1. The Countryside Experience Overview Presentation of Key Findings November 16 th 2004 Prepared for: For more details : Tel 0115 960 5358. Prepared by :

2. Objectives & Methodology Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

3. Objectives To improve the working group’s understanding of visitors’ attitudes to and expectations of a countryside experience and to understand how Wales is perceived to deliver that experience To explore in detail the role and expectations of key factors in destination choice: -> Accommodation -> Outdoor activities -> Food -> Non-active entertainment Overall Objective To explore the decision making process for countryside trips and to identify the key elements of the Countryside Experience To identify the relative importance of these elements and how these differ by ‘type’ of trip Specifically…… To examine the perceived and actual strengths and weaknesses of Wales as a countryside destination compared with other destinations Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

4. Method 6 GROUPS 2 Pre-family (aged 20-39 no kids) 2 Family (with kids aged 0-17) 2 Post Family (aged 40+, no kids under 18 at home) ABC1C1C2ABC1C1C2ABC1C1C2 All taken ‘countryside’ focussed break/holiday in last 12 months Half ‘Active’, ‘Half Passive’ on last countryside trip Main things did whilst on Countryside trip Visiting towns, villages, going for easy walks/strolls Visiting places of interest, exhibitions, craft fairs Browsing in shops and shopping, bird watching Painting/craft things Hiking/walking with maps, fishing, shooting Golfing, cycling, mountaineering/climbing Canoeing, sailing, rafting, horse riding PASSIVEACTIVE Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

5. Method Groups conducted on 13 th,17 th,24 th November 2003 Held in Bramhall (Manchester), Redditch (South of Birmingham) and Fleet (Nr. Reading) 2+ breaks in UK in last 12 months All the main/joint main decision maker Non-rejectors Wales i.e. from list of UK destinations do not pick out Wales as a destination they are VERY UNLIKELY to visit in the future for short breaks/holidays Half visited Wales for short break/holiday in last couple of years Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

6. Types of Countryside Tourist Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

7. Types of Countryside Tourist Time doing ‘physical activity’ ‘Static’ Tourists WANT TO STAY IN ONE PLACE No travelling/desire to explore Dedicated Actives Almost all time away doing specific outdoor activity Heavy Actives Majority of time away doing specific outdoor activity (Not in rain, want some break!) Light Actives Like to do outdoor activity but interspersed with non- energetic pastimes Browsers Do little energetic outdoor activity but want to spend time exploring the area Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

8. ‘Dedicated Actives’

9. ‘Browsers’

10. Incidence? Qualitative Research used to ‘identify’ types rather than measure BUT following this research Analysis on UKTS quantitative indicates following ‘approximate’ incidence amongst those visiting Countryside in Wales: Dedicated/Heavy Actives20% Light Actives15% Browsers54% Statics11% Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

11. Types of Countryside Tourist BrowsersLight Actives Heavy Actives Dedicated Actives The two extremes are often combined i.e. one is a Browser and the other is a Dedicated Active “I can get out on the hills and do some cycling while she’ll go out and do some shopping.” Post Family - South “The lads go fishing all day and the girls go shopping.” Pre family, Birmingham PRE AND POST FAMILY LIFE STAGES Often men only USUALLY GO AS COUPLES Usually either group or on own Exception here: Golf (ABC1 South) Families -----------------  Unlikely to be families NOT families – Dad may go on own Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

12. The Destination Decision Process Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

13. Choice of Destination ‘THE PLACE’ “You just decide on the area you want to go to and then look for the nicest accommodation.” “We wanted to go somewhere in Kent so we went on the internet and looked for a hotel.”

14. Destination Choice In UK tends to be based on Perception and/or experience rather than reference to literature etc ‘The Place’ The Place Previous Research looking at cultural tourism: Scenery (Landscapes) Architecture/ Settlements People/way of life With specifically COUNTRYSIDE evident that: Scenery takes precedence in decision + the more ACTIVE the holiday the less important the architecture and particularly the people Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

15. The Place Scenery (Landscapes) Architecture/ Settlements People/way of life Browsers Dedicated Actives Integral elements of The Place and importance in destination choice Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

16. Choice of Destination ‘THE PLACE’ ACCOMMODATION & Food

17. Accommodation Choice Amount of time spend in accommodation Desire for specific facilities e.g pools etc If want to be in or out in evening BUDGET limitations Presence of kids or not Presence of dog or not + CRITICAL IN CHOICE OF TYPE MAJORITY HAVE VERY DEFINITE PREFERENCES FOR TYPE OF ACCOMMODATION Luxury (4*+) Standard Hotels/Pubs B&Bs Self Catering Luxury (4*+) Camping, caravanning YHAs, walking barns etc IF NOT AVAILABLE WILL CHANGE DESTINATION CHOICE

18. Choice of Destination ‘THE PLACE’ ACCOMMODATION & Food THINGS TO DO

19. Things to do…….. Places of Interest Castles Gardens Stately Homes Abbeys/cathedrals Historic/literary sights Galleries/museums Literary sights Natural Sights Waterfalls Caves Lakes/reservoirs Nature Reserves ‘Entertainment’ SHOPS/Markets Craft demonstrations Boat trips, Train trips ---------------------------- Families: Entertainment parks, Farm parks Indoor activities e.g. soft play Swimming pools etc Outdoor Activities Organised, supervised: e.g. Pony trekking Archery, Quad biking etc Unorganised: Bikes for hire, Nature trails etc Footpaths INDIVIDUALS WILL HAVE PREFERENCES FOR ONE OR ANOTHER OF ABOVE-> DESTINATIONS WITH DIVERSITY HERE MOST POPULAR DESTINATION CHOICES – GREATER ABILITY TO SUIT INDIVIDUAL PREFERENCES OF ANY PARTY Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

20. SHOPS/ markets ‘Entertainment’ Boat/train trips Choice of Destination – for Browsers/Light Actives –Non-family The Place ACCOMMODATION AND FOOD ALL WANT TO PICK AND CHOOSE ‘OPTIONS’ – MAY HAVE PARTICULAR SLANT TO ONE GROUP E.G. PLACES OF INTEREST RED = PRE-REQUISITES BLUE = OPTIONS Waterfalls Caves etc Natural Sights Nature Reserves THINGS TO DO ‘Places of Interest’ Castles NT type sights Gardens Abbeys/ cathedrals Museums Galleries Theatres Historic/ Literary sites Outdoor Activities - organised Facility to do Specific activities

21. Choice of Destination – for Heavy/Dedicated Actives – non- family THE PLACE Accommodation and food THINGS TO DO ‘THINGS TO DO’ FAR LESS IMPORTANT INDEED FOR SOME DEDICATED NO ROLE AT ALL RED = PRE-REQUISITES BLUE = Nice to Haves Does it have landscapes/ facilities to do main activity?

22. Choice of destination – for families The Place THINGS TO DO FOOD FAR LESS CRITICAL WHEN GO WITH KIDS THINGS TO DO VERY IMPORTANT – WET WEATHER ALTERNATIVES RED = PRE-REQUISITES BLUE = OPTIONS ACCOMMODATION FOOD X Natural Sights Waterfalls /caves Shops/ markets Theme parks Pools etc ‘Entertainment’ Farm Parks Nature Reserves Boat/train trips Castles Gardens ‘Places of Interest’ Museums (child friendly) Outdoor Activities - organised Facility to do Specific activities

23. Food & drink LOCAL FOODS SPECIALITIES PARTICULARLY APPEALING Pubs Olde Worlde character Traditional Ale type Friendly (provide local info) WHOLESOME, COUNTRY FOOD Restaurants Varies enormously – a choice of styles/budgets ideal From Michelin starred to local curry house Most demanding up-market Activity + Indulgent breaks LESS IMPORTANT WITH KIDS but still like family pub/restaurant facility Browsers/Light Actives -> entertainment in the day too (tea shops) Non family -> FOOD = main ‘entertainment’ in evening “The quality of the food is really important because we’re there to enjoy ourselves and part of that is to have a really nice meal.” Post Family, South “If you’re on your own without children it (food) is all part of the holiday and relaxation.” Family, Birmingham Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

24. Perceptions of Countryside Destinations & Wales specifically Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

25. Perceived UK destinations for type of break Browsers Light Actives Heavy/ Dedicated Actives Isle of Wight South England Golf? Scotland Wales M. Biking? Lake District Walking? Scotland (6) Lake District (3) Wales (3) Pennines Northumbria West Country Peak District FAMILIES? ‘Standard’? Cornwall/ Devon x 3 Cotswolds x 2 Peak District x 2 Wales x 1 Lake District x 4 ‘Luxury/treat’? Borders Scotland Lake District x 4 Herts, Warickshire Oxfordshire Cotswolds Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

26. Image of Scotland, Lake District and Cornwall Overall Friendly if a little intimidating Scotland is for:DEDICATED ACTIVES & LUXURY (+ cities) Fun & relaxed For: Families, Browsers Light-Med Actives Peaceful, warm & refined For: EVERYONE. Dedicated Active -> Browser ScotlandSouth WestLake District JOLLY, HAPPY Lively, spirited, drunk Loud, friendly (MAJORITY) Passionate, Strong, Quite fiery (Fans) Bleak Bit dour, studious (3 people only) Mood Reliable older car, 4 wheel drive, old Land Rover, Rover middle aged Car Music Bag pipes, Loud, Country Dance Chilled out, Gentle, soft Fun, uplifting, bright VW camper, VW Beetle Small & smooth, tractor FOLK, upbeat, Elgar Peaceful, tranquil Laid back, gentle Mellow, poetry Volvo family estate Flash 4x4, Discovery newish CLASSICAL/ opera Beethoven, Pipe music Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

27. Wales – Projectives WALES UNINSPIRING FOR MOST + DATED (Even fans feel tinge of past it’s best) Roast lamb/lamb (3) Leeks (2) Leek & potato soup (2) Fish and chips (2), Pie (“Bland anyway”) If Wales were a meal? If Wales were music? Choir, Male Voice choir (4 gps) Folk, Harp Tom Jones/Stereophonics (1 gp) If Wales were a car? Morris Minor, Allegro, Old mini (x4 groups) 20 year old battered Land Rover Micra, Lada 4 wheel drive = new (1 person only) Mood or Emotion? NON-FANS Very tired, Downtrodden Grumpy, Dour, Glum (2 gps) Miserable, Stroppy, Angry, Rough, Unfriendly (1 group + Individuals in 3 gps) Fiery FANS Relaxed, Peaceful,Calm Laid Back, Quiet (3 gps + individuals in 2gps) Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

28. Wales as a Countryside Destination Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

29. Knowledge of Countryside in Wales? Knowledge generally very poor Regions best known: Anglesey and North coast = caravans, bit tacky Snowdonia = mountains Pembrokeshire – beaches (+ countryside minority) Cardigan Bay - coastline Some knowledge: The Gower - beautiful Elan Valley – for biking ALMOST ALL COASTAL Except Snowdonia Minimal mention of Brecon Beacons Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

30. Wales Countryside? MOUNTAINS/Big hills Sheep FOR DEDICATED HEAVY ACTIVE WALKERS Outward bound, school/college groups Minority who are most familiar -> Also for browsing as lots to see and do FOR MAJORITY “It’s either trekking up mountains or fishing – an activity thing and that’s all.” “To me Wales is NOT a young family’s holiday – it’s either walking or that’s it.” Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

31. Strengths of the Welsh Countryside Almost ALL MOUNTAINS -> RELATED OUTDOOR ACTIVITIES Especially walking Greenness Close to sea Unspoilt countryside Castles Minority Fishing, cycling, golf3 Active Family people: Lots to do for families Natural sights Nature Reserves Castles, gardens Industrial sights Outdoor activities Individual Dedicated Actives 2 individuals: History/heritage sights Individuals: Friendly 7 INDIVIDUALS – LOTS TO DO & SEE Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

32. Weaknesses of the Welsh Countryside Weaknesses UNFRIENDLY/Don’t feel welcome JUST MOUNTAINS -> Only for Dedicated/Heavy Actives Rain (but so does everywhere most point out) Scarred by Industry/slag heaps ( 2 groups) Poor food (3 groups) Roads are poor (3 groups) Poor shops (2 groups) Long distances between things (2 groups) Poor choice of accommodation (especially premium) 2 gps The Bridge (have to pay!) Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

33. Types of Countryside Break WALES seen as suitable for Dedicated Actives Heavy Actives StaticLight Actives Browsers More appealing if countryside combined with coastal trip or ‘sea’ alternative No Centre Parcs type Don’t imagine health farms etc + NOT PERCEIVED AS FAMILY DESTINATION (those been as family feel good) Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

34. Types of Break Wales perceived to be good at GIVEN IMPORTANCE OF HAVING AVAILABLE ACCOMMODATION (& likelihood to choose another destination if can’t find preferred type) IMPORTANT TO LOOK AT PERCEPTIONS OF WALES AS DESTINATION BY TYPE OF VISITOR AND ACCOMMODATION ……… Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

35. Wales perceived as destination for: BrowsersLight Actives Heavy Actives Dedicated Actives Luxury 4*+ Standard Hotel B&B Self catering Camping Caravanning etc ALL would appreciate Better food Widely held perception of BIG GAP here – to communicate in mass communication would benefit unsophisticated image as a whole WALES OFFERING OF THINGS TO DO OTHER THAN OUTDOOR ACTIVITIES NEEDS TO BE BETTER COMMUNICATED TO CREATE GREATER APPEAL HERE Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

36. Summary Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

37. Wales – Summary Feeling unwelcome BIG BARRIER FOR SOME BUT LOTS FOR WHOM THIS IS A LATENT FEELING AND RELATIVELY LITTLE IMPORT IN INITIAL DESTINATION DECISION DATED/OLD FASHIONED Poor food Key Barriers to Wales as a countryside destination: LOW APPEAL TO BROWSERS AND LIGHT ACTIVES + FAMILIES (But those most familiar say Wales has lots to offer on these fronts) These are overall image issues (not specifically countryside) and need to be addressed in any mass communication Too wild/remote, Just Mountains FOR DEDICATED, HEAVY WALKERS Perception of LITTLE TO DO – Places of Interest, Towns & villages, shops Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

38. Wales – What should they do? Too wild/remote, Just Mountains FOR DEDICATED, HEAVY WALKERS LITTLE TO DO – Places of Interest Towns & villages, shops Feeling unwelcome BIG BARRIER FOR SOME BUT LOTS FOR WHOM THIS IS A LATENT FEELING AND LITTLE IMPORT IN DECISION TO GO DATED/OLD FASHIONED Poor food Key Barriers TELL US WHAT IS THERE OTHER THAN HILLS/MOUNTAINS AND OUTWARD BOUND Places of Interest, Natural Sights Outdoor activities (anyone can do) Shops and markets ‘Quaint’ towns and villages Modernise/Liven it up/for young Rather than old Better food/pubs Be more welcoming What should they do? Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

39. Summary CRITICAL POINT: Very little knowledge and perception of individual towns, cities Only Heavy Actives and Dedicated want just countryside Impressions of Cardiff amongst recent visitors are very positive (as with previous research) PROMOTION OF CARDIFF OR CITIES IN GENERAL -> WILL HELP TO ‘LIFT’ IMAGE & MODERNISE IT – RUB OFF ON COUNTRY AS A WHOLE AND COUNTRYSIDE “If they could extend the Cardiff magic up the valleys – there could be an element of romance.” (Post family, ABC1) Other possibilities for lifting image in general: Actively promoting Wales as ‘luxury’ countryside destination -> knock on effect on perceived sophistication front PR activity on ‘modern’ Welsh figures or developments Attracting Foodies in one way or another Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

40. Clear Opportunity for developing OR communicating…. DESTINATION FOR BROWSERS AND LIGHT ACTIVES DESTINATION FOR INDULGENT/ROMANTIC BREAKS (ASSUMING ACCOMMODATION REQUIREMENTS CAN BE MET) DESTINATION FOR FAMILIES IMPORTANCE OF PROVIDING WELCOME, CUSTOMER SERVICE and GOOD FOOD SHOULD NOT BE UNDER ESTIMATED Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

41. IDEAL – for Browsers/Light Actives (non-family) BROWSERS AND LIGHT ACTIVES Essentials ACCOMMODATION CHOICE Across all types of accommodation Short Breaks – tend to be hotel, B&B Longer – some self cater GOOD FOOD & DRINK CHOICE TOWNS & VILLAGES TO VISIT DIVERSITY OF THINGS TO DO Entertainment – ESPECIALLY shops/markets Places of Interest – Diversity is key Natural Sights Nice To Haves Clearly marked and good choice of ‘easy footpaths Choice of outdoor activities (some not important at all) Information on Things to Do at local accommodation ideally Suggested itineraries Will also help to attract Dedicated Actives with Browsers AREAS THAT CAN DELIVER ON ESSENTIALS – MOST LIKELY TO SUCCEED Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

42. IDEAL – for Families FOR FAMILIES Essentials ACCOMMODATION CHOICE Self-catering particularly important here LOTS TO DO FOR FAMILIES Entertainment – shops + pools + in-door play + train/boat trips Outdoor Activities – organised and Non (e.g. bike hire, adventure playgrounds) Natural Sights – waterfalls, lakes, caves nature reserves Nice To Haves Places of Interest – castles - museums child friendly Child-friendly restaurants Information on Things to Do at local accommodation ideally Suggested itineraries Town/village near by IF WITHIN EASY REACH OF COAST – DUAL MARKET COUNTRYSIDE & COAST. IF NOT POSSIBLE ‘SEA’ ALTERNATIVE E.G. LAKE AREAS THAT CAN DELIVER ON ESSENTIALS – MOST LIKELY TO SUCCEED Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

43. Suggestions: MOST IMPORTANTLY Information Packs/cards aimed at: Browsers } IDEALLY NEED TO BE UNIQUE Families } TO EACH GROUP Suggestions of Things to Do DIVERSITY IS KEY Include brief information, best time to go contact numbers etc Brief itineraries but can pick & choose AVAILABLE ON INTERNET + AT DESTINATION (ideally in the accommodation) Promotions/pr on ‘Luxury’/Indulgent breaks Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004

44. Suggestions: Niche Possibilities: Families and possibly some others: Farmers markets, with demonstrations/opportunity to see animals Fishing Instruction Christmas Fair type events to attract out of season (rel. close to key catchment areas) Browsers: Informal but organised short walks with a guide – local flora & fauna, historic sights etc Browsers (esp with Dedicated Active): Short (max 3 hour) courses e.g. wine tasting, cooking, painting etc Lists of dog friendly accommodation! (on internet) Special Interest Breaks – suggestions rather than complete package Specifically Castle Breaks, Garden Breaks – again as do for some act as a catalyst Countryside Tourism: Prepared for Welsh Tourist Board by A+ Research. November 2004