North Warwickshire and Hinckley & Bosworth - APPENDICES Destination Management Plan 2017-2022
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North Warwickshire
and
Hinckley & Bosworth
Destination Management Plan
2017-2022
APPENDICES
prepared for
North Warwickshire Borough Council
Hinckley & Bosworth Borough Council
May 2017
ACK Tourism
Email: ack.tourism@btinternet.com
Appendices 1. Individuals, Organisations & Businesses Consulted 2. Tourism Economic Impact Figures 2015 3. Organisational Structures, Policies, Strategies, Plans & Projects Review 4. National Tourism Market Trends & Forecasts 5. Survey of Small Accommodation Businesses 6. Visitor Market Analysis 7. Conference Venue Supply 8. Destination Marketing Review 9. Rural Tourist Accommodation Development Trends in the UK 10. Public Sector Funding of Hotel Projects
APPENDIX 1
INDIVIDUALS, ORGANISATIONS & BUSINESSES CONSULTED
Organisation /Business Department/Role Individual
Public Sector + Representative Bodies
North Warwickshire Borough Council Assistant Chief Exec Bob Trahern
North Warwickshire Borough Council Assistant Chief Exec Steve Maxey
North Warwickshire Borough Council Community Development Becky Evans
North Warwickshire Borough Council Community Development Rachel Stephens
North Warwickshire Borough Council LEADER Programme Emma McKay
North Warwickshire Borough Council LEADER Programme Iain Neville
Hinckley & Bosworth Borough Council Chief Exec Bill Cullen
Hinckley & Bosworth Borough Council Tourism Lindsay Orton
Hinckley & Bosworth Borough Council Economic Development Judith Sturley
Hinckley & Bosworth Borough Council Conservation Paul Grundy
Warwickshire County Council Tourism Laura Taviner
Warwickshire County Council Tourism Alex Holmes
Warwickshire County Council Market Towns Catherine Marks
Warwickshire County Council Heritage & Culture Rebecca Coles
Warwickshire County Council Market Towns Rachel Baconnet
Leicestershire County Council Economic Growth Helen Harris
Leicestershire Promotions Martin Peters
The National Forest Company Richard Drakeley
Northern Warwickshire Tourism Chair Liz Hancock
Friends of Atherstone Heritage Lorna Dirveiks
Hinckley BID Steve Wegerif
Market Bosworth Parish Council Heather Broughton
Love Coleshill
Canal & River Trust Simon Paprill
Attractions
Twycross Zoo Sharon Redrobe
Bosworth Battlefield Jane Betts
Warwickshire Country Parks Paula Cheesman
Hinckley & District Museum Phillip Lindley
Polesworth Abbey
Accommodation Businesses
Jurys Inn Hinckley Island
Sketchley Grange Hotel
Premier Inn Hinckley
Red Lion Hotel, Atherstone
Lea Marston Hotel
Brook Marston Hotel
Blue Boar Inn, Mancestter
Blue Lion, Witherley
George & Dragon, Coleshill
The Blue Bel, Desfordl
3
Ye Olde Red Lion Hotel, Market Bosworth
Chapel House, Atherstone
Old Ivy House, Congerstone
Abbey Farm B&B, Merevale
The Old School House. Curdworth
Priory Farmhouse, Shustoke
Ambion Court Hotel, Dadlington
Apple Orchard Farm, Dadlington
Elsted House, Hinckley
Highfield Farm Guest House, Curdworth
Hollycroft Hotel, Hinckley
Langley Cottage Guest House, Nether
Whitacre
Mythe Farm B&B, Sheepy Magna
Springfield Guest House, Coleshill
Temple Farm B&B, Wolvey
The Chestnuts Guest House, Grendon
The Hayes Guest House, Hartshill
The Malthouse, Bentley
The Old House, Witherley
Vale Farm, Highon-on-the-Hill
Ye Old Station Guest House, Sustoke
Upper Rectory Cottages
Hipsley Farm Cottages
Donative Holiday Cottages< Warton
Polesworth Abbey, Polesworth
Sykes Barns, Hurley Common
The Gatehouse, Market Bosworth
Dandelion Hideaway Sharon Earp
Somers Wood Caravan Park
Marston Caravan Park
Festivals
Market Bosworth Arts Festival
Other
Garlands Leisure
Bosworth Marina
Roundberry Projects
4
APPENDIX 2
NORTH WARWICKSHIRE AND HINCKLEY & BOSWORTH
TOURISM ECONOMIC IMPACT FIGURES 2015
North Warwickshire Tourism Volume and Value 2015
Domestic visitors Overseas visits Total
Visits (‘000s)
Staying 162 35 197
Day 1266 n/a 1266
Total 1428 35 1463
Visitor days (‘000s)
Staying 352 177 529
Day 1266 n/a 1266
Total 1618 177 1795
Spend (£m)
Staying 28.5 12.1 40.6
Day 41.7 n/a 41.7
Total 28.5 12.1 82.3
North Warwickshire Tourism Impact 2015
Direct Expenditure
Visitor expenditure £82.3m
Other spend (Second homes / spend by £9.3m
host friends/relatives)
Total £91.6m
Tourism business turnover
Direct Turnover derived from trip £86.7m
expenditure1
Indirect and induced turnover2 £17.3m
Total Local Business turnover £104.0m
Employment
FTEs - direct3 1210
FTEs – total 4 1498
Actual jobs – direct5 1739
Actual jobs – total 4 2067
Source: Economic Impact of Tourism North Warwickshire 2015, The Research Solution
Notes:
1. Business turnover broadly reflects direct expenditure but the model assumes that
some expenditure relating to travel is accrued at origin of the trip (rather than
destination) – hence the slightly lower figure
2. Spend by tourism businesses on the purchase of supplies and services locally
(indirect turnover), and spending by employees of tourism businesses (induced
turnover).
3. Full time job equivalents (FTEs) supported directly by tourism businesses
4. FTEs / Actual jobs supported by direct, indirect, and induced business turnover
5. Actual jobs includes part time and seasonal workers
5
Hinckley & Bosworth Tourism Volume and Value 2015
Domestic visitors Overseas visits Total
Visits (‘000s)
Staying 207 27 234
Day 2273 n/a 2273
Total 2480 27 2507
Visitor days (‘000s)
Staying 482 253 735
Day 2273 n/a 2272
Total 2755 253 3007
Spend (£m)
Staying 36.2 14.3 50.5
Day 66.9 n/a 66.9
Total 103.1 14.3 117.4
Hinckley & Bosworth Tourism Impact 2015
Direct Expenditure
Visitor expenditure £117.4m
Other spend (Second homes / spend by £15.6m
host friends/relatives)
Total £133.0m
Tourism business turnover
Direct Turnover derived from trip £124.8m
expenditure 1
Indirect and induced turnover2 £38.3m
Total Local Business turnover £163.1m
Employment
FTEs - direct3 1731
FTEs – total4 2441
Actual jobs – direct 5 2465
Actual jobs – total4 3274
Source: Economic Impact of Tourism North Warwickshire 2015, The Research Solution
Notes:
1. Business turnover broadly reflects direct expenditure but the model assumes the some
expenditure relating to travel is accrued at origin of the trip (rather than destination) –
hence the slightly lower figure
2. Spend by tourism businesses on the purchase of supplies and services locally (indirect
turnover), and spending by employees of tourism businesses (induced turnover).
3. Full time job equivalents (FTEs) supported directly by tourism businesses
4. FTEs / Actual jobs supported by direct, indirect, and induced business turnover
5. Actual jobs includes part time and seasonal workers
6
APPENDIX 3
ORGANISATIONAL STRUCTURES, POLICIES, STRATEGIES, PLANS & PROJECTS
REVIEW
Joint Working – North Warwickshire and Hinckley & Bosworth
North Warwickshire and Hinckley & Bosworth Destination Management Plan
North Warwickshire Borough Council secured £45,393 in November 2015 from the European
Agricultural Fund for the production and delivery of a 5-year Destination Management Plan
for North Warwickshire and Hinckley & Bosworth. The purpose of the Destination
Management Plan(DMP) will be to:
Set the strategic direction for a range of stakeholders involved in destination
management, marketing and development across the two local authority areas;
Provide a robust base of evidence on which to base future decisions;
Reduce duplication and make better use of available funding and staff resources;
Improved the tourism product of the combined area;
Increase visitor numbers and spend;
Inform private sector investment decisions in terms of the expansion and
development of existing tourism businesses and the establishment of new ones to plug
gaps in current provision;
Inform public sector interventions to support tourism growth;
Increase and improve tourism employment;
Better promote clusters of attractions across the area;
Market the area more effectively to attract visitors;
Create an effective delivery structure that will harness and maintain stakeholder
commitment;
Guide the assessment of tourism applications that come forward for funding under
the ‘England’s Rural Heart’ LEADER Programme that covers the two council areas (see
below).
Consultants ACK Tourism were commissioned in December 2016 to develop the Destination
Management Plan. A consultant (Angela Baines) has been appointed to progress the
implementation of the DMP from May 2017, working 2 days per week for a year.
7
England’s Rural Heart LEADER Programme – Local Development Strategy
The Local Development Strategy sets out the strategic priorities, targets and indicative
projects for the allocation of the England’s Rural Heart Programme funding through until
2020. The Strategy sets out seven strategic priorities, three of which are of direct relevance to
the development of tourism in the LEADER area:
Priority 2: Building and reinforcing micro and small enterprises and supporting farm
Diversification
Priority 3: Enhancing the rural visitor economy
Priority 5: Support for cultural and heritage activity
The targets for each of these priorities are as follows:
Priority/Measure Total Number Number Number of Additional FTE Jobs Jobs
Grant of of Existing New Overnight Created Safeguarded
Amount Projects Businesses Businesses Stays
£ Supported Supported/
Benefitting
Priority 2/Measure 4 281.616 23 10 10 24 10
Investment in Physical Assets
Priority 2/ Measure 6 275,000 17 14 23 14
Improvements in business
productivity
Priority 3/Measure 4 125,000 4 2 2 200 p.a. 6 8
Investment in Physical Assets
Priority 3/ Measure 6 123,308 4 2 2 300 p.a. 4 8
Improvements in business
productivity
Priority 3/Measure 7 30,000 1 1 2
Basic services and village renewal
Priority 5/Measure 7 139,154 5 30 3 6
Basic services and village renewal
Indicative projects under Priority 3 for Rural Tourism include:
Destination marketing co-ordination and website development;
Improvements to existing attractions;
Refurbishment of existing accommodation;
New visitor attractions e.g. children’s farm attractions;
New tourist accommodation e.g. self-catering and disabled camping facilities;
Visitor trail development;
Connecting visitor facilities into a visitor attraction system, focused on Bosworth
Battlefield, Roman Mancetter, and Tudor history;
Visitor information, signage and interpretation;
Enabling small accommodation and restaurant providers to capitalise on business
tourism opportunities.
8
Projects that have come forward so far include the expansion of an existing B&B business,
new facilities at two visitor attractions, and some new accommodation developments.
Indicative projects under Priority 5 (Culture and Heritage Activity) include:
The establishment of a local craft network;
The development of a festivals and events programme;
Linking and upgrading heritage sites.
North Warwickshire
North Warwickshire Borough Council
North Warwickshire Borough Council recognises the importance of tourism to the Borough,
but has no dedicated tourism budget or staff resource at present. It’s current focus for
supporting tourism in the Borough is on the development and implementation of the
Destination Management Plan for North Warwickshire and Hinckley & Bosworth, which it is
leading, and the implementation of the England’s Rural Heart LEADER Programme (see
below), which it is managing. It is also undertaking work in Atherstone and Polesworth to
begin the process of implementing the Visitor Action Plans for the two towns that were
developed by consultants in 2016. Previous tourism interventions have been project-driven as
external funding has been secured. Most projects have not been sustained once the funding
has come to an end.
Northern Warwickshire Tourism
Northern Warwickshire Tourism (NWT) is a volunteer run association of tourism businesses and
interests in North Warwickshire and Nuneaton & Bedworth that aims to raise the profile of
Northern Warwickshire as a place to visit and stay. It has been established for 14 years,
currently has around 70 members, and operates on an annual budget of £4-5,000. NWT
produces a Visit Northern Warwickshire printed guide every two years, operates the Visit
Northern Warwickshire website, and runs some social media activity through Facebook and
Twitter. All work is progressed by a core team of volunteers. NWT receives no public sector
support currently, either in terms of financial contributions or officer time, other than in terms
of attendance at NWT meetings and occasional advice. Warwickshire County Council has
previously provided some core funding, but is not doing so at present.
Discussions with NWT members show that they value the networking opportunities that NWT
provides, and that the Visit Northern Warwickshire guide is useful for staying visitors in terms of
giving them ideas and information on what they can see and do during their stay in the
area.
The key challenge for NWT is that the organisation is run entirely by volunteers, all of whom
have other responsibilities, and limitations therefore on the time that they can devote to NWT
activity. The association has identified that it needs some form of dedicated staff resource to
help it to recruit new members and sustain its activities. It is currently looking at recruiting
somebody to work for a day a week.
9
Atherstone and Polesworth Visitor Audits
Tourism Consultant Alison Caffyn completed Visitor Audits for Atherstone and Polesworth for
Warwickshire County Council and North Warwickshire Borough Council in May 2016. They
included online/digital marketing audits to assess how each town currently communicates its
offer to visitors via websites, apps and downloadable print; a mystery visitor audit, and a half-
day workshop with local stakeholders. The Audits conclude with Visitor Action Plan Top Tens
for each town as follows:
Atherstone Visitor Action Plan Top Ten
1. The development of a new Atherstone visitor website and new brand for the town.
2. Encouraging the shops and eating places to all work together on promotional
activity, including possibly a themed trail or Totally Locally type initiative.
3. Window displays or painted scenes of local heritage in empty shops.
4. Arts and crafts exhibitions in cafes and shops, and potentially an art trail in the future.
5. Extending the opening hours of the Visitor Centre and exploring options to relocate it
to a better site in the future.
6. Reviewing car parking provision and restrictions to allow more long stay parking for
visitors.
7. Reviewing town centre notice boards and designing a new map format for car parks.
8. Developing the Boudica connections e.g. a 3D map or mini town of Roman
Mancetter, memorial, and visitor/study centre for Boudica research.
9. Promotion of Atherstone’s links to the Battle of Bosworth through guided walks, events
and interpretation.
10. The development of facilities at St Mary’s Church for visitors and the interpretation of
the town’s heritage.
North Warwickshire Borough Council has established a partnership of retailers and event
organisers in the town to progress the Visitor Action Plan. It is focusing initially on the
production of tear-off maps of the town, with events listings to go into the town’s shops. It is
also looking at digital marketing. Atherstone Church is also talking about opening up more
frequently for visitors and installing some heritage displays. The Friends of Atherstone Heritage
are currently in the process of relocating the Atherstone Heritage Centre to a retail unit on
Long Street.
10Polesworth Visitor Action Plan Top Ten
1. The establishment of visitor information pages on the Parish Council website and
improved visitor information on the Polesworth Abbey website.
2. Improved online listings on tourism websites.
3. The production of a new Polesworth leaflet, with a Polesworth identity, good map
and details of things to do in the local area.
4. A refresh of the Poetry Trail and improved promotion.
5. Promotion of Polesworth’s links to Shakespeare, including possibly a Shakespeare
Festival; poetry, art, craft, sculpture, or literature events; and guided poetry walks.
6. New ‘Welcome to Polesworth’ signs.
7. Improved signage and visitor information at the car park.
8. The development of a caravan site, campsite, or glamping site.
9. A new pavilion in Abbey Green Park.
10. The development of an improvement plan for Pooley Country Park, including
improving existing facilities and information, events, new activities and longer
opening hours for the tea room.
North Warwickshire Borough Council has established a Tourism Subgroup to progress the
Visitor Action Plan. It is focusing initially on interpretation, signage and car parking, alongside
re-invigorating the Poetry Trail, possibly through a LEADER funding application. An event
organiser is talking about a possibly food festival in Polesworth. Polesworth Abbey is looking at
ways of attracting canal boaters and towpath walkers to visit the Abbey.
11Two Battles, One Place Feasibility Study
Roundberry Projects completed a feasibility study for the Friends of Atherstone Heritage and
Northern Warwickshire Tourism in March 2016 to assess the potential for making more of
Mancetter’s Roman Heritage, Merevale Abbey’s connections with Henry Tudor and the
Battle of Bosworth, and Atherstone’s heritage stories to attract visitors to the area. The study
was funded by Warwickshire County Council’s Tourism Development Team. The study shows
good potential and strong local support for doing all of these things, and puts forward the
following series of options:
Roman Mancetter and Boudica’s Last Battle
A new-build Boudica’s Last Battle Experience visitor/heritage centre at Mancetter;
A Roman themed attraction as part of the Plantasia and Maze World attraction
at Dobbies Garden Centre;
A Roman heritage exhibition in St Peter’s Church, Mancetter;
A Boudica monument;
Henry Tudor and the Battle of Bosworth
A new-build Henry Tudor visitor/heritage centre at Merevale;
Improved access and interpretation of Merevale Abbey ruins;
The development of Abbey Farm’s B&B business to include a tea room and
potentially a craft centre with a Henry Tudor gallery upstairs;
A Henry Tudor exhibition in Merevale Church;
A public artwork in Atherstone town centre.
A Town Centre Heritage Centre or Museum
The relocation of Atherstone Heritage Centre to a town centre retail unit;
A heritage exhibition in St Mary’s Church;
A new museum as part of the Atherstone Masterplan.
The feasibility study includes a detailed Action Plan of suggested next steps. Key challenges
to progressing this Action Plan are the capacity of the volunteer run Friends of Atherstone
Heritage and Northern Warwickshire Tourism Association to take the required actions forward,
and the lack of financial assistance and staff resource available from North Warwickshire
Borough Council and Warwickshire County Council to help implement the Action Plan. Some
progress has been made however. As noted above, the Atherstone Heritage Centre is
currently in the process of moving to a retail units on Long Street and St Mary’s Church in
Atherstone is talking about opening more frequently for visitors and installing a heritage
exhibition in the church. The vicar of St Peter’s Church in Mancetter is interested in having a
Roman heritage exhibition in the church. Dobbies Garden Centres have been sold to a new
owner. It is unclear at this stage what plans they have for the Plantasia and Maze World
attraction. There appears to be little prospect on the ideas for a Boudica’s Last Battle
Experience visitor/heritage centre at Mancetter and a Henry Tudor visitor/heritage centre at
Merevale being progressed. Merevale Estate remains a key barrier to any progress at
Merevale.
12Atherstone Masterplan
The draft Atherstone Masterplan is looking at potential development opportunities
improvements in a number of areas including the Western Gateway, Market Square, and the
Leisure Centre and Library.
Love Coleshill
Love Coleshill is a consortium of local businesses in Coleshill that promote the town as a
place to visit, shop and eat. It operates the Love Coleshill website and a loyalty card
scheme, undertakes some social media activity, and puts on events and markets in the
town. The consortium is run by a small team of volunteers, with a limited budget. It needs
some form of dedicated staff resource to help it move forward.
Tourism Development in Coleshill
Consultants Hidden Britain produced a report in May 2013 to identify the priorities for action
to grow tourism in Coleshill. The work was funded by Warwickshire County Council. The
consultants identified Love Coleshill as the most appropriate lead body to deliver tourism
actions for the town, but recognised that it will need additional manpower resources to take
work forward. The report identified three priorities:
More consistent and considered promotion of Coleshill
Building the membership and capacity of Love Coleshill
The development of events
The report goes on to set out a programme of 92 actions to address these priorities. To date
there has been no concerted effort to progress this programme.
Warwickshire County Council
Warwickshire County Council is involved in strategic tourism development but does not get
involved directly in tourism promotion. The strategic context is provided by the Warwickshire
Visitor Economy Framework (2013-2018). This identifies six priority areas for action. These
include developing destination management plans for key towns, developing the
countryside offer through a ‘Gateways to the Countryside’ programme, destination and
(private sector led) tactical marketing, developing digital marketing skills, and advocacy
and intelligence. Warwickshire County Council is working on progressing the Framework and
taking forward initiatives on visitor information, welcome, research and partnership/support.
WCC has also been proactive in rural development (tying in with the ‘Gateways to the
Countryside’ strand) and projects under consideration include grants for events and festivals,
themed trails and tourism infrastructure (like walking and cycling trails). WCC are also looking
to develop a Visit Local Scheme in 2017 (for implementation in 2018). This would be
packages of activity developed at of strands at a local community level (e.g. signage,
interpretation etc.) funded through EAFRD.
13Two of Warwickshire County Council’s country parks (Kingsbury and Pooley) will both be
affected by HS2. Mitigation plans will be required.
Warwickshire County Council launched the Warwickshire Towns Programme in January 2017
to support the regeneration and development of the county’s smaller towns, including
Atherstone, Coleshill and Polesworth. The Programme includes three elements:
The Warwickshire Towns Network – a networking and support group to provide smaller
towns with ideas and inspiration on how to improve their places and high streets.
A Support Programme – with a Capital Grant Fund to support small-scale physical
improvements in towns, and a programme of coaching and training support from
retail and place experts to business groups that want to develop collective activity.
A Rolling Promotional Campaign – with a Town of the Month focus.
Hinckley & Bosworth
Hinckley & Bosworth Borough Council
Hinckley & Bosworth Borough Council has a small budget for tourism, and an officer that
works one day per week on tourism matters. The Borough Council produces a biannual
Hinckley & Bosworth printed visitor guide that is distributed by Leicestershire Promotions on
the Council’s behalf; provides the secretariat for the Hinckley & Bosworth Tourism Partnership
(see below); organises an annual familiarisation visit to local attractions for people working in
the tourism and hospitality sector; and provides some funding and officer support for a
number of events and festivals. The Council’s tourism budget has doubled for 2017/18. This
will allow the Council to employ an additional part-time staff resource to engage with local
tourism businesses, and to enter into a Service Level Agreement with Leicestershire
Promotions to deliver an enhanced Hinckley & Bosworth presence on the Go Leicestershire
website.
14Hinckley & Bosworth Tourism Blueprint 2015-2018
The Hinckley & Bosworth Tourism Blueprint was produced by Hinckley & Bosworth Borough
Council and Leicestershire Promotions in June 2015. It aims to grow tourism spend in Hinckley
& Bosworth by 8% between 2015 and 2018, position Hinckley & Bosworth as part of
Leicestershire’s destination story, and encourage tourism businesses in the Borough to
promote themselves through Leicestershire Promotions’ Go Leicestershire website. The
Blueprint is focused on three priority action areas:
1. The development of a major visitor interpretation scheme across the Borough
including actions in terms of:
Tourist information print, apps, website, information boards, Tourist Information
Points, trails and blue plaques;
Improving the appearance, cleanliness and attractiveness of town centres,
and improving visitor facilities in terms of access, parking, signage, toilets,
visitor orientation, and facilities for groups and coaches;
Marketing and promotion, primarily in terms of representation on the Go
Leicestershire website and the development of online bookable short break
packages through the website;
Visitor welcome and customer care training;
Encouraging entries to the Leicestershire Tourism Awards;
Encouraging take up of the countywide visitor survey facility;
Commissioning STEAM tourism economic impact research every 3 years.
2. Increasing the number of unique and exciting visitor experiences, and linking and
packaging them to increase length of stay and encourage overnight stays, with
actions in terms of:
The development of existing attractions;
Developing the link with Richard III:
Developing the link with The National Forest.
3. Ensuring that the Borough maximises the opportunities to benefit from the re-
interment of the mortal remains of Kind Richard III in Leicester, including actions in
terms of:
Developing an ongoing programme of events and activities with a Richard III
connection;
Ensuring that the Borough is part of the Richard III story.
Progress to date has been in terms of the production of the Hinckley & Bosworth visitor guide,
the enhancements planned in 2017/18 to the Hinckley & Bosworth pages on the Go
Leicestershire website; the annual familiarisation visits to local attractions; the commissioning
of the STEAM report for 2015; the progression of the England’s Rural Heart LEADER Programme
and the funding support that it offers for attraction and accommodation development; and
the progression of the Bosworth 1485 Legacy arts trail project. Hinckley & Bosworth Borough
Council and Leicestershire Promotions do not currently have the budgets or staff resources to
make progress on most other aspects of the Blueprint.
15Hinckley & Bosworth Tourism Partnership
The Hinckley & Bosworth Tourism Partnership is an informal grouping of tourism interests in
Hinckley & Bosworth that meets quarterly to update each other on current activity. Its
purpose is to improve communication and co-ordination on tourism in the Borough.
Membership and attendance is dominated by public and voluntary sector interests. Very few
private sector tourism businesses attend on a regular basis.
A Market Bosworth Subgroup is currently being established to focus on tourism issues in the
village. The group is looking for some form of dedicated staff resource to help it get
established and develop a programme of activity.
Hinckley BID
The Hinckley BID (Business Improvement District) has been established for 8 years. It is funded
by a BID levy paid by businesses in the town. It is doing a good job at promoting Hinckley as
a place to come for shopping, meals out, evening entertainment and leisure. The BID
undertakes a range of promotional activities for Hinckley, including the production and
distribution of a guide to the town, and the operation of the Hinckley BID website and
recently installed touchscreen information kiosks in the town centre. It also organises a year-
round programme of events in the town as part of its strategy for attracting people into the
town for these purposes. Key target markets are people living in the surrounding towns,
villages and rural areas. The Hinckley Classic Motorshow is the main event that attracts visitors
from further afield.
Leicestershire County Council/ Leicestershire Promotions/ Leicester & Leicestershire
LEP
Tourism Support structures are changing in Leicestershire. Leicestershire County Council and
Leicester City Council are becoming more directly involved in delivery on place marketing
and tourism strategy development.
Leicestershire Promotions Limited (LPL) will continue to act as a promotional organisation for
the area – developing tourism marketing campaigns. However, it will not receive funding
from the County or City Council. LPL now has a Service Level Agreement in place with
Hinckley and Bosworth Council to deliver tourism marketing services. This represents a
formalisation of a previous arrangement.
The last Strategy for Leicestershire expired in 2016. Leicestershire County Council, as part of its
strategic tourism role, is planning to develop a new strategy or DMP for the county. The last
Strategy focused on four themes – destination development, positioning and promoting,
people (promoting tourism as a first-choice career) and intelligence. Leicester and
Leicestershire Enterprise Partnership’s (LLEP) Tourism and Hospitality Sector Growth Plan (2015-
20) outlines an action plan. This focuses on securing investment to refresh major visitor
attractions, establish SME investment funds, enhance destination marketing, tackle transport
to attractions, address skills gaps and labour retention, and supporting major inward
investment into the sector.
16Bosworth 1485 Legacy Project
Hinckley & Bosworth Borough Council and Leicestershire Promotions are currently progressing
a project to develop an arts trail in the communities that were involved in the re-interment of
Richard III (Market Bosworth, Dadlington and Sutton Cheney) and Stoke Golding (as the
birthplace of the Tudor Dynasty). The project received a grant of £15,000 from the Arts
Council towards the first phase of research and development. Discussions are currently
progressing with the local communities and the artists and sculptors that are interested in
being involved, with a view to submitting a further funding application to the Arts Council
once the plans for the trail have been firmed up.
Twycross Zoo Masterplan
Twycross Zoo unveiled a £55m, 20-year Masterplan in 2015, which aims to significantly
expand and develop the zoo with new wildlife habitats, a children’s water park, a life
sciences study and teaching campus, new catering facilities, and possibly some on-site visitor
accommodation. The aim is to double visitor numbers to over a million. The development of
the zoo is supported in Leicester & Leicestershire LEP’s Strategic Economic Plan and Tourism &
Hospitality Sector Growth Plan. An initial phase of investment totalling £4m was progressed in
2015, with the opening of a new giraffe enclosure, moated island complex for gibbons, and
chimpanzee habitat; an extension to the orangutan house; a new water play area; and a
new café.
The Cross Border Partnership
Hinckley & Bosworth Borough Council is a member of the Cross Border Partnership with North
Warwickshire and Nuneaton & Bedworth Borough Councils, with engagement from the
Leicester & Leicestershire and Coventry & Warwickshire LEPs. The purpose of the partnership is
to share expertise and develop/deliver initiatives that will support the economy in the Cross
Border area.
MIRA Technology Park
The MIRA Technology Park is set to be a key driver of economic growth in the Cross Border
area. It aims to become a global centre for transport R&D, providing 2 million sq ft of test
facilities and laboratories for national and international companies involved in automotive
and transport engineering research and development, eventually employing 3.500 people
on the site. A new £9.5m Technology Institute is due to open on the site in September 2018,
providing technical training for 2,000 students. The development will also include central
amenities, including a hotel, restaurant, café and health club.
Earl Shilton and Barwell Sustainable Urban Extensions
The Hinckley & Bosworth Core Strategy (2009) allocates land for two mixed use sustainable
urban extensions to the south of Earl Shilton and west of Barwell. The Earl Shilton and Barwell
Area Action Plan identifies a minimum of 1600 homes and 4.5 hectares of employment land
within the Earl Shilton SUE and 2500 homes and 6.2 hectares of employment land within the
Barwell SUE.
17APPENDIX 4
NATIONAL TOURISM MARKET TRENDS & FORECASTS
Key national tourism trends and forecasts of relevance to North Warwickshire and Hinckley &
Bosworth are as follows:
The continuing “staycation”. The economic recession following the 2008 Credit Crunch
led to a massive change in holiday behaviour and attitudes in the UK, with holidays in the
UK becoming ever more important even as finances were stretched. The increase in
domestic trip taking and parallel decline in overseas travel was initially driven by cost, but
many other factors have contributed to the continuation of the trend – including a
preference for multiple short breaks over the year; risk aversion, particularly related to
terrorist attacks and travel disruption; last minute planning; more deals and offers
available through online travel agents and daily deals sites; hotel and visitor
accommodation development and improvement, including a number of new
accommodation products that have captured the market's imagination; and new visitor
attractions, events and festivals. Research undertaken for VisitBritain in 20131 forecasts
that domestic tourism in the UK will grow by 3% per annum up until 2025. Domestic
holiday taking grew by 6% in 2015. The fall in the value of sterling following the EU
Referendum result in June 2016 has seen a significant boost to the staycation market in
the second half of 2016 and so far in 2017.
The short break market continues to grow. There is a clear shift in domestic holiday taking
towards more frequent short breaks away from long holidays. The number of short breaks
(of 1-3 nights) taken in the UK increased by 3.3% between 2010 and 2015, with a sharp
increase in 2015 of 8.2%. Over the same period, the number of long holidays (of 8 or more
nights) reduced by 0.1%, although long holidays also increased in 2015 (by 4.4%).
Domestic holiday takers are often creatures of habit. Two thirds of people booking a UK
holiday do not consider another destination – 93% will have visited that place previously.
Four fifths are not influenced by any advertising. Destination choice for short breaks,
tends to be driven by where someone lives – people will typically be looking at options in
their immediate region (up to 2 hours away).
The VFR2 market is seeing strong growth. VFR trips increased by 6.7% between 2010 and
2015, and by 11.1% in 2015.
The day visits market has been fairly flat over the last 5 years, and dropped in 2015, with
day visits in England down by 3%. Visits to attractions have consistently grown however,
increasing by 5% in 2013, 4% in 2014 and 2% in 2015.
1 Tourism: Jobs and Growth. The economic contribution of the tourism economy in the UK
(Deloitte/Oxford Economics – 2013)
2 Visiting friends and relatives
18 Population growth is likely to fuel future growth in the domestic short breaks market, day
visits, the VFR market, and demand related to weddings and other family occasions. The
UK population is projected to increase by 9.7 million (155) over the next 25 years, from an
estimated 64.6 million in 2014 to 74.3 million by 2039. Economic factors and currency
exchange rates could also have a positive, or negative impact on these markets.
The ageing UK population is a powerful economic force, with sufficient time and
disposable income to enjoy short breaks, regular holidays and days out – albeit spending
power can be threatened by declining values in pension plans and savings.
Growth in younger generations is a potential opportunity for domestic destinations, but
also a challenge – this group is characterised by a lack of knowledge and also prejudices
about England and English destinations which prevents them considering these as
holiday or break options. The Generation Y market also has very different requirements
and expectations from hotels, accommodation businesses and destinations, with a
greater importance placed on distinctive design, a relaxed atmosphere and a high level
of technology and connectivity.
Family composition is also changing – with grandparents more involved in childcare. This
has implications with potentially more intergenerational family holidays and a need for
appropriate products to cater for this.
Increasing ethnic diversity in the UK population represents a market of increasing
importance but one that is poorly understood.
There is growing demand for family and friend get togethers for celebration weekends
and reunions.
Online search, booking and customer review sites now dominate the UK tourism
marketplace. The proportion of UK tourism trips booked online has increased from 43% in
2006 to 76% in 2015. Consumers are increasingly booking holidays and breaks through the
growing number of third party websites that offer discounted accommodation and
holidays such as LateRooms, lastminute.com, booking.com, Expedia, Trivago, and
hotels.com, and taking advantage of special offers promoted through daily deals sites
such as Groupon, Wowcher, Living Social, Travelzoo and Secret Escapes.
Accommodation businesses are also increasingly using e-marketing and social media
channels to reach customers. This is resulting in an increasingly deal-driven and
competitive market but enables hotels and accommodation businesses to affordably
reach millions of potential customers both in the UK and overseas and allows them to
proactively market their available inventory, albeit sometimes at reduced rates. The
growth of customer review sites, in particular Tripadvisor, is making it ever more important
for accommodation businesses to deliver excellent standards of service and facilities to
ensure that they achieve favourable reviews and high rankings. The Internet has also
enabled the growth of home sharing sites such as airbnb, that are providing an
increasingly popular accommodation option, in some instances challenging traditional
forms of commercial accommodation, in particular the B&B sector.
19 Visitors are increasingly looking and booking on the move. Smart phones and tablets are
being used as the first point of contact for most communications, including tourism
searches, enquiries and bookings. Wireless access on holiday and information in the right
format will be key. Bookings will be more ‘last minute’.
Social networking will increase in importance. Online networks will be a vital channel for
businesses for distribution, awareness creation and recommendations. Impacts of this
include the amplification of negative experiences, disintermediation (consumers direct to
businesses), and the fear-of-missing out’ (FOMO), which means consumers want to share
the experiences of their peers.
Tourism is becoming increasingly experiential. Tourists are looking for ‘immersion’ in a
culture, unique experiences, authenticity, exploration, adventure and personal fulfilment
from their holiday experience. The ‘what’ is more important than the ‘where’.
Inbound tourism is forecast to grow strongly in the UK. The Deloitte/Oxford Economics
report for VisitBritain projects a 6.1% per annum growth in inbound tourism to the UK and
an average real annual growth rate of just over 14% in overseas tourist spending in the UK
through to 2025. A recent report commissioned for Barclay's Retail and Hospitality &
Leisure banking teams predicts that spending by overseas tourists in the UK will grow to
over £27bn by 2017, representing an increase of 34% on the 2013 figure, equivalent to an
average annual growth rate of 6.75%. Strong growth is expected to come from the
emerging economies such as China, UAE, and India. The drop in the value of sterling
following the result of the Eu Referendum has provided a strong boost to inbound tourism
in the second half of 2016 and so far in 2017, with the UK now a more affordable
destination for overseas holidays.
Recent national conference and meetings industry surveys show signs of recovery and
renewed growth in the UK conference market.
20APPENDIX 5
NORTH WARWICKSHIRE AND HINCKLEY & BOSWORTH
SURVEY OF SMALL ACCOMMODATION BUSINESSES
__________________________________________________________________________________________
1. Purpose of the Survey
The purpose of the survey of owners of small accommodation businesses was to
provide an insight into the current strength of demand and markets for different types
of small visitor accommodation business in North Warwickshire and Hinckley &
Bosworth, evidence of times when there may be shortages of accommodation
(because existing accommodation businesses are fully booked), and an
understanding of the aspirations of the current owners of small visitor accommodation
establishments to expand, develop and upgrade their premises.
2. Methodology and Sample
The survey was undertaken through a CATI (computer assisted telephone interview)
survey of a random sample of 25 B&Bs and guest houses, inns and pub
accommodation businesses, and self-catering establishments. The survey sample was
broken down by type of visitor accommodation business as follows:
TABLE 1: SURVEY SAMPLE
Type of Accommodation Business Number of
Completed
Interviews
B&Bs and Guest Houses 15
Inns 5
Self-Catering 5
Total Interviews 25
213. Length of Time Accommodation Businesses Have Been Established
The majority of the B&Bs/guest houses and inns/pub accommodation businesses
interviewed were well established businesses that have been operating for at least 3
years. Two of the self-catering businesses interviewed were new businesses that have
not yet been running for three years.
TABLE 2: LENGTH OF TIME ACCOMMODATION BUSINESSES HAVE BEEN ESTABLISHED
Type of Accommodation Business % of Accommodation
Businesses Interviewed
Operating for Operating for
Under 3 More Than 3
Years Years
B&Bs and Guest Houses 13 87
Inns/ Pub Accommodation 20 80
Self-Catering 40 60
4. Seasonal Operation of Accommodation Businesses
All of the accommodation businesses interviewed operate on a year-round basis.
5. Recent and Planned Investment
5.1. Expansion in the Last 3 Years
One of the B&Bs/guest houses interviewed has built an extension to provide two
additional guest bedrooms and a new dining room. Another has added 7 guest
bedrooms. One of the self-catering businesses has added 6 self-catering units and
another has fully refurbished its three properties. None of the inns/pub accommodation
establishments interviewed have expanded their accommodation
TABLE 3: ACCOMMODATION BUSINESS EXPANSION IN THE LAST 3 YEARS
Type of Accommodation Business % of Accommodation
Businesses Interviewed
Expanded in Not Expanded
the Last in the Last
3 Years 3 Years
B&Bs and Guest Houses 13 87
Inns/ Pub Accommodation 0 100
Self-Catering 40 60
225.2. Planned Investment in the Next 2 Years
Five of the B&Bs/guest houses interviewed are planning investment in the next two
years in terms of refurbishment or additional bedrooms. Two are looking at converting
outbuildings to guest bedrooms and one is looking at adding a self-catering unit and
a shepherd’s hut glamping unit. One self-catering business has plans to develop a
restaurant and a Richard III museum. None of the inns/pub accommodation businesses
interviewed have any major investment plans.
TABLE 4: ACCOMMODATION BUSINESS INVESTMENT PLANS IN THE NEXT 2 YEARS
Type of Accommodation Business % of Accommodation
Businesses Interviewed
Investment No Investment
Planned in the Planned in the
Next 2 Years Next 2 Years
B&Bs and Guest Houses 33 67
Inns/ Pub Accommodation 0 100
Self-Catering 20 80
Two of the self-catering businesses interviewed indicated that they are planning to
close in the near future.
5.3. Barriers to Investment
Financing investment projects was identified as the key barrier to their progression by
all of the accommodation businesses that have investment plans. Securing planning
permission was also identified as a barrier for the project envisaged by the self-catering
operator.
TABLE 5: BARRIERS TO EXPANSION, DEVELOPMENT AND UPGRADING PLANS
Type of Accommodation Business % of Accommodation
Businesses Planning
Investment Citing This Barrier
Getting Financing
Planning the Project
Permission
B&Bs and Guest Houses 0 100
Self-Catering 100 100
236. Occupancy Levels, Trends and Future Prospects
6.1. 2016 Occupancy Levels
Occupancy levels were strong in 2016 for the majority of the self-catering businesses
interviewed: 60% of them achieved an average annual unit occupancy of 70% or
more, and 80% of them traded at an average annual unit occupancy of over 60%.
Occupancies were also reasonably good for B&Bs and guest houses: 46% achieved
average annual room occupancies of more than 60% and almost three quarters of the
B&Bs and guest houses interviewed reported average annual room occupancies of
more than 50% in 2016. While the survey did not produce average room occupancy
figures, the B&B and guest house sector in the two boroughs appears to be trading
broadly in line with England averages.
Occupancy performance was more varied for inns and pub accommodation
establishments. 60% of those interviewed achieved average annual room
occupancies of over 60% but 40% traded at average annual room occupancies of
under 40%.
TABLE 6: OCCUPANCY LEVELS 2016
Type of Accommodation Business % of Accommodation Businesses Interviewed Reporting
This Occupancy Level
Above 61-70% 51-60% 41-50% 31-40% Under
70% 30%
B&Bs and Guest Houses 13 33 27 20 7 0
Inns/ Pub Accommodation 20 40 0 0 40 0
Self-Catering 60 20 0 20 0 0
246.2. Occupancy Trends 2014 - 2016
Occupancy levels have generally increased or stayed the same for all types of visitor
accommodation over the last 3 years. 40% of the pub accommodation businesses, a
third of the B&Bs and guest houses, and a fifth of the self-catering operators interviewed
reported a downturn in occupancy levels however.
TABLE 7: OCCUPANCY TRENDS 2014-2016
Type of Accommodation Business % of Accommodation Businesses
Interviewed Reporting a Change in
Occupancy in the Last 3 Years
An Increase No Change A Decrease
B&Bs and Guest Houses 40 27 33
Inns/ Pub Accommodation 60 0 40
Self-Catering 20 60 20
Reasons given for increases in occupancy were:
Word of mouth recommendations;
Business building up for a new accommodation business;
An increase in demand from weddings;
An increase in business demand;
More advertising;
An increase in business since joining booking.com;
Growth in contractor demand.
Reasons given for a drop in occupancy were:
Lower levels of contractor business;
Less business demand;
Reduced demand from anglers since fishing lakes have opened fishing
cabins;
Having to take less business due to personal circumstances;
Reduced levels of business during refurbishment;
A lack of advertising;
Increased competition.
256.3. Future Prospects
Looking forward B&B/guest house and inn/pub accommodation operators are
generally optimistic about their future prospects, with the majority expecting to see an
increase or no change in their occupancy levels in the next 3 years. Self-catering
operators were more uncertain about their future prospects: 60% were unable to give
a view on likely future changes in occupancy levels.
TABLE 8: OCCUPANCY PROSPECTS 2017 -2019
Type of Accommodation Business % of Accommodation Businesses Interviewed
Expecting a Change in Occupancy in the
Next 3 Years
An No A Don't
Increase Change Decrease Know
B&Bs and Guest Houses 40 40 0 20
Inns/ Pub Accommodation 40 60 0 0
Self-Catering 20 20 0 60
Reasons cited for anticipated future growth in occupancy levels were as follows:
Word of mouth recommendations;
A growth in demand from weddings;
An increase in business demand as the MIRA Technology Park expands;
More contractor business;
Refurbishment work.
Reasons given for anticipated reductions in occupancy were:
Winding down in the run up to retirement;
Personal circumstances;
Reasons given for no anticipated change in occupancy were:
Already trading at full occupancy;
Strong competition locally;
A focus on maintaining business from regular customers.
267. The Extent to Which Accommodation Businesses Trade at Full Capacity
The survey findings show clear evidence of frequent shortages of self-catering
accommodation for much of the year, particularly during the week, but also at
weekends. They also show fairly regular weekend shortages of B&B/ guest house and
inn/pub accommodation, especially in the summer, and consistent shortfalls in these
forms of accommodation during the week throughout the year, although slightly more
so in the summer than the winter.
27TABLE 9: WEEKEND (FRIDAY/SATURDAY) OCCUPANCY APRIL - OCTOBER
Type of Accommodation % of Accommodation Businesses Interviewed Trading at Full
Business Capacity
Every Most Some Not Many No
Weekend Weekends Weekends weekends Weekends
B&Bs and Guest Houses 13 27 33 20 7
Inns/ Pub Accommodation 0 60 20 20 0
Self-Catering 40 40 20 0 0
TABLE 10: WEEKEND (FRIDAY/SATURDAY) OCCUPANCY NOVEMBER - MARCH
Type of Accommodation % of Accommodation Businesses Interviewed Trading at Full
Business Capacity
Every Most Some Not Many No
Weekend Weekends Weekends weekends Weekends
B&Bs and Guest Houses 0 20 33 33 13
Inns/ Pub Accommodation 0 40 20 40 0
Self-Catering 20 20 40 20 0
TABLE 11: MIDWEEK OCCUPANCY -PEAK SUMMER MONTHS (JUNE - EARLY SEPTEMBER)
Type of Accommodation % of Accommodation Businesses Interviewed Trading at Full
Business Capacity
Most of the Quite Occasionally Not Very Not At All
Time Often Often
B&Bs and Guest Houses 27 27 33 7 7
Inns/ Pub Accommodation 0 80 0 20 0
Self-Catering 60 0 40 0 0
TABLE 12: MIDWEEK OCCUPANCY - WINTER MONTHS
Type of Accommodation % of Accommodation Businesses Interviewed Trading at Full
Business Capacity
Most of the Quite Occasionally Not Very Not At All
Time Often Often
B&Bs and Guest Houses 33 13 33 13 7
Inns/ Pub Accommodation 40 20 0 40 0
Self-Catering 40 0 60 0 0
288. Key Markets and Their Future Growth Potential
8.1. Key Markets
Tables 13-15 overleaf provide a breakdown of the importance of different visitor
markets for each type of accommodation. Key conclusions from these tables are as
follows:
The key markets for all types of small visitor accommodation business in North
Warwickshire and Hinckley & Bosworth are business visitors, contractors and
wedding guests.
Other important markets are people attending conferences and events at the
NEC and people coming for short breaks.
People staying for a longer holiday are a key market for self-catering
establishments.
Overseas tourists and people stopping off en-route to other destinations are less
important markets.
People attending events at Mallory Park are only a market for nearby
accommodation businesses.
29TABLE 13: KEY MARKETS FOR B&BS AND GUEST HOUSES
Visitor Market % of Accommodation Businesses Interviewed
Indicating This Rating
Very Quite Slightly Not At All
Important Important Important Important
People coming to stay for a short break 27 40 27 7
People coming for a longer holiday of a week or more 13 7 33 47
People stopping off en-route to other destinations 13 33 47 7
People attending a conference/event at the NEC 33 13 40 13
People attending an event at Mallory Park 7 13 20 60
Overseas tourists 7 40 27 27
People attending weddings and family parties 53 47 0 0
Business visitors 73 13 7 7
Contractors and workmen 60 20 0 20
TABLE 14: KEY MARKETS FOR INNS & PUB ACCOMMODATION
Visitor Market % of Accommodation Businesses Interviewed
Indicating This Rating
Very Quite Slightly Not At All
Important Important Important Important
People coming to stay for a short break 40 20 20 20
People coming for a longer holiday of a week or more 40 0 40 20
People stopping off en-route to other destinations 20 20 60 0
People attending a conference/event at the NEC 20 20 40 20
People attending an event at Mallory Park 40 0 0 60
Overseas tourists 20 20 60 0
People attending weddings and family parties 40 40 20 0
Business visitors 80 0 20 0
Contractors and workmen 80 20 0 0
TABLE 15: KEY MARKETS FOR SELF-CATERING ACCOMMODATION BUSINESSES
Visitor Market % of Accommodation Businesses Interviewed
Indicating This Rating
Very Quite Slightly Not At All
Important Important Important Important
People coming to stay for a short break 40 20 0 40
People coming for a longer holiday of a week or more 60 20 20 0
People stopping off en-route to other destinations 0 60 20 20
People attending a conference/event at the NEC 60 20 0 20
People attending an event at Mallory Park 0 20 20 60
Overseas tourists 20 20 40 20
People attending weddings and family parties 40 0 20 40
Business visitors 60 40 0 0
Contractors and workmen 80 0 0 20
308.2. Potential Growth Markets for the Future
The markets seen as offering the strongest growth potential for small accommodation
businesses are business visitors, wedding guests and contractors. The short break market
is also identified as offering good growth potential, particularly for self-catering
businesses, and to a lesser extent B&Bs and guest houses and inns/ pub
accommodation establishments. Self-catering operators also identified potential for
growth in long holiday business, while some B&B and guest house operators felt that
people stopping off en-route to other destinations, and people attending conferences
and events at the NEC are markets that offer growth potential for them.
TABLE 16: GROWTH MARKETS FOR SMALL ACCOMMODATION BUSINESSES
Visitor Market % of Accommodation Businesses
Interviewed Identifying This Market as
Offering Growth Potential
B&Bs/ Inns/ Self-Catering
Guest Houses Pub Accom Businesses
People coming to stay for a short break 40 20 60
People coming for a longer holiday of a week or more 27 20 40
People stopping off en-route to other destinations 40 0 20
People attending a conference/event at the NEC 40 20 20
People attending an event at Mallory Park 27 20 0
Overseas tourists 40 20 20
People attending weddings and family parties 60 40 40
Business visitors 67 40 40
Contractors and workmen 53 60 40
319. Where Short Break Customers Visit
People coming to North Warwickshire and Hinckley & Bosworth for a short break do
not necessarily visit any attractions, towns or villages. The most visited attractions are
Twycross Zoo, Bosworth Battlefield, the Battlefield Line, and Drayton Manor Theme
Park. Smaller attractions appear to attract fewer short break visitors, and are probably
only visited by those staying in their immediate area. In terms of towns and villages,
Market Bosworth and Atherstone are the most commonly visited. Other towns and
villages (Polesworth, Coleshill and Hinckley) are less frequently visited, and probably
only by people that are staying in them or their immediate vicinity.
TABLE 17: WHERE SHORT BREAK CUSTOMERS VISIT
Type of Accommodation Proportion of Short Break Customers That Visit This Attraction/ Place
Business Most of Many of Some of A Few of None of
Them Them Them Them Them
Twycross Zoo 16 12 8 32 32
Bosworth Battlefield 20 8 8 28 36
Market Bosworth 16 12 4 20 48
The Battlefield Line 16 4 12 24 44
Hinckley 4 4 4 12 76
Desford Tropical Birdland 0 0 8 16 76
The National Forest 0 4 8 24 64
Drayton Manor Theme Park 8 16 8 40 28
Atherstone 12 12 16 8 52
Polesworth 8 4 0 12 76
Coleshill 8 0 8 16 68
Kingsbury Water Park 4 4 8 28 56
Hoar Park Shopping Village 0 4 8 24 64
Whitemoor Antiques Centre 4 0 8 12 76
10. Events That Drive Accommodation Business
Events identified as drivers of accommodation business were as follows:
Hinckley Classic Motorshow
Events at Bosworth Battlefield
Events at the National Space Centre in Leicester
Events at Drayton Manor Theme Park
Blowout bagpipe festival at Polesworth.
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