More Brits choosing holidays in the UK
Wednesday, 27 Dec 2006 13:38
Cornwall is one of the top UK holiday destinations
The UK was the favoured destination for many Britons on holiday this year, with the lure of the west country and Scotland proving enough to keep them at home, new research finds.
A study from Continental Research finds 29 per cent of Britons who booked their main holiday online this year chose the UK, ahead of Spain (22 per cent), the US (13 per cent) and France (11 per cent).
The largest proportion (18 per cent) chose the UK so they could visit friends and family, although 16 per cent named the country's beaches, sun and sand as the main reason for staying at home.
As a result, Devon, Cornwall, and the Scilly Isles, which often enjoy Mediterranean-style weather, were the most popular destinations within the UK and attracted almost a third of all holidaymakers.
The UK's mountains, countryside and lakes were also popular reasons for foregoing holidays abroad this year, with 12 per cent of British tourists enjoying these on their main holiday. One in five headed to the Lake District, and 19 per cent to Scotland.
Colin Shaddick, director of Continental Research, rejected suggestions that UK holidays were popular because they were cheaper, noting people who book their holidays online tended to be more affluent and younger than the average tourist.
"What is noticeable is the UK holiday market has improved considerably in recent years, with innovative boutique hotels, well-reviewed restaurants and stunning scenery being some of the reasons why people are rediscovering the UK," he said.
The majority of Britons head still abroad for their main holiday, and 44 per cent of these cited the lure of a warm sea as their main reason, but Mr Shaddick was confident that the UK's wider appeal would ensure it remained a top holiday destination.
"Clearly the UK’s hit and miss weather drives many holiday makers abroad. However, the UK does rate favourably as a main holiday destination for other reasons," he said.
"In particular the opportunity to visit friends and family, stay in a holiday home, enjoy the mountains and countryside as well as having things to do for the children. This mix of reasons will help the UK appeal to a wider market and explain its growing popularity."