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Key takeaways

  • One in four Brits plan to stay in the UK for their holidays this year due to overseas travel disruption and uncertainty.
  • These staycationers will spend £9.1 billion1 between them on UK tourism giving a major uplift to the British holiday industry.
  • Trend to stay in the UK is also being driven by the upcoming football World Cup with over 15 million2 British adults planning to take advantage of the evening timing of many games and head to a pub or bar to watch the action.
  • On average Brits plan to spend around £60 more than their usual budget enjoying the games in bars and pubs, adding £917 million3 to the sector over the summer.
  • Hospitality venues are being warned to ensure they are aware of the additional risks from large crowds and late-night opening until the early hours.
Aesthetic Shot of Red Team Soccer Football Player Successfully Avoiding Sliding Tackle From Opponent on Stadium With Fans Cheering. Dangerous Moment During Championship Final Match On National Arena

New research from one of the leading global insurance broker and risk management firms, Gallagher, and research partner Opinium has revealed that the UK hospitality and leisure sector is expected to enjoy a bumper summer season as Brits plan to stay local for their annual break amid ongoing travel disruption and take advantage of the upcoming football World Cup.

Boom in staycations due to overseas travel disruption

A quarter (26%) of UK adults say that disruption and uncertainty around overseas travel has influenced their holiday plans for this year, rising to over a third (35%) of under-35s. Their spend will provide financial support for the UK travel sector as those who intend to holiday within the UK this year estimate that they will spend an average of £625 doing so — adding up to a £9.1 billion benefit for the sector.1 This includes £275 on accommodation, £144 on restaurants, £112 on activities and trips and £94 in pubs or bars.

FIFA World Cup to kick off hospitality and leisure boom

With the men's football World Cup starting in just a few weeks' time on 11 June and running until 19 July, the hospitality industry needs to prepare for a busy month as over 15 million UK adults say they plan to watch at least one game in a pub or bar, rising to nearly half (48%) of under-35s. One in eight (12%) UK adults expect to watch multiple games in hospitality venues, including nearly one in seven (15%) men keen to experience most or all of the whole tournament in pubs, bars, or other sites.

Those who expect to watch at least one match in a hospitality venue estimate they will spend an additional £58.80 in pubs and bars more compared to a typical summer. This spend alone equates to a £917 million boom for these venues.2 The spend increases to £67 amongst under-35s and £67 amongst men. Nearly one in five (17%) expect to spend £100 or more over their usual social budget due to the World Cup.

Over the course of the entire summer, UK adults expect to spend an average of £103 in restaurants, totalling £5.7 billion.3 Brits also estimate they will spend an average of £76 in pubs or bars over this period, with one in five (21%) expecting to spend over £100 each, equating to £2.5 billion.4

Dominic Roe, managing director, Hospitality and Leisure at Gallagher, said: "The hospitality and leisure sector will welcome this boost in summer trading having been under significant strain as a result of rising costs, including the increased national minimum wage and national insurance contributions, as well as consumer confidence dropping to its lowest level for two years, let alone the longer term damage inflicted during the pandemic.

"Pubs have been hit particularly hard, with an average of one closing every day across England and Wales last year, and two per day this year.5 Hopefully this summer will give venues the investment they need in this vital sector to the British economy and high street.

"The introduction of the Great British Summer Savings scheme6 should help set the sector up for a stronger summer. The temporary VAT relief, running from 25 June to 1 September, is expected to improve footfall across venues such as restaurants, theatres and soft play centres, while also supporting the staycation boom by drawing families to attractions like theme parks. For a sector that has faced sustained pressure, it offers a welcome lift, like the first warm spell after a long winter.

"While increased spending is a positive sign, it also brings greater operational risk. Higher footfall increases the likelihood of slips and trips, disorderly behaviour and accidental damage, while placing additional pressure on staff and health and safety procedures. It's vital that venues review the protection they've in place and ensure they are adequately prepared for this very busy period."

Methodology

The research comprises a nationally representative survey of 2,000 UK adults undertaken by Opinium from 28-30 April 2026.

Sources

1 £625 per UK adult x 26% of the UK adult population = 14.5 million = £9.1 billion.

2 55.2 British adult population divided by 28% = 15.6 million.

3 15.6 million x £58.80 = £917 million.

4 £625 per UK adult x 26% of the UK adult population = 14.5 million = £9.1 billion.

5 15.6 million x £58.80 = £917 million.

6 £103 per UK adult x UK adult population [55 million] = £5.7 billion.

7 £225.90 average spend of the 21% of the UK adult population who intend to spend over £100 x 11,389,606 people (21% of UK adults) = £2.5 billion.

8 "Two pubs closed a day in first three months of year, as BBPA calls on Government to take long-term action," British Beer & Pub Association, 5 May 2026.

9 HM Treasury, "Great British Summer Savings: VAT slashed to save families money on days out," GOV.UK, 21 May 2026.

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