Destination UK set for a bumper year

2017 is set to be another record-breaking year for the UK’s hospitality and leisure sector, with both domestic tourist expenditure and international visitor numbers set to grow.

Staycationers

The growth of the staycation means that demand from domestic visitors is on the rise, with more than a third of British adults choosing to holiday closer to home this year through personal preference rather than limitations around cost. British holidaymakers also appear to have increased budgets for their domestic trips, with 30% planning to spend more on leisure activities than in previous years. Almost half of respondents think that leisure experiences in the UK have improved in the past five years.

The increased convenience and value for money are proving a strong draw for the domestic market and creating opportunities for hospitality and leisure providers to connect with audiences more likely to visit again in the future.

The Crown

Meanwhile, the decreased value of sterling, better value for money compared with previous years and popularity of shows such as Game of Thrones and The Crown has made the UK an increasingly attractive destination for overseas travellers.

More than 60% of over 7,000 international holidaymakers surveyed said they were more interested in visiting the UK than they were a year ago. Almost all respondents (97%) were interested in visiting the UK now, or in the future.

Mike Saul, Head of Hospitality & Leisure at Barclays, said: “Those holidaymakers who are more likely to visit today than 12 months ago are doing so for a range of reasons including the effect of UK operators’ advertising campaigns, the attraction of British TV programmes that have gone global and a case of simply having more money available to spend on holidays from which the UK is set to benefit.”

Brexit

While the impact of Brexit has, at least temporarily, boosted the UK’s international appeal due to the weaker pound, the three in five holidaymakers who are more likely to visit today than 12 months ago cited a range of reasons for their answer. Providers’ investment in advertising has not gone unnoticed, with 29% noting this increased visibility, while 30% simply have more money available to spend on holidays. Exploring Britain’s unique culture, history and landmarks proved the most popular experience for international visitors, while those from Saudi Arabia were most likely to visit in order to shop in the UK’s many and varied retailers.

Download Destination UK: Driving growth in the UK hospitality and leisure sector (PDF 3.3MB)