 +11.9 +0.8 +5.9 +6.9 +6.1 +2.9 +5.5

Share of Total (%) % 31.7 24.7 6.8 63.2 19.2 82.3 17.7 100.0

The largest portion of the direct employment supported is associated with the activity of visitors staying in serviced accommodation, accounting for 916 FTEs. Tourism spend supports the most employment in the Accommodation (1,012 FTEs) and Food & Drink (672 FTEs) sectors.

% Change 2015-2016

+5.5%


+151 FTEs

Distribution of Key Impacts by Quarter: 2016

staying 2.3 million 480 thousand visits - steam... · tourism visits during 2016 visitors staying...

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