Just the Ticket

In Brief

There are reasons to look ahead with confidence as plans for 2027 take shape. Recent industry updates point to resilient holiday demand, opportunities beyond the peak season and growth in interest from European visitors. The UK has plenty to offer people looking for a memorable day out or a worthwhile break.

The opportunity for operators is to understand which audiences are growing and give them clear reasons to choose us, explore more and return.

Global events and travel costs are part of that picture. They may encourage some people to holiday closer to home, although we should avoid assuming a staycation surge. Meanwhile, new Security Industry Authority planning tools give teams something practical to work with as they prepare for Martyn’s Law.

In our first briefing, we look at where confidence is supported by evidence and how to turn those opportunities into useful decisions for next season.

Bryan Hoare

Founder & CEO, n-gage.io

Reasons for confidence: where UK tourism is finding momentum

Recent updates from tourism bodies give a more encouraging picture than the wider news agenda might suggest. They also show why it helps to look at individual markets and locations alongside national headlines.

A resilient outlook for the end of the year. UKinbound’s Business Barometer, published on 22 October, found that 73% of respondents expected Q4 bookings, visitor numbers or customer orders to match or exceed the same period last year. Within that total, 26% anticipated growth and 47% expected stability. The survey covered 81 member businesses across the inbound visitor economy; these are business expectations rather than measured attendance results.[10]

European interest in UK trips is growing. VisitBritain’s September flight-search update shows its search-based demand measure up 5% overall year on year, with short-haul markets up 29%. Long-haul interest was weaker. This measures searches weighted by party size across selected markets, including repeat searches; it is an indicator of interest, not confirmed visitors.[11]

Regional destinations have growth to build on. VisitBritain’s regional statistics, released on 16 October, show inbound visits to Scotland up 6% and Wales up 23% in the second half of 2025 compared with the same period in 2024. Several English regions also recorded growth. These are newly released historical results, classed as official statistics in development and subject to revision.[12]

The opportunity is to make your attraction part of the wider trip. Strengthen relationships with accommodation providers, destination teams and travel trade partners serving relevant audiences. Check that visitors unfamiliar with the area can understand the journey, opening times, booking options and what makes the experience distinctive.

For a wildlife park, that might mean helping nearby accommodation guests plan a full day around talks, trails and encounters. For a museum or heritage attraction, it could mean joining up an itinerary with other local experiences. For a holiday park, it may involve showing how the park and surrounding area work together as a break.

Beyond summer: a practical opportunity to extend the season

UKinbound’s October update also reports stronger demand for shoulder and winter periods among respondents.[10] That is a useful prompt to look at the experiences you can offer outside the busiest months.

Consider what makes a quieter visit appealing: a different programme, more time to explore, seasonal food or a reason for members to return. Where you have capacity, make the offer easy to discover through local partners and pre-arrival information.

Our view is that this is an opportunity to test carefully. Compare bookings, contribution and guest feedback across similar trading periods. A fuller calendar works best when the additional activity supports the quality of the experience and the cost of delivering it.

The big question: will global uncertainty bring more UK holidays in 2027?

UK operators have an opportunity to win more consideration from holidaymakers looking for convenience, worthwhile experiences and clear value. How much that increases domestic demand in 2027 remains uncertain.

The strongest indication of domestic switching comes from VisitBritain’s research into the impact of the Middle East conflict. In its April 2026 survey, 25% of respondents said the conflict had changed existing travel plans. That included 7% who had decided to holiday in their own country instead of abroad, while 8% had decided not to take a holiday.[1]

Those findings show two possible responses to disruption: choosing a domestic break and reducing travel altogether. They are evidence from earlier this year, rather than a forecast for 2027.

The more recent picture is mixed. ABTA’s Holiday Habits 2026–27 findings, published on 13 October, show that 70% planned to travel abroad and 56% planned a UK holiday over the next 12 months. The groups can overlap. ABTA also reports that some travellers affected by Middle East transit disruption chose short-haul alternatives, with Spain benefiting.[2]

The UK is therefore competing for travellers who may also be considering a different overseas destination, a shorter break or a later booking.

Flight costs are part of the pressure

IATA’s June 2026 industry outlook linked higher airfares to the fuel-price shock and disruption affecting airlines. This gives a basis for discussing pressure on flying costs, but it does not provide a reliable percentage increase for UK holiday flights in 2027.[3]

Its more recent September traffic figures, released on 30 October, show global passenger demand down 0.5% year on year, while international demand increased 0.4%. Middle Eastern airlines continued to record a decline in international demand. IATA highlighted geopolitical uncertainty and volatile fuel prices.[4]

For next year, the effect will depend on routes, fuel costs, capacity and how disruption develops. Some households may favour a break without flights; others may protect their overseas holiday budget and cut back elsewhere.

For inbound audiences, consider the route and market rather than assuming the same effect everywhere. The European interest highlighted above is a reminder that opportunities can grow even while other routes face difficulties.

Give people confidence in the experience

Security concerns may influence destination choices, but the research reviewed does not establish a terrorism-driven increase in UK holiday demand for 2027. The FCDO assesses destinations individually.[5]

Lead with the strengths of your own offer: straightforward travel, welcoming service, worthwhile activities and clarity about the total cost. Give people an enjoyable break to look forward to, supported by responsible preparation behind the scenes.

Help guests see the value of a UK break

VisitBritain’s October tracker puts UK overnight trip intentions at 76%, broadly in line with October last year. Weather, the rising cost of living and holiday and leisure costs remain leading barriers.[6]

These figures use a different survey and definition from ABTA’s findings and should not be compared directly. Both describe intentions, rather than confirmed 2027 bookings.

For operators, the implication is practical: a household reconsidering an overseas trip still needs a convincing reason to choose your destination. Accommodation prices, transport, food, activities and the weather all enter that decision.

What this means for your 2027 plan

We would plan for several possible outcomes and watch your own booking evidence before increasing a demand forecast.

These are planning scenarios, not predictions of their relative likelihood.

For holiday parks and resorts, show what guests can do throughout the stay, including when the weather changes. For attractions, strengthen links with nearby accommodation providers and destination organisations so visitors can discover you while planning their break.

Make value specific. Explain what admission includes, which activities cost extra, how long guests might spend with you and what facilities are available. A general claim about “great value” does less work than a clear picture of the visit.

Track booking lead times, cancellations, visitor origin and spend alongside headline volume. Where appropriate, ask guests whether they live locally or are staying in the area. Keep the question optional and use the answers to understand your audience, rather than assuming every additional visit represents someone who cancelled a flight.

Operational focus: practical support for Martyn’s Law preparation

On 9 November 2026, the Security Industry Authority released a standard tier planning tool and an enhanced tier template, inviting organisations in scope to begin using them.[7]

This is a practical development for attraction teams. The SIA currently expects Martyn’s Law to come into force in spring 2027, with the exact date still to be confirmed. The substantive duties are not yet in force.[8]

The standard tool supports thinking about evacuation, invacuation, lockdown and communication. The enhanced template helps organisations consider and document procedures and protective measures. Feedback on the new tools is invited until 23 December 2026.[7]

Start by checking scope

Annual attendance does not determine the tier. Broadly, qualifying premises reasonably expecting 200–799 people present together fall within the standard tier, while 800 or more brings premises into the enhanced tier. Other conditions and exclusions apply, and events have separate scope rules.[9]

Use the official guidance to assess your premises and programme. Seasonal events, evening activities and shared operating arrangements deserve attention alongside ordinary opening hours.

Build on the experience your team already has

Attractions already plan for emergencies. Zoos, wildlife parks and safari parks have experience of animal escape procedures, staff responsibilities and drills. Museums, heritage attractions and accommodation operators have arrangements reflecting their own sites and activities.

Those capabilities provide a foundation. The next step is to assess how they address terrorism-specific scenarios, including circumstances where the appropriate response differs from a fire or animal escape. Existing plans should be reviewed against the official requirements rather than assumed to meet them.

Bring the people who authorise instructions together with those who communicate them. Follow an instruction through the site: how does it reach reception, catering teams, seasonal staff and visitors in different locations? What happens when a key person is unavailable or one communication channel fails?

A guest app can be an additional communication channel, but its reach depends on installation, permissions, connectivity and use. It cannot establish that everyone has received an instruction or demonstrate compliance by itself. Review digital communication alongside staff, radios, public address systems and other arrangements appropriate to the site.

**Read our new article: “Martyn’s Law: what attraction operators should be preparing for”.** It explores how teams can build on existing emergency arrangements, review guest communication and use official resources to guide preparation.

Official starting points: SIA tools and updates · Home Office statutory guidance.

Turning this year’s visitor behaviour into useful decisions

The wider travel picture matters, but your own evidence should shape what happens next on site.

If more holidaymakers visit, will they find the experiences that make your attraction worth recommending? If families are watching their budget, can they see what is included? If a seasonal event changes your audience or operating hours, have information and staff arrangements kept pace?

Use what your team learned this season to answer those questions. Repeated reception enquiries, activity attendance, guest feedback and movement patterns can reveal where a visit becomes harder than it needs to be.

Choose one issue and investigate it. Low attendance at an activity might reflect timing or awareness. Long dwell time might indicate enjoyment, a queue or a difficult route. Combine data with observation before committing to a solution.

For a new audience, the first useful improvement may be simple: a clearer activity description, accurate walking times or better information before arrival. Give the change an owner and a measure so you can decide whether to retain it.

Three actions for November

1. Choose one audience or season with room to grow. Use your own bookings alongside destination intelligence to identify a realistic opportunity. Agree one offer, partnership or communication improvement to test, with a measure of bookings, contribution or participation. Compare like-for-like periods before drawing conclusions.

2. Schedule a Martyn’s Law review using the new SIA tools. Establish scope and responsibility, involve relevant operational leaders and record the gaps to investigate. Include event operations and the communication channels your team relies on.

3. Test how clearly you explain a visit or stay. Ask someone unfamiliar with your site to find the total price, included activities, weather alternatives and access information. Use the difficulty they encounter to choose one improvement before the next campaign.

Dates and developments to watch

• 19 November: next scheduled release of VisitBritain’s Domestic Sentiment Tracker. Revisit assumptions alongside your own booking position.[6]
• 23 December: deadline for feedback on the SIA’s new Martyn’s Law planning tools.[7]
• Spring 2027: current expected commencement period for Martyn’s Law. Follow official updates for the confirmed date.[8]

From n-gage.io

Alongside our new Martyn’s Law article, our Find your starting point tool helps teams explore priorities and consider what to measure. Our short explainer videos look at the connected guest journey and the decisions behind it.

For your next team discussion, bring one question: what do people need to know to choose us, enjoy the experience and feel confident about returning?

If there is a development you would like us to investigate in a future edition, get in touch.

Sources and scope

Research checked on 10 November 2026. This edition considers global travel pressures through their implications for UK operators; it is not a global tourism forecast. The 2027 outlook and recommended actions are n-gage.io’s editorial analysis. No quantified increase in 2027 UK staycations is established by the sources reviewed.

1. VisitBritain: Middle East Conflict — Impacts, published May 2026; fieldwork 1–7 April 2026, nationally representative UK sample of 1,755 adults. Multiple responses were permitted. Historical reported decisions and expectations relate to 2026, not a 2027 forecast.
2. ABTA: Holidays remain popular despite a year of disruptions, but cost of living brings in caution, 13 October 2026. Survey of 2,082 UK adults, 21 July–6 August 2026. Forward intentions cover the following 12 months, not the whole calendar year 2027. ABTA represents the travel industry.
3. IATA: Middle East disruptions and high fuel prices halve airline industry profitability, 7 June 2026. Industry outlook for 2026; not a forecast of UK consumer flight prices in 2027.
4. IATA: Air passenger demand falls 0.5% in September, 30 October 2026. Demand is measured in revenue passenger kilometres, not holiday bookings or passenger headcounts.
5. FCDO: About travel advice. Country-specific advice should be checked for individual destinations and transit points.
6. VisitBritain: Domestic Sentiment Tracker, October 2026, released 22 October. Intentions are not confirmed bookings; survey definitions differ from ABTA’s.
7. SIA: New tools to support preparation for Martyn’s Law, 9 November 2026; tools and guidance collection.
8. SIA: Understanding Martyn’s Law and the SIA’s role as regulator. Commencement expectation checked on 10 November 2026.
9. Home Office: Terrorism (Protection of Premises) Act 2025 statutory guidance. Use the full scope criteria, exclusions and duty requirements when assessing your position.
10. UKinbound: UK’s inbound visitor economy forecasts resilient end to 2026, 22 October 2026. September survey of 81 members; expectations and reported market trends, not a representative census of all UK attractions.
11. VisitBritain: Aviation data, September 2026 flight-search update. Selected-market search interest weighted by passengers searched for, not bookings or realised inbound visits. Short- and long-haul performance differ.
12. VisitBritain: Inbound visits and spend — annual, regional, 16 October 2026. The growth comparisons cited are H2 2025 against H2 2024 under the newer IPS methodology. Official statistics in development, subject to revision.

Martyn’s Law coverage is general information, not a site-specific assessment. Official Home Office and SIA guidance should guide decisions about responsibilities.

Just the Ticket is published monthly by n-gage.io. Join through the sign-up form at n-gage.io to receive future editions.