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Tourism Statistics
Statistics for Preston Tourism for 2002 - 2006 can be downloaded at the end of this page. Tourism statistics are created using the STEAM model which is used for measuring the volume and value of tourist activity across Lancashire.
STEAM Model Overview
STEAM is not a statistically estimated model in the manner of an input-output model of the local economy. It is a spreadsheet model, which is more of a process in which the values of the relationships or equations defined on the spreadsheet are specified at each stage by the user. Thus, although the logic of the model is constant, the nature of data input will alter from area to area depending on the amount of survey material available and qualitative expert opinion concerning the structure of the tourism sector in the local economy.
STEAM approaches the measurement of tourism at the local level from the supply side, which has the benefit of immediacy and relative inexpensiveness. The traditional measurement of tourism activity is from the demand side, but, as is well know, surveying visitors is both time-consuming and costly. This is further complicated when economic impact assessment is made, which requires surveys of businesses and the consumption patterns of local people. STEAM is not designed to provide a precise and accurate measurement of tourism in a local area, but rather to provide an indicative base for monitoring trends. The confidence level of the model is calculated to be within the ranges of plus or minus 10% in respect of the yearly outputs and plus or minus 5% in respect of trend.
All STEAM reports are produced on behalf of clients by a technical team located at the GTS (UK) Ltd Data Processing Centre in New Holland. A rigorous quality control regime is in place to ensure the highest standards are consistently maintained.
The STEAM Outputs
STEAM quantifies the local economic impact of tourism, from both staying and day visitors, by:
- Analysis of bed stock (by category month by month, year on year)
- Analysis of bed stock seasonal availability (by category of accommodation)
- Estimates of revenue generated by tourists (by category of accommodation and distribution by activity by month)
- Categories of serviced accommodation will be: under 10 rooms; 11-50 rooms; over 50 rooms; over 100 rooms
- Categories of non-serviced accommodation: Camping and Caravanning (Touring); Caravanning (Static); Flats, Chalets and Cottages; Hostels, Schools and Colleges
- Estimates of number of tourists and number of tourist days (by category of accommodation by month)
- Estimates of employment supported by tourism
- Estimates of traffic implications of tourism (by month)
- Trend information annually for all output categories by zone
STEAM Inputs
At a minimum, the implementation of STEAM depends on:
- Bed stock for each type of accommodation within the areas to be surveyed
- Information on occupancy percentages each month for each type of accommodation
- Attendance at attractions/major events by month
- TIC visitor figures by month
- The model is built up from the above basic information, by drawing on data from published or unpublished sources, local interviews and supplementary trade enquiries to define the economic parameters within which the local tourism sector operates
The specific information set out above is obtained from a variety of sources:
a) Bed Stocks
The STEAM model can accommodate up to nine sub-categories of Serviced Accommodation, and the same for Non-Serviced Accommodation. The type and number of such sub-categories of tourist accommodation are specified in conjunction with the client using definitions compatible with national definitions. The sources of information in building such a database are Local Authority Tourist Guides, Tourist Boards, Internet, Yellow Pages.
b) Number of Establishments
The same categories and sub-categories are used as for "Bed Stocks" and use the same sources of information.
c) Use of Tourist Accommodation
This information is primarily obtained from the Tourist Board occupancy surveys and, on occasion, augmented by information obtained from Local Authority occupancy surveys and information provided, in confidence, by groups of accommodation providers.
d) Tourist Accommodation: Employment
STEAM has developed a large array of data sets which provide core employment data by type and size of accommodation providers and the occupancy thresholds which trigger incremental levels of employment.
e) Staying with Friends and Relatives
Through primary research, STEAM has created an array of proxy variables which can be used in various types and sizes of destination. Wherever and whenever practicable these various proxy variables are benchmarked by additional local research in differing destination types.
f) Day Visitors
The bi-annual UK Leisure Day Visitor Survey provides the information necessary to estimate the number of Tourist Day Visitors to an area. Additionally, it is usually possible to obtain the number of Leisure Day Visitors originating from outside a local area, from their home addresses and whose stay is three hours or more.
g) Rates of Daily Expenditure
From primary research commissioned from System Three, an array of proxy variables tables has been developed which are applicable to both visitor categories and destination types. These are presently being updated.
h) General Visitor Information
Information is obtained on a monthly basis from attractions and events in an area which, together with Tourist Information Centre visitors, provides benchmarking information concerning seasonality and monthly changes, year on year.
i) Economic Multipliers
Multipliers, in respect of both tourist economic impacts and employment generated indirectly, are calculated using multipliers created by the Surrey Group for an array of destination types.
j) Indexing
STEAM Reports are all indexed so that year on year real comparisons can be made rather than inflation affected. Within each report, Appendices 1 and 2 provide non-indexed outputs so that tourism economic impacts for both the present and past years can be compared in actual values.
k) Benchmarking
STEAM takes advantage of all available benchmarking sources, including the United Kingdom Tourist Statistics, the International Passenger Survey, the United Kingdom Leisure Day Visitor Survey, the National Online Manpower Information Service, Local Surveys and those prepared commercially from time to time.
