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 has an in-depth knowledge of the visitor economy on the coast – to follow are some of the headline findings of this work:
Valued at £8bn for Domestic overnight and day trip spend
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%)
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.
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)
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