Global travel intent: A mid-year update
July 21st, 2022, Bhavika Bansal

Global travel intent: A mid-year update

While appetite for travel looks to be rekindled, some of it may have been doused by the air travel woes which many countries have seen. At the same time, the Russian invasion of Ukraine and the subsequent effects of airspace closures, economic impacts of sanctions on inflation and disposable income, and safety concerns, also continue to substantially impact global travel outlook.

In a recent YouGov survey we asked people from 25 markets what kind of trips they intend on taking in the next 12 months – and data for June 2022 shows that, around the world, domestic holidays are still preferred in most markets and continue to drive tourism demand.

Southern Europe has the largest proportion of consumers who intend to holiday domestically in the next twelve months (62%), while northern Europe has the highest percentage of the public who are planning an overseas vacation (50%).

Majority of the consumers globally have domestic trips planned for the next 12 months and over one in five (22%) plan to travel internationally.

On average, there is a significant difference in the percentage of intended domestic vacationers compared to the international ones (APAC, 52% vs 24%; Latin America, 53% vs 20%; North America, 42% vs 24%; Southern Europe, 62% vs 32%).

In fact, as few as 6% of Japanese travellers have international travel plans compared to two in five who have domestic trips scheduled (41%). However, Singapore is the exception to this trend in the Asia-Pacific with more planning international holidays (42%) than domestic (17% - the least among all global markets).

In Northern Europe however, the gap is smaller, with 52% of the public planning to embark on domestic excursions and 50% planning international trips. Western Europe (50% and 44%, respectively) follows a similar trend.

MENA trippers stand out in stark opposition to this global trend with a higher proportion of international holidays (44%) on the cards than domestic ones (37% - the least among all regions). Interestingly, almost an equal number of travelers are planning international and domestic holidays in the Kingdom of Saudi Arabia (45% and 40% respectively), while there is a larger gap in the UAE and Egypt.

Methodology: YouGov Global Profiles is a globally consistent audience dataset with 1000+ questions across 43 markets. The data is based on continuously collected data from adults aged 16+ in China and 18+ in other markets. The sample sizes for YouGov Global Profiles will fluctuate over time, however the minimum sample size is always c.1000. Data from each market uses a nationally representative sample apart from India and UAE, which use urban representative samples, and China, Egypt, Hong Kong, Indonesia, Malaysia, Morocco, Philippines, South Africa, Taiwan, Thailand and Vietnam, which use online representative samples. Learn more about Global Profiles.

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