Business Development - Coastal Activity Park

Visitors to the Coastal Acivity Park, Boscombe

Business Development

visit coastaltourismacademy.co.uk

NCTA

The Coastal Activity Park at Boscombe was launched in April 2014. It offers a range of water and beach based activities suitable for all ages run by a variety of suppliers plus a comprehensive events programme.

Face to face interviews conducted with just over 1000 visitors in June and August 2014 gave an insight into market profile, motivation, activities, satisfaction and spending patterns of users.

Learn more: www.coastalactivitypark.co.uk 2

Visitors to Coastal Activity Park, Boscombe

Visitors Visitors included local residents, day visitors and those on holiday in the area (tourist). During August 49% were on holiday in the area and in June nearly half were local residents.

49% of groups contained children.

VISITOR TYPE BY SEGMENT

11% 45%

17%

28%

17% 23% 32%

27%

A local resident of Bournemouth (Postcode BH1-BH11)

On a day trip from home (live outside of Bournemouth)

Staying overnight in Bournemouth

Staying overnight outside of Bournemouth

3

visit coastaltourismacademy.co.uk

NCTA

The Journey Average distance travelled for each visitor type:

Local residents Less than 5 miles Day visitors 42 miles Tourists staying in Bournemouth

5 miles

Tourists staying outside Bournemouth

13.5 miles

82% of residents and 87% of tourists travelled less than 5 miles to reach the Coastal Activity Park.

MAIN FORM OF TRANSPORT USED BY VISITOR TYPE: Other Bicycle Land Train On Foot Tour or Excursion Bus Public Bus Train Hire Car

1% 2% 2% 1% 1% 1% 1%

4%

7% 29%

37%

6% 5%

1% 47%

Own Car

All staying visitors combined

53%

Locals / Day visitors combined

Overall a third of visitors came by car but 48% of local residents and 54% of tourists had walked. 6% of Bournemouth tourists had used a local bus service and bikes were only used in significant numbers by local residents.

4

Visitors to Coastal Activity Park, Boscombe

Tourists staying in Bournemouth Many of the tourists were staying locally mostly in serviced accommodation.

38% Boscombe Southbourne Elsewhere

6%

56%

ACCOMMODATION USED - STAYING VISITORS IN BOURNEMOUTH ONLY: Other Second home

2% 4%

Home of friend / relative

15%

Self catering house/flat/cottage Self catering static caravan/chalet B&B/Guest house

14% 4% 11%

Hotel

5

49%

visit coastaltourismacademy.co.uk

NCTA

6

Visitors to Coastal Activity Park, Boscombe

Motivation PURPOSE OF VISIT: Other Attend a special event Visit a restaurant or cafe Spend some time on the beach To visit the CAP in general Take part in water/beach/prom based activity Take part in pre-booked water/beach activity

16% 1% 33% 80% 13% 13% 2%

For most people ‘spending some time on the beach’ was the main purpose of their visit although visiting a restaurant or café was important for a significant third.

Only about half of the visitors had heard about CAP before coming – mostly through previous visits or word of mouth.

Activities Local residents spent the least amount of time at Boscombe 40% spent less than 2 hours.

Day visitors stayed the longest with 35% spending more than 4 hours.

TIME SPENT A THE SEAFONT TODAY: 8% Up to 1 hour

14% More than 5 hours

19% Between 1 and 2 hours

10% Between 4 and 5 hours

23% Between 3 and 4 hours 25% Between 2 and 3 hours 7

visit coastaltourismacademy.co.uk

NCTA

WATER BASED ACTIVITIES:

Not taken part in water based activities Windsurfing / Kite-surfing Snorkelling Kayaking / Canoe Hire Other Stand up paddle boarding (SUP) Surfing / Body Boarding Swimming

57% 1% 1% 2% 4% 5% 9% 32%

Swimming was the most popular water based activity 32% with 9% surfing or body boarding and 5% paddle boarding.

8

Visitors to Coastal Activity Park, Boscombe

BEACH OR PROMENADE BASED ACTIIVITIES:

Not taken part in beach or prom. based activities Dance Workshop Beach Tennis Beach Football Other Swingball Gym Trail Table Tennis Slacklining Beach Volleyball Music Trail on the Pier Climbed on the Boulders

70% 1% 1% 1% 2% 3% 3% 4% 4% 4% 8% 14%

didn’t do anything in particular on the beach, but for those who did the climbing boulders and music trail were the most popular activities. 33% of groups with children climbed on the boulders.

70%

9

visit coastaltourismacademy.co.uk

NCTA

Perceptions OVERALL SATISFACTION WITH VISIT TO THE CAP:

2% Dissatisfied

8% Neither Satisfied nor Dissatified

51% Very Satisfied

39% Satisfied

Mean satisfaction score (OUT OF MAX. 5.00)

4.39

9 out of 10 visitors were very satisfied or satisfied with their overall visit.

Mean satisfaction was 4.39 (out of 5.00). Tourists were generally more satisfied than day visitors.

10

Visitors to Coastal Activity Park, Boscombe

Likelihood of Recommendation 9% Detractors

40% Passives

51% Promoters

CAP achieved an overall recommendation score of +42% - a relatively high score on measurement scale ranging from -100% to +100%.

11

visit coastaltourismacademy.co.uk

Visitors to Coastal Activity Park, Boscombe

Connect with the NCTA linkedin.com/company/national-coastal-tourism-academy facebook.com/nationalcoastaltourismacademy twitter.com/nctacademy 12

visit coastaltourismacademy.co.uk