Over the last 18 months Destination Milton Keynes (DMK), the official tourism and marketing organisation, has embarked on in-depth research to determine the value of the vitally important ‘Visitor Economy’ to the city.
Working with partners, Dynamic Concepts Consultancy and Milton Keynes Council, the research study looked into the overall value of the Visitor Economy, the quality of the consumer experience and the usefulness of Destination Milton Keynes as a tourism service provider.
With the results now in, the value of the Visitor Economy has been announced at £232 million per year up over 34% from when it was last measured in 2007. The average spend per head by visitors has also risen by 22% up to £62.59 per person. A separate result also showed that 25% of visitors to Milton Keynes would return more frequently based on the strength of their experience within the city.
The research also looked at the impact the recent national marketing campaigns had on the Visitor Economy. It found that 18% of visitors would not have visited Milton Keynes if hadn’t been for these, and other activities that DMK ran.
Destination MK’s CEO, Steven Gordon-Wilson commented, “In MK’s 50th birthday year, it is important to look back at the incredible things that MK has achieved, but equally, we need to look to the future and harnessing the potential of our thriving Visitor Economy is key to the prosperity of the city going forward into the next 50 years.”
For more information on the work Destination Milton Keynes undertakes visit: www.destinationmiltonkeynes.co.uk