Pembrokeshire Fish Week 2010 pumped almost £1.3 million into the local economy, a new survey has revealed.
The research estimates that more than 30,000 people attended Fish Week events between June 26th and July 4th this year.
More than one-third of them – over 10,000 people – were visitors from outside the county, and 96% of them said they intended to visit Pembrokeshire again.
The survey also estimated that Pembrokeshire Fish Week had influenced around 3,500 visitors’ decision to come to Pembrokeshire.
The festival is organised by Pembrokeshire County Council and was launched in 1999. It won the Gold Award in the Food Tourism Destination category in the True Taste Food and Drink Awards 2009/10 and Pembrokeshire Tourism’s ‘Premier Event Award’ 2009/10.
“Pembrokeshire Fish Week clearly has an increasingly significant impact on tourism in the county,” said Kate Morgan, festival organiser and Food Officer for the Council.
“The direct economic impact amounts to approximately £825,000.
“When the indirect economic impact is taken into account, this increases to nearly £1.3m.”
She said participating businesses experienced an average increase of £1,316, with one business reporting an increase in turnover of £7,000 and a rise in profits of £4,550.
It is also estimated that the festival is responsible for generating more than £200,000 of new spending in the County.
Other findings include:
- Ninety-four per cent of visitors enjoyed the festival – 67% really enjoying it
- Ninety-one per cent of visitors were aware of Fish Week when interviewed, suggesting a very high level of awareness.
- The average local visitor spends £12.50 each day at the festival, with visitors from elsewhere in the county spending slightly more at £14. Visitors from outside the county spend more at almost £41, which rises to £54 with accommodation costs added.
- Participation in Fish Week increased turnover for 57% of businesses. Ninety-nine per cent of them want the festival to continue, due to the benefits it brings to their organisation and Pembrokeshire. Eighty-five per cent of them would definitely take part in the festival again.
In 2010, the festival was featured in 20 leading national publications with a combined circulation of almost 1.9 million.
The publications included The Times, Woman and Home, BBC Good Food, Waitrose, Prima, Camping and Caravanning, Country Living, BBC Olive. The festival also featured on local and national broadcast media and online magazines.
“It’s a great vehicle for raising the profile of Pembrokeshire not only in the UK but also further afield,” said Kate Morgan.
If you are interested in sponsorship, OR if would like your business or organisation to be involved in Pembrokeshire Fish Week, please contact Cathryn Nicholas, Festival Assistant, on 01437 776171 /email [email protected]
Pembrokeshire Fish Week 2011 will be held between 25th June and 3rd July. The festival is part funded through the Rural Development Plan for Wales 2007-2013, which is financed by the EU and the Welsh Assembly Government.
The evaluation of Pembrokeshire Fish Week 2010 was carried out by the West Wales-based research and evaluation company, Wavehill.
For more information, view www.pembrokeshirefishweek.co.uk
