Annette Cole from South West Tourism explained that it is the quality of the environment that is the key reason why people visit the South West on holiday. However, according to a recent survey, visitor attractions are not seen as value for money anymore, especially the food and drink aspect. To try and tackle this opinion SW Tourism is promoting a new scheme of 'family friendly' food options on menus, to try and ensure that the whole market is provided for and to improve the “value for money” perception.

1. Annette Cole The role of tourism in local foods

2. What attracts visitors to the South West of England The quality of the natural environment The unspoilt countryside The overall friendliness and welcome Place for peace and quiet and relaxation Interesting villages, towns or other locations to visit

4. 32% of staying visitors spend is on food and drink 61% of day visitors spend is on food and drink This amounts to over £2.5 billion per annum This year food and drink sales were down 1% in the school holidays and 4.87% for the years as a whole so far

5. Visitor attitudes to food and drink Areas in purple and green are priority areas for the South West

6. Approximately a quarter of all visitors felt that the value for money at places to eat and drink was average, with a further 10% rating it as poor or very poor. Four fifths of respondents rated the availability of local food and drink as very good or good. In 2006 Quality of Restaurants and dinning was the lowest satisfaction score and was below its importance score

7. Visitors’ interest in local food and drink varies according to socioeconomic group. Compared with middle and higher socioeconomic groups, fewer DE visitors like to consume local food & drink wherever possible . A higher proportion have a more passive interest in local food & drink i.e. are happy to consume where they come across it.

8. Interest also varies by age. Younger visitors have a more active interest in local food & drink (although it is not a particular reason for visiting the SW); older visitors, a more passive interest Only 4% of visitors choose to visit because of the local food and drink

9. Most visitors (65%) feel that it is very important for tourism businesses to provide an assurance that they support their local area & environment. A further 31% believe it is important . Very few visitors believe such an assurance is unimportant. This is slightly more important to a female than male

11. Visitor Perceptions? 48% of visitors to Cornwall stated they had eaten some locally produced food in the last 24 hours A quarter of visitors stated most of the food eaten in the last 24 hours had been locally produced