Analyzing UK Tourism Trends and Strategies

This assignment focuses on analyzing various aspects of UK tourism. It requires an examination of inbound tourism trends by market, purpose of visit, time spent by tourists, and variations in regional tourism. Additionally, it involves assessing the popularity of UK festivals and exploring strategies to enhance the country's competitiveness as a tourist destination. The assignment is based on several academic sources, including Fernández-Cavia et al., Gallent et al., Gibson, Kim, Komppula, Pike & Page, Prayag & Hosany, Wang & Rafiq, and online resources such as VisitBritain.org and Timeout.com.

Tourist Destinations

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Key tourist spots of the world and their statistics.................................................................1
1.2 Evaluation of the statistics to know the current and future trends in tourism.......................4
TASK 2............................................................................................................................................8
2.1 Analysis of Cultural, social, physical features of destinations..............................................8
2.2 Comparison between developing and developed tourism sites...........................................10
TASK 3..........................................................................................................................................11
Covered in PPT.........................................................................................................................11
TASK 4..........................................................................................................................................11
4.1 Analysis of issues which impacts on popularity factor on travellers sites..........................11
4.2 Responsible tourism to enhance the local residents............................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Tourist destinations are the places which holds certain significance when it comes to
history, culture and etc. These places have to be historical, natural, devotional developed and has
potential to attract travellers from all around the world. There are various organisations who are
totally depended on these sites for their profits as they are related to travel and tourism industry.
They put their efforts in discovering new sites and developing them into the attractive tourist
spots. Tourist sites are the economic booster for any country and it has lots of scope if managed
in proper way. When the tourism activities will grow it will create employment opportunities for
the local people thus increasing their lifestyle (Wang. and Rafiq, 2014). In this report there will
be consideration of specific tourism spots and a brief analysis on them will be given. These spots
has the capability to grow themselves as the world tourists sites when analysed on the basis of
number of visitors and income generation. With the help of statistics the current trend in this
segment can be analysed. For this the case scenario of Trip Advisor and Virgin Holidays
company's will be taken. There will be comparison of the tourists sites on the basis of various
features and characteristic which they hold. In the end there will be light on the certain issues
which are influencing the popularity of any tourist destination.
TASK 1
1.1 Key tourist spots of the world and their statistics.
Almost every country has some sites which holds a tourism significance and has the
capability to generate lots of revenues. These spots have certain specialities and qualities which
can attract lots of tourists towards them (Fernández-Cavia, Díaz-Luque and Cavaller, 2014). In
this report the top destination concerned with tourism is highlighted and this will also help Trip
Advisor to grow their services and bring lots of customers towards them.
USA UK France Spain China
Tourist sites Statue of
Liberty, Walt
Disney,
Golden Gate
Bridge,
London Eye,
Buckingham
Palace, British
Museum,
Tower Bridge,
Eiffel Tower,
Art Museum
at French
Rivera, Lyon,
Chamomix,
Barcelona,
Madrid cities
hold key
attraction
centres and
Tianamen
Square,
Forbidden
City, The
Bund,
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Central Park,
National Park
and Bryce
Canyon are
some of the
key spots.
London
Tower, British
Museum,
National
History
Museum,
London
Bridge are
some of the
some which
can be easily
located in the
travel books.
Maraseille and
etc. are the
main centres
of Tourism
for travellers.
other than this
Majorca,
Seville etc.
Shanghai can
be used for
shopping. The
biggest tourist
spot of China
which attracts
lost of tourists
is the Great
Wall of China.
Number of
travellers
In the year
2016 the
number of
traveller to
USA reached
to record
number of
76.8 million.
There was rise
in the foreign
tourists
coming to UK
in year 2016
as there was
approx. 37
million in this
year.
As the data
reviles that
there was
around 49
million in
France in the
year 2016.
The tourist
numbers of
Spain shocked
people as it
significantly
saw a big hike
in the number
of foreign
tourists
visiting any
country. There
was presence
of 75 million
visitors.
Leading the
numbers
tourists
coming to
China has
crossed 122
million in year
2016.
Spending
done by
visitors
Those 76
million people
who visited
An estimation
reviled that
22.5 billion
The same
number which
was in UK is
132 Euros was
spent by the
tourists whop
There was lots
of profit
earned by
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USA has spent
24.6 million in
the same year.
pound was
spent by the
tourists on
different
activities
which are
related
tourism.
almost similar
to France
tourist
spending.
came to Spain
for
experiencing
their culture,
traditional and
historical
destinations.
China as
tourist
spending reach
to 563 Billion
US dollar.
It can be analysed that when it comes to revenue generation and number of visitors any
country China has been on the top rank in the list. It has been analysed that from last decade
China has emerged as new super power with strong economic background. They are pretty well
aware that tourism sector can give new hikes to their economy so they are focusing on
developing their tourism sites and building an environment where tourist can feel safe. They are
building infrastructure as part of the economic development in the country and this will boost
their tourist activities (Dickinson, Davies and Norgate, 2014). This can be considered as support
for the other areas or developments taking place in the country.
After China it is Spain who has made their mark and it has various historical and cultural
importance destination which attracts lots of travellers from all across the world. The
monuments which is in Spain depicts the European art and culture.
In France; Eiffel Tower is the site which comes has highest number of visitors as
compared to other tourist spots present in the world. With this they are able to generate a lot
revenues and has made them the third country having highest number of visitors. The
government of France is well aware of the fact that tourism can give them a lot of revenues so
they are putting their efforts to attract more tourism.
UK has the potential to improve their ranking in this list as there are lots of monuments
and tourism suites which can help them in generating lots of revenues. They also have the long
history as compared to the other countries. They can develop their infrastructure with the help of
this sector. It is the duty of the Trip Advisor to promote the tourist destinations of UK in the
world and for that they have to analyse the scope of these sites (Prayag and Hosany, 2014). They
can conduct or organise cultural, historical and educational tours which ensure that there is
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increase in the tourism activities in the country. If they gain success in this they will be easily
able to increase their profits and revenues.
1.2 Evaluation of the statistics to know the current and future trends in tourism.
Every tourism sites has some or other features which attracts certain kind of people. For
example; museums will be preferred by the scholar who wants are studying history at their
respective institute. It is not only important that museums will attract the scholar only as there
might chances that the old generation also comes to have a look at the history of that region or
country. UK has lots of sites which attract lots of people having different background and
interests (Horner and Swarbrooke, 2016). There are sites for travellers who are interested in sight
seeing, adventurous activities, cultural and traditions experience and etc. But there has been
change in the tourism trends as change in the various social and cultural needs of people. This
table will be highlighting the change in the tourism from last years to present and how it supports
the economy.
Content 2014 2015 2016 2025
(Estimation)
Support in the
economy
36.00% 35.00% 41.00% 55.00%
Visitors in
numbers
17.3 33.7 37.1 50
Those travellers who has visited UK in year 2016 was 37 million and they have spent
approx. 22.5 billion pounds. Through this, it can be analysed that the tourist spots in UK has
huge potential to bring more tourist and satisfy them.
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The above chart depicts the incoming of the tourist in different time period of the year
and highlights that most of tourist chose to come in the period of July to September.
This pie chart briefs that what is the aim of visiting any place by the tourists in UK and
after that it has been analysed that they normally comes in order to spend their holidays as they
want to experience a luxurious comfort from their trips to UK. A large margin that is 11.5
million people visited UK in order to meet their friends and relatives which means that if they
will be coming in UK they will also going for sight seeing which can be considered a positive
point for the tourism of UK.
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Illustration 1: Current Trend Graph.
Source 1: Inbound tourism trends by market. 2016.
Illustration 2: Purpose of Visit.

Illustration 3: Time spendings of tourists with numbers.
The above data which has been graphically represented states that out of all almost 42%
of the tourists came for 1 to 3 nights. So this is considered as short trips and normally these
people comes here for the business purpose. More than 11 million traveller has came to UK for
4-7 nights. On an average people visits UK for 3-6 days so through knowing these trends Trip
Advisor can come with various packages for all kind of people. This will attract more number of
travellers.
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Whatever data has been shown in the tables highlights the existing trends in UK tourism
and depicts that there has been increase in the visitors with hike of 4.14% as compared to the last
year. Earlier people use to spend more time in UK but now there has been downfall trends so this
is not a good sign as more the numbers they will be staying more will be revenue generation.
Upcoming Trends in UK destinations: Due to presence of various kinds of tourist sites
there are lots of scope for the development of cultural, historical and modern tourism. It has been
analysed that most of the companies who are directly attracted to the travel and tourism are
focusing on the historical and cultural tourism but at the same time they can also look for
opportunities in other areas like the beaches, natures and green tours (Chew and Jahari, 2014).
Those who will be coming will get something new to experience which they will not forget
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Illustration 4: Variations in the UK tourism.

lifetime. There are sites where they can visit with friends and families to spend quality time with
them.
TASK 2
2.1 Analysis of Cultural, social, physical features of destinations.
Tourism activities are largely impact by the culture, social and physical characteristics
and these can have both positive as well as negative. All the below mentioned factors are
explained through taking tourist destinations of UK.
Cultural Aspect:- It has the highest impact on the visitors when comes to UK and it is
the country which has been known for peace and friendly environment. There are various
destination which make tourists learn new things as they represent the country. Such increases
the inbound tourism in the country and these sites makes the relax mood of the visitors as they
are coming to refresh themselves away from any complications (Komppula, 2014). They have to
make sure they experience culture, traditions, festivals, language and etc. when they come to
UK.
When analysed on the basis of traditions and culture Scotland can be a dream destination.
Its capital Edinburgh which is also know as “City of festivals” organises various culture festivals
for the travellers to experience the culture and traditions of the country closely.
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Social Aspect:- This is the factor which has to do with the day top day interest of the
people. It is observed that those people who are part of England have good living standards and
at the same time they also give time to their families, friends, job and adventurous or
entertainment time. Whatever is the social status of the area will influenced tourism of that
country and the travellers which are coming there.
Anything which is related to the religion attracts more tourists towards them this is
advantage for UK as there are lots of churches which has historically important. This is the
country which has a long history and known for the kings and queens (Burrell, 2016). So people
gets fascinated when they listen the tales of the ancient time. Tourists wants to know the
background or the story which is attached to any historical place.
Physical Aspects:- It includes all the geographical challenges or the climate and any
other. For the adventurous trips Scotland can be a preferred position as most of the foreign
travellers go for adventures activities during their trips. Other country in UK like Scotland and
Ireland has various scopes and has to be developed properly. There are various heritage tourism
sides available in Northern Ireland which can bring new tourists. There can be games in winters
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Illustration 5: The best UK festivals

like they can organise ice hockey, skating and etc. are some of the sports activities. As winters
attract more customers thus when they will get variety of things to do they will prevailed.
Through it, this can be analysed that these things have great influence on the various
tourists destinations. These might have positive impact if things are done used and implemented
in better way. Through identifying various positive points they should look for attracting more
visitors in UK.
2.2 Comparison between developing and developed tourism sites.
UK is the country which is considered as developed economy as they have lots of tourist
sites and has control over the factors impacts these spots. They can look for changing in
accommodation, travelling and food facilities. On the other hand India which is among the top
developing tourists destinations in world (Allen, Tebby. and Loakes, 2014). Due to lost of
diverse culture and traditions and it is one of the oldest civilization attracts lots of tourists
towards them. There are various sites which has significance at international level so it is
necessary that they should look to tourism development.
Factors Leading Destination Developing Destination
Infrastructure UK is developed country, thus
it has a developed economical
conditions, so no one is below
poverty line and every one has
a good infrastructural homes
and houses. So foreigners gets
fully facilitated
accommodations easily
(Gibson, 2016).
Developing destinations are
those which have to be
developed, so these countries
don't have good infrastructural
conditions. So tourists have to
struggle to find fine place for
stay there.
Resources UK has many alternative
sources to gather resources as
it has power of money, so it
can modify and add many
As in case of developing
nations utilisation of resources
requires latest machineries and
technologies. And it is not
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facilities with his power of
getting resources from across
the world. It has skilled
labours and latest
technologies, by which it can
create any theme, like: space,
moon-craft, etc.
fulfilled with every type of
resources. It doesn't have much
money to buy the resources
which it doesn't have. So in the
absence of this resources,
tourists preferred to travel to
this places only in seasons.
Transportation UK has an advance
transportation facilities, which
gives an advantage to attract
more tourists and visitors. As
tourists can save their time or
they can cover maximum
destinations in less time.
While in developing countries,
transportation is the major
issues, as there's no systematic
and processed system in their
transportation (Kim, 2014).
Like some times vehicle
becomes overcrowded and due
to lack of technology, it is not
able to serve tourists in a better
way.
TASK 3
Covered in PPT
TASK 4
4.1 Analysis of issues which impacts on popularity factor on travellers sites.
In today's world, people loves to visit many destinations across the world, so now a days
tourist organisations are mainly focuses on attracting large number of visitors. They also take
care of their safety, as safety issues has a large impact on tourist population, terrorist prone areas
avoids tourists to visit that place except TV Reporters (Dwyer, Čorak and Tomljenović, 2017) .
More safe and peaceful place attracts more visitors, so it is necessary to take care of their
protection. Other factors which make a bond between company and customer's are: management
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systems, services, facilities, accommodations, etc. These factors build repo with customer's and
also set an image in customer's mind. Other factors which affects the popularity of tourist
destinations are:
 Economy: Due to unstable economical conditions of a country, the major impact is on
tourist companies and tourists as well. UK's Brexit is the best example for this, as it
affects large population of tourists because Brexit impacts UK's economy directly. Local
persons were not ready to spend on tours and travellings. In Brexit, UK out itself from
EU (European Union) which affects UK's GDP, as GDP declined by 2% which is a major
loss to an economy. A strong economical condition can arrange or gather various
resources from across the world. Money power is essential to manipulate demand and
supply of these resources.
 Increasing inflation and exchange rate: Exchange and inflation rates are interrelated
with economical factor, so this factor is also unstable and has a large impacts on foreign
tourists. As if inflation increases the exchange rate will also go high and thus cost of
tourism will also increase parallelly and if inflation rate decreases than exchange rate will
also go down and thus higher tourist population will attracts as cost of living will go
down.
 Terrorism: It has major impact on tourist destinations and tourism. Because no tourist
wants to enjoy by giving his or his belongings life and he also doesn't wants to give any
extortion money for his release from kidnappers (Baerenholdt, 2017). So terrorist places
has an opposite impact on tourists, like if there's more terrorists than there will be less
tourists and piece prone country attracts plenty tourists. These days human bombs
spreads a fear among tourists while travelling by plane.
 Environmental factors: External environmental conditions has a direct impact on
tourist popular destinations, like for example in UK less tourists prefers to visit for
spending their holidays, because of high pollution and increased CO2 level by which
people get sick. So environmental factors also effects popularity of a place. Many tourists
prefer to do yoga, so they always search greenery and fresh air (Burrell, 2016)(Allen,
Tebby. and Loakes, 2014). As in the above example of UK many tourists were get sick
due to pollution, so this news will abandon new tourist who are planning to visit in UK.
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As the above factors have direct impact on tourist places and UK destinations, thus
controlling these factors is very important to grow visitors rate at famous and popularity places.
Government has a crucial role in controlling these factors, as it can regulate, makes or enforce
the rules. Like pollution free vehicle, hiring anti terrorists squad, and taking sound decisions on
economical issues. As decreasing in the popularity of places or destinations can reduce the
tourism company's revenue.
4.2 Responsible tourism to enhance the local residents.
It is the full responsibility of the local communities to facilitate the tourists in various ways.
They needs to ensure that they are safe at those places and should guide them about the
transportation facilities which they can avail. With this they will able to make friendly
connection with the local residents. Those tourists who are coming to UK sets their mind that
they will be getting proper treatment from the communities so the local bodies should cater the
needs of the travellers so that they can get better experience. They should analyse the conditions
and according to it they should change their working style. Safety of the tourists has to be taken
care as if they face any incident then it can hamper the image of the country and there can be
decrease in the number of tourists coming to UK. If Virgin Holidays are planning or organising
their tours so they should provide a assistance to the travellers who will take care of the safety
and will help them in the unknown places where they are going. To bring more profitable
results they should start package for the tourists at the historical as well as natural sites. There
are various methods, plans and policies which government creates for development and
enhancement of people. Tourism business can provide holiday trips in which there are various
employment opportunities which increases the income of travellers. So many tourists are
attracted towards that business. Thus it raises the standard of living of people. Company can
provide information related to the people living in various countries and their culture. This
helps the travellers to choose the particular destination very easily. Business can do the charity
programmes and donation to many institutions. Through this tourists observe and get attracted
towards the company. It helps in maintaining good image in minds of travellers. So they take
tour packages from the firm. Tourism company can make plans and policies for holidays which
do not affect environment. They find solutions to problems which are not harmful. Firm trains
and educates various employees to recycle, reuse paper and other methods. Then workers do not
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waste materials and there is optimum utilizations of resources. It thus helps in maintaining a
safer environment. Through these initiatives travellers can make plans to take holiday packages
from the company. Business had created various protective methods and policies to protect the
tourists. Travellers have fear of harassment and exploitation. So company tries to give holidays
to places where there are good rules and regulations to protect them. In those locations
government had made initiatives that women can travel in night and they are given helpline
number. Thus if there are any problems faced by them so they can contact with authorities. So
due to it ladies can take holiday packages easily and there is no doubt in their minds. They give
references to their relatives and friends. This helps in promotion of the business.
CONCLUSION
From the above report it has been determined that the top tourist destination will
influence the number of tourists coming in a country. So it is necessary that these sites are
maintained properly with care. They need to ensure the safety and various other measures which
can bring negative impact to a tourist sites as this directly lowers the tourists numbers. They
should analyse and evaluated all the factors which can hamper the growth and development of
tourism in UK. For this the local communities and bodies has to play a crucial role in improving
the image of the destination and make friendly relation with the foreign tourists.
REFERENCES
Books and Journal
Allen, D.W., Tebby, J.C. and Loakes, D. eds., 2014. Organophosphorus Chemistry: Volume 43.
Royal Society of Chemistry.
Baerenholdt, J.O., 2017. Performing tourist places. Taylor & Francis.
Burrell, K. ed., 2016. Polish Migration to the UK in the'new'European Union: After 2004.
Routledge.
Chew, E.Y.T. and Jahari, S.A., 2014. Destination image as a mediator between perceived risks
and revisit intention: A case of post-disaster Japan. Tourism Management. 40. pp.382-
393.
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