Activities and experiences
Activities undertaken by inbound visitors (2019)
This report was based on data collected via the International Passenger Survey, and explored activities undertaken while in Britain – at a total level as well as by region.
Report highlights
Top activities undertaken while in Britain on holiday were:
Dining in a restaurant (63%);
Shopping (55%);
Sightseeing famous monuments or buildings (47%).
Only 10% of inbound tourists visited England’s coast and beaches. Those most likely to journey to the coast were on visits lasting a week or longer.
The south-west of England was more likely than other regions to attract international visitors – in particular those from Germany, France and the Republic of Ireland. These visitors tended to undertake niche activities such as visiting spas, cycling, and studying English.
Regional activities undertaken by inbound visitors (IPS)
See the full report for details on activities undertaken by inbound visitors from 2006-2019 using data from the International Passenger Survey
Explore activities, visits and spend
Expand the tables below, to view all of the activities that inbound visitors to Britain were asked about – with the volume and value of visitors.
Activity asked about
Number of visits that involved activity (000)
% of all visits
Amount spent in UK (£m)*
Sightseeing famous monuments/buildings
19,367
47%
£16,160
Going on a guided tour
6,647
16%
£6,186
Visiting literary, music, TV, film locations
2,241
5%
£2,108
Zoo, aquarium or other wildlife attractions
1,313
4%
£872
Activity asked about
Number of visits that involved activity (000)
% of all visits
Amount spent in UK (£m)*
Visiting castles or historic houses
11,037
28%
£9,204
Visiting religious buildings
8,147
21%
£6,711
Researching ancestry
483
1%
£362
Activity asked about
Number of visits that involved activity (000)
% of all visits
Amount spent in UK (£m)*
Dining in restaurants
25,689
63%
£20,523
Shopping
22,402
55%
£18,674
Going to the pub
16,881
41%
£12,394
Socialising with the locals
12,867
31%
£10,237
Visiting parks or gardens
12,581
32%
£10,295
Visiting museums or art galleries
11,198
29%
£9,476
Having a traditional afternoon tea
5,604
14%
£5,927
Going to bars and nightclubs
5,107
12%
£5,082
Visiting a spa/beauty centre
1,013
2%
£1,718
Activity asked about
Number of visits that involved activity (000)
% of all visits
Amount spent in UK (£m)*
Going to countryside or villages
5,234
13%
£5,154
Going to the coast or beaches
3,867
10%
£3,842
Visiting a national park
2,604
7%
£2,729
Activity asked about
Number of visits that involved activity (000)
% of all visits
Amount spent in UK (£m)*
Walking in the countryside
8,751
21%
£7,790
Going for a walk, hike or ramble
6,065
17%
£5,317
Walking along the coast
4,584
11%
£4,258
Going for a run
2,042
5%
£2,259
Playing golf
367
1%
£525
Fishing
112
<1%
£140
Activity asked about
Number of visits that involved activity (000)
% of all visits
Amount spent in UK (£m)*
Activities to learn a new skill
971
2%
£1,127
Take part in sports activities
717
2%
£776
Studied English language
614
2%
£940
Watersport (e.g. water-ski, speedboat, sailing)
212
1%
£172
Played football
109
<1%
£199
Went cycling/mountain biking
57
<1%
£63
Played rugby
27
<1%
£18
Played cricket
22
<1%
£21
Activity asked about
Number of visits that involved activity (000)
% of all visits
Amount spent in UK (£m)*
Theatre/musicals/opera/ballet
3,610
9%
£3,898
Going to a live music event
2,797
7%
£3,030
Going to a live sports event
2,248
5%
£2,309
Watch live football
1,505
4%
£1,368
Attend a festival
1,192
3%
£1,426
Going to a football match/attending a live football match
814
2%
£722
Watch live cricket
225
1%
£349
Watch live rugby
203
<1%
£160
Watch tennis
166
<1%
£218
Watch live horse racing
78
<1%
£118
Watch live motor sport (including motorbike)
70
<1%
£35
Watch live golf
61
<1%
£129
Watch a live marathon
51
<1%
£54
Data: Regional activities undertaken by inbound visitors (IPS)
Explore the data in our pre-built tables using data from the IPS
Interest in activities in Britain (NBI, 2019)
This report reviewed 35 activities (grouped in seven themes) that people might be interested in while in Britain. Findings were based on the views of respondents from 17 global markets, including Brazil, China, India, Poland, Spain, Sweden and the USA.
Report highlights
Overall, the activities that people said they would most like to do if they visited Britain on holiday were:
Driving through the countryside of England;
Taking a canal boat tour through the waterways of England;
A food tour of one of London’s best foodie markets;
Enjoying a traditional afternoon tea.
When looking at broader themes, the most popular activities included:
Stories. For example, staying the night in a fairy-tale castle or visiting locations from favourite TV/film shows filmed on location in Britain.
Discoveries. For example, a drive through the countryside of England or hiking on the South West coast are, on average, the most popular.
Women were more likely than men to pick activities within the Stories and Relaxation theme.
Fun/Unexpected activities were significantly more popular with those who had visited the UK before, as were the activities around the Culture theme.
Report: Interest in holiday activities in Britain
See findings in the full report with data from 17 global markets.
Experiential activity research (2019)
Drawing from a number of destinations in England, this research explored inbound and domestic visitors’ interest in a variety of experiences. We also looked at the barriers they considered when planning their trip.
Report highlights
Half of inbound visitors and more than half (59%) of domestic visitors in England decided on their trip’s destination based on the experiential activity they were interested in.
For inbound visitors: the most popular types of holiday experiences were: ‘behind the scenes’, ‘visiting a distillery or brewery’, and ‘taking part in a street food tour with tasting’.
For domestic visitors the three most popular types of holiday experiences were: ‘visiting a distillery or brewery’; ‘going on a vineyard tour with tasting’ and ‘experiencing life behind the scenes’.
Report: experiential activity research
View the full findings from the Discover Research Fund research
Experiential activity research.pptx
View the full findings
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Baking School
Download (642.55 KB)Cheese Making Class
Download (638.62 KB)Chocolate Making Class
Download (610.29 KB)Cookery Class
Download (655.95 KB)Street Food Tour Tasting
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Distillery or Brewing Experiences
Download (660.03 KB)Vineyard Tour & Tasting
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Authentic Craft Workshop
Download (647.27 KB)Experience life behind the scenes
Download (653.99 KB)Guided Nature Experience
Download (616.94 KB)Foraging
Download (651.06 KB)Fossil Hunting
Download (609.89 KB)Guided Fishing Tour
Download (638.83 KB)Photography Class
Download (649.83 KB)Shadowing Experience
Download (647.86 KB)Volunteering or Working Holiday
Download (657.52 KB)Street Art Experience
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Homeopathic Experience
Download (636.06 KB)Mindfulness or Meditation Class
Download (665.6 KB)Pilates Experience
Download (676.36 KB)Remote Wellness Retreat
Download (665.43 KB)Spa Experience
Download (677.91 KB)Tai Chi Experiences
Download (630.58 KB)Yoga Experiences
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Australia
Download (1.04 MB)China
Download (1.05 MB)France
Download (1.05 MB)Germany
Download (1.05 MB)Italy
Download (1.04 MB)Netherlands
Download (1.05 MB)Norway
Download (1.05 MB)Country Summary - Spain
Download (1.04 MB)Country Summary - Sweden
Download (1.07 MB)Country Summary - United States
Download (1.07 MB)Country Summary - United Kingdom
Outdoor activities trends (2018)
This project explored the potential of the most fertile inbound and domestic tourist product development in England, by exploring the role of activities, activity combinations, inbound market differences and regional awareness.
Report highlights:
England had a good share of some more niche activities, but could look to grow the level of provision and marketing for cycling, horse riding and coastal activity to that enjoyed by walking.
The trips almost always involved more than one activity (indoor in addition to outdoor), especially for more niche outdoor activities.
For their accommodation, those interested in outdoor activities looked beyond hotels to bed and breakfasts, guesthouses and even hostels for some markets.
The majority of outdoor activity bookings occurred after arrival at the destination in England, with only 14% of outdoor activities booked in advance.
Report: Outdoor Activities
See the report from the Discover England Fund research
Activities and themes (2017)
This research identified the types of activities among inbound and domestic tourists which could grow England’s tourism industry. The project covered 40 activities which were grouped into different tiers and themes.
Report highlights
The top themes were:
‘Visiting famous/iconic tourist attractions/places’, followed by ‘exploring history and heritage’ and ‘experiencing city life.’
Individual activities varied by inbound market. For example, city life was more of a consideration for Germany and Denmark visitors, but less so for domestic tourists who were more interested in rural scenery and outdoor leisure.
When developing a travel product, it is essential to understand the potential of an activity to drive the type of holiday that someone chooses, as well as the number of people an activity is likely to attract. For example, visiting a museum or art gallery had wide appeal to respondents, but was less of a deciding factor when it came to holiday choice.
Report: Activities and Themes
Read the full report from the Discover England Fund Research