uk travel and tourism industry

• Travel, Tourism & Hospitality ›
• Leisure Travel

Travel and tourism in the United Kingdom - statistics & facts

How many tourists visit the uk, travel planning and behavior of british tourists, key insights.

Detailed statistics

Travel and tourism's total contribution to GDP in the UK 2019-2022

Distribution of travel and tourism expenditure in the UK 2019-2022, by type

Travel and tourism's total contribution to employment in the UK 2019-2022

Editor’s Picks Current statistics on this topic

Travel, Tourism & Hospitality

Inbound tourist visits to the UK 2002-2022

Destinations

Leading UK cities for international tourism 2019-2022, by visits

Leading outbound travel destinations from the UK 2019-2023

Further recommended statistics

• Basic Statistic Travel and tourism's total contribution to GDP in the UK 2019-2022
• Basic Statistic Distribution of travel and tourism expenditure in the UK 2019-2022, by type
• Basic Statistic Distribution of travel and tourism expenditure in the UK 2019-2022, by tourist type
• Basic Statistic Travel and tourism's total contribution to employment in the UK 2019-2022
• Premium Statistic Median full-time salary in tourism and hospitality industries in the UK 2023
• Premium Statistic CPI inflation rate of travel and tourism services in the UK 2023

Travel and tourism's total contribution to GDP in the UK 2019-2022

Total contribution of travel and tourism to GDP in the United Kingdom (UK) in 2019 and 2022 (in billion GBP)

Distribution of travel and tourism spending in the United Kingdom (UK) in 2019 and 2022, by type

Distribution of travel and tourism expenditure in the UK 2019-2022, by tourist type

Distribution of travel and tourism spending in the United Kingdom (UK) in 2019 and 2022, by type of tourist

Travel and tourism's total contribution to employment in the UK 2019-2022

Total contribution of travel and tourism to employment in the United Kingdom (UK) in 2019 and 2022 (in million jobs)

Median full-time salary in tourism and hospitality industries in the UK 2023

Median annual gross salary for full-time workers in tourism and hospitality industries in the United Kingdom (UK) in 2023, by industry (in GBP)

CPI inflation rate of travel and tourism services in the UK 2023

Consumer price index (CPI) inflation rate of travel and tourism services in the United Kingdom (UK) from May to December 2023

Inbound tourism

• Basic Statistic Inbound tourist visits to the UK 2002-2022
• Premium Statistic Inbound tourist visits to the UK 2019-2022, by purpose of trip
• Basic Statistic Leading inbound travel markets in the UK 2019-2022, by number of visits
• Premium Statistic Leading inbound travel markets in the UK 2023, by growth in travel demand on Google
• Premium Statistic Number of overnight stays by inbound tourists in the UK 2004-2022
• Premium Statistic International tourist spending in the UK 2004-2024
• Premium Statistic Leading inbound travel markets for the UK 2019-2023, by spending
• Premium Statistic Leading UK cities for international tourism 2019-2022, by visits

Number of overseas resident visits to the United Kingdom (UK) from 2002 to 2022, with a forecast for 2023 and 2024 (in millions)

Inbound tourist visits to the UK 2019-2022, by purpose of trip

Number of overseas resident visits to the United Kingdom (UK) from 2019 to 2022, by purpose of trip (in millions)

Leading inbound travel markets in the UK 2019-2022, by number of visits

Leading inbound travel markets for the United Kingdom (UK) in 2019 and 2022, by number of visits (in 1,000s)

Leading inbound travel markets in the UK 2023, by growth in travel demand on Google

Leading inbound travel markets in the United Kingdom (UK) over the previous 30 and 90 days as of June 2023, ranked by growth in travel demand on Google

Number of overnight stays by inbound tourists in the UK 2004-2022

Number of nights spent by overseas residents in the United Kingdom (UK) from 2004 to 2022 (in millions)

International tourist spending in the UK 2004-2024

Spending of international visitors to the United Kingdom from 2004 to 2022, with a forecast for 2023 and 2024 (in billion GBP)

Leading inbound travel markets for the UK 2019-2023, by spending

Leading inbound travel markets for the United Kingdom from 2019 to 2023, by spending (in million GBP)

Cities and towns in the United Kingdom (UK) ranked by international visits in 2019 and 2022 (in 1,000 visits)

Outbound tourism

• Premium Statistic Number of outbound tourist visits from the UK 2007-2023
• Premium Statistic Outbound tourism visits from the UK 2019-2022, by purpose
• Premium Statistic Leading outbound travel destinations from the UK 2019-2023
• Premium Statistic Leading outbound travel markets in the UK 2023, by growth in travel demand on Google
• Premium Statistic Number of outbound overnight stays by UK residents 2011-2023
• Premium Statistic Outbound tourism expenditure in the UK 2007-2023

Number of outbound tourist visits from the UK 2007-2023

Total number of visits abroad from the United Kingdom from 2007 to 2023 (in millions)

Outbound tourism visits from the UK 2019-2022, by purpose

Number of visits abroad from the United Kingdom (UK) from 2019 to 2022, by purpose (in millions)

Leading countries visited by residents of the United Kingdom from 2019 to 2023 (in 1,000 visits)

Leading outbound travel markets in the UK 2023, by growth in travel demand on Google

Leading outbound travel markets in the United Kingdom (UK) over the previous 30 and 90 days as of June 2023, ranked by growth in travel demand on Google

Number of outbound overnight stays by UK residents 2011-2023

Number of overnight stays abroad by residents of the United Kingdom from 2011 to 2023 (in 1,000s)

Outbound tourism expenditure in the UK 2007-2023

Total expenditure on visits abroad from the United Kingdom from 2007 to 2023 (in million GBP)

Domestic tourism

• Premium Statistic Domestic overnight trips in Great Britain 2010-2022
• Premium Statistic Domestic tourism trips in Great Britain 2018-2022, by purpose
• Premium Statistic Number of domestic overnight trips in Great Britain 2023, by destination type
• Premium Statistic Number of tourism day visits in Great Britain 2011-2022
• Premium Statistic Total domestic travel expenditure in Great Britain 2019-2022
• Premium Statistic Domestic overnight tourism spending in Great Britain 2010-2022
• Premium Statistic Expenditure on domestic day trips in Great Britain 2011-2022
• Premium Statistic Average spend on domestic summer holidays in the United Kingdom (UK) 2011-2023

Domestic overnight trips in Great Britain 2010-2022

Number of domestic overnight trips in Great Britain from 2010 to 2022 (in millions)

Domestic tourism trips in Great Britain 2018-2022, by purpose

Number of domestic overnight trips in Great Britain from 2018 to 2022, by purpose (in millions)

Number of domestic overnight trips in Great Britain 2023, by destination type

Number of domestic overnight trips in Great Britain in 2023, by destination type (in millions)

Number of tourism day visits in Great Britain 2011-2022

Number of tourism day visits in Great Britain from 2011 to 2022 (in billions)

Total domestic travel expenditure in Great Britain 2019-2022

Total domestic tourism spending in Great Britain from 2019 to 2022 (in billion GBP)

Domestic overnight tourism spending in Great Britain 2010-2022

Annual domestic overnight tourism spending in Great Britain from 2010 to 2022 (in billion GBP)

Expenditure on domestic day trips in Great Britain 2011-2022

Annual expenditure on domestic tourism day visits in Great Britain from 2011 to 2022 (in billion GBP)

Average spend on domestic summer holidays in the United Kingdom (UK) 2011-2023

Average spend on 'staycation' summer holidays according to Britons in the United Kingdom (UK) from 2011 to 2023 (in GBP)

Accommodation

• Premium Statistic Number of accommodation businesses in the United Kingdom (UK) 2008-2021
• Premium Statistic Number of accommodation enterprises in the United Kingdom (UK) 2018-2021, by type
• Premium Statistic Turnover of accommodation businesses in the United Kingdom (UK) 2008-2021
• Premium Statistic Turnover of accommodation services in the United Kingdom (UK) 2015-2021, by sector
• Premium Statistic Number of hotel businesses in the United Kingdom (UK) 2008-2021
• Basic Statistic Most popular hotel brands in the UK Q3 2023
• Premium Statistic Consumer expenditure on accommodation in the UK 2005-2022

Number of accommodation businesses in the United Kingdom (UK) 2008-2021

Number of enterprises in the accommodation industry in the United Kingdom (UK) from 2008 to 2021

Number of accommodation enterprises in the United Kingdom (UK) 2018-2021, by type

Number of enterprises in the accommodation industry in the United Kingdom (UK) from 2018 to 2021, by sector

Turnover of accommodation businesses in the United Kingdom (UK) 2008-2021

Turnover of accommodation businesses in the United Kingdom (UK) from 2008 to 2021 (in million GBP)

Turnover of accommodation services in the United Kingdom (UK) 2015-2021, by sector

Turnover of accommodation services in the United Kingdom (UK) from 2015 to 2021, by type (in million GBP)

Number of hotel businesses in the United Kingdom (UK) 2008-2021

Number of hotel and similar accommodation businesses in the United Kingdom (UK) from 2008 to 2021

Most popular hotel brands in the UK Q3 2023

Most popular hotel brands in the United Kingdom (UK) in 3rd quarter of 2023

Consumer expenditure on accommodation in the UK 2005-2022

Consumer spending on accommodation in the United Kingdom (UK) from 2005 to 2022 (in million GBP)

Travel behavior

• Premium Statistic Attitudes towards traveling in the UK 2024
• Premium Statistic Travel frequency for private purposes in the UK 2024
• Premium Statistic Travel frequency for business purposes in the UK 2024
• Premium Statistic Share of Britons taking days of holiday 2019-2023, by number of days
• Premium Statistic Share of Britons who did not take any holiday days 2019-2023, by gender
• Premium Statistic Share of Britons who did not take any holiday days 2019-2023, by age
• Premium Statistic Leading regions for summer staycations in the UK 2024
• Premium Statistic Preferred methods to book the next overseas holiday in the UK October 2022, by age
• Premium Statistic Travel product bookings in the UK 2024
• Premium Statistic Travel product online bookings in the UK 2024

Attitudes towards traveling in the UK 2024

Attitudes towards traveling in the UK as of March 2024

Travel frequency for private purposes in the UK 2024

Travel frequency for private purposes in the UK as of March 2024

Travel frequency for business purposes in the UK 2024

Travel frequency for business purposes in the UK as of March 2024

Share of Britons taking days of holiday 2019-2023, by number of days

Share of individuals taking days of holiday in the United Kingdom from July 2019 to May 2023, by number of days

Share of Britons who did not take any holiday days 2019-2023, by gender

Share of individuals who did not take any days of holiday in the United Kingdom from July 2019 to November 2023, by gender

Share of Britons who did not take any holiday days 2019-2023, by age

Share of individuals who did not take any days of holidays in the United Kingdom (UK) from July 2019 to November 2023, by age

Leading regions for summer staycations in the UK 2024

Leading regions for travelers' next summer staycation in the United Kingdom as of April 2024

Preferred methods to book the next overseas holiday in the UK October 2022, by age

Preferred methods to book the next overseas holiday among individuals in the United Kingdom (UK) as of October 2022, by age group

Travel product bookings in the UK 2024

Travel product bookings in the UK as of March 2024

Travel product online bookings in the UK 2024

Travel product online bookings in the UK as of March 2024

• Premium Statistic Travel & Tourism market revenue in the United Kingdom 2018-2028, by segment
• Premium Statistic Travel & Tourism market revenue growth in the UK 2019-2028, by segment
• Premium Statistic Revenue forecast in selected countries in the Travel & Tourism market in 2024
• Premium Statistic Number of users of package holidays in the UK 2018-2028
• Premium Statistic Number of users of hotels in the UK 2018-2028
• Premium Statistic Number of users of vacation rentals in the UK 2018-2028

Travel & Tourism market revenue in the United Kingdom 2018-2028, by segment

Revenue of the Travel & Tourism market in the United Kingdom from 2018 to 2028, by segment (in billion U.S. dollars)

Travel & Tourism market revenue growth in the UK 2019-2028, by segment

Revenue growth of the travel and tourism market in the United Kingdom (UK) from 2019 to 2028, by segment

Revenue forecast in selected countries in the Travel & Tourism market in 2024

Revenue forecast in selected countries in the Travel & Tourism market in 2024 (in billion U.S. dollars)

Number of users of package holidays in the UK 2018-2028

Number of users of package holidays in the United Kingdom from 2018 to 2028 (in millions)

Number of users of hotels in the UK 2018-2028

Number of users of hotels in the United Kingdom from 2018 to 2028 (in millions)

Number of users of vacation rentals in the UK 2018-2028

Number of users of vacation rentals in the United Kingdom from 2018 to 2028 (in millions)

Further reports

Get the best reports to understand your industry.

Mon - Fri, 9am - 6pm (EST)

Mon - Fri, 9am - 5pm (SGT)

Mon - Fri, 10:00am - 6:00pm (JST)

Mon - Fri, 9:30am - 5pm (GMT)

Cookies on GOV.UK

We use some essential cookies to make this website work.

We’d like to set additional cookies to understand how you use GOV.UK, remember your settings and improve government services.

We also use cookies set by other sites to help us deliver content from their services.

You have accepted additional cookies. You can change your cookie settings at any time.

You have rejected additional cookies. You can change your cookie settings at any time.

Register to vote Register by 18 June to vote in the General Election on 4 July.

Impact of Coronavirus (Covid-19) on the UK travel and tourism industry

Analysis of the how industries related to travel and tourism in the UK have been affected by the Coronavirus (Covid-19) pandemic, using data on business performance and the labour market.

https://www.ons.gov.uk/releases/impactofcoronaviruscovid19ontheuktravelandtourismindustry

Official statistics are produced impartially and free from political influence.

Is this page useful?

• Yes this page is useful
• No this page is not useful

Help us improve GOV.UK

Don’t include personal or financial information like your National Insurance number or credit card details.

To help us improve GOV.UK, we’d like to know more about your visit today. Please fill in this survey (opens in a new tab) .

Jet-set Britain: Exploring Trends and Insights for Travel and Tourism in the UK in 2023

Appinio Research · 08.11.2023 · 21min read

Is life a pendulum constantly swinging between the PTO (paid time off) you just had and the next PTO you’re going to request?

Luckily for you, the Appinio Hype Train is here to sweeten this in-between time.

The travel industry is an interesting one as it has seen its fair share of changes and challenges in recent years. From the ongoing impact of the COVID-19 pandemic to the growing awareness of sustainability concerns, there's much to unpack. We'll delve into the heart of these matters and provide you with a detailed look at how British travellers are navigating this dynamic landscape.

Appinio has surveyed a nationally representative sample of 1000 Brits, and investigated everything from travel frequencies and accommodation preferences to the burning questions about sustainability and the overtourism phenomenon. By the end of this blogpost, you'll have a comprehensive overview of the state of the UK's travel and tourism industry in 2023, and a wealth of statistics, facts, and insights to keep you informed and inspired.

Key takeaways from the Appinio Hype Train Report on travel & tourism

Travel behaviour in 2023 British travellers adapted to post-pandemic conditions by embarking on more frequent and extended trips, including the trend of " revenge travel ". However, the cost-of-living crisis led to reduced travel frequency and closer-to-home destinations due to inflation. Travel companions varied, with couples, solo travellers, and families. Off-peak travel gained popularity, offering quieter and more affordable experiences. Resurgence of domestic tourism   It's evident that domestic tourism in the UK has experienced a resurgence. British holidaymakers have been rediscovering the wonders of their home country, driven by factors such as Brexit, the COVID-19 pandemic, and the cost-of-living crisis. The South West region, in particular, emerged as a preferred choice for staycations. Sustainability and climate-conscious travel British travellers are starting to place importance on sustainability in their travel decisions. Many seem to be willing to pay more for climate-friendly options when travelling, i.e. paying more for accommodations. However, there is a reluctance to limit air travel, possibly due to short PTO and the desire for longer, more relaxing vacations.

💡 Ready for take-off? Then download the Hype Train Report for free!

Download the Appinio Hype Train Report on Travel & Tourism with Jonas Upmann from HomeToGo

Status quo of the travel & tourism industry in the UK

The travel and tourism industry is dynamic by nature and is constantly shaped by factors such as global events, evolving consumer preferences, and technological advancements. But since the COVID-19 pandemic, the industry has been struggling to find its footing, we could say, it got long covid.

The disruption of travel altogether and business-as-usual practices was so profound that issues emerged during the pandemic keep interfering with travellers till this day, so much that the amount of disturbances faced by holidaymakers in the summer of 2023 has been called unprecedented .

There was a notable decline in the number of Britons taking holidays during 2020 and 2021, but the situation luckily improved in 2022, Statista says.

When considering international travel, Spain, the United States, and France emerged as the top destinations for UK outbound travellers.

Conversely, the South West region of the UK emerged as the preferred choice for summer staycations .

Statista projected that the revenue in the Travel & Tourism market is to reach £32.22bn in 2023, and that revenue is expected to show a slow annual growth rate (CAGR 2023-2027) of -0.48%, resulting in a projected market volume of £31.61bn by 2027.

Travel behaviour of British holidaymakers in 2023

Yet UK holidaymakers are undeterred. According to Ms. Lo Bue-Said (chief executive,  Advantage Travel Partnership) for British newspaper The Independent : “Desire to travel among Brits has not abated. Summer from a trading point of view has been exceptional. We have seen significant business increases and some really exciting destinations.”

Of course, after years of restrictions and limitations, revenge travel , a.k.a. consumers finding travel more appealing than ever, resulting in countless people travelling for longer and more frequently, was to be expected.

However, misery loves company. Once COVID restriction started to ease, the cost-of-living crisis reared its head and it forced Brits to change once again their travel plans. The Appinio Hype Train Report shows that

• 40% (strongly) agree that due to inflation, they reduced the number of trips they made this year.
• 34% (strongly) agree that due to inflation, they chose holiday destinations closer to home .

Some consumers may need to wait a bit longer to book their revenge trips.

Domestic vs. international travel

The debate between domestic and international travel remains at the forefront of travel decisions. 

Many Brits have been rediscovering the wonders of their home country, with domestic tourism experiencing a resurgence, especially to the windy beaches of the South West.

The reasons are multifaceted. First of all, British citizens started to feel the effects of Brexit, then the COVID-19 pandemic and travel restrictions came to be, followed by an energy crisis. To top it all off, there were shortages in travel and airport staff, plus strikes. Not the best start to a holiday, right?

No wonder 55% of Brits thought domestic travel was the safest option to enjoy some well-deserved PTO.

Nevertheless, international travel kept its allure.

Travellers seek adventures and sunshine abroad, as demonstrated by 45% of British holidaymakers having gone / going to international destinations.

The Appinio Hype Train data also show an interesting difference between age groups: Baby Boomers are the most likely to travel domestically (62%), while Gen Z the most likely to travel internationally (50%).

Long vs. short haul

The choice between long-haul and short-haul destinations is another important aspect of travel behaviour. 

Is a weekend enough to unwind or are Brits packing anti-jet-lag remedies with them?

It looks like Brits seem to prefer long-haul journeys that offer the promise of far-flung adventures, cultural exploration, and new experiences (55%). 

On the other hand, the convenience and cost-effectiveness of short-haul travel within the UK and/or Europe continues to captivate a significant portion of British travellers (45%).

The Appinio Hype Train data also show an interesting difference between age groups once again: Baby Boomers are the most likely to do short trips (52%), while Gen Z are the most likely to do long trips (60%).

Travelling in company

British holidaymakers exhibit diverse preferences when it comes to companionship during their journeys. 

• Couples seeking romantic getaways are a substantial portion of travellers, 27% of British travellers do so. Baby Boomers are the most likely to travel with their significant other (39%).
• Only 18% of British holidaymakers travelled or will travel solo this 2023, Millennials seem the most likely to do so (21%).
• Group travel seems to be the least popular option, as only 16% had done so. Gen Z are the most likely to travel with a group (24%).
• Family vacations remain a cherished tradition for 39% of British travellers, 35-44 years-olds are the most likely to travel with family (45%).

Peak season vs. off-peak

Travel patterns in 2023 reflect a noteworthy trend where British consumers are increasingly looking beyond the traditional peak season. 

While the summer months or school breaks continue to be popular for vacations, there's a growing appetite for off-peak travel. 

Over one in two (57%) are more inclined to travel off-peak . This means that many travellers are exploring the charm of destinations during the quieter months, taking advantage of smaller crowds and often more affordable prices.

Booking habits

The way Brits book their trip has evolved, reflecting the digital age's influence. 

Over the years, there has been a significant shift towards online platforms and apps for booking flights, accommodations, and activities. These platforms offer convenience, a wide range of choices, and often competitive prices, in fact nearly three quarters (74%) of UK travellers have been booking their accommodation online , both desktop and mobile. 

However, traditional travel agencies still hold sway with a portion of the population (28%), especially for those who value personalised service and expert advice.

💡 Need more insights to feed your roadmap to your holiday?

Brits’ accommodation preferences

Accommodation is a critical piece of any travel puzzle.

Will the bed be comfortable enough, or are the pillows as hard as your mum’s comments on your new haircut? Is the location nice and quiet, or would you need earplugs to be able to sleep? How are the vibes at the reception, is the staff helpful or are they scrolling on TikTok all day long?

These are all legitimate questions that every traveller asks themselves when booking an accommodation, hoping they haven’t been scammed!

Let’s deep dive into their habits and trends and understand what they are looking for.

Accommodation

When it comes to accommodation, British travellers display a wide spectrum of preferences. 

• Traditional hotels continue to be a top choice for 70%, offering a combination of comfort and amenities. 
• Resorts come in second (37%), followed by B&B at 33%. 
• Vacation rentals like AirBnB or HomeToGo rank fourth at 31%, Baby Boomers are the most likely to prefer this option (39%) among all other age brackets.

When it comes to vacation rentals, vacation homes and cabins/cottages are the most popular choice (both at 50%), with cabins and cottages being a must for Baby Boomers at 58%.

Beach homes rank second (40%), but they are the go-to for Gen Z (59%).

Alternative lodging options

Beyond the conventional choices, travellers are increasingly embracing alternative and unconventional accommodations. Tiny houses , often nestled in picturesque natural settings, provide a cosy and minimalistic escape. Houseboats offer a unique way to stay right on the water, allowing travellers to drift off to sleep with the gentle sway of the waves. 

These alternative options cater to those seeking an offbeat and memorable stay. However, these options are not often used by UK holidaymakers, 70% of them say they never used alternative lodging.

Despite looking like the cutest thing on earth, these accommodations often have limited space, making them less suitable for larger groups and extended stays. Comfort and amenities may not match traditional lodging, and accessibility, privacy, seasonal limitations can be factors to weigh. Safety, sanitation, and lack of standardisation are also concerns, while high demand during peak travel times may affect booking availability.

Factors influencing accommodation choices

The factors influencing accommodation choices are multifaceted. 

• Budget considerations play a crucial role, 70% travellers seeking affordability and others willing to splurge for a luxurious experience. 
• Location , proximity to attractions, and the ease of transportation are also key factors for 64%.
• 41% decide after careful research and take into account reviews and ratings .
• Comfort , of course, makes it to the top 5 with 39% looking for a comfortable and pleasant accommodation to relax after a day of exploration.
• One third (32%) look for the amenities like pools, gym or pet-friendly lodging, meaning that travellers are not satisfied with “just a place to sleep” anymore.

Willingness to pay for premium amenities

Many (36%) British travellers are increasingly willing to invest in premium amenities that enhance their overall travel experience. These amenities can include spa services, fine dining, private pools, and more. The willingness to pay extra for such features demonstrates a desire for a higher level of comfort and indulgence during their trips.

💡 Packing for your trip? Then don't forget to download the Hype Train Report for free!

Insights into Brits’ climate-conscious choices when travelling

Nearly two thirds (60%) of travellers are willing to pay a premium / additional fee to choose a more climate friendly travel option. The desire to minimise the carbon footprint of their journeys has become a driving force behind their travel decisions. However, when asked exactly how they’d like to contribute to a more sustainable way of travel:

• 43% would be willing to pay higher prices for accommodations ,
• 42% would be willing to pay higher prices for transport ,
• 15% would be willing to pay higher city taxes .

Efforts to be more climate-friendly

As climate change awareness continues to grow, some British travellers are contemplating the need to limit their journeys for climate reasons.

One third (33%) state they have been trying to reduce the number of their trips in order to be climate-friendly, but the striking majority doesn’t think of refraining from travelling when and how much they want/can.

Willingness to limit travel for climate reasons

A small portion of travellers is willing to reduce their travel frequency or travel shorter distances to minimise their carbon footprint.

And, when asked whether they’ll be willing to travel only once a year by plane, British holidaymakers were split, with 51% saying they wouldn’t want to limit their air travel.

Interestingly, Gen Z and Millennials, two of the age cohorts most vocal about climate change and the need to tackle the climate crisis as fast as possible, seem the least likely to be wanting to limit their travel.

There’s clearly an age effect as the younger the respondents the less willing to give up on travel. 

Could it be because, being still in their prime, they want to explore the world as much as possible before starting to experience mobility or health issues that could hinder their ability to travel?

All considered, it is clear that this unwillingness to limit their air travel goes deeper than not wanting to be climate friendly. Consumers may not want to give up air travels for multiple reasons: 

• PTO is often short, so having to spend more time travelling by train or car could actually shorten the holiday and dampen the relaxation effect a holiday is supposed to give
• For those living in one country but having family or business ties in another, air travel is often the most practical way to stay connected.
• Air travel opens up opportunities for adventure and exploration, allowing people to discover new places and create memorable experiences.

The overtourism phenomenon

As travel and tourism continue to thrive in the United Kingdom, the concept of overtourism has started to make an appearance. 

Overtourism represents a complex challenge, where the popularity of a destination can sometimes lead to adverse consequences, including overcrowding, environmental degradation, and cultural erosion.

Awareness of overtourism phenomenon

Overtourism has become a buzzword in the world of travel only recently. 

In fact the majority (61%) of Brits have never heard of this term and 27% heard of the term but aren't sure of what that means.

It is clear that not many are aware of the challenges posed by overtourism, which often involves crowded destinations, environmental degradation, and strained local resources, and how this phenomenon will be changing the travel & tourism industry. 

Many popular destinations like Florence , Venice (Italy) and Mount Fuji (Japan) are thinking of introducing a set number of visitors per day to limit disruptions. The city of Florence has even introduced an Airbnb ban in the city centre, as vacation rentals were robbing residents of housing.

Other regulatory measures are visitor quotas, limited access to sensitive areas, and the implementation of tourist taxes to manage the influx of visitors.

It’s clear that economies heavily dependent on tourism are now starting to see the dark side of the tourists influx and are starting to think of measures for preserving the integrity of the destination and ensuring a positive experience for both travellers and local residents.

Attitudes toward measures to combat overtourism

In response to the overtourism phenomenon, British travellers exhibit a range of attitudes and opinions regarding the measures to combat it.

Nearly one in two (46%) Brits (strongly) agree with implementing measures against overtourism. However, and funnily enough, they wouldn’t be willing to pay higher city taxes (previous slide), an extremely popular measure that most saturated holiday destinations have introduced.

The overtourism phenomenon is an issue that is still failing to capture the attention of British travellers, and their attitudes towards addressing it reflect their lack of knowledge.

New trends shaping the travel and tourism industry

The world of travel and tourism has been always witnessing fascinating transformations and several trends have been shaping the industry. 

Luckily, we had an amazing expert to guide us and make sense of the travel and tourism industry: Jonas Upmann from HomeToGo, the marketplace with the world's largest selection of vacation homes.

Jonas is the Head of Consumer Communications, with expertise across content marketing, PR (digital and traditional), and SEO, alongside more than eight years of experience in one of Berlin’s leading travel tech companies, Jonas is a seasoned industry professional and a true travel expert. Additionally, Jonas has lectured in PR at the Hochschule für Technik und Wirtschaft Berlin, and is employed as a guest lecturer for content marketing at the Swiss Zurich University of Applied Sciences with a focus on storytelling and the distribution of content. Combining a classic PR background with modern inbound marketing techniques, Jonas' focus at HomeToGo is driving impactful coverage of HomeToGo and the HomeToGo Group's brands on top domains, creating brand awareness and SEO visibility to increase organic traffic.

Jonas gave us insights on the newest and hottest trends in the travel and tourism industry.

• One such trend that's gained immense traction is the habit of booking trips well in advance . British consumers are showing an unprecedented level of curiosity and awareness when it comes to planning their journeys, and the buzz surrounding this trend is the biggest recorded by the Appinio Hype Tracker. The idea of securing travel plans ahead of time is a hot topic of discussion in consumer circles, reflecting multiple consumers' needs, being cost-effective in a cost-of-living crisis period, but also having something to look forward to. 
• On a parallel track, we find the anticipation for summer holidays in 2024 , albeit with a twist. While curiosity remains high, the awareness levels are slightly lower, resulting in a somewhat subdued buzz. It's an intriguing contrast, suggesting that consumers are keeping their summer dreams somewhat close to the vest. 
• International travel is staging a remarkable comeback. It boasts the third-highest curiosity levels but has skyrocketed to the second-highest slot in awareness. The consumer buzz around international travel is substantial. A testament to the pent-up wanderlust of British travellers, eager to explore the world once again.
• Domestic travel , although equally appealing, has a slightly different story to tell. While awareness levels rank third, and the buzz is significant, it takes a slightly backseat to international journeys in terms of curiosity. In essence, British travellers are embracing both global and local adventures with equal enthusiasm, but their discussions reveal a penchant for planning ahead and embarking on international escapades that speak to their enduring spirit of exploration.

In the ever-evolving realm of travel and tourism, consumers are the biggest players, continually adapting to global shifts, emerging trends, and shifting priorities. The Appinio Hype Train Report on the status travel and tourism industry in 2023 has uncovered a rich tapestry of experiences, choices, and attitudes among travellers. From the impact of the COVID-19 pandemic and the resurgence of domestic tourism, the rise of sustainability consciousness, and the complexities of overtourism, travellers are embracing change with resilience and vigour. Looking forward to the travel landscape for 2024, it becomes clear that today's travellers are adapting faster than ever and keep looking for adventures, far away and closer to home. And these travellers will always find the right accommodation for every type of trip at HomeToGo.

💡 What else are fellow travellers discussing when planning their holiday? Find out on the Hype Tracker!

In the ever-evolving realm of travel and tourism, the United Kingdom stands as a dynamic player, continually adapting to global shifts, emerging trends, and shifting priorities. 

The Appinio Hype Train Report on the UK travel and tourism industry in 2023 has uncovered a rich tapestry of experiences, choices, and attitudes among British travellers. From the impact of the COVID-19 pandemic to the resurgence of domestic tourism, the rise of sustainability consciousness, and the complexities of overtourism, British travellers are embracing change with resilience and vigour.

Join the loop 💌

Be the first to hear about new updates, product news, and data insights. We'll send it all straight to your inbox.

Get the latest market research news straight to your inbox! 💌

Wait, there's more

06.12.2023 | 10min read

2023 a Year in Review: Exploring Consumer Trends and Insights in the UK

08.11.2023 | 21min read

25.10.2023 | 11min read

Stylish, Thrifty and Versatile: The Latest DIY and Home Improvement Trends in the UK

Official websites use .gov A .gov website belongs to an official government organization in the United States.

Secure .gov websites use HTTPS A lock ( A locked padlock ) or https:// means you’ve safely connected to the .gov website. Share sensitive information only on official, secure websites.

• Search ITA Search

• Market Overview
• Market Challenges
• Market Opportunities
• Market Entry Strategy
• Aerospace and Defense
• Defense Equipment - United Kingdom
• Agricultural Sectors
• Electric Vehicles/Autonomous Technologies
• Financial Technology (FinTech)
• Design and Construction
• Medical Technology
• Information and Communication Technology
• Safety and Security
• Travel & Tourism
• Trade Barriers
• Import Tariffs
• Import Requirements and Documentation
• Labeling/Marking Requirements
• U.S. Export Controls
• Temporary Entry
• Prohibited & Restricted Imports
• Customs Regulations
• Standards for Trade
• Trade Agreements
• Licensing Requirements for Professional Services
• Distribution and Sales Channels
• Selling Factors and Techniques
• Trade Financing
• Protecting Intellectual Property
• Selling to the Public Sector
• Business Travel
• Investment Climate Statement

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.

Leading Sub-Sectors

• Travel Tech
• Meetings, Conferences, Incentive, and Exhibitions (MICE)
• Visit Friends and Family (VFR)
• Opportunities

Industry Events

• 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/

Please note: Our website no longer fully supports IE11 , as such you may encounter issues using our website, please try an alternative browser such as Google Chrome, Mozilla Firefox, Microsoft Edge (Windows) or Safari (Mac).

Reports and publications

Here you’ll find all our reports and publications available to download.

A Manifesto for Travel and Tourism

Abta trends reports, travel law today, abta holiday habits reports, unlocking travel’s potential: the importance of uk-eu mobility for jobs and growth, international travel: powering the uk economy, the climate action guidebook, tourism for good, travelling together - the value of uk outbound tourism to europe, securing the future, value tourism, driving growth: the economic value of outbound travel, making a success of brexit for travel and tourism, what brexit might mean for uk travel, a manifesto for jobs and growth in tourism, tourism and aviation, understanding the travel and tourism labour market, brexit – getting it right for the traveller, pre-notification guidance for supporting passengers with a disability or reduced mobility, also in this section.

A Manifesto for Travel and Tourism Travel Law Today ABTA Trends Reports ABTA Holiday Habits Reports Unlocking Travel’s Potential: The importance of UK-EU mobility for jobs and gro… International Travel: Powering the UK economy The Climate Action Guidebook Tourism for Good Travelling Together - The value of UK outbound tourism to Europe Securing the future Making a success of Brexit for travel and tourism What Brexit might mean for UK Travel A manifesto for jobs and growth in tourism Driving growth: The economic value of outbound travel Tourism and aviation Understanding the travel and tourism labour market Brexit – getting it right for the traveller Pre-notification guidance for supporting passengers with a disability or reduce…

• Press Releases
• Press Enquiries
• Travel Hub / Blog
• Brand Resources
• Newsletter Sign Up
• Global Summit
• Hosting a Summit
• Upcoming Events
• Previous Events
• Event Photography
• Event Enquiries
• Our Members
• Our Associates Community
• Membership Benefits
• Enquire About Membership
• Sponsors & Partners
• Insights & Publications
• WTTC Research Hub
• Economic Impact
• Knowledge Partners
• Data Enquiries
• Hotel Sustainability Basics
• Community Conscious Travel
• SafeTravels Stamp Application
• SafeTravels: Global Protocols & Stamp
• Security & Travel Facilitation
• Sustainable Growth
• Women Empowerment
• Destination Spotlight - SLO CAL
• Vision For Nature Positive Travel and Tourism
• Governments
• Consumer Travel Blog
• ONEin330Million Campaign
• Reunite Campaign

New Report From WTTC Reveals UK Travel & Tourism Sector Is Expected to Create 700,000 Jobs Over the Next Decade

UK recovery has been slower due to lack of inbound international travel spend

Last year, sector lagged pre-pandemic job level by 170,000

WTTC calls for more action to attract travellers back to the UK

London, UK: The World Travel & Tourism Council’s latest Economic Impact Report (EIR) reveals the Travel & Tourism sector in the UK is expected to create nearly 700,000 new jobs over the next decade.

The forecast from the World Travel & Tourism Council ( WTTC ), shows an average of 70,000 new jobs will be created every year for the next 10 years.

According to the report, the UK’s Travel & Tourism’s contribution to GDP is forecasted to grow at an average rate of 3% annually between 2022-2032.

This is nearly twice the 1.7% growth rate of the overall economy and is set to reach more than £286 billion (10.1% of the total economy).

By the end of 2022, the sector’s contribution to GDP is expected to grow nearly two thirds (62.7%) to nearly £214 billion, amounting to 8.9% of the total economic GDP.

However, over this period, employment in the sector is set to grow by only 0.5%, to reach just over four million jobs.

Julia Simpson, WTTC President & CEO, said: “Over the long term the future looks bright for the revival of the UK Travel & Tourism sector, but in the short term, international visitor spend is so low it is hampering the country’s economic recovery.

“After two years of economic damage to the sector, the UK government continues to take this sector for granted. There has been no focus or understanding of how critical Travel & Tourism is to the UK economy.

“Smart countries are investing overseas to get visitors back. Travel & Tourism can contribute 10% to the economy and yet it is not even discussed at senior levels. The UK will lose out to other European destinations if this isn’t addressed urgently.”

In 2019 when Travel & Tourism was at its peak, international visitor spending in the UK reached a significant £36.4 billion. However last year, as the UK continued to struggle to attract visitors to its shores, the total spend was just £3.9 billion.

Before the pandemic, the UK Travel & Tourism sector’s contribution to GDP was 9.9% (£234.5 billion) in 2019, collapsing back to just 4.3% (£93.8 billion) in 2020, which represented a staggering 60% loss above the global impact of 50%.

The latest EIR report also reveals that 2021 saw the slow beginning of the recovery for the UK’s Travel & Tourism sector.

Last year, its contribution to GDP climbed 40.3% year on year, to reach more than £131 billion, still significantly below 2019 levels.

The sector’s modest recovery was unlined by the creation of less than 16,000 new Travel & Tourism jobs, to reach 4.11 million, which is still some 170,000 jobs fewer than before the pandemic

The sector’s contribution to the economy could have been higher if it weren’t for the impact of the Omicron variant, which led to the recovery faltering around the world, with many countries reinstating travel restrictions.

Download press release

China’s Travel & Tourism Sector Set to Recover by More Than 60% This Year, Reveals WTTC

Portugal’s Travel & Tourism Sector Faces Job Shortfall of 85,000 This Year, Says WTTC Report

UK Travel & Tourism Sector Sees a Massive Job Shortfall of More Than 200,000 This Year, Says WTTC Report

• Information for...

What are you looking for?

Introduction to tourism in britain, how tourism is structured in britain.

Britain’s tourism industry is a dynamic affiliation of public and private sector organisations – such as small to medium-sized enterprises (SMEs), international private businesses (for example airlines and large hotel chains), and destination organisations at local and regional levels.

Domestic tourism is the core of businesses revenue (generally at least 80%, particularly outside London), with demand peaking during the UK school holidays, especially during Easter and summer. Dealing with the demands of international visitors requires specialist knowledge, cultural understanding and investment.

We (VisitBritain/VisitEngland) are a non-departmental public body, funded by the Department for Culture, Media and Sport (DCMS) through a grant-in-aid (GIA). Scroll down to find out more about our role, or visit the Who we are and What we do pages to discover our mission, activities and teams.

VisitBritain is responsible for marketing Britain internationally. Tourism is devolved in Britain, with England , Scotland and Wales each having their own national tourist boards. In addition, London has its own promotional agency. Read on to discover how we work closely with all of these organisations.

Devolved organisations for tourism in the UK

VisitEngland is the national tourism organisation for England, responsible for developing England’s visitor economy. For more details, see the section on How tourism is structured in England, below.  

Visit Wales is the Welsh Assembly Government's tourism team, within the Department for Heritage, having taken over the former Wales Tourist Board (WTB). It is responsible for the promotion and development of tourism in Wales.  

VisitScotland is the national tourism organisation for Scotland; it exists to support the development of the tourism industry, market Scotland as a destination and provide leadership and direction for the sector.  

Northern Ireland

Tourism Northern Ireland is part of the Department of Enterprise, Trade and Investment (DETI). It is responsible for developing tourism, supporting the industry and marketing Northern Ireland as a tourist destination.

Tourism and the UK Government

The UK Government sets the overall strategy, policy and objectives for tourism. The Secretary of State at the Department for Culture, Media and Sport is Rt Hon Lucy Frazer MP , who is responsible to the UK Parliament for our activities. The Minister with responsibility for tourism is Rt Hon Sir John Whittingdale OBE MP , who took over the role from Julia Lopez MP when she commenced maternity leave in May 2023.

VisitBritain is a key partner on the GREAT campaign , the UK Government’s ambitious international promotional campaign to inspire and encourage people to visit, do business, invest and study in the UK.  

Government organisations that impact tourism in Britain

Department for Culture, Media and Sport Our parent department, responsible for tourism policy and the funding of tourism promotion by us, as well as many of the key stimuli for tourism – such as museums, the creative industries and the arts.

HM Treasury Decision-making department on funding for the overseas promotion of Britain, and policies which impact international tourism – for example Air Passenger Duty, VAT and business rates.  

Home Office Impacts ease of travel to Britain through visas and border controls. Parent department for the UK Visas and Immigration agency. Also responsible for other matters affecting tourism, including licensing.

Department for Transport Impacts ease of access to Britain through aviation and shipping policies, and the UK domestic transport system (road and rail).

Foreign, Commonwealth and Development Office Our partner in the GREAT Britain campaign with the majority of our overseas staff located in FCDO offices. Tourism is a component of public diplomacy and soft-power. Parent department of the British Council.

Department for Business, Innovation and Skills Our partner in the GREAT Britain campaign and, with the Department for Communities and Local Government, responsible for Local Enterprise Partnerships and the Regional Growth Fund. Parent department of Department for International Trade.

Department for Levelling Up, Housing and Communities Responsible for housing supply and home ownership, local authorities, local growth and public services. The government will continue to deliver Devolution Deals as proposed in the Levelling Up White Paper, providing greater freedoms and flexibilities at a local level, to enable councils to work effectively to improve the Visitor Economy in their area. In some areas, these are being delivered through Combined Authorities.

Department for Business, Energy and Industrial Strategy Responsible for business, industrial strategy, science, research and innovation, energy, clean growth and climate change.  

How tourism is structured in England

In many areas of England, a single entity coordinates tourism – commonly known as a Destination Management Organisation (DMO). They come in a variety of sizes and forms, and handle everything from management to marketing. They work with a wide range of local stakeholders, including the tourism business community, local authorities, business improvement districts, transport operators, visitor information providers, landowners, cultural bodies, retail associations and community groups.

In a dynamic new initiative, we are also creating a nationwide network of Local Visitor Economy Partnerships (LVEPs) to lead, manage and market their destinations, working at a strategic level. The LVEP programme is the implementation of the de Bois independent review of DMOs, in line with the UK Government’s response. 

Since 2011, in response to government policy on local economic growth, 39 Local Enterprise Partnerships (LEPs) have also been established. These are responsible for driving economic growth in their areas and working in partnership with key sectors and stakeholders.

Destination Management Organisations (DMOs)

England’s destinations are disparate and multifaceted, host to numerous stakeholders with their own specific needs. The DMOs responsible for the local visitor economy can also be varied: they might be public sector bodies such as local authorities with definitive boundaries, private companies or partnerships between the public and private sector.

Well-managed destinations are more likely to sustain investment, business growth and employment without a detrimental effect on the environment or local population. The best-managed destinations are also likely to attract inward investment across a broader range of sectors, as well as value-added jobs and new talent. This makes them great places to live, work and visit. 

From promotional activity to research and insights, we help destinations grow their economies through tourism. Of the various tools, the most effective are Destination Management Plans and Tourism Growth Plans , which create an integrated and long-term approach to destination management.  

Local Visitor Economy Partnerships (LVEPs)

Following the de Bois review of the structure, funding and function of DMOs, we are creating an additional portfolio of nationally supported, strategic and high-performing Local Visitor Economy Partnerships (LVEPs), which represent their destination at local and national level. 

These LVEPs lead, market and manage tourism within their area, working in partnership with other destination organisations, local government and businesses. They provide strong local leadership and governance, and deliver robust destination management and planning – ensuring all key public and private sector partners are integrated into the development of the plan and its implementation. 

At VisitEngland, we provide targeted support, advice and guidance; we expect there will eventually be around 40 LVEPs across England. 

Learn more about Local Visitor Economy Partnerships .   

Local Enterprise Partnerships (LEPs)

Local Enterprise Partnerships (LEPs) are voluntary collaborations between local authorities and businesses. 

They were first formed in 2011, and there are currently 39 LEPs in operation. Their primary function is to determine economic priorities and lead economic growth and job creation within local areas. Where tourism is a recognised tool for driving growth, they work on specific projects and initiatives in partnership with DMOs.

All LEPs have developed a Strategic Economic Plan and European Investment Strategy, which sets out priorities for how their government funding will be targeted to deliver growth and jobs. This funding is used to leverage further public and private sector investment into their areas.

LEPs play an important role in the growth of the local visitor economy by encouraging and reducing barriers to inward investment, developing infrastructure projects, supporting businesses and up-skilling the local population.

Learn more about Local Enterprise Partnerships .   

Government plans and initiatives to support the tourism sector

Alamy Stock Photo

Tourism Recovery Plan: rebuilding post COVID-19

The COVID-19 pandemic had an unprecedented impact on Britain’s tourism industry: explore how we are working to rebuild the sector , recover trip volume and spend, and establish a clear policy direction for the future.  

Shutterstock / Richie Chan

Tourism Action Plan: boosting travel and leisure in Britain

Learn how we have contributed to the UK Government’s Tourism Action Plan – which focuses on the sector landscape, industry skills, common-sense regulations, public transport and visitor experience.  

Tourism Sector Deal: a “game changer for the economy”

Praised by leading industry figures, the Tourism Sector Deal aims to reinvigorate the industry by creating 10,000 more apprenticeship starts per year, investing £1 million in recruitment and increasing global market share.  

Resources for students

VisitBritain/Nemorin

Calling all students. You can access a wealth of information about tourism in Britain, and learn more about our mission to market Britain overseas in the Student resources section.  

Tourism industry groups and bodies

VisitBritain chairs a number of industry-leading groups and bodies, including:

British Tourism Industry Group (BTIG)

BTIG is our (VisitBritain’s) main stakeholder group, bringing together senior government representatives, industry and tourism bodies to discuss issues relevant to the industry. By facilitating a dialogue between us at VisitBritain and the wider tourism industry, BTIG allows us to fulfil our statutory role as a trusted advisor to the Government on tourism matters. The group is chaired by our CEO, Patricia Yates.  

Tourism Industry Emergency Response Group (TIER)

TIER is a small group of key tourism industry organisations and government representatives, and is facilitated by us. It develops plans for crisis scenarios, as well as managing the industry’s response to specific crises. Group members include the Association of British Travel Agents, UKinbound, UK Hospitality, Britain’s national tourist boards, British Airways and the Association of Leading Visitor Attractions.  

Trip-planning resources

Visitbritain.

Discover where to go in Britain with our guide to the best places to visit, things to do and getting around.  

VisitEngland

Explore different regions through our destination guides, or plan weekend breaks and longer holidays.  

Useful associations, clubs and groups

Association of British Travel Agents (ABTA) Trade association for UK travel agents and tour operators in Britain.  

Association of Independent Museums (AIM) Represents the UK’s independent museums, galleries and heritage organisations.  

Association of Leading Visitor Attractions (ALVA) Represents the UK’s most popular, iconic and important tourism attractions.  

The British Beer and Pub Association (BBPA) The voice of brewers and pubs – of all sizes – across Britain.  

BALPPA (British Association of Leisure Parks, Piers and Attractions) Represents the UK’s leisure parks, piers, zoos and static attractions sector.  

British Destinations Trade association for major UK destination-based tourism interests.

British Educational Travel Association (BETA) Represents youth, student and educational travel-related producers and suppliers.  

British Guild of Tourist Guides The national membership organisation for Blue Badge guides across Britain.  

British Institute of Innkeeping (BII) Professional nationwide body for Britain’s licensed retail trade.  

The Camping and Caravanning Club (CCC) The world’s oldest and largest club for all forms of leisure camping.  

The Caravan and Motorhome Club Provides services and activities for caravan, motor caravan and trailer tent owners.  

Heritage Railway Association (HRA) Represents heritage railways and preservation groups in the UK and Ireland.  

Historic Houses Association Represents privately owned historic houses, castles and gardens.  

HOSPA (Hospitality Professionals Association) Supports hospitality specialist leaders in networking, learning and development.  

Institute of Hospitality (IoH) Supports managers working in the hospitality, leisure and tourism industries.

CIMSPA (Chartered Institute for the Management of Sport and Physical Activity) Professional development body for the UK’s sport and physical activity sector.  

Institute of Tourist Guiding The standard-setting body for Blue Badge tourist guides and the guiding sector.

Institute of Travel and Tourism (ITT) Represents individuals employed in the travel and tourism industry.

Local Government Association The voice of local government within the national arena.  

National Parks UK Representing national parks throughout the UK.

Tourism Alliance Lobbying body for all businesses involved in the delivery of tourism.

Tourism Management Institute (TMI) Professional institute for people working within destinations.  

Tourism Society Forum for professionals working in all sectors of the tourism industry.

UKHospitality Represents the hospitality industry, identifying key issues and lobbying.

UKinbound The trade association that represents the UK’s export tourism businesses.

Explore our curated information for...

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

Reach new customers and increase your profitability. Drive sales with our tools, events and training, find out about quality assessment and get expert guidance from the England Business Advice Hub.

Build sustainable and valuable growth. Learn about England’s new destination management structure, find expert advice, and boost your proposition with our training and toolkits.

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.

Discover our media centres, image and video library and latest press releases, plus contacts for our corporate and consumer press teams.

Studying tourism at school, college or university? We’ve gathered essential resources and data for students of tourism, plus information about our internships.

The UK’s top travel brands—and Brits’ favourite destinations in 2022

It was a challenging year, filled with restrictions being lifted and reimplemented, but this is a cause to celebrate the travel brands that managed to shine amid this period. 

Top destinations for british travellers in 2022 .

Discover more travel and tourism content here 

Want to run your own research? Start building a survey now  

Related Content

US: Did Delta Air Lines’ pledge to go carbon neutral find favor among eco-conscious consumers?

US: Pfizer hires new agencies - What has consumers’ Impression of the brand been in recent years?

Appetite for Domestic Travel in Australia, Thailand and Indonesia Part 1

Beyond the booked: Discovering new potential customers for Airbnb through strategic research

Accelerating Tesla’s advertising: How the company can connect with potential EV customers

UK: Ryanair reports profitable quarter - Has the carrier’s brand health improved in recent years?

US: AriZona Iced Tea, Pinterest, Cinnamon Toast Crunch feature in Biggest Brand Movers (May 2023)

Bud Light and Budweiser’s reputation under fire—are other AB-InBev brands weathering the storm?

GB: Jet2.com takes flight in May’s Biggest Brand Movers

KSA's Biggest Brand Movers: April 2023

UAE's Biggest Brand Movers: April 2023

India's Biggest Brand Movers: April 2023

US Dog Ownership Report 2023

Is duty-free travel shopping set to recover in APAC?

APAC Biggest Brand Movers – April 2023

Canada Advertisers of the Month for April: KFC, Voltaren and Burger King

US Advertisers of the Month for April: Bud Light, Colgate and Ace Hardware

UK Advertisers of the Month for April: Heinz Beanz, Super Mario Bros. and Pepsi Max

The state of tourism and hospitality 2024

Tourism and hospitality are on a journey of disruption. Shifting source markets and destinations, growing demand for experiential and luxury travel, and innovative business strategies are all combining to dramatically alter the industry landscape. Given this momentous change, it’s important for stakeholders to consider and strategize on four major themes:

• The bulk of travel is close to home. Although international travel might draw headlines, stakeholders shouldn’t neglect the big opportunities in their backyards. Domestic travel still represents the bulk of travel spending, and intraregional tourism is on the rise.
• Consumers increasingly prioritize travel—when it’s on their own terms. Interest in travel is booming, but travelers are no longer content with a one-size-fits-all experience. Individual personalization might not always be practical, but savvy industry players can use segmentation and hypothesis-driven testing to improve their value propositions. Those that fail to articulate target customer segments and adapt their offerings accordingly risk getting left behind.
• The face of luxury travel is changing. Demand for luxury tourism and hospitality is expected to grow faster than any other travel segment today—particularly in Asia. It’s crucial to understand that luxury travelers don’t make up a monolith. Segmenting by age, nationality, and net worth can reveal varied and evolving preferences and behaviors.
• As tourism grows, destinations will need to prepare to mitigate overcrowding. Destinations need to be ready to handle the large tourist flows of tomorrow. Now is the time for stakeholders to plan, develop, and invest in mitigation strategies. Equipped with accurate assessments of carrying capacities and enhanced abilities to gather and analyze data, destinations can improve their transportation and infrastructure, build tourism-ready workforces, and preserve their natural and cultural heritages.

McKinsey Live event: Faces, places, and trends: The state of tourism & hospitality

Thursday, June 13 at 10:30 a.m EDT / 4:30 p.m CET

Now boarding: Faces, places, and trends shaping tourism in 2024

Global travel is back and buzzing. The amount of travel fell by 75 percent in 2020; however, travel is on its way to a full recovery by the end of 2024. More regional trips, an emerging population of new travelers, and a fresh set of destinations are powering steady spending in tourism.

There’s no doubt that people still love to travel and will continue to seek new experiences in new places. But where will travelers come from, and where will they go?

We share a snapshot of current traveler flows, along with estimates for growth through 2030.

The way we travel now

Which trends are shaping traveler sentiment now? What sorts of journeys do today’s travelers dream about? How much are they willing to spend on their trips? And what should industry stakeholders do to adapt to the traveler psychology of the moment?

To gauge what’s on the minds of present-day travelers, we surveyed more than 5,000 of them. The findings reveal disparate desires, generational divides, and a newly emerging set of traveler archetypes.

Updating perceptions about today’s luxury traveler

Demand for luxury tourism and hospitality is expected to grow faster than for any other segment. This growth is being powered in part by a large and expanding base of aspiring luxury travelers with net worths between $100,000 and $1 million, many of whom are younger and increasingly willing to spend larger shares of their wealth on upscale travel options. The increase is also a result of rising wealth levels in Asia.

We dug deeper into this ongoing evolution by surveying luxury travelers around the globe about their preferences, plans, and expectations. Some widely held notions about luxury travelers—such as how much money they have, how old they are, and where they come from—could be due for reexamination.

Destination readiness: Preparing for the tourist flows of tomorrow

As global tourism grows, it will be crucial for destinations to be ready. How can the tourism ecosystem prepare to host unprecedented volumes of visitors while managing the challenges that can accompany this success? A large flow of tourists, if not carefully channeled, can encumber infrastructure, harm natural and cultural attractions, and frustrate locals and visitors alike.

Now is the time for tourism stakeholders to combine their thinking and resources to look for better ways to handle the visitor flows of today while properly preparing themselves for the visitor flows of tomorrow. We offer a diagnostic that destinations can use to spot early-warning signs about tourism concentration, along with suggestions for funding mechanisms and strategies to help maximize the benefits of tourism while minimizing its negative impacts.

Six trends shaping new business models in tourism and hospitality

As destinations and source markets have transformed over the past decade, tourism and hospitality companies have evolved, too. Accommodation, home sharing, cruises, and theme parks are among the sectors in which new approaches could present new opportunities. Stakeholders gearing up for new challenges should look for business model innovations that will help sustain their hard-won growth—and profits.

Unbundling offerings, cross-selling distinctive experiences, and embracing data-powered strategies can all be winning moves. A series of insight-driven charts reveal significant trends and an outlook on the future.

RELATED ARTICLES

The future of tourism: Bridging the labor gap, enhancing customer experience

The promise of travel in the age of AI

From India to the world: Unleashing the potential of India’s tourists

• My View My View
• Following Following
• Saved Saved

Europe's third-largest tour operator FTI files for insolvency

• Medium Text

Sign up here.

Reporting by Andrey Sychev and Miranda Murray, additional reporting by Andreas Rinke; editing by Matthias Williams Editing by Louise Heavens and Louise Heavens

Our Standards: The Thomson Reuters Trust Principles. New Tab , opens new tab

Markets Chevron

TSX slides as US rate-cut bets recede after strong jobs data

Canada's main stock index fell on Friday, with materials shares leading the sectoral losses, after stronger-than-expected jobs data in the United States pushed investors to slash bets on a September rate cut by the U.S. Federal Reserve.

New to TTG?

Balearic islands local food industry and tourism success.

The Balearic Islands hosted their first UK showcase with producers to strengthen trade ties and highlight agriculture’s role in tourism.

In a collaborative effort by the Balearic Islands’ tourism and agricultural departments, a recent event in London welcomed UK travel and food industries to explore the diverse offerings of Mallorca, Menorca, Ibiza, and Formentera. Attendees experienced the unique flavours, textures, and aromas of local wines and produce, showcasing the rich agricultural traditions of the archipelago. The event aimed to celebrate local producers and cooperatives while demonstrating the vitality of the Balearic food industry, which helps preserve many local customs and traditions.

The event was inaugurated with welcomes from Jaume Bauzà, Councillor of Tourism, Culture & Sport, and Joan Simonet, Councillor of Agriculture, Fishing and the Natural Environment. They emphasised the importance of promoting the region’s gastronomy and culture as key elements of tourism. Jaume Bauzà highlighted the numerous opportunities for gastronomic and cultural experiences in the Balearic Islands, emphasising the region’s commitment to year-round tourism that extends beyond the summer season.

The event underscored the Balearic government’s policy to integrate gastronomy and culture with tourism as a cornerstone of their new administration. Through initiatives like the REVIVE Project, Next Generation EU Funds, and the Sustainable Tourism Tax, the government is investing in research, innovation, sustainable development, and the circular economy. These efforts aim to promote cultural heritage, improve local infrastructure, and create new cultural spaces, benefiting local communities and industries.

This year, the Balearic government has subsidised 85 projects across the islands with an investment exceeding €54 million. These projects include the development of high-heritage-value properties and new cultural spaces, such as the Can Biscaí ethnological museum in Binissalem and the visitors’ centre in Esporles. The Sustainable Tourism Tax also plays a crucial role in managing the impact of tourism on natural resources and promoting sustainable tourism.

Bauzà emphasised that the Balearic Islands’ success in tourism is bolstered by their excellent infrastructure, first-class agri-food industry, and high-quality service sector. Strengthening trade connections with UK travel and food partners highlights the deep connection between local culture, traditions, and the agricultural sector, fostering mutual growth and appreciation.

What is this?

This content is not produced by TTG Media. It is uploaded directly by travel industry suppliers. Are you a travel PR?

Apply to post to Noticeboard

Travel Counsellors debuts dedicated cruise partner day

Ae expeditions invites agents to clean-up for sarah, exodus adventure travels unveils debut sounds of adventure garden, superescapes.co.uk reports strong lates market for 2024, queensland invites brits to discover bluey's world 'for real life'.

Read TTG June 2024

Editor's pick.

The 7 steps to creating a seamless online booking journey

Sign up for weekday travel news and analysis straight to your inbox, recommended for you.

Not Just Travel names Darren Thompson as non-executive director

If travel is to be a go-to growth sector for the next government, it must learn to tell its story better

Audley Travel launches responsible packing guide to the trade

Why Canada is taking inspiration from Finland, Sweden, Tuscany – and Ireland

Latest travel jobs.

Travel sales consultant

Assistant Manager - Belfast

Assistant Manager - Birkenhead & Liverpool

Competitions.

Win a spot on a fantastic fam trip to Quebec City

Win a place on the Brand USA MegaFam 2024

Win one of three spa vouchers or a goody bag with Visit Greater Palm Springs

Win a four-night stay for two in Turkey with Barut Hotels

Ttg luxury journey.

TTG Agenda 2024

TTG VV Fest 2024

Fairer Travel Month 2024 by TTG

TTG Fairer Travel Festival 2024

We've detected unusual activity from your computer network

To continue, please click the box below to let us know you're not a robot.

Why did this happen?

Please make sure your browser supports JavaScript and cookies and that you are not blocking them from loading. For more information you can review our Terms of Service and Cookie Policy .

For inquiries related to this message please contact our support team and provide the reference ID below.

• Buy Lexington Monopoly
• Current Issue
• Health Kentucky
• Advertise in The Lane Report
• Ad Dimensions
• Construction
• Economic Development
• Hospitality
• State Government
• National Government
• Manufacturing
• Real Estate
• Transportation
• Philanthropy
• Wealth Management
• Workforce Development
• Big Moves Submissions
• Executive Profile Submission
• Sponsored E Blast Submission
• Seeking Employment
• Submit Your Upcoming Event
• Lane Report
• General Questions
• Writer’s Guidelines
• Privacy Policy

• Google Plus

Kentucky Tourism Industry Achieves Historic Success With Record Year for 2023 in Economic Impact

FRANKFORT, Ky. (May 30, 2024) – Today, Gov. Andy Beshear announced that 2023 marked a new record year for Kentucky tourism, with $13.8 billion generated in economic impact and 95,222 jobs, as tourism remains a key piece of the commonwealth’s booming economy. The Governor joined state tourism leaders at Castle & Key Distillery to celebrate the second straight record-breaking year for tourism in Kentucky.

“Our economy and our tourism industry are booming. More and more people want to visit Kentucky for our world-class destinations and events – creating more experiences for their families while generating jobs for Kentuckians,” said Gov. Beshear. “Kentucky is on the biggest tourism and economic roll of our lifetime, and this is a direct result of Team Kentucky’s hard work and investments in building a thriving, welcoming tourism industry. Together, we will continue to expand this success and welcome visitors to experience the natural beauty and warm hospitality of our new Kentucky home.”

According to a study by Tourism Economics, 79.3 million travelers visited Kentucky in 2023, a 4.5% increase from 2022. Those travelers spent a total of $9.7 billion across the state. The breakdown of spending is as follows:

• $2.54 billion on food and beverage,
• $2.28 billion on lodging,
• $1.86 billion on transportation,
• $1.82 billion on retail, and
• $1.26 billion on recreation and entertainment.

“Tourism in Kentucky is thriving thanks to the leadership of Gov. Beshear, the hard work of our communities, large and small, and the world-class destinations that welcome visitors to the commonwealth,” said Tourism, Arts & Heritage Cabinet Secretary Lindy Casebier. “Today’s numbers emphasize the importance of tourism to Kentucky’s economy and the impact created by all of our local partners. Tourism is economic development that creates jobs, investment and transformative experiences while improving quality of life for all Kentuckians.”

“We are thrilled to break another economic impact record, thanks to this administration’s investments and the hard work of our staff and tourism partners,” said Tourism Commissioner Mike Mangeot. “The effect tourism has on our communities across the state is significant and essential. With no plans to slow down, we look forward to building on this success and are excited to support the tourism initiatives launching this year.”

President and CEO of the Kentucky Travel Industry Association (KTIA) Hank Phillips commends Team Kentucky and tourism partners for continuing to invest in Kentucky’s tourism industry: “From Gov. Beshear’s leadership to support from the General Assembly and the great work of the Tourism, Arts & Heritage Cabinet and Department of Tourism, everyone deserves enormous credit for Team Kentucky’s tourism success. At the core of this success are the multitude of tourism businesses and organizations that do the heavy lifting that has elevated the commonwealth to premier status as a travel destination and tourism to being a driver of Kentucky’s economy.”

Castle & Key Distillery, a revitalized, historic destination in Frankfort, has experienced a steady increase in visitors over the years. In 2015, following the recommendation of the Tourism, Arts and Heritage Cabinet, Castle & Key Distillery received final approval from the Kentucky Tourism Development Finance Authority for incentives totaling nearly $1.7 million for its tourism development project. The distillery offers a range of tourist experiences, including tours, tastings, shopping and special events. Head Blender Brett Connors attributes Kentucky’s strong tourism industry to the growing number of visitors, a testament to the positive impact of tourism on local businesses.

“The unprecedented growth we have witnessed in Kentucky tourism has resonated throughout the Bourbon trail. This has enlivened distillers to offer more unique experiences than ever before while expanding our hiring across all departments,” said Connors. “Tourism is truly the best marketing opportunity for a brand to build impactful consumer relationships.”

The Governor’s announcement of 2023 being the best year on record for tourism follows a record-breaking 2022, when he announced that tourism had generated more than $12.9 billion in economic impact and created 91,668 jobs in Kentucky that year.

For more information and to view the full economic impact report, please visit: kentuckytourism.com/industry .

You may also like

Entrepreneurship ignited at EKU’s Scholars Tank pitch event

NKU pioneering artificial intelligence integration into higher ed

• Mark Pope, Pat Kelsey to serve as keynote speakers for upcoming leadership luncheon

Popular Stories

Hotel lex boutique hotel and conference center announces grand opening, kentucky department of insurance issues warning regarding storm-related scams, here’s where chicken salad chick is expanding in kentucky.

• Richmond surgeon Kent Kessler completes 150th da Vinci Xi robotic procedure
• Officials break ground on Wawa store

The Lane Report

• Can Alzheimer’s be detected before symptoms emerge? UK researchers are working to make that happen
• Terri Bradshaw is new Kentucky Association for Economic Development president
• 170 from Greater Lexington now on leadership visit to Salt Lake City
• Commerce Lexington’s regional plan recognized for its public-private collaboration
• Introducing The Bourbon Journey by Mark E. Meade
• Buc-ee’s to debut Smith’s Grove Travel Center on June 24
• M’Power Rhythm summer youth drumming workshops bringing performances