Entry fees for cities could deter Brits, especially those who don’t travel

This spring Venice introduced a controversial entrance fee for day-tripping tourists and certain UK towns have followed suit with a recent introduction of tourist tax. Authorities say the charge is aimed at protecting the famous lagoon city from “excessive tourism”, but many locals are sceptical that it will have much effect. We asked potential tourists whether an entrance fee would deter them from visiting a city.

YouGov Surveys: Serviced data suggest that even a small fee could be an effective deterrent for some. Two fifths of Brits (40%) say that entry fees would make them less likely to visit a city, including 18% who say they would be “much less likely” to visit.

The largest proportion of Brits (46%) say a fee wouldn’t make a difference either way, while a minority (8%) say they are more likely to visit a destination that charges a fee.

Ironically, Brits who don’t travel are the most incensed with entry fees

Many say they are less likely to visit a city that charges entry fees, but the real-world effects on tourism may be moderated by who is saying this.

According to our data, those who are most opposed to entry charges are those who don’t travel much in the first place. Among Brits who didn’t travel for leisure last year, 45% say that they would be less likely to visit a city that charges them. By contrast, only 31% of frequent travellers say the same.

Frequent travellers are much more likely to be open to tourist fees than non-travellers.

Among those who didn’t travel for leisure last year, 38% say entry fees wouldn’t make a difference either way compared to 59% of frequent travellers.

While many consumers are leery of extra fees for tourists to visit cities, these sentiments are less pronounced among those who travel the most.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between September 2-4, 2024, with a nationally representative sample of 2,183 adults Great Britain (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, social grade and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.