2018 Tourism and Leisure business survey - sponsored by - Larking Gowen
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2018 Tourism and Leisure Business Survey sponsored by
2 introduction
OPINION
When I look at old photographs and It’ll soon shake your windows and rattle As with all markets some areas are
reflect on what has changed around me, your walls doing less well than others and this
I always ask myself whether what I am For the times they are a-changin’. survey shows that it is not plain sailing,
seeing is what I would have envisaged, or This year will see massive change. Our but another good year has been had,
is the reality completely different to what I high streets will see fewer of the larger investment continues and we are certainly
might have imagined? food chains such as Prezzo and Jamie a location “on trend” due to the hard work
Whilst we don’t have a crystal ball, we Oliver’s amongst others. of our regional marketing bodies and the
should reflect on the here and now and It is a confused market, as some large (growing number) of local Destination
consider ways to meet future customer organisations move away from a foodie Marketing Organisations (DMOs) who
needs. bias towards a traditional pub-like have done a great job over recent years to
To spot opportunities but change experience. Yet this is at a time when raise our region’s profile.
nothing, or stall, is potentially more the demise of the “local” continues. With There is still room to grow and neither
dangerous than making no effort to hundreds of pubs still closing each year, the businesses nor the DMOs must
second guess the future. further change will happen. become complacent.
Change happens all the time, some The rise of Airbnb brings visitors to Tourism and leisure does not just
aspects slowly and some really quickly. I some unusual tourism destinations in happen. Communication is key, and it is
guess the question is, are we ready for the suburban areas, as well as competing in the responsibility of the business and the
change, embracing change, and on our the mainstream hotspots. The anecdotes DMOs to engage with each other.
toes to act quickly? of a minority with potentially-inadequate We simply cannot afford disharmony or
Reflection on change can be followed insurance, of poor quality and with a lack of understanding or indeed under
through the years in our musical choices. potential tax avoidance aspects exist but representation.
Bob Dylan in 1964 wrote: the reality is that customers who choose We need to be ahead of the curve, and
For he that gets hurt will be he who has these options are eating into our market. together I firmly believe we are stronger,
stalled So are we ready, moving forward against because one thing is for sure …for the
There’s a battle outside and it’s ragin’. the tide? I think the answer is yes. times they are a changin’.
Regional This publication has been produced by Just Regional publishing
www.justregional.co.uk
3
Is it all good news
for the region?
With the tourism and leisure sector so
important to the economy, it is great news
CHRIS SCARGILL, tourism partner with Larking Gowen,
that once again the majority of businesses chartered accountants and business advisors, finds out
how the tourism industry is faring and reflects on this
(62%) reported increased turnover in 2017;
although 19% saw turnover decrease.
Despite costs rising, 44% of businesses
saw profits increase (down from 56% last year’s data.
year) while 29% of businesses suffered a businesses had not decided what action to (DMOs) and regional marketing teams are
decrease in profitability in 2017. take for staff paid above these thresholds, bringing success to the area. But, despite
So does this mean the sector is in 13% indicated they would match any rises the success stories and funding projects
decline? Not a bit, it would seem, from the across the board. While 6% indicated a we have shared on pages 27-29, 83% of
responses given, with 67% of businesses potential pay freeze, 14% planned below- businesses still say there is not enough
anticipating increased turnover in 2018 and inflation increases to staff pay. support for the sector. Communication is
51% an increase in profitability for the same On top of NMW/NLW changes we have key and an area to be worked on by both
period. recently seen the introduction of auto businesses and the DMOs themselves,
Falling turnover was anticipated by 9% of enrolment to the majority of businesses in with 12% of businesses indicating they did
businesses while 21% anticipated that their the sector. Worryingly, 28% of employers not know what the DMOs do. Pleasingly,
profits would fall in 2018. These markers indicated that up to 5% of staff had opted though, 53% of businesses are now
are set against a backdrop of hard work as out, while 15% suggested that over half engaged with a DMO and an impressive
52% reported working longer hours than their staff had not joined their schemes. 29% are involved in more than one, while
five years ago and 58% said they were With further increases in contribution for 72% of businesses agreed that promotion
more pressured than five years ago. both staff and employers, these trends, of their area was either good or very good
Staff welfare is something close to our sadly, may increase further. As to the (up from 40% the previous year).
hearts at Larking Gowen, where a well- cost, 31% of businesses had factored There are fears – for succession, for new
being programme has been in place the increases into their budget, while 6% taxes. The suggestion of introducing bed
for some time. But are business owners would be making sacrifices in other areas taxes is a fear for 54% of businesses who
looking after themselves as well as their of spend and 12% suggested their plans anticipate a negative impact to our region.
teams? Wellbeing schemes were in place to increase pay would be adjusted to Half of businesses say lack of certainty
in 54% of businesses while 8% planned accommodate the pension cost increase, about Brexit is having a negative effect.
introducing them in 2018. which maybe misses the objective. No one doubts the need for the
Staff are key to the success of the Raising the profile of our sector involves Government to raise income, and taxation
sector. The survey saw 35% of businesses targeted marketing and we look at online does this, but there is evidence to show
increasing full-time staff while 40% marketing on page 21. With 32% of that a reduction in VAT rates on tourism,
increased part-time staff. Clearly the sector businesses investing over 5% of their creating a more even playing field with our
is still seasonal and this flexibility is quite turnover in marketing it is important that European neighbours, would help grow
attractive to many. There is a tainted view it is effective. Social media is dominant the economy. Our survey suggests 48% of
of zero hour contracts and, while it is in today’s society and, while it can be businesses believe current VAT rates are
important this flexibility is not abused, we costly for many businesses, it can be a not helping the sector. A growing number
found that of the 51% of participants who low-cost option for others. It was therefore of businesses were more pessimistic about
employed staff with zero hour contracts pleasing to see an increase in the number the future. But let’s hope the optimists are
28% provided an average of 21 hours or of businesses this year saying that social right, as year on year growth of the tourism
more per week, while 57% offered 11 to 20 media had a significant benefit (24%) and leisure sector is key to the economic
hours and only 1% offering less than five for their business, up from 19% the year regional landscape. Yes, there are
hours average. Clearly this is sector and previously. This came on the back of challenges with more customers sticking to
business specific, but any political moves potentially less use by some businesses budgets and the habits of booking later, but
to regulate this area could be damaging for of the main tools, with Instagram being there are opportunities with 39% investing
some. the only product in our survey to show in additional PR and 57% investing in site
On page 9 we take a look at the positives an increase in users in comparison to the improvements. So, 2018 and beyond will
coming from the National Living Wage previous year. therefore be very interesting. Luck – yes
(NLW) and National Minimum Wage (NMW) Overall, the number of Facebook users occasionally we need some – but those in
regulations. This year, 45% of businesses showed a marginal decline (down by 7% the sector are working hard so hopefully
(up from 39% last year) indicated that from 2017 to 89%) but 69% of users said we can maximise opportunities that come
the NMW had a negative impact on they had been more active on Facebook our way.
their business while 47% (up from 40%) than the previous year.
@CScargillLG
indicated the NLW had a negative impact. I am a keen supporter of collaboration
With annual increases, businesses as we are stronger together and our
have to take action, and while a third of Destination Marketing Organisations
4 type of business
Type of business that completed the survey
3%
Retail - Others
2%
Retail - Arts &
crafts, studios
etc
1%
Leisure Resort
5% Restaurant/Café
10% Pub
2% Retail -
Food producers
7% Museum/Historic
buildings/Arts
3% Other
4% Service Promotor 12% Visitor/Animal
3% attractions
Theatre/
4% Sport Cinema
and leisure
4%
Camping/
Caravan
site
7% Self catering cottage/Apartments
- Agency run
12% Hotel
3% Boat hire/
Day boat hire
4% Holiday park
(including chalets/ 10% Self catering cottage/
4% Guest house/B&B static caravans/lodges) Apartments - Self managed
opportunities 5
Tourism businesses have been looking at some great ways to keep their business in the
news. We find out more about how sponsorship, new ideas and the celebrity factor are
Teaming up to
helping the industry.
stay on right track
The National Cycle Network (NCN) Victoria Savory, marketing manager for
supports more than 15,000 jobs and Adnams Hotels, Pubs and Shops, said:
directly contributes £650 million to the “The timing was perfect. Sweetspot’s
economy each year. approach coincided with an increase in
Stretching to all four corners of the UK, national publicity about cycling and lots of
the network covers more than 14,000 miles. Government-led initiatives to encourage
The economic benefits of the NCN since the country to start cycling. We also liked
1995 are estimated to be £7.3 billion, with the inclusivity of cycling, the fact anyone
health benefits accounting for £6 billion. could take part.
The group says: “We conservatively “Cycling was growing as a national sport
estimate that people who use the network with relatively few brand associations,
for holidays and day trips spend an compared to other sporting events with
average of £7 a day, although this figure is very strong brand sponsorships. We
likely to be even higher for people who take felt like the planets aligned for us to get
cycling holidays.” involved.”
With so many initiatives encouraging The other side to the coin from the point
people to get on their bikes these days, of view of the brewing company is that
Adnams has been at the forefront of cyclists often combine a ride out with a
promoting the sport across our region. stop for drinks and snacks in the morning
Through its sponsorship of the men’s and at a pub for a weekend lunch with a
and women’s Tour of Britain, the Suffolk culture of so-called cycle hubs.
business has been able to encourage This year’s Women’s Tour will be on
people to get involved with fun routes July 1, the Men’s Tour on September 8.
alongside the professional races, thus Both will include mass-participation
boosting regional tourism with visitors events for members of the community
coming to Suffolk to watch the events. and beyond, as well as the chance for
Adnams was approached by tour spectators to watch the sport in the IN THE SADDLE: Cyclists head through
organisers Sweetspot in 2011 to get seaside setting, all a great way to boost the the centre of Southwold during last year’s
involved with the Tour of Britain. local economy. tours.
Are we doing enough?
Are we doing enough to tap into a using their own equipment and who are
growing trend for cycling tours? looking for more of a challenging tour of
Andrew Patton (pictured) started Cycle 50-100 miles per day.
Breaks in 1991 in response to wanting “Whereas the traditional cyclist looks
to create a niche holiday experience. for a more sedate tour of around 20-25
Specialising in self-guided cycling miles per day, taking in heritage sites with
holidays and bike tours in the UK and regular stops at pubs and tea shops.
mainland Europe, the company arranges “The growing trend to bring their own
the itineraries, transfers your luggage and equipment will present challenges in the
will kit you out with a good-quality bike as sector. In particular, accommodation and
well as provide mechanical assistance food and drink providers will need to
en-route should your bike need some consider storage for expensive cycling
TLC. equipment.”
The Suffolk-based company has noticed He notes this change gathered speed
a growing trend for small groups of after the 2012 Olympics and thinks
cycling enthusiasts. sporting events like the Tour of Britain also
Andrew said: “There is a growing help to promote this region as a good
demand from customers who want to tour place to do a cycling break.
6 opportunities
Plugging a gap in the market
A unique service giving more people
access to the world of boating is marking
its first year in business.
Essex-based Borrow a Boat, the UK’s
first peer-to-peer yacht charter platform,
was launched at the London Boat Show in
January 2017. The company is looking to
the future following a very promising first
year.
It has been growing fast and currently lists
more than 13,000 boats in 60 countries.
The business has also found time
to complete two successful rounds of
crowdfunding to cement their position
at the forefront of the new yacht charter
sharing economy.
The service is opening up boating,
making it more flexible and accessible,
providing sailing holidays all over East
Anglia and further afield, including the
Mediterranean and Caribbean.
Having met boat owners across the
globe who shared the frustrations of high
running costs and minimal time spent on a reduced cost to their competitors. bookings and time on board, short
board, as well as the tedium of visiting the Affordability, accessibility and maximum stays, long trips and last-minute
same location, entrepreneur Matt Ovenden choice and flexibility are the core bookings, a unique selling point for the
decided to create the UK’s first boat charter philosophies of Borrow a Boat and key platform’s customer base who seek
platform which not only offered sailing accelerators of the global sharing economy experiential travel that suits their lifestyle
yachts but also motor yachts, river boats that the platform champions. and is currently looking for more boats in
and RIBs, that are more accessible and at Borrow a Boat offers flexible duration our region.
the celebrity factor
CASTLE ON THE HILL 6.5 metre chute installed during
Publicity generated by singer/songwriter conservation work so that visitors could
Ed Sheeran (pictured) was a big factor in easily slide back down to the inner court
what promises to have been a spectacular from the wall.
season for Framlingham Castle. However, English Heritage had not
Visitor numbers for the 2017-18 season anticipated January 6, 2017, the date
are anticipated to superstar Sheeran released his new single,
be about 100,000, Castle on the Hill. He had named the song
roughly 15% up after the castle in Framlingham, the town
on budget, said where he grew up. The lyrics reflect on his
Kirstie Horne, boyhood and teenage years in the town
property manager and include the line: “We watched the
at the English sunset over the castle on the hill”.
Heritage Suffolk From the moment the song was released,
attraction. things changed, according to Kirstie. The Only Way is Essex
A new café That evening The Tailormade, crowned The huge success of TV reality show
at the castle – London's best buskers, drove down to Towie has had a major impact on visitor
part of a £1.2m Framlingham from London to recce the numbers to Brentwood.
conservation and castle and at 8.30am the next morning Hotel occupancy rates in the town rose
improvement filmed a cover version of the song there. from 54% to 97% in 2010. Nine of Towie’s
investment – also It proved to be the shape of things to stars set up shops, boosting the town’s
helped, as did a come. trade and Brentwood still draws the crowds
very popular “As well as our usual families with kids, to see familiar TV sights, including the
and grandparents with grandchildren, we Sugar Hut nightclub (pictured).
started to get lots of people in their late Lisa Bone, strategic tourism manager
teens to mid-20s,” Kirstie said. “One couple for Visit Essex, said: “They're still coming
drove all the way from Blackpool for a look, by the coachload, largely from places like
and then drove home again! The whole Newcastle and Manchester. People come
demographic of our visitors changed.” on hen and stag parties to do Towie tours.
The castle invested in a couple of “My role is to ensure that the area
cardboard cut-out Eds to give him a capitalises on the Towie success but
presence. “We’re still getting people also to show that there is so much more
coming because of the single,” Kirstie to Essex including history, heritage, art,
added. beautiful gardens and culture.”
7
Optimism about business prospects and the future 2014
51% 2015
2016
2017
2018
37%
32%
24%
21%
18%
12%
11%
10%
7%
More optimistic Less optimistic
Which of the following measures are you planning to implement in order to improve performance
and grow your business?
Reducing staff numbers 6%
Hiring staff 14%
Expansion of premises 17%
Take full control - cease to use agent/3rd party 7%
Diversity from traditional business activity 14%
Environmental/suitable measures 19%
Introduce new services 22%
Better business organisation practices 30%
Discounts/sales incentives/special offers 29%
Ability to take online bookings 15%
Training 31%
Additional investment in marketing and PR 39%
Site improvements (refurbishing etc) 57%
8 staffing
Do you employ staff? How did your full-time/part-time staff numbers change?
Yes
73%
2015 2016 2017 2015 2016 2017
Increase 24% Increase 33% Increase 40% Increase 22% Increase 25% Increase 35%
No Decrease 9% Decrease 11% Decrease 6% Decrease 6% Decrease 8% Decrease 3%
25%
Part-time Full-time
No, but
plan to How many hours on average do staff on zero hour contracts work per week?
in 2018
2% Less than 5 hours 1%
51%
5-10 hours 14%
11-20 hours 57%
21-30 hours 21%
employ staff
31-40 hours 6%
on zero hour
contracts More than 40 hours 1%
What percentage of your staff are aged 18-24?
20% 35% 24% 16% 5%
71% or more
51-70%
1-10%
31-50%
11-30%
With the introduction of the National Living Wage (NLW) for over 25’s moving to £7.83 in April 2018 (an
increase of 4.4%), and with the National Minimum Wage (NMW) increasing too, how will this affect your
wage costs?
Not yet decided 33%
There will be a pay freeze for staff not on the NLW or NMW 6%
We will proportionately increase remuneration for those 13%
higher paid staff, to match the NLW increase
Staff paid above NLW will only see a below inflation increase 14%
Staff paid above NLW will only see inflationary (approx. 2%) increase in pay 21%
It doesn’t affect my business 13%
9
NMW – let’s look
at the positives
According to the Low Pay Commission, squeeze on the industry. He said the higher wages can make staff
nearly half (46%) of all low-wage employees “Personally, I think we have happier, and happy staff means there may
work in two sectors – hotels and restaurants, to turn the National Minimum be less retention issues and lower turnover
wholesale and retail. Living Wage (NMLW) into of staff. “We are looking at recruiting the
So any Government-led initiatives to make being a good thing,” he right people into the right positions and
changes to address these will have an said. “We have been looking instilling a service culture of highly-skilled
impact on the tourism and leisure sector. at it from a different angle. and highly valued people,” he said.
With many staff entitled to either the The hospitality industry has Ingo has a passion for the sector and this
statutory National Minimum Wage (NMW) had a bad image of low he says is replicated throughout his whole
or/and National Living Wage (NLW), the pay, unsociable hours and team. He sees all staff as an important
annual increase is inevitably going to have working during traditional holiday times element of the group’s offering and that
an impact on the sector’s performance and but now we can look to change those they all have a key role in the customer
ultimately the bottom line. perceptions.” experience, so being motivated and
April 2018 saw the rates rise by over Taking up some initiatives around engaged adds value to the business.
4%-5.4% so, against a backdrop of UK employment, the TA Group had looked at He does feel that by looking at things
inflation rate of around 2.5%-3%, for many the market and simplified the remuneration differently the TA Group has engaged with
businesses the impact is significant. structure it offered, removing some of the the higher costs and focused on providing
These changes also come at a time that lower age related bandings within the NMW beneficial and better apprenticeship
auto enrolment has been introduced. While regulations, on the basis this provided a schemes engaging and developing the
the focus is on employee engagement there fairer remuneration structure and made their careers of those they employ. “It’s a win-win
are cost implications for businesses who employment offering more attractive. situation,” said Ingo, adding that there
also have a contribution element, adding a With salaries being equal across needed to be a good management structure
further cost. many business sectors as a result of the in place for training.
Ingo Wiangke (pictured), managing legislation, he feels that the tourism, leisure He also felt there was more the
director of Country Operations for TA Hotel and hospitality sector can appeal to a wider Government could do to help the industry.
Collection, says that his group have looked range of candidates, and to some that may “We have been and are still being
at matters differently and have challenged have overlooked the sector previously. squeezed with high business rates and
themselves to look at the positives from “As we are paying more we should look VAT, which is higher than many of our
the Government’s introduction of the NMW. to attract a higher calibre of person, people European contemporaries,” said Ingo. “The
But equally he thinks there is more the with marketing or business degrees who can Government needs to look at the industry
Government could do to stop the constant now consider the industry as a career step.” and say ‘what can we do to help’?”.
feeling the impact
Camplings Linen, a family-owned Managing staff expectations has
laundry business based in Great also been tricky. “Because the NMLW
Yarmouth, has some 300 customers in is awarded to people over 25, we’ve
Norfolk and Suffolk, most of whom are in had other staff querying why they’re
the hospitality and tourism sectors. not entitled to a 4.4% increase too. It’s
And, like their clients, they are feeling a fair question. We have always been
the impact of rising wage bills. transparent and fair, paying people for
During peak times, Camplings Linen the role they perform, not their age. But
employs about 150 people, two thirds the NMLW regulations take this matter
of whom qualify for NMLW (NMW plus out of our hands.
NLW). “The Government’s 2015 pledge to
Managing director Richard Turvill says, our productivity, efficiency and capacity. introduce a minimum wage of £9 an
to date, the business has managed But when looking for areas to streamline, hour for over 25s by 2020 has been
to absorb the statutory increases, and cut costs, we’re as productive and useful because it means businesses can
safeguarding jobs, while turning a profit operationally efficient as we can be. Our prepare and forward plan. The NMLW
and delivering a quality, reliable service. only option for managing rising wages, is a change we have to manage and
In January last year, the company without losing staff or sacrificing quality deal with. There is little point whinging
unveiled a new commercial laundry, of our service, is to consider price about it. Yes, it has hit our sector
capable of processing up to 500,000 increases. We always take the long-term disproportionately compared to others,
pieces of linen every week. Representing view, and remain focused on delivering but it’s a catalyst for innovation and if the
a £5 million investment, it uses the latest the best service we can. That might concept of a ‘living wage’ allows more
technology, software and chemistry. mean profits will take a hit in the short- stability in terms of staff churn, then that
“Since opening, we’ve greatly improved term.” has to be a bonus too.”
10
Expensive legislation (adds cost)
34%
Red Tape
32%
Terrorism
9%
challenges
Worldwide economic uncertainty
22%
The loss of ‘staycation’ phenomenon
27%
Addressing the current level of
The actual weather in 2017
Cheaper Euro holidays
The national economy
Relative popularity of other UK resorts
locations
National campaigns by other tourism
The effect of VAT at its current rate
Eurozone economic uncertainty
The level of the minimum wage
The level of the national living wage
Brexit uncertainty
accommodation providers affect the sector
The introduction of a bed tax to all
The introduction of a bed tax
affect the whole sector
government debt (continued austerity) 24%
Succession - ultimately finding a buyer
for my business 14%
Succession - the ability to pass
on the business within the family 12%
Which key aspects worry you most about the future?
Sustainability of the tourism
offering in the county 31%
How do/did/will the following aspects affect your business?
20% 20%
Eurozone economic uncertainty
25%
The state of the UK national economy
45%
32% 32%
32% 17%
The weather in the region
37%
43% 27%
Lower VAT rates on tourism
45% 11%
28%
48% 6%
47% 10%
47% 12%
activities in key European countries
50% 14%
Cheaper Euro holidays
24%
54% 10%
56% 4%
Negative
Lack of profitability in the sector
67%
31%
8%
Finding long term funding and
Positive
investment for my activity 21%11
Overhaul for data protection
This year sees the implementation of the in advance of GDPR would be prudent. breach at least once a month, only half had
long-awaited General Data Protection In particular, where communications are taken any recommended actions to identify
Regulation (GDPR), regulation changes directed towards individual consumers. It and address vulnerabilities. Only a third
that will undoubtedly have ramifications is important to check the basis upon which had formal written cyber security policies,
for the tourism and leisure you are storing contact details and whether and even fewer an inbuilt management
sector, according to James you have suitable consent for marketing plan in place.
Howarth (pictured), lead communications,” said James. The leisure and hospitality industry as a
partner of the Howes As well as taking care not to breach the whole is very vulnerable to cyber attacks
Percival GDPR team. direct marketing rules, for businesses to due to the sheer volume of credit cards
“Much of GDPR is avoid fines, consideration needs to be used.
broadly similar to the given to security of both hard copy and Other areas of potential weakness include
existing data protection digital data. unsecured public Wi-Fi access, loss or
regime and organisations It is also worth considering ways in which theft of laptops, poor education around IT
that are already complying potential data breaches can be avoided. It security and ineffective vetting of third party
with the current data is also recommended that everything that suppliers who may have access to your
protection laws will have good foundations can be is encrypted and that businesses systems.
on which to bring their practices in line. put in place strict staff rules around Protecting against attacks is no longer
“However, there are some important new personal data. seen as a purely technical matter, it’s as
changes, particularly around the level of much a people and process problem as a
fines for non-compliance, accountability, Keeping your data safe technical one.
and consent. With the ceiling for financial It’s hard to avoid hearing about cyber However, few small businesses have
penalties being raised in the UK from attacks in the news. the resources to employ a full time cyber
£500,000 to 4% of global turnover,” he said. Nick Barrett (pictured), of Hugh J Boswell security expert to develop and implement
So what does this mean for the sector? Insurance, said: “The policies, understand risks and plan
Many businesses operating in this sector leisure and hospitality defences and response plans. As a result
rely heavily on processing the data of sector now sits in the top of the issues, there are specialists willing
customers and prospective customers three of industries most to analyse your business risk and can
and will need to look at what they are frequently targeted by help bring peace of mind by collecting
processing and the grounds for doing so. cyber crime. information from your organisation and
Some operators are choosing to avoid “Research indicates half either verifying that your systems are
the issue altogether by deleting their of the attacks involve theft secure, or providing the information needed
customer databases. Wetherspoons is a of card holder data and to improve your security.
famous example. It seems their decision personally identifiable The benefit is that once you have
to erase came about following some high information; such data as those held implemented their recommendations
profile enforcement decisions from the by hotels which include contact details, you can be awarded a cyber security
Information Commissioner’s Office (ICO) travel plans, birth dates, passport data accreditation to display on your website,
against household names (including Honda and personal preferences. These can be which also gives your customers peace of
and Flybe) for contacting consumers in used in many ways, ranging from fraud to mind when engaging or booking with you.
circumstances where there was insufficient extortion.“ “With the risk of loss to a business,
evidence that consent had been granted. In May 2016, a Government survey insurance protection incorporating vital
“For those businesses that do not want confirmed that nearly 7 out of 10 attacks expert advice, support in these kind of
to adopt such a drastic approach to on businesses involved viruses, spyware situations and helping to get your business
their marketing lists, some preparation or malware, and despite experiencing a back on track is important,” said Nick.
Trends: Where businesses saw an increase in customers(s)...
Secondary spend Sticking to a budget Shorter stays Booking late
77%
71% 72%
69%
64%
62%
57%
55% 55%
53% 53%
47%
44% 45%
43%
40%
38%
36% 36%
31%
29%
26%
22%
20%
2012 2013 2014 2015 2016 201712 wellbeing
Wellbeing and mental health are high on the agenda and tourism groups can make the most of their
Making the most
surroundings when it comes to feeling good and doing good.
of surroundings
Wellbeing and mental health are high on the environment. With this speed and haste,
agenda more and more when it comes to we can sometimes find ourselves feeling
daily life and one Norfolk leisure company is disconnected with our natural surroundings
Does your organisation
making the most of its surroundings to boost or even forgetting the sense of freedom that
this. we once felt when we were young.”
offer or plan to support
The benefits of exercise and being out The tours could be used by businesses to employee wellbeing?
in the open air have long been hailed as a give employees a taste of the outdoors.
major boost to mental health and general He added: “We believe that by showing 8%
wellbeing. And Norfolk Outdoor Adventures people both young and old, by means of
is based in the perfect place to take guided safaris and experiences out on the
advantage of what nature has to offer with its water, they can not only experience the joys 54%
specialised guided tours, experiences and of our very special environment in a safe and
instruction in kayaking and stand-up paddle secure way, but to also just teeter outside
(SUP). of their comfort-zones, thus enhancing their
Situated on the Norfolk Broads, the tours outlook to their own ability and skillsets,
enable people to not only to experience the and open their eyes to the wonders of the 38%
beauty of the area but also do it in a unique outdoors.”
way. He said that being outside, immersed in
The tours are the brainchild of Martin nature, while carrying out an activity such as
Rendle, who said: “In this modern, kayaking or stand-up paddling, helps people Yes, in place
technological age that we live in it is very forget that they are actually taking exercise.
We plan to in 2018
easy for us to become entrenched in “It’s a glimpse into a healthy lifestyle, but
the day to day stresses of life living in a also helps to reconnect them with nature No
modern and fast-moving and ever-changing almost by stealth,” he said.
With staff wellbeing being a key focus currently, do you offer/plan to offer any of the following?
6%
We offer We plan to offer13
Day out with a difference DEBRA’S STORY
Debra Nicholson first fell in love
The efforts of groups like I Roll Up My with Thurne Mill as a child on
Sleeves (IRUMS), coupled with fundraising family boating holidays from her
by the Friends of Thurne Mill, are vital to help home in London.
preserve landmarks such as Thurne Mill in When, about 20 years ago, she
Norfolk. moved to Hemsby with her own
Ipswich-based social enterprise IRUMS family, Debra embarked on a
was co-founded in 2016 by Amy and Glenn photography A-level and decided
Hoddy and is all about “ethical business to make the mill her focus.
networking”. Rather than arriving at a hotel She contacted its owner, Bob
suited and booted and swapping business Morse, who had saved the mill
cards with rushed conversations over from dereliction in 1949 and he
breakfast, business people sign up to generously shared his archives
spend time networking while working on a and knowledge to help Debra.
community project together. She sailed through her exam
This month IRUMS was braced to cross the and phoned Bob afterwards to
border into Norfolk for the first time to help thank him for his help: “I can hear
paint Thurne Mill, one of the Broads’ most him now,” she remembered. “He
iconic features. cleared his throat and said: ‘I
You start by meeting a group of strangers, haven’t spoken to anyone for a
many of whom by the end of a busy day have The two-day Thurne Mill project, planned week’. There and then I made a
turned into friends. In the intervening hours for mid-April, will see representatives from Doesdecision
your organisation
to phone him at 5.45pm
you’ve gloried in the views, worked in the more than two dozen businesses painting offer every or plan daytotosupport
check up on him.”
the structure, which dates from 1820.
open air to help restore a part of East Anglia’s
This forms part of the vital fundraising employee wellbeing?
True to her word, Debra did just
heritage, enjoyed coffee breaks and lunch that, calling Bob from around
together, learned a bit of local history and efforts required to prevent the mill from the world, including Australia, on
been for a short boat trip. decline. Visitors are not charged an occasions.8%Bob became part of
And when you turn up for work the next entry fee on open days and a new Just the family and Debra and her son
morning there’s a new bounce in your step. Giving crowdfunding campaign has been would help with grass cutting at
That’s the afterglow experienced by those launched to raise the £6,000 needed for the mill.54%
who sign up, according to Glenn. its annual maintenance, some of which is As time passed, Bob asked
Thurne Mill is believed to be the most put towards the £10,000 cost of repainting Debra if she and her husband
photographed mill in the county with around every seven years. It was last painted in would like to take over his
150,000 pictures on Google Images alone. 2014 and should not have needed a fresh collection of wind pumps after his
coat until 2021 but unfortunately the date
“Feedback tells us that the main thing
had to be brought forward as the masonry 38%his agreement, they
death. With
people get from IRUMS’ events is a sense began caring for the collection in
of achievement because they’ve completed was attacked by red algae, turning the mill 2003 from their base in Repps with
something worthwhile,” said Glenn. “It also “a nasty shade of pink” according to mill Bastwick so that they could learn
links with Corporate Social Responsibility for owner Debra Nicholson. all about them.
businesses – they can do this rather than just Yes,
Whenin place
Bob died in 2007, Debra
“People go back into the office the next day discovered that he had left her
donating money to charity.
“Everyone is on an equal level – sales
with what I call the ‘Smile Factor’. They smile We
ThurneplanMill
toininhis
2018
will. She said: “I
at someone who then smiles at someone still have to pinch myself. It was a
No
reps and MDs are all in jeans, boots and
else, and so it goes on. If I could bottle that marvellous thing, but also a huge,
goggles and everyone is treated with the
sense of wellbeing I’d have 50 businesses huge responsibility.”
same respect. It breaks down barriers, builds
signing up for every event!
confidence and friendships are formed.
With staff wellbeing being a key focus currently, do you offer/plan to offer any of the following?
46%
We offer We plan to offer
34%
32%
29%
23%
21%
20%
10%
8%
7%
6%
5%
5%
5%
5%
5%
4%
4%
2%
2%
2%
2%
1%
1%
Flexibility in
working hours
Flexibility in
benefits
(pensions, holiday, dental
plan, fitness facilities etc.)
Flu jabs
Support
Other
(financial)
Seasonal
bonuses
Travel support
Staff discounts
and incentives
Zero hour
contracts
Opportunities to
purchase extra
holiday
Free snacks
and drinks
Social activities14 heritage
Keeping up
to date
with history
Our growing hunger for history is good news for the tourism
economies of heritage-rich counties like Norfolk, Suffolk and Essex.
The Norfolk Museums Service announced key driver of visits to Norfolk.
its best-ever year at the end of March. “There is a clear and growing interest and
Visitor numbers at the 10 local authority- momentum in the heritage offering here,
run museums have been growing steadily complemented by sandy beaches, walking
for the past five years and the 2017-2018 and cycling, and obviously we are building
season saw them rise above the 400,000 on that interest.”
visits mark. A prime example, according to Steve,
“Heritage is really important to Norfolk is the county’s £13.5 million investment
on a number of levels,” said Steve Miller, in the Norwich Castle: Gateway to
Norfolk County Council’s assistant director Medieval England project – a development
of culture and heritage. supported by the Heritage Lottery Fund
“For example, Norwich is one of the (HLF).
most complete medieval cities in Europe, Norwich Castle, standing on top of the and rooms recreated, opening it up from
King’s Lynn has been a trading centre biggest man-made mound in the country, is basement to battlements.
for centuries, Great Yarmouth has a long an undoubted jewel in the county’s heritage The business case submitted to the HLF
history as a seaport and one of the UK’s crown. estimated the economic impact on the
great historic seaside destinations, and Built as a Norman royal palace 900 years county’s visitor economy to be £38 million
Norfolk’s Deep History Coast has a rich ago, it has also served as a jail and, in its in the five years following completion of the
abundance of internationally-important current incarnation, a museum. development.
fossil finds. The castle’s stone Keep is widely Castle visitor numbers, currently around
While it is difficult to estimate what recognised as the museum’s best “exhibit” 210,000 per annum, are anticipated to
proportion of the total value is derived prompting the county and city councils to increase by between 33% and 43%, to
directly from “heritage tourism,” Steve said: invest in the four-year project which will see around 280,000-300,000.
“We can be certain that heritage remains a the original floor levels restored in the Keep Those visitors will be treated to new
Bury St Edmunds is harnessing
its First World War heritage for a
hat-trick of worthy ends.
Not only will the Suffolk town’s
WW1 Trail honour those who
fought and died, it will also give
a boost to the town’s economy,
and its hospital facilities.
In 2018 a free trail will run from
the start of the school summer
holidays in July, until Armistice
Day, in November, which will
mark the centenary of the end of
the Great War.
Local artists have created
18 works to go on display in
public places throughout the
town, reflecting their individual
interpretation of the war.
Artworks include a Zeppelin
– remembering the craft which
bombed the town in 1915 – a15
american connection
Millions of Americans are expected to visit Britain in
2020 for a very special commemoration – and Harwich is
hoping to be on their itinerary.
The year will mark the 400th anniversary of the
Mayflower’s world-changing voyage from Plymouth,
England, to Plymouth, Massachusetts, carrying some of
displays and activities immersing them in the most influential early settlers to the New World.
the sights and sounds of Norwich Castle Essex is one of 11 destinations in England with strong
during its heyday as a royal palace. Mayflower connections. The Mayflower was registered in
The Norman Great Hall will be Harwich, its home port. Harwich was also the birthplace
transformed to show the lavishly- of its master, Captain Christopher Jones. It is also thought
decorated room that King Henry I would that John Alden, a crew member, came from Harwich.
have seen when he visited the castle in The influx of USA tourists to the UK is expected to be
1121. massive – American descendants of Mayflower settlers
The expectation is that the scale and number around 30 million and research by USA heritage
ambition of the project will lift Norwich organisations has revealed that 12.5 million to 13 million
Castle into the very top tier of national people are planning to come to the UK in 2020, according
heritage attractions. to Tony Elliston, chair of the Harwich Mayflower Heritage
Centre. No wonder then that Tony has been penning a
trench, a tank, a large Victoria that,” he said. “People come to piece about Harwich and its Mayflower connections for a
Cross commemorating the one the town to see places like the genealogy magazine in Boston, Massachusetts, which has
in Bury’s Suffolk Regiment cathedral and to learn about some 250,000 subscribers.
Museum and a number of our history.” The 11 destinations are sharing a £400,000 VisitEngland
animals used in war. Artworks will be in heritage grant to help prepare for the anniversary. And an
“The aim is to attract people sites such as the Abbey additional £500,000 of Discover England funding has
to Bury St Edmunds to follow gardens and cathedral, but also been awarded to destinations, including Essex, to
the trail and find all 18 pieces, in the quieter streets where it promote wider American connections.
using a trail map. There will be is hoped visitors will pause to Visit Essex was successful last November, at the World
a website and prizes too,” said explore Bury’s independent Travel Market in London, in attracting US journalists and
Mark Cordell, chief executive shops and take time to eat and tour operators to Harwich. And Harwich International Port
of business improvement drink. representatives were in America last month attending the
organisation Our Bury St Mark added: “The feedback world’s biggest cruise convention where they hoped to
Edmunds. from the Wolf Trail was very drum up trade for the Mayflower anniversary.
Three years ago a Wolf Trail of positive and we’re confident Harwich is busy preparing with plans including an on-
art in Bury was a huge hit. Mark the WW1 trail will also be a shore replica of the Mayflower in which visitors can stay
estimates that it was enjoyed by success.” and experience, through virtual reality techniques, life at
more than 15,000 people. When the trail ends, the sea.
“I would say heritage is pieces will be auctioned Tony is also hopeful that publicity will attract British
probably the main attraction of towards a £500,000 appeal to tourists. He said: “We have the history, we have the
Bury St Edmunds for visitors build a new cardiac centre at stories. We hope people will come.”
and this latest trail reflects the West Suffolk Hospital.16 diversification Evolution plays a big part in success Some businesses are carefully planned, others evolve. Banham Zoo most definitely fits into the second category. It all happened more by accident than by farmer but now had 250 acres including 30 well-thought out judgement. But 50 years acres of orchards and soft fruit as well as on from its original conception, Banham livestock,” said Martin. The fruit was picked Zoo is still going strong and still evolving. and packed by local workers and taken Until five years ago when he handed off to sell at Covent Garden until his father the running of Banham and its sister park realised it was more profitable to sell direct Africa Alive! over to a new charity, the to the public from outside the farmhouse. owner was Martin Goymour, whose family From basic farming, the business soon still has Roarr!Dinosaur Adventure under diversified. its wing. People were encouraged to come out Martin was instrumental in the formation to the countryside to see the cattle being of the animal conservation and education milked and the chickens running around, charity ZSEA (Zoological Society of East with the WI running teas on the lawn and Anglia), whose trustees he has entrusted the farm giving tractor and trailer rides. been used in a commercial shoot for tights. with the future of the two parks so that he “This was the 1950s and 1960s when This diversification wasn’t without can be “released back into the wild”, as he lots of pet shops sold exotic animals,” its issues, however. “In 1968 the farm puts it, at the end of 2018. said Martin. “There was no quarantine or manager complained that looking after all Back to the start, however, when Martin’s conservation concern and a lot of these these animals was not in his job description grandfather and father operated an exotic animals couldn’t be domesticated.” so we had to employ an animal keeper extensive bakery business over the border Many knew of the growing menagerie and began to charge visitors to cover the in Bury St Edmunds, Suffolk. at the farm and started bringing their costs,” said Martin. It was 2/6 (two shillings “My father retired in 1952 and bought unwanted pets to the Goymours. They and sixpence) for adults and a shilling for Grove Farm (the farmhouse now houses included parrots, timber wolves, dingos, a children (12.5p and 5p in today’s money). the offices for the business). He wasn’t a porcupine and two bear cubs, which had Martin worked with his father, joining the
17
Enduring attraction
In the days of high-octane out and entertains 160,000
hobbies and hi-tech gadgetry, people over its run, with tickets
a North-Norfolk attraction is on sale for the following year
flying the flag for traditional before the previous year’s
family entertainment, and show has finished its run. “In
recognises the importance the early days of the show
of continually improving and it would attract about 20%
diversifying the product on of the business, now it’s the
offer to keep the visitors other way round with the show
coming back... bringing in 80% of visitors and
The Thursford Collection has the museum 20%,” said John.
evolved beyond recognition Despite the show being a
from its early days as a steam massive success, requiring
museum, built up from what year on year investment, John
was once a hobby of collecting and his team have continued
old engines. to expand what Thursford has
George Cushing had worked to offer, creating additional
as a steamroller driver until revenue streams. When the
combustion engines took over need for a restaurant became was made into a permanent from hundreds to get down
but he couldn’t let go of the apparent, they initially hired marquee with kitchen and to the final choices ready for
past. He saved the steamroller in a marquee every year to toilets. This then led to a rehearsals at the start of the
he worked on and bought up provide somewhere for the diversification opportunity of summer.
other engines to keep them many bus tours from around using the building throughout Thursford’s ongoing success
from being scrapped. They the country to go if they the year and The Thursford has huge knock-on benefits for
cost him £20-£50 each. Today arrived early. As this trial Collection is now also a what is seen as out of season,
the beautifully restored and proved successful, investment wedding venue. for the surrounding area. John
cared-for exhibits are worth The Thursford Spectacular estimates Thursford is worth
thousands. has enduring appeal and about £10 million to the local
In 1976 George made that is borne out in the huge economy, as the cast of 130
the museum into a charity audiences which come back stay in 84 cottages nearby for
and in 1977 he handed its for more year after year. John the run of the show. In addition,
running to his son John, who is still very much behind the those in the audience who
remains CEO to this day. festive show’s success and come for the night or weekend
Looking at opportunities to works hard each year to put take another 1,500 beds. “Only
use the building and create together a programme which about 20% of our audience
an additional revenue stream, will appeal to all ages, and come from Norfolk,” said John.
the idea of the Thursford which will still be loved by the “Others come from all over the
Spectacular was born. die-hard traditionalists. His country, particularly 13,000
At the first Christmas show, office is stacked high with CDs from Yorkshire, 4,000 from
there were 500 in the audience, as he picks out the 70 or 80 Northumbria and thousands
now the show regularly sells pieces of music, whittled down from Kent and Wales.”
family business proper when he was 15. stated statement: “Our concern is wildlife create empathy with the species. “It’s once
“Whilst engaged with other parts of the conservation”. you engage with animals close up that
family enterprises, the animals were like a Success stories have been the Arabian your brain achieves empathy. That can’t be
magnet to me and every hour I could grab Oryx which was hunted to extinction in the recorded in 2D.”
was spent building Banham Zoo up right wild but was successfully reintroduced It’s certainly an attraction for the 350,000
from the beginning,” he said. into its native habitat in Jordan from zoo or so visitors who come to Banham Zoo
When the zoo first opened it was reserves. Then there are endangered and Africa Alive! every year. “We are totally
commonplace to buy animals, which later breeds of zebra, tigers, snow leopards and reliant on visitors to support ZSEA’s work.
led to zoos exchanging animals as part of rhinos which now have a greater chance of We like people, we like to talk to people
specific breeding programmes. survival with the assistance of zoos. and we like to involve people in what we
And over its 50 years, Banham Zoo has The charity is well-placed to continue its do,” said Martin. There are talks throughout
joined zoos all over the world moving good work, particularly with the addition of the zoo during opening hours, mostly
towards working together to actively a newly appointed CEO – Prof David Field, around feeding times with information about
conserve wildlife. previously the zoological director at London conservation to engage with visitors. The
“Zoos over the last five decades have Zoo and Whipsnade. zoo has spectacular free-flying bird of prey
changed dramatically. Now all zoos “He had been there 15 years before displays, as well as an indoor presentation
throughout the world work and co-operate coming to us and really understands of ‘amazing animals’, a walk-through
together,” said Martin. “We have always the ethos of ZSEA,” said Martin. “It’s all sub-tropical house, lemur encounters and
had animal welfare at heart but this is much about education and conservation.” And penguin cove which particularly allows
more closely structured now with breeding he added: “Right from the start we have visitors a unique closeness with animals.
studbooks, and studbook keepers in always believed that zoos are a positive “The animals are ambassadors,” said
place to make sure that some of the most force for nature with the conservation we Martin, adding: “Our biggest challenge now
endangered species have a secure long- can achieve, not only through breeding but is to show that zoos appeal to everyone,
term future, whilst we continue to be a through education.” and not just those with children. We have
resource for study and learning.” He said TV programmes such as Blue 50 acres of beautifully-landscaped parks
That means that any breeding is Planet were able to highlight the problems and plenty to enjoy for all ages, with the
carefully controlled to promote genetic for animals but seeing it with your own eyes ultimate benefit being earned by the
diversity. It’s all part of the ZSEA’s simply and engaging all the senses is essential to animals in our care and conservation.”18 environment
Fight Doing their bit…
Tourism businesses across the region
helping the environment include:
tide of
Cromer Pier in Norfolk has banned
plastic straws and is offering re-usable
takeaway drink cups to reduce waste.
Africa Alive and Banham Zoo have
a ban on single use plastic bottles,
plastic straws and other single use
litter
plastic items.
Bar and restaurant owners in Norwich
from The Plasterers, North and
Frank’s Bar and Gonzo’s Tearoom
are working together to introduce
biodegradable straws, encouraging
other bars and restaurants to take part
in their Last Straw campaign.
We have beautiful beaches in Norfolk, Sandringham has for some time been
Suffolk and Essex but increasingly they moving towards phasing out single-use
have been used as a huge dustbin. plastics and using compostable, bio-
Last year, a study produced by the Ellen degradable or recyclable packaging in
MacArthur Foundation produced some the restaurants and shops at the Visitor
disturbing conclusions – the equivalent of Centre. Plastic bottles and straws will
one entire truck of plastic (eight tonnes) gradually be phased out at all public
is dumped in the sea every minute and, if cafés and restaurants.
we don’t change things, by 2050 we could
Beach Bites café and caterers in
have more plastic than fish (by weight) in
Felixstowe have banned plastic
the sea.
straws and plastic sandwich boxes
The report has been published by the
and are working to reduce other
Marine Conservation Society (MCS), the
non-recyclables, intending to become
UK’s leading charity for the protection of
plastic-free.
our seas, shores and wildlife.
For more than 30 years MCS has been the
voice for the sea and the creatures that live plague that is enveloping our seas, like for tourism is equally concerning. Who
beneath the waves, for our breath-taking a virus with no cure. Our understanding wants to come to a beach covered with
coastal environment, for all those who make increases, and so does the horror. plastic and other debris?
a sustainable living from the sea and for “At first it was stranded starved animals Locally, communities are doing their bit to
everyone who simply enjoys visiting the with stomachs full of plastic telling us halt the tide of the plastic plague. There’s a
beach and coastline. how lethal this light, sturdy and practical regular beach clean in nearby Sheringham
Its survey (the Great British Beach Clean) material we use everyday is, once out at and up and down the coast two-minute
reported a 10% increase in beach litter. sea. beach clean boards are popping up to
And the message is: Enough is enough. “Then, with research progressing, the encourage locals and tourists to do their
The call has gone out to stop drinks cups, plot thickened and got gloomier. Plastics bit.
plastic cutlery, straws, plastic bottles, lids in the ocean are not just mistaken for food There have been campaigns on social
and stirrers polluting the sea. and ingested, they actually represent a media encouraging every person to pick up
They say: “Our oceans are sick. Not a day toxic nightmare that’s messing with Mother three bits of rubbish every time they are on
goes by without new scientific evidence Nature.” the beach and generally awareness of the
making the headlines regarding the plastic That’s scary news and the knock-on effect issue is being raised.
Mundesley beach in Norfolk has
its own #2minutebeachclean
thanks to the efforts of a local
businesswoman and support
from North Norfolk District
Council.
The movement, which was
started in 2014, has already seen
a well-used litter pick noticeboard
operating along the coast at West
Runton, launched by West Runton
Beach Café owner Louise O’Shea.
The Mundesley board is a joint
effort between businesswoman
and board sponsor Kathryn
Moore, Mundesley Coastwatch,
who will put the board out when
their volunteers are working, and
NNDC, which supplied 10 litter
pickers.You can also read
