Market research

Research, statistics, planning, development and
marketing for tourism destinations and businesses.

Market research Tourism statistics Niche market reports Strategic planning Product development Branding & marketing

Through insightful and intelligent market research we can help you understand where you are at now, what you want to achieve, and create a path to reach your end goal.

We use a broad range of market research techniques, which encompass both quantitative and qualitative techniques, including:

Face-to-face, online and telephone surveys  checkbox Face-to-face, online and telephone surveys
Focus groups and interviews checkbox Focus groups and interviews
Stakeholder consultations checkbox Stakeholder consultations
Social media analysis checkbox Social media analysis

“Acorn’s market research expertise enabled us to implement air and cruise visitor surveys in destinations across the South Pacific, and collect and process the findings incredibly quickly.  Their reports were insightful, colourful and extremely useful for all the destinations involved”

Case Study Explorer

To learn more about our expertise please explore the case studies below

Palau Visitor Survey

East Asia Pacific
Market research Tourism statistics

Acorn implemented an international visitor survey for the BTA to execute at Koror Airport on departing visitors. The survey was carried out using iPads, over one year, with a sample size of 6,000. Analysis and reporting was also included in the study.

Tourism Market Intelligence System

Caribbean
Market research Tourism statistics Strategic planning Branding & Marketing

Research, design and implementation of a tourism market research system for the nine OECS member states in the Caribbean. The online tourism resource was aimed at helping the countries to compete more effectively within the American and European markets.

Tourism Data Review and Capacity Building in the South Pacific

East Asia Pacific
Market research

30-month study looking in detail at the systems of tourism statistics in 15 P-ACP Pacific countries, making recommendations for improvements, development of an online tourism statistics database for the Pacific, and training.

London City Information Centre Visitor Survey

City of London
Market research Strategic planning

Acorn was contracted by the City of London in 2014, 2015 and 2016 to undertake face-to-face interviews with visitors to the centre. The aims of the survey were to understand what services visitors require and to measure how staff are performing.

Jordan Visitor Survey

Middle East
Market research

Acorn designed the questionnaire for a new comprehensive exit survey for international visitors to Jordan. The key role was to bring together the Ministry of Tourism, Central Statistics Office and Jordan Tourist Board to ensure cross-organisation agreement.

Italy Market Report

Europe
Market research

Report on tourism to Italy covering the main tourist attractions, how tourism contributes to the economy, major source markets, where tourists stay and what forms of transport they use, analysis of latest trends and tourism into the future.

Saudi Arabia Country Report

Middle East
Market research

A report on Saudi Arabia which examines how major infrastructure projects will benefit the tourism industry, covers the country's performance by comparison with its Middle Eastern neighbours and looks at what the future holds for religious tourism, the key industry segment.

Saudi Arabia Domestic Tourism Product Development and Marketing

Middle East
Market research Strategic planning Product development

The 13 provinces of Saudi Arabia were surveyed by AC Nielsen to determine domestic visitor and trip characteristics: Acorn was commissioned to develop outline action plans for product development and marketing to boost domestic tourism in each one.

Ethiopia Country Report

Africa
Market research

A report on Ethiopia, one of Africa’s leading emerging tourism destinations, examining recent marketing and promotion initiatives including the growth of Ethiopian Airlines, and what effect the 2016 state of emergency had on the tourism industry.

Northern Tourism Growth Fund, City of London

City of London, England
Market research

Consumer research to assess the effectiveness of the exhibitions in the City Information Centre, focused on destinations in the the North of England. Face-to-face interviews were held with visitors as they departed the CIC.

Belgium Country Report

Belgium
Market research

Report on tourism to Belgium covering major attractions, tourism and the economy, tourist arrivals and market characteristics, tourism accommodation and major forms of transport, analysis of the latest trends and the future for tourism.

Assessing the Value of the City Information Centre in London

London, England
Market research

An assessment was made of the value added of having a visitor information centre in the City of London. Visitors to the centre were interviewed to find out if they made additional expenditure in the City as a consequence of their visit.

Hong Kong Country Report

Market research

Report on tourism to Hong Kong covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Rwanda Country Report

Market research

Report on tourism to Rwanda covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Namibia Country Report

Market research

Report on tourism to Namibia covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Tanzania Country Report

Market research

Report on tourism to Tanzania covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Albania Country Report

Market research

Report on tourism to Albania covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Belize Country Report

Market research

Report on tourism to Belize covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Lesotho Country Report

Market research

Report on tourism to Lesotho covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Montenegro Country Report

Market research

Report on tourism to Montenegro covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Falkland Islands Domestic Tourism Survey

Market research

Designed and implemented an ongoing domestic tourism survey for the Falkland Islands. The survey is carried out quarterly capturing data via a telephone interview. Data includes visitor and trip characteristics.

Assessment of the Visitor Economy in Bedfordshire

Eastern England
Market research

By undertaking an online survey of tourism sector businesses in Bedfordshire, an assessment was made of the importance of tourism in the area. An estimate was made of visitor expenditure, bed nights, and tourism employment in the area.

Cruise Visitor Survey in the Falkland Islands

Market research

Implemented an ongoing cruise passenger survey for the Falkland Islands. The survey is a face-to-face exit capturing visitor and trip characteristics. The data is analysed annually, with the key findings presented in the Annual Statistics Report.

Air Visitor Survey in the Falkland Islands

Market research

Implemented an ongoing air visitor survey for the Falkland Islands. The survey is a face-to-face exit survey capturing visitor and trip characteristics. The data is analysed annually, with the key findings presented in the Annual Statistics Report.

Air Tourist Surveys for Marshall Islands, Micronesia and Tuvalu

Market research

Implemented air tourist exit surveys in the Marshall Islands, Federated States of Micronesia (all four states) and Tuvalu. These provided data on visitor and trip characteristics, including expenditure. A TSA was also developed for the Marshall Islands.

Jamaica Country Report

Market research

Report on tourism to Jamaica covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Australia Country Report

Market research

Report on tourism to Australia covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Thailand Country Report

Market research

Report on tourism to Thailand covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Botswana Country Report

Market research

Report on tourism to Botswana covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Colombia Country Report

Market research

Report on tourism to Colombia covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Jordan Country Report

Market research

Report on tourism to Jordan covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Lincoln Economy Performance

East of England
Market research

Study to provide Visit Lincoln and two surrounding local authorities with an in depth understanding of the profile of visitors, focusing in particular on demographics, lifestyle and interests.

Peru Country Report

Market research

Report on tourism to Peru covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Nepal Country Report

Market research

Report on tourism to Nepal covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Kuwait Country Report

Market research

Report on tourism to Kuwait covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Holiday Risks Worldwide

Market research

Risk assessment for Launch PR (for an insurance company) to determine the risks of dying on 10 different types of holiday. A model was developed and loaded with risk coefficients that enabled the calculation of the odds on dying on holiday.

Samoa Visitor Survey and Economic Impact Assessment

Market research

This study incorporated the analysis of a large sample visitor exit survey, with the implementation of a cruise survey, domestic survey, and accommodation survey, to enable development of an economic impact model to assess the volume and value of tourism.

Camden Tourism Resources Study

London, England
Market research

Camden needed to know what tourism, arts and creative industry data sources were available for London and the Borough and how they could most effectively improve these resources or commission new research.

Barbados Long Haul Markets

Market research

This research and assessment of the current market and product conditions for travel to Barbados from the UK and Germany helped to inform the IDB about its future investment in the Barbados tourism industry.

Pas de Calais Communications Strategy

France
Market research

The Pas de Calais needed qualitative research to understand the motivations of UK holidaymakers and their awareness and perceptions of the Pas de Calais. Acorn ran focus groups to provide consumer insights to support the region’s Communications Strategy.

Pacific Islands Country Report

Market research

Report on tourism to Pacific Islands covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Angola Country Report

Market research

Report on tourism to Angola covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Nicaragua Country Report

Market research

Report on tourism to Nicaragua covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Niche Tourism Market Profiles for the South Pacific

Market research

Development of 18 niche market segments to assist South Pacific countries to develop tourism in these areas. The segments included cycling, diving, sailing surfing and fishing.

Post Olympic Visitor Economic Study for Camden, London

London, England
Market research

This study assessed the impact the 2012 Olympic Games had on the Borough of Camden in terms of its economy. A business survey was implemented to find out how those trading in the area were affected.

Sri Lanka Country Report

Market research

Report on tourism to Sri Lanka covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Papua New Guinea Country Report

Market research

Report on tourism to Papua New Guinea covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Namibia Tourist Exit Survey 2012-13

Market research

Large sample (6,500) tourism exit survey to provide detailed tourist profile and trip characteristics in Namibia. Interviews were carried out at land border posts and airports, using face-to-face interviews in eight different languages.

Dover Signage Audit

South East, England
Market research

Dover District Council needed a tourism signage audit for the town. Each sign was photographed and mapped and a full analysis of the locations, condition and purpose of the signs was reported together with GIS mapping for all signs.

Niche Market Potential for Mongolia

Market research

The potential to develop niche tourism products in Mongolia targeted at the western European markets, Japan and the USA, was studied. This included consultations with tour operators in the UK, France, Netherlands, Belgium, Turkey, Japan and the USA.

Panama Country Report

Market research

Report on tourism to Panama covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Nigeria Country Report

Market research

Report on tourism to Nigeria covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Spain Country Report

Market research

Report on tourism to Spain covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Mongolia Country Report

Market research

Report on tourism to Mongolia covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Lesotho Domestic Tourism Survey

Market research

This study involved the design and implementation of a household domestic tourism survey in Lesotho to better understand the volume and value of residents travelling within the country.

Oman Country Report

Market research

Report on tourism to Oman covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Saudi Arabia Country Report

Market research

Report on tourism to Saudi Arabia covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Tour Operator Consumer Research

Market research

Consumer research for a high profile cultural tour operator to determine how their clients like to be contacted, how often, using what media, as well as capturing a range of data about their hobbies and interests.

Falklands Forecast

Market research

Acorn produces a quarterly publication "Falklands Forecast" that presents the most up-to-date inbound tourism, cruise, domestic tourism and accommodation occupancy statistics and generates five year forecasts for all these forms of tourism.

Falklands Web Site Survey and Review

Market research

This bi-annual survey assesses consumer opinions of the Falkland Islands Tourist Board website via an online survey with an incentive prize draw. Analysis of the findings include recommendations for improving the site for a better user experience.

South Downs Visitor Survey - Environmental Element

South East, England
Market research

Acorn's market research included two surveys, one with Land Managers, the other with nature conservation and cultural heritage sites. Our findings were used to establish the environmental impact of visitors and make recommendations for visitor management.

Cook Islands Country Report

Market research

Report on tourism to Cook Islands covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Italy Country Report

Market research

Report on tourism to Italy covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Economic Contribution of Mongolia's Tourism Markets

Market research

This project used existing visitor survey data and other available tourism statistics to make an estimate of the economic contribution of tourism to the Mongolian economy.

Air Routes Analysis for the Falkland Islands

Market research

Analysis of the times and costs of air travel to the Falkland Islands from various key markets around the world, with the aim of identifying which markets have the shortest travel time and costs.

Harrods Marketing Campaign Consumer Survey

London, England
Market research

Switzerland Tourism used Harrods shop windows and in-store space for a marketing campaign. Acorn undertook a survey of visitors to and passing by the store to assess the effectiveness of the campaign.

Japan Country Report

Market research

Report on tourism to Japan covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Falkland Islands Country Report

Market research

Report on tourism to Falkland Islands covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Myanmar Country Report

Market research

Report on tourism to Myanmar covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Borneo Country Report

Market research

Report on tourism to Borneo covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Richmond Transport Survey

London, England
Market research

Survey of residents and visitors to 10 attractions within Richmond-upon-Thames to find out how they had travelled to the attraction, and what would encourage them to travel to the destination using a sustainable means of transport.

Niche Markets for the Falkland Islands

Market research

Analysis of six niche markets that have potential for development in the Falkland Islands. These were: birdwatching, fishing, conflict tourism, trekking, marine tourism, and yachting. Each profile identified trends and market potential.

Visitor Economy Study in Kensington and Chelsea

London, England
Market research

Detailed visitor economy study for the Royal Borough of Kensington and Chelsea. Several surveys were deployed including a visitor survey, accommodation survey, residents survey, and business survey.

Vietnam Country Report

Market research

Report on tourism to Vietnam covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Hungary Country Report

Market research

Report on tourism to Hungary covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Visitor Economy in Camden, London

London, England
Market research

Study to understand the importance of the visitor economy. We implemented a visitor survey, accommodation survey, and business survey to collect data for a model specifically developed to assess the value of tourism in the area.

Role of Cruise Lines and Handling Agents in the Falklands

Market research

Study to assess the economic impact of the cruise sector in the Falklands, focusing on the revenue generated by the cruise vessels through the payment of passenger dues, taxes and purchases from the private sector of goods and services.

Richmond Visitor Study

London, England
Market research

The Borough of Richmond-upon-Thames commissioned this study to understand the importance of the visitor economy. We implemented a visitor and accommodation survey to collect data for a model specifically developed to assess the value of tourism.

Value of Tourism in the Camp Economy in the Falklands

Market research

Whilst only 10% of the Falklands population live outside of the capital, Stanley, (anywhere outside of Stanley is known as "camp") leisure tourists tend to spend over 80% of their time in camp. This study assessed the value of tourism to the camp economy.

Libya Country Report

Market research

Report on tourism to Libya covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

North London Business Tourism Study

London, England
Market research

Assessing the size and potential for business tourism in North London was the key aim of this study. Focus groups were combined with interviews with conference venues and attractions that facilitated business tourism events.

Domestic Tourism Survey for South Africa

Market research

Design of a domestic tourism survey for continuous use in South Africa. A full pilot survey was carried out, followed by amendments and implementation. It is now used as an ongoing domestic tourism survey in the country by Statistics South Africa.

Falkland Islands UK Market Research

Market research

Focus groups were held across the UK to better understand the knowledge and perception of the Falkland Islands as a tourist destination. Focus groups included assessment of the impact of various tourist board collaterals such as brochures and videos.

Regeneration by Light in Blackpool

North West, England
Market research

Study to investigate and analyse the economic and other related outcomes of various proposed developments to the illuminations at Blackpool. It assessed the impact of these developments on visitor numbers, nights, private investment in tourism and GVA.

Algeria Country Report

Market research

Report on tourism to Algeria covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Yemen Country Report

Market research

Report on tourism to Yemen covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Ethiopia Country Report

Market research

Report on tourism to Ethiopia covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Mid-Kent Downs Visitor Survey

South East, England
Market research

Survey to determine the future potential of sustainable tourism in the Downs and identify how more visitors can be attracted to visit the Mid-Kent Downs in a responsible way, such as by walking and cycling.

Bulgaria Country Report

Market research

Report on tourism to Bulgaria covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Mid-Kent Downs Tourism Business Survey

South East, England
Market research

Survey of businesses in the Mid-Kent Downs area to determine their level of interaction with visitors, business requirements, training and human resource issues, and comments on the impending AONB Management Plan.

Tourism Intelligence in North West England

North West, England
Market research

Supported the Northwest Regional Development Agency to take responsibility for two areas of activity within the Tourism Team. These were: Industry Performance Survey-Management, Review; and Reporting and Market Intelligence-Analysis, Review, Reporting.

Impact on Tourism of Euro Exchange Rates

Market research

The impact of exchange rate variations on inbound travel to the European Union was the focus of this study for the European Union. Historical exchange rate changes were analysed, and a model was developed to assess the overall impact on demand for travel.

Bed and Breakfast UK Market Report

United Kingdom
Market research

The B&B sector in the UK was analysed to identify key elements of supply and demand that could be applied to the development of a network of homestays planned in India.

Ghana Country Report

Market research

Report on tourism to Ghana covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Uganda Country Report

Market research

Report on tourism to Uganda covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Study of VFR Market in North London

London, England
Market research

North London commissioned this study to assess the size and value of visitors who stay with friends and relatives in the area. Focus groups with local residents were used to collect most of the primary data.

Mozambique Country Report

Market research

Report on tourism to Mozambique covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Adventure Travel FIT Market

Market research

This study carried out an assessment of the demand for selling adventure tourism packages to the fully independent tourist market. Interviews with a broad range of adventure tourism operators was undertaken as part of this work.

Marketing Study for Ethiopia

Market research

Study to provide assistance to Ethiopia by evaluating the cultural and historic tourism product, generating markets and competing destinations. The study enabled Ethiopia to clearly target priority markets to make the most of its limited marketing budget.

Syria Country Report

Market research

Report on tourism to Syria covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Online Accommodation Kit

Market research

Development of an application for accommodation establishments to record their daily occupancy rates and generate end-of-month statistics that can be used by national tourism administrations for tracking the tourism sector.

Pebsham Countryside Park Demand Assessment

South East, England
Market research

Analysis of 15 recreational markets identified that a multi-sport activity centre with international standard BMX and skateboarding facilities at this country park outside Hastings would appeal to both young local residents and international visitors.

Lebanon Country Report

Market research

Report on tourism to Lebanon covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Establishment of a Market Research Unit in Saudi Arabia

Market research

A four-year project to set up a market research unit within the newly formed Supreme Commission for Tourism in Riyadh, Saudi Arabia. This involved the establishment of over 15 different demand and supply side surveys.

Zambia Country Report

Market research

Report on tourism to Zambia covering a range of topics including history, geography, attractions, economy, tourist arrivals, market characteristics, accommodation, transport, latest trends and the future.

Accommodation Trends in Scotland

Market research

Study of national and international trends in accommodation development, to provide hotel investors in Scotland with a focused report on changes in the sector.

Libya Tourism Development Plan

Market research

As part of a Tourism Master Plan for Libya, Acorn developed a system of tourism statistics to enable the General Secretariat of Tourism to collect, process, analyse and disseminate tourism statistics to better understand the sector.

Outdoor Activities in Scotland

Market research

Research into 15 outdoor activities to determine market size, growth potential and suitability for development in Scotland. The aim was to provide information required by VisitScotland to make strategic decisions regarding which activities to pursue.

Horse Racing and Equestrian Tourism in Scotland

Market research

Development of horse racing and equestrian tourism "Know Your Market" profiles for businesses interested in these segments. Reports included market size, growth potential, trade fair information and other useful instructions for entry-level businesses.

Review of International Visitor Survey in Oman

Market research

Reviewed the existing inbound visitor survey used by Oman to measure tourist and trip characteristics. Made recommendations for improvements and assisted with the implementation of these in a newly launched survey.

Marketing Study for UK Outbound Travellers to Cuba

Market research

Using UK travel agents to disseminate surveys to consumers, this study assessed the level of interest and demand for travel to Cuba. Analysis was undertaken by UK region to determine the areas where marketing activities should be focused.

Sustainable Tourism Development Strategy for Eritrea

Market research

As part of a Tourism Master Plan for Eritrea, Acorn developed a system of tourism statistics to enable the Ministry of Tourism to collect, process, analyse and disseminate tourism statistics to better understand the sector.