Inbound tourism numbers are recovering as consumer confidence returns – but the UK market is still lagging behind 2019 levels and competitor destinations.
Trade association UKinbound surveyed its members in March and found just over a third (39%) of respondents expected international bookings and visitors for April-June 2022 to be the same or higher than pre-pandemic levels..
However, most (61%) are expecting international bookings and visitors to be down, by an average of 47%.
The US market is recovering the strongest, with one in three businesses seeing growth in this market.
Two-thirds (63%) of companies said they were confident about the coming 12 months, up from 56% in January 2022.
Joss Croft, UKinbound chief executive, said: “It’s fantastic to see international travellers returning to the UK and we’re delighted to see the strongest growth from our number one market, the USA.
“The ending of all UK travel restrictions has given international consumers the confidence to begin travelling here again.
“Compared with 2020 and 2021 business is booming but we’re significantly lagging behind 2019 prosperity and our competitors.”
He highlighted how inbound tourism is the country’s second largest service export industry, second only to financial services and called for support from the government.
“We need a more competitive visa system, to rectify the devastating impact the removal of ID card usage has had on the UK’s inbound youth traveller sector and resolve the substantial negative impact the removal of tax-free shopping is having,” he added.
“Our welcome is also critically important, whether that be processing at our borders, or the service received at our hotels, cultural attractions and restaurants.
“Continued government investment in the promotion of Britain abroad and the implementation of policies and funding that support the recovery and growth of businesses across the sector continues to be vital.”
UKinbound has more than 300 members. Its quarterly Business Barometer Survey received replies from 83 UK tourism business members.
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