The UK Tourism Survey (UKTS) figures released by VisitEngland at World Travel Market, show that while there were 4 per cent fewer trips taken for holiday purposes this year than last, the UK continues to enjoy double digit growth with holiday trips up 13 per cent in 2010 compared to the same period in 2008.Further research by VisitEngland on domestic travel trends this year shows that there were a similar number of “staycationers” (people who switched an overseas holiday for one in England or who took an extra break in England) in 2010 as in 2009.
This is in part due to the economic climate, with the research showing a significant increase in consumer concerns about job security. At the same time the proportion of people taking more domestic breaks in addition to their overseas holiday has remained unchanged.
James Berresford, Chief Executive VisitEngland said: ”Our research shows that the England holiday experience remains an overwhelmingly positive one. 84% of English break-takers rated their holiday experience as excellent or very good. 69% of people who had switched from an overseas holiday to one in England agreed that in the longer term, beyond 2010, they will take more domestic breaks than they did previously which demonstrates that last year’s uplift in tourism has fundamentally changed perceptions of holidaying at home for the better.”
Berresford continued: “We will continue to work closely with the industry on marketing initiatives that aim to inspire Brits to holiday at home. We will be a launching a multi-media advertising campaign in February next year following on from our successful Enjoy Every Minute Campaign with the aim of stimulating visitor numbers over the Easter break.”