In 2015-16 we asked Arkenford to reassess our consumer database to give us an up to date picture of the types of visitor we are attracting, according to their Ark Leisure Segmentation model.
Available to download below is a summary of the results, combined with our other research data to give a general visitor profile, as well as giving information about each of the Ark segments to enable tourism businesses to better understand their customers and help shape their targeted marketing.
The Northumberland Destination Management Plan (NDMP) for 2015-2020 sets out the aims and strategic priorities for the development and promotion of tourism in the county to address identified issues and build on our strengths.
It is important to recognise that this NDMP is relevant to all public and private sector organisations involved in the visitor economy – we must all work together to deliver the activities to realise our ambitions.
The plan gives relevant background, outlines a shared vision for tourism in Northumberland and details a range of objectives. Our achievement of these objectives will depend on many factors and they are not easily measurable – so the annual action plan that accompanies the NDMP contains partner actions with clear measures and timetables for achievement.
These include website performance, social media, PR, occupancy rates and visitor numbers. The reports are available to view below.