Gathering insight on the visitor experience in Wales


Why the client needed the research
Visit Wales, the tourism arm of the Welsh Government, co-sponsors a number of Britain-wide tourism studies. While these studies generate the official statistics on the volume and value of tourism in Wales and useful data on visitor characteristics, they do not measure visitor satisfaction; this is a key element in encouraging repeat visits.

Therefore, Visit Wales commissioned Beaufort Research to conduct a large-scale survey of visitors across Wales (building on previous research) to track any changes in profile, attitudes and satisfaction of visitors – Beaufort previously conducted the 2009 and 2011 waves of the project.

Our approach
In 2009 and 2011, the project consisted of face to face interviewing and an online follow-up survey with between 4,500 and 5,500 visitors to Wales in each year.

image In 2016, Beaufort revisited the methodology: Stage 1 consisted of c 6,500 short face-to-face interviews with day visitors, UK staying visitors and visitors from abroad in 72 locations across the whole of Wales. This generated highly robust statistics on the profile of visitors to Wales, whether they were new or repeat visitors, and awareness of marketing materials. Stage 2 consisted of a more in-depth follow-up telephone interview with c. 3,500 visitors interviewed in Stage 1. This provided detailed information on activities undertaken, accommodation used, reasons for visiting, satisfaction with their visit, likelihood of returning and recommending Wales to others.

The outcome
We have provided Visit Wales with extensive data to enable them to:
• evaluate the visitor experience target;
• their marketing activities;
• inform their strategic approach to developing the tourism sector in Wales.