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2010

2010. Interim Report – 15/09/2011. Table of Contents. Nature of trips to Lisburn 2 Planning the trip to Lisburn 7 Areas visited outside Lisburn 13 Accommodation in Lisburn 16 Experience of Lisburn 17 How the Lisburn experience might be enhanced 26

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2010

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  1. 2010 Interim Report – 15/09/2011

  2. Table of Contents Nature of trips to Lisburn 2 Planning the trip to Lisburn 7 Areas visited outside Lisburn 13 Accommodation in Lisburn 16 Experience of Lisburn 17 How the Lisburn experience might be enhanced 26 Methodology 27 Definitions 28

  3. Frequency of Visiting Lisburn Visitors from Northern Ireland Over half of visitors from the rest of Northern Ireland visited Lisburn many times a year (54%). Roughly a quarter visited several times a year (23%) and over 1 in 10 (11%) visited once a year or so. Around three quarters of visitors from the rest of Northern Ireland therefore (88%) were annual visitors to Lisburn. For around a quarter of visitors from out of state (25%) it was their first visit to Lisburn on this occasion. At the other end of the scale, around half (48%) visited Lisburn at least annually. Frequent and regular visitors tend to be drawn from the adjacent markets within the British Isles, particularly the ROI. Visitors from Out of State

  4. Mode of Entry of Out of State Visitors into NI Out Of State Visitors (n=73) 7 in 10 (73%) of all out of state overnight visitors and two fifths of out of state day trippers (42%) entered Northern Ireland directly as opposed to journeying via the Republic of Ireland. Air travel was a common method of entering Northern Ireland; over two thirds (67%) of overnight visitors and a third of day trippers (33%) entered Northern Ireland via plane. Less than 1 in 10 of overnight visitors (6%) and day trippers (9%) entered Northern Ireland via ferry. Day Trippers Overnight Visitors

  5. Manner in Which Out of State Tourists Entered NI Out Of State Visitors (n=73) Half (50%) of visitors from Scotland travelled to Northern Ireland by ferry. Of those who chose to travel by ferry, Stenaline was exclusively the chosen carrier. Arriving via plane was most common amongst most visitors from from outside the island of Ireland. Of those who chose to take the plane Easyjet was the most popular choice of airline (20%) followed by Flybe (17%) and BMI (13%). The Republic of Ireland acted as a significant gateway for visitors from outside the British Isles.

  6. Manner of Entering NI from the Republic of Ireland Visitors Entering Via ROI (n=37) More than four fifths (84%) of ROI residents came into Northern Ireland by car. All of this number used their own car. Foreign tourists travelling to Lisburn via the Republic of Ireland also frequently travelled by car (40%); split evenly between hire car (20%) and own car (20%). A significant amount of foreign tourists (40%) came via coach or bus from the Republic of Ireland.

  7. Main Reason for Visiting Lisburn – Out of State Overnight Visitors Out of State Overnight Visitors (n=25) Among overnight out of state visitors, a holiday was the main motivation for visiting Lisburn for a fifth of visitors (20%). For three quarters (76%) the main reason for their visit was to visit friends or relatives. Less than 1 in 20 (4%) the main motivation for their visit to Lisburn was for some other reason. The proportion of visitors who stated that a holiday was their main reason for visiting Lisburn decreased from 30% in 2008 to 20% in 2010.

  8. Factors in Decision to Visit Lisburn All Respondents (n=258) Visiting a particular attraction emerged as a key motivator for both visitors from the rest of Northern Ireland (45%) and visitors from out of state (18%). Visiting friends and relatives was a key draw for visitors from out of state (33%). Ease of getting to Lisburn was another key draw for out of state visitors with more than a quarter (29%) cited it as a factor in their decision to visit Lisburn. A similar proportion of visitors (31%) from elsewhere in Northern Ireland also cited it as a factor in their decision to visit the city of Lisburn.

  9. Main Reason for Visiting Lisburn – Day Trippers Day Trippers (n=233) Among day trippers from the rest of Northern Ireland, shopping (52%) and to see a festival / other event (30%) were key draws. Among day trippers from out of state shopping (45%) and visiting friends and relatives (22%) were the main motivations. Shopping therefore was more of a draw for visitors from the rest of Northern Ireland.

  10. Attractions Visited in Lisburn All Respondents (n=258) The most popular attraction among both visitors from the rest of Northern Ireland was Sprucefield(49%). Lisburn city centre was also a popular draw (23%). The most popular attraction for visitors from out of was also Sprucefield (64%). Other popular attractions included the city centre (48%), The Irish Linen Centre (34%) and Hillsborough Castle / Village (23%). The Irish Linen Centre and Lisburn Museum was less popular as an attraction in 2010 compared with 2008 amongst Northern Ireland visitors (11% in 2010 compared with 13% in 2008). On the other hand the Linen Centre was more popular amongst out of state visitors (34% in 2010 compared with 16% in 2008).

  11. Activities Undertaken in Lisburn All Respondents (n=258) Walking around the City centre was the most popular activity among both visitors from the rest of Northern Ireland (18%) and visitors from out of state (37%). Having a meal out in a restaurant was also a popular option among visitors from the rest of Northern Ireland (11%) and visitors from out of state (26%). Visiting a pub (14%) and visiting an art gallery (15%) were popular activities with around 3 in 20 out of state visitors. Around two thirds of out of state visitors (65%) and half of visitors from the rest of Northern Ireland (47%).

  12. Sources of Information Consulted Prior to Visit to Lisburn Out Of State Visitors (n=73) The most popular source of information consulted prior to the visit to Lisburn amongst out of state visitors was consulting family & friends (27%). 1 in10 (10%) consulted the internet before their visit. 1 in 20 (5%) consulted tourist literature. Around three fifths (62%) didn’t consult any sources of information prior to their visit to Lisburn.

  13. Areas in Northern Ireland Visited for an Overnight Trip Out of state visitors (n=73) Those who stayed overnight in Lisburn were asked if they stayed overnight elsewhere in Northern Ireland as well. Given the size of Northern Ireland and the ease of travelling to areas within it with ease for a day trip, it is not surprising that the majority of overnight visitors did not stay elsewhere in Northern Ireland (82%). Of those who did stay elsewhere, the two most common draws were the North Antrim coast (4%), the Kingdom of Down / St Patrick’s Trail (4%) and elsewhere in Co Down / Armagh (4%).

  14. Areas in Northern Ireland Visited for a Day Trip All Overnight visitors to Lisburn (n=25) All visitors who stayed overnight in Lisburn were asked where, if anywhere they visited in the rest of Northern Ireland for a day trip. The most popular destinations were the North Antrim Coast (20%), the Kingdom’s of Down or St Patrick’s country (12%) and elsewhere in county Antrim (12%). Derry City was popular with just less than 1 in 10 respondents (8%). Almost two thirds (64%) visited none of the destinations shown to them.

  15. Areas in Republic of Ireland Visited for a Trip Out of state visitors to Lisburn (n=25) Those out of state visitors who stayed overnight in Lisburn were asked in which areas they travelled to in the Republic of Ireland for either a day-trip or overnight stay. Half (50%) of those interviewed had visited the north & west of Ireland. Two fifths (40%) who made trip to Dublin. Around 3 in 10 (30%) made a trip to Sligo, whilst 1 in 5 (20%) visited the midlands and southern counties.

  16. Accommodation Used by Out of State Overnight Visitors Out Of State Overnight Visitors (n=25) More than four fifths of out of state visitors who stayed in Lisburn City Council stayed with family and friends (84%). Of those who chose to stay in commercial accommodation, Caravans were the most popular option (8%). All the other options for commercial accommodation were equally as popular having been used by 4% each.

  17. Rating of the Experience of Lisburn – Sense of Welcome All Respondents (n=258) Visitors to Lisburn were asked to rate a number of different aspects of their visit on a scale of 1 to 10 where 1 was extremely poor and 10 was extremely good. In terms of the sense of welcome that was received, overall this was rated with a high mean score of 8.3 out of a possible 10. Visitors from out of state rated the sense of welcome more positively with a mean of 8.52 out of a possible 10 than visitors from the rest of Northern Ireland who rated this with a mean score of 8.22 out of a possible 10. Extremely Poor Extremely Good Don’t know 10% 9% 12% MEAN 8.3 8.22 8.52 The Sense of Welcome overall mean scores (out of a possible 10)

  18. Rating of the Experience of Lisburn – Visitor Attractions All Respondents (n=258) On the same ten point scale, on average visitors rated the range of things to do and see in Lisburn at 7.77 out of a possible 10. The mean score among out of state visitors to Lisburn (mean of 8.05 out of a possible 10) was higher than that for visitors from the rest of Northern Ireland (7.67 out of a possible 10). Extremely Poor Extremely Good Don’t know 14% 12% 21% MEAN 7.77 7.67 8.05 Visitor Attractions overall mean scores (out of a possible 10)

  19. Rating of the Experience of Lisburn – Nightlife and Entertainment All Respondents (n=258) On the same ten point scale, on average visitors rated the nightlife and entertainment in Lisburn at 8.09 out of a possible 10. There was a high proportion of “don’t know” responses to this question (47%) indicating a lack of familiarity with this aspect of the Lisburn visitor offering. The mean score among out of state visitors to Lisburn (mean of 8.26 out of a possible 10) was higher than that for visitors from the rest of Northern Ireland (8.02 out of a possible 10). Extremely Poor Extremely Good Don’t know 47% 46% 48% MEAN 8.09 8.02 8.26 Nightlife & Entertainment overall mean scores (out of a possible 10)

  20. Rating of the Experience of Lisburn – Eating Out All Respondents (n=258) • In terms of the selection of eating places available to visitors to Lisburn, more than half were very enthusiastic about the range of eating places; 53% rated the range at 9 or 10 out of a possible 10. At the opposite end of the spectrum, only 3% were critical of the selection of catering facilities rating between 3 and 5 out of a possible 10. • 10% of visitors interviewed were unable to comment on this issue, having not had sufficient opportunity to form a judgement at the time of interview. • Visitors from outside Northern Ireland rated the eating places more positively in general (mean of 8.68 out of a possible 10) than those from the rest of Northern Ireland (mean of 8.25 out of a possible 10). Extremely Poor Extremely Good Don’t know 10% 10% 11% MEAN 8.37 8.25 8.68 Eating Out overall mean scores (out of a possible 10)

  21. Rating of the Experience of Lisburn – Cost of Eating Out All Respondents who ate out in Lisburn (n=231) As with any question on cost, levels of satisfaction drop. On average the cost of eating out in Lisburn was scored at 7.74 out of a possible 10. Visitors from Northern Ireland rated the cost of eating out slightly more positively (mean of 7.84 out of a possible 10) than those from out of state (mean of 7.49 out of a possible 10). Extremely Poor Extremely Good MEAN 7.74 7.84 7.49 Don’t know 2% 1% 3% Cost of eating out overall mean scores (out of a possible 10)

  22. Rating of the Experience of Lisburn – Cleanliness All Respondents (n=258) Overall, the cleanliness of Lisburn was rated with a mean score of 8.25 out of a possible 10. More than half of those interviewed gave a rating of 9-10. Again, visitors from NI gave a more favourable rating (mean score of 8.31 out of a possible 10) compared to visitors from the rest of Northern Ireland (mean score of 8.10 out of a possible 10). Extremely Poor Extremely Good MEAN 8.25 8.31 8.10 Don’t know 2% 1% 3% Cleanliness overall mean scores (out of a possible 10)

  23. Rating of the Experience of Lisburn – Tourist Signs All Respondents (n=258) Overall, the tourist signs in Lisburn were rated with a mean score of 8.03 out of a possible 10. Visitors from out of state gave a more favourable rating (mean score of 8.54 out of a possible 10) compared to visitors from the rest of Northern Ireland (mean score of 7.82 out of a possible 10). Extremely Poor Extremely Good Don’t know 30% 30% 29% MEAN 8.03 7.82 8.54 Tourist Signs overall mean scores (out of a possible 10)

  24. Would Visitors to Lisburn Recommend Their Friends Visit All Respondents (n=258) Visitors from Northern Ireland Overall more than half visitors to Lisburn would recommend it as a destination to their friends and family (55% would definitely or very likely recommend Lisburn as a destination). Visitors from out of state were slightly more hesitant about recommending Lisburn (48% would definitely or very likely recommend Lisburn as a destination) compared to visitors from the rest of Northern Ireland where 58% would definitely or very likely recommend Lisburn as a destination). Less than 1 in 100 (1%) visitors from elsewhere in Northern Ireland suggested that they would be unlikely to recommend Lisburn, whilst a slightly larger proportion (3%) of out of state visitor expressed an intention not to act as an advocate for the city. 30% of Northern Ireland residents and 34% of out of state visitors stated that they were not sure about whether or not they would recommend Lisburn to family or friends. Visitors from Out of State

  25. Reasons for advocacy All who would definitely be likely to recommend Lisburn to others (n=170) For out of state visitors the shopping (22%), friendliness of the people (15%), good restaurants (13%) were the top three reason for recommending Lisburn. Similarly for Northern Ireland residents the main reasons were shopping (52%), good restaurants (12%) and the friendliness of the people (10%) were the main reasons stated for recommending the district to others.

  26. Changes that would make Lisburn A More Attractive Tourist Destination All Respondents (n=258) Visitors to Lisburn were asked to cite any factors that would enhance the experience of visiting Lisburn. Over half overall (55%) were unable to think of any improvements that should be made to enhance the visitor experience. Among visitors from outside Northern Ireland, the most frequently suggested improvements were to have a more restaurants (96%) and more entertainment venues (11%). 70% of out of state visitors could not think of any improvement that could be made that would enhance their experience of Lisburn. Key suggestion made by out of state visitors included to have more restaurants (97%) and better signage (4%).

  27. Introduction & Methodology • Interviewing Locations • During the 2010 visitor satisfaction interviews were conducted at 13 different locations. • At tourist honey pots it was not possible to limit the interviews to those at the end of their trip to Lisburn, however day trippers who had spent less than an hour in the Council area and overnight visitors who had spent less than 4 hours in the Council area were deemed ineligible for the interview. A total of 258 interviews were conducted at these tourist honey pots. • In addition the Millward Brown Ulster Omnibus was used to examine: • Trips taken to Lisburn by those resident outside the Council area. These questions were placed on 5 different Omnibus surveys. Each survey involving a fresh sample of respondents demographically controlled to reflect the NI population, residents of Lisburn council were excluded. Thus over the course of the year some 4,600 adults were questioned on the incidence and nature of trips taken to Lisburn in the preceding month. • Overnight stays in the homes of those resident in Lisburn. Here some 275 householders in the Lisburn area were questioned about how often they had visitors stay with them in the preceding 4 weeks, and for each incidence where these visitors were from, how many stayed and for how long. Visitors from within the Belfast Metropolitan Area (Lisburn City, Belfast City, Castlereagh; Newtownabbey; Antrim & North Down).

  28. Definitions Some of the key terms used in this report are defined below: Out of state tourist – someone visiting Lisburn City Council who normally resides outside Northern Ireland Overnight visitor – anyone not normally residing in Belfast Metropolitan area who spent one or more nights in Lisburn City Council Indigenous day tripper – a Northern Ireland resident living outside the Lisburn City Council area visiting the Council area but not staying overnight in the area. This definition excludes those who commute to work in Lisburn on a routine basis or those undertaking personal business such as visiting the hospital, doctor etc. Out of state day tripper – someone normally resident outside Northern Ireland who visited the Lisburn City Council area but did not spend a night in the area. They may have made an overnight stay elsewhere in Northern Ireland Commercial accommodation – any form of accommodation where a fee is paid. This includes hotels; guest houses; bed & breakfast; youth hostel; self catering or camping sites. Residential accommodation – accommodation in the home of family or friends, where a fee would not be paid

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