The Economic Significance of UK Holiday Parks
Key findings from the UK Caravan & Camping Alliance 2024 Economic Benefit Report for Holiday Park & Campsite Operators.
As an agency specialising in the UK holiday park sector, we understand the importance of staying informed about industry trends and economic impacts. The recently released UK Caravan & Camping Alliance (UKCCA) 2024 Economic Benefit Report offers crucial insights that can help holiday park and campsite operators enhance their strategies and capitalise on the market.
In this post, we’ll take a look at the key findings from the report and offer suggestions for activity to work into your strategy going forward.
A Booming Industry
Revenue Generation and Economic Impact
The report highlights that the caravan and camping industry generated an impressive £12.2 billion in visitor expenditure in 2022/23 which equated to over £7 billion gross added value to the UK economy. This demonstrates the sectors strong vitality and potential for growth.
Pitched Comment:
We would just add here that whilst it’s undoubtedly true that the holiday park sector plays a significant impact on the UK economy, it is also fair to say that many operators have experienced tough times in the last 2-3 years. A slow in demand for holiday home sales is apparent across the country and holiday bookings have also started to take a hit, particularly during the 2024 season, where factors such as the cost of living reducing leisure spend, an early Easter and poor weather resulting in parks opening later have all come into play.
Suggested Action:
Use the stats from this report to promote the economic contribution of the industry to attract investment and partnerships from local authorities and stakeholders. Shout about the part your holiday park plays in boosting the local economy. The report shows that, on average, touring visitors spend £59 per day off site, those staying in hire accommodation spend £82 per day off site and those owning a holiday home spend £58 per day off site.
Partner with local businesses to create package deals and cross-promotions. Highlight these partnerships in your marketing campaigns to offer added-value to your visitors.
Employment and Skill Development
There are 226,745 full time jobs in the UK supported by the holiday park and campsite sector – with diverse opportunities available ranging from park management to bar staff and lifeguards! The sector also provides valuable skills training, contributing to workforce development.
Suggested Action:
Use your digital channels to show that you are a local employer – have employee spotlights, staff awards, celebrate training qualifications and show that you invest in your workforce. This all helps to enhance your brand image and enables you to attract qualified people to your team.
Seasonal Spread
The industry helps mitigate the effects of tourism seasonality, with many parks experiencing steady occupancy throughout the year. This provides a consistent revenue stream for local economies.
Suggested Action:
Develop marketing campaigns that promote off-peak stays, offering discounts and unique experiences during quieter seasons. For example, you could offer 4 nights for the price of 3 Monday-Friday out of peak season or you could develop packages with local operators – bird watching experiences, cycling tours, history trips etc.
Environmental and Social Impact: Sustainability and Well-being
Sustainable Tourism
Sustainability is getting higher up the agenda for many parks and the report highlights the eco-friendly practices being adopted across the industry. This includes a focus on recycling facilities, energy and water conservation, carbon reduction plans and biodiversity projects.
Suggested Action:
This is a topic becoming more important to travellers too – with them keen to ensure they minimise their impact on the environment – so highlight your efforts in your marketing materials. Talk about your initiatives to encourage more recycling, how you use renewable energy and make your park stand out as an environmentally responsible operator. Consider accreditations and awards such as Green Tourism or the David Bellamy Conservation Award.
Social Well-being
Caravan and camping sites provide spaces for families and friends to connect, relax and recharge away from the stresses of daily life. There are many reports showing the positive benefit the great outdoors and being in nature has on mental and physical wellbeing – often providing time away from the technology many of us are now a slave to in every day life.
Suggested Action:
Speak to your visitors to get some testimonials and stories that highlight how your site brings people together and enhances their well-being. Also consider providing information about local walking or cycle routes, or dog-friendly activities in the area. If you have an on-site restaurant or café, make sure you’re offering some healthy options on your menu.
Looking Forward
The value of the domestic market has risen by 25% in the past five years. Over the next five years, it’s estimated that the key areas for growth will be touring holidays and rental caravans/lodges.
The UKCCA report offers several recommendations to ensure continued growth and success for the holiday park and campsite sector:
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Investment in Infrastructure
Enhance site facilities and accessibility to attract a wider range of visitors, including those with disabilities.
Suggested Action:
Budget to invest in modern amenities and ensure your site is accessible to all. Highlight these upgrades in your marketing campaigns to attract new visitors.
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Promote off-peak stays
Encourage travel during quieter periods to maximise economic benefits and reduce environmental pressure on popular sites.
Suggested Action:
Develop special promotions for off-peak times and communicate these offers through targeted marketing campaigns.
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Support for Innovation
Embrace new technologies and innovative business models to improve customer experience and operational efficiency.
Suggested Action:
Adopt technologies such as online booking systems (speak to us about Pitched Booking!), mobile apps, and virtual tours to aid customer convenience.
We hope you have found this summary insightful and it’s given you some food for thought in terms of your future plans for your park. If Pitched can support your marketing activity please get in touch and we will be happy to help you maximise your parks opportunity in a thriving industry.
* Report published February 2024.
