uk tourism industry 2023

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UK Travel Trends 2023: Bright Outlook for Holiday Market

The holiday sector was an early casualty of the pandemic, with closed borders and lockdowns curtailing travel plans for all; however, 2022 saw a strong rebound, and forecasts are positive for 2023.

The ongoing cost-of-living crisis is putting pressure on consumer discretionary spend. In principle, this leaves holiday companies vulnerable, but in practice, the picture is better than expected.   

Despite high inflation and prices, research points to a majority of UK consumers looking to increase travel in 2023, with four out of five key holiday categories set for a positive year. 

Data signals more good news for UK tourism, with inbound travel levels recovering well; keeping on top of technology disruption, staffing levels and ways to meet increasing demand are all key in 2023.  

With the holiday market in remarkably good shape, the forecast is fair for travel in 2023.

Decline in the travel industry was a very clear and obvious symptom of the Covid-19 pandemic. Closed borders and locked-down households disrupted holiday plans, leaving travel businesses across the industry struggling in 2020 and 2021.

Fortunately, 2022 featured a welcome recovery in spending, with Barclaycard data showing growth at 116% of the previous year’s spending. Reopening borders was a major impetus for this recovery, but inflation clearly played a part too, and overall volumetric levels do remain below pre-pandemic levels in 2019. 

See our UK Travel Trends Infographic for greater insight into the positive outlook for the 2023 UK holiday market.

This reality leaves recovery fragile and potentially hostage to the impact of the ongoing cost-of-living crisis. Rising prices are forcing consumers to make significant cuts to both discretionary and essential spending, and non-essential travel is under pressure as a relatively large discretionary spend category. Recent data from an October 2022 Post Office poll highlights a noteworthy 42% of consumers believing that the rising cost of living will impact their holiday plans with cuts to their budgets and bookings to cheaper destinations.

Nonetheless, sentiment is changing fast, and newer data paints a more encouraging picture, with a survey commissioned by Hilton indicating that a sizeable majority of Brits — 59%  — plan to travel more in 2023 than they did in 2022. At the close of 2022, TUI forecast sales for 2023 would hit 2019 levels. A poll by EasyJet indicates that 70% of UK consumers are ready and willing to prioritise vacations over other spending, signifying a growing trend for consumers to regard holidays as an increasingly essential part of their discretionary spend.

This re-prioritisation of holidays is occurring across the industry, where strong trading data supports the trend. UK travel company Travel Counsellors reported January 2023 sales of £114m, its highest ever for the month and a noteworthy 50% increase on pre-pandemic levels in January 2019. Ryanair delivered similarly positive news for the sector, reporting profits of €211m for October to December 2022 — almost three times the 2019 level — and a 7% rise in passenger numbers for Q4 versus the same period in 2019. 

There is good news online too, with Google searches for key holiday terms such as ‘Holiday package’ and ‘Travel supermarket’ both exceeding 2020 levels with increases of 16% and 57%, respectively (see Figure 1).

UK Google searches for key holiday terms over time (January 2019-23) 

Our own research focuses on tracking five key holiday categories through the performance of the main operator brands, using web traffic as a proxy for forward bookings to assess the strength of the market. We chose to focus our analysis on January 2023: January is a seasonally important trading window for the sector and offers a comparison with the same month in 2020, just before the pandemic took hold.  

We discovered a healthier overall picture than expected, with four of our five categories analysed now trading above the 2020 level, some materially so. This was despite fears over the impact of rocketing cost-of-living and a lingering Covid ‘hangover’ effect on consumer behaviour, significant issues with staffing across the travel industry, and the slow pace of a return to growth in airline seat capacity.

How our key holiday categories are faring 

Sunshine There is a positive outlook for the European sunshine market, which saw January traffic volumes up 4% vs January 2020. Loveholidays had a particularly strong result, although performance across other brands suggests some challenges with underlying trading within the sector. 

Tailormade All players are trending in a strongly positive direction, from the depths of a Covid-19-induced hibernation. Overall, the category is up 1% vs January 2020, with the mainstream brands performing ahead of the category (+4%). This suggests a strong response from the wider market. Luxury tailormade is very slightly lagging January 2020, reflecting residual constraints on skilled holiday curation staff numbers and the late re-opening of key destinations such as Japan.  

UK staycations Closer to home, web traffic volumes are 5% ahead of January 2020 for UK staycations, but (perhaps not surprisingly) are down against a stellar 2022. Underlying this is an overall demand shift from parks to vacation rentals, with the latter performing strongly ahead of the category average vs January 2020, and with park performance suggesting some weakness in this holiday format. 

Older demographic This category, while also building back strongly, has yet to fully recover web traffic vs January 2020, perhaps reflecting the ongoing caution about group travel among older travellers.

Ocean cruising Perhaps slightly surprising given the negative PR during Covid-19, this segment of the market is strongly ahead of January 2020 web traffic, at +14%, with most (but not all) of the players performing well. Cruise agent performance lags this, although the underlying growth momentum is very positive.

A final piece of positive news for the travel industry is the impressive recovery in the volume of inbound visitors to the UK. In 2022 this figure hit over 80% of 2019 levels, and a level of 86% is expected for the current year.  

With inbound tourism levels back on track and web traffic for the majority of key outbound holiday categories now above pre-Covid levels, our own levels of optimism for the industry are high. Price inflation does remain a concern, but holidays appear to be firmly re-established within the repertoire of consumer discretionary spend as a high priority.  

The industry continues to face challenges, but these are now thankfully centred on the supply side meeting rising demand. Smart businesses are revising and rethinking propositions to keep pace with evolving consumer attitudes; staying relevant is crucial, as is recruiting skilled staff. Technology has an important role to play in shaping ever more sophisticated digital marketing capabilities, and companies need to look hard at how to make the most of the next wave of disruptive technologies.  

We look forward to supporting our clients in the travel industry as this challenging and exciting next chapter begins.  

A view from our partners 

“Looking at data from across the industry, as well as our own research findings, I’m pleased to see how positive the post-pandemic bounce-back has been. Clearly there is much work for companies to do to focus their strategies and stay ahead of changes in the sector, but with a forecast set for fair, there is plenty to look forward to in 2023.”  — Geoff Parkin , Partner 

“For any business reliant on consumer discretionary spending, inflation and a cost-of-living crisis can present serious issues. Keeping on top of the data and understanding the trends has never been as important as now. Our work in the travel sector is shining a clear light on some very positive news — taking advantage of this is a vital next step for businesses looking to thrive in the year ahead.”  —  Mark Boyd-Boland , Partner 

“To see so many of the key holiday categories recovering so well can only be good news for the travel industry. In a time when the competition for discretionary consumer spend is intense to say the least, our data signals some very positive news for travel businesses ready to keep their strategies focused and adaptable.”  —  William Tite , Partner 

Questions about our latest thinking?

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Jet-set Britain: Exploring Trends for Travel & Tourism in the UK in 2023

Appinio Research · 08.11.2023 · 22min read

Is life a pendulum constantly swinging between the PTO (paid time off) you just had and the next PTO you’re going to request?

Luckily for you, the Appinio Hype Train is here to sweeten this in-between time.

The travel industry is an interesting one as it has seen its fair share of changes and challenges in recent years. From the ongoing impact of the COVID-19 pandemic to the growing awareness of sustainability concerns, there's much to unpack. We'll delve into the heart of these matters and provide you with a detailed look at how British travellers are navigating this dynamic landscape.

Appinio has surveyed a nationally representative sample of 1000 Brits, and investigated everything from travel frequencies and accommodation preferences to the burning questions about sustainability and the overtourism phenomenon. By the end of this blogpost, you'll have a comprehensive overview of the state of the UK's travel and tourism industry in 2023, and a wealth of statistics, facts, and insights to keep you informed and inspired.

Key takeaways from the Appinio Hype Train Report on travel & tourism

Travel behaviour in 2023 British travellers adapted to post-pandemic conditions by embarking on more frequent and extended trips, including the trend of "revenge travel". However, the cost-of-living crisis led to reduced travel frequency and closer-to-home destinations due to inflation. Travel companions varied, with couples, solo travellers, and families. Off-peak travel gained popularity, offering quieter and more affordable experiences. Resurgence of domestic tourism   It's evident that domestic tourism in the UK has experienced a resurgence. British holidaymakers have been rediscovering the wonders of their home country, driven by factors such as Brexit, the COVID-19 pandemic, and the cost-of-living crisis. The South West region, in particular, emerged as a preferred choice for staycations. Sustainability and climate-conscious travel British travellers are starting to place importance on sustainability in their travel decisions. Many seem to be willing to pay more for climate-friendly options when travelling, i.e. paying more for accommodations. However, there is a reluctance to limit air travel, possibly due to short PTO and the desire for longer, more relaxing vacations.

💡 Ready for take-off? Then download the Hype Train Report for free!

Download the Appinio Hype Train Report on Travel & Tourism with Jonas Upmann from HomeToGo

Status quo of the travel & tourism industry in the UK

The travel and tourism industry is dynamic by nature and is constantly shaped by factors such as global events, evolving consumer preferences, and technological advancements. But since the COVID-19 pandemic, the industry has been struggling to find its footing, we could say, it got long covid.

The disruption of travel altogether and business-as-usual practices was so profound that issues emerged during the pandemic keep interfering with travellers till this day, so much that the amount of disturbances faced by holidaymakers in the summer of 2023 has been called unprecedented .

There was a notable decline in the number of Britons taking holidays during 2020 and 2021, but the situation luckily improved in 2022, Statista says.

When considering international travel, Spain, the United States, and France emerged as the top destinations for UK outbound travellers.

Conversely, the South West region of the UK emerged as the preferred choice for summer staycations .

Statista projected that the revenue in the Travel & Tourism market is to reach £32.22bn in 2023, and that revenue is expected to show a slow annual growth rate (CAGR 2023-2027) of -0.48%, resulting in a projected market volume of £31.61bn by 2027.

Travel behaviour of British holidaymakers in 2023

Yet UK holidaymakers are undeterred. According to Ms. Lo Bue-Said (chief executive,  Advantage Travel Partnership) for British newspaper The Independent : “Desire to travel among Brits has not abated. Summer from a trading point of view has been exceptional. We have seen significant business increases and some really exciting destinations.”

Of course, after years of restrictions and limitations, revenge travel , a.k.a. consumers finding travel more appealing than ever, resulting in countless people travelling for longer and more frequently, was to be expected.

However, misery loves company. Once COVID restriction started to ease, the cost-of-living crisis reared its head and it forced Brits to change once again their travel plans. The Appinio Hype Train Report shows that

• 40% (strongly) agree that due to inflation, they reduced the number of trips they made this year.
• 34% (strongly) agree that due to inflation, they chose holiday destinations closer to home .

Some consumers may need to wait a bit longer to book their revenge trips.

Domestic vs. international travel

The debate between domestic and international travel remains at the forefront of travel decisions. 

Many Brits have been rediscovering the wonders of their home country, with domestic tourism experiencing a resurgence, especially to the windy beaches of the South West.

The reasons are multifaceted. First of all, British citizens started to feel the effects of Brexit, then the COVID-19 pandemic and travel restrictions came to be, followed by an energy crisis. To top it all off, there were shortages in travel and airport staff, plus strikes. Not the best start to a holiday, right?

No wonder 55% of Brits thought domestic travel was the safest option to enjoy some well-deserved PTO.

Nevertheless, international travel kept its allure.

Travellers seek adventures and sunshine abroad, as demonstrated by 45% of British holidaymakers having gone / going to international destinations.

The Appinio Hype Train data also show an interesting difference between age groups: Baby Boomers are the most likely to travel domestically (62%), while Gen Z the most likely to travel internationally (50%).

Long vs. short haul

The choice between long-haul and short-haul destinations is another important aspect of travel behaviour. 

Is a weekend enough to unwind or are Brits packing anti-jet-lag remedies with them?

It looks like Brits seem to prefer long-haul journeys that offer the promise of far-flung adventures, cultural exploration, and new experiences (55%). 

On the other hand, the convenience and cost-effectiveness of short-haul travel within the UK and/or Europe continues to captivate a significant portion of British travellers (45%).

The Appinio Hype Train data also show an interesting difference between age groups once again: Baby Boomers are the most likely to do short trips (52%), while Gen Z are the most likely to do long trips (60%).

Travelling in company

British holidaymakers exhibit diverse preferences when it comes to companionship during their journeys. 

• Couples seeking romantic getaways are a substantial portion of travellers, 27% of British travellers do so. Baby Boomers are the most likely to travel with their significant other (39%).
• Only 18% of British holidaymakers travelled or will travel solo this 2023, Millennials seem the most likely to do so (21%).
• Group travel seems to be the least popular option, as only 16% had done so. Gen Z are the most likely to travel with a group (24%).
• Family vacations remain a cherished tradition for 39% of British travellers, 35-44 years-olds are the most likely to travel with family (45%).

Peak season vs. off-peak

Travel patterns in 2023 reflect a noteworthy trend where British consumers are increasingly looking beyond the traditional peak season. 

While the summer months or school breaks continue to be popular for vacations, there's a growing appetite for off-peak travel. 

Over one in two (57%) are more inclined to travel off-peak . This means that many travellers are exploring the charm of destinations during the quieter months, taking advantage of smaller crowds and often more affordable prices.

Booking habits

The way Brits book their trip has evolved, reflecting the digital age's influence. 

Over the years, there has been a significant shift towards online platforms and apps for booking flights, accommodations, and activities. These platforms offer convenience, a wide range of choices, and often competitive prices, in fact nearly three quarters (74%) of UK travellers have been booking their accommodation online , both desktop and mobile. 

However, traditional travel agencies still hold sway with a portion of the population (28%), especially for those who value personalised service and expert advice.

💡 Need more insights to feed your roadmap to your holiday?

Brits’ accommodation preferences

Accommodation is a critical piece of any travel puzzle.

Will the bed be comfortable enough, or are the pillows as hard as your mum’s comments on your new haircut? Is the location nice and quiet, or would you need earplugs to be able to sleep? How are the vibes at the reception, is the staff helpful or are they scrolling on TikTok all day long?

These are all legitimate questions that every traveller asks themselves when booking an accommodation, hoping they haven’t been scammed!

Let’s deep dive into their habits and trends and understand what they are looking for.

Accommodation

When it comes to accommodation, British travellers display a wide spectrum of preferences. 

• Traditional hotels continue to be a top choice for 70%, offering a combination of comfort and amenities. 
• Resorts come in second (37%), followed by B&B at 33%. 
• Vacation rentals like AirBnB or HomeToGo rank fourth at 31%, Baby Boomers are the most likely to prefer this option (39%) among all other age brackets.

When it comes to vacation rentals, vacation homes and cabins/cottages are the most popular choice (both at 50%), with cabins and cottages being a must for Baby Boomers at 58%.

Beach homes rank second (40%), but they are the go-to for Gen Z (59%).

Alternative lodging options

Beyond the conventional choices, travellers are increasingly embracing alternative and unconventional accommodations. Tiny houses , often nestled in picturesque natural settings, provide a cosy and minimalistic escape. Houseboats offer a unique way to stay right on the water, allowing travellers to drift off to sleep with the gentle sway of the waves. 

These alternative options cater to those seeking an offbeat and memorable stay. However, these options are not often used by UK holidaymakers, 70% of them say they never used alternative lodging.

Despite looking like the cutest thing on earth, these accommodations often have limited space, making them less suitable for larger groups and extended stays. Comfort and amenities may not match traditional lodging, and accessibility, privacy, seasonal limitations can be factors to weigh. Safety, sanitation, and lack of standardisation are also concerns, while high demand during peak travel times may affect booking availability.

Factors influencing accommodation choices

The factors influencing accommodation choices are multifaceted. 

• Budget considerations play a crucial role, 70% travellers seeking affordability and others willing to splurge for a luxurious experience. 
• Location , proximity to attractions, and the ease of transportation are also key factors for 64%.
• 41% decide after careful research and take into account reviews and ratings .
• Comfort , of course, makes it to the top 5 with 39% looking for a comfortable and pleasant accommodation to relax after a day of exploration.
• One third (32%) look for the amenities like pools, gym or pet-friendly lodging, meaning that travellers are not satisfied with “just a place to sleep” anymore.

Willingness to pay for premium amenities

Many (36%) British travellers are increasingly willing to invest in premium amenities that enhance their overall travel experience. These amenities can include spa services, fine dining, private pools, and more. The willingness to pay extra for such features demonstrates a desire for a higher level of comfort and indulgence during their trips.

💡 Packing for your trip? Then don't forget to download the Hype Train Report for free!

Insights into Brits’ climate-conscious choices when travelling

Nearly two thirds (60%) of travellers are willing to pay a premium / additional fee to choose a more climate friendly travel option. The desire to minimise the carbon footprint of their journeys has become a driving force behind their travel decisions. However, when asked exactly how they’d like to contribute to a more sustainable way of travel:

• 43% would be willing to pay higher prices for accommodations ,
• 42% would be willing to pay higher prices for transport ,
• 15% would be willing to pay higher city taxes .

Efforts to be more climate-friendly

As climate change awareness continues to grow, some British travellers are contemplating the need to limit their journeys for climate reasons.

One third (33%) state they have been trying to reduce the number of their trips in order to be climate-friendly, but the striking majority doesn’t think of refraining from travelling when and how much they want/can.

Willingness to limit travel for climate reasons

A small portion of travellers is willing to reduce their travel frequency or travel shorter distances to minimise their carbon footprint.

And, when asked whether they’ll be willing to travel only once a year by plane, British holidaymakers were split, with 51% saying they wouldn’t want to limit their air travel.

Interestingly, Gen Z and Millennials, two of the age cohorts most vocal about climate change and the need to tackle the climate crisis as fast as possible, seem the least likely to be wanting to limit their travel.

There’s clearly an age effect as the younger the respondents the less willing to give up on travel. 

Could it be because, being still in their prime, they want to explore the world as much as possible before starting to experience mobility or health issues that could hinder their ability to travel?

All considered, it is clear that this unwillingness to limit their air travel goes deeper than not wanting to be climate friendly. Consumers may not want to give up air travels for multiple reasons: 

• PTO is often short, so having to spend more time travelling by train or car could actually shorten the holiday and dampen the relaxation effect a holiday is supposed to give
• For those living in one country but having family or business ties in another, air travel is often the most practical way to stay connected.
• Air travel opens up opportunities for adventure and exploration, allowing people to discover new places and create memorable experiences.

The overtourism phenomenon

As travel and tourism continue to thrive in the United Kingdom, the concept of overtourism has started to make an appearance. 

Overtourism represents a complex challenge, where the popularity of a destination can sometimes lead to adverse consequences, including overcrowding, environmental degradation, and cultural erosion.

Awareness of overtourism phenomenon

Overtourism has become a buzzword in the world of travel only recently. 

In fact the majority (61%) of Brits have never heard of this term and 27% heard of the term but aren't sure of what that means.

It is clear that not many are aware of the challenges posed by overtourism, which often involves crowded destinations, environmental degradation, and strained local resources, and how this phenomenon will be changing the travel & tourism industry. 

Many popular destinations like Florence , Venice (Italy) and Mount Fuji (Japan) are thinking of introducing a set number of visitors per day to limit disruptions. The city of Florence has even introduced an Airbnb ban in the city centre, as vacation rentals were robbing residents of housing.

Other regulatory measures are visitor quotas, limited access to sensitive areas, and the implementation of tourist taxes to manage the influx of visitors.

It’s clear that economies heavily dependent on tourism are now starting to see the dark side of the tourists influx and are starting to think of measures for preserving the integrity of the destination and ensuring a positive experience for both travellers and local residents.

Attitudes toward measures to combat overtourism

In response to the overtourism phenomenon, British travellers exhibit a range of attitudes and opinions regarding the measures to combat it.

Nearly one in two (46%) Brits (strongly) agree with implementing measures against overtourism. However, and funnily enough, they wouldn’t be willing to pay higher city taxes (previous slide), an extremely popular measure that most saturated holiday destinations have introduced.

The overtourism phenomenon is an issue that is still failing to capture the attention of British travellers, and their attitudes towards addressing it reflect their lack of knowledge.

New trends shaping the travel and tourism industry

The world of travel and tourism has been always witnessing fascinating transformations and several trends have been shaping the industry. 

Luckily, we had an amazing expert to guide us and make sense of the travel and tourism industry: Jonas Upmann from HomeToGo, the marketplace with the world's largest selection of vacation homes.

Jonas is the Head of Consumer Communications, with expertise across content marketing, PR (digital and traditional), and SEO, alongside more than eight years of experience in one of Berlin’s leading travel tech companies, Jonas is a seasoned industry professional and a true travel expert. Additionally, Jonas has lectured in PR at the Hochschule für Technik und Wirtschaft Berlin, and is employed as a guest lecturer for content marketing at the Swiss Zurich University of Applied Sciences with a focus on storytelling and the distribution of content. Combining a classic PR background with modern inbound marketing techniques, Jonas' focus at HomeToGo is driving impactful coverage of HomeToGo and the HomeToGo Group's brands on top domains, creating brand awareness and SEO visibility to increase organic traffic.

Jonas gave us insights on the newest and hottest trends in the travel and tourism industry.

• One such trend that's gained immense traction is the habit of booking trips well in advance . British consumers are showing an unprecedented level of curiosity and awareness when it comes to planning their journeys, and the buzz surrounding this trend is the biggest recorded by the Appinio Hype Tracker. The idea of securing travel plans ahead of time is a hot topic of discussion in consumer circles, reflecting multiple consumers' needs, being cost-effective in a cost-of-living crisis period, but also having something to look forward to. 
• On a parallel track, we find the anticipation for summer holidays in 2024 , albeit with a twist. While curiosity remains high, the awareness levels are slightly lower, resulting in a somewhat subdued buzz. It's an intriguing contrast, suggesting that consumers are keeping their summer dreams somewhat close to the vest. 
• International travel is staging a remarkable comeback. It boasts the third-highest curiosity levels but has skyrocketed to the second-highest slot in awareness. The consumer buzz around international travel is substantial. A testament to the pent-up wanderlust of British travellers, eager to explore the world once again.
• Domestic travel , although equally appealing, has a slightly different story to tell. While awareness levels rank third, and the buzz is significant, it takes a slightly backseat to international journeys in terms of curiosity. In essence, British travellers are embracing both global and local adventures with equal enthusiasm, but their discussions reveal a penchant for planning ahead and embarking on international escapades that speak to their enduring spirit of exploration.

In the ever-evolving realm of travel and tourism, consumers are the biggest players, continually adapting to global shifts, emerging trends, and shifting priorities. The Appinio Hype Train Report on the status travel and tourism industry in 2023 has uncovered a rich tapestry of experiences, choices, and attitudes among travellers. From the impact of the COVID-19 pandemic and the resurgence of domestic tourism, the rise of sustainability consciousness, and the complexities of overtourism, travellers are embracing change with resilience and vigour. Looking forward to the travel landscape for 2024, it becomes clear that today's travellers are adapting faster than ever and keep looking for adventures, far away and closer to home. And these travellers will always find the right accommodation for every type of trip at HomeToGo.

💡 What else are fellow travellers discussing when planning their holiday? Find out on the Hype Tracker!

Conclusion for UK travel trends

In the ever-evolving realm of travel and tourism, the United Kingdom stands as a dynamic player, continually adapting to global shifts, emerging trends, and shifting priorities. 

The Appinio Hype Train Report on the UK travel and tourism industry in 2023 has uncovered a rich tapestry of experiences, choices, and attitudes among British travellers. From the impact of the COVID-19 pandemic to the resurgence of domestic tourism, the rise of sustainability consciousness, and the complexities of overtourism, British travellers are embracing change with resilience and vigour.

Interested in running your own study? Get in touch with our research experts and walk them through your ideas!

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Travel and tourism outlook

30 january 2023.

Following the announcement of the winter budget on 17 November 2022, RSM polled 1,000 consumers to gauge their sentiment towards discretionary spend in 2023. You can find the full results of our survey here .

There’s no doubt consumers are being hit hard by the current economic climate, with 98% saying they are concerned about the cost of living crisis, and 37% saying they have no money left after paying for food, energy and household bills at the end of each month. Below you’ll find our analysis of how these findings fall into the broader travel and tourism landscape in 2023. This includes the outlook for consumer demand, outbound travel, sustainability, and our predictions for the shape of the sector following ATOL reform, which the industry expects clarity on this year.

Holidays a priority for consumers in 2023 

After being locked down for months during the pandemic, travel is one of the last areas consumers are willing to cut back on in light of the cost of living crisis. Post lockdown the trend for ‘revenge travel’ is in full swing, with only 10% of survey respondents planning to cut back on long-stay holidays of five days or more, and 14% planning to cut back on short-stay trips of 1 – 4 days. When we compare this to eating and drinking out, where 40% of consumers are planning to cut back on spending, it’s clear travel is still a priority for consumers in 2023.  

Though in some areas of spend, such as eating out and grocery shopping, it is possible to trade down to increase value, it’s unlikely we’ll see the same trend in travel any time soon. Afterall, if you’re used to staying in a 4* all-inclusive resort, it’s unlikely you’ll enjoy a holiday at a lesser venue without the same facilities. Particularly when it’s associated with a higher one-off cost. Instead, what’s more likely, is we’ll see consumers cut the duration or frequency of their holidays to save money or change to a cheaper destination. Where Spain might have been the location of choice in the past, a destination like Turkey may offer better value, but potentially the same standard of holiday and accommodation consumers have enjoyed previously. 

Top end of the market to win out 

High-end travel operators and agents are set to win out in 2023. This is largely due to high-income households being much less impacted by the cost of living crisis than low-income households. Therefore, demand will be much less muted for these households. 

Indeed, the latest ONS data shows the highest 12-month inflation rate was recorded among the bottom three income deciles. This is because energy consumption and food and drink expenditure tend to reflect a greater proportion of lower income households’ spending, with around 15.2% of total expenditure on these categories for low-income groups, and 10.4% for high-income groups. This strain on finances is reflected in the demand for overseas holidays across the two income groups as shown in our survey findings.

Of those high-income households with earnings over £60K per year, 54% are planning a long-stay trip overseas in next 12 months. This number comes down to 22% when we compare it with low-income households with earnings of £20K and under. The disparity between these two groups becomes even greater when we consider short-stay breaks overseas. 44% of high-income households plan to take a short-stay trip overseas in the next 12 months, whilst this figure quarters when we look at low-income households to 11%. Many agents and operators have already planned their offering accordingly for 2023, with many cutting lower end products from their range.

What’s encouraging to see across all groups is that every income bracket has increased their plans to take a long- or short-stay trip overseas this year when compared with 2022. This is more pronounced for long-stay trips, where 38% of all respondents plan to take an extended trip this year, compared with 30% in 2022. Short-stay trips also see an increase this year, but only marginally with 22% planning a short break overseas compared with 20% who took a short break last year. Clearly the chance to take a prolonged escape from the current doom and gloom is appealing to many consumers and early indications from January’s bookings (the peak sales month for the industry) are in line with this.

Sustainability important to high-income households 

Impact on the environment is increasingly a concern for consumers. In turn, buying behaviours are beginning to change as living sustainably becomes more embedded in the consumer psyche. But the rising cost of living is hampering consumers good intentions, and this is evident in our survey findings. Sustainable purchasing often comes with a higher price tag. This might go some way to explaining our findings that nearly 40% of consumers disagree with the statement ‘my travel plans are influenced by their impact on the environment’, with only 28% in agreement. 

However, these findings change dramatically when we view them by socio-economic background. For those households with earnings over £60K, 45% agree their travel plans are influenced by their impact on the environment, and 33% disagree. Whereas for households with earnings under £60K, this figure comes down to 25% who agree, and 41% who disagree. Underlining this sentiment towards sustainable travel, 51% of those survey respondents with earnings over £60K said they would pay more for services from a business that has recognised green credentials.

With high-income households having more headroom in their budget to consider environmentally friendly spending, any travel business operating at the top end of the market should be weaving sustainable initiatives into packages as an easy win. From using hotels with greener credentials and offering restaurant bookings with outlets serving locally sourced food (for which 54% of high earners are prepared to pay more). To considering sustainable options when it comes to transport – could electric vehicles be secured for transits, for example? Holidays might not be the first thing consumers think of when it comes to reducing their impact on the environment, but for those agents and operators with an audience who will readily pay for greener services, these businesses can lead the way.

Families and the over 55s most likely to holiday aboard 

Staying in the UK is less popular this year than going abroad, with 49% of respondents planning a holiday overseas. If we drill into the survey data further, families were the most likely group to travel in 2023, with 75% saying they would go on holiday this year.

Holidays abroad are important to families, and this group were more likely to travel overseas than those without children. Recent research by ABTA in their 2023 Travel Trends Report indicates that 57% of young families who book holidays will book an all-inclusive package to help them manage the cost. According to ABTA members, this is already coming through in bookings with Travel Republic, Barrhead Travel, TUI, Jet2holidays and easyJet holidays all seeing an increase in bookings for all-inclusive breaks as consumers look to secure the cost of their holiday upfront.

41% of over 55s didn’t go on holiday last year. When compared with the under 55s, this figure comes down to 21%. But 2023 looks to be the year older travellers regain their confidence to travel in the aftermath of coronavirus. Particularly the 55–64-year-olds where 44% of these consumers plan to take a long-stay trip overseas in the next 12 months, compared with 29% who travelled overseas for a long stay in 2022. Though less pronounced, we see a similar jump in the over 65s, with 33% of this group planning a trip of five days or more overseas in the next 12 months, compared with 23% who went overseas in 2022.

Barriers to travel in 2023

Whilst the number of consumers who do not plan to have a holiday this year has reduced when compared with last year (29%), 25% of respondents said they did not plan to take a holiday in 2023. The price of an overseas holiday along with the associated costs are top deterrents to consumers who might have travelled abroad in the past. In better news, fears around coronavirus and travelling overseas are waning, with only 16% of those not planning to go on holiday this year giving concerns around the virus as their reason.

What’s not captured in these survey results is the impact of December’s border force strikes on consumer sentiment. With strikes focused on airports and taking place over key travel dates during the Christmas period, it’s likely we’ll see this unrest roll on through 2023 until an agreement between all parties can be found. For now, however, swift government action thwarted any major impact to public travel plans over Christmas and insulated the sector from further negative press. But with the Prime Minister saying a rise in public sector pay would negatively impact the recovery of inflation, and with industrial action notching up across public sector industries, it’s not likely we’ll see a resolution to these issues any time soon.

Outbound travel numbers defy dire consumer confidence 

The latest ONS data reveals visits abroad are still down compared to pre-Covid-19 levels with 20% less visits abroad in July 2022 (6.9m) compared with 8.6m visits in July 2019. Key trading in August 2022 saw visits down 22% on the same month in 2019 at 9.0m, compared with 11.6m in 2019.

However, more encouragingly the same data shows overseas visits by UK residents are finally beginning to follow a similar pattern to what was usual pre-pandemic. There was a 12% decrease between the number of overseas visits in June and July from 7.8m, to 6.9m visits. Visitor numbers then increased significantly in August to 9 million, an increase of 31%. Visits abroad by UK residents show the same pattern between 2017 and 2019, indicating the beginning of more normal trading patterns for the travel industry from 2022 and into 2023. 

The GfK consumer confidence index (which started in 1974) recorded the lowest reading on record at -44 in August 2022. With confidence already on its way down in January – the key booking month for the sector, it’s encouraging to see intention to travel unimpacted by this dire sentiment. Even more so in fact, when considering that travel was the last sector in the economy to begin its recovery with the release of all Covid-19 restrictions not until March 2022. When viewed through this lens, travel agents and tour operators should be feeling buoyant about the year ahead. With the desire to travel trumping several major economic headwinds last year, and with the signs that 2023 will be a tough, but hopefully more stable year politically, travel businesses have everything to play for.

Clarity on ATOL reform essential for full recovery of the industry   

The capacity in ATOL authorisations are now 2% higher at the end of 2022 (26.3m) than they were in 2019 (25.7m). This suggests the travel industry is expecting demand in 2023 to return to pre-pandemic levels. Despite this optimism however, the size of the market has become smaller and there are now 236 fewer ATOL license holders in 2022 than there were pre-Covid in 2019. This is good news for bigger players in travel who will benefit from increased demand in a smaller marketplace. But, for the wider recovery of the industry, both large and small travel businesses must be able to operate on a level playing field. One of the key factors impacting this is uncertainty in the wake of the CAA’s proposal for ATOL reform.

Mass flight cancellations and government travel restrictions during the coronavirus pandemic meant any travel businesses with an ATOL authorization licence had to refund customer deposits within 14 days of cancellation. Normal business practice at this time was to use part of these deposits as working capital. This weakness in the operating model caused severe cashflow pressures across the industry and numerous business closures. In a bid to avoid a similar set of circumstances happening again, the CAA launched a consultation on ATOL reform which would require travel businesses to separate customer money into a trust, escrow or separate accounts. Or to provide bonds, or a combination of the two, in addition to paying an ATOL Protection Contribution (APC) on bookings and moving to a variable rate of APC.

Though not confirmed yet, for many small- and medium-sized business, these new stipulations from the CAA could be the death knell. With appetites in the lending market for travel low following numerous economic setbacks, and interest rates reaching the highest levels we’ve seen in a long time, securing funds to operate in this framework could be impossible for many smaller businesses. But despite these obvious draw backs, government has signalled that reform must happen.

We expect that the package travel market will become increasingly dominated by large agents and operators in the future. It’s also likely we’ll see the rise of businesses operating accommodation and excursion-only models where flights are not included. These models will become the hot target for investment with Private Equity houses and the like buying into a much reduced financial and regulatory burden. However, with nearly two years since the CAA announced its consultation, the travel industry’s next evolution cannot be fully realised until a decision is made and certainty is given. We therefore anticipate that though 2023 will be a better year for travel, the industry’s full recovery won’t be made until 2024 or possibly later depending on what the CAA decide.

Insight from RSM UK’s Head of Travel and Tourism, Ian Bell:

‘2023 feels like a homecoming for travel and despite oncoming economic headwinds, the signs are good for the industry. Consumer demand looks set to be strong for the year and outbound travel behaviours have begun to convert back to pre-Covid patterns. This is all positive news, and the industry should be feeling buoyant.

With lower income households bearing the brunt of the cost of living crisis, many travel businesses will have hedged their bets early and cut cheaper packages from their portfolio. But even high-income households will be scrutinising spend this year and businesses will need to work harder than ever to secure share of spend. 

The fight for talent continues to be the major challenge in 2023 with the industry feeling the squeeze of a tight labour market. As the fallout from the recession plays out, we might see this ease somewhat, with zombie businesses propped up by Covid support in other sectors finally unravelling.

A resolution to ATOL reform is top of the wish list for many in the sector this year. Whatever the CAA decide, certainty will allow the industry to finally move on from Covid-19 and unleash the potential for what the shape of the sector might look like in future.’  

To discuss this analysis, or any business issue you may be facing in the current climate contact our expert:

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VisitBritain generated £1.26 billion in additional visitor spend between April 2021 and July 2023 from our international and domestic marketing.

£210 million boost to the UK economy from VisitBritain’s ‘See Things Differently’ marketing campaigns in Europe, the Gulf Cooperation Council (GCC) and the USA from March to July 2023.

VisitBritain and VisitEngland generated at least £7.6million in additional funds. 

£20.9 million in direct return from the VisitBritain Business Events Growth Programme from 2018 to 2022.

England Business Events referred 374 new requests for proposals to English cities and suppliers, worth a potential £269.2 million in delegate spend.

To date, 73 of these events have been won or confirmed worth £33.9 million.

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Learn more about our activity from 2023/24 including our key campaigns, work with Local Visitor Economy Partnerships and Destination Development Partnerships pilots, and our events for international travel trade.

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In 2023, we launched our new multi-million pound international GREAT campaign to drive tourism to Britain. ‘See Things Differently’ positions Britain as a dynamic, diverse and welcoming destination, and focuses on countries where we are seeing strongest recovery – including the US, Canada, Gulf Cooperation Council (GCC) nations, France, Germany and Spain.

In Europe and the GCC, the campaign plays on Britain’s affinity with tea. ‘Spill the tea’ taps into motivations for immediate travel based on our latest research. In Canada and the US we showcase Britain’s regional diversity, sharing a warm welcome in a range of regional accents, encouraging visitors to come and experience these destinations for themselves.

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UK Tourism Market Research: Major Trends

The global tourism industry demonstrates an impressive growth boost, due to the industry recovery after the Coronavirus pandemic. The hotel and resort industry is estimated to jump from $0.72 trillion in 2021 to $1.06 trillion in 2022.

In spite of the fact many industry players suffered from losses during COVID-19, it is about high time to restore their businesses. Fresh tourist market trends and statistics are essential to effective strategic solutions.

Promodo’s Strategy department maintained a profound holiday market research in the United Kingdom and outlined UK tourism trends that may help companies out of the considerable crisis caused by the pandemic and ensure long-term development.

Size and growth trends of the UK travel industry

First of all, it is essential to admit that the travel and tourism industry has a considerable contribution to the national economy of the United Kingdom. In such a way, it used to benefit the domestic budget with £234.5 billion before COVID-19. In spite of the massive drop in 2020, the criterion had a positive tendency in 2021, although £131.5 billion is twice less than before the Coronavirus pandemic. According to the national tourism agency,  the industry’s worth forecast is to reach £257 billion by 2025, which is a positive prospect for new and existing companies in the sphere.

Structure of the UK Travel Market

Another aspect of the UK travel market research that needs to be considered is structure and prospects. By 2023, the UK travel industry statistics are estimated to exceed its pre-pandemic level and reach $600 million in revenue. Hotels are the most significant revenue contributors that capture almost half of the overall revenue. Hence, hotels and resorts face beneficial external opportunities for fast business development. Package holidays form the second most profitable niche of the tourism and travel market in the UK. The revenue shares of vacation rentals and cruises are the smallest, although they will slightly enhance starting from 2023.

Tourist Influx to the UK

One of the main UK holiday market trends is a considerable influx of US tourists. Travelers from the United States create the primary target audience group of the UK’s industry players, as Americans create the largest inbound influx according to both tourists number and financial spendings amount. Besides, in 2021, French and Spanish remained promising target markets, when the inbound influx to the UK from Italy and Germany dropped compared to 2019.

The purpose of tourism in the country also changed. When the majority of overseas residents traveled to Great Britain for holidays in 2019, now they go abroad to see their UK-based relatives.

We need to admit that the tourist influx to the United Kingdom still has not recovered after the COVID-19 crisis and remains far below the benchmark of 2019. Nevertheless, considering the growing tendency of the market development, tourism industry players may take benefit from such a challenge and capture additional market share.

Consumers analysis

In order to plan the business development in the tourism sector properly, it is critical to have potential consumer portrait and consumer behavior analysis. The UK tourism market players should focus primarily on customers in the 25-54 years age group, as they are the most likely to purchase tours. Besides, take into account that men plan trips more often than women.  

Once you have chosen your potential group of customers, it is critical to provide them with the most comfortable purchase options. Tourism industry customers in different age groups have varied consumer behavior patterns and preferred various methods of holiday booking. In such a way, 35% of the youngest segment are likely to book their trips at a high street agency or tour operator. At the same time, the majority of customers from the three largest age groups, namely from 25 to 54 years old, consider online travel agencies to be the most comfortable way to arrange an overseas trip. People from 55 to 64 years usually book accommodations and airline tickets directly from hotels and airline companies. Most of the customers older than 65 years choose high street agencies for their holidays arrangement. Consider these market trends in the tourism industry in the UK, developing your business.

Viewing consumer behavior, market trends in tourism industry, and customers' motivation in choosing the distribution channel for travel services purchases in our tourism market research, the majority of British customers prefer the online channel. The main reasons are cheaper prices, the convenience of change and cancelation, the ability to compare offers, an opportunity to review comments, and a simpler payment process. Hence, travel companies that target the online distribution channel need to ensure these aspects at the highest level.

On the contrary, customers that choose traditional travel agencies value their trustworthiness, reputation, and additional services provided. These criteria can be considered growth opportunities for the online segment to gain competitive advantages.

LARGEST COMPETITORS IN THE UK TOURISM MARKET

The UK tourism market is saturated with a wide range of online and offline travel agencies that form rather challenging working conditions for new and existing players. Hays Travel Shops is an absolute leader among traditional agencies with 543 outlets across the country. Adventure, TUI, Independent: ABTA Agents, and Flight Centre are the market followers with more than 200 offices in the UK. Nevertheless, the intensive competition is also maintained by smaller traditional agencies that still capture considerable market share.

The online market of travel services is also well-developed and filled with numerous competitors. The leading online UK travel services retailer is tui.co.uk with 13.51% of the market share. The second most often used website for holiday searches is loveholidays.com which has 7.34% SOV (Share of Voice). Rest of the competitors possess less than 5% of the market, although their number is considerable.

Most effective digital marketing practices for the UK tourism market

Once you have enough data about the market, its customers, UK tourism trends, and competitors, it’s about high time to develop powerful digital marketing tools that can boost your company’s competitive position in the UK tourism market. And we know these methods!

Organic Traffic is Key

Currently, UK tourism industry organic traffic captures the largest share among other digital marketing channels. Just take a look at the graph – an impressive 77.57%! That is why investment in an effective SEO strategy on all levels, including technical, on-page, and off-page SEO is key in order to get to the top of SERP. By the way, tui.co.uk, turrada.com, and viator.com are the companies at the top of the search engine results, so you may check their on-site SEO to find some insights.

In terms of the SEO tourism market trends, the most popular digital content in the British tourism market, the largest traffic share goes to the flight and hotel search pages. The next in the hierarchy are pages with hot offers, followed by pages by geographic location that capture the third place in the ranking. Hence, when creating your website, make sure to include such pages in the structure, which will satisfy the expectations of the target audience in the UK tourism market.

Having considerable experience in development of the effective SEO strategy for tourism companies, Promodo developed a list of powerful recommendations , which can increase organic traffic to your website:

• Add convenient filters in the listing of tours;
• Implement the extended tour card due to blocks with relevant linking by types, e.g nearby attractions, popular attractions, similar tours, etc.;
• Create a blog with expert and insightful articles;
• Attract traffic through information landing pages for countries and cities with the most useful information in the form of guides;
• Demonstrate a high level of customer trust by posting reviews;
• Fill your website with the informative FAQ block with practical questions and answers.

Invest in Paid Search

Even though PPC for travel industry in the UK captures only 1.17%, Promodo is ready to prove to you that the tool is well worth investing in.

For instance, by launching the PPC campaign for the Georgian National Tourism Administration, Promodo managed to increase the share of tourism to GDP by 20%, as well as grow the inbound tourist influx by 21%. Check out the details of the case study here .

Did you know that people are 4 times more likely to click ads on Google than on any other advertisement network? That is why we offer to view the British tourism market advertising benchmarks on Google Ads.

By the way, when developing and implementing your PPC campaign, do not limit yourself only to Google Search because it can reach only 40.3 unique users on the market. On the contrary, display search and YouTube can potentially target 42.2 million and 45.2 million unique British users. Hence, do not lose these opportunities for your business in the British tourism market.

Currently, email marketing generates a very small share of online traffic in the UK tourism industry, namely 0.35%. However, at the same time, 29% of marketers rate email as the most effective marketing channel. In order to grow the effectiveness of email for travel industry, use different widgets such as pop-ups based on viewed pages, discounts before birthdays, or sales offers for a premium subscription. Try different approaches to gain the maximum benefit of your retention strategy, which has considerable potential.

Practical recommendations to boost your tourism business in the UK

As a result of decades of experience in tourism companies promotion and a detailed investigation of the UK market, Promodo has created a beneficial list of effective tips that can benefit your travel business.

​​Have a Variety of Offers

First of all, creating the product offerings of your tourism company, try to include as many services as possible. For example, offering different activities, such as cycling, hiking, excursions, cruises, and car rental will cover the full scope of customers’ needs. As a result, it will increase their satisfaction and loyalty. At the same time,  developing narrowly targeted unique offers by type, namely holidays for people over 60, adventure holidays, travel for women, day trips, or holidays for solo travelers will enable your brand to maximize the range of target audience with the minimum financial investments. Just try it!

Gather Analytics

All your business decisions need to be data-driven, so gather analytics. If you want to save historical data, you need to download data from Universal Analytics and Google Analytics 4, combine the data and create reports in a separate visualization tool.

Create the Mobile Application

The global mobile app downloads reached 230 billion in 2021, and the trend keeps enhancing. Hence, having a mobile app for your tourism company will become a considerable competitive advantage in the market. Using the ASO (App Store Optimization) tool improves the app text, visual, and app position to gain beneficial results.

Beneficial Reward System

The probability of selling your tourism services to an existing customer is 14 times higher than the probability of selling to a new customer. That is why investing in customers’ loyalty is very important for your business’s success. A beneficial reward system is an effective tool for this purpose. We offer to develop a profound loyalty program for enabling customers to accumulate points/bonuses. It will increase the incentive for further conversion and maintain connections for permanent conversion.

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Content marketing manager at Promodo with 7+ years of writing.

When creating valuable business content, I always seek fresh data, interesting facts, the expertise of professionals, and meaningful insights to bring relevant ideas to the audience. I believe that good content can enrich the experience of marketers, empower business owners to make data-driven decisions, and enhance companies in growth.

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Travel & Tourism Sector Now Worth More Than Quarter of a Trillion Sterling Says WTTC

Travel & Tourism back on its feet and set to exceed 2019 Over 1.1MN more Travel & Tourism jobs in the UK last year – 1 in 9 of all jobs International visitor spend up more than 300%  

London, UK: The World Travel & Tourism Council’s ( WTTC ) 2023 Economic Impact Research (EIR) today reveals the UK Travel & Tourism sector is forecast to exceed the 2019 peak this year. The sector is set to contribute £252.4BN to the UK economy this year, surpassing the 2019 pre-pandemic high of £248.5BN. WTTC is also forecasting that the sector will create almost 380,000 jobs this year, recovering almost all of the jobs lost due to the COVID 19 pandemic to reach more than 4MN, with around one in nine workers in the UK, in the Travel & Tourism sector. International visitor spend to the UK is forecast to reach £26.18BN, just 6% behind the 2019 peak of £38.6BN. A look back on last year Last year, the sector’s GDP contribution grew by 65% to reach more than £237BN, representing 9.5% of the economy, edging closer to the 2019 high of 9.9% of the economy. Last year the sector also created 1.1MN more jobs from the previous year to reach 3.6MN jobs nationally – one in 10 jobs across the UK. The sector has now recovered 1.5MN of the 1.7MN jobs lost during the pandemic. Last year also saw the return of international travellers heading to the UK with spending from overseas visitors growing over 300% from 2021 to reach almost £30BN. Domestic visitor spend fully recovered in 2022 to match the pre-pandemic high of £165BN, showing that whilst the UK has taken longer to attract high spending overseas visitors, the staycation is here to stay. Julia Simpson, WTTC President & CEO, said: “Travel & Tourism creates one in every ten jobs in the UK. It contributes over £250bn a year to the UK economy. “Whilst our forecasts show the sector will reach a quarter of a trillion pounds this year, and predicts international visitor spend will recover by early next year, the UK Government should be aiming higher. “The recovery and long-term growth of the sector is at risk with the self-axing of  VAT-free shopping for international tourists. We will continue to see high-value tourists choosing France and Italy over the UK and taking with them economic value and jobs.” What does the next decade look like? The global tourism body is forecasting that the sector will grow its GDP contribution to almost £315BN by 2033, nearly 11% of the UK economy and will employ over 5MN people across the country, with one in seven Brits working in the sector. Europe In 2022, the European Travel & Tourism sector contributed €1.9TN to the regional economy, just 7% below the 2019 peak. WTTC forecasts the region’s GDP contribution from the sector will reach more than €2TN in 2023 - within touching distance of the 2019 highpoint. The sector employed almost 35MN people across the region in 2022, an increase of 2.9MN from the previous year but still 3.2MN behind pre-pandemic levels. WTTC forecasts the sector will fully recover the jobs lost during the pandemic by the end of 2024. For more information, please visit WTTC Research Hub Download Press Release

New Report Shows How Travel & Tourism in Africa Could Boost Continent’s Economy by US$168BN Over the Next 10 Years

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Why the UK tourism industry is still suffering four years after Covid

UK tourism is still struggling to recover four years after the global Covid -19 pandemic, with the country facing a £2.8 billion shortfall in tourist spending and the number of overseas visitors still not back to pre-pandemic levels.

More than four years since the UK was plunged into an unexpected lockdown during the global pandemic and travel was severely restricted, the country has been unable to restore its all-important tourist industry.

There were around 38 million overseas tourists visiting the UK last year, and while this figure has considerably increased for two consecutive years, it remains 7.1 per cent short of 2019’s tourist figure of 40.9m visitors, ONS data analysis from the Centre for Economics and Business Research (CEBR) shows.

While this number is predicted by VisitBritain to continue increasing in 2024, with tourist numbers expected to reach 38.7 million, this year will still not show a complete recovery from the pandemic, as there will still be a five per cent shortfall in visitor numbers.

Spending has actually increased year-on-year, with numbers surpassing the last pre-pandemic value of £28.4bn in 2019. The ONS suggests that overseas visitors to the UK spent £31.1bn in 2023, while VisitBritain predicts that the spending will increase to £32.5bn this year.

However, CEBR pointed out that these numbers are presented in nominal terms, meaning they are “significantly supported by the high rates of inflation that have prevailed in recent years”.

As a result, looking at the real value of tourist expenditure, spending has not actually performed better.

CEBR predicts that in real terms, VisitBritain’s spending forecast for 2024 is eight per cent lower than the figure for 2019, meaning there is a £2.8bn hole in tourist spending.

In fact, the numbers also suggest that the UK is falling behind its “closest competitors” as a tourist destination, especially when comparing visitor numbers to other European countries, which, on the whole, are expected to return to growth levels relative to pre-pandemic across the continent this year.

Factors such as the UK’s consumer prices, which have increased to a higher level since 2019 than the rest of the Eurozone and the US, could have an impact.

Compared to 2019, prices for accommodation services are 35.8 per cent higher in 2024, while the equivalent figures for restaurants and cafes and airfares are 28.7 per cent and 47.6 per cent, respectively, CEBR says.

Focusing on England, VisitEngland also reported that there has been a slow growth in visitors, with numbers remaining below the 2019 level.

While popular attractions, like the British Museum and the Tower of London, received an 11 per cent increase in total visits from 2022 to 2023, the number is still 28 per cent below 2019 levels.

Patricia Yates, CEO of VisitBritain , says that while she acknowledges tourism is a competitive global industry, she hopes that pushing Britain’s areas of outstanding natural beauty will encourage more tourists to visit.

“Tourism is a competitive global industry, and visitors have a lot of choices” she said . “Britain always ranks highly for its history and heritage and contemporary culture and sport, but perceptions are not as strong for its natural beauty and perceived welcome.

“The latter is a top driver in destination choice. To counter this, VisitBritain’s international GREAT campaigns showcase our welcome, inspiring visitors to discover more of Britain, stay longer and to drive that sense of urgency to come now.

“Tourism is this country’s third largest service export and a major part of British trade,” she added. “Tourism tells the story globally of modern Britain today, positioning it as a welcoming, vibrant, culturally diverse country that people want to visit, send their kids to school and invest in.

“We know that those who have come here on holiday are 18% more likely to go on to invest in British businesses. Like every export industry, we need to be telling our story about why people should come to Britain not one day, but today.”

For more travel news and advice, listen to Simon Calder’s podcast

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• What we thought tourism in 2023 might look like >

What we thought tourism in 2023 might look like

In 2008, we set out to imagine what tourism in 2023 might look like.  Looking back now, not only were some of the results of that exercise strikingly accurate, but many of the messages and calls to improve travel’s future prospects are still highly relevant.

Fifteen years ago, with the help of more than 100 industry experts and in partnership with Forum for the Future,  we developed a set of scenarios that explored the critical uncertainties facing the industry and offered vivid images of possible futures, taking into account key variables: whether the economy, politics, technology, and energy costs combine to encourage or restrict overseas travel; and whether the appeal of overseas destinations and consumers’ sensitivity to the environmental impacts of travel makes tourism more or less attractive.     

On the one hand, the Tourism 2023 report set a clear vision for a profitable, prosperous, and sustainable future for the travel and tourism industry. On the other hand, the report highlighted significant risks to the holiday experience and the travel industry’s type of operation. Tourism 2023 identified urgent actions such as demonstrating and monitoring the economic benefits tourism delivers to destinations, finding and implementing ways to make tourism low-carbon and low-impact and driving customer demand towards sustainable tourism models and products. All of which are still very relevant today.  With tourism today accounting for around 8-11% of global emissions, we clearly haven’t done enough. We have had fifteen years since this report came out, and our industry still faces these same problems. What needs to happen for our industry to act?    

In addition to the areas of action, Tourism 2023 also highlighted challenges that could impact travel and tourism the most. Our research identified the following issues: the impact of climate change, drought, water scarcity, growth in visitor numbers, cost of resources, aging population, political instability, and regional conflict and terrorism. As we all know, these issues have remained over the last fifteen years and are more significant and critical. Cities like Amsterdam, Dubrovnik, Venice, and Barcelona continue to battle against the negative impacts and consequences of over-tourism. At the same time, regions elsewhere deal with the effects of climate change, such as wildfires in Greece, heat waves in Spain, water scarcity and depleted resources among many small island nations, and the rising sea level, which is increasing the intensity of storms, flooding and the erosion of beaches in many of the world’s coastal destinations.       

Taking action against climate change    

In 2008, we highlighted the importance of taking action against climate change. Our research was supported by a KPMG report that found that “by 2023, public awareness of the impacts of all forms of travel will be much higher than today. Over the next 15 years, the impacts of climate change will increasingly be felt and reported on in diverse forms of new media. Leaders in business and politics are expected to accelerate their action due to the urgency of the task ahead.”  Although hopeful to read and see climate change emerging as an essential topic in various industry reports, there was never enough noise for the tourism industry to listen and act. For the last decade, the tourism industry has, for the most part, continued business as usual, with a primary focus on growth above all else

Tourism 2023 set out clear actions and principles to help mitigate the negative impacts of climate change on tourism. The scenarios examined how stakeholders in the industry, including governments, businesses, and tourists, could promote sustainable practices, invest in climate-resilient infrastructure, adopt green technologies, reduce transportation emissions, and raise awareness about the importance of responsible tourism. How familiar do these suggestions sound? As if they could all be written in a report on today’s tourism. 

  Unfortunately, now our sector is playing catch-up to address challenges foreseen more than a decade ago, with each year passing diminishing our chances of a successful transition to net zero. Whereas fifteen years ago, we had various pathways to lead to a successful future for tourism, today, there is only one scenario for industry growth and reaching net zero.    

Fifteen years toward change    

Now, we have arrived in the year 2023.  Over the last fifteen years, the tourism industry has undergone significant changes and transformations due to various factors, including technological advancements, shifts in consumer behavior, economic developments, and global events. We’ve experienced a pandemic, extreme climate disasters, regional conflict, inflation, and disruption to supply chains. Despite all that, travel today is booming, and the trends show it is not slowing down soon. We have seen an increase in low-cost airlines, increased travel motivations, destinations dealing with over-tourism due to too many visitors, and an increase in tourist apartment rentals worldwide. What has our sector done to address the areas identified for urgent action in our Tourism 2023 report? Have we done enough? Has the focus changed? 

Many of the predictions from Tourism 2023 have proven to be somewhat accurate.   

• Overcrowding has presented the greatest challenges to most destinations, and the natural environment has suffered as a result.  
• Just as in the past, when television and film inspired many new dreams and journeys, today’s online experiences have fueled a yearning to experience the real thing.  
• Increased demand for travel combined with a warmer climate has brought a seasonal shift, with autumn and spring in Europe increasingly popular and less expensive. Destinations are keen to promote this: spreading demand across a longer tourism season not only keeps cash flowing throughout the year, but also helps to dilute some of the intense pressures on water and energy supplies during the summer months.   
• The authorities see tourism as a means to an end: a closely controlled development process to empower local communities and improve quality of life.  

Macro trends such as over-tourism and climate change remain pivotal themes in tourism and travel, no matter what we do or don’t do. In contrast, technology and policies have much more uncertain roles they will play in tourism’s sustainable future

When we wrote the report, travelers’ attitudes and awareness were starting to shift. However, 76% of travelers nowadays want to travel more sustainably over the coming 12 months. ( Booking.com, Sustainable Travel Report 2023 ) In addition, travelers’ behavior and motivations have shifted towards more sustainable and climate-conscious decision-making. Over half (51%) of travelers believe there are not enough sustainable travel options, while 74% want companies to offer more sustainable travel choices. (Booking.com, Sustainable Travel Report 2023) While there is still room for improvement,  travelers can now more easily check that their travel provider has a climate action plan aligned to global targets, that their accommodation uses sustainable solutions, and that their experience providers leave a fair income in the local communities where they operate, and that booking platforms and airlines are transparent about the carbon emissions related to a traveler’s flight activity. This change in behavior and perspective makes urgent changes more possible than ever.         

What are the next ten or twenty years going to look like?    

To help answer these questions, last year, we revisited the topic of climate change and tourism’s sustainable future. We published a report that explicitly explored scenarios in which travel and tourism’s projected growth could be compatible with achieving the climate targets laid out in the Glasgow Declaration on Climate Action in Tourism . We asked ourselves again, what will the future look like if we continue business as usual? If we strive to make change, what must be done to reach our targets?    

Our Envisioning Tourism in 2030 report was developed to help policymakers and the tourism industry understand what a global, thriving, decarbonizing tourism industry could look like by the end of this decade and through to 2050 when tourism, and every other human activity, must achieve net zero greenhouse gas emissions.     

Although this time around, our report is not a prediction, it ’ s a last chance.  

The objective of this report was not to prescribe in any detail the measures required to decarbonise the travel and tourism system and achieve global climate targets, but to provide a realistic assessment of what needs to be done and how it will change the shape of tourism.  The fact that we only found one future scenario that resembles business as usual in a decarbonising world – even with several pain points built-in – and that this is not the most desired route is simply the reality we face.         

Transportation emissions have become the main focus    

Our focus was primarily on the implications for destinations and the businesses that rely on them.  Within the decarbonization scenario, the shape of tourism shifts, and growth comes from different travel patterns. For instance, travelers will travel shorter distances, use more rail, car, coach, and ferry options, and stay longer in their holiday destinations.    

The initial findings highlighted that only one scenario is compatible with a growing visitor economy where emissions are reduced to Net Zero.  With global tourism set to double in size by 2050 from 2019 levels, current strategies will fail to meet goals to achieve Net Zero emissions by 2050.  Instead, global policymakers and tourism organisations are urged to make significant investments and create incentives for the greenest forms of transport, limiting the most polluting.         

To achieve this scenario, key recommendations include:

• More governments including international aviation emissions in their Paris Agreement plans;    
• Tourist boards and travel companies targeting a greater proportion of short-haul customers and bringing net zero products to market;    
• Governments investing in greener forms of transport and the travel industry adopting and promoting them    
• Relying less on offsetting as a “sticking plaster” solution, focusing instead on decarbonisation;    
• The need to consider equity and fairness, recognising that some destinations are more ready for the scenario than others; and    
• Slowing the expected rapid growth in aviation, with limits on the number of long-haul flights.    

Taking action against climate change in the tourism industry requires a collective effort and a long-term commitment from all stakeholders.  Our Tourism 2023 report noted that transport and tourism were the sectors least well prepared for climate change, and our Envisioning 2030 report again exposes that this is still the case. Reminding ourselves of what we set out to do fifteen years ago reinforces that business as usual can’t continue, and we must follow through on actions set out to achieve our goal of net zero by 2050. The growth in awareness and investment over the last fifteen years has proven that the tourism industry can play a significant role in addressing climate change while continuing to offer enriching experiences that can benefit both the destination communities and the traveler. We believe that tourism has a future that delivers positive economic benefits while protecting and nurturing the environment. It is time to act.  

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80+ UK Tourism Statistics [2024 update]

Reviving inbound tourism: the uk's journey to recovery.

• The latest inbound tourism forecast for 2023 anticipates 37.5 million visits, an impressive 92% recovery compared to the pre-pandemic level in 2019.
• In 2023, inbound visitors are projected to spend £30.9 billion, surpassing the 2019 level by 109% in nominal terms.
• Travel and tourism’s total contribution to the UK’s GDP in 2017 was 5.3%. By 2028, travel and tourism’s contribution to the UK’s GDP is expected to decrease significantly to only 2%.
• Overseas residents made 31.2 million visits to the UK in 2022.
• By 2024 and 2025, both domestic and international tourism in the UK is projected to bounce back to pre-pandemic levels.
• Ranked the sixth largest in the world, the UK tourism industry generates £155.4 billion in revenue for the UK economy annually.
• In 2022, London remained the most visited city by international visitors with just over 16 million international visits. However, this figure was approximately 26% lower than the pre-pandemic levels in 2019.
• Edinburgh and Manchester welcomed a considerable number of tourists in 2022 — 1.8 million and 1.2 million respectively — making them the second and third most popular destinations.
• In 2022, the United States topped the list as the leading inbound travel market for the UK based on the number of visits, with approximately 4.6 million inbound trips from American travelers.
• Following closely were tourist arrivals from France, the Republic of Ireland, and Germany.
• In 2019, Americans spent a record £4.18bn while visiting the UK.
• In 2022, overseas visitors to the UK enjoyed an average stay of 8.4 nights, compared to just over 7 nights in 2019.
• The National History Museum, Brighton Pier, and the British Museum topped the list of the most popular free attractions in England in 2022.
• The Tower of London, the Royal Botanic Gardens, and the RHS Garden Wisley topped the list of the most popular paid attractions in England in 2022.
• The Windsor Great Park was the most visited tourist attraction throughout the UK in 2022, attracting 5.6 million visitors.

A surge in travel staycations: UK domestic tourism statistics

• Between April and December 2021, Brits enjoyed nearly 45 million overnight stays within the UK.
• In 2021, domestic travelers in the UK spent £98.7 billion on trips around the UK.
• In 2019, British tourists embarked on almost 123 million domestic holidays.
• The number of outbound international travel trips in 2019 amounted to 93 million.
• Brits took an average of 2.3 domestic vacations between September 2021 and August 2022.
• 20% of Brits say that the South West of the UK is their top destination for overnight domestic trips during summer.
• With staycations on the rise, Brits spent an average of almost £770 on UK getaways in 2021.
• Throughout 2022, British residents made 1.1 billion day trips to places within the UK, spending £45 billion on these trips alone.

Adventure tourism statistics: Visitors to the UK have caught the adventure bug

• The UNWTO reports that the UK boasts Europe’s largest adventure tourism market, accounting for 19% of the world's adventure travel tourists.
• By 2024, the adventure tourism industry revenue is projected to reach £3.8 billion.
• From 2011 to 2019, spending on adventure and water sports in the UK increased from £1.5 billion to £1.8 billion.
• The number of people taking part in adventure and water sports activities in the UK has also increased from 57 million in 2011 to 100 million in 2019.
• In 2021, UK spending on camping trips rose to £2.7 billion.
• In 2019, outdoor-related activities in urban settings accounted for over 60% of all nature-based spending.
• 59% of European millennials have had at least one kind of adventure experience.

Healthcare tourism statistics beyond borders: Medical tourism in the UK is on the rise

• The UK medical tourism market is expected to reach a valuation of over £17 billion by 2032.
• The global medical tourism market is projected to be worth $35.9 billion by 2032.
• In 2020, the UK ranked fifth in the global destination environment ranking for medical tourism.
• In 2021, a total of 34,000 inbound visits to the UK were for medical treatment.
• Of the 34,000 medical tourists in 2021, 62% were from countries in the EU-15, and less than 3% were from North America.
• Tourist spending on medical treatment in the UK is between £178 million to £325 million annually.
• Inbound medical travelers and their companions contribute approximately £219 million to the UK economy through additional tourism expenditures every year.
• Dental care, cosmetic surgery, fertility treatments, organ and tissue transplantation, and cancer treatment top the list of popular procedures for medical tourism trips.

Sports tourism statistic scoring big: Football rules UK sports tourism

• In 2022, 76.2 million people attended professional sporting events throughout the UK.
• According to the latest figures, inbound tourism expenditure on sport and recreation reached an impressive £231 million in the UK.
• In 2019, around 1.5 million inbound visitors attended a live football match, accounting for approximately 1 in every 27 visitors.
• Football is the number one sporting attraction for international tourists visiting the UK, with over 800,000 visitors annually attending a football match.
• Cricket is the second biggest sporting draw with 225,000 annual visitors.
• Since 2010, the value of sport to the UK economy has increased by 40%.
• In 2019, inbound football tourists spent an average of £909 per visit, 31% higher than the average visitor spend of £696 by other inbound tourists.
• In 2019, the Old Trafford Stadium in Manchester and the Anfield Stadium in Liverpool had the highest attendance at 440,000 tourist visits.
• The amount spent on golfing activities in the UK grew by 40% between 2011 and 2019, from £800 million to £1.1 billion

Business tourism statistics: Meetings, incentive trips, and exhibitions fuel the business tourism boom in the UK

• In 2022, there were 5.1 million visits to the UK for business reasons.
• Business contributed £5.8 billion in spend in 2019, representing an incredible 20% of all inbound spend.
• Business travelers tend to make flying visits to the UK. In 2019, almost two-thirds of all business visits to the UK lasted between 1 and 3 nights.
• Unlike typical tourism flows, business visits to the UK don't show much seasonality, which means there's a steady number of visitors year-round.
• In 2019, Meetings, Incentives, Conferences and Exhibitions (MICE) made up nearly one-third of all UK business trip expenses, with visitors spending a hefty £1.7 billion.
• In 2019, conferences, conventions, and congresses took the lead among the MICE sub-categories, accounting for 742,000 visits and a whopping total spend of £716 million.
• Large meetings consisting of over 21 people in 2019 accounted for approximately 7% of all business visits (646,000 visits in total), and these travelers spent £573 million.
• In 2019, incentive and team-building trips made 67,000 visits and spent £69 million, making them one of the top-spending business groups with an expenditure of £1,039 per visit.
• In 2019, attendees of exhibitions, events, and trade shows spent a total of £319 million during 319,000 visits.
• In 2021, UK residents made an estimated total of 8.3 million business trips.
• Two-thirds of UK businesses plan to boost business travel spend by 50% or more in 2023.
• The Travel and Tourism Development Index ranked the UK as the fifth-best country for non-leisure travel worldwide in 2021, and the first-best country in Europe.
• Business travelers flocked to London in 2019, with a remarkable 3.98 million visits from abroad, solidifying its position as the top business travel destination in the UK.
• The average cost of a business trip to London has risen by 15% since 2022.
• As of 2023, London is the third most expensive business travel location in Europe.
• Ranked as the eighth most expensive city in the world for business travel, a trip to London costs around £497 per day visit.
• The average spend per domestic business trip in 2019 was £280.
• Over half of business trips to the UK turn into bleisure trips.

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Rural tourism statistics: the charm of rural tourism and sustainable travel is on the rise.

• A testament to its beauty, UK nature contributed a remarkable £12 billion to tourism and outdoor leisure in 2019.
• In 2021, the Gross Value Added (GVA) from tourism in Predominantly Rural areas was worth an impressive £11.5 billion.
• During 2019/20, rural areas boasted 66,800 registered tourist-related businesses, making up 11% of the total registered businesses in those regions.
• Tourism-related industries play a more substantial role in rural employment, representing 15% of the total workforce, compared to 11% in urban areas.
• The majority of UK travelers (71%) and US travelers (69%) say that sustainable travel practices are important to them and strive to make more eco-conscious journeys.
• 23% of UK travelers chose to travel to a destination closer to home in order to reduce their carbon footprint .
• In a bid to enhance rural tourism, Scotland allocated £3 million in 2022 to support 10 infrastructure projects, focusing on visitor facilities, access improvements, and promoting eco-friendly transport options.
• An estimated 34% of holidays in Wales involve camping or caravanning, compared to 20% in England and 21% in Scotland.

Music tourism is hitting high notes in the UK

• In 2022, the global music tourism market value was valued at $5.5 billion and is on track to rock 'n' roll all the way up to an incredible $11.3 billion by 2032.
• The thriving music tourism sector sustained a total of 56,000 jobs across the UK in 2022, massively contributing to overall tourism employment statistics in the country.
• In 2022, the UK’s music scene drew in an impressive 1.1 million foreign music tourists and 13.3 million domestic music tourists.
• 2022 marked a crescendo in music tourism spending in the UK, peaking at an impressive £6.6 billion — surpassing the pre-pandemic total in 2019 of £4.7 billion.
• Attracting a staggering 4.9 million music tourists, London is a major magnet for music lovers.
• Thanks to the draw of legendary groups The Beatles, The Stone Roses, and Oasis, the North West region is close behind with 1.9 million music tourists.
• 10% of British people would travel eight hours by plane to see their favorite artists.
• 63% of Brits have been on trips that combined travel with a gig or festival.
• New York and Barcelona are the top dream travel destinations for British music lovers.

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Tourism on Track for Full Recovery as New Data Shows Strong Start to 2023

• All Regions

International tourism is well on its way to returning to pre-pandemic levels, with twice as many people travelling during the first quarter of 2023 than in the same period of 2022.

New Data from UNWTO: What We've Learned

The second UNWTO World Tourism Barometer of the year shows that the sector's swift recovery has continued into 2023. It shows that:

• Overall, international arrivals reached 80% of pre-pandemic levels in the first quarter of 2023
• An estimated 235 million tourists travelled internationally in the first three months, more than double the same period of 2022.
• Tourism has continued to show its resilience. Revised data for 2022 shows over 960 million tourists travelling internationally last year, meaning two-thirds (66%) of pre-pandemic numbers were recovered.

Recovery by Region in Q1 2023:

• The Middle East saw the strongest performance as the only region exceeding 2019 arrivals (+15%) and the first to recover pre-pandemic numbers in a full quarter.
• Europe reached 90% of pre-pandemic levels, driven by strong intra-regional demand.
• Africa reached 88% and the Americas about 85% of 2019 levels
• Asia and the Pacific accelerated its recovery with  54% of pre-pandemic levels, but this upward trend is set to accelerate now that most destinations, particularly China , have re-opened.

In many places, we are close to or even above pre-pandemic levels of arrivals

The UNWTO data also analyses recovery by sub-region and by destination: Southern Mediterranean Europe and North Africa have also recovered pre-pandemic levels in Q1 2023, while Western Europe, Northern Europe, Central America and the Caribbean all came close to reaching those levels.

What it Means:

UNWTO Secretary-General Zurab Pololikashvili says: "The start of the year has shown again tourism's unique ability to bounce back. In many places, we are close to or even above pre-pandemic levels of arrivals. However, we must remain alert to challenges ranging from geopolitical insecurity, staffing shortages, and the potential impact of the cost-of-living crisis on tourism, and we must ensure tourism's return delivers on its responsibilities as a solution to the climate emergency and as a driver of inclusive development."

International tourism receipts grew back to hit the USD1 trillion mark in 2022, growing 50% in real terms compared to 2021, driven by the important rebound in international travel. International visitor spending reached 64% of pre-pandemic levels (-36% compared to 2019, measured in real terms). By regions, Europe enjoyed the best results in 2022 with nearly USD 550 billion in tourism receipts (EUR 520 billion), or 87% of pre-pandemic levels. Africa recovered 75% of its pre-pandemic receipts, the Middle East 70% and the Americas 68%. Due to prolonged border shutdowns, Asian destinations earned about 28%.

International tourism receipts: Percentage of 2019 levels recovered in 2022(%) *

International tourist arrivals: percentage of 2019 levels recovered in q1 2023 (%)*, looking ahead: what's in store.

The Q1 2023 results are in line with UNWTO's forward-looking scenarios for the year which project international arrivals to recover 80% to 95% of pre-pandemic levels. UNWTO's Panel of Experts expressed their confidence in a strong peak season (May-August) in the Northern Hemisphere, reflected in the latest UNWTO Confidence Index which indicates performance for the period is on track to be even better than 2022.

However, tourism's recovery also faces some challenges .  According to the UNWTO Panel of Experts, the economic situation remains the main factor weighing on the effective recovery of international tourism in 2023, with high inflation and rising oil prices translating into higher transport and accommodations costs.  As a result, tourists are expected to increasingly seek value for money and travel closer to home. Uncertainty derived from the Russian aggression against Ukraine and other mounting geopolitical tensions, also continue to represent downside risks.

International Tourist Arrivals, World and Regions

Related links.

• Download the News Release in PDF
• UNWTO World Tourism Barometer - EXCERPT Volume 21 • Issue 2 • May 2023
• World Tourism Barometer (PPT version)
• The UNWTO Tourism Data Dashboard
• UNWTO World Tourism Barometer

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UK Tourism Statistics 2023

We’ve put together some of the latest UK tourism statistics using recent data and reports including market size, the number of tourists visiting the UK, and the most popular tourist attractions to visit.

Key Statistics

Uk tourism market size, how many tourists visit the uk each year, overseas visitors spending in the uk, number of nights spent in the uk, most-visited towns and cities in the uk, most-visited uk tourist attractions, outbound tourism from the uk, uk domestic tourism statistics, where do british people stay on holiday, london tourism statistics.

• 31.2 million people visited the UK from overseas in 2022, a 388.7% increase from 2021 as a result of travel restrictions being lifted after COVID-19.
• The UK’s travel and tourism industry is worth an estimated £31.38 billion ($39.14 billion USD) and is expected to reach £33.41 billion ($41.67 billion USD) by 2027 .
• Overseas visitors spent £26.5 billion in the UK in 2022, climbing back up to pre-pandemic levels after dropping significantly in 2020 and 2021.
• London is the most-visited city in the UK with 16.1 million overseas visitors in 2022 , followed by Edinburgh with 1.8 million visitors .
• The most-visited attraction in the UK is the Crown Estate at Windsor Great Park with 5.6 million visitors in 2022.
• Visitors from China spend the most on average in the UK with £8,779 per visit , which is approximately 10 times the average amount spent by all visitors from around the world.
• Visitors to the UK from Poland spend the least on average at £321 per visit .
• Spain is the most-visited country by UK residents, with 15.6 million visits of at least one night, followed by France with 7.4 million visits .
• 46% of British travellers say their budget is £200 or less for a trip in the UK, with 76% saying they will prioritise value for money when booking a holiday.

Revenue in the UK’s travel and tourism industry is estimated at £31.38 billion in 2023 and is predicted to reach £33.41 billion by 2027 with a CAGR of 1.58% between 2023 and 2027. [ 1 ]

How many people work in tourism in the UK?

The latest figures show that 3.3 million people work in the tourism industry in the UK, and this is expected to grow to 3.8 million by 2025. [ 2 ]

In 2022, 31.2 million people visited the UK from overseas, a 388.7% increase from 2021 but visitor numbers had not yet fully recovered to 2019 levels.

The number of overseas visitors to the UK remained fairly consistent in the years prior to 2020 when the COVID-19 pandemic led to travel restrictions. There were 40.8 million international visitors in 2019, and this dropped by 279.2% to 11.1 million in 2020.

Sources [ 3 ] [ 4 ]

Visitor spending in the UK also remained consistent in the years between 2017 and 2019, with overseas visitors spending £28.4 billion in the UK in 2019. This figure dropped to £6.2 billion in 2020 as a result of the COVID-19 pandemic and dropped further to £5.6 billion in 2021.

The latest figures show visitor spending has roughly returned to pre-pandemic levels, with overseas visitors spending £26.5 billion in 2022.

Sources [ 4 ][ 5 ]

Average spend per visit by country

The average amount someone spends on a trip to the UK varies depending on which country the visitor travels from. The average amount spent on a trip to the UK across visitors from all countries is £875. Visitors from China spent the most on average with £8,779 per visit (roughly 10 times the amount spent on average by all visitors). This was followed by visitors from the Middle East (not including UAE) with an average of £3,754 per visit.

Visitors who spent the least on average when visiting the UK were from Poland (£321) and Hungary (£364).

Data from 2020 was not available due to the COVID-19 pandemic.Source [ 6 ]

The number of nights spent in the UK by overseas visitors decreased slightly from 312.6 million in 2017 to 298.6 million in 2019, a 7.3% decrease in this period.

Unsurprisingly, like the number of visitors and the average spend, the number of nights spent in the UK by international visitors was also affected by COVID-19. Figures for 2021 show that overseas visitors spent 93.5 million nights in the UK, a 70% decrease compared to 2019.

Sources [ 3 ]  

London is consistently the most-visited city in the UK, with 16.1 million overnight visitors from overseas in 2022. The second most visited city is Edinburgh with 1.8 million visitors, then Manchester with 1.2 million, followed by Birmingham with 803,000.

Source [ 4 ]

You’ll find a number of popular tourist attractions across the UK, from museums and art galleries to parks and beaches; let’s take a look at the most-visited attractions in the UK.

The most popular attraction in the UK in 2022 was the Crown Estate at Windsor Great Park which attracted 5.6 million visitors. Coming second on the list was the National History Museum with 4.6 million visitors, followed by the British Museum with 4 million visitors.

Source [ 7 ]

Outbound tourism statistics from the ONS show that UK residents mostly visit countries in Europe, with 51.9 million visits to European countries in 2022. This means that visits to Europe make up 79.5% of outbound travel by people living in the UK. [ 8 ]

Most-visited countries by UK residents

The most popular country for UK residents to visit in 2022 was Spain, with 15.6 million visits of at least one night. This was followed by France with 7.4 million visits, and Italy with 3.9 million visits.

Holidaying in the UK has become a popular pastime for British people, with staycations offering a number of benefits compared to travelling abroad. Let’s take a look at some of the latest domestic tourism statistics for the UK.

• In 2021, there were 118.9 million overnight trips taken in Great Britain by British residents. Of these trips, England was the most popular destination with an 84% share of the trips (100 million trips). Scotland was the second most popular destination with an 11% share of the trips (13 million trips). Wales was the third most popular destination with a 5% share of the trips (6 million trips).

• The average length of stay for a domestic overnight trip in Great Britain was 3.5 nights.
• The total expenditure on domestic tourism in Great Britain in 2021 was £27.2 billion.
• Of this expenditure, £22.2 billion was spent in England, £2.8 billion was spent in Scotland, and £2.2 billion was spent in Wales.

Sources [ 9 ] [ 10 ]

Why do people choose a staycation in the UK?

• The desire for budget-friendly holidays is on the rise, with 46% of people saying their budget for a staycation is £200 per person or less, and 75% say they will prioritise value for money when looking to book a holiday.
• Holidaymakers want to explore the outdoors – 44% of people said they would like to see more national parks in the UK on their next holiday.
• People want to take a trip with their pets, with 40% of UK travellers saying they will look for pet-friendly accommodation for a UK staycation.
• Scotland is becoming a popular destination for British travellers with 40% of respondents saying Scotland is top of their list for a UK holiday. [ 11 ]

We looked at the types of accommodation British people choose to stay in when they go on holiday, either abroad or in the UK.

The most popular accommodation was a hotel, with 62% of people saying they had stayed at a hotel while on holiday in the past three years. This was followed by staying with family or friends (26%), and staying at a bed and breakfast (23%). 

Source [ 12 ]

According to the Greater London Authority, there were 11.2 million international visits to London in 2022. This is an increase of 260% from 2021 when there were 3.5 million international visits to London. The increase in tourism is due to a number of factors, including the easing of travel restrictions after COVID-19, the strong pound, and London continuing to be a popular destination for tourists. [ 13 ]

Total visits to London

In 2021, there were 7.8 million visits to London from national and international tourists, with a total spend of £7.56 million. This was a 64% decrease in spending compared to the pre-pandemic figure of £2.1 billion in 2019.

Most popular visitor attractions in London

The two most-visited attractions in London also fall in the top three most visited tourist sites in the UK, the Natural History Museum and the British Museum. Third on the list is the Tate Modern Gallery with 3.8 million visitors, and next is the Southbank Centre which received 2.9 million visitors in 2022.

More London tourism facts

• One in seven jobs in London is related to the travel and tourism industry, and this sector makes up 12% of London’s GDP.
• Visiting London is the third biggest reason people say they come to the UK, and the city accounted for 53% of international visits to the UK in 2019.
• 15% of people who visit London from overseas come as part of a longer trip, including other areas in the UK. [ 15 ]

[1] https://www.statista.com/outlook/mmo/travel-tourism/united-kingdom  

[2] https://www.visitbritain.org/sites/default/files/vb-corporate/Documents-Library/documents/foresight_165_regional_activities.pdf  

[3] https://www.ons.gov.uk/peoplepopulationandcommunity/leisureandtourism/timeseries/gmat/ott  

[4] https://www.ons.gov.uk/peoplepopulationandcommunity/leisureandtourism/articles/traveltrends/2022

[5] https://www.ons.gov.uk/peoplepopulationandcommunity/leisureandtourism/datasets/overseasresidentsvisitstotheuk  

[6] https://www.ons.gov.uk/peoplepopulationandcommunity/leisureandtourism/articles/traveltrends/2021  

[7]  https://www.alva.org.uk/details.cfm?p=423

[8] https://www.ons.gov.uk/peoplepopulationandcommunity/leisureandtourism/datasets/ukresidentsvisitsabroad  

[9] https://www.visitbritain.org/gb-domestic-overnight-tourism-latest-results

[10] https://www.gov.wales/domestic-gb-tourism-statistics-overnight-trips-2021-html

[11] https://www.traveldailymedia.com/top-five-reasons-for-expected-staycation-boom-in-2023/  

[12] https://yougov.co.uk/topics/travel/trackers/what-type-of-accommodation-do-brits-stay-in-when-on-holiday  

[13] https://www.london.gov.uk/who-we-are/what-london-assembly-does/questions-mayor/find-an-answer/tourism-london-6  

[14] https://www.cityoflondon.gov.uk/things-to-do/tourism-trends-and-strategies/tourism-statistics

[15] https://www.london.gov.uk/press-releases/mayoral/tourism-may-not-recover-until-middle-of-decade    

Giacomo Piva

Giacomo Piva, CMO and Co-founder at Radical Storage Giacomo Piva has worked in the travel industry since 2008 across multiple niches including tourist transportation, luxury travel, and ecotourism. He now focuses on growing the global luggage network, Radical Storage , which is currently available in over 500 cities, in the likes of London, Paris, New York, and Rio de Janeiro. Giacomo has a bachelor's degree in Communication Science and an in-depth experience across travel marketing, especially in improving a brand’s digital presence within the industry.

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New plan to drive rapid recovery of tourism sector

A new rail pass and vouchers for popular tourist attractions are at the heart of a plan to return domestic tourism to pre-pandemic levels by 2022 and international tourism by 2023.

• Tourism Recovery Plan to help sector build back better from the pandemic
• Plan aims to recover domestic tourism to pre pandemic levels by 2022 and international tourism by 2023 - both at least a year faster than independent forecasts predict
• New initiatives to boost tourism include £10 million National Lottery Days Out scheme to support attractions and a new rail pass to encourage domestic breaks

#RediscoverTourism: Nigel Huddleston on the Tourism Recovery Plan

A £10 million voucher scheme will be launched by The National Lottery this autumn to encourage trips beyond the peak summer season, with players having the chance to claim vouchers to redeem at tourist attractions across the UK between September 2021 and March 2022.

A rail pass for “staycationers” will be launched later this year, helping to make it easier and more sustainable for domestic tourists to get around the country. The new pass will build on the success of the BritRail pass, which is sold through VisitBritain and currently gives international visitors flexible travel across the country, as well as providing discounted entry to tourism attractions.

There will be a new focus on technology and data. The government will explore how tourism data collected at the border can support the sector and we will look to create a tourism data hub to give the sector access to robust, accessible and timely data. The hub could track consumer trends in travel, such as the growth in “active tourism” such as watersports and hiking, and booking of sustainable tourism experiences. The data gathered will help inform policy and marketing whilst working to improve visitor experience.

The government will develop a Sustainable Tourism Plan later this year to put the UK at the forefront of the global discussion on sustainable travel. This will look at further measures to reduce the impact of tourism on our environment whilst balancing the needs of local communities with the economic benefits generated by tourism. The Plan will build on the significant investments in sustainable tourism already underway, such as the completion of the England Coast Path - the longest of its type in the world - and the almost £1 billion investment in electric vehicle charging hubs at service stations.

Pre-pandemic, England looked set to hit 100 million domestic overnight trips in 2020. In 2019, 41 million international visitors came to the UK for business or leisure, spending over £28 billion whilst here and putting the UK in the top 5 countries globally for inbound visitor spending.

However the sector has been hugely affected by the Covid-19 pandemic, with cities amongst the most impacted areas. £19 million has also been earmarked for marketing campaigns to promote cities and towns across the country, with a £5.5 million domestic campaign already underway.

The Government has acted to protect jobs and businesses in the tourism, hospitality and leisure sectors, which have received over £25 billion in the form of grants, loans and tax breaks, including £5 billion in VAT cuts.

The government will also launch a consultation on the introduction of a Tourist Accommodation Registration Scheme in England. This will consider the benefits of the rise of short term holiday rentals in attracting tourists to destinations across the country and contributing to the English tourism economy, as well as its impact on local economies and communities. The consultation will help us target further government interventions in the future and create an improved national picture of the precise shape of the accommodation landscape which could feed into a wider Data Hub.

The plan also looks ahead to 2022: a massive year for the UK showcasing the nation on the world stage with a triumvirate of major events. Her Majesty The Queen’s Platinum Jubilee, Festival UK 2022 and the Birmingham 2022 Commonwealth Games will promote the very best of Britain at home and abroad. An additional bank holiday for the Queen’s Jubilee will provide a further boost for tourism and hospitality while a £24 million Business and Tourism Programme will run alongside the Commonwealth Games to promote Birmingham, the West Midlands and the UK.

The government is determined to level-up the country and to ensure that every region is reaching its full potential. A root and branch review of how tourism at a regional and local level is funded and supported is already underway, focusing on the important role played by Destination Management Organisations, and will report in the summer.

Tourism Minister Nigel Huddleston MP said:

Our brilliant tourism sector is one of our country’s greatest assets, making a huge contribution to our economy and delivering jobs across all communities. This is why we’ve provided it with £25 billion in support so far during the Covid-19 pandemic. The Tourism Recovery Plan is our blueprint for how the sector can build back better from the pandemic, even faster than forecasts predict. It’s been a challenging year for the tourism sector, especially for our cities, but I know they stand ready to welcome visitors back and I encourage everyone to rediscover the UK’s fantastic tourism offer.

Secretary of State for Wales Simon Hart MP said:

Wales has so much to offer visitors, and tourism is key to our economy. Throughout the past year the UK Government has provided this vital sector with necessary support to ensure it builds back even stronger than before the pandemic. Measures announced today that apply in Wales show the UK Government is delivering for one of the sectors that has been hardest hit.

Secretary of State for Northern Ireland Brandon Lewis MP said:

Whether you are visiting the stunning Mourne mountains, the dark hedges, touring filming locations of the Game of Thrones or enjoying the award-winning food and drink, Northern Ireland’s culture is rich, with local towns and cities filled with history, literature and digital innovation. Today’s announcement of the Tourism Recovery Plan is fantastic news, by working with and supporting local businesses, we can showcase the best of Northern Ireland on a global scale. Ensuring we build back better across the country, creating jobs, supporting creativity and economic growth following the pandemic.

UK Government Minister for Scotland Iain Stewart MP said:

“Tourism is a cornerstone of Scotland’s economy, so it’s fantastic that this ambitious UK Government plan is helping the sector recover.

“Scotland has a huge amount to offer tourists, from our vibrant cities to our spectacular scenery. The launch of a new rail pass will encourage people from across the UK to come and explore our beautiful country while giving the tourism and hospitality sectors a much-needed boost.”

Additional quotes

VisitBritain/VisitEngland chairman Lord Patrick McLoughlin said:

The UK Government’s Tourism Recovery Plan is a welcome and important step on the industry’s road to recovery, recognising the economic potential of the sector, setting out a clear policy direction for the future and outlining the ambitions for domestic and international tourism. Tourism is a critical industry, a powerhouse of innovation, creativity and employment, injecting cash into the economy with a track record for growth and levelling-up, supporting local economies in every part of the UK and strengthening our place on the world stage. By working together to drive demand and build back visitor spend as quickly as possible we can emerge from the pandemic and also look towards a brighter future building an industry that is more resilient, sustainable, inclusive and innovative. Our spending review bid this year will seek to support the plan’s ambitions and to build on the successful projects we have been running, working with the UK Government and across the industry to cement the recovery and the future of one of this country’s greatest industries.

Kate Nicholls, Chief Executive Officer, UK Hospitality, said:

The Tourism Recovery Plan is a hugely positive and welcome recognition of the social, economic and cultural importance of the hospitality and tourism sector. It is not only our third largest export earner but also domestically it delivers jobs, growth and investment at pace and scale in communities across the UK. This strategic plan will not only expedite hospitality’s recovery but also the national recovery post COVID. We look forward to working collaboratively across Government departments, to help build resilience and international competitiveness and catalyse cultural and economic renaissance.

Michael Hirst OBE, Chairman, Events Industry Board, said:

Meetings and conferences, exhibitions and trade shows are crucial to the UK’s recovery in showcasing innovation, growing international visitors, attracting inward investment and creating jobs. We are delighted to see this recognised within the Recovery Plan which includes expansion of VisitBritain’s support programmes to include a UK-wide domestic fund, greater cross Whitehall working and enhanced Ministerial advocacy support plus elements related to sustainability, skills and accessibility. We are committed to working with government to ensure the UK retains and enhances its position as a leading European nation for hosting business events.

Amanda Cupples, General Manager for Northern Europe at Airbnb, said:

Airbnb is preparing for what we believe will be the travel rebound of the century and we want to work with the Government to help everyone benefit. Clear rules to back Britain’s hospitality entrepreneurs will accelerate the recovery of tourism and support local families and communities. We have worked with communities across the UK on proposals for a tourism accommodation register and we are delighted to see the Government take this work forward. We will continue to work with everyone to support the recovery of tourism and help the UK to build back better.

Simon Vincent, Hilton President for Europe, Middle East and Africa, said:

The hospitality and tourism sector has faced unique challenges during the pandemic so we welcome this plan which provides much needed focus and support to aid the recovery. Crucially it recognises the critical role our sector will play in creating jobs and helping communities across the UK build back faster and better. As an industry we look forward to working alongside Government Departments to deliver the Tourism Recovery Plan, creating thousands of jobs, investing in communities, and showcasing the world beating attractions the UK has to offer – while shaping the new era of sustainable travel together.

Notes to editors:

• Read the Tourism Recovery Plan

For more information on where to visit this summer see:

See ‘What’s on in 2021’ in Britain

See cultural exhibitions specifically in Britain

See more information on what’s new in England cities this summer

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