Out with the old; In with the New
As we end 2023 and move into 2024 it is clear things will not be the same as in 2023… Here’s some thoughts and predictions for 2024.
Contributed by: Dr Richard Benfield
As we end 2023 and move into 2024 it is clear things will not be the same as in 2023 and of course waaaaay different to the Covid years of 2020 – 22. Thus, it seems appropriate for the Garden Tourism Strategy Group to reflect on 2023 and to hazard some predictions for 2024. Bearing in mind hindsight is always 20-20 whereas as Yogi Berra said about predictions “It is difficult to make predictions, especially about the future." With all due respect to Yogi, we at the GTG prefer the quote: “The best way to predict the future is to create it.”
“The best way to predict the future is to create it.”
So, for 2023 as the final numbers come in it appears that 2023 was the best year ever for visitors to gardens in the UK and America. The American Public Gardens Association (APGA) estimates that in 2022 visitation was over 120 million to member gardens and in 2023 that number exceeded 130 million – an 8% rise over 2022. In the UK, no absolute aggregate figure is available but based on select garden attendance figures, the percentage increase in visitors would be the same. This 8% rise in garden visitors to Britain is in line with Visit Britain’s estimate for the whole of the British Tourist economy of 37 million visitors, up 7% from 2022. These 37 million visitor numbers is 96% of the 2019 figure suggesting Covid recovery is almost complete.
“US 2022 garden visitation was estimated at over 120 million to APGA member gardens and in 2023 that number exceeded 130 million – an 8% rise over 2022”
So what does 2024 hold?
Visit Britain forecasts 39.5 million visits and £34.1 billion spend, 97% and 120% of the 2019 levels respectively, although spend would be 96% of the 2019 level when you adjust for inflation. Compared to 2023, this would represent growth of 5% in visits and 7% in nominal spend (4% in real spend). In the United States growth forecasts are even more optimistic with growth in inbound numbers forecast to grow up 19%, prompting some analysts to predict 2024 will be the biggest travel year worldwide ever! In the US garden sector the fact that less than 1% of all visitors are from overseas suggests a great potential growth market! Airlines in the UK, Europe and America are similarly predicting 2024 will be a banner year. In all western markets. domestic travel is also predicted to grow, though not much higher than 2% in the USA and less than 5% in the UK even though expressed “desire to travel domestically in 2024” is up considerably from 2023.
So where does that leave gardens?
Well in the UK, potentially, many overseas tourists will come thru the gates (remember in 2013, 33% of overseas visitors wanted to see a UK garden). This creates the need for a targeted and we suggest primarily a local awareness campaign and then solid management of the garden when the visitor arrives, often with smart phone booking in hand. In the US, the dismal market share of overseas visitors who now come to a US garden would seem to necessitate an aggressive and targeted advertising campaign which, at its most basic, would appear to say “Yes, the USA has great gardens, and they are very affordable”
“Yes, the USA has great gardens, and they are very affordable”
So the stage is set … as we move into spring watch this space for some of those local, best-described as last minute moves to top of visitation and revenue while at the same time praying for fine warm summer days.
Should UK Gardens Focus on International Tourism in 2024?
UK gardens that want to grow visitor numbers and are well placed for international tourists, should focus on this area in 2024.
Contributed by: Dylan Fuller
In 2011, Visit Britain found out that a third of all international visitors to the UK wanted to visit a garden or a park. This desire to see a garden was only exceeded by a desire to go shopping or visit a pub! So as we have moved well past the restriction imposed by the Covid-19 pandemic and its impact on both domestic & global tourism, is it worth asking whether gardens – the UK’s top attraction – should focus on international visitors in 2024?
It is known that for major travel decisions, tourists generally think about booking their holiday over 3 months out. In addition, during winter time, especially after the holiday season in January, many long term and bigger holiday bookings are made. With this in mind, when and how should gardens think about ways to focus on generating interest with both domestic and foreign holiday travellers?
When Americans start thinking of travelling, tourism research shows they focus on picking the destination first followed by evaluating the transportation choices, the total holiday (what they call vacations) cost and it is only once they have assessed the latter two factors that they start to decide what to see and what activities to pursue.
As we all know the Covid pandemic was hard on all sectors, but it made 2020 probably the worst year in tourism history. Many tourism businesses including airlines and tour operators did not survive. But in 2023 even with the war in Ukraine and the continued cost of living challenges, people are traveling again both domestically and internationally. According to The World Tourism Organization (UNWTO) and Statista, international tourist arrivals could reach 80-95% of pre-pandemic levels this year (2023) globally.
Interactional Travel has Bounced Back. Source: Statista/UNWTO via WEF
Visit Britain’s latest inbound forecast is for “2023 is 37.5 million visits, 92% of the 2019 level” and they have also invested in a multi-million pound international campaign for 2023 to drive tourism to Britain. From what we’ve seen much of this campaign spend has been focused on the US tourist market.
“In 2023 the UK is projected to get 37.5 million inbound visits, 92% of the 2019 level”
So what does this mean for garden operators, specifically in the UK?
Our first piece of advice is to keep your domestic offerings irresistible.
Further double-check you’ve got your basics right and use common sense. For example:
Consider offering multilingual guides or information materials, ensuring that non-English speaking tourists can fully appreciate the history and significance of the gardens they visit.
Make sure your online presence is up-to-date with accurate information on opening times and other key information about your garden; both your website and soocial media.
Ensure you Google Places profile is also accurate (this your gardens Google Map page - helpful info on this HERE - on how to access / manage Google Places).
Publish detailed information on how to travel to your destination by public transport.
Highlighting unique garden experiences, such as themed tours or exclusive events, can attract international tourists seeking personalised and culturally enriching activities. This approach can make UK gardens more appealing to a broader international audience.
If you have online booking (for day tickets, tours or events) make sure this is prominent and easy to navigate. For online payments make it easy for international visitors to book as well. For example: review how your payments page is set-up and if needed configure it so it can take foreign credit cards & international billing addresses (even just having shared fields such as zip/postcode, county/state can be simple and quick wins). Make it easy for potential visitors to contact you if they have trouble pre-booking. If visitors can easily just pitch up and pay on the gate; then communicate this clearly on your website and social media presence. Make sure that you leverage social media platforms like Instagram and Facebook, particularly those popular in target international markets, to showcase the beauty and uniqueness of UK gardens through visually engaging content.
Tickets and ticketing tech can still be a challenge in 2024. Be mobile ready.
If you’re not already partnering with your local or regional Destination Marketing Organisation (DMO), this is also worth considering. Another useful source is VisitBritain's market research webinars offer comprehensive insights into various international regions, focusing on consumer and trade perspectives, key trends, and upcoming opportunities. Some of the key webinars available for 2023 cover diverse markets, including France, Spain, the Nordics, Germany, the broader European region, India, Australia and New Zealand, Japan and South Korea, China and Hong Kong, Brazil and South America, Italy, the Netherlands, and the USA.
And take note that VisitBritain says “£1 in every £4 of inbound [UK] visitor spend is by visitors from North America” so we suggest starting with the North America Market Update 2023 here on YouTube. The US and Canada are important markets for the UK and can be a growth area for British gardens.
“£1 in every £4 of inbound [UK] visitor spend is by visitors from North America”
Finally, if your garden is interested in growing your international visitor numbers The Garden Tourism Group is available to advise and help you navigate the complexity of technology adoption and implementation. Our expertise extends to help you find the right solutions to enhance visitors’ experience and streamline operations. For personalised consultation and support tailored to your garden's unique needs, please contact us HERE to find out more.
The answer to our original question at the start of the post: Should UK Gardens Focus on International Tourism in 2024? Is ‘YES!’ gardens that want to grow visitor numbers and are well placed for international tourists, should focus on this area.
“‘YES!’ gardens that want to grow visitor numbers and are well placed for international tourists, should focus on this area.”
Introducing the Garden Tourism Alliance: Redefining the Way Garden and Heritage Businesses Operate
Meet the Garden Tourism Group
Contributed by: Dylan Fuller from Garden Tourism Alliance
Gardens worldwide have emerged as a hidden gem in the tourism and leisure industries, captivating millions of visitors. At the Garden Tourism Alliance, we are passionate about redefining the way garden and heritage businesses operate so they can flourish economically and environmentally.
Garden Tourism Alliance’s projects showcase the immense potential of garden tourism. We understand both the future potential but also the gaps. We are on a mission to unite the industry around better technology, better research, better insights and better partnerships.
As pioneers in the tourism, technology and research fields, our consultancy is committed to supporting garden organisations and individuals across the globe. With our expertise, unique perspectives, and practical insights, we aim to unlock your potential. Understand how you can use technology to power up your visitation and revenue. Learn what techniques you can use to improve your operations. Smile more when you unlock how to create more unforgettable experiences for your visitors and members that continue to capture the data and insights you need to grow your business.
Garden Tourism Alliance Services and Action Plans (Playbooks):
Advisory and Strategic Planning: We develop comprehensive strategic plans tailored to your garden's unique needs and objectives. Through meticulous research and data analysis, we identify opportunities for growth, assess market trends, and provide actionable recommendations to enhance your garden's appeal.
Partnerships and Collaborations: We facilitate partnerships between garden organisations and other relevant stakeholders to foster innovation and drive growth. Whether it's collaborations with charities, local businesses, educational and research institutions, or technology providers we help you make the right decisions forging strategic alliances that are structured, measurable and will enhance your garden's reputation and impact to reach new audiences.
Garden Tourism Alliance’s Technology Playbook (Data Management and Integrations): Embracing the latest advancements in technology is crucial for the success of any modern garden. Our experts guide you in implementing digital strategies and innovative solutions to impact operational efficiency, convert more customers online to visit your garden and giive you the control to build your direct audience and customer base. We help our clients understand the options and how to choose the right technology to manage your business for visitor management and engagement, ticketing and event mangement, memberships schemes and website or mobile applications.
Audience Insights and Growth with the Marketing and PR Playbook: Our team specializes in crafting effective marketing strategies that you can measure to boost your garden's visibility and attract a wider audience. From social media to targeted advertising, we leverage the power of digital platforms to showcase your garden's unique features and generate buzz.
Visitor Experience - Event and Experience Development: Events, shows and visitor leisure experiences or courses are proven to drive significant revenue and visitor engagement helping to build a relationship with customers long term. With our in-depth knowledge of visitor behavior and preferences, we can help craft exceptional experiences both online and at the garden.
Book and Case Studies: We visit and build comprehensive case studies for gardens across the globe. Some make it into our Garden Tourism books here. This service offers valuable insights and in-depth analysis of successful garden tourism initiatives. Through meticulous research and firsthand interviews, we compile engaging and informative resources that showcase best practices, innovative strategies, and lessons learned. Whether you're a garden organisation seeking inspiration or a manager seeking to drive more revenue or environmental impact, our case studies provide a wealth of knowledge to help you make informed decisions and drive positive change. Explore the fascinating stories and practical wisdom within our publications to gain a deeper understanding of the intricate dynamics of garden tourism and unlock new opportunities for growth.
The Garden Tourism Alliance combines decades of expertise with a deep passion for gardens. Our specialised services help you thrive and grow your impact and prosperity.
Reach out to Dylan or Richard directly HERE.
