© 2007 Arkenford Ltd Hastings and 1066 Country Visitor Study Rye Destination Profile

© 2007 Arkenford Ltd Background This presentation provides a detailed profile of visitors to Rye Information is taken from the recently conducted Hastings & 1066 Visitor Study Main research included an online survey amongst 1153 respondents … 163 people were asked questions specific to Rye This report includes this information including; –Overall awareness / perception –Profile of visitors –Visit drivers & motivations Analysis is conducted that compares visitors to specific destination to visitors to the region as a whole

© 2007 Arkenford Ltd Overall Awareness Moderate awareness of Rye as a destination –40% of all respondents aware / visited C. 20% have visited Rye in the past 3 years and 15% would consider Rye suitable for a visit –Only 4% would not consider a visit The more local, the higher the awareness However a high % of people in local surrounding areas are not aware –40% in Kent and 44% in West Sussex

© 2007 Arkenford Ltd Visitor Profiles Rye tends to attract higher numbers of older visitors compared the region Rye attracts more couples and less families compared to the region

© 2007 Arkenford Ltd Visitor Profiles Although lower than the region, Kent is a key catchments area Rye also attracts more visitors from West Sussex, but also from the wider UK market (Midlands and the North) Key segments for Rye are Cosmopolitans and Traditionals High Street and Discoverers, are also prevalent but are likely to visit the wider region as well

© 2007 Arkenford Ltd Trip Profile The majority of respondents visited as part of a day trip The distribution of nights stayed at Rye is similar to the whole region Majority travelled to Rye by car –More than the region average Less people travelled to Rye by train

© 2007 Arkenford Ltd Trip Profile Recommendations from friends or relatives and previous experience are the 2 biggest influences on a decision to visit Tourist Board information (both website & TIC) also good at influencing choice Visitors most likely to stay in B&Bs, with friends or relatives or in static caravans as is the same for the rest of region However, higher % stay in serviced accommodation than for the rest of the region

© 2007 Arkenford Ltd Activities Undertaken The top 3 activities undertaken are; –Visiting cultural/heritage attractions –General exploration/soaking up atmosphere –Eating out at restaurants All activities are more popular in Rye than the regional average –with the exception spending time on a beach/in a park, and visiting other attractions Suggesting that Rye has a wide variety of activities to participate in … and attracts active segments (e.g. Cosmopolitans)

© 2007 Arkenford Ltd Destination Drivers The chart above indicates the reasons that are most likely to drive choice of destination –Convenience and the scenery are key drivers –Around a quarter visit because of a specific sight they wanted to see Nightlife, Evening entertainment, and promotional offers are less likely to have an impact on a choice to visit

© 2007 Arkenford Ltd Destination offers … Historical/Heritage attraction is perceived as a major key strengths of the destination Architecture and Scenery also have positive connections with Rye Strong perception in relation to the food offering also (both gourmet and local produce)

© 2007 Arkenford Ltd Destination is … The location of Rye is well placed for exploring the surrounding area People perceive Rye to be safe and agree that it has a quality feel About a third of respondents perceive Rye to be a year round destination, with it more likely to be seen as a destination for couples Whilst it is not perceived as being expensive, it is still not widely regarded as offering good value for money

© 2007 Arkenford Ltd Rye versus Region Rye is seen as a good place to explore the surrounding area, and as having a quality feel – both higher than the regional average, it is also perceived as being less expensive than the region despite being seen as being worse value for money Rye is seen to offer more gourmet pubs/restaurants, traditional fish ‘n’ chips, and eateries selling local produce than the region as a whole Rye is seen to offer significantly less walking/cycling opportunities