CCardiff Visitor Survey 2012 Report

The County Council of the City and County of Cardiff.
Prepared by Cardiff Research Centre.

Cardiff Visitor Survey 2012
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Cardiff Council
029 2087 2602
s.jarman@cardiff.gov.uk
Produced by Cardiff Research Centre Page 1

Contents
1. Introduction And Objectives .................................................................................. 2
2. Methodology ............................................................................................................ 3
3. Sample Size And Structure ................................................................................... 4
4. Executive Summary................................................................................................ 6
5. Visitor Profile............................................................................................................ 8
6. Group Composition.............................................................................................. 16
7. Transport ............................................................................................................... 17
8. Have You Been To Cardiff Before? ................................................................... 17
9. Reason For Visit.................................................................................................... 19
10. Nature Of Visit .................................................................................................... 20
11. The Visit Experience ......................................................................................... 22
12. Enjoyment Of The Visit ..................................................................................... 26
13. Improvements To Cardiff .................................................................................. 29
14. Perceptions Of Cardiff ...................................................................................... 31
15. Visitor Planning Information ............................................................................. 33
16. Any Other Comments ....................................................................................... 37
Appendix 1 Group Composition by Site of Interview ........................................... 38
Appendix 2 Modes of Transport Used to Reach Cardiff ..................................... 39
Appendix 3 Sample Comments: Improvements to the City ........................... 40
Appendix 4 Questionnaire .................................................................................... 41

1. Introduction And Objectives

Cardiff Council has commissioned research amongst visitors to the city since
1998 with the aim of providing useful and usable information to support the
development of services and facilities for tourism.

The research is designed to enable Cardiff Council and specifically the
Tourism Development & Visitor Services Group to understand the profile of
visitors to the city, to record their behaviour as a visitor and to measure their
perceptions of Cardiff obtained during their visit.

In 2012 Cardiff Research Centre (CRC), one of the largest research groups in
Wales with over twenty years experience, was again commissioned by
Tourism Development & Visitor Services and Capital Regional Tourism to
manage the research, with the fieldwork conducted by Future Focus
Research.

This report details the findings of the 2012 Visitor survey. CRC would like to
acknowledge the time and enthusiasm taken by the visitors to the city in
readily sharing their ideas and experiences.

2. Methodology

Between the 22
nd
J uly and the 19
th
October 2012, a total of 1,259
1
face to
face interviews were conducted with visitors to the city. The interviews
typically lasted approximately ten minutes and were carried out in accordance
with a schedule specifically designed to cover a mixture of both event and
non-events days in the city. Event days covered included:

- Doctor Who Experience Opening (20
th
J uly)
- Picnic In The Castle (22
nd
J uly)
- Sister Act, WMC (24
th
J uly 4
th
August)
- London 2012 Olympic Football (28
th
J uly 10
th
August)
- Cardiff Carnival, (4
th
August)
- Cardiff Bay Classic Boat and Car Rally (12
th
August)
- Legally Blonde The Musical (14
th
25
th
August)
- Grand Medieval Melee (18
th
& 19
th
August)
- FIM Doodson British Speedway (25
th
August)
- Friends Life t20 Finals Big Weekend (25
th
August)
- Cardiff Wales LGBT Mardi Gras (29
th
August 1
st
September)
- Cardiff Harbour Festival presents Extreme Sailing (31
st
August 2
nd

September)
- The Cardiff International Paddlefest (1
st
September)
- 2014 World Cup Qualifier: Wales v Belgium (7
th
September)
- St Fagans Food Festival (8
th
& 9
th
September)
- La Boheme (Puccini) (8
th
15
th
September)
- Wales Rally GB (13
th
16
th
September)
- The Great British Cheese Festival (22
nd
& 23
rd
September)

Interviews were conducted at five key visitor sites across the capital:
- Cardiff Castle
- St. Fagans: National History Museum (St. Fagans)
- The National Museum Cardiff, Cathays Park
- Tourist Information Centre (The Old Library, The Hayes)
- Cardiff Bay Visitor Centre (Wales Millennium Centre)

1
Throughout the report that baseline for the total number of responses to a question
may vary, due to missing data. Reasons for this may include a respondents non
response, multiple responses or interviewer error.

Visitors were classified as those aged 16 and over who did not live or work in
the area, who were visiting Cardiff for at least three hours on the day of the
interview, but were not in the city as part as a routine visit or to attend an
appointment.

3. Sample Size And Structure

Sampling point

A total of 1,259 face to face interviews were completed, evenly distributed
across the five designated survey sites:

Table 3.1 No. %
Cardiff Castle 252 20
St. Fagans: National History Museum 250 20
The National Museum Cardiff 253 20
Tourist Information Centre (The Old Library) 250 20
Cardiff Bay Visitor Centre (WMC) 254 20
TOTAL 1,259 100

Sample time

The face to face interviews were completed between J uly and October 2012
with almost half (42%) undertaken during August. Data collection was
undertaken over both weekdays and weekends with approximately a quarter
completed on Saturdays (24%).

Fig 3.1

Base: All Respondents (1,259)

Fig 3.2

Approximately three-fifths of the interviews were undertaken before 2.30pm,
with around two-fifths after this time.

Table 3.2 No. %
10.00am - 2.30pm 934 74
After 2.30pm 325 26
TOTAL 1,259 100

Weather

Most of the interviews were undertaken during days on which the weather
was sunny (43%), with a third on days when the weather was cloudy but dry
(33%). Rain or showers occurred during 24% of interviews.

Table 3.3 No. %
Sunny 542 43
Cloudy 418 33
Showers 152 12
Rain 147 12
TOTAL 1,259 100

4. Executive Summary

Between the 22nd J uly and the 19th October 2012 a total of 1,259 face to
face interviews were conducted with visitors to the city.

20% of Interviews were completed at five key visitor sites across the capital:
Cardiff Castle, St. Fagans, The National Museum Cardiff, Cardiff Tourist
Information Centre (Old Library), and Cardiff Bay Visitor Centre.

Visitor Origin
J ust under three in ten (28%) of all visitors were from Wales, almost half (47%)
from elsewhere in the UK, and 25% from overseas.
Visitors from Wales came primarily from South East and South West Wales (28%
each) and the Valleys (25%).
Visitors from overseas were most likely to have come from mainland Europe
(43%), USA/Canada (20%), and Australasia (13% each).

Visitor Profile/Group Composition
Most visitors were with their spouse/partner (33%) or family members (25%)
Family groups (including children under the age of 16) were more likely to be
found at St. Fagans (34%).
Those visiting alone or with their spouse/partner were more likely to be
interviewed at the Cardiff Tourist Information Centre (Old Library) or Cardiff
Castle (38% and 37% respectively).
Organised Groups were most likely to be at St. Fagans (14%).

Transport
Over half (54%) of visitors reached Cardiff by private car, approximately a fifth
(22%) had travelled by train, 9% by Private Bus/coach excursion/tour and 6% by
public bus or coach.

Visited the city previously
Approximately three in five (59%) reported that they had visited the city
previously.
St. Fagans attracted the highest proportion of repeat visitors (72%).

Reason for Visit
When asked what had influenced the decision to come to Cardiff, 27% of
respondents said historic interest had been a contributory factor, followed by
visiting friends/family (22%).

Nature of Visit
Almost all respondents (97%) said they were on holiday/part of a holiday
Over half (56%) reported they were staying in Cardiff overnight, with most (69%)
staying for between 1 and 3 nights

The Visit Experience
Most popular locations visited/intended to be visited were Cardiff Bay (46%), the
Shops (46%) and Cardiff Castle (42%), reflecting the findings of the 2010 and
2009 surveys, albeit in reduced numbers.


Enjoyment of Visit
Almost all (98%) respondents described their visit to the city as either enjoyable
or very enjoyable, reflecting the 2010 survey.
Architecture & Buildings were rated as the most enjoyable aspect of the visit by
27% of respondents, followed by People & Atmosphere (25%), again reflecting
previous surveys.

Expectations of the Visit
Three in five of all respondents (61%), and just under three quarters (72%) of first
time visitors reported their visit to have been either better or much better than
expected.
The proportion of those saying it was much better had decreased from 23% in
2010 to 18% in 2012.

Improvements to Cardiff
Almost half of respondents (47%) said no improvements were needed in Cardiff,
compared with 35% in 2010 and 22% in 2009.
The biggest issue highlighted for improvement was the cost of parking, (with 10%
of respondents highlighting this - this percentage has dropped from 14% in 2009).
In general while the same issues have been noted over the years, the
number of respondents has significantly reduced and are a minority of the
sample, suggesting that improvements have been made in areas
highlighted

Perceptions of Cardiff
Perceptions of Cardiff were very positive, with 95% agreeing they had been made
to feel welcome, and 93% agreeing it is a vibrant and lively city.
Again, almost all (99%) respondents reported that they would recommend a visit
to Cardiff to someone else (reflecting the 2010 survey), with 71% stating that they
definitely would.

Information Obtained
A quarter of visitors (25%) had not used any sources of information to plan their
trip, with a fifth (21%) using knowledge from previous visits to Cardiff or a Tourist
Information Centre (19%)
The most commonly used websites were visitcardiff.com (16%) and
visitwales.com (10%)

5. Visitor Profile

In order to assess the profile of visitors to the city it was important that
respondents be selected randomly and for that reason no quotas were applied
to the interviewing, with respondents chosen on a next available interview
basis.

The breakdown of the respondent profile is provided below: J ust over a
quarter of respondents (28%) reported having dependent children in their
household, showing consistency with previous surveys. Overseas visitors
accounted for approximately a quarter (24%) of all those participating in the
survey, reflecting the findings of the 2010 survey.

Table 5.1 No. %
GENDER
Male 552 44
Female 707 56
AGE
16-34 338 27
35-54 417 33
55+ 504 40
DEPENDENTS IN HOUSEHOLD
Yes 357 28
No 902 72
HOME LOCATION
Wales 355 28
Other UK 596 47
Overseas 308 24

In addition Tourism Development and Visitor Services were keen to develop
an understanding of the life stage that visitors to the city belonged to. With
this in mind the following segmentation was applied:

Young Independents (263 respondents)
These are respondents aged under 35 with no children in the household.

Older Independents (159 respondents)
Respondents aged between 35 and 54 with no children in the household.

Families (357 respondents)
Any respondent that has children in their household, regardless of the
respondents age.

Empty Nesters (480 respondents)
Those aged over 55 who do not have children in their household.

Fig. 5.2
27%
14%
29%
30%
21%
13%
28%
38%
0% 10% 20% 30% 40% 50%
Young Independent
Older Independent
Families
Empty Nesters
Life Stage of visitors
2012
2010
Base: All Respondents 2010 =1282; 2012 =1259

Compared with the results of the 2010 survey, the percentage of Empty
Nesters visiting the city increased from 30% to 38% of those surveyed; the
number of Young Independents fell from 27% to 21%, possibly reflecting the
impact of the current economic climate.

Younger Independents were most likely to have been interviewed at the
Cardiff Tourist Information Centre (Old Library) or Cardiff Castle (26% each);
Older Independents were most likely to have been interviewed at the Cardiff
Tourist Information Centre (Old Library) (28%).

Families were more likely to be interviewed at Cardiff Bay Visitor Centre
(23%). A similar proportion of Empty Nesters were interviewed at St. Fagans
(24%).

Looking at the home location of the visitors to the city, the highest proportion
of overseas visitors were interviewed at Cardiff Castle (37%) and the Cardiff
Tourist Information Centre (Old Library) (33%), reflecting the findings of the
2010 survey. Visitors from Wales were most likely to be interviewed at St.
Fagans (38%), Cardiff Bay Visitor Centre (37%) or the National Museum
Cardiff (34%).

Fig. 5.3
Please note: Figures may not add to 100% due to rounding errors

Of those visitors resident in Wales, just over a quarter (28%) reported to be
from the South East of the country; a similar percentage were from South
West Wales (28%) and the Valleys (25%); 12% were from North Wales, and
7% from Mid Wales.

Table 5.4 Within Wales
No. %
South East Wales 99 28
South West Wales 98 28
Valleys 87 25
North Wales 42 12
Mid Wales 26 7
TOTAL 352 100

13%
20%
28%
34%
37%
38%
47%
45%
46%
43%
47%
47%
37%
33%
24%
22%
15%
16%
0% 20% 40% 60% 80% 100%
Cardiff Castle
Cardiff Tourist Information
Centre
All
National Museum Cardiff
Cardiff Bay Visitor Centre
St. Fagans
Home Location of Visitors by Attraction
Wales England Other UK Overseas
Base: All Respondents (1259); SF (250); NMC (253); CBVC (254); CC (252); CTIC (250)
The chart below shows the proportions of visitors from different regions in
Wales: the percentage of those from South East Wales and the Valleys were
at the lowest level since 2003 at 28% and 25% respectively. In contrast the
proportion of visitors from South West and North Wales were the highest seen
since 2003 at 28% and 12% respectively.

Fig 5.5
6
3
37
20
34
8
6
32
20
34
6
4
41
16
33
4
8
37
18
33
4
8
33
18
37
4
3
26
23
44
7
12
25
28
28
Mid Wales
North Wales
Valleys
South West Wales
South East Wales
AxisTitle
HomeLocation(Wales)
(%)
2012
2010
2009
2007
2005
2004
2003
Base: Al l respondents residing in Wales (2012=352, 2010=410, 2009=405, 2007=455, 2005=417,
2004=410, 2003=318)
NB: Figures respresent onl y those resi dent in Wales who provided postcode information

The data in fig 5.5 is split by Regional Tourism Partnership areas:

Valleys Blaenau Gwent, Caerphilly, Merthyr Tydfil, Rhondda
Cynon Taff, Torfaen
South East Wales Bridgend, Monmouthshire, Newport, Vale of Glamorgan
Mid Wales Ceredigion, Powys
South West Wales Carmarthenshire, Neath Port Talbot, Pembrokeshire,
Swansea
North Wales Anglesey, Conwy, Denbighshire, Flintshire, Gwynedd,
Wrexham

Visitors that were resident in the remainder of the UK were most likely to
come from the South West of England (27%), reflecting the 2010 survey.

Table 5.6 Rest of UK
No. %
South West England 158 27
South East England 100 17
West Midlands 71 12
East of England 67 11
Greater London 64 11
North West England 49 8
North East/Yorkshire 39 7
East Midlands 29 5
Scotland 15 2
Northern Ireland 2 0
Channel Islands / Isle of Man 0 0
TOTAL 594 100


Table 5.6 displays the breakdown of respondents in the remainder of the UK:
compared with results 2010, the 2012 survey saw an increase in visitors from
the East of England (nearly doubling from 6% to 11%), whilst the percentage
of visitors from the North West fell from 11% to 8%. The percentage of
visitors from other areas of England was generally on a par with the 2010
findings.

Fig 5.7
6
4
41
16
33
4
8
37
18
33
4
8
33
18
37
4
3
26
23
44
7
12
25
28
28
Mid Wales
North Wales
Valleys
South West Wales
South East Wales
HomeLocation(Wales)
(%)
2012
2010
2009
2007
2005
Base: All respondents residing in Wales (2012=352, 2010=410, 2009=405, 2007=455, 2005=417)
NB: Figures respresent only those resident in Wales who provided postcode information

The data in Fig. 5.7 is split by ONS Government Office Regions:

South East
Hampshire, West & East Sussex, Surrey, Kent,
Berks, Oxfordshire, Bucks, Middlesex
South West
Cornwall, Devon, Dorset, Gloucestershire,
Somerset, Wiltshire
London
East
Hertfordshire, Essex, Bedfordshire,
Cambridgeshire, Suffolk, Norfolk
West Midlands
Herefordshire, Worcestershire, Warwickshire, West
Midlands, Shropshire, Staffordshire
East Midlands
Northamptonshire, Leicestershire, Derbyshire,
Nottingham, Lincolnshire
North West
Cheshire, Merseyside, Greater Manchester,
Lancashire, Cumbria
North East & Yorkshire Durham, Tyne & Wear, Northumberland, Yorkshire

A total of 308 visitors from overseas were identified, from a total of 59
separate countries (up from 45 in 2010). Almost half (44%) of those identified
came from countries within Europe, a fifth (20%) from North America, 10%
from the Far East, and one in eight (13%) from Australasia, broadly reflecting
the findings of the 2010 survey.

Table 5.8 Overseas
No. %
Europe 134 44
USA/Canada 61 20
Australasia 39 13
Far East 32 10
Eire/Republic of Ireland 14 5
South America 8 3
Africa 6 2
India/Pakistan 6 2
Middle East 5 2
Russia 3 1
TOTAL 308 100

Visitors were identified from a total of 25 different European countries; the
most common countries of origin for European visitors were Germany (10%),
France (7%), Spain (5%), and Italy (5%).

Overall, the top ten home locations of overseas visitors to Cardiff in 2012 were:
Table 5.9
Top Ten Home Locations of
Overseas Visitors to Cardiff
(Base = 308) %
USA 15
Australia 12
Germany 10
France 7
Canada 6
Spain 5
Italy 5
China 4
Eire/Republic of Ireland 4
Belgium 3

Fig 5.9.1
1
4
0
3
10
14
27
37
0
2
0
3
15
8
28
39
0
1
0
2
20
5
44
28
2
2
2
4
16
7
26
41
2
1
1
9
19
12
21
34
1
2
2
5
11
11
20
42
2
2
3
4
13
11
21
46
Africa
Middle East
South America
Ireland
Australia/NZ
Far East
UAS/Canada
Europe
AxisTitle
Home Location (Overseas)
(%)
2012
2010
2009
2007
2005
2004
2003
Base: All respondents residing Overseas (2012=308, 2010=336, 2009=395, 2007=302,
2005=392, 2004=413, 2003=411)
NB: Figures respresent only those resident Overseas who provided their country of origin

6. Group Composition

This year, the visitor groups were broken down into eleven categories (Refer
to Appendix 1).

J ust over a third of all visitors (35%) stated that they were with members of
their family; a similar number (33%) were with their spouse/partner. Almost
one in ten visitors (9%) visited Cardiff on their own. A quarter of all visitors
were part of a family group including children. These figures broadly reflect
the findings of the 2010 survey.

When examined by interview locations, family groups including children were
most likely to be interviewed at St. Fagans (38%). This venue was also most
likely to attract organised groups (14%).

Those visiting alone were most likely to be interviewed at the Cardiff Tourist
Information Centre (Old Library) (18%).

7. Transport

Visitors were asked by interviewers to specify the main method of transport
used to reach Cardiff. Over half (54%) of visitors reported using a private car,
almost a quarter (22%) had travelled by train, approximately one in ten (9%)
by private bus/coach excursion/tour, and 5% each by public bus/coach or
plane. (Please see Appendix 2)

Fig 7.1

8. Have You Been To Cardiff Before?

Visitors were asked Is this your first visit to Cardiff? Approximately three
in five (59%) said they had visited previously, reflecting findings of the 2009
and 2010 surveys. The remaining 41% of respondents were first time visitors.

Table 8.1 No. %
Yes 513 41
No 746 59
TOTAL 1259 100

Base: All Respondents (1259)
Respondents who stated this was their first visit to Cardiff were then asked if
this was also their first visit to Wales: more than half (57%) of first-time visitors
to Cardiff were also visiting Wales for the first time.

Table 8.2 No. %
Yes 294 57
No (live outside of Wales) 202 39
No (resident of Wales) 17 3
TOTAL 513 99

More than half of those interviewed at Cardiff Castle (57%) or the Cardiff
Tourist Information Centre (Old Library) (51%) were visiting the city for the
first time.

Those who had previously visited Cardiff were more likely to be interviewed at
St. Fagans (72%), the National Museum Cardiff (69%) or Cardiff Bay Visitor
Centre (63%), reflecting the 2010 survey results, suggesting that the Tourist
Information Centre is often a first port of call for first-time visitors.

Fig 8.3
28%
31%
37%
41%
51%
57%
72%
69%
63%
59%
49%
43%
0% 20% 40% 60% 80% 100%
St. Fagans
Cardiff Bay Visitor Centre
All
Tourist Information Centre
Cardiff Castle
First time visitors to Cardiff by sample points
First visit Repeat visit
Base: All Respondents (1259); SF (250); NM (253); CBVC (254); CVC (250); CC (252)

9. Reason For Visit

Visitors were asked to consider all of the possible factors that influenced their
visit to Cardiff (and were able to give more than one answer). The most
common response was historic interest, cited by 27% of respondents
(increased from 17% in 2010), followed by visiting friends/family (22%, up
from 9% in 2010). In addition, 7% of visitors reported they were in Cardiff to
attend an Olympic event.

Fig 9.1
1%
2%
3%
3%
3%
3%
7%
7%
8%
8%
10%
10%
13%
13%
22%
27%
0% 10% 20% 30%
To attend a sporting event as a spectator
Doctor Who/Torchwood
To attend a concert/show
Lively reputation/nightlife
I used to live/work/study here
To attend another event
Other
To attend an Olympic event
Word of mouth/recommendation
Good range of shops/shopping
To visit a specific attraction
A previous visit to Cardiff
Never been to Cardiff before/curiosity
It's easy/quick to get to
Visiting friends/family
Historic Interest
Factors influencing the decision to visit Cardiff
NB: Respondents were able to give more than one answer

Other factors influencing the visit to Cardiff included:
business/work-related (19 responses)
part of a tour itinerary (18 responses)
to study/education-related (8 responses)
Lots to do/range of activities (8 responses)
Miscellaneous comments (7 responses)
for a day out (6 responses)
good deal on accommodation/prize winner (5 responses)
stopping en-route elsewhere (4 responses)
countryside (2 responses)
thinking about moving to the area (2 responses)

10. Nature Of Visit

Almost all of those surveyed were in Cardiff for leisure/a holiday (97%).

Fig 10.1
1%
2%
97%
0% 20% 40% 60% 80% 100%
Other
Business Trip/conference
For leisure/ a holiday or
part of a holiday
Nature of visit to Cardiff
Base: All Respondents 2012 =1,259

[Please note: this question was changed from that of previous surveys, which included categories for
day trips, short breaks of up to 3 nights and longer holidays of more than 3 nights away from home.]

J ust over half (56%) of those surveyed reported that they would be staying in
Cardiff overnight

J ust over two-thirds (69%) of those staying in Cardiff overnight stated they
were staying for between one and three nights, broadly on a par with the 2009
& 2010 surveys.
The number of visitors staying for between four and seven nights increased
from 18% in 2010 to 24% (matching the 2009 results). The mean length of
stay was 4 nights, and the most common length of stay was 2 nights, with
29% of overnight visitors staying for this duration.

Table 10.2
No. %
1-3 nights 484 69
4-7 nights 167 24
8+nights 50 7
TOTAL 701 100

11. The Visit Experience

Respondents were asked to specify from a list which places or attractions in
the Cardiff area they had or intended to visit during their current trip to Cardiff.

Fig 11.1a
6%
6%
7%
7%
9%
9%
9%
11%
12%
13%
13%
15%
16%
22%
24%
29%
30%
42%
46%
46%
0% 10% 20% 30% 40% 50%
Bay/River Boat Trip
Senedd Building (National Assembly
for Wales)
St. David's Hall
Parks
Open Top Bus Tour
Craft in the Bay
Doctor Who experience
Cardiff Bay Barrage
Cardiff Market
The Citys bars and restaurants
Norwegian Church
Millenium Stadium
Cardiff Bay Visitor Centre (in WMC)
Cardiff Visitor Centre (Old Library)
Wales Mi llennium Centre
St. Fagans National History Museum
Cardiff Castle
Shops
Cardiff Bay (Mermaid Quay)
Attractions visited/intended to visit during this trip to Cardiff

Fig 11.1b
0%
0%
0%
0%
1%
1%
1%
1%
2%
3%
3%
4%
4%
4%
4%
5%
5%
0% 10% 20% 30% 40% 50%
None
Don't know
Cardiff International White Water
TV Themed Tours
Walking Tours
SWALEC Stadium
Wales Coast Path
New Theatre
Motorpoint arena (Cardiff
International arena)
Lightship 2000
Big Pit: National Coal Museum
Other
Caerphilly Castle
Castell Coch
Llandaff Cathedral
Red Dragon Centre (Cinema,
bowling etc.)
Techniquest
Attractions visited/intended to visit during this trip to Cardiff

From the results listed above it is evident that Cardiff Bay (46%), Shops (46%)
and Cardiff Castle (42%) were the top three attractions, reflecting the findings
of the 2007, 2009 and 2010 surveys.

Visitors from Wales were most likely to visit shops (39%), St. Fagans National
History Museum (30%) or the National Museum Cardiff (29%).

Visitors from elsewhere in the UK were most likely to visit Cardiff Bay
(Mermaid Quay) (50%), Shops (48%) or Cardiff Castle (43%).

Overseas visitors were most likely to go to Cardiff Castle (69%), Cardiff Bay
(59%) or the Shops (49%). They were also more likely to visit a higher
number of attractions during their visit than respondents who are resident in
the UK.

Table 11.2a Attractions Visited or Intended to Visit
Visitor Home location by Attraction
Wales
(%)
Other UK
(%)
Overseas
(%)
Cardiff Bay (Mermaid Quay) 27 50 59
Shops 39 48 49
Cardiff Castle 16 43 69
National Museum Cardiff 29 27 35
St. Fagans National History Museum 30 28 29
Wales Millennium Centre 18 23 31
Cardiff Tourist Information Centre (Old Library) 14 22 31
Cardiff Bay Visitor Centre (in WMC) 14 16 19
Millennium Stadium 5 15 26
Norwegian Church 6 13 21

In terms of age, younger respondents were most likely to visit Cardiff Castle,
whilst those over 35 were most likely to visit Shops.

Table 11.2b Attractions Visited or Intended to Visit
Visitor Age by Attraction
16-34
(%)
35-54
(%)
55+
(%)
Shops 47 46 45
National Museum Cardiff 30 26 32
Wales Millennium Centre 27 21 23
Cardiff Bay Visitor Centre (in WMC) 18 14 16
Norwegian Church 14 10 15

The likelihood of visiting Cardiff Bay, Cardiff Castle, the shops, the Doctor
Who Experience, the Cardiff Tourist Information Centre (Old Library),
Millennium Stadium, Parks, Techniquest, the Red Dragon Centre and
Caerphilly Castle all decreased as the age group of the respondent increased;
conversely, the older the respondent, the more likely they were to visit St.
Fagans National History Museum.

Table 11.3 16-34 35-54 55+
Attraction % % %
Shops 47 46 45
Doctor Who experience 14 13 4
Parks 9 7 6
Techniquest 8 7 2
Red Dragon Centre (Cinema, bowling etc.) 8 5 3
Caerphilly Castle 7 3 2

Thirty other attractions were specified by respondents as places that they
intended to visit during their stay. The top five responses were Penarth, Barry
Island, St. J ohns Church and Duffryn Gardens, although no single attraction
had more than six mentions.

Table 11.4 Top 5 Other Attractions Visited or Intended to Visit
Attractions Number
Penarth 6
Barry Island 5
St. J ohn's Church 4
City Hall 2
Duffryn Gardens 2

12. Enjoyment Of The Visit

Visitors were asked to rate how enjoyable they were finding their visit to
Cardiff - a total of 98% rated their visit as very enjoyable or enjoyable
(combined). The percentage of those stating their visit was very enjoyable
increased from 58% in 2010 to 62%, with a further 36% describing it as
enjoyable. J ust 2 individuals (0%) described their visit as not particularly or
not at all enjoyable, whilst 1% stated they didnt know.

Fig 12.1
62% 36%
How enjoyable are you finding this visit to Cardiff?
Very enjoyable Enjoyable Don't know Not particularly enjoyable Not at all enjoyable

Approximately three-quarters (72%) of first time visitors described their visit as
better or much better than they had expected, an increase compared to
62% in 2010. This was echoed by more than half (53%) of those who had
been to the city before (reflecting the findings of the 2010 survey). Overall,
61% of respondents said their visit was better or much better than they
expected.

J ust 6 individuals (0%) reported that they were disappointed when they
compared their actual experience in Cardiff against their expectations of the
City (this is consistent with the findings of the 2005, 2007, 2009 and 2010
surveys).

Fig 12.2
14%
23%
18%
39%
49%
43%
45%
20%
35%
7%
Visited
before
First time
visitors
All
How would you rate your visit compared with your
expectations?
Much better than expected Better than expected
Much as expected A bit disappointing
Very disappointing Didn't know what to expect
Base: All Respondents (1,259); First time visitors (513); Visited before (746)

Respondents were asked what had been the most enjoyable aspects of their
visit. The most common response was Architecture & Buildings, with 27% of
those surveyed choosing this option (up from 20% in 2010). A quarter (25%)
stated People & Atmosphere (broadly on a par with the 2009 and 2010
surveys), followed by Shops (23%, up from 18% in 2010) and Arts & Culture
(also 23%, up from 11% in 2010); a fifth of respondents cited the City Layout
(20%, up from 12% in 2010). The percentage of respondents who selected
attractions almost halved from 29% in 2010 to 15% in 2012.

Fig. 12.3
0%
3%
3%
5%
6%
7%
7%
12%
15%
17%
19%
20%
23%
23%
25%
27%
Nothing
Sporting events
Nightlife
Accommodation
Shows/ events/
Other
Don't know
Restaurants
Attractions
Good weather
History
City Layout
Arts & Culture
Shops
People & Atmosphere
Architecture & Buildings
What have been the most enjoyable aspects of your visit to
Cardiff?

Those who had selected attractions as the most enjoyable aspect of their visit
were asked to specify which attraction they had in mind. The most common
responses were museums (including the National Museum, St. Fagans and
Techniquest) (79 responses), local castles (including Cardiff Castle) (43
responses), and Cardiff Bay (41 responses).

Seven percent of visitors selected other when asked for the most enjoyable
aspect of their visit, although no response received more than fourteen
mentions.

13. Improvements To Cardiff

Respondents were asked what they would like to see improved in Cardiff.
Almost half (47%) felt that no improvements were needed in Cardiff,
increased from 35% in 2010. The most common response was expensive
parking, cited by one in ten of those surveyed. However, it should be noted
that while the same issues have been noted over the years, the number of
respondents has significantly reduced and are a minority of the sample,
suggesting that improvements have been made in areas highlighted.

Fig 13.1
24%
18%
1%
1%
7%
3%
7%
10%
3%
6%
14%
22%
22%
9%
1%
2%
4%
6%
5%
4%
3%
8%
9%
35%
18%
15%
0%
0%
1%
2%
2%
3%
3%
3%
10%
47%
Don't know
Other
Accommodation -
quality
City layout
Litter/poor cleanliness
Public transport in
Cardiff
Traffic congestion/jams
Parking - inadequate
Public toilets
Signposting
poor/confusing
Parking - expensive
Nothing
What would you like to see improved in Cardiff?
2012
2010
2009
Base: All Respondents 2012 (1259) 2010 (1,282); 2009 (1,285)

Comments regarding inadequate parking, traffic congestion/jams and
litter/poor cleanliness all decreased for the second survey in a row.

The cost of parking was again a particular concern for visitors from Wales i.e.
those likely to visit more frequently, with the expense of parking mentioned by
21% of Welsh visitors (compared to 7% of those from elsewhere in the UK,
and 3% of overseas visitors), reflecting the findings of the 2009 and 2010
surveys.

The Top Five Other areas needing to be improved in Cardiff included issues
with public transport (26 comments, up from 7 in 2010), redevelopment
needed (18), more facilities for families/children (15, up from 6 in 2010), better
signage (12) and the cost of attractions (11, up from 5 in 2010). Of the
remaining twenty issues none received more than nine mentions.

Table 13.2
Top Five Other Aspects to be improved Number
Public transport 26
Redevelopment needed 18
More activities for children 15
Better signage 12
Make things cheaper 11

A sample of additional comments made by visitors in relation to improvements
in the city can be found in Appendix 3.

Respondents were asked what, if anything is missing form Cardiff that would
make it a better place to visit. The overwhelming majority 89% - said
nothing was missing. Of those putting forward suggestions, the most common
response was weather, followed by cheaper parking, better public
transport, more toilets and more information. None of the remaining
suggestions achieved more than 7 mentions.

Table 13.3
Top Five What is missing from Cardiff Number
Weather 31
Cheaper parking 25
Better public transport 16
More toilets 12
More information 8
14. Perceptions Of Cardiff

A number of statements were put to visitors to gauge their perceptions of the
city. Responses were positive, with over 80% of respondents in agreement
(agree or agree strongly) with each.

Respondents showed the strongest levels of agreement (either agree or
strongly agree) with I have been made to feel welcome (95%) matching the
findings of the 2010 survey. This was followed by Cardiffs heritage is a great
asset (94%, up from 89% in 2010) and Its a vibrant and lively city (93%,
increased slightly from 91% in 2010).

The percentage of respondents agreeing that Cardiff is a safe city increased
from 69% in 2010 to 86% in 2012.

Fig 14.1
42%
36%
19%
45%
48%
51%
45%
41%
49%
67%
41%
45%
43%
50%
9%
11%
12%
12%
I get a strong sense of being in
Wales
A visit to Cardiff is good value for
money
It's a safe city
It's a great place for events
It's a vibrant and lively city
Cardiff's heritage is a great asset
I have been made to feel
welcome
To what extent do you agree with the following statements?
Strongly agree Agree Disagree Strongly disagree Don't know

As in 2010, almost all (99%) respondents reported that they would
recommend a visit to Cardiff to someone, with a total of 71% stating that they
definitely would.

Table 14.2 No. %
Definitely would 891 71
Probably would 348 28
Fairly likely to 16 1
Probably won't 3 0
Definitely won't 1 0
TOTAL 1259 100

15. Visitor Planning Information

Visitors were asked what information sources they had used to help plan their
trip to Cardiff, and were presented with a list of options to choose from.

A quarter (25%) of respondents said they did not source any information to
plan their trip. Approximately a fifth (21%) used knowledge from a previous
visit to the city, with a similar percentage (19%) identifying Tourist Information
Centre.

A number of specific websites were included in the list of possible information
sources shown to respondents, including images from their homepages to
help respondents recall which they had used. The most popular website used
was visitcardiff.com, with 16% of respondents stating they had used this; a
further 10% used visitwales.com, and 12% identified using websites other
than those presented.

Table 15.1 No. %
None 313 25
Previous visit to Cardiff 268 21
Tourist Information Centre 233 19
www.visitcardiff.com 202 16
Other website 152 12
www.visitwales.com 130 10
Trip Advisor 114 9
Guidebooks 106 8
www.museumwales.ac.uk 65 5
www.cardiffcastle.com 51 4
Other 49 4
Cardiff Essential Guide 31 2
www.wmc.org.uk 14 1
Facebook 12 1
Twitter 2 0

Please note: Figures do not add to 100% as respondents were able to identify more than one source of information
[Note: this question was changed from that used previously in order to identify specific websites used,
rather than recording the generic answer internet, and so cannot be directly compared with the findings
from earlier surveys.]

A total of 54 websites other than those shown to respondents were identified,
with Google the most common of these (19%). (Other websites specified are
listed at Appendix 4)
Other sources of information used included word of mouth (21 responses),
leaflets (10 responses) and tour organisers (6 responses).

Respondents aged 55 or over were most likely to use no information source,
or knowledge from a previous visit to Cardiff to plan for their visit. Those
under 35 were more likely than their older counterparts to report using a
Tourist Information Centre. Use of visitcardiff.com, visitwales.com and Trip
Advisor decreased with the age of the respondent.

Table 15.2 16 34 35 54 55+
No. % No. % No. %
None 67 20 100 24 146 29
Previous visit to Cardiff 57 17 74 18 137 27
Tourist Information Centre 82 24 67 16 84 17
www.visitcardiff.com 81 24 82 20 39 8
Other website 33 10 70 17 49 10
www.visitwales.com 60 18 38 9 32 6
Trip Advisor 52 15 35 8 27 5
Guidebooks 29 9 27 6 50 10
www.museumwales.ac.uk 11 3 37 9 17 3
www.cardiffcastle.com 16 5 25 6 10 2
Other 15 4 14 3 20 4
Cardiff Essential Guide 9 3 12 3 10 2
www.wmc.org.uk 6 2 6 1 2 -
Facebook 4 1 5 1 3 1
Twitter 2 1 0 - 0 -
Total 338 417 504

Empty Nesters were most likely to use no information sources or knowledge
from previous visits to Cardiff to plan their trip to the city. Young
Independents were most likely to state they had used a Tourist Information
Centre, the visitcardiff and visitwales websites, and Trip Advisor.

Table 15.3
Young
independents
Older
independents Families
Empty
nesters
No. % No. % No. % No. %
None 53 20 33 21 88 25 139 29
Previous visit to Cardiff 37 14 22 14 74 21 135 28
Tourist Information Centre 62 24 30 19 60 17 81 17
www.visitcardiff.com 72 27 30 19 63 18 37 8
Other website 28 11 24 15 57 16 43 9
www.visitwales.com 50 19 17 11 33 9 30 6
Trip Advisor 47 18 18 11 24 7 25 5
Guidebooks 26 10 14 9 17 5 49 10
www.museumwales.ac.uk 8 3 12 8 30 8 15 3
www.cardiffcastle.com 14 5 12 8 16 4 9 2
Other 11 4 9 6 10 3 19 4
Cardiff Essential Guide 7 3 4 3 11 3 9 2
www.wmc.org.uk 5 2 5 3 2 1 2 -
Facebook 4 2 1 1 4 1 3 1
Twitter 2 1 0 - 0 - 0 -
Total 263 159 357 480

Almost half of respondents resident in Wales used knowledge from a previous
visit to Cardiff. Visitors from elsewhere in the UK were most likely to say they
had not used any information sources to plan their trip. Those from overseas
were most likely to use a Tourist Information Centre, the visitcardiff and
visitwales websites, Trip Advisor and guidebooks.

Table 15.4 Wales Other UK Overseas
No. % No. % No. %
None 89 25 167 28 57 19
Previous visit to Cardiff 167 47 76 13 25 8
Tourist Information Centre 56 16 100 17 77 25
www.visitcardiff.com 15 4 118 20 69 22
Other website 25 7 89 15 38 12
www.visitwales.com 4 1 47 8 79 26
Trip Advisor 1 - 46 8 67 22
Guidebooks 6 2 50 8 50 16
www.museumwales.ac.uk 21 6 39 7 5 2
www.cardiffcastle.com 7 2 30 5 14 5
Other 5 1 27 5 17 6
Cardiff Essential Guide 5 1 16 3 10 3
www.wmc.org.uk 6 2 4 1 4 1
Facebook 3 1 7 1 2 1
Twitter 0 - 2 - 0 -
Total 355 596 308


Men and women were generally similar in terms of information sources used,
however, women were more likely to use knowledge from previous visits to
Cardiff, whilst men were more likely to use websites other than those
specified in the questionnaire.

Table 15.5 Male Female
No. % No. %
None 151 27 162 23
Previous visit to Cardiff 87 16 181 26
Tourist Information Centre 94 17 139 20
www.visitcardiff.com 93 17 109 15
Other website 86 16 66 9
www.visitwales.com 57 10 73 10
Trip Advisor 57 10 57 8
Guidebooks 36 7 70 10
www.museumwales.ac.uk 30 5 35 5
www.cardiffcastle.com 20 4 31 4
Other 22 4 27 4
Cardiff Essential Guide 9 2 22 3
www.wmc.org.uk 7 1 7 1
Facebook 4 1 8 1
Twitter 2 - -
Total 552 707


16. Any Other Comments

Finally, visitors were asked if they had any other comments they would like to
make. Eight in ten respondents had nothing further to add; of the 252
comments made, 57% referred to Cardiff as a great place to visit, whilst 8%
lamented the poor weather.

Parking charge is
killing Cardiff
Exact fare on
buses is annoying
All great, but a pity
about the weather!
Web sites for Wales fragmented.
Need better co ordination
Fantastic city
Think this is a truly
wonderful place to visit
Clean city but
need more
toilets
Apprehension of visiting city
centre at night
We have all really enjoyed it and will be back again
Friendly people in Cardiff
Better standard of hotels,
more family rooms
Cost of living more
expensive here
TV ads only promote mountain
biking and walking, when other
things are available
Wonderful
place to visit
Cardiff should
promote itself
Great place to visit
Had good
holiday, love all
of the city
Will come again
and stay longer
It's a great city, lots to
make me happy
Appendix 1 - Group Composition by Site of Interview

All
Cardiff
Castle
St.
Fagans
National
Museum
Cardiff
Cardiff
Visitor
Centre
Cardiff
Bay
Base 1259 252 250 253 250 254
% % % % % %
With spouse/partner 33 37 29 28 38 34
With family only (including
children aged 16 or under) 25 20 34 28 15 30
With friends only (all over
the age of 16) 10 12 7 11 12 10
With family only (all over
the age of 16) 10 11 7 12 10 9
Alone 9 7 4 8 18 7
With an organised group 7 7 14 9 1 5
With family and friends (all
over the age of 16) 3 4 2 1 4 3
With family and friends
(including children aged 16
or under) 2 2 4 0 2 1
With friends only (including
children aged 16 or under) 1 1 0 1 0 1
With business colleagues 0 0 0 1 0 0
Other 0 0 0 0 0 0


Appendix 2 - Modes of Transport Used to Reach Cardiff

No. %
Private car 679 54
Train 281 22
Private bus/coach/excursion/tour 110 9
Public bus/coach 69 5
Plane 64 5
Hired car 48 4
Boat/yacht 2 0
Taxi 2 0
Other, please specify 2 0
Bicycle 1 0
Motorcycle 1 0
Walk/on foot 0 0
TOTAL 1259 100

Appendix 3 Sample Comments: Improvements to the
City

Clearer information on bus service
Buses need better maintenance
Run down
by station
Toilets in the Bay
difficult to find
Finger post at station giving directions.
Water bus needs cleaning, better
presentation
Park and ride is great but
could do with more stops, as
long walk from capital centre
Not Welsh enough.
To many UK chains,
not enough local
business
Places for children
in the evening
No announcements on buses.
Attractions too expensive
Cycle ways route and signs through Cardiff poor
Having exact bus fare
Bay area - not much to do if
not interested in eating or
drinking
Poor information
at railway station
Sometimes looks a
little down at heel
Lacking in local
produce
More things for younger children,
under 5s
Everything closes at 5pm - should close later
More attractions for children
Information on event days
More information on what's going on
Appendix 4 Questionnaire


Name of interviewer

Sampling point

Cardiff Castle

Cardiff Visitor Centre, Old Library

St Fagans: National History Museum

Cardiff Bay Visitor Centre, WMC

The National Museum Cardiff, Cathays Park

Month

July

August

September

October

Day of week

Mon

Tues

Wed

Thurs

Fri

Sat
Sun

Time of day Date

10.00-14.30

After 14.30
d d m m 1 2

Weather (mainly)

Sunny

Cloudy

Showers

Rain

Approach adults aged 16 and over for initial screening

Good morning / good afternoon. My name is . and I am working on behalf of Future Focus
Research. We want to find out peoples views on Cardiff, and I wondered if you would be willing
to take part in a short survey? This should take no more than 10 minutes and everything you
say will of course be kept confidential.

Q1a Do you live in the Cardiff area? By Cardiff I mean the Cardiff Council Area

Yes
Thank & Close

No
Go to Q1b

Q1b Do you work in the Cardiff Council area?

Yes
Thank & Close

No
Go to Q1c

Q1c Are you in Cardiff today for at least three hours?

Yes
Go to Q1d

No
Thank & Close

Q1d Was the purpose of your visit to Cardiff today a routine visit or appointment? For example are you
here to visit the dentist, doctor, hairdresser, weekly shop etc?

Yes
Thank & Close

No
Go to Q2

Q2 Please can I ask where you are visiting from?

Wales
Go to Q3

Scotland
Go to Q3

Eire / Rep. of Ireland
Go to Q5

England
Go to Q3

Northern Ireland
Go to Q3

Overseas
Go to Q4

Q3 Please provide a postcode

Go to Q6

Q4 Please specify your country

Q5 What was your main method of transport used to reach Cardiff? (single code)

(Tick one box only)

(Tick one box only)

Private car
Walk/on foot

Hired car
Taxi

Train
Water bus

Public bus/coach
Boat/yacht

Private bus/coach excursion/tour
Cruise Ship

Bicycle
Plane

Motorcycle

Other

Please Specify

Q6 Is this your first visit to Cardiff?

Yes
Go to Q7

No
Go to Q8

Q7 Is this also your first visit to Wales?

Yes

No (live outside of Wales)

No (resident of Wales)

Q8 Who are you here with on this visit?

Alone

With spouse/partner

With family only
(including children aged 16 or under)

With family only
(all over the age of 16)



With friends only

With friends only

With business colleagues

With an organised group

Other

Q9 Which of these best describes the main reason for your visit to Cardiff today?

For leisure / a holiday or part of a holiday

Business trip/conference

Other, please specify

Q10 SHOW CARD A - Which if any of the following influenced your decision to visit Cardiff?
If marked * please ask for details and provide below.
(Tick all that apply)

1. It's easy/quick to get to

2. Historic interest

3. Lively reputation/nightlife

4. Visiting friends/family

5. To attend a sporting event as a spectator (specify)

6. To attend an Olympic event

7. To attend other event (specify)

8. To attend concert/show (specify)

9. To visit a specific attraction (specify)

10. A previous visit to Cardiff

11. Word of mouth/recommendation

12. Good range of shops/shopping

13. I used to live / work / study here

14. Never been to Cardiff before/curiosity

15. Doctor Who / Torchwood

16. Other TV/film (specify)

17. Other (specify)

None

Don't know

Q11 Are you staying overnight in Cardiff as part of your trip?

Yes
Go to Q12

No
Go to Q13

Q12 Altogether, how many nights will you be staying in Cardiff as part of your trip?

Q13 SHOW CARD B - Which of these places or attractions in the Cardiff area have you visited or do you
intend to visit during this trip to Cardiff? (Please tick all that apply)

1. Cardiff Bay (Mermaid Quay)

20. Tourist Information Centre (Old Library)

2. Cardiff Bay Barrage

21. Bay/River Boat Trip

3. Cardiff Bay Visitor Centre (in WMC)

22. Castell Coch

4. Craft in the Bay

23. Llandaff Cathedral

5. Doctor Who experience

24. Open Top Bus Tour

6. Lightship 2000

25. Parks

7. Norwegian Church

26. St. Fagans National History Museum

8. Red Dragon Centre (Cinema, bowling etc.)

27. SWALEC Stadium

9. Senedd Building (National Assembly for Wales)

28. The Citys bars and restaurants

10. Techniquest

29. Cardiff International White Water

11. Wales Millennium Centre

30. TV Themed Tours

12. Cardiff Castle

31. Walking Tours

13. Motorpoint arena (Cardiff International Arena)

32.Caerphilly Castle

14. Cardiff Market

33.Big Pit: National Coal Museum

15. Millennium Stadium

34 Wales Coast Path

16. National Museum Cardiff

Other - Specify

17. New Theatre

18. Shops

None

19. St. David's Hall

Don't know

Q14 How enjoyable are you finding this visit to Cardiff?

Very enjoyable

Not at all enjoyable

Enjoyable

Dont know

Not particularly enjoyable

Q15 How would you rate your visit compared with your expectations?

Much better than expected

A bit disappointing

Better than expected

Very disappointing

Much as expected

Didn't know what to expect

Q16 What have been the most enjoyable aspects of your visit to Cardiff? (do not prompt) MULTICODE

Accommodation

People & atmosphere

Architecture & buildings

Restaurants

Arts & culture

Shops

Attractions (please specify)

Shows/events/festivals/concerts

Sporting events

City layout

Other please specify

Good weather

History

Nothing - no enjoyable aspect to the visit

Nightlife

Don't know

Q17 What would you like to see improved in Cardiff? (do not prompt) MULTICODE

Accommodation - expensive

Signposting poor/confusing

Accommodation - quality

Traffic congestion/jams

Litter/poor cleanliness

City layout

Parking - expensive

Other please specify

Parking - inadequate

Public transport in Cardiff

Nothing

Public toilets

Don't know

Q18 What, if anything, do you currently feel is missing from Cardiff that would make it a better place to
visit? (Prompt if necessary e.g. attractions, facilities)

Q19 SHOW CARD C: I am now going to read out some things that people have said about Cardiff. For
each one, please tell me whether you agree or disagree with it using the answers from the card.
Tick one box per row

Agree strongly Agree Disagree

Disagree
strongly
Don't Know

It's a vibrant and lively city

It's a safe city

Cardiff's heritage is a great asset

It's a great place for events

I get a strong sense of being in Wales

I have been made to feel welcome

A visit to Cardiff is good value for money

It's a great place for shopping

Q20 Would you recommend a visit to Cardiff to somebody else? Tick one box only

Definitely would

Probably won't

Probably would

Definitely won't

Fairly likely to

Q21 What information sources helped you plan your trip to Cardiff? Tick all that apply

www.visitcardiff.com

Cardiff Essential Guide

www.visitwales.com

Tourist Information Centre

www.cardiffcastle.com

Previous visit to Cardiff

www.wmc.org.uk

Guidebooks

www.museumwales.ac.uk

Other website (specify)

Trip advisor

Facebook

Other (Please specify)

Twitter

Q22 Do you have any other comments that youd like to make?

Now I'd like to ask you a few questions to ensure that our sample is representative...

Q23 Gender

Male

Female

Q24 Age

16-19

25-34

45-54

65-74

20-24

35-44

55-64

75+

Q25 Do you have any dependent children living in your household?

Yes

No

Q26 Would you by willing to be contacted by email with details of promotions and information? If so
please provide your email address.

Any data supplied by you on this form will be processed in accordance with Data Protection Act requirements and in
supplying it you consent to Cardiff Council processing the data for the purpose for which it is supplied. All personal
information provided will be treated in the strictest confidence and will only be used by Cardiff Council or disclosed to
others for a purpose permitted by law.

Thank respondent: Close interview

CCardiff Visitor Survey 2012 Report

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The County Council of the City and County of Cardiff.

Prepared by Cardiff Research Centre.

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