Activities and experiences
Activities undertaken by inbound visitors (IPS, various years)
Report: Regional activities undertaken by inbound visitors (IPS 2006-2019)
See the full report for details on activities undertaken by inbound visitors from 2006-2019 using data from the International Passenger Survey
Data: UK activities undertaken by inbound visitors (IPS 2006-2023)
See the full report for details on activities undertaken by inbound visitors from 2006-2023 at the Total UK level, using data from the International Passenger Survey.
Data: Regional activities undertaken by inbound visitors (IPS 2006-2023)
See the full report for details on activities undertaken by inbound visitors from 2006-2023 at the nations/regions level using data from the International Passenger Survey.
Expand the tables below, to view all of the activities that inbound visitors to Britain were asked about – with the volume and value of visitors.
Activity asked about Number of visits that involved activity (000) % of all visits Amount spent in UK (£m)* Sightseeing famous monuments/buildings 19,367 47% £16,160 Going on a guided tour 6,647 16% £6,186 Visiting literary, music, TV, film locations 2,241 5% £2,108 Zoo, aquarium or other wildlife attractions 1,878 5% £183
Activity asked about Number of visits that involved activity (000) % of all visits Amount spent in UK (£m)* Visiting castles or historic houses 11,037 28% £9,204 Visiting religious buildings 8,147 21% £6,711 Researching ancestry 543 1% £82
Activity asked about Number of visits that involved activity (000) % of all visits Amount spent in UK (£m)* Dining in restaurants 25,689 63% £20,523 Shopping 22,402 55% £18,674 Going to the pub 16,881 41% £12,394 Socialising with the locals 12,867 31% £10,237 Visiting parks or gardens 12,581 32% £10,295 Visiting museums or art galleries 11,198 29% £9,476 Having a traditional afternoon tea 5,604 14% £5,927 Going to bars and nightclubs 5,107 12% £5,082 Visiting a spa/beauty centre 1,013 2% £1,718 Trying local food 20,706 55% £1,880
Activity asked about
Number of visits that involved activity (000)
% of all visits
Amount spent in UK (£m)*
Going to countryside or villages
5,234
13%
£5,154
Going to the coast or beaches
3,867
10%
£3,842
Visiting a national park
2,604
7%
£2,729
Activity asked about Number of visits that involved activity (000) % of all visits Amount spent in UK (£m)* Walking in the countryside 8,751 21% £7,790 Going for a walk, hike or ramble 6,065 17% £5,317 Walking along the coast 4,584 11% £4,258 Going for a run 2,042 5% £2,259 Playing golf 559 1% £92 Fishing 112 <1% £140
Activity asked about Number of visits that involved activity (000) % of all visits Amount spent in UK (£m)* Activities to learn a new skill 971 2% £1,127 Take part in sports activities 717 2% £776 Studied English language 614 2% £940 Watersport (e.g. water-ski, speedboat, sailing) 227 1% £27 Played football 414 1% £50 Went cycling/mountain biking 1,165 3% £150 Played rugby 27 <1% £18 Played cricket 22 <1% £21 Went horse racing 126 0% £19
Activity asked about
Number of visits that involved activity (000)
% of all visits
Amount spent in UK (£m)*
Theatre/musicals/opera/ballet
3,610
9%
£3,898
Going to a live music event
2,797
7%
£3,030
Going to a live sports event
2,248
5%
£2,309
Watch live football
1,505
4%
£1,368
Attend a festival
1,192
3%
£1,426
Going to a football match/attending a live football match
814
2%
£722
Watch live cricket
225
1%
£349
Watch live rugby
203
<1%
£160
Watch tennis
166
<1%
£218
Watch live horse racing
78
<1%
£118
Watch live motor sport (including motorbike)
70
<1%
£35
Watch live golf
61
<1%
£129
Watch a live marathon
51
<1%
£54
Interest in activities in Britain (NBI, 2019)
This report reviewed 35 activities (grouped in seven themes) that people might be interested in while in Britain. Findings were based on the views of respondents from 17 global markets, including Brazil, China, India, Poland, Spain, Sweden and the USA.
Report highlights
Overall, the activities that people said they would most like to do if they visited Britain on holiday were:
Driving through the countryside of England;
Taking a canal boat tour through the waterways of England;
A food tour of one of London’s best foodie markets;
Enjoying a traditional afternoon tea.
When looking at broader themes, the most popular activities included:
Stories. For example, staying the night in a fairy-tale castle or visiting locations from favourite TV/film shows filmed on location in Britain.
Discoveries. For example, a drive through the countryside of England or hiking on the South West coast are, on average, the most popular.
Women were more likely than men to pick activities within the Stories and Relaxation theme.
Fun/Unexpected activities were significantly more popular with those who had visited the UK before, as were the activities around the Culture theme.
Report: Interest in holiday activities in Britain
See findings in the full report with data from 17 global markets.
Experiential activity research (2019)
Drawing from a number of destinations in England, this research explored inbound and domestic visitors’ interest in a variety of experiences. We also looked at the barriers they considered when planning their trip.
Report highlights
Half of inbound visitors and more than half (59%) of domestic visitors in England decided on their trip’s destination based on the experiential activity they were interested in.
For inbound visitors: the most popular types of holiday experiences were: ‘behind the scenes’, ‘visiting a distillery or brewery’, and ‘taking part in a street food tour with tasting’.
For domestic visitors the three most popular types of holiday experiences were: ‘visiting a distillery or brewery’; ‘going on a vineyard tour with tasting’ and ‘experiencing life behind the scenes’.
Report: experiential activity research
View the full findings from the Discover Research Fund research
Explore all reports
Outdoor activities trends (2018)
This project explored the potential of the most fertile inbound and domestic tourist product development in England, by exploring the role of activities, activity combinations, inbound market differences and regional awareness.
Report highlights:
England had a good share of some more niche activities, but could look to grow the level of provision and marketing for cycling, horse riding and coastal activity to that enjoyed by walking.
The trips almost always involved more than one activity (indoor in addition to outdoor), especially for more niche outdoor activities.
For their accommodation, those interested in outdoor activities looked beyond hotels to bed and breakfasts, guesthouses and even hostels for some markets.
The majority of outdoor activity bookings occurred after arrival at the destination in England, with only 14% of outdoor activities booked in advance.
Report: Outdoor Activities
See the report from the Discover England Fund research
Activities and themes (2017)
This research identified the types of activities among inbound and domestic tourists which could grow England’s tourism industry. The project covered 40 activities which were grouped into different tiers and themes.
Report highlights
The top themes were:
‘Visiting famous/iconic tourist attractions/places’, followed by ‘exploring history and heritage’ and ‘experiencing city life.’
Individual activities varied by inbound market. For example, city life was more of a consideration for Germany and Denmark visitors, but less so for domestic tourists who were more interested in rural scenery and outdoor leisure.
When developing a travel product, it is essential to understand the potential of an activity to drive the type of holiday that someone chooses, as well as the number of people an activity is likely to attract. For example, visiting a museum or art gallery had wide appeal to respondents, but was less of a deciding factor when it came to holiday choice.
Report: Activities and Themes
Read the full report from the Discover England Fund Research
