Can you help improve the VE annual Visitor Attraction and their new Business, Visits and Events surveys?

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Please see a the following copy of a request for local assistance to improve this year’s English annual Visitor Attractions survey and their new Business, Visits and Events survey (for BV&E see last para). I would urge colleagues in England to try and find the time to carry out the relatively simple tasks outlined.  Original email message reads:

Dear colleagues,

We (at VisitEngland) will soon be launching our Annual Survey of Visits to Visitor Attractions, collecting data on 2016. The survey is an official statistic that is used by government and the wider industry to gauge the performance of the attractions industry. The survey attracts wide media interest, and participating attractions receive their own benchmarking report of results. Results from previous years of the survey can be found here:

There are a number of ways that destination organisations such as yourselves can help us to boost the response rate of the survey and thus make the data for your area more robust. As a matter of urgency, please let us know as soon as you can if you are aware of any attractions that have opened in your destination in the past two years. Providing us with information on attraction closures is also of use as it will help us to keep survey costs down.

Other ways your organisation may be able to help:

  • Encouraging attractions in your area to participate in the survey, and where possible allow us to publish their visitor figures. We are able to provide you with suggested copy for newsletters and other communications to help with this.
  • Should you receive any enquiries about the survey from attractions you are unable to answer, please direct these to Please also direct attractions to send an email to this address if they have not received the survey by the end of March.
  • If you also collect any attraction visitor figures, it would be great if we can use these to ‘plug the gaps’ where attractions don’t answer our survey. These results can either be published with the attractions’ permission, or used anonymously in our trend results.

Please be in touch if you are able to help in any way with the survey. The survey will go out to attractions by post and online from mid-February, and there are numerous reminders sent out until the closing date on the 1st May.

Through the Discover England Fund, we have also recently launched a project to research the business, visits and events (BV&E) sector. Destinations with a large BV&E offering will receive a separate email from our team regarding ways in which you can help with the survey. However, we are hoping to identify a range of business, trade or corporate events where we can interview delegates between March and November 2017, so if your destination is hosting an event which you believe may be appropriate to include in the study, please be in touch. We are particularly looking for events with an international presence.

Thanks in advance for your help with these projects.

Kind regards,


Abbie McPhie

Insights Consultant

VisitEngland, Sanctuary Buildings, 20 Great Smith Street, London SW1P 3BT

T: 020 7578 1415 | E:

For England tourism: W: | Twitter: @VisitEnglandBiz | LinkedIn: VisitEngland

For destination inspiration: W: | Twitter: @VisitEngland | Facebook: VisitEngland


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