New research shows lots of potential to attract more tourists to Shropshire

New tourism research commissioned by Shropshire, Herefordshire and Telford and Wrekin has shown lots of potential for all the areas to attract more day visitors as well as short break visitors. 

The study was undertaken by Arkenford Leisure, a specialist tourism and leisure research company and was funded by The Marches Local Enterprise Partnership (LEP) with the three area councils.  1,500 consumers, visitors and non-visitors, were questioned via an online survey to find out their interests, attitudes, motivations and how they perceive the destinations of Shropshire, Ironbridge and Herefordshire. 

Although a majority of people could correctly locate Shropshire, there was surprisingly little difference in people’s propensity to consider a visit between those within a 90-minute drivetime and those further afield.  This, Arkenford suggest, highlights plenty of opportunity to increase day visits, particularly from the high population areas of the West Midlands. 

Shropshire was perceived as offering the kind of experiences that people enjoy, with exploring towns, villages and countryside topping the list, and historic sites and attractions also strongly associated with the county and enjoyed by a wide range of people.  Areas of Outstanding Natural Beauty and World Heritage Sites were well recognised and highly rated as “my type of thing”.  However, the area as a whole is still not the first to come to mind as a tourism destination.

Dr Geoffrey Davies OBE, Chairman of the Marches LEP, said:

“This research was commissioned and funded by the LEP to give us a better understanding of what the visitor economy is worth to the Marches.

“The report reveals both insights and intelligence about the tourism sector in the region, and will also allow trends to be monitored to further boost the Marches’ tourism industry over the next few years.” 

The research identifies specific types of visitors who are most likely to consider and enjoy Shropshire.  These are all independent-minded consumers, not overly interested in brand image, who value good service and like intellectual challenge. 

Councillor Mike Owen, Shropshire Council’s Cabinet member for economic growth and prosperity, and member of the Tourism Strategy Board, said:

“This research will help us to target particular types of visitor and make Shropshire an even more attractive destination for them.  We will be working with our Destination Development Partnerships to make Shropshire the first and best choice for our prospective day and short break visitors.” 

The research will be shared with Destination Partnerships and stakeholders over the next few weeks. 

A summary is available here.