
Destination UK
The UK remains an attractive tourist destination for both domestic holidaymakers and international visitors.
23 May 2019
Two years after Barclays’ Destination UK report identified a surge in domestic tourism, our new findings reveal continuing growth on an undiminished scale.
Three in 10 domestic holidaymakers (31%) plan to spend more holiday time in the UK in 2019 than they did in previous years. Millennials (aged 25-34) are driving this demand, and are the most likely demographic to choose a staycation as their main holiday. Overall, holidaymakers now rate UK and overseas leisure experiences equally in terms of recent improvements, and most say customer service is similar at home and abroad. The cumulative effect of this burgeoning UK holiday habit is feeding through to success for hospitality and leisure providers, and translating into significant rises in revenue.
Appealing to the evolving wants and needs of specific demographics unlocks further opportunities to attract customers. By gaining a deeper understanding of customers’ motivations and trends, businesses can shape even more compelling holiday experiences for the home market.
Read the full report for our key tips on how businesses can adapt to these trends and embed lifetime loyalty among their customers.
Younger travellers lead a domestic tourism surge
This year will see the UK domestic tourism boom continue, new research by Barclays reveals. Hospitality and leisure businesses are evolving fast to cater for rising expectations and the needs of different holiday groups.
Positive news at a Pivotal Moment
As UK tourism businesses await a game-changing government deal, Sally Balcombe, Chief Executive of VisitBritain/VisitEngland, reflects on the current state of the sector
More than half of consumers surveyed (52%) will take most or all of this year’s holidays in the UK. A fifth (21%) will holiday mostly overseas, while 28% will split their breaks fairly evenly between the UK and abroad.
The South West retains the crown as the most popular region, with over-65s most likely to holiday there. Scotland comes second overall, followed by Yorkshire and the Humber, Wales and the North West. Among 18-to-24-year-olds, breaks in London, Wales and the North West are most favoured.
North East and Midlands extend their pull
Perennial favourites such as the Lake District, Cornwall and Devon retain their popularity. However, the biggest increases in domestic tourism demand are outside the most obvious destinations.
More than two-thirds (67%) of hospitality and leisure businesses in the North East, for example, report rising visitor numbers. These operators are well placed to benefit from the spotlight shone on the region by last year’s Great Exhibition of the North. Big events this year, including the World Transplant Games in Newcastle/Gateshead and the 10th anniversary of Lumière Durham, will keep the crowds coming.
Meanwhile, 63% of Midlands businesses report a rise in demand since 2017, which over half of them (54%) describe as significant. Visitor numbers are being fuelled by traditional family-friendly favourites such as Alton Towers, as well as newcomers like the recently opened Legoland Discovery Centre.
Truly all-inclusive holidays
By embracing accessibility, a Lake District business found itself winning new customers well beyond its obvious demographic.
National treasure
The National Trust provides access to some of the most beautiful and breath-taking places in the world. But despite record membership levels, the conservation charity knows it cannot afford to rest on its laurels.
National Trust campsite at Wasdale Head, Cumbria ©National Trust Images/Joe Cornish
The UK remains an attractive tourist destination for both domestic holidaymakers and international visitors.
In a highly competitive sector, Barclays' hospitality and leisure specialists provide proactive strategic, banking and financing support.
At Barclays, we seek new and innovative ways to help businesses remove barriers to ensure an inclusive customer experience.