PORTRUSH VISITOR SURVEY 2013
BACKGROUND


Coleraine Borough Council is currently implementing the ‘Portrush
Regeneration Strategy Western Peninsula’ (PRS) document. As part of
this process, the Council wished to undertake research to establish a
robust set of key performance indicators to create a comprehensive and
representative baseline with which to evaluate the vitality and vibrancy of
Portrush.
The research will be used:

To measure progress and perceptions over time in implementing the Portrush
Regeneration Strategy (PRS) alongside a series of other complementary key
performance indicators.

To assess the town’s performance as a strategic tourism and leisure destination
and to identify opportunities to enhance that function.
BACKGROUND

The marketing research programme therefore constitutes a significant
proportion of the baseline assessment and was designed to:

Establish a viable comprehensive baseline dataset reflecting visitors’ views and
opinions on their immediate experiences and perceptions of Portrush.

Conduct face to face fieldwork at a peak period during the high tourism season.

Employ the appropriate methodology to ensure confidence in the resulting data
trends over time.

The sample size and methodology should ensure the visitor population to
Portrush is adequately represented.
RESEARCH METHOD


Fieldwork was carried out face to face at a series of pre agreed sampling
points within Portrush town centre
The survey was administered using a questionnaire agreed in advance
with the Council and based on previous surveys to ensure direct
comparability

The achieved sample was 500 including 125 residents and 375 visitors

Interviewing took place between 7th July and 31st August 2013

All interviewing was undertaken to the standards defined by the Market
Research Society Code of Conduct and the Interviewer Quality Control
Scheme
RESEARCH SAMPLE
AB
C1
C2
DE
Male
Female
Base
Total
Resident
Visitor
20%
8%
24%
38%
45%
36%
25%
25%
25%
17%
22%
15%
40%
54%
35%
60%
46%
65%
500
125
375
RESEARCH SAMPLE
16-24
25-34
35-44
45-54
55+
Protestant
Catholic
Refused
None/Other
Base
Total
Resident
Visitor
8%
6%
9%
10%
15%
8%
31%
28%
32%
21%
20%
22%
29%
30%
29%
66%
71%
65%
22%
17%
24%
10%
10%
10%
1%
3%
1%
500
125
375
EXECUTIVE SUMMARY
RESIDENTS




Over half (55%) of residents have lived in the area for more than 30 years
with only 10% less than 5 years
4 in 10 residents surveyed (38%) walked into town while half (50%) took
their car
Shopping (38%) was the main reason for residents to be in town followed
by leisure and recreation (22%)
Almost two thirds of residents (62%) visit the town at least 2-3 times a
week with 33% visiting daily
EXECUTIVE SUMMARY
VISITORS




Over half (51%) of visitors were from the over 45 age group – a drop from
62% in 2012
The vast majority travelled to Portrush by car (79%) with just under 1 in
5 (19%) using public transport (train or bus)
Only 3% of those visitors surveyed were 1st time visitors
Almost two thirds of visitors (64%) come to Portrush at least twice a year
and 82% at least once a year
EXECUTIVE SUMMARY
VISITORS




Day trips accounted for 57% of visitors with 14% on a short break (3
nights or less) and 20% for a longer break (more than 3 nights)
Of those staying overnight, 46% stayed in a hotel, guesthouse, B&B or
Self Catering unit
Most visitors (88%) were from Northern Ireland – a decrease from 95% in
2012
Portrush is most associated by visitors as a place to spend time outdoors
(62%)
EXECUTIVE SUMMARY
VISITORS & RESIDENTS
Likes and Dislikes


Beaches (45%) remain the thing people like most about Portrush followed
by the sea and the scenery
The thing most disliked about Portrush is a perceived need to modernise
the town centre (23%) which has replaced derelict buildings as the main
issue in the past
Attitudes to Portrush


2013 has seen consistent increases in people’s attitudes to the town with
at least nine out of ten respondents agreeing that it has great potential, is
a great place to visit, and has a wide range of things to see and do
Against this 94% believe it needs to modernise, and 84% that it is a bit
run down, however, this is counter balanced by the fact that 89% believe a
lot of progress has been made over the past few years in this regard
EXECUTIVE SUMMARY
VISITORS & RESIDENTS
Rating of Portrush


The average rating of Portrush has increased substantially since the last
survey with the natural environment, night life, welcome given to tourists
and visitor information in particular performing very well
Other aspects such as cleanliness and personal safety have also seen an
improvement
Improvements

Shops, more quality accommodation, car parking and expanded
harbour/marina facilities are the aspects that people believe would
improve Portrush
EXECUTIVE SUMMARY
VISITORS & RESIDENTS
Recommending Portrush


99% of respondents in 2013 would recommend Portrush as a place to visit
compared to 91% in 2012 and 87% in 2011
Beaches (78%), outdoor pursuits (60%), natural beauty (56%) and good
restaurants (43%) would be the main influences on people recommending
Portrush
Awareness of Improvements


The number of people aware of the recent improvements now stands at
91% having risen from 73% in 2012 and 53% in 2010, with the East
Strand and Arcadia the most mentioned
Almost all (99%) believe that these changes have improved Portrush
RESIDENT SURVEY
BASE = 125 RESIDENTS
How long have you lived in Portrush?
30+ years
55%
21 to 30 years
13%
16 to 20 years
10%
11 to 15 years
5%
5 to 10 years
8%
Less than 5 years
10%
0%
10%
20%
30%
40%
50%
60%
RESIDENT SURVEY
BASE = 125 RESIDENTS
How did you travel into Portrush town centre today?
Bicycle
2%
Walk
38%
Motorbike
1%
Taxi
2%
Bus
8%
Car
50%
0%
10%
20%
30%
40%
50%
60%
RESIDENT SURVEY
BASE = 125 RESIDENTS
What is the main purpose of your visit to
Portrush town centre today?
Sailing
2%
Other leisure and recreation
22%
Visit the bank / pay bills
0%
Appointment (doctor, dentist etc)
6%
Leaving / collecting children to / from… 1%
Meeting friends / colleagues / family…
14%
Visiting pub / café / restaurant
6%
Work
14%
Shopping
38%
0%
5%
10% 15% 20% 25% 30% 35% 40%
RESIDENT SURVEY
BASE = 125 RESIDENTS
Approximately, how often do you visit Portrush
town centre?
Less frequently
2%
Monthly
6%
2 or 3 times a month
11%
Weekly
18%
2 or 3 times a week
22%
Every other day
7%
Daily
33%
0%
5%
10%
15%
20%
25%
30%
35%
VISITOR SURVEY
BASE = 375 VISITORS
How did you travel to Portrush?
Walk
2%
Motorbike
1%
Taxi
0%
Train
13%
Bus
6%
Car
79%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
VISITOR SURVEY
BASE = 375 VISITORS
Have you visited Portrush before this trip?
No
3%
Yes
97%
VISITOR SURVEY
BASE = 375 VISITORS
How frequently do you visit Portrush?
Less frequently
13%
Every other year
5%
Every year
16%
2 or 3 times a year
22%
Every few months
22%
Monthly
8%
2 or 3 times a month
7%
0%
5%
10%
15%
20%
25%
VISITOR SURVEY
BASE = 375 VISITORS
Describe your current visit to Portrush
Just stopped off on way to somewhere
else
3%
Business
0%
Part of a larger tour around different
places in N.Ireland and/or Ireland
1%
Visiting friends and relatives
5%
Holiday (more than 3 nights)
20%
Weekend / Couple of days break (3 nights
or less)
14%
Day trip
57%
0%
10%
20%
30%
40%
50%
60%
VISITOR SURVEY
BASE = 375 VISITORS
How long will your current visit to Portrush last?
More than a fortnight
3%
11 to 14 days
3%
8 to 10 days
2%
5 to 7 days
10%
3 to 4 days
9%
2 days (overnight visit)
9%
Day trip – more than 2 hours spent in
Portrush
57%
Day trip – under 2 hours spent in
Portrush
7%
0%
10%
20%
30%
40%
50%
60%
VISITOR SURVEY
BASE = OVERNIGHT VISITORS
In which type of accommodation will you be
staying?
Camping
1%
Self-catering apartment / house
20%
B&B
13%
Guesthouse
1%
Hotel
12%
Family or friends house
13%
Hostel
1%
Camping
4%
RV motor home / Camper van
2%
Touring caravan
9%
Caravan – Static
16%
Holiday home / 2nd home
9%
0%
5%
10%
15%
20%
25%
VISITOR SURVEY
BASE = HOLIDAY HOME OWNERS
Is your holiday home….
… a caravan
0%
… something else
8%
… a house
92%
VISITOR SURVEY
BASE = ALL OVERNIGHT VISITORS
Is this accommodation.......
… outside
Portrush town
31%
… in Portrush
town
69%
VISITOR SURVEY
BASE = ALL STAYING OUTSIDE PORTRUSH
Where is your accommodation…..?
Ballymoney
13%
Portstewart
42%
Portballintrae
6%
Coleraine
19%
Bushmills
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
VISITOR SURVEY
BASE = 375 VISITORS
In which country do you live?
Australia / New Zealand
2%
Canada
1%
USA
1%
England
5%
Scotland
1%
Republic of Ireland
2%
Northern Ireland
88%
0%
20%
40%
60%
80%
100%
VISITOR SURVEY
BASE = VISITORS FROM NI
In which county or part of NI do you live?
Co. Tyrone
11%
Co. Fermanagh
6%
Co. Down
9%
Co. Derry~Londonderry
14%
Co. Armagh
14%
Co. Antrim
18%
Derry~Londonderry City
12%
Belfast City
16%
0%
5%
10%
15%
20%
VISITOR SURVEY
BASE = VISITORS FROM ROI
In which county or part of ROI do you live?
Co. Dublin
25%
Other border counties
25%
Co. Donegal
38%
Dublin City
13%
0%
5%
10%
15%
20%
25%
30%
35%
40%
VISITOR SURVEY
BASE = 375 VISITORS
What best describes the people you are with on
this trip
Tour group
2%
A number of families together
1%
With partner & adult family / friends
17%
As a family (with under 16’s)
50%
With partner/spouse only
24%
On my own
6%
0%
10%
20%
30%
40%
50%
60%
VISITOR SURVEY
BASE = 375 VISITORS
How many of the following are with you today...
Total Party
4.53
Adults 16+
2.95
Children Under 5
0.43
Children 5-9
0.52
Children 10-15
0.63
VISITOR SURVEY
BASE = 375 VISITORS
How much did/will you spend as part of your trip on...
Accomodation
£126
Eating Out
£60
Shopping
£34
Entertainment
£30
Public Transport
£26
VISITORS & RESIDENTS
BASE = 500
What do you like about Portrush?
6%
5%
Nothing
Scenery is beautiful
15%
9%
8%
7%
6%
Amusements
Restaurants
13%
5%
3%
The people are lovely
24%
8%
13%
12%
15%
15%
12%
It's by the sea
Beaches
28%
0%
10%
2011
20%
2012
30%
2013
36%
45%
40%
50%
VISITORS & RESIDENTS
BASE = 500
What do you like about Portrush?
1%
3%
I have great memories of Portrush
Nothing
Surf is great
It has all I need
I like the air show
I love the local shops
Scenery is beautiful
Amusements
There is a relaxing atmosphere
Restaurants
The people are lovely
It's by the sea
Ramore Wine Bar
Beaches
2%
1%
11%
1%
2%
5%
7%
13%
7%
3%
6%
6%
4%
2%
5%
17%
11%
15%
3%
2%
53%
20%
0%
10%
Visitor
20%
Resident
30%
40%
50%
60%
VISITORS & RESIDENTS
BASE = 500
What do you dislike about Portrush?
Not enough for kids to do
2%
5%
5%
5%
4%
2%
Litter
Not enough shops
6%
5%
Derelict buildings are an eye sore
9%
6%
Town centre needs modernised
2%
13%
21%
6%
23%
29%
Nothing
33%
0%
42%
5% 10% 15% 20% 25% 30% 35% 40% 45%
2011
2012
2013
VISITORS & RESIDENTS
BASE = 500
What do you dislike about Portrush?
1%
Accomodation is expensive
Not enough for kids to do
Litter
Car parking is hard
Beach is dirty
Anti social behaviour
Too busy in summer
Not enough shops
Don't know
Derelict buildings are an eye sore
Quiet in Winter
Traffic nightmare
Town centre needs modernised
Weather
Nothing
2%
2%
2%
2%
2%
2%
1%
2%
3%
2%
4%
4%
2%
6%
6%
6%
6%
6%
4%
2%
2%
8%
19%
32%
9%
22%
0%
5%
Visitor
36%
10% 15% 20% 25% 30% 35% 40%
Resident
VISITORS & RESIDENTS
BASE = 500
Which of the following do you MOST associate with Portrush?
Good place for outdoor pursuits
21%
8%
62%
2%
1%
Romantic place
11%
Amusements
22%
4%
Family friendly
7%
7%
11%
Area of natural beauty
Area of historical interest
17%
24%
27%
3%
3%
0%
Good social scene
1%
7%
9%
7%
2%
4%
Good food
12%
Relaxation
5%
0%
10%
2011
20%
20%
2012
2013
30%
40%
50%
60%
70%
VISITORS & RESIDENTS
BASE = 500
Do you agree or disagree with each statement?
% Agree
51%
A lot of progress has been made over the
past couple of years
81%
89%
95%
96%
99%
Portrush has great potential
Portrush needs to modernise
73%
94%
87%
91%
98%
Portrush is a great place to visit
Portrush is a bit run down
86%
61%
84%
68%
72%
There is a wide range of things to do and
see
0%
2011
90%
20%
2012
40%
2013
60%
80%
90%
100% 120%
VISITORS & RESIDENTS
BASE = 500
Do you agree or disagree with each statement?
% Agree
A lot of progress has been made to
develop Portrush
90%
86%
98%
100%
Portrush has great potential
94%
93%
Portrush needs to modernise
98%
98%
Portrush is a great place to visit
84%
85%
Portrush is a bit run down
There is a wide range of things to do and
see
94%
77%
0%
Visitor
20%
40%
Resident
60%
80%
100% 120%
VISITORS & RESIDENTS
BASE = 500
How would you rate the following aspects of
Portrush on a scale of 1 to 10
8.2
8.4
Natural environment
7.0
7.2
Welcome given to tourists & visitors
8.90
6.4
6.5
Visitor information
6.9
Personal safety
8.84
7.5
8.52
6.1
6.6
Night life
6.4
Attractions
6.1
Cleanliness
6.3
Things to do and see
Quality of accommodation for tourists
.00
2011
2.00
2012
4.00
2013
6.00
9.50
7.0
6.9
6.9
6.1
6.6
9.41
8.02
7.52
7.83
8.14
8.00
10.00
VISITORS & RESIDENTS
BASE = 500
How would you rate the following aspects of
Portrush on a scale of 1 to 10
9.40
9.45
Natural environment
Welcome given to tourists & visitors
8.86
9.03
Visitor information
8.80
8.98
8.56
8.42
Personal safety
Night life
8.83
9.72
7.90
8.38
Attractions
7.41
7.87
Cleanliness
Things to do and see
7.74
8.09
Quality of accommodation for tourists
8.16
8.10
.00
Visitor
2.00
Resident
4.00
6.00
8.00
10.00
VISITORS & RESIDENTS
BASE = 500
What improvements would you most like to see happen
in Portrush?
None / nothing
7%
Expand the harbor/introduce marina facilities
16%
10%
22%
9%
13%
An improved public transport network 1%4%
More walking tours 1%3%3%
Removal of flags/murals/political emblems
5% 2%3%
1%
2% 5%
Extend retail opening hours (late nights,…
More attractions 3% 4%
Places to eat/drink in the open air (outside)
6%
More indoor entertainment / amusements
6%
More quality accommodation
7%
8%
8%
9%
13%
6%
14%
More shops in general
7%
33%
More eating places
4% 3%3%
More car parking
17%
0%
1st
10%
2nd
20%
11%
5% 4%
20%
3rd
30%
40%
50%
60%
70%
VISITORS & RESIDENTS
BASE = 500
What improvements would you most like to see happen in
Portrush? % ranked 1 - 3
4%
None / nothing
19%
35%
28%
32%
Expand the harbor/introduce marina facilities
An improved public transport network
12%
4%
6%
More walking tours
Removal of flags/murals/political emblems
Extend retail opening hours (late nights,…
10%
9%
8%
12%
10%
12%
10%
8%
More attractions
20%
16%
15%
Places to eat/drink in the open air (outside)
45%
32%
28%
22%
23%
18%
20%
25%
22%
13%
28%
More indoor entertainment / amusements
More quality accommodation
52%
54%
More shops in general
13%
18%
10%
More eating places
More car parking
0%
2011
10%
2012
20%
2013
63%
27%
28%
26%
30%
40%
50%
60%
70%
VISITORS & RESIDENTS
BASE = 500
Would you recommend Portrush as a place to visit to
your family or friends?
2011
2012
87%
6%
91%
5%
2013
80%
7%
4%
99%
85%
1%
90%
Yes
No
95%
Unsure
100%
VISITORS & RESIDENTS
BASE = 500
Would you recommend Portrush as a place to visit to
your family or friends?
1%
Visitor
99%
2%
Resident
98%
0%
20%
40%
Unsure
60%
No
80%
Yes
100%
120%
VISITORS & RESIDENTS
BASE = 500
What would influence you in recommending Portrush
as a place to visit?
Beaches (East / West Strand)
45%
18%
23%
People are friendly
Good place for outdoor pursuits
30%
29%
10%
16%
It has improved over the last 2 or 3 years
44%
30%
42%
Area of natural beauty
Area of historical interest
Good social scene
Good accommodation
9%
10%
8%
5%
51%
51%
56%
17%
20%
5%
78%
60%
29%
Family friendly
52%
64%
23%
26%
Good restaurants
27%
36%
43%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
2011
2012
2013
VISITORS & RESIDENTS
BASE = 500
What would influence you in recommending Portrush as a
place to visit?
Beaches (East / West Strand)
Lots to do
Good events / festivals
People are friendly
Different experience to ROI
Somewhere different
Good for shopping
Good place for outdoor pursuits (golf,…
It has improved over the last 2 or 3 years
Family friendly
Area of natural beauty
Area of historical interest
Good social scene
Good accommodation
Good restaurants
27%
20%
2%
1%
1%
86%
56%
37%
35%
30%
30%
8%
6%
11%
34%
4%
9%
10%
6%
6%
5%
69%
36%
35%
57%
54%
61%
43%
41%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Visitor
Resident
VISITORS & RESIDENTS
BASE = 500
What improvements or additions would you like to see made
to Portrush?
Keep facilities open all year round
Advertise the town better
Crackdown on anti social behaviour
Needs more pubs
Better traffic control
Cheaper attractions
More car parking
More indoor attractions
More attractions
More bins
More activities for kids
Clean the town up
Remove flags
Don't know
More car parks
More toilets
More shops
Town needs modernised
Nothing
1%
2%
2%
1%
1%
2%
2%
3%
8%
2%
3%
10%
1%
15%
2%
3%
13%
22%
9%
0%
5%
10%
15%
20%
25%
VISITORS & RESIDENTS
BASE = 500
What improvements or additions would you like to see made
to Portrush?
1%
2%
Keep facilities open all year round
Better accomodation
Better disabled access
Advertise the town better
Crackdown on anti social behaviour
Needs more pubs
Better traffic control
Cheaper attractions
More car parking
More indoor attractions
More attractions
More bins
More seats
More activities for kids
Clean the town up
Remove flags
Don't know
More car parks
More toilets
More shops
Town needs modernised
Nothing
1%
1%
2%
1% 3%
2%
2%
2%
1%2%
3%
3%
7%
1%2%
1%
2%
9%
5%
6%
11%
2%
2%
1%
3%
10%
6%
0%
17%
8%
5%
Visitor
22%
20%
28%
10%
10%
Resident
15%
20%
25%
30%
VISITORS & RESIDENTS
BASE = 500
Are you aware of any improvements which have taken
place recently within Portrush
2010
43%
2011
53%
2012
73%
2013
91%
0%
20%
40%
60%
Yes
80%
100%
VISITORS & RESIDENTS
BASE = 500
Are you aware of any improvements which have taken
place recently within Portrush
Visitor
89%
Resident
86%
94%
87%
88%
89%
90%
Yes
91%
92%
93%
94%
95%
VISITORS & RESIDENTS B
ASE
= ALL AWARE OF IMPROVEMENTS
What improvements are these?
28%
Other
35%
55%
20%
4%
3%
5%
7%
1%
6%
6%
11%
Antrim Gardens
Dunluce Centre
34%
East Strand Environment
75%
47%
19%
Arcadia
0%
79%
43%
31%
62%
10% 20% 30% 40% 50% 60% 70% 80% 90%
2010
2011
2012
2013
VISITORS & RESIDENTS
BASE = ALL AWARE OF IMPROVEMENTS
What improvements are these?
18%
Other
23%
4%
Antrim Gardens
15%
4%
Dunluce Centre
30%
79%
East Strand
77%
62%
Arcadia
62%
0%
10%
20%
30%
Visitor
40%
50%
Resident
60%
70%
80%
90%
VISITORS & RESIDENTS
BASE = ALL AWARE OF IMPROVEMENTS
In your opinion, have these improvements ...
2010
35%
2011
36%
45%
14%
56%
2012
58%
2013
0%
20%
Improved Portrush a lot
7% 1%
35%
55%
44%
40%
60%
Improved Portrush a little
5%
80%
Made no difference
6%
1%
100%
Don’t know
VISITORS & RESIDENTS
BASE = ALL AWARE OF IMPROVEMENTS
In your opinion, have these improvements ...
Made no difference
3%
41%
Improved Portrush a little
52%
58%
Improved Portrush a lot
45%
0%
10%
20%
Visitor
30%
Resident
40%
50%
60%
70%