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05/01/2017

Tourism Intelligence - November 2016

The big attractions in York had their most successful month of the year, with visits up by 21% and with one attraction reporting an 80% increase in visitors compared to 2015.

Smaller attractions showed a mixed picture and the overall average percentage was 23% down (however this data was slightly skewed by a dip in visitor numbers to some of the larger attractions in this group).

However, there were a number of attractions in this group who reported successes due to their appealing programmes; including Holgate Windmill (increase of over 400% due to strong growth in group visits), York Army Museum (more programming around Remembrance Sunday than in previous years resulted in visitor numbers increasing by 86%) and the Merchant Adventurers Hall (visitor numbers up by a quarter, thanks to a popular Shakespeare performance).

Across all attractions, large and small, visitor numbers were 15% higher than in November 2015 with the York Pass driving an additional 2% of visits to attractions.

Again, York’s hotels had an above average month, with hotel room occupancy 7% higher than in November 2015 at 81% (and 3% above average for this time of year) and average room rate also showing growth (up 12% in November), to £94.94.

Traffic to visityork.org through the mobile site rocketed by more than 300% in November, now accounting for a third of all sessions on our website. However this wasn’t strong enough to balance out the 33% drop in traffic on the desktop site taking total sessions to 9% below the same time last year.

Conference and event enquiries were 8% down in November vs last year and city centre footfall also saw a drop compared to last year, of 3%.

Footfall through the Visit York Information Centre grew by 4% compared to last year, giving the centre its second best monthly performance this year.

Summary for November 2016:

• 81.0% of hotel rooms occupied
• £94.94 average hotel room rate
• 150,286 visits to attractions
• 2,575 visits to attractions using a York Pass
• 218,816 sessions on www.visityork.org, including on the mobile site
• 46 enquiries generated by the VisitYork4Meetings conference desk
• 30,814 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