Water based Activity Tourism Malcolm Bell Director South West Tourism

Changing demands of our visitors and ourselves

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

Buying ‘experiences’ % Agreeing FranceSpainPolandItalyUSUKGermanyJapan Source: Henley Centre, HenleyWorld 2003 I would rather spend money on experiences/doing things than buying material goods

Domestic Visitor Segmentation & Satisfaction Findings

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 HygienicsMotivators Savers Hidden Opportunities A1 A2 A3 A4 A5 A6 A7 A8 A9 A10 A11 A12 A13 A14 A15 A16 A17 A18 A19 A20 A21 A22 A23 A24 A25 A26 A27 A28 A29 A30 A31 A32 A33 A34 A35 Real Importance highlow Claimed Importance high low

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

“Casual” “Pure” “Accidental” “Spectators”

Pure – Often lowest 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

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

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

Malcolm Bell “Pure” “Casual” “Accidental” “Spectators”