42.9 million

Visitors to Cumbria in 2015

Tourism Intelligence

Understanding our visitors, why they visit and what they do helps us to develop and promote one of Britain’s truly world-class destinations.

Understanding our tourism businesses, what they are offering and how business is going in this highly competitive environment helps us provide the appropriate support.

Research is key in achieving a continuously improving tourism destination that enhances the visitor experience and keeps people coming back again and again. An evidence based approach is used to inform tourism management, development and marketing to help maximize resources. The research department delivers core research activity to provide tourism organisations, businesses, and other partners with vital market intelligence and up-to-date analysis of business performance and economic impact.

Research for the Sector

Regular research undertaken by our research team includes:

  • Monthly occupancy surveys with all types of accommodation providers, over 300 participants.
  • County wide visitor surveys, 2016 survey the most recent.
  • Data collection from Tourist Information Centres and visitor attractions.
  • Annual tourism economic impact assessment.
  • Regular analysis of accommodation stock composition.
  • Tourism Business Performance Surveys every six months.
  • Biannual Tourism Research Newsletter.

Customer Profiling

One of the first rules of good business is knowing your customers. Knowing exactly who your customers are, what they like, where they shop, and how to best reach them, and having the ability to precisely target new customers who match your current and target markets.

We provide a customer profiling service that uses the Mosaic classification, developed by Experian, to classify a list of customer postcodes into Mosaic’s 67 consumer types. In order for us to produce a customer profile report all we need from you are your customers’ postcodes, ideally a minimum of 1,000.

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Research Newsletter

In this issue:

  • Latest Tourism Insights from VB and VE
  • Free benchmarking for
    your accommodation business
  • Cumbria Tourism Accommodation Occupancy 2016
  • Insights on Overseas Visitors
  • Cumbria Tourism Research Services

Read the latest edition