Tourism Stats, Strategies and Surveys

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Tourism Stats, Strategies and Surveys

In this section you will find details on the volume and value of tourism, the type of visitors who come to the destination and what they think of it when they are here. Also accommodation studies on the demand and supply of holiday accommodation in Rother

 

Rother District Council are committed to conducting regular research to monitor the volume and value of tourism to Rother and to inform future marketing strategies.

 

Volume, Value and Economic Impact of Tourism to Rother

Rother District Council commission Tourism South East to conduct annual studies on the Economic Impact on Tourism. The overall aim of the research is to provide indicative estimates of the volume, value and resultant economic impact of tourism on Rother.  The research involved the application of the Cambridge Tourism Economic Impact Model or 'Cambridge Model'; a computer-based model developed by Geoff Broom Associates and the Regional Tourist Boards of England.

Overall, an estimated 502,000 staying trips were spent in the District in 2015, up 2.7% compared to 2014. It is estimated that 442,000 were made by domestic visitors (88%) and 60,000 by overseas visitors (12%). Compared to 2014, domestic overnight trips increased 2.6% and the level of inbound overnight trips increased by 3.4%.

Staying trips resulted in an estimated 2 million visitor nights spent in the District, an increase of 2.4% compared to 2014.

With an increase in trip volume, overall trip expenditure increased from £99 million in 2014 to 102.6 million in 2015, up 3.6%. 

Approximately 5,572,000 tourism day trips were made to the District (lasting more than 3 hours and taken on an irregular basis) in 2015 generating an additional £143,075,000 in trip expenditure. Reflecting the regional picture, day trips fell in 2015 compared to 2014; the volume of day trips fell by 4.3% and expenditure fell by 2.6%.

Total expenditure by visitors (overnight and day) to Rother is estimated to have been in the region of £245.7 million in 2015, similar to the level seen in 2014.

Direct expenditure is translated to £291.6 million worth of income for local businesses through additional indirect and induced effects (multiplier effects). Once again, this is similar to the level seen in 2014.

This tourism-related expenditure is estimated to have supported 4,871 FTE jobs in Rother. Once part-time and seasonal employment is added, the total number of jobs supported increased to 6,836 Actual jobs.

These jobs are spread across a wide range of service sectors from catering and retail to public service jobs such as in local government, and not just tourism. According to the Office of National Statistics, there were 25,800 employee jobs across the District. Based on our estimates, total tourism related expenditure supported 26.5% of these jobs in the District in 2015.

For more statistics please view the full reports for ,pdf icon 2008 [140kb],pdf icon 2009 [153kb] , pdf icon Economic Impact 2010 [477kb] ,pdf icon Economic Impact of Tourism 2011 [455kb] and pdf icon 2012 - Rother Tourism Economic Impact Estimates [394kb]

1066 Country Economic Impact Study reports can be down loaded here:

pdf icon 2015 - 1066 Tourism Economic Impact Estimates [397kb],pdf icon 2014 - Rother Tourism Economic Impact Estimates [292kb], pdf icon 2012 - 1066 Tourism Economic Impact Estimates [376kb]

 

Visitor Surveys

Rother have participated, with partners, in the gathering of information, via visitor surveys, on the origin, profile and behaviours of visitors to the towns of Battle, Bexhill and Rye.

The surveys were conducted initially in 2005 and then again when further funding became available in 2009. The surveys aim to explore visitors views on the strengths and weaknesses of the towns as visitor destinations and to evaluate the opinions on specific aspects of the visitor experience.

The surveys also look at where visitors have stayed and how much they have spent on activities, food, entertainment etc.

For full details please download the relevant surveys:

Battle

2005 surveypdf icon Battle 2005 Visitor Survey [243kb]
2009 surveypdf icon Battle 2009 Visitor Survey [589kb]

Bexhill

2005 surveypdf icon Bexhill visitor survey 2005 [294kb]
2006 survey

pdf icon Bexhill Visitor Survey 2006 [247kb]

2009 surveypdf icon Bexhill visitor survey 2009 [359kb]

Rye

2005 surveypdf icon Rye visitor survey 2005 [302kb]
2009 surveypdf icon Rye visitor survey 2009 [621kb]
 

Segmentation research

Working in partnership with Hastings Borough Council, Rother took part in the Ark Leisure Segmentation research; a value based market segmentation model used widely throughout the leisure and tourism industry in the UK.

The Ark segmentation model determines visitor's awareness levels and perceptions of destinations in 1066 Country, including Battle, Bexhill and Rye, looking at what our potential markets know about the area already and what their perceptions of the destination are. The model also identifies the motivators and attractions for a day trip or short break, looking at what would make our potential markets come to 1066 Country for a day trip or short break.

The research, undertaken in 2007, found that across all 4 towns in 1066 Country including Battle, Bexhill, Hastings and Rye our 3 main target segments are Cosmopolitans, Traditionals and High Streeters.

The full 1066 Country profile along with detailed destination profiles for all 4 towns can be downloaded below. Descriptions of our 3 target segments are also included below.

1066 Country profilepowerpoint icon 1066 Country profile [1Mb]
Battle  profilepowerpoint icon Battle profile [152kb]
Bexhill profilepowerpoint icon Bexhill destination profile 2007 [152kb]
Hastings  profilepowerpoint icon Hastings destination profile [152kb]
Rye  profilepowerpoint icon Rye destination profile [155kb]
Cosmopolitan profilepowerpoint icon Cosmopolitan profile [998kb]
Traditional profilepowerpoint icon Traditional profile [895kb]
High Street profilepowerpoint icon High Street profile [778kb]
 
Accommodation Futures Studies

We have over recent years conducted Accommodation Futures Studies, with partners, to look at current and potential future demand and development potential for all serviced and self catering accommodation within Rother.  The most recent study was undertaken in 2013; Rother Hotel and Visitor Accommodation Futures and a full copy of the report can be downloaded here pdf icon Rother Accommodation Futures Study - Final Report Nov 2013 [1Mb]

 
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