FAQs

Find out some of the frequently asked questions about the regional visitor economy below.

Why do you use the phrase ‘Visitor Economy’ instead of tourism?

We feel that using ‘Visitor Economy’ instead of tourism better reflects both our industry as a whole and the work undertaken by Visit West.

In general terms, ‘tourism’ tends to lean more towards leisure and holidays, and we know that visitors are here for any number of reasons – and probably wouldn’t describe themselves and a tourist.  Day trips, business visitors, visiting friends and relatives, business event delegates are all very much part of our visitor economy.

The work of Visit West has many intervention points both in creating routes to market, influencing behaviour, providing information and supporting development across all of these segments.

How important is the visitor economy?

We think it’s very important.  In terms of its financial value, its £2.33bn in 2019 and around 45,000 jobs.  The impact of the pandemic has been devastating and we know that when we get the results for 2020, it will be very different, as will 2021.

Pre-pandemic, around 80% of our staying trips originated from people living in the UK, and 20% from those from overseas.  However, our overseas visitors generate around half of the spend as they generally stay longer and spend more.  Day visits are responsible for around half of the visitor economy and are the largest segment by volume.

As well as its economic value, there is also a social and cultural value.  The World Travel and Tourism Council says:

“It is a sector that meaningfully changes the lives of the people and communities it touches. It not only creates jobs; but reduces poverty and inequality and enriches communities both economically and socially.”

The visitor economy connects people and places, helps share stories and celebrates what makes somewhere special. 

How does Visit West’s work influence visits?

This can happen in one of many ways. 

We create content and inspiration through our consumer brands and their digital and social channels.  This is how we share information and inspiration with our engaged audience.  We aim to grow these audiences to keep sharing information with them.  This can be done though partnership campaigns with partners and brands.

Our media team work hard to create stories, and content that is shared pro-actively across their networks.  This can lead to a feature being published or can motivate a press visit that leads to first person experience coverage.  This could be print, digital or TV and trips are often delivered in partnership with venues, travel operators or trade partners.  Coverage generated is then published and shared, so reaching outside of our engaged new audiences.

As well as providing the inspiration, there is also a very practical job connecting businesses to the travel trade.  Working with the travel trade, we can help businesses develop new routes to market, being part of packages and help provide easy solutions for potential travel customers.  Most of our work with the trade is international leisure, and often working a year or two in advance.

We can help with those businesses wanting to work with the travel trade and make connections.  This can include advice, training or marketing solutions.

In the same way that we work proactively with the travel trade, our Convention Bureau work proactively to develop a pipeline of business events from the UK and overseas, as well as supporting event organisers through venue finding, delegate accommodation and other associated services.  Like the trade this can also have long lead times, with years from initial bid submission to the event taking place.

Across all these consumer and business markets, we also have an extended network of support from organisations and partners to help us achieve our objectives of a sustainable visitor economy, that operates 52 weeks of the years.

In summary, the information – practical or inspirational – and content delivered has various intervention points, supporting both individual businesses and destinations, to achieve their potential.