As the national tourism agency of the UK, VisitBritain plays a unique role in promoting the destination. Its primary objective is to ensure sustainable tourism growth to all regions of the country. They achieve this by building and carrying out innovative marketing strategies and activities. Market research and discovering travel trends are key in carrying out these tasks.
Informing stakeholders, including many local businesses, is another important task as it helps them to understand how travel trends are developing in their region and enables them to adjust to the changing market situation.
Since events may cause a change to visitor profiles or completely deter certain tourists from visiting a destination, measuring their impact on travel is a vital component of market research.