Tourism trends quarterly bulletin
Visitor statistics for Summer 2013 (Q3 mid July to early
September)
Introduction
This bulletin provides the key findings of the Isle of Wight Tourism Monitor for the seven week peak
summer period covering 15 July through to 1 September 2013.
Comparisons have been made with results for the same period in previous years since 2008 in order to
monitor trends in tourism activity during this key period of the year.
The findings in this bulletin are based on face-to-face interviews carried out among a sample of
approximately 4,000 passengers on board the six ferry routes to the island. Total passenger numbers for
the period are provided by the ferry companies.
Volume of tourism trips to the Isle of Wight
All tourism trips
Ferry passenger figures indicate that a total of 887,500 return trips (Island residents and visitors combined)
were made across the Solent during Q3 2013. This reflects an increase of 4% compared with the same
period in 2012, and an increase of 1% compared with the peak period of 2011.
Based on the ferry passenger survey data, it is estimated that 66% of the 887,500 return trips (584,100
trips) were made by visitors to the Island. This represents an increase of 3% (17,265 visitor trips) compared
with Q3 in 2012 and an increase of 0.5% compared with Q3 in 2011. Visitor numbers were not quite as high
as 2010 and previous years when visitor numbers frequently exceeded 600,000 during the peak period.
Figure 1: Total visitors to the Isle of Wight
Q3 2013 vs previous years
887,503
2013
584,103
851,604
2012
566,838
876,147
2011
581,352
919,008
2010
638,399
899,222
2009
600,476
893,406
2008
599,372
Q3 Total return trips
Q3 Total visitor return trips
1
When visitor figures for Q3 of 2013 are added to those of the three previous reporting periods, the rolling
total for the year is lower than previous years at around 2.36 million visitors (down 1.2% compared with
2012 and down 3.7% compared with 2011).
Figure 2: Total visitor numbers 12 months rolling total to end of Q3
3,000,000
2,500,000
2,000,000
12 months rolling total
2008
2009
2010
2011
2012
2013
2,563,884
2,575,084
2,566,427
2,450,191
2,389,183
2,359,591
Domestic visitors
As in previous years, the majority of visitors to the Island during Q3 were domestic visitors (96%).
There were an estimated 558,100 trips to the Island by domestic visitors, of which 374,800 (67%) involved
an overnight stay of at least one night on the Island. An estimated 183,300 trips (33%) were made by
domestic day visitors, either visiting from their home and returning home the same day, or making a day
trip to the Island while staying elsewhere.
Overall, the volume of domestic trips during this quarter increased by 6% compared with Q3 last year and
showed an encouraging upturn compared with the last two summers (Figure 3). The uplift in domestic
visitor volumes this summer is due to a marked increase in domestic overnight visitors (the highest
recorded during Q3 in recent years) although domestic day trips have continued to decline in number each
summer since 2009.
Figure 3: Domestic visitor volumes
Q3 2013 vs previous years
600,000
500,000
400,000
300,000
200,000
100,000
0
2008
2009
2010
2011
2012
2013
Domestic overnight visitors
345,297
324,122
356,197
336,936
321,817
374,850
Domestic day visitors
221,539
246,807
241,855
208,262
206,039
183,264
All domestic visitors
566,836
570,929
598,052
545,198
527,856
558,114
2
Looking at the average number of trips per week during Q3, the volume of domestic overnight visits
increased from an average of 46,000 per week in 2012 to 53,600 per week in 2013, the highest average per
week over the last six years. Domestic day visits, however, fell to an average of 26,200 per week in 2013,
continuing the downward trend seen since the peak in 2009.
In previous years, fine weather over the summer coincided with increased volumes of domestic day trips,
believed to be additional spontaneous trips to enjoy the Island’s countryside and beaches during the goo
weather. This is not evident in the day visitor figures this summer; however it is likely that the good
weather is in part responsible for a boost in the number of domestic overnight trips.
Figure 3b: Average number of domestic
day visitors per week ('000s)
Q3 2013 vs previous years
Figure 3a: Average number of domestic
overnight visitors per week ('000s)
Q3 2013 vs previous years
2013
53.6
2012
46.0
2011
48.1
2010
10
20
30
40
50
29.4
2011
29.8
34.5
35.3
2008
49.3
0
2012
2009
46.3
2008
26.2
2010
50.9
2009
2013
60
31.6
0
10
20
30
40
The rolling total for the year to the end of Q3 2012 shows that overall numbers of domestic overnight trips
have remained fairly static over the last five years, although numbers of domestic day trips have declined
steadily since the year ending Q3, 2009 (Figure 4).
Figure 4: Total domestic overnight & day visitors
12 months rolling total
1,500,000
1,000,000
500,000
0
2008
2009
2010
2011
2012
2013
Domestic overnight 12 months rolling
total (to end of Q3)
1,466,960
1,366,900
1,366,269
1,417,330
1,364,398
1,390,083
Domestic day 12 months rolling total
(to end of Q3)
976,991
1,084,882
1,023,619
908,853
900,909
845,252
3
Overseas visitors
Around 4% of total visitor trips during Q3 this year were made by overseas residents, representing an
estimated 26,000 overseas visitor trips. With regard to visit type, approximately 63% of all trips to the
Island by overseas visitors during Q3 this year were overnight visits. This is consistent with findings for the
peak summer period during most recent summers.
Figure 5: Overseas visitor volumes
Q3 2013 vs previous years
45,000
40,000
35,000
30,000
25,000
20,000
15,000
10,000
5,000
-
2008
2009
2010
2011
2012
2013
Overseas overnight visitors
21,155
18,248
23,553
19,214
24,442
17,385
Overseas day visitors
11,381
11,299
16,794
16,940
14,540
8,605
All overseas visitors
32,536
29,547
40,347
36,154
38,982
25,990
In terms of pure number, overseas visitor volume this summer is relatively low compared with previous
summers (down by a third compared with Q3 in 2012). In terms of the overall proportion of visitor trips,
however, the percentage is only 1% lower to that seen over the same period in 2008 and 2009 and 3%
lower to the same period last year.
Table 1: Proportion of overseas/ domestic trips (Q3)
Year
Overseas visitors
Domestic visitors
2008
5%
95%
2009
5%
95%
2010
6%
94%
2011
6%
94%
2012
7%
93%
2013
4%
96%
It should also be noted that the figures each quarter are based on relatively small sample sizes. Therefore, a
small change in the number of overseas passengers interviewed can lead to a significant change in the
overall percentages.
To get a clearer picture of changes to the volume of visits to the Island by visitors from overseas, a full
calendar year of passenger data will be required and comparisons with national survey results at this stage
can be misleading. This is because the timelines are different. The latest results from the International
Passenger Survey1 provide figures up to the end of July whereas the survey period covered in this report is
15 July to 1 September.
1
International Passenger Survey, published by VisitBritain
4
The volume of overseas overnight trips per week during Q3 fell to an average of 2,484 trips per week this
summer (consistent with around 2,500 trips per week during Q2 this year) while average overseas day trips
per week were down to around 1,230 trips per week (around 990 trips per week during Q2 this year).
Figure 5a: Average number of overseas
overnight visitors per week ('000s)
Q3 2013 vs previous years
2013
Figure 5b: Average number of overseas
day visitors per week ('000s)
Q3 2013 vs previous years
2013
2.48
2012
2012
3.49
2011
2.75
2010
3.37
2009
2.61
2008
3.02
0.00
1.00
2.00
3.00
1.23
4.00
2.08
2011
2.42
2010
2.40
2009
1.61
2008
1.63
0.00
1.00
2.00
3.00
4.00
Although estimated numbers of overseas overnight trips were relatively low this summer, the rolling total
for the whole year to the end of Q3 2013 indicates a modest increase compared with last year, returning to
levels recorded in the year ending Q3, 2011 (Figure 6). Overseas day visits were down compared with the
rolling total for the year ending Q3 2012, but were broadly consistent with the total for the year ending Q3
2011.
Figure 6: Total overseas overnight & day visitors
12 months rolling total (to end of Q3)
150,000
100,000
50,000
0
2008
2009
2010
2011
2012
2013
Overseas overnight 12 months rolling
total
82,607
87,456
109,757
81,170
72,180
80,163
Overseas day 12 months rolling total
37,324
35,845
66,782
43,336
51,697
42,093
5
Home residence
Tables 2a to 2c present the results on where visitors came from. Only the top ten home county or countries
of origin are shown.
Hampshire continues to be the most important county for generating domestic day trips. Just over half of
all domestic day visitors come from home locations within Hampshire.
In common with previous survey periods, the two main areas for generating domestic overnight trips were
Hampshire (14%) and Greater London (12%). As is usual, the home locations of domestic overnight visitors
were more widely distributed across the UK compared with day visitors.
The most frequently mentioned countries of residence for visitors from overseas are shown in Table 2c
below. 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 overseas visitor markets for the Island. Thirty
countries were represented within the overseas visitor sample for Q3 this year, although many of them
generate only small numbers of visitors. In previous survey periods France, the USA, Germany and
Australia have featured consistently as the top countries of origin for overseas visitors. These continue to
be well represented within the overseas visitor sample, however, this summer a relatively high proportion
of visitors from Spain were encountered.
Table 2a: Top 10 county of residence –
domestic overnight visitors
2013
2012
Hampshire
14%
14%
Greater London
12%
12%
Surrey
8%
10%
Kent
5%
6%
West Sussex
5%
4%
Essex
5%
4%
Hertfordshire
4%
4%
West Midlands
3%
3%
Berkshire
3%
3%
East Sussex
3%
2%
Table 2b: Top 10 county of residence –
domestic day visitors
2013
2012
Hampshire
52%
50%
Greater London
5%
6%
Surrey
5%
6%
Dorset
5%
5%
Berkshire
5%
2%
West Sussex
4%
6%
Wiltshire
3%
2%
Somerset & Bristol
3%
1%
East Sussex
2%
1%
Kent
2%
4%
Table 2c: Top 10 country of residence –
all overseas visitors
2013
Germany
13%
Spain
12%
U.S.A.
9%
France
8%
Republic of Ireland
6%
Australia
6%
New Zealand
6%
Netherlands
4%
Belgium
4%
China
4%
2012
9%
3%
11%
5%
3%
11%
2%
11%
0%
2%
Group composition
The highest proportion of visitor groups consisted of one or two adults. Thirty-eight percent of visitor
groups consisted or three or more people compared with 41% last summer and 30% during the peak period
of 2011. Visitor groups averaged 2.67 people during Q3 2013 compared with 2.73 in Q3 2012.
Table 3: Average group size Q3 2013
Domestic overnight trips
2.85
Domestic day trips
2.41
Overseas overnight trips
2.40
Overseas day trips
3.11
All groups
2.67
Figure 7: Number of people in group
Q3 2013
34%
27% 28%
Q3 2012
31%
13% 13%
Adults only
Adults & children
15% 16%
8%
10%
1%
1 person
2 persons
3 persons
4 persons
1%
1%
1%
5-7 persons 8-11 persons 12+ persons
6
73%
27%
Purpose of visit
The main purpose of trips to the Island by domestic visitors this summer remains broadly consistent with
the peak period of 2012 and 2011. The fall in domestic day trips and increase in domestic staying trips this
summer (shown in Figure 3, page 2) is relatively subtle in Figure 8 below, but mainly reflected in the
increased proportion of trips that were described as main holidays.
As shown, the Island continues to be popular as a summer holiday destination, not only for trips made as
the main holiday of the year, but also for short breaks and additional supplementary holidays. Twenty
percent of all domestic visitor trips to the Island during Q3 were described as the main holiday of the year
(109,900 trips) while a further 29% of all domestic trips were supplementary holiday trips (162,100 trips).
Overnight trips to visit friends or relatives accounted for a further 82,200 trips (static at 15% of all domestic
trips) while overnight business trips accounted for 2% of all domestic trips.
Leisure day trips from home (87,800 trips) accounted for the highest proportion of domestic day trips (16%
of all domestic trips), while same day business trips, same day VFR trips and leisure day trips made by
domestic visitors holidaying on the mainland all represented a smaller but significant contribution to
domestic visitor trips to the Island (32,700 trips, 25,600 trips and 28,800 trips respectively).
Figure 8: Domestic trips by purpose (% of all domestic trips to IOW)
Q3 2013 vs Q3 previous years
1%
2%
2%
6%
7%
8%
5%
5%
5%
5%
6%
6%
16%
19%
17%
2%
1%
1%
0%
0%
0%
2%
1%
2%
10%
15%
15%
16%
20%
20%
16%
14%
30%
29%
27%
29%
40%
0%
Q3 2013
Q3 2012
Q3 2011
Although the Isle of Wight has long been a popular destination for day trip excursions from the mainland
among overseas visitors, relatively few overseas visitor groups were interviewed by our researchers this
summer, and the majority of these have been staying visitors rather than day visitors. As in the summer of
2012, around two thirds of all overseas visitor trips to the Island were overnight trips (63%) while around a
third (37%) were day trips.
The highest proportion of all overseas visitor trips to the Island this summer were overnight visits to friends
or relatives (31%), representing around 7,900 trips. Around 8,250 overseas visitor trips were ‘holiday’ trips,
including around 3,000 main holidays (20% of all overseas visitor trips) and 5,250 ‘other holiday/ leisure’
overnight trips (29% of all overseas visitor trips).
Day visits to friends and relatives on the Island accounted for around 1,000 overseas visitor trips this
summer (4% of all overseas visitor trips), however, the highest proportion of overseas day trips to the
Island (28% of all overseas visitor trips) were day excursions from holiday bases on the mainland,
representing around 7,200 trips (Figure 9).
7
The main overseas trip types are broadly consistent with Q3 over the last two years, however, overnight
visits to friends and relatives are more significant this summer, while fewer overseas visitors have been
staying on the Island for holidays or making day trips to the Island from holiday bases on the mainland.
44%
Figure 9: Overseas trips by purpose (% of all overseas trips to IOW)
Q3 2013 vs Q3 in previous years
1%
0%
0%
1%
1%
1%
0%
0%
0%
2%
1%
1%
0%
0%
0%
2%
3%
2%
10%
4%
2%
3%
31%
16%
21%
20%
16%
17%
20%
12%
30%
13%
26%
40%
28%
35%
50%
0%
Q3 2013
Q3 2012
Q3 2011
The tourism monitor has traditionally split overnight ‘main holiday’ and ‘other holiday’ trips into short
break and long break trips. Short stay holidays are normally defined as trips of 1-3 nights within the tourism
industry, however, for a number of years the Isle of Wight has defined short breaks as 1-4 nights to better
reflect the structure of the ferry tickets available and the Island location. For this reason, results are
presented here for short breaks of both 1-3 nights and 1-4 nights, and longer holidays of 4+ and 5+ nights.
Overall, the number of domestic holiday trips to the Island this summer increased by 18% compared with
the peak period of 2012, to 272,000 trips.
As shown in Figure 10a, domestic long holiday trips of 4+ nights accounted for around two thirds of all
domestic holiday trips (50% of all domestic staying trips) this summer, following a similar pattern to
previous peak periods. Short breaks of 1-3 nights accounted for around 84,000 domestic overnight trips,
while longer holidays of 4+ nights accounted for 188,000 domestic overnight trips, an increase of 26,000
trips compared with the peak period of 2012, and the highest number of long holiday trips during Q3 over
the last six years.
Figure 10a: Total domestic holiday trips to IOW
1-3 nights and 4+ nights
Q3 2013 vs previous years
300,000
200,000
100,000
0
2008
2009
2010
2011
2012
2013
Domestic long holiday (4+ nights)
187,722
159,706
180,036
146,935
161,882
188,054
Domestic short holiday (1-3 nights)
65,193
65,251
80,733
87,193
68,776
83,995
All domestic holidays
252,915
224,957
260,769
234,128
230,658
272,049
8
Longer holiday trips (of 5+ nights) increased by 3% compared with Q3 2012 to 134,900 trips, representing
36% of all domestic staying trips to the Island this summer. Short breaks (1-4 nights) accounted for 37% of
all domestic staying trips during Q3 this year. An estimated 137,000 short breaks of 1-4 nights were spent
on the Island this summer, an increase of 37% compared with the peak period of 2012.
Figure 10b: Total domestic holiday trips to IOW
1-4 nights and 5+ nights
Q3 2013 vs previous years
300,000
200,000
100,000
0
2008
2009
2010
2011
2012
2013
Domestic long holiday (5+ nights)
145,323
131,405
144,009
120,569
130,886
134,879
Domestic short holiday (1-4 nights)
107,594
93,555
116,759
113,559
99,773
137,170
All domestic holidays
252,917
224,960
260,768
234,128
230,658
272,049
In the twelve month period up to the end of Q3, 2013, the overall number of domestic holiday trips to the
Island remained static compared with the previous year (ending Q3 2012). Short breaks of 1-3 nights
increased by 16% compared with the previous 12 months to 442,000 trips, however longer holidays of 4+
nights were down 12% compared with the previous year at 446,000 trips.
Longer domestic holidays of 5+ nights accounted for 254,000 trips over the year to the end of Q3, 2013,
down 13% compared with the previous 12 months and relatively low compared with previous years.
Figure 10c: Total domestic long & short break visitors
12 months rolling total (to end of Q3)
1,000,000
500,000
0
2008
2009
2010
2011
2012
2013
Domestic long holiday (4+ nights)
525,581
456,590
498,884
507,335
504,321
446,106
Domestic short holiday (1-3 nights)
407,888
423,328
407,531
423,786
382,412
441,862
All domestic holidays
933,469
879,918
906,415
931,121
886,733
887,968
9
Figure 10d: Total domestic long & short break visitors
12 months rolling total (to end of Q3)
1,000,000
500,000
0
2008
2009
2010
2011
2012
2013
Domestic long holiday (5+ nights)
297,548
291,316
299,314
288,271
293,321
254,077
Domestic short holiday (1-4 nights)
633,854
588,603
607,100
642,855
593,413
633,892
All domestic holidays
931,402
879,919
906,414
931,126
886,734
887,969
It is estimated that a total of 8,250 holiday trips were made by overseas visitors during the peak period of
2013. This is around half the volume estimated in Q3 of 2012 and relatively low compared with previous
summers. Due to the small sample size, it is difficult to prepare any meaningful trend data.
Overseas holiday trips represented 32% of all overseas trips to the Island this summer, compared with 42%
in Q3 of 2012 and 30% in Q3 of 2011).
Figures 11a and 11b present annual rolling total figures for overseas holiday trips. Holiday trips by overseas
visitors show an overall decline in numbers in the four years following the peak in the year ending Q3 2009,
with figures for the current tourism year being particularly low. Numbers of short break trips (of 1-3 nights
and 1-4 nights) appear to be levelling out after a marked decline in recent years, however longer holidays
of 4+ and 5+ nights which have been fairly steady in recent years appear to be down this year. It is possible
that the overseas visitor market is experiencing a similar shift in the pattern of holiday trips to the domestic
visitor market (from longer holiday trips to shorter holidays), however, the overseas visitor sample is
perhaps too small to draw any firm conclusion in this respect.
Figure 11a: Total overseas long & short break visitors
12 months rolling total (to end of Q3)
60,000
40,000
20,000
0
2008
2009
2010
2011
2012
2013
Overseas long holiday (4+ nights)
16,452
15,205
23,662
20,524
21,693
12,827
Overseas short holiday (1-3 nights)
19,259
35,729
18,666
18,601
12,060
14,314
All overseas holidays
35,710
50,933
42,328
39,125
33,753
27,141
10
Figure 11b: Total overseas long & short break visitors
12 months rolling total (to end of Q3)
60,000
40,000
20,000
0
2008
2009
2010
2011
2012
2013
Overseas long holiday (5+ nights)
12,210
11,420
20,666
21,311
19,101
11,193
Overseas short holiday (1-4 nights)
22,248
39,526
21,675
17,815
14,653
15,947
All overseas holidays
34,458
50,945
42,342
39,126
33,754
27140
Length of stay
Based on the results of the passenger survey, domestic visitors staying overnight on the Isle of Wight spent
an average of 5.2 nights on the Island during their trip in Q3 2013. This was similar to Q3 of 2011 but a
slightly shorter average trip duration than Q3 in 2012 and previous years. Although a higher proportion of
domestic visitors this year described their visit as ‘main holiday’, the average duration of main holiday trips
appears to be becoming shorter over time. This may be due to reduced household disposable income but is
possibly also due to changes in trip taking, for example, people choosing to take several short holiday trips
rather than one long main holiday.
Overseas overnight visitors stayed for an average of 7.7 nights during their trip this summer.
Unfortunately the sample size of overseas visitors in several categories is too small to provide meaningful
data, and results should be interpreted with caution.
Table 4a: Average length of stay (nights) Domestic trips during Q3
2008
2009
2010
2011
Main holiday
9.5
9.2
8.3
9.2
Other holiday/leisure
4.8
4.6
4.5
4.2
VFR
4.0
4.0
4.0
3.5
Business/conf/work
2.8
4.4
5.5
4.7
Leisure & business
6.2
5.4
(8.5)
(3.3)
Other
2.7
2.2
(2.2)
(5.3)
Avg. all trip length
5.6
5.7
5.4
5.0
Table 4b: Average length of stay (nights) Overseas trips during Q3
2008
2009
2010
2011
Main holiday
(15.6)
(10.0)
(14.0)
6.3
Other holiday/leisure
4.7
4.2
6.4
4.7
VFR
7.4
9.5
8.1
7.3
Business/conf/work
(15.2)
(2.4)
(10.7)
(11.8)
Leisure & business
(8.0)
(14.0)
(7.0)
(-)
Other
(6.8)
(2.0)
(-)
(20.0)
Avg. all trip length
7.8
6.9
10.0
6.6
NB: small sample sizes for some categories.
Averages based on less than 10 visitor groups are shown in brackets.
11
2012
8.6
4.5
4.2
5.2
5.9
2.0
5.4
2013
7.5
4.3
5.6
5.2
8.4
2.8
5.2
2012
12.4
5.6
9.2
8.8
(-)
(9.6)
9.2
2013
9.4
5.1
9.5
(9.8)
(-)
(2.8)
7.7
Type of accommodation used
Among all visitors staying overnight on the Island this summer, the highest proportion (31%) were staying in the
home of a friend or relative, while 22% were staying in one of the Island’s hotels.
Smaller volumes of overnight visitors stayed in other types of accommodation such as rented self-catering
houses, cottages or flats (11%), touring caravans/camping (10%), guest houses or B&Bs (9%) and rented static
caravans or chalets (6%).
The results are broadly consistent with findings from the peak period in 2012, although interestingly, use of
second homes is down compared with last summer while the use of own static caravans or chalets appears to
have increased.
Figure 12a: Accommodation type used by overnight visitors
Q3 2013 vs Q3 2012
2013
2012
31%
34%
22% 21%
9%
10%10%
7%
Own static
caravan or chalet
Home of friend
or relative
Touring caravan
or tent
Rented static
caravan or chalet
Rented selfcatering
Guest House,
B&B or inn
Hotel
0%
1%
6%
1% 1%
2% 1%
Other
6%
Onboard a yacht
or boat
11%10%
Second home
9% 7%
Among those visiting for holidays and short breaks this summer, hotels were the most popular accommodation
type (30%), in line with the same period in 2012. Rented self-catering accommodation (16%), touring caravans or
tents (16%) and guest houses/ B&Bs (11%) also remained popular. As noted previously, the fall in the use of
rented static caravans/ chalets (down 5% points) and second homes (down 8% points) appears to have been
offset by an increase in the use of own static caravans or chalets (up 9% points).
Figure 12b: Accommodation type used by short break & longer holiday visitors
Q3 2013 vs Q3 2012
2013
2012
30% 30%
16%16%
1%
The accommodation choices among domestic and overseas visitors are shown in Table 5.
12
1% 2%
2% 1%
Other
1%
Onboard a yacht
or boat
Home of friend
or relative
Touring caravan
or tent
Rented static
caravan or chalet
Rented selfcatering
Guest House,
B&B or inn
2% 2%
Hotel
9%
10%
Second home
15%
10%
Own static
caravan or chalet
16% 16%
11% 9%
Overall, 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, on holiday or other trip types who were using the homes of friends or
relatives as a base.
As shown in Table 6 below, holiday and short break trips tended to be distributed across the wide range of
serviced and non-serviced commercial accommodation types available on the Island. Among those visiting for
their main holiday of the year, the most popular types of accommodation were hotels (25%) and rented selfcatering accommodation (25%), followed by static caravans or chalets and touring caravans or tents (both 16%).
Compared with last summer, those visiting for their main holiday were more likely to use serviced
accommodation (up 9% points) and less likely to use static caravans or chalets (down 6% points). The use of
rented self-catering accommodation by main holiday visitors was down 3% points, and use of touring caravans or
tents was down 5% points.
Hotel accommodation remained the most popular choice among those visiting for supplementary/ secondary
holidays (33%), and the proportion of these visitors using serviced accommodation was similar to last summer.
Table 5: 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
22%
9%
11%
7%
10%
31%
7%
1%
2%
Overseas
visitors
18%
12%
10%
2%
2%
41%
8%
1%
4%
Table 6: Accommodation used by purpose of trip (Q3 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
25%
7%
25%
16%
16%
2%
8%
0%
1%
Other
holiday
33%
13%
11%
8%
16%
3%
11%
2%
2%
VFR
4%
3%
1%
1%
0%
90%
0%
0%
Bus/
conf/
work
32%
20%
7%
1%
12%
5%
20%
Other
21%
31%
3%
3%
24%
10%
7%
The average trip duration by accommodation type for the peak period of 2013 was broadly consistent with the
same period in 2011 and 2012 for most types of accommodation. The average length of stay for visitors using
guest houses or B&Bs and rented self-catering accommodation was slightly shorter than the last two summers,
however, those staying in the home of a friend or relative and those staying onboard a yacht or boat stayed
slightly longer this summer.
Table 7: 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
3.9
2.9
6.7
6.8
6.5
5.1
9.1
5.5
4.3
2012
4.0
3.6
7.2
6.2
7.6
4.9
8.0
3.1
9.7
2011
3.8
3.1
7.0
7.2
6.1
4.0
7.5
4.0
4.3
13
New versus repeat visitors to the Island
Fourteen percent of all visitors were visiting the Isle of Wight for the first time this summer.
The majority (51%) had previously visited the Island within the last 12 months and a further 21% had last visited
the Island 1 to 5 years ago. Around 13% had visited before, but not within the last five years.
The results are consistent with those obtained during the peak period over the last two years.
Figure 13: Previous visits to the IOW
Q3 2013 vs previous years
2013
51%
54%
2012
2011
55%
21%
14%
14%
20%
21%
14%
13%
12%
10%
First ever visit to the Island Visited before - within the Visited before - one to five Visited before - but NOT
last 12 months
years ago
within the last five years
Results split between domestic and overseas visitors show that the latter are more likely to be visiting the
Isle of Wight for the first time.
The pattern of repeat vs. first time visits for overnight and day visitors was similar, although overnight
visitors were less likely to have visited the Island recently (within the last 12 months) than day visitors.
Table 8: First time/repeat visits by visitor type – Q3, 2013
YES - first ever visit to the Island
Visited before - within the last 12 months
Visited before - two to five years ago
Visited before - but NOT within the last five years
Domestic
visitors
13%
53%
21%
13%
Overseas
visitors
40%
25%
22%
13%
14
Overnight
visitors
13%
53%
21%
13%
Day
visitors
12%
58%
18%
11%
Visits to Island attractions
Overall, around half (51%) of all leisure visitors had visited one or more attractions on the Island during
their visit this summer. This reflects a slight decrease compared with the peak period last year, but is
consistent with 2011 and previous summers.
Figure 14: Visits to IOW attractions
Q3 2013 vs Q3 in previous years
Free attractions
Paid for attractions
56%
52%
51%
45%
48%
43%
41%
17%
51%
17%
2009
51%
49%
44%
12%
2008
Visits to any attraction
11%
2010
44%
15%
2011
15%
2012
2013
Thirty seven percent of all leisure visitors had visited paid for attractions only, while 9% had visited free
attractions only. Six percent had visited both free and paid for attractions during their trip to the Island this
summer.
Table 9: Visits to attractions by visitor type (Q3, 2013)
All leisure
Domestic
visitors
visitors
52%
51%
Visit to any attraction, of which:
9%
8%
Free only
37%
37%
Paid for only
6%
6%
Both free and paid for
48%
49%
Did not visit any attractions
Overseas
visitors
54%
9%
38%
7%
46%
Overnight
visitors
56%
9%
38%
9%
44%
Day
visitors
41%
6%
34%
1%
59%
As shown in Table 9, similar proportions of domestic and overseas visitors had visited attractions during
their visit to the Island this summer (51% and 54% respectively). These results are consistent with the peak
period of 2012 (56% and 53% respectively).
As might be expected, and in common with last summer, overnight visitors were more likely to have visited
one or more attractions during their stay than day visitors (56% and 41% respectively during Q3 2013
compared with 62% and 42% respectively last summer).
15
Mode of transport
Mode of travel onboard the ferry is recorded for all visitors and used to estimate the overall split between
those travelling as car2, coach and foot passengers.
As shown in Figure 15, the proportion of visitors bringing their own vehicle to the Island this summer was
broadly consistent with recent years at 62%, although slightly higher than during Q3 of 2011 and 2012. As
in previous summers, relatively few visitors were travelling to the Island as part of a coach party, although
the 7% this summer reflects a very modest increase compared with the last five years.
Figure 15: Mode of transport on ferry - all visitors
Q3 2013 vs Q3 in previous years
Private vehicle
63%
58%
Foot
Coach
62%
62%
58%
54%
43%
36%
32%
6%
2008
5%
2009
37%
34%
31%
5%
2010
7%
5%
3%
2011
2012
2013
Visitors were asked how they travelled around the Island during their visit. As in recent years, the majority
of peak period visitors indicated that they used their own vehicle (64%). Around 7% did not use any
transport but travelled around on foot. Eight percent relied on transport provided by friends or relatives
and 10% used local bus services. Seven percent travelled around the Island by coach (Table 10).
Table 10: Mode of transport used around the Island – all visitors Q3
2010
64.9%
8.1%
8.2%
6.7%
6.5%
1.4%
2.7%
0.7%
0.1%
0.6%
0.2%
Private car
Walking/ on foot
Bus
Transport provided by friend/ relative
Coach
Taxi
Train
Bicycle
Mini-bus
Rented vehicle
Other
2011
63.6%
11.4%
9.1%
6.2%
3.6%
1.9%
1.8%
1.4%
0.8%
0.1%
0.2%
2012
64.5%
9.3%
7.8%
7.1%
5.6%
1.8%
1.5%
0.9%
0.3%
0.3%
0.7%
2013
63.6%
6.8%
9.5%
7.5%
7.3%
1.3%
1.6%
1.2%
1.0%
0.3%
0.1%
As shown, the results have been fairly consistent each summer over the last four years, with only relatively
minor variations in the use of each transport type.
2
This category includes motorhomes, vans, motorcycles, HGVs etc.
16
Volume & value of tourism
The average expenditure per person per trip based on the visitor survey data for Q3 reveals that a domestic
day visitor spent an average of £30.58 on their trip, whereas an overseas visitor coming to the Island for the
day spent £29.12. These figures are slightly higher than those obtained over the same period in 2012
(£25.55 and £25.90 respectively).
Average expenditure over the duration of an overnight trip this summer was £227.68 for domestic visitors,
and slightly higher at £284.53 for overseas overnight visitors. Domestic overnight visitor spend per trip was
up 12% compared with the same period in 2012 (£202.62) while overseas staying visitor spend was
significantly higher than last summer (£284.53 per trip this summer compared with £175.26 per trip last
summer).
Although overseas overnight trips are typically of a longer duration than domestic overnight trips during
the peak period (averages of 7.7 nights and 5.2 nights, respectively this summer), 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 (41% compared with 31% of domestic overnight visitors).
It is important to stress that the overseas visitor sample encountered during each survey period is relatively
small, and spend figures for overseas visitors are based on a relatively small number of visitor groups who
have provided this information. The overseas visitor results will therefore be subject to wider margins of
error than figures for domestic visitors.
Once expenditure data is multiplied up by the number of visitors, it is estimated that during Q3 of 2013
tourism activity generated direct revenue of £96 million, an significant increase of 28% compared with the
same period last year that is mainly attributable to the increase in domestic overnight trips this summer.
Of the total expenditure generated during the peak period of 2013, 89% (around £85 million) was
contributed by domestic overnight visitors (Figure 16).
Table 11: Total tourism volume & expenditure
Q3 2013
Total trip
Total trips
All
expenditure
374,850
£85,345,848
Domestic overnight
17,385
£4,946,554
Overseas overnight
392,235
£90,292,402
Sub-total
Domestic day
Overseas day
Sub-total
183,264
8,605
191,869
£5,604,213
£250,578
£5,854,791
Total value
584,104
£96,147,193
Avg. spend
per trip
£227.68
£284.53
£30.58
£29.12
Note: Overseas trip volume and average expenditure is based on small samples.
17
321,817
24,442
346,259
Q3 2012
Total visitor
expenditure
£65,206,561
£4,283,705
£69,490,265
206,039
14,540
220,579
£5,264,296
£376,586
£5,640,882
566,838
£75,131,148
Total trips
Avg. spend
per trip
£202.62
£175.26
£25.55
£25.90
Figure 16: Distribution of total trip expenditure
Q3 2013
Domestic day
5.8%
Overseas overnight
5.1%
Overseas day
0.3%
Domestic overnight
88.8%
As shown in Figure 17, the average expenditure per trip for domestic and overseas day visitors remained
relatively constant throughout the year.
Among domestic visitors staying overnight on the Island, average spend per trip increased slightly during
the spring (Q2) compared with the autumn and winter periods but was relatively low compared with the
average spend per trip during the peak summer period (Q3). Average overseas overnight trip expenditure
was relatively low during Q4 of 2012 compared with reporting periods during 2013, however, this should
not be considered significant as the calculations are based on small samples and are therefore subject to
wide margins of error.
Average spend £ per visitor per trip
Figure 17: Average spend (£ per person per trip) by visitor type
Q4 2012 to Q3 2013
£300
£281
£260
£250
£285
£228
£200
£150
Domestic day
£148
£133
£139
Overseas day
£159
Domestic overnight
£100
Overseas overnight
£50
£-
£25
£22
Q4 2012
£24
£28
Q1 2013
£24
£27
Q2 2013
18
£31
£29
Q3 2013
In total, it is estimated that visitors spent £286 million on the Island in the twelve months to the end of Q3
2013 (rolling total).
Domestic overnight trips accounted for an estimated £238.7 million, 83% of the total tourism revenue for
this period. 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 9% of total revenue over the year and overseas overnight trips
accounted for around 7% of total visitor revenue over the year.
Table 12:Rolling Total tourism volume & expenditure (year to end of Q3 2013)
Total number of
Total visitor
All
visitors
expenditure
Domestic overnight
1,392,083
£238,693,000
Overseas overnight
80,163
£20,721,000
Sub-total overnight trip expenditure
£259,414,000
Domestic day
Overseas day
Sub-total day trip expenditure
845,252
42,093
Total value
£25,404,000
£1,148,000
£26,552,000
£285,966,000
Note: Total visitor expenditure for the year ending Q3 2013 has been rounded.
19
Avg. spend per
visitor per trip
£171.46
£258.49
£30.05
£27.28
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)
As revealed in the Q2 bulletin, the months of April to June 2013 were colder than average, however, by the
start of Q3, Southern England was enjoying hot sunny weather and the first ‘heatwave’ experienced in
recent years. Local weather data shows that average temperatures and sunshine hours for the whole of
July were higher than in 2012 and 2011, while monthly rainfall was well below the average for both
months. Although some very warm weather was experienced in August, the average temperatures for the
month are unremarkable and consistent with the long term average. Local sunshine hours for August are
not available at present, however, Met Office data for the UK indicates that this was the sunniest August
since 2007.
Figure 18a: Average Temperature (degrees Celsius) by month
20
17.8
18.4
16.3 16.5
17.1
16.7
17.9
17.2
15
Long term average
Average temp.
10
(Deg. Celsius)
2011
2012
5
2013
0
July
August
Figure 18b: Total Rainfall (mm) by month
120
92
100
78
80
Rainfall
60
(mm)
40
Long term average
59
48
2011
47 47
34
24
2012
2013
20
0
July
August
Figure 18c: Total Sunshine Hours by month
400
350
300
250
Sunshine
200
hours
150
100
50
0
367 365
384
347
338
316 326
2010
2011
2012
2013
Jul
Aug
20