Tourism group puts focus on holiday parks

By Martin Neville

Saturday, March 1, 2014

 

HOLIDAY parks are the latest sector to join Visit Isle of Wight (VIOW).

Eight parks have joined the organisation under the British Holiday and Home Parks Association banner.

They are Appuldurcombe Gardens Holiday Park, Cheverton Copse Holiday Park/Healthfield Park, Grange Farm, The Old Mill Park, The Orchards Holiday Park, Sandhills Park, Waverley Park Holiday Centre and Whitefield Forest Touring Park.

In 2012, VIOW said tourism visitor spending had pumped an extra £20 million into the Island economy.

Figures for the third quarter of last year showed the highest number of short break visitors in eight years — 37 per cent more than 2012.

However, not all accommodation sectors saw such a dramatic improvement.

David Thornton, VIOW chief executive, said: "In 2013, the static caravan and chalet market, which represents as much as a quarter of the Island’s bed stock, didn’t do as well as other areas.

"These first-class holiday parks, independently owned and operated, where the personality of each property is its key strength, will form the focus of the new advertising campaign."

Many of the Island’s holiday parks have set up a marketing group and are working with VIOW to see what can be done collectively to achieve improvements.

Research shows women are the key decision makers on holiday choices and in its spring marketing campaign, VIOW is running printed and digital advertisements in national women’s magazines focusing on "small and friendly independent holiday parks".

A new page for the parks promoting a range of value-added deals will also be launched on the VIOW website.

Reporter: martinn@iwcpmail.co.uk

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