28-30 November 2007
Despite a summer of challenges – from flooding to foot and mouth – for Britain’s domestic tourism industry, VisitBritain research indicates that overall the industry appears to be holding its own.
Despite a summer of challenges – from flooding to foot and mouth – for Britain’s domestic tourism industry, VisitBritain research indicates that overall the industry appears to be holding its own.
Tom Wright, VisitBritain chief executive, says: “While there have certainly been pockets of the country that have been very badly affected by incidents over the summer, all indications for the first seven months of the year are that the industry is pulling through. However, competition from overseas destinations remains intense and we will have to wait and see if the bad weather this year will drive the British abroad in 2008.”
The picture for 2007: January to July
(data on all trips taken in the UK)
The British took 68.1 million overnight trips in the UK between January and July 2007, down just half a percent on the same seven months in 2006, and spent £11.8 billion, an increase of +4%.
However, the 12.5 million overnight trips taken in July alone represented a drop of -6% compared to July 2006.As was the case in May and June, bad weather dominated the headlines that month with England and Wales recording over double their average July rainfall and Gloucester and Central Western England badly affected by flooding.
UKresidents made 6.6 million trips abroad in July, a drop of -2% compared with July 2006. But if they weren’t heading overseas during July, it appears they also stayed home – even trips to visit friends and relatives recorded their biggest decline, with -8% fewer trips and -7% less spend compared with July 2006. Concerns over poor transport in the bad weather and potential delays may have caused people to cancel or postpone these trips until later in the summer.
Trips for holidays also declined, but by a lesser amount, down -5% in volume, and could be a reflection that holiday trips are less easily cancelled if bookings are made in advance.
2006 and Britons’ domestic holidays in the UK
(data excludes business trips and visits to friends and relatives)
Britons took 53.3 million overnight trips during 2006 where the main purpose was leisure or for a holiday. Holiday trips were the most popular trip purpose, accounting for 42% of all overnight trips and compared to 39% being taken to visit friends and relatives and 15% for business. Spending on holiday trips was almost £11 billion, 52% of the value of domestic tourism.
The most likely domestic holiday-maker is aged 35-54, married with children and represents over a quarter of those surveyed. Our domestic holidays last on average nearly four nights and – despite reports ringing the death toll for English seaside resorts – 36% of all UK trips are to the seaside and coast.
Almosttwo thirds of us (64%) are accompanied by a husband, wife or partner on holiday trips and a third travel with children under 16. More than one in ten of us holiday alone and, echoing a rising trend of ‘breaks with mates’, 27% holiday with other female adults and 23% with other males.
The vast majority (91%) of holiday trips were not taken as an all inclusive or package holiday in 2006. This could be attributed to the rise in information available to consumers to book directly through a website or accommodation provider and the so-called decline in the traditional high street travel agent. Indeed the most popular type of advanced booking was directly through an accommodation provider such as a hotel or B&B, with 61% of bookings using this method. This was followed by the 41% who booked online.
Britons’ trips around the regions of England
The South West of England was the most popular English region for an overnight trip in 2006, attracting over 20 million overnight stays worth £3.7 billion to the local economy. Reflecting its position as the nation’s capital and despite the security alerts during August 2006, London recorded nearly 11 million overnight trips. Trips to the South West were longest in duration in 2006, lasting almost 4 days while in contrast, a trip to London lasted half as long.
Most visitors to the West Midlands come from the South East (13%), South West (13%), London (10%) and the East of England (10%). They spend on average £55.60 a day in the region and 3.7 million trips are spent with friends and relatives, followed by 3.2 million in hotels. A caravan is the choice of accommodation on 310,000 trips.34% of the West Midlands’ visitors are aged 16-34, above the national average of 31%.The greatest proportion of visits to the region (2 million) is made by 35-44 year olds who spend £279 million.
Most visitors to the East of England come from the East of England (33%), London (14%), South East (12%) and the South West (6%). They spend on average £40 a day in the region and 4.8 million trips are spent with friends and relatives, followed by 2.4 million in hotels. A caravan is the choice of accommodation on 1.2 million trips.The majority of visitors to the East of England are 35 and older (70%), putting the region ahead of the national average.The greatest proportion of visits to the region (2.7 million) is made by 35-44 year olds who spend £299 million.
Most visitors to the East Midlands come from the South East (12%), East of England (11%), East Midlands (8%) and London (7%). They spend on average £46.60 a day in the region and 3.7 million trips are spent with friends and relatives, followed by 2 million in hotels. A caravan is the choice of accommodation on 970,000 trips.The East Midlands has the highest proportion of older visitors aged 35 and over: 73% fall into this category.The greatest proportion of visits to the region (2.1 million) is made by 35-44 year olds who spend £299 million.
Most visitors to London come from the South East (18%), South West (11%), East of England (10%) and London (6%). They spend on average £92.30 a day in the city and 5.1 million trips are spent with friends and relatives, followed by 4.8 million in hotels. Naturally a caravan is the choice of accommodation on just 50,000 trips.London has a higher proportion of younger visitors than other regions with 39% aged 16-34, well ahead of the national average of 31%.The greatest proportion of visits to the region (2.6 million) is made by 25-34 year olds who spend £601 million.
Most visitors to the North West come from the North West (9%), South East (8%) and Scotland (8%). They spend on average £61.10 a day in the region and 4.8 million trips are spent in hotels, followed by 4.75 million with friends and relatives. A caravan is the choice of accommodation on 780,000 trips. With 31% of visits made by 16-34 year olds and 69% by those 35 and older, the North West matches the national average. The greatest proportion of visits to the region (3.7 million) is made by 35-44 year olds who spend £671 million.
Most visitors to the North East come from Scotland (14%), South East (8%) and the East of England (8%). They spend on average £57.10 a day in the region and 1.5 million trips are spent with friends and relatives, followed by 1.1 million in hotels. A caravan is the choice of accommodation on 350,000 trips.After London, the North East has the greatest number of younger visitors. 36% are aged 16-34.The greatest proportion of visits to the region (670,000) is made by 45-54 year olds who spend £105 million.
Most visitors to the South East come from the South East (34%), London (14%) and the South West (13%). They spend on average £46.10 a day in the region and 9.2 million trips are spent with friends and relatives, followed by 4.6 million in hotels. A caravan is the choice of accommodation on 1 million trips. 33% of visits to the South East are made by those aged 16-34. The greatest proportion of visits to the region (4.3 million) is made by 35-44 year olds who spend £536 million.
Most visitors to the South West come from the South West (30%), South East (19%), London (9%) and the East of England (9%). They spend on average £47 a day in the region and 7.2 million trips are spent with friends and relatives, followed by 4.5 million in hotels. A caravan is the choice of accommodation on 2.8 million trips.The majority of visitors to the South West are 35 and older (72%) – ahead of the national average of 69%.The greatest proportion of visits to the region (5.3 million) is made by 35-44 year olds who spend £883 million.
Most visitors to Yorkshire come from Yorkshire (10%), East of England (8%) and the South East (8%). They spend on average £49 a day in the region and 4.4 million trips are spent with friends and relatives, followed by 2.7 million in hotels. A caravan is the choice of accommodation on 1.1 million trips.32% of Yorkshire’s visitors are aged 16-34, just above the national average of 31%.The greatest proportion of visits to the region (2.5 million) is made by 35-44 year olds who spend £345 million.
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For further information, please contact:
Patricia Yates, Head of Publicity and PR on 020 8563 3262, mob: 07971 497003
Elliott Frisby, Corporate PR Manager on 020 8563 3035, mob: 07951 996241
Notes to Editors
· VisitBritain is responsible for promoting Britain as a world class tourist destination and for developing England's visitor economy through Enjoy England campaigns and initiatives.
· UK residents took 101 million trips, spending £16.2 billion in England in 2006.Since its launch in 2003, Enjoy England has been responsible for £450m of incremental spend on short breaks in England. In addition to national TV advertising campaigns to inspire British visitors to share their secrets of England, the current portfolio of campaigns focuses on city breaks, outdoor activities, food and drink and indulgent escapes. Enjoy England also markets England in France, Germany, Ireland and the Netherlands.
· Visit the England press centre at www.enjoyengland.com/presscentre.