inbound arrivals dip in wake of record year


Overseas visitor numbers to the UK


fell last year after hitting a record bPLOOLRQ LQ


However, numbers remained higher than at any previous time despite signs of a tail-off in visitors from northern Europe at the turn of the year, and visitors in the 12 months to July 2019 were on a par with a year earlier. A fall-off might have been expected since 2017 set a record for a fourth consecutive year. However, the fillip which sent numbers higher was the fall in the value of the pound following the EU referendum vote in June 2016. Sterling has remained lower against the dollar and euro since, but the impact on some eurozone source markets has clearly diminished. In February 2019, VisitBritain reported


inbound bookings down 10% year on year. Chief executive Sally Balcombe told the UKinbound convention in Glasgow: “The concerns about Brexit are filtering into the results. We see a decline across the board when we look forward. Desire to travel to the UK has decreased in every market [in Europe].” But she described the trend as “particularly strong in France and the Netherlands”. By contrast, Balcombe reported “really good growth” from the US and “fantastic growth from China”. Yet she noted: “However well we do from China or the US, Europe provides


The Deloitte view


Inbound travel to the UK showed a disappointing drop in 2018, with the number of visitors falling more than 3% and the value of spending down 7%. ONS figures for July 2019 showed


year-on-year growth in both volume and value, but the rolling 12-month average to July still painted a picture of some missed opportunities – visitor spending was down 2% and visits flat. At a time when the UK is keen to enhance its prominence, this could pose challenges not just to the sector but to the economy more widely.


London continues to entice most visitors,


with more than 19 million. However, Deloitte research suggests the travelling consumer is more focused than ever on unique, authentic experiences that give a sense of adventure. This means that while traditional tourism hotspots remain important, consumers are also seeking opportunities to go off the beaten track. It offers destinations outside London an opportunity to develop offerings and marketing campaigns highlighting a sense of exploration. Growth in inbound travel can come in


many forms as lots of traveller segments are still growing at pace – be it solo travellers, those 60-plus or visitors from fast-growing developing economies. With so many opportunities, businesses have to decide which segments to go after and spend time to understand those customers’ preferences to ensure these are reflected in their offerings. A relentless focus on the consumer, using data insight to make


decisions, is crucial. █Alistair Pritchard, lead partner, Travel and Aviation


US visitors overtake French to become UK’s top source market, as


inbound leaders hail first tourism sector deal


two-thirds of our inbound visitors.” Office for National Statistics figures


confirmed a fall in numbers from northern Europe in 2018, with visitors from France down 7% year on year, the Netherlands down 8% and Germany down 3%. That meant the US surpassed France as the UK’s biggest inbound market by volume, with 3.9 million making the transatlantic trip, while the US remained the biggest- spending source market by a huge margin.


CONFIDENCE Despite concerns that Brexit was deterring some visitors, the UKinbound association reported a sharp rise in confidence among members early in the year. Its rolling Business Barometer showed its sharpest rise in two years. In August, the barometer found confidence higher still with 75% of member businesses reporting bookings or visitor numbers at the same level or higher than in 2018 and almost three in five expressing confidence about the next 12 months – eight percentage points up on March and April. Given the uncertainty about future arrangements with the EU, that seemed remarkable. Industry leaders remain deeply


concerned about the impact of post- Brexit restrictions on immigration from the EU. Tourism Alliance director Kurt Jansen told a Westminster Forum on UK


18 Travel Weekly Insight Report 2019-20


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