Almost three-quarters of businesses operating in the UK’s inbound visitor economy expect bookings, visitor numbers or customer orders to remain stable or increase during the final quarter of 2026, according to new research from UKinbound.
The organisation’s latest Business Barometer found that 73% of respondents anticipate performance during October to December will be the same or higher than during the corresponding period in 2025.
The research was undertaken by Navigator Insight in September 2026 and gathered responses from 81 UKinbound members across accommodation, attractions, destinations, transport, tour operations and other tourism services.
Of those surveyed, 47% expect bookings, visitor numbers or customer orders to remain stable during Q4, while 26% anticipate year-on-year growth.
Businesses reported a similar outlook for revenue, with 72% expecting yields to be the same or higher than during the final quarter of 2025.
Within that figure, 40% expect yields to remain stable and 32% anticipate an increase.
Looking further ahead, 52% of respondents said they were confident about bookings, visitor revenues and customer orders over the next 12 months.
The research also identified differences between international source markets.
Germany recorded the strongest growth trend among the markets tracked by UKinbound, while the US was most frequently identified by respondents as a market currently experiencing softer demand.
Businesses also reported stronger demand for shoulder and winter periods, with visitors increasingly travelling outside the traditional peak season in search of better value.
Joss Croft OBE, CEO of UKinbound, said: “These findings reflect what we’re hearing from our members across the UK. While international demand remains resilient, businesses continue to operate in a challenging environment, with ongoing pressure on costs, margins and competitiveness.
“We currently rank 106th out of 110 destinations for price competitiveness and, with 20% VAT on hospitality, high visa costs, no tax-free shopping and the introduction of overnight visitor levies in England, the cumulative cost of a UK visit continues to rise.
“Ahead of next week’s Budget, we want to see government prioritise the competitiveness of the UK’s inbound visitor economy. As the UK’s fifth largest export industry, inbound tourism already delivers jobs, investment and economic growth in every nation and region, but we risk undermining that success if we fail to keep pace with our international competitors. The UK cannot afford to stand still.”
Associated Articles
UKinbound Urges Government to Join the Dots on Tourism
UKinbound previously called for a more coordinated approach to tourism policy, arguing that Government decisions across different departments can directly affect the UK’s international competitiveness and ability to attract visitors.
VisitBritain/VisitEngland Report Shows Tourism Worth £147 Billion to UK Economy
VisitBritain and VisitEngland research valued tourism’s contribution to the UK economy at £147 billion annually, highlighting the sector’s importance to employment, tax revenues and future inbound growth.
VisitBritain/VisitEngland report shows tourism worth £147 billion to UK economy
VisitBritain Highlights Tourism Treasures to Global Travel Trade
VisitBritain brought international travel buyers to destinations across England, Scotland and Wales as part of efforts to increase the value of the UK’s inbound visitor economy and encourage international distribution of British tourism products.
Visitbritain Highlights Tourism Treasures to Global Travel Trade
