Case study · Tourism and visitors
Understanding visitors across Cumbria
A county-wide representative survey of 1,428 visitors gave Cumbria Tourism insight into visitor profiles, travel, accommodation, spending, and experiences to support tourism planning and marketing.
AudienceVisitors at sampling points across Cumbria
Approach1,428 face-to-face, on-street interviews
Value to Cumbria TourismRepresentative visitor evidence to support regional and local tourism strategy and marketing
The brief
- Tourism plays a vital role in Cumbria’s economy and supports thousands of jobs
- Cumbria Tourism’s vision is to become Europe’s top rural tourism destination, which means continually understanding the visitor market, visitor trends, and new product and marketing opportunities
- It has run a regular visitor survey over the last decade to track trends and support regional and local strategy, and commissioned Enventure Research to deliver the 2018 survey
The approach
- The questionnaire was developed in partnership with Cumbria Tourism, based on the previous survey with some changes
- Skilled interviewers carried out face-to-face, on-street interviews at sampling points around the county in summer 2018
- Quotas were set for each district to provide a county-wide representative sample
- A total of 1,428 interviews were completed
The outcome
- The findings gave Cumbria Tourism insight into visitor profiles, where visitors find information about their visit, overnight stays (including length of stay and booking method), travel to and around Cumbria, activities, and visitor experience and satisfaction
- The survey also provided evidence on the economic impact of tourism to support planning and marketing