Swansea Visitor Survey 2015 19 November 2015

1. Swansea Visitor Survey 2015 19 November 2015 Prepared by: Anthony Lydall, Laura Nesbitt and Dan Thorley

2. Background How has this research been conducted? • The City and County of Swansea commissioned Strategic Marketing to conduct a face-to-face quantitative survey with visitors to Swansea Bay, Mumbles and Gower • From March to September 2015, we completed 2,064 interviews • The main objectives of the research were to understand: • Visitor profile • Motivations for visiting • Satisfaction levels • Perceptions • Information sources • Spend Swansea Visitor Survey

3. Background Where has the research been conducted? • The interviews have been conducted at seven different sampling sites across the county Swansea Visitor Survey

4. Profile of Visitors Swansea Visitor Survey

5. Background Marital status Social class Swansea Visitor Survey

6. Background Gender Age Swansea Visitor Survey

7. Background Residency Ethnicity Swansea Visitor Survey

8. Background Welsh language Illness and disability Swansea Visitor Survey

9. Main Research Findings Swansea Visitor Survey

10. Type of visit • More day visitors – 40% this year compared to 31% in 2012 • Around one in five (22%) visitors are on a holiday of more than three nights, this is slightly lower than the 2012 proportion of 30% • In total, half (50%) of visitors in Swansea Bay stay overnight. This is slightly lower than the 56% who stayed at least one night in 2012 • Visitors who live outside of Wales are more likely (77%) to stay overnight in the area compared to Welsh residents (22%) Base: 59 Swansea Visitor Survey

11. First and Repeat Visitors • Only 6% of visiting Welsh residents are in Swansea Bay for the first time compared to 26% who live outside of Wales • For 7% of visitors to Swansea Bay, their trip is part of their first time in Wales Swansea Visitor Survey

12. Number of Previous Visits • The proportion of visitors who have been more than 20 times is slightly higher than the 45% in 2012 • A larger proportion (63%) of day visitors have returned to Swansea more than 20 times in the last decade compared to a third (33%) of visitors staying overnight Swansea Visitor Survey

13. Main Transport • The majority (83%) of visitors to Swansea Bay drive themselves to the destination in their private car or van, compared to 79% in 2012 • Nearly all (91%) family groups drive in this way, compared to around half (53%) of people visiting by themselves • A larger proportion (87%) of repeat visitors get to Swansea Bay in their own car or van, compared to first time visitors (69%) • Compared to other types of party, people visiting alone are more like to travel by public bus or coach (21%) Swansea Visitor Survey

14. Length of Stay • The average length of stay for overnight visitors is 4.7 nights, compared to 4.8 nights in 2012 • Visitors travelling alone stay an average of 6.5 nights (family only 5.2; couples 4.3; family and friends 4.1; friends only 3.9; other 3.6) • Welsh residents stay an average of 3.4 nights compared to 5.0 from outside Wales Swansea Visitor Survey

15. Where do Visitors Stay? • The proportion of visitors staying in Gower has risen from 46% in 2012 • The proportion of visitors staying in Swansea has fallen from 41% three years ago, to 31% • However, three quarters (76%) of visitors staying in the area by themselves head to Swansea for their overnight accommodation Swansea Visitor Survey

16. Accommodation • Solo travellers are more likely to stay at a hotel (50%) compared to other visitor groups • The number of visitors staying at the homes of friends and family has dropped from 25% in 2012 to 19% • A significantly higher proportion (23%) of repeat visitors stay with friends and family compared to those enjoying their first stay in Swansea Bay (8%) Swansea Visitor Survey

17. Party Type • A higher proportion (41%) of couples are in Swansea for the first time compared to those returning to the area (34%) • The average party size of visitors to Swansea Bay is made up of 2.7 adults and 2.3 children Swansea Visitor Survey

18. Average spend per party - by category • Overnight spend equates to £39 per person per day • Day spend equates to £22 per person Swansea Visitor Survey

19. Average spend per party – by visitor type • Overnight visitors from outside Wales (£556 av. spend) spend much more than overnight Welsh residents (£299 av. spend), especially on accommodation and entertainment • This is partly explained by longer average stay - 5.0 nights from outside Wales; 3.4 nights for Welsh residents • First time visitors staying overnight (£580) spend more than repeat overnight visitors (£467), especially on accommodation, food & drink and entertainment – however average length of stay hardly varies between the two types of visitor • In our experience of destination visitor surveys, it is typical for first time visitors and visitors coming from further afield to spend more per day on average Swansea Visitor Survey

20. Influences • Two in five (40%) visitors from outside Wales and 44% of first time visitors say the coast and beaches influenced their visit, along with 39% of those staying overnight • Scenery and landscape includes 39% of first time visitors, 36% of those living outside of Wales and 34% of visitors staying at least one night • Overnight visitors are more likely (25%) to cite friends and family as an influence • A recommendation from others has more of an influence on new visitors (23%) compared to repeat visitors (3%) • Other factors include weather, weddings, part of a tour, to get some fresh air, lots for children to do, holiday home Swansea Visitor Survey

21. Main Reason for Visiting • The coast and beaches are most often cited by first time visitors (28%) compared to those who return to Swansea Bay (18%) • Scenery and landscape includes 20% of visitors from outside Wales, 21% of first time visitors and 21% of couples travelling to the area • One in five (20%) overnight visitors are mainly in Swansea to see friends and family We go to the Gower quite often - love the scenery and coastline Swansea Visitor Survey

22. Attractions • Other attractions include: • Swansea Castle • Blackpill Lido • The pier • Arcades Swansea Visitor Survey

23. Activities • Higher proportion plan no activities compared to 2012 (32%) • Half (49%) of overnight visitors take part in low level walking • While only 25% of day visitors day they will take part in outdoor activities during their trip, 61% of overnight visitors plan to get active outside Swansea Visitor Survey

24. Information Needs Swansea Visitor Survey

25. Pre-Visit Information • The internet is a very important tool for visitors who need information – especially those who have not been to Swansea before, of which 60% say they go online for information to help plan their trip • While first time visitors plan ahead more (28%) , 61% of repeat visitors say that they did not get any information Swansea Visitor Survey

26. Pre-Visit Information - Unprompted Swansea Visitor Survey

27. Pre-Visit Information Asked to people who answered ‘www.visitswanseabay.com’ at Q25 Swansea Visitor Survey

28. Pre-Visit Information - Prompted Asked to people who answered ‘internet’ at Q25 • In total, 38% of those who used the internet to plan their trip visited ‘visitswanseaybay.com’ Swansea Visitor Survey

29. Perceptions and Experience Swansea Visitor Survey

30. Expectations • A third (33%) of visitors from outside Wales say that Swansea is much better than they thought it would be, as do 31% of those staying overnight The whole trip was better than we thought Swansea Visitor Survey

31. Ratings Cleanliness of public toilets Availability of public toilets Standard of tourist signposting (road signs) Standard of tourist signposting (pedestrian signs) Cleanliness of streets Swansea Visitor Survey

32. Ratings The facilities are always great, there were plenty of toilets and were all very clean The tourist signposting on the road should be better, a couple of times we missed a turn off as a sign was hidden or hard to spot or not there at all There were plenty of public toilets available which is good In regards to the cleanliness of the streets, I didn't have to raise my eyebrow, everything is kept really clean The standard of all of the signposting was excellent, it was very clear and easy to read I found the toilets were not up to scratch and there weren't very many around The cleanliness of public toilets were good and there were plenty available in the area All the signposting was fine no issues with that at all I found the streets were very clean and tidy We founds lots of public toilets The toilets could do with being looked after better, they need some TLC Swansea Visitor Survey

33. Ratings Feeling of welcome Feeling of safety and security from crime The quality of Gower's landscape Swansea Visitor Survey

34. Ratings The Gower landscape is just beautiful, we just love the scenery and the beaches. Everything is just so clean there It really does feel like a safe and friendly place to visit Gower Peninsula is so nice, it's absolutely gorgeous, the whole area is delightful Being made to feel so welcome by the locals - everywhere we went everyone was so friendly and welcoming Everyone in the area was so friendly and welcoming It is beautiful, it is one of the best natural beauties in the world, it is brilliant The scenery and the beaches are so beautiful We were made to feel so welcome by everyone, they were so friendly It’s such a wonderful sight We go to Gower a few times a year, we love it there. It has spectacular views and lovely beaches around The whole area is beautiful, the scenery is what stands out from our visit It feels really safe in the area Swansea Visitor Survey

35. Ratings The range of attractions and places to visit / things to do The quality of attractions and places to visit / things to do The quality of accommodation The range of places to eat and drink The range of shops Swansea Visitor Survey

36. Ratings They have enough to do for young children and adults, plenty of places and things to see like castles, it's lovely All lovely there, lots to do, lots of outdoor activities. They had little paddling pools and some inflatables as well We’re in lovely accommodation, it was lovely - the staff couldn't do enough for us There are also plenty of places to see and visit no matter what the weather is like The quality of the accommodation we stayed in was excellent, it was second to none We love it, it has everything, there is a wide range of things to do and see, it's just great Compared to everywhere else the range of shops is very good, there is a good spread of shops around the centre and the Mall I thought the range of shops were quite poor, there just wasn't enough variety I thought the quality of the attractions and the places visit were really good, we had a great day out The accommodation we stayed in was excellent, the people were super. My husband has mobility issues and the staff were just so accommodating it was great There was a good range of shops There are a good range of restaurants that are all lovely Swansea Visitor Survey

37. Swansea Visitor Survey

38. Swansea Visitor Survey

39. It was just such a beautiful place, the scenery was amazing and the people are just so welcoming How Enjoyable is the Trip • Around three quarters (73%) of overnight visitors rate their experience in the area as very enjoyable, compared to 57% of people in Swansea for the day The Gower landscape is just amazing. We love the area and will go back again and again • Just over half (55%) of visitors travelling to Swansea Bay by themselves say they are finding the trip very enjoyable, while three quarters (76%) of groups made up of family and friends give the same rating Swansea Visitor Survey

40. Statements about Swansea • The majority of visitors either agree (40%) or strongly agree (48%) that they get a strong sense of being in Wales during their trip • Solo travellers are more likely (65%) to see the positive impact Swansea City FC’s promotion has had compared to groups travelling with friends and family (55%) • There is a much higher familiarity of Dylan Thomas connections among Welsh residents (91% agree/strongly agree) compared to visitors from outside Wales (70%) Swansea Visitor Survey

41. Internet • Three in ten (31%) first time visitors STRONGLY agree that the internet was an important tool when planning their break Swansea Visitor Survey

42. Recommending to others I would recommend a visit to Swansea as its such a beautiful part of the country, the coastline is superb, it's stunning It's really friendly, a mixture of both country and seaside and also the busy hustle and bustle side as well, generally an all rounder The city centre is very run down and impoverished. Needs major investment and would put visitors off I would recommend a visit to Swansea Bay, there’s lots of interesting things, museum, hotels are excellent, close to the sea and eating out was very good We have already recommended it to our friends who are coming to stay with us in a cottage for Christmas and we are also coming back in the Easter time Not enough to do in wet weather Swansea Visitor Survey

43. Conclusions and Implications Swansea Visitor Survey

44. Swansea Bay’s strengths • The quality of Gower’s landscape – 99% • Feeling of safety and security from crime – 95% • Feeling of welcome – 94% • Range of places to eat and drink – 92% • The range and quality of attractions and things to see and do – 90% / 91% • Quality of accommodation – 90% Who does it attract? • Married or equivalent – 75% • ABC1 – 69% • Family group 40% and with spouse / partner 35% • 50/50 split between Welsh residents and those coming from outside Wales Swansea Visitor Survey

45. Great response from visitors • A trip to Swansea Bay is enjoyable for 97% of visitors • 91% say it would appeal to all ages • Some small fluctuations in ratings, but improvements in: • Standard of signposting • Cleanliness of streets • Recommendations: • 97% would recommend • Better than expected for: • 63% first time visitors • 34% repeat visitors Room for improvement • Cleanliness and availability of public toilets remain a priority • Although availability slightly improved Swansea Visitor Survey

46. Focus on visitors from outside Wales • Focus on visitors from outside Wales. They stay longer and spend more in Swansea Bay, but the proportion of non-Welsh residents has dropped from 58% to 50% in the last three years • Once here, 98% find the trip enjoyable/very enjoyable • This is important as word-of-mouth influences 23% of all first time visitors • What encourages visitors from outside Wales? • Beaches and coastline • Landscape and scenery • Perceptions research with non-visitors found that people do not often associate Swansea Bay with the stunning beaches that draw people to the area • Encourage overnight stays • There has been an increase in day visitors (31% in 2012 to 40% in 2015) • But those who stay overnight spend more, take part in more activities and report higher enjoyment during their stay Swansea Visitor Survey

47. The importance of the internet • The internet is the most-used tool for visitors looking for information pre-trip – the proportion using the web has increased year-on-year • 60% of first time visitors go online before their trip • Backed up by detailed Information Needs research undertaken for Visit Wales • Get people active • There has been a drop in the number of people taking part in activities (32% did not take part in any activities in 2012 and 57% 2015) • Swansea Bay has lots of activities on offer – but many visitors do not make the most of this Swansea Visitor Survey

48. Q&A and discussion – Thank you for your time Anthony Lydall Director T: 029 2025 2132 E: anthony.lydall@strategic-marketing.co.uk W: www.strategic-marketing.co.uk Laura Nesbitt Research Executive T: 029 2030 3211 E: laura.nesbitt@strategic-marketing.co.uk W: www.strategic-marketing.co.uk Swansea Visitor Survey