Tourism Strategy: Transforming Chester into a Top Tourist Destination

This report examines the potential of transforming Chester into a prominent tourist destination by analyzing UK and global tourism trends. It highlights the importance of understanding characteristics of popular tourist spots and leveraging data on tourism's contribution to the UK's GDP. The report explores reasons why people choose to holiday in the UK, emphasizing factors like affordability and personal preference, and analyzes visitor statistics by region. Ultimately, it suggests that the Chester tourism board can use this information to develop unique attractions, improve services, and effectively market the city to attract more visitors, thereby boosting the local and national economy. Desklib provides more solved assignments and resources for students.

Running head: TOURISM DESTINATIONS
Transforming Chester into a Tourist Destination
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TOURISM DESTINATIONS 2
Tourism Destinations: Transforming Chester into a Tourist Destination
Introduction
Business success is highly depended on the progressing of the surrounding and related
investments. It is therefore important to rely on business research findings to build up firm
objectives which have a greater chance of thriving through the competitive environment. In this
case, Chester will rely on the tourism analysis report for the UK and the rest of the world to
develop the specific objectives which would be incorporated in the big plan of making the city
into a major tourist attraction site. In order to achieve this goal, it will be important to understand
characteristics of the most visited places in the world, hence being able to upgrade Chester into a
better place. Also, average income acquired through tourism in the best performing places should
also be identified so that the Chester tourism board understand the limits of achievable objectives
based on timeframes (Robinson, Lück & Smith, 2013).
There are different types of tourism which should be highly focused to improve income
within specified areas. First, inbound tourism is very important to encourage people to appreciate
their environment. In this process, other people from the neighbouring cities, countries and
continents will learn about the goodness of the place, hence making visits. As a result, the
specified place becomes a tourist attraction site. Within a short period, Chester will have
developed into one of the leading tourist attraction sites, only if the board identifies and develops
unique areas within the city which can be globally advertised as tourist sites. Otherwise, it will
be hard for people in different areas to learn about the beauty of a place without having adequate
information. Before Chester develops into this level of identifying and advertising the tourist
sites, it will be advisable to make evaluations of the city in comparison to other tourist areas

TOURISM DESTINATIONS 3
within the country. Also, the average amount which tourism contributes to the UK’s GDP and
economic growth should also be used as a basis of understating the business.
Therefore, this paper includes an analysis of the UK’s tourism and the rest of the world,
focusing on several characteristics such as a number of tourists received and the amount tourism
contributes to the economy.
Most visited areas around the Globe
The statistics on the most visited areas across the globe should be used as a reference to
understand their characteristics, hence making possible improvements to the areas of interest. In
the same sense, understanding the human psychology and their likes will be a great move on
making a successful tourist centre. According to the world atlas (2017), France is the most
visited country in the whole world. This is because of the numerous tourist sites like Paris city,
the Alpine mountains, ski resorts, spectacular gardens among many others. Based on a personal
evaluation, I can affirm that France made a discovery on its tourist attraction sites and developed
them effectively to attract tourists across the globe. The second most visited country in the globe
is the United States. The US has great cities such as Los Angeles, Las Vegas and New York
among other areas. There are also other tourist attraction sites such as the Yellowstone National
park and Grand Canyon. The other list of the top 10 most visited places in the world includes
Spain, China, Italy, United Kingdom, Germany, Mexico, Thailand and Turkey. The UK appears
in the 6th position within the list. Therefore, Chester can learn the uniqueness of these countries
and their tourist attraction sites, hence helping them to understand the key areas to focus on
making the city a tourist destination.

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Contribution of Tourism to UK’s GDP from 2011
According to Statistica (2017), tourism in the UK has been improving gradually from
2011 to 2017. Based on the available data. They have also projected the possible contribution of
tourism to the country’s GDP in the year 2017 and 2017. This information can be seen in the bar
graph below, showing data in billion GDP.
2011 2012 2013 2014 2015 2016 2017* 2027**
0
50
100
150
200
250
300
174.1 185.9 186.2 196.2 203.8 209 213.7
268.4
Total Contribution of Tourim in UK's GDP (billion GDP)
Value in billion GDP
Figure 1: Contribution of tourism to the GDP of United Kingdom
Based on the data in figure 1, we can observe that the GDP contribution has been
increasing gradually indicating that the number of tourists has been increasing from time to time
(Statista, 2017). Therefore, Chester board of tourism can be able to grow the city and allow
visitors and tourists enjoy the best places. Based on the projection, tourism will continue to grow
effectively if only some key factors like the improvement of service provisions and development
of more tourist attraction sites. The GDP growth contribution by tourism has a linear trend that
can be projecting either forward or backwards to understand the market. This allows business
and investors understand the most probable future.

TOURISM DESTINATIONS 5
Reasons for Spending holidays in the UK than others Countries
Tourism is highly correlated with holiday seasons. People make different decisions on
where to visit during holidays. Their decisions are also affected by several factors such as time,
money, likes and preferences. Also, the age of individuals is a huge player in the decision
making because as individual ages, the preferences changes, hence affecting the possible
decisions on holiday visits. According to UK’s tourism report in 2017, an average of 34% of the
people in the UK would wish to spend their holiday period within the country. Therefore, their
preference is the UK and this decision is affected by the factors stated above. In specific, only
15% of individuals aged between 18 and 25 years would wish to spend their holiday period
within the country. 43% of the people aged above 65 years would wish to spend their time in the
UK for holiday seasons. Therefore, we can observe that individual ages, their preferences on
tourism changes and most of them prefer being near their residential areas. Below is a figure
showing various reasons for spending holiday and more time in the UK.
Would like to spend time in UK out of choice
Because I enjoy the most recent tour
More holidays in the UK than before
Improved level of service within hospitality
Holidays more affordable in the UK
Having less time to travel abroad
Age by reason of speding time in UK
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
Figure 2: Bar plot of age by reason of spending more time in the UK in comparison to the
previous years

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Figure 2 shows the reasons of UK residents deciding to spend their time in the UK for
holidays compared to the previous years. More individuals within the age group 18 – 24 stated
that they have less time to travel abroad as compared to those aged above 45 years. More
individuals aged 65 years and above stated that they would decide to stay the UK out of choice
compares to those aged between 18 and 24 years. Also, older residents appreciate improvements
of services in comparison to younger tourists. Almost equal ratios are observed in the cases of
people who decide to spend in the UK because of affordability between those aged 18 – 24 and
those above 65 years. Below is a chart showing the reasons for spending time in the UK on an
average basis of their ages.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Reason of spending more time in the UK by Average Age
Average
Figure 3: Average percentage of reasons of spending more time in the UK by average Age
On average, more people would decide to stay in the UK for holidays out of choice. The
second reason is that the holidays in the UK are more affordable compared to the years. The least
stated reason is that of the improvements in the hospitality and service provision (Silva & Howard,
2006).

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Economic contributions of tourism in rest of the world
Figure 4: Global contribution of travel to the economy
Figure 4 above depicts the contribution of tourism to the global economy. The figures are
presented in terms of trillion US. Dollars. This in statistics shows that tourism is among the most
contributors of economic growth. Therefore, improvements in the economy might improve the
country’s economy. Using the global statistics as the case study, Chester board can focus on
making developments to improve tourism in the locality, which will boost the general economy
of the country.
Number of tourist by region
According to the recent statistics, the UK welcomed more than 4 million visitors into the
country in 2017, which was a 5% increase compared to the statistics recorded in 2016. These
statistics indicate that the level of tourism is increasing significantly. It was also recorded that

TOURISM DESTINATIONS 8
inbound visits counted up to 11.5 million visitors which increased at an approximate rate of 6%
compared to the previous statistics (VisitBritain, 2017).
Figure 5: Number of visitors by region
According to figure 5, the number of visitors has been increasing in general from 2005 to
2016. The Asia Pacific show a greater and more significant change in the number of visitors of
from 2005 to 2016. Because of the increasing level in of tourism globally, more investment in
the sector can be encouraged by improving services and developing more attraction sites.
Conclusion
In conclusion, Chester board of tourism can effectively use the information to improve
the status of the city, hence attracting more visitors. In general, tourism is becoming one of the
main contributors to the economy and it should be embraced and encouraged.

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References
Robinson, P., Lück, M., & Smith, S. (2013). Tourism. Wallingford: CABI.
Silva, K., & Howard, D. (2006). Hospitality & tourism. New York, N.Y.: Glencoe/McGraw-Hill.
Statista. (2017). International tourist arrivals worldwide by region 2016 | Statistic. Statista.
Retrieved 28 November 2017, from
https://www.statista.com/statistics/186743/international-tourist-arrivals-worldwide-by-
region-since-2005/
Statista. (2017). Travel and tourism total GDP contribution UK 2011-2027 | Statistic. Statista.
Retrieved 28 November 2017, from https://www.statista.com/statistics/598093/travel-
and-tourism-gdp-total-contribution-united-kingdom-uk/
VisitBritain. (2017). Latest monthly data. VisitBritain. Retrieved 28 November 2017, from
https://www.visitbritain.org/latest-monthly-data