Assessment of the Scope and Utilisation of Tourism Statistics for England

The English Tourism Intelligence Partnership (ETIP) is a new body that
has been created as part of the Partners for England Initiative between
DCMS, VisitBritain, the Regional Development Agencies and the Local
Government Association. Its main purpose is to lead action and
investment to improve tourism intelligence and statistics within

To help steer its work programme over the next 3 years, ETIP commissioned The Tourism Company to carry out an initial assessment of
tourism statistics for England.

The particular focus of this assessment was on current surveys
and current practice in their analysis, quality, interpretation,
presentation, dissemination, utilisation and relevance.

ultimate goal of this assessment was to inform the priorities and
actions of the Partnership in bringing about improvements to the
overall scope, range and quality of tourism statistics within England,
to the way that they are interpreted, presented and communicated to
their user community, and to their relevance and value to that

The work followed a four stage process:

  1. A
    thorough review of the literature, covering any reports or studies on
    the availability and use of tourism statistics, analysing and
    interpreting the relevance of the various sources, reporting on their
    findings and indicating how they will guide the subsequent three stages
    of the work.
  2. A thorough review of ‘who does what’ for England
    in terms of data collection and procurement, analysis, quality,
    interpretation, presentation and dissemination for national, regional
    or local tourism data.
  3. An analysis and assessment of how
    tourism data is currently used by a range of potential players,
    including the relevance and value that it represents to them. An
    initial assessment is also required of the weaknesses and gaps that are
    perceived by users in the current data, and the significance and impact
    of this to the effectiveness of their strategy formulation, planning
    and decision-making.
  4. A report containing a summary of the
    findings of stages 1, 2 and 3, together with clear guidance on the
    priorities for further development and improvement of the collection,
    analysis, interpretation and communication of tourism statistics for