Research and Intelligence

Tourism

Tourism The Tourism Section provides access to a range of Northwest tourism intelligence reports covering the following topics:

Volume & Value (STEAM)
Economic Impact
Visitor Markets
Accommodation
Visitor Attractions
Topic Reports
Useful Links

Reports for each topic are available from the publications section, including a Key Tourism Facts document that provides a useful summary of Northwest facts, and a Tourism Trends Bulletin that provides a brief commentary on the latest regional performance in comparison with international and national trends.

Volume & Value (STEAM)

The number of tourists and tourist expenditure in the Northwest is monitored through an economic model called STEAM (Scarborough Tourism Economic Activity Monitor). The model provides estimates of tourist numbers, tourist days and total revenue generated for staying and day visitors. It also provides estimates of employment supported by tourism expenditure broken down by sector (accommodation, food & drink, recreation, shopping, transport).  Regional and sub-regional STEAM summary reports are available, and a detailed analysis of the latest annual STEAM results is provided in a Northwest Tourism Volume and Value report.

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Economic Impact

In 2008, the NWDA commissioned the Welsh Economy Research Unit and Regeneris Consulting to undertake a study entitled “Understanding Tourism’s Economic Impact”. The aim of the study was to quantify the economic significance of tourism in terms of overall contribution to gross value added (GVA) and employment for the Northwest region as a whole and for each of the five sub regions.  A Tourism Economic Account (TEA) for the Northwest has been produced that adopts the broad concepts and structure of a Tourism Satellite Account (TSA) but is a simpler process that focuses on the reconciliation of tourism demand and supply.   The English Region’s TSA report produced in 2005 is also available.

Tourism in the future will be influenced by a range of factors. The Tourism Futures Report categorises the key factors of change under the headings of economics and tourism, demographics and society, environment, and technology. Also published in November 2010 was the Northwest Tourism Trends Bulletin 2010.

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Visitor Markets

Between 2007 and 2009, the NWDA has undertaken extensive research into day visitor, staying visitor and business tourism markets in the region.  As well as individual survey reports, five sub-regional Market and Destination Profile reports have been prepared that draw together data from each of the surveys in a useful, summary format. In addition, regional reports on Inbound Tourism and Domestic Tourism have been compiled using data from the International Passenger Survey (IPS) and the United Kingdom Tourism Survey (UKTS).  Full IPS and UKTS results are available from Visit Britain.

During 2009-10 the Northwest Development Agency commissioned the Northwest Visitor Research Programme. The following outputs from the Programme are available:

Overall Summary plus Profile of Main Destinations

Technical Report and Survey

Day Visits

Images of Destinations

Staying Visits for Holidays and Short Breaks

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Accommodation

Monthly accommodation occupancy rates across the region are provided in a Latest Serviced Accommodation Occupancy summary table. The data is collected from the England Occupancy Survey (EOS) and LJ Forecaster.  National survey results are availalable from Visit Britain.

A summary of Accommodation Stock presents the number of accommodation businesses and bedspaces across the region.  The data is collected as part of the region’s volume and value work (STEAM) undertaken by Global Tourism Solutions Ltd.

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Visitor Attractions

The England Attractions Monitor is a quarterly survey commissioned by Visit England that reports on recent visit trends as well as business confidence for the forthcoming quarter.  Northwest performance is reported in Latest Visits to Northwest Attractions.

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Topic Reports

As part of an “Improving Insight from Intelligence” project currently being undertaken by TEAM Tourism Consulting, a number of short Topic Reports have been produced covering Online Marketing PrioritiesCamping & Caravanning, Self Catering Accommodation, B&B Guesthouse Accommodation and Food & Drink.

Research has also been undertaken which looks at the importance of Volunteers in the Heritage Tourism Sector and the contribution that they make.

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Useful Links

Visit Britain Research
Visit Chester & Cheshire
Cumbria Tourism
Lancashire & Blackpool Tourist Board
Visit Manchester
The Mersey Partnership
NWDA's Corporate Tourism Site

If you have any comments or feedback regarding the Tourism pages please contact nwriu@nwda.co.uk

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