Tourism Barometer: summer wave 2024

Main findings

Summer performance hampered by bad weather

About one in six (16%) businesses have had more visitors this summer than last summer, and 46% have had about the same level. However, 38% have had fewer visitors.

The most commonly cited reason for having fewer visitors is ‘weather’ (55% of respondents). This is followed by ‘people lacking in disposable income’ (42%).

Shorter, last minute stays

Open comments show that the industry has experienced a trend towards shorter, last minute stays this summer. Weather and disposable income are felt to be the key reasons behind this trend as some visitors have waited to see what the weather would be like and have not booked week-long stays, but 3 to 4 nights instead.

Peak summer occupancy levels

Net room occupancy in the serviced sector was 84% in July and 87% in August. Net unit occupancy in the self-catering sector was 83% in July and 87% in August. Net pitch occupancy in the caravan & camping sector was 79% in July and 82% in August.

Awareness and interest in Tourism Exchange Great Britain (TXGB)

One in ten (10%) operators were aware of TXGB prior to interview. Of these, some (15%) are either using it now or intend to do so.

After hearing a description of TXGB, 14% of those previously unaware of it say it ‘definitely’ sounds like something they would be interested in learning more about (very similar to last year), and a further 23% say it ‘may’ be something they would like to learn more about (it was 42% when asked last year).

Confidence levels

14% of operators say they are ‘very confident’ about running the business profitably this year, and a further 38% say they are ‘fairly confident’. High operating costs and a disappointing peak summer season for many businesses have dented confidence in being able to make a profit. However, some say they are hopeful for last minute autumn bookings.