Water based Activity Tourism Malcolm Bell Director South West Tourism

1. Water based Activity TourismMalcolm BellDirectorSouth West Tourism

2. Changing demands of our visitors and ourselves

3. Consumer's changing characteristics and needs • Wealthier ( for now) • Healthier • Older and more active • Multiple holiday taking • Short breaks as a survival tool • Increasingly “experience driven” breaks • Changing lifestyles

9. Buying ‘experiences’ % Agreeing 60 56 54 51 49 50 46 45 38 40 32 30 20 10 0 France Spain Poland Italy US UK Germany Japan Source: Henley Centre, HenleyWorld 2003

11. Domestic Visitor Segmentation & Satisfaction Findings

12. South West • Priorities • A9 – Standards of service • A21 – Quality restaurants and dining • A23 – Availability of tourism information • Hidden Opportunities • A6 – Choice of self-catering accommodation • A14 – Range & availability of local produce, arts and crafts and souvenirs • A17 – Range of water based activities, e.g. sailing, surfing, swimming • A7 – Choice of camping and caravanning facilities Hygienics Motivators high A8 A9 A21 A31 A10 A26 A32 A3 A4 A35 A1 A2 A13 A29 A22 A33 A15 A18 A30 Claimed Importance A28 A23 A6 A14 A11 A20 A34 A25 A17 A27 A5 A16 A12 A7 A24 A19 Hidden low Savers Opportunities Real Importance low high

13. How to capture and delight the activity markets:“Pure” “Casual” “Accidental”“Spectators”

14. “Pure” “Casual” “Accidental” “Spectators”

15. Pure–Oftenlowest tourist spenders • Long term passionate participants • Know the activity knows most of the locations • Is involved and uses the expert networks – through club news, internet forum etc • Do not spend that much on other activities or even accommodation and food and drink • How to attract them : • Use specialist media – comms routes • Specialist PR • Special events and competitions • Product Development: • Competition venues • Unique highly demanding locations • New and innovative offering

16. Casual –medium/high tourist spenders • Often lapsed or pick n mix guys • Needs good information on where they can play • Receives information through conventional channels – local newspapers, leaflets, generic information web sites such as tourism information providers • Have mixed leisure activities but concerned about being active and wanting to be more fit • How to attract them : • Use normal media – comms routes • Local radio and TV stories – fun • Fun events, family fun time • Product Development: • Easy start, fun activities • Close to holiday spots, cities & towns

17. Accidentals –supplementary tourist spenders • No planning – often completely lapsed • Knows nothing about where and how- impulse • High profile marketing and point of sale promo, poster, signage etc • Can be tempted to spend on activity and extras • How to attract them : • Use in your face promotion, leaflets etc • Road signs • Fun adverts in tourism day visitor publications • Product Development: • hire • Gentle but fun beaches/locations • Mixed with other attractions, multi use venue

18. “Pure” “Casual” “Accidental”“Spectators” Malcolm Bell mbell@swtourism.org.uk Malcolm.Bell@visitcornwall.com