06 Growth Markets By increasing its reach among those market segments most likely to deliver visitors who will explore more and stay longer – ideally overnight – Wake昀椀eld will deploy its resources in the most e昀昀ective way to drive the sustainable growth of its visitor economy. Taking into account thematic strengths and key market trends, and based on analysis of VisitEngland’s visitor segmentation, three target segments have been identi昀椀ed as priority growth markets for Wake昀椀eld. Two of these are primary targets – i.e. market segments already delivering visitors for Wake昀椀eld, but which o昀昀er further growth potential – while a third segment can be categorised as a secondary target, presenting a medium to longer-term growth opportunity which can be realised as pipeline developments including accommodation and transport begin to come onstream. The three priority growth markets are: