Visitor Characteristics and Demographics

We have a wealth of data on the different characteristics of inbound visitors, including the senior and youth segments, those visiting friends and relatives, and regional demographic trends.

Chapter 10 of our Market Profiles is all about visitor characteristics. Take a look at the USA Market Profile for an example of this.

General

For general demographic and economic data by country, we provide a variety of data here.

To search for information relating to different topics and markets, you can also use our Market Intelligence Report Search (www.visitbritain.org/insightsandstatistics/resourcesearch/index.aspx).

  • Foresight issue 99
    The January 2012 edition of Foresight presented facts and figures on those coming to Britain to visit friends and relatives.

  • Foresight issue 84
    The October 2010 edition of Foresight looked into the proportions of first-time and repeat visitors to Britain, and their long-term value to the tourism industry. 

  • Detailed Demographic Trend Data
    Use this Excel file to analyse visits to the UK by age, gender, and nationality. Data can be split by country of residence and journey purpose.

  • Household Income
    See the distribution of household income bands amongst visitors from major markets in 2011 — break down further by journey purpose, age and number of people in household.

  • Age Trends by World Region
    This document allows you to compare trends in the age of visitors from different regions of the world. You can view data in tables or as charts to make it easy to understand how the proportions of older or younger visitors have changed over time from each region of the world.

  • Travel Companions Data
    Find out who visitors travel with when they come to the UK. View data for 2010 showing how many people travel alone, with their spouse, children or others. View differences by market, journey purpose, age group and more.

  • More Trip Characteristics
    Follow this link for further information about first-time and repeat visitors, transport used within the UK, who visitors are travelling with, how far in advance they decide on visiting the UK, and who visits the UK as part of a multi-country trip.

  • Regional visitor profile & activities report
    Our flagship report on inbound tourism to Britain’s nations and regions covers the profile of international visitors in different areas of Britain and the activities they do there. It shows the demographic profile of holiday visitors to each nation and region.

  • Foresight issue 69
    The July 2009 edition of Foresight highlighted a variety of metrics that help to describe inbound tourism during 2008 in terms of gender. 

Seniors

As the world's population lives longer, enjoys better health in older age and has an ever growing appetite for international travel Seniors are of growing importance.

  • Foresight issue 76
    The February 2010 edition of Foresight looked at trends in global ageing and what this might mean for tourism in the future.

  • Foresight issue 37
    The November 2006 edition of Foresight profiled inbound visitors who are aged over 55.

  • Foresight issue 1 
    The November 2003 edition of Foresight considered some of the implications of an ageing population

Visiting Friends & Relatives

VFR is a very resilient segment of the inbound visitor economy over recent years, with those travelling to the UK to see friends and relatives participating in many activities more traditionally associated with holiday visitors.

  • Foresight issue 99
    The January 2012 issue of Foresight presented facts and figures on Britain's inbound VFR market.

  • The Visiting Friends and Relatives Market - Facts and Figures More than one in four visits to the UK from overseas in 2010 were from people who were visiting friends or relatives, that’s 8.4 million visits in total. Download this summary for all the key facts and figures.

  • VFR data by UK nation and region Open this excel file to see the overall VFR visits, nights and spend in UK nations and regions in 2010 as well as the top five markets for VFR visits for each nation and region over the last five years

  • Foresight issue 57 
    The July 2008 edition of Foresight explored the importance of visits to friends and relatives to UK tourism.

  • Foresight issue 21 
    The July 2005 edition of Foresight looked at the role of weddings, stag and hen weekends.

  • Foresight issue 16 
    The February 2005 edition of Foresight considered the importance of Britain's ethnic diversity.

  • Foresight issue 3 
    The January 2004 edition of Foresight looked at trends in the number of British nationals living overseas who make return visits to the UK.

  • Expats from Spain
    In 2004 VisitBritain conducted research among expatriates living in Spain to discover more about trips back to Britain to visit friends or relatives

If you'd like to use the Visiting Friends and Relatives and Marketing Toolkit find out more in the opportunities and advice section.

Youth & Study

Information about the inbound Youth and Study sectors.

  • Generation Y (18-30 year olds) March 2010
    Focus groups were conducted in New York and Toronto to investigate the travel behaviour and attitudes to Britain of the Generation Y (18-30 year olds) market. The Gen Y segment represents approximately 23% of the US population (70m people), 20% of the Canadian population and equates to a far higher proportion of spend and a higher stated intention to visit Britain in the next 3 years than other segments.

  • European Youth research summary
    VisitBritain conducted an online quantitative survey among youth in some nine European countries in 2008 that looked at travel habits, perceptions of Britain, motivations for travelling and sources of information used.

  • Foresight issue 47
    The September 2007 edition of Foresight profiled inbound visitors to the UK who are aged 16-24

  • Visitors studying English as a foreign language
    VisitBritain has from time to time sponsored a question on the International Passenger Survey that asks visitors from some countries whether they attended an English language course during their visit to the UK, with this last being asked in 2005.

  • Foresight issue 19
    T
    he May 2006 edition of Foresight profiled inbound visitors who said that the purpose of their trip to the UK was 'Study'.