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South West Family Holiday Survey Results Released

South West Tourism reveals the South West Family Holiday survey 2008 results, which provide an up to date view of families holidaying in the region.

The family market is a key segment for the tourism industry in the South West region, especially during the peak holiday period. The long term impact of a thriving and satisfied family holiday market for the South West cannot be underestimated as it is likely to accumulate generations of repeat business.

Key overview of results:

95% of families were visiting the South West on a leisure/holiday related trip at the time of interview and for most (69%), this was their main holiday of the year.
The majority of families chose caravan and camping (53%), followed by self- catering accommodation (22%).
The level of previous visits to the region amongst family visitors was high, with 90% of respondents on a repeat visit.
Approximately a third sourced information through the internet.
45% of respondents booked their visits between 1 and 6 months prior to their visit, with approximately 80% of staying visitors booking directly with their provider.
All visitors indicated that they had, or would be taking part in one or more of the activities listed during their visit to the region, with the most popular activity being spending half a day or more on the beach (48% of visitors indicated that this was one of the MAIN reasons for their visit to the South West).
Satisfaction levels were good across all beach related aspects for all visitors.
The lowest level of satisfaction displayed amongst all visitors was for the provision of visitor attractions in wet weather (3.48).
Perhaps unsurprisingly, the weather was cited by approximately a quarter of all those providing a response to what they liked least about their visit.

Malcolm Bell, Director of South West Tourism, said:

"The family market is vital for the South West with approximately a third of all domestic trips to the region in 2008 coming from adults with children, generating
£1 billion, therefore this research is vital if we are to maintain this important market share and stay competitive in the future. It is clear that the South West is the UK leader in terms of the family market and the internet is a vital tool when they are sourcing holiday information, so it is important tourism businesses keep websites up to date in order to attract future bookings.

The results are very positive, showing high satisfaction levels for the cleanliness of the beach, high participation in beach activities and high repeat visitors. However, there is clearly scope to increase participation and visits to the beach through the provision of organised family activities and wet weather activities.

It is hoped this piece of research will inform decision makers in the region, offer advice to the tourism industry and advise local Government how important this sector is in terms of water and beach cleanliness and the provision of activities, so the South West continues to be the number one choice for families. It should be remembered that most of the families that come to the South West once came as children with their parents - so if we deliver for families in 2009 we can generate repeat business not just in 2010 but for the next two decades."

To view the full report click here.

South West Family Survey Results Report