Visitor Survey 2009

Overview

The aim of the survey was to better understand the type of visitors who travel to the borough, what they do when they are there and how much they spend. Questions included main purpose of visit, frequency of visits, transport and accommodation used, expenditure and likes and dislikes.

The Interviewers were stationed at:

- Richmond Station

- Richmond Riverside

- Richmond Park Gate

- Bushy Park Gate (Hampton Court)

- Kew Gardens entrance

- Kew Gardens Tube

Respondents were randomly selected and initially screened to determine that they were visitors.

What happens next

A total of 410 interview forms were successfully completed.

The study showed that visitor spend in the borough in 2009 is expected to total at least £111.3 million. Accommodation was the most significant expenditure item. The study found that people staying with friends and family was also significant, with approximately four in every five overnight visitors from the UK and around one-half of overseas visitors staying with friends and family.

Visiting Hampton Court was the most significant purpose of visiting the borough among those living in the UK (from outside London) and overseas; visiting a park was the most significant purpose for Londoners.

Visitor satisfaction with the borough was high, with London visitors enjoying the tranquility and peacefulness of the area, and UK and overseas visitors enjoying the river, open spaces and historical significance.

See report at the below link for full results.

What has happened as a result?

A Visitor Action Plan 2010 was developed using feedback from the consultation and presented to the Business, Skills and Economic Development Partnership.

As many visitors stay with friends and family when they came to the borough, the plan incorporates increased engagement with residents and neighbouring boroughs as a good way of raising awareness and the use of local businesses and attractions. It also sets out how we will continue to work closely with partners in delivery and in establishing the strategic direction for the borough's visitor sector, which has provided up to 12% of jobs available locally. Working with local tourist attractions to encourage visitors to Richmond upon Thames as part of the Olympics 2012 also features in the plan (view www.visitrichmond.co.uk for more information).

Successes following the consultation:

1) The study showed that people gained information from the Visitor Centre and www.visitrichmond.co.uk. Developments in information provision include completed improvements at the Tourism Information Centre and development of the Visit Richmond website, brand, merchandise, literature and social marketing. The role of the Visit Richmond Group has also been progressed.

2) Information Point at Richmond Station established (over 1600 visited the stand in the first five days).

3) Service area has achieved Customer Service Excellence success and 'Enjoy England' official partner status.