We have been running the Non-Visitor Survey for a full six months now, generating a total sample of over 2,500 responses from a nationally representative sample of Great Britain residents who have not been to Devon or Somerset for holiday/leisure over the last five years. The key reasons for them not visiting are being too far to travel, not being able to afford a holiday, or that it simply doesn’t appeal to them.
Of those who are interested in travelling to Devon or Somerset in the next 12 months, over one-half (55%) want to visit for a short break (1-3 nights), with 30% planning to stay for longer (4+ nights). Just over 15% said they expect to visit for a day trip.
Restaurants, bars and beaches are the key motivations for these potential visitors, with around one-half (49%) of all respondents stating that they plan to enjoy these. Visiting local attractions (43%) and shopping (36%) are also popular. Consumers would be more inclined to visit if it was easier to get to Devon and Somerset, and there were better public transport links.
Combined, Devon and Somerset is broadly perceived as an area with plentiful beaches, historic buildings and gardens, and good local food and drink.
Analysis of consumer perceptions and intentions by area (Plymouth, Exeter, English Riviera, North Devon Coast, South Devon Coast, Rest of Devon and Somerset) is available via The Hub.
