Tourism trends bulletin
Visitor statistics for Autumn/Winter 2013 (Period 4: early
September to end December)
Introduction
This bulletin provides the key findings of the Isle of Wight Tourism Monitor for the autumn/ winter period
covering 2 September to 31 December 2013 (Period 4). Where possible, comparisons have been made with
results for the same period in previous years since 2008 in order to monitor trends in tourism activity.
The findings in this bulletin are based on face-to-face interviews carried out among a sample of
approximately 5,160 passengers on board the six ferry routes to the island. Passenger numbers are
provided by the ferry companies.
Headlines

The final reporting period of 2013 followed on from a busy summer for Island tourism businesses
with visitor volumes boosted by fine sunny weather in July and August.

Of the 1.3 million passengers making return trips across the Solent during Period 4, just under a
half (46%) were visitors travelling from the mainland.

Domestic overnight trips accounted for 57% of all visitor trips to the Island this autumn (338,382
trips) and domestic day trips accounted for 39% of all visitor trips to the Island (233,743 trips).
Approximately 25,998 trips involved visitors from overseas (accounting for 4% of all visitor trips to
the Island).

Compared to Period 4 in 2012, total passenger carrying figures (all six routes combined) were down
3% and total visitor trips were down 6%. The main markets showing a decline were domestic
holiday trips and Visiting Friends and Family (VFR) trips. Domestic day trip volumes remained
similar.

The lower visitor volume needs to be assessed against the context of a relatively strong Period 4 in
2012 when the number of overnight trips spent on the Isle of Wight by domestic and overseas
visitors was higher than the same period the previous year. The results also need to be reviewed in
light of the latest tourism survey results at the national picture which indicates a contraction of the
domestic tourism market.

It is estimated that visitors to the Island contributed over £56 million direct visitor spend to the
local economy during this period. Total visitor expenditure this period was down 6% compared
with the same period in 2012, mainly due to the fall in domestic overnight trips.

Over the whole of 2013, overall trips were down 3% compared with 2012 (domestic overnight trips
down 1% and domestic day trips down 4%), however, it is estimated that visitors spent more than
£277 million on the Island, an increase of 5% compared with £264 million visitor spend in 2012.

The weather has been relatively dull and mild this autumn, although October and December were
characterised by unsettled and sometimes stormy weather with high winds and heavy rainfall (see
Appendix, page 17).
1
Volume of tourism trips to the Isle of Wight
All tourism trips
Ferry passenger figures reveal that a total of 1,295,142 return trips (Island residents and visitors combined)
were made across the Solent during the final reporting period of 2013. The volume of return trips
decreased by 3% compared with the same period in 2012.
Based on the ferry passenger survey data, it is estimated that 46% of all return trips (598,100 trips) were
made by visitors to the Island. Visitor trips were down 6% compared with Q4 in 2012 (a decrease of around
35,800 visitor trips), and the lowest recorded during this reporting period in the last six years (Figure 1).
Figure 1: Total visitors to the Isle of Wight
Period 4 2013 vs previous years
1,295,142
2013
598,123
1,328,512
2012
633,986
1,376,904
2011
639,697
1,290,690
2010
604,219
1,277,224
2009
608,709
1,273,490
2008
630,835
P4 Total return trips
P4 Total visitor return trips
When visitor figures for Period 4 of 2013 are added to those for the rest of the year, the total for 2013 was
lower than previous years at around 2.3 million visitors (down 2.5% compared with 2012). Overall
passenger volumes for the whole of 2013 were down 2% compared with 2012.
Figure 2: Total visitor numbers 12 months total to end of period 4
3,000,000
2,500,000
2,000,000
12 months rolling total
2008
2009
2010
2011
2012
2013
2,503,172
2,552,958
2,561,937
2,485,669
2,383,472
2,323,728
2
Domestic visitors
In common with previous years, the majority of visitors to the Island this autumn were domestic visitors
(96%).
There were an estimated 572,125 domestic visits during Period 4, of which 338,400 (59%) were staying
overnight on the Island and 233,700 (41%) were day visitors, either visiting from their home and returning
home the same day, or making a day trip to the Island while staying elsewhere.
The volume of domestic trips during Period 4 of 2013 fell by 10% compared with the same period in 2012,
and was relatively low compared with figures for this period in recent years (Figure 3).
Figure 3: Domestic visitor volumes
Period 4 2013 vs previous years
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
2008
2009
2010
2011
2012
2013
Domestic overnight visitors
306,576
296,990
322,056
357,919
368,985
338,382
Domestic day visitors
298,737
288,193
255,190
256,345
236,642
233,743
All domestic visitors
605,313
585,183
577,246
614,264
605,627
572,125
Domestic overnight trips were down 8% this autumn/winter compared with the same period in 2012.
In making this comparison with the same period in 2012, it should be noted that the volume of domestic
overnight trips was at its highest during Period 4 of 2012, following year-on-year growth in recent years. It
is also likely that some peak period holiday trips in 2012 were displaced into the autumn period by the
London 2012 Olympic Games and by poor weather during the spring and early summer of 2012. In
contrast, the summer of 2013 saw long periods of fine warm weather, with domestic overnight trips up
16% compared with the peak period of 2012.
Although domestic overnight trips have shown some variation in trip volumes year on year, domestic day
trip volumes have been steadily declining year on year. This has been noticeable not only during the
autumn reporting period, but also at other times of the year.
Aggregated trip volumes for the full year indicate a decline of 1% in domestic overnight trips and a decrease
of 4% in domestic day trips for 2013 compared with 2012 (Figure 4). Over the last six years of the survey,
domestic day trips to the Island show more of a downward trend than domestic overnight trips.
3
Figure 4: Total domestic overnight & day visitors
12 months total
1,500,000
1,000,000
500,000
0
Domestic overnight 12 months total (to
end of P4)
Domestic day 12 months total (to end
of P4)
2008
2009
2010
2011
2012
2013
1,394,671
1,357,314
1,391,336
1,453,193
1,375,464
1,361,480
994,255
1,074,338
990,616
910,008
881,206
842,353
4
Overseas visitors
In common with previous years, around 4% of total visitor trips during the autumn/ winter period of 2013
were made by overseas residents (26,000 overseas visitor trips).
Of the total trips to the Island by overseas residents this period, 18,400 overseas visitor trips involved an
overnight stay of at least one night (71%), while 7,600 overseas visitor trips were day trips (29%).
Overseas visitor trips were down 8% compared with the same period in 2012 but were broadly consistent
with overall results for this period in 2011 and previous years (Figure 5). It is worth remembering that
overseas visitors represent a relatively small part of the overall visitor market, particularly at this time of
year, and the figures are based on relatively small sample sizes.
Figure 5: Overseas visitor volumes
Autumn/ winter 2013 vs previous years
30,000
25,000
20,000
15,000
10,000
5,000
-
2008
2009
2010
2011
2012
2013
Overseas overnight visitors
13,819
16,737
19,418
18,600
15,364
18,401
Overseas day visitors
11,703
6,789
7,555
6,833
12,995
7,597
All overseas visitors
25,522
23,526
26,973
25,433
28,359
25,998
Looking at the aggregated totals for the whole year, all overseas visitor trips were down 5% compared with
2012 and slightly lower than recent years (Figure 6).
Figure 6: Total overseas overnight & day visitors
12 months total
200,000
150,000
100,000
50,000
0
Overseas overnight trips 12 months total
2008
2009
2010
2011
2012
2013
76,494
90,374
112,437
80,354
68,943
83,200
Overseas day trips 12 months total
37,750
30,931
67,549
42,614
57,859
36,695
All overseas trips 12 months total
114,244
121,304
179,986
122,968
126,802
118,655
5
Home residence
Tables 2a to 2c show the top ten counties or countries of origin for domestic and overseas visitors.
Hampshire continues to be the most important county for generating domestic day trips. Over half of all
domestic day visitors this quarter came from home locations within Hampshire.
As in Period 4 of 2012, the top three places generating domestic overnight trips were Hampshire (19%),
Greater London (11%) and Surrey (9%). As noted previously, the home locations of overnight visitors
tended to be more widely distributed across England than those of day visitors.
The most frequently mentioned countries of residence for visitors from overseas are shown in Table 2c.
Results are based on relatively small samples and are therefore subject to significant fluctuations year on
year however they provide an indication of the key countries. Twenty five different countries were
represented within the overseas visitor sample for Period 4 of 2013, although many of them generate only
small numbers of visitors. France, the USA, Australia and Germany accounted for the highest proportion of
overseas visitors to the Island during the autumn/ winter of 2013 and continue to feature consistently
among the top four countries of origin.
Table 2a: Top 10 county of residence –
domestic overnight visitors
2013
2012
Hampshire
19%
19%
Greater London
11%
10%
Surrey
9%
10%
Kent
5%
4%
West Sussex
5%
5%
Dorset
4%
4%
Essex
3%
4%
Hertfordshire
3%
3%
West Midlands
3%
2%
Somerset
2%
4%
Table 2b: Top 10 county of residence –
domestic day visitors
2013
2012
Hampshire
53%
54%
Dorset
6%
5%
West Sussex
5%
7%
Greater London
4%
5%
Surrey
3%
6%
Kent
3%
2%
Berkshire
3%
2%
Wiltshire
2%
3%
East Sussex
2%
2%
Somerset/ Bristol
2%
1%
Table 2c: Top 10 country of residence –
all overseas visitors
2013
2012
France
16%
10%
U.S.A
13%
9%
Australia
10%
9%
Germany
8%
10%
Canada
8%
3%
Spain
7%
6%
Netherlands
5%
3%
New Zealand
4%
5%
Italy
4%
5%
Belgium
4%
5%
Group composition
Compared with the summer months when we see a high proportion of family groups, autumn visitors were
most likely to be visiting alone or in a party of two adults. The results are consistent with the same period in
2012 and previous years. The average group size for all visitor groups was 2.16 people (2.19 people in P4
2012).
Figure 7: Number of people in group
P4 2013
40%
38%
39%
38%
P4 2012
Table 3: Average group size P4 2013
Domestic overnight trips
2.37
Domestic day trips
1.90
Overseas overnight trips
2.05
Overseas day trips
3.81
All groups
2.16
P4 2011
37% 37%
Adults only
Adults & children
10% 10%
1 person
2 persons
11%
3 persons
7%
10%
8%
4% 4% 4%
4 persons
1% 1% 0%
1% 1% 1%
5-7 persons 8-11 persons 12+ persons
6
87.5%
12.5%
Purpose of visit
The profile of domestic visitor trips to the Island during the autumn/ winter of 2013 was consistent with the
same period in 2012 and 2011.
As in previous years, the proportion of domestic trips that were a main holiday fell from around 20% during
the peak period to only 1% in the autumn/winter. Around a third (31%) of all domestic visitor trips to the
Island during Period 4 were visiting on supplementary holiday trips (183,000 trips), while overnight trips to
visit friends or relatives accounted for 17% of all domestic trips (108,000 trips).
Same day business trips accounted for the highest proportion of day trips to the Island during Period 4
(16% of all domestic trips), closely followed by same day VFR trips (12% of all domestic trips) and leisure
day trips from home (9% of all domestic trips during Period 4).
Overall, the distribution of domestic trips by purpose of visit is broadly consistent with the same period in
2012 and 2011, the most noticeable change being a 4% point fall in overnight VFR trips this autumn/ winter
compared with the same period in 2012. This decrease of around 30,000 overnight VFR trips appears
relatively insignificant as a percentage, but may account for a large part of the 8% decrease in domestic
overnight trips reported for this period compared with the same period in 2012.
Figure 8: Domestic trips by purpose (% of all domestic trips to IOW)
P4 2013 vs P4 in 2012 and 2011
2%
2%
2%
16%
15%
16%
12%
11%
10%
2%
2%
2%
3%
1%
0%
10%
1%
1%
2%
20%
1%
1%
1%
30%
3%
3%
3%
19%
23%
21%
40%
9%
8%
12%
32%
32%
32%
50%
0%
P4 2013
P4 2012
P4 2011
As shown in Figure 9 (overleaf), the nature (trip purpose) of visits to the Island made by overseas visitors
during Q4 has shown considerable variation year on year, primarily due to the relatively small sample of
overseas visitors encountered in each survey period and particularly outside the peak visitor season.
Period 4 of 2012 was notable for a significant increase in overseas day visits compared with previous years,
however, this autumn has seen a return to the more usual visitor profile with more overnight trips than day
trips.
The highest proportion of overseas trips during Period 4 of 2013 were overnight VFR trips (32%), while
almost a third of all overseas visitor trips were holiday trips (31%). Main and secondary holiday trips both
showed a marked increase compared with Period 4 in 2012 and 2011, accounting for 12% and 19% of all
overseas visitor trips to the Island respectively.
7
Among the overseas day trip categories, day trips on holiday were down compared with the last two years
(17% of all overseas visitor trips) however, day business trips increased to 10% of all overseas visitor trips.
Figure 9: Overseas trips by purpose (% of all overseas trips to IOW)
P4 2013 vs P4 in 2012 and 2011
0%
0%
0%
3%
1%
3%
4%
3%
10%
20%
0%
0%
0%
3%
0%
4%
0%
2%
0%
17%
32%
31%
33%
4%
2%
8%
10%
12%
9%
6%
30%
19%
11%
14%
40%
20%
39%
50%
0%
P4 2013
P4 2012
P4 2011
As shown in Figure 10a, there were an estimated 189,000 domestic holiday trips to the Island during Period
4 of 2013 (combining ‘main holiday’ and ‘other holiday/leisure’ purpose trips), down 6% compared with the
same period in 2012 when relatively high volumes of domestic holiday trips were recorded.
Domestic short breaks of 1-4 nights (151,000 trips) accounted for 80% of all domestic holiday trips during
the autumn/ winter of 2013, and almost half (45%) of all domestic overnight trips (including non-holiday
trips) during this period. Longer holiday trips of 5+ nights (38,000 trips) accounted for around 20% of all
domestic holiday trips and 11% of all domestic overnight trips during this period.
Figure 10a: Total domestic holiday trips to IOW
1-4 nights and 5+ nights
P4 2013 vs same period in previous years
250,000
200,000
150,000
100,000
50,000
0
2008
2009
2010
2011
2012
2013
Domestic long holiday (5+ nights)
34,453
44,416
46,360
55,893
40,698
37,610
Domestic short holiday (1-4 nights)
122,833
129,604
123,195
148,274
159,628
151,378
All domestic holidays
157,286
174,020
169,555
204,167
200,236
188,988
The number of domestic short holiday (1-4 nights) trips to the Island fell by 5% compared with the same
period in 2012, but compared favourably with previous years. Longer holiday trips (5+ nights) fell by 8%
compared with period 4 in 2012.
8
Table 4: Domestic long/ short holiday trips during Period 4
2008
2009
2010
2011
2012
2013
Domestic LONG
holiday trips (5+
nights)
34,453
44,416
46,360
55,893
40,698
37,610
% of all
domestic
holiday trips
22%
26%
27%
27%
20%
20%
% of all
domestic
o’night trips
11%
15%
14%
16%
11%
11%
Domestic
SHORT holiday
trips (1-4
nights)
122,833
129,604
123,195
148,274
159,628
151,378
% of all
domestic
holiday trips
78%
74%
73%
73%
80%
80%
% of all
domestic
o’night trips
40%
44%
38%
41%
43%
45%
The split between short and longer holiday trips was similar to period 4 in 2012 and broadly consistent with
previous years, however, domestic short holidays have increased as a proportion of all domestic overnight
trips in recent years, and domestic longer holidays have shown a decline. These findings are consistent
with those of the national tourism surveys.
Over the whole year, the total number of domestic holiday trips was similar to 2012 (down 1%) at 876,600
trips. Domestic short breaks (1-4 nights) accounted for 625,600 trips over the year, finishing 3% up on 2012
mainly as a result of exceptionally high visitor numbers during the peak period this year.
Domestic longer holidays (5+ nights) accounted for 251,000 trips during 2013, a decrease of 10% compared
with 2012 and reflecting the continued downward trend seen in recent years (Figure 10b).
Figure 10b: Total domestic long & short holiday trips
12 months total (Jan to Dec)
1,000,000
500,000
0
2008
2009
2010
2011
2012
2013
Domestic long holiday (5+ nights)
270,204
301,279
301,258
297,804
278,126
250,989
Domestic short holiday (1-4 nights)
608,300
595,371
600,688
667,936
604,768
625,642
All domestic holidays
878,504
896,650
901,946
965,740
882,894
876,631
9
Length of stay
Based on the results of the passenger survey, domestic visitors staying overnight on the Isle of Wight spent
an average of 3.5 nights on the Island during their trip in the autumn/winter of 2013. The results are
broadly consistent with previous years (Table 5a).
Overseas overnight visitors stayed for an average of 6.5 nights during their trip this autumn.
Table 5a: Average length of stay (nights) Domestic overnight visitor trips during Period 4
2008
2009
2010
2011
2012
2013
Main holiday
5.3
6.0
6.5
7.4
7.2
7.3
Other holiday/leisure
3.5
3.7
3.8
3.7
3.5
3.6
VFR
2.8
2.7
2.8
2.8
3.1
3.4
Business/conf/work
4.5
2.5
5.6
4.4
3.0
3.7
Leisure & business
3.5
3.5
(8.2)
(8.1)
4.7
3.3
Other
2.3
2.3
2.1
(1.4)
1.9
2.6
Avg. all domestic trips
3.4
3.3
3.6
3.6
3.4
3.5
Table 5b: Average length of stay (nights) Overseas overnight visitor trips during Period 4
2008
2009
2010
2011
2012
2013
Avg. all overseas trips
5.6
7.9
7.9
8.9
5.0
6.5
NB: small sample sizes for some categories. Averages based on less than 10 visitor groups are shown in brackets.
Type of accommodation used
Around two fifths of all visitors staying overnight on the Island during the autumn/ winter of 2013 were staying in
the home of a friend or relative (42%), while a fifth (20%) were staying in one of the Island’s hotels.
Smaller numbers of overnight visitors stayed in other types of accommodation such as second homes (9%), guest
houses or B&Bs (8%), rented self-catering houses, cottages or flats (8%) or rented static caravans or chalets (8%).
Figure 11a: Accommodation type used by overnight visitors
P4 2013 vs same period in 2012 and 2011
2013
2012
2011
42% 41% 42%
1% 1% 1%
3% 2% 2%
Other
9% 7%7%
Onboard a
yacht or boat
2% 1%1%
Second home
1%1% 3%
Own static
caravan or
chalet
4%
Home of friend
or relative
Rented selfcatering
8% 7%
Touring
caravan or tent
8% 8% 8%
Rented static
caravan or
chalet
8%7% 6%
Guest House,
B&B or inn
Hotel
26% 26%
20%
The results are broadly consistent with findings from the same period in 2012 and 2011, although fewer visitors
this year appear to have been staying in hotels.
Looking at the sub-group of staying visitors who were visiting the Island for holidays or short breaks this autumn,
the highest proportion (34%) were staying in hotels. Seventeen percent of holiday visitors this autumn/winter
were staying in second homes (up 5% points compared with the previous year), while smaller proportions of
holidaymakers were staying in rented static caravans or chalets (15%), rented self-catering accommodation (14%)
10
or guest houses/ B&Bs (9%). The most noticeable changes year on year are the decrease in the use of hotels, and
increase in the use of second homes (Figure 11b).
Figure 11b: Accommodation type used by short break & longer holiday visitors
P4 2013 vs same period in 2012 and 2011
2013
2012
2011
41% 41%
34%
3%1%1%
Own static
caravan or
chalet
Rented static
caravan or
chalet
Rented selfcatering
Guest House,
B&B or inn
Hotel
1%
13%
12%
1%1%1%
2%3%3%
Onboard a
yacht or boat
4% 2%2%
Second home
3%6%
Other
17%
15%14%
8%
Home of
friend or
relative
15%
14% 13%
Touring
caravan or
tent
9%10%9%
The accommodation choices among domestic and overseas visitors are shown in Table 6. Both domestic and
overseas visitors were most likely to be staying in the home of a friend or relative. This includes most of those
visitors who stated their main trip purpose was visiting friends and relatives (VFR trips) but also some visiting for
business/work or other trip types who were using the homes of friends or relatives as a base.
As shown in Table 7, the highest proportion of those visiting for main holiday trips during Period 4 were using
serviced accommodation (54%), particularly hotels (43%). Rented self-catering accommodation and static
caravans or chalets were also widely used.
Hotel accommodation was the most popular choice among those visiting for supplementary/ secondary holidays
(33%), while around a third opted for non-serviced types of accommodation and almost a fifth were staying in
their second home on the Island.
Table 6: Domestic & overseas visitor accommodation
Hotel
Guest House/B&B
Rented self-catering
Static caravan/chalet
Touring caravan/tent
Home of friend/relative
Second home
On board a yacht/boat
Other (i.e. hostels, lodgings)
Domestic
visitors
21%
7%
8%
10%
1%
41%
9%
1%
2%
Overseas
visitors
17%
12%
3%
2%
57%
5%
5%
Table 7: Accommodation used by purpose of trip (Period 4 2013)
Hotel
Guest House/B&B
Rented self-catering
Static caravan/ chalet
Touring caravan/tent
Home of friend/relative
Second home
On board a yacht/boat
Other (i.e. hostels, lodgings)
Main
holiday
43%
11%
21%
18%
4%
4%
-
Other
holiday
33%
9%
13%
19%
1%
4%
18%
1%
2%
VFR
4%
2%
1%
2%
0%
89%
1%
0%
Bus/
work
34%
27%
4%
10%
6%
1%
17%
Other
45%
14%
21%
10%
3%
7%
The average trip length by accommodation type for Period 4 of 2013 was broadly consistent with the same period
over the last two years for most accommodation types, although there has been some variation year on year.
Table 8: Average length of stay by accommodation type
Hotel
Guest House/B&B
Rented self-catering
Static caravan/chalet
Touring caravan/tent
Home of friend/relative
Second home
On board yacht/boat
Other (i.e. hostels, lodgings)
2013
2.9
2.6
5.4
4.0
5.1
3.8
3.7
3.2
3.8
2012
2.8
3.2
5.2
4.4
5.3
3.3
2.9
1.2
2.8
2011
3.0
2.7
5.9
5.5
4.7
3.8
3.7
4.1
3.7
11
Table 9 shows the number of overnight trips (by purpose) which were based in each of the different types of
accommodation during Period 4 of 2013. Thus it can be seen that an estimated 86,557 overnight visitor trips
during the autumn/ winter of 2013 were accommodated in hotels on the Island, the majority of which (65,889
trips) were holiday trips.
Once the estimated total trips for each accommodation type are multiplied by the average length of stay for
visitors using that accommodation type, it is estimated that around 1,294,600 visitor nights were spent on the
Island during Period 4, of which around 246,688 visitor nights were spent in hotels.
Table 9: Estimated trips & nights by accommodation type (Period 4)
Main
Other hol/
holiday
leisure
VFR
Total trips by purpose of visit
9,396
187,746
116,818
Hotel
Guest House/B&B
Rented self-catering
Rented static caravan/chalet
Touring caravan/tent
Home of friend/relative
Second home
Own static caravan/ chalet
On board yacht/boat
Other (i.e. hostels, lodgings)
4,027
1,006
2,014
1,678
335
335
-
61,862
17,498
25,177
28,594
2,140
6,834
33,287
6,402
2,140
3,811
4,194
2,465
1,729
1,974
491
103,746
993
736
491
Business
19,064
Business
& leisure
3,500
Other
trips
20,258
Estimated
total trips
356,782
Estimated total
nights
1,294,641
6,438
5,199
743
1,981
1,237
248
3,218
954
318
318
318
954
637
9,082
2,794
4,191
2,095
699
1,398
86,557
29,280
34,172
32,246
2,966
115,309
37,171
7,138
2,388
9,554
246,688
74,956
183,163
128,339
15,188
434,715
136,046
31,693
7,642
36,211
New versus repeat visitors to the Island
Ten percent of all visitors were visiting the Isle of Wight for the first time during Q4 2013.
The majority (67%) had visited the Island before within the last 12 months and a further 15% had last visited the
Island 1 to 5 years ago. Around 9% were lapsed visitors who had last visited the Island more than 5 years ago.
The results are similar to those obtained over the same period in recent years.
Figure 12: Previous visits to the IOW
Autumn/ winter 2013 vs same period in previous years
2013
67%
10%
8%
67%
2012
2011
66%
15%
10%
16%
14%
First ever visit to the Island Visited before - within the last Visited before - one to five
12 months
years ago
9%
9%
9%
Visited before - but NOT
within the last five years
As might be expected, domestic visitors were more likely to have visited the Island previously than overseas
visitors. A third of overseas visitors during Period 4 were visiting the Island for the first time.
12
The first-time/ repeat visitor profile of day and staying visitors was broadly comparable, although day
visitors were more likely to have visited within the last 12 months than overnight visitors.
Table 10: First time/repeat visits by visitor type – Period 4, 2013
Domestic
visitors
YES - first ever visit to the Island
8%
Visited before - within the last 12 months
68%
Visited before - two to five years ago
15%
Visited before - but NOT within the last five years
9%
Overseas
visitors
33%
46%
11%
10%
Overnight
visitors
10%
64%
15%
11%
Day
Visitors
8%
72%
14%
6%
Visits to Island attractions
The survey found that around 27% of all leisure visitors had visited one or more attractions during their visit
to the Island this autumn, a slight decline compared with the same period in recent years.
Figure 13: Visits to IOW attractions
Autumn/ winter 2013 vs same period in previous years
Free attractions
Paid for attractions
33%
29%
35%
33%
30%
29%
26%
23%
Visits to any attraction
24%
14%
10%
2008
9%
2010
2011
21%
13%
10%
9%
2009
27%
23%
2012
2013
Fourteen percent of all leisure visitors had visited paid for attractions only, while 6% had visited free
attractions only. Seven percent had visited both free and paid for attractions during their trip to the Island
this autumn.
As shown in Table 11, almost half of all overseas visitors had visited one or more attractions during their
visit to the Island, compared with around a quarter of domestic visitors.
Table 11: Visits to attractions by visitor type, Period 4 2013
All leisure
Domestic
visitors
visitors
27%
25%
Visit to any attraction, of which:
6%
5%
Free only
14%
13%
Paid for only
7%
7%
Both free and paid for
73%
75%
Did not visit any attractions
Overseas
visitors
48%
9%
36%
3%
52%
Overnight
visitors
31%
6%
16%
9%
69%
Day
visitors
15%
4%
9%
2%
85%
In common with previous years, staying visitors were more likely to have visited one or more attractions
during their stay than day visitors (31% and 15% respectively). Although the proportion of staying visitors
who visited attractions has fallen slightly in recent years (31% this autumn compared with 34% in period 4
of 2012 and 36% in 2011), relatively few day visitors during period 4 this year had included a visit to one or
more attractions during their visit (15% compared with 18% in period 4 of 2012 and 34% in 2011).
13
Mode of transport
Mode of travel on board the ferry is recorded for all visitors and used to estimate the overall split between
those travelling as car1, coach and foot passengers.
As shown in Figure 14, the proportion of visitors bringing their own vehicle to the Island during Period 4
was slightly lower than in 2012 but consistent with previous years at 63%. Relatively few visitors were
travelling to the Island as part of a coach party (4%).
Figure 14: Mode of transport on ferry - all visitors
Autumn/ winter 2013 vs same period in previous years
Private vehicle
Foot
Coach
68%
59%
37%
2008
2009
33%
29%
9%
4%
36%
34%
33%
63%
60%
58%
57%
8%
4%
2010
4%
2011
2012
4%
2013
Visitors were asked how they travelled around the Island during their visit. As in previous years, the
majority of visitors during Period 4 indicated that they used their own vehicle (62%). Around 7% of visitors
this autumn did not use any transport but travelled around on foot. Eleven percent relied on transport
provided by friends or relatives and 6% used local bus services. Seven percent of visitors travelled around
the Island by coach (Table 12).
Table 12: Mode of transport used around the Island – all visitors Period 4
2010
59%
9%
6%
10%
9%
3%
2%
1%
0%
0%
0%
Private car
Walking/ on foot
Bus
Transport provided by friend/ relative
Coach
Taxi
Train
Bicycle
Mini-bus
Rented vehicle
Other
2011
67%
8%
6%
7%
5%
2%
2%
1%
3%
0%
0%
2012
69%
6%
7%
8%
5%
2%
2%
1%
0%
0%
0%
2013
62%
7%
6%
11%
7%
3%
3%
1%
0%
0%
-
The results have been fairly consistent each autumn over the last four years, although the use of private
vehicles has decreased compared with the same period in 2012 and 2011.
1
This category includes motorhomes, vans, motorcycles, HGVs etc.
14
Volume & value of tourism
Based on data from the visitor survey, the average expenditure per person per trip during Period 4 of 2013
was £20.07 for a domestic day visitor, while the average spend for a day visitor from overseas was twice as
high at £42.98. Domestic day visitor spend was lower than the average for this period in 2012 (£33.07) but
similar to average spend for this time of year in 2011 (£21.93). Average spend for overseas day visitors was
higher than that recorded during Q4 over the last two years, however, it is worth noting that the overseas
visitor sample encountered during each survey period is relatively small, and spend figures for overseas
visitors will therefore be subject to wider margins of error than figures for domestic visitors.
Domestic overnight visitors were found to spend an average of £144.19 per trip this autumn. This was
similar to the average for this period in 2012 (£144.24) and 2011 (£147.90). Overseas staying visitor spend
at £144.54 per trip was significantly lower than the average for this period in 2012 (£215.05) but higher
than in 2011 (£132.72).
Although overseas overnight trips typically tend to be of a longer duration than domestic overnight trips
during the autumn period (6.5 nights and 3.5 nights respectively in Period 4 this year), overseas overnight
visitors tend to have much lower accommodation costs since a higher proportion of these visitors stayed in
the homes of friends or relatives (57% compared with 41% of domestic overnight visitors).
Once expenditure data is multiplied by the number of visitors, it is estimated that during the
autumn/winter of 2013 tourism activity generated direct revenue of £56.5 million, a decrease of 6%
compared with the same period last year.
Table 13: Total tourism volume & expenditure (Period 4)
Period 4 2013
Total trip
Avg. spend
Total trips
All
expenditure
per trip
338,382
£48,791,301
£144.19
Domestic overnight
18,401
£2,659,681
£144.54
Overseas overnight
356,783
£51,450,981
Sub-total
Domestic day
Overseas day
Sub-total
233,743
7,597
241,340
£4,691,222
£326,519
£5,017,741
Total value
598,123
£56,468,722
£20.07
£42.98
368,985
15,364
384,349
Period 4 2012
Total visitor
expenditure
£53,222,396
£3,304,028
£69,490,265
236,642
12,995
249,637
£7,825,751
£397,777
£8,223,528
633,936
£64,749,952
Total trips
Avg. spend
per trip
£144.24
£215.05
£33.07
£30.61
Note: Overseas trip volume and average expenditure is based on small samples.
Of the total expenditure generated during Period 4 of 2013, 86% (around £51 million) was contributed by
domestic overnight visitors (Figure 15).
15
Figure 15: Distribution of total trip expenditure
Period 4 2013
Domestic day
8.7% Overseas day
Overseas overnight
5.1%
0.5%
Domestic overnight
85.6%
In total, it is estimated that visitors spent £277.7 million on the Island in the twelve months covering
January to December 2013 (£264.1 million in 2012).
Domestic overnight trips accounted for an estimated £234 million, 84% of the total tourism revenue for the
year. The vast majority of revenue from these domestic overnight trips is generated by main or
supplementary holidays and short breaks.
Domestic day trips accounted for around 8% of total revenue over the year and overseas overnight trips
accounted for around 7% of total visitor revenue over the year.
Table 14:Total tourism volume & expenditure (January to December 2013)
Total number of
Total visitor
All
visitors
expenditure
Domestic overnight
1,361,500
£234,261,900
Overseas overnight
83,200
£20,076,800
Sub-total overnight trip expenditure
£254,338,700
Domestic day
Overseas day
Sub-total day trip expenditure
842,400
36,700
Total value
£22,269,000
£1,076,900
£23,345,900
£277,684,600
Note: Total visitor volumes and expenditure for the year have been rounded.
16
Avg. spend per
visitor per trip
£172.06
£241.31
£26.44
£29.35
Appendix: Weather data
Weather data presented in this section is taken from Newport Weather Station data, part of the Isle of
Wight Weather Station Network (www.isleofwightweather.co.uk)
After some glorious weather in July and August, September saw a brief stormy period mid-month, followed
by quieter weather more typical of the autumn. October was a mild but very unsettled month, with
frequent rain and blustery showers which continued into early November. From mid November to mid
December conditions were cooler, dryer and more settled, however from mid December a succession of
deep Atlantic low pressure systems brought strong winds and heavy rain to the South of England. Met
Office records indicate that this has been the windiest December since 1969 and Isle of Wight Weather
data indicates rainfall during December has been double the long term average for this month.
Figure 16a: Average Temperature (degrees Celsius) by month
20
15.5
14.6 14.8
15
12.6 13.4
11.9
Average temp. (Deg.
10
Celsius)
9.1 8.7
Long term average
7.7
6.9 7.5 7.4
2012
2013
5
0
Sep
Oct
Nov
Dec
Figure 16b: Total Rainfall (mm) by month
190
200
180
160
140
120
Rainfall
100
(mm) 80
60
40
20
0
134 128
53
151
149
116
84
71
Long term average
94
2012
67
44
2013
Sep
Oct
Nov
Dec
Figure 16c: Total Sunshine Hours by month
300
280 274
250
253
212
200
170
188
2011
Sunshine
150
hours
100
118 123 115
84 87 77
50
0
Sep
Oct
Nov
17
Dec
2012
2013