Whitby Coastal Strategy 2

Project

Design and implementation of a visitor research programme to determine the value of the coastline to visitors and the local economy.

Client

Scarborough Borough Council

The objective of the Whitby Coastal Strategy 2 was to provide an up-to-date assessment of the risks from coastal erosion and sea flooding to people and the built, natural and historic environment, and identify options for managing these risks. A key component of the study was to seek robust information on the tourism, amenity and recreation value of the area to the local community and tourists, especially focusing on the open coastline and Whitby Harbour.

Our work included

A baseline assessment of the tourism, leisure and amenity assets of the coastline;

A primary research programme to determine the value of the coastline to visitors and the local economy, using the principles of Contingent Valuation (CV),l which using primary research to identify the ‘value’ that people placed on the coastline, beach and harbour through comparing the monetary value of the area to equivalent spend on other leisure activities.

Outcome

The model estimated generated a total equivalent value of just over £16 million (£16,050,269) or some 39% of the estimated total tourism revenue to the local economy for the coastal product.

Our work demonstrated the importance of the tourism sector and visitor economy to Whitby and provided the key rationale for designing and funding coastal defence work in the area.