Inbound consumer sentiment research VisitBritain Research conducted August 2016 - March 2018 1
Consumer sentiment questions to answer 1. What are perceptions of Britain s welcome? 2. What are perceptions of Britain s value for money and have these changed? 3. What is the effect on propensity to visit Britain? Research details: Focus on understanding consumer sentiment 500 international travellers per market (defined as those who have taken a holiday abroad in the last three years) Online fieldwork conducted by ICM Germany France Italy Netherlands Poland Spain Sweden China USA Wave 1 25 th 31 st August 2016 Wave 2 13 th 20 th February 2017 29 th March 5 th April 2017 Wave 3 11 th 18 th September 2017 Wave 4 9 th 16 th March 2018 2
Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Executive Summary Likelihood to visit: the balance of likelihood to visit was slightly higher in spring 2018 than in 2017, although not as positive as in August 2016. Most respondents state their likelihood to visit Britain has not been affected by the EU referendum decision. Opinion of Britain: Britain s reputation has recovered some ground this wave although sentiment is lower than in 2016. Interest in visiting Britain remains broadly stable compared to 2017 though slightly lower than in August 2016. Favourability towards Britain has increased slightly this wave. Value: the exchange rate is less top of mind than in 2016; knowledge of the exchange rate has slipped and is significantly lower than in August 2016. The likelihood of travellers to personally visit because of the weak pound has remained broadly stable with the previous wave although is a little lower than in August 2016. Similarly, less than half agree that Britain offers good value for money; agreement is the same as the previous wave but lower than in 2016. There continues to be widespread agreement that Britain is an expensive destination. However, most still agree the weak pound makes it a good time to visit this perception remains stable. Welcome: Most respondents continue to see Britain as a destination which is welcoming to visitors and as open minded and tolerant, with little overall change in these indicators over time. Safety/security: Perceptions of Britain being a safe and secure destination show signs of recovery in spring 2018 after previous declines following a number of terrorist attacks in 2017. Policy worries: on the European total level, the majority of respondents state low concern about potential policy changes and this is broadly stable across waves. However; levels of concern strongly vary by market (highest among Polish, lowest among Dutch and Swedish). Market differences: Perceptions vary greatly by market. Those from US and China generally show the most positive attitudes. 3
Change in likelihood to visit Britain Most respondents state their likelihood to visit Britain has not been affected by the EU referendum decision. In the latest wave, three fifths (60%) said there had been no impact on their likelihood to visit Britain. The balance of likelihood to visit Britain since June 2016 is positive in seven markets and is slightly negative in Spain and Sweden. In many European markets, after a decline between the first two waves, the net balance of likelihood has regained some ground in the most recent wave. The balance of likelihood to visit is now highest out of all waves amongst Chinese travellers and has improved in the US market since a dip in the September 2017 wave. March 2018 Results: 3% 3% 4% 3% 3% 3% 100% 4% 4% 2% 1% 1% 10% 12% 13% 8% 8% 3% 4% 12% 12% 15% 13% 80% 38% 53% 60% 60% 64% 61% 65% 63% 66% 62% 62% 68% 40% 31% 15% 20% 13% 11% 13% 12% 12% 11% 11% 11% 27% 26% 13% 9% 8% 10% 13% 7% 9% 6% 0% 7% 6% TOTAL EUROPE Germany France Italy Neth. Poland Spain Sweden China USA August 2016 +16% +8% +6% +14% +17% +9% 0% +3% +8% +49% +43% Much less likely to visit Britain Slightly less likely to visit Britain Makes no difference to me Slightly more likely to visit Britain Much more likely to visit Britain February/March 2017 +12% +1% -4% +7% +14% -1% -2% -7% 0% +50% +40% September 2017 +10% +2% 0% +9% +7% +1% -3% 0% -3% +50% +28% March 2018 +13% +4% +4% +11% +13% +3% +3% -2% -3% +54% +36% Following the referendum decision, would you say you are more likely to visit Britain in the future, less likely, or does it make no difference? Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Code: don t know not displayed 4
Opinion of Britain Whilst Britain s net reputation is only just about positive in the international total and remains negative for Europe in the latest wave, the net balance of likelihood to visit Britain remains positive. Almost half (46%) of respondents said their opinion of Britain has remained unchanged since June 2016 while 26% of respondents said their opinion has become more positive and 25% more negative. European sentiment declined between waves 1 and 2, was stable in wave 3, but has slightly recovered in the latest wave. Germany, Spain, Sweden, Poland and the Netherlands are the most negative on net balance. In the latest wave, results from the USA show a recovery to similar levels as in August 2016 and spring 2017. March 2018 Results: 100% 6% 7% 6% 6% 4% 1% 2% 9% 8% 6% 7% 7% My view has become much more 8% 20% 23% 18% 21% 23% negative 80% 28% 21% 27% 23% 40% My view has become slightly 60% 47% more negative 46% 47% 50% 47% 40% 42% 53% 47% 47% 43% My view has not changed 24% 14% 20% 0% August 2016 13% 11% 10% 12% 13% 14% 9% 13% 10% 10% 10% 9% 12% 12% 8% 8% 8% 10% 27% 27% TOTAL EUROPE Germany France Italy Neth. Poland Spain Sweden China USA +5% -3% -11% +5% 0% -1% -9% -7% -1% +35% +34% My view has become slightly more positive My view has become much more positive February/March 2017-2% -13% -21% -5% -2% -9% -14% -27% -12% +42% +33% September 2017-3% -13% -18% -6% -10% -6% -17% -16% -19% +39% +23% March 2018 +1% -9% -18% -1% -1% -9% -9% -15% -10% +43% +30% On 23 June 2016, the United Kingdom held a referendum on its membership of the European Union, and a majority of the electorate voted to leave the European Union. Following this decision, how, if at all, would you say your view of Britain has changed? Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Code: don t know not displayed. 5
Interest in visiting Britain Interest in visiting Britain remains broadly stable compared to 2017. Overall, in the latest wave the net balance of interest is lower than in August 2016, yet is broadly stable compared to subsequent waves. 73% of respondents are interested in visiting Britain in the future, with the highest levels of interest from China (89%), USA (84%), Italy (83%) and Spain (79%). Interest to visit is the lowest in the Netherlands but still just over half are interested in visiting Britain. March 2018 Results: 100% 6% 7% 5% 10% 3% 7% 7% 4% 9% 1% 4% 14% 9% 20% 15% 12% Not interested 80% 23% 24% 25% 24% 35% 24% 60% 73% 83% 69% 79% 89% Neutral 40% 84% 64% 68% 68% 57% 65% 20% Interested 0% TOTAL EUROPE Germany France Italy Neth. Poland Spain Sweden China USA August 2016 +71% +67% +56% +64% +85% +54% +60% +83% +65% +90% +85% February/March 2017 +67% +62% +57% +65% +80% +42% +54% +74% +61% +88% +84% September 2017 +66% +61% +55% +60% +77% +49% +53% +76% +59% +89% +77% March 2018 +67% +63% +54% +63% +80% +51% +60% +75% +56% +87% +80% On a scale of 1 to 10, how interested would you be in visiting Britain in the future? 1 is not at all interested and 10 is very interested Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Code: don t know not displayed, interested (8-10), neutral (5-7), not interested (1-4) 6
Favourability towards Britain Favourability towards Britain remains high in most markets. Looking at the net balance, favourability towards Britain is highest in China (85%), USA (77%) and Italy (72%), all ahead of the overall total of 67%. In China, Germany and Poland the balance has returned to August 2016 levels in the most recent wave; in France and the Netherlands it is outperforming them. Despite improvements from the previous wave, favourability is still to catch up with August 2016 in the US and Spanish markets. There has been a continuous slight decline in net favourability in the Swedish market. March 2018 Results: 100% 5% 6% 9% 5% 3% 3% 6% 6% 7% 1% 2% 27% 21% 14% 18% 80% 31% 29% 29% 39% 33% 26% Unfavourable 37% 60% 40% 67% 62% 61% 65% 75% 85% Neutral 79% 55% 60% 67% 54% 20% Favourable 0% August 2016 TOTAL EUROPE Germany France Italy Neth. Poland Spain Sweden China USA +63% +57% +53% +53% +74% +50% +53% +66% +53% +85% +83% February/March 2017 +61% +55% +53% +60% +69% +46% +52% +57% +51% +83% +81% September 2017 +59% +53% +48% +53% +64% +51% +49% +58% +49% +82% +76% March 2018 +62% +57% +53% +60% +72% +52% +53% +60% +46% +85% +77% Overall, how favourable is your view of Britain? 10 is very favourable and 1 is not at all favourable. Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Code: don t know not displayed, favourable (8-10), neutral (5-7), unfavourable (1-4) 7
Age pattern In the international total for all age groups, the majority say there has been no difference in likelihood to visit Britain. Respondents aged 45+ have a higher propensity to say that there has been no difference in their likelihood to visit. For all age groups, the majority say there has been no difference. March 2018 Results: 100% 80% 60% 40% 20% 0% 3% 2% 3% 2% 4% 4% 15% 9% 9% 9% 10% 15% 57% 14% 8% 53% 53% 65% 68% 63% 18% 18% 11% 8% 8% 16% 16% 12% 9% 9% 18-24 25-34 35-44 45-54 55-64 65+ Much less likely to visit Britain Slightly less likely to visit Britain Makes no difference to me Slightly more likely to visit Britain Much more likely to visit Britain March 2018 +4% +24% +22% +12% +2% -3% Would you say you are more likely to visit Britain in the future, less likely, or does it make no difference? Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Code: don t know not displayed. 8
Knowledge of the exchange rate The continuous decline of the knowledge of the exchange rate suggests the shift in the value of GBP is now less top of mind. In March 2018, just under half of respondents felt they were at least fairly well informed about the change in the value of the pound since June 2016. This is lower than the proportion recorded in August 2016, when 57% said they felt at least fairly well informed. Exchange rate knowledge is lowest in Germany, Sweden and France, with higher levels of knowledge reported in China, the USA and Poland. Knowledge of the exchange rate is strongly linked with increased likelihood to visit Britain. 69% of those who are very well informed about the exchange rate say they are at least slightly more likely to visit Britain since the referendum. The same applies to 35% of those who are fairly well informed; 12% of those who are not very well informed and just 5% of those who are not informed at all about exchange rates. % Very or Fairly well informed TOTAL EUROPE Germany France Italy Neth. Poland Spain Sweden China USA August 2016 57% 52% 43% 40% 58% 57% 59% 57% 49% 81% 69% February/March 2017 51% 47% 38% 41% 54% 47% 54% 50% 45% 69% 63% September 2017 51% 47% 38% 40% 48% 47% 57% 53% 41% 71% 58% March 2018 49% 45% 35% 41% 48% 47% 55% 47% 39% 71% 61% How well informed, if at all, would you say you are about any changes in the value of the British pound since the referendum?, Following the referendum decision, would you say you are more likely to visit Britain in the future, less likely, or does it make no difference? Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. 9
Value and welcome Most respondents see Britain as a destination welcoming to visitors. Most respondents see Britain as welcoming to visitors and while there has been little change at the overall level since August 2016, previous declines in the Italian market have almost returned to levels of August 2016 and the Spanish market shows signs of improvement in respondents perceptions. There was also an improvement in the proportion of respondents who agreed with this statement from Poland, to the highest proportion yet. Value for money perceptions decreased overall after the first wave, although have been stable since, falling from 51% in August 2016 to 44%/45% in the three following waves of research. In all markets the proportion of respondents agreeing that Britain offers good value for money is lower than in August 2016, most notably in Sweden, the US, Italy and Spain. % Strongly or slightly agree TOTAL EUROPE Germany France Italy Neth. Poland Spain Sweden China USA Welcoming to visitors Good value for money Aug 2016 73% 69% 68% 71% 73% 70% 70% 63% 69% 88% 84% Feb/Mar 2017 70% 67% 67% 76% 69% 69% 67% 51% 68% 82% 84% Sep 2017 71% 67% 71% 75% 62% 70% 67% 54% 69% 85% 83% Mar 2018 71% 68% 68% 73% 71% 68% 73% 57% 66% 83% 81% Aug 2016 51% 44% 34% 44% 41% 46% 50% 45% 48% 83% 71% Feb/Mar 2017 44% 36% 30% 40% 30% 38% 46% 34% 36% 80% 66% Sep 2017 44% 36% 31% 39% 30% 39% 44% 38% 34% 83% 61% Mar 2018 45% 38% 28% 40% 34% 40% 47% 38% 38% 77% 61% Thinking about Britain as a country, to what extent do you agree or disagree that it is.? Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. 10
Value for money Most agree the weak pound makes it a good time to visit the likelihood for them to personally visit remained broadly stable despite the fact that there continues to be widespread agreement that Britain is an expensive destination. Most respondents agree that the weak pound makes it a good time to visit Britain, though there is widespread agreement that Britain is still an expensive destination. Compared to August 2016, perceptions of Britain as an expensive destination have increased slightly, with agreement highest in Spain and an increase in agreement in France. The likelihood of visiting Britain due to a favourable exchange rate is relatively stable ranging from 56% in August 2016 to 53% in March 2018. Among Spanish, Chinese, US and Swedish respondents there has been a decrease in agreement since 2016. % Strongly or slightly agree TOTAL EUROPE Germany France Italy Neth. Poland Spain Sweden China USA The weak pound makes it a good time to visit Britain Britain is still an expensive destination The fall in the pound makes it more likely that I will personally visit Britain Aug 2016 70% 67% 62% 69% 73% 63% 67% 70% 61% 85% 78% Feb/Mar 2017 71% 68% 62% 74% 75% 67% 68% 67% 61% 81% 81% Sep 2017 70% 67% 60% 72% 75% 64% 66% 71% 61% 84% 79% Mar 2018 69% 66% 61% 70% 74% 66% 69% 65% 61% 80% 76% Aug 2016 60% 60% 62% 60% 65% 50% 68% 67% 46% 64% 63% Feb/Mar 2017 63% 63% 62% 62% 73% 53% 69% 74% 50% 63% 65% Sep 2017 64% 64% 64% 61% 71% 55% 69% 75% 48% 63% 65% Mar 2018 64% 63% 60% 68% 69% 51% 68% 76% 52% 62% 67% Aug 2016 56% 50% 44% 58% 54% 41% 52% 56% 44% 88% 68% Feb/Mar 2017 55% 49% 40% 58% 56% 42% 52% 55% 39% 85% 68% Sep 2017 53% 48% 38% 56% 56% 38% 51% 57% 39% 84% 63% Mar 2018 53% 47% 41% 55% 56% 37% 53% 49% 38% 82% 62% Thinking about your own travel plans, how much do you agree or disagree with each of the following statements? Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. 11
Perceptions of Britain Perceptions of Britain being a safe and secure destination show signs of recovery in spring 2018 after a decline in the previous wave following a number of terrorist attacks in 2017. Safety and security perceptions saw a notable decline from 73% in August 2016 and 74% in Feb/March 2017 to 63% in September 2017, following a number of terrorist attacks during 2017. In the latest wave agreement has started to recover in many markets to 69% overall, yet levels of agreement are generally lower than previous levels of agreement held in the earliest waves of the study. This is particularly applicable for Sweden, Poland and Spain. About two thirds agree that Britain is open minded and tolerant, unchanged since 2016. Highest levels of agreement with this statement came from Chinese, US, French and Italian respondents whilst Dutch respondents were least likely to agree. % Strongly or slightly agree TOTAL EUROPE Germany France Italy Neth. Poland Spain Sweden China USA Open minded and tolerant A safe and secure destination Aug 2016 67% 63% 62% 73% 72% 49% 64% 64% 57% 86% 80% Feb/Mar 2017 65% 61% 62% 73% 70% 48% 65% 53% 55% 78% 78% Sep 2017 66% 62% 66% 75% 69% 50% 59% 60% 53% 82% 79% Mar 2018 67% 64% 63% 75% 73% 46% 70% 62% 56% 83% 76% Aug 2016 73% 70% 72% 73% 65% 69% 69% 79% 65% 87% 81% Feb/Mar 2017 74% 72% 80% 82% 69% 71% 70% 73% 61% 81% 80% Sep 2017 63% 58% 65% 66% 46% 65% 51% 64% 51% 83% 75% Mar 2018 69% 66% 68% 75% 64% 65% 61% 72% 55% 82% 76% Thinking about Britain as a country, to what extent do you agree or disagree that it is.? Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. 12
Concern around potential policy changes (1/2) On the European total level, the majority of respondents state no concern about potential policy changes broadly stable across waves. Levels of concern vary by market: Polish respondents showed highest levels of concern, Swedish and Dutch the lowest. On the European total level, concerns on some potential policy changes tested in this survey are broadly similar to August 2016 in the latest wave. In terms of the potential requirement of a visa to travel to Britain, this was of most concern amongst those from Poland where nearly three out of five said they were very or fairly concerned, yet slightly lower in the most recent wave. Access to healthcare was the potential policy change that attracted the highest levels of concern among European respondents overall in all four research waves. Nearly two out of five said they were concerned about a possible increased cost of travel insurance for visitors Britain in the latest wave. % Very or Fairly concerned EUROPE Germany France Italy Neth. Poland Spain Sweden People from my country might require a visa to travel to Britain It will be more difficult to access healthcare in Britain Travel insurance for visitors to Britain will be more expensive Aug 2016 39% 37% 42% 43% 28% 61% 43% 20% Feb/Mar 2017 36% 32% 44% 38% 22% 59% 43% 15% Sep 2017 38% 36% 43% 42% 28% 60% 42% 19% Mar 2018 37% 37% 40% 37% 28% 57% 44% 16% Aug 2016 40% 37% 39% 47% 25% 58% 52% 25% Feb/Mar 2017 38% 32% 38% 42% 21% 59% 55% 20% Sep 2017 41% 37% 40% 48% 27% 58% 53% 26% Mar 2018 39% 37% 36% 43% 25% 55% 56% 24% Aug 2016 36% 33% 34% 40% 29% 55% 42% 19% Feb/Mar 2017 34% 29% 34% 38% 21% 58% 46% 16% Sep 2017 36% 32% 33% 40% 27% 54% 44% 19% Mar 2018 37% 34% 36% 38% 30% 55% 46% 17% Thinking about the possibility of visiting Britain in future, to what extent, if at all, are you personally concerned about the following?; asked to European respondents only. Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. 13
Concern around potential policy changes (2/2) On the European total level, the majority of respondents state no concern about potential policy changes broadly stable across waves. Levels of concern vary by market: Polish respondents showed highest levels of concern, Swedish and Dutch the lowest. In the most recent wave more than a quarter (28%) said that they were concerned about potentially fewer connections between their country and Britain. This ranges from 46% amongst Polish respondents to 14% amongst those from Sweden in March 2018. The proportion of agreement for this potential change remained broadly stable across the different research wave of the study. One in three European respondents said they were concerned about the increased difficulty of making any compensation claims in the case of travel disruption in the future. Overall, respondents from Sweden and the Netherlands were the most relaxed about these potential policy changes and those from Poland and Spain showed the highest levels of concern. % Very or Fairly concerned EUROPE Germany France Italy Neth. Poland Spain Sweden There will be fewer connections between my country and Britain It will be more difficult to claim compensation if travel arrangements are cancelled Aug 2016 28% 23% 27% 27% 20% 45% 37% 17% Feb/Mar 2017 25% 21% 26% 25% 15% 45% 32% 11% Sep 2017 27% 23% 27% 29% 21% 47% 30% 13% Mar 2018 28% 25% 30% 25% 22% 46% 32% 14% Aug 2016 32% 33% 29% 31% 23% 50% 39% 16% Feb/Mar 2017 30% 29% 28% 33% 20% 51% 37% 14% Sep 2017 33% 35% 33% 35% 25% 49% 36% 17% Mar 2018 32% 34% 31% 28% 26% 47% 41% 15% Thinking about the possibility of visiting Britain in future, to what extent, if at all, are you personally concerned about the following?; asked to European respondents only. Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. 14
Visitors since July 2016 Most respondents have been to Britain, almost a third since July 2016. Most respondents have previously visited Britain; 29% have visited since July 2016. Poland, the USA, Germany and China have the highest levels of respondents who have never visited Britain. March 2018 Results: 4% 4% 3% 7% 3% 5% 4% 2% 3% 5% 7% 17% 12% 17% 18% 17% 17% 19% 19% 14% 20% 14% 7% 6% 9% 8% 5% 8% 9% 9% 10% 11% 9% 6% 6% 6% 11% 16% 5% 7% 5% 6% 6% 7% 18% 9% 17% 18% 9% 18% 17% 13% 23% 16% 17% 10% 19% 8% 8% 9% 14% 10% 9% 6% 3% 8% 8% 10% 9% 12% 17% 3% 16% 8% 19% 8% 1% 28% 27% 34% 20% 23% 20% 36% 27% 27% 33% 36% TOTAL EUROPE Germany France Italy Neth. Poland Spain Sweden China USA Have you ever previously visited Britain?, Among those who visited Britain previously: When was your most recent visit to Britain? Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. This year (2018) In 2017 Second half of 2016 (July December) First half of 2016 (January June) Within the last 3-5 years Within the last 6-10 years More than 10 years ago Not visited 15
Influence of value of GBP Whilst half of respondents who had visited since July 2016 said the value of GBP did not influence their decision to travel to Britain, almost half of them stated a slight or strong influence of the value of GBP on their decision-making. Half of respondents who had visited Britain between July 2016 and March 2018 said they were not influenced by the low value of the pound. However, 20% said that the weak pound strongly influenced their visit, and 28% were slightly influenced. There were some marked differences between markets, with non Europeans more likely to say that the low value of the pound had influenced their decision. Amongst those from China, 85% of respondents stated the value of the pound had strongly/slightly influenced their decision to visit Britain (of those 31% said it strongly influenced them), while in the USA 75% stated exchange rates had influenced their decision (59% strongly influenced). March 2018 Results: EUROPE 13% 25% 60% TOTAL 20% 28% 50% Strongly influenced Slightly influenced Did not influence decision To what extent, if at all, would you say your decision to visit Britain since the referendum was influenced by the low value of the pound? Those visited since EU referendum Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. Code: don t know (2% of responses) not displayed. 16
Interest in visiting to Britain in the future Respondents who are interested in visiting Britain in the future are most likely to consider the May - September 2018 period. Those who are interested in visiting are most likely to consider visiting during the peak months of May to September 2018. Almost three quarters of Chinese potential visitors (73%) stated they would be likely to visit before the end of 2018, followed by 64% of the Italian potential visitors. About half of all respondents were also planning to visit within 2018. Among Europeans, Italians were the most likely to say that they intend to visit in 2018. March 2018 Results: 6% 5% 2% 7% 8% 4% 6% 5% 6% 7% 9% 25% 18% 13% 27% 25% 25% 29% 29% 24% 33% 15% 17% 48% 18% 18% 7% 17% 18% 7% 14% 15% 18% 13% 8% 8% 9% 9% 23% 12% 7% 11% 9% 13% 14% 19% 10% 17% 6% 16% 17% 18% 12% 14% 11% 11% 9% 12% 14% 10% 10% 9% 14% 17% 19% 22% 5% 26% 29% 10% 14% 17% 11% 16% 6% 13% 3% TOTAL EUROPE Germany France Italy Neth. Poland Spain Sweden China USA When do you think you would be likely to visit Britain? (Amongst those who are interested in visiting Britain) Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. This spring (March/ April 2018) Middle of this year (May to September 2018) Later in 2018 (October to December 2018) Early next year (January to April 2019) Middle of next year (May to September 2019) Later (late 2019, 2020 or later) Don't know 17
Propensity to visit Britain s nations and regions Among those who are interested in visiting Britain the propensity to visit was highest for London and Scotland. Those who are interested in visiting Britain showed highest levels of likelihood to visit London (75%), followed by Scotland (54%); elsewhere in England (35%) was just ahead of Wales (27%). This preference order was repeated in all markets except for Italy and Spain, where Wales was on par with elsewhere in England. March 2018 Results: London Scotland Elsewhere in England Wales Don't know 79% 75% 71% 71% 70% 54% 56% 54% 51% 44% 35% 31% 31% 27% 27% 26% 24% 24% 24% 19% 73% 72% 66% 66% 62% 47% 47% 49% 36% 34% 25% 23% 27% 27% 38% 22% 92% 85% 64% 60% 49% 46% 40% 35% 3% 4% 2% 5% 1% 5% 4% 2% 5% 0% 3% Total Europe Germany France Italy Neth. Poland Spain Sweden China USA If you were to visit Britain, which regions would you be likely to visit? (Amongst those who are interested in visiting Britain, multiple answers per respondent allowed) Source: ICM/VisitBritain. Base: 500 international travellers (taken a holiday abroad in the last three years) per market. 18
Inbound consumer sentiment research VisitBritain Research conducted March 2018 Tuesday, June 19, 19 2018