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02/09/2016

Tourism Intelligence - July 2016

Tourism indicators for Visit York’s measures are mainly positive for July

With growth in conference enquiries generated by VisitYork4Meetings (up by a third), visits to attractions using a York Pass (up by a fifth) and in sessions on visityork.org (up by a twelfth) compared to July 2015.

The increasing number of conference enquiries coming in to VisitYork4Meetings has been a long running success story, with enquiries for the year to date 20% higher than over the same period last year and with growth in July alone of 38%, adding another 51 enquiries to the annual tally.

It is encouraging to see that both uses of the York Pass and sessions on visityork.org are also on the up for the second month in the row, after several challenging months earlier in the year. The mobile website has been showing growth for a number of months and in July the desktop website showed growth of its own, resulting in a total of 138,651 sessions across both platforms which is 8% above the number of sessions recorded in July last year.

The York Pass has been selling well in the last couple of months and so has been generating a strong number of visits to attractions in and around York. In July there were more than 9,000 visits to attractions made with a York Pass, which is 21% more than in 2015 and accounted for 3.5% of all visits to attractions across the city. This growth is despite a dip in visits to attractions in July (big and small) in general, with visits almost 12% down on the same month last year. The smallest attractions reported the best news, with increased visitor numbers recorded for Holgate Windmill, the Cold War Bunker, the Henry VII Experience and the York Army Museum, but this was not enough to counteract the drop in visits to the larger attractions across the city.

Our hotels reported the highest ever average recorded room rate – at £90.30 it was 4% above the level recorded in July 2015 and the first time that ARR has exceeded £90. 86.2% of York’s hotel rooms were occupied, which is only 3% down on July 2015 and is getting much closer returning to the levels seen last year.

Footfall in the city centre and through the Visit York Information Centre both dipped below usual levels for July, with the city centre footfall down by 4% vs last year and the Visit York Information Centre footfall down by 7%.

Summary for July 2016:

• 86.2% of hotel rooms occupied
• £90.30 average hotel room rate
• 266,489 visits to attractions
• 9,420 visits to attractions using a York Pass
• 138,651 sessions on www.visityork.org, including on the mobile site
• 86 accommodation bookings made through www.visityork.org
• 51 enquiries generated by the VisitYork4Meetings conference desk
• 43,083 customers through the Visit York Information Centre

To request an overview of tourism performance each month or to find out any more about our Research and Insights, contact Make It York’s Research Executive Zoe Rawson: Email: zoe.rawson@makeityork.com