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Tourism Intelligence – May 2017

Visit York’s ‘Year of the Viking’ campaign, in partnership with JORVIK and York Museums Trust continued to reap rewards throughout May. The new ‘Viking: Rediscover the Legend’ exhibition opened at the Yorkshire Museum and with the ongoing Viking shows at York Dungeon, both of these attractions welcomed more visitors in May 2017 compared to the same period last year. The re-imagined JORVIK remains busy after its launch in April, with their multi-attraction PastPort encouraging more visitors to all of JORVIK’s smaller attractions as well, which is matched by the YMT Card, also driving visits around the three York Museums Trust attractions.

Attributed in part to all this Viking-themed activity, overall visits to attractions were 7% higher than in May 2016. Although individual attractions’ performances were mixed, with similar numbers reporting dips in visitor numbers as gains, the overall result is a positive one as the gains outweighed the losses. 3.5% of all visits to attractions in May were made with a York Pass.

The picture is similar for hotels, with some reporting growth in hotel room occupancy and others reporting a drop vs May 2016. Again, the increases were stronger than the decreases, resulting in an average hotel room occupancy rate for the city of 81.5% in May 2017, which is 8% higher than the rate achieved at the same time in the previous year. There was a small drop in average room rates, of just 1%, which is the first dip in this measure seen for more than a year.
City centre footfall remains roughly on a par with May 2016, up 1%, whereas footfall through the Visit York Information Centre dipped by 5%.

Similar to April results, mobile sessions on grew (up 11%) but not by enough to balance out the loss from desktop traffic (down 24%), resulting in an overall drop in sessions of 16% to 106,169 sessions on

Conference enquiries generated by VisitYork4Meetings were below the number achieved in May 2016, which was a record at this time of year at 34 enquiries. In May 2017 the number of enquiries was equal to the expected level for May, with 27 enquiries.

Summary for May 2017

• 81.5% of hotel rooms occupied
• £104.60 average hotel room rate
• 27 conference and event enquiries came in to the VisitYork4Meetings conference desk
• 240,229 visits to attractions
• 8,323 visits to attractions using a York Pass
• 106,169 sessions on (including on the mobile site)
• 33,602 customers through the Visit York Information Centre