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Consumer sentiment tracking survey aiming to understand confidence, intent and barriers to take overnight short breaks and holidays in the UK and Wales for weeks 9 to 13.

Trips taken in Wales during summer 2020

As of Mid August, 1 in 6 (16%) U.K. residents had taken an overnight domestic holiday or short break, marginally higher than the 15% trips that were intended to be taken in July/August before restrictions were lifted. The uplift in trips taken compared to intended appears to have been driven by ‘VFR’ (visits to friends and relatives), with a over a third of trips falling into this category, compared to less than 1 in 4 of intended trips. 

Families appear to have driven trips taken to Wales, nearly half of all July/August Wales trip-takers falling into this life stage, significantly higher than the 1 in 3 of trip intenders. Wales trip takers are more likely than trip intenders to have been impacted by COVID-19 financially, implying those seeking good value were more likely to leave their trip decision to the last-minute.

General sentiment in the U.K. short break and holiday market

At the time of the survey between Mid July to Mid August, there remains caution around conducting leisure activity amongst U.K. and Wales residents.  However, comfort levels have increased since Mid June to Mid July, particularly for activities such as ‘eating at a restaurant’, perhaps driven by the Eat Out to Help Out scheme.  Despite increased comfort levels with everyday activities, confidence in the ability to take a U.K. short break or holiday from September onwards has either plateaued or declined. 

Wales visitor and trip profiles for autumn/winter

Amongst U.K. residents planning a domestic holiday this autumn (between September and October), Wales is the number four destination – the South West, Scotland and the North West the top three.  Similar to summer intentions, residents of Wales, West Midlands and North West of England are most likely to be intending take a short break or holiday in Wales this autumn. 

The profile of visitors in autumn months is set to shift from ‘families’ and ‘pre-nesters’ to ‘older independents’ and ‘retirees’, particularly in September when there are no school holidays. In October and in the winter months, families again become the largest life stage, although this is likely to be concentrated during school holidays.

Accommodation, booking and travel

‘Commercial self-catering’ is the number one accommodation type amongst Wales autumn and winter intenders, significantly more preferred than the summer months. There are higher intentions for visitors to stay in serviced accommodation during their trips to Wales in the autumn and winter compared to the lower than normal use of serviced accommodation on trips taken during the summer period.


COVID-19 UK Tourism Consumer Tracker Survey (Wales profile): 13 July to 14 August 2020 , file type: PDF, file size: 3 MB

3 MB
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David Stephens

Telephone: 0300 025 5236

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Telephone: 0300 025 8099

Rydym yn croesawu galwadau yn Gymraeg / We welcome calls in Welsh.