UK Domestic Tourism Market Report 2023
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COVID-19 restrictions drew more families into staycations. The cost-of-living crisis creates a new opportunity to promote budget trips to families feeling the squeeze. John Worthington, Senior Analyst…

UK Domestic Tourism Market Report 2023

£ 2,195 (Excl.Tax)


The Domestic Tourism market in the UK faces challenges on two fronts, from the cost of living crisis affecting consumer finance, and the strong bounce-back in overseas holidays post-pandemic. Mintel’s UK Domestic Tourism Market Report 2023 analyses these challenges, as well as the wider market landscape, and provides expert recommendations and opportunities for growth. Get a 360° degree view of the UK Domestic Tourism industry, including consumer insights, market dynamics and the latest innovation and marketing activity.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Key Issues Covered in this Report

  • The impact of the cost of living on domestic tourism.
  • Types of domestic holiday taken, demographics and growth potential.
  • Important factors and preferences for consumers when choosing a holiday.
  • New products and travel trends in the domestic market.

UK Domestic Tourism Market – Current Landscape

The domestic tourism market has been returning towards pre-COVID-19 levels of consumer demand over the past two years, however in 2023, the volume of domestic holidays taken has fallen by 5%. Domestic tourism faces challenges from the cost of living crisis, and the strong growth of holidays abroad, which had increased by almost a third in the first half of 2023.

  • UK domestic tourism market size: Value sales is estimated to have fallen by 2% in 2023, but is still 17% ahead of pre-COVID-19 levels in 2019.

Opportunities for the Domestic Tourism Market

A changing climate for UK holidays

Over half of domestic holidaymakers say they are likely to choose staycations above holidays abroad for climate-related reasons. Tourism marketers and providers need to respond to new patterns of demand emerging from a changing climate. However, care also needs to be taken from a PR point of view to avoid the language of crude ‘business opportunity’ or ‘greenwashing’. Creating a genuinely and transparently sustainable tourism proposition will be increasingly important.

Doorstep domestic adventures

Two thirds of domestic holidaymakers with children under 12 prefer destinations less than 3 hours away from home. Reducing travel costs by holidaying nearer home is likely to be especially popular during a cost of living crisis. This is a great time for local holiday providers and tourism boards to promote ‘doorstep domestic adventures’, or secret unknown corners of a local region, based on the idea that families don’t need to travel that far away from home to experience a different environment.

To learn more about the opportunities for growth in the UK domestic tourism industry and the trends impacting the future of the market, purchase Mintel’s full market report. Readers of this report may also be interested in Mintel’s UK Consumer Attitudes towards Staycations vs Holidays Abroad Market Report 2023.

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Expert Analysis from an Industry Specialist

This report, written by John Worthington, delivers in-depth commentary and analysis to highlight current trends in the UK domestic tourism market and add expert context to the numbers.

COVID-19 restrictions drew more families into staycations. The cost-of-living crisis creates a new opportunity to promote budget trips to families feeling the squeeze.

john-worthington-analystJohn Worthington
Senior Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

    • Opportunities for the domestic tourism market
    • Market dynamics and outlook
    • What consumers want and why
    • Graph 1: holiday taking, 2019-23
    • Graph 2: types of UK holiday taken in the past 12 months versus future interest, 2023
    • Graph 3: activities that the cost-of-living crisis has made/will make consumers more likely to do, 2023
    • Graph 4: the three most important factors in choosing a UK holiday, 2023
    • Innovation and marketing
  2. Market Dynamics

    • Market size
    • Graph 5: volume of domestic holidays taken by British residents, 2018-23
    • Graph 6: Value of domestic holidays taken by British residents, 2018-23
    • Graph 7: Average spending on UK holidays, 2018-23
    • Market forecast
    • Market segmentation
    • Macro-economic factors
    • Graph 8: GDP, 2021-23
    • Graph 9: CPI inflation versus weekly total earnings growth*, 2021-23
    • Graph 10: The Financial Wellbeing Index, 2016-23
    • Graph 11: consumer prediction that a significant increase in interest rates would have a positive or negative impact on their financial situation?, 2023
    • Graph 12: holiday booking and intentions, 2019-23
    • Graph 13: UK average unleaded 95 octane petrol price, 2021-23
    • Social, environmental and legal factors
  3. What Consumers Want and Why

    • Domestic holiday-taking
    • Graph 14: holiday taking, 2019-23
    • Graph 15: UK holiday taking by life stage, 2019-23
    • Graph 16: holiday-taking by adults with children aged under 12, 2019-23
    • Graph 17: holidaying intentions, 2020-23
    • Graph 18: holidaying intentions, by socio-economic group, 2022-23
    • Domestic holiday types
    • Graph 19: types of UK holiday taken in the past 12 months, 2023
    • Graph 20: types of UK holiday taken in the past 12 months, by age group, 2023
    • Impact of the cost-of-living crisis on domestic tourism
    • Graph 21: the cost of living crisis has made/will make me more likely to…
    • Impact of the climate emergency on domestic tourism
    • Graph 22: attitudes towards climate change, 2023
    • Graph 23: attitudes towards climate change, by age, 2023
    • Impact of COVID-19 on domestic tourism
    • Graph 24: impact of COVID-19 on UK holiday taking, 2023
    • Holiday duration and proximity preferences
    • Graph 25: preferences on holiday duration and proximity, 2023
    • Important domestic holiday factors
    • Graph 26: the three most important factors in choosing a UK holiday, 2023
    • Graph 27: three most important holiday factors in choosing a UK holiday, by age group, 2023
    • Graph 28: domestic holidaymakers who prioritise environmentally friendly factors (eg low-carbon travel, sustainable accommodation), 2023
    • Other domestic holiday opportunities
    • Graph 29: intentions to take a 'celebration' UK holiday in the next 12 months, 2023
    • Graph 30: intentions to take a luxury holiday in the next 12 months, 2023
  4. Innovation And Marketing Trends

    • Launch activity and innovation
    • Advertising and marketing activity
  5. Appendix

    • Market forecast data and methodology
    • Report scope and definitions
    • Methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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