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Unlock This CourseWhen a tourism business wants to understand its market, it has two main choices: go out and collect brand-new data itself (primary research), or use data that already exists (secondary research). This lesson focuses entirely on secondary research specifically the kind produced by governments and National Tourism Organisations (NTOs).
Secondary research is sometimes called desk research because you can do it sitting at a desk, reading reports and browsing official websites rather than running surveys or interviews. It's often the first step any tourism business takes before spending money on more expensive primary research.
Key Definitions:
Primary research is original you collect it yourself through surveys, interviews, or observation. It's tailored to your exact question but can be expensive and slow.
Secondary research already exists. It's quicker and cheaper to access, but it may not answer your specific question perfectly and it might be slightly out of date.
Most tourism businesses and organisations start with secondary research because it gives a broad picture of the market quickly. For example, before launching a new holiday package to Japan, a tour operator would first look at government data on how many UK tourists visit Japan each year, what they spend and how long they stay.
Governments around the world collect and publish huge amounts of data about tourism. This is because tourism is a major industry it creates jobs, earns foreign currency and supports local economies. Governments need to understand tourism trends to make good policy decisions and this data is then made publicly available, which means tourism businesses can use it for free.
Government tourism reports typically include a wide range of statistical and analytical information. Here are the most common types of data you'll find:
How many international tourists visited the country in a given year, broken down by country of origin, month of arrival and type of transport used.
How much money tourists spent during their visit including accommodation, food, transport, attractions and shopping. This helps measure tourism's economic impact.
The average number of nights tourists stay. Short-stay visitors (1–3 nights) behave very differently from long-stay visitors (7+ nights) and this affects what products businesses should offer.
The International Passenger Survey (IPS) is carried out by the UK Office for National Statistics (ONS). Interviewers speak to a sample of passengers at UK airports, seaports and the Channel Tunnel. The survey collects data on the number of visits to and from the UK, spending, purpose of visit and destinations. In 2019 (pre-pandemic), the IPS recorded 40.9 million visits to the UK by overseas residents, who spent a total of £28.4 billion. This data is used by VisitBritain, the tourism industry and government departments to plan investment in tourism infrastructure and marketing campaigns. Without this report, businesses would have no reliable picture of inbound tourism to the UK.
NTOs are government-funded bodies with two main jobs: promoting the country to international tourists and researching the tourism market. Their research arm produces some of the most detailed and reliable tourism statistics available anywhere.
Because NTOs are funded by governments, their data tends to be more trustworthy and consistent than data produced by private companies. They also use standardised methods, which means you can compare data from one year to the next, or even compare different countries.
Every major tourism destination has an NTO. Here are some well-known examples and the types of statistics they produce:
Promotes Britain internationally and produces the Foresight reports, inbound tourism forecasts and the annual Great Britain Tourism Survey. Tracks domestic and inbound visitor numbers, spending and regional spread.
France's NTO tracks the country's position as the world's most visited destination (around 90 million international arrivals per year). Publishes data on tourist origins, regional distribution and seasonal patterns.
Produces the International Visitor Survey and National Visitor Survey, tracking who visits Australia, where they go, what they do and how much they spend. Essential for operators in the Australian market.
The United Nations World Tourism Organisation (UNWTO) is an intergovernmental body that collects tourism data from member countries worldwide. It publishes the annual World Tourism Barometer and the Compendium of Tourism Statistics. These are used by NTOs, governments, airlines, hotel chains and researchers to understand global tourism trends. For example, the UNWTO reported that international tourist arrivals reached 1.5 billion in 2019 before collapsing during the COVID-19 pandemic. This global-level data helps businesses understand where growth is happening and which markets are emerging.
It's not enough to know that NTO statistics exist you need to understand how and why businesses actually use them. This is what examiners want to see in your answers.
Here are the main ways a tourism business might use government or NTO statistics in its decision-making:
During and after the COVID-19 pandemic, VisitScotland used its own tourism statistics alongside Scottish Government data to track a major shift in visitor behaviour. Data showed a sharp rise in domestic overnight trips UK residents choosing to holiday in Scotland rather than travelling abroad. VisitScotland's Scottish Tourism Monitor recorded significant increases in rural and coastal visits, particularly to the Highlands and Islands. Armed with this data, tourism businesses in these areas were able to expand capacity, hire more staff and develop new self-catering accommodation. Without the NTO statistics, individual businesses would have had to guess at these trends rather than plan confidently.
In your iGCSE exam, you will often be asked to evaluate a research method that means discussing both its good points and its limitations. Here is a thorough breakdown for government reports and NTO statistics.
NTO reports contain both quantitative and qualitative data, though they are mostly quantitative. Understanding the difference is important for your exam.
Most government reports focus on quantitative data because it is easier to collect at scale and easier to present in tables and charts. Qualitative insights are more often gathered through primary research methods like focus groups and interviews.
VisitBritain publishes an annual Inbound Tourism Forecast which predicts visitor numbers and spending for the coming year. In its 2024 forecast, VisitBritain predicted 38.7 million inbound visits to the UK, with total spending of £31.4 billion. This forecast is based on historical NTO data, exchange rate trends and economic indicators. UK hotels, airlines and attractions use this forecast to plan staffing, set budgets and decide on capital investment. It shows how secondary research doesn't just describe the past it can also be used to plan for the future.
When answering exam questions about secondary research, government reports, or NTO statistics, keep these points in mind:
"Explain two ways in which a hotel chain could use NTO statistics when planning to expand into a new market." (4 marks)
Strong answer approach: