The study of 3,026 people shows that Brits prefer to visit local attractions and landmarks rather than their foreign equivalents, although 22 per cent of those surveyed had visited more foreign points of interest than British.
With the number of foreign tourists visiting the UK on the rise across the country, especially in the North, the British public are starting to see the value of holidaying at home.
The findings of this study will not offer hope to supporters of the Cut Tourism VAT (CTV) campaign, who are lobbying the government to reduce the rate of tourism VAT in Britain to mirror other EU countries, but with British nationals finding better value for money in the UK than abroad their campaign may have been dealt a blow.
Ufi Ibrahim, chief executive of the CTV supporting British Hospitality Association, told BigHospitality that reducing VAT will produce even more growth.
“Hospitality and tourism is one of the leading contributors to the economy, especially outside of London, and our offer from the high street to the seaside is one of the best in the world," she said.
"However the United Kingdom’s uncompetitive tourism VAT rate does hold us back from realising our full potential for growth.
“As the pound strengthens it is pushing tourists to France, Spain and Germany and most other European nations who already enjoy reduced tourism VAT. The Chancellor must stop pushing British pounds to the continent.”