domestic tourism trend

10 must-know travel trends for 2023

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After a particularly turbulent time for the industry, (the pandemic cost the global tourism industry $935 billion in the first 10 months of 2020 alone), travel is gaining momentum again. But while travel is back on the cards, the landscape has changed. Travel brands are being forced to guess what consumers want now, and what will happen next. leaving travel brands to piece together what consumers want now, and what will happen next.

So whether you’re in the midst of planning travel packages, strategizing your next big media campaign, or deciding on what content to lead with to drive new bookings, here are the key travel trends you need to know for 2023. 

Key travel trends for 2023

• Staycays are here to stay
• Millennials are driving demand for pet-friendly vacations 
• Gen Zs are going it alone
• Millennials are splashing the cash
• Covid fears are waning
• Gen Zs are being seriously #influenced
• Baby boomers are craving familiarity
• Italy, the Caribbean, and Singapore are on travelers’ lust list
• Sustainability is hot on the agenda for millennials
• Booking flexibility is non-negotiable

1. Staycays are here to stay

The world has opened up, and so has the appetite to travel abroad. You may think that marks the end of the domestic vacay, but this isn’t the case. Around 90% of consumers say they plan to take a domestic vacation in the next 12 months.

It seems that staycations have captured the hearts of travelers, many of whom may have holidayed at home for the first time due to Covid travel restrictions.

So what is it about domestic travel that consumers love so much? Being close to nature, the beach/coast, and visiting family/friends are among the top reasons for their vacation. What’s more, 58% of domestic vacation planners say their top reason to holiday closer to home is to enjoy themselves and relax, showing that sometimes the simple things are the most important right now.

2. Millennials are driving demand for pet-friendly vacations 

Passport, keys, sunglasses, furry friend? According to our latest data from GWI Travel, over 1 in 10 millennials say they plan to travel with their pets. 

During the Covid lockdowns we saw a huge spike in consumers buying puppies, and now many new dog-owners are finding themselves with an extra passenger in tow. And it’s not just domestic vacations where dogs are getting in on the action. Eurotunnel reported a record-number of pets traveling on its services in August 2022, and new airline Akasa Air have pre-empted demand by announcing it will allow “domestic dogs and cats” on all flights. 

3. Gen Zs are going it alone

After 2 years of restrictions, Gen Zs are after a little adventure. Over a third of Gen Z say they plan to travel by themselves, showing there’s an appetite to be bold post-pandemic. TikTok is awash with videos with the hashtags such as #solotravel, #solotraveldiaries and #solotraveltips that provide inspiration, useful content and honest reviews of what it’s like to travel alone. 

Our freshest travel data set showed 35% of Gen Z think ‘safety of solo travelers’ was an important factor if they were booking a vacation/trip tomorrow, suggesting solo travel could be a lucrative market for brands to hone in on for 2023. Budget airline EasyJet is already tapping into this market, announcing that it’s extending its solo traveler discount after seeing a huge uptick in demand. 

4. Millennials are splashing the cash 

You may be forgiven for thinking that baby boomers are the most likely to push the boat out when it comes to vacations, but there’s a new big spender in town: the millennial. 

17% of millennials say they look for options toward the top range, or reach for the top-range option, which is the highest of all generations. They’re also the most likely to say they’re taking a domestic vacation as a luxury/treat for themselves or others. So if you’re a luxury travel brand, millennials are a key segment to win over. Whether it’s flight upgrades, premium room options, or duty free, you can count on millennials being front of the queue.

5. Covid fears are waning

After a confusing and worrying time for many, consumers’ confidence in travel is slowly building with Covid concerns no longer a top priority. When asked which factors were most important when choosing a destination, Covid-19 status/restrictions was outranked across all generations by factors such as fun/excitement, sights/attractions and cost/value for money. 

32% of travelers said Covid-19 entry requirements would be an important booking factor, and 28% said the same for Covid-19 case numbers, however, this pales in comparison to free cancellation/rebooking and hygiene standards which came out at 38% and 36% respectively. So while consumers are still conscious of Covid risks, they’ve got other priorities on their mind. Messaging on flexible booking policies and positive hygiene reviews are likely to be more persuasive to lead with than Covid-related assurances. 

6. Gen Zs are being seriously #influenced

What influences consumers’ decision on where to vacation? Across all generations, recommendations from family and friends came out on top, with 39% of respondents saying this influenced their decision. This was highest among Baby Boomers and Gen Z, but for Gen Z, there’s another factor that plays a huge role: social media.

60% of Gen Z say social media, whether in the form of ads or posts by friends/family or celeb/content creators, influences their decision about where to go on vacation. This is a clear indication to brands that ads and influencers are a particularly effective way to engage with Gen Zs and promote their travel offering. 

Want to know where to target them? According to our latest social media use by generation report, Instagram is the platform where ads resonate the most for Gen Z, with 24% of this generation saying they’ve clicked on a promoted post/ad on the site in the past month. 

7. Baby boomers are craving familiarity

Unlike Gen Z, baby boomers are less concerned with finding trendy or insta-worthy hotspots, and more about visiting destinations they know and trust. 

The most distinctive destination influencer for this generation is previous vacations they’ve been on. This group is much more likely than other generations to rely on their own past experiences.

In fact, 32% say they’d rather take a vacation somewhere they’ve been before. 

After the disruption of the pandemic, and with the cost of living crisis beginning to bite, who can blame them for hedging their bets? 

Other important factors for baby boomers include recommendations from family/friends (46% say this) and value for money (54% say this), which again highlights their desire to make low-risk decisions and book with confidence.

8. Italy, the Caribbean, and Singapore are on travelers’ lust list

Where are international vacationers planning to go? Most travelers are planning to visit locations within their own region. Italy is the top destination travelers in Europe are considering, with 29% saying they plan to visit, closely followed by Spain and Greece. 

A third of international vacation planners in North America say they plan to visit the Caribbean in the next 12 months, followed by Mexico and Canada. Brands should focus their attention here when promoting offers and packages to North American audiences. 

In APAC, Singapore topped the list of most sought after destinations, with interest at an all time high due to pent-up demand from the pandemic. Singapore Airlines recently announced an expanded flight schedule to keep up with growing demand from travelers. The second and third most popular destinations for APAC vacation planners are Australia and Japan. 

9. Sustainability is hot on the agenda for millennials

A travel trend that’s impossible to ignore is sustainability, but it’s safe to say some generations are more concerned than others. Of all groups, millennials care most about the carbon footprint of their travel, with 37% saying they’re very/extremely concerned. Gen Zs aren’t far behind, but only 18% of baby boomers say the same. 

When it comes to taking measures to limit their environmental impact, millennials are the most likely to pick a travel provider with a good sustainability/environmental policy and say they try to use local providers for services while on vacation. Brands already responding to this demand include Skyscanner, which recently expanded its Greener Choices tool (which helps travelers find lower-emission flights) to include electric vehicle booking options, helping travelers to travel in a more eco-conscious way. 

However, we also know that millennials are also the most likely of all groups to indulge in luxury travel so there’s an interesting tension here between intention and action. While they may be most concerned about their carbon footprint, that doesn’t stop them traveling. According to our latest Core data, millennials are the most active group of travel buyers .  

10. Booking flexibility is non-negotiable

Covid restrictions and the recent surge in flight cancellations left many travelers frustrated, and in some instances, out of pocket. Consumers are becoming increasingly wary of cancellations and delays, and as such, when asked which factors were most important if booking a trip tomorrow, free cancellation/rebooking came out on top (38% said this).  

Easy cancellation/rebooking also scored highly, showcasing consumers’ desire for greater flexibility when planning their vacation. Despite travel restrictions being lifted, consumers aren’t prepared to give up the peace of mind that free and flexible booking policies afford them. 

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Domestic tourism in Australia - statistics & facts

Domestic travel behavior in australia, australia’s domestic travel hotspots, key insights.

Detailed statistics

Leading holiday destinations of domestic overnight visitors Australia 2023

Leading business trip destinations of domestic overnight visitors Australia 2023

Domestic visitor contribution to direct tourism GDP Australia FY 2014-2023

Editor’s Picks Current statistics on this topic

Current statistics on this topic.

Number of domestic visitor nights Australia 2023, by accommodation type

Domestic overnight tourist trip expenditure Australia 2023, by state or territory

Events attendance of overnight tourists to Sydney, Australia FY 2023, by visitor type

Related topics

Tourism in anz.

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• Restaurant and food service in Australia
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• Tourism worldwide
• Sustainable tourism worldwide
• Luxury travel and tourism worldwide
• Hotel industry worldwide
• Cruise industry worldwide

Recommended statistics

• Basic Statistic Direct tourism GDP Australia FY 2006-2023
• Basic Statistic Domestic visitor contribution to direct tourism GDP Australia FY 2014-2023
• Basic Statistic Domestic tourism share of direct tourism GDP Australia FY 2014 to 2023
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• Premium Statistic Number of domestic day visitors Australia 2014-2023

Direct tourism GDP Australia FY 2006-2023

Direct tourism gross domestic product (GDP) in Australia from financial year 2006 to 2023 (in billion Australian dollars)

Domestic visitor contribution to direct tourism gross domestic product (GDP) in Australia from financial year 2014 to 2023 (in billion Australian dollars)

Domestic tourism share of direct tourism GDP Australia FY 2014 to 2023

Domestic tourism share of the direct tourism gross domestic product (GDP) in Australia from financial year 2014 to 2023

Number of domestic overnight visitors Australia 2014-2023

Number of domestic overnight visitors in Australia from 2014 to 2023 (in millions)

Number of domestic day visitors Australia 2014-2023

Number of domestic day visitors in Australia from 2014 to 2023 (in millions)

Domestic overnight trips

• Premium Statistic Leading destinations of domestic overnight visitors Australia 2023
• Premium Statistic Leading destinations for domestic overnight visitor expenditure Australia 2023
• Premium Statistic Number of domestic overnight visitors Australia 2023, by state visited
• Premium Statistic Number of domestic overnight visitors Australia 2023, by purpose of visit

Leading destinations of domestic overnight visitors Australia 2023

Leading destinations visited by domestic overnight visitors in Australia in 2023 (in 1,000s)

Leading destinations for domestic overnight visitor expenditure Australia 2023

Leading destinations for domestic overnight visitor expenditure in Australia in 2023 (in billion Australian dollars)

Number of domestic overnight visitors Australia 2023, by state visited

Number of domestic overnight visitors in Australia in 2023, by state visited (in millions)

Number of domestic overnight visitors Australia 2023, by purpose of visit

Number of domestic overnight visitors in Australia in 2023, by purpose of visit (in millions)

Domestic day trips

• Premium Statistic Leading destinations of domestic visitors on day trips Australia 2023
• Premium Statistic Leading destinations for domestic day visitor expenditure Australia 2023
• Premium Statistic Number of domestic day visitors Australia 2023, by state visited
• Premium Statistic Number of domestic day visitors Australia 2023, by purpose of visit

Leading destinations of domestic visitors on day trips Australia 2023

Leading destinations visited by domestic visitors on day trips in Australia in 2023 (in 1,000s)

Leading destinations for domestic day visitor expenditure Australia 2023

Leading destinations for domestic day visitor expenditure in Australia in 2023 (in billion Australian dollars)

Number of domestic day visitors Australia 2023, by state visited

Number of domestic day visitors in Australia in 2023, by state visited (in millions)

Number of domestic day visitors Australia 2023, by purpose of visit

Number of domestic day visitors in Australia in 2023, by purpose of visit (in millions)

Domestic tourism in New South Wales

• Premium Statistic Number of domestic overnight visitors NSW Australia 2023, by region visited
• Premium Statistic Domestic overnight visitor expenditure NSW Australia 2023, by region visited
• Premium Statistic Number of domestic overnight visitors NSW Australia 2023, by purpose of visit
• Premium Statistic Number of domestic visitors Sydney, Australia 2014-2023, by type of trip
• Premium Statistic Number of domestic overnight visitors Sydney, Australia 2014-2023, by purpose

Number of domestic overnight visitors NSW Australia 2023, by region visited

Number of domestic overnight visitors to New South Wales, Australia in 2023, by region visited (in millions)

Domestic overnight visitor expenditure NSW Australia 2023, by region visited

Domestic overnight visitor expenditure in New South Wales, Australia in 2023, by region visited (in million Australian dollars)

Number of domestic overnight visitors NSW Australia 2023, by purpose of visit

Number of domestic overnight visitors to New South Wales, Australia in 2023, by purpose of visit (in millions)

Number of domestic visitors Sydney, Australia 2014-2023, by type of trip

Number of domestic visitors to Sydney, Australia from 2014 to 2023, by type of trip (in millions)

Number of domestic overnight visitors Sydney, Australia 2014-2023, by purpose

Number of domestic overnight visitors to Sydney, Australia from 2014 to 2023, by purpose of visit (in 1,000s)

Domestic tourism in Queensland

• Premium Statistic Number of domestic overnight visitors Queensland Australia 2023, by region visited
• Premium Statistic Domestic overnight visitor expenditure Queensland Australia 2023, by region visited
• Premium Statistic Number of domestic overnight visitors Queensland Australia 2023, by purpose of visit
• Premium Statistic Number of domestic visitors Brisbane, Australia 2018-2023, by type of trip
• Premium Statistic Number of domestic overnight visitors Brisbane, Australia 2018-2023, by purpose

Number of domestic overnight visitors Queensland Australia 2023, by region visited

Number of domestic overnight visitors to Queensland, Australia in 2023, by region visited (in millions)

Domestic overnight visitor expenditure Queensland Australia 2023, by region visited

Domestic overnight visitor expenditure in Queensland, Australia in 2023, by region visited (in million Australian dollars)

Number of domestic overnight visitors Queensland Australia 2023, by purpose of visit

Number of domestic overnight visitors to Queensland, Australia in 2023, by purpose of visit (in millions)

Number of domestic visitors Brisbane, Australia 2018-2023, by type of trip

Number of domestic visitors to Brisbane, Australia from 2018 to 2023, by type of trip (in millions)

Number of domestic overnight visitors Brisbane, Australia 2018-2023, by purpose

Number of domestic overnight visitors to Brisbane, Australia from 2018 to 2023, by purpose of visit (in 1,000s)

Domestic tourism in Victoria

• Premium Statistic Number of domestic overnight visitors Victoria Australia 2023, by region visited
• Premium Statistic Domestic overnight visitor expenditure Victoria Australia 2023, by region visited
• Premium Statistic Number of domestic overnight visitors Victoria Australia 2023, by purpose of visit
• Premium Statistic Number of domestic visitors Melbourne, Australia 2018-2023, by type of trip
• Premium Statistic Number of domestic overnight visitors Melbourne, Australia 2018-2023, by purpose

Number of domestic overnight visitors Victoria Australia 2023, by region visited

Number of domestic overnight visitors to Victoria, Australia in 2023, by region visited (in millions)

Domestic overnight visitor expenditure Victoria Australia 2023, by region visited

Domestic overnight visitor expenditure in Victoria, Australia in 2023, by region visited (in million Australian dollars)

Number of domestic overnight visitors Victoria Australia 2023, by purpose of visit

Number of domestic overnight visitors to Victoria, Australia in 2023, by purpose of visit (in millions)

Number of domestic visitors Melbourne, Australia 2018-2023, by type of trip

Number of domestic visitors to Melbourne, Australia from 2018 to 2023, by type of trip (in millions)

Number of domestic overnight visitors Melbourne, Australia 2018-2023, by purpose

Number of domestic overnight visitors to Melbourne, Australia from 2018 to 2023, by purpose of visit (in 1,000s)

Domestic tourism in Western Australia

• Premium Statistic Number of domestic overnight visitors Western Australia 2023, by region visited
• Premium Statistic Domestic overnight visitor expenditure Western Australia 2023, by region visited
• Premium Statistic Number of domestic overnight visitors Western Australia 2023, by purpose of visit
• Premium Statistic Number of domestic visitors Perth, Australia 2018-2023, by type of trip
• Premium Statistic Number of domestic overnight visitors Perth, Australia 2018-2023, by purpose

Number of domestic overnight visitors Western Australia 2023, by region visited

Number of domestic overnight visitors to Western Australia in 2023, by region visited (in millions)

Domestic overnight visitor expenditure Western Australia 2023, by region visited

Domestic overnight visitor expenditure in Western Australia in 2023, by region visited (in million Australian dollars)

Number of domestic overnight visitors Western Australia 2023, by purpose of visit

Number of domestic overnight visitors to Western Australia in 2023, by purpose visit (in millions)

Number of domestic visitors Perth, Australia 2018-2023, by type of trip

Number of domestic visitors to Perth, Australia from 2018 to 2023, by type of trip (in millions)

Number of domestic overnight visitors Perth, Australia 2018-2023, by purpose

Number of domestic overnight visitors to Perth, Australia from 2018 to 2023, by purpose of visit (in 1,000s)

Domestic tourism in South Australia

• Premium Statistic Number of domestic overnight visitors South Australia 2023, by region visited
• Premium Statistic Domestic overnight visitor expenditure South Australia 2023, by region visited
• Premium Statistic Number of domestic overnight visitors South Australia 2023, by purpose of visit
• Premium Statistic Number of domestic visitors Adelaide, Australia 2018-2023, by type of trip
• Premium Statistic Number of domestic overnight visitors Adelaide, Australia 2018-2023, by purpose

Number of domestic overnight visitors South Australia 2023, by region visited

Number of domestic overnight visitors to South Australia in 2023, by region visited (in 1,000s)

Domestic overnight visitor expenditure South Australia 2023, by region visited

Domestic overnight visitor expenditure in South Australia in 2023, by region visited (in million Australian dollars)

Number of domestic overnight visitors South Australia 2023, by purpose of visit

Number of domestic overnight visitors to South Australia in 2023, by purpose of visit (in millions)

Number of domestic visitors Adelaide, Australia 2018-2023, by type of trip

Number of domestic visitors to Adelaide, Australia from 2018 to 2023, by type of trip (in millions)

Number of domestic overnight visitors Adelaide, Australia 2018-2023, by purpose

Number of domestic overnight visitors to Adelaide, Australia from 2018 to 2023, by purpose of visit (in 1,000s)

Domestic tourism in Tasmania

• Premium Statistic Number of domestic overnight visitors Tasmania Australia 2023, by region visited
• Premium Statistic Domestic overnight visitor expenditure Tasmania Australia 2014-2023
• Premium Statistic Number of domestic overnight visitors Tasmania Australia 2023, by purpose of visit
• Premium Statistic Number of domestic visitors Hobart, Australia 2018-2023, by type of trip
• Premium Statistic Number of domestic overnight visitors Hobart, Australia 2018-2023, by purpose

Number of domestic overnight visitors Tasmania Australia 2023, by region visited

Number of domestic overnight visitors to Tasmania, Australia in 2023, by region visited (in millions)

Domestic overnight visitor expenditure Tasmania Australia 2014-2023

Domestic overnight visitor expenditure in Tasmania, Australia from 2014 to 2023 (in billion Australian dollars)

Number of domestic overnight visitors Tasmania Australia 2023, by purpose of visit

Number of domestic overnight visitors to Tasmania, Australia in 2023, by purpose visit (in millions)

Number of domestic visitors Hobart, Australia 2018-2023, by type of trip

Number of domestic visitors to Hobart, Australia from 2018 to 2023, by type of trip (in millions)

Number of domestic overnight visitors Hobart, Australia 2018-2023, by purpose

Number of domestic overnight visitors to Hobart, Australia from 2018 to 2023, by purpose of visit (in 1,000s)

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Domestic tourism in Australia

Annual, quarterly and monthly statistics, forecasts and trends on domestic tourism in Australia.

Main content

Tourism Research Australia produces quarterly results from the National Visitor Survey, as well as trends and forecasts of domestic visitor activity. These results include domestic visitor spend and visitor nights.

Domestic mobility data

We publish monthly mobility data to report on domestic visitor movement. This complements data from our National Visitor Survey official statistics.

Domestic tourism results

The National Visitor Survey results provide annual and quarterly statistics on how Australian residents travel in Australia.

Domestic tourism trends

Time series data for domestic travellers within Australia

Caravan and camping data

The caravan and camping sector is a major contributor for the economy.

National Visitor Survey methodology

National Visitor Survey provides an official measure of travel by Australian residents.

Domestic visitor profiles

These profiles focus on the different demographics and activities of domestic overnight visitors.

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Increase of 29% in Saudi Arabia's domestic tourism in Q1 2024 continues consistent trend

ALBAWABA - An industry study based on data from Almosafer's customer travel sites showed that local tourism in Saudi Arabia grew steadily in the first four months of 2024, Arab News reports, with 53 percent of all bookings being for trips to places inside the kingdom.

The continued interest in domestic tourism shows how well efforts by the government and the private sector to promote local tourism have been working, leading to a 29% rise in the total number of domestic bookings made through all Almosafer platforms.

Makkah, Riyadh, Jeddah, Alkhobar, and Abha topped the charts for the most popular places to visit within Saudi Arabia, followed by AlUla, Tabuk, and Hail as favoured places by travellers.

There are a lot of magical places in #Saudi Arabia #tourism pic.twitter.com/gebihpcg2z --> Also Read Saudi Arabia’s non-oil revenues are up by 9% in Q1 2024 — حسان الزهراني (@hassana89768519) May 4, 2024

As a result of additional flight routes, more seats, and additional airports being opened in the Kingdom, economical airlines have been able to offer more budget-friendly trip choices, leading to a 27 percent increase in flight booking compared to the same period last year, while hotel reservations soared 40 percent.

Domestic and foreign tourists spent more than SR250 billion ($66.7 billion) on tourism in 2023, making it an important part of the national income, as the Saudi kingdom pushes for alternative income sources away from oil, with the country welcoming 27.4 million foreign tourists and 79.3 million local ones in 2023.

The study additionally revealed that Saudi Arabia had a tremendous return rate for tourism after COVID, with 156 percent more foreign tourists coming to the country in 2023 compared to 2019.  

© 2000 - 2024 Al Bawaba (www.albawaba.com)

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Increase of 29% in Saudi Arabia's domestic tourism in Q1 2024 continues consistent trend

ALBAWABA - An industry study based on data from Almosafer's customer travel sites showed that local tourism in Saudi Arabia grew steadily in the first four months of 2024, Arab News reports, with 53 percent of all bookings being for trips to places inside the kingdom.

The continued interest in domestic tourism shows how well efforts by the government and the private sector to promote local tourism have been working, leading to a 29% rise in the total number of domestic bookings made through all Almosafer platforms.

Makkah, Riyadh, Jeddah, Alkhobar, and Abha topped the charts for the most popular places to visit within Saudi Arabia, followed by AlUla, Tabuk, and Hail as favoured places by travellers.

There are a lot of magical places in #Saudi Arabia #tourism pic.twitter.com/gebihpcg2z = 1200) { googletag.defineSlot('/147246189,48467244/albawaba.net_728x280_in_article_desktop', [[728,280],[300,250],[336,280],[728,250],[728,90],[640,200],[640,100],[700,250],[700,200],[700,150],[700,100],[320,250]], adID).addService(googletag.pubads()); } else { googletag.defineSlot('/147246189,48467244/albawaba.net_336x336_in_article_mobile', [[336,336],[336,320],[320,336],[320,320],[300,300],[336,280],[320,250],[300,250]], adID).addService(googletag.pubads()); } googletag.display(adID); stpd.initializeAdUnit(adID); }); })); })(); //--> Also Read Saudi Arabia’s non-oil revenues are up by 9% in Q1 2024 — حسان الزهراني (@hassana89768519) May 4, 2024

As a result of additional flight routes, more seats, and additional airports being opened in the Kingdom, economical airlines have been able to offer more budget-friendly trip choices, leading to a 27 percent increase in flight booking compared to the same period last year, while hotel reservations soared 40 percent.

Domestic and foreign tourists spent more than SR250 billion ($66.7 billion) on tourism in 2023, making it an important part of the national income, as the Saudi kingdom pushes for alternative income sources away from oil, with the country welcoming 27.4 million foreign tourists and 79.3 million local ones in 2023.

The study additionally revealed that Saudi Arabia had a tremendous return rate for tourism after COVID, with 156 percent more foreign tourists coming to the country in 2023 compared to 2019.  

© 2000 - 2024 Al Bawaba (www.albawaba.com)

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What are you looking for?

Domestic sentiment tracker, released on:, next release:.

23 May 2024

For further information, please contact [email protected] .

Report highlights

78% of those surveyed in April 2024 intend to take an overnight domestic trip over the next 12 months (compared with 77% in April 2023).

The top barrier to taking an overnight domestic trip is ‘the rising cost of living’ (35%).

14% took an overnight UK short break or holiday between January and March 2024, on par with the same period in 2023.

View the latest reports

Domestic sentiment tracker - april 2024.

Published: 3rd May 2024

Domestic Sentiment Tracker - Data tables - April 2024

Domestic sentiment tracker - march 2024.

Published: 21st March 2024

Domestic Sentiment Tracker - Data tables - March 2024

Domestic sentiment tracker report - february 2024.

Published: 21st February 2024

Domestic Sentiment Tracker - Data tables - February 2024

Domestic sentiment tracker report - january 2024.

Published: 23rd January 2024

Domestic Sentiment Tracker - Data tables - January 2024

About the survey.

The domestic sentiment tracker was launched in May 2020 in collaboration with VisitScotland and Visit Wales. Initially, the objective was to track trip intentions in reaction to the Covid-19 crisis and understand the trajectory of tourism recovery in the UK. Gradually, the survey started addressing the cost of living crisis and its impact on trip intentions.

The survey covers these areas:

When and where UK adults intend to travel for overnight and day trips;

What activities they are looking for;

Who they are planning to travel with;

What accommodation type, destination type and region they are planning to stay at;

What motivations and barriers they encounter when planning to travel.

The surveys’ focus is on domestic travel – with international travel included –to show a comparison of trip intentions.

Each month’s report is based on a UK nationally representative sample of 1,500 adults aged 16 years and over, with additional boosts for Scotland and Wales.

Previous reports

Domestic sentiment tracker report - wave 65.

Fieldwork period: 1st - 7th December 2023 Publication date: 20th December 2023

Domestic Sentiment Tracker - Wave 65 Excel

Fieldwork period: 1st - 7th December 2023 Publication: 20th December 2023

Domestic Sentiment Tracker Report - Wave 64 PDF

Fieldwork period: 1st - 7th November 2023 Publication date: 21st November 2023

Domestic Sentiment Tracker - Wave 64 Excel

Domestic sentiment tracker - wave 63 pdf.

Fieldwork period: 2nd - 9th October 2023 Publication date: 19th October

Domestic Sentiment Tracker - Wave 63 Excel

Fieldwork period: 2nd - 9th October 2023 Publication date: 19th October 2023

Domestic Sentiment Tracker - Wave 62 PDF

Fieldwork period: 1st - 7th September 2023 Publication date: 21st September 2023

Domestic Sentiment Tracker - Wave 62 Excel

Domestic sentiment tracker - wave 61 pdf.

Fieldwork period: 1st - 7th August 2023 Publication date: 21st August 2023

Domestic Sentiment Tracker - Wave 61 Excel

Domestic sentiment tracker - wave 60 pdf.

Fieldwork Period: 3rd to 9th July 2023 Published: 21st July 2023

Domestic Sentiment Tracker - Wave 60 Excel

Fieldwork period: 3rd - 9th July 2023 Publication date: 21st July 2023

Domestic Sentiment Tracker - Wave 59 PDF

Fieldwork period: 1st - 7th June 2023 Publication date: 19th June 2023

Domestic Sentiment Tracker - Wave 59 Excel

Domestic sentiment tracker - wave 58 pdf.

Fieldwork period: 2nd - 9th May 2023 Publication date: 22nd May 2023

Domestic Sentiment Tracker - Wave 58 Excel

Domestic sentiment tracker - wave 57 pdf.

Fieldwork period: 4th - 11th April 2023 Publication date: 24th April 2023

Domestic Sentiment Tracker - Wave 57 Excel

Domestic sentiment tracker - wave 56 excel.

Fieldwork period: 1st - 7th Mar 2023 Publication date: 17th March 2023

Domestic Sentiment Tracker - Wave 56 PDF

Domestic sentiment tracker - wave 55 pdf.

Fieldwork period: 1st - 7th Feb 2023 Publication date: 17th February 2023

Domestic Sentiment Tracker - Wave 55 Excel

Domestic sentiment tracker - wave 54 pdf.

Fieldwork period: 3rd - 9th Jan 2023 Publication date: 19th January 2023

Domestic Sentiment Tracker - Wave 54 Excel

Previous tracker profiling reports, domestic sentiment tracker profiling report 16.

Fieldwork period: 3rd - 10th July, 1st - 7th August, 1st - 7th September Publication date: 9th November 2023

Domestic Sentiment Tracker Profiling Report 15

Fieldwork period: 3rd-10th January, 1st-7th February, 1st-9th March 2023 Publication date: 5th May 2023

Domestic Sentiment Tracker Profiling Report 14

Fieldwork period: 3rd-9th Oct, 1st-7th November, 1st-7th December 2022 Publication date: 27th January 2023

Domestic Sentiment Tracker Profiling Report 13

Fieldwork period: 1st-7th July, 1st-7th August, 1st-7th September 2022 Publication date: 7th October 2022

Domestic Sentiment Tracker Profiling Report 12

Fieldwork period: 1st-7th March, 1st-7th April, 3rd-9th May 2022 Publication date: 16th June 2022

Domestic Sentiment Tracker Profiling Report 11

Fieldwork period: 4th – 10th January & 1st – 7th February 2022 Publication date: 1st March 2022

Overnight Domestic Travel - How was summer 2023?

Published: 27th November 2023

Overnight Domestic Travel - Summer 2022

VisitEngland have commissioned BVA BDRC to conduct an analysis of overnight trips taken in the UK this summer.

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Path to economic recovery

Revitalise tourism, hospitality

Despite its importance, the tourism industry faced severe setbacks due to the Covid-19 pandemic, necessitating strategic interventions for recovery.

Josef Kefas Sheehama - The global tourism industry, contributing approximately 10% to the global gross domestic product (GDP), holds immense significance. In Namibia, hotels and restaurants, a gauge for tourism, are still recovering from the Covid-19 impact and contributed about N$2.4 billion to the real GDP in 2023.

The sector’s indirect contribution was significantly more.

The ministry of environment, forestry and tourism aims to rejuvenate the tourism sector by emphasising domestic tourism and marketing Namibia as a safe holiday destination.

Acknowledging the Namibian Tourism Board’s role, the ministry’s active involvement is deemed critical in navigating the challenges posed by the pandemic.

Domestic tourism

While domestic tourism offers potential for quick recovery, it too has been significantly impacted by Covid-19 containment measures.

Government initiatives, including financial support, are crucial for the survival of businesses within the tourism ecosystem. Structural changes to tourist destinations addressing health requirements and visitor expectations are imperative.

The crisis serves as an opportunity to rethink and reshape the future of tourism.

Governments must consider the longer-term implications, capitalise on digitalisation, support low-carbon transitions and promote structural transformations for a sustainable and resilient tourism economy.

The sector’s recovery, hindered by ongoing negative macroeconomic variables, necessitates a phased approach and innovation.

The potential of domestic tourism remains constrained due to international geopolitics, influencing consumer behaviour.

This presents an opportunity to accelerate the transition to digitalisation, emphasising and fostering demand for eco-friendly experiences.

Namibia must ensure continuous innovation, invest in structural changes and address environmentally friendly practices for a robust recovery.

Domestic tourism, with the right strategy and incentives, can lead the economic recovery. Product innovation, pricing reforms and community empowerment are crucial for rebuilding the domestic tourism industry.

As the world adapts to pandemic-induced changes, the hospitality industry is slowly returning. Prioritising domestic tourism requires vigorous marketing, product development and incentives to stimulate demand.

Furthermore, to capitalise on emerging trends, the tourism and hospitality sectors should adopt technological innovations, embrace sustainability, offer unique experiences, engage on social media, prioritise guest safety and invest in wellness amenities.

Staying adaptable and customer-focused is key.

As these sectors change rapidly, they must partner with digital engineering workforces to provide maximum value to brands and guests. This can benefit the local community economically and socially and facilitate interaction between tourists and locals for a mutually enriching experience.

Hence, it is irrefutable that the tourism and hospitality industries are becoming more significant economic forces and have the potential to be used as tools for development. These industries not only drive growth, but also raise people's standards of living with their ability to provide a significant number of diverse employment opportunities.

Green and digital

The future of the tourism and hospitality sector in 2024 looks tech-savvy and eco-friendly.

In addition, the Namibian tourism and hospitality industry are gearing up for promising technological advancements, with early indicators and expert insights pointing towards robust recovery.

This positive trend is attributed to the strength of online reservations and self-drive segments in Namibia.

Hospitality performance indicators have outperformed the broader tour operation sector, positioning online reservations and self-drive as frontrunners in the industry’s recovery and growth.

As the tourism and hospitality landscape evolves in Namibia, we must rethink what this means to us, to stakeholders, and their involvements.

It is imperative that we continue to innovate as we strive to respond quickly to market needs, to elevate tourist experiences, and recapture revenue to optimise returns. Whether it's through personalised experiences, sustainability and eco-friendly practices, or the use of technology, the future holds many opportunities to innovate and excel.

Take advantage of these trends and get ready to elevate to new heights.

Therefore, the key to success in tourism and hospitality is to stay flexible and adaptable to change.

The tourism and hospitality industry is dynamic and ever-evolving, and by staying informed and open to new ideas, one can not only survive but thrive in this fast-paced and competitive market.

Hence, there are many more trends emerging and shaping the future of the tourism industry, and hospitality that stays ahead of the game will be the ones that succeed in the long run.

So, stay informed, stay ahead of the curve and make the most of the exciting opportunities that the future holds for these sectors.

In conclusion, tourism and hospitality play a crucial role in the growth of any economy. They are interdependent industries that complement each other to create an overall positive impact.

Tourism helps generate revenue for local economies by attracting visitors from different parts of the world, while hospitality ensures their comfort and satisfaction during their stay.

Therefore, a revamped version of these industries in Namibia holds the potential to increase revenue, generate employment and alleviate poverty. Public-private partnerships, community involvement and well-being initiatives are key to ensuring a thriving and sustainable future for these sectors.

* Josef Kefas Sheehama is an independent economist.  

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ATM 2024: India’s travel market is a $72b opportunity in the making

Travel & tourism.

As demand surges, Indians prefer destinations about 5 hours away

How do you tap the tourism potential of Indian travelers to its fullest?

The fifth largest economy in the world, India is home to 1.44 billion people - and 27.3 million people travelled out of the country in 2023. That number is expected to reach 30 million this year, which is why there’s so much interest in Indian tourists. And became a talking point at the Arabian Travel Market on Monday.

At the session – ‘Unlocking the true potential of Indian travelers – the moderator Virendra Jain, co-founder and CEO of Videc, set the ball rolling, saying that the Indian travel market is a $49 billion opportunity that is estimated to grow to $72 billion by FY-2026, driven mainly by a young and digitally-savvy population.

Jain said: “India right now has 93 million active passports. 14 million of them were issued in 2023, seven times the number of passports India issued in 2000, which is symbolic of the upward trajectory of travellers coming from India.”

Jain was joined by Ross Veitch, CEO and co-founder of Wego, Raj Rishi Singh, CMO and CBO-Coporate of MakeMyTrip, and Ankur Garg, Chief Commercial Officer of Air India Express.

At the end of 50 minutes, they were sure that the profile of Indian travellers had changed, with leisure and tourism forming a critical avenue for spending.

Within 5 hours

One uniform observation was the preference of Indians for destinations that require only five hours of flying time. That makes the UAE a destination of choice, and Dubai is seen more like a domestic destination.

How do you attract the Indian tourist? Five ways, maybe.

Cheap and easy visas, affordability, direct flights and payment systems are among the factors travellers take into account before deciding on a destination.

Ease the visa regime

Veitch insisted that the visa regime is a critical factor in attracting Indian travellers. A Schengen visa will take 30 days, if you are lucky, and a US visa appointment would take up to 365 days, he said.

“The best thing you could do if you want to stimulate this market is to rationalise your visa policies,” Veitch added.

Garg concurred, saying visa policies do matter. “The visa cost starts having a lot of product impact. We have seen countries with visas on arrival and countries where the visa cost is low. When the international destination is cheaper or at par with the domestic destinations, the decision will depend on the ease of getting the visa and the cost of visa,” the Air India Express official said.

What spurs Indians to travel abroad? Veitch says income is one of the main drivers.

“More than 50 million households in India are on more than $10,000 a month today. That number is growing at a rapid pace, and in another four years, it will add another 30 million households.

“So, with overall incomes going up, the number of people who can afford to travel outside is also going up.”

Garg said Indian travellers no longer come from only the metros but also from smaller cities around the country. “From Amritsar Jaipur, Lucknow, Varanasi, Indore and Goa, we have seen that kind of traffic in the last two to three years. I feel that a lot of growth is going to come from having non-stop connectivity from the next set of towns and cities in India to international destinations,” the chief commercial officer of Air India Express said.

Changes to travel patterns

Even the pattern of travel has changed. Rishi Singh pointed out that Indians now readily opt for weekend travel.

“Earlier, the Indian scenario was one long and one short vacation. This changed to multiple short vacations, and at times people skip long vacations. And so I think it’s affordability and how fast you can reach that place [decides the destination],” the MakeMyTrip official said.

Rishi Singh said one of their surveys showed that 85 per cent of the respondents were first-time outbound travellers, which translates into 27 million outbound passengers.

Earlier, the Indian scenario was one long and one short vacation. This changed to multiple short vacations... - Raj Rishi Singh of MakeMyTrip

“When you are travelling internationally, there is this external anxiety, especially if you’re a first-time traveller. So it’s important to have someone to support you during the journey. So we’ve been trying to build journeys, both through digital and otherwise, where we deal away with this insanity,” the MakeMyTrip official said.

Jain noted that the payment system is one area that requires more attention. “Founded in 2016, UPI in 2022 accounted for six times the value of transactions compared to debit and credit cards combined [in India]. It’s way ahead in growth right now; there are seven countries that accept UPI as a payment mechanism,” he said.

“Travel is a lifestyle revenue that grows as the economy grows. So, there’s a correlation between outbound departure and GDP per capita. There is a very clear trend over 30 years as the per capita income has grown, and so have the outbound departure numbers,” Jain added.

“The Indian government is doing the right things, from a macroeconomic point of view, to sustain the sort of growth needed to drive this sort of outbound numbers,” Veitch said.

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Everyone is visiting Japan. An extended currency slump means the tourists will just keep coming.

• Japan's weak currency is boosting tourism, with a record-breaking 3.1 million visitors in March.
• The devalued yen is encouraging tourists to spend more on luxury goods.
• The currency is negatively impacting outbound travel, with more Japanese tourists staying in the country.

Japan is a beloved tourist spot . A weak currency is ensuring that it will remain that way for foreigners.

The country just broke its pre-pandemic tourist record, with 3.1 million foreign visitors in March. The government said it's on track to surpass 2025's target of 32 million annual foreign visitors this year, after 8.6 million tourists visited in the first quarter of 2024.

Japan opened to tourists in October 2022, after over two years of strict, pandemic-induced border restrictions. Pent-up demand, combined with a cheaper currency, has fueled the record number of visitors.

Related stories

Tourists are staying longer and spending more due to the weak yen, which makes it cheaper for foreigners to purchase accommodation, activities, food, and gifts. The yen has fallen nearly 10% year-to-date , compared to the dollar.

Japan's currency has been depreciating largely due to high interest rates in the US, which makes the dollar more attractive to investors. A historic rate hike in Japan last month — the first since 2007 — did little to reverse the downward trend.

Japan is a tourist hot spot because of its status as a culture and entertainment icon, its natural wonders, and its unique cuisine. Tourists from South Korea, China, Taiwan, and the US made up the biggest portion of foreign visitors in March, according to Japan's National Tourism Organization.

Japanese carriers like Japan Airlines and ANA plan to cash in on the tourism boom by running more routes from Asia.

The sharp decline of the yen has also expanded demand for luxury goods. Foreign tourists are taking advantage of the currency discount by snapping up cheaper products in Japan from premium brands such as Swiss watchmaker TAG Heuer, Chanel, and Prada, Bloomberg reported earlier this month.

While the weak yen creates a sweet spot for foreigners, it is severely hurting Japanese travelers.

The number of outbound travelers was less than half the number of inbound travelers in March, per the National Tourism Organization. Outbound Japanese travel was down 37% last month compared to the same period in 2019, though it ticked up from February, the agency's data shows.

High airfare costs and low buying power is compelling more locals to skip international travel in favor of domestic locations.

Watch: Japanese denim is costly, but it's considered one of the best denims in the world. Here's why.

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295 million domestic trips made across china during may day holiday.

(ECNS) -- A total of 295 million domestic trips have been made across China during the May Day holiday, representing a 7.6 percent increase compared to the previous year and up 28.2 percent from the same period in 2019, according to the Ministry of Culture and Tourism on Monday.

The total expenditure of domestic tourists reached 166.89 billion yuan( about $23 billion), an increase of 12.7 percent year on year and 13.5 percent compared with the same period in 2019.

An increasing number of destinations in lower-tier cities, including Liuzhou in Guangxi Zhuang Autonomous Region, Zibo in Shandong Province, and Tianshui in Gansu Province, have gained popularity, according to the ministry. Rural ancient towns like Xijiang Qianhu Miao Village in Guizhou Province and Hongcun Village in Anhui Province were highly favored by visitors. There was also a noticeable increase in the remote tourism market.

With the resumption of air routes, the implementation of measures facilitating entry, and an increase in the number of countries with mutual visa exemptions, inbound and outbound tourism has rapidly recovered.

Data shows during the May Day holiday, the total number of inbound and outbound tourists reached 3.672 million, with 1.775 million inbound tourists and 1.897 million outbound tourists.

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