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