1. COOL Activity 1.2 Economic Impact Research The Economic Impact of the Essex Visitor Economy 2013 Essex and Epping district Produced on behalf of the COOL programme partners by The South West Research Company Ltd. December 2014 1

2. Contents 2 Page Introduction 3 Essex County data 4 Epping District data19

3. Introduction 3 This report examines the volume and value of tourism and the impact of visitor expenditure on the local economy in Epping district and the county of Essex in 2013. The figures were derived using the Cambridge Economic Impact Model undertaken by Tourism South East (TSE) and the report compiled by The South West Research Company (TSWRC). The model utilises information from national tourism surveys and regionally/locally based data. It distributes regional activity as measured in those surveys to local areas using ‘drivers’ such as the accommodation stock and occupancy which influence the distribution of tourism activity at local level. For further information on the Cambridge Model and the terms used in this report please see Appendix 1 which accompanies this report. The report provides comparative data for Cool Project Partners and comparative data for participating districts and unitary authorities within the county of Essex. For an overview of 2013, including key facts about the economy, weather and key events please see Appendix 2 of this report.

4. Essex - Key facts at a glance Total visitor spend UK £241,500,000 Overseas £164,212,000 Total visitor nights UK 5,502,000 Overseas 3,073,000 Total staying trips UK 2,050,000 Overseas 467,000 Total day trip spend £1,667,913,000 Total day trips 41,013,700 Total staying and day trips 43,530,700 Friends and relatives spend (non-visitor) £146,453,000 Friends and relatives spend (non-visitor) £146,453,000 Second home/holiday accommodation spend £45,229,150 Second home/holiday accommodation spend £45,229,150 Total visitor related spend £2,265,307,967 Total visitor related spend £2,265,307,967 Total estimated actual employment 55,152 (40,924 FTEs) 8% of all employment Total estimated actual employment 55,152 (40,924 FTEs) 8% of all employment Induced employment 4,242 Indirect employment 10,274 Direct employment 40,636 4 *Adjusted visitor related spend £2,148,752,150 *Adjusted visitor related spend £2,148,752,150 Total value of tourism £2,912,750,150 Total value of tourism £2,912,750,150 * It is assumed that 40% of travel spend will take place at the origin of the trip rather than at the destination. Supplier and income induced spend £763,998,000 Supplier and income induced spend £763,998,000

5. Essex – 2013 v 2012 comparisons Visitors 20132012% Change Staying visitors UK Trips2,050,0002,002,0002% UK Nights5,502,0005,821,000-5% UK Spend£241,500,000£263,334,000-8% Overseas Trips467,000532,000-12% Overseas Nights3,073,0003,375,000-9% Overseas Spend£164,212,000£179,209,000-8% Day visitors Day Visits41,013,73439,413,9354% Day Visit Spend£1,667,913,817£1,642,066,5362% 5 Visit characteristics 20132012% Change UK Average length of stay2.682.91-8% UK Spend per trip£117.80£131.54-10% UK Spend per night£43.89£45.24-3% Overseas Average length of stay6.586.344% Overseas Spend per trip£351.63£336.864% Overseas Spend per night£53.44£53.101% Day visit spend per visit£40.67£41.66-2%

6. Essex - Staying visits in the COOL Project context COOL Project Area Domestic trips (000’s) Overseas trips (000’s) Domestic nights (000’s) Overseas nights (000’s) Domestic spend (millions) Overseas spend (millions) Essex 2,0504675,5023,073£242£164 Kent 3,61997710,5635,601£532£300 Norfolk 2,84818612,0381,602£567£75 Somerset 2,3892128,0721,505£386£75 6

7. Essex - Staying visits by accommodation type Domestic touristsTripsNightsSpend Serviced758,0001,425,000£133,235,000 Self catering21,00074,000£2,990,000 Touring caravans /tents59,000269,000£6,487,000 Static vans/holiday centres130,000545,000£19,954,000 Group/campus11,00021,000£998,000 Paying guest in private homes00£0 Second homes18,00052,000£750,000 Boat moorings7,00021,000£500,000 Other38,000145,000£2,242,000 Staying with friends and relatives1,008,0002,949,000£74,344,000 Total2,050,0005,502,000£241,500,000 Overseas touristsTripsNightsSpend Serviced136,000532,000£26,581,000 Self catering4,00093,000£7,010,000 Touring caravans /tents5,00014,000£501,000 Static vans/holiday centres1,0005,000£2,000 Group/campus11,000134,000£5,344,000 Paying guest in private homes2,00027,000£783,000 Second homes5,000155,000£6,200,000 Boat moorings00£0 Other96,000154,000£9,984,000 Staying with friends and relatives207,0001,960,000£107,808,000 Total467,0003,073,000£164,212,000 7

8. Essex - Staying visits by purpose 6 Domestic touristsTripsNightsSpend Holiday 1,179,0003,480,000£120,160,000 Business 313,000652,000£66,760,000 Visits to friends and relatives 501,0001,255,000£46,990,000 Other 56,000114,000£7,590,000 Study 00£0 Total 2,050,0005,502,000£241,500,000 Overseas touristsTripsNightsSpend Holiday 114,000632,000£33,670,000 Business 95,000328,000£28,505,000 Visits to friends and relatives 196,0001,641,000£74,406,000 Other 58,000358,000£15,870,000 Study 4,000113,000£11,761,000 Total 467,0003,073,000£164,212,000 8

9. Essex districts - Staying visits Area Domestic trips (000’s) Overseas trips (000’s) Domestic nights (000’s) Overseas nights (000’s) Domestic spend (millions) Overseas spend (millions) Brentwood8220207117£10£6 Castle Point6116184114£5£6 Chelmsford15339398249£16£14 Colchester20854545394£24£20 Epping12831339198£15£11 Maldon12823454123£17£5 Southend20447500281£28£15 Tendring352511,247398£51£21 Thurrock19045462267£24£14 9

10. Essex - Day visits in the COOL Project context AreaDay visits (millions)Day visit spend (millions) Essex 41.0£1,667.9 Kent 53.7£1,870.6 Norfolk 36.1£1,264.8 Somerset 23.0£766.9 10

11. Essex - Day visits by location Total day visitsTotal day visit spend 41,013,734£1,667,913,817 11

12. Essex districts - Day visits Area Day visits (mn) Day visit spend (£mn) Brentwood2.8£111.4 Castle Point1.2£52.1 Chelmsford4.5£182.9 Colchester5.2£196.8 Epping3.1£130.6 Maldon3.1£122.0 Southend5.7£236.4 Tendring4.5£171.8 Thurrock1.9£79.7 12

13. Essex – Direct visitor expenditure by category in the COOL project context Essex County AccommodationShoppingFood & drink Attractions/ entertainment TravelTOTAL Spend £118,492,000£642,735,000£786,345,000£234,669,000£291,387,000£2,073,628,000 % 6%31%38%11%14% 13

14. Essex – Direct visitor expenditure by category 6 Accommodation UK staying visitors £74,250,000 Overseas staying visitors£44,242,000 Shopping UK staying visitors £30,123,000 Overseas staying visitors£47,459,000 Day visitors£565,153,000 Food & drink UK staying visitors £62,236,000 Overseas staying visitors£36,277,000 Day visitors£687,832,000 Attractions/entertainment UK staying visitors £25,001,000 Overseas staying visitors£20,002,000 Day visitors£189,666,000 Travel UK staying visitors £49,891,000 Overseas staying visitors£16,233,000 Day visitors£225,263,000 14

15. Essex – Other visitor related expenditure by category 6 Second Homes £7,011,000 Boats £11,541,500 Static vans £26,676,650 Spend on second homes estimates cover rates, maintenance, and replacement of furniture and fittings. Spend on boats estimates cover berthing charges, servicing and maintenance and upgrading of equipment. Static van spend arises in the case of vans purchased by the owner and used as a second home. Expenditure is incurred in site fees, utility charges and other spending. Additional spending is incurred by friends and relatives as a result of people coming to stay with them. Visiting friends and relatives (non-visitor spend) £146,453,000 15

16. Essex – Business turnover 6 Turnover derived from trip expenditureStaying visitor relatedDay visitor relatedTotal Accommodation £120,462,000£13,757,000£134,219,000 Retailing £76,806,000£559,501,000£636,307,000 Catering £95,557,000£667,197,000£762,754,000 Attractions/entertainment £46,763,000£202,195,000£248,958,000 Transport £39,674,000£135,158,000£174,832,000 Arising from non trip spend £191,682,150£0£191,682,150 Total Direct £570,944,150£1,577,808,000£2,148,752,150 Total business turnover supported by tourism activity Staying visitor relatedDay visitor relatedTotal Direct £570,944,150£1,577,808,000£2,148,752,150 Supplier and income induced £290,700,000£473,298,000£763,998,000 Total £861,644,150£2,051,106,000£2,912,750,150 16

17. Essex – Tourism related employment in the COOL Project context 6 AreaNumber of FTE’s Essex 40,924 Kent 48,832 Norfolk 41,069 Somerset 26,156 17

18. Essex – Tourism related employment 6 Direct 28,191 Indirect 9,013 Induced 3,721 Total 40,924 Estimated actual employment Full time equivalent employment (FTE’s) Direct employment in businesses in receipt of visitor expenditure (FTE’s) Staying visitor relatedDay visitor relatedTotal Accommodation1,9172192,136 Retailing7125,1845,896 Catering1,48810,39111,879 Attractions/entertainment7353,1783,913 Transport2669071,173 Arising from non trip spend3,1950 Total Direct8,31319,87828,191 Direct 40,636 Indirect 10,274 Induced 4,242 Total 55,152 18

19. Value of Tourism 2013 Epping Key Facts 158,700Staying visitor trips 537,400Staying visitor nights £25,465,000Staying visitor spend 3,086,000Day visits £130,649,000Day visitor spend £156,114,000Direct visitor spend £11,799,100Other related spend £167,913,100TOTAL VISITOR RELATED SPEND £160,890,100*ADJUSTED VISITOR RELATED SPEND £32,350,000Supplier and income induced spend £193,240,100TOTAL VALUE OF TOURISM 3,406Estimated actual employment 2,489FTE employment 7%Proportion of all employment 19 * It is assumed that 40% of travel spend will take place at the origin of the trip rather than at the destination.

20. Epping – 2013 v 2012 comparisons Visitors 20132012% Change Staying visitors UK Trips128,000123,0004% UK Nights339,000353,000-4% UK Spend£14,616,000£14,801,000-1% Overseas Trips30,70034,400-11% Overseas Nights198,400215,200-8% Overseas Spend£10,849,000£12,183,000-11% Day visitors Day Visits3,086,0002,970,0004% Day Visit Spend£130,649,000£128,818,0001% 20 Visit characteristics 20132012% Change UK Average length of stay2.652.87-8% UK Spend per trip£114.19£120.33-5% UK Spend per night£43.12£41.933% Overseas Average length of stay6.466.263% Overseas Spend per trip£353.39£354.160% Overseas Spend per night£54.68£56.61-3% Day visit spend per visit£42.34£43.37-2%

21. Epping - Staying visits in the county context Area Domestic trips (000’s) Overseas trips (000’s) Domestic nights (000’s) Overseas nights (000’s) Domestic spend (millions) Overseas spend (millions) Brentwood8220207117£10£6 Castle Point6116184114£5£6 Chelmsford15339398249£16£14 Colchester20854545394£24£20 Epping12831339198£15£11 Maldon12823454123£17£5 Southend20447500281£28£15 Tendring352511,247398£51£21 Thurrock19045462267£24£14 21

22. Epping - Staying visits by accommodation type Domestic touristsTripsNightsSpend Serviced45,00085,000£7,943,000 Self catering1,0005,000£203,000 Touring caravans /tents00£0 Static vans/holiday centres6,00025,000£923,000 Group/campus01,000£34,000 Paying guest in private homes00£0 Second homes01,000£18,000 Boat moorings00£0 Other3,00010,000£161,000 Staying with friends and relatives72,000212,000£5,334,000 Total128,000339,000£14,616,000 Overseas touristsTripsNightsSpend Serviced8,10031,700£1,585,000 Self catering3006,400£477,000 Touring caravans /tents00£0 Static vans/holiday centres0500£44,000 Group/campus4004,600£182,000 Paying guest in private homes00£0 Second homes1003,700£110,000 Boat moorings00£0 Other6,90011,000£716,000 Staying with friends and relatives14,800140,600£7,735,000 Total30,700198,400£10,849,000 22

23. Epping - Staying visits by purpose 6 Domestic touristsTripsNightsSpend Holiday70,000204,000£6,629,000 Business19,00038,000£2,773,000 Visits to friends and relatives37,00089,000£4,488,000 Other3,0008,000£725,000 Study00£0 Total128,000339,000£14,616,000 Overseas touristsTripsNightsSpend Holiday6,80037,100£2,128,000 Business5,70019,400£1,812,000 Visits to friends and relatives14,100116,500£5,694,000 Other4,10025,400£1,214,000 Study00£0 Total30,700198,400£10,849,000 23

24. Epping - Day visits in the county context Area Day visits (mn) Day visit spend (£mn) Brentwood2.8£111.4 Castle Point1.2£52.1 Chelmsford4.5£182.9 Colchester5.2£196.8 Epping3.1£130.6 Maldon3.1£122.0 Southend5.7£236.4 Tendring4.5£171.8 Thurrock1.9£79.7 24

25. Epping - Day visits by location Total day visitsTotal day visit spend 3,086,000 £130,649,000 25

26. Epping – Direct visitor expenditure by category 6 Accommodation UK staying visitors £4,072,000 Overseas staying visitors£2,826,000 Shopping UK staying visitors £1,926,000 Overseas staying visitors£3,154,000 Day visitors£53,298,000 Food & drink UK staying visitors £3,867,000 Overseas staying visitors£2,479,000 Day visitors£50,055,000 Attractions/entertainment UK staying visitors £1,633,000 Overseas staying visitors£1,277,000 Day visitors£13,969,000 Travel UK staying visitors £3,117,000 Overseas staying visitors£1,112,000 Day visitors£13,327,000 26

27. Epping – Other visitor related expenditure by category 6 Second Homes £134,000 Boats £0 Static Vans £905,100 Visiting friends and relatives (non-visitor spend) £10,760,000 Spend on second homes estimates cover rates, maintenance, and replacement of furniture and fittings. Spend on boats estimates cover berthing charges, servicing and maintenance and upgrading of equipment. Static van spend arises in the case of vans purchased by the owner and used as a second home. Expenditure is incurred in site fees, utility charges and other spending. Additional spending is incurred by friends and relatives as a result of people coming to stay with them. 27

28. Epping – Tourism related employment 6 Direct 2,723 Indirect 619 Induced 64 Total 3,406 Direct 1,890 Indirect 543 Induced 56 Total 2,489 Estimated actual employment Full time equivalent employment (FTE’s) Direct employment in businesses in receipt of visitor expenditure (FTE’s) Staying visitor relatedDay visitor relatedTotal Accommodation10715122 Retailing37390427 Catering88694782 Attractions/entertainment48236283 Transport144356 Arising from non trip spend2190 Total Direct5121,3781,890 28