State of the Nation White paper
What’s next for the UK tourism sector?
The COVID-19 pandemic was a catalyst for change, forcing the sector to adapt, innovate, and reimagine its strategies. Lockdowns and travel restrictions tested the industry's resilience and spurred a re-evaluation of priorities, pushing sustainability, community engagement, personalisation, and technological integration to the forefront.
This white paper embarks on a journey to explore the recovery and resurgence of UK tourism by looking at changing consumer behaviours, the ever-increasing importance of data and opportunities for growth.
“Holiday participation in the UK surpassed pre-COVID-19 levels, as the destination was still seen as a safer choice amid concerns triggered by the pandemic and airport disruptions.”
To help us understand this transformative shift, we asked experts from several leading UK travel operators - Butlin’s, Ramblers Walking Holidays, Shearings, StayCotswold, and Warner Hotels - for their unique perspective and candid views on trading, ongoing challenges, and the marketing strategies and tactics that will be the stars of the show in the year ahead.
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If you have any questions or would like to learn more about our brilliantly joined-up portfolio of marketing services, please get in touch with Maria Payne, our Chief Client Officer, at maria.payne@accordmarketing.com.
Jasman Ahmad
Jasman is our Strategy Director and responsible for combining creative thinking with factual and statistical data to plan and solve clients’ biggest challenges.
