09 February 2012
A major new research project has been given the go ahead in Eastbourne to produce an up to date profile of the town’s visitor economy with the data to be used to attract new investment into the destination.
Eastbourne attracts more than 4.9 million visitors a year generating over £346 million worth of income to local businesses with these figures growing year on year.
At a meeting yesterday Eastbourne Borough Council’s Cabinet approved plans for a new in-depth research project, which will generate further data on these visitors, including their expectations, consumer behaviour and demographic profiling.
Eastbourne Borough Council Cabinet Member for Tourism and Leisure Cllr Neil Stanley said “We are very excited to press forward with plans for a significant piece of research, which will really help us to understand our visitor profile and identify areas, which we can improve and build upon, to continue to attract new audiences to Eastbourne. The destination has so much to offer already but it is crucial to understand our visitors’ needs so that we can make well informed choices when it comes to future decisions for investment and regeneration in the town.”
Eastbourne was identified as the second fastest growing seaside resort in 2011 according to a CSMA report and the new research data will identify areas where Eastbourne can continue to improve its visitor offer and attract new markets.
The research project will be used to learn about resident and visitor expectations; satisfaction with attractions and facilities in Eastbourne, including the seafront, retail areas and cultural offer; why people choose to visit Eastbourne; and why visitors choose to return.
With long term plans for significant regeneration in Eastbourne, including the Devonshire Park Review, which is currently taking place, as well as the development of a new Seafront Strategy, the new data collected will be used to inform important decisions and identify the potential for growing jobs, skills and customer services.
Mark McFadden, President of Eastbourne Chamber of Commerce said “Strategic business decisions are only truly strategic when they are based on robust analysis of all the relevant factors. We have several exciting projects on the drawing board for Eastbourne that require major investment from the private sector. The level of commercial commitment required will only follow if we have compelling evidence that will persuade senior decision makers to invest in the town.”
Marco Giorgi, Chairman of Eastbourne Hospitality Association said “We are delighted to hear that a new research project will be carried out and it is especially welcomed now, with 2012 promising an exciting year for British tourism when the spotlight on destinations has never been greater. We want Eastbourne to continue to be a leading destination and a better understanding of our visitors will only help us to achieve that.”
