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

Financial Impact Survey – January 2022

Welcome to Yorkshire together with the Tourism Alliance have conducted a survey to establish how the Government can best assist the region’s tourism and hospitality businesses.

The results of this survey will be shared with the Department for Digital, Culture, Media and Sport and with Yorkshire MPs, helping decision makers to develop long-term solutions as we recover from the impacts of the pandemic.

The summary of results for businesses in Yorkshire and the Humber are:

  • We received 224 responses
  • 34% of businesses have seen revenue decline by over 50%
  • Over a quarter of businesses have had cancellation rates of over 50% for Q1
  • 2022
  • 37% of businesses have booking levels at least 25% below pre-covid levels for Q1 2022
  • 55% of businesses have less than two months cash reserves
  • 32 % of business are “at least likely or very likely to fail”

The suggested government support measures which ranked highest in Yorkshire and the Humber were:

  1. Additional sector specific grants
  2. Government reassurance on the safety of travel
  3. Retaining the 12.5% VAT rate

Read the full breakdown of results here.


Social Impacts of Coronavirus

7th January

The latest wave of ONS’s survey on the social impacts of Coronavirus have been published. It covers the period between the 15th December and 3rd January. Results which show the impact on tourism and hospitality businesses are:

    • Only 29% of people said that they were meeting up with family or friends in restaurants, pubs, bars or cafes (down from 34% previously)
    • Only 13% said that they were going to a Christmas market (down from 22% previously)
    • 35% said that they expect it would take more than a year for life to return to normal (interestingly, only 20% said that at Xmas in 2020 when vaccines were first being rolled-out, indicating that people are more pessimistic than they were a year ago).

​3rd December

The latest wave of ONS’s regular survey of the social impacts of Coronavirus has been published on 3rd December 2021. Some of the key findings are:

    • 7% adults had been asked to show proof of COVID-19 vaccination or a recent negative COVID-19 test in the past seven days (excluding for travel abroad), most commonly to attend a theatre or comedy performance (25%), an indoor concert (19%), a nightclub or bar (16%), a work or training event (14%) or a sporting event (11%).
    • 84% of adults reported they wore a face covering when outside their home in the past seven days, while 39% reported they always or often maintained social distancing when outside their home.
    • While 71% of adults reported wearing a face covering often or always while shopping and the whole time while travelling on public transport in the past seven days, just 19% and 21% said that everyone or almost everyone was wearing a face covering in the same respective settings.


COVID-19 Consumer Tracker

VisitEngland, VisitScotland and Visit Wales have commissioned a Covid-19 consumer sentiment tracking survey to understand domestic intent to take overnight trips, both within the UK and abroad.

The survey addresses areas such as: current attitude to travel (incl. concerns around travel and reassurances needed from the tourism sector), intentions of UK residents to travel for day trips, short breaks and holidays, when they plan to book and when they plan to go on their trip, as well as the destination, type of location and accommodation of their intended trip. 

Download the full document (PDF)


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 23 Aug - 6 Sep 2021.

Click here for November 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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