Resources, toolkits, research and insights
Industry Resources
VisitBritain/VisitEngland is the National DMO and a one stop resource for industry support including toolkits, insights, data and research, on the key priorities for visitor economy. Areas of particular focus include:
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The Pink Book
A comprehensive guidance manual for attractions and accommodation providers– detailing law and regulations, responsibilities, licenses, consents and more.
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International Visitors – Markets and trends
For detailed analysis of the different behaviours and preferences of overseas visitors.
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Accessibility and Inclusion
A suite of resources including the value of the Purple Pound, MIDAS research, an Accessible & Inclusive Features Research report and a comprehensive toolkit with practical hits and tips to give you reassurance and confidence to develop inclusively.
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Sustainability
This is a hub of resources on a wide range of sustainability practices and improvements from the basics of getting started to food waste and net zero commitment. Also included are the Better Business case studies - an inspirational curation of businesses across England whose examples provide inspiration for transformation.
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Visitor Markets Insights and data
VBVE conducts regular sentiment trackers for domestic markets, visitor segmentation and analysis of the inbound markets by region or country. Check for a range of useful data, including:
- Domestic Sentiment Tracker (updated every month)
- International Passenger Survey (IPS) quarterly data updates
- Annual attractions survey (2023)
- Screen Tourism Insights (2024)
- England Hotel Occupancy rates (May-August 2024)
- Lighthouse – short term rentals (August 24)
- Screen Tourism insights – influence of Film & TV on travel to UK 2024
Regional research - Sussex
Visitor Markets Insights and data (2019) – The Value of Visitor Economy to Sussex.
- Sussex is a known brand for consumers, but a compelling Sussex story to fully engage market interest is missing. The scale of opportunity is reflected in the data:
- Staying visitors (UK + overseas) account for 11% of visits and 50% of visitor spend
- Overseas staying visitors account for just 2% of visits but 19% of spend
- Overnight business tourism trips represent 11% of total staying trips across Sussex
- The average spend per day by day visitors and per trip for UK and overseas visits is below the England average
