According to a survey of holidaymakers by BDRC Continental, 70 per cent said they were likely to book a holiday in the UK this year with 39 per cent saying they are considering taking their main holiday here, a 10 per cent increase on last year.
Steve Mills, director of the tourism, travel and leisure team at BDRC Continental, said: “The UK holiday industry stumbled upon a huge opportunity in 2009 to demonstrate what it can offer to a lost generation of holidaymakers. The good news is more and more people are deciding to holiday at home again this year and are enjoying re-discovering what’s on their own doorstep."
Seaside and self catering
Despite Britain's unpredictable weather, hospitality businesses in seaside resorts are set to benefit most from this year's predicted surge in domestic tourism with 38 per cent of UK holidays already booked for this year in beach resorts. Thirty-three per cent of holidaymakers have booked trips in rural locations, while 28 per cent have booked city breaks.
However, although 21 per cent of holidaymakers said they believed that standards in hotels and restaurants had improved in the last year, 25 per cent said they would prefer to self cater with another 16 per cent likely to take a camping or caravanning holiday.
Mills said hotel and restaurant operators will need to maintain quality and give customers value for money to ensure they benefit from the domestic holiday boom this year and in the future.
"The acid test will be when Sterling strengthens, particularly against the Euro. The UK tourism industry needs to continue to focus on delivering two key components to ensure it takes full advantage of this trend and makes Britain the destination of choice in the future - and they are value for money and quality of service," he said.