The survey addressed the key triggers to growing UK-wide visitation, with 41% of respondents ranking more awareness of regional product/attractions as the key to enticing more international visitors.
Some 25% of members felt that improved transportation links would encourage tourists to explore more of the UK, while 23% stated the lack of group accommodation was the main problem hindering visitation. Better flight connections from northern Europe to regional airports and a single pass across all local transport systems were two specific examples cited.
Members were also asked which transport infrastructure improvements should be made, with 59% stating that the UK train network should take priority. A further 24% stated that an increase in international airline routes to regional airports should be top of the list.
The survey also analysed trading conditions in November/December 2017, providing a full picture regarding bookings and revenue increases and decreases since the Brexit referendum.
In May/June 2016, 27% of members reported a year-on-year increase in bookings and 30% increase in revenues, which rose to 81% and 83% respectively in January/February 2017.
Throughout 2017 this figure steadily declined to 34% and 33% respectively in November/December 2017.
A similar trend can be seen regarding confidence levels over the same period. In July 2016 42% of members were confident about business in the impending 12 months, raising to 86% in March 2017. This had dropped down to 54% by January 2018.
Deirdre Wells, UKinbound CEO, said: “It’s clear that the boost our members’ experienced post-EU referendum has subsided. This means that it is critical that we work with the government to secure a tourism sector deal as part of the modern industrial strategy to deliver future productivity and growth to our £25bn industry.”