We are urging businesses to take part in a county-wide survey, to help it ‘health check’ how our county’s £2.72 billion tourism industry is performing.
The latest Business Performance Survey available on www.cumbriatourism.org can be completed by any tourism business. It will enable them to benchmark their performance over the past 6 months (October 2017 to March 2018) and comment on the issues affecting trade.
The anonymous survey co-ordinated by our research team aims to understand the successes and challenges being faced by operators, and is part of our role as the official Destination Management Organisation (DMO) to monitor and evaluate tourism trends. More than 100 businesses have already completed the Business Performance Survey, but more are needed by the deadline of this Friday 20 April.
We will be using this research to help make the county’s case for future investment, strategy and business support, as well as informing key partners such as local authorities, Local Enterprise Partnership (LEP) and the Lake District National Park in their work on behalf of the sector.
CT Research Manager, Helen Tate, says, “This survey is quick and easy to complete and is really important for helping us to understand the factors affecting trade. We have been carrying out the six monthly business survey for many years now and it has helped us to build up a long-term picture of current and emerging issues, so we can keep supporting the industry and continuously improving the county as a tourism destination.”
Our six-monthly Business Performance Survey is just one area of regular research undertaken by the organisation. Work will also be getting underway on the Cumbria Visitor Survey in the coming weeks; held every three years, this vital research is the only available source of Cumbria-wide information on the county’s visitors, telling us where they come from, who they are with, why they come and what they do when they are here.
The organisation also undertakes monthly occupancy surveys, regular analysis of accommodation stock composition, and an annual tourism economic impact assessment.