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Five key insights
- The UK is the sixth most-visited destination by international tourists but is losing market share.
- Built heritage, cultural heritage and contemporary culture are core to Britain’s offering, with shopping and watching sport popular activities.
- Britain is a vital cog in the global aviation network, but competitor destinations across Asia and the Middle East are investing heavily in expanding their own connectivity and aviation infrastructure.
- Tourists are increasingly demanding authentic experiences and are going the extra mile to find value for money; user-generated web content underpins this trend.
- Outbound travel from countries in developing parts of the world is growing rapidly, but international travel is primarily intra-regional rather than inter-regional, so western European markets continue to offer growth potential for Britain’s inbound visitor economy.
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