Table of Contents
Issues in the Market
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- Key issues
- Definition
- Abbreviations
Future Opportunities
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- Boom comes to an end
- Currency consequences
- Expense and Europeans
- Think about the future
- Premium and Cutthroat
- Where to go
Market in Brief
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- Recession means the end of inbound travel growth
- Exchange rate impact…
- …leads to holiday growth
- As Europe fills the US gap
- Funding, taxes, games and rail
Internal Market Environment
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- Key points
- The end of growth
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- Figure 1: Overseas residents visits to the UK, by purpose of visit, 2004-08
- But spending holds up
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- Figure 2: Overseas residents spending in the UK, by purpose of visit, 2004-08
- Hotels hit as visitors look to family/friends
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- Figure 3: Type of accommodation used by inbound holiday visitors staying in the UK for at least one night, 2004-08
- Visa variations
- Taxing times for inbound fliers
Broader Market Environment
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- Key points
- Weak Pound is good news for inbound…
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- Figure 4: Sterling exchange rates against selected currencies at 22 September each year, 2005-09
- ...and gives promotion a new angle
- But funding remains an issue
- Internet audience grows worldwide
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- Figure 5: Top 20 countries, by number of internet users, June 2009
- Olympic boost… or hurdle?
- Track changes
Competitive Context
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- Key points
- France stays no.1 as China and Turkey grow
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- Figure 6: International tourist arrivals (overnight visitors), by country of destination, 2003-07
- US spend supreme
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- Figure 7: Inbound tourism expenditure, 2003-07
Strengths and Weaknesses in the Market
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- Strengths
- Pound/euro exchange rate…
- …and abundance of deals and discounts
- Accessibility
- Increase in local appeal
- Olympic-sized marketing opportunity
- Weaknesses
- Transport troubles
- Entry effort
- APD
- Funding falls
- Impact of recession
Who’s Innovating?
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- Key points
- Affordability in action
- LGBT tourism
- US/UK A-OK
- Online magic
- Going green
- Selling the Olympic dream
- Attraction advancement
- Welcome to our shores
Market Size and Forecast
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- Key points
- 2009 – Europe comes calling
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- Figure 8: Overseas residents holiday visits and spending in current and constant terms, 2004-14
- Independence reasserted
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- Figure 9: Overseas residents’ holiday visits to the UK – inclusive tours and independent visits, 2004-08
- Figure 10: Overseas residents’ holiday spend in the UK – inclusive tours and independent visits, 2004-08
- Short breaks increasingly important...
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- Figure 11: Short breaks versus longer-staying holidaymaker expenditure, 2004-08
- ...as London pulls the European crowds
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- Figure 12: Number of UK regional visits, by inbound holidaymakers, 2008
- Still summer-seekers
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- Figure 13: Month of holiday visit, by region, 2008
Segment Performance
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- Key points
- European growth covers American drop
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- Figure 14: Overseas residents’ holiday visits to the UK, by region of origin, 2004-08
- Figure 15: Overseas residents’ holiday spend in the UK, by region of origin, 2004-08
- France takes top spot
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- Figure 16: Top ten source markets, by holiday visits, 2004-08
- As US expenditure falls
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- Figure 17: Top ten source markets, by holiday spend, 2004-08
- Other markets boosted by exchange rates/accessibility
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- Figure 18: Other inbound markets, ranked by visit growth 2007-08
- Air flies high…
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- Figure 19: Overseas residents’ holiday visits to the UK, by mode of transport, 2004-08
- …as low-cost wins out
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- Figure 20: All foreign arrivals, by airlines used, 2008
- France fuels non-fliers
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- Figure 21: All foreign arrivals, non-air, 2008
- Diversity of destination
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- Figure 22: Most popular UK destinations for foreign arrivals, 2008
Market Share
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- Key points
- Top dogs under pressure
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- Figure 23: International tourist arrivals market share, by country of destination, 2005-07
- As US dominates expenditure
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- Figure 24: Inbound tourism expenditure market share, 2005-07
Companies and Products
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- Key points
- Tourism organisations
- VisitBritain
- VisitScotland
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- Figure 25: Top origins of overseas tourists to Scotland, 2008
- Visit Wales
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- Figure 26: Top origins of overseas tourists to Wales, 2008
- UKinbound
- Travel companies
- British Airways
- easyJet
- Eurostar
- Incoming tour operators
- British Tours Ltd
- PathFinders
- Europe Incoming
Attitudes Towards the UK as a Destination
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- Key points
- Italians go for heritage
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- Figure 27: Attitudes towards British heritage, by incoming market, September 2009
- Culture club
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- Figure 28: Attitudes towards British culture, by incoming market, September 2009
- Making the scene…
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- Figure 29: Attitudes towards British scenery, by incoming market, September 2009
- …and moving around
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- Figure 30: Attitudes towards multi-destination trips, by incoming market, September 2009
- Transport trauma
- Language liabilities
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- Figure 31: Attitudes towards the English language, by incoming market, September 2009
- Bully for us
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- Figure 32: Attitudes towards British food and catering, by incoming market, September 2009
- Money worries
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- Figure 33: Attitudes towards the cost of visiting Britain, by incoming market, September 2009
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- Figure 34: Attitudes towards exchange rates making it more likely to visit Britain, by incoming market, September 2009
- A sporting chance
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- Figure 35: Attitudes towards Britain hosting the Olympics, by incoming market, September 2009
- Weathering the storm
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- Figure 36: Attitudes towards the British weather, by incoming market, September 2009
- Make mine multicultural
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- Figure 37: Attitudes towards Britain’s multiculturalism, by incoming market, September 2009
- Leaving London?
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- Figure 38: Attitudes towards mainly visiting London, by incoming market, September 2009
- Who likes us?
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- Figure 39: Attitudes towards liking the British, by incoming market, September 2009
Countries Considered an Alternative to the UK
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- Key points
- EU rivalry
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- Figure 40: Top ten countries considered as an alternative to Britain, by all German, French, Spanish, Italian and US respondents, September 2009
- Germans look for sun
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- Figure 41: Top ten countries considered as an alternative to Britain, by German respondents, September 2009
- Spanish have two favourites…
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- Figure 42: Top ten countries considered as an alternative to Britain, by Spanish respondents, September 2009
- …as do Italians
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- Figure 43: Top ten countries considered as an alternative to Britain, by Italy respondents, September 2009
- France shows lack of consensus
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- Figure 44: Top ten countries considered as an alternative to Britain, by France respondents, September 2009
- US – travel friendly
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- Figure 45: Top ten countries considered as an alternative to Britain, by US respondents, September 2009
Appendix – Segment Performance
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- Figure 46: Arrivals from France excluding air, by transport and source, 2008
- Figure 47: Arrivals from Germany excluding air, by transport and source, 2008
- Figure 48: Arrivals from the Netherlands excluding air, by transport and source, 2008
- Figure 49: Arrivals from Belgium excluding air, by transport and source, 2008
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Appendix – Consumer Demographics
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- Figure 50: German respondents, by demographics, September 2009
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- Figure 51: US respondents, by demographics, September 2009
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- Figure 52: Spanish respondents, by demographics, September 2009
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- Figure 53: Italian respondents, by demographics, September 2009
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- Figure 54: French respondents, by demographics, September 2009
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Appendix – Attitudes Towards Britain as a Holiday Destination by German Consumers
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- Figure 55: Are Germans fascinated by Britain’s heritage, by demographics, September 2009
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- Figure 56: Are Germans fascinated by Britain’s heritage, by demographics – disagreement/do not know, September 2009
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- Figure 57: Are Germans attracted by British culture, by demographics, September 2009
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- Figure 58: Are Germans attracted by British culture, by demographics, disagreement/do not know, September 2009
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- Figure 59: Are Germans attracted to Britain by its scenery, by demographics, September 2009
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- Figure 60: Are Germans attracted to Britain by its scenery, by demographics, disagreement/do not know, September 2009
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- Figure 61: Are Germans interested in visiting several places in Britain in one trip, by demographics, September 2009
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- Figure 62: Are Germans interested in visiting several places in Britain in one trip, by demographics, disagreement/do not know, September 2009
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- Figure 63: Do Germans think that having to speak English is a problem, by demographics, September 2009
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- Figure 64: Do Germans think that having to speak English is a problem, by demographics, disagreement/do not know, September 2009
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- Figure 65: Do Germans think that there is not a wide range of food and drink in Britain, by demographics, September 2009
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- Figure 66: Do Germans think that there is not a wide range of food and drink in Britain, by demographics, disagreement/do not know, September 2009
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- Figure 67: Do Germans think that Britain is too expensive, by demographics, September 2009
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- Figure 68: Do Germans think that Britain is too expensive, by demographics, disagreement/do not know, August 2009
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- Figure 69: Do Germans think that Britain is too expensive, by demographics, September 2009
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- Figure 70: Do Germans think that Britain is too expensive, by demographics, disagreement/do not know, September 2009
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- Figure 71: Will the 2012 Olympics make more Germans visit Britain, by demographics, September 2009
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- Figure 72: Will the 2012 Olympics make more Germans visit Britain, by demographics, disagreement/do not know, September 2009
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- Figure 73: Are Germans put off by the weather, by demographics, September 2009
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- Figure 74: Are Germans put off by the weather, by demographics, disagreement/do not know, September 2009
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- Figure 75: Does Britain’s multiculturalism appeal to Germans, by demographics, September 2009
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- Figure 76: Does Britain’s multiculturalism appeal to Germans, by demographics, disagreement/do not know, September 2009
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- Figure 77: Are Germans mainly interested in visiting London, by demographics, September 2009
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- Figure 78: Are Germans mainly interested in visiting London, by demographics, disagreement/do not know, September 2009
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- Figure 79: Do Germans think exchange rate changes have made it more likely for them to visit Britain, by demographics, September 2009
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- Figure 80: Do Germans think exchange rate changes have made it more likely for them to visit Britain, by demographics, disagreement/do not know, September 2009
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- Figure 81: Do Germans like the British, by demographics, September 2009
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- Figure 82: Do Germans like the British, by demographics, disagreement/do not know, September 2009
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Appendix – Attitudes Towards Britain as a Holiday Destination by American Consumers
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- Figure 83: Are Americans fascinated by Britain’s heritage, by demographics, September 2009
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- Figure 84: Are Americans fascinated by Britain’s heritage, by demographics, disagreement/do not know, September 2009
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- Figure 85: Are Americans attracted by British culture, by demographics, September 2009
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- Figure 86: Are Americans attracted by British culture, by demographics, disagreement/do not know, September 2009
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- Figure 87: Are Americans attracted to Britain by its scenery, by demographics, September 2009
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- Figure 88: Are Americans attracted to Britain by its scenery, by demographics, disagreement/do not know, September 2009
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- Figure 89: Are Americans interested in visiting several places in Britain in one trip, by demographics, September 2009
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- Figure 90: Are Americans interested in visiting several places in Britain in one trip, by demographics, disagreement/do not know, September 2009
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- Figure 91: Do Americans think that having to speak English is a problem, by demographics, September 2009
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- Figure 92: Do Americans think that having to speak English is a problem, by demographics, disagreement/do not know, September 2009
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- Figure 93: Do Americans think that there is not a wide range of food and drink in Britain, by demographics, September 2009
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- Figure 94: Do Americans think that there is not a wide range of food and drink in Britain, by demographics, disagreement/do not know, September 2009
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- Figure 95: Do Americans think that Britain is too expensive, by demographics, September 2009
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- Figure 96: Do Americans think that Britain is too expensive, by demographics, disagreement/do not know, September 2009
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- Figure 97: Will the 2012 Olympics make more Americans visit Britain, by demographics, September 2009
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- Figure 98: Will the 2012 Olympics make more Americans visit Britain, by demographics, disagreement/do not know, September 2009
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- Figure 99: Are Americans put off by the weather, by demographics, September 2009
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- Figure 100: Are Americans put off by the weather, by demographics, disagreement/do not know, September 2009
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- Figure 101: Does Britain’s multiculturalism appeal to Americans, by demographics, September 2009
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- Figure 102: Does Britain’s multiculturalism appeal to Americans, by demographics, disagreement/do not know, September 2009
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- Figure 103: Are Americans mainly interested in visiting London, by demographics, September 2009
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- Figure 104: Are Americans mainly interested in visiting London, by demographics, disagreement/do not know, September 2009
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- Figure 105: Do Americans think exchange rate changes have made it more likely for them to visit Britain, by demographics, September 2009
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- Figure 106: Do Americans think exchange rate changes have made it more likely for them to visit Britain, by demographics, disagreement/do not know, September 2009
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- Figure 107: Do Americans like the British, by demographics, September 2009
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- Figure 108: Do Americans like the British, by demographics, disagreement/do not know, September 2009
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Appendix – Attitudes Towards Britain as a Holiday Destination by Spanish Consumers
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- Figure 109: Are Spanish fascinated by Britain’s heritage, by demographics, September 2009
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- Figure 110: Are Spanish fascinated by Britain’s heritage, by demographics, disagreement/do not know, September 2009
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- Figure 111: Are Spanish attracted by British culture, by demographics, September 2009
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- Figure 112: Are Spanish attracted by British culture, by demographics, disagreement/do not know, September 2009
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- Figure 113: Are Spanish interested in visiting several places in Britain in one trip, by demographics, September 2009
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- Figure 114: Are Spanish interested in visiting several places in Britain in one trip, disagreement/do not know, by demographics, disagreement/do not know, September 2009
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- Figure 115: Do Spanish think that having to speak English is a problem, by demographics, September 2009
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- Figure 116: Do Spanish think that having to speak English is a problem, by demographics, disagreement/do not know, September 2009
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- Figure 117: Do Spanish think that there is not a wide range of food and drink in Britain, by demographics, September 2009
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- Figure 118: Do Spanish think that there is not a wide range of food and drink in Britain, disagreement/do not know, by demographics, September 2009
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- Figure 119: Do Spanish think that Britain is too expensive, by demographics, September 2009
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- Figure 120: Do Spanish think that Britain is too expensive, by demographics, disagreement/do not know, September 2009
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- Figure 121: Will the 2012 Olympics make more Spanish visit Britain, by demographics, September 2009
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- Figure 122: Will the 2012 Olympics make more Spanish visit Britain, by demographics, disagreement/do not know, September 2009
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- Figure 123: Are Spanish put off by the weather, by demographics, September 2009
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- Figure 124: Are Spanish put off by the weather, by demographics, disagreement/do not know, September 2009
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- Figure 125: Does Britain’s multiculturalism appeal to Spanish, by demographics, September 2009
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- Figure 126: Does Britain’s multiculturalism appeal to Spanish, by demographics, disagreement/do not know, September 2009
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- Figure 127: Are Spanish mainly interested in visiting London, by demographics, September 2009
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- Figure 128: Are Spanish mainly interested in visiting London, by demographics, disagreement/do not know, September 2009
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- Figure 129: Do Spanish think exchange rate changes have made it more likely for them to visit Britain, by demographics, September 2009
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- Figure 130: Do Spanish think exchange rate changes have made it more likely for them to visit Britain, by demographics, disagreement/do not know, September 2009
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- Figure 131: Do Spanish like the British, by demographics, September 2009
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- Figure 132: Do Spanish like the British, by demographics, disagreement/do not know, September 2009
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Appendix – Attitudes Towards Britain as a Holiday Destination by Italian Consumers
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- Figure 133: Are Italians fascinated by Britain’s heritage, by demographics, September 2009
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- Figure 134: Are Italians fascinated by Britain’s heritage, by demographics, disagreement/do not know, September 2009
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- Figure 135: Are Italians attracted by British culture, by demographics, September 2009
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- Figure 136: Are Italians attracted by British culture, by demographics, disagreement/do not know, September 2009
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- Figure 137: Are Italians attracted to Britain by its scenery, by demographics, September 2009
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- Figure 138: Are Italians attracted to Britain by its scenery, by demographics, disagreement/do not know, September 2009
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- Figure 139: Are Italians interested in visiting several places in Britain in one trip, by demographics, September 2009
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- Figure 140: Are Italians interested in visiting several places in Britain in one trip, by demographics, disagreement/do not know, September 2009
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- Figure 141: Do Italians think that having to speak English is a problem, by demographics, September 2009
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- Figure 142: Do Italians think that having to speak English is a problem, by demographics, disagreement/do not know, September 2009
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- Figure 143: Do Italians think that there is not a wide range of food and drink in Britain, by demographics, September 2009
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- Figure 144: Do Italians think that there is not a wide range of food and drink in Britain, by demographics, disagreement/do not know, September 2009
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- Figure 145: Do Italians think that Britain is too expensive, by demographics, September 2009
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- Figure 146: Do Italians think that Britain is too expensive, by demographics, disagreement/do not know, September 2009
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- Figure 147: Will the 2012 Olympics make more Italians visit Britain, by demographics, September 2009
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- Figure 148: Will the 2012 Olympics make more Italians visit Britain, by demographics, disagreement/do not know, September 2009
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- Figure 149: Are Italians put off by the weather, by demographics, September 2009
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- Figure 150: Are Italians put off by the weather, by demographics, disagreement/do not know, September 2009
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- Figure 151: Does Britain’s multiculturalism appeal to Italians, by demographics, September 2009
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- Figure 152: Does Britain’s multiculturalism appeal to Italians, by demographics, disagreement/do not know, September 2009
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- Figure 153: Are Italians mainly interested in visiting London, by demographics, September 2009
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- Figure 154: Are Italians mainly interested in visiting London, by demographics, disagreement/do not know, September 2009
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- Figure 155: Do Italians think exchange rate changes have made it more likely for them to visit Britain, by demographics, September 2009
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- Figure 156: Do Italians think exchange rate changes have made it more likely for them to visit Britain, by demographics, disagreement/do not know, September 2009
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- Figure 157: Do Italians like the British, by demographics, September 2009
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- Figure 158: Do Italians like the British, by demographics, disagreement/do not know, September 2009
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Appendix – Attitudes Towards Britain as a Holiday Destination by French Consumers
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- Figure 159: Are French fascinated by Britain’s heritage, by demographics, September 2009
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- Figure 160: Are French fascinated by Britain’s heritage, by demographics, disagreement/do not know, September 2009
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- Figure 161: Are French attracted by British culture, by demographics, September 2009
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- Figure 162: Are French attracted by British culture, by demographics, disagreement/do not know, September 2009
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- Figure 163: Are French attracted to Britain by its scenery, by demographics, September 2009
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- Figure 164: Are French attracted to Britain by its scenery, by demographics, disagreement/do not know, September 2009
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- Figure 165: Are French interested in visiting several places in Britain in one trip, by demographics, September 2009
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- Figure 166: Are French interested in visiting several places in Britain in one trip, by demographics, disagreement/do not know, September 2009
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- Figure 167: Do French think that having to speak English is a problem, by demographics, September 2009
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- Figure 168: Do French think that having to speak English is a problem, by demographics, disagreement/do not know, September 2009
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- Figure 169: Do French think that there is not a wide range of food and drink in Britain, by demographics, September 2009
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- Figure 170: Do French think that there is not a wide range of food and drink in Britain, by demographics, disagreement/do not know, September 2009
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- Figure 171: Do French think that Britain is too expensive, by demographics, September 2009
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- Figure 172: Do French think that Britain is too expensive, by demographics, disagreement/do not know, September 2009
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- Figure 173: Will the 2012 Olympics make more French visit Britain, by demographics, September 2009
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- Figure 174: Will the 2012 Olympics make more French visit Britain, by demographics, disagreement/do not know, September 2009
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- Figure 175: Are French put off by the weather, by demographics, September 2009
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- Figure 176: Are French put off by the weather, by demographics, disagreement/do not know, September 2009
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- Figure 177: Does Britain’s multiculturalism appeal to French, by demographics, September 2009
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- Figure 178: Does Britain’s multiculturalism appeal to French, by demographics, disagreement/do not know, September 2009
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- Figure 179: Are French mainly interested in visiting London, by demographics, September 2009
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- Figure 180: Are French mainly interested in visiting London, by demographics, disagreement/do not know, September 2009
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- Figure 181: Do French think exchange rate changes have made it more likely for them to visit Britain, by demographics, September 2009
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- Figure 182: Do French think exchange rate changes have made it more likely for them to visit Britain, by demographics, disagreement/do not know, September 2009
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- Figure 183: Do French like the British, by demographics, September 2009
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- Figure 184: Do French like the British, by demographics, disagreement/do not know, September 2009
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