We have so much to offer
Tourism is a significant contributor to the wealth of Norfolk, contributing more than £2.4bn to the economy, writes Elaine Maslin, acting EDP business editor.
What we have to offer holidaymakers in the UK and abroad is hard to beat – we have a magnificent coastline, a vibrant city packed with culture and retail, modern resorts, the Broads, boutique hotels, country retreats and the list goes on.
For 2010, our survey indicates that 46pc of businesses anticipate an increase. This positivity is exceptionally good news for the sector and for Norfolk’s largest industry and the jobs that rely on it.
For the people of Norfolk, the industry equates to jobs for more than 47,000 people. In our campaigns, Holiday Here and the Tourism in Norfolk Awards, the EDP recognises the strength of the sector and the need to support it. In the EDP Larking Gowen Tourism Business Survey 2010, we hope to go one step further. For the first year online, we have brought together research for you on the issues facing the county.
Sustainability is now high on the agenda for many, alongside the need to continuously invest. But there are challenges. Can we gain from the London 2012 Olympics? Can the industry recruit the right staff – and pay them? Do we promote the county to the outside world enough?
Chris Scargill (left), tourism and leisure partner at Larking Gowen chartered accountants and business advisors, says there is an opportunity here to help businesses address those questions. “Undertaking a survey dedicated to the tourism businesses in Norfolk helps to provide a unique opportunity against which those in the sector can benchmark themselves and gain a greater understanding of the issues affecting the sector,” he said.
“We are grateful to all those businesses who participated in our fourth annual survey. Once again the results indicate that the tourism sector in Norfolk is expanding and, despite the economic climate, has been fairly robust.
“While turnover does not mean “profitability”, it does indicate that the business is there, along with the opportunity to profit from all that it brings.
“One of the areas measured is the anticipated increase in turnover compared to actual performance. “Following a fairly successful summer in 2007, 59pc of the businesses anticipated 2008 would offer further increases in turnover.
“However, 2008 was the beginning of the economic recession and only 45pc of businesses saw an increase materialise.
“The negativity of the economic situation resulted in only 32pc forecasting an increase in 2009.
“As the results within the survey show, and has been well documented, the impact of the “staycation” phenomenon actually meant that 61pc of Norfolk’s tourism businesses saw an increase in 2009.
“For 2010, our survey indicates that 46pc of businesses anticipate an increase. This positivity is exceptionally good news for the sector and for Norfolk’s largest industry and the jobs that rely on it.”
The EDP would like to thank our sponsors, Potters Leisure Resort and Leisure Target Group, and Larking Gowen, who have been the lynchpin for the research that has gone into this guide.