St Helena is an overseas territory of the UK located in the Atlantic Ocean and is currently accessible only by ship from Cape Town, South Africa. The UK Government is currently developing an international airport on the island and from 2016 St Helena will be accessible by air. Enterprise St Helena (ESH) and DFID appointed The Journey to assess and project visitor demand following the construction of the airport and we did this by building an analytical forecast model and populating it with data gathered through various surveys and desk studies
The Journey segmented the potential tourism market (on island Saints, overseas Saints, business travelers, leisure travelers) and conducted online surveys among consumers and the international travel trade to gain an indication of future visitation given the availability of air travel. An analytical model was developed to project future visitor figures based on a range of assumptions and scenarios
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