Are locals the secret to tourism
With 20 per cent of people who visit Cornwall coming to see
friends and relatives, tourist attractions need to recognise
the value of local recommendations or risk seriously missing
out, according to rural tourism specialist Cartwheel.
New research into the local visitor market is due to be unveiled
by Bodmin-based PFA Research on 14 September. Both PFA and
Cartwheel are expecting it to reveal how local loyalty needs
to be cultivated by Cornish tourist attractions, particularly
if they want to remain profitable in the off-peak season.
Cartwheel receives investment from both the Objective One
Programme (EAGGF) and Defra.
To deliver the headline results of the research, plus other
valuable market intelligence and analysis to Cornish tourist
attractions, Cartwheel and PFA Research have joined forces
to offer a half-day workshop 'Tapping your local market'.
The workshop is being held at 10.00am 1.30pm at Lanhydrock
Golf Club on Tuesday, 14 September.
"The local market should be key for tourist attractions," says Gina Woodcraft, Chief Executive of Cartwheel. "Come
rain or shine, Cornish residents are here with leisure time
of their own to fill. It's inevitable that their likes and
dislikes will influence visitors' decisions about where to
go and what to do. It's a case of ignore locals at your peril.
According to PFA Research managing director Cathy Dickerson,
the intelligence gleaned from the new local visitor research
will be essential to every tourist attraction in Cornwall.
"No study of this kind has been conducted before, in
that results will be directly relevant and highly actionable," says Cathy Dickerson. "Many tourism businesses conduct
customer surveys, but often they're not asking the right questions.
Also, once the results are in, it can be difficult to prioritise
improvement plans and then measure the impact of changes made.
This workshop will address all these issues. We'll cherry-pick
the headline results of the research and deliver them with
practical pointers on how to measure and act on local market
As well as unveiling the headline results of the PFA research,
the workshop will also cover:
analysis of the top five attractions for locals, and
the secrets of their success
actions that will help encourage local customer loyalty
how to measure customer satisfaction and use the results
designing and implementing an effective customer survey
benchmarking against similar attractions
The 'Tapping your local market' workshop is the latest of
Cartwheel's Cutting Edge seminar series, designed to enhance
skills and professionalism among tourism businesses in the
The cost of the workshop is £50.00 +VAT per person
and includes light refreshments. To find out more or book
a place ring Cartwheel on 01392 877842 or email email@example.com.
For more press information contact Gina Woodcraft or Debbie
Bristow at Cartwheel on 01392 877842.
Headline results of the PFA Research study 'Tourism in Cornwall:
tapping the local market' will be made available to the press
embargoed for Tuesday, 14 September
PFA Research will be offering three subscription levels for
more detailed results, ranging from £150 to £950
to cater to the needs of tourism businesses of all sizes
PFA credentials can be viewed at www.pfa-research.com.
For more details contact Cathy Dickerson on 01208 262007 or
Cartwheel is the South West of England's leading farm and
rural holiday company, offering visitors the chance to enjoy
a unique countryside experience. It is a private sector limited
company run by farmers and part funded by the European Union
and Defra. For more information visit www.cartwheelholidays.co.uk.
All Cartwheel members are independently inspected and must
comply with the company's quality criteria which encompasses
accommodation, local food, green tourism and sustainable land
Objective One Communications
Objective One Partnership Office
Truro TR1 2UD
Mobile: 07973 813647
Telephone: 01579 370991
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