This time last year, you’d have been forgiven for thinking that Brexit was the biggest challenge to UK outbound tourism.  But fast forward 12 months, and COVID-19 means the sector faces its biggest threat in recent memory. 

If there’s one thing that’s clear from our work with visitor attractions, it’s that they deliver incredible experiences. By comparing the Net Promoter Scores (NPS) of over 250 brands in six sectors we’re now able to prove that visitor attractions deliver better experiences than other sectors too

Explore interactive charts from our top intended holiday destinations and Brexit-effect stories from Holiday Trends 2019.

How our prediction of an increase in overseas trips this year stacks up against tour operators like Thomas Cook reporting negative trends.

Big challenges can require big (and expensive) solutions. The accepted wisdom is that a problem that loses an attraction lots of money will take lots of money to fix. But sometimes, a simple solution is more effective. 

Holiday Trends 2018 went against the tide of popular opinion, but it seems as though – despite fluctuating exchange rates, the Beast from the East and record heatwaves – most of our predictions were correct. 

We reviewed the key research on the subject and took to the streets of London to capture the voice of the visitor.  This short video showcases our findings.

The momentum behind millennial targeting is surprising. Why has the idea taken hold? Is there any truth in it? Should we abandon our psychographic models and go back to age cohorts? Jon Young evaluates the millennial targeting trend.

The post-Brexit world is looking financially hostile for British holidaymakers, but Britons aren't so easily deterred from their holidays. Our Holiday Trends report examines how Britons are cutting back on holidays without cutting them out.

Holiday Trends 2018 consists of a free short report and access to this interactive data dashboard.

It seems Britons are becoming braver when it comes to travelling; more than twice as many are considering a holiday to Turkey this year as in 2017, according to our latest Holiday Trends research.

Many holiday destinations have been blighted with reputational damage from terrorism and unrest in recent years. We've drawn up 5 ways of communicating safety in communications to combat visitor fears.

Are negative perceptions of a destination's security insurmountable? Our recent traveller studies provide answers for tourist boards and travel agencies.

Key takeaways from the Holiday Trends 2017 report in a 90 second video

A ‘blog version’ of the presentation Jon gave at the Museum and Heritage Show 2017

Do holiday-makers actually care about sustainable tourism? And, if so, do they care enough for it to influence their holiday choices? Jon provides insight from our latest Holiday Trends report.

How has the world events of the last year affected holiday taking behaviour? We asked Britons their holidaying intentions at the beginning of the year. More can be found in our Holiday Trends report.

Three key ingredients came out of our brand trust research: consistency over time, simplicity and authenticity. What was surprising to us was just how important these themes have become and how many organisations are falling short.

The increased desire for bucket-list holidays ties in with the rise in experientialism. Provide an experiential holiday you are more likely to make it on to those lists. We identified three key areas of experientialism that can help your destination to get onto people’s bucket-lists.

Jon Young rounds up some of our top findings in the latest free Holiday Trends report - in a video lasting just 60 seconds.

Safety is becoming a key concern for Britons planning their holidays in 2016. With this in mind, we've suggested five ways to communicate safety in your communications.

It's not Christmas until you see your first Coke 'Holidays are Coming' or John Lewis advert. So with the launch of John Lewis' 'Man On the Moon' advert tugging the heart-strings of the nation, Jon Young explains why emotive advertising is so successful.

Jon Young picks out findings from our visitor benchmarking research to explain how attractions can capture the imagination and bring collections to life.

Creating a bespoke visitor experience (and telling them about it). Our thoughts on the personalisation section of the recent report TrendsWatch 2015.

Our latest webinar provided a closer look at two of the trends that our Holiday Trends report gives insight on the Staycation and Wellness Tourism. Jon Young outlined the key findings adding context with case studies and industry data.

How effective are the marketing efforts of tourist boards? Findings from the recently published Global Tourism Monitor.

Our new report, Holiday Trends 2015, highlights further differences between Gen y and Baby Boomers. Gen Y is significantly more likely to want to visit new and different destinations, and is twice as likely to have been on a wellness holiday.

Holiday Trends 2014 predicted a drop in Britons taking a ‘Staycation’, 45% stating they were seriously considering taking a main holiday in the UK compared to 56% in 2013 and 58% in 2012. Our research was given widespread coverage in the press – The Times and the Evening Standard sounded the death knell of the staycation and a number of others joined them. We were not quite so pessimistic.

In April this year, we embarked on the #visit100 challenge – a quest to visit 100 unique venues, exhibitions and events across the UK, taking a flattering selfie at each.

A survey of 23,000 holidaymakers in 26 countries worldwide has named Costa Rica as the destination most would recommend for a holiday based on personal experience.

Recent reports by such diverse organisations as Oxfam and the Resolution Foundation have drawn attention to economic and social differentiation emerging in Britain.