British food and drink
Introduction
Going out to eat, drink or socialise is commonly part of holidays in Britain. We have carried out research to find out how the rest of the world perceives British food and drink, and how this informs their holiday decisions.
For further information, please contact [email protected].
Food is GREAT (2017)
VisitBritain and DEFRA (Department for Environment Food and Rural Affairs) commissioned research to understand perceptions of Britain’s food and drink amongst international travellers in eight markets: Germany, France, China, Japan, GCC, India, Australia and the USA. The report was published in 2017.
Report highlights
Although food featured in most people’s holidays abroad, it was only a decisive factor in planning for a minority.
29% of respondents chose the UK when asked to rate counties on whether they offer ‘attractive food and drink options to tourists’.
41% agreed that ‘British cuisine is part of what attracts tourists to the UK’.
56% believed that Britain is a good place to try local specialities.
View the report
Food is great (2017).pdf
View the full findings
How the world views Britain’s food (2015)
In 2015, VisitBritain included questions in the Nation Brands Index to understand the appeal of trying British foods as part of a holiday in the UK.
Report highlights
70% of those surveyed were interested in trying at least one iconic British dish.
49% of inbound travellers said they would like to try a full English breakfast.
British desserts and beer were appealing to travellers, and many said they would like to try a British pudding or a craft beer.
Four-in-five visitors to Britain were satisfied with British food and drink.
View the report
How the world views Britain’s food (2015).pdf
View the full findings
Related resources
Learn more about the UK’s image overseas, and discover how many visitors from overseas undertook particular activities, including activities related to food and drink.
