uk tourism industry 2022

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Industry report: uk set for tourism boom in 2022.

In Press Releases , WTM London .

Destinations, suppliers and attractions in the UK are set to see a sustained recovery in 2022, thanks to inbound and domestic holidaymakers’ keenness to explore the British Isles, reveals research released today (Monday 1 November) at WTM London.

About one in six Brits (16%) say they plan to book a 2022 staycation – despite widespread demand for foreign holidays as overseas travel is likely to recover in 2022 – while international travel buyers at WTM London are eager to seal deals for UK products.

The findings, from the WTM Industry Report, will be a welcome boost for UK exhibitors at WTM London, who will be keen to capitalise on the popularity of domestic tours and the pent-up demand for overseas visitors to return to Britain.

The figures come from two polls commissioned by WTM London – the first quizzed 1,000 consumers and found that 843 are planning to take a holiday in 2022. About a sixth (17%) of these say they will take a staycation.

The second survey spoke to 676 trade professionals and found that more than half (58%) are interested in contracting UK products at WTM London 2021, if they attend. The breakdown of figures showed that 38% were ‘extremely interested’ and 20% were ‘interested’.

When asked about particular destinations or regions, London was the most popular, but a wide range of others were also mentioned by respondents, including other parts of England (such as Devon, Cornwall, Kent and Manchester) plus Scotland, Ireland and Wales.

A wide range of exhibitors with interests and products in the UK will be at ExCeL – London for the WTM London this week (Monday 1 – Wednesday 3 November), including tourism association European Tour Operators’ Association; coach hire firm Abbey Travel; Dover District Council, which represents White Cliffs Country; London and UK tours specialist Golden Tours; and Merlin Attractions, which has a host of sites in the UK, such as Legoland Windsor, Alton Towers Resort, Warwick Castle, Madame Tussauds and the London Eye.

Merlin Attractions’ own research shows that consumers in the US and UK are ready to return to theme park adventures “in their droves” because of the ‘JOLA’ phenomenon – the Joy of Looking Ahead.

After a difficult couple of years, families and groups increasingly want to book ahead in order to look forward to an outing and to spend time together, according to the attractions giant.

VisitBritain has forecast a slow recovery ahead, with a lot of ground to catch up after two years of highly restricted inbound travel.

It estimates that overseas visitor spending in the UK in 2021 was just £5.3 billion, compared to £28.4 billion in 2019.

Inbound trade association UKinbound has lobbied ministers throughout the pandemic to highlight the plight of its members, many of whom saw revenues plunge by 90% or more.

However, the reopening of travel between the UK, Europe and the US will offer hope for inbound tourism’s recovery – especially as 2022 will see a tremendous global opportunity for the UK. It will host and celebrate the Commonwealth Games in Birmingham, Festival UK 2022 and the Queen’s Platinum Jubilee.

Simon Press, WTM London Exhibition Director, said: “The findings suggests there will be brisk trading for the UK exhibitors at WTM this year – they will be keen to take advantage of the renewed interest in domestic breaks among the British market as well as making the most of deals to be struck with international buyers, who are eager to reconnect with suppliers after the hiatus in holidays to the UK.”

World Travel Market  (WTM) Portfolio comprises leading travel events, online portals and virtual platforms across four continents, generating more than $7.5 billion of industry deals. The events are:

WTM London , the leading global event for the travel industry, is the must-attend three-day exhibition for the worldwide travel and tourism industry. Around 50,000 senior travel industry professionals, government ministers and international media visit ExCeL London every November, generating over £3.71 billion in travel industry contracts. In 2020, WTM Virtual facilitated 20,000+ meetings and held 42 live content sessions over the 3-days show.

Next live event: Monday 1 to 3 November 2021 at ExCel London

Next WTM Virtual: Monday 8 to 9 November 2021 – Virtual

http://london.wtm.com/

Travel Forward London   is the leading travel technology event, co-located with WTM London. Travel Forward is renowned for showcasing the next-generation technologies for the travel, tourism and hospitality industry. Over 19,000 travel officials and 150+ innovative solution providers attend for 3 days of cutting-edge insights, open debate and unrivalled networking opportunities. The combination of a 2-day conference, interactive exhibition and start-up showcase makes Travel Forward truly unique.

Next live event: Monday 1 November to Wednesday 3 November 2021 at ExCel London

Next Travel Forward Virtual: Monday 8 November to Tuesday 9 November 2021 – Virtual

http://travelforward.wtm.com/

London Travel Week , brought to you by WTM London, is the one-stop-shop for event hosts and visitors to be able to shape the next 12 months of travel together. The festival of events supports the global travel and tourism industry through capturing invaluable news and enhancing industry connections.

Next event: Friday 29 October – Friday 5 November 2021

https://londontravelweek.wtm.com/

WTM Virtual ,  is the WTM Portfolio virtual platform, created to offer global delegates the chance to arrange one-to-one virtual meetings, to do business, attend conference sessions and roundtables, take part in speed networking and more. WTM Virtual embrace the global leading travel shows in one platform.

WTM Latin America takes place annually in São Paulo and attracts around 19,000 tourism professionals during a three-day event. The show offers qualified content, as well as networking and business opportunities. In its ninth edition – the first 100% virtual – WTM Latin America followed its focus on effective business generation and reached the milestone of 4,200 meetings held between buyers, travel agents and exhibitors.

Next event: Tuesday 5 to Thursday 7 April 2022 – Expo Center Norte, SP, Brazil

http://latinamerica.wtm.com/

WTM Africa  launched in 2014 in Cape Town, South Africa. More than 6,000 travel industry professionals attend Africa’s leading inbound and outbound travel and tourism market. WTM Africa delivers a proven mix of hosted buyers, media, pre-scheduled appointments, on-site networking, evening functions and invited travel trade visitors.

Next event: Monday 11 to Wednesday 13 April 2022 – Cape Town International Convention Centre, Cape Town  http://africa.wtm.com/

Arabian Travel Market (ATM) , now on its 29th year, is the leading, international travel and tourism event in the Middle East for inbound and outbound tourism professionals. ATM 2021 showcased over 1,300 exhibiting companies from 62 countries across nine halls at Dubai World Trade Centre, with visitors from more than 140 countries over the four days. Arabian Travel Market is part of Arabian Travel Week. #IdeasArriveHere

Next in-person event: Sunday 8 to Wednesday 11 May 2022, Dubai World Trade Centre, Dubai https://www.wtm.com/atm/en-gb.html

Arabian Travel Week is a festival of events taking place within and alongside Arabian Travel Market 2022. Providing a renewed focus for the Middle East’s travel and tourism sector, it includes ATM Virtual, ILTM Arabia, Arival Dubai, Influencers’ events and activations, as well as Travel Forward. It also features the ATM Buyer Forums, ATM Speed Networking Events as well as a series of country summits.

https://www.wtm.com/arabian-travel-week/en-gb.html

WTM Global Hub,   is the new WTM Portfolio online portal created to connect and support travel industry professionals around the world. The resource hub offers the latest guidance and knowledge to help exhibitors, buyers and others in the travel industry face the challenges of the global coronavirus pandemic. WTM Portfolio is tapping into its global network of experts to create content for the hub.  https://hub.wtm.com/

About RX (Reed Exhibitions)

RX is in the business of building businesses for individuals, communities and organisations. We elevate the power of face to face events by combining data and digital products to help customers learn about markets, source products and complete transactions at over 400 events in 22 countries across 43 industry sectors. RX is passionate about making a positive impact on society and is fully committed to creating an inclusive work environment for all our people. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. www.rxglobal.com

RELX About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. The Group serves customers in more than 180 countries and has offices in about 40 countries. It employs over 33,000 people, of whom almost half are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York Stock Exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX. The market capitalisation is approximately £33bn, €39bn, $47bn.*

*Note: Current market capitalisation can be found at http://www.relx.com/investors

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UK travel and tourism set to generate £192bn in 2022

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Research by the World Travel & Tourism Council (WTTC) forecasts that the UK’s travel and tourism sector’s contribution to the economy could rise to £192 billion in 2022 – 19% below pre-pandemic levels.

The global tourism body predicts the recovery will be “healthy” as long as travel restrictions and unnecessary testing protocols remain “off limits” for the rest of the year.

The research findings also predict a net gain in jobs for the sector, with a rise of 1.7% on pre-pandemic levels.

An estimated 4.3 million people will be employed within travel and tourism in the UK by the end of the year, 70,000 more than in 2019.

Julia Simpson, WTTC president and chief executive, said: “Travel and tourism to and from the UK is poised for a full recovery.

“By the end of this year, we estimate its contribution to national economy could reach £192 billion.

“While the UK was one of the worst hit in terms of the sector’s contribution to GDP, the future is looking positive.

“But this will depend on the government keeping to its pledge to re-open UK Plc and not reintroducing the chaotic travel restrictions that actually had zero impact on the spread of the virus.”

Earlier this week, the WTTC said that government travel restrictions imposed to combat Omicron caused an estimated £7 billion loss to the UK economy last year.

And last week, the body forecast that the global travel and tourism sector’s contribution to the global economy could reach $8.6 trillion this year, 6.4% behind pre-pandemic levels.

More : Unnecessary Omicron travel curbs ‘cost UK £7bn’

Travel and tourism set to ‘almost recover’ to pre-pandemic levels in 2022

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UK tourism industry in peril as overseas visitors stay away

More than 40% of firms say they are likely to go under despite staycation boom

Last year’s boom in British summer holidays was not enough to save thousands of tourism businesses, despite increased domestic bookings to popular places such as Cornwall and the Yorkshire Dales.

A survey by the Tourism Alliance of 1,927 tour operators, hotels, attractions, language schools and other travel and hospitality businesses serving foreign tourists found that 11% believe they are “very likely to fail” in 2022, and a total of 41% think they are “quite likely to fail”.

The first three months of 2022 are looking bleak, with cancellations soaring in the wake of the Omicron variant. Almost a third of businesses surveyed have lost at least half of bookings made for domestic holidays between January and March this year.

With far less government support available after the end of the furlough scheme, a quarter of those surveyed said they had no more cash reserves, and just over half said they would run out within two months.

Last summer saw crowded beaches and sold-out seaside resorts , but that masked an overall drop in domestic tourism away from coastal and rural areas, according to Kurt Janson, director of the Tourism Alliance. The alliance comprises more than 60 trade associations that together represent 303,000 UK travel businesses.

“There’s traditionally been a huge amount of domestic tourism in towns and cities, and a lot of business travel and conferences, and those sectors have done very badly,” Janson said. “Businesses that rely on international travel have done badly – language schools, events, conferences. And because booking times for these things are longer, they will take longer to recover.”

Janson was particularly concerned about tour operators serving foreign visitors. “They are responsible for about 60% of overseas visitors to the UK and if they are not out there promoting the UK as a destination, inbound tourism will take a long time to recover. We need them out there, fighting for our corner of the market.”

One indication of the struggles facing the tourism sector came last week, when the Hungarian government said it would again delay a scheme that would have seen as many as 60,000 students visiting the UK this summer.

“It would have been a massive boost,” said Huan Japes, membership director of English UK, the trade body for language schools. “We used to get 550,000 students coming, but we’ve barely risen above 100,000 a year since the pandemic.”

Janson said the figures showed it was unlikely that the government’s tourism recovery plan would meet its targets. It hopes to see a bounceback to 2019 levels of domestic tourism by the end of the year, and of overseas tourism by the end of 2023.

The UK was becoming less competitive as an international destination, Janson said. Visitors could no longer reclaim VAT when they left, other countries were spending more on marketing, and EU visitors now needed passports to enter the UK.

Tourists from China and Middle Eastern countries were keen to shop in places like Bicester Village, but were now more likely to choose France because they could get a tax refund when they left. (The UK scrapped the VAT reclaim scheme at the end of 2020.) “The government has basically said to those visitors ‘don’t come here – go to Paris instead’,” said Janson.

He said the government urgently needed to promote the UK as a destination. Ireland is spending £33m. Australia will spend £250m in the next three years, and the US is about to approve a £185m budget to rebuild its tourism industry.

Joss Croft, chief executive of trade body UKinbound, said: “These figures lay bare the devastating impact the pandemic continues to have on the UK’s inbound, outbound and domestic tourism industry, along with the entire supply chain. We are seeing green shoots, but the crippling border restrictions and ever-changing government guidance continue to stifle recovery.”

From 1 April, hotels, restaurants and other hospitality firms will have to start paying business rates again, as well as VAT at the full 20%, following the reduction to 12.5% during the pandemic.

Kate Nicholls , chief executive of UKHospitality, said keeping the reduced rate would bolster the tourism trade, instead of raising prices for staycationers and overseas tourists.

“The main driver for inbound tourism is price, and travel to the UK is very price sensitive,” she said. “A 1% fall in the cost of a holiday in the UK delivers a 1.3% increase in inbound tourism revenue for the economy.”

Bernard Donoghue, chief executive of the Association for Leading Visitor Attractions, said: “Tourism was hit first, hit hardest and will take the longest to recover, and those attractions and businesses which are usually highly dependent on inbound tourists, who have been absent for nearly two years, will take the longest to recover of all. Our industry lost, on average, £200m a day in 2021.”

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Overseas travel and tourism, UK: April 2022 provisional results

Visits to the UK by overseas residents, visits abroad by UK residents and spending by travellers, using provisional passenger traffic data.

https://www.ons.gov.uk/releases/overseastravelandtourismukapril2022provisionalresults

Official statistics are produced impartially and free from political influence.

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The UK is the third largest market for international visitors to the United States, after Mexico and Canada.  However, the travel industry was one of the most badly affected business sectors during the pandemic.  In 2021, fewer than half a million British citizens traveled to the United States. 2022 witnessed a significant comeback in tourist numbers, with 3.46 million visitors coming to the U.S. A key factor will be the resumption or re-launch of air routes between major cities in the UK and U.S., including multiple new routes that were introduced in 2022.

London Heathrow continues to be the dominant UK airport connecting the U.S. to the United Kingdom.  Flights to major U.S. cities also operate form London Gatwick, Manchester, Edinburgh, and Glasgow airports. In the first half of 2023, flight numbers are up by over 20 percent from the same period in 2022. It is projected that flight numbers to the United States will surpass pre-pandemic numbers by the end of 2023.

The UK has a very mature and advanced travel and tourism industry. The sector dedicated to promoting/selling the U.S. as a destination is wide, varied, and well organized.  It includes airlines, tour operators, travel agencies, ground transport, accommodation, and theme parks/attraction providers. U.S. Destination Management Organization (DMO’s)/Tourism Authorities are widely represented in the UK market via third party representation companies.

The main industry body is the Visit USA Association UK, which publishes a U.S. Travel Planner Guide and organizes industry-focused activities in the market annually.  Activities include trade shows, trainings, general meetings for members, and networking events. Brand USA is also well established in the market, with a dedicated UK team based in London. Both organizations work closely with the travel trade and travel media. Consumer travel media is very influential in the UK market. All UK national and regional newspapers carry dedicated travel sections on a weekly basis (usually on Saturday or Sunday, when readership is higher). Several glossy travel magazines are published for the market on a monthly /bi-monthly basis. The top US destinations for UK travelers are New York City, Florida, California, and Las Vegas.

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• World Travel Market – a leading global travel and tourism show for trade only, held annually in London.
• Brand USA Travel Week Europe – a dedicated USA Travel and Tourism week for trade only. It includes an appointment format trade show, roundtables/panel discussions and networking events.
• IPW 2024 – organized by the U.S Travel Association, it is the official trade show when Destination USA hosts approved international travel industry buyers and media from around the world. The show is held annually, and Los Angeles, California will be the host city in 2024.

Visit USA Association UK: https://www.visitusa.org.uk/

Brand USA: https://www.thebrandusa.com/

Association Of British Travel Agents (ABTA): https://www.abta.com/

Scottish Passenger Agents Association (SPAA): https://spaa.org/

Business Travel Association: https://www.thebta.org.uk/

IGLTA: https://www.iglta.org/

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UK Tourism Statistics 2023

• Post author By Giacomo Piva
• Post date June 9, 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    

By 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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Everything you need to inspire your clients. Discover new products, experiences and itinerary ideas – plus useful resources and the latest market insights.

Access resources for business events to support your business development and event strategy. Discover England, Scotland and Wales' business event offering for your next conference, incentive, exhibition or event.

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Latest news and press releases

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VisitEngland announces Awards for Excellence finalists for 2024

VisitEngland has today, 8 April, announced the finalists who will go forward to compete for the tourism industry’s annual national Awards for Excellence.

VisitBritain

Pete Chambers from Coventry Music Museum is VisitEngland’s 2024 Tourism Superstar

VisitEngland has today, 25 March, announced Pete Chambers from the Coventry Music Museum is the winner of its Tourism Superstar 2024 competition.

VisitBritain/Matthew Miles Video

Coventry Music Museum

11 million Brits plan a UK holiday trip for the Easter weekend, bringing a £3.2 billion economic boost

Getty Images/E+/SolStock

Week-long celebration of England’s tourism industry fast approaching

VisitEngland

Rum Warehouse at The Titanic Hotel Liverpool to host VisitEngland Awards for Excellence 2024 on 5 June

VisitEngland has today, Tuesday 5 March, announced that this year’s VisitEngland Awards for Excellence will be held at Rum Warehouse at The Titanic Hotel Liverpool on 5 June.

VisitBritain/Daniela Luquini

Download the English Tourism Week 2024 toolkit

Get involved in English Tourism Week with the new toolkit

Public voting now open to find VisitEngland’s Tourism Superstar 2024

VisitEngland’s Tourism Superstar 2024 competition has launched today, Monday 19 February, with the public urged to get involved and cast their vote.

VisitBritain explores ‘impact beyond the plenary’ at its first Association Conference in Edinburgh

VisitBritain, in partnership with MeetEngland, Meet in Wales, VisitScotland Business Events, and ABPCO (Association of British Professional Congress Organisers) explored the importance of ‘impact beyond the plenary’ at its first Association Conference at the Edinburgh International Conference Centre (EICC).

VisitBritain/Jonathan Spaull

Gift Card launched on the VisitBritain Shop

The VisitBritain Gift Card is now available to purchase on the VisitBritain Shop.

VisitBritain CEO Patricia Yates speech at 'Showcase Britain'

Speech by our CEO Patricia Yates at our flagship 'Showcase Britain' event, held at the Old Royal Naval College, Greenwich, welcoming 120 travel buyers and media from 18 countries to promote Britain's outstanding tourism offer.

VisitBritain/Kevin Moran Photography

VisitEngland announces Tourism Superstar 2024 finalists

VisitEngland has today 18 January revealed the 10 superstars to make the shortlist of its annual search to find the unsung hero of England’s tourism industry.

VisitBritain set to host more than 120 international travel trade on educational visits across Britain

National tourism agency VisitBritain is gearing up to welcome more than 120 international travel buyers for a series of educational visits across Britain, as part of its flagship ‘Showcase Britain 2024’ trade event.

VisitBritain/Hand Luggage Only

VisitBritain publishes inbound tourism forecast for 2024

Leisure Trade Events 2024/25

These events offer a valuable opportunity to connect with targeted international buyers relevant to the UK industry. The event formats are tailored to each specific market, offering you the opportunity to meet and discuss business opportunities in this market for your business or region.

Save the date for English Tourism Week 2024

English Tourism Week will return on 15-24 March 2024 to celebrate the sector and highlight its significant contribution to the UK economy.

VisitBritain and British Film Commission sign Memorandum of Understanding to boost screen tourism across the UK

At FOCUS London today (6 December 2023), the British Film Commission and VisitBritain signed a Memorandum of Understanding with the intention of boosting screen tourism throughout the UK’s nations and regions.

VisitBritain to host Business Events Association Conference 2024 in Edinburgh

VisitBritain has today announced its first ever Association Conference will take place at the Edinburgh International Conference Centre on 5 to 7 February 2024.

10'000 Hours / Digital Vision / Getty Images

VisitEngland launches new accessibility toolkit for tourism businesses

VisitEngland has today 30 November launched its new Accessible and Inclusive Toolkit for Tourism Businesses in England.

VisitBritain/Peter Kindersley

Britain wins Silver for Best International Destination for business events

Britain wins Silver for Best International Destination for Meetings and Conventions at the 2023 Prevue Meetings Visionary Awards, plus a round-up of recent awards for VisitBritain

Getty Images/Flashpop

Best of destination Britain on show as VisitBritain hosts trade mission to India

British travel trade and industry suppliers are set to show why Britain is the must-go-now destination to buyers from across India as VisitBritain hosts it first trade mission to the country in more than three years.

VisitBritain/Jon Attenborough

Four new destinations gain Local Visitor Economy Partnerships

Four new destinations announced as Local Visitor Economy Partnerships (LVEPs)

VisitBritain/Sam Barker

VisitBritain gearing up to host its first trade mission to China since 2019, led by Chairman Nick de Bois CBE

Destination Britain China and North East Asia, taking place from 22 to 24 November in Shanghai, is bringing together 44 industry suppliers from across Britain with 69 top buyers from China, Hong Kong, Japan and South Korea to do business.

VisitBritain kicks off next phase of campaign in France, Germany and GCC countries to boost tourism to Britain

National tourism agency VisitBritain is kicking off the next stage of its marketing campaigns in France, Germany and the Gulf Cooperation Council (GCC) countries to boost tourism access Britain's nations and regions with a focus on off-peak and shoulder season travel.

VisitBritain/Kieran Duncan

Glencoe; Highland; Scotland

Sustainability in Yorkshire

Our England Director Andrew Stokes visited Yorkshire to learn about sustainability initiatives in the region.

We are delighted to welcome William Burton and Beth Knight to the BTA Board

William Burton and Beth Knight have been appointed by the Secretary of State for Culture, Media and Sport (DCMS) to the BTA Board, announced on 17 October 2023.

VisitBritain/VisitEngland

Our CEO Patricia Yates highlights our work to support industry and to rebuild visitor value during UKinbound conference in Belfast

Our CEO Patricia Yates highlights VisitBritain's work at UKinbound conference

UK and Ireland to host UEFA Euro 2028 - Patricia's statement

CEO Patricia Yates' statement on the UEFA Euros Football Championship 2028 announcement.

Winners of VisitEngland’s Visitor Attraction Accolades announced

Winners of VisitEngland’s Visitor Attraction Accolades 2022-23 announced

World Tourism Day 2023 – Statement from our CEO Patricia Yates

Rachel Adams / The Times / News Licensing

VisitBritain expands its 'Future of Events' educational series with launch of its Diversity, Equity and Inclusion (DEI) Pathway, in partnership with New Intent

VisitBritain has partnered with pro-social organisation New Intent to create and launch its diversity, equity and inclusion DEI Pathway, supporting the understanding and deeper implementation of DEI across workplaces and in event design.

Destination Britain North America is a wrap!

It’s a wrap for our international trade mission Destination Britain North America (DBNA), a great few days of business!

VisitBritain puts importance of business events sector in spotlight, hosting its first ‘Ambassador Reception’

VisitBritain has been putting the importance of the business events sector in the spotlight, hosting its first ‘Ambassador Reception’ to recognise city sector and academic ambassadors who continue to secure new international business events in Britain.

Latest official domestic tourism statistics published for Jan-March 2023 - Great Britain Tourism Survey

The Great Britain Tourism Survey (GBTS) results for Q1 2023 are now available.

VisitBritain/JJF arquitectos

Empowerment through Experience: My Journey as a Boardroom Apprentice with VisitBritain - Rodrigo Voss

Our VisitBritain Boardroom Apprentice 2023, Rodrigo Voss, shares his experience with the programme so far.

Applications open for UK Boardroom Apprentice 2024

We are delighted to return as a Host Board for UK Boardroom Apprentice 2024.

VisitEngland announces winners of 2023 ROSE Award

VisitEngland has today Tuesday 5 September announced the 100 winners of this year’s ROSE Award.

VisitBritain/TAG

We are delighted to welcome Lady Victoria Borwick as the new Chair of the VisitEngland Advisory Board (VEAB)

Lady Borwick has been appointed by the Secretary of State for Culture, Media and Sport (DCMS) as permanent Chair of the VEAB.

Best of Britain on show to buyers across North America as VisitBritain Chairman Nick de Bois CBE leads flagship trade event to San Francisco

About 70 industry suppliers are set to show why Britain is the must-go-now destination to more than 50 top buyers from North America at VisitBritain’s Destination Britain North America trade event, led by VisitBritain Chairman Nick de Bois CBE.

A record 9.7 million Brits planning a holiday at home this August Bank Holiday, bringing a £2.7 billion economic boost

VisitEngland’s August Bank Holiday Trip Tracker survey shows that 9.7 million Brits are definitely planning an overnight holiday trip in the UK this Bank Holiday weekend, bringing an estimated £2.7 billion boost to the economy.

VisitBritain/Jess Barfield

VisitBritain wins India Travel Award 2023

VisitBritain wins India Travel Award 2023.

Seven new LVEPs announced

VisitEngland has today announced seven new destinations that have gained Local Visitor Economy Partnership (LVEP) status.

Getty Images/ S0ulsurfing/ Jason Swain

Showcasing tourism in parliament

In July 2023, we highlighted our international marketing campaigns to MPs and peers at an event sponsored by Tourism Minister, Sir John Whittingdale.

VisitBritain/VisitEngland announces it is opening a new hub office in Birmingham, from April 2024

“Basing our hub office in Birmingham also brings us closer to our regional stakeholders across England”, said VisitBritain/VisitEngland CEO Patricia Yates.

West Midlands Growth Company

VisitBritain upgrades 2023 inbound tourism forecast on back of stronger recovery, driven by USA

We’ve upgraded our 2023 inbound tourism forecast, read more about it here.

VisitBritain/Adam Jason

VisitEngland survey shows visits overall to attractions in 2022 still down more than a third on 2019

VisitBritain/Getty Images/Roy James Shakespeare

VisitBritain kicks off football tourism campaign for FIFA Women’s World Cup 2023

VisitBritain harnesses the opportunity to promote Britain as the home of football, during the FIFA Women’s World Cup in Australia and New Zealand 2023.

VisitBritain/VisitEngland attend The Meetings Show

The VisitBritain Business Events team attended The Meetings Show in June 2023, joining domestic and international event buyers at the UK’s largest business-to-business trade gathering.

VisitBritain partners with The National Lottery in campaign to boost domestic tourism

VisitBritain and The National Lottery have teamed up to launch a new promotion to encourage Brits to visit an attraction this summer, offering £25 toward trips to hundreds of top attractions across the UK.

VisitBritain/Thames Rockets

VisitEngland Director Andrew Stokes receives OBE for services to tourism

VisitEngland extends its congratulations to VisitEngland Director Andrew Stokes, following today’s announcement that he has been honoured with an OBE for services to tourism in The King’s Birthday Honours List.

VisitEngland reveals Awards for Excellence 2023 winners

VisitEngland has announced the winners of its annual Awards for Excellence 2023, celebrating the tourism industry’s brightest stars.

Explore ways to work with us

Arabian travel market 2024.

We are glad to meet you at Arabian Travel Market, a leading global event for the inbound and outbound travel industry in the Middle East. This even brings together a global community of travel professionals from leisure, MICE, luxury and corporate travel and provides insights on the latest industry trends and innovations.

Brazil Roadshow 2024

Brazil Roadshow 2024 offers an invaluable opportunity for trade-ready businesses to meet face-to-face hand-picked buyers and agents from this market. With the guidance of our in-market experts you will get a facilitated environment to create and enhance business relationships and learn all about the market demand.

Australia Roadshow 2024

Australia Roadshow 2024 offers UK international trade-ready businesses the unique opportunity to meet hand-picked buyers from this market, provide agents training and join numerous networking sessions. This event enables delegates to strengthen their existing relationships, learn about the market directly from our in-market team and trade, and gain valuable direct contacts to unlock new opportunities.

European Sales Mission 2024

Promote your destination during a 3-day sales mission to Dusseldorf, Frankfurt and Munich, including 3 networking events with German based business event agencies and corporates responsible for booking international events in Europe.

In July 2024, the MeetEngland team will host a trade mission to Germany to engage with meeting, incentive, conference, and event organisers from the corporate market.

International Markets Updates Webinars

Get the latest inbound data and insights from our research teams. Learn about trends and product demand from our in-market specialists.

Shutterstock / Foxy burrow

IBTM World 2024

Promote your destination and partners at IBTM World, a leading trade show for the meetings, incentive, conferences and events sector.

Our proposed 2024/25 trade events programme

We are currently gathering expressions of interest for our proposed leisure trade events programme.

USA Co-operative Partnership Marketing Campaign 2024

An opportunity to be part of our 2024 multi-million pound international campaign.

VisitEngland Webinar - Cut energy, save money and

Prepare for winter, save on energy, and embrace a low carbon future with VisitEngland's webinar for the tourism and hospitality sector. Learn from energy experts about cost-effective solutions to lower your bills and reduce emissions.

Getty Images/Image Source

Register for commercial partnership opportunities with us

Partner with us to reach international consumers and trade.

VisitBritain/John Finney

Information for destination partners

Getty Images/Solstock

Step up your sustainability

Save money, reduce your environmental impact, support your local community and win more customers with our sustainability guide and inspirational case studies.

VisitBritain/The Green House Hotel, Bournemouth, Grounded Enterprises

Make your business inclusive

Make your business accessible to all and widen your market and tap into a £15 billion plus market.

VisitEngland Awards for Excellence

The VisitEngland Awards for Excellence recognise the best of England's tourism industry.

VisitBritain/DanielaLuquini

Get quality assessed

Elevate your business, attract new customers and enjoy exclusive benefits with our star ratings, accreditations or awards.

Resources for the travel trade

Use our tools and resources to find destination knowledge, new products, images and more.

National Geographic

Looking to actively reach the Australian travel trade? The Australia Roadshow is the perfect opportunity to gain exposure in this market.

Destination Britain India 2023

Looking to actively reach the Indian travel trade? Destination Britain India is the perfect opportunity to gain exposure in this market.

Showcase Britain 2024

Showcase Britain 2024 is VisitBritain’s international B2B hosted buyer programme. The programme brings a fantastic chance for UK suppliers to connect with a target of 120 hosted international leisure travel buyers.

VisitBritain/Rama Knight

Destination Britain China 2023

Looking to actively reach the Chinese and Hong Kong travel trade? Destination Britain China is the perfect opportunity to gain exposure in this market.

World Travel Market 2023

Looking to engage with VisitBritain to discover latest activities and opportunities? Come and meet with us and UKinbound exhibitors.

London, Excel

In November 2024, the MeetEngland team will be on stand at this leading events trade show in Barcelona, taking part in scheduled appointments and networking opportunities with global event planners and associations.

IMEX America 2024

The MeetEngland team will be joined by English stand partners on the official MeetEngland stand, taking part in scheduled appointments and networking opportunities with global event planners and associations at this leading business events trade show in Las Vegas.

Meet us at ATM 2024 - Arabian Travel Market

Attracting over 30,000 visitors in 2023, Arabian Travel Market is the perfect place to showcase your products and services to buyers from the Middle East, India and Africa, generate new business and build new relationships.

IMEX Frankfurt 2024

In May 2024, the MeetEngland team will be attending leading business events trade show, IMEX Frankfurt on the official MeetEngland stand, taking part in scheduled appointments and networking opportunities with global event planners and associations. 

International markets updates - webinar programme

Visitengland webinar - cut energy, save money and reduce carbon emissions.

Save money on energy this winter and ready your business for a low carbon future

VisitBritain/Getty Images

VisitBritain Shop

Expand the distribution and sales of your tourism product, or earn commission via the affiliate scheme and travel trade discounts on over 500 British experiences available to book online.

Red Bike Tours

VisitEngland Academy - business support webinars

Discover industry insights, useful advice in our live webinars, recordings and FAQs.

Getty Images/10'000 Hours

Be part of our international campaigns and activity

Grow the profile of your business – for free – by sharing your consumer and trade news.

Louise Morris/ All Points East

TXGB is a digital platform that brings together tourism businesses to drive sales and boost productivity by connecting the market in a new and unique way.

Resources for business events partners

Find advice, training and support for Britain business event stakeholders and partners.

Shutterstock / Nattapoom V

Image Edinburgh

English Tourism Week

Join our high-profile campaign to celebrate England’s vibrant visitor economy.

VisitBritain/Eureka!

VisitEngland’s Tourism Superstar award

VisitEngland’s annual Tourism Superstar award celebrates the dedication and passion of our industry’s employees and volunteers.

VisitEngland/Matthew Miles Video

Resources for event planners

Find out what Britain can offer your international business event across each nation.

Blenheim Palace

Taking England to the World – trade education programme

Designed for tourism businesses in England, our free training equips you with the skills and knowledge to reach new international customers.

VisitBritain/Mark Gilligan

Looking to actively reach the Brazilian travel trade? The Brazil Roadshow 2024 is the perfect opportunity to gain exposure in this market.

Business Events Association Conference 2024

Bringing together association meeting planners, professional conference organisers and decision-makers from nations and city convention bureaus.

EICC, Edinburgh

Nordics Workshop 2024

Looking to engage with Nordic trade? This workshop will be a high-impact opportunity to showcase your product, get exposure and develop your business relationships with buyers from Norway, Sweden and Denmark.

Spain Roadshow 2023 - in cooperation with Tourism Ireland

Spain Roadshow 2023 – in cooperation with Tourism Ireland.

Business Events Growth Programme

Grants to support bid for new events, grow existing events, secure Government advocacy in key priority sectors.

Bookingline Ltd

Promote your destination and partners at IMEX America, one of the leading trade shows or the meetings, incentive programs, conferences and the events sector.

Promote your destination and partners at IMEX Frankfurt, one of the leading trade shows or the meetings, incentive programs, conferences and the events sector.

News and media

Read the latest press releases, updates and announcements – covering both destination and corporate news.

Tim Grist Photography / Moment Open / Getty Images

England Business Advice Hub

Essential information, advice and resources for tourism businesses in England – plus useful contacts, training and guidance on your legal obligations.

Taking England to the World - inbound tourism toolkit

Free resources to help your business reach new international customers.

VisitBritain/Getty Images/SolStock

Destination Britain North America 2023

Looking to actively reach the North American travel trade? Destination Britain North America 2023 is the perfect opportunity to gain exposure in the USA and Canada.

Research and insights

Getty Images

Find the latest consumer and industry data and insights on domestic and inbound tourism in the UK, Britain and England. Learn about key previous trends, and explore those that are set to influence the industry in years to come.

The latest news, straight to your inbox

Register for newsletters compiled by our specialist teams – for UK businesses, the international travel trade and media professionals. Packed with news, resources, events and market intelligence.

PESTLE Analysis of UK Tourism Industry

The United Kingdom is a world-renowned tourist destination, attracting millions of visitors each year. The UK tourism industry is a vital component of the country’s economy, generating billions of pounds in revenue and providing employment for millions of people.

UK has rich cultural heritage, vibrant cities, stunning natural landscapes, and fascinating history. From the bustling streets of London to the serene countryside of Scotland, the UK is a diverse and fascinating destination that continues to captivate visitors from all over the world. In this context, exploring the UK tourism industry can be an interesting and enlightening experience.

Political Factors

Economic factors, social factors, technology factors, legal factors, environmental factors.

There are several political factors that can affect the UK tourism industry, including:

Government policies: The policies implemented by the government can have a significant impact on the tourism industry. For example, changes in visa requirements, taxation policies, and regulations can either attract or discourage tourists from visiting the country.

Brexit: Since the UK’s decision to leave the European Union, there have been concerns about the impact on the tourism industry. Changes in immigration policies, travel restrictions, and currency fluctuations could potentially affect the number of tourists visiting the UK.

Stability and safety: Political instability and safety concerns can significantly impact the tourism industry. For example, terrorism, civil unrest, and natural disasters can discourage tourists from visiting the country.

Investment in infrastructure: The government’s investment in infrastructure such as airports, railways, and roads can improve the tourism industry’s competitiveness and attract more tourists.

Trade agreements: The UK’s trade agreements with other countries can have an impact on the tourism industry. For example, trade agreements can make it easier for tourists to travel to the UK and boost the tourism industry’s growth.

The UK tourism industry is a vital sector of the country’s economy, generating significant revenue and employment opportunities. Here are some of the key economic factors that impact the UK tourism industry:

GDP Contribution: The tourism industry in the UK contributes significantly to the country’s Gross Domestic Product (GDP). In 2019, tourism accounted for around 7% of the UK’s GDP.

Employment: The tourism industry is a major source of employment in the UK, providing jobs for over 3 million people. This includes both direct and indirect employment, such as those working in hotels, restaurants, and transportation.

Foreign Exchange: The tourism industry is also a significant source of foreign exchange earnings for the UK. In 2019, the country earned around £28.4 billion from tourism, which was the sixth-highest earnings in the world.

Investment: The UK tourism industry attracts significant investment from both domestic and foreign investors. This investment is essential for the development of infrastructure and the improvement of tourist facilities.

Regional Development: The tourism industry plays a critical role in the development of the UK’s regions, particularly in areas that are dependent on tourism. This includes the creation of jobs, investment in infrastructure, and the promotion of local culture and heritage.

Brexit: The UK’s decision to leave the European Union (EU) in 2020 has had an impact on the tourism industry. The weaker pound has made the UK a more attractive destination for international tourists, but the new visa requirements and other changes could also make travel more difficult.

Covid-19 pandemic: The global pandemic has had a severe impact on the UK tourism industry, with travel restrictions, lockdowns, and border closures leading to a significant decline in tourism activity. The industry is expected to take time to recover from this unprecedented crisis.

The UK tourism industry is influenced by a wide range of social factors. Some of the key social factors that impact the UK tourism industry are:

Demographics: The demographics of the UK population, including age, gender, income, and education, can have a significant impact on the types of tourists that visit the country and the activities they participate in. For example, an aging population may prefer more cultural or historical activities, while younger tourists may prefer more adventurous activities.

Changing lifestyle trends: Changes in lifestyle trends can also have a significant impact on the tourism industry. For example, the rise of health and wellness trends has led to an increase in spa and wellness tourism, while the trend towards eco-friendly travel has resulted in a demand for sustainable and responsible tourism.

Cultural events and festivals: The UK is known for its rich cultural heritage, and cultural events and festivals such as music festivals, food festivals, and sporting events can attract a large number of tourists.

Social media and technology: Social media and technology have revolutionized the way people travel and plan their trips. Tourists now have access to a wealth of information online, and social media platforms have made it easier for them to share their travel experiences and recommendations with others.

Travel preferences: The travel preferences of tourists can also impact the UK tourism industry. For example, some tourists may prefer more luxurious accommodations and amenities, while others may prefer budget-friendly options. Additionally, some tourists may prefer to travel independently, while others may prefer to join guided tours.

Overall, social factors play a crucial role in shaping the UK tourism industry, and it is important for tourism businesses to stay up-to-date with the latest social trends and preferences in order to remain competitive and attract visitors.

There are several technology factors that have impacted the UK tourism industry in recent years, including:

Online booking systems: The widespread use of online booking systems has made it easier for tourists to research and book their trips to the UK. This has led to increased competition among tourism businesses, but also made it easier for them to reach new customers.

Social media: Social media platforms have become important marketing tools for tourism businesses, allowing them to reach potential customers around the world. Social media also plays a role in shaping tourist perceptions of destinations and can impact their decision-making.

Mobile technology: The increasing use of smartphones and mobile devices has made it easier for tourists to access information about destinations, book tours and activities, and navigate new locations. Mobile apps have also become an important tool for tourism businesses to engage with customers and provide personalized experiences.

Virtual and augmented reality: The use of virtual and augmented reality technology is becoming more common in the tourism industry. This technology allows tourists to experience destinations and attractions virtually, providing a preview of what they can expect when they visit in person.

Big data : Tourism businesses are increasingly using big data to gather information about customer behavior and preferences. This information can be used to tailor marketing efforts and create more personalized experiences for customers.

Overall, technology has played a significant role in shaping the UK tourism industry, making it easier for tourists to access information and book trips, and providing tourism businesses with new tools to reach customers and enhance the overall tourist experience.

There are several legal factors that affect the UK tourism industry. Some of the most important ones include:

Health and safety regulations: The UK tourism industry is subject to various health and safety regulations, which aim to ensure the safety and wellbeing of tourists. These regulations cover areas such as accommodation, food and drink, and transportation.

Employment law: The UK tourism industry employs a large number of people, and as such, is subject to a range of employment laws. These include minimum wage requirements, working time regulations, and health and safety at work regulations.

Licensing and permits: Businesses operating in the tourism industry may require various licenses and permits to operate legally. For example, hotels may require licenses for serving alcohol or for playing music.

Consumer protection laws: The UK has strong consumer protection laws, which apply to the tourism industry. These laws aim to protect consumers from unfair practices, such as misleading advertising or price fixing.

Environmental regulations: The UK tourism industry is subject to various environmental regulations, which aim to protect the natural environment and preserve local wildlife. These regulations cover areas such as waste disposal, energy use, and emissions.

UK tourism industry is heavily regulated, with a wide range of laws and regulations governing its operation. Businesses operating in the industry must ensure that they comply with these regulations to avoid legal issues and to protect the safety and wellbeing of their customers.

The UK tourism industry is influenced by a variety of environmental factors:

Climate and Weather: The weather conditions and climate patterns can significantly affect the demand for tourism in the UK. The country experiences four distinct seasons, which influence the types of activities that tourists engage in and the areas they visit.

Natural Resources: The UK has a diverse range of natural resources, including scenic landscapes, coastal areas, mountains, and wildlife. These resources are essential in attracting tourists who are interested in outdoor activities such as hiking, wildlife watching, and water sports.

Environmental Concerns: Environmental factors such as climate change, pollution, and conservation efforts are increasingly becoming a concern for tourists. The UK is taking steps to address these concerns by promoting sustainable tourism practices and encouraging visitors to respect the environment.

UK tourism industry is influenced by a range of environmental factors, and it is important for industry stakeholders to monitor and adapt to these factors to ensure continued growth and success.

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Opportunities for industry leaders as new travelers take to the skies

Travel fell sharply during the COVID-19 pandemic—airline revenues dropped by 60 percent in 2020, and air travel and tourism are not expected to return to 2019 levels before 2024. 1 “ Back to the future? Airline sector poised for change post-COVID-19 ,” McKinsey, April 2, 2021; “ What will it take to go from ‘travel shock’ to surge? ” McKinsey, November 23, 2021. While this downturn is worrisome, it is likely to be temporary. McKinsey’s latest survey of more than 5,500 air travelers around the world shows that the aviation industry faces an even bigger challenge: sustainability.

The survey results indicate emerging trends in passenger priorities:

About the survey

We asked about 5,500 people in 13 countries, half of them women, to answer 36 questions in July 2021. Each had taken one or more flights in the previous 12 months. More than 25 percent took at least half of their flights for business reasons; 5 percent had taken more than eight flights in the previous 24 months. They ranged in age from 18 to over 75 and hailed from the US and Canada, the UK, Sweden, Spain, Poland, Germany, Saudi Arabia, India, China, Japan, Australia, and Brazil.

Topics included concerns about climate change and carbon emissions, carbon reduction measures, and factors influencing tourism stays and activities.

We compared the results to those of a survey asking the same questions that we conducted in July 2019.

• Most passengers understand that aviation has a significant impact on the environment. Emissions are now the top concern of respondents in 11 of the 13 countries polled, up from four in the 2019 survey. More than half of respondents said they’re “really worried” about climate change, and that aviation should become carbon neutral in the future.
• Travelers continue to prioritize price and connections over sustainability in booking decisions, for now. This may be partly because no airline has built a business system or brand promise on sustainability. Also, some consumers may currently be less concerned about their own impact because they’re flying less frequently in the pandemic. That said, almost 40 percent of travelers globally are now willing to pay at least two percent more for carbon-neutral tickets, or about $20 for a $1,000 round-trip, and 36 percent plan to fly less to reduce their climate impact.
• Attitudes and preferences vary widely among countries and customer segments. Around 60 percent of travelers in Spain are willing to pay more for carbon-neutral flights, for example, compared to nine percent in India and two percent in Japan.

This article outlines steps that airlines, airports, and their suppliers could take to respond to changing attitudes and preferences. The survey findings suggest that airlines may need to begin with gaining a deeper understanding of changes across heterogenous customer segments and geographies. With those insights in hand, they could tailor their communications, products, and services to differentiate their brands, build awareness among each passenger segment, and better connect with customers.

Would you like to learn more about our Travel, Logistics & Infrastructure Practice ?

The survey findings point to fundamental and ongoing changes in consumer behavior.

After a decade of steady growth in passenger traffic, air travel was hit hard by the pandemic. International air travel immediately fell by almost 100 percent, and overall bookings declined by more than 60 percent for 2020, according to Airports Council International. At the time of writing, revenue passenger miles have returned to close to pre-pandemic levels in the United States, but still lag behind in other markets. 2 “COVID-19: October 2021 traffic data,” International Air Transport Association (IATA), December 8, 2021. In its October 2021 report, before the Omicron variant emerged, the International Air Transport Association (IATA) forecast that the industry’s losses would be around $52 billion in 2021 and $12 billion in 2022. 3 “Economic performance of the airline industry,” IATA, October 4, 2021.

Furthermore, travelers’ preferences and behaviors have changed sharply during the pandemic, particularly around health and safety requirements. An Ipsos survey for the World Economic Forum found that, on average, three in four adults across 28 countries agreed that COVID-19 vaccine passports should be required of travelers to enter their country and that they would be effective in making travel and large events safe. 4 “Global public backs COVID-19 vaccine passports for international travel,” Ipsos, April 28, 2021. And a 2021 survey by Expedia Group found that people buying plane tickets now care more about health, safety, and flexibility than previously. But, there is also renewed interest in travel as nearly one in five travelers expected travel to be the thing they spent the most on in 2021, one in three had larger travel budgets for the year, and many were looking for new experiences such as once-in-a-lifetime trips. 5 “New research: How travelers are making decisions for the second half of 2021,” Skift, August 26, 2021.

Comparing McKinsey’s 2019 and 2021 survey results, sustainability remains a priority as respondents show similar levels of concern about climate change, continue to believe that aviation must become carbon neutral, and want their governments to step in to reduce airline emissions. Some changes were more striking. The share of respondents who say they plan to fly less to minimize their environmental impact rose five percentage points to 36 percent. In 2021 half of all respondents said they want to fly less after the pandemic. Changes in opinion varied across markets. Passengers in the UK, US, and Saudi Arabia, for example, were more likely to feel “flygskam,” (shame about flying) while those in Spain, Poland, and Australia felt significantly less guilty about flying.

It is worth tracking these trends in each market and demographic, because passengers’ experiences and opinions are increasingly relevant: passengers spend far more time online, increasingly trust each other’s recommendations more than traditional marketing, and can reshape brand perceptions faster than ever. 6 “ Understanding the ever-evolving, always-surprising consumer ,” McKinsey, August 31, 2021. In some markets consumers may reward airlines that meet rising demands for environmental sustainability—and punish those who fall behind.

The Australian airline Qantas may be acting on a similar belief. In November 2021, it announced a new “green tier” in its loyalty program. The initiative, based on feedback from passengers, is “designed to encourage, and recognize the airline’s 13 million frequent flyers for doing things like offsetting their flights, staying in eco-hotels, walking to work, and installing solar panels at home”. Qantas states that it is one of the largest private-sector buyers of Australian carbon credits, and it will use program funds to support more conservation and environmental projects. 7 “Qantas frequent flyers to be rewarded for being sustainable,” Qantas media release, November 26,, 2021. “A look at how people around the world view climate change,” Pew Research April 18, 2019. Washington Post-Kaiser Family Foundation climate change survey, July 9 to August 5, 2019.

Given these shifting trends, it may be helpful for all industry stakeholders to maintain a deep and up-to-date understanding of consumer segments in each market that they serve. Three main findings about today’s travelers emerged from the 2021 survey:

Finding 1: Most travelers now have concerns about climate change and carbon emissions—and many are prepared to act on these concerns

Concern about carbon emissions from aviation did not rise much during the pandemic, probably in part because air travel declined so sharply. About 56 percent of respondents said they were worried about climate change, and 54 percent said aviation should “definitely become carbon neutral” in the future.

While these numbers have increased only one or two percentage points since 2019, the share of respondents who rank CO 2 emissions as their top concern about aviation—ahead of concerns such as noise pollution and mass tourism—rose by nine percentage points to 34 percent. More than 30 percent of respondents have paid to offset their CO2 emissions from air travel.

Finding 2: Price and connections still matter much more than emissions to most travelers

Of the nine major factors travelers consider when booking a flight, carbon emissions consistently rank as sixth-most important across customer segments. This may be partly because most airline marketing centers around low cost or superior service, and pricing and revenue management are targeted at price and best connection. Most booking websites allow prospective travelers to sort by price and number of connections, for example, but not by carbon footprint. Google Flights has made a first step, showing average CO2 emissions per flight and improving transparency for travelers.

Travelers might begin to make different choices if emissions featured more prominently in the booking process—particularly if more airlines offered CO 2 reduction measures that delivered genuine environmental impact.

Finding 3: Attitudes vary widely by demographics and geography

Beliefs about the seriousness of climate change, and how to respond to it, vary across demographics and geographies (exhibit). Although younger people are generally more aware of the predicted consequences of climate change, older cohorts have become more concerned about climate change since the 2019 survey. In some countries, large majorities see climate change as a major threat, while that represents a minority view in other countries.

The survey shows that frequent travelers feel slightly more shame about flying than other respondents—37 percent compared to 30 percent—but show a much lower intention to reduce their air travel to minimize their climate impact, at 19 percent compared to 38 percent.

According to Pew Research, more than 80 percent of people in Greece, Spain, France, and South Korea believe climate change is a major threat, compared to around 40 percent of those in Russia, Nigeria, and Israel. 8 “A look at how people around the world view climate change,” Pew Research April 18, 2019. According to 2019 polling by the Washington Post and Kaiser Family Foundation, more than three-quarters of Americans believe it represents a major problem or a crisis—but fewer than half are willing to pay to help address it. 9 Washington Post-Kaiser Family Foundation climate change survey, July 9 to August 5, 2019.

These numbers may change quickly in the next few years as discussions about climate change become less abstract as oceans rise and storms, forest fires, and droughts become more severe. Instead of being one topic of concern among many, millions more people around the world may come to see climate change as today’s greatest challenge.

This shift seems to be apparent in government action, especially in mature economies. The US, for example, announced its intention to exit the Paris Agreement in June 2017 but pledged to rejoin in April 2021. 10 “Climate change: US formally withdraws from Paris agreement,” BBC, November 4, 2020; “President Biden sets 2030 greenhouse gas pollution reduction target,” White House fact sheet, April 22, 2021. And in September, the White House set a goal for the country to produce 3 billion gallons of sustainable aircraft fuel annually by 2030—up from about 4.5 million gallons produced in the US in 2020—which would cut carbon emissions from flying by 20 percent compared with taking no action. 11 “Biden administration advances the future of sustainable fuels in American aviation,” White House fact sheet, September 9, 2021.

Taking stock of the pandemic’s impact on global aviation

How the industry can be cleared for takeoff.

Travelers’ attitudes and behaviors appear to be in flux, and will likely continue to change. Depending on the world’s progress in preventing and treating COVID-19, the industry will likely take at least a couple of years to recover from the downdrafts caused by the pandemic.

In this unique moment in aviation history, airlines may be able to communicate in new ways to inspire passengers to join the fight against climate change. Based on McKinsey’s experience in aviation and other industries around the world, there may be an opportunity for carriers to make it “easy to do good”. When following such an approach, experience shows that customers are drawn to straightforward language, demonstrations of what the industry is doing in this area, and the tangible benefits of those efforts. The most compelling stories are positive and connect with customers’ emotional needs.

As in the early days of travel advertising, airlines could reinforce the idea that the journey is the destination—that “getting there is half the fun.” By inviting customers to get involved in creating a greener future and own the solution, they could forge new partnerships and deepen loyalty.

Actual progress will be essential; organizations that talk about sustainability without demonstrating action may quickly be held to account. Simply keeping pace with trends or regulatory requirements will offer no advantages. Airlines that move boldly, such as by replacing rather than modifying a loyalty program with some kind of “planet-positive” scheme, will stand out from competitors.

The survey results and McKinsey’s work in the industry lead us to believe that the market is ready for a forward-thinking airline to chart a route to a cleaner future for the industry. Leading airlines that build a business strategy and brand promise on sustainability will likely attract a growing share of business and leisure travelers, fresh capital and talent, and new allies across the industry, government, and society at large.

In the years ahead, more customers will be willing to pay for sustainability, particularly if airlines can engage them with interesting approaches, such as gamification in frequent flyer programs, opt-out rather than opt-in offsets, “green fast lanes” for check-ins and security control, and customized emission-reduction offers. Decarbonization could become the standard to reach and maintain next-tier levels in loyalty programs. Passengers will be able to join the global decarbonization team and transform flight shame into flight pride.

Like many private flyers, corporate customers will look for ways to mitigate their CO 2 footprint. Passenger and cargo airlines could craft attractive decarbonization programs to engage the rising numbers of corporates aiming to significantly reduce their scope 3 emissions from air transport.

No single set of approaches will be effective in every geography or with every passenger segment. But airlines with a deep understanding of their customers’ changing needs and desires will continue to outperform those that don’t. Such organizations could recruit more of their passengers to the decarbonization team while protecting their brands, the future of aviation, and the planet itself.

Mishal Ahmad is a manager in McKinsey’s New Jersey office, Frederik Franz is a senior associate in the Berlin office, Tomas Nauclér is a senior partner the Stockholm office, and Daniel Riefer is an associate partner in the Munich office.

The authors would like to thank Joost Krämer for his contributions to this article.

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