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Tourism and the role of Bath Tourism Plus

Tourism and the role of Bath Tourism Plus. Tourism is good for the economy of Bath. Supports 8,652 jobs 1 in 10 jobs in B&NES Earns £348m for the city. Source: SWT Research 2008. Bath Tourism Plus does a good job. Operates busiest Tourist Information Centre in the UK (535,000 visitors)

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Tourism and the role of Bath Tourism Plus

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  1. Tourism and the role of Bath Tourism Plus

  2. Tourism is good for the economy of Bath • Supports 8,652 jobs • 1 in 10 jobs in B&NES • Earns £348m for the city Source: SWT Research 2008

  3. Bath Tourism Plus does a good job • Operates busiest Tourist Information Centre in the UK (535,000 visitors) • Delivers good value marketing – PR coverage is worth £1.7m per year

  4. Bath Tourism Plus does a good job • For every £1 of public sector funding BTP generates £1.65 • The statistics for www.visitbath.co.uk for the last 5 years make impressive reading: • 4.25 million unique visitors • 38,000 accommodation bookings • 130,000 bed nights worth around £5.8 million

  5. Bath Tourism Plus does a good job BTP Marketing Campaigns – form the basis of marketing activity Example - Jane Austen: • £700,000+ of PR coverage • Audio tour downloaded 35,000 times • Over 100,000 visits to Jane Austen section

  6. BTP in partnership Supports City Centre Manager with marketing and PR expertise Works with Bath Festivals Trust and other event organisers to publicise events to visitors Works with attractions in the area and promotes packages Is part of Future Bath Plus and coordinates activity with South West Tourism and the regional development agency

  7. Bath is one of the greatest assets of tourism in England • Worldwide recognition of Bath • World Heritage Site • Will be one of ‘attract brands’ used by Visit England in their marketing • Satisfied customers – 97% say they are likely or very likely to recommend Bath to friends Source: Bath Visitor Survey 2008

  8. Bath is often recognised with Awards • Rated “Top UK destination in Europe and World”, and best “British Relaxation & Spa” destination by TripAdvisor • UK’s “Best Fashion Street” • Roman Baths “UK’s most romantic place” • 4th best “Christmas Market in Europe”

  9. What are the Issues?

  10. Who comes to Bath? Source: SWT Research 2008

  11. Who comes to Bath? Main Reason for Visit Language student Other Business / Conference Special Shopping Trip VFR Holiday / Leisure Source: Bath Visitor Survey 2008

  12. Opportunities for growth • Conference facilities to encourage business visitors • Hotel development • Events that encourage visitors to stay mid week and in low season • Marketing focus on encouraging visitors to stay overnight

  13. Top 10 Visitor Likes of Bath What do you most like about Bath? 1. Architecture/buildings (29%) 2. History/heritage (16%) 3. Atmosphere/relaxing/peaceful/city-vibe (14%) 4. Roman baths (8%) 5. Natural beauty/attractive/pleasant/scenery (3%) 6. Abbey (3%) 7. Cultural/different nationalities/continental feel/cosmopolitan/unique (3%) 8. Good entertainment/street entertainment/music in streets (3%) 9. Shops (3%) 10. Accessible/compact (2%) Source: Bath Visitor Survey 2008

  14. Top 10 Visitor Dislikes of Bath What, if anything, spoilt your visit to Bath? 1. Poor signposting (3%) 2. Car parking poor/high prices (2%) 3. Beggars/drunks in street/vagrants/yobs (2%) 4. Too crowded (2%) 5. Need a ring road/poor access/traffic (2%) 6. Weather (1%) 7. Accommodation (1%) 8. Birds/pigeons/seagulls (1%) 9. Expensive (1%) 10. Paying for map/no free maps (1%) Source: Bath Visitor Survey 2008

  15. Opinions of Bath compared to other historic cities Well Above Average • Attractions – range • Places to eat & drink – range • Upkeep of parks & open spaces • General atmosphere • Shops – range • Feeling of welcome Above Average • Attractions – quality of service • Overall enjoyment of visit • TIC – usefulness of information received • Safety from crime • Shops – quality of shopping environment Source: Bath Visitor Survey 2008

  16. Opinions of Bath compared to other historic cities Below Average • Ease of parking • Places to eat & drink – value for money • Attractions – value for money • Public toilets – cleanliness • Road signs Well Below Average • Cost of parking • Public toilets – availability • Overcrowding Source: Bath Visitor Survey 2008

  17. City Development • Investment in public realm and movement strategy will help visitors • Bath Transport Package • Investment in refurbishment of Tourist Information Centre

  18. How can you help? • Recognising the importance of tourism to B&NES • Support BTP in terms of its role and remit • Support destination improvements, e.g. additional accommodation, conference facility, public realm & improving general infrastructure

  19. Thank you 2008 Data

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