Coastal Tourism Business Survey 2025

NCTA Business Survey 2025 – Summer Wave

This wave reflects on performance since the start of 2025 and looking forward to summer 2025

Key Headlines

• 55% of businesses are committed to growing and investing in their current business, just 13% plan to sell or retire in the next 2 years.
• Business Performance in 2025 (so far) - 85% reported increased costs, 63% saw reduced profits, Visitor spend is net down by 18 points compared to 2024.
• Only 44% of businesses are at least somewhat confident about the next 6 months of trading, 31% are not confident.
• Top concerns: rising costs (79%), economic climate (76%), and seasonality (58%).
• 44% of businesses have reduced staff due to National Insurance and wage increases, 38% are doing more hands-on work themselves, 34% have a recruitment freeze.
• 63% of coastal tourism businesses plan to increase prices.
• Top 3 priorities: Reducing costs (94%), Increasing year-round business (89%), and improving sustainability (81%). Though more businesses state that increasing year round business has now become very important.
• Summer 2025 bookings are lower than last year.
• Visitor Targeting - UK stay visitors (80%) are the top priority, though there is a growing focus on European visitors (63%).
• 76% of businesses want more investment in destination marketing.
• There is a high interest in training for digital marketing (57%), sales (55%), and AI use (40%).

(This wave of the survey was live between 21st May – 29th June 2025)

Download the full report here

_____________

NCTA Business Survey 2025 – Autumn Wave

(survey was live between 15th September – 28th October 2025)

This wave reflects on performance over summer 2025

Key Headlines :

• Growth Aspirations: 48% of businesses are committed to growth and investment, while 18% plan to sell or retire within two years—higher than previous waves.
• Summer 2025 Performance: Although turnover varied, 89% of businesses reported increased costs, leading to reduced profitability for 63%.
• Business Confidence: Confidence has dipped slightly, with only 41% feeling at least somewhat confident about the next six months. Economic climate and rising costs are top concerns.
• Winter Planning: 37% plan to close for at least one month, 35% are delaying investment, and 23% intend to reduce staff. Mondays and Tuesdays are the most likely days for closures.
• Investment Intentions: 43% of businesses plan no investment in 2025–26, while only 7% are planning major investments over £100,000.
• Top Priorities: Reducing costs (94%) and increasing year-round business (88%) are the leading priorities, with declining emphasis on sustainability, accessibility, and skills.
• Visitor Profile Changes: There’s a net decline in UK staying visitors, but European visitor numbers are increasing.
• Budget & Support Requests: Businesses want VAT reductions (59%), more destination marketing (50%), and lower business rates (46%). Digital marketing and AI are top areas for business support.

Download the full report here