2.0 Background
The Volume and Value of Tourism to Havant
2.1 A study of Havant’s
tourism economy was carried out in 2004 by Tourism South East as
part of a wider study across the whole of Hampshire [15]. Its aim
was to provide indicative estimates for the volume, value and
resultant economic impact of tourism across the county and
districts. A summary of the findings is discussed below.
2.2 Around 350,000 overnight
staying trips were made in the borough, representing 8% of the
total volume of trips made in Hampshire. The most popular choice of
accommodation among UK visitors were caravan and camping
accommodation and among overseas visitors were hotels, guesthouses
and B&Bs. Visits by
UK
visitors were mainly holiday based (70%), followed by visiting
friends and family (20%). For overseas visitors business trips were
significant.
2.3 Compared to the rest of
Hampshire, Havant has the 5th largest number of staying
trips in the County. Non-serviced accommodations (which include
self catering houses, cottage and flats, static and touring
caravans and camping) were commonly used in Havant and the New
Forest. Staying trips generated £54million, the 4th
highest expenditure across all districts in Hampshire. This is
mainly due to the spend by visitors in static caravans who
contributed to 21% of Havant’s total expenditure.
2.4 There were just over 1.9
million day trips to Havant in 2004, representing 6% of the
Hampshire total, generating an estimated expenditure of £62million.
In comparison with other districts in Hampshire, Havant receives
significantly less day trips.
2.5 Additional turnover is
also created for local businesses. Of the visitor spend on trips to
Havant, around £109million directly benefited local businesses in
the borough. In addition around £42million indirectly benefited
local businesses thorough servicing and supplying. Expenditure by
friends and family, and visitors with a second home in the borough
accounted for an extra £9.5million. In total the value of tourism
spend in Havant in 2004 is estimated to have been just under
£161million.
2.6 The Hampshire Tourism
Trends Survey 1999-2004 recorded visits to a number of attractions
in the borough. This survey showed that for Havant 82,432 visits
were made to attractions in 2004, up 4% on 2003 and an increase on
the 1999 levels (76,427). These statistics reflect the low level of
major tourist-related development having taken place in recent
years, apart from the modernisation and refurbishment works at the
holiday centres on Hayling Island.
Visitor Satisfaction
2.7 Tourism South East
(
TSE
) undertook a visitor
survey during the summer of 2005 [11]. It was the sixth survey of
its kind to have been carried out in Havant borough, previous
surveys having been carried out in 1980, 1985, 1990, 1995, and
2000. A
SWOT
analysis of Havant’s tourism offer by a local tourism academic was
undertaken in 2006 [1]. Both studies asked people to provide their
opinion on what they considered to be the strengths and weaknesses
of Havant for the visitor and where improvements could be made. The
TSE
study also provided
useful information on defining the types of visitors and where they
tend to stay.
TSE
Visitor Survey
2.8 The survey was
undertaken by the means of a questionnaire by visitors in Hayling
Island, Langstone and Emsworth. The survey results are summarised
below.
Profile of visitors to Havant borough
2.9 The majority of visitors
to Havant borough were day visitors, which had increased compared
with previous surveys. The proportion of staying visitors though
had decreased. People interviewed on Hayling Island were more
likely to be staying visitors compared to those interviewed on the
mainland.
2.10 There were fewer family groups with
children encountered and a higher proportion of adult only groups
compared with the previous survey. There were significant
differences in the groups surveyed on Hayling Island compared to
those surveyed on the mainland. Over half of the groups interviewed
on Hayling Island had at least one child, while only a quarter of
groups on the mainland had at least one child. Overall, groups
surveyed in previous years included a significantly higher
proportion of children. Significantly only a third of all people
represented on Hayling Island were children compared with nearly
two thirds in the previous study in 2000. Day visitor groups from
home were more likely to include children.
2.11 In terms of age 43% of all adult
visitors were aged 55+ with a further 40% aged between 35-55.
Visitor groups on Hayling Island reflected a slightly younger age
profile than those surveyed on the mainland. 55% of adults on the
mainland were over 55 compared to only 37% on Hayling Island.
2.12 Of the visitors staying in the
borough, a quarter were staying with friends or family, and a
quarter in their own static caravans. The number of people staying
in a holiday centre was relatively low (12%) compared to previous
surveys (20% and 16%).
Characteristics of visitors stay in Havant borough
2.13 89% of visitors interviewed
considered their visit to be for leisure or holiday purposes with
10% to visit friends and family. There seemed to be a trend towards
an increase in short breaks (1-3 nights) in Havant borough, with
longer stays decreasing. The average length of stay varied
according to accommodation type. Those with their own static
caravan stayed for average 11 nights whereas the average stay in a
hotel was 2.5 nights. The majority of visitors travelled to Havant
by a motor vehicle (89%). Very few visitors had used public
transport (3%), and the remainder had travelled by foot, bicycle or
on a coach tour (8%).
2.14 40% of respondents said they would
be or had already visited an attraction in Havant borough. Hayling
Amusement Park was the most frequently mentioned attraction (68%),
followed by Staunton Country Park (14%). Other attractions
mentioned were the beach, the railway, car boot sales and Hayling
Nature Reserves. 36% of visitors overall said they would be or had
already visited attractions outside the borough. These included
Portsmouth/Southsea, Chichester and Southampton.
2.15 The most common leisure facilities
that visitors used were restaurants, shops, funfair, amusement and
seafront. Other activities mentioned were using the beach, walking,
visiting pubs and cycling.
2.16 The highest spend group (by
person/day) were visitors staying in holiday centres (£39.90)
followed closely by those staying in hotels (£37.52). The lowest
spending groups were those staying with friends and family (£9.08)
and those who had second homes or owned static caravans
(£12.31).
Opinions of Havant Borough
2.17 Visitors were asked what they liked
the most about Havant borough. The following reasons were put
forward:
From visitors interviewed on Hayling Island:
- Peaceful/ quiet / tranquil
- Relaxing / laid back
- Uncrowded / not commercialised
- The sea / waterfront
- Accessible /convenient
- Scenery/ surroundings / open space
- The beach
- Friendly/ welcoming / nice ambience
- Clean
- Plenty of car parking
From visitors interviewed on Emsworth/Langstone:
- The sea/ waterfront/ harbour
- Scenery /surroundings/ open spaces
- Quaint/ historic town/ village feel
- Uncrowded/ not commercialised
- Friendly/ welcoming /nice ambience
- Walks
- Relaxing/ laid back
- Boats/ watching boats
- Pubs/ restaurants/ cafes
- Wildlife/ birds
2.18 Visitors interviewed on Hayling
Island were also asked what their impression they had of the area
and what improvements could be made. Of those suggested the most
frequent ones were:
- Replacing the shingle on the beach with sand
- Generally updating and smartening up the area
- Free or cheaper car parking
- Keeping public toilets open longer
- More restaurants and or food outlets near the beach
- More child friendly facilities
- More seating on seafront
2.19 1% of visitors interviewed said
they were unlikely to recommend Havant borough as a tourist
destination for the following reasons: need for more facilities and
things for young people to do; not enough for a family to do; it is
not a holiday place anymore; and lack of investment.
SWOT
Analysis of Havant’s tourism
2.20 The SWOT
analysis study was undertaken by a local tourism academic to
identity the range of challenges and opportunities that exist in
Havant borough. The research methods used were a limited number of
questionnaires and four focus groups. The research does not state
whether all those who answered questionnaires had visited Havant
borough, however the focus groups contained a mixture of local
residents, students and lecturers at South Downs College and a
group of her peer travel and tourism students at Brighton
University.
2.21 From the limited sample groups
responding to the questionnaire, 94% considered Havant borough to
be a worthwhile area for a day trip but not really for a holiday.
The remaining 6% considered it was not a worthwhile place for
either a day trip or a holiday. This is quite a significant
response but must be viewed along with the limitations of those
groups surveyed.
2.22 The focus groups were asked what
they considered the strengths and weaknesses of the borough were
and also some suggestions for improvements.
The strengths they identified were:
- Hayling beach and Langstone Harbour are attractive
- Emsworth and Langstone very appealing to tourists
- Excellent restaurants in Emsworth area
- Scenic views
- Sailing facilities
- Proximity to sea and airports
- Attractive coastline
- Sailing centres
- Varied offering – e.g. coastal, heritage, rural, parks, market
towns.
- Leisure pursuits – e.g. bird watching, walking, sailing,
cycling.
The weaknesses they identified were:
- Not a lot for young people to do
- Hayling funfair needs updating
- Better public transport around the borough
- Shopping in Waterlooville is limited
- Not enough places of interest to sustain a holiday
- Lack of investment in eg Hayling Billy Line, Hayling funfair
area, hotels and other visitor accommodation
- Lack of facilities eg ice rink, mini golf course, dry ski
slope, open air theatre
- Lack of distinctive visitor attractions
- Lack of quality hotels
- Confusion as to what actually constitutes the borough
Some of the suggestions for improving tourism in Havant borough
were:
- Main area of focus should be Hayling Island area
- Could exploit business traveller market
- More to do/ more attractions
- More cafes/bars
- More street cleaners
- More plants and grassy areas
- General regeneration of the area
Conclusions from visitor survey and SWOT
analysis.
2.23 From these two surveys some common
themes can be pulled together. The most common visitors to Havant
borough were day trippers which seems to link into people’s
perception that Havant is a worthwhile place for the day but not
for an extended stay.
2.24 Visitors on Hayling Island were
more likely to be staying visitors and be family groups with
children. Those on the mainland at Emsworth and Langstone were more
likely to be day visitors and adult only groups. This reflects the
fact that most of the borough’s holiday accommodation stock is
located on Hayling Island and that attractions such as the beach
and amusement park are more attractive to families and that the
historic towns are more appealing to adults.
2.25 The trend seems to be for shorter
breaks in Havant and visitors arriving by their own transport. Very
little use is made of public transport despite Havant having a
mainline railway and a bus station interchange. This could be due
to the fact that there are limited services to holiday destinations
such as Emsworth and Hayling Island. This also reflects the
established trend nationally of using the private car for holiday
travel in the UK.
2.26 The strengths of Havant indicated
were its water frontage and its scenery and open spaces, and also
it’s varied offering e.g. coastal resorts, market towns, bird
watching, sailing, walking etc. People also commented on the
uncrowded, peaceful and non commercialised nature of Hayling
Island, Emsworth and Langstone being positive aspects of the area.
The weaknesses of Havant identified were the lack of investment in
tourism facilities and visitor attractions e.g. Hayling funfair
needs updating and not enough for young people to do. Improvements
suggested tended to include more investment and more focus being on
Hayling Island, providing more food and drink outlets and improving
public spaces.
Residents Perspective
2.27 In October 2006 Havant Borough
Council circulated a consultation survey to its Citizen’s Panel
which asked the local residents of Havant what direction tourism
should take in the borough [4]. The results set out below
contributed to the Havant borough wide Tourism and Leisure
Plan.
2.28 The results showed that the most
popular places to visit were Emsworth Harbour /Mill pond, Hayling
Beach, Staunton Country Park, town centres and wildlife areas.
Reasons why people visited these places were for leisure, walking,
shopping and to visit the beach.
2.29 The places residents took their
visitors to most of the time were Chichester, Emsworth, Hayling
Island, Portsmouth Harbour and the South Downs.
2.30 The residents were also asked how
attractive they thought the borough’s shopping areas were. Emsworth
was seen as the most attractive centre with Waterlooville.
Unattractive centres were Hayling Island and Havant.
2.31 They were also asked what they
thought attracted visitors to the borough. The answers included
Emsworth Food Festival; the location by the coast, the diversity of
things to do; wildlife and open spaces; bird watching; easy access
to the countryside and also the sea. They were also asked what new
or additional attractions would attract visitors to the borough.
These included better shops; ice rink; swimming pool; cinema;
wildlife reserves; trips around the harbour; visitors centre at
Broadmarsh; designated walks; and extending Hayling Light
Railway.
Hotel Development
2.32 A Hampshire Hotel Trends survey was
carried out in 2005 by Tourism South East [9], which reviewed the
performance of hotels and assessed the market potential for hotel
development, with the following results
2.33 Hotel Supply
There are a total of 7 hotels in the borough: 1 four star hotel,
3 three star hotels, 1 two star and 2 budget hotels, with a total
of 541 bedrooms, almost half of which are accounted for by the
Sinah Warren Character hotel.
|
Hotel
|
Grading
|
Rooms
|
|
Langstone, Hayling Island
|
4 Star
|
103
|
|
Sinah Warren
|
3 Star
|
258
|
|
The Bear, Havant
|
3 Star
|
42
|
|
Brookfield, Emsworth
|
3 Star
|
40
|
|
Newtown House, Hayling Island
|
2 Star
|
26
|
|
Premier Travel Inn, Havant
|
Budget
|
36
|
|
Travelodge Chichester, Emsworth
|
Budget
|
36
|
2.34 Hotel Demand
The average annual room occupancy for 3 and 4 star hotels was
67% in 2004 (excluding the Sinah Warren Character Hotel) compared
with 86% for budget hotels. 3 and 4 star hotels achieve weekday
occupancies of 80%+ although weekend occupancies are around 45-50%.
Budget hotels achieve very high occupancies during the week of
90-100% and regularly turn away mid week business, and have strong
weekend business with occupancies of 70-100%, usually filling at
weekends in the summer months.
2.35 Hotel Opportunities
Based on current performance the types of hotel development that
could potentially be marketed in Havant are upper tier budget and 3
star hotels, probably near to the A27 corridor. This would help
meet the demand from business travel.
2.36 Following this survey in 2005, a
second has been completed, called Hampshire Hotel futures – a site
assessment, developer testing and issues paper [10], which has
incorporated the testing of investment interest with hotel
developers with work to identify and assess sites for hotel
development. There were two strands to the work. The first looked
at the identification and assessment of sites through consultations
with local authorities. The issues that came out were a lack of a
‘joined up approach’ within authorities. Some officers were not
aware of previous Hotel Futures work or other advice or guidance
issued by
TSE
. There was
also little evidence of willingness currently to allocate sites for
hotel use. Other priorities, like industrial/ commercial or
affordable housing development, were higher up the political agenda
and the fact that hotels are seen as primarily a town centre use
(although regional guidance does allow for development outside
where it relates to a particular demand).
2.37 A sample of representatives of
hotel chains was interviewed as a basis for establishing hotel
developer interest in Hampshire, with reference to the location,
size and standard of hotel they would seek to develop and what
obstacles they saw to development in Hampshire. The results were a
broad match to the market potential in the hotel trends survey.
For Havant the following interest was received:
3 Star – Village and Courtyard*
Upper tier budget – Bropar
Budget – Days Inn
*possible interest – unclear about potential and/or insufficient
knowledge of destination.
2.38 Good practice lessons that emerged
from this work included the benefit for local authorities to have
an evidence base of hotel performance and need, to tackle site
allocation issues and prioritise hotel needs and to plan positively
for hotels by thinking through the policy implications of research
to ensure they are reflected in the Local Development
Framework.
Traffic and Access
2.39 Havant borough is well located on
the Strategic Road Network, with the A27 and A3(M) running through
the borough. Most of the borough is easily accessible from this
network. The borough’s main tourist resort of Hayling Island can
only be accessed by vehicles from one road bridge on the north of
the island, with additional pedestrian and cycle access via the
ferry from Eastney in Portsmouth. Further development on Hayling
Island whether for tourism development or other development will
add pressure to the existing road network. Issues of traffic and
access to the island’s resorts will have to be considered in more
detail and will very much depend on the level of development likely
to be allocated on Hayling Island in the local development
framework.
Nature Conservation Sites
2.40 Havant Borough has a rich and
varied landscape and there are a number of designated nature
conservation sites of significant importance. There are Sites of
Special Scientific Interest (
SSSI
) at Langstone
Harbour, Chichester Harbour, Warblington Meadow and Sinah Common
which comprise of fragile habitats. Mitigation for development by
enhancement or restoration is a requirement under the Countryside
and Rights of Way Act 2000 for these sites. Most of the SSSIs are
also some or all of the following; Ramsar sites, Special Protection
Area (
SPA
) and Special
Area of Conservation (
SAC
), which are
international habitat designations
2.41 There are also numerous Sites of
Importance for Nature Conservation (
SINC
)
throughout the Borough and four Local Nature Reserves (
LNR
) at Gutner Point, The Kench,
Sandy Point and West Hayling.
2.42 Any tourism development, or
recreation activity such as walking, cycling near or within these
areas could have significant impact on the environmental quality. A
balance between safeguarding the nature conservation value of such
sites and allowing them to be used for leisure and tourist purposes
needs to be struck, although the impact on the international
designations is an overriding consideration.
Caravan and Camping Sites
2.43 All static caravan sites in the
borough are on Hayling Island, mainly in the Eastoke area. There
are also 700 touring camping and caravan pitches on 4 larger sites
on Hayling Island.
2.44 There is an issue with the majority
of the caravan sites being within the coastal flood zone and
adjacent to designated nature conservation sites. Any improvements
or development within the caravan and camping sites would have to
be assessed against the likely implications for the nature
conservation sites and risk of flooding. The issues of flooding and
coastal erosion will become a more relevant issue in future. The
Council are currently undertaking a Strategic Flood Risk Assessment
for the whole of the borough which will indicate the areas of the
borough most at risk from flooding in future. There may be a point
in the future when some of the caravan sites on Hayling Island may
have to be relocated away from the high risk flood zone. The
designated nature conservation sites around Hayling Island limit
where alternative sites could be located.
Local Businesses
2.45 During 2006 a business needs survey
was carried out on Hayling Island [7]. A range of businesses were
surveyed and some of the questions related to business needs
relating to tourism on the island.
2.46 One of the questions asked how
important they thought Hayling Island tourism was to the success of
their business. 60% answered that it was of low importance, with
14% saying it had some importance, 14% saying it had high
importance and 12% saying it had very high importance. The comments
indicated that sales and turnover were better in the summer season
although the tourist facilities in the island are run down and the
area needs promoting.
2.47 Another question asked if they
would like to see or take part in any annual tourism events. This
response was very close with 47% saying yes and 53% saying no.
Events relating to sport were suggested as were a family
competition using the beach facilities. The new scarecrow festival
is an example of local businesses interest in new tourist
attractions.