Tourism and visitor research
Independent visitor surveys, tourism research, and event evaluation to help organisations understand their audiences, improve visitor experiences, and inform future plans.
Organisations we have worked with
We offer visitor surveys and tourism market research for Local Visitor Economy Partnerships (LVEPs), destination management organisations (DMOs), Business Improvement Districts (BIDs), local authorities, visitor attractions, and event organisers.
Evidence to improve experiences and inform future plans
We design research around the questions you need to answer, whether that means surveying visitors across a destination, gathering feedback at an event, or hearing from people who do not currently visit.
We plan where and when interviews take place to capture a range of visitors and experiences. Our reports explain the findings clearly and what they mean for your marketing, services, and future plans.
Understand where visitors come from, who they travel with, their motivations, activities, travel choices, accommodation, and spending.
Explore what visitors value, where experiences could improve, and what influences their likelihood of returning or recommending a visit.
Hear from people who do not currently visit, understand their perceptions, and identify what could encourage them to come.
Repeat research to track changes in visitor profiles, behaviour, and satisfaction, with comparisons between audience groups.
Supporting decisions about destinations, attractions, and events
Destination and visitor economy research
Visitor and non-visitor research for LVEPs, DMOs, local authorities, and destination partnerships. From National Parks to seaside resorts, towns, and cities, understand visitor behaviour and spending to inform destination management plans, visitor economy strategies, and visitor management.
Town and city centres and BIDs
Research for BIDs, councils, and town and city centre partnerships. Understand why people visit, how they use local shops, cafés, and attractions, what they spend, and what would encourage them to return. Findings support marketing, business planning, strategies, and improvements to town and city centres.
Visitor attraction and heritage audience research
Audience research for visitor attractions, museums, galleries, and heritage sites. Understand existing and potential visitors, test ideas for exhibitions and facilities, and explore what would appeal to families, schools, and other audiences.
Events, festivals, and Christmas markets
Visitor surveys, event evaluation, and Christmas market research exploring attendance motivations, satisfaction, travel, and spending. Find out what worked and what could be improved to inform future events.
Destination awareness and marketing
Find out whether people know about your destination or attraction, how they perceive it, and how it compares with alternatives. Test marketing messages and campaign ideas to understand what appeals to different audiences and could encourage them to visit.
Accessibility and barriers to visiting
Explore what prevents people from visiting, including cost, transport, accessibility, and lack of information. Research with visitors and non-visitors can identify practical changes to make destinations, attractions, and events more accessible and welcoming.
Tourism and visitor research in practice
A selection of projects demonstrating our tourism and visitor research, with insights relevant to LVEPs, DMOs, BIDs, local authorities, visitor attractions, and event organisers.
Understanding visitors across Cumbria
A county-wide visitor survey exploring visitor profiles, travel, accommodation, spending, and experiences to support tourism planning and marketing.
View case study →Understanding seafront visitors across Bournemouth, Christchurch and Poole
Face-to-face research across nine seafront zones provided visitor data to help the Council review facilities and services, building on the previous survey delivered by Enventure Research.
View case study →Understanding visitors and non-visitors to Kingston town centre
More than 1,800 interviews with visitors and non-visitors provided evidence to support destination marketing and business planning.
View case study →Understanding potential audiences for Manchester’s Our Town Hall visitor experience
Research with residents, interest groups, volunteers, and schools explored potential audiences and informed plans for a new visitor experience.
View case study →Evaluating the visitor experience at Manchester Day
460 visitor interviews explored experiences, motivations, travel, and spending, with comparisons against previous surveys.
View case study →Understanding visitors to Cheltenham’s Christmas events
257 interviews across Cheltenham town centre explored festive visits, event awareness, satisfaction, travel, and spending.
View case study →Gathering visitor insight at The Piece Hall
Experienced local interviewers supported The Piece Hall’s visitor survey, gathering information about its visitors over two days.
View case study →Tell us what you need to understand.
Whether you need a visitor survey, town or city centre research, event evaluation, or a better understanding of potential audiences, we would be happy to discuss how we can help.