Ahead of the 400th anniversary of the sailing of the Mayflower in 2020, Destination Plymouth has commissioned research in the US to evaluate the commercial and investment potential of the iconic anniversary led by the Mayflower 400 visitor programme.
Of over 25 million descendants worldwide from the 102 passengers and crew on board the Mayflower ship, over 10 million are US citizens. It is estimated that the national Mayflower programme will grow the UK visitor economy by over 1.4 million visitors during the commemoration year, with an economic impact in excess of £76 million that is expected to create around 2,000 jobs. The research aims to act as a benchmark study to encourage stakeholders and businesses in England and the Netherlands to capitalise on incremental inbound tourist visits from the US associated with, or inspired by, Mayflower 400 and to maximise opportunities the anniversary will generate in the run-up to 2020.
Specialist research agency Habit5 surveyed 4,865 members of the US general public, consisting of adult citizens who have taken an international holiday within the past three years, as well as members of the New England Historic Genealogical Society and the General Society of Mayflower Descendants.
It was found that over half of all respondents had visited England in the past for leisure purposes, suggesting that destinations would need to diversify tourism products and offer new attractions and experiences to entice travellers to return for the commemorations.
The study found that 80% of the general public respondents were unaware of the anniversary, however once the programme was highlighted to participants during the survey, 12% stated they would be ‘very likely’ to visit England (Hot Prospects) in 2020, with a further 36% stating they were ‘likely’ to visit (Warm Prospects). Those who identified as ‘very likely’ to visit in 2020 would equate to 13.75 million US citizens. The results indicate an element of education around the anniversary is required when destinations and the travel trade are developing and marketing Mayflower 400 products.
Half of the Hot Prospects also indicated they would wish to make a specific visit to Plymouth, Leiden, Boston, and Southampton, and Plymouth was ranked second after London for locations where the Hot Prospects would like to stay during the commemorations, followed by Leiden, Amsterdam, and Boston.
Over 90% of respondents in each segment were interested in attending historical talks or lectures, and 70% of Hot Prospects indicated an interest in itineraries that included some elements of walking.
Amanda Lumley, Executive Director of Destination Plymouth said, “The research evidences the significant potential the Mayflower 400th anniversary presents to the UK’s visitor economy. We encourage the travel trade in the UK, US and Dutch markets to capitalise on this opportunity in order to generate valuable tourism business through driving visitors to follow in the footsteps of the pilgrims and experience the Mayflower 400 compact partners destinations first hand.”
