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04/04/2016

Latest Tourism Intelligence -  February 2016

The hotels sector succeeded in keeping room rates above the average for this time of year, reaching £72.76 which is 2% up on February last year. Hotel room occupancy was 16% lower than seen last year, at 60%.


City centre footfall was very slightly up on February 2015, by 0.4%, with many people coming in to the city centre during half term week. However, the Visit York Information Centre fared less well, with customer numbers 11% lower than in February last year.


Visits to attractions dropped again this month and there were 18% fewer visits to those attractions which were open in February this year than last. The good news from this sector is the re-opening of the Merchant Adventurers’ Hall in time for half term and also YorkBoat setting sail again, plus the inaugural journey of the Flying Scotsman from London to York at the end of February. Visits made to attractions with a York Pass dipped again this month, with 1,958 visits made.
Sessions on the mobile site were 99% higher in February than in February last year, with over 25,000 sessions now through a mobile device. With the growing popularity of mobile access, sessions on the desktop website were 12% lower than in February 2015, with bookings down by 39%.


In total there were 151,721 sessions on www.visityork.org in February and 96 bookings made through the website. Almost 1 in every 5 of our visitors to visityork.org now reach us through the mobile site.


There were 30 conference and event enquiries generated in February, which is 14% fewer than this time last year. However, the total number of enquiries and confirmations for the year to date are on track to meet target.


The Annual Attractions Survey for 2015 from VisitEngland has recently been launched and all attractions should have received their survey by now. Results of this survey generate high levels of media interest and publicity when they are released in the summer and participating attractions will all receive their own benchmarking report.


If you are an attraction and haven’t yet received a survey, either by email or in the post, please contact annualattractionssurvey@visitengland.org to arrange a survey to be sent to you, or let Zoe know and she can pass your details on to VisitEngland on your behalf.


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