Markets
Market insights snapshot - United Kingdom
Learn about market spend and recovery trends, current buyer organisations, and consumer priorities for the United Kingdom market.
Market trends
- ABTA data shows 68 per cent of UK travellers plan overseas holidays, prioritising relaxation and quality time with family and friends.
- Visitor numbers to Australia reached 633,000 in the year ending November 2024, with six per cent year-on-year growth. Seasonality has returned, supported by normalised booking patterns and strong January 2025 sales. Increased flight capacity for the UK summer indicates sustained demand, with events like the British & Irish Lions Rugby Tour and The Ashes expected to boost growth further.
- Australia’s complexity as a destination makes trade distribution partners crucial in encouraging higher spending, longer stays, and broader travel. Consumers increasingly use multi-channel booking methods, but retail agents remain vital for long-haul holidays as British travellers prioritise protection post-pandemic.
Buyer snapshot
- There are 10 New Buyers from the UK and Northern Europe attending ATE25, all of whom are luxury travel specialists. In total there are 52 individual Buyers registered to attend from across the region.
Consumer trends
- For the UK market, Australia is now the number two most desirable destination for a holiday when compared to all destinations, increasing by three per cent from the same period in 2023 (CDP Nov 2024).
- There’s rising demand for experiential travel, including food and drink, cultural exploration, and outdoor activities. Authentic, in-depth experiences are shaping destination choices, aligning with Australia’s tourism strengths.
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