Staycations – or holidays at home in the UK – were boosted by the country’s summer of sporting excellence.
According to the World Travel Market 2014 Industry Report, released on Monday, events such as the Commonwealth Games in Glasgow and early stages of the Tour de France, which covered Yorkshire, London and the South East, have put host cities and regions firmly in the spotlight and have whetted the appetite among Brits to visit.
When asked whether the hosting of a major sporting event made UK consumers more or less likely to visit, 18% said they would be more likely to visit London; 18% said they would be more likely to visit Yorkshire and 15% would be more likely to visit Glasgow.
Expectations are high among senior executives in the travel industry too, with 67% anticipating an increase in bookings to London and the South East and 57% expecting more bookings to Yorkshire, which held Le Grand Départ in Leeds. Furthermore, 64% expect to see an increase in bookings to Glasgow, following the Commonwealth Games.
Looking ahead, interest for holidaying in the UK on the back of sporting events is expected to continue, with more high-profile championships in the diary.
In September and October next year, England hosts the world’s third largest sporting event, the Rugby World Cup 2015. With 10 host cities (as well as Cardiff) and 41 team bases across the country, the tourism potential is immense. What’s more, with the tournament taking place over 44 days, and with several days between each team’s fixtures, domestic and international fans will have plenty of time to explore the host destinations and beyond.
Further ahead, the spotlight will be on London again, as Wembley Stadium hosts both semi-finals and the final of UEFA EURO 2020.
World Travel Market, Senior Director, Simon Press said: “In the past, critics of major sporting events have said they hinder, rather than boost, tourism to host destinations.
“The WTM Industry Report shows the UK has certainly kicked that belief firmly into touch and reveals a keenness among consumers to visit London, Yorkshire and Glasgow on the back of their huge success of hosting recent major sporting events.
“In addition, key decision makers in the industry also believe the UK will benefit, with many committing extra capacity to London and Yorkshire following the high-profile initial stages of the Tour de France.”
