The Countryside Experience Overview Presentation of Key Findings November 16 th 2004

1. The Countryside Experience Overview Presentation of Key Findings November 16th 2004 Prepared for: Prepared by : For more details: Tel 0115 960 5358.

2. Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Objectives & Methodology

3. To improve the working group’s understanding of visitors’ attitudes to and expectations of a countryside experience and to understand how Wales is perceived to deliver that experience Specifically…… To explore the decision making process for countryside trips and to identify the key elements of the Countryside Experience To identify the relative importance of these elements and how these differ by ‘type’ of trip To explore in detail the role and expectations of key factors in destination choice: -> Accommodation -> Outdoor activities -> Food -> Non-active entertainment To examine the perceived and actual strengths and weaknesses of Wales as a countryside destination compared with other destinations Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Objectives Overall Objective

4. 6 GROUPS 2 Family 2 Post Family 2 Pre-family (with kids aged 0-17) (aged 40+, no kids under 18 at home) (aged 20-39 no kids) ABC1 ABC1 ABC1 C1C2 C1C2 C1C2 Half ‘Active’, ‘Half Passive’ on last countryside trip Main things did whilst on Countryside trip PASSIVE ACTIVE Visiting towns, villages, going for easy walks/strolls Visiting places of interest, exhibitions, craft fairs Browsing in shops and shopping, bird watching Painting/craft things Hiking/walking with maps, fishing, shooting Golfing, cycling, mountaineering/climbing Canoeing, sailing, rafting, horse riding Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Method All taken ‘countryside’ focussed break/holiday in last 12 months

5. 2+ breaks in UK in last 12 months All the main/joint main decision maker Non-rejectors Wales i.e. from list of UK destinations do not pick out Wales as a destination they are VERY UNLIKELY to visit in the future for short breaks/holidays Half visited Wales for short break/holiday in last couple of years Held in Bramhall (Manchester), Redditch (South of Birmingham) and Fleet (Nr. Reading) Groups conducted on 13th,17th,24th November 2003 Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Method

6. Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Types of Countryside Tourist

7. Time doing ‘physical activity’ Dedicated Actives Almost all time away doing specific outdoor activity Majority of time away doing specific outdoor activity (Not in rain, want some break!) Heavy Actives ‘Static’ Tourists Like to do outdoor activity but interspersed with non- energetic pastimes Light Actives Do little energetic outdoor activity but want to spend time exploring the area Browsers WANT TO STAY IN ONE PLACE No travelling/desire to explore Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Types of Countryside Tourist

8. ‘Dedicated Actives’

9. ‘Browsers’

10. Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Incidence? Qualitative Research used to ‘identify’ types rather than measure BUT following this research Analysis on UKTS quantitative indicates following ‘approximate’ incidence amongst those visiting Countryside in Wales: Dedicated/Heavy Actives 20% Light Actives 15% Browsers 54% Statics 11%

11. PRE AND POST FAMILY LIFE STAGES USUALLY GO AS COUPLES Unlikely to be families NOT families – Dad may go on own Families ----------------- Usually either group or on own Often men only Exception here: Golf (ABC1 South) The two extremes are often combined i.e. one is a Browser and the other is a Dedicated Active “I can get out on the hills and do some cycling while she’ll go out and do some shopping.” Post Family - South “The lads go fishing all day and the girls go shopping.” Pre family, Birmingham Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Types of Countryside Tourist Browsers Light Actives Heavy Actives Dedicated Actives

12. Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 The Destination Decision Process

13. ‘THE PLACE’ Choice of Destination “You just decide on the area you want to go to and then look for the nicest accommodation.” “We wanted to go somewhere in Kent so we went on the internet and looked for a hotel.”

14. Previous Research looking at cultural tourism: The Place Scenery (Landscapes) People/way of life Architecture/ Settlements Scenery takes precedence in decision + the more ACTIVE the holiday the less important the architecture and particularly the people With specifically COUNTRYSIDE evident that: Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Destination Choice In UK tends to be based on Perception and/or experience rather than reference to literature etc Destination Choice ‘The Place’

15. Dedicated Actives Browsers Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 The Place Integral elements of The Place and importance in destination choice Scenery (Landscapes) Architecture/ Settlements People/way of life

16. ‘THE PLACE’ ACCOMMODATION & Food Choice of Destination

17. MAJORITY HAVE VERY DEFINITE PREFERENCES FOR TYPE OF ACCOMMODATION Presence of kids or not + CRITICAL IN CHOICE OF TYPE BUDGET limitations Presence of dog or not Amount of time spend in accommodation IF NOT AVAILABLE WILL CHANGE DESTINATION CHOICE Desire for specific facilities e.g pools etc If want to be in or out in evening Standard Hotels/Pubs B&Bs Self Catering Luxury (4*+) Camping, caravanning YHAs, walking barns etc Luxury (4*+) Accommodation Choice

18. THINGS TO DO ‘THE PLACE’ ACCOMMODATION & Food Choice of Destination

19. ‘Entertainment’ Places of Interest SHOPS/Markets Craft demonstrations Boat trips, Train trips ---------------------------- Families: Entertainment parks, Farm parks Indoor activities e.g. soft play Swimming pools etc Castles Gardens Stately Homes Abbeys/cathedrals Historic/literary sights Galleries/museums Literary sights Natural Sights Outdoor Activities Waterfalls Caves Lakes/reservoirs Nature Reserves Organised, supervised: e.g. Pony trekking Archery, Quad biking etc Unorganised: Bikes for hire, Nature trails etc Footpaths Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Things to do…….. INDIVIDUALS WILL HAVE PREFERENCES FOR ONE OR ANOTHER OF ABOVE-> DESTINATIONS WITH DIVERSITY HERE MOST POPULAR DESTINATION CHOICES – GREATER ABILITY TO SUIT INDIVIDUAL PREFERENCES OF ANY PARTY

20. THINGS TO DO SHOPS/ markets Outdoor Activities - organised Outdoor Activities ‘Entertainment’ Boat/train trips Galleries Theatres Museums Gardens Castles Nature Reserves Facility to do Specific activities Historic/ Literary sites The Place ACCOMMODATION AND FOOD Waterfalls Caves etc Abbeys/ cathedrals NT type sights ‘Places of Interest’ Natural Sights Choice of Destination – for Browsers/Light Actives –Non-family RED = PRE-REQUISITES BLUE = OPTIONS ALL WANT TO PICK AND CHOOSE ‘OPTIONS’ – MAY HAVE PARTICULAR SLANT TO ONE GROUP E.G. PLACES OF INTEREST

21. Choice of Destination – for Heavy/Dedicated Actives – non- family RED = PRE-REQUISITES BLUE = Nice to Haves THINGS TO DO THE PLACE Does it have landscapes/ facilities to do main activity? Accommodation and food ‘THINGS TO DO’ FAR LESS IMPORTANT INDEED FOR SOME DEDICATED NO ROLE AT ALL

22. THINGS TO DO Outdoor Activities - organised Outdoor Activities Theme parks Pools etc ‘Entertainment’ Boat/train trips Nature Reserves Farm Parks Waterfalls /caves Shops/ markets Facility to do Specific activities Museums (child friendly) ACCOMMODATION FOOD Gardens X Castles Natural Sights ‘Places of Interest’ Choice of destination – for families RED = PRE-REQUISITES BLUE = OPTIONS The Place FOOD FAR LESS CRITICAL WHEN GO WITH KIDS THINGS TO DO VERY IMPORTANT – WET WEATHER ALTERNATIVES

23. Non family -> FOOD = main ‘entertainment’ in evening “The quality of the food is really important because we’re there to enjoy ourselves and part of that is to have a really nice meal.” Post Family, South “If you’re on your own without children it (food) is all part of the holiday and relaxation.” Family, Birmingham Browsers/Light Actives -> entertainment in the day too (tea shops) Pubs Restaurants Olde Worlde character Traditional Ale type Friendly (provide local info) WHOLESOME, COUNTRY FOOD Varies enormously – a choice of styles/budgets ideal From Michelin starred to local curry house Most demanding up-market Activity + Indulgent breaks Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Food & drink LESS IMPORTANT WITH KIDS but still like family pub/restaurant facility LOCAL FOODS SPECIALITIES PARTICULARLY APPEALING

24. Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Perceptions of Countryside Destinations & Wales specifically

25. ‘Luxury/treat’? Walking? Scotland (6) Lake District (3) Wales (3) Pennines Northumbria Lake District x 4 Borders Scotland Herts, Warickshire Oxfordshire Cotswolds Lake District x 4 ‘Standard’? Cornwall/ Devon x 3 Cotswolds x 2 Peak District x 2 Wales x 1 Golf? Scotland Wales M. Biking? Lake District West Country Peak District FAMILIES? Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Perceived UK destinations for type of break Heavy/ Dedicated Actives Light Actives Browsers Isle of Wight South England

26. Scotland South West Lake District JOLLY, HAPPY Lively, spirited, drunk Loud, friendly (MAJORITY) Passionate, Strong, Quite fiery (Fans) Bleak Bit dour, studious (3 people only) Peaceful, tranquil Laid back, gentle Mellow, poetry Chilled out, Gentle, soft Fun, uplifting, bright Mood Volvo family estate Flash 4x4, Discovery newish Reliable older car, 4 wheel drive, old Land Rover, Rover middle aged VW camper, VW Beetle Small & smooth, tractor Car CLASSICAL/ opera Beethoven, Pipe music FOLK, upbeat, Elgar Music Bag pipes, Loud, Country Dance Friendly if a little intimidating Scotland is for:DEDICATED ACTIVES & LUXURY (+ cities) Overall Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Image of Scotland, Lake District and Cornwall Fun & relaxed For: Families, Browsers Light-Med Actives Peaceful, warm & refined For: EVERYONE. Dedicated Active -> Browser

27. Mood or Emotion? If Wales were a car? Morris Minor, Allegro, Old mini (x4 groups) 20 year old battered Land Rover Micra, Lada 4 wheel drive = new (1 person only) Fiery Relaxed, Peaceful,Calm Laid Back, Quiet (3 gps + individuals in 2gps) FANS If Wales were a meal? Roast lamb/lamb (3) Leeks (2) Leek & potato soup (2) Fish and chips (2), Pie (“Bland anyway”) If Wales were music? Choir, Male Voice choir (4 gps) Folk, Harp Tom Jones/Stereophonics (1 gp) Very tired, Downtrodden Grumpy, Dour, Glum (2 gps) Miserable, Stroppy, Angry, Rough, Unfriendly (1 group + Individuals in 3 gps) NON-FANS Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Wales – Projectives WALES UNINSPIRING FOR MOST + DATED (Even fans feel tinge of past it’s best)

28. Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Wales as a Countryside Destination

29. Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Knowledge of Countryside in Wales? Knowledge generally very poor Regions best known: Anglesey and North coast = caravans, bit tacky Snowdonia = mountains Pembrokeshire – beaches (+ countryside minority) Cardigan Bay - coastline Some knowledge: The Gower - beautiful Elan Valley – for biking ALMOST ALL COASTAL Except Snowdonia Minimal mention of Brecon Beacons

30. FOR DEDICATED HEAVY ACTIVE WALKERS Outward bound, school/college groups Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Wales Countryside? FOR MAJORITY MOUNTAINS/Big hills Sheep “It’s either trekking up mountains or fishing – an activity thing and that’s all.” “To me Wales is NOT a young family’s holiday – it’s either walking or that’s it.” Minority who are most familiar -> Also for browsing as lots to see and do

31. MOUNTAINS -> RELATED OUTDOOR ACTIVITIES Especially walking Almost ALL Greenness Close to sea Unspoilt countryside Castles 7 INDIVIDUALS – LOTS TO DO & SEE Individual Dedicated Actives 3 Active Family people: Lots to do for families Natural sights Nature Reserves Castles, gardens Industrial sights Outdoor activities Fishing, cycling, golf 2 individuals: History/heritage sights Minority Individuals: Friendly Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Strengths of the Welsh Countryside

32. JUST MOUNTAINS -> Only for Dedicated/Heavy Actives Rain (but so does everywhere most point out) Poor food (3 groups) Roads are poor (3 groups) Poor shops (2 groups) Long distances between things (2 groups) Scarred by Industry/slag heaps ( 2 groups) Poor choice of accommodation (especially premium) 2 gps Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Weaknesses of the Welsh Countryside Weaknesses UNFRIENDLY/Don’t feel welcome The Bridge (have to pay!)

33. Heavy Actives Dedicated Actives Light Actives Static More appealing if countryside combined with coastal trip or ‘sea’ alternative No Centre Parcs type Don’t imagine health farms etc Browsers Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Types of Countryside Break WALES seen as suitable for + NOT PERCEIVED AS FAMILY DESTINATION (those been as family feel good)

34. Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Types of Break Wales perceived to be good at GIVEN IMPORTANCE OF HAVING AVAILABLE ACCOMMODATION (& likelihood to choose another destination if can’t find preferred type) IMPORTANT TO LOOK AT PERCEPTIONS OF WALES AS DESTINATION BY TYPE OF VISITOR AND ACCOMMODATION ………

35. Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Wales perceived as destination for: Browsers Light Actives Heavy Actives Dedicated Actives Widely held perception of BIG GAP here – to communicate in mass communication would benefit unsophisticated image as a whole Luxury 4*+ Standard Hotel B&B WALES OFFERING OF THINGS TO DO OTHER THAN OUTDOOR ACTIVITIES NEEDS TO BE BETTER COMMUNICATED TO CREATE GREATER APPEAL HERE Self catering Camping Caravanning etc ALL would appreciate Better food

36. Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Summary

37. LOW APPEAL TO BROWSERS AND LIGHT ACTIVES + FAMILIES (But those most familiar say Wales has lots to offer on these fronts) Too wild/remote, Just Mountains FOR DEDICATED, HEAVY WALKERS Perception of LITTLE TO DO – Places of Interest, Towns & villages, shops DATED/OLD FASHIONED These are overall image issues (not specifically countryside) and need to be addressed in any mass communication Poor food Feeling unwelcome BIG BARRIER FOR SOME BUT LOTS FOR WHOM THIS IS A LATENT FEELING AND RELATIVELY LITTLE IMPORT IN INITIAL DESTINATION DECISION Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Wales – Summary Key Barriers to Wales as a countryside destination:

38. What should they do? TELL US WHAT IS THERE OTHER THAN HILLS/MOUNTAINS AND OUTWARD BOUND Places of Interest, Natural Sights Outdoor activities (anyone can do) Shops and markets ‘Quaint’ towns and villages Modernise/Liven it up/for young Rather than old Better food/pubs Be more welcoming DATED/OLD FASHIONED Poor food Feeling unwelcome BIG BARRIER FOR SOME BUT LOTS FOR WHOM THIS IS A LATENT FEELING AND LITTLE IMPORT IN DECISION TO GO Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Wales – What should they do? Key Barriers Too wild/remote, Just Mountains FOR DEDICATED, HEAVY WALKERS LITTLE TO DO – Places of Interest Towns & villages, shops

39. Other possibilities for lifting image in general: • Actively promoting Wales as ‘luxury’ countryside destination -> • knock on effect on perceived sophistication front • PR activity on ‘modern’ Welsh figures or developments • Attracting Foodies in one way or another Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Summary CRITICAL POINT: Very little knowledge and perception of individual towns, cities Only Heavy Actives and Dedicated want just countryside Impressions of Cardiff amongst recent visitors are very positive (as with previous research) PROMOTION OF CARDIFF OR CITIES IN GENERAL -> WILL HELP TO ‘LIFT’ IMAGE & MODERNISE IT – RUB OFF ON COUNTRY AS A WHOLE AND COUNTRYSIDE “If they could extend the Cardiff magic up the valleys – there could be an element of romance.” (Post family, ABC1)

40. Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Clear Opportunity for developing OR communicating…. DESTINATION FOR BROWSERS AND LIGHT ACTIVES DESTINATION FOR FAMILIES DESTINATION FOR INDULGENT/ROMANTIC BREAKS (ASSUMING ACCOMMODATION REQUIREMENTS CAN BE MET) IMPORTANCE OF PROVIDING WELCOME, CUSTOMER SERVICE and GOOD FOOD SHOULD NOT BE UNDER ESTIMATED

41. ACCOMMODATION CHOICE Across all types of accommodation Short Breaks – tend to be hotel, B&B Longer – some self cater TOWNS & VILLAGES TO VISIT DIVERSITY OF THINGS TO DO Essentials Entertainment – ESPECIALLY shops/markets Places of Interest – Diversity is key Natural Sights GOOD FOOD & DRINK CHOICE Clearly marked and good choice of ‘easy footpaths Choice of outdoor activities (some not important at all) Information on Things to Do at local accommodation ideally Suggested itineraries Nice To Haves Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 IDEAL – for Browsers/Light Actives (non-family) BROWSERS AND LIGHT ACTIVES Will also help to attract Dedicated Actives with Browsers AREAS THAT CAN DELIVER ON ESSENTIALS – MOST LIKELY TO SUCCEED

42. LOTS TO DO FOR FAMILIES Entertainment – shops + pools + in-door play + train/boat trips Outdoor Activities – organised and Non (e.g. bike hire, adventure playgrounds) Natural Sights – waterfalls, lakes, caves nature reserves ACCOMMODATION CHOICE Self-catering particularly important here Essentials FOR FAMILIES Town/village near by Places of Interest – castles - museums child friendly Child-friendly restaurants Nice To Haves Information on Things to Do at local accommodation ideally Suggested itineraries IF WITHIN EASY REACH OF COAST – DUAL MARKET COUNTRYSIDE & COAST. IF NOT POSSIBLE ‘SEA’ ALTERNATIVE E.G. LAKE AREAS THAT CAN DELIVER ON ESSENTIALS – MOST LIKELY TO SUCCEED Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 IDEAL – for Families

43. Information Packs/cards aimed at: Browsers } IDEALLY NEED TO BE UNIQUE Families } TO EACH GROUP Suggestions of Things to Do DIVERSITY IS KEY Include brief information, best time to go contact numbers etc Brief itineraries but can pick & choose AVAILABLE ON INTERNET + AT DESTINATION (ideally in the accommodation) Promotions/pr on ‘Luxury’/Indulgent breaks Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Suggestions: MOST IMPORTANTLY

44. Families and possibly some others: • Farmers markets, with demonstrations/opportunity to see animals • Fishing Instruction • Christmas Fair type events to attract out of season (rel. close to key • catchment areas) Browsers: Informal but organised short walks with a guide – local flora & fauna, historic sights etc Browsers (esp with Dedicated Active): Short (max 3 hour) courses e.g. wine tasting, cooking, painting etc Special Interest Breaks – suggestions rather than complete package Specifically Castle Breaks, Garden Breaks – again as do for some act as a catalyst Lists of dog friendly accommodation! (on internet) Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004 Suggestions: Niche Possibilities: