The population continues to be split on whether people should be heading overseas at this time, latest Abta data reveals.
A third of people have booked an overseas holiday for this summer and 41% have one booked for some time in the next 12 months.
However, 26% say people should not be allowed to travel abroad and 21% feel anxious about foreign travel.
The research found that 19% have a few concerns about people travelling abroad, 11% are comfortable with it and 14% did not have feelings either way on the issue.
More than half of those polled (56%) say holidays are important – particularly families with children, as figures rise to 65% of families with children under five and 67% with children over five.
The insight onto consumer thinking about international travel follows an Abta consumer sentiment webinar earlier this week.
Association chief executive Mark Tanzer admitted that the numbers of those who have booked are not at the level the trade would normally see at this time of year, but “it shows that demand for travel remains, in spite of a difficult climate”.
He added: “Through our #ReadySteadyTravel campaign we’re working to help people turn their hope for a foreign trip into reality by providing them with the information they need to be reassured and confident to travel.”
Head of media and PR Emma Brennan said: “As an industry, we know that the demand to travel abroad is there – and has been for quite some time.
“This is certainly reflected in the fact that a third of people had a foreign holiday booked for this summer and more plan to head off overseas in the next 12 months.
“There is also a huge demand for information to help people plan and travel on their holidays.
“Blogs about testing for travel and travel to amber list destinations are the two most viewed pages on Abta’s website in recent weeks. This tells us that people are looking for information – but most importantly that they want to travel and need support to turn this wish into a reality.
“We also need to appreciate that there continue to be differences of opinion and strength of feeling around the opening up of international travel, with some more concerned than others.
“So the challenge is to be mindful of these different elements when developing communication and marketing campaigns – thinking about the messaging and tone to strike the right balance, while still inspiring people to travel.
“We have lots of information and materials to help members do this, and we’re also looking for members to provide some top tips on what to do in destination – the types of things only a travel professional or local would know – as part of our latest advertising campaign.”