SOURCES:

GBTSThe Great Britain Tourism Survey, measures the volume and valueof domestic overnight tourism in Great Britain

GBDVSThe Great Britain Day Visits Survey, measures the volumeand value of tourism day visitsin Great Britain

VE Brand and Comms TrackerTracks measures relating to England holidays, visitor satisfaction, and VisitEngland marketing campaigns

Other VisitEngland ResearchQuantitative and qualitative consumer and tourism business research on topics relating to the tourism industry in England

England’s cities are a valuable part of thetourism economy.

£28BNSPENT ON TRIPSTO CITIESIN 2012

Source: GBTS and GBDVS

Volume & value of urban leisure trips in England 14M

URBANHOLIDAYSworth£3.3BNSource: GBTS

630MURBANDAY TRIPSworth£25BNSource: GBDVS

TRIPS TAKENIN 2012

Cities and large towns have been one of the driversof the “staycation” trend.

HOLIDAYS TAKEN INURBAN DESTINATIONS

22% higher than 2006-8

Source: GBTS

2009-12

Where in England do people go for urban leisure trips?

Source: GBTS and GBDVS

Holidays & short breaks Day trips Rank

MANCHESTER

BRISTOL

LIVERPOOL

BIRMINGHAM

YORKLEEDS

NOTTINGHAM

NEWCASTLE

NORWICH

5 5

H D

2 2

H D

3 8

H D

6 4

H D

8 10

H D

10 6

H D4 3

H D

7

#

7

H DLONDON

1 1H D

H D

9

H

The pro�le of urban visitors is signi�cantly younger than for other destination types.

Who takes trips to cities?

AB socialgrade take:

MORE AFFLUENT THAN THE AVERAGE

36%

Source: GBTS

all trips

40%urban trips

Source: GBTS and GBDVS

HOLIDAYS TAKEN BY UNDER 34’s

DAY TRIPS TAKEN BY UNDER 34’s

allholidays26%

urbanholidays32%

allday trips34%

urbanday trips44%

What types of holidaysdo they take?

TIME OF YEAR MODE OF TRAVEL TO DESTINATION

DURATION OF TRIP - 3 NIGHTS OR LESSCity breaks are shorter than the average

City breaks are far less seasonal in nature than trips to other destination types.

Hotels are more important for city holidays than other destination types

Source: GBTS

OCTOBER - MARCH

alltrips34%urban

trips45%

3 nights or less

83%

66%AUCity breaks

All trips

comparedto

across allholidaytypes

12%26% comparedto

across allholidaytypes

78%64%

HOTELS/MOTELScomparedto

across allholidaytypes

66% 40%

Need data for this section forboth strengths (top portion)and weaknesses (bottom portion)

What do people think of urban destinations?

Trips to urban destinations appeal particularly to those outside the family life stage, although they can be of interest for those with older children.

HERITAGE CITIEShistoricalalso have arange of activities

POST-INDUSTRIALCITIESindividualitycities with adistinct identity

Source: other VisitEngland research

BARRIERS FOR BUSINESSESlack of knowledgeespecially among younger groups

Businesses should communicate the breadth

of product offeringand provide basic

geographical information

How do visitors rate their experience of urban holidays?

Ease of access is a key strength of urban destinations over alternatives

Easy to get to by public transport

55%A 40%

U

46%A 37%

U

Clean and tidy

57%67%A

U

Safe and secure

61%A 70%

U

Welcoming and friendly

60%A 68%

U

55%61%A

U

Ease of getting around by public transport

A 41%

U 53%

Value for money

Lowest ratings for urban destinations compared with other types of destination mainly relate to the environment and value

Availability of festivals/sport/cultural events

% rating excellent / goodUrban trips All trips

Source: VE Brand & Comms Tracker

U

Domestic Leisure Tourism to England’s Cities