4 minute read
5.2 ‘STAYCATIONS’: TOURISM POST COVID-19
from Levelling up the Edges: The social and economic context for coastal towns and communities
by Eastern Arc
This could include engaging with creative activities, for example the Arts on Prescription service in Hastings provides creative workshops to improve mental health, resilience and confidence.
Nature-based social prescribing connects people to ‘green’ pursuits like a walking group or fishing. The NHS is currently piloting nature-based social prescribing across the country in a two year £5.7 million fund (see here for details). Activities can also include community farms, which provide a space for communities to grow and garden together with a raft of benefits; Social Farms and Gardens is a UK based charity supporting such initiatives. There are numerous benefits including for mental health and wellbeing, physical health, environmental, community and educational (FCFCG, 2016). Groundwork runs in locations across the country, including the East of England, and aims to empower communities and address issues around the environment and poverty. It provides a range of examples of nature-based social prescribing activities which bring health and social benefits.
Advertisement
5.2 ‘STAYCATIONS’: TOURISM POST COVID-19
Key Message: The Covid-19 pandemic brought significant challenges to the tourism industry, yet it also offered opportunities once restrictions began to be lifted which are exemplified by the rise in ‘staycations’. The growth, which had begun pre-pandemic, is linked to a range of factors such as recognition of environmental, creative, and natural assets, as well as the cost of international travel. The statistics demonstrate that the tourism sector is still a significant industry for many CTCs in the East and South East England.
Despite being one of the industries most impacted by the Covid-19 pandemic, tourism may benefit from a change in consumer behaviour and the growth in ‘staycations’. Google search figures for ‘staycations’ in the UK surged in 2020 and a similar uplift was seen in the summer of 2021. Research7 based upon average monthly internet destination searches shows:
• Five out of the ten favourite UK ‘staycation’ destinations were coastal. • Six out of the ten favourite UK rural ‘staycation’ destinations were coastal. • Five out of the ten favourite town and city ‘staycation’ destinations were coastal.
The main overnight destination for trips in the summer of 2021 were traditional coastal or seaside towns (25%), this figure is higher if combined with rural coastline destinations (16%) bringing a total coastal figure to 41% (Local Government Association, 2021).
A Barclays report showed the trend for ‘staycations’ had begun prior to the Covid-19 pandemic and was predominately driven by people under 35 with those aged 25-34 accounted for over half. The survey found nine out of ten respondents from this age group chose to holiday in the UK for ‘escapism’, with seven out of ten wanting a ‘digital detox’. The biggest drive for people aged 18-24 taking a ‘staycation’ was ‘stimulation’. The most popular destinations for under 35s were city breaks and countryside (both 39%) with the beach next (26%). Notably, the younger cohort predominately use digital ways to book and plan their holidays, demonstrating the importance of the tourism industry adapting to this demand, including its infrastructure, marketing, and skills.
The growth in ‘screen tourism’ offers another reason for the increase in ‘staycations’. Screen tourism refers to holidays to areas which feature in films and television. For example, the BBC series Poldark, which was filmed along the Cornish coast, has increased tourism in the area. Creative England report that in 2014, screen
7 Only Brighton and Norfolk are included from the broad study areas (Norfolk, Suffolk, Essex, Kent and East Sussex). Although Brighton itself is not a target area.
tourists brought between £100 to £140 million into the economy. In Kent, several screen locations are as visitor attractions on the Visit Kent website.
Thus, the rise in ‘staycations’ may offer opportunities for seaside towns and support their tourism industries. The increase may not be purely due to the impacts of the Covid-19 pandemic, as there has also been a growing concern over climate change and a public desire for greener lifestyles. There has been a growth in nature and green tourism, in which people want to experience nature (seeing wildlife/habitats) during their holiday. People also increasingly consider how they travel and the environmental impacts of this. Consequently, holidaying in the UK is an increasingly popular option.
There are also financial impacts and with the rising cost of living people may choose a ‘staycation’ instead of holiday abroad. The Barclays report found the average overseas holiday spend was £2,440 compared to £904 when holidaying in the UK.
Whilst ‘staycations’ present an opportunity for CTCs, it is one which can only be fully realised if the travel infrastructure can match demand and people’s expectations, and digital provision keep step with visitors’ requirements.
In the Eastern Arc region, tourism is still a dominant industry in many areas as Figure 8 demonstrates. It illustrates the high levels of the tourism sector along the coast and the signicantly lower levels as we look inland. Great Yarmouth, in Norfolk, has the highest rating (1.95) with nearly twice the England average. The lowest was found inland, in Harlow (Essex) with a score of 0.62.
There are variations in tourist sector employment within the Eastern Arc region, with East Sussex having the highest amount, where all five districts score higher than the England average. Interestingly, Hastings has the lowest figure of all East Sussex districts. Looking across the Eastern Arc region, 62% of Essex districts, 60% of Suffolk districts, 57% of Norfolk districts and 46% of Kent districts have higher than average tourist sector employment.
