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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
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 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
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