Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Volume forecast of inbound holiday visits, 2007-17
- Figure 2: Value* forecast of inbound holidays, 2007-17
- Olympics disrupt a decade of leisure travel growth
- Market factors
- Taxing matters
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- Figure 3: International tourist arrivals, 2011
- Pound perks up
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- Figure 4: Monthly average exchange rates for Sterling against the US Dollar and euro, January 2007-August 2012
- Eurozone troubles
- Companies, brands and innovation
- Capitalising on the Games
- Wild Scotland
- City tourism in Northern Ireland
- London calling Chinese
- Eastern promise
- Shift towards tunnel
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- Figure 5: Overseas residents’ holiday visits to UK, by mode of transport, percentage change 2007-11
- The consumer
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- Figure 6: Previous experience of holidays in the UK and future intentions to visit, September 2012
- Italy/Spain first-time visitor potential
- London vs the rest
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- Figure 7: Interest in visiting the UK, September 2012
- Seeking the real UK
- Landscape lovers
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- Figure 8: Attractions of the UK for holidays, September 2012
- Cost, weather, food put people off most
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- Figure 9: Reasons why people don't want to visit the UK, September 2012
- Italy is main competition
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- Figure 10: European holiday destinations preferred to the UK, September 2012
- What we think
Issues in the Market
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- Could the Pound’s partial recovery against the euro change the game for inbound leisure travel?
- What other forms of accommodation, apart from hotels, have benefited from rising inbound holiday demand?
- Are APD tax rises having an impact on inbound leisure tourism?
- How can the ‘inbound tourism jam’ be spread more widely through the UK?
- Many overseas consumers prefer Italy or Spain as holiday destinations, so how can the UK compete?
Trend Application
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- Trend: Accentuate The Negative
- Trend: Boomerang Generation
- 2015: Old Gold
Market Drivers
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- Key points
- Inbound tourism compass tilts towards leisure
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- Figure 11: Overseas residents’ visits to the UK, by purpose of visit, 2007-11
- Olympic impact
- Net loss of 290,000 visitors?
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- Figure 12: Overseas residents’ spending* in the UK, by purpose of visit, 2007-11
- UK holiday boom years
- Games spending double the average
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- Figure 13: Overseas residents’ average spending* in the UK, by purpose of visit, 2007-11
- Hoteliers benefit most from leisure growth
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- Figure 14: Type of accommodation used by inbound holiday visitors staying in the UK for at least one night, 2007-11
- APD rises
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- Figure 15: Air Passenger Duty, September 2012
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- Figure 16: Annual average exchange rates for Sterling, 2007-12
- Currency advantage lost
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- Figure 17: Monthly average exchange rates for Sterling against the US Dollar and euro, January 2007-August 2012
- Inflation hits three-year low but price risks remain
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- Figure 18: UK consumer price index, retail price index and VAT rate, 2007-12
- Worldwide web population growing
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- Figure 19: Top 20 countries, by number of internet users, June 2012
- Figure 20: Internet penetration of top 20 countries (by number of internet users), 2010 and 2012
- Inbound market economies
- Pre-Games slump followed by bonanza for London hotels
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- Figure 21: Hotel chain performance statistics, June-September 2012
- UK visa restrictions
- New funding for Chinese visitors
- Airport capacity up in the air
- Tourism downgrade fears
Who’s Innovating?
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- Key points
- Mexican wave
- Shaken but not stirred
- Mother of the free
- London’s your Oyster
- UK tourism apps
- Derry calling
- New routes to the East
Market Size and Forecast
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- Key points
- A decade of annual growth
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- Figure 22: Overseas residents’ holiday visits to/spending in the UK, 2007-17
- Olympic disruption
- Market stabilises and may slow
- Over four fifths travel independently
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- Figure 23: Overseas residents’ holiday visits to the UK – inclusive tours and independent visits, 2007-11
- Figure 24: Overseas residents’ holiday spend* in the UK – inclusive tours and independent visits, 2007-11
- Four in ten trips are short breaks
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- Figure 25: Overseas residents’ holiday visits to the UK – short breaks vs longer holidays, 2007-11
- Figure 26: Overseas residents’ holiday expenditure* in the UK – short breaks vs longer holidays, 2007-11
- Forecast
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- Figure 27: Volume forecast of inbound holiday visits, 2007-17
- Figure 28: Value* forecast of inbound holidays, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Shift in long-haul segment
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- Figure 29: Overseas residents’ holiday visits to UK, by region of origin, 2007-11
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- Figure 30: Overseas residents’ holiday spend* in the UK, by region of origin, 2007-11
- French connection deepens…
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- Figure 31: Top ten source markets, by holiday visits, 2007-11
- …but US still the highest value market
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- Figure 32: Top ten source markets, by holiday spend*, 2007-11
- Norwegian spend rises
- South American surge
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- Figure 33: Top 15 fastest-growing inbound holiday markets, by volume, 2010 and 2011
- Chindia growth potential
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- Figure 34: Projected growth in UK inbound tourism, by source market, 2011-20
- Modal shift
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- Figure 35: Overseas residents’ holiday visits to UK, by mode of transport, 2007-11
- Scotland loses out…
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- Figure 36: Holiday visits* from overseas to areas of the UK, 2007-11
- …but Edinburgh is second most popular city
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- Figure 37: Top ten UK towns for inbound holidaymakers, by number of visits, 2009-11
- Long-haul London
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- Figure 38: Number of UK regional visits*, by region of origin, 2011
Market Share
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- Key points
- The UK pipped by Turkey
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- Figure 39: International tourist arrivals market share, 2007-11
- UK global revenue share falls
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- Figure 40: International tourist expenditure market share, 2007-11
Companies and Products
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- VisitBritain
- Overview
- Financial performance
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- Figure 41: Grant-in-aid allocation to British Tourist Authority, 2011-15
- Figure 42: Key financials for British Tourist Authority, 2011 and 2012
- Figure 43: Breakdown of British Tourist Authority’s revenue, by location of sales offices, 2011 and 2012
- Marketing campaigns
- Strategy for 2012/13
- VisitScotland
- Overview
- Inbound breakdown
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- Figure 44: Top ten origins of international holiday visitors to Scotland, 2011
- Financial information
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- Figure 45: Key financials for VisitScotland, 2010 and 2011
- Marketing campaigns
- Strategy for 2012/13
- Visit Wales
- Overview
- Inbound breakdown
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- Figure 46: Top ten origins of international holiday visitors to Wales, 2011
- Marketing campaigns
- Northern Ireland Tourism Board
- Overview
- Inbound breakdown
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- Figure 47: Top five origins of international holiday visitors to Northern Ireland, 2011
- Financial information
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- Figure 48: Key financials for Northern Ireland Tourist Board, 2010 and 2011
- Strategy for 2012/13
- London & Partners
- Overview
- Inbound breakdown
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- Figure 49: Top ten origins of international holiday visitors to London, 2011
- Strategy
- UKinbound
- Financial information
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- Figure 50: Key financials for UKinbound Ltd, 2010 and 2011
- Recent activity
- British Airways
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- Figure 51: Key financials for British Airways Plc, 2010 and 2011
- New routes
- easyJet
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- Figure 52: Key financials for easyJet Plc, 2010 and 2011
- New routes
- Ryanair
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- Figure 53: Key financials for Ryanair Holdings Plc, 2011 and 2012
- New routes
- Eurostar
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- Figure 54: Key financials for Eurostar International Ltd, 2009 and 2010
Experience and Intentions of Holidaying in the UK
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- Key points
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- Figure 55: Previous experience of holidays in the UK and future intentions to visit, September 2012
- Europe
- Italy and Spain have highest new growth potential
- US
- One in four Americans have holidayed in the UK
Interest in Visiting the UK
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- Key points
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- Figure 56: Interest in visiting the UK, September 2012
- Europe
- Germans are biggest countryphiles/Spanish are biggest cityphiles
- Italians and Spanish seek English lessons
- Olympic influence
- The US
- Major tourist attractions more important
- Previous visitors vs first-timers
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- Figure 57: Interest in visiting the UK, by previous experience of holidays in the UK and future intentions to visit, September 2012
Attractions of the UK as a Holiday Destination
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- Key points
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- Figure 58: Attractions of the UK for holidays, September 2012
- Landscape is major draw
- Scenery
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- Figure 59: Agreement with the statement ‘I am attracted to the UK by its scenery’, September 2012
- Heritage
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- Figure 60: Agreement with the statement ‘I am fascinated by the UK’s heritage (eg royal family, historic buildings etc)’, September 2012
- Culture
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- Figure 61: Agreement with the statement ‘I am attracted to the UK by its culture (eg theatre, music etc)’, September 2012
- Multiculturalism
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- Figure 62: Agreement with the statement ‘The UK’s multiculturalism appeals to me’, September 2012
- Pubs
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- Figure 63: Agreement with the statement ‘I am fascinated by the UK’s pubs’*, September 2012
- Shopping
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- Figure 64: Agreement with the statement ‘I am attracted to the UK for its shopping’, September 2012
- Humour
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- Figure 65: Agreement with the statement ‘I am attracted to the UK by the British sense of humour’, September 2012
- Nightlife
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- Figure 66: Agreement with the statement ‘I am attracted to the UK for its nightlife’, September 2012
Reasons For Not Holidaying in the UK
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- Key points
- Cost, weather and food are biggest deterrents
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- Figure 67: Reasons why people don't want to visit the UK, September 2012
- Europe
- The US
European Countries Preferred to the UK as a Holiday Destination
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- Key points
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- Figure 68: European holiday destinations preferred to the UK, September 2012
- Southern Europe is biggest threat to UK
Appendix – Market Size and Forecast
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- Figure 69: Forecasts for inbound holidays volume, 2012-17
- Figure 70: Forecasts for inbound holidays value, 2012-17
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Appendix – Experience and Intentions of Holidaying in the UK
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- Figure 71: Previous experience of holidays in the UK and future intentions to visit, by demographics – France, September 2012
- Figure 72: Previous experience of holidays in the UK and future intentions to visit, by demographics – Germany, September 2012
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- Figure 73: Previous experience of holidays in the UK and future intentions to visit, by demographics – Italy, September 2012
- Figure 74: Previous experience of holidays in the UK and future intentions to visit, by demographics – Spain, September 2012
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- Figure 75: Previous experience of holidays in the UK and future intentions to visit, by demographics – US, September 2012
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Appendix – Interest in Visiting the UK
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- Figure 76: Most popular agreements with visiting the UK, by demographics – France, September 2012
- Figure 77: Next most popular agreements with visiting the UK, by demographics – France, September 2012
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- Figure 78: Most popular agreements with visiting the UK, by demographics – Germany, September 2012
- Figure 79: Next most popular agreements with visiting the UK, by demographics – Germany, September 2012
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- Figure 80: Most popular agreements with visiting the UK, by demographics – Italy, September 2012
- Figure 81: Next most popular agreements with visiting the UK, by demographics – Italy, September 2012
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- Figure 82: Agreements with visiting the UK, by demographics – Spain, September 2012
- Figure 83: Agreements with visiting the UK, by demographics – Spain, September 2012
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- Figure 84: Agreements with most popular visiting the UK, by demographics – US, September 2012
- Figure 85: Agreements with next most popular visiting the UK, by demographics – US, September 2012
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Appendix – Attractions of the UK as a Holiday Destination
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- Figure 86: Agreement with most popular statements regarding UK attractions, by demographics – France, September 2012
- Figure 87: Agreement with next most popular statements regarding UK attractions, by demographics – France, September 2012
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- Figure 88: Agreement with most popular statements regarding UK attractions, by demographics – Germany, September 2012
- Figure 89: Agreement with next most popular statements regarding UK attractions, by demographics – Germany, September 2012
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- Figure 90: Agreement with next most popular statements regarding UK attractions, by demographics – Germany, September 2012
- Figure 91: Agreement with most popular statements regarding UK attractions, by demographics – Italy, September 2012
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- Figure 92: Agreement with next most popular statements regarding UK attractions, by demographics – Italy, September 2012
- Figure 93: Agreement with most popular statements regarding UK attractions, by demographics – Spain, September 2012
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- Figure 94: Agreement with next most popular statements regarding UK attractions, by demographics – Spain, September 2012
- Figure 95: Agreement with most popular statements regarding UK attractions, by demographics – US, September 2012
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- Figure 96: Agreement with next most popular statements regarding UK attractions, by demographics – US, September 2012
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Appendix – Reasons for Not Holidaying in the UK
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- Figure 97: Reasons why people don't want to visit the UK, by demographics – US, September 2012
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Appendix – European Countries Preferred to the UK as a Holiday Destination
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- Figure 98: Most popular European holiday destinations preferred to the UK, by demographics – France, September 2012
- Figure 99: Next most popular European holiday destinations preferred to the UK, by demographics – France, September 2012
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- Figure 100: Most popular European holiday destinations preferred to the UK, by demographics – Germany, September 2012
- Figure 101: Next most popular European holiday destinations preferred to the UK, by demographics – Germany, September 2012
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- Figure 102: Other European holiday destinations preferred to the UK, by demographics – Germany, September 2012
- Figure 103: Most popular European holiday destinations preferred to the UK, by demographics – Italy, September 2012
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- Figure 104: Next most popular European holiday destinations preferred to the UK, by demographics – Italy, September 2012
- Figure 105: Other European holiday destinations preferred to the UK, by demographics – Italy, September 2012
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- Figure 106: Most popular European holiday destinations preferred to the UK, by demographics – Spain, September 2012
- Figure 107: Next most popular European holiday destinations preferred to the UK, by demographics – Spain, September 2012
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- Figure 108: Other European holiday destinations preferred to the UK, by demographics – Spain, September 2012
- Figure 109: Most popular European holiday destinations preferred to the UK, by demographics – US, September 2012
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- Figure 110: Next most popular European holiday destinations preferred to the UK, by demographics – US, September 2012
- Figure 111: Other European holiday destinations preferred to the UK, by demographics – US, September 2012
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