About the Isle of Man
The Isle of Man is a self-governing British Crown Dependency situated in the Irish Sea between England and Northern Ireland. It is not part of the United Kingdom or EU. The capital is Douglas. It is 52 kilometres long and at its widest point, 22 kms wide - a total area of approximately 572 square km and has a population of 85,000. The Isle of Man has a successful diverse economy which has grown continuously for over 30 years. Tourism acts as a significant driver contributing an estimated 3,000 jobs, around 7% of the workforce, sustaining a wider range of retail, restaurants, transport and other visitor amenities.
The Isle of Man offers visitors a range of cultural experiences, historic environments and natural landscapes. Isle of Man Tourism, part of the Isle of Man's Department of Economic Development, is responsible for promoting the Island. The Isle of Man's T-Stats system incorporates the entire island, including both urban and rural areas.
“The tourism sector underpins so much of the local economy that we need to stop thinking of it as a standalone industry. It not only creates jobs in its own right, but also supports a vast array of services across the Island, giving residents a much higher quality of life."
Hon Laurence Skelly MHK, Minister for Dept of Economic Development - from 2016-2020 Destination Management Plan
How do the Isle of Man use T-Stats?
The Isle of Man T-Stats launched in 2015. Isle of Man Tourism measure their sector on a monthly basis. These are some of the data they input into their T-Stats system:
- Air arrivals
- Cruise arrivals
- Ferry arrivals
- Tourist departures by purpose of visit
- Accommodation stock
- Accommodation rooms sold and revenue for serviced & self-catering
- Attraction visitor numbers
- Website & Social Media performance
- Online newsletter
- Weather: rainfall, sunshine and temperatures
- Key visitor surveys results
- Unemployment rates
- UK inflation and interest rate
- UK economic fuel prices by region
- UK house prices by region
- Inbound tourists to the UK
- Foreign exchange rates
“[T-Stats is all about] having the ability to see the strategic overview of the performance of the destination in one system”
Angela Byrne, Head of Tourism, Isle of Man Government
Insight from Angela Byrne, Head of Tourism, Isle of Man
Which department or roles within your organisation use or benefit from T-Stats?
Isle of Man Tourism is a Division within the Isle of Man Government's Department of Economic Development. While all the Tourism and Marketing teams use and benefit from T-Stats, sharing our data has also been useful for our colleagues working to promote other business sectors. We also use it when meeting with our stakeholders and politicians.
What are the top 3 benefits of using T-Stats?
- All our data is in one place
- East of use
- Opportunity to design and request specific functions and options
What is your favourite function of T-Stats?
It is so easy to show comparative data, which has proved very useful and informative.
How does T-Stats compare to other systems available to destinations?
For us, T-Stats offers the best options due to ease of use, design options and tailored functionality.
Her advice to those thinking about investing in T-Stats is:
Go for it. We use it when producing reports for senior management as well as politicians, industry and media as you are confident that you are using accurate and consistent data.
What are the biggest challenges for destination management right now?
The impact of Brexit on carriers might impact the island and our Visitor Economy. It will also be a challenging time for destinations in relation to the free movement of people both in terms of visitors and workforce.
What opportunities do you envisage in 2017?
Equally, Brexit and the weaker pound opens up the staycation market again to domestic destinations. In relation to the Island, it offers us an opportunity to be seen as a staycation destination but with the added bonus of actually leaving the UK