2009 has been particularly challenging for the tourism industry, with the crash in the value of the pound in relation to the Euro, and the non eventful BBQ summer that we were all hoping for. The industry also dealt with the hype surrounding the speculation that visitors would be changing their holiday habits from European breaks to the UK and having a ‘staycation' and that the South West would be on course to having a bumper year.
That said, South West Tourism tried to keep an open mind about the year and remained realistic but positive about what 2009 could bring, whilst tempering the media's ‘bumper summer' messages.
We knew from our own research that visitors were booking later and later and choosing the offers which were tailored and offering added value to a South West break. However, research shows that whilst we have received the numbers, especially during the summer, the overall spend patterns have remained static and consequently not benefited everyone's bottom line. Approximately two fifths of tourism businesses in the South West reported that their visitors were spending less during August, September and October with similar proportions reporting similar levels compared to 2008 (Source; TNS How's Business survey). However, overall business turnover for those months had actually increased.
Certain sectors are up on previous years, in particular the caravanning and camping sector, where many visitors have been booking last minute camping trips and re-discovering their holidays of past. The attractions sector started the year well with the lovely weather at Easter and overall the region has seen a 9% increase in domestic staying visitor trips, an 11% increase in nights spent in the region and a 13% increase in expenditure for the year to the end of August, compared against 2008. (Source; UKTS)
We also had a good end to the season with a sunny and dry September and October encouraging visitors to take a short break. Realistically though, if we had not seen an increase in visitors then we would have been seriously worried as visitor trips for the last 6 months of 2008 were 15% down on 2007 after a poor end to the year, due to another wet summer and the economy going into recession.
Looking at 2009 as a whole, visitor numbers have increased but some geographical areas and business sectors will have fared better than others. Whilst we have seen an increase compared to 2008, full year visitor numbers are likely to be similar to those of 2006 and 2007 and not on a par with the most recent ‘boom' years around the turn of the century.
VisitEngland's credit crunch research shows that worries about finance are still high on the agenda for most families but some are not as worried as they were in the spring 2009. One in four think the worse is over and 37% think that the economy will start to recover in 2010.
The research also shows the number of people planning to take less holidays in the next twelve months has dropped since October 2008 from 49% to 42% which is a very significant number and shows a changing attitude.
The big question for 2010 will be will visitors choose to holiday abroad or did the sector do enough this year despite the weather to entice the visitors back to the South West. The value of the Euro has now stabilised and although still high the agenda the public have now got use to the ratio. Therefore this could either encourage them away from a holiday at home or as we hope the value for money will still be high on peoples priorities and they will choose to holiday in the South West.
South West Tourism's predictions and research, based on industry feedback reveals that many are optimistic as we enter 2010, with the majority stating that they are optimistic about the prospect of tourism this year, but we still have to remain cautious as we are certainly not out of the woods yet.
We should remember that 80% of our visitors are repeat visitors to the region, so we are in a good position as we head into 2010, but we still need to attract them and entice them to visit, as other areas with big marketing budgets will also be competiting for the same market so we must not rest on our laurels.
South West Tourism, with the South West RDA will help to market the South West region and it's destinations to our potential visitors through the various themed campaigns, but equally the industry needs to be trying to attract their own visitors, so that we market as a whole and make every opportunity worth while for 2010.
Adding value to the product is going to be an increasingly important factor again for 2010. Consumers will still be researching in depth again looking for good quality, value for money holiday's which offer everything they want and are unlikely to settle for less. We never encourage large discounting but adding that little bit more for the same price as part of a deal always goes down well with our visitors. Most importantly, the industry needs to make the most effective use of the Internet as this is the first recession since the Internet has become such a dominant factor in consumers researching and booking habits.
So looking back over 2009 the region has performed fairly strong considering the issues highlighted, and it certainly hasn't been an easy ride, but the industry is resilient and we have an excellent product offering in the region. Therefore it is important that we all keep pushing and promoting the region and our businesses forward as we head into 2010 which will most definitely bring a new fresh set of challenges.
Annette Cole
Head of Research
South West Tourism
Date added: Monday 21st December 2009
Latest updated: Thursday 8th March 2012
Comments
Christopher, South West Arcade.
Not enough is being done to encourage growth to the South West and there is not enough local investment or encouragement to enhance some of the poor quality businesses that don't offer value for money.Moreover, the blatant over charging to some in some resorts such as Petrol, (BP Camelford put their price up every friday night to catch the tourists going home) local spar shops charging nearly £2.20 a loaf during the peak season, dropping it down to £1.15 during winter, Ice cream van in Bude charging over £3.50 for an ice cream. This is not on, tourists will visit and know they are being ripped off. I've heard them come into our arcade and say, we are not coming back to Cornwall, they fleece us. We all need to make a profit with such a small season, but we need to understand that if we fleece our customers they won't come back. Moreover, 80% repeat visitors is not good enough, we need fresh blood. Blackpool relied on repeat tourism and look what happened to them.Both SW Tourism and the RDA now need to be looking at how we can breath new life into Devon & Cornwall, improve infrastructure, encourage fair prices and clean up the area.Until then.. no amount of gambling on good/bad season will help us actually make a profit!
Comment made: Monday 8th March 2010
M.Rafiq Uddin, Student Travel Services
I think is very good.
Comment made: Wednesday 20th January 2010
Ian Krender, Marstan Hotel
This article is very reflective of our experience of 2009. In short, not the disaster it could have been but very tough. We think 2010 will be tougher as tax increases (including VAT), combined with interest rate rises later in the year bite into household spending power. I think it will be 2012 before we see any real recovery.
Comment made: Tuesday 22nd December 2009
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