Motivations, influences, decisions and sustainability research

Understanding the current and future landscape of international tourism as we recover from COVID-19.  Gain insights into the motivations, influences, decisions and sustainability of inbound travellers through our large-scale exploratory research project.

Fieldwork for this project took place in March-April 2022, with 29 markets in the sample. These markets were: Australia, Austria, Belgium, Brazil, Canada, China, Denmark, France, Germany, Hong Kong, India, Ireland, Israel, Italy, Japan, Netherlands, New Zealand, Norway, Poland, Saudi Arabia, South Korea, Spain, Sweden, Switzerland, Southeast Asia (Malaysia, Singapore, Thailand), UAE, and the USA. 

We ran an initial debrief webinar on 29 June, if you missed it you can download the presentation (PDF, 3.5 MB) and watch the recording of the session. 

The webinar provided an overarching look at the initial insights from this project at a global level, some key take outs include:

  • Demand is back for global tourism and Britain remains a priority destination, even for those who have recently visited.
  • Britain's strengths as a destination of choice include its diversity of history and modernity in one, easy to navigate place.
  • Value for money has become a dominant driver and tourists are looking for ways to mitigate financial risk in a post-pandemic environment.
  • Inter-personal and digital intermediaries remain a key source of inspiration, information and trust throughout the stages of the tourism journey and package bookings remain particularly strong for some of our largest inbound markets.

Keep an eye on this page as we release the full report for this project in 11 themed 'chapters'. The titles of these chapters will be:

  1. Setting the Scene
  2. Appetite for Travel; Appetite for Britain
  3. European Travel Post Brexit
  4. Headwinds of Note
  5. Drivers and Motivations
  6. Britain's Perceptions & Brand Implications
  7. Products and Experiences
  8. The Visitor Experience
  9. Emerging Drivers
  10. The Customer Journey
  11. Pulling it all Together