VisitEngland is appealing to Brits’ pocketbooks with a domestic tourism campaign, but destinations that supply sunshine on the cheap will see a rise in British travelers despite the ad push.
The unpredictable UK weather is encouraging British holidaymakers to seek sunshine abroad, according to the latest annual Barclays Travel Forum sentiment survey.
More than half of the travel industry representatives surveyed (54 per cent) expect demand for domestic holidays to decrease this year as consumers choose to take a foreign holiday, avoiding the risk of a damp break in the UK.
South America (32 per cent) is tipped to see the greatest increase in tourism over the course of the year. Only 4 per cent expect North America to see an increase in tourism and Europe is down from 49 per cent last year to 27 per cent this year.
Have a confidential tip for Skift? Get in touch
Photo credit: Tourists pose at the top of Machu Picchu at the end of three-day hike. Phil Whitehouse / Flickr