Over half of consumers expect to take fewer trips abroad, switching to a domestic break instead over the next 12 months, according to a new survey from Cumbria Tourism.
The new research, which was sponsored by The Cumberland Building Society, found that over the next year, around 50% of those questioned said they expect to take more day trips and overnight stays in the UK than usual, opting for a break on home soil rather than travelling overseas.
The survey also found that specifically in relation to the hospitality business, 70% said they would feel safe in hotels, guesthouses and B&B accommodation, as well as at visitor attractions with both indoor and outdoor facilities.
While confidence in the county as a visitor destination remains high with 83% considering Cumbria to be a safe place to visit, 44% of respondents said that while they do plan to visit in the future, they are going to wait a little longer before making any decisions.
The survey results show that visitors want to embrace responsible tourism, with 98% expecting to witness regular cleaning in operation, while 96% would like easy access to hand sanitiser stations.
A further 92% would take comfort in seeing social distancing signage and rules, with overwhelming support for limits on visitor numbers and reserving places in advance at attractions.
78% of respondents also say they would be confident about visiting businesses which have signed up to a national accreditation scheme, to demonstrate their commitment to good hygiene and public safety measures.
Managing director of Cumbria Tourism, Gill Haigh, says, “This is all about safety for everyone, from our visitors to residents, staff and wider communities. When you consider what the country has been through over the last 12 weeks, it is clear that The Lake District, Cumbria is viewed as a perfect place to recharge and reconnect with loved-ones. Confidence in Cumbria’s responsible approach to tourism will continue, with the health and safety of our residents, visitors and workers absolutely paramount.
The survey was sponsored by The Cumberland Building Society, whose Senior Business Lending Manager Grant Seaton says: “We are delighted that we have been able to support such a worthwhile and insightful survey which will help hospitality businesses to plan their reopening and offer the best possible experience to visitors. It is really encouraging to see that the results show that people do wish to return and that they are making considered decisions with everybody’s wellbeing in mind. It’s positive news for businesses, the communities they are based in and also for all of the visitors who want to enjoy Cumbria again.”
The research was carried-out primarily via Cumbria Tourism’s visitor database and social media channels. Forming a vital part of the organisation’s research into consumers’ future travel habits, questions ranged from the kind of measures visitors would like to see in-place during their trip, to the areas they would feel most at ease.