Lancashire Visitor Survey

• To collect up to date information on the origin, profile, behaviour and opinions of day and staying visitors.  
• To measure the components currently contributing most to visitor satisfaction. 
• To establish current perceptions and product awareness. 
• To measure the effectiveness of current marketing and branding.

• Guide the design of responsive tourism products and services to meet the needs of visitors. 
• Guide the development of effective and cost-efficient promotional tactics and campaigns. 
• Gauge and assess Lancashire’s market position in terms of how the destination is perceived by visitors
• Identify which market sectors are likely to generate repeat /new custom

Profile of visitors

• More than half from C1/C2 socio economic group
• Family groups and couples are the main visitor groupings
• Average group size: 2.66
• Almost equal numbers of visitors from Lancashire and rest of UK
• 5% are overseas visitors
• One third are visiting very regularly, weekly or monthly
• Many more day trippers than staying visitors and majority from Lancashire
• 25% of people from outside Lancashire visiting for the first time

Awareness of Lancashire, motivations and influences

• Most know they are visiting Lancashire
• Main associations: countryside and picturesque villages, heritage and history and the coastal offer
• Main influences on decision to visit: reputation for family friendly, perception there is great variety, good access
• Under half use information before or during their visit: main sources friends and family and websites

Trip characteristics

• Main purpose for visiting: leisure followed by  a holiday or short break. Visiting friends and relations also a reason for many
• 90% booked a few months in advance of travelling
• 40% of these booked last minute
• Main mode of travel is the car, even among local visitors
• Most popular choice of accommodation is serviced accommodation followed by homes of friends and family
• Top activities while on a trip: eating out, relaxing and enjoying the scenery, visiting a tourist attraction, visiting the seaside, gentle walking and shopping

Satisfaction levels

• Lancashire achieves high satisfaction rating for most of its product
• Higher ratings given for: warmth of welcome, range of place to visit and things to do and range of places to eat and drink
• 90% Visitors who rate the county highly for overall enjoyment
• Over 90% were likely to recommend a visit to others.
• Lower ratings given for shopping scores lowest