UK outbound tourism insights

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Source Market Insights: UNITED KINGDOM
Code
TT0028MI 2015

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Table of Contents
• Snapshot
• Outbound Trips by Purpose
• Outbound Spending
• Exchange rates
• Demographic Breakdown
• Mode of Transport
• Main Destination Markets
• Destination Focus: The US
• Destination Focus: The Netherlands
• Destination Focus: Ireland
• Visa Policies
• Market Data
• Definitions
• Methodology
• About Canadean
SOURCE MARKET INSIGHTS UNITED KINGDOM

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Snapshot
Although the UK outbound market performed well
in 2014, average spending per trip has become
stagnant in the last two years
• The UK outbound market performed well in 2014, growing at
4.7% to 59.6 million trips. This is partly due to a growing
economy and falling unemployment rates. VFR is the fastest-
growing segment, with EU-born residents being the main
contributors to this growth
• Although total outbound expenditure grew in 2014, average
spending per trip remained stable. Holiday budgets are still
very tight, due to the fact that inflation has been growing
faster than wages in recent years
• The Euro has been declining since the start of 2015, which
makes it cheaper for British citizens to go to Europe. Family
travel has been picking up as well; the fastest growth was seen
in the 0-15 age group, with package deals becoming more
popular in 2014
• The US, Ireland, and the Netherlands were the fastest-growing
outbound destinations in 2014. The US benefited from a
favourable USD-GBP exchange rate, while Ireland saw a 25%
increase in UK leisure tourists in 2014. The Netherlands
remains popular for a short city break, with 45% of all visits
having a duration of three nights or less in 2014
Table 1: Key Statistics, 2014
Total Population 64.4 million
GDP per capita US$43,438
GDP growth 2.6%
Total outbound trips 59.6 million
Total outbound expenditure US$99.3 billion
Average length of outbound trip 10.5 nights
SOURCE MARKET INSIGHTS UNITED KINGDOM

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Outbound Trips by Purpose
A flourishing UK economy is beneficial to outbound
tourism
The UK outbound market performed well in 2014, with outbound
trips increasing by 4.7% to 59.6 million. This pattern reflects the
strong economic performance over the last year with Britain’s
GDP now back to its pre-recession peak. The UK economy grew
2.6% last year, which is the strongest level of annual growth since
the financial crisis began, making it the fastest-growing G7
economy in 2014 (see Table 2). On top of that, the unemployment
rate dropped from 7.2% in January 2014 to 5.7% in December
2014. UK consumer confidence has also been increasing, with the
Lloyds Bank Spending Power Index hitting its highest score in
November 2014 since the launch of the index in 2011.
EU born residents are the driving force of VFR
growth
VRF is the fastest-growing segment, increasing from 12.1 million in
2013 to 13.2 million trips in 2014 (9.1% growth) and outpacing all
other segments. One of the reasons for this growth is the large
settlement of EU-born residents in the UK. In recent years, the
growing economy and low unemployment rate has attracted EU
citizens (who have the freedom to live in other EU member states)
to look for employment in the UK . According to the Migration
Observatory (an institution that provides analysis of immigration
and migration issues affecting the UK), there were two million EU-
born residents in the UK in 2011, while this increased by 18% to
2.4 million in 2014.
Figure 1: Outbound trips, by purpose of visit, (in 000s)
Source: Canadean, World Bank
Source: Canadean, ONS
UNITED KINGDOMSOURCE MARKET INSIGHTS
Table 2: Growth in GDP across the G7 nations, 2014 (in%)
United Kingdom 2.6%
United States 2.4%
Canada 2.3%
Germany 1.6%
France 0.2%
Italy -0.3%
Japan -0.5%

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Outbound Spending
The UK is the fourth biggest outbound tourism
spender in the world
Both outbound trips and outbound spending accelerated in 2014,
with the latter witnessing 5.2% growth and representing a total
value of US$99.3 billion. Canadean expects outbound expenditure
to grow to US$132.2 billion in 2019 (average annual growth of
5.9%), due to a growing economy which will result in higher
disposable incomes in the coming years. The UK comes fourth in
the top global outbound spenders behind only the US, China, and
Germany.
Average spend per trip stagnated in recent years
Although there was growth in both volume and value terms,
average spending per trip remained stable in 2014, where spend
per day fell slightly. However, when measured in local currency
both spending indicators showed a decline. One of the reasons is
that inflation has been outpacing wages in the UK in recent years,
which means that individual holiday budgets were affected as a
result. Secondly, most of the growth was seen in the VFR segment,
where visiting friends and relatives mostly happens on a small
budget. Finally, traveling to mainland Europe is becoming cheaper,
with the number of seats sold on LCCs growing by 5.9% in 2014.
However, it is expected that UK tourists will loosen up their
budget and that long-haul destinations will gain popularity in the
near future.
Figure 2: Outbound expenditure (in million US$)
Figure 3: Average outbound spending per resident (in US$)

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Exchange rates
A falling Euro could be beneficial for British citizens,
although other currencies are strong
The Euro has been in downfall since the beginning of the year,
which makes it cheaper for British citizens to go to Europe. In
March 2015, the pound reached a seven year high against the
Euro, which means that UK tourists will have 15% more spending
power in Europe than a year ago. Furthermore, the pound has
made significant gains against other European currencies outside
of the Eurozone. For example, the Turkish lira has also been
declining since the start of 2015. However, the US is looking
expensive this year as the US dollar is currently the strongest it
has been against the pound for five years.
UK tourists are attracted to favourable foreign
exchange rates
Based on our consumer survey, which was conducted in January
2015, 37% of all respondents find it neither important nor
unimportant whether a country has a good exchange rate, while
28% considers it important. This result, combined with the weak
Euro, makes Europe a prime destination for British tourists in
2015. Conversely, the US seems to be less appealing for UK
citizens this year. Consequently, Canadean only predicts marginal
growth in outbound trips to the US in 2015 (2.2%), while there
was 5.8% growth in 2014.
Source: Canadean, World Bank
Source: Canadean, Australian Bureau of Statistics
SOURCE MARKET INSIGHTS
Figure 4: Exchange rate; EUR per GBP
UNITED KINGDOM
Table 3: Foreign exchange rate
When choosing which country to visit for your holiday abroad in 2015, how
important are the following when deciding where to visit? - It is a country
that has a good foreign exchange rate -
Not at all important 8%
Not important 10%
Neither important nor unimportant 37%
Important 28%
Very important 16%
Source: Canadean
Base: 935 UK tourists that are taking a holiday abroad in 2015
Survey was conducted in January 2015

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Demographic Breakdown
Family travel is picking up
In 2015, 54.2% of all outbound tourists were male, while female
travelers hold a 45.8% share. The largest age group that traveled
in 2014, were the 25-34 year olds with 19%, which is similar to the
previous year, followed by the 35-44 and 45-54 age segments.
However, the fastest growth was seen in the 0-15 age group,
which indicates that family travel is picking up, due to higher
consumer confidence levels. Following this trend, package deals
grew by 3.5% in 2014 and are now holding a 19.8% share, as they
remain very popular among families.
Domestic overnight trips are declining, but the
‘staycation’ remains popular
The number of domestic trips have been in decline for the last two
years and fell by 5.8% in 2014 to 115.8 million; however, overall
domestic spending is rapidly increasing. British citizens are making
fewer overnight trips in their own country, but are taking
increasingly more daytrips; the so called ‘staycations’ where
people participate in leisure activities near their homes while
sleeping in their own bed. When people were asked why they will
not be going abroad this year, 46% said they couldn’t afford it.
However, the second most selected answer (21%) was that they
prefer to holiday within the UK, which underlines the popularity of
domestic holidays and staycations.
SOURCE MARKET INSIGHTS
Figure 5: Demographic breakdown per age group (in %)
UNITED KINGDOM
Source: Canadean
Base: 1056 UK citizens that are not taking a holiday abroad in 2015.
Survey was conducted in January 2015
Table 4: No holiday abroad in 2015
Why will you not be going on holiday abroad in 2015?
Cannot afford it this year 46%
I prefer to holiday within the UK 21%
I have got other priorities that I am going to be
spending on (house maintenance, weddings etc.)
15%
Other 11%
Concerns over terrorism 7%

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Mode of Transport
Rail and water trips are lagging behind
Air is the dominant segment, representing 81% of total outbound
trips. Travel by rail (i.e. the Channel Tunnel connecting France and
the UK) and water only showed marginal growth in 2014 (2.9%
and 1.9% respectively), while the air segment increased by 7.5%.
The rail and water segments are heavily dominated by Groupe
Eurotunnel, which owns the complete rail link and three ferries on
the Dover route. However, in June 2014 Eurotunnel was barred
from operating its ferry service from Dover to protect competition
on the route. More competitors on the same route could lead to
lower ticket prices ,which should encourage rail and water growth
in the long run.
London’s secondary airports are the top performers
London is the main hub for all departures with four London-based
airports in the top five of all international passenger traffic in the
UK. In particular, London’s smaller airports such as London City
Airport (23.8%) and Stansted Airport (16.8%) are growing fast.
Stansted Airport’s expansion is partly because of the growth of
Ryan Air, which launched 12 new routes and increased services to
17 destinations in 2014. London City Airport is mainly used by
business travelers, although leisure destinations (such as ski
resorts in Switzerland and Italy) have increased in recent years.
However, much of the growth concerning airport capacity in the
coming years will depend on the expansion of either Heathrow
Airport or Gatwick Airport, which will be decided by the
government later this year.
Source: Canadean, Civil Aviation Authority
Figure 6: Outbound trips by mode of transport
Table 5: International passenger traffic UK airports (in
millions)
2013 2014 Growth in %
Heathrow 53.95 54.97 1.9%
Gatwick 21.03 23.12 10.0%
Stansted 12.33 14.40 16.8%
Manchester 11.53 12.23 6.1%
Luton 5.86 6.63 13.1%
Birmingham 4.80 5.33 11.0%
Edinburgh 2.94 3.08 4.7%
Bristol 2.64 2.84 7.4%
London City 1.88 2.33 23.8%

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Main Destination Markets
Table 6: Outbound Trips (in 000s)
Country 2012 2013 2014 2015f 2016f 2017f
Spain 11,109.9 11,749 11,977.5 12,329.6 12,672.2 13,006.1
France 7,888.4 7,953.8 8,059.4 8,163.9 8,288.4 8,382.5
The US 3,011.4 3,047 3,224.6 3,296.5 3,344.5 3,374.8
Ireland 2,539.3 2,562.9 2,905.6 2,936.7 2,995 3,074.8
Italy 2,630.5 2,829 2,965.7 3,135.1 3,307.7 3,474.8
Germany 2,306.6 2,423 2,451 2,529.3 2,601.1 2,678
Portugal 1,900.3 2,111 2,206.3 2,295.7 2,378.1 2,457.2
Netherlands 1,706.7 1,771.5 1,951.5 2,000.7 2,064.3 2,123.9
Greece 1,824.4 1,824 1,836.9 1,884.1 1,925.7 1,971.7
Poland 1,573.2 1,666 1,712.6 1,769 1,823.1 1,889.8
Belgium 1,494.6 1,458.9 1,514.6
Turkey 1,418.8 1,361 1,370
f=forecast

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Outbound Tourist Expenditure
Table 7: Outbound Tourist Expenditure (in US$ Millions)
f=forecast
Country 2012 2013 2014 2015f 2016f 2017f
Spain 14,772.8 15,480.7 16,149.5 16,797.8 17,485.4 18,199.4
France 9,650.5 9,433 9,749.7 10,154 10,578 10,890.2
The US 12,003.9 11,590.5 12,511.6 13,174.2 13,820.7 14,334.3
Ireland 2,202.5 2,261.8 2,615.4 2,724.6 2,817.7 2,973.3
Italy 2,952.6 2,905.8 3,106.3 3,316.4 3,519 3,725.3
Germany 2,697.7 2,885.3 2,991.6 3,148.7 3,330.8 3,484.4
Portugal 2,952.6 2,905.8 3,168.2 3,346.6 3,519.5 3,771.3
Netherlands 1,882.7 1,795.3 2,017.3 2,112.9 2,195.3 2,268.7
Greece 3,015.6 3,078.6 3,296.9 3,489.1 3,646 3,797.4
Poland 1,028.4 1,065.7 1,119.3 1,163.8 1,2060 1,260

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Average Spending Per Trip
Table 8: Average Spending Per trip (in US$)
f=forecast
Country 2012 2013 2014 2015f 2016f 2017f
Spain 1329.7 1317.6 1348.3 1362.4 1379.8 1399.3
France 1223.4 1186 1209.7 1243.8 1276.2 1299.2
The US 3986.2 3803.9 3880 3996.4 4132.4 4247.4
Ireland 867.4 882.5 900.1 927.8 940.8 967
Italy 1122.5 1027.2 1047.4 1057.8 1063.9 1072.1
Germany 1169.5 1190.8 1220.6 1244.9 1280.5 1301.1
Portugal 1553.8 1376.5 1436 1457.8 1480 1534.8
Netherlands 1103.1 1013.4 1033.7 1056.1 1063.4 1068.2
Greece 1652.9 1687.9 1794.8 1851.8 1893.3 1926
Poland 653.7 639.7 653.6 657.9 661.5 666.7

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Destination Focus; The US
New York is the most favored destination of UK
tourists
The US was the fastest-growing top three destination in 2014,
increasing by 5.8%, from 3.1 million to 3.2 million visitors. A
reason for this growth can be attributed to the exchange rate
between sterling and the US dollar, which reached a five-year high
in June, increasing the spending power of British tourists in the US.
However, slower growth is predicted for 2015 due to a less
favorable exchange rate (see section: Exchange Rate). VFR and
business trips grew in 2014, while fewer trips were leisure-
oriented.
Shopping is the main purpose for visits, with 88% of all UK tourists
taking up this activity while in the US, according to 2013 figures
from the US National Travel and Tourism Office. Due to the
favorable exchange rate, New York overtook Paris as the most
favored destination for British tourists, according to an annual
report based on bookings made during the first six months of 2014
via the website Hotels.com.
LCCs have started to fly the UK-US route
The UK-US route has become territory for LCCs. In 2014, budget
airline Norwegian Air started offering no-frills flights from London
to three US destinations — New York, Fort Lauderdale, and Los
Angeles — which are considerably cheaper than all other airlines.
LCC Ryanair also announced that it has future plans to launch
transatlantic flights from the UK to the US.
Figure 7: Outbound trips (in millions)
Table 9: UK tourists visiting the US, by purpose of visit (in %)
2013 2014
Leisure 48.8 46.2
VFR 23.5 26.8
Business 18.7 19.5
Others 9 7.5

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Destination Focus; The Netherlands
The Netherlands is a popular destination for a short
city break
Outbound trips to the Netherlands grew by 10.2% in 2014,
increasing from 1.8 million to two million in 2014. A major reason
for this growth is that Dutch promotional campaigns in the UK
were mainly focused on city breaks, which are still very popular
among British tourists. According to data from the ONS’
International Passenger Survey, 45% of all visits were between
one and three nights in 2014, while 88% of the total number of
trips had a maximum duration of 13 nights. This indicates that
British tourists are staying for less time in the Netherlands, as in
2013 only 83% of all trips had a duration between one and 13
nights. Moreover, leisure was the only segment that saw growth
in 2014, increasing from 49% in 2013 to 54.1% in 2014. The
average spend per trip in the Netherlands stood at US$1033.7 in
2014.
NBTC is one of the first tourism boards that
acknowledges the power of the sharing economy
In late 2014, the Dutch Tourist Organization (NTBC) and AirBnB set
up a campaign in the UK, Germany, and Scandinavia promoting
AirBnB rooms in second tier cities The Hague and Utrecht. The
main purpose of this promotion was to respond to the increasing
number of travelers that are interested in the ‘living as a local’
experience. It is the first time that a tourism board and AirBnB co-
operated in a campaign.
Figure 8: Outbound trips (in 000s)
Table 10: UK tourists visiting the US, by purpose of visit (in %)
2013 2014
Leisure 49.0 54.1
VFR 25.9 24.6
Business 19.8 17.2
Others 5.2 4.1

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Destination Focus; The Netherlands
London-Amsterdam is the largest international
airline market in Europe
The London–Amsterdam route is the largest, international airline
route in Europe and attracts over three million business and
leisure passengers annually. The main operators on this line are
EasyJet, British Airways, Ryanair, and KLM. In 2014, Indonesian
airline Garuda joined this list as it began offering flights from
Amsterdam to London. Garuda has a cost advantage as it has to
pay lower wages than the European companies, which will
increase competition on this route.
Eurostar to compete with budget airlines
Despite the heavy competition on the airline route, Eurostar also
wants to enter the market as it announced that it will launch a
direct service between London and Amsterdam from December
2016. Eurostar is promising competitive prices to compete with
low-cost flights. In 2014, 50% of all trips to the Netherlands were
by air, while sea had a 37% share. Rail only had a 13% share;
however, with Eurostar entering the market in 2016 this is likely
to grow over the coming years.
Table 11: Busiest UK-Netherlands routes (in millions passengers)
2013 2014
Heathrow Amsterdam 1.15 1.23
Gatwick Amsterdam 0.60 0.71
Manchester Amsterdam 0.57 0.65
Edinburgh Amsterdam 0.43 0.47
Birmingham Amsterdam 0.36 0.41
London City Amsterdam 0.29 0.37
Luton Amsterdam 0.33 0.35
Newcastle Amsterdam 0.30 0.31
Glasgow Amsterdam 0.28 0.31
Bristol Amsterdam 0.23 0.27
Aberdeen Amsterdam 0.23 0.24
Stansted Eindhoven 0.25 0.24
Source: Canadean, Civil Aviation Authority
Figure 9: Mode of transport, the Netherlands (in %)

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Destination Focus; Ireland
Irish diaspora main contributor of outbound trips
from the UK
Ireland saw the fastest growth of the top 10 outbound
destinations in 2014, increasing from 2.6 million in 2013 to 2.9
million in 2014 (13.4% growth). Traditionally, VFR has been the
largest segment (39.9% of all trips in 2014) due to a large number
of Irish immigrants living in the UK. The ONS estimates that there
were 403,000 Irish-born people in the UK in 2012, which makes
the Irish the fourth largest group of immigrants in the UK.
Moreover, it is estimated that 10% of the UK population have a
least one Irish grandparent.
Ireland is still a cheap option compared to other
European destinations
However, the fastest growth was seen in the leisure segment,
which grew by 25% and now stands at 1.1 million. One of the
reasons for this growth is that Ireland still remains a relatively
cheap option compared to European destinations. Nevertheless,
according to the Hotel Price Index, hotel prices in Ireland have
been growing by 10% between 2014 and 2015. This is partly due
to the Irish economy, which was the fastest-growing in Europe.
Nevertheless, the weak Euro will still make Ireland an attractive
place for British tourists in 2015.
Figure 10: Outbound trips (in 000s)
Table 12: UK tourists visiting Ireland, by purpose of visit (in %)
2013 2014
VFR 38.4 39.9
Leisure 32.7 36
Business 19.6 16.6
Other 9.3 7.6

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Visa Policies

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Market Data
Source: Canadean Analysis,National statistics
Source: Canadean Analysis,National statistics
Table 13: International departures by region (in 000’s), 2010-2019
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Africa 2,567 2,293.8 2,315.3 2,427 2,458.9 2,484.8 2,503.8 2,528.8 2,547 2,559.3
Asia-Pacific 4,355.5 4,394.6 4,222.4 4,272.6 4,415.1 4,465.7 4,551 4,622.9 4,668.5 4,734.9
Europe 40,564.6 42,175.5 42,359.2 44,262.1 46,385.2 48,388.8 50,271.1 52,032.7 53,675.7 55,203.4
Middle East 1,007.8 1,015.3 1,061.2 1,096 1,155.2 1,206.4 1,250.1 1,287.6 1,319.7 1,347.3
North America 3,967 3,966.5 3,693.088 3,878 4,192.1 4,346.6 4,459.6 4,572.7 4,690.3 4,795
South and Central America 1,100 1,100.5 1,028.2 918 945.6 958.6 972.6 981.8 989.7 995.6
Total 53,561.9 54,946.3 54,679.4 56,853.7 59,552.1 61,850.8 64,008.2 66,026.5 67,890.8 69,635.5
Table 14: International departures by purpose of visit (in 000’s), 2010-2019
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Business 6,400 6,618.4 6,727.1 6,637.5 6,679.9 6,781.2 6,882 6,980.5 7,071.8 7,170.4
Leisure 35,110.7 35,594.9 34,984 36,527.9 38,118.3 39,594.6 40,935.9 42,187.7 43,314.7 44,369.6
VFR 10,459.4 11,208.5 11,409.9 12,123.4 13,221 13,923.7 14,621.1 15,272.8 15,898.6 16,468.3
Other Personal 1,591.8 1,524.5 1,558.4 1,564.9 1,532.9 1,551.4 1,569.3 1,585.5 1,605.7 1,627.2
Total 53,561.9 54,946.3 54,679.4 56,853.7 59,552.1 61,850.8 64,008.2 66,026.5 67,890.8 69,635.5

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Market Data
Table 15: International departures by country (in 000’s), 2010-2019
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Spain 10,382.6 10,653.9 11,109.9 11,749 11,977.5 12,329.6 12,672.2 13,006.1 13,294.1 13,502.6
France 8,136.7 8,024 7,888.4 7,953.8 8,059.4 8,163.9 8,288.4 8,382.5 8,457.9 8,508.9
USA 3,240.3 3,230.6 3,011.4 3,047 3,224.6 3,296.5 3,344.5 3,374.8 3,398.2 3,413
Italy 2,247.9 2,334.1 2,630.5 2,829 2,965.7 3,135.1 3,307.7 3,474.8 3,671.7 3,858.4
Ireland 2,670.2 3,029.4 2,539.3 2,562.9 2,905.6 2,936.7 2,995 3,074.8 3,134.2 3,203.7
Germany 2,081.9 2,234.3 2,306.6 2,423 2,451 2,529.3 2,601.1 2,678 2,743.2 2,813.9
Portugal 1,867.4 1,939.7 1,900.3 2,111 2,206.3 2,295.7 2,378.1 2,457.2 2,528.5 2,602.8
Netherlands 1,579 1,678.3 1,706.7 1,771.5 1,951.5 2,000.7 2,064.3 2,123.9 2,195.5 2,276
Greece 1,671.6 1,935.2 1,824.4 1,824 1,836.9 1,884.1 1,925.7 1,971.7 2,030.5 2,073.6
Poland 1,443.2 1,446.4 1,573.2 1,666 1,712.6 1,769 1,823.1 1,889.8 1,951 2,010.9
Source: Canadean Analysis, National statistics
Table 16: Overnight stays (in million), 2010-2019
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Overnight stays 407.1 417.6 404.6 426.4 450.4 472.3 492.3 513.8 533.2 550.4

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Market Data
Table 17: International departures by mode of transport (in 000’s), 2010-2019
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Air 42,658.2 44,217.4 44,363.7 46,076.6 48,883.9 50,920.2 53,007.1 55,010.4 56,877.5 58,599.3
Sea 7,154.2 6,959.3 5,996 6,453.4 6,353.6 6,377.7 6,456.1 6,503.8 6,552.4 6,609.2
Rail 3,749.5 3,769.6 4,319.8 4,323.7 4,314.6 4,391.5 4,508.2 4,612.3 4,734.4 4,872.4
Table 18: Average length per outbound trip ( number of nights spent), 2010-2019
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Average length 10.9 10.5 10.3 10.5 10.5 10.6 10.6 10.7 10.7 10.8

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Market Data
Table 19: Total outbound tourism expenditure by category (in GBP millions), 2010-2019
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Accommodation 7,630 7,594 7,882.6 8,278 8,619.7 9,012.5 9,527.5 9,982 10,414.7 10,806.5
Entertainment and sightseeing 2,561 2,546 2,654.9 2,799.3 2,893.6 3,017.1 3,188 3,341.2 3,481.8 3,614.7
Foodservice 5,256 5,272 5,396.2 5,696 5,943.3 6,164.9 6,491.6 6,800.9 7,080.9 7,332.4
Retail 13,664.7 13,699 14,083.9 14,866.3 15,464 16,089.8 17,001.3 17,885.3 18,724.8 19,533.3
Transportation 17,593 18,780 19,270 20,303.2 21,015.9 22,084.7 23,392 24,629.5 25,702.1 26,651.5
Travel intermediation 1,517 1,586 1,640.6 1,740.3 1,806.6 1,889.3 1,995.8 2,097.2 2,191.4 2,278.9
Other categories 6,247.3 6,358 6,608.6 7,112.5 7,367.2 7,654.7 8,029.4 8,423.1 8,850.7 9,280.5
Total 54,469 55,835 57,536.9 60,795.6 63,110.3 65,913 69,625.6 73,159.3 76,446.5 79,497.9
Source: Canadean analysis, UK Tourism, WTTC
Table 20: Total outbound tourism expenditure by category (in US$ millions), 2010-2019
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Accommodation 11789.6 12167.1 12451.9 12860.2 13565.9 14399.6 15437.5 16375.2 17297.5 17977.7
Entertainment and sightseeing 3957.2 4079.2 4193.8 4348.9 4554.1 4820.6 5165.5 5481.1 5782.8 6013.5
Foodservice 8121.4 8446.8 8524.2 8848.9 9353.8 9849.9 10518.5 11156.7 11760.5 12198.2
Retail 21114.3 21948.6 22247.8 23095.4 24337.7 25707.3 27547.4 29340.2 31099.4 32495.7
Transportation 27184.1 30089.4 30440.1 31541.9 33075.4 35285.7 37902.4 40403.9 42687.8 44337.5
Travel intermediation 2344 2541.1 2591.7 2703.6 2843.2 3018.6 3233.8 3440.3 3639.7 3791.2
Other categories 9653.1 10186.8 10439.4 11049.6 11594.7 12230.2 13010.1 13817.9 14699.8 15439
Total 84163.7 89459 90888.8 94448.5 99324.7 105311.9 112815.2 120015.3 126967.6 132252.8
Source: Canadean analysis, UK Tourism, WTTC

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Market Data
Table 21: Average outbound expenditure per resident by category (in GBP), 2010-2019
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Accommodation 142.5 138.2 144.2 145.6 144.7 151.3 154 155.9 157.7 159.2
Foodservice 98.1 95.9 98.7 100.2 99.8 103.5 105 106.3 107.2 108
Retail 255.1 249.3 257.6 261.5 259.7 270.2 274.9 279.4 283.6 287.7
Transportation 328.5 341.8 352.4 357.1 352.9 370.8 378.2 384.8 389.3 392.6
Travel intermediation 28.3 28.9 30 30.6 30.3 31.7 32.3 32.8 33.2 33.6
Other categories 116.6 115.7 120.9 125.1 123.7 128.5 129.8 131.6 134 136.7
Total 1,016.9 1,016.2 1,052.3 1,069.3 1,059.7 1,106.8 1,125.7 1,143.0 1,157.8 1,171
Source: Canadean analysis
Table 22: Average outbound expenditure per resident by category (in US$), 2010-2019
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Accommodation 220.1 221.4 227.7 226.2 227.8 241.8 249.6 255.8 262 264.8
Foodservice 151.6 153.7 155.9 155.6 157.1 165.4 170.1 174.3 178.1 179.7
Retail 394.2 399.5 406.9 406.2 408.7 431.7 445.4 458.4 471 478.6
Transportation 507.5 547.6 556.7 554.8 555.4 592.5 612.8 631.2 646.5 653.1
Travel intermediation 43.8 46.2 47.4 47.6 47.7 50.7 52.3 53.7 55.1 55.8
Other categories 180.2 185.4 190.9 194.4 194.7 205.4 210.3 215.9 222.6 227.4
Total 1571.3 1628.1 1662.2 1661.3 1667.9 1768.4 1824 1875 1923 1948
Source: Canadean analysis

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Definitions
Table 9: Canadean – Travel and Tourism Sector Definitions
Term Definition
International trip A trip taken to a destination outside of the traveler’s country of residence.
Average length of trip The average number of nights spent by residents of a country, segmented by domestic and international trips.
Tourism flow factors Factors that influence the flow of tourists from one location to another.
Number of overnight stays The total number of nights spent by residents of a country on all trips during a given year.
Leisure trips Trips for holidaying, recreation, or visits to friends and relatives.
Business trips Trips involving business as the primary purpose. This includes trips for MICE purposes, events, and conferences.
Other trips Trips for purposes other than leisure or business, such as education, sports, or pilgrimage.
International departures The total number of citizens leaving their home country and arriving in other countries. This will be higher than the total number of citizens leaving their home
country, as a traveler might travel to more than one country.
Accommodation Total direct expenditure on accommodation by inbound, domestic, and outbound tourists within a single economy.
Sightseeing and
entertainment
Total direct expenditure on sightseeing and entertainment by inbound, domestic, and outbound tourists within a single economy
Foodservice Total direct expenditure on food and beverages from foodservice outlets by inbound, domestic, and outbound tourists within a single economy.
Retail Total direct expenditure in retail outlets by inbound, domestic, and outbound tourists within a single economy.
Transportation Total direct expenditure on transport by inbound, domestic, and outbound tourists within a single economy.
Travel intermediation Total direct expenditure via travel intermediaries by inbound, domestic, and outbound tourists within a single economy.
Other categories Total direct expenditure within all other categories by inbound, domestic, and outbound tourists within a single economy.
Outbound tourist
expenditure
The total expenditure by residents of a country for the purpose of, and during, international tourism trips, irrespective of whether these transactions involve
domestic or international providers. This expenditure is categorized in to accommodation, sightseeing and entertainment, food service, retail, transport, travel
intermediation, and others, which includes travel insurance and equipment rental.
Average national tourism
spend per day of trip –
international
The average daily expenditure of a country’s residents during international trips.
Percentage of total resident
income spent on tourism
The percentage of total annual income that a country’s residents spend on Travel and Tourism activities.
Average overseas tourism
expenditure
The average expenditure on Travel and Tourism activities by a country’s outbound tourists, segmented by categories such as accommodation and food service.
Passenger airlines An airline whose primary business is the transport of passengers.
Low-cost airlines Airlines that generally offer lower fares by eliminating many traditional services. To recover the revenue lost in reduced ticket prices, the airlines may charge for
additional facilities, such as priority boarding, seat allocation, food, and baggage.
Full-service airlines Full-service airlines generally have higher fares, operate long-distance routes, and offer a complete range of in-flight services.
Charter airlines An airline hired by a group or single customer for leisure or business purposes, or as an air ambulance, and flies outside normal schedules. An airline classified
as non-scheduled by civil aviation organizations falls in to this category.
Number of seats available The number of seats available for purchase on all airlines operating in a country. For example, both national and foreign carriers operating on domestic and
international routes.

232323
Definitions
Table 9: Canadean – Travel and Tourism Sector Definitions
Term Definition
Number of seats sold The number of seats sold to revenue passengers by all airlines operating in a country in a year.
Hotels Establishments that provide paid lodging and full guest services, typically with a continuous staff presence. In the case of motels, this includes off-street parking
facilities, but not necessarily meal services.
Budget hotels Includes hotels that are considered to be budget accommodation, or have a one- or two-star rating, and provide accommodation on a short-term basis at
relatively low prices.
Midscale hotels Includes hotels with a three-star rating. These hotels provide more facilities and comfort than budget hotels, and their services are charged at higher prices.
Upscale hotels Includes hotels with a four-star rating. Upscale hotels include both traditional full-service hotels and smaller select-service hotels with comfortable
accommodation at higher prices than midscale hotels.
Luxury hotels Includes hotels with a five-star rating or higher. Luxury hotels provide top quality accommodation, with a combination of high-class facilities and style, typically at
much higher prices than standard hotels.
Car rental Car rental is the hiring of a passenger vehicle, which includes cars and small vans, by both business and leisure travelers for short term duration. Excludes
leasing and long term rentals.
Business rentals Annual revenue generated by a car rental company under negotiated contractual agreements specific to business trips.
Leisure rentals Annual revenue generated by a car rental company through leisure/personal trips.
Travel agents Businesses that sell travel-related products and services to both leisure and business customers on behalf of suppliers, such as tour operators. These may
include package holidays, sightseeing tours, airline tickets, hotel accommodation, cruise bookings, car rentals, rail travel, and travel insurance. Some travel
agents also serve as sales agents for international travel companies.
Tour operators Tour operators typically combine two or more travel services, such as transport, sightseeing, accommodation, food, and entertainment, and sell them either
directly to customers or through travel agents as a single product, called a package tour, for a single price.
Other providers Any part of the value chain between the direct supplier and traveler (customer), which is not classified as a travel agent or a tour operator.
Online Revenue generated by travel intermediaries by selling travel-related products or services over the internet.
In-store Revenue generated by travel intermediaries by selling travel-related products or services to a customer over the counter.

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Methodology
This report features data derived from market data.
Market Data
In order to create the data for all reports in this series and ensure their robustness, a comprehensive and empirically robust research
methodology has been adopted. This combines both a large-scale program of industry research with the results of extensive primary
industry interviewing and calling. Furthermore, all definitions are standardized across products and countries to ensure comparability.
The two main research methods, secondary research and primary research (the program of interviewing industry contacts), are brought
together and because both sets of research processes have been designed in conjunction with each other they can be combined and
consolidated into the final, integrated data sets.
The secondary research process involves covering publicly available sources, trade associations, specialist databases, company annual
reports, and industry publications. Primary research involves a major program of interviewing leading industry executives for each
category covered in each country – all with local country experts; typically brand, product and marketing managers for major brands
within each country. These processes help analysts in capturing both qualitative and quantitative information about the market.
The final stage of the process is the triangulation of inputs obtained from all the research methods with the analyst’s own understanding
of the market in order to finalize the data. Once the data is finalized, it goes through various top level quality checks prior to publishing.

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About Canadean
About Canadean
Canadean is a full-service business information provider with in-house market research capabilities. We specialize in analysis across
the Consumer Markets Value Chain, covering suppliers, producers, distribution and consumers.
Canadean’s dedicated research and analysis teams consist of experienced professionals with an industry background in marketing,
market research, consulting and advanced statistical expertise. We offer value-added market research, insight and strategic analysis
and our products help companies to make better, more informed, strategic and tactical sales and marketing decisions.
Canadean’s areas of expertise include online research, qualitative and quantitative research, industry analysis, custom approaches, and
actionable insights. In addition Canadean has built a network of consultants and specialist researchers across more than 60 countries,
each with in-depth industry experience and expertise enabling us to conduct unique and insightful research via our trusted business
communities.
Disclaimer
All Rights Reserved.
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic,
mechanical, photocopying, recording or otherwise, without the prior permission of the publisher, Canadean.
The facts of this report are believed to be correct at the time of publication but cannot be guaranteed. Please note that the findings,
conclusions and recommendations that Canadean delivers will be based on information gathered in good faith from both primary and
secondary sources, whose accuracy we are not always in a position to guarantee. As such, Canadean can accept no liability
whatsoever for actions taken based on any information that may subsequently prove to be incorrect.

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