UK Tourism Consumer Tracker Survey: Wales profile report 2024

Domestic and overseas travel intentions

• The domestic tourism landscape is relatively positive for 2024 – intentions to take a spring (April to June) and summer (July to September) holiday or short break are higher than in the equivalent period in 2023.  Financial barriers appear to be less dominant than a year ago – the proportion of UK residents ‘hit hard’ by the cost of living crisis, or ‘being cautious and careful’, are both declining.  The prevalence of cut backs on UK and Wales spring/summer trips have also dropped since 2023 – for example, the proportion saying they are likely to ‘choose cheaper accommodation’ falling from 42% in 2023 to 32%.
• Optimistic intentions should be treated with caution.  Data collected throughout 2023 illustrates that trip intentions do not always convert to trips taken.  For example, although 50% planned a domestic overnight trip between July and September 2023 (compared to just 39% in 2022), only 29% actually ended up taking a trip (relatively consistent with 2022).  A guide as to whether intended trips are likely to convert into actual trips is the proportion of intended trips that are already booked.  Notably, both spring and summer 2024 domestic trips are less likely to have been booked than at the same point in 2023, implying the intention gap will continue into 2024.
• A further point of caution relates to overseas intentions. The intention to take overseas trips has also increased on 2023, and at a higher rate than domestic trips.  Overseas trips are also more likely to have been already booked, meaning that if people choose between a domestic or overseas trip, an overseas trip may naturally take precedence.

Wales travel intentions

• Wales travel intentions are broadly in line with 2023 – Wales is the 5^th most popular UK region in both spring and summer.  The composition of the Wales trip-taker appears different to 2023. In 2024, Wales intenders are more likely to be families and from outside of Wales.
• Consistent with 2023 and previous years, Wales overnight intenders have more limited financial means than intenders to other UK destinations – Wales attracting the 2^nd highest proportion of visitors ‘hit hard’ or ‘being cautious and careful’ as a result of the cost of living crisis.

Profile of Intenders

• As in 2023, Wales spring/summer 2024 intenders are most likely to be motivated by a Wales trip ‘to get away from it all and have a rest’ and ‘family time with my partner’.  Notably, the motivation ‘to connect with nature/be outdoors’ amongst Wales intenders has increased since 2023 (an increase that hasn’t occurred across the UK).
• The survey also provides insights on intentions around activities, accommodation type, destination and trip length.