More people will holiday in the UK this year and will give a boost to the hospitality industry, according to a new report.
The number of domestic tourists planning to spend more time on holiday in the UK will surge by a third this year, fuelled by millennials looking to escape from their smart phones and social media.
Hotels, restaurants and tourist attractions can expect to enjoy a bumper year as tens of millions of visitors are expected to flock to Britain's coast, countryside and cities, according to a new report from Barclays Corporate Banking.
The research report, The Great British Staycation: the growing attraction of the UK for domestic holidaymakers, surveyed 2,000 domestic tourists and 500 business leaders from the hospitality and leisure industry, and found that staycationers of all ages are planning to enjoy more holiday time at home.
The 'selfie generation' of 25-34 year-olds are more likely than any other age group to take their main holiday in Britain this year. It also showed that more than half (52 per cent) of staycationers in this age group said they plan to spend more time in the UK this year, compared to 2018.
Despite being synonymous with living their life on their screens, 70 per cent said that a 'digital detox' would be an important element of their holiday, and an overwhelming majority (91 per cent) cited 'escapism' as the biggest motivation behind their choice of destination.
With locations such as the South West, Scotland, the Lake District, Wales and Yorkshire being amongst the most popular destinations, the findings also suggest that many are yearning to unwind in the beauty of the British countryside.
According to holidaymakers, the main reason for the popularity of staycations is convenience, followed by a desire to revisit places they have been to before.
Almost one in five say holidays in the UK are more affordable, with 18 per cent of respondents choosing a staycation because of concern over the impact that Brexit could have on foreign travel and family finances.
Mike Saul, head of Hospitality and Leisure at Barclays, said: "It's very encouraging to see that domestic tourism is thriving with more and more UK holidaymakers choosing to spend increasing amounts of their valuable leisure time closer to home.
"There are various reasons for this but ultimately, it's fairly simple. The top-quality services provided by our hotels, restaurants, resorts and leisure providers are helping the British public enjoy great experiences without having to travel too far.
"This is true for all ages, but it's particularly pleasing that our study found younger people are being drawn to UK holidays.
"Operators will have to continue to adapt and invest in cutting edge technology to ensure that this trend persists, while at the same time finding innovative ways to appeal to all age groups wanting to enjoy the attraction of the UK."
Tourism Minister, Michael Ellis, added: "The staycation boom is great news for communities across the UK. We have hundreds of world leading attractions and it is superb that millennials are embracing holidaying at home and enjoying all that Britain has to offer for themselves.
"We are working hard to encourage even more people to enjoy the best of the UK and increase visits from home and abroad."
In the past five years, businesses have focused investment on new technology and new trends such as a desire for quintessentially British experiences.
Almost a third of businesses have invested in nostalgic activities such as traditional cream teas, pub walks or visits to historical landmarks, and 27 per cent have invested in experiential offerings such as wine tasting or local tours.