# British food and drink

**Publisher:** VisitBritain  
**Published:** n/a  
**Category:** Destinations, NTOs & DMOs  
**Type:** Report  
**Access:** Free  
**Official source:** https://www.visitbritain.org/research-insights/british-food-and-drink  
**Canonical:** https://tourismintel.ai/reports/british-food-and-drink

## At a glance
- Over half of inbound visitors (20.7 million visits) tried local food in Britain during 2023, per International Passenger Survey.
- 56% of international travellers in 2017 survey believed Britain is a good place to try local specialities.
- 70% of respondents in 2015 were interested in trying at least one iconic British dish.
- 49% of inbound travellers in 2015 named the full English breakfast as a target experience.
- Four-in-five visitors to Britain were satisfied with British food and drink, 2015 data.

## What the report covers
VisitBritain's multi-year evidence base on food and drink as a pull factor for inbound tourism to the UK. The report draws on the International Passenger Survey (2023), the Anholt Nation Brands Index (2023), and bespoke market research from eight countries (2017) and thirteen nations (2015). It measures both participation in culinary experiences and international perception of British food's appeal, establishing food and drink as a material but non-decisive driver of holiday decisions.

## Key findings
Food and drink participation is widespread but activity-secondary. The 2023 International Passenger Survey found that over half of inbound visitors tried local food, representing 20.7 million visits. However, VisitBritain's 2017 research across eight major markets revealed that although food featured in most people's holiday plans abroad, it was only a decisive factor in planning for a minority of respondents.

British cuisine ranks modestly in international perception. Only 29% of respondents in the 2017 eight-market study rated the UK highly when asked about attractive food and drink options for tourists. In the same year, 41% agreed that British cuisine is part of what attracts tourists to the UK, and 56% believed Britain is a good place to try local specialities—indicating cautious rather than strong appeal.

Iconic British dishes and beverages hold stronger appeal than general cuisine perception. The 2015 Nation Brands Index study found 70% of respondents interested in trying at least one iconic British dish; 49% specifically named the full English breakfast. British desserts and craft beer also registered as appealing, suggesting niche authenticity resonates more than generic British food positioning.

Visitor satisfaction with food and drink offerings is high. In 2015, four-in-five visitors to Britain reported satisfaction with British food and drink, indicating that actual experience exceeds pre-visit expectations or perception. The Anholt Nation Brands Index in 2023 added new measures rating whether a nation's food is good, suggesting ongoing international interest in monitoring Britain's culinary reputation.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Inbound visits involving local food participation | 20.7 million visits | Observed from International Passenger Survey 2023; over half of respondents |
| Respondents rating UK highly on attractive food and drink for tourists | 29% | Eight-market study (Germany, France, China, Japan, GCC, India, Australia, USA), 2017 |
| Agreement that British cuisine attracts tourists to the UK | 41% | Same eight-market study, 2017 |
| Belief that Britain is a good place to try local specialities | 56% | Same eight-market study, 2017 |
| Interest in trying at least one iconic British dish | 70% | Nation Brands Index 2015; multiple panel countries |
| Inbound travellers wanting to try a full English breakfast | 49% | Nation Brands Index 2015 |
| Panel countries in Anholt Nation Brands Index | 20 countries scoring 50 nations | Annual study; 2023 edition added food perception statements |

## Why it matters
**DMOs & destinations** — Food and drink drive 20.7 million visits and influence destination choice, but perception lags participation. DMOs should market specific culinary experiences—full English breakfast, regional specialities, craft beverages—rather than generic British cuisine. High post-visit satisfaction suggests experience-led campaigns outperform reputation management alone; positioning food authenticity and cultural narrative strengthens competitive appeal.

**Hotels & hospitality** — Four-in-five visitors report satisfaction with food and drink, yet only 41% cite cuisine as an attraction factor. Hospitality operators have opportunity to elevate food from commodity to experience, justifying premium positioning. Iconic dishes and local sourcing resonate strongest with inbound guests; menu storytelling and authentic preparation align with actual visitor expectations and generate satisfaction-driven repeat recommendations.

**Travel tech & distribution** — Food-drink activity data spans 20.7 million UK visits, representing a material but underexploited travel segment. Distribution platforms should surface culinary experiences, local ingredients and regional dishes as secondary motivators alongside accommodation and attractions. Targeting high-intent segments—70% interested in iconic dishes—enables conversion optimisation; personalisation by origin market refines messaging since appeal varies by international market.

## Methodology and limits
Evidence drawn from multiple sources: the International Passenger Survey (official ONS data, 2023); the Anholt Nation Brands Index (annual tracking across 20 panel countries, 2015 and 2023 editions); and VisitBritain–DEFRA commissioned research across eight markets (Germany, France, China, Japan, GCC, India, Australia, USA, 2017). All figures are observed statistics or survey results; the brief is based on the publicly available summary and hyperlinked highlights only, as full reports require separate access.

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© VisitBritain for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://www.visitbritain.org/research-insights/british-food-and-drink