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Sunshine Reveals New Brexit Effect: Rise in Staycations


New research by UK-based online travel agency Sunshine has revealed that British people now choose to spend more of their holiday-time staying in this country since the Brexit vote. The concept of “staycations” first developed during the financial crisis, but fewer people stayed on home soil for the past few years. Now, this is changing again.

According to UK-based online travel agency Sunshine, statistics have revealed that there was a 71% rise of vacations in the United Kingdom in 2016. In 2015, this was 64%, a significant rice, therefore. Their research, which looked at popular destinations across the United Kingdom, revealed a number of other interesting results.

The main outcome, however, was that over 33% of British adults now choose to stay close to home for their vacation this year. When asked why, the answer was “personal preference”. In the past, the key reason why people chose to staycation was because of cost limitations, so there has been a clear shift.

Asking those who said they would staycation why they chose to do so, the top answers were revealed to be:

  • Personal choice, cited by 34% of people.
  • Cost and affordability, cited by 32% of people.
  • Enjoying the trip in the past and wanting to repeat it, cited by 23% of people.
  • The available activities at their chosen destination, cited by 15% of people.
  • Lack of time to go elsewhere, cited by 14% of people.

The study further demonstrated that 40% of those who were planning a 2017 staycation were most interested in city breaks. 37%, however, wanted to visit rural locations and stay there.

At the same time, however, British people clearly still have an appetite for traveling abroad. In fact, there has been an 11% rise in the number of overseas summer holiday bookings. Furthermore, 26% of British holidaymakers wanted to go to new destinations, while 29% visited countries they had been to before, but opting for different resorts.

The report further showed that 60% of international visitors have grown their interest in a UK holiday. Furthermore, 90% intend to visit the country, although they do not know when yet. They spend an average of £453 per person per trip in the UK. Sunshine also revealed that the total spend of overseas visitors between January and February 2017 alone was £2.7 billion, which is again an 11% rise when compared to January and February 2016.

A representative for Sunshine states: “What these figures tell us, is that 2017 is already proving to be a fantastic year for tourism in the UK. Tourism is one of the key economic drivers, so this is fantastic news. The country offers overseas visitors great value for money, and it is clear that the promotions held in international markets, showing the UK as a holiday destination of choice, are paying off. It is vital, however, that the momentum of this message isn’t lost. We want people to find they are welcome here, particularly those from the high-value markets, which includes Europe, the US, and China.”

The UK government has recently started the Brexit negotiations and Sunshine, together with various other tourism boards, has identified five key areas that the negotiations should focus on. Those are:

  1. Free travel within not just Europe, but also beyond. This will ensure UK airlines can continue to fly to destinations.
  2. Ensuring sea, rail, and road routes are protected.
  3. Ensuring EU and UK travel will not require a visa.
  4. Protecting the rights of consumers, including the cancellation of roaming charges for mobile phones.
  5. Making sure UK businesses continue to enjoy operational stability by focusing on border and tax issues.

The Sunshine representative says: “It is vital that we look at ways to keep the tourism industry stable.”

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