We (VisitBritain and VisitEngland) are leading a sector-wide consultation until January 2026 to shape the future of our tourism and travel data platform so it best serves the needs of our stakeholders. The insight- led data platform, Viewpoint, is designed to bring together tourism and travel data making it accessible and easy to explore. Built over three years, Viewpoint currently integrates more than 30 trusted data sources and uses intuitive dashboards and AI tools to help users quickly explore national and regional trends, regardless of technical expertise. Some dashboards are already available.
In phase one of the consultation, we are inviting our stakeholders to take a short five-minute survey. We want to understand your current data usage, needs, barriers and skills. In the second phase we will be holding sessions with specific representatives or industry areas to further understand their data needs. Responses will help inform the development of a centralised tourism and travel data hub that best meets the sector’s evolving needs. One of the ways we are already doing this is by exploring how we can deliver more real time and granular data.
Looking ahead, our vision is for Viewpoint to evolve into a national tourism and travel data hub - a centralised platform that unlocks growth opportunities across all nations and regions, informs policy development, and enhances visitor experience strategies across the UK. The data hub will also be a space where stakeholders across sectors and regions can access, share and contribute insights. These developments aim to streamline tourism and travel data access, reduce duplication, and support predictive and retrospective analysis. With the right investment and collaboration, this data hub has the potential to become the UK’s authoritative source for tourism and travel insight. The scale of the final product delivered will depend on funding availability.
