Millenials could be key to reviving British seaside tourism

More than half of 20-34 year olds prefer to avoid the ‘hassle’ of booking overseas holidays in favour of shorter relaxing breaks by the UK coast.

Young travellers are also more willing to pay a premium for native wellness holidays than they would for a standard overseas trip.

Jon Young, associate director at BDRC Continental, said: “There is a real opportunity for our tourism sector to tap into this trend and encourage travellers to take wellness breaks in the UK. In particular, our preference for wellness holidays by the coast is a great opportunity for the resurgence of British seaside resorts, many of which are struggling.

“With our coastal destinations catering for all budgets, offering hotels, restaurants, spas, treatments and sporting facilities – not to mention our gorgeous coastline – now is the time to communicate what is available here, without having to leave this island.”

Despite the wealthy stereotype, interest in wellness holidays does not vary by socio-economic group.

A boost for UK tourism​

2015 looks set to see a boost to the UK tourism industry, 60 per cent of people surveyed by BDRC Continental have either already booked or intend to book a short break in the UK, up from 56 per cent in 2014.

Travellers cited convenience and work/time pressure as the most important reasons for holidaying in the UK, rather than cost.

Forty per cent say they holiday in the UK more than they used to because it is “less hassle” than travelling overseas, and one third (32 per cent) say they are “more aware” of what the UK has to offer.