Perception of Britain overseas
Perception of Britain overseas (2022)
This report highlights insights on perceptions of Britain among international travellers from our large-scale MIDAS project. Insights include nuances by source market, how perceptions compare with other destinations, and which strengths are most likely to drive inbound tourism.
For more information on the MIDAS project and the other topics included, please visit the MIDAS research page.
Report highlights
- Britain was perceived as being a place where history and heritage meet modernity and vibrancy.
- It was seen as a place that offers a great deal of diversity of sites and experiences, including the key ‘must see’ sites, in one destination.
- This perception varied significantly between short and long-haul markets, as European countries, rich in their own history, were more inclined to see Britain as offering the ‘vibrant’ side of the equation.
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MIDAS - Perceptions of Britain overseas.pdf
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Perceptions of Britain and its competitors (2016)
This report is a summary of key findings from a sponsored question in the Anholt-GfK Nation Brands Index survey, conducted in July 2016, and the Decisions & Influences project, conducted by VisitBritain and Ipsos in spring in the same year. Both studies surveyed a mix of previous visitors to Britain as well as those who had not visited.
Report highlights
- Among the selection of six European countries, Britain led for being a mixture of old and new and for having an interesting mix of cultures from around the world.
- Britain ranked second for its fascinating stories, myths, and legends and for having a rich and interesting history.
- It came out third for having lots of cultural events and attractions and offering lots of different experiences in one destination.
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Perceptions & knowledge of Britain & its competitors 2016.pdf
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