New data published paints visitor picture

New data has helped shape an up-to-date visitor profile for Northumberland.

Friday, 4th November 2016, 11:00 am
Updated Wednesday, 16th November 2016, 4:00 pm
Driftwood on the beach at Bamburgh by Darren Chapman

Northumberland Tourism asked market researcher Arkenford to re-look at the types of people the county is attracting, with the help of an online survey. The results have been published and paint an interesting picture.

The data showed that 17 per cent of visitors come from the North East, 29 per cent visit from the North West, Yorkshire and Lincolnshire and 41 per cent are from around the rest of England.

Scotland accounted for eight per cent of visitors, while two per cent came from Wales. Tourists from outside the UK stood at two per cent.

In terms of the ages of people coming to the county, Northumberland seems to appeal more to an older audience. Of the visitors, 34 per cent were aged 55–64 and 27 per cent were aged 65 and over. The others were 45–54 (22 per cent); 35–44 (11 per cent); 25–34 (five per cent) and 16–24 (under one per cent).

It shows that 60 per cent visited with their spouse or partner, while 15 per cent came with children.

The largest type of visitor to the county is what the survey describes as cosmopolitans, with leisure motivations such as peace and relaxation; fresh air and exercise; to learn and see awe-inspiring places.

Jude Leitch, director of Northumberland Tourism, said this was pleasing, as it shows that the promotion that has been done to attract this sort of market is working. She said that more people are visiting as a family and awareness of Northumberland as a holiday destination is growing.