United Kingdom (UK) Source Tourism Market Report Overview
The United Kingdom source tourism market witnessed 68.07 million outbound trips and 129.08 million domestic trips in 2022. Domestic travel saw a YoY increase in 2022 due to the easing of pandemic restrictions and greater confidence in relation to the pandemic. This confidence caused an uptick in predominantly international travel as well as domestic travel. The total number of domestic return trips is expected to rebound to well above pre-pandemic levels by 2023.
The United Kingdom (UK) source tourism market research report provides a thorough insight into the UK’s domestic and outbound tourism market. The report looks at the profiles of British tourists and summarizes the key reasons that they travel. The report offers an in-depth analysis of traveler flows, spending patterns, main destination markets, and current and future opportunities for tourism businesses seeking to tap into the British outbound travel market.
|Key Segments||· Domestic Tourism
· Outbound Tourism
|Key Holiday Types||· Sun and Beach Holidays
· City Break
· Visiting Friends or Family
· Cultural Holidays
· Adventure/Sport Holidays
· Wellness/Medical Holidays
· Multi-Stop Gastronomical Holidays
· Eco Holidays
· Religious Holidays
· Wedding Related Holidays
· LGBTQIA+ Holidays
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UK Source Tourism Market Dynamics
Affordability and accessibility are two of the most significant factors that influence British holidaymakers when deciding on a destination. As such, accessibility factors such as short, direct flights, well-developed transport infrastructure, and ease of multi-country travel are key to attracting this source market. Moreover, recommendations from friends and family are a key factor driving where British tourists go on holiday. Travel companies and DMOs should strive to harness the power of personal recommendations to help build a repeat customer base and create a community of powerful advocates around their product, service, or destination.
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UK Source Tourism Market Segments
The key segments in the UK source tourism market are domestic tourism and outbound tourism. Domestic tourism was the leading segment in the UK source tourism market in 2022.
Domestic Tourism: The desire to see friends and family after the lifting of the COVID-19 pandemic restrictions resulted in VFR travel in 2022 overtaking 2020 levels. The UK has a comprehensive network of train stations, with routes that connect major and minor cities allowing for easy travel and easy connections. Whilst traveling via land is the most popular mode of domestic travel, this extensive rail network makes it easy for travelers to travel cross-country in a short amount of time.
Outbound Tourism: The UK is a popular holiday destination itself, and many Britons stay local for their year-round trips. But, traveling abroad is still popular for many reasons including leisure, followed by VFR and business travel. Leisure travelers have the ability and willingness to spend more money per trip than those traveling for the purpose of VFR. Additionally, the travel industry is at the forefront of digital innovation and continues to be transformed by new technologies. The greatest growth potential in the British online travel market lies in the search, information, and booking of travel and leisure services using smartphones and other connected devices.
UK Source Tourism Market Analysis by Segments, 2022 (%)
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UK Source Tourism Market Segmentation by Holiday Types
The types of holidays preferred by tourists from Britain are sun and beach holidays, city breaks, visiting friends or family, cultural holidays, cruise, adventure/sports holidays, wellness/medical holidays, multi-stop gastronomical holidays, eco holidays, religious holidays, wedding related holidays, and LGBTQIA+ holidays, among others. The most popular holiday choice for UK travelers is the sun and beach. France, Spain, and Italy were three of the top destinations for Britons in 2022, mainly driven by their strong sun and beach offerings. During the summer months, domestic sun and beach holidays are also possible.
UK Source Tourism Market Analysis by Holiday Types, 2021 (%)
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Segments Covered in the Report
UK Source Tourism Market Segments Outlook
- Domestic Tourism
- Outbound Tourism
UK Source Tourism Market Holiday Types
- Sun and Beach Holidays
- City Break
- Visiting Friends or Family
- Cultural Holidays
- Adventure/Sport Holidays
- Wellness/Medical Holidays
- Multi-Stop Gastronomical Holidays
- Eco Holidays
- Religious Holidays
- Wedding Related Holidays
- LGBTQIA+ Holidays
This report provides an in-depth analysis of traveler flows, spending patterns, main destination markets, as well as current and future opportunities for tourism businesses seeking to tap into the British outbound travel market.
Reasons to Buy
This report provides a clear insight into developments in the United Kingdom’s domestic and outbound tourism markets. The report uses data and analysis to discuss future trends related to domestic trips, international departures, traveler spending, and main destination markets. The report explores the different profiles of British tourists and the reasons that they travel, hence providing insight into the trends in different segments of the market. The reader gains a strong understanding of the opportunities in the country, as well as the risks, to support better business decisions. This report examines the impact of COVID-19 on British outbound and domestic tourism.
Table of Contents
- 1. Overview
- 1.1. Country Snapshot 2022
- 1.2. At a glance: British tourism market in 2022
- 1.3. Risk
- 1.4. Main Findings
- 2. British Tourist Profile
- 2.1. What types of holidays do British travelers take?
- 2.2. Insight into the British traveler
- 2.3. How has COVID-19 affected British travelers’ appetite for travel?
- 3. Domestic Tourism
- 3.1. Domestic Flows
- 3.2. Domestic Spending
- 3.3. Domestic Destinations
- 4. Outbound Tourism
- 4.1. Outbound Flows
- 4.2. Outbound Spending
- 5. Main and Developing Destination Markets
- 5.1. Where did British tourists travel to in 2022?
- 5.2. Main Destination Markets
- 5.3. Developing Destination Markets
- 6. Outlook
- 6.1. Opportunities
- 6.2. Challenges
- 7. Appendix
Frequently Asked Questions
Domestic tourism was the leading segment in the UK source tourism market in 2022.
Sun and beach holiday was the leading type of holiday in the UK source tourism market in 2022.
Affordability and accessibility are two of the most significant factors that influence British holidaymakers when deciding on a destination.
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