28 March 2007

Economic impact of Pavilion & Ferry terminal Site development:
Focus on tourism

The economic impact study undertaken by The Market Research Group at Bournemouth University on the regeneration of the Pavilion & Ferry Terminal site in Weymouth shows a significant positive impact on tourism.
The study shows an anticipated increase in day visits of between 8% and 17% per annum, equating to a rise from 983,000 to between 1,061,640 and 1,150,110. Staying visitor nights are also expected to grow from 2,225,600 to between 2,313,321 and 2,357,833

Based on the average increase of visitor numbers expected, spend by day visitors is expected to increase by £3,867,000 and by £7,447,809 per annum from staying night visitors.
The economic impact survey assesses additional income into Weymouth and Portland so these figures represent additional visitors, not those displaced from other locations within the town. The total expenditure estimate of £11,304,809 each year is also likely to be higher in reality because the calculations do not include the draw and benefit of the improved facilities that will be provided.

A key finding of the study is the ability of a development, based on the uses identified in the Masterplan, to smooth seasonality. Currently, there is a rise in the volume of visitors throughout spring and early summer with a peak in late July and August. This will continue following development but increased visitor numbers outside of the “peak” will help create a more even and consistent flow of visitors in the shoulder months and across the year. This diversification away from the sole reliance on the beach holiday has to be better for local businesses and the general prosperity of the town, especially at the tail end of the peak season.
New visitors will be drawn to Weymouth as a result of the 4* accommodation that will be provided, the conference and leisure facilities and a new high quality theatre experience. Visitors will enjoy weekend breaks linked to outdoor activity pursuits, aimed at exploring the geography and topography of the area, as well as relaxation.

The development is also expected to enhance the overall visitor experience, which will in turn encourage repeat visits more overnight stays and, over time, enhance Weymouth’s reputation as a whole.
Importantly, with any increase in visitor numbers in the shoulder season, the worst traffic experienced in the summer months is unlikely to be affected by the overall increase in visitor numbers.

Martin Jepson, UK managing director of Howard Holdings, said: “A substantial part of the annual £11,304,000 million economic benefit for Weymouth expected from the Ferry Terminal & Pavilion site development will come from tourism. This will have a positive knock-on effect for everyone in Weymouth and will raise the profile of the resort as a holiday destination.”


Below Key facts about Weymouth tourism, Graph about seasonality and visitor volume chart