Research, Data & Publications

Research & data

Intelligence is gathered to measure performance, increase understanding of visitor markets and to monitor demand and supply levels.  This is then used to inform development plans for the sector and ensure that Greater Manchester’s tourism sector continues to increasingly support Greater Manchester’s economy, its businesses and its residents.

Further information is available upon request and in accordance with membership levels for members from research@visitmanchester.com.  An overview of the intelligence available is provided below.

Key Tourism Statistics

Key tourism statistics can be found on the 5-page One Stop Intelligence Document which provides an overview of the data sources available and the top line data for each. This is a handy overview of a range of current tourism statistics and provides just one reference point from all of the most recent datasets and information sources.

Hotel Performance

The monthly 3 page Hotel Performance Monitor provides an overview of hotel performance (occupancy and revenue), current and pipeline accommodation stock levels, and peaks in activity and associated events.  The Monitor is released approximately four weeks later than the end of the month being reported and goes up to the current month.

International Visits

Greater Manchester welcomes 1.38m international visits annually and Manchester hosts 1.19m of these.  The Irish Republic, USA, Germany, Spain and France provide a particularly strong volume of visits, with the Australian, GCC and China markets being particularly important to Greater Manchester’s holiday market. Manchester receives the third highest number of international passengers within the UK, the fifth highest number of international holiday visits, and the third highest number of business visits.  Marketing Manchester provides an overview of the data coming through from the International Passenger Survey, specific to Greater Manchester, for 2016.

Leisure Visits

The Greater Manchester Leisure Visits Survey provides a summary of the key findings from the face-to-face research undertaken with leisure visitors across Greater Manchester in 2014.  The research covers visitor profile, motivations and activities undertaken, accommodation sought, product appeal, transport usage, information sources and visitor spend.

Conference Visits

Greater Manchester’s conference and business events sector generates £810m and supports 40,100 FTEs.  The Conference Value & Volume study is undertaken every two years and the 2015 study identified; an increase in the number of events booked, growth in the requirements for off-site accommodation and an increase in business originating from the northwest and overseas. Sub-sets of data for Manchester local authority and Manchester city centre are also reported.

Tourism & the Greater Manchester Economy

By 2020 Greater Manchester aims to; increase the number of staying visits to 13.7m, increase the number of day visits to 127m, increase the value of tourism to £8.8bn and increase the number of FTEs supported to 112,447.  The annual ‘STEAM’ data provides an overview of progress against these targets and also the trends in market activity for 2015.  A Manchester local authority sub-set of data is also reported.

Publications

Marketing Manchester Review 17/18

This is Marketing Manchester’s annual review of key projects and activity. Download the Review.

Marketing Manchester Performance Highlights 17/18

This is Marketing Manchester’s summary of key performance highlights from 17/18. Download the Performance Highlights 17/18.

Marketing Manchester Review 16/17

This is Marketing Manchester’s annual review of key projects and activity. Download the Review.

Greater Manchester Internationalisation Strategy

This Strategy, which has been prepared following consultation with partners across Greater Manchester and the UK, sets out our internationalisation ambitions over the next three years and provides a framework for action which will be worth over £2.2bn to
our economy. Download the Internationalisation Report.

Destination Management Plan

The Destination Management Plan (DMP) is an action plan for the visitor economy for Greater Manchester that sits below the tourism strategy. Download the Destination Management Plan.

Tourism Strategy

This strategy sets out the strategic direction for the visitor economy from 2014 through to 2020 and is the strategic framework for the whole of the Greater Manchester city-region: Bolton, Bury, Manchester, Oldham, Rochdale, Salford, Stockport, Tameside, Trafford, and Wigan. Download the Tourism Strategy.

Original Modern

Original Modern explains the essence of Manchester, two simple words that define what sets Manchester apart from our peers across the globe. Download Original Modern.

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