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Visitor Economy Statistics and Data

Volume & Value of Tourism – Windsor & Maidenhead

  • Recent trends for Windsor & Maidenhead show steady year-on-year increase in tourism value, however, despite an increase in the volume and value of the overnight market, growth in overall value was flat in 2015; this was driven by a fall in day trips.
  • Overall, an estimated 743,000 staying trips were spent in the Borough in 2015 (up 3.8%), of which around 543,000 were made by domestic visitors (73%) and 200,000 by overseas visitors (27%). Compared to 2014, the volume of domestic overnight trips increased by 3.8% and overseas overnight trips increased by 3.6%.
  • Staying trips resulted in an estimated 2 million visitor nights in the Borough, a growth of 4.1% compared to 2014.  
  • At approximately £212.4 million, total expenditure from overnight visitors was up by 2.1% in 2015 compared to 2014. Overseas visitors spent almost £97.5 million on their trip. This represents an increase of 4.5% compared to 2014. Visitor expenditure within the domestic overnight market on the other hand remained flat in 2015, reflecting a fall in average trip spend per person. Domestic trip expenditure was £114.9 a change of 0.2%.
  • Reflecting regional trends the volume and value of tourism day trips fell in 2015 compared to the previous year. Approximately 6,852,000 tourism day trips were made to the Borough in 2015, a fall of 1.7% compared to 2014. Day trip expenditure was around £273.3 million, a fall of 1.1% compared to 2014.  
  • Total expenditure by visitors to Windsor & Maidenhead is estimated to have been in the region of £485.7 million in 2015, a marginal change of 0.3% compared to 2014.
  • Once adjustments are made to recognise that some of this expenditure will take place outside the Borough (e.g. it is estimated that around 40% of expenditure on travel such as the purchase of petrol, coach and train fares, will be made at source of origin or on-route), total direct visitor expenditure is reduced to £461.6 million.
  • Additional tourism expenditure is however, generated by other sources, increasing the total amount of money spent in the Borough. It is estimated that expenditure on second homes and on goods and services purchased by friends and relatives visitors were staying with, or visiting, generated a further £5.6 million expenditure associated with overnights trips in 2015.
  • This brings direct expenditure generated by tourism in the Borough in 2015 to £467 million, a marginal change of 0.5% compared to 2014.
  • Direct expenditure is translated to £625.2 million worth of income for local businesses through additional indirect and induced effects (generating a further £1158 million). Compared to 2014, this represents a marginal change of 0.3% in total tourism value.
  • This tourism-related expenditure is estimated to have supported 7,157 FTE jobs in Windsor & Maidenhead. Many of these jobs are part-time or seasonal in nature and translate into an estimated 9,721 Actual Jobs. 
  • These jobs are spread across a wide range of service sectors from catering and retail to public service jobs such as in local government, and not just tourism. According to the Office of National Statistics, there are 76,100 employee jobs across the Borough. Based on our estimates, total tourism related expenditure supported 12.8% of these jobs in the Borough in 2015.

Read the Windsor and Maidenhead Tourism Economic Impact Estimates 2015 in full.

See also

Windsor Visitor Survey 2016

Access and Equality

Maidenhead Visitor Survey 2014

Sustainable Tourism for the Royal Borough of Windsor & Maidenhead

Visitor Management Strategy

For regional tourism data please visit the Tourism South East business to business website.

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