Activity Holiday market is losing out!


Activity Holiday market is losing out!

The number of people taking activity holidays in England has grown significantly in recent years and a new report reveals that being active on holiday appeals to all age groups. However the research also points to a serious gap in the market as consumers find it difficult to book active trips because of lack of information and the lack of availability of packaged-up activities.

The National Coastal Tourism Academy’s (NCTA) new Activity Holidays report also demonstrates that 37 percent of those thinking of an activity holiday would prefer the coast. Activity breaks have already been identified in previous NCTA research as a key opportunity for boosting coastal tourism particularly for the off-peak season.

The research comprised 1,250 online responses, one-hour telephone interviews and a series of face-to-face consultations with people who had been on or were considering an activity holiday.

“Activity breaks are generally seen positively by consumers and, given its natural assets, the coast is seen as a good fit, but there is a major awareness issue. Consumers are struggling to find the information they need on what there is where, when it’s available and how to book. Activity providers need to make their product much easier to find and work collaboratively to recommend and refer customers between different types of activities.” says Samantha Richardson, NCTA Academy Director.

“Activity providers also need to raise awareness of their offer within the tourism industry, working particularly with accommodation providers, to make sure consumers can build their holidays and easily access the information they need.”

Although walking and cycling are the most popular pursuits, the range of activities taken is broad. Over 55s are becoming more adventurous and participate in surfing, coasteering and stand-up paddle-boarding, for example.

However, under 35 year-olds are the most likely to take an active break.

“We already know from our research into this age group that they are in danger of being a lost generation to the coast, so targeted marketing of activity breaks to this sector has the potential to open up our coastline for future generations and present the coast through a new perspective for this age group,” Ms Richardson adds.

Targeting this sector also has economic benefits; both activity providers and holidaymakers believe that a ‘local feel’ is an important element of the holiday and they want to contribute to the community, which could benefit local food and drink producers, along with local crafts and festivals.

To read the full report, click HERE


The National Coastal Tourism Academy (NCTA) supports the growth of the visitor economy on the coast through the dissemination of good practice and the creation and interpretation of research that leads to exceptional visitor experiences.

It works with academia and the tourism industry nationally to raise the profile of coastal tourism and deliver solutions that address coastal challenges and help businesses maximise the opportunities for growth on the coast.

For further media information, please contact Sheron Crossman, Marketing and Communications Manager, or tel: 01202 962565.