Insights to the future of the tourism industry

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Data and Insights

The past few months have had a huge impact on the tourism industry, and whilst no one can guarantee what the future will look like, there are many studies and surveys taking place to help give us an idea of what to expect.

We’ve gathered key insights from various sources to help build a picture going forward, including a range of regional, national and international forecasts. Over the coming months we’ll continue to share additional insights to help businesses plan to reopen, recover and rebuild.

If you’ve come across research that would be useful for other businesses in the Yorkshire tourism industry to read, please let us know at


Visit Britain insights

COVID-19 Consumer Sentiment Tracker from VisitBritain

VisitBritain are releasing weekly results from their tracking survey to understand domestic intent to take short breaks and holidays within the UK, addressing likelihood of travel, when and where people plan to visit and the type of reassurances they are seeking. Click here for the latest (23 Aug - 6 Sep 2021).  

Updated COVID-19 inbound impact forecast

VisitBritain have revised the 2020 inbound impact forecast following the COVID-19 outbreak. Due to a near total shutdown of the international tourism sector due to the pandemic, the revised scenario as of 3 June is a 59% decline in visits to 16.8 million, and a 63% decline in spend, to £10.6 billion. However, this is a fast-moving situation and the forecast is subject to revision.


Welcome to Yorkshire Insights

March 2021 survey results into consumer sentiment for holidaying in Yorkshire

Results from the Vypr recovery survey commissioned by Welcome to Yorkshire, tracking consumer sentiment for holidaying in Yorkshire post-Christmas 2020 and after the announcement of the roadmap out of restrictions. Click here for the results.

Welcome to Yorkshire Hospitality Business Survey Results 

Understanding the ongoing implications and restrictions around COVID-19. Click here for the results.

Welcome to Yorkshire recovery Survey Results Revealed
Results from the Welcome to Yorkshire recovery survey, which focused on tourism businesses concerns for the future, and the support required to ease these, can be found here.

Digital Traffic Points Towards Tourism Recovery
In the month of May, saw traffic increase by 47% compared to April.


Tourism Sector-specific Insights

Accommodation Survey Results
Great National Hotel & Resorts have shared the results from their COVID-19 sentiment survey and the results can be viewed here. Thank you to Online Hoteliers Forum for sharing this information.

The Great Inns of Britain publishes results of customer intention survey
Research from the marketing consortium of quality inns, including Yorkshire’s Shibden Mill Inn at Halifax and The Blue Lion at East Witton, suggests nearly 70% of people plan to book a UK break when lockdown ends.

Hotel Solutions Briefing
Download the new briefing from Hotel Solutions which pulls together a range of research and initiatives happening across the tourism and hospitality sector. 

Pubs reopening - The Return of the Pub 

ROTP is a brand new research study designed to understand the future behaviours and attitudes of pub customers when lockdown measures are eased. Defining the ‘new normal’ for pub experiences in the UK. Download the PDF.


Business and consumer insights

Office for National Statistics Business Impact COVID-19 Survey
Fortnightly updates of the results are being released from the survey.

Impact of Covid-19 on DCMS Sectors – Committee Meeting 
The Department for Digital, Culture, Media and Sport (DCMS) committee listened to evidence in two sessions on the impact of COVID-19 on DCMS sectors.

Consumer Sentiment Tracking by BVA-BDRC and Alligator
Positivity that the worst has passed is increasing among the British public, with 85% planning their next UK holiday according to this research.

Market Research Society's Index of Trackers and Studies
Find out about multiple research trackers and studies being launched to track attitudes and behaviours.


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