Out & About Live launches national campaign, Back British Holidays

Out & About Live has launched Back British Holidays, a national campaign which calls for urgent support from the Government to reduce the rapid loss of visitor numbers within the UK domestic tourism industry and to safeguard the small businesses within. A petition has also been created for people to lend their voices to this campaign.

The campaign forecasts that the UK domestic holiday sector is predicted to fall by 32% in overall trips, from 42.3 million in 2022 to just 28.8 million by 2025. This will result in a cumulative loss of £23.2 billion in tourism spending, which will harm businesses, put jobs at risk and potentially cause UK holidays to fall into a spiral of irreparable decline. 

This downturn is already having a devastating and long-lasting impact. Rural areas are projected to experience a 40.8% fall in visitor numbers, threatening local businesses and thousands of jobs.  

Key industries that underpin British holiday culture, such as caravanning, camping and glamping, are projected to lose over £1.2 billion, representing a 39% decline in spending. Even coastal destinations will see over £700 million in lost revenue, alongside cities and large towns, which would see a significant loss of £2.7 billion – a 18% decline.

If urgent action is not taken, there could be serious damage to the national economy, employment and even the demise of British holidays. The sector currently contributes £31 billion annually and supports 300,000 direct jobs, with an additional three million indirect jobs.

The campaign’s petition to the Prime Minister and relevant ministers calls for the following action:

Sustain and enhance promotion of domestic tourism

• Improve promotion of domestic tourism through government-backed campaigns and initiatives that highlight the value of British destinations

Boost financial support for tourism businesses

• Explore new and expanded government subsidies and grants for tourism businesses, while raising awareness of existing funding opportunities within the sector

Collaborate to manage inflation and operational costs

• Partner with industry leaders to address inflation and rising operational expenses impacting tourism businesses

Empower local governments in tourism development

• Encourage greater involvement and investment from local governments to strengthen tourism infrastructure and community engagement

Ensure reliable travel to UK destinations

• Increase efforts with the UK rail network to support travel to British holiday destinations, prioritising continuity of service and minimising disruptions

Expand and strengthen UK tourism zones

• Continue the strategic development of UK tourism zones, enhancing regional tourism appeal and economic growth

Advance green tourism and net-zero preparations

• Support the sector in transitioning to green practices and preparing for net-zero targets, collaborating with the Department for Energy Security & Net Zero to ensure long-term sustainability

Spokesperson for the campaign, Daniel Attwood, who has worked in the outdoor leisure industry for over 15 years, said:

“As someone who has been deeply involved in this industry for over 15 years, I’ve seen first-hand how integral UK holidays are to our economy, communities and national culture.

“The forecasts we’ve published today paint a sobering picture of a 32% decline in domestic holidays and a potential £23.2 billion loss to the economy by 2025.

“This isn’t just about numbers, it’s about protecting rural businesses, supporting jobs and preserving the cherished traditions of British holidays.

“This campaign is a call to action for everyone – residents, businesses and politicians – to recognise the value of holidaying within the UK and work together to secure the future of our domestic tourism sector.”

Read the report – Back British Holidays 2025 Report