Malcolm Bell from Visit Cornwall shares his views on our latest research
This research on the views, attitudes and response from the under 35’s to the English Coastal tourism offer is a real insight and one that all those involved in destination marketing and management should both reflect on and more importantly take action.
There is a wealth of information on the views and perception of this key market, not only of their holiday intentions now, but how destinations might help to convert them to a high value “through life customers" where a destination can gain decades of economic and social benefits.
This research can have immediate benefit when applied to a destination’s marketing, and equally important, digital and social media activities, which could certainly yield results next year if not later this year. We will certainly be taking such action to ensure Cornwall stays a top, if not the top, destination.
Equally important are key pointers for the overall development of the tourism offer and product, at destination level, but also for individual businesses.
In summary, a cracking piece of research that answers questions that destinations have had in the back or front of their minds and more importantly they will prompt actions to improve the competitiveness of destinations and their businesses – a very big thank you to the National Coastal Tourism Academy and their excellent team –a cracking piece of work.
View the full report - Coastal England: Are young people a 'lost generation'? on our Resource Hub for free.