1,22

1,00

0

2009

1,47

2,00

0

2010

1,52

6,00

0

2011

1,52

1,00

0

2012

1,63

6,00

0

2013

1,75

7,00

0

2014

1,79

4,00

0

2015

Purpose of travel (2015)

22%21% 26% 27% 27%

Jan–Mar Apr–Jun Jul–Sep Oct–Dec

Seasonal spread of travel (2015)

Departure & destination airports** (2016)Regional spread of travel (2013-2015)

2009 2010 2011 2012 2013 2014 2015

Inbound tourism overview

ItalyMarket snapshot

Jan-Sept2016

1,459,000visits

Global ranking for inbound visits to Britain in 2015#7 Global ranking for inbound spend in Britain in 2015#7

2015 averagevisitor spend

£496

Annual visits Annual visitor spend

48%

4%

24% 20%

Holiday VFR* Business

5%

Study MiscM

Sour

ces:

Inte

rnat

iona

l Pas

seng

er S

urve

y (I

PS).

**A

pex

(dir

ect fl

ight

s on

ly).

5 %

1 %

3 %

12%

5 %

2 %

4 %4 %

3 %

6 %

56 %

0 %

£ 5

91 m

£ 5

91 m

£ 7

22 m

£ 7

22 m

£ 7

92 m

£ 7

92 m

£ 7

60 m

£ 7

60 m

£ 8

16 m

£ 8

16 m

£ 9

22 m

£ 9

22 m

£ 8

90 m

£ 8

90 m

28Italian

airports

159,289 7 nights

Average flight seats per week** (2016)

Average lengthof stay (2015)

22UK airports

*Visit friends and/or relatives

% share of nights

High

Medium

Low

Jan-Sept2016

£758 mspend

Word of mouth Information on search engines

√ Cultural attractions √ Somewhere English is spoken √ Easy to get around √ Somewhere new √ Culture different from their own

Britain is ranked highly (within the top 10 out of 50 countries) by the Italians for:

1 2 3

Key demographics* (2015)

Top three activities in the UK* (2011)

Visitor origin* (2014)

Market segments & attributes

Perceptions of Britain*** (2016)

Top influences in visiting Britain** (2016)

Travel companions** (2016)

Top motivations for choosing Britain for a holiday** (2016)

16-24 16%

0-15 5%

25-34 21%

35-44 23%

45-54 23%

55-64 9%

65+ 4%

Visits in 000s I% share of visits

High

Medium

Low

Visitor profile

ItalyMarket snapshot

62%

14% 23%

Spouse/ Partner

7%On their own

With childrenunder 16 With friends

14%

With other adultfamily members

Sour

ces:

* In

tern

atio

nal P

asse

nger

Sur

vey

(IPS

), *

* V

isit

Bri

tain

/Ips

os 'D

ecis

ions

and

Influ

ence

s' re

sear

ch (A

pplic

able

to p

eopl

e w

ho v

isit

ed B

rita

in).

***

Anh

olt-

GfK

Nat

ion

Bra

nds

Inde

x, *

***C

AA

.

Consumer website: visitbritain.com

Corporate website: visitbritain.org

Image library: visitbritainimages.com

Trade website: trade.visitbritain.com

Media centre: media.visitbritain.com

VisitBritain

Via San Paolo 7

20121 Milan

Italy

Cristina Bernabe

Manager Southern Europe

cristina.bernabe@visitbritain.org

LoveGreatBritain.it

@LoveGreatBritain_it

#LoveGreatBritain

#OMGB

of Italian visitors were “very likely” or “extremely likely” to recommend Britain in 2014****

84%of Italian visitors were repeat visitors in 2015*75%

Valle D’Aosta1 | 0%

Piemonte52 | 4 %

Liguria41 | 3 % Toscana

90 | 7 %Umbria

7 | 0 %

Lazio302 | 22 %

Citta Vaticana3 | 0 %

Trentino-Alto Adige11 | 1%

Veneto156 | 11%Emilia-Romagna

81 | 6%Marche9 | 1%

Abruzzi8 | 1%

Puglia78 | 6%

Campania75 | 5% Basilicata

1 | 0%Calabria6 | 0%

Sicilia40 | 3%

Sardegna19 | 1%

Friuli-Venezia Giulia13 | 1%

Lombardia385 | 28%

Curious explorersEnergetic travellers who look for active outdoors experiences as well as immersing themselves in a cultural event

Active buzz-seekersYoung independent travellers, looking for adventure, buzz and immersive experiences

Traveller reviewson websites

Relaxed sightseersKeen to learn. Visits famous sites, museums, enjoys nature and country-side as well as history and heritage

Shopping Going to the pub

Visitingparks/gardens Contemporary

cultureVibrantcities

Historicbuildings

Culturalheritage

Sports

Other / unknown379