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Domestic Tourism - UK - October 2019

Covered in this report

The volume of domestic holidays taken by British residents is expected to grow by 2.5% in 2019 as the low value of the Pound encourages more consumers to substitute an overseas holiday for a staycation. However, travellers’ cautious behaviour amid Brexit uncertainties will result in softer value growth in 2019 (+0.5%).

At a time when travellers are growing cagey about their spending, London is challenged to combat its expensive image. Other parts of the country show strong growth potential, such as Scotland and Wales, but are challenged to increase awareness of what can be discovered alongside beautiful nature.


“The domestic holiday market is expected to perform well in 2019 as the low value of the Pound encourages more consumers to substitute an overseas holiday for a staycation. City breaks, cultural holidays, culinary holidays and spa holidays are more likely to be taken throughout the year. More itineraries around these themes could be developed to encourage holidays outside the high season.”

- Marloes de Vries, Travel Analyst

This report will look at the following areas:

  • Boosting visitation across the regions
  • Boosting visitation across the seasons

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • More travellers will take a staycation amid Brexit uncertainties in 2019
              • Figure 1: Forecast volume of domestic holidays taken by British residents, 2014-24
            • Staycations forecast to grow at a modest pace in the coming years
              • Figure 2: Forecast value* of domestic holidays taken by British residents, 2014-24
            • Micro-breaks can help to boost Britain’s short break market
              • Short breaks can help to achieve seasonal spread
                • The Tourism Sector Deal aims to create Tourism Zones to help improve regional spread
                  • Companies and brands
                    • Deutsche Bahn showcases look-a-like landmarks to spark interest in domestic holidays
                      • VisitEngland encourages young people to take staycations
                        • Making Greater Manchester one of the leading green city regions in Europe
                          • The consumer
                            • Participation in domestic holidays has risen since the EU referendum
                              • Figure 3: UK holiday taking, 2016-19
                            • Domestic holidaymakers intend to holiday more frequently in the UK
                              • Brits are looking to discover more places within the UK
                                • Figure 4: Reasons for taking more UK holidays in the next 12 months, July 2019
                              • Untapped potential for Scotland, Wales, South West and Yorkshire & Humberside
                                • Figure 5: UK holiday destinations, visited versus considered, July 2019
                              • Short breaks under pressure
                                • City breaks, cultural, culinary and spa holidays are the least seasonal holiday types
                                  • Figure 6: Considered holiday types, by season, July 2019
                                • Devon/Cornwall, Scotland and Wales strongly associated with natural beauty
                                  • Figure 7: Perceptions of UK regions and nations, July 2019
                                • High interest in multi-centre holidays in the UK
                                  • Figure 8: Attitudes towards domestic holidays, July 2019
                                • High potential for cheaper long-distance trains between UK cities
                                  • Figure 9: Attitudes towards flying and travelling by train in the UK, July 2019
                                • What we think
                                • Issues and Insights

                                  • Boosting visitation across the regions
                                    • The facts
                                      • The implications
                                        • Boosting visitation across the seasons
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • More travellers will take a staycation amid Brexit uncertainties in 2019
                                                • Staycations forecast to grow at a modest pace in the coming years
                                                  • Micro-breaks can help to boost Britain’s short break market
                                                    • Short breaks can help to achieve seasonal spread
                                                      • The Tourism Sector Deal aims to create Tourism Zones to help improve regional spread
                                                      • Market Size and Forecast

                                                        • More travellers will take a staycation amid Brexit uncertainties in 2019
                                                          • Figure 10: Forecast volume and value* of domestic holidays taken by British residents, 2014-24
                                                        • Staycations forecast to grow at a modest pace in the coming years
                                                          • Figure 11: Forecast volume of domestic holidays taken by British residents, 2014-24
                                                          • Figure 12: Forecast value* of domestic holidays taken by British residents, 2014-24
                                                        • Forecast methodology
                                                        • Market Segmentation

                                                          • Largest increase in domestic holidays to Wales in 2018
                                                            • Figure 13: Holidays in Great Britain taken by British residents, by region visited, 2016-18
                                                          • Surge in domestic holidays in cities/large towns in 2018
                                                            • Figure 14: Holidays in Great Britain taken by British residents, by type of destination, 2016-18
                                                          • Micro-breaks can help to boost Britain’s short break market
                                                            • Figure 15: Holidays in Great Britain taken by British residents, by duration, 2015-18
                                                          • Short breaks can help to achieve seasonal spread
                                                            • Figure 16: Holidays volume and nights in Great Britain taken by British residents, by quarter, 2018
                                                        • Market Drivers

                                                          • Domestic market will benefit from low value of the Pound
                                                            • Figure 17: Pound versus euro and US Dollar, 20 May 2016-2 September 2019
                                                          • Relatively good summer weather in the UK in 2019, though not as strong as 2018
                                                            • Figure 18: UK mean temperature in °C, by quarter, 2013-19
                                                          • The Tourism Sector Deal aims to create Tourism Zones to help improve regional spread
                                                            • Growth of overseas holidays set to outpace the domestic market between 2020 and 2023
                                                              • Figure 19: Domestic holiday volume versus overseas holiday volume, 2008-23
                                                          • Companies and Brands – What You Need to Know

                                                            • Deutsche Bahn showcases look-a-like landmarks to spark interest in domestic holidays
                                                              • VisitEngland encourages young people to take staycations
                                                                • VisitScotland supports campaign to promote water experiences
                                                                  • Making Greater Manchester one of the leading green city regions in Europe
                                                                    • UK Breakaways has introduced a new rail booking engine
                                                                    • Launch Activity and Innovation

                                                                      • Inspirational campaigns abroad
                                                                        • Elba Island visitors get a refund if it rains for more than two hours per day
                                                                          • Deutsche Bahn showcases look-a-like landmarks to spark interest in domestic holidays
                                                                            • Figure 20: Deutsche Bahn ‘No need to fly’ campaign, June 2019
                                                                          • Campaigns to boost staycations in the UK
                                                                            • VisitEngland encourages young people to take staycations
                                                                              • The Mayor of London aims to boost domestic visits to London
                                                                                • Focus on experiences to boost domestic travel
                                                                                  • VisitScotland supports campaign to promote water experiences
                                                                                    • Glen Dye offers experience-based itineraries built around a theme
                                                                                      • Local campaigns encourage destinations to work on their ‘green’ image
                                                                                        • Making Greater Manchester one of the leading green city regions in Europe
                                                                                          • Welsh county Anglesey awarded Plastic Free Community
                                                                                            • Eco-friendly transport opens opportunities for travelling more sustainably
                                                                                              • UK Breakaways has introduced a new rail booking engine
                                                                                                • SeaBubbles aims to make smarter and greener use of waterways
                                                                                                • The Consumer – What You Need to Know

                                                                                                  • Participation in domestic holidays has risen since the EU referendum
                                                                                                    • Families particularly cautious when booking holidays amid uncertainties
                                                                                                      • Untapped potential for Scotland, Wales, South West and Yorkshire & Humberside
                                                                                                        • City breaks, cultural, culinary and spa holidays are the least seasonal holiday types
                                                                                                          • Devon/Cornwall, Scotland and Wales strongly associated with natural beauty
                                                                                                            • High potential for cheaper long-distance trains between UK cities
                                                                                                            • Domestic Holiday Taking

                                                                                                              • Participation in domestic holidays has risen since the EU referendum
                                                                                                                • Figure 21: UK holiday taking, 2016-19
                                                                                                            • Domestic Holidaying Intentions

                                                                                                              • Domestic holidaymakers intend to holiday more frequently in the UK
                                                                                                                • Figure 22: UK holidaying intentions, July 2018 vs July 2019
                                                                                                              • Families particularly cautious when booking holidays amid uncertainties
                                                                                                                • Figure 23: Household profile of those interested in taking more UK holidays, July 2018 vs July 2019
                                                                                                              • Brits are looking to discover more places within the UK
                                                                                                                • Figure 24: Reasons for taking more UK holidays in the next 12 months, July 2019
                                                                                                            • Domestic Holiday Destinations

                                                                                                              • Untapped potential for Scotland, Wales, the South West and Yorkshire & Humberside
                                                                                                                • Figure 25: UK holiday destinations, visited versus considered, July 2019
                                                                                                              • Younger Brits are less interested in holidaying in regions outside of London
                                                                                                                • Figure 26: Considered UK holiday destinations, by age and presence of children in household, July 2019
                                                                                                            • Domestic Holiday Duration

                                                                                                              • Short breaks under pressure
                                                                                                                • Figure 27: UK holiday length, 2016-19
                                                                                                            • Considered Holiday Types by Season

                                                                                                              • City breaks, cultural, culinary and spa holidays are the least seasonal holiday types
                                                                                                                • Figure 28: Considered holiday types, by season, July 2019
                                                                                                              • Younger travellers show above-average interest in activity, culinary and spa holidays
                                                                                                                • Figure 29: Considered holiday types in winter, by age, July 2019
                                                                                                                • Figure 30: Considered holiday types in spring, by age, July 2019
                                                                                                                • Figure 31: Considered holiday types in summer, by age, July 2019
                                                                                                                • Figure 32: Considered holiday types in autumn, by age, July 2019
                                                                                                            • Perceptions of UK Regions and Nations

                                                                                                              • Older generations perceive London as expensive
                                                                                                                • Figure 33: Correspondence Analysis of perceptions of UK regions and nations, July 2019
                                                                                                              • Devon/Cornwall, Scotland and Wales strongly associated with natural beauty
                                                                                                                • Figure 34: Perceptions of UK regions and nations, July 2019
                                                                                                                • Figure 35: Perceptions of UK regions and nations among visitors*, July 2019
                                                                                                            • Attitudes towards Domestic Holidays and Transport

                                                                                                              • High interest in multi-centre holidays in the UK
                                                                                                                • Figure 36: Attitudes towards domestic holidays, July 2019
                                                                                                              • High potential for cheaper long-distance trains between UK cities
                                                                                                                • Figure 37: Attitudes towards flying and travelling by train in the UK, July 2019
                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                • Abbreviations
                                                                                                                  • Consumer research methodology
                                                                                                                    • Correspondence analysis methodology
                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                      • Volume forecast for domestic holidays taken by British residents
                                                                                                                        • Figure 38: Forecast volume of domestic holidays taken by British residents, 2019-24
                                                                                                                      • Value forecast for domestic holidays taken by British residents
                                                                                                                        • Figure 39: Forecast value* of domestic holidays taken by British residents, 2019-24
                                                                                                                      • Forecast methodology

                                                                                                                      Domestic Tourism - UK - October 2019

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