State of the Nation: tourism trends overview VIBE October Richard Nicholls, VisitBritain Laura Van Eeckhout, Foresight Factory

Transcription

1 State of the Nation: tourism trends overview VIBE October 2017 Richard Nicholls, VisitBritain Laura Van Eeckhout, Foresight Factory 1

2 Insights agenda 1. Inbound tourism update: recent trends and prospects 2. Future social / consumer trends for tourism from Foresight Factory 3. Highlights from recent VisitBritain inbound research 2

3 1. Inbound tourism update: recent trends and prospects Thursday, October 3 12, 2017

4 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 UK inbound: overall picture 20% 20% 19% 15% 13% 13% 14% 10% 7% 10% 9% 7% 6% 5% 0% -5% -1% 0% 1% 2% 1% 1% -3% 2% -2% July: first month to ever see 4 million inbound visits 2017 year to date: visits up 8%, spending up 9% August data out next Friday Source: International Passenger Survey provisional data 4

5 Where is growth coming from? By journey purpose % change vs 2016 LAST 3 MONTHS (MAY - JUL) Source: International Passenger Survey provisional data YEAR TO DATE (JAN - JUL 2017) Holiday 11% 19% Visit friends/relatives -2% 5% Business 0% -3% Miscellaneous -3% 7% Holidays! Up 19% on last year, setting new records But business visits 3% down Misc visits started the year well but slower recently By global region % change vs 2016 LAST 3 MONTHS (MAY - JUL) YEAR TO DATE (JAN - JUL 2017) EU15-5% 4% Other EU 12% 4% Rest of Europe 3% 14% North America 24% 21% Rest of World 12% 18% Long haul! North America up 21% Rest of World up 18% EU15 up 4% year to date although a decline in last 3 months 5

6 Holidays were slow for 2 years but picking up in 2017 Visits to the UK by journey purpose (000s) 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Holiday (37%) VFR (31%) Business (24%) Misc. (8%) Source: International Passenger Survey 6

7 The spending challenge (before 2017) Year-on-year change in UK inbound visits and spending 16% 12% 8% 4% 0% -4% Visits Spend -8% Source: International Passenger Survey 7

8 Top inbound markets UK total: 2016 Rank Country Visits (000s) Source: International Passenger Survey Country Spending ( m) France 4,064 USA 3,354 USA 3,455 Germany 1,490 Germany 3,341 France 1,372 Ireland 2,897 Australia 1,060 Spain 2,397 Ireland 1,059 Netherlands 2,062 Spain 992 Italy 1,990 Italy 980 Poland 1,921 Switzerland 792 Belgium 1,048 Netherlands 714 Australia 982 Canada 633 Latest rolling year (Q Q1 2017): Q2 market level data out this Thursday Country Growth France 1% USA 7% Germany -3% Irish Republic 15% Spain 10% Netherlands 8% Italy 8% Poland 2% Belgium -4% Australia -6% Switzerland 9% Canada 23% Sweden -5% Denmark -3% Norway -13% India 2% UAE -2% China 0% Japan 36% Turkey 11% Malaysia 18% South Africa -14% Brazil -34% Russia -7% Saudi Arabia 2% 8

9 Regions and nations Visits to London and Rest of England both up by 4% in latest rolling year data Scotland up 3% and Wales up 14% Only North East down (vs. a strong 2015) Regions/nations and markets Q2 data out this Thursday! Latest rolling year (Q Q1 2017): Region Visits (000s) Growth Spending ( m) Total UK 38,356 4% 23,002 Scotland 2,750 3% 1,872 Wales 1,115 14% 451 London 19,665 4% 12,269 Rest Of England 16,065 4% 7,967 North East 554-5% 430 North West 2,877 7% 1,251 Yorkshire 1,369 5% 539 West Midlands 2,214 0% 871 East Midlands 1,284 10% 490 East Of England 2,447 11% 855 South West 2,508 3% 1,324 South East 5,227 1% 2,208 Source: International Passenger Survey, Q1 revised data 9

10 Competitors Total global overnight tourism up 6% N. Am +3% Europe +8% M. East +9% APAC +6% First half of 2017: UK +9% W. Europe +6% S. Europe +12% N. Europe +8% CE Europe +4% In 2016 international tourism to Europe grew only 2% (vs 4% to UK) Source: UNWTO 10

11 Flight bookings suggest good prospects, but Past arrivals (% change YoY) Future bookings (% change YoY) Source: Forward Keys. Excludes flights booked direct with airlines. % change vs 2016 August % September % October % November % December % Oct-Dec % Jan-Mar % (% change YoY) Oct-Dec Eastern Europe +4% Northern Europe -1% Southern Europe +4% Western Europe +1% Middle East -3% North America +7% North East Asia +8% Oceania +26% South America +22% South Asia -3% South East Asia +18% Sub-Saharan Africa +2% U.S.A. +10% China +8% GLOBAL TOTAL +7% 11

12 2017 inbound full year forecast Visits: Up 6% to 39.7m Spending: Up 14% to 25.7bn Source: VisitBritain 12

13 Economic prospects Year on year growth in consumer spending: key inbound markets USA 2.7% 2.4% 2.0% Germany 1.6% 1.7% 1.4% France 1.3% 1.7% 1.5% Australia 2.5% 2.1% 2.4% Ireland 3.6% 2.6% 2.5% Spain 2.5% 2.3% 1.9% Italy 1.3% 0.9% 0.7% Netherlands 1.9% 1.5% 1.4% China 7.5% 7.1% 6.7% India 7.0% 8.8% 6.5% UK outlook: weak consumer spending projected for next 2 years GDP growth 1.7% 1.5% 1.6% Consumer spending 1.7% 0.7% 1.1% Inflation 2.7% 2.1% 1.7% Wage growth 2.0% 3.0% 3.0% Unemployment 4.7% 4.8% 4.8% Source: Oxford Economics 13

14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Sterling strengthens in September Value of US dollar and Euro against pound. Data til 6 th October Euro US dollar Source: Bank of England 14

15 2. The Future Travel Journey: the consumer trends that will shape tourism products in the next 5-10 years Laura Van Eeckhout Account Director, Foresight Factory 15

16 The Zeitgeist: The End of Uncertainty There is nothing permanent except change Heraclitus c.500bc 16

17 Australia Canada USA South Korea Denmark Sweden Germany GB Spain France Ireland Italy China India Indonesia Turkey South Africa Mexico Brazil Russia The Zeitgeist: The End of Uncertainty % agree: I am confident that the state will financially support me when I reach retirement age 100% 80% 60% 40% 20% 0% Source: FFonline Research 17

18 The Zeitgeist: The End of Uncertainty % of young adults (25-34s) living with their parents in the UK: 1 in 10 in 1995, 1 in 6 by % 20% 15% 10% 5% 0% Male Female In the US, living with parents has become the most likely living arrangement for young adults aged (for the first time in 130 years!) Source: Labour Force Survey, ONS, Pew US/FFonline UK 18

19 India GB France China USA Australia Germany Brazil S Africa The Zeitgeist: The End of Uncertainty I think my current job could be done by computer programs / robots / artificial Intelligence in 10 years time or less % of 16-25s who agree strongly or agree 100% 80% 60% 40% 20% 0% Source: FFonline Research 19

20 The Zeitgeist: The End of Uncertainty Consumers in flux: Global device preference shows a growing preference for mobile devices Preference for mobile devices Communicating via social network Checking a social network Updating a social network Comparing prices Preference for desktop devices Online banking Watching TV on demand Watching live TV Buying online Source: FFonline Research 20

21 Discover England Fund Trends report Purpose: identify the key social, consumer, technological etc. trends which will have a direct impact on the needs, motivations and behaviours of international tourists to England in the years to come How do these trends vary by market and by demographics? What is the size/importance/growth potential of each? What are the implications of those trends for the development of new product such as itineraries, attractions, destination groupings, accommodation, services etc.? Identify examples of best practice product development (tourism or related areas e.g. the wider leisure field) form around the world exemplifying the trends identified Insights drew on Foresight Factory s proprietary quantitative research as well as qualitative research (expert interviews and trendspotters) commissioned for the project. 21

22 Output: report and toolkit 22

23 Trends transforming the customer journey 1. Inspiration & Pre-Planning 4. Evolving Travel Needs 2. Booking Process 3. Connected Travel 23

24 1. Inspiration & Pre-Planning Filter Bubble Maximising Behaviour The Death of Risk 24

25 Canada USA South Korea Australia Japan Spain France Finland Denmark Italy Ireland Sweden Poland Netherlands Germany GB Czech Rep Malaysia Russia Mexico Thailand Brazil Turkey South Africa China India Indonesia Trend: Filter Bubble Despite the endless resource offered by the internet, future travellers will live in a filter bubble created by personalisation algorithms and homogenous social networks. Tourism products will have to work hard to stay on the traveller s radar. 100% 80% 60% 40% 20% 0% Source: FF Online Research How interested would you be in a service that suggested a holiday and itinerary of activities based on your interests and budget? % who are interested VisitDenmark draws attention to attractions by using the on-trend #hygge hashtag 25

26 South Korea Australia Canada USA Ireland Spain Italy Hungary Czech Rep Poland France Germany GB Finland Denmark Sweden Netherlands Russia China South Africa Turkey Mexico Brazil Indonesia India Trend: The Death of Risk With limited budget and holiday time available, future travellers want to find out as much as possible about their destination before getting there. They expect travel providers to empower them by providing enough upfront information about tourism products. It s getting easier and easier to see what places look like, to hear about other people s experiences prior to your travel. I think that s why places that used to be fairly non-ubiquitous are becoming more and more popular tourism destinations. When I plan a trip abroad, I find out as much as I can about the destination before I go % who agree or agree strongly 100% 80% 60% 40% 20% 0% NICK LARSON, HEAD OF PLATFORM AT TIMELOOPER Source: FF Online Research 26

27 Helping tourists avoid FOMO The Margaret River Region has curated a number of tours and itineraries to make sure guests don t miss out on local gastronomy spots A lot of people will do a fair bit of research to make sure they don t waste any time. I didn t that once and spent the entire weekend feeling as though I was missing out on something, but couldn t quite put my finger on what. Since then I ve done fairly thorough research for every trip I ve gone on. FEMALE, 27, SWEDEN 27

28 2. The Booking Process Wishlisting Conversational Commerce Impulsive Existence 28

29 South Korea USA Australia Canada Italy Spain Netherlands GB Ireland Poland Czech Rep Sweden Hungary France Finland Germany Denmark Indonesia China India Turkey Mexico Brazil South Africa Russia Trend: Wishlisting Future travellers will expect to be able to more easily take the step from inspiration to purchase, by shopping directly from wishlists and a range of new interfaces such as smart TVs. 100% 80% % of consumers who attach high value to sharing or collecting images online of things I like/things that represent my lifestyle 60% 40% Starwood Hotels have enabled booking through its Instagram feed on posts created by influencers invited to the Paris hotels. 20% 0% Source: FF Online Research 29

30 Trend: Conversational Commerce Making enquires about or booking tourism products will be easier than ever for future travellers, as they won t even have to leave their own messaging apps to do so. There will be less need for tourism products to develop their own expensive apps or websites. Interrail is using Facebook Messenger and WhatsApp to communicate with travellers planning or currently on an Interrailing trip We communicate with our travel agent via WhatsApp and send everyone the info of the trip also via WhatsApp. I won t sign into any website but would go through this conversational process with a trusted partner, then later on go to the agency just to swipe the credit card. MALE, 64, GERMANY 30

31 3. Connected Travel Locational Living Performative Perfection Mastering the Mind 31

32 Australia South Korea USA Canada Czech Rep Sweden Italy Denmark France GB Finland Ireland Spain Netherlands Hungary Germany Poland Mexico South Africa Indonesia Brazil India Turkey Russia China Trend: Locational Living Location-based technology will help raise awareness of and increase engagement with tourism products by pushing content based on an individual traveller s whereabouts. Geo-Tourist is an audio tour site and app that uses GPS data to play informative audio clips around touristic routes and advertise nearby offers and services to users % who are interested or very interested in a service/ device that detected your location and suggested interesting things to spontaneously see and do in the nearby area 100% 80% 60% 40% 20% 0% Source: FF Online Research 32

33 Japan USA Australia Canada South Korea Poland Sweden GB France Italy Spain Finland Germany Ireland Denmark Czech Rep Netherlands China Russia Indonesia Turkey India Thailand Malaysia Brazil Mexico South Africa Trend: Performative Perfection Travellers are looking for tourist products that can boost their social capital when sharing images or stories about them on social media platforms. I wish I could be more like the person I describe myself as on social media % who agree or strongly agree 100% 80% 60% 40% Checking in and sharing this on Facebook is seen as a status symbol and people usually only check in at glamorous, non-trivial places and when doing something special. FEMALE, 27, FRANCE 20% 0% FF Online Research Base: All social networkers among online respondents per country aged (Indonesia & S. Africa 16-54), 2016 February 33

34 4. Evolving Travel Needs Pursuit of Real The Leisure Upgrade Customised Reality 34

35 Australia South Korea Canada USA France Poland Spain Denmark Ireland Italy Finland Czech Rep Sweden Netherlands Germany Hungary GB China Turkey India Mexico Indonesia Brazil South Africa Russia Trend: Pursuit of Real Genuine, authentic tourism products are preferred by future travellers as they seek to get rid of their tourist stamp and experience their destination like a local instead. I believe people always mix and match both touristy and authentic local things depending on how much time they have at a destination. If I go to Paris I love finding a good local restaurant loved by the locals but still go and take a selfie at the Eiffel tower. When I go on holiday, the most important thing for me is to experience the authentic culture of a place % who agree strongly or agree 100% 80% 60% 40% 20% 0% MALE, 28, GERMANY Source: FF Online Research 35

36 Trend: Customised Reality New technologies (e.g. AR, VR, hearables) can be used to bring to life and personalise experiences for more demanding future travellers. By bringing VR to the actual historical locations, TimeLooper aims to create a level of immersion and empathy that could not be achieved through VR experiences for domestic use Which of the following kinds of apps do you use at least once a month? Augmented reality apps (e.g. Pokémon Go) 100% 80% 60% 40% 20% 0% China Spain USA France Sweden GB Source: FF Online Research 36

37 Which trends do you think are most important? Pick your top 3! 37

38 3. Highlights from recent VisitBritain inbound research Thursday, October 38 12, 2017

39 Recent analysis 39

40 Recent analysis 40

41 VisitBritain/DEFRA food research programme Builds on VB food research published last year Aim : understand current awareness and perceptions of Britain s food and drink offer. Create benchmarks from which we can track performance. Quantitative research in Australia, China, France, Germany, Gulf, India, Japan, USA Understand best practice examples of food tourism product development from around the world Case studies research Quantitative highlights and full case studies report available on 41

42 Food and tourism Although food features in most people s holidays abroad, it is only a decisive factor in planning for a minority. People who factor food into their travel decisions tend to be younger, more adventurous and have better views of British food. Age group Likes to try local food abroad Previous visits to Britain Britain offers good food options Source: VisitBritain/DEFRA 42

43 Perceptions of food and drink offer % selecting UK 57% 35% 35% 35% 31% 18% 29% 12% 12% Source: VisitBritain/DEFRA 43

44 Perceptions of British food Net: Agree by market British food products are good quality Britain is a good place to try local specialities 59% Total 56% 43% 37% 76% 29% 68% 90% 58% 71% 45% 36% 68% 29% 57% 85% 53% 72% Source: VisitBritain/DEFRA 44

45 Awareness of British products Top product per market: Whisky Baked goods Whisky Baked goods Whisky Baked goods Whisky Baked goods Source: VisitBritain/DEFRA. Which, if any, of the following food and drink items would you associate with the UK? 45

46 Recent analysis 46

47 Business visits: context 10,000 8,000 6,000 4,000 2,000 0 UK Business Visits and Spend Visits (000) Spend ( m) In 2016, 9.2 million business visits to the UK With these visitors spending 5.5 billion Both setting records Although 2017 Jan-Jul shows business visits down 3% But who are these visitors? Source: International Passenger Survey 47

48 Top markets Market Visits (2016) % Share Poland 872,000 9% Germany 860,000 9% France 841,000 9% USA 688,000 7% Netherlands 658,000 7% Irish Republic 649,000 7% Romania 519,000 6% Spain 476,000 5% Italy 365,000 4% Belgium 288,000 3% Nine of the top ten in terms of visits are European near neighbours But spending shows a different picture: visitors from the USA spent just over 1bn, 19% of all spending by business visitors Australia, India and Switzerland also make the spending top ten This doesn t include the value of the wider economic benefits to hosting business events Source: International Passenger Survey 48

49 Business visitors in more detail All visitors in the UK in 2016 for business were asked a follow up question to capture the main business event on their business trip. The following categories were asked: Meeting 1-5 people Meeting 21+ people Exhibition/ Trade Show Training/ Development Meeting 6-20 people Conference/ Convention Incentive/ Team Building Other 49

50 Business event type Meeting 1-5 people Meeting 6-20 people Meeting 21+ people Conference/Convention Training/Development Exhibition/Trade Show Incentive/Team Building 40% 1% 2% 4% 6% 21% 6% 20% Business visit type Length of stay Spend per visit Meeting 1-5 people Meeting 6-20 people Meeting 21+ people 3.9 1,035 Conference/Convention Training/Development 7.7 1,032 Exhibition/Trade Show Incentive/Team Building 4.7 1,015 Other Other visits, by mode of transport: 8% 7% Other Lorry Source: International Passenger Survey/VisitBritain 85% Private Vehicle 50

51 Spotlight on Conferences and Exhibitions 62% of the visits to conferences/conventions and exhibitions in 2016 were to London Excluding London, England hosted 30% of visitors from conferences/conventions in 2016, Scotland 6% and Wales 1% Scotland 32,600 6% North East 2,600 1% Top market: USA (88,000 visitors, spending 132m (18% of total) Jan-Mar Apr-Jun Jul-Sep Oct-Dec 23% 27% 20% 30% North West 31,700 6% West Midlands 51,100 6% Wales 6,400 1% South West 13,500 3% Yorkshire 4,800 1% East Midlands 13,900 2% East of England 27,000 5% London 407,600 62% South East 43,300 7% Source: International Passenger Survey/VisitBritain 51

52 Recent analysis 52

53 Multi country trips TOTAL UK (overnight visitors only) Only visited the UK on this trip Stayed in another country before arriving in UK Stayed in another country after leaving the UK Stayed in another country before and after UK Visits (000) 35,814 28,332 1,298 1,348 1,554 Spend ( m) 22,384 17, % of inbound visits to the UK in 2016 included an overnight visit to another country before or after their time in the UK 4% stayed at least 1 night in another country before arriving in the UK 4% were going onto another country after the UK before finally returning home 5% of visits included another country before and after the UK leg of their trip Those who were planning a visit to at least another country after the UK (and before returning home) had the highest average spend Source: International Passenger Survey/VisitBritain 53

54 Multi country trips by journey purpose 6% 5% 32% 33% 18% 14% 27% 26% 23% 24% 12% 17% 5% 15% 41% 38% 36% 41% 42% 37% Total overnight visitors Neither before nor after Yes, before only Yes, after only Yes, before and after Misc. Study VFR Business Holiday Holiday visitors are more likely than the average to be on a multi country trip. The reverse is true for VFR visitors. A high proportion of those staying somewhere both before and after their UK stay were for business. Further analysis shows many of these were European based lorry drivers delivering and picking up goods in the UK. Source: International Passenger Survey/VisitBritain 54

55 Multi country trips by market (holidays only) Market Neither before nor after Yes, before only Source: International Passenger Survey/VisitBritain Yes, after only Yes, before and after Germany 96% 2% 1% 1% France 98% 1% 1% 0% Netherlands 97% 1% 1% 1% Italy 96% 2% 1% 1% Irish Republic 96% 3% 1% 0% Spain 97% 1% 1% 1% Sweden 93% 2% 3% 2% Switzerland 93% 3% 2% 2% Norway 97% 1% 1% 0% Belgium 96% 2% 2% 0% Denmark 97% 1% 0% 2% Poland 92% 1% 1% 6% Austria 95% 1% 1% 2% Portugal 96% 3% 1% 0% Market Neither before nor after Yes, before only Yes, after only Yes, before and after USA 68% 10% 13% 9% Canada 68% 13% 12% 6% Brazil 53% 11% 9% 26% Market Neither before nor after Yes, before only Yes, after only Yes, before and after Australia 46% 15% 16% 24% India 68% 8% 12% 13% UAE 82% 5% 10% 3% China 73% 9% 9% 9% Hong Kong 70% 10% 11% 9% Japan 76% 6% 9% 9% Saudi Arabia 82% 4% 7% 8% Singapore 60% 19% 11% 11% 55

56 Recent analysis 56

57 Using social media on holiday 44% Keep in touch with home 25% To let people know where I am 30% Look for eating / drinking recomme ndations 20% Ask for advice on where to go / what to do 39% Post / upload photos 23% To plan / decide where to go 29% Share where you are / what you are doing 19% Share advice or recommen dation 29% Have not used social media on holiday Keeping in touch with friends and family back home is the key reason that most people say they use social media when on holiday. Sharing is also important; over a third are likely to post photos whilst on holiday, 29% sharing what they are doing, 19% sharing recommendations. Social media is also used as a way of getting information on holiday, as 30% have used it to get recommendations on places to eat or drink, 23% to help them plan where to go, and 20% to ask for advice on what to do or where to go. A smaller proportion (19%) would share their own advice or recommendations whilst on holiday. Source: VisitBritain. Have you used social media in any of the following ways whilst on your last holiday to Britain / your last holiday to a foreign destination? 57

58 Using a smartphone to access reviews Have done on holiday Not done, but interested % have used, or interested in using a smartphone to access reviews about attractions / places to see on holiday 18% 25% 23% 21% 22% 25% 25% 26% 26% 25% 28% 22% 30% 30% 22% 23% 35% 22% 55% 77% 52% 71% 24% 31% 41% 50% 71% 65% 35% 29% 46% 55% 50% 63% 60% 63% 64% 51% 52% 66% AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA % have used, or interested in using, a smartphone to access reviews about places to eat or drink on holiday 18% 29% 26% 18% 25% 25% 50% 75% 27% 24% 26% 25% 26% 27% 31% 26% 21% 23% 40% 51% 66% 21% 29% 37% 50% 69% 68% 24% 32% 28% 34% 53% 53% 59% 63% 60% 62% 52% 48% 68% AUS BRA CAN CHI DEN FRA GER IND ITA JAP NET NZ NOR RUS SAU KOR SPA SWE UAE USA Source: VisitBritain. Which of the following have you done on holiday? 58

59 Recent analysis 59

60 Visitor Experience Report Four topics, based on face to face surveys of visitors to the UK: Welcome: How welcome did visitors feel in Britain? Recommendation: Would visitors recommend a trip to Britain? Satisfaction: with various elements of a trip to Britain Expectations: How did various aspects of visitors trips to the UK meet expectations? 60

61 Overall Visitor Satisfaction Satisfaction with the following aspects during trip to UK: Very satisfied Quite satisfied Neither Quite dissatisfied Very Dissatisfied Top 2 box (% Very/Quite satisfied) 63% 58% 29% 29% 7% 9% 39% 39% 17% 4% 14% 26% 34% 20% Attractions/Activities Transport Food & Drink Value for Money 6% 92% 88% 78% 41% Britain's attractions and activities drove the strongest satisfaction scores with over 9 in 10 visitors satisfied and 63% very satisfied. Britain s public transport also delivered high overall satisfaction. Satisfaction with British food & drink was generally positive though behind attractions and public transport. Value for money was rated lowest, although this research was conducted before the fall in the value of the pound mid Source: International Passenger Survey/VisitBritain, Q: How satisfied were you with your visit to the UK for Food & Drink, Public Transport, Attractions/activities, Value for Money?. On a scale of 1-5. Base: Visitors staying 1+ night in Britain, excludes UK nationals (expats) n=35,593 61

62 Visitor satisfaction by region Amongst holiday visitors to each region Attractions / Activities Public Transport Food & Drink Value for money UK Average 65% 62% 39% 14% LONDON 68% 64% 39% 13% NORTH EAST 52% 58% 34% 20% NORTH WEST 63% 54% 41% 22% YORKSHIRE 62% 47% 35% 22% WEST MIDLANDS 62% 50% 40% 13% EAST MIDLANDS 62% 62% 33% 18% EAST OF ENGLAND 56% 52% 36% 12% SOUTH WEST 50% 43% 36% 11% SOUTH EAST 53% 51% 31% 10% SCOTLAND 66% 61% 48% 23% WALES 54% 48% 35% 23% There is a clear North-South divide on value for money perceptions with the North East, North West and Yorkshire, as well as Scotland and Wales, above average Scotland leads on food&drink London scores highest for attractions and public transport, but value for money is below average. Source: International Passenger Survey/VisitBritain. As some visitors stayed in multiple regions, the data is based on the region each visitor first stayed in. 62

63 AUS BELG BRAZ CAN CHI DEN FRA GER HK INDIA IRE ITA JAP NETH NZ NOR POL POR RUS SAU SING SAF S.K. SPA SWE SWI TUR UAE USA TOT Visitor satisfaction by market Level of Satisfaction (% very satisfied) Attractions 67% 51% 78% 70% 64% 67% 52% 60% 49% 65% 66% 68% 59% 51% 61% 67% 68% 75% 80% 73% 55% 70% 71% 61% 61% 57% 65% 67% 74% 63% Transport 62% 50% 79% 68% 51% 57% 47% 51% 33% 70% 64% 71% 38% 47% 69% 55% 63% 64% 65% 74% 48% 72% 63% 52% 54% 46% 67% 67% 69% 58% Food & Drink Value for Money 43% 29% 55% 52% 34% 44% 29% 34% 30% 50% 50% 26% 34% 33% 49% 47% 40% 31% 56% 60% 38% 55% 33% 25% 36% 41% 41% 60% 53% 39% 15% 10% 15% 15% 22% 25% 11% 7% 12% 20% 18% 9% 12% 11% 16% 26% 18% 10% 25% 28% 11% 14% 24% 8% 15% 17% 14% 25% 20% 14% Source: International Passenger Survey/VisitBritain. How satisfied were you with your visit to the UK for Food & Drink, Public Transport, Attractions/activities, Value for Money?. On a scale of 1-5. Base: Visitors staying 1+ night in Britain, excludes UK nationals (expats) n=35,593 63

64 State of the Nation: tourism trends overview VIBE October 2017 Richard Nicholls, VisitBritain Laura Van Eeckhout, Foresight Factory 64