Cambridge Model (Volume & Value)

Evolving methodology

The Cambridge Model is a tool that is constantly changing and adapting. During the pandemic, data collection for national tourism surveys that are used in the model was paused. Subsequently, there was a change in how domestic and overseas tourism statistics are gathered. Instead of conducting separate face-to-face interviews for day visits and overnight stays, a more efficient online survey is now used. This new survey now collects data on both domestic overnight trips and day trips, giving a more complete picture of domestic tourism trends.


Hybrid data approach

To adapt to the changing landscape, we have implemented a hybrid data approach that involves a two-stage evaluation process. The first stage uses the Cambridge Model to break down regional tourism data into sub-regional areas using a top-down approach. This is then combined with bottom-up initiatives that include data from third-party sources and detailed business performance data collected at the destination level by our partners.


Dynamic and reliable results

Our innovative methodology has been crucial in helping us create a comprehensive and dependable analysis of tourism trends during the pandemic. This approach also ensures that our findings are current and take into account recent developments, such as the cost-of-living crisis. As a result, we are able to deliver timely, accurate, and consistent results that are easily compared.


Over the past five years, we have incorporated various additional data sources, such as:

 

  • Attractions data – ALVA (Association of Leading Visitor Attractions)
  • Short-term rental stock and occupancy (derived from listings on Airbnb, Booking.com, Vrbo and Tripadvisor.)
  • Local serviced accommodation data
  • Tourism business counts – Inter Departmental Business Register (IDBR)
  • UK inflation data – Consumer Prices Index (CPI, CPIH), Retail Prices Index (RPI)
  • UK economy forecasts – Office for Budget Responsibility: Economic and fiscal outlook
  • Footfall data – (town centres, large retail outlets and car parks).
  • Market Demand Study and consumer re-contact survey – (Visit Wales).


The Cambridge Model reports provide estimates of the volume, value, and economic impact of the visitor economy in a selected area. 


One of the key strengths of the Cambridge Model is that it facilitates the long-term use and updating of the data so that it can be run on an annual or biannual basis and progress measured over time. Many of our clients have continuous economic impact data sets going back several years, providing invaluable trend data.


The Cambridge Model uses a combination of data derived from national surveys as well as locally derived data from a variety of sources, including visitor attractions, footfall data from larger retail outlets, accommodation stocks, and resident populations.


The model uses standard data sources, which allow results to be compared with other similar destinations. This data standardisation (whether it is from national survey sources or from agreed-upon and ongoing local-level data) is key to providing assurances that data outputs should be comparable to those of other destinations. Our methodology also allows for retrospective modelling to provide results from previous years.


Make the most of this service:

  • Option to replace national and regional surveys with local data
  • Option to purchase one-page summary infographic
  • Option to purchase data for individual towns.


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As licence owners, we have produced Cambridge Model reports to estimate the economic impact of the visitor economy of a number of destinations in Bedfordshire, Cambridgeshire, Essex, Derbyshire, Hertfordshire, Kent, London, Norfolk, Oxfordshire, Suffolk, and West Sussex, as well as the Kingdom of Fife (Scotland), Visit Pembrokeshire (Wales) and Isle of Man.


We also produce reports for a number of natural landscapes, including Dedham Vale National Landscape, Kent Downs National Landscape, Stour Valley Project, Suffolk Coast and Heaths National Landscape, Norfolk Coast National Landscapes, The Brecks area (Suffolk), The Broads National Park, and The Waveney Valley area.