Safety and security are the most important things to travelers, according to a new survey conducted by CNN International, which found the U.K. scoring high as a destination thought to be both safe and secure.
The survey asked respondents from over 70 countries to identify the most important factors in their decision process when planning a business of leisure trip.
"Destination branding has become one of the most competitive aspects of today's tourism industry and these insights are valuable for countries looking to market themselves as the destination of choice for travelers," said Petra Malenicka, the Vice President of CNN International Ad Sales for Western Europe. "That safety and security is significantly more important for respondents than the cost of travel, even in austere times, is an indicator that, in times of regional unrest, the pendulum has swung.
"Tourist boards will clearly continue to have a vital role to play in shaping international perceptions of their country to encourage tourism growth," she added.
The survey found that price ranked second-highest in the decision making process, which reflects the impact that the economic crisis is still having on consumers. However, United Nations World Tourism Organization (UNWTO) data shows growth figures predicted to maintain their resiliency.
The survey found consumers are also concerned about reputation, finding that to be the third highest consideration in regard to destination.
The U.K. showed commercial appeal in the survey results, coming in among the top five countries globally in being "attractive for business investment opportunities." The U.K. also leads Europe on safety and is viewed as a developed and hospitable destination, with 46 percent of respondents confident in a trouble-free stay.
Forty-three percent of global respondents also cited the U.K. as having a reputation of being "most established and welcoming" for tourists as a reason to visit.
Additionally, 38 percent of international respondents told CNN that they would consider visiting the U.K. in the next year, putting the U.K. second only to the U.S. in a list of the top 25 destinations most likely to be visited in the next year.
"The results paint a positive picture for the U.K. in terms of global perception, and may indicate the country is well positioned to cash in on the warm glow left by a successful Olympic year," Malenicka said.
This article is copyrighted by Travelers Today, the travel news leader
