International travel and tourism: The road back to normality


In association with: YouGov

Travel sentiment is being affected by government restrictions and the resumption of travel will start at home, finds a new YouGov report

Quarantine and other government travel rules are the biggest barriers to international travel for those in the UK, according to a major new survey by YouGov.

The new white paper, entitled International travel and tourism 2021: The road back to normality, is based on a survey of about 185,000 respondents in 25 markets globally and gives travel industry professionals an insight into the latest travel motivations, obstacles and consumer perspectives on travel across the world.

Nearly two-thirds (62%) of respondents in the UK said restrictions were preventing them from travelling, with 42% citing health risks and 25% citing the price of travel.

YouGov report2

When UK respondents were asked about barriers to international travel specifically, 64% said quarantine protocols and 52% said government travel rules, while 47% cited the cost of Covid-19 tests and other people not following protocols.

However, the white paper reveals an underlying appetite for travel globally, with more than seven in 10 respondents planning some form of travel in the next 12 months. Domestic holidays came out on top, selected by half of all respondents, while one in five expect to plan an international holiday in the same period.

Health risks, safety and travel restrictions were cited as the three top barriers to travel in the survey, carried out in May this year. However, since January 2021, the proportion of people concerned about health risks has been gradually falling, in line with the vaccine rollout.

“Nearly two-thirds of respondents in the UK said restrictions were preventing them from travelling”

And it was only among respondents in Europe that travel restrictions surpassed health risks as a greater obstacle to travel.

Also included in the white paper are:

  • A macro view of the market and the nuances of consumer appetite for travel
  • Motivations and obstacles to travel
  • Travelling post-pandemic from a consumer perspective
  • Which leading destinations do travellers want to book next?

To download and read the report in full for free, click here.



YouGov is home to the largest collection of constant and entirely permissioned consumer opinion and rich behavioural intelligence in the world. It boasts a global consumer panel of 15 million registered members, over 11 years of historic single-source data, and technology to connect data and simplify the research process.

YouGov has over 10 years of data and insights on the travel and tourism sector. The research was drawn from its syndicated solutions: YouGov Destination Index and YouGov Global Travel Profiles while also leveraging a small amount of custom research for this study.

For more information about YouGov’s insight into the travel and tourism sector, and how it can aid marketers, insights and strategy professionals, click here.

Download International travel and tourism: The road back to normality for free

To read the white paper, click here to register your details and download your own copy.



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