1. © 2007 Arkenford Ltd Hastings and 1066 Country Visitor Study Bexhill on Sea Destination Profile

2. © 2007 Arkenford Ltd Background This presentation provides a detailed profile of visitors to Bexhill on Sea Information is taken from the recently conducted Hastings & 1066 Visitor Study Main research included an online survey amongst 1153 respondents … 75 people were asked questions specific to Bexhill on Sea This is a small base that must be borne in mind when comparisons are being made 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

3. © 2007 Arkenford Ltd Overall Awareness Nearly ¾ of respondents were unaware of Bexhill on Sea … … 1 in 5 have visited or would consider a visit to the destination The more local, the more aware of the destination These respondents are also far more likely to have visited in the last 3 years

4. © 2007 Arkenford Ltd Visitor Profiles A higher % of respondents aged 55+ have visited Bexhill than have visited the rest of the region Also high % of 35-44 indicating family visitors Bexhill attracts a higher proportion of couples than other areas in the region Not surprisingly given the older age profile, it also attracts a higher proportion of Empty Nesters

5. © 2007 Arkenford Ltd Visitor Profiles Bexhill on Sea attracts a higher % of local visitors than other parts of the region This includes visitors from West Sussex Bexhill attracts a higher proportion of Traditionals than the region as a whole

6. © 2007 Arkenford Ltd Trip Profile Most likely to visit Bexhill on a day trip or for a single night stay Similar profile of visitors visiting by car and train as is recorded for the region as a whole

7. © 2007 Arkenford Ltd Trip Profile Recommendations are key factors in influencing choice to visit … as is previous experience TICs, guidebooks and brochures are more effective than any online marketing Most likely to stay with friends / relatives That said, higher % than for the region stay in serviced accommodation

8. © 2007 Arkenford Ltd Activities Undertaken Use of the beach / parks is a main activity Walking is also a key activity of visitors Visitors are likely to be spending time with friends or family Visiting cultural/heritage attractions and general exploration are less popular activities than for the region as a whole

9. © 2007 Arkenford Ltd Destination Drivers The chart above indicates the reasons that are most likely to drive choice of destination –Familiarity and having friends or relatives in the area are key drivers –The ease of travelling to Bexhill on sea is also a major influence Events are also effective at attracting visitors The accommodation available and promotional offers are less likely to have an impact on choice to visit

10. © 2007 Arkenford Ltd Destination offers … Walking or cycling opportunities are seen as a key strength of Bexhill on sea Historical attractions and stunning scenery are also seen as positive strong points Tradition fish ‘n’ chips and local produce also feature highly There is a strong dissociation between the destination and exciting nightlife

11. © 2007 Arkenford Ltd Destination is … The majority of respondents perceive Bexhill on Sea as easy to get to People like the familiarity they have with the area, and see it as a safe place It is mainly perceived as somewhere old people go, although a quarter of respondents see the destination as offering something for the whole family Bexhill on Sea is not seen as offering good value for money

12. © 2007 Arkenford Ltd Bexhill on Sea versus Region Although seen as accessible, it is currently not used as a base to explore surrounding areas Currently seen as attracting mainly old people Compared to the region, it is not perceived as appealing to tourists or having a quality feel Traditional fish ‘n’ chips and the availability of local produce is more strongly associated with Bexhill on Sea than the rest of the region