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UK Tourism Survey to poll 100,000
A five-year contract at £750,000 a year to run the UK Tourism Survey has been won by market information company TNS.
The survey, which measures the volume and value of tourist trips of one night or more, is conducted on behalf of VisitBritain, VisitScotland, Wales Tourist Board and the Northern Ireland Tourist Board.
It is recognised as the primary means for measuring the domestic tourism market.
TNS will undertake in-home, face-to-face research with 100,000 people a year – almost twice the number of respondents interviewed using the previous methodology. The findings will be used by the tourist boards in the development of promotional campaigns and related initiatives as well as informing government policy on tourism issues.
VisitBritain head of England research Angus James said: “The survey is a vital indicator of the health of the UK tourism industry which enables us to map sector trends and evaluate the success of its marketing and advertising campaigns.
“TNS was selected, among other criteria, for its track record of consistently managing and delivering large projects of this scope.”
TNS Travel and Tourism head Tom Costley said: “This is an important win for TNS which highlights the strength of the division and its ability to undertake large-scale market measurement surveys. We will be working with the sponsors of the survey to deliver timely data and information which can be accessed and used by a wide range of audiences within the UK tourism industry.
“Using innovative reporting systems, including TNS Info – a bespoke web-based information portal – TNS is able to communicate results rapidly to a wide range of users. This enables the survey findings to be accessed and acted upon swiftly.”
Report by Phil Davies
Phil Davies
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