Tourism Intelligence
We firmly believe in taking an evidence based approach to tourism management, development and marketing. Intelligence-led decision-making ensures we achieve best possible use of resources. In support of this, the research department delivers core research activity to provide tourism organisations, businesses, and other partners with vital market intelligence and up-to-date analysis of business performance and economic impact.
This includes monthly occupancy surveys with approximately 500 tourism accommodation providers (effectively a free benchmarking service, as businesses can see how their performance compares with similar business types), a quarterly industry-wide survey, a comprehensive visitor survey and destination benchmarking programme, and data collection from tourist information centres, and visitor attractions. We have also invested in specialist software (Mosaic), which we use extensively to assist businesses in understanding their customers, and targeting their marketing activity effectively.
In addition, during an average year we provide information and advice to more than 500 tourism businesses, consultants, local partners, and students. We work closely with partners such as the Cumbria Economic Intelligence Partnership, Lancaster University, the Lake District National Park Authority, the North West Development Agency, and regional tourism organisations in the North West and nationwide, to deliver partnership initiatives, and strengthened national and regional tourism intelligence.
Information about the volume and value of tourism in Cumbria, accommodation stock, occupancy data, visitor attractions, and tourism business performance survey results are all available to download free of charge from this website.
If you require more detailed information, please download this Research form or contact the research department with any queries or requests.
For national tourism statistics please visit www.tourismtrade.org.uk/MarketIntelligenceResearch/
For regional tourism statistics please visit www.nwriu.co.uk/tourism/210.aspx