Bókun, a Tripadvisor company and leading Channel Manager and booking system for tour, activity and experience providers, has shared the results of its new study, which found that demand for local tours is set to increase significantly.
The nationally representative survey of 2,000 UK adults revealed that, on average, just 43% of the UK population have visited the top five attractions in their own city.
Yet as airfares continue to rise, demand for local tours is stronger than ever. According to Glimpse, Global Google searches for 'local tours near me' have reached an all-time high, increasing by 2,238% over the past year (correct as of 02.02.26).
Following these findings, Bókun has examined the UK tourism market to determine which cities are set to gain the most and which types of experiences locals want most.
Samuel Jefferies, senior growth marketing manager at Bókun, says: "It’s clear from the data that demand for local tours has never been higher. People are becoming more curious of their immediate surroundings and this creates a really exciting opportunity for the experience industry.
"Tour operators have the unique ability to bring back a sense of wanderlust into the otherwise mundane for locals. And for many, rising airfares may be a barrier for worldwide travel, especially if they continue to rise.
"By tailoring offerings to local demands and ensuring they don’t neglect the audience right in front of them, TOs are in a privileged position to bring that sense of adventure back to everyone's doorstep for a fraction of the cost- harnessing the true power of the tours and experiences sector for everyone."
Demand for local tourism in UK cities
Earlier this year, Ryanair predicted that strong demand could lead to a 9% increase in ticket prices in the year through March. Combined with a growing global appetite for local tours, these rising costs place domestic travel in a strong position.
Bókun’s new survey found that if airfares continue to increase, 91% of Brits are likely to consider trips in their own city. This presents a unique opportunity for tour operators to capture and capitalise on a local audience.
When asked what kinds of tours respondents would most like to experience in their own city, nearly two-fifths (38%) chose history, cultural, and museum tours.
In second place were walking and sightseeing tours (33%), followed by local food experiences (25%).
Additionally, Bókun surveyed 2,000 nationally representative respondents across 17 UK cities to identify those with both the greatest appetite for local tours and the most untapped potential.
The analysis sought to determine how many respondents had visited the top five tourist attractions in their own city and to identify the cities most and least explored by locals.
Nottingham was found to be the least explored UK city, with 27% of locals visiting its top five attractions.
Southampton came in second, with 30% of its residents having visited the top five attractions, with Manchester rounding out the top three, with 34% of respondents having explored their city’s main attractions.
Furthermore, Cardiff and Brighton were found to have a greater appetite for local tourism. 58% of respondents in both locations had visited their top five attractions, making these the UK cities most explored by locals.
Edinburgh followed closely, with 57% of respondents reporting that they had explored their city's attractions.
For full findings from Bókun’s Tourist In Your Own City campaign, please click here.
Recently, Bókun joined forces with TTX, a Trafalgar Entertainment company. With Bókun's integration as TTX's first Channel Manager, this collaboration seeks to revolutionise the theatre and live events scene, changing how audiences book and experience these events.
