A series of reports to better understand the appeal of a wide range of activities / thematic areas among international audiences is available below.
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.
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 here in PDF (3.4MB)
3. Understanding participation in leisure activities in the International Passenger Survey
This report brings together data from the International Passenger Survey (IPS) and findings from other research carried out in recent years to give insights about motivations for travel, and interest and participation in different types of leisure activities
4. Leisure activities research: Market, Activities and Destination summaries
As part of the leisure activities research, we have produced a series of market and activities summaries. These summaries provide information about demographic profiles, attitude towards taking a holiday to England, market consideration for each activity and other market profiling insights. The full set of summaries can be downloaded here (PDF, 1926KB) or in PPT (2.6MB)
Market summaries: Australia (PDF, 421KB)│China (PDF, 421KB)│France (PDF, 421KB)│Germany (PDF, 421KB)│Italy (PDF, 421KB)│Norway (PDF, 421KB)│Spain (PDF, 421KB)│The Netherlands (PDF, 421KB)│UK (PDF, 421KB)│USA (PDF, 421KB)
Visiting famous / iconic tourist attractions / places activities summaries: Visiting a place / attraction associated with film / TV / literature (PDF, 217KB)│Visiting a theme park (PDF, 217KB)│Seeing world famous or iconic sights and places (PDF, 217KB)│Food and drink tour or attraction e.g. vineyard, brewery… (PDF, 217KB)
Exploring history and heritage activities summaries: Visiting a castle / palace / stately home or historic house (PDF, 217KB)│Visiting a religious building (PDF, 217KB)│Visiting a historic monument (PDF, 217KB)│Attending an event associated with local traditions (PDF, 217KB)│Visiting places linked to my own family history (PDF, 217KB)
Experiencing city life activities summaries: Visiting a museum (PDF, 217KB)│Visiting an art gallery (PDF, 217KB)│Shopping for clothes (PDF, 217KB)│Shopping for locally made products / crafts (PDF, 217KB)│Shopping for luxury or designer products (PDF, 217KB)│Visiting a park / garden (PDF, 217KB)│Having a gourmet meal (PDF, 217KB)│Trying local food and drink specialities (PDF, 217KB)│Having a spa / beauty / wellness treatment (PDF, 217KB)│Experiencing local nightlife e.g. local bars / pubs, clubs … (PDF, 217KB)│Visiting a place / attraction associated with contemporary culture (PDF, 217KB)
Experiencing rural life & scenery activities summaries: Visiting a National Park (PDF, 217KB)│Watching wildlife or birdlife in its natural environment (PDF, 217KB)│Astronomy / star gazing (PDF, 217KB)│Exploring villages / rural areas (PDF, 217KB)
Outdoor leisure pursuits activities summaries: Playing golf (PDF, 217KB)│Sunbathing on the beach / by a pool (PDF, 217KB)│Boating (boat trips, canal boating) (PDF, 217KB)│Exploring an area by E-bike (PDF, 217KB)│Going for a short country or coastal walk around <2 hours (PDF, 217KB)│Going for a long country or coastal walk e.g. half a day+ (PDF, 217KB)
Challenge and / or action activities summaries: Trying an adventure / adrenalin activity (PDF, 217KB)│Doing water sports including sailing, canoeing … (PDF, 217KB)│Cycling or Mountain biking (PDF, 217KB)│Taking part in competitive sports e.g. running, football …. (PDF, 217KB)│Attending English language classes / a course (PDF, 217KB)
Attending cultural / music / sports events activities summaries: Music festival / other festival (PDF, 217KB)│Attending a live sporting event / match (PDF, 217KB)│Attending a live pop concert / gig (PDF, 217KB)│Watching a play / musical (PDF, 217KB)│Attending a classical music concert / opera / ballet (PDF, 217KB)
5. Outdoor Activities research
A deep dive into the behaviour of outdoor activity enthusiasts in 5 markets (USA, France, Germany, Netherlands, UK).
Full report: PDF (3.1MB)
Age summaries: PDF (403KB)
Market summaries: PDF (865KB)
Activity summaries: PDF (833KB)