More than a quarter of visitors to Scilly in 2014 were new to the islands and of these new visitors, half of them came for a short break. 55% of visitors came to Scilly for their main holiday of the year, however this proportion was highest amongst those on a repeat visit. Of those first timers on a short break, the majority opted to stay in serviced accommodation – hotels, B&Bs or guesthouses.

These are just some of the findings from the 2014 Visitor Survey conducted by the Islands’ Partnership throughout last season in association with The South West Research Company.

The 74% of visitors who returned to our islands in 2014 remain very loyal to the Scilly brand and alongside our new visitors, cite the scenery (81%) and peace and quiet (79%) as the overwhelming reasons which make Scilly special.  64% of respondents were further inspired by our beaches.

Many of our first time visitors (42%) had come to Scilly on the recommendation of others. A further 17% had heard of the islands via visitislesofscilly.com and 6% via the Visit Isles of Scilly Guide (brochure). 11% of first timers had come to Scilly as a result of seeing the islands on television. The Visit Isles of Scilly and Isles of Scilly Travel websites were both considered the most useful sources of information for planning and booking their trips. Of all respondents 59% were regular Facebook users.

The survey also found that 98% of visitors were from the UK but, interestingly the proportion of visitors from the southwest fell from 38% in 2013 to 33% in 2014, indicating that Scilly is attracting visitors from further afield in the UK. Of the 2% of overseas visitors 24% came from Germany; 14% from the Netherlands.

Other statistics revealed by the survey – which attracted 1,552 usable online submissions – suggested that more than half (57%) of visitors to Scilly are at least 45 years old; 18% were older than 65. Three quarters (74%) of respondents travelled by car to reach their Scilly connections. Only 6% of respondents were day trip passengers.

Specific features that were considered most important on the islands were rest and relaxation, island hopping and beaches. Although local events did not rate highly as an important aspect on their holiday, a third of respondents did say that a food and drink festival would definitely encourage them to visit Scilly, as would music events and a maritime celebration. An overwhelming 98% of visitors rated their holiday experience as either excellent or good, with 99% saying that they would come again and 94% suggesting they would recommend Scilly as a holiday destination to the friends and family. Furthermore, 71% said they would consider a winter break on Scilly.

The highest level of satisfaction amongst visitors whilst on the islands was with accommodation and inter-island boating, closely followed by eating out and island activities. Only the retail offer and grocery provision on the islands scored less than average for the overall visitors’ experience. The travel experience also scored fairly well for customer service and information but not so well for cost or flexibility of travel. Satisfaction levels were generally higher amongst those travelling to the islands via Skybus than those using the Scillonian.

“This was a comprehensive survey that touched many aspects of the visitor experience on Scilly, and something which we are repeating this year so that we can compare statistics and start to look at trends over time,” says David Jackson Executive Director. “We’re already aware that we’re attracting a healthy number of first time visitors to the islands and we’re working hard to enhance the overall visitor experience and maximize the economic benefits without losing that overall essential essence of Scilly,” he notes. “In line with this, the Islands’ Partnership is looking ahead with some major events next year and seeking to extend the season. We’ll continue with our marketing efforts and our winter training programme for businesses to help them enhance their offering and, of course, we’ve recently taken up the mantle of looking for solutions that will improve the transport provision for both businesses on and visitors to the islands.”

Islands’ Partnership members can view the full survey in the Members area of the IP website:
www.islandspartnership.co.uk > Members Home > Industry Reports > Surveys

The Islands’ Partnership is seeking the views from its members on the key transport issues affecting the Isles of Scilly. It follows the decision earlier this month to form a new business and community led transport group for the islands after the existing Transport Task & Finish group was disbanded. The Islands’ Partnership has stepped forward to coordinate the new group and provide fresh leadership in driving forward solutions to the islands’ transport issues.

“It is vital that the business community is given the chance to have its say and to help influence the transport agenda,” says IP Executive Director, David Jackson. “With this in mind, we are inviting our members to give us their views on what the islands’ transport priorities should be and to help shape the agenda going forward. As a guide, we have listed a number of transport related topics, ranging from reliability, cost (passenger and freight), and capacity, to scheduling, connectivity and customer service and we are welcoming all views whether they be issues or suggested solutions. We are keen to understand what issues are felt to be most critical to businesses and where the emphasis should lie in terms of priorities,” he notes.

Members have received a dedicated email regarding this topic and have been asked to respond to David in an email by next Monday 27th July, 12 noon.

Their Royal Highnesses the Duke and Duchess of Cornwall visited the Isles of Scilly yesterday as part of their “Tourism and Community” tour of the Duchy and the Islands’ Partnership team was honoured to meet them. Prince Charles learnt about the Islands’ Partnership role in marketing the Isles of Scilly brand and helping to increase visitor numbers in the past two seasons. He also learnt how in 2016 we shall be bringing an events programme to the islands, including a bigger Walk Scilly Week, a Maritime Festival, an Arts & Culture month, a Gardens event and Foody festival.

The Islands’ Partnership was exhibiting alongside the Local Produce Market, where local producers enabled TRH to sample TroyTown ice cream, Island Fish, Ales of Scilly, and Veronica Farm Fudge, amongst others. Local produce plays a vital role on the islands and forms an essential part of our visitor economy. The Duchess also visited the Holy Vale Vineyard, before both headed off to St Agnes to enjoy a school production of George and the Dragon, to learn more about the island’s Seabird Recovery Project and to enjoy tea with Duchy farm tenants.

David Jackson, Executive Director for Islands’ Partnership was also interviewed by West Country news.

(Photo credits: Radio Scilly for main photo; Amy Langdon for ITV interview)

The Events Team at Islands’ Partnership has announced the full programme for the autumn Walk Scilly Weekend, 1st  – 4^th October 2015.  The weekend, a little later than last year’s inaugural event, was selected because research across the islands suggests that September occupancy rates remain strong but that occupancies in early October could do with a lift.

With its highly varied programme, the walking weekend should attract an array of ramblers, stargazers, wildlife lovers, sun worshippers and foragers alongside those who simply enjoy great walks with fabulous views and a knowledgeable guide.  It will be ideal for visitors travelling alone to Scilly as well as couples or friends looking forward to an active weekend away once schools are back.

One particular highlight, and an exciting addition to the Walk Scilly Weekender is “Michael Morpurgo’s Bryher”, which will be lead by Bryher local, Issy Tibbs. Walkers will be able to appreciate some of the precise spots that are featured in Morpurgo’s books Why the Whales Came, The Sleeping Sword and Listen to the Moon.

Also expected to be popular are the foraging walks with Scilly regular Rachel Lambert.  She’ll be leading two walks – the Edible Seaweed Walk & Chef Demo on St. Martin’s and Coastal Foraging & Cook Up on St. Mary’s. Other Walk Scilly Weekend programme highlights include a Starry Skies Walk on St. Mary’s, Historical walks to St. Helen’s and Samson; the old favourite Tresco Abbey Garden stroll, Top to Toes and a special Scilly at Sunrise surprise.

In response to feedback after April’s main Walk Scilly event, an evening programme is also being re-introduced. Opening the event on the evening of Thursday 1^st October will be a Folk Night, incorporating a complimentary reception for all walkers, kindly sponsored by Kier Group. The Islands’ Partnership is also working with the St. Martin’s Film Festival, also running that weekend, and local blues band “Roadrunner” will perform on the Saturday evening.

“This is our second Walk Scilly Weekend and we’ve packed a lot of variety into the three days to ensure that there really is something for everyone to enjoy,” says Events Manager, Zoe Parry.

All the details and the full Walk Scilly Weekend Programme can be found on the Visit Isles of Scilly website.  Tickets will be available from Monday 13th July.