Discover England Fund research: archive
Introduction
The Discover England Fund (DEF) research programme has enabled studies of product development, visitor behaviour, international tourism and more – the results of which you can explore on this page.
For further information on these reports, please contact research@visitbritain.org.
Research summary reports
The following reports have been produced to summarise relevant research for individual large-scale DEF projects.
Note: These reports were published throughout 2018. In 2020, the Office of National Statistics (ONS) revised the International Passenger Survey (IPS) data for 2009 to 2018 and released new 2019 data, so the IPS data in these reports is now outdated.
Making Great memories in England’s National Parks and countryside
November 2017
Discover England’s Great Walking Trails
November 2017
England’s Coast
December 2017
Growing Manchester as an International Gateway to the North
January 2018
The Collection – A Journey through 2000 years of English History
December 2017
London and Cultural England
January 2018
The Waterways of England
January 2018
The Gourmet Garden Trails of England
January 2017
Cycle England: Explore England on a Bike
February 2017
The Urban Collective and Renaissance Collection
February 2018
East of England Touring Route
March 2018
The Great West Way
March 2018
Visitor characteristics and behaviour
We developed a series of reports to provide a deeper understanding of visitor behaviour relating to product development – including regional profiling, information sources, decision-making and activities undertaken.
Note: These reports were published throughout 2018. In 2020, the ONS revised the IPS data for 2009 to 2018 and released new 2019 data, so the IPS data in these reports is now outdated.
Re-analysis of IPS and other data
These reports bring together data from the IPS and other recent research to give insights into various topics.
A summary of insights on overseas visitors to England's regions (pptx)
This report looked at the volume, value, profile and travel motivations for key international markets, with results shown for each of the nine regions of England.
A summary of insights on overseas visitors to England's regions (pdf)
This report looked at the volume, value, profile and travel motivations for key international markets, with results shown for each of the nine regions of England.
Understanding participation in leisure activities (pptx)
This report provided information about motivations for travel, as well as interest and participation in different types of leisure activities.
Understanding participation in leisure activities (pdf)
This report provided information about motivations for travel, as well as interest and participation in different types of leisure activities.
England’s gateways (pptx)
This report examined international traveller profiles and behaviour based on where and how they departed from the country – with information provided by the region of England, mode of transport, individual airports and Eurostar.
England’s gateways (pdf)
This report examined international traveller profiles and behaviour based on where and how they departed from the country – with information provided by the region of England, mode of transport, individual airports and Eurostar.
Age groups and lifestages (pptx)
This report looked at international traveller profiles and behaviour among different age groups.
Age groups and lifestages (pdf)
This report looked at international traveller profiles and behaviour among different age groups.
Multi-destination trips (pptx)
This report examined the profile of inbound visits which include two or more destinations: both ‘London plus’ trips, and trips involving multiple destinations outside the capital.
Multi-destination trips (pdf)
This report examined the profile of inbound visits which include two or more destinations: both ‘London plus’ trips, and trips involving multiple destinations outside the capital.
Destination types (pptx)
This report looked at the profile of inbound visits to England's various cities and towns.
Destination types (pdf)
This report looked at the profile of inbound visits to England's various cities and towns.
Day trips (pptx)
This report examined the profile of inbound holiday visitors who took day trips from the UK's cities and towns.
Day trips (pdf)
This report examined the profile of inbound holiday visitors who took day trips from the UK's cities and towns.
Destination summaries (pptx)
This report included summaries of the top 20 holiday destinations in England.
Destination summaries (pdf)
This report included summaries of the top 20 holiday destinations in England.
Individual destination summaries:
Bath (pptx)
Bath (pdf)
Birmingham (pptx)
Birmingham (pdf)
Bournemouth (pptx)
Bournemouth (pdf)
Brighton (pptx)
Brighton (pdf)
Bristol (pptx)
Bristol (pdf)
Cambridge (pptx)
Cambridge (pdf)
Canterbury (pptx)
Canterbury (pdf)
Eastbourne (pptx)
Eastbourne (pdf)
Exeter (pptx)
Exeter (pdf)
Hastings (pptx)
Hastings (pdf)
Leeds (pptx)
Leeds (pdf)
Liverpool (pptx)
Liverpool (pdf)
London (pptx)
London (pdf)
Manchester (pptx)
Manchester (pdf)
Newcastle (pptx)
Newcastle (pdf)
Nottingham (pptx)
Nottingham (pdf)
Oxford (pptx)
Oxford (pdf)
Stratford Upon Avon (pptx)
Stratford Upon Avon (pdf)
Windsor (pptx)
Windsor (pdf)
York (pptx)
York (pdf)
Decisions and Influences
In spring 2016, VisitBritain commissioned new research in 20 markets to understand the holiday decision-making process. Results from this research are available for three topic areas:
Britain and competitors
Examining knowledge of and interest in Britain, compared with its competitive set.
Researching and planning a holiday
Examining motivations, information sources and timings for the planning process.
Booking a holiday
Examining booking channels and websites, and investigating which trip elements were booked in advance of travel.
You can also download the full report, with results for all three topic areas:
Decisions and Influences
Understand the overall holiday decision-making process across key inbound markets.
Activities and themes
We have conducted research to provide a deeper understanding of visitor leisure activities, outdoor pursuits, cultural attractions and more.
Note: These reports were published throughout 2018. In 2020, the ONS revised the IPS data for 2009 to 2018 and released new 2019 data, so the IPS data in these reports is now outdated.
Understanding participation in leisure activities in the IPS (pptx)
This report brought together data from the IPS and findings from other recent research to give insights about motivations for travel, and interest and participation in different types of leisure activities.
Understanding participation in leisure activities in the IPS (pdf)
This report brought together data from the IPS and findings from other recent research to give insights about motivations for travel, and interest and participation in different types of leisure activities.
Leisure activities research: market, activities and destination summaries (pptx)
As part of the leisure activities research, we have produced a series of market and activities summaries. They explored demographic profiles, attitudes towards taking a holiday to England, market consideration for each activity, and other market-profiling insights.
Leisure activities research: market, activities and destination summaries (pdf)
As part of the leisure activities research, we have produced a series of market and activities summaries. They explored demographic profiles, attitudes towards taking a holiday to England, market consideration for each activity, and other market-profiling insights.
