2025
9
UK Domestic Tourism Market Report 2025
2025-11-12T14:01:18+00:00
REP5436E87F_56EA_4A34_A73C_249F984310A4
2195
188552
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Report
en_GB
Country cottages, wellness breaks and ‘slow travel' touring holidays are seeing rising demand as consumers seek restorative staycations in a time of economic gloom, rapid technological change and global uncertainty.
UK
Holidays and Vacations
simple

UK Domestic Tourism Market Report 2025

"Bundling accommodation bookings with add-ons such as local attractions/experiences can help to raise the value-for-money perception of UK breaks."

John Worthington - Senior Analyst

John Worthington - Senior Analyst

UK Domestic Tourism Industry – Trends and Insights

  • Rising demand for country cottages, wellness breaks, and ‘slow travel’ touring holidays reflects consumers’ desire for restorative staycations amidst economic gloom, rapid technological change, and global uncertainty.
  • Warm UK weather in 2025 has helped slow the market decline of recent years, but domestic tourism remains sensitive to the rising cost of living, which continues to impact many consumers.
  • The market faces competition from the ongoing post-pandemic rebound in overseas holidays, which challenges the growth of domestic tourism.
  • Younger generations prioritise leisure and travel spending, making domestic tourism well-suited to meet their demand for diverse ‘active leisure’ breaks, including adventure and special interest holidays.
  • Affluent consumers are increasingly willing to invest in premium accommodation and experiences, presenting opportunities for the domestic market to cater to high-end preferences.

Key Topics Covered in the Report:

  • Types of domestic holiday people take in Great Britain, including city and seaside breaks, holiday cottages, camping/caravanning, holiday centres and specialist holidays
  • Which types of holiday have most growth potential
  • Consumer interest in types of holidays such as solo travel, multi-generational travel, special occasion breaks and disabled-friendly trips
  • Preferred activities on a domestic holiday, including exploring history, food and drink and nature, adventure activities and event-based tourism
  • Perceptions of domestic holidays, including value for money, short breaks, overcrowding and climate change
Report AttributesDetails
Published DateNovember 2025
Report AuthorJohn Worthington, Senior Analyst
Market Data Range2019-2030
Consumer Data2,000 internet users aged 16+, September 2025
Market SegmentationRegion, Location Type, Accommodation Type

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  1. EXECUTIVE SUMMARY

    • Opportunities for the domestic tourism market
    • Create packaged products to raise the value appeal of UK holidays
    • Reconnect stressed urbanites with nature
    • Use the power of nostalgia
    • Market dynamics and outlook
    • Market size and forecast
    • Market predictions for domestic tourism
    • Market value is expected to resume its upward curve following decline in 2022-24
    • Graph 1: market value size and forecast for the domestic tourism market, 2019-30
    • What consumers want and why
    • Participation in wellness breaks has increased significantly
    • Graph 2: types of domestic holiday taken in the last 12 months, 2025
    • Holiday cottages, touring holidays and wellness breaks have the highest growth potential
    • History, exploring food and drink and nature are the top three holiday activities
    • Graph 3: top three activities that would appeal most to domestic holidaymakers, 2025
    • Domestic tourism needs to counter negative perceptions
    • Warming climate seen as positive for staycations
    • Graph 4: positive perceptions of domestic holidays, 2025
    • Innovation and marketing
    • Wellness trends are influencing holiday rentals as well as hotels
    • New developments at Center Parcs
    • Chester Zoo has launched new safari lodges in a ‘private savannah’
    • New premium touring holidays by rail and Land Rover
  2. MARKET DYNAMICS

    • Market size
    • Cost of living crisis has hit domestic tourism but 2025 saw some recovery
    • Graph 5: volume of domestic holidays taken by British residents, 2019-25
    • Spending on domestic holidays reached £12.8 billion in 2025
    • Graph 6: value of domestic holidays taken by British residents, 2019-25
    • Rise in average spend reflects inflationary pressures and a change in the customer mix
    • Graph 7: average spending on domestic holidays taken by British residents, 2019-25
    • Market forecast
    • Domestic tourism volume is forecast to rise 20% by 2030…
    • Graph 8: market volume size and forecast for the domestic tourism market, 2019-30
    • …With value forecast to increase by 25%
    • Graph 9: market value size and forecast for the domestic tourism market, 2019-30
    • Premium accommodation and experiences will drive value growth
    • Market segmentation
    • South West and London are the highest value destinations
    • City breaks have the highest average spend
    • Rental property has the highest average spend and has been more resilient during the downturn
    • Market drivers
    • Consumers are still feeling the pinch
    • Graph 10: consumer perceptions of the cost of living crisis, 2024-25
    • Financial wellbeing is higher than a year ago but remains below pre-crisis levels
    • Graph 11: financial wellbeing index, 2016-25
    • Domestic brands need to tempt cash-strapped consumers
    • Holiday booking remains strong but consumers have become more selective…
    • Graph 12: holiday taking and booking intentions, 2019-25
    • …And have adopted a wait and see mindset
    • Holidays abroad have bounced back post-pandemic and are a threat to the domestic market
    • Government proposals could help create new domestic holiday packages
    • Cities are exploring visitor levies as overtourism concerns grow
    • Holidays can help Britons reconnect with nature
  3. WHAT CONSUMERS WANT AND WHY

    • Domestic holiday taking
    • Domestic holiday taking has risen three percentage points in 2025
    • The 25-34 age group is the most likely to take a UK holiday
    • Graph 13: domestic holiday taking over the last 12 months, by age group, 2025
    • 69% of domestic holidaymakers took one or two trips
    • Graph 14: number of domestic holidays taken in the last 12 months, 2025
    • 38% of under-35s took three or more UK trips, while 21% of under-35s living at home with parents/family went on four or more
    • Graph 15: number of domestic holidays taken in the last 12 months, by age group, 2025
    • Domestic holiday types
    • City breaks and seaside trips are the most popular types of UK holiday
    • Wellness breaks and coach/rail touring have seen a strong rise
    • Graph 16: types of domestic holiday taken in the last 12 months, 2025 versus 2024
    • City breaks and cottage holidays have the broadest age appeal
    • Graph 17: types of domestic holiday taken in the last 12 months, by age group, 2025
    • Holiday centres and camping/caravanning are the most family-oriented holiday types
    • Two thirds of holidaymakers took one or two different holiday types
    • Graph 18: number of different types of domestic holiday taken in the last 12 months, 2025
    • Those with the most diverse holiday habits include under-35s, young parents and more affluent consumers
    • Graph 19: percentage of domestic holidaymakers who have taken 4+ different types of holiday in the last 12 months, by demographics, 2025
    • Domestic holidays – future interest and growth potential
    • Intentions to book over the next 12 months are broadly in line with last year
    • Seaside and city breaks will continue to be the most popular holiday types over the next 12 months…
    • Graph 20: interest in taking types of domestic holiday in the next 12 months, 2025
    • …But cottages, touring holidays and wellness breaks have the biggest growth potential
    • ‘Cottagecore’ lifestyle, wellness potential and slow travel
    • Domestic holidays – opportunities
    • Women aged 45-64 are especially keen on special occasion UK breaks
    • Package potential, last-minute travel and luxury breaks
    • Graph 21: interest in booking domestic holiday packages, luxury trips and last minute deals, 2025
    • Car-free domestic holidays
    • Multi-generation, solo and disability-friendly breaks
    • Domestic holidays – interests and activities
    • Exploring history, local food and nature are the most popular domestic holiday activities
    • Food and drink and nature have a strong appeal across all age groups
    • Graph 22: top three activities that would appeal most to domestic holidaymakers, by age group, 2025
    • Wildlife-watching gets an ‘active leisure’ makeover.
    • The pull of the past
    • A trip down memory lane
    • One in four domestic holidaymakers are interested in event-based breaks
    • Holiday brands should incorporate new competitive socialising concepts
    • As seen on TV
    • Forthcoming TV/film tie-ins will offer further opportunities
    • Domestic holidays – attitudes
    • Barriers include ‘overcrowding’, ‘poor value’ and lack of ‘excitement’
    • Graph 23: negative perceptions of domestic holidays, 2025
    • All domestic brands need a strong short break offer
    • Active play investment is key to winning in the family market
    • A warming UK climate is seen as favourable to staycations
  4. INNOVATION AND MARKETING TRENDS

    • Launch activity and innovation
    • New premium luxury hotel opening in London
    • Self-catering providers are also leaning in to the wellness boom
    • McCenter Parcs aims to open in 2029…
    • …While new premium lodges are launching at its English sites
    • Chester Zoo has launched safari lodges overlooking giraffe and zebra enclosures
    • New ‘slow travel’ touring holidays include luxury sleeper trains and self-drive Land Rover trips
    • Premier Cottages seeks to widen accessibility
    • Marketing initiatives and campaigns
    • Booking.com harnessed the power of nostalgia in its Christmas marketing campaign
    • Haven evokes family memories across the generations
    • English Riviera promises escape from the everyday
    • VisitScotland is showcasing nature, the great outdoors and wellbeing
    • Hwyl of joy celebrates language and place
  5. APPENDIX

    • Supplementary data
    • Warm, dry weather in spring/summer 2025 gave a much-needed boost to the domestic market
    • Market forecast data and methodology
    • Market forecast and prediction intervals (value)
    • Market forecast and prediction intervals (volume)
    • Forecast methodology
    • Report scope and definitions
    • Market definition
    • Abbreviations and terms
    • Consumer research methodology

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