Results from VisitBritain’s latest wave of travel sentiment research is showing the strongest desire for people to travel internationally since the survey launched in 2020.
“83% of respondents say they would take an international leisure trip in the next 12 months,” said Richard Nicholls, Head of Research and Forecasting, VisitBritain, kicking off a session during yesterday’s virtual ExploreGB conference.
With only 42% of respondents already booked or decided on where to go, Nicholls said the destination also has a huge opportunity to go after its marketshare for more bookings.
During the flagship event, Sally Balcombe, CEO of VisitBritain/VisitEngland, noted that now that the UK has lifted all COVID restrictions, “Britain is therefore truly open for business and our tourism businesses are ready to safely welcome people back.”
Regardless of a traveller’s vaccination status, testing is no longer required for entry.
“We are so pleased that people are feeling a renewed confidence about taking international holidays,” Balcombe said. “Working with the trade partners, I’m confident that we’ll be able to drive back demand whilst also encouraging people to stay longer and travel further afield across our nations and regions, creating lasting memories for visitors.”
From experiencing the Thames in a floating tube to experimenting with street art in Bristol, VisitBritain has launched a new marketing campaign called Welcome to Another Side of Britain, which showcases innovative businesses who are combining historic attractions with contemporary cultural experiences.
“From our vibrant and diverse cities and our beautiful countryside and stunning coastlines, from iconic sites to hidden gems, every part of the country is bursting with exciting opportunities to explore,” she said.
Over the next two days, industry professionals and international buyers are connecting with travel trade suppliers and destination representatives across the UK for one-on-one virtual meetings.
“The travel industry is incredibly important to Great Britain,” said Gavin Landry, Director of the Americas for VisitBritain. “Tourism and the visitor economy drives the prosperity of Great Britain.”