Inbound countryside & coast research

Britain's great outdoors has an abundance of countryside and thousands of miles of coastline — both playing host to millions of visits from overseas each year.

There are two categories of activites focused on countryside and coastal activities - experiencing rural life and scenery and outdoor leisure pursuits.

Experiencing rural life and scenery

Activities asked about Number of visits that involved activity (000) % of all visits Amount spent in UK*
Going to countryside or villages 4,996 13% £4,540
Going to coast or beaches 3,797 10% £3,460
Visiting a national park 2,490 7% £2,430

Outdoor leisure pursuits

Activities asked about Number of visits that involved activity (000) % of all visits Amount spent in UK*
Walking in the countryside 6,459 20% £3,900
Going for a walk, hike or ramble 5,935 17% £4,970
Walking along the coast 2,445 8% £1,970
Playing golf 354 1% £480
Fishing 115 <1% £140

Source: International Passenger Survey 2006-2016 *By those whose visit included the activity.  Spend is not specifically whilst under-taking activity throughout visit to UK

Propensity for holidays in UK nations and regions involving specific activities

IPS figures also show that Scotland, Wales, the South West and Yorkshire are most likely to see holiday visits involving a visit to a national park, with walking in the countryside common in the South West, Scotland and Wales. 

Visiting the coast / beaches, and walking by the coast is particularly likely in Wales and the South West, followed by the North East, Scotland and the South East.

Visiting rural / coastal locations, participating in outdoor /sports activities SW SE LON EE WM EM YKS NW NE WL SC
Going to the coast or beaches 48% 37% 3% 16% 9% 14% 22% 14% 31% 53% 35%
Visiting a national park 26% 11% 4% 4% 8% 8% 26% 9% 16% 30% 25%
Walking in the countryside 58% 45% 12% 27% 33% 32% 37% 24% 26% 50% 52%
Walking along the coast 37% 25% 2% 9% 4% 4% 15% 8% 35% 38% 29%
Playing golf 3% 4% 0% 3% 3% 3% 5% 1% 0% 3% 7%

Source: International Passenger Survey 2006-2011