Activities and themes

As part of the Discover England Fund we are delivering a programme of research to support product development in England. 

1. Leisure activities research

A survey of consumers in nine international markets and in the UK to identify which leisure activities they would consider as part of an England holiday, and the extent to which these would be a driver for taking a trip.

Download the activities report in PowerPoint (PPT, 13MB) or download the activities report in PDF (3.4MB)

2. Themes and destination types

Qualitative research in Germany, the Netherlands and the US to understand consumer perceptions of different dimensions of England’s product offering, and to identify which elements are most compelling for our potential visitors

Download the Themes and Destination Types report (PDF, 3.4MB)

3. Outdoor Activities research

A deep dive into the behaviour of outdoor activity enthusiasts in 5 markets (USA, France, Germany, Netherlands, UK).

Full Outdoor Activities report: PDF (3.1MB)

A screenshot of the front page of the Discover England Fun research, outdoor activities, June 2018 report. White background wuth VisitEngland logo in the top right hand corner and the report's title on the left side








Age summaries: PDF (403KB)

Market summaries: PDF (865KB)

Activity summaries: PDF (833KB)


Please note the following reports are now available on the DEF Research Archive page:

Understanding participation in leisure activities in the International Passenger Survey

Leisure activities research: Market, Activities and Destination summaries