Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
- Consumer research
Insights and Opportunities
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- Up close and personal
- Love thy neighbour
- Price partners
Fast Forward Trends
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- Trend 1: Cutting Out the Excess
- What's it about?
- What is Important?
- What next?
- Trend 2: Purity
- What's It About?
- What We've Seen
- What next?
Market In Brief
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- Arrivals up but growth slows
- Over-reliance upon European short breaks
- Low cost legacy
- US visitors in the doldrums…
- Chinese whispers get louder
- Scenery sells but cost hinders
- Barriers to Britain’s success
- Marketing to Set-jetters
- Game on
Internal Market Environment
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- Key points
- What’s your purpose?
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- Figure 1: Overseas residents visits in the uk by purpose, 2002-07
- Spend, spend, spend
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- Figure 2: Overseas residents spending in the UK by purpose of visit, 2002-07
- Visa requirements create barriers for key emerging markets
- Government funding cuts
- British Tourism Week
Broader Market Environment
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- Key points
- The Olympic effect
- €uropean Vacation
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- Figure 3: Annual average exchange rates for Sterling against the euro and US Dollar, 2002-08
- Online answer to marketing cutbacks
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- Figure 4: Internet penetration of top ten source markets to UK, 2007
- LCC lure in the balance
- Improved travel links
Competitive Context
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- Key points
- France holds top spot in terms of arrivals
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- Figure 5: International tourist arrivals by country of destination, 1995-2006
- US top tourist receipts
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- Figure 6: International tourism receipts 1995-2006
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who's Innovating?
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- Key points
- Going back to my roots
- VB 4 US
- Global B&Bs
- I’m a celebrity – let me in!
- Walking the dead
- Paris potential
Market Size and Forecast
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- Key points
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- Figure 7: Overseas residents holiday spending in current and constant terms, 2003-2013
- Average spend falling
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- Figure 8: Holiday expenditure growth scenarios, 2003-13
- Independence day, but Eastern future
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- Figure 9: Overseas residents’ holiday visits in the UK by inclusive tours and independent visits, 2002-07
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- Figure 10: Overseas residents’ holiday spend in the UK by inclusive tours and independent visits, 2002-07
- Ending the reliance on short breaks
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- Figure 11: Short breaks versus longer-staying holidaymaker expenditure, 2002-06
- Capital gains
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- Figure 12: Number of UK regional visits by inbound holidaymaker, 2007 (prov)
- Seasonality still rules
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- Figure 13: Month of holiday visit by region, 2007 (prov)
Segment Performance
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- Key points
- European visitors lead the way
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- Figure 14: Overseas residents’ holiday visits in the UK by region of origin, 2002-07
- Lucrative long-haul visitors
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- Figure 15: Overseas residents’ holiday spend in the UK by region of origin, 2002-07
- US still leads top ten source markets
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- Figure 16: Top ten source markets by holiday visits, 2002-07
- High spending US visitors are vital
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- Figure 17: Spend of top ten source markets (2006) by holiday spend, 2002-07
- Emerging markets
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- Figure 18: visitbritain emerging inbound markets, by total visits, 2006
- Air fares best
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- Figure 19: Overseas residents holiday visits in the UK by mode of transport, 2002-07
- LCCs crucial
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- Figure 20: All foreign arrivals by airlines used, 2007*
- Non-air travel
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- Figure 21: All foreign arrivals, non-air 2007 *
- Eurostar is the star
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- Figure 22: Arrivals from France excluding air by transport and source, 2007*
- Ferry favour
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- Figure 23: Arrivals from Germany excluding air by transport and source, 2007*
- Visitors from Netherlands favour shortest crossing
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- Figure 24: Arrivals from the Netherlands excluding air by transport and source, 2007*
- Brussels sprouts change to Channel Tunnel rules
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- Figure 25: Arrivals from Belgium excluding air by transport and source, 2007*
- Air fares well
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- Figure 26: Most popular destinations for foreign arrivals, 2007*
Market Share
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- Key points
- France retains top spot
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- Figure 27: Total international arrivals by country of destination, 2004-06
- Biggest spenders favour the US
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- Figure 28: International tourism receipts 2004-06
Companies and Products
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- Key points
- Tourism organisations
- UK inbound
- Visit Britain
- Visit Scotland
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- Figure 29: Top origins of overseas tourists to Scotland 2006
- Incoming tour operators
- All European Travel Ltd
- British Tours Ltd
- Discover Travel & Tours/British Heritage Tours
- Pathfinders
- British Airways
- easyJet
- Eurostar
- Ryanair
- Tourist attractions
- Eden Project
- London Eye
- Tate Modern
The Consumer – Attitudes Toward the UK as a Destination
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- Key points
- Attitudes towards the UK as a destination
- Britain’s heritage pulls in the Italians
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- Figure 30: Attitudes towards British Heritage by incoming market, February 2008
- The cultural attraction
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- Figure 31: Attitudes towards British culture by incoming market, February 2008
- Scenery sells
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- Figure 32: Attitudes towards British scenery by incoming market, February 2008
- Box Office Britain attracts the set-jetters
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- Figure 33: Attitudes towards film and TV images of the UK by incoming market, February 2008
- Come to Britain…eeet niiiiice!
- Multi-destination trips
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- Figure 34: Attitudes towards multi-destinational trips by incoming market, February 2008
- Do you speak English?
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- Figure 35: Attitudes towards the English language by incoming market, February 2008
- Capital of cool?
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- Figure 36: Attitudes towards British nightlife by incoming market, February 2008
- Best of British
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- Figure 37: Attitudes towards British food and catering by incoming market, February 2008
- Costly UK
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- Figure 38: Attitudes towards the cost of visiting Britain by incoming market, February 2008
- Olympic opportunities
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- Figure 39: Attitudes towards Britain hosting the olympics by incoming market, February 2008
- Weather or not
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- Figure 40: Attitudes towards the British weather by incoming market, February 2008
- Multicultural Britain
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- Figure 41: Attitudes towards Britain’s multiculturalism by incoming market, February 2008
- Escaping London
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- Figure 42: Attitudes towards mainly visiting London by incoming market, February 2008
Appendix – Research Methodology
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- YouGov methodology
- US
- Spain
- Italy
- Germany
- France
Appendix <i>– </i>Attitudes Towards Britain as a Holiday Destination by Germany Consumers
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- Figure 43: Are Germans fascinated by Britain’s heritage, by demographics, February 2008
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- Figure 44: Are Germans attracted by British culture, by demographics, February 2008
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- Figure 45: Are Germans attracted to Britain by its scenery, by demographics, February 2008
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- Figure 46: Are Germans attracted to Britain by TV/film, by demographics, February 2008
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- Figure 47: Are Germans interested in visiting several places in Britain in one trip, by demographics, February 2008
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- Figure 48: Do Germans think that having to speak English is a problem, by demographics, February 2008
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- Figure 49: Do Germans think that Britain’s nighlife closes too early, by demographics, February 2008
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- Figure 50: Do Germans think that there is not a wide range of food and drink in Britain, by demographics, February 2008
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- Figure 51: Do Germans think that Britain is too expensive, by demographics, February 2008
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- Figure 52: Will the 2012 Olympics make more Germans visit Britain, by demographics, February 2008
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- Figure 53: Are Germans put off by the weather, by demographics, February 2008
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- Figure 54: Does Britain’s multiculturalism appeal to Germans, by demographics, February 2008
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- Figure 55: Are Germans mainly interested in visiting London, by demographics, February 2008
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Appendix – Attitudes Towards Britain as a Holiday Destination by American Consumers
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- Figure 56: Are Americans fascinated by Britain’s heritage, by demographics, February 2008 *****
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- Figure 57: Are Americans attracted by British culture, by demographics, February 2008
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- Figure 58: Are Americans attracted to Britain by its scenery, by demographics, February 2008
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- Figure 59: Are Americans attracted to Britain by TV/film, by demographics, February 2008
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- Figure 60: Are Americans interested in visiting several places in Britain in one trip, by demographics, February 2008
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- Figure 61: Do Americans think that having to speak English is a problem, by demographics, February 2008
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- Figure 62: Do Americans think that Britain’s nighlife closes too early, by demographics, February 2008
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- Figure 63: Do Americans think that there is not a wide range of food and drink in Britain, by demographics, February 2008
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- Figure 64: Do Americans think that Britain is too expensive, by demographics, February 2008
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- Figure 65: Will the 2012 Olympics make more Americans visit Britain, by detailed demographics, February 2008
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- Figure 66: Are Americans put off by the weather, by demographics, February 2008
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- Figure 67: Does Britain’s multiculturalism appeal to Americans, by demographics, February 2008
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- Figure 68: Are Americans mainly interested in visiting London, by demographics, February 2008
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Appendix – Attitudes Towards Britain as a Holiday Destination by Spanish Consumers
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- Figure 69: Are Spanish fascinated by Britain’s heritage, by demographics, February 2008
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- Figure 70: Are Spanish attracted by British culture, by demographics, February, 2008
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- Figure 71: Are Spanish attracted to Britain by its scenery, by demographics, February 2008
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- Figure 72: Are Spanish attracted to Britain by TV/film, by demographics, February 2008
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- Figure 73: Are Spanish interested in visiting several places in Britain in one trip, by demographics, February
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- Figure 74: Do Spanish think that having to speak English is a problem, by demographics, February 2008
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- Figure 75: Do Spanish think that Britain’s nighlife closes too early, by demographics, February 2008
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- Figure 76: Do Spanish think that there is not a wide range of food and drink in Britain, by demographics, February 2008
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- Figure 77: Do Spanish think that Britain is too expensive, by demographics, February 2008
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- Figure 78: Will the 2012 Olympics make more Spanish visit Britain, by demographics, February 2008
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- Figure 79: Are Spanish put off by the weather, by demographics, February 2008
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- Figure 80: Does Britain’s multiculturalism appeal to Spanish, by demographics, February 2008
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- Figure 81: Are Spanish mainly interested in visiting London, by demographics, February 2008
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Appendix – Attitudes Towards Britain as a Holiday Destination by Italian Consumers
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- Figure 82: Are Italians fascinated by Britain’s heritage, by demographics, February 2008
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- Figure 83: Are Italians attracted by British culture, by demographics, February, 2008
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- Figure 84: Are Italians attracted to Britain by its scenery, by demographics, February 2008
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- Figure 85: Are Italians attracted to Britain by TV/film, by demographics, February 2008
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- Figure 86: Are Italians interested in visiting several places in Britain in one trip, by demographics, February, 2008
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- Figure 87: Do Italians think that having to speak English is a problem, by demographics, February 2008
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- Figure 88: Do Italians think that Britain’s nighlife closes too early, by demographics, February 2008
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- Figure 89: Do Italians think that there is not a wide range of food and drink in Britain, by demographics, February 2008
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- Figure 90: Do Italians think that Britain is too expensive, by demographics, February 2008
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- Figure 91: Will the 2012 Olympics make more Italians visit Britain, by demographics, February 2008
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- Figure 92: Are Italians put off by the weather, by demographics, February 2008
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- Figure 93: Does Britain’s multiculturalism appeal to Italians, by demographics, February 2008
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- Figure 94: Are Italians mainly interested in visiting London, by demographics, February 2008
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Appendix – Attitudes Towards Britain as a Holiday Destination by French Consumers
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- Figure 95: Are French fascinated by Britain’s heritage, by demographics, February 2008
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- Figure 96: Are French attracted by British culture, by demographics, February, 2008
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- Figure 97: Are French attracted to Britain by its scenery, by demographics, February 2008
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- Figure 98: Are French attracted to Britain by TV/film, by demographics, February 2008
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- Figure 99: Are French interested in visiting several places in Britain in one trip by demographics, February, 2008
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- Figure 100: Do French think that having to speak English is a problem by demographics, February 2008
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- Figure 101: Do French think that Britain’s nighlife closes too early by demographics, February 2008
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- Figure 102: Do French think that there is not a wide range of food and drink in Britain by demographics, February 2008
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- Figure 103: Do French think that Britain is too expensive by demographics, February 2008
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- Figure 104: Will the 2012 Olympics make more French visit Britain, by demographics, February 2008
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- Figure 105: Are French put off by the weather, by demographics, February 2008
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- Figure 106: Does Britain’s multiculturalism appeal to French, by demographics, February 2008
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- Figure 107: Are French mainly interested in visiting London, by demographics, February 2008
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