2016 Tourism Business Survey

chris-scargillWelcome to the Annual Tourism & Leisure Business Survey 2016!

We are proud to celebrate our 1oth Anniversary of conducting the survey. It is interesting to see how the survey has developed over the past 10 years and it is pleasing to see how businesses appear to be in a better position than a decade ago.

Our 2016 Annual Tourism & Leisure Business Survey is a review of 2015, providing an opportunity to identify key trends, as well as a look ahead to 2016 to gain an understanding of what businesses in the tourism and leisure industry are really expecting and predicting.

This year our survey showed that 4% of businesses saw turnover increase in 2015, which, for the majority, leads to better profits (53%). Better still is the confidence for 2016 with 66% expecting increased turnover and 59% anticipating higher profits.

However, businesses feel strongly that the government does not provide enough support for our region. Results showed a clear call for the government to give more funding to local authorities in the region, with 81% of those surveyed believing the government does not do enough to support tourism.

The continued (and growing) support for this survey is very much appreciated, and we would like to thank all those that support us.


As always, we understand and need for respect the confidentiality of the data provided by businesses for the survey. We do not publish the details of any individual participants to any organisation although for those businesses who provide information we can produce for them a bespoke benchmark report against the sector as a whole. If you would like clarification on our confidentiality guarantee we have more information here or alternatively please call me on 0845 4081732 or email tourism@larking-gowen.co.uk and we will be happy to discuss our policy with you.

YouTube Video

For more information, please visit the following link click here to watch a video about our survey.

Ian Russell MBE, Wroxham Barns and Visit East Anglia Director said, “I would urge all tourism businesses to take part in the survey. This is your chance to share your thoughts and experiences on your business, the destination in which you trade and the wider economy. Put simply there is no other platform which enables your views to be heard and assessed in an objective and focussed way. The results of the survey become more valuable and more relevant as the number of businesses taking part increases. The survey enables those who volunteer to steer our DMO’s and the County organisations to speak from a position of strength about the challenges that you and I face and our wishes for the future. To not take part is, to be blunt, negligent and wasteful of your chance to make a valuable contribution to our industry. The survey is well thought out, thought provoking and very easy to complete (around 15 minutes). To be able to receive the survey results and to compare your views against all business in the area is really helpful and until recently simply was not possible.”

Thank you for your continued support.

Chris Scargill

Tourism, Leisure & Hospitality Partner
Larking Gowen


“ The Tourism Business Surveys are an important barometer of how the industry feels about itself, it highlights the big issues and gives us crucial data to plan the way forward. Its effectiveness and usefulness to the sector is indisputable, and that’s why Visit Norfolk urges everyone to take part.”

“ Hundreds of businesses have already shared their information for the purposes of historic surveys and we have based our reputation on continuing this confidentiality.”