Economic downturn set to fuel outdoor holidays in Britain

Economic downturn set to fuel outdoor holidays in Britain

By: Jeff James

Listed Under: News

Published: Tuesday, January 20, 2009

New research published by the Outdoor Industries Association (OIA) has revealed that almost half of the British population is now more likely to book an outdoor break during 2009 due to the economic downturn.

In a survey conducted at the start of January, 49 per cent of adults stated that the credit crunch has made them more inclined to go on an outdoor-based break in Britain, rather than head abroad. The continuing weak state of the pound against the euro and dollar is also convincing more consumers to stay in this country.

The survey also tested which outdoor activities are most popular among the general GB population. Walking came out top, with 51 per cent of all adults participating, while camping (21 per cent), road cycling (14 per cent), longer distance hiking (11 per cent) and mountain biking (10 per cent) are also popular. While 37 per cent of people either never or very rarely take part in outdoor pursuits, 20 per cent participate in outdoor activities two or three times a year and 43 per cent do so at least once a month or every week.

The research comes at a crucial time. Outdoor businesses are entering a challenging year as the general economy continues to struggle. The news that more consumers are likely to stay in Britain for their holidays and head for the outdoors offers hope to companies operating in the sector that they can maintain and even grow business during 2009.

Says Frank Bennett, chairman of the Outdoor Industries Association: “Everyone is acutely aware that the UK is experiencing a sharp economic downturn, which is having a major impact on the habits of the general public. This research provides businesses that are operating in the outdoors sector with some good news - namely that more of the general public are planning to stay in this country and explore the outdoors. This means that, despite the wider situation, there are still significant business opportunities for retailers, brands, holiday providers and other organisations.

“The Outdoor Industries Association cannot improve access to finance for businesses or directly influence UK economic policy. However, we can supply our members with solid market intelligence and research data that will help them in their business planning. Importantly, we will continue to invest time and money into communicating to consumers, inspiring them to explore the outdoors in the UK, working with like-minded organisations on joint campaigns and using the tools at our disposal to direct the general public to OIA members when they need expert advice, products or want to book accommodation and outdoor activity breaks.”

Full details and data from the research will be made available to all OIA members and a summary will be posted on http://www.outdoorindustriesassociation.co.uk. The data includes regional variations and a range of information on the buying habits of the general consumer population in relation to products designed for the outdoors.

Did you find this story interesting? Then why not sign up for the Free Weekly Newsletter to stay up to date with all the latest news.

There are currently 0 comment(s) - Have Your Say Today

Only Registered Members can post comments - to register click here

If you are a registered member and wish to login - click here