Poll: UK Travelers Vote Leave, May Choose to Remain for Holidays

LONDON (8 September 2016) – With the precise timing and form of the UK’s exit from the European Union still to be determined, a new poll highlights the potential opportunities for both domestic tourism and destinations outside of the EU.

The poll – by APCO Insight, the opinion research consultancy at APCO Worldwide – asked respondents to indicate their likelihood to consider various destinations once the UK has left the EU. A ‘Brexit Effect’ can be established by weighing up those who say they will be more likely to visit a destination versus those who say they are less likely to do so

For destinations in the UK, the predicted effect is an increase of 13 percentage points, while for foreign destinations within the EU a drop of 8 points is anticipated. 

Amongst the youngest age group (18-24 year-olds), the results show a different pattern, with the ‘Brexit Effect’ being a decrease of 12 points in tourism to the EU, and an increase of 12 points to foreign destinations outside the EU.

Polly Kennedy, APCO London’s travel and tourism lead, said of the results: “What is particularly interesting here is younger travelers saying they will travel more outside of the EU. We know that Millennials are the fastest growing group of travelers, and are increasingly seeking new and varied experiences. Emerging destinations should look to Brexit as an opportunity to garner a greater share of this important segment.”

James Acheson-Gray, managing director of APCO Worldwide’s London office, added: “All companies in the sector need to be thinking now about how Brexit will affect them, looking beyond the short-term impact of exchange rates. The bigger questions here are around what happens when the UK finally leaves – will airfares remain at their historical lows? What will happen to roaming charges? In particular, companies with a strong exposure to EU destinations need to be monitoring developments closely.”

Methodological Note

All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 1,690 GB adults. Fieldwork was undertaken between 4th - 5th August 2016.  The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+)

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Anthony DeAngelo

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Anthony DeAngelo

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About APCO Worldwide

APCO Worldwide is a global communication consultancy. We help the most innovative organizations adapt and thrive in this fast-moving, interconnected and complex world, enabling them to reach their business and societal goals. We bring our clients' work to life creatively and digitally through diverse thinking and a campaign mentality that is not limited by any particular service or discipline, but embraces a variety of integrated tactics to achieve success. APCO is a majority employee- and women-owned business. 

About APCO Insight

APCO Insight is the full-service global opinion research group at APCO Worldwide. We deploy sophisticated qualitative and quantitative research methodologies to inform strategic communications. With experience in more than 70 countries, APCO Insight works with the world’s leading companies, associations, nonprofits and public-sector enterprises to turn reliable research data into actionable recommendations that enable our clients to engage their stakeholders and achieve success.