Suffolk/Norfolk: New quarterly tourism survey is launched for two counties

Chris Scargill

Chris Scargill - Credit: Copyright: Archant 2012

A new quarterly survey is being launched this week to take the pulse of the region’s visitor economy and supply tourism businesses with critical, up-to-date information.

Firms involved in Suffolk and Norfolk’s £4.4billion tourism industry are being asked to fill in a simple online survey to provide data on a range of key indicators, including room rates (in comparison to the same quarter last year), comparative quarterly visitor numbers and the impact of marketing initiatives.

The business confidence monitor is being carried out by Larking Gowen chartered accountants in partnership with regional tourism bodies Visit Suffolk and Visit Norfolk.

Its aim is to provide valuable information to help businesses shape their strategic planning and help industry leaders in lobbying decision makers.

Chris Scargill, tourism and leisure partner at Larking Gowen, said: “With an early Easter in 2013 and some less than favourable weather many tourism businesses saw a slow start to the year. Better weather around the May bank holidays provided a boost to activity and some businesses, although certainly not all, saw improved activity.


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“July’s sunshine and heat brings a welcome change but, as always, it will not benefit every business in the sector.”

The first survey, covering the period to June 30 and looking forward to the quarter ending September 30, would aim to put the confusing picture into focus.

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“It is sure to make interesting reading,” he said.

He said the key value of the survey, which would run until August 3, would be the rapid turnaround of results which would be published online in mid August.

“This ensures the information is timely and relevant and will provide tourism businesses and decision makers with much more up-to-date information to gauge a better perspective of the industry,” he said.

“We would urge as many relevant businesses as possible, whether hotels or caravan parks, pubs or retailers, boat hire businesses or cottage lettings agents, to participate.”

The exercise will be repeated each quarter, with the spring monitor coinciding with the annual tourism business survey which has become a stand-out date in the business calendar.

The survey can be found at http://www.tourismsurveys.co.uk and follow the link to the Business Confidence Monitors. Any queries can be addressed to tourism@larking-gowen.co.uk.

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