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Activities and experiences

What types of activities and experiences do domestic and inbound consumers look for while in England – and how do they influence where they go?

Activities undertaken by inbound visitors (IPS, various years)

VisitBritain sponsor questions on the International Passenger Survey, covering a range of topics including activities undertaken while in Britain - at a total level as well as by region. Explore the data in the excels below and see our latest report on activities.
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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 aboutNumber of visits that involved activity (000)% of all visitsAmount spent in UK (£m)*
    Sightseeing famous monuments/buildings19,36747%£16,160
    Going on a guided tour6,64716%£6,186
    Visiting literary, music, TV, film locations2,2415%£2,108
    Zoo, aquarium or other wildlife attractions1,8785%£183
  • Activity asked aboutNumber of visits that involved activity (000)% of all visitsAmount spent in UK (£m)*
    Visiting castles or historic houses11,03728%£9,204
    Visiting religious buildings8,14721%£6,711
    Researching ancestry5431%£82
  • Activity asked aboutNumber of visits that involved activity (000)% of all visitsAmount spent in UK (£m)*
    Dining in restaurants25,68963%£20,523
    Shopping22,40255%£18,674
    Going to the pub16,88141%£12,394
    Socialising with the locals12,86731%£10,237
    Visiting parks or gardens12,58132%£10,295
    Visiting museums or art galleries11,19829%£9,476
    Having a traditional afternoon tea5,60414%£5,927
    Going to bars and nightclubs5,10712%£5,082
    Visiting a spa/beauty centre1,0132%£1,718
    Trying local food20,70655%£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 aboutNumber of visits that involved activity (000)% of all visitsAmount spent in UK (£m)*
    Walking in the countryside8,75121%£7,790
    Going for a walk, hike or ramble6,06517%£5,317
    Walking along the coast4,58411%£4,258
    Going for a run2,0425%£2,259
    Playing golf5591%£92
    Fishing112<1%£140
  • Activity asked aboutNumber of visits that involved activity (000)% of all visitsAmount spent in UK (£m)*
    Activities to learn a new skill9712%£1,127
    Take part in sports activities7172%£776
    Studied English language6142%£940
    Watersport (e.g. water-ski, speedboat, sailing)2271%£27
    Played football4141%£50
    Went cycling/mountain biking1,1653%£150
    Played rugby27<1%£18
    Played cricket22<1%£21
    Went horse racing1260%£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.

PDF

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’.

PDF

Report: experiential activity research

View the full findings from the Discover Research Fund research

Experiential activity research.pptx

View the full findings

Explore all reports

Download these reports to better understand the appeal and opportunity of the range of experiential activities available to domestic and international audiences, while holidaying in England. You’ll find useful insights for the marketing of each activity, which we have grouped into five sections: Eat, Drink, Explore and learn, Exercise and wellness, and Appeal by market.
  • Baking School

    Cheese Making Class

    Chocolate Making Class

    Cookery Class

    Street Food Tour Tasting

  • Distillery or Brewing Experiences

    Vineyard Tour & Tasting

  • Authentic Craft Workshop

    Experience life behind the scenes

    Guided Nature Experience

    Foraging

    Fossil Hunting

    Guided Fishing Tour

    Photography Class

    Shadowing Experience

    Volunteering or Working Holiday

    Street Art Experience

  • Homeopathic Experience

    Mindfulness or Meditation Class

    Pilates Experience

    Remote Wellness Retreat

    Spa Experience

    Tai Chi Experiences

    Yoga Experiences

  • Australia

    China

    France

    Germany

    Italy

    Netherlands

    Norway

    Country Summary - Spain

    Country Summary - Sweden

    Country Summary - United States

    Country Summary - United Kingdom

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.

PDF

Report: Activities and Themes

Read the full report from the Discover England Fund Research