United Kingdom
United States
Asia Pacific
Brits prefer the beach and shopping over culture
Britons are most likely to opt for a beach holiday or shopping trip rather than cultural tours.
Analysis of research across six European countries shows that Brits are most likely to go on holiday to the beach (37%), followed by city breaks (32%). By contrast, those in Spain and Germany are much more likely to take a city break (63% and 44% respectively).
More than 24% of all Spanish holidaymakers have been on a ‘party holiday’ in the last 12 months compared with just 2% of those in Britain, according to the findings.
The reaearch is based on 2,000 people being asked about their holiday intentions across the UK, France, Germany, Italy, Holland and Spain by market information provider TNS.
Only 7% of Brits go on a ‘cultural holiday’ placing them at the bottom of the cultural scale, compared with over a quarter of Italian (25%) and Spanish (28%) holidaymakers who have taken such a break in the past 12 months.
However, Britons are most likely of the six countries surveyed to take shopping holidays (14%).
Other findings showed that British holidaymakers are most likely to travel abroad to Spain, with 19% of people visiting the country in the past 12 months. This compares with 14% who visited France and 6% who went to Italy.
Out of the six countries surveyed, Britons were most likely to holiday in the US or Canada (11% of people vs 2%-3% of people in Spain, Italy, France and Holland).
TNS travel and tourism head Tom Costley said: “Our latest information shows that British holiday makers are taking fewer holidays compared with last year, particularly within the UK.
“The low cost airline market is far more mature in the UK than in other European markets and British holidaymakers are making the most of it. In comparison, while the French take slightly more holidays than other Europeans, a large proportion are breaks within France.
“The development of new air routes to and from regional airports is making certain areas of the UK, particularly Scotland, more accessible to visitors. However, it also enables residents themselves to travel abroad more easily for a short break to a city or beach destination.”
Report by Phil Davies
Phil Davies
Kittipong Prapattong’s Plan for Thailand’s Tourism Growth: Taxes, Visas, and Campaigns
James Jin: Didatravel’s Journey from China to Global Reach and the Impact of AI on Travel
Darien Schaefer on Pensacola’s Evolution: From Small Town to Global Destination
Florida Tourism’s Next Frontier: Dana Young on Expanding Beyond the Classics
Patrick Harrison on Tampa Bay Tourism’s Resilience and Marketing Strategy
Bubba O’Keefe on Clarksdale’s Vibrant Music Scene
Commemorating Elvis and Embracing Tupelo’s Culture with Jennie Bradford Curlee
Craig Ray and the Expansion of the Blues Trail
Presenting Mississippi’s Cultural Trails with Katie Coats
Robert Terrell: A Journey Through BB King’s Influence
Rochelle Hicks: Celebrating Mississippi’s Musical Legacy
Exploring Jacksonville with Katie Mitura: The Flip Side of Florida
Dozens fall ill in P&O Cruises ship outbreak
Turkish Airlines flight in emergency landing after pilot dies
Boy falls to death on cruise ship
Unexpected wave rocks cruise ship
Woman dies after going overboard in English Channel