Digest of Tourism Statistics - Updated December 2013 - Liverpool LEP
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Digest of Tourism Statistics
Updated December 2013
Digest of Tourism Statistics
North West Research
Liverpool LEP
£10
December 2013
FREE to Members
Page 1
Contents Introduction 3 The Key Facts 4 1 Overall Size of the Visitor Economy (STEAM) 5 1.1 Number of visitors (volume) 5 1.2 Total spend by visitors (value) 6 1.3 Jobs supported by the visitor economy 7 1.4 Change over time 9 1.5 STEAM Methodology 10 2 Local data from the Visitor Economy 11 2.1 Hotel occupancy 11 2.2 Hotel stock 14 2.3 Visits to attractions 15 2.4 Sport 16 2.5 Events 17 2.6 Transport data 18 3 Visitor profile data 23 3.1 Visitor Origin 23 3.2 Mode of transport 27 3.3 Purpose of visit 28 3.4 Demographics 29 3.5 Group type 31 4 National data 32 4.1 Occupancy trends 32 4.2 Visits to attractions trends 33 4.3 Domestic visitors (GBTS) 34 4.4 Inbound visitors (IPS) 36 5 Forecasts 38 5.1 Trends from the Liverpool City Region 3-year Action Plan 38 6 Articles 39 6.1 Business Performance 39 6.2 Tourism Business Confidence - Nationally 44 6.3 News 46 Appendices 48 Further reference sources 48 SIC codes defining the visitor economy 49 Crude guide to statistical confidence levels 50 Details of available publications 51 Digest of Tourism Statistics North West Research Liverpool LEP December 2013 Page 2 FREE to Members
Introduction
Welcome to the latest edition of the Digest of Tourism Statistics.
The Digest collates a range of key tourism research sets for the Liverpool City Region and is intended for
all users of tourism data; whether businesses, consultants or students. Each edition sees a presentation
of key tourism statistics – which may change only once during a year – together with the latest data and
any recent research that the tourist board has commissioned or sponsored. There are also links for
further information.
1
This Digest presents STEAM data for 2012 – that is, the estimated visitor numbers recorded by the city
and wider city region. These figures show that in 2012 the number of staying visitors, both for Liverpool
and the City Region, has over taken the record levels achieved in 2008, Liverpool‟s European Capital of
Culture year. Previous year‟s statistics have been updated using 2012 values.
We welcome feedback on this document; if you feel there is some aspect of research it should cover,
please do let us know on research@liverpoolLEP.org.
The Liverpool City Region
We describe the geography covered by the tourist board as being the “Liverpool City Region” (not to be
confused with the Liverpool Local Authority area or the City Centre). Although there are a number of
definitions, for our purposes this covers the six districts comprising „Merseyside and Halton‟; the same
area as covered by the Liverpool City Region Local Enterprise Partnership:
1
Scarborough Tourism Economic Activity Monitor, the primary method used by the Liverpool LEP and many tourist
boards in the UK to measure the value and volume of tourism.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 3
Size of the Visitor Economy
Key Facts about the visitor economy in the Liverpool City Region
1. In 2012 there were 57m visitors to the Liverpool City Region.
2. In 2012 the visitor economy was worth £3.4bn to the Liverpool City Region.
3. In 2012 approximately 45,900 jobs were supported by visitor spend.
4. Liverpool is in the top 10 of all UK towns or cities visited by overseas visitors
th
(and is now placed 5 ).
5. Five attractions drew in over half a million visitors in 2012; the Museum of Liverpool, Tate
Liverpool, Merseyside Maritime Museum, Mersey Ferries and World Museum Liverpool,
6. Average hotel room occupancy in 2013 was 71%, an increase of 2% since 2012.
7. Over 1.3 m hotel rooms were sold in Liverpool City Centre in 2013.
8. 4,461,443 passengers passed through Liverpool John Lennon Airport in 2012.
9. Some 600,000 passengers arrived or departed the City Region on one of the three
ferry routes in 2012.
10. Liverpool One, the retail and leisure development in the City Centre, recorded a footfall of over
26m people in 2013 – this is 5% up on 2012.
North West Research
The Digest is produced by the research team at The Liverpool City Region Local Enterprise
Partnership, who collate a wide range of tourism statistics for the Liverpool City Region.
Surveys include Destination Benchmarking, the Airport Gateway study and a quarterly Tourism
Business Performance survey.
Under the banner of the North West Research (formerly England’s North West Research
Service), the team conducts commercial research in a range of different sectors across the
North west, with a particular specialism in the tourism industry and event impact evaluation.
Amongst the research packages we can offer are:
Customer profiling and segmentation
Customer satisfaction studies
Economic impact studies
Gap analysis
Marketing / branding evaluation and assessment
Performance monitoring
For more information, contact anna.biagetti@liverpoollep.org. .
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 4Size of the Visitor Economy
1 Overall size of the visitor economy (STEAM)
1.1 Number of visitors (Volume)
In total there were an estimated 57m visitors to the Liverpool City Region in 2012; this
includes 52m day visitors and 5m staying visitors.
For the city of Liverpool itself, this equated to a total of 32m visitors (30m day visitors
and 2m staying visitors).
Liverpool City
Thousands of visitors 2012 Liverpool Region
Serviced Accommodation 1,219.9 2,179.8
Non-Serviced Accommodation 130.7 229.4
Staying with Friends and Relatives 753.9 2,223.0
Day Visitors 30,138.9 52,128.0
TOTAL 32,243.4 56,760.2
Source: STEAM
Day Visitors (000s) Staying Visitors (000s)
Liverpool
8,526.8
1,045.8
Sefton
6,191.8 2,104.5
Wirral
30,138.9
792.5
7,270.5
Halton, Knowsley
, St.Helens
689.4
Statistical Note:
Although in the charts above we provide data for each district, a certain amount of
caution should be exercised. STEAM is very much an input-based model (see
section 1.5), and whilst a good range of inputs are available for the whole city
region and Liverpool itself, this is less the case at district level.
Hence, although figures for the whole area and Liverpool are statistically robust,
the exact split of visitor numbers and impact amongst the other five districts has a
lower level of statistical reliability.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 5Size of the Visitor Economy
1.2 Total spend by visitors (Value)
Total spend by visitors is shown in the table below. Note that this covers both the direct spend by
visitors and the indirect spend resulting (for example, spend within the local economy by
businesses using local goods and services).
In 2012 the visitor economy was estimated as being worth £3.4bn to the Liverpool City
Region - £991m of this coming from staying visitors.
The visitor economy was worth £2.3bn to Liverpool itself.
Liverpool City
Economic impact of visitors 2012 (£m) Liverpool Region
Serviced Accommodation £375.5 £595.3
Non-Serviced Accommodation £119.5 £163.9
Staying with Friends and Relatives 103.9 £232.5
Day Visitors £1,652.4 £2,421.2
TOTAL £2,251.4 £3,412.9
Source: STEAM
Economic Impact (£m)
£416.5
Liverpool
£313.4
Sefton
Wirral £431.7
£2,251.4
Halton, Knowsley,
St.Helens
The sectors where spend occurs are detailed below.
Liverpool City
Economic impact of visitors 2012 (£m) Liverpool Region
Accommodation £111.0 £190.5
Food and drink £462.3 £640.4
Recreation £145.9 £193.5
Shopping £488.5 £812.4
Transport £196.2 £267.5
Total Direct Revenue £1,403.8 £2,104.3
Indirect Expenditure £566.9 £887.7
VAT £280.8 £420.9
TOTAL £2,251.4 £3,412.9
Source: STEAM
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 6Size of the Visitor Economy
1.3 Jobs supported by the visitor economy
In terms of jobs in the visitor economy, there are two broad approaches to estimating this. The
first is to estimate the jobs supported by visitor spend (as adopted by the STEAM model). The
2
second is to decide which SIC codes are applicable to tourism and use survey data from the
Office for National Statistics (ONS) to determine „actual‟ jobs. Neither method is an exact
estimate, as using STEAM is clearly not counting direct jobs, whilst using ONS data does not
count the jobs that may be supported by spend made with sectors outside the SIC codes – nor
does this approach allow for the calculation of indirect jobs being supported.
a) Using STEAM data.
This estimates that there were 45,890 jobs supported by tourism expenditure throughout
the Liverpool City Region – 35,300 of these were direct jobs.
In Liverpool there were 29,833 jobs supported by tourism spend.
Liverpool City
Jobs supported by visitor spend (FTE) 2012 Liverpool Region
Accommodation 1,390 3,204
Food and drink 8,547 11,839
Recreation 3,272 4,342
Shopping 8,233 13,693
Transport 1,620 2,209
Total Direct Revenue 23,062 35,287
Indirect Expenditure 6,771 10,603
TOTAL 29,833 45,890
Source: STEAM
Direct Jobs Total Jobs (Incl. indirect)
4,489 5,716
Liverpool
3,497 4,424
Sefton
4,239 23,062 Wirral 5,917 29,833
Halton, Knowsley
, St.Helens
Source: STEAM
2
Standard Industrial Classification – the list of codes used by ONS to allocate all industries into specific sectors, last
revised in 2007. Typically, many economic activity sectors – such as „tourism‟ do not fit neatly into the codes used by
ONS, but are instead assumed to involve a range of sectors and sub-sectors.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 7Size of the Visitor Economy
b) Using data from ONS
A selection of SIC codes have been chosen as providing the closest fit possible in terms of the
visitor economy sector and these are listed in the appendix.
This suggests that there were 45,075 direct jobs in visitor economy-related SIC codes. As
indicated above though, this is likely to undervalue the jobs connected to the visitor economy; an
easy example to illustrate the point is that this data does not cover jobs in the retail sector, when
STEAM suggest that over a third of visitor spend was made on „shopping‟, thus supporting jobs in
this sector.
3 4
All Employment All Employment
Jobs in the visitor economy, Liverpool City
Region 2011 2012
Accommodation 6,687 5,422
Food and drink 30,177 31,873
Transport & travel 1,963 3,205
Culture, attractions, entertainment, other 4,745 4,575
TOTAL 43,572 45,075
Source: Business Register & Employment Survey 2012, ONS.
3
“All employment” includes both employees and self employed such as sole traders.
4
“All employment” includes both employees and self employed such as sole traders.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 8Size of the Visitor Economy
1.4 Change over time
Although the headline figures produced by STEAM are useful, it is perhaps even more helpful in
illustrating growth or decline in the visitor economy. In the series of charts below, data is tracked
5
back to 2005 .
Numbers of day visitors Numbers of staying visitors
60,000 5,000
4,500
50,000
4,000
3,500
40,000
3,000
(000s)
(000s)
30,000 2,500
2,000
20,000
1,500
50,088 1,000
22,124
44,193
22,476
45,167
23,280
46,098
31,707
55,429
25,890
48,209
28,112
28,511
50,506
30,138
52,128
10,000
1,628
4,108
1,491
3,954
4,188
1,703
4,296
1,913
4,453
1,735
1,958
4,419
1,984
4,482
2,104
4,632
500
0 0
2005
2006
2007
2008
2009
2010
2011
2012
2005
2006
2007
2008
2009
2010
2011
2012
Liverpool Liverpool City Region Liverpool Liverpool City Region
Source: STEAM
Both day and staying visitor numbers show an increase from last year; day visitors are at their
highest ever level excluding Capital of Culture year, whilst staying visits across the whole city
region reached a new record level.
In terms of the economic impact of the sector, 2012 figures overtook the record set in the 2008
Capital of Culture year.
Economic impact - Whole City Region
Economic impact - Liverpool
£4,000m
£2,500m
£3,500m
£2,000m
£3,000m
£1,652.0m
£2,421.0m
£2,479.0m
£1,673.0m
£2,500m
£1,504.0m
£1,483.0m
£2,245.0m
£2,225.0m
£1,500m
£2,119.0m
£2,097.0m
£1,366.0m
£2,063.0m
£1,991.0m
£1,250.0m
£1,207.0m
2005 £386.0m £1,169.0m
£2,000m
£1,000m
£1,500m
£1,000m
£599.0m
£500m
2010 £538.0m
2011 £533.0m
£992.0m
2009 £492.0m
2008 £490.0m
£906.0m
2007 £434.0m
£898.0m
£892.0m
2007 £863.0m
2006 £406.0m
2009 £859.0m
2006 £826.0m
2005 £790.0m
£500m
£m
£m
2012
2008
2010
2011
2012
Staying visitors Day visitors Staying visitors Day visitors
Source: STEAM
5
Note: where economic data is traced back to 2005, all figures shown are “at 2012 values”.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 9Size of the Visitor Economy
1.5 STEAM Methodology
6
To estimate the volume and value of tourism, the Liverpool City Region uses the STEAM model
– this model is widely (though not universally) used across the UK, including other tourist boards
in North West England. STEAM is owned and operated by Global Tourism Solutions (UK) Ltd.
7
STEAM relies on local-level data to drive the estimates, principally :
o Accommodation stock
o Local occupancy surveys
o Visits to attractions / events
o Visits to Tourist Information Centres
o Hotel Occupancy in the City Region
A key component of the way in which STEAM works is its definition of „day visitors‟; this is
defined as a person travelling to a district other than that in which they live, for a non-routine
purpose, with a stay of over 3 hours. Thus, someone making a trip to Southport Pier from
Liverpool could be classed as a day visitor, but not someone making a similar trip who lived in
Formby. The important note to make here is that the number of the day visits recorded by
STEAM for the Liverpool City Region will contain a certain amount of intra-city region tourism.
Local data for the preceding year is gathered by the research team in January-March each year.
This data is passed to Global Tourism Solutions, with reports typically available by mid-year.
Currently the most recently available data is that for 2012.
Note:
GTS-UK has utilised research conducted on behalf of the Northwest Regional Development
Agency (NWDA) in 2007/2009 to update the initial baseline estimates which the model has
used – much of this information having not previously been available. This change has
resulted in significant alterations to data and this affects not just the Liverpool City Region
but also the whole of the Northwest. Therefore, the figures used within this Digest replace
completely any STEAM figures from 2009 or before.
For more guidance on this change (if required), please contact the research team:
research@liverpoolLEP.org.
6
Scarborough Tourism Economic Activity Monitor – so-called because Scarborough was the first UK location where
the model was applied.
7
Notice that STEAM uses a further range of inputs, although the components which have the biggest influence on
the model are listed here.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 10Local Data
2 Local data from the Visitor Economy
2.1 Hotel occupancy
8
Hotel occupancy data is drawn from the STR Global® . it includes a number of establishments
based in the districts.
Room occupancy,
Liverpool City Region 2012 2013
Weekday average (Mo-Th) 68.9% 69.9%
Weekend average (Fr-Sa) 84.9% 83.6%
Sunday 51.9% 53.6%
Total average 68.8% 71.2%
SOURCE: STR GLOBAL, LTD. REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE EXPRESS
WRITTEN PERMISSION OF STR GLOBAL IS STRICTLY PROHIBITED
In 2013 room occupancy in the city region averaged 71%, an increase of 2% since 2012.
Below, the latest occupancy data is compared with earlier years.
90% Occupancy monthly tends
80%
70%
60%
50%
40%
30%
20%
55.8%
73.5%
55.6%
52.1%
67.9%
63.8%
70.0%
66.8%
67.1%
69.5%
74.8%
70.9%
69.1%
68.3%
70.1%
74.8%
72.3%
72.8%
75.1%
77.5%
72.4%
75.6%
74.2%
71.9%
76.6%
76.7%
74.4%
74.6%
76.5%
75.0%
79.1%
74.0%
74.5%
62.7%
57.6%
62.9%
10%
0%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2011 2012 2013
SOURCE: STR GLOBAL, LTD. REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE EXPRESS
WRITTEN PERMISSION OF STR GLOBAL IS STRICTLY PROHIBITED
8
STR Global is a tool run by Smith Travel Research Global that allows hotel and tourism managers to see an up-to-
date picture of room occupancy and availability in their city. Please note change over from LJ forecaster to STR
Global occurred in April 2013
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 11Local Data
Most establishments also complete a section of the STR Global dealing with revenue analysis.
This gives the Average Daily Rate (ADR) and Revenue Per Available Rooms (RevPAR) – the
latter tending to be the preferred measure in terms of economic performance.
Room revenue,
Liverpool City Region 2012 2013
ADR weekday average (Mo-Th) £52.54 £53.02
ADR weekend average (Fr-Sa) £66.56 £66.17
ADR average £56.66 £57.09
REVPAR weekday average (Mo-Th) £36.24 £35.29
REVPAR weekend average (Fr-Sa) £57.17 £55.09
REVPAR average £39.09 £41.00
SOURCE: STR GLOBAL, LTD. REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE EXPRESS WRITTEN
PERMISSION OF STR GLOBAL IS STRICTLY PROHIBITED
The average room yield (RevPAR) in the city region in 2013 was £41.00, a slight
increase since 2012.
£60 Room yield monthly tends
£50
£40
£30
£20
£38.09
£42.90
£29.78
£28.91
£35.27
£38.06
£38.89
£47.91
£44.37
£38.11
£39.50
£38.67
£41.18
£40.54
£38.94
£39.18
£39.27
£47.66
£43.71
£44.44
£43.43
£48.10
£42.57
£44.05
£44.90
£34.12
£31.60
£35.40
£26.14
£38.08
£39.82
£46.80
£42.60
£43.60
£40.90
£42.70
£10
£0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2011 2012 2013
SOURCE: STR GLOBAL, LTD. REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE EXPRESS
WRITTEN PERMISSION OF STR GLOBAL IS STRICTLY PROHIBITED
All hotel performance – both in terms of occupancy levels and yield – needs to be viewed in the
light of the hotel room stock in the city (see section 2.2).
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 12Local Data
In the table below, known city centre hotel stock is overlaid by the occupancy levels shown in the
STR Global to produce an estimate of the actual number of hotel rooms that have been sold:
Liverpool
9
Hotel rooms sold City Centre
2004 720,000
2005 705,000
2006 694,000
2007 725,000
2008 910,000
2009 897,000
2010 1,046,000
2012 1,244,000
2013 1,326,936
Source: Tourist board room stock data
This indicates a growth in the numbers of visitors staying in hotels in the city and in 2013
1 million 327 thousand rooms were sold in the city centre. This is higher than in any previous
year (including Capital of Culture year) and shows Liverpool‟s ongoing growth as a destination.
Importantly, besides the attractiveness of the destination, this is also a product of increasing
stock levels; below we see the monthly results, with each month indicating record numbers of
rooms being sold on the year before.
City Centre rooms sold
114,000.00
101,460.12
102,530.08
104,065.24
105,321.28
110,205.88
108,484.64
111,000.00
118,000.00
81,964.87
92,295.68
94,000.00
100,000
108,000
114,000
120,000
117,000
107,000
120,000
100,000
120,000
115,000
105,000
124,000
101,000
115,000
103,000
72,000
75,000
81,000
95,000
86,000
98,000
91,000
91,000
92,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2011 2012 2013
Source: STR Global / Tourist board room stock data
9
Figures rounded to the nearest 000.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 13Local Data
2.2 Hotel stock
Hotel room stock is (as seen in 2.1) an important component behind performance; in the charts
below we show growth both in the room stock and the number of establishments. Note that in
order to simplify this visually, we present the data split between Liverpool City Centre and
elsewhere in the city region (including the Liverpool suburbs).
Hotel room stock Hotel establishments
6,000 200
180
5,000 160
4,000 140
120
3,000 100
80
2,000 60
3,420
3,608
3,920
4,056
4,218
4,292
4,524
4,517
4,867
4,547
1,000 40
122
126
130
134
176
30
34
37
39
41
20
0 0
2008
2009
2010
2011
2012
2008
2009
2010
2011
2012
Liverpool City Centre Elsewhere City Region Liverpool City Centre Elsewhere City Region
Source: Tourist board room stock data
Figures for the City Centre include the most recent openings:
o The 141 room Travelodge on The Strand (opened February 2012)
o The 183 room Premier Inn on Hanover Street (October 2012)
o The 19 room Podworks on Henry Street (September 2012)
2013 data will include:
o The 125 room Travelodge on Exchange St East (opened March 2013)
o The 122 room Ibis Styles on Dale Street (opened October 2013)
o The 129 room Adagio at Lewis‟ Building (opened April 2013)
o The 51 room The Richmond, Hatton Garden (opened April 2013)
o The 12 room (sleeps111) Signature Hotel (opened April 2013)
o The 35 room Hoax Liverpool, Stanley Street (opened July 2013)
o The 92 room Z Hotel (opened May 2013)
o The 14 room Epic aparthotel (sleeps 50+)
and outside the city centre:
o The 25 room Lorne Hotel, Wirral
o The 101 room Travelodge, Southport
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 14Local Data
2.3 Visits to Attractions
In the table below, we show the top attractions in the Liverpool City Region in 2012; this shows
the diverse range of attractions, both free and paid, that the city region offers. It should be noted
that this excludes some major attractions in the area where it is not possible to obtain accurate
counts, such as the Albert Dock, Wirral Coastal Park and Another Place.
Note that we can only show those attractions who respond to our annual attractions survey and
who permit us to show their data.
We specifically note here that the new Museum of Liverpool opened in July 2011 on the
waterfront; a major new attraction for the city. In the 20 months since its July opening, the venue
has seen over 1.5m visitors.
Top “free” attractions
Attendance
Attraction Type District 2012
1 Museum of Liverpool Museum / gallery Liverpool 1,011,058
2 Merseyside Maritime Museum Museum / gallery Liverpool 845,709
3 World Museum Liverpool Museum / gallery Liverpool 716,579
4 Tate Liverpool Museum / gallery Liverpool 620,124
5 Bluecoat Museum / gallery Liverpool 615,824&
6 Liverpool Cathedral Place of worship Liverpool 471,044
7 International Slavery Museum Museum / gallery Liverpool 444,070
8 FACT Museum / gallery Liverpool 360,361*
9 Walker Art Gallery Museum / gallery Liverpool 337,799
10 Southport Pier Other Sefton 317,007*
11 Liverpool Metropolitan Cathedral Place of worship Liverpool 313,744
12 National Trust, Formby Nature / wildlife / zoo Sefton 267,375&
13 Lady Lever Art Gallery Museum / gallery Wirral 200,759
14 Tam O‟Shanter Urban Farm Farms Wirral 108,000*
15 Sudley House Historic Property Liverpool 65,053
Source: Tourist board annual Visitor Attractions Survey
Top “paid” attractions
Attendance
Attraction Type District 2012
Liverpool
1 Mersey Ferries Other 637,312
&Wirral
2 Echo Arena Liverpool Entertainment Liverpool 574,748&
3 Knowsley Safari Park Nature / wildlife / zoo Knowsley 530,691@
4 Liverpool Philharmonic Entertainment Liverpool 262,382
5 Beatles Story Museum / gallery Liverpool 241,188
6 Liverpool Football Club Museum & Tour Museum / gallery Liverpool 143,122#
7 New Palace Family Amusement Centre Leisure / theme parks Wirral 140,000#
8 Croxteth Hall & Country Park Historic Property Liverpool 117,361@
9 Yellow Duckmarine Tour Liverpool 107,271&
10 Ness Botanic Gardens Gardens Wirral 101,701*
11 Speke Hall, Gardens & Estate Historic Property Liverpool 105,771&
12 Port Sunlight Museum Museum / gallery Wirral 35,178&
13 Beatles Magical Mystery Tour Tour Liverpool 33,757*
14 World of Glass Visitor Centre St.Helens 33,191
15 Norton Priory Historic Property Halton 29,673*
Source: Tourist board annual Visitor Attractions Survey
& 2012 figures
* 2010 figures
@ 2009 figures
# 2008 figures
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 15Local Data
2.4 Sport
As well as visitor attractions, „sport‟ is a key driver behind visits to the city region; the following
10
are the attendance figures recorded at key venues for the most recent sporting year .
Venue District Attendance
1 Liverpool FC Liverpool 850,184
2 Everton FC Liverpool 747,576
3 St.Helens Saints RLFC St.Helens 228,810
4 Aintree Racecourse Liverpool 177,506
5 Haydock Park Racecourse St.Helens 170,183
6 Tranmere Rovers FC Wirral 127,765
7 Widnes Vikings RLFC Halton 76,832
Source: Media / publicity
10
For racecourses this is a calendar year; for others this relates to the 2012/13 sport season.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 16Local Data
2.5 Events
In addition to the list of top attractions we also record the top 10 free and paid events. Where
local authorities or event organisers have published a figure we use this; other than that, use is
made of figures quoted in the press.
A higher degree of reliability is associated with visitor numbers at paid events, as the ticketed
data provides a robust measure. Again, as with attractions, we can only show those events
where organisers respond to our request for figures and permit us to publish their data.
Top “free” events 2012
Event District Attendance
11
1 Mathew Street Liverpool 160,000
2 Brazilica Liverpool 80,000
3 Liverpool Pride Liverpool 52,000
4 Hope Street Festival Liverpool 30,000
5 Southport Food & Drink Sefton 24,000
6 Festival of Transport Wirral 35,000
7 Hoylake RNLI Open Day Wirral 20,000
8 Wirral Kite Festival Wirral 18,500
9 Wirral Egg run Wirral 12,000
10 Halloween Lantern Carnival Sefton 10,000
Source: Media / publicity
Top “paid” events 2012
Event District Attendance
1 Grand National Liverpool 150,000
2 Southport Air Show Sefton 150,000
3 Southport Flower Show Sefton 70,000
4 Creamfields Halton 60,000
5 Liverpool Food and Drink Festival Liverpool 36,000
6 Wirral Food and Drink Festival Wirral 20,000
7 Liverpool International Tennis Tournament Liverpool 20,000
12
8 RunLiverpool Marathon Liverpool / Wirral 10,000
9 NW Masters – Haydock St Helens 10,000
10 Port Sunlight Christmas Fayre Wirral 6,000
Source: Media / publicity
11
Saturday figure only, due to event being cancelled because of bad weather
12
Figure covers >10,000 runners
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 17Local Data
2.6 Transport data
a) Passenger levels LJLA
A range of airlines provide routes out of Liverpool John Lennon Airport (LJLA) including the
scheduled operators EasyJet, FlyBE, Ryanair and Wizz Air.
LJLA passenger numbers Passenger levels
300
Change (indexed to 2000)
6,000,000
250
5,000,000
5,517,667
5,402,982
200
5,247,109
5,008,455
4,971,361
4,000,000 4,942,981 150
4,461,443
4,416,751
3,000,000 100
50
2,000,000
0
1,000,000
2007
2000
2001
2002
2003
2004
2005
2006
2008
2009
2010
2011
2012
0
2005 2006 2007 2008 2009 2010 2011 2012 ALL UK airports LJLA
Source: CAA Airport Statistics
During 2012 just under 5m passengers travelled through LJLA; this is a slight downturn on
figures recorded during the previous 2 years. However, there are a number of considerations to
be taken into account here:
13 14
The above data represents both inbound and outbound travellers; there being no
contiguous source disaggregating changing tourism levels from (potentially lower)
domestic outbound travellers.
13
“Inbound” = Overseas visitors to the UK.
14
“Outbound” = UK nationals travelling overseas.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 18Local Data
Monthly Terminal Pax, LJLA
241,000
520,000
485,000
321,000
309,000
295,000
363,000
342,000
311,000
255,000
421,000
393,000
352,000
258,000
363,000
486,000
390,000
314,000
415,000
485,000
389,000
359,000
465,000
486,000
416,000
387,000
551,000
454,000
428,000
556,000
575,000
469,000
488,000
512,000
433,000
402,000
481,000
488,000
407,000
394,000
313,000
302,000
267,000
301,000
317,000
266,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2010 2011 2012 2013
Source: CAA Airport Statistics
The change on a monthly basis can be seen above; whilst below we show in the year to date the
number of passengers by route of destination/origin. Again do bear in mind that this covers both
inbound and outbound travellers, and is not necessarily an indication of the strength of different
visitor markets.
Passengers - International Route analysis
Spain 1,100,893
Eire 460,084
Poland 378,921
France 336,929
Netherlands 246,467
Portugal 238,979
Canary Islands 199,819
Switzerland 134,763
Germany 92,150
Italy 69,471
Belgium 44,703
Norway 53,138
Slovak Republic 47,636
Greece 44,633
Lithuania 50,355
Gibraltar 35,113
Latvia 36,086
Malta 26,174
Estonia 23,080
Turkey 20,472
Austria 11,583
Sweden 8,122
Source: CAA Airport Statistics
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 19Local Data
b) Irish Sea Ferry passengers
Until recently, four passenger routes were operated from the Liverpool City Region:
Liverpool – Isle of Man (Steam Packet)
Liverpool – Dublin (P&O)
Birkenhead – Dublin (Norfolkline DFDS)
Birkenhead – Belfast (Norfolkline DFDS Stena)
In 2010, DFDS acquired Norfolkline; unfortunately, despite strong market potential DFDS
disposed of the Irish Sea part of the Norfolkline group within a year – this decision may
particularly have been influenced by the condition of the Irish economy. The Belfast link was sold
to Stena and the Dublin link closed as at January 2012. Stena have since undertaken significant
refurbishment of the ships on their „new‟ Belfast link, with strong marketing promotion.
Liverpool Sea Passengers
350
300
250 2006
2007
(000s Pax)
200
2008
150 2009
2010
100
2011
121.3
161.7
173.3
172.1
171.0
189.5
117.5
171.0
187.2
189.9
187.1
221.2
245.5
206.6
265.0
290.0
278.8
276.0
278.4
259.3
270.3
50
2012
0
Liverpool - Dublin Liverpool - Belfast Liverpool - Douglas
(Birkenhead)
Source: Sea Passenger Statistics, DfT
In 2012, some 600,000 passengers travelled to and from Liverpool by one of the three
ferry routes.
2010 saw a significantly higher level of traffic on all routes, partially benefitting from the
disruption to aviation caused by the eruption of Eyjafjellajokull; however a quarterly
analysis of route data indicates a level of modal shift, with growth in ferry passengers
across the whole year.
The much smaller passenger capacity now offered to Dublin is evident, despite P&O
introducing a third vessel onto their route (weekly passenger capacity is now c5,700,
compared to c10,900 in 2010). An expansion / reopening or an improved offer is here
unlikely until both UK and Irish economies improve.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 20Local Data
c) Cruise Ship Passengers
Since Liverpool‟s Cruise Terminal was inaugurated in September 2007, allowing vessels to berth
alongside the waterfront (rather than mid-river or in the North Docks), the cruise market has
shown significant growth. In 2012 those which are on a cruise originating or terminating in
Liverpool were permitted to this facility for the first time, having previously been located in the
Langton Dock; temporary terminal check-in and baggage facilities have been constructed on
adjoining land.
The charts below show both cruise ship calls and originating/terminating cruises; both in terms of
15
passenger numbers and vessel trips.
Cruise Passengers Vessel trips
45,000 40
40,000 35
35,000 30
30,000
25
25,000
20
20,000
15
15,000
10,000 10
41,677
24,384
26,422
26,470
23,644
10,990
10,160
9,680
8,400
9,600
5,000 5
15
17
15
15
34
25
12
10
12
11
0 0
Cruise calls Originating / Cruise calls Originating /
terminating cruises terminating cruises
2009 2010 2011 2012 2013 2009 2010 2011 2012 2013
Source: Port / operator publicity
In 2013 it was estimated that there would be potentially 41,677 passengers on cruise
ships visiting the city and an estimated 9,680 on cruise ships departing the city.
The estimated number of passengers on „cruise calls‟ at the terminal in 2013 is
significantly higher on last year, though broadly comparable.
2013 saw a significant increase in cruises/pax originating or terminating in the city.
Partially this is due to the ability to now use the Liverpool Cruise Terminal (operators had
expressed dissatisfaction with the location, facilities and the need to „lock in and out‟ at
the Langton Dock terminal, especially in comparison with the Liverpool Cruise Terminal).
15
Passengers shown is for the “potential pax”, i.e., if each ship were operating at capacity, (based on the listed
passenger capacity on the operators‟ websites) and hence may not fully reflect actual passenger numbers.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 21Local Data
d) Rail Passengers
Data on rail passengers is hard to come by; despite rail operation in the UK being operated
through government-supported franchises, less information is available than in the private
sectors of shipping and aviation.
Possibly the only usable data comes from the Rail Regulator‟s monitor of station usage. This only
16
covers total passengers not just visitors. Nevertheless we show on the left the top UK stations
17
compared to other major UK cities and on the right usage levels of other key stations within the
Liverpool City Region.
Most recent data comes from the 2011-12 financial year.
Selected key city
Key destinations Exits region stations Exits
Birmingham New St 15,606,921 Liverpool Central 7,104,621
Moorfields 3,178,383
Glasgow Central 13,319,709 Liverpool James 1,459,710
Street
Leeds 12,510,016 Southport 1,337,373
Edinburgh 11,252,588 Formby 756,606
Manchester Piccadilly 9,292,355 New Brighton 515,393
Bristol Temple Meads 8,874,542 West Kirby 377,983
Brighton 8,025,599 Liverpool South 366,850
Parkway
Liverpool Lime St 6,917,657 St.Helens Central 361,228
Cardiff Central 5,751,040 Port Sunlight 348,048
Source: Station usage data, Office of the Rail Regulator.
Statistical note:
As data is drawn from ticket sales data from the rail industry, trips
undertaken using multi-modal ticket in former metropolitan areas (such
as “Merseyside”) are estimated and included within these figures.
16
Excluding London & key commuter terminals
17
Stations are selected based on their central locations or proximity to key visitor attractions.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 22Visitor Profile
3 Visitor Profile data
A number of major surveys are conducted periodically by The Liverpool LEP, which aids the
18
tourism intelligence of the area. These include the Liverpool City Region Visitor Survey and the
19
Destination Benchmarking survey. Within this section we present key data from both – be
aware the former represents the profile of visitors to the whole area, the latter just that of visitors
to the city centre.
3.1 Visitor origin
a) Day Visitors
Visitors to the % of day Visitors to % of day
whole City Region visitors Liverpool City Centre visitors
City Region residents 36% City Region residents 37%
Cheshire 13% Cheshire 8%
Greater Manchester 16% Greater Manchester 19%
Lancashire 13% Lancashire 15%
CumbriaVisitor Profile
Day Visitor Origins - Summary
100% 1% 1%
8%
90% 15% 14%
24%
31% 29%
80%
70%
60% 64% 56% 32%
31% 59%
32%
50% Overseas
40% Further afield UK
30% Elsewhere NW
20% 39% 44% Elsewhere City Region
37%
28% 26% 30%
10%
0%
Wirral
Halton
Sefton
Liverpool
Knowsley
St.Helens
Besides those living elsewhere in the city region, there were strong levels of day visits from
Lancashire and Cheshire. To some extent these form part of the City Region‟s natural hinterland.
Other major day visitor markets included Greater Manchester and Yorkshire (the latter thanks in
part to good Trans-Pennine links); but we also see relatively high levels of day visitors from the
West Midlands.
For Wales, day visitors tend to be a reflection of visitors from the North Wales area; this
extending as far as Gwynedd, rather than the whole principality.
As indicated in the previous Digest, the timings now offered on the upgraded West Coast Main
Line mean that there were day visitors from Greater London evident too.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013 Page 24Visitor Profile
b) Staying Visitors
Visitors to the % of Visitors to % of
whole City Region staying Liverpool City Centre staying
visitors visitors
City Region residents 6% City Region residents 1%
Cheshire 5% Cheshire 2%
Greater Manchester 3% Greater Manchester 2%
Lancashire 5% Lancashire 1%
CumbriaVisitor Profile
Staying Visitor Origins - Summary
100%
9% 12%
90% 15%
23%
80% 43%
50%
70%
60% 64% 31%
50% 71% 69% Overseas
40% 8% Further afield UK
30% 52% Elsewhere NW
50%
20% 18% 39% Elsewhere City Region
10% 15% 13%
9% 4%
0% 1% 2% 3%
Wirral
Halton
Sefton
Liverpool
Knowsley
St.Helens
There is a relatively low level of staying visitors from the Southwest, Northeast or Scotland; this
may owe much to relatively poor direct transport links from these locations.
There is strong evidence of London & the South East being important markets; in total, over a
fifth of all staying visitors to Liverpool (21%) came from these areas. As evidence of a growing
market, this was 15% in 2006 (more information on growth / decline by geography can be found
in the previous Digest).
Notice that overseas visitors form a very important part of the staying visitor market in Liverpool;
less so elsewhere in the city region.
c) Key Overseas Markets
% of all staying visitors
As evidenced above, overseas markets form a
Eire 7%
very important part of the inbound visitor market
USA 1%
for Liverpool.
Australia 3%
Germany 5%
Data from our Destination Benchmarking study Spain 6%
suggests that the following were the top origins Netherland 1%
visiting Liverpool itself in 2012. Although France 2%
Australia may be a surprise being placed so high Switzerland 1%
on this list, data from Visit Britain has confirmed Austria 1%
something of a boost for visits to the UK from Italy 2%
NorwayVisitor Profile
3.2 Mode of transport
Transport mode is an important aspect of understanding the visitor market. On the one hand, it
may reflect where good linkages exist, with the potential for further visit generation; on the other
hand, coupled with visitor origin, it may reveal where markets are underperforming due to lower
than ideal levels of connectivity. This is especially important in the current climate, where twin
pressures of costs and environmental concerns influence modal choice. Below we summarise
transport choices both for day and staying visitors from key markets.
a) Modal Choice: Day Visitors
4%
6% 15% 12% 14% 10%
15% 14%
21% 10%
9% 22% 15% 6% 11%
50%
34% 23%
78% 72% 73% 71%
67%
47% 40%
39%
Within LCR Cheshire Lancs. Greater West Yorks N Wales London &
Manchester Midlands Southeast
Car/van/etc Train Scheduled Bus / Coach
Coach tour / Private hire Ferry Plane
Other
b) Modal Choice: Staying Visitors
6%
11%
10%
7% 10% 14% 10%
8% 55%
9% 10% 6% 10% 40%
16% 10%
20% 17% 5%
29% 5%
10%
42%
70% 65% 24%
57% 61%
49%
5%
11% 23%
NW England / London & SE Midlands Yorks & NE SW England & Ireland Overseas
N Wales S Wales
Car/van/etc Train Scheduled Bus / Coach
Coach tour / Private hire Ferry Plane
Other
Note: percentages may add up to more than 100% as more than one mode of transport may have been
involved in the trip. Also note that ‟ferry‟ covers both Mersey Ferry and Irish Sea routes, and that whilst
„plane‟ may relate to Liverpool John Lennon Airport, it may also reflect on other UK gateways.
Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013 Page 27Visitor Profile
3.3 Purpose of visit
The data shows the key reasons behind the visit to the area. Note that this data shows the main
reasons; the survey length unfortunately means that „contributory‟ reasons were not asked. It is
worth noting that due to the survey methodology, the data shown probably „undervalues‟ the level
of business and golf/sporting trips to the city region.
Notice also that especially in the case of St.Helens, “Events” includes sporting events, such as
horse racing at Haydock Park.
a) Purpose: Day Visitors
Halton Knowsley Liverpool
Sightseeing 41%
Attractions 82%
Attractions 89% Shopping 22%
Events 14%
VFR 3% VFR 13%
VFR 2%
Explore area 3% Attractions 5%
Explore area 2%
Events 5%
Sefton St.Helens Wirral
Explore area 68% Attractions 63% Attractions 46%
Attractions 15% Events 20% Explore area 45%
Shopping 8% Shopping 10% VFR 6%
Events 4% VFR 5% Events 4%
VFR 3% Explore area 2% Shopping 1%
b) Purpose: Staying Visitors
Halton Knowsley Liverpool
Sightseeing 60%
VFR 13%
VFR 50% Attractions 92%
Attractions 9%
Attractions 50% VFR 8%
Events 7%
Conferences 2%
Sefton St.Helens Wirral
Explore area 66% Attractions 40%
VFR 60%
VFR 15% Explore area 27%
Events 20%
Events 9% VFR 27%
Attractions 7%
Attractions 6% Events 2%
Shopping 7%
Golf 2% Cycling 2%
Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013 Page 28Visitor Profile
3.4 Visitor Demographics
In terms of the visitor age / gender composition, the data comes from asking about both the
respondent and all the people in the group they were visiting the Liverpool City Region with.
a) Day visitors
Visitors to the % of day Visitors to % of day
whole City Region visitors Liverpool City Centre visitors
Children (Visitor Profile
b) Staying visitors
Visitors to the % of day Visitors to % of day
whole City Region visitors Liverpool City Centre visitors
Children (Visitor Profile
3.5 Group Type
Besides raw demographics, there is also the question as to which type of group visitors were
with. Those visiting with their children made up over half of the total day trip market in the area
(53%); those on a staying trip were most likely to be with their partner or spouse (41% - and this
is even more likely in Liverpool itself, at 50%).
a) Day visitors
60%
53%
50%
39%
40%
30%
24%
22%
20%
10% 12% 13%
9% 9% 7%
10% 6%
1%
0%
On my own With family With family With partner / With friends Organised
(incl. children) (excl. Children) spouse group
Whole City Region Liverpool City Centre
b) Staying visitors
60%
50%
50%
41%
40%
30% 27%
20% 22%
20% 16%
10% 11%
10% 8%
6%
3% 3%
0%
On my own With family With family With partner / With friends Organised
(incl. children) (excl. Children) spouse group
Whole City Region Liverpool City Centre
Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013 Page 31National Data
4 National data
Within this section of the report we turn to what national data tells us is happening in the visitor
economy across the country. This helps us benchmark the city region‟s current performance and
understand emerging trends. Much of this information comes from Visit Britain and Visit
England‟s tourism intelligence pages, and links to a full range of data sources are provided within
the appendix. In all cases, the data should be compared with the relevant local data, as provided
earlier in this Digest.
4.1 Occupancy trends
England Hotel Room Occupancy Monthly Trends
90%
80%
70%
60%
50%
40%
30%
20%
56%
46%
47%
49%
54%
60%
59%
59%
63%
63%
63%
66%
67%
68%
71%
75%
73%
75%
77%
72%
78%
72%
73%
77%
75%
77%
67%
71%
61%
64%
52%
56%
10%
0%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2011 2012 2013
Source: England Occupancy Survey
National data indicates that overall for this year to date occupancy figures are slightly up
on last year (66% for January to July, compared to 62% in the same period of 2012).
This is only of course the national picture; regions most likely to have seen an ongoing
improvement were the Midlands, Southeast and East of England; London and the
Northeast both appeared to show a drop in occupancy levels in the year to date figures.
The North West region as a whole appeared relatively static; given the „local‟ occupancy
results reported in section 2.1, this suggests a better performance by the Liverpool City
Region than its nearby competitors.
Growth in the year to date has mainly been recorded by small towns, with what appears
to be a drop in occupancy levels for large towns and countryside locations.
Room occupancy
80% (Jan -Aug)
60%
40%
20%
73% 72% 76% 61% 62% 65% 57% 57% 59% 57% 55% 55%
0%
City / Large town Small town Seaside Countryside
2011 2012 2013
Source: England Occupancy Survey
Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013 Page 32National Data
4.2 Visits to attractions trends
The chart below highlights changes in visitor growth to different attraction genres across the
country. We note first of all that overall there have been three consecutive years where
attractions have recorded growth in visits – a net 5% of all attractions showed growth increasing
visitor numbers from 2010 to 2012, building on a 3% rise the previous year and 5% in the year
before that.
Year on year change in visits to attractions, England
20%
15%
% of attractions reporting a rise/drop in admissions
12%
15% 10%
9%
9%
9%
9%
7%
7%
10%
6%
6%
6%
5%
5%
5%
5%
5%
4%
4%
4%
4%
3%
3%
3%
2%
2%
2%
2%
2%
2%
5% 1%
1%
1%
1%
0%
0%
-1%
-1%
-5%
-3%
-3%
-3%
-5%
-6%
-10%
-15%
-20%
Workplaces
Wildlife attractions/zoos
Farms
Gardens
Historic houses/castles
Other
Country parks
Museums/art galleries
England average
Other historic properties
Visitor/heritage centres
Places of worship
Leisure/theme parks
Steam/heritage railways
2008-2009 2009-2010 2010-2011
Source: Annual England Attractions Survey
The graph suggests that over the last year growth across England has been strongest in
visits to, Gardens, Historic Houses, Other Historic Properties and Places of worship. In the
case of the former group, it is possible that this is connected to the current ongoing popularity
of costume dramas such as “Downton Abbey”. There has also been strong growth in visitor
numbers at Wildlife attractions.
Growth has been weakest for Steam / Heritage Railways – and a relatively neutral
experience for Museums and Art Galleries.
Note that despite the economic climate, +6% of paid attractions recorded a rise in
admissions, against +1% of free attractions.
Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013 Page 33Forecasts
4.3 Domestic visitors (GBTS)
a) Overall results
Top Towns 2012: Staying visits (000s)
The Great Britain Tourist Survey (GBTS) is by GB residents
the main measure of the national volume of
3,000
domestic tourism and is supported by the
20
national tourist boards. GBTS measures 2,500
overnight trips, rather than the total domestic
2,000
market.
1,500
Data from the Great Britain Tourism Survey
1,000
2012 (GBTS) indicates that Liverpool was the
12,152
2,748
1,470
3,126
1,726
1,548
1,518
1,517
1,298
1,251
8th most visited town/city in England by 500
21,
domestic tourists with an estimated
0
1,470,000 overnight trips. This is an increase
Birmingham
London
Manchester
Blackpool
Scarborough
Leeds
Bristol
Liverpool
York
Newcastle upon Tyne
in one rank position from that seen in 2011.
Source: GBTS, Visit England
Top 20 most visited English Cities & Towns by
UK residents
2010 2011 2012
Visits Visits Visits
Town/City (000s) Town/City (000s) Town/City (000s)
1 London 11,580 1 London 11,093 1 London 12,152
2 Manchester 2,177 2 Manchester 2,613 2 Manchester 3,126
3 Birmingham 2,059 3 Birmingham 2,251 3 Birmingham 2,748
4 Blackpool 1,717 4 Bristol 1,828 4 Scarborough 1,726
5 Scarborough 1,495 5 Scarborough 1,645 5 Leeds 1,548
6 Bristol 1,490 6 York 1,615 6 Bristol 1,518
7 Leeds 1,478 7 Leeds 1,493 7 York 1,517
8 York 1,374 8 Blackpool 1,478 8 Liverpool 1,470
9 Newcastle-upon-Tyne 1,244 9 Liverpool 1,428 9 Blackpool 1,298
10 Liverpool 1,194 10 Newcastle upon Tyne 1,303 10 Newcastle-upon-Tyne 1,251
11 Isle of Wight 1,042 11 Sheffield 1,293 11 Sheffield 1,233
12 Skegness 1,012 12 Brighton and Hove 1,096 12 Nottingham 1,081
13 Nottingham 928 13 Nottingham 1,066 13 Skegness 1,074
14 Bournemouth 925 14 Isle of Wight 1,053 14 Brighton and Hove 1,047
15 Brighton and Hove 921 15 Bournemouth 1,051 15 Isle of Wight 1,006
16 Norwich 842 16 Skegness 992 16 Bournemouth 917
17 Sheffield 816 17 Southampton 973 17 Portsmouth 855
18 Southampton 759 18 Norwich 934 18 Southampton 792
19 Bath 710 19 Cambridge 769 19 Oxford 780
20 Oxford 700 20 Plymouth 745 20 Norwich 771
Source: GBTS, Visit England
20
Note that the GBTS is primarily a national survey and not as accurate at destination level; whilst we would use our
STEAM numbers at local level, the rank order is useful.
21
Defined as staying visitors from England, Scotland and Wales; those from Northern Ireland are no longer included
in the survey (to reflect this, the survey is now known as “GBTS” – previously it was “UKTS”).
Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013 Page 34Forecasts
b) Results from different markets
The data shows that Liverpool is ranked 9th for “pure holiday visits” – this is an increase in rank
than was achieved in 2011 but the information within the survey suggests significant increase in
visits.
The city is ranked 9th though for business visits – this is a drop from last year (when it was
th
ranked 8 ) and may reflect on major conferences in the city.
Top Towns 2012: Top Towns 2012:
Pure holiday staying trips (000s) Business staying trips (000s)
0 500 1,000 1,500 0 200 400 600 800
London 4,168 London 3,248
Scarborough 1,531 Manchester 885
Blackpool 1,073 Birmingham 874
Skegness 982 Leeds 420
Manchester 963 Sheffield 314
York 844 Bristol 290
Birmingham 714 Newcastle upon Tyne 273
Isle of Wight 710 Northampton 208
Liverpool 654 Liverpool 202
Great Yarmouth 636 Portsmouth 182
Source: GBTS, Visit England
c) Trends
GBTS: Trends
Looking at the national trends observed by 120
Change from 2006 (100 = "No change")
the GBTS, it appears that there has been
strong growth in holiday overnight visits 110
(possibly including the „staycation‟ impact).
100
Against this, during the recession period, it
seems that both „VFR‟ and staying business 90
trips showed significant drops. These
markets showed strong recovery during 80
2012, although both remained below
70
historic levels.
60
2006 2007 2008 2009 2010 2011 2012
Holidays VFR Business
Source: GBTS, Visit England
A fuller briefing note on key messages from the GBTS is
available on request from the LEP.
Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013 Page 35Forecasts
4.4 Inbound visitors (IPS)
a) Overall results
The International Passenger Survey is conducted
Top towns: Staying Visits (000s)
by ONS on behalf of Visit Britain. Passengers
by overseas visitors (IPS)
arriving through major airports (including LJLA),
2,000
seaports and the Channel Tunnel are surveyed.
The survey shows that Liverpool‟s ongoing 1,500
growth as a visitor destination means it is now the
th
5 -most visited city in Britain by overseas
residents. This is the highest position the city has 1,000
th
attained, having been 6 since 2005.
The city recorded approximately 550,000 500
London… 15,461
Edinburgh… 1,256
overseas staying visits in 2012, and is only
Brighton / Hove… 345
Manchester… 932
Birmingham… 713
Liverpool… 550
Glasgow… 521
Oxford… 430
Cambridge… 398
Bristol… 395
behind London, Edinburgh, Manchester and 0
Birmingham.
In terms of geographically close „competitors‟
(who might also feed our day visits market),
Manchester recorded an estimated 932,000
overseas staying visits..
Source: IPS, VisitBritain / ONS
Top 20 most visited UK Cities & Towns by Overseas residents
2010 2011 2012
Visits Visits Visits
Town/City (000s) Town/City (000s) Town/City (000s)
1 London 14706 1 London 15289 1 London 15,461
2 Edinburgh 1305 2 Edinburgh 1342 2 Edinburgh 1,256
3 Manchester 811 3 Manchester 934 3 Manchester 932
4 Birmingham 740 4 Birmingham 733 4 Birmingham 713
5 Glasgow 551 5 Liverpool 545 5 Liverpool 550
6 Liverpool 452 6 Glasgow 475 6 Glasgow 521
7 Oxford 412 7 Oxford 465 7 Oxford 430
8 Bristol 377 8 Bristol 430 8 Cambridge 398
9 Cambridge 367 9 Cambridge 387 9 Bristol 395
10 Brighton / Hove 303 10 Leeds 306 10 Brighton / Hove 345
11 Bath 263 11 Brighton / Hove 304 11 Cardiff 301
12 Cardiff 260 12 Cardiff 291 12 Leeds 299
13 Inverness 238 13 Aberdeen 250 13 Nottingham 215
14 Newcastle-upon-Tyne 224 14 Nottingham 244 14 Inverness 213
15 Nottingham 224 15 Newcastle-upon-Tyne 239 15 Newcastle-upon-Tyne 212
16 York 224 16 Bath 232 16 Bath 211
17 Leeds 213 17 York 222 17 Aberdeen 208
18 Aberdeen 168 18 Inverness 215 18 York 199
19 Southampton 164 19 Windsor 211 19 Reading 196
20 Windsor 162 20 Canterbury 191 20 Windsor 182
Source: IPS, VisitBritain / ONS
Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013 Page 36Forecasts
b) Results from different markets
The following charts breakdown the information by purpose of visit. Please note that those
visiting to attend sporting events are an important contributor to the figures relating to „other
purpose‟.
Top Towns: Top Towns:
Pure holiday staying trips (000s) VFR staying trips (000s)
0 200 400 600 800 1,000 0 50 100 150 200 250 300
London 7,649 London 3,529
Edinburgh 818 Manchester 254
Glasgow 295 Edinburgh 248
Manchester 215 Birmingham 189
Inverness 178 Bristol 151
Liverpool 173 Cambridge 136
Brighton / Hove 167 Oxford 122
Oxford 140 Liverpool 119
Bath 119 Leeds 118
Birmingham 116 Nottingham 96
Top Towns: Top Towns:
Business staying trips (000s) "Other purpose" (000s)
0 100 200 300 400 0 50 100 150 200
London 3,068 London 1,035
Birmingham 358 Manchester 172
Manchester 280 Liverpool 146
Edinburgh 132 Birmingham 42
Oxford 120 Edinburgh 30
Liverpool 105 Cambridge 23
Aberdeen 104 Oxford 18
Bristol 100 Leeds 15
Leeds 100 Glasgow 15
Cambridge 94 Newcastle 8
Source: IPS, VisitBritain / ONS
Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013 Page 37Forecasts
5 Forecasts
5.1 Trends from the Liverpool City Region 3-year Action Plan
The visitor economy has seen strong growth over the last few years, as evidenced earlier in this
Digest. Despite current economic conditions, strong growth is still expected from the sector. The
graph below shows the expected trends (indexed to 2006). Figures have been updated from the
previous Digest, following the latest STEAM data (as noted in section 1) and known hotel
developments.
Tourism growth trend - Liverpool City Region
150
140
Change (indexed to 2006)
130
120
110
100
90
80
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
Staying Visitors Day Visitors
Source: Destination Management Plan
Certain components of change we already know; below we summarise the key hotel
developments, both currently under way and those planned over the next few years.
Hotel room stock Hotel establishments
7000 100
90
6000
80
5000 70
4000 60
50
3000 40
2000 30
20
5,062
4,611
5,717
4,805
6,067
4,865
1000
10
43
85
45
88
52
89
0 0
2012 2013 2014 2012 2013 2014
Liverpool City Centre Elsewhere City Region Liverpool City Centre Elsewhere City Region
Source: Tourist board hotel stock data
Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013 Page 38You can also read
