Majority of Weymouth tourists will visit again after 'unprecedented' Olympic coverage
The majority of people who visited Weymouth and Portland for the 2012 Olympic Games are likely to visit again and recommend the area to someone else.
Research from Bournemouth university suggested improving accommodation in the Dorset borough as 20 per cent of first-time visitors stayed in other parts of Dorset.
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The study shows that 96 per cent of those who visited the Dorset borough during the Olympics said they were likely to visit again, while 97 per cent said they would recommend the area to friends and family.
Nick Thornley, Leisure and Tourism Manager for Weymouth and Portland Borough Council said: "This report highlights the fact that Weymouth and Portland is already a highly attractive destination for visitors and perceptions of the area are now even better after events this summer.
"We have gained unprecedented coverage of the area so it is important to capitalise on that moving forward.
"In an increasingly competitive tourism market, it is essential we understand who our visitors are and this report provides valuable information about the type of people coming to Weymouth and Portland, where they are staying and what they think of their experiences while here.
"We will be looking closely at the recommendations of the report to see how we can work in partnership with local businesses to improve our offer for the future, in order to attract new and increasing numbers of visitors, particularly younger people with an interest in sporting and outdoor activities."
The report was prepared by the Market Research Group at Bournemouth University and was commissioned by the Weymouth and Portland Partnership Economy Group.
Further recommendations were made, including increasing promotion of the area to visitors aged between 25 and 34 years old, and considering what activities and offers would attract this age group.
The study concluded that most visitors already had a positive view of Weymouth and Portland prior to their visit. The majority of those who felt neutral or negative about the area before their visit now have a more positive view.
Ian Doyle, Economic Regeneration Manager for Weymouth and Portland Borough Council said: "The economic regeneration team will be working closely with local businesses, including the hotel and leisure industry, to make sure the offer for visitors is appropriate for the future and brings economic growth in terms of local businesses and the economy generally.
"We all need to use the success of the Games here in Weymouth and Portland as a launch platform for future growth."