Research Partners
We work with partners such as the Cumbria Economic Intelligence Partnership, the Lake District National Park Authority, local authority district councils, and tourism organisations in the North West and nationwide - to deliver partnership initiatives and strengthen our tourism intelligence.
Tourism Intelligence
Understanding our visitors, why they visit and what they do helps us develop and promote one of Britain's truly world-class destinations.
Understanding our tourism businesses, what they are offering and how business is going in this highly competitive environment helps us provide the appropriate support.
Research is key in achieving a continuously improving tourism destination that enhances visitor experience and keeps people coming back again and again. An evidence based approach is used to inform tourism management, development and marketing to help maximize resources. 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.
Research for the Sector
Regular research undertaken by our research team includes:
• Monthly occupancy surveys
• County wide visitor surveys
• Individual town benchmark surveys
• Data collection from TIC's and visitor attractions
• Annual tourism economic impact assessment
• Regular analysis of accommodation stock composition
During an average year we provide information and advice to more than 500 tourism businesses, consultants, local partners, and students.
Starting a tourism business
Many people dream of escaping the rat race and starting a tourism business in a beautiful location like Cumbria. Prevent your dream from becoming a nightmare by making sure you know exactly what's involved before you sign that resignation letter. Cumbria Tourism can offer you lots of support and information to help you plan for your new venture.
One of the things we offer here at Cumbria Tourism is a Business Start Up Pack. These packs are designed specifically to assist potential new tourism businesses with business planning and decision making. The packs are prepared with research relevant to the planned business type and location. Our packs include:
- Signposting to relevant legislation/assistance.
- A guide to finances, tax and accounting for new tourism businesses.
- Latest market research including for example:
- Latest national tourism trends information from VisitBritain/VisitEngland and latest performance for Cumbria in 2012/13.
- Serviced or self catering accommodation occupancy report for 2012 and 2013 year to date figures.
- Annual stock summary showing number of properties by area for serviced, self catering, caravan and camping and alternative accommodation in each local authority district.
- District level tourism volume and value summary for relevant district (visitor numbers, days, revenue generated and jobs supported).
- Latest business performance research for Cumbria (April 2013 Tourism Business Survey).
- Visitor numbers to visitor attractions in relevant district.
- Latest county-wide Cumbria Visitor Survey for market insights (2012) - with information on where our visitors come from, party size and composition, why they come and what they do when they are here.
- Information on key overseas markets 2004-2011.
Contact Helen Tate at htate@cumbriatourism.org or call on 01539 822222 for more details on the pack.
CumbriaTourism Research Reports – Details and Prices
Business Performance
VisitBritain and Tourism Trends 2013 Year to Date - £40
If you need a one stop shop of information on the latest tourism trends, this is it. Our paper brings together the latest information released by VisitEngland including data on overseas visitors, domestic overnighters, serviced accommodation and business confidence. This sits alongside latest performance indicators from Cumbria including information from the three accommodation occupancy surveys and a summary of the latest tourism business performance survey covering profitability, costs, and visitor numbers for the six months from October 2012 to April 2013, forecasts for 2013 and insights on factors affecting the industry.
Tourism Business Performance Survey April 2013 - £20
Need the latest information on how tourism businesses in Cumbria found the last six months? Over 200 tourism businesses around the county responded to our survey to let us know about profitability, costs, and visitor numbers for the six months from October 2012 to April 2013. The report includes forecasts for 2013, insights on factors having the most positive impact on trade, as well as those working against, and key market trends affecting the industry.
Cumbria: Tourism Volume and Value 2011 - £50
This report contains information on the volume and value of tourism to the county of Cumbria, and its districts in 2011 - how many visitors, visitor days, tourism revenue generated and employment supported. Information is provided by visitor type (day, staying), sector (food and drink, recreation, shopping etc) and also by seasonality. As well as comparing 2011 with 2010, the report also covers trends by sector, visitor type and area over the last 12 years. Essential for anyone needing facts and figures about our £2bn tourist industry.
Visitor Markets
NEW! 2012 Cumbria Visitor Survey
Hot off the press, findings from face-to-face interviews carried out with over 1,000 visitors across the county during the 2012 season. This is the only available source of information on Cumbria’s visitors. Find out more about where our visitors come from, who they are with, their visit history, party size and composition, why they come and what they do when they are here. Find out which factors influence their choice of accommodation, how they prefer to book, how they travel and how much they spend. The full report contains over 100 pages, with data broken down by location (local authority district, inside/outside the Lake District National Park), and visitor type (day/staying, UK/overseas, repeat/first time) as well as by type of accommodation used. There are also comparisons with previous surveys in 1996, 2002, 2006 and 2009 where possible. Full report available for £60 (includes Cumbria Tourism summary). A summary of the 2012 Visitor Survey has been prepared by Cumbria Tourism, providing an overview of the research, and highlighting significant trends over the last three years. Summary report £20.
2009 International Visitor Survey - £50
The first face to face survey in the county specifically for international visitors, with surveys translated into five different languages. This report from 2009-2010 presents the findings from almost 500 visitor interviews, and provides visitor profiles including age, party composition, previous visits, information sources used, accommodation, expenditure, satisfaction and likelihood of return for key international markets.
Overseas Tourism in Cumbria - £20
This paper draws on data from the International Passenger Survey to look at trends in Cumbria’s international visitor markets. Volume and value information from 2000-2011 is supplemented by intelligence on the top overseas markets over the last few years.
Accommodation
2012 Annual Accommodation Stock Summary - £20
With over 5,000 tourism businesses in this popular tourism destination, it can be good to know where the competition is located. This report has information on the number of accommodation businesses in each of the six local authority districts (Allerdale, Barrow, Carlisle, Copeland, Eden and South Lakeland) plus the Lake DistrictNational Park. Information is provided by type - serviced, self catering, caravan and camping and alternative accommodation, and shows total number of businesses, rooms/units and bedspaces in each area.
2012 Serviced Accommodation Occupancy Report - £40
Already running a b&b? Thinking of running a b&b? Find out how other businesses are performing with this annual analysis of occupancy rates - broken down by business location (local authority district, inside or outside the Lake District National Park), business type, size and quality rating, this report details average room occupancy rates for each month of the year.
2012 Self Catering Occupancy Report - £40
Already running a self catering business? Or thinking of starting one? Find out how other businesses are performing with this annual analysis of occupancy rates - broken down by business location (local authority district, inside or outside the Lake District National Park), business type, size and quality rating, this report details average room occupancy rates for each month of the year.
Cumbria Self Catering Sector Research Study - £50
This study from September 2010 is the most comprehensive insight into the sector in the last decade. It considers national insights, the performance in Cumbria, views from those involved, and issues around letting agencies, planning, development, housing, farm diversification, and business operation, employment and expansion. The report includes the distribution and characteristics of self catering units, camping/touring pitches, holiday park/static caravans and hostel/camping barn/bunkhouse spaces.
Attractions
1990-2012 Visitor Attractions Visitor Numbers - £20
This spreadsheet has Information on the number of visitors annually to over 100 local visitor attractions, going back over 20 years. (Please note that there is not 100% coverage - our report only includes information where visitor attractions have supplied data, and also allowed their figures to be published).
Market Town Visitor Surveys
Individual Town Benchmarking Visitor Surveys - £20
A national scheme to benchmark destinations has been running for a number of years. The aim is to enable tourist destinations to evaluate their performance by measuring and comparing visitor opinions and levels of satisfaction with key services within a town or city. As well as providing a profile of visitors to the area, 500 face to face interviews with visitors are used to evaluate accommodation, shops, places to eat and drink, visitor attractions, tourist information, parking, signage, public conveniences and overall satisfaction. The findings highlight areas of good practice and where improvement is needed, allowing destination managers the evidence needed to prioritise necessary action. The scheme has so far covered:
- Kendal, Bowness and Maryport in 2010
- Keswick, Penrith and Ulverston in 2008
- Carlisle, Kendal, Whitehaven, Windermere in 2007
- Barrow-in-Furness, Cockermouth, Coniston, Kirkby Stephen in 2006
- Alston, Ambleside, Bowness-on-Windermere, Keswick, Penrith, Ulverston in 2005
Prices shown are exclusive of VAT (at 20%). Cumbria Tourism members receive a 20% discount on all research reports. All reports will be sent by email.
Contact Helen Tate at htate@cumbriatourism.org or call on 01539 822222 for more details.
