UK Domestic Tourism Market Report 2024

The cost of living crisis has impacted domestic tourism, as consumers have become more selective about their spending. This has resulted in many people prioritising their main overseas summer holiday over shorter domestic ‘top-up’ breaks. However, as inflation eases and disposable incomes stabilise, there are signs of recovery in market volume and value.

UK Domestic Tourism Market Analysis

A key challenge to the UK domestic tourism market comes from international tourism, as lower-cost packages and destinations offering better value draw consumers away from domestic travel. Combined with economic uncertainty, brands face pressure to retain customer loyalty. Providing financial assistance such as offering low/no deposits and monthly calendars showing the cheapest dates to travel will appeal.

On a positive note, the demand for sustainable and local experiences presents an exciting opportunity for brands. Travellers are increasingly seeking authentic breaks and eco-friendly holidays that support local communities and environments. Brands can capitalise on this trend, by offering ‘staycation’ packages highlighting local heritage sites, outdoor adventures and local cuisines.

UK Domestic Tourism Market Trends

UK domestic holidays market size: After the market declined in 2023, the volume of domestic holidays is estimated to have increased by 5% in 2024.
UK domestic holidays market share: City breaks continue to account for the largest value share by location in the uk domestic tourism market.

UK Domestic Tourism Market Report – What’s Inside?

Key Topics Analysed in the Report

How the UK’s domestic holiday market is performing against the backdrop of a recovering overseas holiday market
The popularity of various types of staycations, led by city breaks and beach holidays
Preferences for domestic holidays in the summer and winter periods, including opportunities for brands to promote lesser-visited destinations
Modes of transport used to reach domestic holiday destinations, including how private and public transport compare
Domestic holiday behaviours and preferences, including how Brits are more likely to book a staycation at the last-minute compared to an overseas holiday
Launch activity and innovation within the domestic tourism industry, including more affordable public transport and strategies to deal with overtourism and climate change

Report Scope

This Report examines holidays taken by British residents in the UK. These must constitute a stay of at least one night and do not include business trips, visits to stay with friends and relatives, or stays solely for events such as weddings or funerals.
The terms ‘domestic holiday’ and ‘staycation’ are used interchangeably in this Report.
Market size and forecast data refer to holidays taken within Great Britain, in line with the Great Britain Tourism Survey (GBTS).

Meet the Expert Behind the Analysis

This report was written by Paul Davies. Paul heads up Mintel’s Technology, Leisure, Travel and Foodservice research teams. This involves overseeing the production of more than 60 reports a year, each of which provides unique and groundbreaking insight to help our clients grow their business.

Domestic tourism has struggled against overseas travel, but travellers are increasingly exploring lesser-known spots and off-peak holidays within the UK.

Paul Davies
Category Director – Technology and Consumer Leisure Habits

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EXECUTIVE SUMMARY
- Opportunities for the domestic holiday market
- Luxury domestic holidays have the potential to grow
- Opportunities for brands to promote short UK breaks
- Strategies for brands to navigate unpredictable weather challenges
- Market dynamics and outlook
- Market size and forecast
- Market predictions
- Value expected to increase faster than volume
- Average spending stays at the same level amid polarisation in the market
- Graph 1: average spending on UK holidays, 2019-24
- Once-in-a-lifetime regional events boosted visitor numbers
- Consumers are more upbeat about their financial prospects than last year
- Graph 2: the financial confidence index, 2016-24
- What consumers want and why
- Participation in domestic tourism consistent with pre-pandemic period
- Graph 3: domestic holiday taking, 2019-24
- Younger Brits driving experiential tourism
- Opportunities for brands relating to transport options
- Brits eager to explore quieter destinations
- Four fifths of parents eager for closer to home short breaks
- Brits of all generations prefer last-minute staycations over international ones
- Graph 4: responses to ‘I am more likely to book UK holidays last minute than I would be for overseas holidays’, by generation, 2024
- Innovation and marketing
- Welsh Government looking at introducing tourist tax
- Network Rail introduces climate protection plan
- Discover Ireland celebrates 10th anniversary of the Wild Atlantic Way
MARKET DYNAMICS
- Market size
- Domestic holiday volumes increase modestly
- Graph 5: volume of domestic holidays taken by British residents, 2019-24
- Slight growth in domestic holiday market value in 2024
- Graph 6: value of domestic holidays taken by British residents, 2019-24
- Average spending stays at the same level amid polarisation in the market
- Graph 7: average spending on UK holidays, 2019-24
- Market forecast
- Domestic travel numbers set to remain steady
- Value expected to increase faster than volume
- Domestic travellers increasingly adopting a ‘quality over quantity’ mindset
- Market segmentation
- Once-in-a-lifetime regional events boosted visitor numbers
- City breaks continue to account for the largest value share by location
- Market drivers
- Consumers are more upbeat about their financial prospects than last year
- Graph 8: the financial confidence index, 2016-24
- Concerns about the cost of living persist
- Graph 9: perception of the state of the cost-of-living crisis in the UK, 2024
- Pump prices have fallen from their 2022 high
- Graph 10: average unleaded 95 octane petrol price, 2021-24
- Climate change and unpredictable weather conditions will continue to impact domestic tourism
WHAT CONSUMERS WANT AND WHY
- Domestic holiday taking
- Participation in domestic tourism consistent with pre-pandemic period
- Graph 11: domestic holiday taking, 2019-24
- Families with young children remain firm favourites of domestic holidays
- Graph 12: domestic holiday taking, by age of children in household, 2024
- Nearly six in 10 are keen to take a domestic holiday
- Domestic holiday intentions remain strong
- Graph 13: domestic holiday intentions, 2020-24
- Young adults eager for domestic breaks
- As household income increases, so does the desire to take a domestic holiday
- Graph 14: domestic holiday intentions, by household incomes, 2024
- Domestic holiday types
- City breaks and beach holidays remain most popular holiday types
- Graph 15: types of domestic holidays, 2024
- Younger Brits driving experiential tourism
- City breaks come out on top
- All holiday types show significant growth potential for the year ahead
- Graph 16: types of UK holiday taken in the past 12 months vs future interest, 2024
- Holiday centres remain a firm family favourite
- Destination preferences
- South West comes out as best in the spring/summer period
- Graph 17: considered holiday regions for domestic holidays between spring and summer, 2024
- Graph 18: considered regions for holidays between spring and summer, 2024
- Brits flock to the South West for beaches and cottage breaks
- London comes out as a firm winter favourite
- Graph 19: considered regions for holidays between autumn and winter, 2024
- Graph 20: considered holiday regions for domestic holidays between autumn and winter, 2024
- Brands should showcase affordable activities in London
- Brits keen to explore variety of regions
- Graph 21: repertoire of destination preferences, 2024
- Encourage travellers to go off the beaten path with off-peak promotions
- Domestic holiday transport
- Driving a personal car steers ahead as the top transport choice
- Graph 22: domestic holiday transport options, 2024
- Public transport is also a popular option with travellers
- Graph 23: domestic holiday transport options, 2024
- Public transport remains a hit in London
- Opportunities for brands relating to transport options
- Domestic holiday behaviours and preferences
- Affordability is key for younger travellers
- 25-34s eager to take advantage of off-peak deals
- Graph 24: responses to ‘better deals make me more likely to take a UK holiday during the off-peak season’, by age, 2024
- How brands can highlight the affordability and convenience of public transport
- Four fifths of parents eager for closer to home short breaks
- Brits of all generations prefer last-minute staycations over international ones
- Graph 25: responses to ‘I am more likely to book UK holidays last minute than I would be for overseas holidays’, by generation, 2024
- Luxury beach holidays come out on top
- Parents more likely to rely on family and friends recommendations
- Rain or shine, older travellers feel fine
- Graph 26: responses to ‘unpredictable UK weather makes me less likely to book a UK holiday’, by age, 2024
- Strategies for brands to navigate unpredictable weather challenges
INNOVATION AND MARKETING TRENDS
- Launch activity and innovation
- Welsh Government looking at introducing tourist tax
- Haven launches a range of initiatives
- Oyo expands its premium holiday home rental brand, Belvilla
- Network Rail introduces climate protection plan
- Campaigns encouraging bus and coach travel in the UK
- NEC Group to open glamping resort
- Advertising and marketing activity
- Discover Ireland celebrates 10th anniversary of the Wild Atlantic Way
- ScotRail showcases the highlights of ‘Bonnie Scotland’
- Center Parcs focuses on experiential holidays
APPENDIX
- Supplementary data
- UK recorded its seventh wettest year on record in 2023
- Market forecast data and methodology
- Value forecast and prediction intervals for domestic holidays
- Volume forecast and prediction intervals for domestic holidays
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Generations
- Methodology
- Consumer research methodology

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