1. The Economic Impact of Devon’s Visitor Economy 2017
Torbay
Produced on behalf of the Devon Tourism Partnership By
The South West Research Company Ltd
October 2018

2. Contents
Page
Introduction 3
Torbay data 4
Devon data 17

3. Introduction
This report examines the volume and value of tourism and the impact of visitor expenditure on the local economy in Torbay and Devon county in It should be noted that not all districts within the county have taken part in this project this year and as a result the district breakdowns refer only to those participating. Full county figures are available from page 17 of this report.
The figures were derived using the Cambridge Economic Impact Model undertaken 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.
For an overview of 2017, including key facts about the economy, weather and key events please see Appendix 2 of this report.

4. Value of Tourism 2017 Torbay
Key Facts
1,151,200
Staying visitor trips
4,420,300
Staying visitor nights
£296,580,000
Staying visitor spend
3,513,000
Day visits
£133,451,000
Day visitor spend
£430,031,000
Direct visitor spend
£8,882,000
Other related spend
£438,913,000
TOTAL VISITOR RELATED SPEND
10,849
Estimated actual employment
7,970
FTE employment
18%
Proportion of all employment

5. Torbay – Staying visits
Information on staying visits is derived from the Great Britain Tourism Survey (GBTS) for domestic visitors and from the International Passenger Survey (IPS) for Overseas visitors. The methodology of both surveys has been stable since 2006 allowing for direct comparison between years and the analysis of trend data. Data at a county level is derived from the national surveys for trips, nights and spend but adjusted to account for local data and modelled below this level. 6

6. Torbay - Staying visits in the county context
Area
Domestic trips (000’s)
Overseas trips (000’s)
Domestic nights
(000’s)
Overseas nights
Domestic spend
(millions)
Overseas spend
Exeter
458 60
1,474
616
£94
£38
North Devon
990 56
4,294
355
£231
£20
Plymouth
676 79
2,196
645
£121
£35
Teignbridge
605 39
2,520
268
£124
£13
Torbay
1,060 91
3,849
571
£261
£36
Torridge
244 19
999
144
£54 £7

7. Torbay - Staying visits by accommodation type
Domestic tourists
Trips
Nights
Spend
Serviced
528,000
1,428,000
£140,219,000
Self catering
101,000
562,000
£43,626,000
Touring caravans /tents
41,000
201,000
£6,346,000
Static vans/holiday centres
183,000
900,000
£45,507,000
Group/campus
2,000
5,000
£274,000
Paying guest in private homes £0
Second homes
13,000
63,000
£2,059,000
Boat moorings
8,000
33,000
£1,815,000
Other
7,000
£523,000
Staying with friends and relatives
177,000
645,000
£20,210,000
Total
1,060,000
3,849,000
£260,579,000
Overseas tourists
Trips
Nights
Spend
Serviced
58,100
218,100
£20,542,000
Self catering
4,100
46,600
£2,876,000
Touring caravans /tents
1,600
7,800
£332,000
Static vans/holiday centres
1,000
4,900
£268,000
Group/campus
400
8,800
£650,000
Paying guest in private homes
101,600
£4,872,000
Second homes
7,000
£354,000
Boat moorings £0
Other
1,800
11,200
£260,000
Staying with friends and relatives
18,800
165,300
£5,848,000
Total
91,200
571,300
£36,001,000

8. Torbay - Staying visits by purpose
Domestic tourists
Trips
Nights
Spend
Holiday
913,000
3,522,000
£226,225,000
Business
99,000
192,000
£18,467,000
Visits to friends and relatives
36,000
105,000
£11,022,000
Other
11,000
30,000
£4,865,000
Study £0
Total
1,060,000
3,849,000
£260,579,000
Overseas tourists
Trips
Nights
Spend
Holiday
48,400
207,100
£14,439,000
Business
15,500
63,600
£6,049,000
Visits to friends and relatives
22,100
155,100
£5,639,000
Other
800
5,500
£477,000
Study
4,400
140,000
£9,397,000
Total
91,200
571,300
£36,001,000 6

9. Torbay – Day visits
Information on day visits within this report has been derived from the 2017 Great Britain Day Visit Survey (GBDVS). The survey, which was first undertaken in 2011, provides a much needed update on day visit activity in Great Britain and generally speaking estimated greater frequencies of trip taking than the previous day visit survey (England Leisure Visits Survey 2005). As a result of the new methodology in 2011 comparisons with previous day visit estimates are not possible.
The GBDVS distinguishes between day visits to a town or city; to the seaside and coast; and to the countryside. Different drivers are used within the model to distribute these trips. Local ‘drivers’ such as attraction footfall, quality and size of countryside and coastline are factored into the model for this purpose. 6

10. Torbay - Day visits in the county context
Area
Day visits
Day visit spend
Exeter
1.9
£77.2
North Devon
3.1
£106.5
Plymouth
4.4
£176.4
Teignbridge
3.6
£124.6
Torbay
3.5
£133.5
Torridge
1.8
£60.7

11. Torbay - Day visits by location
Total day visits
Total day visit spend
3,513,000
£133,451,000

12. Torbay - Direct visitor expenditure by category
Information on the breakdown of visitor spending is available from the three main tourism and day visitor surveys by type of visitor. The Model divides the expenditure between five sectors:
Accommodation
Shopping for gifts, clothes and other goods
Eating and drinking in restaurants, cafes and inns
Entry to attractions, entertainment and hire of goods and services
Transport and travel costs including public transport, purchase of fuel and parking
The following pages look at the breakdown of this expenditure and business turnover arising from this expenditure.
By applying the expenditure breakdown to the estimates of visitor spending the Model generates estimates of total spending by the five business sectors. Visitor expenditure in each sector represents additional turnover for businesses in those sectors. However, evidence from national studies suggests that some minor adjustments are required to match visitor spend to business turnover. In particular, some expenditure on food and drink actually takes place in inns and hotels that fall into the accommodation sector and at attractions. The turnover for each business sector has therefore been adjusted to take account of these marginal changes. More significantly, expenditure on travel costs associated with individual trips is as likely to take place at the origin of the trip as it is at the actual destination. It is therefore assumed that only 60% of total travel expenditure accrues to the destination area. 6

13. Torbay – Direct visitor expenditure by category
Accommodation
UK staying visitors £97,973,000
Overseas staying visitors £11,218,000
Shopping
UK staying visitors £32,990,000
Overseas staying visitors £10,044,000
Day visitors £40,075,000
Food & drink
UK staying visitors £57,174,000
Overseas staying visitors £7,256,000
Day visitors £57,643,000
Attractions/entertainment
UK staying visitors £28,142,000
Overseas staying visitors £4,292,000
Day visitors £13,543,000
Travel
UK staying visitors £43,759,000
Overseas staying visitors £3,192,000
Day visitors £22,189,000 6

14. Torbay – Other visitor related expenditure by category
Second Homes
£905,000
Boats
£2,190,000
Visiting friends and relatives (non-visitor spend)
£5,787,000
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.
Additional spending is incurred by friends and relatives as a result of people coming to stay with them. 6

15. Torbay – Tourism related employment
Having identified the value of turnover generated by visitor spending in each business sector it is possible to estimate the employment associated with that spending.
The use of visitor expenditure to generate job numbers underestimates the number of jobs arising in the attractions/entertainment sector. The underestimate arises because local authorities and voluntary bodies do not always seek to recoup the full operating costs of individual attractions of facilities from entrance charges. Therefore an additional percentage of direct employment is added to the attractions sector estimates to take account of this factor.
This section of the report looks at employment on three levels;
Direct Jobs - Direct jobs are those in businesses in receipt of visitor spending. For example, jobs supported by visitor spending at a hotel would be direct jobs.
Indirect Jobs - Indirect employment arises as a result of expenditure by businesses in direct receipt of visitor expenditure on the purchase of goods and services for their businesses. For example, some of the employment at a business supplying food and drink may be supported through the supplies that the business sells to hotels (or any other business in direct receipt of visitor expenditure).
Induced Jobs - Induced jobs are those that are supported by the spending of wages by employees in direct and indirect jobs. Such spending will be spread across a wide range of service sectors.
Estimates are shown for actual jobs and full time equivalent jobs (FTE’s). 6

16. Staying visitor related
Torbay – Tourism related employment
Estimated actual employment
Direct
7,950
Indirect
2,073
Induced
826
Total
10,849
Full time equivalent employment (FTE’s)
Direct
5,427
Indirect
1,818
Induced
725
Total
7,970
Direct employment in businesses in receipt of visitor expenditure (FTE’s)
Staying visitor related
Day visitor related
Total
Accommodation
1,685 18
1,703
Retailing
372
347
719
Catering
894
793
1,687
Attractions/entertainment
630
273
902
Transport
187 88
275
Arising from non trip spend
141
Total Direct
3,909
1,518
5,427 6

17. Devon 2017

18. Total staying and day trips
Devon - Key facts at a glance
Total visitor spend
UK £1,201,786,000
Overseas £198,818,000
Total visitor nights
UK ,050,000
Overseas 3,548,000
Total staying trips
UK ,505,000
Overseas 471,000
Total staying and day trips
35,493,000
Total day trip spend
£1,051,399,000
Total day trips
29,517,000
Total visitor related spend
£2,518,285,000
Friends and relatives spend (non-visitor)
£50,733,000
Induced employment
9,341
Indirect employment
12,574
Direct employment
43,777
Total estimated actual employment
65,691
(49,162 FTEs)
11%
of all employment
Second home/holiday accommodation spend
£15,549,000

19. Devon - Staying visits in the regional context
Area
Domestic trips (000’s)
Overseas trips (000’s)
Domestic nights
(000’s)
Overseas nights
Domestic spend
(millions)
Overseas spend
Cornwall
4,430
354
20,970
2,482
£1,253
£148
Devon
5,505
471
21,050
3,548
£1,202
£199
Dorset
3,501
393
12,496
3,447
£671
£226
Former Avon
2,820
952
6,368
5,602
£487
£311
Gloucestershire
1,853
271
4,571
1,748
£337
£123
Somerset
2,270
236
7,350
1,609
£419
£83
Wiltshire
1,625
318
4,340
1,894
£283
£113

20. Devon - Staying visits by accommodation type
Domestic tourists
Trips
Nights
Spend
Serviced
1,800,000
4,864,000
£477,713,000
Self catering
522,000
2,893,000
£224,477,000
Touring caravans /tents
590,000
2,923,000
£92,307,000
Static vans/holiday centres
747,000
3,683,000
£186,214,000
Group/campus
89,000
244,000
£14,585,000
Paying guest in private homes £0
Second homes
122,000
565,000
£18,609,000
Boat moorings
28,000
112,000
£6,110,000
Other
57,000
114,000
£4,589,000
Staying with friends and relatives
1,549,000
5,651,000
£177,182,000
Total
5,505,000
21,050,000
£1,201,786,000
Overseas tourists
Trips
Nights
Spend
Serviced
198,000
743,000
£69,983,000
Self catering
21,000
240,000
£14,799,000
Touring caravans /tents
23,000
114,000
£4,833,000
Static vans/holiday centres
4,000
20,000
£1,098,000
Group/campus
471,000
£34,580,000
Paying guest in private homes
17,000
350,000
£16,782,000
Second homes
63,000
£3,195,000
Boat moorings £0
Other
16,000
98,000
£2,277,000
Staying with friends and relatives
165,000
1,449,000
£51,271,000
Total
3,548,000
£198,818,000

21. Devon - Staying visits by purpose
Domestic tourists
Trips
Nights
Spend
Holiday
4,759,000
19,144,000
£1,063,432,000
Business
334,000
673,000
£80,614,000
Visits to friends and relatives
314,000
963,000
£40,060,000
Other
99,000
270,000
£17,680,000
Study £0
Total
5,505,000
21,050,000
£1,201,786,000
Overseas tourists
Trips
Nights
Spend
Holiday
203,000
1,037,000
£72,196,000
Business
52,000
254,000
£24,168,000
Visits to friends and relatives
194,000
1,623,000
£58,904,000
Other
7,000
58,000
£4,983,000
Study
15,000
575,000
£38,568,000
Total
471,000
3,548,000
£198,818,000 6

22. Devon - Estimated seasonality of staying visits6

23. Devon - Estimated seasonality of staying visits6

24. Day visit spend (millions)
Devon - Day visits in the regional context
Area
Day visits (millions)
Day visit spend (millions)
Cornwall
14.7
£518.2
Devon
29.5
£1,051.4
Dorset
25.5
£891.1
Former Avon
22.6
£911.5
Gloucestershire
18.2
£609.0
Somerset
21.9
£761.0
Wiltshire
18.0
£677.8

25. Devon - Day visits by location
Total day visits
Total day visit spend
29,517,000
£1,051,399,000

26. Devon - Estimated seasonality of day visits6

27. Devon – Direct visitor expenditure by category in the regional context
Accommodation
Shopping
Food & drink
Attractions/
entertainment
Travel
TOTAL
Spend
£511,268,000
£536,448,000
£754,111,000
£272,842,000
£377,335,000
£2,452,004,000 %
21%
22%
31%
11%
15%
100%

28. Devon – Direct visitor expenditure by category
Accommodation
UK staying visitors £454,390,000
Overseas staying visitors £56,878,000
Shopping
UK staying visitors £152,209,000
Overseas staying visitors £57,522,000
Day visitors £326,717,000
Food & drink
UK staying visitors £265,180,000
Overseas staying visitors £42,232,000
Day visitors £446,699,000
Attractions/entertainment
UK staying visitors £129,775,000
Overseas staying visitors £23,591,000
Day visitors £119,476,000
Travel
UK staying visitors £200,232,000
Overseas staying visitors £18,595,000
Day visitors £158,508,000 6

29. Devon – Other visitor related expenditure by category
Second Homes
£8,175,000
Boats
£7,374,000
Visiting friends and relatives (non-visitor spend)
£50,733,000 6

30. Staying visitor related Staying visitor related
Devon – Business turnover
Turnover derived from trip expenditure
Staying visitor related
Day visitor related
Total
Accommodation
£517,416,000
£8,934,000
£526,350,000
Retailing
£207,633,000
£323,450,000
£531,083,000
Catering
£298,190,000
£433,298,000
£731,488,000
Attractions/entertainment
£158,538,000
£127,210,000
£285,748,000
Transport
£131,296,000
£95,105,000
£226,401,000
Arising from non trip spend
£66,282,000 £0
Total Direct
£1,379,355,000
£987,997,000
£2,367,352,000
Total business turnover supported by tourism activity
Staying visitor related
Day visitor related
Total
Direct
£1,379,355,000
£987,997,000
£2,367,352,000
Supplier and income induced
£774,062,000
£437,005,000
£1,211,067,000
£2,153,417,000
£1,425,002,000
£3,578,419,000 6

31. Devon – Tourism related employment in the regional context
Area
Number of FTE’s
Cornwall
40,467
Devon
49,162
Dorset
34,628
Former Avon
24,486
Gloucestershire
19,705
Somerset
24,674
Wiltshire
20,704 6

32. Staying visitor related
Devon – Tourism related employment
Estimated actual employment
Direct
43,777
Indirect
12,574
Induced
9,341
Total
65,691
Full time equivalent employment (FTE’s)
Direct
29,938
Indirect
11,030
Induced
8,194
Total
49,162
Direct employment in businesses in receipt of visitor expenditure (FTE’s)
Staying visitor related
Day visitor related
Total
Accommodation
7,622
132
7,754
Retailing
1,752
2,729
4,480
Catering
4,085
5,935
10,020
Attractions/entertainment
2,876
2,308
5,183
Transport
840
609
1,449
Arising from non trip spend
1,052
Total Direct
18,226
11,712
29,938 6