Measuring Tourism Locally in
Northern Ireland
2nd September 2014
Sean White – Tourism Intelligence Unit (ONS)
Background to the TIU
"existing [tourism data] sources are no longer fit for
purpose and the potential economic, social and
environmental contributions of the tourism sector will
only be realised if priority is allocated to better
measurement." (Allnutt Review, 2004)
• The Allnutt review – a ‘tipping point’ for tourism
statistics
• One of the recommendations – to set up a Tourism
Statistics Unit (preferably in ONS)
The Result : Tourism Intelligence Unit
• The Tourism Intelligence Unit (TIU) was set up in ONS on
August 1st 2008.
• Was developed through the English Tourism Intelligence
Partnership made up of RDAs, VisitEngland, tourism
organisations and academia
• The aim of the unit is to make improvements to tourism
statistics, especially those that relate to the tourism industry, the
visitor economy and the economic impact of tourism.
“the committee is encouraged by the plans to develop a Tourism
Intelligence Unit. We support the proposal for the Unit to review the
Allnutt recommendations with a view to their development and
implementation…It is of vital importance to the industry that this should
not be merely another false dawn.” (House of Commons CMS
Committee on Tourism, 2008)
Original TIU –Work Programme
1- Measuring the supply-side of tourism.
2- Piloting a new day visits survey.
3- To develop ‘Best Practice’ in collecting data
locally.
4- Development of a tourism satellite account.
Key Outputs
• The Economic Importance of Tourism: The UK Tourism Satellite
Account for 2010 and 2011 (August 2013)
Key Outputs: Tourism Direct GVA, Tourism Direct Employees and FTEs,
Internal Tourism Consumption, Tourism Ratios
• The Supply Side of Tourism in 2009 (February 2012)
Key Outputs: GVATI, Output, Employment characteristics, Tourism industry
demography
• The Sub-Regional Value of Tourism in the UK in 2011 (April
2014)
Key outputs: Tourism Direct GVA and expenditure data at NUTS 2 and 3
• A Review of Sustainable Tourism Indicators (October 2011)
Key Outputs: A set of indicators for monitoring sustainable tourism at the
national and local levels
Examples: Direct GVA and Expenditure
Tourism Direct GVA in 2008-2011 by tourism sub
sector
Estimated Tourism Expenditure 2008 (£m) by
UK NUTS3 Area and Visit Type (top 20 shown)
Tourism Employment
• Characteristics of Workers in Tourism, 2011 (June 2013)
Key outputs: Age, Sex, nationality, educational attainment characteristics of tourism
workers
• Employment Characteristics of Tourism Industries, 2011 (March
2013)
Key outputs: FT and PT employment, temporary working, self employment,
workplace characteristics, occupations
• The Geography of Tourism Employment, 2011 (Nov 2012)
Key Outputs: regional and sub-regional employment estimates
Employment
Examples
Age profile of Employment in Tourism
and non-tourism
Main and Second Job Employment in Tourism Industries as a
Percentage of Total Employment (NUTS 3, 2010-2011)
Guidance on Measuring Tourism Locally
• Measuring Tourism Locally: Guidance Note One
This guidance note is the first of six updates to the original
series produced by the TIU with the aim of providing local
tourism officials a consistent framework within which to measure
and collect data on various facets of tourism activity.
• The other 5 guidance notes are now being scheduled for
update, namely:
•
•
•
•
•
Guidance Note 2: Local Economic Impact Modelling
Guidance Note 3: Undertaking Visitor Surveys
Guidance Note 4: Tourism Benchmarking
Guidance Note 5: Measuring the Supply Side of Tourism
Guidance Note 6: Event Analysis and Evaluation
Guidance Notes
VisitWales – Authority Profiles
• 22 local authority profiles
covering detailed analysis
of visitor data from
surveys, economic data,
census information,
occupancy data, value of
tourism
• Published Today!
International Context
• Strong links with UNWTO, OECD, ILO,
Eurostat, EC
• Return of Tourism data to Eurostat
• Adherence to international recommendations
in analysis of tourism industries and
compilation of Tourism Satellite Account
NI Project Requirements
•
Need to engage with local LGD representative to gain a clear picture of
their requirements with a view to matching this with what is achievable.
•
Share expertise in measuring the local impact of tourism activity.
•
Identify gaps in current availability of information.
•
Suggest alternative approaches or methodologies that would deliver a
consistent approach.
•
Suggest alternative approaches or methodologies that would enable
comparison across events and areas, taking local information into
consideration.
•
Identify resources required for different options to deliver consistent
and comparable approach to measuring local tourism activity
Project Options
• Option 1: Scoping Exercise
• Review of best practice in measuring tourism at
the local scale
• Assessment of available sources of information
(national and local)
• Would include tourism statistics and
economic/social statistics with relevance for
tourism
• Data inputs needed for event analysis and
assessment of best practice in measuring impact
of events
Project Options
• Option 2: Best Practice Guidance with worked
examples for selected areas
•
As option one but to include analysis of data
provided by local organisations in NI (e.g. To build
economic value estimates, event analysis worked
examples etc)
• Could be based on a VisitWales type of local area
profile
• Would depend on the input of data from local
organisations
Project Options
• Option 3: Analysis based on provided data for
all areas and selected events
• As option 2 but to cover all LGD areas in NI
• Event analysis dependent on relevant information
being made available
Resources Needed
• Verbal discussion (SW to update)
Discussion
Contact Details :
Email : sean.white@ons.gsi.gov.uk
Phone : 01633 455687
http://www.ons.gov.uk/ons/taxonomy/index.html?nscl=Economic+Value+of+Tourism