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Inbound Tourism - UK - November 2012

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
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
Figure 3: International tourist arrivals, 2011
Pound perks up
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
Figure 5: Overseas residents’ holiday visits to UK, by mode of transport, percentage change 2007-11
The consumer
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
Figure 7: Interest in visiting the UK, September 2012
Seeking the real UK
Landscape lovers
Figure 8: Attractions of the UK for holidays, September 2012
Cost, weather, food put people off most
Figure 9: Reasons why people don't want to visit the UK, September 2012
Italy is main competition
Figure 10: European holiday destinations preferred to the UK, September 2012
What we think
ISSUES IN THE MARKET
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
Trend: Accentuate The Negative
Trend: Boomerang Generation
2015: Old Gold
MARKET DRIVERS
Key points
Inbound tourism compass tilts towards leisure
Figure 11: Overseas residents’ visits to the UK, by purpose of visit, 2007-11
Olympic impact
Net loss of 290,000 visitors?
Figure 12: Overseas residents’ spending* in the UK, by purpose of visit, 2007-11
UK holiday boom years
Games spending double the average
Figure 13: Overseas residents’ average spending* in the UK, by purpose of visit, 2007-11
Hoteliers benefit most from leisure growth
Figure 14: Type of accommodation used by inbound holiday visitors staying in the UK for at least one night, 2007-11
APD rises
Figure 15: Air Passenger Duty, September 2012
Figure 16: Annual average exchange rates for Sterling, 2007-12
Currency advantage lost
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
Figure 18: UK consumer price index, retail price index and VAT rate, 2007-12
Worldwide web population growing
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
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?
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
Key points
A decade of annual growth
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
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
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
Figure 27: Volume forecast of inbound holiday visits, 2007-17
Figure 28: Value* forecast of inbound holidays, 2007-17
Forecast methodology
SEGMENT PERFORMANCE
Key points
Shift in long-haul segment
Figure 29: Overseas residents’ holiday visits to UK, by region of origin, 2007-11
Figure 30: Overseas residents’ holiday spend* in the UK, by region of origin, 2007-11
French connection deepens…
Figure 31: Top ten source markets, by holiday visits, 2007-11
…but US still the highest value market
Figure 32: Top ten source markets, by holiday spend*, 2007-11
Norwegian spend rises
South American surge
Figure 33: Top 15 fastest-growing inbound holiday markets, by volume, 2010 and 2011
Chindia growth potential
Figure 34: Projected growth in UK inbound tourism, by source market, 2011-20
Modal shift
Figure 35: Overseas residents’ holiday visits to UK, by mode of transport, 2007-11
Scotland loses out…
Figure 36: Holiday visits* from overseas to areas of the UK, 2007-11
…but Edinburgh is second most popular city
Figure 37: Top ten UK towns for inbound holidaymakers, by number of visits, 2009-11
Long-haul London
Figure 38: Number of UK regional visits*, by region of origin, 2011
MARKET SHARE
Key points
The UK pipped by Turkey
Figure 39: International tourist arrivals market share, 2007-11
UK global revenue share falls
Figure 40: International tourist expenditure market share, 2007-11
COMPANIES AND PRODUCTS
VisitBritain
Overview
Financial performance
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
Figure 44: Top ten origins of international holiday visitors to Scotland, 2011
Financial information
Figure 45: Key financials for VisitScotland, 2010 and 2011
Marketing campaigns
Strategy for 2012/13
Visit Wales
Overview
Inbound breakdown
Figure 46: Top ten origins of international holiday visitors to Wales, 2011
Marketing campaigns
Northern Ireland Tourism Board
Overview
Inbound breakdown
Figure 47: Top five origins of international holiday visitors to Northern Ireland, 2011
Financial information
Figure 48: Key financials for Northern Ireland Tourist Board, 2010 and 2011
Strategy for 2012/13
London & Partners
Overview
Inbound breakdown
Figure 49: Top ten origins of international holiday visitors to London, 2011
Strategy
UKinbound
Financial information
Figure 50: Key financials for UKinbound Ltd, 2010 and 2011
Recent activity
British Airways
Figure 51: Key financials for British Airways Plc, 2010 and 2011
New routes
easyJet
Figure 52: Key financials for easyJet Plc, 2010 and 2011
New routes
Ryanair
Figure 53: Key financials for Ryanair Holdings Plc, 2011 and 2012
New routes
Eurostar
Figure 54: Key financials for Eurostar International Ltd, 2009 and 2010
EXPERIENCE AND INTENTIONS OF HOLIDAYING IN THE UK
Key points
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
Key points
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
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
Key points
Figure 58: Attractions of the UK for holidays, September 2012
Landscape is major draw
Scenery
Figure 59: Agreement with the statement ‘I am attracted to the UK by its scenery’, September 2012
Heritage
Figure 60: Agreement with the statement ‘I am fascinated by the UK’s heritage (eg royal family, historic buildings etc)’, September 2012
Culture
Figure 61: Agreement with the statement ‘I am attracted to the UK by its culture (eg theatre, music etc)’, September 2012
Multiculturalism
Figure 62: Agreement with the statement ‘The UK’s multiculturalism appeals to me’, September 2012
Pubs
Figure 63: Agreement with the statement ‘I am fascinated by the UK’s pubs’*, September 2012
Shopping
Figure 64: Agreement with the statement ‘I am attracted to the UK for its shopping’, September 2012
Humour
Figure 65: Agreement with the statement ‘I am attracted to the UK by the British sense of humour’, September 2012
Nightlife
Figure 66: Agreement with the statement ‘I am attracted to the UK for its nightlife’, September 2012
REASONS FOR NOT HOLIDAYING IN THE UK
Key points
Cost, weather and food are biggest deterrents
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
Key points
Figure 68: European holiday destinations preferred to the UK, September 2012
Southern Europe is biggest threat to UK
APPENDIX – MARKET SIZE AND FORECAST
Figure 69: Forecasts for inbound holidays volume, 2012-17
Figure 70: Forecasts for inbound holidays value, 2012-17
APPENDIX – EXPERIENCE AND INTENTIONS OF HOLIDAYING IN THE UK
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
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
Figure 75: Previous experience of holidays in the UK and future intentions to visit, by demographics – US, September 2012
APPENDIX – INTEREST IN VISITING THE UK
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
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
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
Figure 82: Agreements with visiting the UK, by demographics – Spain, September 2012
Figure 83: Agreements with visiting the UK, by demographics – Spain, September 2012
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
APPENDIX – ATTRACTIONS OF THE UK AS A HOLIDAY DESTINATION
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
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
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
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
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
Figure 96: Agreement with next most popular statements regarding UK attractions, by demographics – US, September 2012
APPENDIX – REASONS FOR NOT HOLIDAYING IN THE UK
Figure 97: Reasons why people don't want to visit the UK, by demographics – US, September 2012
APPENDIX – EUROPEAN COUNTRIES PREFERRED TO THE UK AS A HOLIDAY DESTINATION
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
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
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
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
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
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
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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