Help shape how UK destinations and visitor attractions are discovered over the next 3 years

We're exploring how people discover, plan and choose days out, attractions and short breaks in the UK and how this is changing. Your responses will help shape how destinations and visitor attractions are presented online over the next 3 years.
⏱ Takes around 8–10 minutes.
* Required questions

Complete the survey and enter your email at the end for a chance to win a £300 Amazon voucher. The survey is open until the 29th May 2026, the winner of the draw will be selected at random and notified by 31st May 2026 via email.
SECTION A: Discovery & the Search Shift

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* 1. When you first think "I want to go somewhere this weekend", what do you use FIRST to find where to visit?
(Select one)

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* 2. If you selected 'a specific website'- which one(s)?

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* 3. What makes you stop and think, "I want to go there"?
(Select all that apply)

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* 4. How important are the following channels when making your final decision about where to go:
(5 = most important)

  1 (Least important) 2 3 4 5 (Most important)
Official destination/ tourism website
Short-form social video (Reels/TikTok)
Review sites (Google/Tripadvisor)
Word of mouth (friends, family)
Example itineraries / suggestions
SECTION B: Motivation & What Drives You

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* 5. When choosing where to go, what matters most to you?
(5 = most important)

  1 Least Important 2 3 4 5 Most Important
Making memories/ spending time with loved ones
Escaping routine/getting headspace
Learning something new / educational experience
Exploring somewhere I've never been before
Accessibility and social inclusion
Transport/ parking
Physical activity
Relaxation/switching off
Cultural enrichment
Instagrammable/social photo moments
Value for money
Supporting local/sustainable choices
It suits my needs/ my family's needs/ my group's needs
Trying something I've never done before

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* 6. Would it matter to you if an AI itinerary specifically recommended experiences that support local communities or sustainable tourism?
Select one

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* 7. How do you usually decide between two similar places to visit?
(Select up to 3)

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* 8. How do you want a place to make you feel when you're there?

SECTION C: Planning, Experience & What Happens Next

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* 9. Has the way you plan days out or UK trips changed in the last 2 years?

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* 10. If yes, how has it changed?
(Select all that apply)

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* 11. How far ahead do you usually plan now?
(Select one)

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* 12. After a great day out, what do you typically do?
(Select all that apply)

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* 13. What frustrates you most when planning a day out?
(Select your top 3)

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* 14. When you're looking at attraction or destination websites, what do you wish they'd tell you that they don't?

SECTION D: AI, Authenticity & Trust

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* 15. When it comes to planning days out, how much do you trust AI tools to get it right?
Select one

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* 16. In the last 6 months, have you used an AI tool to help plan a trip or itinerary?
(e.g. "Plan a 48-hour break in the Cotswolds")

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* 17. Have you ever received inaccurate or outdated information from an AI tool when planning a trip or day out?
Select one

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* 18. If you haven't used AI for planning, what puts you off?

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* 19. If you have used AI for planning, did you:

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* 20. If you didn’t find it useful/helpful - why?
Select all that apply

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* 21. If an AI assistant planned your day out, how much control would you want over the process?
Select one — this helps us understand how much autonomy visitors are willing to give AI

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* 22. Who or what do you trust most when seeking recommendations for a day out?
Rank in order of importance, 1 = most important

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* 23. If an AI recommended a place to visit, how would you verify it before going?
Select all that apply

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* 24. On a scale of 1–10, how apprehensive are you that a place isn't as authentic as it appears online?
(1 = Not at all, 10 = very apprehensive)

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* 25. What helps you trust that somewhere will be as expected?

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* 26. Which social platforms do you use when looking for inspiration or information about places to visit?
(Select all that apply)

SECTION E: AI for Days Out - Specific Uses

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* 27. How helpful would you find AI for each of the following tasks when planning a day out?
Rate each from 1 (not helpful) to 5 (very helpful)

  1 Not Helpful 2 3 Neutral 4 5 Very Helpful
Finding inspiration or destination ideas
Building a step-by-step itinerary
Budgeting and cost estimation
Avoiding busy times/crowd predictions
Finding cultural activities
Providing dining tips nearby
Booking everything in one place

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* 28. How important is it that an AI day-out planner helps you avoid overcrowded destinations at peak times?
Select one

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* 29. At which stage of your day out would you be most comfortable using an AI assistant? Select all that apply

SECTION F: Looking Ahead (1 - 3 Years)

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* 30. Would you be interested in a website that learns your preferences and suggests tailored day-out itineraries for you? Select one

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* 31. If yes, how would you ideally like to interact with a tourism website in the future?
(Select all that apply)

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* 32. If you were designing the perfect website for your favourite destination or place to visit, what would make you want to use it and what would make you recommend it to a friend?

SECTION G: Finally, A little about you

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* 33. What is your age group?

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* 34. Who do you usually visit attractions or take days out with?
(Select all that apply)

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* 35. If you answered 'Child/ children' to the two questions above, what age range are they?
(Select all that apply)

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* 36. How often do you take UK days out?

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* 37. What's your rough budget for a typical day out?

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* 38. What is the first part of your postcode? eg. SO50, CH64

Prize Draw - Win a £300 Amazon Voucher
Thank you.

Your input will help shape how destinations and attractions are experienced, trusted and discovered in the UK over the coming years.
Survey designed by The Marketing Collective Ltd
www.themarketing-collective.com
Building the future of collaborative tourism marketing
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