Tourism Strategy

Research and Intelligence

As part of its strategy to grow Wiltshire’s visitor economy, in 2014 VisitWiltshire published the first ever detailed analysis of Wiltshire’s visitor accommodation sector. The study involved an in-depth analysis of the hotel and visitor accommodation supply, performance and market demand, national trends, the competitive environment, an assessment of the potential future growth in demand, and the factors which might drive this. It also included developer testing to identify specific developer/investor opportunities.

The full report can be downloaded here.

Report appendices can be downloaded here.

In January 2020 Hotel Solutions completed a Salisbury area update to the Wiltshire report that identifies significant growth potential and investor interest across a wide range of accommodation types – the Exec Summary can be seen here, the main report will follow shortly.  Please contact davidandrews@visitwiltshire.co.uk if you would like more information.

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Salisbury Visitor Research 
VisitWiltshire, on behalf of a wider group of Salisbury partners and stakeholders, is seeking to appoint an agency to conduct a visitor research project in the city in spring 2020. Find the RFQ here. Closing date for response: Monday 27 January.
 

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Destination Plan

This is a Destination Management & Development Plan for Wiltshire and Swindon. It is a shared plan for managing and investing in the development of the visitor economy of Wiltshire and Swindon for the next five years. Download the report here.

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Brand Positioning

The brand positioning plan was produced following an extensive consultation period in October 2014, and provides overall strategic positioning of Wiltshire as a destination.  The positioning will influence our strategy, activity, communication and destination development. It is intended to inspire confidence, set Wiltshire apart from other destinations, be relevant to all sectors, and be meaningful and credible to both domestic and international visitors.

The report summarises recommended Wiltshire positioning, brand values, brand personality, international and domestic entry points, brand map, campaign straplines, products and experiences and tone of voice. Photography used in this presentation is only indicative at this stage, a brand toolkit including photography will be developed as a next step. Download the report here.

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Economic Impact of Wiltshire's Visitor Economy 2017

We have summarised the top line results from the Economic Impact of Wiltshire's Visitor Economy here. If you require further information please conact David.

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VisitWiltshire Business Plan

A draft version of our 2016-2020 Business Plan can be downloaded here.

If you have any comments please contact David Andrews.

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South West England Travel Trade Research Report

As part of the South West Tourism Growth Fund activity in 2015/16, VisitWiltshire commissioned ETOA to undertake a mixed qualitative/quantitative research study into the international travel trade and their perceptions of South West England. The report includes a number of insights and opportunities for any Wiltshire tourism business looking to develop international travel trade business.

Download the South West England Travel Trade Research Report here.