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TOURISM AND ECONOMIC
DEVELOPMENT IN
SUFFOLK
James Kennell
Economic Development
Resource Centre
University of Greenwich
ECONOMIC GROWTH IN SUFFOLK:
PRIORITIES
Green Economic Growth
Skills
Investment and Enterprise
Growth areas
Infrastructure improvements
Tourism contributes to all of these areas
SUFFOLK
31,915,998 trips
% staying = 5.7% (26% of spend)
% day trips = 94.3% (74% of spend)
Total value of tourism = £1.85bn
Total related employment = 38,369 (12.3%)
(Destination Research 2014)
30.08
36.95
35.12
25.4
36.61
34.5
31.01
20.85
33.07
30.19
35.96
33.66
25.81
26.2
0 5 10 15 20 25 30 35 40
Bath and North East Somerset
Cornwall
Cumbria
Devon
Dorset
East Sussex
Norfolk
North Somerset
North Yorkshire
Northumberland
Powys
Somerset
Suffolk
Wiltshire
ONS Cluster 4/5 competitors – day visitor spend
£30 per
day
WILL STAYCATIONS MAKE A
DIFFERENCE?
Sounds better than ‘domestic tourism’
The staycation market is very competitive
Competition is for displacement
(Dwyer et al 2010)
86
88
90
92
94
96
98
100
102
104
106
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Domestic trips in England 2005-2015 (GBTS)
DISPLACEMENT
The effect of tourist
marketing causing domestic
tourists to spend money in a
destination, that they would
otherwise have spent
elsewhere (DCMS 2012)
No net benefit to UK PLC!
STAYCATION DISPLACEMENT –
SELF CATERING
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
Top ten guest counties
0
5000
10000
15000
20000
25000
30000
Top ten counties for bookings
CONCLUSIONS
Tourism is a key contributor to Suffolk’s
4 economic growth themes
Increasing spend is a huge priority
The staycation phenomenon means that
Suffolk must compete head on with
other destinations
Think Suffolk PLC, not UK PLC!

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Tourism and economic development in suffolk

  • 1. TOURISM AND ECONOMIC DEVELOPMENT IN SUFFOLK James Kennell Economic Development Resource Centre University of Greenwich
  • 2. ECONOMIC GROWTH IN SUFFOLK: PRIORITIES Green Economic Growth Skills Investment and Enterprise Growth areas Infrastructure improvements Tourism contributes to all of these areas
  • 3. SUFFOLK 31,915,998 trips % staying = 5.7% (26% of spend) % day trips = 94.3% (74% of spend) Total value of tourism = £1.85bn Total related employment = 38,369 (12.3%) (Destination Research 2014)
  • 4. 30.08 36.95 35.12 25.4 36.61 34.5 31.01 20.85 33.07 30.19 35.96 33.66 25.81 26.2 0 5 10 15 20 25 30 35 40 Bath and North East Somerset Cornwall Cumbria Devon Dorset East Sussex Norfolk North Somerset North Yorkshire Northumberland Powys Somerset Suffolk Wiltshire ONS Cluster 4/5 competitors – day visitor spend £30 per day
  • 5. WILL STAYCATIONS MAKE A DIFFERENCE? Sounds better than ‘domestic tourism’ The staycation market is very competitive Competition is for displacement (Dwyer et al 2010) 86 88 90 92 94 96 98 100 102 104 106 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Domestic trips in England 2005-2015 (GBTS)
  • 6. DISPLACEMENT The effect of tourist marketing causing domestic tourists to spend money in a destination, that they would otherwise have spent elsewhere (DCMS 2012) No net benefit to UK PLC!
  • 7. STAYCATION DISPLACEMENT – SELF CATERING 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 Top ten guest counties 0 5000 10000 15000 20000 25000 30000 Top ten counties for bookings
  • 8. CONCLUSIONS Tourism is a key contributor to Suffolk’s 4 economic growth themes Increasing spend is a huge priority The staycation phenomenon means that Suffolk must compete head on with other destinations Think Suffolk PLC, not UK PLC!