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
Our visitor research experience includes work with destination organisations, local authorities, attractions, and Business Improvement Districts.
Evidence to improve experiences and inform future plans
We support Local Visitor Economy Partnerships (LVEPs), destination management organisations (DMOs), local authorities, Business Improvement Districts (BIDs), visitor attractions, and event organisers with tourism market research and visitor surveys. Our research covers rural, coastal, and urban destinations, from seaside resorts and town centres to heritage sites, and the same approaches can help National Parks understand their visitors.
Understanding who visits is an important starting point. Knowing why people come, how they spend their time, what shapes their experience, and what might encourage them to return helps organisations make informed decisions.
We design research around the questions you need to answer. This might mean interviewing visitors across a destination, gathering feedback at an event, exploring perceptions among potential audiences, or understanding why some people do not visit.
Research can explore what encourages longer stays and repeat visits, how spending varies between visitor groups, and what could increase visits outside peak periods. We also examine travel choices, accessibility, use of facilities, and barriers to visiting.
The findings can inform destination management plans, visitor economy strategies, town centre improvements, audience development, and event planning. Bespoke local research can complement existing tourism data by explaining the motivations, perceptions, and experiences behind wider trends.
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.
Use consistent questions and repeat research to track visitor experiences, compare audience groups, and understand changing behaviour.
Supporting decisions about destinations, attractions, and events
Destination research for LVEPs, DMOs, and local authorities
Visitor and non-visitor research for Local Visitor Economy Partnerships, destination management organisations, councils, and other destination partnerships. Understand visitor profiles, motivations, spending, travel, and experiences across rural, coastal, and urban destinations, with approaches equally suited to National Parks. Evidence to inform destination management plans, visitor economy strategies, marketing, and visitor management.
Town centre visitor research for BIDs and place partnerships
Research for Business Improvement Districts (BIDs), town centre partnerships, and local authorities to understand who visits, why they come, what they spend, and how they experience a place. Explore shopping, leisure, and hospitality visits, perceptions of the town centre, barriers to visiting, and opportunities to encourage repeat visits. Findings can support business planning, marketing, public realm improvements, and evaluation of events and initiatives.
Visitor attraction and heritage audience research
Research for visitor attractions, museums, galleries, heritage sites, and cultural venues to understand existing and potential audiences. Explore visitor experiences, test ideas for new exhibitions or facilities, and identify what could encourage visits from different groups, including families, schools, and local communities.
Event evaluation, festivals, and Christmas market research
Visitor surveys and evaluation for festivals, Christmas markets, seasonal celebrations, and other events. Explore visitor profiles, satisfaction, motivations, awareness, travel, and spending, alongside likelihood of returning and visits to other local businesses. Findings help organisers improve future events and understand their contribution to the wider destination.
Destination perceptions and tourism marketing research
Research into destination awareness, perceptions, sources of information, and reasons for choosing where to visit. Explore what influences different audiences, test campaign messages and concepts, and identify opportunities to strengthen destination marketing and encourage visits.
Accessible tourism and barriers to visiting
Research with visitors and non-visitors to understand practical and perceived barriers, including travel, cost, accessibility, information, and the relevance of the offer. Explore the needs and experiences of disabled visitors, families, and other audience groups to inform a more inclusive visitor experience.
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 destination visitor survey, town centre research, event evaluation, or insight from people who do not currently visit, we would be happy to discuss an approach that fits your objectives and budget.