Tourism Update - Wiltshire

1 1 Tourism Update Xavier Faux October 2017 2 Today s presentation Domestic and inbound Tourism Update Domestic Tourism to Wiltshire Attractions Survey 2016 3 Domestic and Inbound Tourism : How are we doing? 4 The last decade in domestic overnight Tourism Source: GBTS Trips (m) Holiday 0% VFR -9% Business -1% 2016 vs 2015 510152025303540455055 Apr-06 Jul-06 Oct-06 Jan-07 Apr-07 Jul-07 Oct-07 Jan-08 Apr-08 Jul-08 Oct-08 Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 Jan-13 Apr-13 Jul-13 Oct-13 Jan-14 Apr-14 Jul-14 Oct-14 Jan-15 Apr-15 Jul-15 Oct-15 Jan-16 Apr-16 Jul-16 Oct-16 Domestic Overnight Tourism in England Rolling 12 Month Trend 5 Latest Domestic Overnight Trip Results England, January May 2017 -1% All Trips Holiday +7% Source: GBTS Survey Record volume!

2 VFR -5% Business -7% 6 Biggest YOY increase in 4+ night trips since 2009 (but short breaks still dominate) Source: GBTS 1015202530352006200720082009201020112012 2013201420152016 Domestic Holiday Visits in England 2006-2015 1-3 nights4+ nightsTrips (m) 1-3 nights -2% 4+ nights +5% 2016 vs 2015 7 2016 was a record year for inbound Tourism , with 4% more trips and 2% more expenditure than in 2015 Source: IPS - 5,000 10,000 15,000 20,000 25,000 30,000 - 10,000 20,000 30,000 40,0002003200420052006200720082009201020 1120122013201420152016 Inbound Tourism to the UK 2003 -2016 trips 8 Latest Inbound Results UK, January July 2017 +8% All Trips Holiday +19% VFR +5% Business -3% EU +4% North America +21% Rest of World +18% Source: IPS 9 On balance it has been a positive summer for attractions Source: VE Business Confidence Monitor 66 64 56 56 63 54 49 -23 -22 -23 -15 -19 -14 -24 Sep 13 Sep 14 Sep 15 Sep 16 Jan 17 Apr 17 Jul 17 Sep 17 IncreaseDecreasePercentage of surveyed attractions reporting increased / decreased visitor numbers 10 On balance a positive summer for attractions but not quite as strong a performance as earlier in the year Source.

3 VE Business Confidence Monitor Percentage of surveyed attractions reporting increased / decreased visitor numbers 66 64 56 56 63 54 49 -23 -22 -23 -15 -19 -14 -24 Sep 13 Sep 14 Sep 15 Sep 16 Jan 17 Apr 17 Jul 17 Sep 17 IncreaseDecrease11 Annual Survey of Visits to Visitor Attractions 12 What is the Annual Survey of Visits to Visitor Attractions? A survey sent to all attractions in England to collect data on visitor numbers and other business performance metrics Is an official statistic Attractions self-complete the survey online at a dedicated website, via an email link or via post about a third reply Aims to monitor trends in the visitor attraction sector and understand the dynamics of the sector 13 Visit number trends over time -* -1 8 2 1 3 3 2 5 3 3 5 4 2 2 2002200320042005200620072008200920102011 20122013201420152016 Annual % change in visits Attractions in England reported a 2% increase in visits in 2016 This is on a par with 2015, but is a slow down since post-Olympics surge in 2013 and 2014 Slow down driven by decrease in visits to London attractions (-1%)

4 , with fall in overseas visits a likely contributor to this (-3%) 14 Most visited free & paid for attractions 2016 in the South West of England Bath Abbey & Stonehenge are the most visited free & paid for attractions. Strong increases for Poole Museum & The National Arboretum Rank Name of Attraction 2016 Visitors % Change 15-16 1 Stonehenge 1381855 2 Roman Baths 1093856 3 Eden Project 1000363 4 Bristol Zoo Gardens 562192 5 Westonbirt, The National Arboretum 522208 6 Stourhead House and Garden 403347 7 Lynton and Lynmouth Cliff Railway 395000 8 Lost Gardens of Heligan 340714 9 Kingston Lacy Estate 319000 (E) 10 Tyntesfield 309000 Rank Name of Attraction 2016 Visitors % Change 15-16 1 Bath Abbey 440000 (E) 2 The Donkey Sanctuary 290000 (E) 3 Salisbury Cathedral 248500 (E) 4 Royal Albert Memorial Museum & Art Gallery - RAMM 233385 5 Poole Museum 185586 6 St John the Baptist, Cirencester 130000 (E) 7 Arnos Vale Cemetery Trust 120000 (E)

5 N/A 8 The Devon Guild of Craftsmen 119985 9 Charmouth Heritage Coast Centre 106000 (E) 10 Princetown Visitor Centre 79147 FREE PAID 15 Full list of published attractions and much more is available online 16 What about Wiltshire ? 17 Satisfaction amongst visitors to Wiltshire Overall satisfaction amongst visitors (VisitEngland Brand Tracker 2015-2017) 50% Wiltshire 48% England Cornwall The Lake District x Northumberland Yorkshire Dales York Bristol Manchester Norwich Essex Scarborough Liverpool Bath The Cotswolds London The New Forest Isle of Wight Torquay 97 x x Kent coast Gloucestershire Peak District Cambridge Newcastle Blackpool Bournemouth Plymouth Somerset Oxford Stratford Brighton Wiltshire Birmingham x x 50% 47% 55% 50% 42% 35% 46% 34% 52% 32% 44% 55% 58% 62% 43% 43% 59% 49% 49% 61% 48% 38% 44% 31% 58% 52% 47% 49% 47% 39% 54% Weymouth 42% 18 Satisfaction amongst visitors to Wiltshire Overall satisfaction amongst visitors (VisitEngland Brand Tracker 2015-2017)

6 The natural environment 84% 81% Being welcoming and friendly 73% 74% Range of attractions and things to do 71% 67% Food & drink 70% 72% Its history and heritage 69% 71% Accommodation 68% 71% Customer service 68% 68% Ease of getting around 67% 69% Distinctive and authentic experience 62% 68% Value for money 60% 63% Wiltshire Great Britain Wiltshire out performs the national average Wiltshire underperforms the national average 50% Wiltshire 48% England Cornwall The Lake District x Northumberland Yorkshire Dales York Bristol Manchester Norwich Essex Scarborough Liverpool Bath The Cotswolds London The New Forest Isle of Wight Torquay 97 x x Kent coast Gloucestershire Peak District Cambridge Newcastle Blackpool Bournemouth Plymouth Somerset Oxford Stratford Brighton Wiltshire Birmingham x x 50% 47% 55% 50% 42% 35% 46% 34% 52% 32% 44% 55% 58% 62% 43% 43% 59% 49% 49% 61% 48% 38% 44% 31% 58% 52% 47% 49% 47% 39% 54% Weymouth 42% 19 Find Out More VisitEngland Research: Attractions Survey.