UK performs well in CNN’s travel survey

The UK might still be labouring under debt and financial restrictions, but the results of a recent tourism survey have shown that British citizens can be proud of their nation’s international profile as a safe and secure place to visit.

CNN’s Global Tourism Research survey canvassed the views of 3,106 respondents from over 70 countries around the world in order to identify the key influencing factors when deciding on leisure and business travel destinations. 67 percent cited security and safety as the most important factor, followed by price with 60 percent, and reputation with 58 percent.

The UK figured well on all three of these key factors, featuring in the top five destinations that are ‘attractive for business investment opportunities’. Its perception internationally is that of a developed, hospitable nation, with 46 percent of global respondents saying that they would expect a trouble-free stay, and 43 percent citing the UK’s reputation as being, ‘most established and welcoming’ for tourists. With a vote of 38 percent, the UK was second only to the USA on CNN’s list of the 25 countries that respondents would most like to visit in the next 12 months.

Didier Mormesse, senior vice president, Ad Sales Research, Development & Audience Insight at CNN International, said, ‘Destination branding has become one of the most competitive aspects of today’s tourism industry and these insights are valuable for countries looking to market themselves as the destination of choice for travellers.

‘That safety and security is significantly more important for respondents than the cost of travel, even in austere times, is an indicator that, in times of regional unrest, the pendulum has swung. With reputation also a key factor, tourist boards will clearly continue to have a vital role to play in shaping international perceptions of their country to encourage tourism growth.’