Coastal Tourism Business Survey​ 2023 Results

The NCTA have been surveying businesses around the coast to help assess and understand the impact of the Covid-19 pandemic on coastal tourism businesses in England. The survey will be repeated in different waves throughout 2023, the results of which will be published on this page.

2023 Wave 3 – Autumn (Survey live between 25 September – 31 October 2023)

Download the results here

Key Headlines

• Half (50%) of businesses stated that the summer period in 2023 was worse than in 2022. Only 21% said it was better.
• Confidence has dropped over the last wave of the business survey, down to 40% that feel confident or very confident about trading over the next 6 months (-6pts).
• Larger businesses were the most positive in relation to turnover and business confidence.
• Forward bookings are low across all businesses, although 5% have sold more three-quarters of their capacity for summer 2024.
• Business continue to see consumers booking much closer to departure, that consumers are looking for deals and that overall spend is lower.
• The top business priority is reducing costs (92% of businesses) followed by increasing year-round business (82%), improving sustainability (77%) and lobbying for improvements in water quality in their destination (69%)
• The poor and unpredictable weather became the third highest external factor influencing business performance (62%) whilst the other key external influences remain unchanged - increasing energy costs, poor economic climate, supplier costs and seasonality.
• In response to the challenges facing businesses -40% are cutting costs by closing for more of the year or on certain days of the week or reducing their service offer, 35% are delaying investment and 17% are reducing staff
• Businesses noticed a decrease in domestic overnight visitors this summer but they remain the most important market for the next 12 months
• A quarter of businesses saw an increase in European visitors and hence they continue to gradually increase in priority for businesses.

2023 Wave 2 – Summer (survey was live between 21 June - 26 July 2023)

Download the results here

Key Headlines

• For nearly half (47%) of businesses, turnover was worse than in 2022. Only 24% said it was better.
• However, 46% were confident or very confident about the next 6 months.
• Larger businesses were the most positive and accommodation businesses the least positive in relation to turnover and business confidence.
• Long range bookings are low across all businesses.
• Businesses feel consumers are booking closer to departure and that overall spend is lower.
• Poor economic climate, increasing energy, fuel and supplier costs are the key external factors affecting business. 42% of accommodation businesses noted competition from overseas destinations.
• In response to the challenges, 64% are increasing their prices, 35% are delaying investment and 27% are reducing opening hours.
• In relation to staffing, the key recruitment challenge is filling specific roles particularly chefs and kitchen staff, waiting and bar staff, front of house and maintenance staff.
• Domestic overnight visitors remain the highest priority visitor market, but European and other International visitors are gradually increasing in priority.

2023 Wave 1 – Spring (survey was live between 20 March – 25 April 2023)

Download the results here

Key headlines

• 2022 turnover was better than 2021 for 43% of businesses and worse for 22%
• Confidence is mixed across the businesses 45% somewhat or very confident about the next six months versus 29% not confident.
• Forward bookings are again mixed with some businesses saying they are higher than the same point last year but many saying they are much lower. Long range bookings are significantly lower across all businesses.
• Poor economic climate is the biggest external impact affecting businesses, followed by rising energy and fuel costs, increasing supplier costs, poor weather and the seasonality of the destination.
• 69% of businesses have increased prices and 29% of businesses are either closing for certain days of the week or changing opening hours to reduce costs.
• Investment levels are down on previous years.
• Priority growth visitor markets are Walkers, Nature and Wildlife, Cyclists, Heritage and Arts / Culture
• Domestic overnight visitors remain the key market, with a decrease in local residents and an increase in coach / group visitors.