Most Brits (73%) believe media coverage of the swine flu outbreak has made the crisis appear worse than it is, according to research from TNS Travel and Tourism for Travel Weekly.
The survey of 2,037 consumers, conducted in mid-May, also found that 40% of respondents are adamant they would stick to their plans to travel to Mexico if they had booked a trip for later in the year – despite the outbreak.
Fears that negative media coverage could adversely affect other international holiday destinations such as New York, Sydney and London also appear unfounded, as more than half of those questioned said swine flu had no influence on their holiday choices this year. This suggests most of those planning to book trips to other destinations hit by the epidemic are unlikely to be put off, researchers said.
The picture is not all positive, however. Although most consumers are sceptical about the tone of media coverage, 60% said they would cancel travel plans to Mexico, particularly if they had children. Meanwhile, a third of consumers are sufficiently wary of the disease to say they would be avoiding badly hit areas for the next few months spelling trouble for tour operators specialising in these markets.
TNS Travel and Tourism head Tom Costley said: “Compared with other factors such as the weather and prices, local health issues are a secondary influence on the choice of holiday destinations, and are more likely to feature prominently among those taking young children on holiday.
“However, the immediate likely impact of the swine flu outbreak on bookings to Mexico highlights the power of the media in influencing consumer choice. Although less prominent, the continuing reporting of new cases in the UK is likely to keep this issue alive for a few months to come.”
Release of the research came as the virus claimed its first fatality outsides the Americas, a 38-year-old new mother, who died in Scotland this week. Last week the World Health Organization declared the virus a pandemic.
- Swine flu: How to stay informed [Travel Weekly Blog]