1. Research on Heritage Tourism
Lessons for Lancashire Heritage
Attractions

2. Sources
• Mintel – October 2008
• Economic Value of Heritage (April 2009) –
Locum, Amion et al
• TNS research from Visit Britain
• NBI research 2007/8
• International Passenger Survey
• Day and Staying visitor surveys, NWDA 2007
• National Trust 2007-8

3. Lots is going on
• Heritage is seen as • Tourism seen as a key
valuable to the NW business for the NW
• New research on • Businesses have to
economic value across understand their
region and in markets to target the
Lancashire, of right people – those
townscapes too who will visit
• National Trust taking a
lead in changing offer to
suit its markets

4. International Picture
• Heritage is a major motivator for foreign tourists
• 30% of overseas travellers visited a historic castle,
house or cathedral – 10m visits
• Most likely to visit – from America, NZ or
Australia
• Least likely to visit heritage – Middle East
• Visiting castles / stately homes, and sightseeing
monuments and famous buildings are our two
best activities

5. More thoughts on international
• History and heritage is unique
• Visiting Performing Arts, Theatre, Cultural
Events, Music, Festivals and Churches,
Cathedrals are not major reasons to visit to
start, but make people want to come back

6. National
• Nearly 2/3 of Britons visit a historic house,
church or castle each year
• Certain groups much less likely to visit –
particularly those interested in letting the kids
have fun, or passive enjoyment, or young
experience seekers.
• NT and HRP growing audiences, EH not....

7. Regional
• 200m visitors within 90 min drive of NW
• 30% staying with friends and family
• Average spend of £22.79 on their destination
• Events give a higher spend and a reason to
visit
• Rural destinations tend to attract older group

8. Mintel (1)
• People want experience not education –
themes and stories
• Web vitally important to offer itineraries,
advance tickets, and event packages with
accommodation
• Concentrate on which customers are right for
your business, and know what they think of
you – read Trip Advisor!
• Offer short breaks and events to match

9. Mintel (2)
• People will pay more for exclusive or off peak
access
• More use of downloads and word of mouth
marketing on the web
• Increase the wow factor to get younger
audiences
• Try kids go free weekends
• And do more to retain audiences –
memberships etc.

10. Segmentation
• Know who your visitors are (or could be)
• Target your advertising/PR at the people who
are most likely to come
• Alter your product (events, shop, food) to
match
• National Trust or Arkenford models

11. What next?
• It’s worth doing research – and making use of
it!
• What could the Lancashire Heritage
Attractions do together and improve as a
result?