Digest of Tourism Statistics - Updated December 2013 - Liverpool LEP

 
Digest of Tourism Statistics - Updated December 2013 - Liverpool LEP
Digest of Tourism Statistics
Updated December 2013

   Digest of Tourism Statistics
   North West Research
   Liverpool LEP

    £10
   December 2013

    FREE to Members
                                  Page 1
Digest of Tourism Statistics - Updated December 2013 - Liverpool LEP
Contents

Introduction                                                        3
The Key Facts                                                       4
1        Overall Size of the Visitor Economy (STEAM)                 5
1.1      Number of visitors (volume)                                 5
1.2      Total spend by visitors (value)                             6
1.3      Jobs supported by the visitor economy                       7
1.4      Change over time                                            9
1.5      STEAM Methodology                                          10
2        Local data from the Visitor Economy                        11
2.1      Hotel occupancy                                            11
2.2      Hotel stock                                                14
2.3      Visits to attractions                                      15
2.4      Sport                                                      16
2.5      Events                                                     17
2.6      Transport data                                             18
3        Visitor profile data                                       23
3.1      Visitor Origin                                             23
3.2      Mode of transport                                          27
3.3      Purpose of visit                                           28
3.4      Demographics                                               29
3.5      Group type                                                 31
4        National data                                              32
4.1      Occupancy trends                                           32
4.2      Visits to attractions trends                               33
4.3      Domestic visitors (GBTS)                                   34
4.4      Inbound visitors (IPS)                                     36
5        Forecasts                                                  38
5.1      Trends from the Liverpool City Region 3-year Action Plan   38
6        Articles                                                   39
6.1      Business Performance                                       39
6.2      Tourism Business Confidence - Nationally                   44
6.3      News                                                       46
Appendices                                                          48
Further reference sources                                           48
SIC codes defining the visitor economy                              49
Crude guide to statistical confidence levels                        50
Details of available publications                                   51

Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                       Page 2

 FREE to Members
Digest of Tourism Statistics - Updated December 2013 - Liverpool LEP
Introduction
Welcome to the latest edition of the Digest of Tourism Statistics.

The Digest collates a range of key tourism research sets for the Liverpool City Region and is intended for
all users of tourism data; whether businesses, consultants or students. Each edition sees a presentation
of key tourism statistics – which may change only once during a year – together with the latest data and
any recent research that the tourist board has commissioned or sponsored. There are also links for
further information.
                               1
This Digest presents STEAM data for 2012 – that is, the estimated visitor numbers recorded by the city
and wider city region. These figures show that in 2012 the number of staying visitors, both for Liverpool
and the City Region, has over taken the record levels achieved in 2008, Liverpool‟s European Capital of
Culture year. Previous year‟s statistics have been updated using 2012 values.

We welcome feedback on this document; if you feel there is some aspect of research it should cover,
please do let us know on research@liverpoolLEP.org.

      The Liverpool City Region

      We describe the geography covered by the tourist board as being the “Liverpool City Region” (not to be
      confused with the Liverpool Local Authority area or the City Centre). Although there are a number of
      definitions, for our purposes this covers the six districts comprising „Merseyside and Halton‟; the same
      area as covered by the Liverpool City Region Local Enterprise Partnership:

1
 Scarborough Tourism Economic Activity Monitor, the primary method used by the Liverpool LEP and many tourist
boards in the UK to measure the value and volume of tourism.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                      Page 3
Digest of Tourism Statistics - Updated December 2013 - Liverpool LEP
Size of the Visitor Economy

Key Facts about the visitor economy in the Liverpool City Region
    1.      In 2012 there were 57m visitors to the Liverpool City Region.

    2.      In 2012 the visitor economy was worth £3.4bn to the Liverpool City Region.

    3.      In 2012 approximately 45,900 jobs were supported by visitor spend.

    4.      Liverpool is in the top 10 of all UK towns or cities visited by overseas visitors
                                  th
            (and is now placed 5 ).

    5.      Five attractions drew in over half a million visitors in 2012; the Museum of Liverpool, Tate
            Liverpool, Merseyside Maritime Museum, Mersey Ferries and World Museum Liverpool,

    6.      Average hotel room occupancy in 2013 was 71%, an increase of 2% since 2012.

    7.      Over 1.3 m hotel rooms were sold in Liverpool City Centre in 2013.

    8.      4,461,443 passengers passed through Liverpool John Lennon Airport in 2012.

    9.      Some 600,000 passengers arrived or departed the City Region on one of the three
            ferry routes in 2012.

    10.     Liverpool One, the retail and leisure development in the City Centre, recorded a footfall of over
            26m people in 2013 – this is 5% up on 2012.

          North West Research

          The Digest is produced by the research team at The Liverpool City Region Local Enterprise
          Partnership, who collate a wide range of tourism statistics for the Liverpool City Region.
          Surveys include Destination Benchmarking, the Airport Gateway study and a quarterly Tourism
          Business Performance survey.

          Under the banner of the North West Research (formerly England’s North West Research
          Service), the team conducts commercial research in a range of different sectors across the
          North west, with a particular specialism in the tourism industry and event impact evaluation.

          Amongst the research packages we can offer are:
            Customer profiling and segmentation
            Customer satisfaction studies
            Economic impact studies
            Gap analysis
            Marketing / branding evaluation and assessment
            Performance monitoring

          For more information, contact anna.biagetti@liverpoollep.org.       .

Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                         Page 4
Size of the Visitor Economy

1        Overall size of the visitor economy (STEAM)
1.1      Number of visitors (Volume)

                   In total there were an estimated 57m visitors to the Liverpool City Region in 2012; this
                    includes 52m day visitors and 5m staying visitors.

                   For the city of Liverpool itself, this equated to a total of 32m visitors (30m day visitors
                    and 2m staying visitors).

                                                                                           Liverpool City
                 Thousands of visitors 2012                                 Liverpool         Region
                 Serviced Accommodation                                         1,219.9           2,179.8
                 Non-Serviced Accommodation                                       130.7             229.4
                 Staying with Friends and Relatives                               753.9           2,223.0
                 Day Visitors                                                  30,138.9          52,128.0
                 TOTAL                                                         32,243.4          56,760.2
                                                       Source: STEAM

                    Day Visitors (000s)                                               Staying Visitors (000s)

                                                              Liverpool
                  8,526.8
                                                                                       1,045.8
                                                              Sefton
          6,191.8                                                                                               2,104.5

                                                              Wirral
                                        30,138.9
                                                                                   792.5
            7,270.5
                                                              Halton, Knowsley
                                                              , St.Helens
                                                                                                 689.4

                            Statistical Note:

                            Although in the charts above we provide data for each district, a certain amount of
                            caution should be exercised. STEAM is very much an input-based model (see
                            section 1.5), and whilst a good range of inputs are available for the whole city
                            region and Liverpool itself, this is less the case at district level.

                            Hence, although figures for the whole area and Liverpool are statistically robust,
                            the exact split of visitor numbers and impact amongst the other five districts has a
                            lower level of statistical reliability.

Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                                   Page 5
Size of the Visitor Economy

1.2      Total spend by visitors (Value)

         Total spend by visitors is shown in the table below. Note that this covers both the direct spend by
         visitors and the indirect spend resulting (for example, spend within the local economy by
         businesses using local goods and services).

                  In 2012 the visitor economy was estimated as being worth £3.4bn to the Liverpool City
                   Region - £991m of this coming from staying visitors.

                  The visitor economy was worth £2.3bn to Liverpool itself.

                                                                                     Liverpool City
                 Economic impact of visitors 2012 (£m)                 Liverpool        Region
                 Serviced Accommodation                                     £375.5           £595.3
                 Non-Serviced Accommodation                                 £119.5           £163.9
                 Staying with Friends and Relatives                          103.9           £232.5
                 Day Visitors                                             £1,652.4         £2,421.2
                 TOTAL                                                    £2,251.4         £3,412.9
                                                    Source: STEAM

                                                       Economic Impact (£m)

                                                             £416.5
                               Liverpool

                                                    £313.4
                               Sefton

                               Wirral              £431.7
                                                                        £2,251.4

                               Halton, Knowsley,
                               St.Helens

         The sectors where spend occurs are detailed below.

                                                                                     Liverpool City
                 Economic impact of visitors 2012 (£m)                 Liverpool        Region
                 Accommodation                                              £111.0           £190.5
                 Food and drink                                             £462.3           £640.4
                 Recreation                                                 £145.9           £193.5
                 Shopping                                                   £488.5           £812.4
                 Transport                                                  £196.2           £267.5
                 Total Direct Revenue                                     £1,403.8         £2,104.3
                 Indirect Expenditure                                       £566.9           £887.7
                 VAT                                                        £280.8           £420.9
                 TOTAL                                                    £2,251.4         £3,412.9
                                                Source: STEAM

Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                         Page 6
Size of the Visitor Economy

1.3      Jobs supported by the visitor economy

         In terms of jobs in the visitor economy, there are two broad approaches to estimating this. The
         first is to estimate the jobs supported by visitor spend (as adopted by the STEAM model). The
                                          2
         second is to decide which SIC codes are applicable to tourism and use survey data from the
         Office for National Statistics (ONS) to determine „actual‟ jobs. Neither method is an exact
         estimate, as using STEAM is clearly not counting direct jobs, whilst using ONS data does not
         count the jobs that may be supported by spend made with sectors outside the SIC codes – nor
         does this approach allow for the calculation of indirect jobs being supported.

         a) Using STEAM data.

                   This estimates that there were 45,890 jobs supported by tourism expenditure throughout
                    the Liverpool City Region – 35,300 of these were direct jobs.

                   In Liverpool there were 29,833 jobs supported by tourism spend.

                                                                                             Liverpool City
                  Jobs supported by visitor spend (FTE) 2012                Liverpool           Region
                  Accommodation                                                   1,390              3,204
                  Food and drink                                                  8,547             11,839
                  Recreation                                                      3,272              4,342
                  Shopping                                                        8,233             13,693
                  Transport                                                       1,620              2,209
                  Total Direct Revenue                                           23,062             35,287
                  Indirect Expenditure                                            6,771             10,603
                  TOTAL                                                          29,833             45,890
                                                 Source: STEAM

                        Direct Jobs                                                       Total Jobs (Incl. indirect)

                      4,489                                                                    5,716
                                                                Liverpool

              3,497                                                                   4,424
                                                                Sefton

            4,239                     23,062                    Wirral               5,917              29,833

                                                                Halton, Knowsley
                                                                , St.Helens

                                                     Source: STEAM

2
  Standard Industrial Classification – the list of codes used by ONS to allocate all industries into specific sectors, last
revised in 2007. Typically, many economic activity sectors – such as „tourism‟ do not fit neatly into the codes used by
ONS, but are instead assumed to involve a range of sectors and sub-sectors.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                                   Page 7
Size of the Visitor Economy

          b) Using data from ONS

          A selection of SIC codes have been chosen as providing the closest fit possible in terms of the
          visitor economy sector and these are listed in the appendix.

          This suggests that there were 45,075 direct jobs in visitor economy-related SIC codes. As
          indicated above though, this is likely to undervalue the jobs connected to the visitor economy; an
          easy example to illustrate the point is that this data does not cover jobs in the retail sector, when
          STEAM suggest that over a third of visitor spend was made on „shopping‟, thus supporting jobs in
          this sector.

                                                                                 3                           4
                                                               All Employment             All Employment
Jobs in the visitor economy, Liverpool City
Region                                                                2011                       2012

Accommodation                                                        6,687                      5,422

Food and drink                                                       30,177                     31,873

Transport & travel                                                   1,963                      3,205

Culture, attractions, entertainment, other                           4,745                      4,575

TOTAL                                                                43,572                     45,075

                           Source: Business Register & Employment Survey 2012, ONS.

 3
  “All employment” includes both employees and self employed such as sole traders.
 4
  “All employment” includes both employees and self employed such as sole traders.
 Digest of Tourism Statistics
 North West Research
 Liverpool LEP
 December 2013                                                                                      Page 8
Size of the Visitor Economy

1.4     Change over time

        Although the headline figures produced by STEAM are useful, it is perhaps even more helpful in
        illustrating growth or decline in the visitor economy. In the series of charts below, data is tracked
                       5
        back to 2005 .

                               Numbers of day visitors                                                                                                                           Numbers of staying visitors
                  60,000                                                                                                                                                 5,000
                                                                                                                                                                         4,500
                  50,000
                                                                                                                                                                         4,000
                                                                                                                                                                         3,500
                  40,000
                                                                                                                                                                         3,000
         (000s)

                                                                                                                                                                (000s)
                  30,000                                                                                                                                                 2,500
                                                                                                                                                                         2,000
                  20,000
                                                                                                                                                                         1,500
                            50,088                                                                                                                                       1,000
                            22,124
                            44,193
                            22,476
                            45,167
                            23,280
                            46,098
                            31,707
                            55,429
                            25,890
                            48,209
                            28,112

                            28,511
                            50,506
                            30,138
                            52,128
                  10,000

                                                                                                                                                                                 1,628

                                                                                                                                                                                 4,108
                                                                                                                                                                                 1,491
                                                                                                                                                                                 3,954

                                                                                                                                                                                 4,188
                                                                                                                                                                                 1,703
                                                                                                                                                                                 4,296
                                                                                                                                                                                 1,913
                                                                                                                                                                                 4,453
                                                                                                                                                                                 1,735

                                                                                                                                                                                 1,958
                                                                                                                                                                                 4,419
                                                                                                                                                                                 1,984
                                                                                                                                                                                 4,482
                                                                                                                                                                                 2,104
                                                                                                                                                                                 4,632
                                                                                                                                                                           500
                      0                                                                                                                                                      0
                             2005

                                                        2006

                                                                       2007

                                                                                      2008

                                                                                                      2009

                                                                                                                      2010

                                                                                                                                     2011

                                                                                                                                                      2012

                                                                                                                                                                                  2005

                                                                                                                                                                                                  2006

                                                                                                                                                                                                                 2007

                                                                                                                                                                                                                                 2008

                                                                                                                                                                                                                                             2009

                                                                                                                                                                                                                                                             2010

                                                                                                                                                                                                                                                                          2011

                                                                                                                                                                                                                                                                                      2012
                                                Liverpool                              Liverpool City Region                                                                             Liverpool                              Liverpool City Region
                                                                                                                                       Source: STEAM
        Both day and staying visitor numbers show an increase from last year; day visitors are at their
        highest ever level excluding Capital of Culture year, whilst staying visits across the whole city
        region reached a new record level.

        In terms of the economic impact of the sector, 2012 figures overtook the record set in the 2008
        Capital of Culture year.

                                                                                                                                                                                 Economic impact - Whole City Region
                           Economic impact - Liverpool
                                                                                                                                                                  £4,000m
            £2,500m
                                                                                                                                                                  £3,500m
            £2,000m
                                                                                                                                                                  £3,000m
                                                                                                                                                    £1,652.0m

                                                                                                                                                                                                                                                                                    £2,421.0m
                                                                                                                                                                                                                                £2,479.0m
                                                                                      £1,673.0m

                                                                                                                                                                  £2,500m
                                                                                                                                     £1,504.0m
                                                                                                                      £1,483.0m

                                                                                                                                                                                                                                                                        £2,245.0m
                                                                                                                                                                                                                                                            £2,225.0m

            £1,500m
                                                                                                                                                                                                                                            £2,119.0m
                                                                                                                                                                                                                 £2,097.0m
                                                                                                       £1,366.0m

                                                                                                                                                                                                  £2,063.0m
                                                                                                                                                                                  £1,991.0m
                                                                       £1,250.0m
                                                        £1,207.0m
                             2005 £386.0m £1,169.0m

                                                                                                                                                                  £2,000m
            £1,000m
                                                                                                                                                                  £1,500m

                                                                                                                                                                  £1,000m
                                                                                                                                                    £599.0m

                  £500m
                                                                                                                      2010 £538.0m

                                                                                                                                     2011 £533.0m

                                                                                                                                                                                                                                                                                    £992.0m
                                                                                                       2009 £492.0m
                                                                                      2008 £490.0m

                                                                                                                                                                                                                                                            £906.0m
                                                                       2007 £434.0m

                                                                                                                                                                                                                                                                        £898.0m
                                                                                                                                                                                                                                £892.0m
                                                                                                                                                                                                                 2007 £863.0m
                                                        2006 £406.0m

                                                                                                                                                                                                                                            2009 £859.0m
                                                                                                                                                                                                  2006 £826.0m
                                                                                                                                                                                  2005 £790.0m

                                                                                                                                                                         £500m
                     £m
                                                                                                                                                                           £m
                                                                                                                                                       2012

                                                                                                                                                                                                                                2008

                                                                                                                                                                                                                                                            2010

                                                                                                                                                                                                                                                                        2011

                                                                                                                                                                                                                                                                                    2012

                                                      Staying visitors                                         Day visitors                                                                      Staying visitors                                          Day visitors
                                                                                                                                       Source: STEAM

5
 Note: where economic data is traced back to 2005, all figures shown are “at 2012 values”.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                                                                                                                                                                                    Page 9
Size of the Visitor Economy

1.5     STEAM Methodology
                                                                                                             6
        To estimate the volume and value of tourism, the Liverpool City Region uses the STEAM model
        – this model is widely (though not universally) used across the UK, including other tourist boards
        in North West England. STEAM is owned and operated by Global Tourism Solutions (UK) Ltd.

                                                                                   7
        STEAM relies on local-level data to drive the estimates, principally :
           o Accommodation stock
           o Local occupancy surveys
           o Visits to attractions / events
           o Visits to Tourist Information Centres
           o Hotel Occupancy in the City Region

        A key component of the way in which STEAM works is its definition of „day visitors‟; this is
        defined as a person travelling to a district other than that in which they live, for a non-routine
        purpose, with a stay of over 3 hours. Thus, someone making a trip to Southport Pier from
        Liverpool could be classed as a day visitor, but not someone making a similar trip who lived in
        Formby. The important note to make here is that the number of the day visits recorded by
        STEAM for the Liverpool City Region will contain a certain amount of intra-city region tourism.

        Local data for the preceding year is gathered by the research team in January-March each year.
        This data is passed to Global Tourism Solutions, with reports typically available by mid-year.
        Currently the most recently available data is that for 2012.

                 Note:

                 GTS-UK has utilised research conducted on behalf of the Northwest Regional Development
                 Agency (NWDA) in 2007/2009 to update the initial baseline estimates which the model has
                 used – much of this information having not previously been available. This change has
                 resulted in significant alterations to data and this affects not just the Liverpool City Region
                 but also the whole of the Northwest. Therefore, the figures used within this Digest replace
                 completely any STEAM figures from 2009 or before.

                 For more guidance on this change (if required), please contact the research team:
                 research@liverpoolLEP.org.

6
  Scarborough Tourism Economic Activity Monitor – so-called because Scarborough was the first UK location where
the model was applied.
7
  Notice that STEAM uses a further range of inputs, although the components which have the biggest influence on
the model are listed here.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                          Page 10
Local Data

2        Local data from the Visitor Economy
2.1      Hotel occupancy
                                                                     8
         Hotel occupancy data is drawn from the STR Global® . it includes a number of establishments
         based in the districts.
          Room occupancy,
          Liverpool City Region           2012        2013
          Weekday average (Mo-Th)         68.9%       69.9%
          Weekend average (Fr-Sa)         84.9%       83.6%
          Sunday                          51.9%       53.6%
          Total average                      68.8%    71.2%
                 SOURCE: STR GLOBAL, LTD. REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE EXPRESS
                                                  WRITTEN PERMISSION OF STR GLOBAL IS STRICTLY PROHIBITED

                  In 2013 room occupancy in the city region averaged 71%, an increase of 2% since 2012.

         Below, the latest occupancy data is compared with earlier years.

          90%                            Occupancy monthly tends

          80%
          70%
          60%
          50%
          40%
          30%
          20%
                   55.8%

                   73.5%
                   55.6%
                   52.1%
                   67.9%
                   63.8%
                   70.0%
                   66.8%
                   67.1%
                   69.5%
                   74.8%
                   70.9%
                   69.1%
                   68.3%
                   70.1%
                   74.8%
                   72.3%
                   72.8%
                   75.1%
                   77.5%
                   72.4%
                   75.6%
                   74.2%
                   71.9%
                   76.6%
                   76.7%
                   74.4%
                   74.6%
                   76.5%
                   75.0%
                   79.1%
                   74.0%
                   74.5%
                   62.7%
                   57.6%
                   62.9%
          10%
            0%
                    Jan   Feb   Mar    Apr     May Jun  Jul Aug          Sep    Oct    Nov    Dec
                                               2011 2012 2013

                 SOURCE: STR GLOBAL, LTD. REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE EXPRESS
                                                  WRITTEN PERMISSION OF STR GLOBAL IS STRICTLY PROHIBITED

8
 STR Global is a tool run by Smith Travel Research Global that allows hotel and tourism managers to see an up-to-
date picture of room occupancy and availability in their city. Please note change over from LJ forecaster to STR
Global occurred in April 2013

Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                         Page 11
Local Data

         Most establishments also complete a section of the STR Global dealing with revenue analysis.
         This gives the Average Daily Rate (ADR) and Revenue Per Available Rooms (RevPAR) – the
         latter tending to be the preferred measure in terms of economic performance.

          Room revenue,
          Liverpool City Region                           2012      2013
          ADR weekday average (Mo-Th)                     £52.54    £53.02
          ADR weekend average (Fr-Sa)                     £66.56    £66.17
          ADR average                                     £56.66    £57.09
          REVPAR weekday average (Mo-Th)                  £36.24    £35.29
          REVPAR weekend average (Fr-Sa)                  £57.17    £55.09
          REVPAR average                                  £39.09    £41.00
     SOURCE: STR GLOBAL, LTD. REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE EXPRESS WRITTEN
                                                      PERMISSION OF STR GLOBAL IS STRICTLY PROHIBITED

                  The average room yield (RevPAR) in the city region in 2013 was £41.00, a slight
                   increase since 2012.

            £60                                         Room yield monthly tends

            £50

            £40

            £30

            £20
                               £38.09

                                                                                              £42.90
                    £29.78
                    £28.91

                               £35.27

                                        £38.06
                                        £38.89

                                                 £47.91
                                                 £44.37

                                                          £38.11
                                                          £39.50

                                                                   £38.67
                                                                   £41.18

                                                                            £40.54
                                                                            £38.94

                                                                                     £39.18
                                                                                     £39.27

                                                                                              £47.66
                                                                                              £43.71

                                                                                                       £44.44
                                                                                                       £43.43
                                                                                                       £48.10
                                                                                                                £42.57
                                                                                                                £44.05
                                                                                                                £44.90
                                                                                                                         £34.12
                                                                                                                         £31.60
                                                                                                                         £35.40
                    £26.14

                               £38.08

                                        £39.82

                                                 £46.80

                                                          £42.60

                                                                   £43.60

                                                                            £40.90

                                                                                     £42.70

            £10

              £0
                     Jan        Feb      Mar      Apr      May   Jun  Jul  Aug                Sep       Oct     Nov      Dec
                                                            2011 2012 2013

                 SOURCE: STR GLOBAL, LTD. REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE EXPRESS
                                                  WRITTEN PERMISSION OF STR GLOBAL IS STRICTLY PROHIBITED

         All hotel performance – both in terms of occupancy levels and yield – needs to be viewed in the
         light of the hotel room stock in the city (see section 2.2).

Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                                         Page 12
Local Data

        In the table below, known city centre hotel stock is overlaid by the occupancy levels shown in the
        STR Global to produce an estimate of the actual number of hotel rooms that have been sold:

                                                                                                   Liverpool
                                                                  9
                                      Hotel rooms sold                                            City Centre
                                      2004                                                                  720,000
                                      2005                                                                  705,000
                                      2006                                                                  694,000
                                      2007                                                                  725,000
                                      2008                                                                  910,000
                                      2009                                                                  897,000
                                      2010                                                               1,046,000
                                      2012                                                               1,244,000
                                      2013                                                               1,326,936

                                                  Source: Tourist board room stock data

        This indicates a growth in the numbers of visitors staying in hotels in the city and in 2013
        1 million 327 thousand rooms were sold in the city centre. This is higher than in any previous
        year (including Capital of Culture year) and shows Liverpool‟s ongoing growth as a destination.

        Importantly, besides the attractiveness of the destination, this is also a product of increasing
        stock levels; below we see the monthly results, with each month indicating record numbers of
        rooms being sold on the year before.

                                                                      City Centre rooms sold

                                                                                                                                             114,000.00
                                     101,460.12

                                                  102,530.08

                                                               104,065.24

                                                                            105,321.28

                                                                                         110,205.88

                                                                                                      108,484.64

                                                                                                                   111,000.00

                                                                                                                                118,000.00
             81,964.87

                         92,295.68

                                                                                                                                                          94,000.00
                                                                                                                   100,000
                                     108,000

                                                  114,000

                                                               120,000

                                                                            117,000
                                                                                         107,000

                                                                                         120,000
                                                                                                      100,000

                                                                                                      120,000

                                                                                                                   115,000
                                                                                                                                105,000

                                                                                                                                124,000
                                                                                                                                             101,000

                                                                                                                                             115,000

                                                                                                                                                          103,000
             72,000

             75,000
                         81,000

                         95,000
                                     86,000

                                                  98,000

                                                               91,000

                                                                            91,000

                                                                                                                                                          92,000

              Jan         Feb         Mar           Apr         May           Jun          Jul         Aug          Sep           Oct         Nov          Dec

                                                                        2011        2012         2013

                                              Source: STR Global / Tourist board room stock data

9
 Figures rounded to the nearest 000.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                                                                        Page 13
Local Data

2.2      Hotel stock

         Hotel room stock is (as seen in 2.1) an important component behind performance; in the charts
         below we show growth both in the room stock and the number of establishments. Note that in
         order to simplify this visually, we present the data split between Liverpool City Centre and
         elsewhere in the city region (including the Liverpool suburbs).

                                Hotel room stock                                           Hotel establishments
            6,000                                                     200
                                                                      180
            5,000                                                     160
            4,000                                                     140
                                                                      120
            3,000                                                     100
                                                                       80
            2,000                                                      60
                       3,420
                       3,608

                                  3,920
                                  4,056

                                          4,218
                                          4,292

                                                   4,524
                                                   4,517

                                                             4,867
                                                             4,547
            1,000                                                      40

                                                                                     122

                                                                                                  126

                                                                                                             130

                                                                                                                        134

                                                                                                                                   176
                                                                                30

                                                                                             34

                                                                                                        37

                                                                                                                   39

                                                                                                                              41
                                                                       20
                 0                                                      0
                         2008

                                   2009

                                           2010

                                                     2011

                                                              2012

                                                                                 2008

                                                                                              2009

                                                                                                         2010

                                                                                                                    2011

                                                                                                                               2012
              Liverpool City Centre       Elsewhere City Region             Liverpool City Centre        Elsewhere City Region

                                                  Source: Tourist board room stock data

                    Figures for the City Centre include the most recent openings:

                         o      The 141 room Travelodge on The Strand (opened February 2012)
                         o      The 183 room Premier Inn on Hanover Street (October 2012)
                         o      The 19 room Podworks on Henry Street (September 2012)

                    2013 data will include:
                        o The 125 room Travelodge on Exchange St East (opened March 2013)
                        o The 122 room Ibis Styles on Dale Street (opened October 2013)
                        o The 129 room Adagio at Lewis‟ Building (opened April 2013)
                        o The 51 room The Richmond, Hatton Garden (opened April 2013)
                        o The 12 room (sleeps111) Signature Hotel (opened April 2013)
                        o The 35 room Hoax Liverpool, Stanley Street (opened July 2013)
                        o The 92 room Z Hotel (opened May 2013)
                        o The 14 room Epic aparthotel (sleeps 50+)
                     and outside the city centre:
                         o      The 25 room Lorne Hotel, Wirral
                         o      The 101 room Travelodge, Southport

Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                                              Page 14
Local Data

2.3      Visits to Attractions
         In the table below, we show the top attractions in the Liverpool City Region in 2012; this shows
         the diverse range of attractions, both free and paid, that the city region offers. It should be noted
         that this excludes some major attractions in the area where it is not possible to obtain accurate
         counts, such as the Albert Dock, Wirral Coastal Park and Another Place.

         Note that we can only show those attractions who respond to our annual attractions survey and
         who permit us to show their data.
         We specifically note here that the new Museum of Liverpool opened in July 2011 on the
         waterfront; a major new attraction for the city. In the 20 months since its July opening, the venue
         has seen over 1.5m visitors.
                                                 Top “free” attractions
                                                                                                         Attendance
              Attraction                                       Type                          District       2012
         1    Museum of Liverpool                              Museum / gallery              Liverpool   1,011,058
         2    Merseyside Maritime Museum                       Museum / gallery              Liverpool     845,709
         3    World Museum Liverpool                           Museum / gallery              Liverpool     716,579
         4    Tate Liverpool                                   Museum / gallery              Liverpool     620,124
         5    Bluecoat                                         Museum / gallery              Liverpool     615,824&
         6    Liverpool Cathedral                              Place of worship              Liverpool     471,044
         7    International Slavery Museum                     Museum / gallery              Liverpool     444,070
         8    FACT                                             Museum / gallery              Liverpool     360,361*
         9    Walker Art Gallery                               Museum / gallery              Liverpool     337,799
         10   Southport Pier                                   Other                         Sefton        317,007*
         11   Liverpool Metropolitan Cathedral                 Place of worship              Liverpool     313,744
         12   National Trust, Formby                           Nature / wildlife / zoo       Sefton        267,375&
         13   Lady Lever Art Gallery                           Museum / gallery              Wirral        200,759
         14   Tam O‟Shanter Urban Farm                         Farms                         Wirral        108,000*
         15   Sudley House                                     Historic Property             Liverpool       65,053

                                   Source: Tourist board annual Visitor Attractions Survey
                                                 Top “paid” attractions
                                                                                                         Attendance
              Attraction                                       Type                          District       2012
                                                                                             Liverpool
         1    Mersey Ferries                                   Other                                       637,312
                                                                                             &Wirral
         2    Echo Arena Liverpool                             Entertainment                 Liverpool     574,748&
         3    Knowsley Safari Park                             Nature / wildlife / zoo       Knowsley      530,691@
         4    Liverpool Philharmonic                           Entertainment                 Liverpool     262,382
         5    Beatles Story                                    Museum / gallery              Liverpool     241,188
         6    Liverpool Football Club Museum & Tour            Museum / gallery              Liverpool     143,122#
         7    New Palace Family Amusement Centre               Leisure / theme parks         Wirral        140,000#
         8    Croxteth Hall & Country Park                     Historic Property             Liverpool     117,361@
         9    Yellow Duckmarine                                Tour                          Liverpool     107,271&
         10   Ness Botanic Gardens                             Gardens                       Wirral        101,701*
         11   Speke Hall, Gardens & Estate                     Historic Property             Liverpool     105,771&
         12   Port Sunlight Museum                             Museum / gallery              Wirral         35,178&
         13   Beatles Magical Mystery Tour                     Tour                          Liverpool      33,757*
         14   World of Glass                                   Visitor Centre                St.Helens      33,191
         15   Norton Priory                                    Historic Property             Halton         29,673*

                                   Source: Tourist board annual Visitor Attractions Survey
         &    2012 figures
         *    2010 figures
         @    2009 figures
         #    2008 figures
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                            Page 15
Local Data

2.4      Sport

         As well as visitor attractions, „sport‟ is a key driver behind visits to the city region; the following
                                                                                                  10
         are the attendance figures recorded at key venues for the most recent sporting year .

                       Venue                                          District           Attendance
                1      Liverpool FC                                   Liverpool               850,184
                2      Everton FC                                     Liverpool               747,576
                3      St.Helens Saints RLFC                          St.Helens               228,810
                4      Aintree Racecourse                             Liverpool               177,506
                5      Haydock Park Racecourse                        St.Helens               170,183
                6      Tranmere Rovers FC                             Wirral                  127,765
                7      Widnes Vikings RLFC                            Halton                   76,832
                                                   Source: Media / publicity

10
  For racecourses this is a calendar year; for others this relates to the 2012/13 sport season.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                           Page 16
Local Data

2.5        Events

           In addition to the list of top attractions we also record the top 10 free and paid events. Where
           local authorities or event organisers have published a figure we use this; other than that, use is
           made of figures quoted in the press.

           A higher degree of reliability is associated with visitor numbers at paid events, as the ticketed
           data provides a robust measure. Again, as with attractions, we can only show those events
           where organisers respond to our request for figures and permit us to publish their data.

                                                Top “free” events 2012

                   Event                                                         District             Attendance
                                  11
               1   Mathew Street                                                 Liverpool                  160,000
               2   Brazilica                                                     Liverpool                   80,000
               3   Liverpool Pride                                               Liverpool                   52,000
               4   Hope Street Festival                                          Liverpool                   30,000
               5   Southport Food & Drink                                        Sefton                      24,000
               6   Festival of Transport                                         Wirral                      35,000
               7   Hoylake RNLI Open Day                                         Wirral                      20,000
               8   Wirral Kite Festival                                          Wirral                      18,500
               9   Wirral Egg run                                                Wirral                      12,000
              10   Halloween Lantern Carnival                                    Sefton                      10,000
                                                     Source: Media / publicity

                                                Top “paid” events 2012
                   Event                                                         District             Attendance
               1   Grand National                                                Liverpool                  150,000
               2   Southport Air Show                                            Sefton                     150,000
               3   Southport Flower Show                                         Sefton                      70,000
               4   Creamfields                                                   Halton                      60,000
               5   Liverpool Food and Drink Festival                             Liverpool                   36,000
               6   Wirral Food and Drink Festival                                Wirral                      20,000
               7   Liverpool International Tennis Tournament                     Liverpool                   20,000
                                           12
               8   RunLiverpool Marathon                                         Liverpool / Wirral          10,000
               9   NW Masters – Haydock                                          St Helens                   10,000
              10   Port Sunlight Christmas Fayre                                 Wirral                       6,000
                                                 Source: Media / publicity

11
     Saturday figure only, due to event being cancelled because of bad weather
12
  Figure covers >10,000 runners
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                           Page 17
Local Data

2.6     Transport data

        a) Passenger levels LJLA

        A range of airlines provide routes out of Liverpool John Lennon Airport (LJLA) including the
        scheduled operators EasyJet, FlyBE, Ryanair and Wizz Air.

                 LJLA passenger numbers                                                                                                                       Passenger levels
                                                                                                                                         300

                                                                                                              Change (indexed to 2000)
6,000,000
                                                                                                                                         250
5,000,000
                                     5,517,667

                                                 5,402,982
                                                                                                                                         200

                                                                                     5,247,109
                                                                         5,008,455
                         4,971,361

4,000,000                                                    4,942,981                                                                   150

                                                                                                  4,461,443
             4,416,751

3,000,000                                                                                                                                100
                                                                                                                                          50
2,000,000
                                                                                                                                           0
1,000,000

                                                                                                                                                                                                 2007
                                                                                                                                               2000
                                                                                                                                                      2001
                                                                                                                                                             2002
                                                                                                                                                                     2003
                                                                                                                                                                            2004
                                                                                                                                                                                   2005
                                                                                                                                                                                          2006

                                                                                                                                                                                                        2008
                                                                                                                                                                                                               2009
                                                                                                                                                                                                                      2010
                                                                                                                                                                                                                             2011
                                                                                                                                                                                                                                    2012
       0
            2005 2006 2007 2008 2009 2010 2011 2012                                                                                                      ALL UK airports                                 LJLA

                                                                                     Source: CAA Airport Statistics

        During 2012 just under 5m passengers travelled through LJLA; this is a slight downturn on
        figures recorded during the previous 2 years. However, there are a number of considerations to
        be taken into account here:

             
                                                                                                                                    13                              14
                         The above data represents both inbound and outbound travellers; there being no
                         contiguous source disaggregating changing tourism levels from (potentially lower)
                         domestic outbound travellers.

13
  “Inbound” = Overseas visitors to the UK.
14
  “Outbound” = UK nationals travelling overseas.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                                                                                                                            Page 18
Local Data

                                              Monthly Terminal Pax, LJLA

             241,000

             520,000

             485,000
             321,000
             309,000
             295,000

             363,000
             342,000
             311,000
             255,000
             421,000
             393,000
             352,000
             258,000
             363,000
             486,000
             390,000
             314,000
             415,000
             485,000
             389,000
             359,000
             465,000
             486,000
             416,000
             387,000

             551,000
             454,000
             428,000
             556,000
             575,000
             469,000
             488,000
             512,000
             433,000
             402,000
             481,000
             488,000
             407,000
             394,000
             313,000
             302,000
             267,000

                                                                                                  301,000
                                                                                                  317,000
                                                                                                  266,000
               Jan      Feb     Mar    Apr     May     Jun      Jul     Aug    Sep   Oct   Nov     Dec

                                               2010    2011     2012    2013

                                              Source: CAA Airport Statistics

         The change on a monthly basis can be seen above; whilst below we show in the year to date the
         number of passengers by route of destination/origin. Again do bear in mind that this covers both
         inbound and outbound travellers, and is not necessarily an indication of the strength of different
         visitor markets.

                                      Passengers - International Route analysis

                      Spain                                                                       1,100,893
                        Eire                                  460,084
                     Poland                             378,921
                     France                           336,929
                Netherlands                     246,467
                   Portugal                    238,979
             Canary Islands                  199,819
                Switzerland              134,763
                  Germany             92,150
                        Italy       69,471
                   Belgium         44,703
                    Norway         53,138
            Slovak Republic        47,636
                    Greece         44,633
                  Lithuania        50,355
                   Gibraltar      35,113
                      Latvia      36,086
                      Malta      26,174
                    Estonia      23,080
                     Turkey      20,472
                     Austria    11,583
                   Sweden       8,122

                                              Source: CAA Airport Statistics

Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                    Page 19
Local Data

         b) Irish Sea Ferry passengers

         Until recently, four passenger routes were operated from the Liverpool City Region:

                   Liverpool – Isle of Man (Steam Packet)
                   Liverpool – Dublin (P&O)
                   Birkenhead – Dublin (Norfolkline  DFDS)
                   Birkenhead – Belfast (Norfolkline  DFDS  Stena)

         In 2010, DFDS acquired Norfolkline; unfortunately, despite strong market potential DFDS
         disposed of the Irish Sea part of the Norfolkline group within a year – this decision may
         particularly have been influenced by the condition of the Irish economy. The Belfast link was sold
         to Stena and the Dublin link closed as at January 2012. Stena have since undertaken significant
         refurbishment of the ships on their „new‟ Belfast link, with strong marketing promotion.

                                                        Liverpool Sea Passengers
                          350

                          300

                          250                                                                                    2006
                                                                                                                 2007
             (000s Pax)

                          200
                                                                                                                 2008
                          150                                                                                    2009
                                                                                                                 2010
                          100
                                                                                                                 2011
                                 121.3
                                 161.7
                                 173.3
                                 172.1
                                 171.0
                                 189.5
                                 117.5

                                                          171.0
                                                          187.2
                                                          189.9
                                                          187.1
                                                          221.2
                                                          245.5
                                                          206.6

                                                                                    265.0
                                                                                    290.0
                                                                                    278.8
                                                                                    276.0
                                                                                    278.4
                                                                                    259.3
                                                                                    270.3
                           50
                                                                                                                 2012
                            0
                                   Liverpool - Dublin       Liverpool - Belfast      Liverpool - Douglas
                                                           (Birkenhead)

         Source: Sea Passenger Statistics, DfT

                          In 2012, some 600,000 passengers travelled to and from Liverpool by one of the three
                           ferry routes.

                          2010 saw a significantly higher level of traffic on all routes, partially benefitting from the
                           disruption to aviation caused by the eruption of Eyjafjellajokull; however a quarterly
                           analysis of route data indicates a level of modal shift, with growth in ferry passengers
                           across the whole year.

                          The much smaller passenger capacity now offered to Dublin is evident, despite P&O
                           introducing a third vessel onto their route (weekly passenger capacity is now c5,700,
                           compared to c10,900 in 2010). An expansion / reopening or an improved offer is here
                           unlikely until both UK and Irish economies improve.

Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                                Page 20
Local Data

         c) Cruise Ship Passengers

         Since Liverpool‟s Cruise Terminal was inaugurated in September 2007, allowing vessels to berth
         alongside the waterfront (rather than mid-river or in the North Docks), the cruise market has
         shown significant growth. In 2012 those which are on a cruise originating or terminating in
         Liverpool were permitted to this facility for the first time, having previously been located in the
         Langton Dock; temporary terminal check-in and baggage facilities have been constructed on
         adjoining land.

         The charts below show both cruise ship calls and originating/terminating cruises; both in terms of
                            15
         passenger numbers and vessel trips.

                             Cruise Passengers                                                                                       Vessel trips
     45,000                                                                                                        40
     40,000                                                                                                        35
     35,000                                                                                                        30
     30,000
                                                                                                                   25
     25,000
                                                                                                                   20
     20,000
                                                                                                                   15
     15,000
     10,000                                                                                                        10
                                                        41,677
                    24,384
                             26,422
                                      26,470
                                               23,644

                                                                  10,990
                                                                           10,160

                                                                                                    9,680
                                                                                    8,400
                                                                                            9,600

      5,000                                                                                                         5
                                                                                                                           15
                                                                                                                                17
                                                                                                                                     15
                                                                                                                                          15
                                                                                                                                               34

                                                                                                                                                     25
                                                                                                                                                          12
                                                                                                                                                               10
                                                                                                                                                                    12
                                                                                                                                                                         11
         0                                                                                                          0
                         Cruise calls                               Originating /                                              Cruise calls            Originating /
                                                                 terminating cruises                                                                terminating cruises
              2009            2010                  2011          2012                2013                              2009    2010       2011      2012       2013

                                                                                            Source: Port / operator publicity

                            In 2013 it was estimated that there would be potentially 41,677 passengers on cruise
                             ships visiting the city and an estimated 9,680 on cruise ships departing the city.

                            The estimated number of passengers on „cruise calls‟ at the terminal in 2013 is
                             significantly higher on last year, though broadly comparable.

                            2013 saw a significant increase in cruises/pax originating or terminating in the city.
                             Partially this is due to the ability to now use the Liverpool Cruise Terminal (operators had
                             expressed dissatisfaction with the location, facilities and the need to „lock in and out‟ at
                             the Langton Dock terminal, especially in comparison with the Liverpool Cruise Terminal).

15
  Passengers shown is for the “potential pax”, i.e., if each ship were operating at capacity, (based on the listed
passenger capacity on the operators‟ websites) and hence may not fully reflect actual passenger numbers.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                              Page 21
Local Data

         d) Rail Passengers

         Data on rail passengers is hard to come by; despite rail operation in the UK being operated
         through government-supported franchises, less information is available than in the private
         sectors of shipping and aviation.

         Possibly the only usable data comes from the Rail Regulator‟s monitor of station usage. This only
                                                                                                         16
         covers total passengers not just visitors. Nevertheless we show on the left the top UK stations
                                                                                              17
         compared to other major UK cities and on the right usage levels of other key stations within the
         Liverpool City Region.

         Most recent data comes from the 2011-12 financial year.

                                                                                 Selected key city
                Key destinations                   Exits                          region stations       Exits
            Birmingham New St                     15,606,921                  Liverpool Central        7,104,621
                                                                              Moorfields               3,178,383
            Glasgow Central                       13,319,709                  Liverpool James          1,459,710
                                                                              Street
            Leeds                                 12,510,016                  Southport                1,337,373
            Edinburgh                             11,252,588                  Formby                    756,606
            Manchester Piccadilly                  9,292,355                  New Brighton              515,393
            Bristol Temple Meads                   8,874,542                  West Kirby                377,983
            Brighton                               8,025,599                  Liverpool South           366,850
                                                                              Parkway
            Liverpool Lime St                      6,917,657                  St.Helens Central         361,228
            Cardiff Central                        5,751,040                  Port Sunlight             348,048

                                     Source: Station usage data, Office of the Rail Regulator.

                              Statistical note:

                              As data is drawn from ticket sales data from the rail industry, trips
                              undertaken using multi-modal ticket in former metropolitan areas (such
                              as “Merseyside”) are estimated and included within these figures.

16
  Excluding London & key commuter terminals
17
  Stations are selected based on their central locations or proximity to key visitor attractions.
Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                            Page 22
Visitor Profile

3       Visitor Profile data
        A number of major surveys are conducted periodically by The Liverpool LEP, which aids the
                                                                                                    18
        tourism intelligence of the area. These include the Liverpool City Region Visitor Survey and the
                                    19
        Destination Benchmarking survey. Within this section we present key data from both – be
        aware the former represents the profile of visitors to the whole area, the latter just that of visitors
        to the city centre.

3.1     Visitor origin

        a) Day Visitors

        Visitors to the                   % of day            Visitors to                      % of day
        whole City Region                 visitors            Liverpool City Centre            visitors
        City Region residents                   36%           City Region residents                  37%
        Cheshire                                13%           Cheshire                                8%
        Greater Manchester                      16%           Greater Manchester                     19%
        Lancashire                              13%           Lancashire                             15%
        Cumbria
Visitor Profile

                                              Day Visitor Origins - Summary
            100%                             1%                             1%
                        8%
             90%                                              15%          14%
                                                                                       24%
                                  31%        29%
             80%
             70%
             60%       64%                                                 56%         32%
                                             31%              59%
                                  32%
             50%                                                                                Overseas
             40%                                                                                Further afield UK
             30%                                                                                Elsewhere NW
             20%                             39%                                       44%      Elsewhere City Region
                                  37%
                       28%                                    26%          30%
             10%
              0%

                                                                                       Wirral
                         Halton

                                                               Sefton
                                             Liverpool
                                  Knowsley

                                                                           St.Helens
         Besides those living elsewhere in the city region, there were strong levels of day visits from
         Lancashire and Cheshire. To some extent these form part of the City Region‟s natural hinterland.

         Other major day visitor markets included Greater Manchester and Yorkshire (the latter thanks in
         part to good Trans-Pennine links); but we also see relatively high levels of day visitors from the
         West Midlands.

         For Wales, day visitors tend to be a reflection of visitors from the North Wales area; this
         extending as far as Gwynedd, rather than the whole principality.

         As indicated in the previous Digest, the timings now offered on the upgraded West Coast Main
         Line mean that there were day visitors from Greater London evident too.

Digest of Tourism Statistics
North West Research
Liverpool LEP
December 2013                                                                                               Page 24
Visitor Profile

         b) Staying Visitors

         Visitors to the           % of            Visitors to               % of
         whole City Region       staying           Liverpool City Centre   staying
                                 visitors                                  visitors
         City Region residents          6%         City Region residents          1%
         Cheshire                       5%         Cheshire                       2%
         Greater Manchester             3%         Greater Manchester             2%
         Lancashire                     5%         Lancashire                     1%
         Cumbria
Visitor Profile

                                             Staying Visitor Origins - Summary
            100%
                                  9%                           12%
             90%                                                                            15%
                                                                            23%
             80%                             43%
                       50%
             70%
             60%                  64%                                       31%

             50%                                               71%                          69%          Overseas
             40%                                                            8%                           Further afield UK
             30%                             52%                                                         Elsewhere NW
                       50%
             20%                  18%                                       39%                          Elsewhere City Region
             10%                                               15%                          13%
                                  9%         4%
              0%                             1%                 2%                           3%

                                                                                             Wirral
                         Halton

                                                                Sefton
                                              Liverpool
                                  Knowsley

                                                                            St.Helens
         There is a relatively low level of staying visitors from the Southwest, Northeast or Scotland; this
         may owe much to relatively poor direct transport links from these locations.

         There is strong evidence of London & the South East being important markets; in total, over a
         fifth of all staying visitors to Liverpool (21%) came from these areas. As evidence of a growing
         market, this was 15% in 2006 (more information on growth / decline by geography can be found
         in the previous Digest).

         Notice that overseas visitors form a very important part of the staying visitor market in Liverpool;
         less so elsewhere in the city region.

         c) Key Overseas Markets
                                                                                        % of all staying visitors
         As evidenced above, overseas markets form a
                                                                                        Eire              7%
         very important part of the inbound visitor market
                                                                                        USA               1%
         for Liverpool.
                                                                                        Australia         3%
                                                                                        Germany           5%
         Data from our Destination Benchmarking study                                   Spain             6%
         suggests that the following were the top origins                               Netherland        1%
         visiting Liverpool itself in 2012. Although                                    France            2%
         Australia may be a surprise being placed so high                               Switzerland       1%
         on this list, data from Visit Britain has confirmed                            Austria           1%
         something of a boost for visits to the UK from                                 Italy             2%
                                                                                        Norway
Visitor Profile

3.2      Mode of transport

         Transport mode is an important aspect of understanding the visitor market. On the one hand, it
         may reflect where good linkages exist, with the potential for further visit generation; on the other
         hand, coupled with visitor origin, it may reveal where markets are underperforming due to lower
         than ideal levels of connectivity. This is especially important in the current climate, where twin
         pressures of costs and environmental concerns influence modal choice. Below we summarise
         transport choices both for day and staying visitors from key markets.

         a) Modal Choice: Day Visitors

                4%
                                                         6%            15%           12%       14%          10%
                               15%        14%
                21%                                                                  10%
                                           9%            22%           15%            6%       11%
                                                                                                            50%
                34%                                                    23%

                               78%        72%                                        73%       71%
                                                         67%
                                                                       47%                                  40%
                39%

            Within LCR     Cheshire      Lancs.        Greater       West        Yorks       N Wales     London &
                                                      Manchester    Midlands                             Southeast

                         Car/van/etc                  Train                      Scheduled Bus / Coach
                         Coach tour / Private hire    Ferry                      Plane
                         Other

         b) Modal Choice: Staying Visitors

                                                                                             6%
                                                                                                           11%
                 10%
                  7%             10%                            14%            10%
                                                8%                                          55%
                  9%             10%                            6%             10%                         40%
                                                16%                            10%
                 20%                                            17%             5%
                                 29%                                                                        5%
                                                                                                           10%
                                                                                            42%
                                                70%                            65%                         24%
                 57%                                            61%
                                 49%
                                                                                            5%
                                                                                            11%            23%

            NW England / London & SE        Midlands          Yorks & NE SW England &      Ireland       Overseas
             N Wales                                                       S Wales

                         Car/van/etc                  Train                      Scheduled Bus / Coach
                         Coach tour / Private hire    Ferry                      Plane
                         Other

             Note: percentages may add up to more than 100% as more than one mode of transport may have been
             involved in the trip. Also note that ‟ferry‟ covers both Mersey Ferry and Irish Sea routes, and that whilst
             „plane‟ may relate to Liverpool John Lennon Airport, it may also reflect on other UK gateways.

Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013                                                                                              Page 27
Visitor Profile

3.3      Purpose of visit

         The data shows the key reasons behind the visit to the area. Note that this data shows the main
         reasons; the survey length unfortunately means that „contributory‟ reasons were not asked. It is
         worth noting that due to the survey methodology, the data shown probably „undervalues‟ the level
         of business and golf/sporting trips to the city region.

         Notice also that especially in the case of St.Helens, “Events” includes sporting events, such as
         horse racing at Haydock Park.

         a) Purpose: Day Visitors

                        Halton                         Knowsley                      Liverpool
                                                                          Sightseeing                41%
                                         Attractions               82%
         Attractions             89%                                      Shopping                   22%
                                         Events                    14%
         VFR                      3%                                      VFR                        13%
                                         VFR                        2%
         Explore area             3%                                      Attractions                 5%
                                         Explore area               2%
                                                                          Events                      5%
                        Sefton                         St.Helens                         Wirral
         Explore area            68%     Attractions               63%    Attractions                46%
         Attractions             15%     Events                    20%    Explore area               45%
         Shopping                 8%     Shopping                  10%    VFR                         6%
         Events                   4%     VFR                        5%    Events                      4%
         VFR                      3%     Explore area               2%    Shopping                    1%

         b) Purpose: Staying Visitors

                        Halton                         Knowsley                      Liverpool
                                                                          Sightseeing                60%
                                                                          VFR                        13%
         VFR                     50%     Attractions               92%
                                                                          Attractions                 9%
         Attractions             50%     VFR                        8%
                                                                          Events                      7%
                                                                          Conferences                 2%
                        Sefton                         St.Helens                         Wirral
         Explore area            66%                                      Attractions                40%
                                         VFR                       60%
         VFR                     15%                                      Explore area               27%
                                         Events                    20%
         Events                   9%                                      VFR                        27%
                                         Attractions                7%
         Attractions              6%                                      Events                      2%
                                         Shopping                   7%
         Golf                     2%                                      Cycling                     2%

Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013                                                                                     Page 28
Visitor Profile

3.4      Visitor Demographics

         In terms of the visitor age / gender composition, the data comes from asking about both the
         respondent and all the people in the group they were visiting the Liverpool City Region with.

         a) Day visitors

         Visitors to the                  % of day          Visitors to                       % of day
         whole City Region                visitors          Liverpool City Centre             visitors
         Children (
Visitor Profile

         b) Staying visitors

         Visitors to the                   % of day          Visitors to                     % of day
         whole City Region                 visitors          Liverpool City Centre           visitors
         Children (
Visitor Profile

3.5      Group Type

         Besides raw demographics, there is also the question as to which type of group visitors were
         with. Those visiting with their children made up over half of the total day trip market in the area
         (53%); those on a staying trip were most likely to be with their partner or spouse (41% - and this
         is even more likely in Liverpool itself, at 50%).

         a) Day visitors

            60%
                                     53%
            50%

                                            39%
            40%

            30%
                                                                             24%
                                                                       22%
            20%
                                                             10%                       12% 13%
                      9%       9%                      7%
            10%                                                                                            6%
                                                                                                      1%
             0%
                     On my own        With family      With family    With partner /   With friends   Organised
                                    (incl. children) (excl. Children)    spouse                         group

                                           Whole City Region       Liverpool City Centre

         b) Staying visitors

            60%
                                                                             50%
            50%
                                                                       41%
            40%

            30%                      27%

                                                                                       20% 22%
            20%                             16%
                                                      10% 11%
            10%                8%
                      6%
                                                                                                      3%   3%
             0%
                     On my own        With family      With family    With partner /   With friends   Organised
                                    (incl. children) (excl. Children)    spouse                         group

                                           Whole City Region       Liverpool City Centre

Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013                                                                                           Page 31
National Data

4        National data
         Within this section of the report we turn to what national data tells us is happening in the visitor
         economy across the country. This helps us benchmark the city region‟s current performance and
         understand emerging trends. Much of this information comes from Visit Britain and Visit
         England‟s tourism intelligence pages, and links to a full range of data sources are provided within
         the appendix. In all cases, the data should be compared with the relevant local data, as provided
         earlier in this Digest.

4.1      Occupancy trends

                                     England Hotel Room Occupancy Monthly Trends
            90%
            80%
            70%
            60%
            50%
            40%
            30%
            20%
                               56%
                    46%
                    47%
                    49%

                               54%
                               60%
                                     59%
                                     59%
                                     63%
                                            63%
                                            63%
                                            66%
                                                    67%
                                                    68%
                                                    71%
                                                          75%
                                                          73%
                                                          75%
                                                                   77%
                                                                   72%
                                                                   78%
                                                                         72%
                                                                         73%
                                                                         77%
                                                                               75%
                                                                               77%

                                                                                       67%
                                                                                       71%

                                                                                                61%
                                                                                                64%

                                                                                                        52%
                                                                                                        56%
            10%
             0%
                     Jan       Feb   Mar     Apr     May   Jun  Jul  Aug        Sep     Oct     Nov      Dec
                                                      2011 2012 2013

                                          Source: England Occupancy Survey

                  National data indicates that overall for this year to date occupancy figures are slightly up
                   on last year (66% for January to July, compared to 62% in the same period of 2012).

                  This is only of course the national picture; regions most likely to have seen an ongoing
                   improvement were the Midlands, Southeast and East of England; London and the
                   Northeast both appeared to show a drop in occupancy levels in the year to date figures.
                   The North West region as a whole appeared relatively static; given the „local‟ occupancy
                   results reported in section 2.1, this suggests a better performance by the Liverpool City
                   Region than its nearby competitors.

                  Growth in the year to date has mainly been recorded by small towns, with what appears
                   to be a drop in occupancy levels for large towns and countryside locations.
                                                   Room occupancy
             80%                                      (Jan -Aug)

             60%

             40%

             20%
                      73% 72% 76%           61% 62% 65%       57% 57% 59%       57% 55% 55%
              0%
                      City / Large town       Small town          Seaside         Countryside
                                                2011 2012       2013

                                          Source: England Occupancy Survey

Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013                                                                                         Page 32
National Data

4.2                                                           Visits to attractions trends

                                                              The chart below highlights changes in visitor growth to different attraction genres across the
                                                              country. We note first of all that overall there have been three consecutive years where
                                                              attractions have recorded growth in visits – a net 5% of all attractions showed growth increasing
                                                              visitor numbers from 2010 to 2012, building on a 3% rise the previous year and 5% in the year
                                                              before that.

                                                                                                              Year on year change in visits to attractions, England

                                                       20%

                                                                                                                                                                                   15%
% of attractions reporting a rise/drop in admissions

                                                                                                                                             12%
                                                       15%                                                                  10%

                                                                                                                                                                                                                                                                                                                                                                          9%
                                                                                                                                        9%

                                                                                                                                                                                                           9%

                                                                                                                                                                                                                                                                                                                                                                                                                           9%
                                                                                                                                                                                                                                                                                                                                                                                                         7%
                                                                                                                                                                                                                                                                           7%
                                                       10%

                                                                                                                                                                         6%
                                                                                                              6%

                                                                                                                                                                                                                                                                                                                                                                                                  6%
                                                                        5%

                                                                                                                       5%

                                                                                                                                                                                                                                                 5%
                                                                  5%

                                                                                                                                                                                                                                                                                                            5%
                                                                                              4%
                                                                                              4%

                                                                                                                                                                                                                                                                                                                                                                                    4%

                                                                                                                                                                                                                                                                                                                                                                                                       4%
                                                                       3%

                                                                                                                                                                                                                                                                                                                                                                                                                                 3%
                                                                                                                                                                                                                                            3%
                                                                                                                                                                                                                                       2%

                                                                                                                                                                                                                                                                                                                                        2%

                                                                                                                                                                                                                                                                                                                                                                                                                                2%
                                                                                         2%

                                                                                                                                                                                                                                                                                                                                             2%

                                                                                                                                                                                                                                                                                                                                                                               2%
                                                        5%                                                                                         1%

                                                                                                                                                                                                                                                                                1%
                                                                                                                                                                              1%

                                                                                                                                                                                                                1%

                                                                                                                                                                                                                                                                                                                                                                                             0%
                                                        0%

                                                                                                                                                                                                                     -1%

                                                                                                                                                                                                                                                                     -1%
                                                       -5%

                                                                                                                                                                                                                                                                                                      -3%

                                                                                                                                                                                                                                                                                                                 -3%

                                                                                                                                                                                                                                                                                                                                                  -3%
                                                                                                                   -5%

                                                                                                                                  -6%

                                                       -10%

                                                       -15%

                                                       -20%

                                                                                                                                                                                                                                                                                                                                                                                    Workplaces
                                                                                                                                                                                                                                                                                                                                                  Wildlife attractions/zoos
                                                                                                                   Farms

                                                                                                                                  Gardens

                                                                                                                                                   Historic houses/castles

                                                                                                                                                                                                                                                                                                                                                                                                                                Other
                                                                                              Country parks

                                                                                                                                                                                                                                                 Museums/art galleries
                                                                       England average

                                                                                                                                                                                   Other historic properties

                                                                                                                                                                                                                                                                                                                 Visitor/heritage centres

                                                                                                                                                                                                                                                                                                                                                                                                       Places of worship
                                                                                                                                                                                                                     Leisure/theme parks

                                                                                                                                                                                                                                                                                Steam/heritage railways

                                                                                                                             2008-2009                                                     2009-2010                                                                     2010-2011

                                                                                                                              Source: Annual England Attractions Survey

                                                                       The graph suggests that over the last year growth across England has been strongest in
                                                                        visits to, Gardens, Historic Houses, Other Historic Properties and Places of worship. In the
                                                                        case of the former group, it is possible that this is connected to the current ongoing popularity
                                                                        of costume dramas such as “Downton Abbey”. There has also been strong growth in visitor
                                                                        numbers at Wildlife attractions.

                                                                       Growth has been weakest for Steam / Heritage Railways – and a relatively neutral
                                                                        experience for Museums and Art Galleries.

                                                                       Note that despite the economic climate, +6% of paid attractions recorded a rise in
                                                                        admissions, against +1% of free attractions.

Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013                                                                                                                                                                                                                                                                                                                                                                                     Page 33
Forecasts

4.3         Domestic visitors (GBTS)

            a) Overall results
                                                                         Top Towns 2012: Staying visits (000s)
            The Great Britain Tourist Survey (GBTS) is                            by GB residents
            the main measure of the national volume of
                                                                3,000
            domestic tourism and is supported by the
                                              20
            national tourist boards. GBTS measures              2,500
            overnight trips, rather than the total domestic
                                                                2,000
            market.
                                                                1,500
            Data from the Great Britain Tourism Survey
                                                                1,000
            2012 (GBTS) indicates that Liverpool was the

                                                                           12,152

                                                                                                 2,748

                                                                                                                                                      1,470
                                                                                    3,126

                                                                                                              1,726

                                                                                                                            1,548

                                                                                                                                    1,518

                                                                                                                                              1,517

                                                                                                                                                                  1,298

                                                                                                                                                                               1,251
            8th most visited town/city in England by              500
                                21,
            domestic tourists        with an estimated
                                                                     0
            1,470,000 overnight trips. This is an increase

                                                                                                 Birmingham
                                                                           London

                                                                                    Manchester

                                                                                                                                                                  Blackpool
                                                                                                              Scarborough

                                                                                                                            Leeds

                                                                                                                                    Bristol

                                                                                                                                                      Liverpool
                                                                                                                                              York

                                                                                                                                                                               Newcastle upon Tyne
            in one rank position from that seen in 2011.

                                                                                Source: GBTS, Visit England
             Top 20 most visited English Cities & Towns by
                                                       UK residents

                 2010                                   2011                                                                         2012
                                 Visits                                   Visits                                                                                              Visits
                  Town/City      (000s)               Town/City           (000s)                                        Town/City                                             (000s)
      1   London                  11,580    1   London                     11,093                      1         London                                                        12,152
      2   Manchester               2,177    2   Manchester                  2,613                      2         Manchester                                                     3,126
      3   Birmingham               2,059    3   Birmingham                  2,251                      3         Birmingham                                                     2,748
      4   Blackpool                1,717    4   Bristol                     1,828                      4        Scarborough                                                     1,726
      5   Scarborough              1,495    5   Scarborough                 1,645                      5        Leeds                                                           1,548
      6   Bristol                  1,490    6   York                        1,615                      6        Bristol                                                         1,518
      7   Leeds                    1,478    7   Leeds                       1,493                      7        York                                                            1,517
      8   York                     1,374    8   Blackpool                   1,478                      8        Liverpool                                                       1,470
      9   Newcastle-upon-Tyne      1,244    9   Liverpool                   1,428                      9        Blackpool                                                       1,298
     10   Liverpool                1,194   10   Newcastle upon Tyne         1,303                     10        Newcastle-upon-Tyne                                             1,251
     11   Isle of Wight            1,042   11   Sheffield                   1,293                     11        Sheffield                                                       1,233
     12   Skegness                 1,012   12   Brighton and Hove           1,096                     12        Nottingham                                                      1,081
     13   Nottingham                 928   13   Nottingham                  1,066                     13        Skegness                                                        1,074
     14   Bournemouth                925   14   Isle of Wight               1,053                     14        Brighton and Hove                                               1,047
     15   Brighton and Hove          921   15   Bournemouth                 1,051                     15        Isle of Wight                                                   1,006
     16   Norwich                    842   16   Skegness                      992                     16        Bournemouth                                                       917
     17   Sheffield                  816   17   Southampton                   973                     17        Portsmouth                                                        855
     18   Southampton                759   18   Norwich                       934                     18        Southampton                                                       792
     19   Bath                       710   19   Cambridge                     769                     19        Oxford                                                            780
     20   Oxford                     700   20   Plymouth                      745                     20        Norwich                                                           771

                                                 Source: GBTS, Visit England

20
   Note that the GBTS is primarily a national survey and not as accurate at destination level; whilst we would use our
STEAM numbers at local level, the rank order is useful.
21
   Defined as staying visitors from England, Scotland and Wales; those from Northern Ireland are no longer included
in the survey (to reflect this, the survey is now known as “GBTS” – previously it was “UKTS”).
Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013                                                                                              Page 34
Forecasts

         b) Results from different markets

         The data shows that Liverpool is ranked 9th for “pure holiday visits” – this is an increase in rank
         than was achieved in 2011 but the information within the survey suggests significant increase in
         visits.

         The city is ranked 9th though for business visits – this is a drop from last year (when it was
                  th
         ranked 8 ) and may reflect on major conferences in the city.

                       Top Towns 2012:                                                                          Top Towns 2012:
                Pure holiday staying trips (000s)                                                          Business staying trips (000s)
                         0       500       1,000     1,500                                                            0    200 400 600           800

                 London        4,168                                                                          London      3,248

           Scarborough         1,531                                                                       Manchester     885

              Blackpool        1,073                                                                      Birmingham      874

              Skegness         982                                                                              Leeds     420

            Manchester         963                                                                           Sheffield    314

                    York       844                                                                              Bristol   290

            Birmingham         714                                 Newcastle upon Tyne                                    273

            Isle of Wight      710                                                                        Northampton     208

               Liverpool       654                                                                           Liverpool    202

        Great Yarmouth         636                                                                         Portsmouth     182

                                              Source: GBTS, Visit England

         c) Trends
                                                                                                                  GBTS: Trends
         Looking at the national trends observed by                                                 120
                                                             Change from 2006 (100 = "No change")

         the GBTS, it appears that there has been
         strong growth in holiday overnight visits                                                  110
         (possibly including the „staycation‟ impact).
                                                                                                    100
         Against this, during the recession period, it
         seems that both „VFR‟ and staying business                                                 90
         trips showed significant drops. These
         markets showed strong recovery during                                                      80
         2012, although both remained below
                                                                                                    70
         historic levels.
                                                                                                    60
                                                                                                           2006 2007 2008 2009 2010 2011 2012

                                                                                                          Holidays        VFR       Business

                                                                                                              Source: GBTS, Visit England

              A fuller briefing note on key messages from the GBTS is
              available on request from the LEP.

Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013                                                                                                                          Page 35
Forecasts

     4.4      Inbound visitors (IPS)

              a) Overall results

              The International Passenger Survey is conducted
                                                                                        Top towns: Staying Visits (000s)
              by ONS on behalf of Visit Britain. Passengers
                                                                                           by overseas visitors (IPS)
              arriving through major airports (including LJLA),
                                                                        2,000
              seaports and the Channel Tunnel are surveyed.

              The survey shows that Liverpool‟s ongoing                 1,500
              growth as a visitor destination means it is now the
               th
              5 -most visited city in Britain by overseas
              residents. This is the highest position the city has      1,000
                                       th
              attained, having been 6 since 2005.

              The city recorded approximately 550,000                     500

                                                                                  London… 15,461

                                                                                                   Edinburgh… 1,256
              overseas staying visits in 2012, and is only

                                                                                                                                                                                                                                          Brighton / Hove… 345
                                                                                                                      Manchester… 932

                                                                                                                                        Birmingham… 713

                                                                                                                                                           Liverpool… 550

                                                                                                                                                                            Glasgow… 521

                                                                                                                                                                                           Oxford… 430

                                                                                                                                                                                                         Cambridge… 398

                                                                                                                                                                                                                           Bristol… 395
              behind London, Edinburgh, Manchester and                       0
              Birmingham.

              In terms of geographically close „competitors‟
              (who might also feed our day visits market),
              Manchester recorded an estimated 932,000
              overseas staying visits..

                                                                                                   Source: IPS, VisitBritain / ONS

                                    Top 20 most visited UK Cities & Towns by Overseas residents

              2010                                    2011                                                                                                2012
                                Visits                                  Visits                                                                                                                                            Visits
             Town/City          (000s)                 Town/City        (000s)                                                          Town/City                                                                         (000s)
 1   London                       14706    1   London                     15289           1           London                                                                                                               15,461
 2   Edinburgh                     1305    2   Edinburgh                   1342           2           Edinburgh                                                                                                             1,256
 3   Manchester                     811    3   Manchester                   934           3           Manchester                                                                                                              932
 4   Birmingham                     740    4   Birmingham                   733           4           Birmingham                                                                                                              713
 5   Glasgow                        551    5   Liverpool                    545           5           Liverpool                                                                                                               550
 6   Liverpool                      452    6   Glasgow                      475           6           Glasgow                                                                                                                 521
 7   Oxford                         412    7   Oxford                       465           7           Oxford                                                                                                                  430
 8   Bristol                        377    8   Bristol                      430           8           Cambridge                                                                                                               398
 9   Cambridge                      367    9   Cambridge                    387           9           Bristol                                                                                                                 395
10   Brighton / Hove                303   10   Leeds                        306          10           Brighton / Hove                                                                                                         345
11   Bath                           263   11   Brighton / Hove              304          11           Cardiff                                                                                                                 301
12   Cardiff                        260   12   Cardiff                      291          12           Leeds                                                                                                                   299
13   Inverness                      238   13   Aberdeen                     250          13           Nottingham                                                                                                              215
14   Newcastle-upon-Tyne            224   14   Nottingham                   244          14           Inverness                                                                                                               213
15   Nottingham                     224   15   Newcastle-upon-Tyne          239          15           Newcastle-upon-Tyne                                                                                                     212
16   York                           224   16   Bath                         232          16           Bath                                                                                                                    211
17   Leeds                          213   17   York                         222          17           Aberdeen                                                                                                                208
18   Aberdeen                       168   18   Inverness                    215          18           York                                                                                                                    199
19   Southampton                    164   19   Windsor                      211          19           Reading                                                                                                                 196
20   Windsor                        162   20   Canterbury                   191          20           Windsor                                                                                                                 182

                                                    Source: IPS, VisitBritain / ONS

     Digest of Tourism Statistics
     North West Research
     The Liverpool LEP
     December 2013                                                                                                                                                                         Page 36
Forecasts

         b) Results from different markets

         The following charts breakdown the information by purpose of visit. Please note that those
         visiting to attend sporting events are an important contributor to the figures relating to „other
         purpose‟.

                          Top Towns:                                               Top Towns:
                Pure holiday staying trips (000s)                             VFR staying trips (000s)
                      0    200 400 600 800 1,000                              0        50   100   150   200   250   300

               London          7,649                              London          3,529
            Edinburgh          818                            Manchester          254
             Glasgow           295                              Edinburgh         248
          Manchester           215                            Birmingham          189

            Inverness          178                                  Bristol       151

             Liverpool         173                              Cambridge         136

       Brighton / Hove         167                                 Oxford         122

                Oxford         140                               Liverpool        119

                  Bath         119                                  Leeds         118

          Birmingham           116                            Nottingham          96

                         Top Towns:                                                 Top Towns:
                  Business staying trips (000s)                                "Other purpose" (000s)
                      0           100   200   300      400                    0       50     100      150           200

           London         3,068                                   London          1,035

      Birmingham          358                                 Manchester          172

       Manchester         280                                    Liverpool        146

        Edinburgh         132                                 Birmingham          42

            Oxford        120                                   Edinburgh         30

         Liverpool        105                                   Cambridge         23

         Aberdeen         104                                      Oxford         18

            Bristol       100                                       Leeds         15

             Leeds        100                                    Glasgow          15

        Cambridge         94                                    Newcastle         8

                                              Source: IPS, VisitBritain / ONS

Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013                                                                                             Page 37
Forecasts

5        Forecasts
5.1      Trends from the Liverpool City Region 3-year Action Plan

         The visitor economy has seen strong growth over the last few years, as evidenced earlier in this
         Digest. Despite current economic conditions, strong growth is still expected from the sector. The
         graph below shows the expected trends (indexed to 2006). Figures have been updated from the
         previous Digest, following the latest STEAM data (as noted in section 1) and known hotel
         developments.
                                                                         Tourism growth trend - Liverpool City Region
                                           150

                                           140
                Change (indexed to 2006)

                                           130

                                           120

                                           110

                                           100

                                           90

                                           80
                                                     2006

                                                              2007

                                                                     2008

                                                                             2009

                                                                                      2010

                                                                                              2011

                                                                                                     2012

                                                                                                             2013

                                                                                                                    2014

                                                                                                                            2015

                                                                                                                                     2016

                                                                                                                                             2017

                                                                                                                                                     2018

                                                                                                                                                            2019

                                                                                                                                                                    2020

                                                                                                                                                                            2021

                                                                                                                                                                                   2022

                                                                                                                                                                                               2023
                                                                                        Staying Visitors                           Day Visitors

                                                                                Source: Destination Management Plan

         Certain components of change we already know; below we summarise the key hotel
         developments, both currently under way and those planned over the next few years.

                                                     Hotel room stock                                                                         Hotel establishments
            7000                                                                                                      100
                                                                                                                           90
            6000
                                                                                                                           80
            5000                                                                                                           70
            4000                                                                                                           60
                                                                                                                           50
            3000                                                                                                           40
            2000                                                                                                           30
                                                                                                                           20
                                             5,062

                                                      4,611

                                                                     5,717

                                                                              4,805

                                                                                             6,067

                                                                                                     4,865

            1000
                                                                                                                           10
                                                                                                                                        43

                                                                                                                                                    85

                                                                                                                                                               45

                                                                                                                                                                           88

                                                                                                                                                                                          52

                                                                                                                                                                                                      89

                0                                                                                                          0
                                               2012                    2013                    2014                                         2012                   2013                    2014

               Liverpool City Centre                                    Elsewhere City Region                               Liverpool City Centre                   Elsewhere City Region

                                                                                    Source: Tourist board hotel stock data

Digest of Tourism Statistics
North West Research
The Liverpool LEP
December 2013                                                                                                                                                                             Page 38
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