This annual survey provided detailed information about visitor behaviour, activities and opinions, in order to understand the visitor economy and how to maximise the benefits of tourism.
From 2003 to 2005, Cross River Partnership commissioned research in the London Overseas Visitor Survey, also known as LOVS, which was undertaken in three waves, with the largest survey period in the summer. The questions specifically related to tourism and visitor management in the Cross River area. The results of these questions helped partners determine long-term strategic tourism development in the area. This information built a picture of the way in which the area was performing and the impact of environmental and marketing activities and of physical improvements.
This project built on and superseded the work of the Bankside and South Bank Visitor Survey which provided baseline information on a range of issues: brand awareness, visitor profile, pull factors, sources of information, reasons for visiting, awareness of attractions, visitor ratings, ways of improving the visit and expenditure whilst in the area.
Geographical area
- The survey was undertaken at up to 30 points across central London including the BA London Eye, Borough Market and Embankment.
Time frame
- Project start date: September 2003
- Project end date: October 2005
Highlights from the 2004/2005 survey (2003/4 figures):
- 10% of those surveyed (9%) were on a business trip.
- 14% in both years were staying with friends or relatives.
- Bearing in mind surveys were conducted at leisure destinations, the business figure highlights that business visitors spend time on leisure activities whilst away.
- The age of visitors is increasing. Just 21% of those surveyed were in the 16 - 24 age bracket, compared with 28% in summer 1999. 9% of the European market is made up of the over 55s age group, compared with 14% from Japan/Far East, 24% from USA/Canada, and 28% from Australia/ New Zealand.
- There was a slight increase in repeat visitors in this survey period, which can explain the slight increase in age of visitor.
- 2% of those questioned either considered themselves disabled or had a disabled party member.
Factors that may have encouraged those who hadn't visited the areas of Elephant & Castle, Brixton, Vauxhall, Peckham, Dulwich or Bermondsey to visit:
- 57% wanted more publications telling them what was there (particularly food & drink, shopping, museums & attractions and events & festivals).
- 8% needed more information as to how to get there.
- 5% wanted better public transport.
- 7% would like people available at stations and bus stops to direct and help them.
- 11% would visit these areas if they were recommended.
Of people who had visited or intended to visit South Bank/Bankside
- 51% of visitors had been to the area (49%). Of these the biggest group of visitors were those from Japan/Far East.
- 47% were recommended by someone, had seen a sign to the area or were passing by.
- 27% had seen details in leaflets, brochures, posters or in the media.
- 5% used internet resources.
When they were in the area,
- 62% were there just for a stroll (57%),
- 33% went to see Tate Modern (32%) and
- 14% (no change on 2004) went window shopping, which doesn't indicate a significant spend in the area. Time spent in the area has remained about the same at 3 1/2 hours.
However, in terms of spend in the area,
- 32% (39%) went to see the BA London Eye,
- 27% went to a restaurant or café (26%)
- and 19% (17%) went to a bar or pub.
- 14% went to Shakespeare's Globe (15%) theatre or exhibition.
Of those who didn't visit the area, - 14% would consider it if they knew what was there. Surprisingly, less than 1% said they'd go if it was recommended to them.
Chinatown, Covent Garden and Leicester SquareThese popular areas have overcrowded tube stations, so a new question was asked in 2005 to determine method of travel.
- Chinatown: 42% had visited or intended to visit. 36% accessed the area by tube and 56% walked to the area.
- Covent Garden: 62% had visited or intended to visit. 48% used the tube to get there and 44% walked.
- Leicester Square: 65% have visited or intend to visit the area. 50% used the tube and 43% walked to the area.
Highlights from the 2003/04 survey:
The main reason for visiting London is for a holiday, followed by visiting friends and relatives and business.
- 65% of visitors either had visited or intended to visit the South Bank/ Bankside areas.
- The main reason, for 57% of visitors, was just to take a stroll. 39% and 32% were going to visit the BA London Eye or Tate Modern (respectively) 43% were intending to spend some time (and money) in the local cafes, bars and restaurants.
- The average length of stay on the South Bank/Bankside was three hours and 30 minutes.
The most popular way to both enter and leave the South Bank/Bankside area is by walking over a bridge.
Cross River Partnerships role: Part funder and co-ordinator
Lead partner: Visit London
Other project partners:
- City of London
- Lambeth Council
- Southwark Council
- Westminster City Council
ContactJamie Talmage
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