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Leisure Marketing

The bulk of visitors to Brighton live in the UK and many of them originate from the South East and London. The city is also a significant destination for overseas visitors. We rank in the top 10 on the international passenger survey which asks people entering the country where they are going.

All VisitBrighton's marketing is designed to get as many people as possible to stay. This is because national and local research shows that staying visitors spend more money and therefore contribute greater benefits to the city's economy while putting less strain on the city's resources.

In the UK our major market is Cosmopolitans. These are active, confident consumers found in London / South East and West Midlands. They are big spenders and most likely to come in the off-peak period. Their mean age is 42. They read the Independent, The Guardian and the Sunday Times and are heavy Internet users. They want to relax from their hectic lives, do something new, and love luxurious experiences.

Overseas our major markets are urban dwellers aged 25 - 44. They've probably been to London but are interested in trying a new UK city. They are particular interested in experiencing the UK's outstanding contemporary culture; including stylish hotels, food, music, art and architecture.

Click here for more information about our markets.

Find out more about our leisure marketing work by selecting a link from the left hand menu above.