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Data and Statistics

Economic Volume and Value Model

North Norfolk District Council uses an Economic Model called the Cambridge Model to produce a volume and value study.  This measures the volume of tourism/ visitors to the area, the value that tourism brings and also it attempts to measure the impact of tourism in terms of the number of jobs that tourism provides either directly or indirectly. 

Headline Figures 2010
Total number of trips (day & staying) 6 million
Total staying trips1 million
Total day trips 5 million
Total staying spend £129 million
Total day trip spend £204 million
Total visitor spend £333 million*
Supplier and income induced spend £64 million
Total tourism value £397 million
Total actual tourism related employment 8.7 thousand
Percentage of all employment 21.7%  
*Adjustments made to recognise spending on retail and food & drink falling within attractions or accommodation. Also, assumes that 40% of travel spend takes place at the origin of the trip rather than at destination.

North Norfolk Tourism Sector Study

As part of the formulation of the Core Strategy and Site Specific policies for the North Norfolk Local Development Framework (LDF), the District Council commissioned Scott Wilson consultants to carry out a tourism sector study to gather evidence and develop a deeper understanding about issues impacting on the tourism sector of the District's economy.

Tourism Questionnaire Survey

Introduction

This is a report on the responses to the Questionnaire Survey that went out with the 2008 North Norfolk Coast, Countryside and Broads Holiday Guide.  Over 34,000 copies that were distributed by the cut-off date on 31 March 2008, which gives a response rate of just under 9%.


Key findings

  • Best time to receive a brochure is in the period post Christmas
  • Respondents were generally evenly spread between using the brochure to find out more about North Norfolk, finding out what types of accommodation are available, finding out more about the different areas to visit and finding out more about the attractions.
  • The majority of people had visited North Norfolk between 1 – 3 times over the past 5 years.
  • The majority of visitors would have two people in their travel party.
  • The majority of people stated self catering and hotels as their preferred type of accommodation.
  • Cromer came out particularly strongly as the favourite area of a repeat visitor with Sheringham, Wells and the coast also featuring highly.
  • Walking, gardens, historic sites and museums all came out strongly as activities/attractions that people were keen to pursue.
  • The accommodation guide was rated ‘good’ in most sections with attraction vouchers the only issue that received a higher number of ‘reasonable’ ratings.
  • Travel information and attraction vouchers also received a high number of ‘reasonable’ ratings.
  • In terms of the helpfulness of the information, most respondents rated the information as either very useful or useful.
  • The majority of respondents were aged over 50 years of age with a slightly smaller, though still significant amount of people aged over 65 years of age.
  • The Daily Mail was by a long way the most popularly read newspaper of respondents.
  • Radio Times and Saga were the most widely read magazines.
  • June was the favourite time of year for respondents to take a main holiday with May, July, August and September also featuring.
  • Anytime of the year received the strongest number of responses in answer to when to take a short holiday.

Download a full copy of the 2008 North Norfolk Coast, Countryside & Broads Holidays Guide Questionnaire Responses Survey

Contact Tourism Development Tel: 01263 516009
Email: tourism.development@north-norfolk.gov.uk