Unlocking Tourism Potential

Coastal Tourism

Coastal Tourism

Coastal Tourism in 2016

The National Coastal Tourism Academy (NCTA) was established in 2013 with funding from the Coastal Communities Fund to create a centre for excellence, share best practice and analyse the nature of coastal tourism to boost jobs and economic growth in the visitor economy.

The NCTA now has an in-depth knowledge of the visitor economy on the coast – to follow are some of the headline findings of this work:

Domestic Tourism

Valued at £8bn for Domestic overnight and day trip spend

Classification:

Seasonality has changed little since 2008 with 36% of visits in July and August.

Domestic overnight visitors to the coast are highest in the South-west (40%)

International Visitors

15% of all international visitors visit the coast of England (IPS 2011), equivalent to c. 1.8 million visitors.

Key source markets for international visitors to the coast are Germany and France.

Employment & Types of Business

210,000 jobs worth £3.6bn (Sheffield Hallam University 2014)

+ 1% growth

Higher than average concentration of SMEs in coastal visitor economy

<3% corporate brands on the coast (National Coastal Tourism Academy 2015)

31% of residents work part-time

Net outflow of commuters (ONS 2014)

Staffing is a significant challenge on the coast – hardest to fill vacancies are Chefs, house keepers and chamber maids (NCTA 2015)

Opportunities for growth

Through new research on coastal tourism the NCTA has identified key opportunities for growth:

Across all markets though there is a need to raise awareness of the coast’s offer

For full details of these markets and research see our resource hub