Over the Early May bank holiday, the BBC reported that the combined impact of the fuel crisis and the rising cost-of-living had well and truly hit UK attractions. According to Visit Somerset, bookings at local tourist attractions have halved, while in the Forest of Dean, one museum has been forced to cut entry fees entirely in a bid for survival.[1]

Sombre reading, but perhaps neither surprising nor isolated. As longer days and sunshine put summer firmly on the horizon, the cost-of-living crisis, rising fuel prices and ongoing global instability are undoubtedly putting pressure on travel plans and leisure spending across the board. As rising costs continue to squeeze household budgets across the UK, we sought to understand how families are approaching summer – exploring how non‑negotiable holidays feel right now, and how, if at all, households are navigating the impact of inflation on time away and days out.

Perhaps unsurprisingly, holidays remain the cornerstone of summer for most; a vital opportunity to rest and reconnect. For families in particular, this time is still seen as crucial ‘quality time’ that must be protected, and an area where there is continued willingness to spend, even as budgets tighten.

Landmark moments, from big birthdays to ‘once‑in‑a‑lifetime’ trips, are still firmly on the agenda, and the anticipation for summer remains strong. However, while the importance of ‘getting away from it all’ endures, how holidays are planned and experienced is increasingly shifting in response to financial pressure and uncertainty.

Global instability is hitting consumer confidence – and travel plans are shifting

Geopolitical uncertainty linked to the Iran War is trickling down, and with rising jet fuel costs and fears of flight cancellations hitting the headlines – we heard from several households who are either delaying booking international trips, or avoiding air travel altogether.

With concerns about losing both trips and money if plans fall through, there is a growing perception that international travel carries a greater financial and logistical risk.  As such, staying in the UK can feel like the more reliable option – and some are choosing to stay local for this very reason. Indeed, domestic holidays are on the up; according to the BBC, both Booking.com and Airbnb are already seeing an increase in demand for holiday accommodation within the UK.[2]

‘Unusually for us, we still haven’t booked our summer holiday.  Mainly because of the impending jet fuel crisis.  I have read and heard enough from people at the top of the aviation industry to suggest that there will likely be turmoil due to the situation in the Strait of Hormuz.  I simply don’t trust the airlines to treat me fairly, from past experience.’ – Parent, Teenage Children

‘Generally, I feel quite disheartened by the uncertainty around cost of holidays abroad and flight cancellations looming. I love to go abroad and we generally do each year as a family. I had planned to book a summer trip about a month ago but the Iran/US war paused that.’ – Parent, Young Child

‘With the fuel crisis, we’re also aware from watching the news that flights will be under pressure this summer and there may be cancellations. We feel happier that we’re going closer to home this year, just in case that does happen so we’re not stranded too far from home and could make our way back with alternative transport!’ – Parent, Young Children

That said, even when driven by external factors, not going abroad does not always mean a sense of loss. Among those staying in the UK this summer, it is not necessarily a compromise; there is genuine joy and enthusiasm to be found in rediscovering the country, from exploring the nation’s coastlines to its national parks and countryside.

Rightly or wrongly, climate change is also felt to be making UK summers more dependable, while the simplicity of avoiding early airport runs, luggage restrictions and potential travel disruption, all add to the appeal of staying closer to home.

What was once viewed as a compromise is increasingly becoming a conscious, positive choice – and one that comes with less hassle than travelling abroad.

‘The bigger factor is the reduction in hassle. We’ll be hiring cars for both trips […] and though picking up a car is a pain, after that we have the joy of being able to put everything we need in a car and heading straight off, with no need for dealing with airports, visas, or transfers.’  – Adult Household

‘I’ve made a conscious decision to spend it in the UK and enjoy the weather here.[..] I feel like the UK in summer is so gorgeous […] With all the uncertainty about jet fuel and potentially being stuck out of the country, I’m very happy to be closer to home.’ – Adult Household

Day trips are under pressure as costs build

While staycations and day trips offer a welcome alternative to heading overseas, households are feeling the pinch and adapting accordingly. Against a barrage of rising costs, from food and fuel to council tax, day trips must deliver on the ‘enjoyment-to-cost’ ratio to be in the running. Parking fees and admission costs are being increasingly scrutinised, and parents in particular, describe being more selective when choosing their day-trip destinations.

However, this caution is playing out in different ways: while some are actively cutting back on ‘big’ days out, others are opting for more frequent, lower‑cost trips as an alternative to holidays abroad.

In line with this, spending behaviour on day trips is becoming more conservative for some, with a growing appreciation for free or low‑cost experiences. Households are getting back to nature, with beaches, parks and country walks playing an increasingly important role.

However, this is not to say that big‑name attractions, from theme parks to heritage sites, are out of the picture. Parents, in particular, are weighing up value more carefully and making small but meaningful savings, such as opting for packed lunches over expensive on‑site options.

‘We will do more day trips/long weekends – living close to Devon, Somerset and Wales makes it quite easy for beach fun or good nature-focussed days out. Cost of living absolutely [having an impact]. Energy bill remains high, council tax has gone up this year, food costs, eating out, cost of fuel… it all means a day out takes much more planning than it used to – and often means more packed lunches vs buying food out!’ – Parent, Young Child

‘This year I don’t have any grand plans for summer. I will be making the most of the outdoors, spending time with my dogs and my family, visiting new nature places as these come at a lower cost.’ – Adult Household

What does this mean for attractions?

Overall, this suggests a shift not just in spending, but in mindset. While financial pressure and uncertainty are undoubtedly taking a toll, many households are also actively reframing their choices and finding joy and value in simpler, closer‑to‑home experiences.

For UK tourism and leisure providers, this represents both a challenge and an opportunity: while visitors are still coming through the doors, they are also more selective and more value conscious, and attractions must prove their worth in order to compete. In this environment, having a clear and distinctive identity matters more than ever.

As we explored in our recent piece on local stories and national growth, the destinations that consistently outperform are those that can offer something genuinely irreplaceable, and communicate why it matters. That doesn’t become less important when budgets tighten. If anything, it becomes more so.

[1] https://www.bbc.co.uk/news/articles/cpvp2y3rrlpo#comments

[2] https://www.bbc.co.uk/news/articles/cgjpv9pdnpwo