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Inbound Tourism - UK - November 2014

“London’s success is a double-edged sword for UK inbound tourism, with little evidence that the rest of the UK is benefiting – yet one more contributor to the UK’s growing economic divide. Long-haul visitors who typically stay longer offer the best opportunities for tourism beyond London. A more joined up approach is needed to ‘package’ the UK’s constituent parts more seamlessly.”
– John Worthington, Senior Analyst

Some questions answered in this report include:

  • Is the UK an expensive destination and what are the implications?
  • How significant are Chinese and other emerging market visitors for UK tourism?
  • How can the UK attract more visitors outside of London?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Record visitor numbers expected for 2014
                • Figure 1: Inbound leisure tourism volume forecast 2014-19
                • Figure 2: Inbound leisure tourism value* forecast 2014-19
              • London dominance continues
                • Figure 3: UK inbound leisure tourism market volume, percentage growth by region, 2009-13
              • France and Germany account for a quarter of holidaymakers
                • Figure 4: Top 10 UK inbound leisure tourism source markets, by volume, 2014 (July-June)
              • Market factors
                • Eurozone economy slows
                  • Figure 5: GDP (actual and forecast) at constant prices for selected inbound tourism markets, 2009-19, October 2014
                • Government reforms likely to boost long-haul visitors
                  • Companies, brands and innovation
                    • Getting ready for China
                      • Set-jetting trend
                        • Foodie Scotland
                          • Adventure Wales
                            • Northern Ireland targets short breakers across the border
                              • Quirky London
                                • The European and US consumer
                                  • History is the leading attraction
                                    • Figure 6: Previous experience of holidays in the UK and future intentions, August 2014
                                    • Figure 7: How UK Is rated compared to other European holiday destinations, overall average responses for ‘good’ or ’very good’, across France, Germany, Italy, Spain, Ireland & US, August 2014
                                  • Coast/countryside losing out to city tourism
                                    • Figure 8: Intentions to visit the UK on holiday in the next 12 months, August 2014
                                  • The Chinese consumer
                                    • The UK’s best brand ambassadors
                                      • Figure 9: Previous experience of holidays in the UK and future intentions, August 2014
                                    • What we think
                                    • Issues and Insights

                                        • Is the UK an expensive destination and what are the implications?
                                          • The facts
                                            • The implications
                                              • How significant are Chinese and other emerging market visitors for UK tourism?
                                                • The facts
                                                  • The implications
                                                    • How can the UK attract more visitors outside of London?
                                                      • The facts
                                                        • The implications
                                                        • Trend Application

                                                            • Influentials
                                                              • Extend My Brand
                                                                • Accentuate the Negative
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Sterling rise may curb visitor spending
                                                                      • Figure 10: Sterling exchange rate, annual average, 2009-14
                                                                    • Eurozone jitters spark fear of another global slowdown
                                                                      • Figure 11: GDP (actual and forecast) at constant prices for selected inbound tourism markets, 2009-19, October 2014
                                                                      • Figure 12: GDP growth (actual and forecast) at constant prices for selected inbound tourism markets, 2009-19, October 2014
                                                                    • Not cheap, but cheaper than some
                                                                      • Figure 13: Comparison of international city break costs, 2014
                                                                    • UK VAT disadvantage
                                                                      • Figure 14: UK consumer price index, retail price index and VAT rate, 2009-14
                                                                    • APD in state of flux
                                                                      • Figure 15: Air Passenger Duty (APD) rates April 2012-April 2015
                                                                    • Visa reforms gather pace
                                                                      • Transport infrastructure developments
                                                                        • Eurostar gears up for new route launches
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • China-ready businesses
                                                                              • China-ready shopping destinations
                                                                                • Beijing to Brum
                                                                                  • Film & TV proving huge draw
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • Record year in prospect
                                                                                        • Figure 16: Estimated UK inbound leisure tourism market volume and value, 2009-19
                                                                                      • Forecast
                                                                                        • Figure 17: Inbound leisure tourism volume forecast 2014-19
                                                                                        • Figure 18: Inbound leisure tourism value* forecast 2014-19
                                                                                      • Forecast methodology
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Regional imbalance growing
                                                                                            • Figure 19: UK inbound leisure tourism market volume by region*, 2009-13
                                                                                            • Figure 20: UK leisure inbound tourism market volume by county, 2009-13
                                                                                          • Inbound holiday flights grow 12%
                                                                                            • Figure 21: UK leisure inbound tourism market volume by transport mode, 2013-14 (12 months ending 30 June)
                                                                                          • 4-13 night holidays growing the fastest
                                                                                            • Figure 22: UK leisure inbound tourism market volume by duration, 2013-14 (12 months ending 30 June)
                                                                                          • France is still leading in volume terms…
                                                                                            • Figure 23: Top 10 UK inbound leisure tourism source markets, by volume, 2014 (July-June)
                                                                                          • …but US is the most valuable
                                                                                            • Figure 24: Top 10 UK inbound leisure tourism source markets, by value***, 2014 (July-June)
                                                                                            • Figure 25: Top 10 UK inbound leisure tourism source markets, by volume, 2013 and 2014 (July-June)
                                                                                            • Figure 26: Top 10 UK inbound leisure tourism source markets, by expenditure*** in the UK, 2013 and 2014 (July-June)
                                                                                          • China has highest emerging market growth rate
                                                                                            • Figure 27: inbound leisure tourism volume from selected emerging markets, 2009-13
                                                                                            • Figure 28: inbound leisure tourism value* from selected emerging markets, 2009-13
                                                                                          • Airbnb provides new hotel alternatives for visitors
                                                                                            • Figure 29: inbound leisure tourism volume by accommodation type, 2013 (Jan-dec)
                                                                                        • Companies and Products

                                                                                            • VisitBritain
                                                                                                • Figure 30: Grant-in-aid allocation to British Tourist Authority, 2011-15
                                                                                                • Figure 31: Key financials for British Tourist Authority, 2013 and 2014
                                                                                              • Strategy
                                                                                                • Recent activity
                                                                                                  • VisitEngland
                                                                                                      • Figure 32: Top 10 origins of international holiday visitors to England, by number of trips, 2012 and 2013
                                                                                                      • Figure 33: Top 10 origins of international holiday visitors to England, by total spend, 2012 and 2013
                                                                                                    • Recent activity
                                                                                                      • VisitScotland
                                                                                                          • Figure 34: Key financials for VisitScotland, 2012 and 2013
                                                                                                          • Figure 35: Leading origins of international holiday visitors to Scotland, by number of trips, 2012 and 2013
                                                                                                          • Figure 36: Leading origins of international holiday visitors to Scotland, by total spend, 2012 and 2013
                                                                                                        • Recent activity
                                                                                                          • Visit Wales
                                                                                                              • Figure 37: Leading origins of international holiday visitors to Wales, by number of trips, 2012 and 2013
                                                                                                              • Figure 38: Leading origins of international holiday visitors to Wales, by total spend, 2012 and 2013
                                                                                                            • Recent activity
                                                                                                              • Northern Ireland Tourist Board
                                                                                                                • Figure 39: Key financials for Northern Ireland Tourist Board, 2012 and 2013
                                                                                                              • Recent activity
                                                                                                                • London & Partners
                                                                                                                  • Figure 40: Key financials for London & Partners, 2013-14
                                                                                                                  • Figure 41: Top 10 origins of international holiday visitors to London, by number of trips, 2012 and 2013
                                                                                                                  • Figure 42: Top 10 origins of international holiday visitors to London, by total spend, 2012 and 2013
                                                                                                                • Recent activity
                                                                                                                  • UKinbound
                                                                                                                    • Figure 43: Key financials for UKinbound Ltd, 2012 and 2013
                                                                                                                  • Recent activity
                                                                                                                  • The European/US Consumer – Holidaying in the UK

                                                                                                                    • Key points
                                                                                                                      • High interest & visitor satisfaction
                                                                                                                        • Figure 44: Previous experience of holidays in the UK and future intentions, August 2014
                                                                                                                      • Household income is main determinant
                                                                                                                        • Figure 45: Percentage of those who have visited the UK and would visit again, by annual gross household income, France, Germany, Italy & Spain, August 2014
                                                                                                                        • Figure 46: Percentage of those who have visited the UK and would visit again, by household income, US, August 2014
                                                                                                                      • Other demographic factors
                                                                                                                        • London versus the regions
                                                                                                                          • Figure 47: Previous experience of holidays in the UK and future intentions, by region visited, August 2014
                                                                                                                        • US is less London-centric
                                                                                                                        • The European/US Consumer – UK Holiday Activities

                                                                                                                          • Key points
                                                                                                                            • History is UK’s biggest draw
                                                                                                                              • Figure 48: Activities done on holidays in the UK, by country, August 2014
                                                                                                                            • Culture vultures and set-jetters
                                                                                                                              • DIY versus group tours
                                                                                                                              • The European/US Consumer – UK Strengths and Weaknesses as a Holiday Destination

                                                                                                                                • Key points
                                                                                                                                  • UK visitors well placed to make comparisons
                                                                                                                                    • Figure 49: Experience of holidaying elsewhere in Europe in last five years, August 2014
                                                                                                                                  • Signature strengths
                                                                                                                                    • Figure 50: How UK Is rated compared to other European holiday destinations, overall average responses for ‘good’ or ’very good’, across France, Germany, Italy, Spain, Ireland & US, August 2014
                                                                                                                                    • Figure 51: How UK Is rated compared to other European holiday destinations, responses for ‘good’ or ’very good’, France, Germany, Italy, Spain, Ireland & US, August 2014
                                                                                                                                  • Some reservations over friendliness and accommodation
                                                                                                                                    • Three core weaknesses
                                                                                                                                    • The European/US Consumer – Future Interest In Visiting The UK On Holiday

                                                                                                                                      • Key points
                                                                                                                                        • London-plus consumers
                                                                                                                                          • Figure 52: Interest in visiting the UK for future holidays, August 2014
                                                                                                                                        • Rural/coastal interest is low
                                                                                                                                          • Americans most enthusiastic - French least enthusiastic
                                                                                                                                            • Package UK
                                                                                                                                              • Firm intentions
                                                                                                                                                • Figure 53: Intentions to visit the UK on holiday in the next 12 months, August 2014
                                                                                                                                            • The Chinese Consumer

                                                                                                                                              • Key points
                                                                                                                                                • Huge opportunity ahead
                                                                                                                                                  • Figure 54: Previous experience of holidays in the UK and future intentions, August 2014
                                                                                                                                                • Visitor attractions & shopping are key
                                                                                                                                                  • Figure 55: Activities done during last visit to the UK on holiday, July 2014
                                                                                                                                                • Half of Chinese visitors go to literary/musical/film locations
                                                                                                                                                  • Sporting chance
                                                                                                                                                    • Chinese are among most enthusiastic UK fans
                                                                                                                                                      • Figure 56: How UK Is rated compared to other European holiday destinations, responses for ‘good’ or ’very good, August 2014
                                                                                                                                                    • Four in ten would like multi-location UK packages
                                                                                                                                                      • Figure 57: Interest in visiting the UK for future holidays, August 2014

                                                                                                                                                  Companies Covered

                                                                                                                                                  • British Beer and Pub Association
                                                                                                                                                  • British Incoming Tour Operators Association (The)
                                                                                                                                                  • Commonwealth Games Federation
                                                                                                                                                  • Expedia.co.uk
                                                                                                                                                  • Foreign and Commonwealth Office [FCO]
                                                                                                                                                  • Google UK
                                                                                                                                                  • Gordon Ramsay Holdings
                                                                                                                                                  • Greater London Authority
                                                                                                                                                  • London & Partners
                                                                                                                                                  • Natural History Museum 
                                                                                                                                                  • Northern Ireland Tourist Board,
                                                                                                                                                  • Science Museum
                                                                                                                                                  • Scottish Tourist Board
                                                                                                                                                  • STA Travel
                                                                                                                                                  • Tate Modern
                                                                                                                                                  • The British Council
                                                                                                                                                  • The British Museum
                                                                                                                                                  • The British Tourist Authority
                                                                                                                                                  • The National Gallery
                                                                                                                                                  • UKinbound
                                                                                                                                                  • Victoria and Albert Museum
                                                                                                                                                  • VisitBritain
                                                                                                                                                  • VisitEngland
                                                                                                                                                  • VisitScotland
                                                                                                                                                  • Yahoo! UK & Ireland
                                                                                                                                                  • YouTube, Inc.

                                                                                                                                                  Inbound Tourism - UK - November 2014

                                                                                                                                                  £1,995.00 (Excl.Tax)