• Six in 10 respondents put a trip to the pub on holiday on par with a trip to historic landmarks (63%)
• Nearly nine in ten (86%) respondents said they view pubs as important to UK tourism

Pubs hold a special place in the hearts of Brits who rank them among the most popular destinations for domestic tourism, according to a new poll commissioned by the British Beer and Pub Association (BBPA).

The findings highlight the cultural and social importance of pubs, underscoring their role not only as community hubs but also as vital contributors to the UK’s tourism industry.

Nearly nine in ten (86%) respondents said they view pubs as important to UK tourism.

The appreciation for pubs’ role in domestic tourism grew with age, with 80% of 18-24-year-olds recognising their significance, increasing steadily to 90% in older demographics - although the data showcases the widespread popularity of pubs across all generations.

Regionally, enthusiasm for pubs as tourism staples was particularly strong in the North West and Wales, where 90% of respondents highlighted their importance, followed closely by the North East at 88%.

When asked about their go-to spots during UK holidays, 6 in 10 respondents said they visit pubs, placing them just behind restaurants (73%) and on par with historic landmarks (63%).

Pubs were especially favoured by those aged 35-64, with 66-67% of this demographic ranking them second only to restaurants.

Even among younger Britons, over half (58%) included pubs in their holiday plans, busting the myth that the younger generation is abandoning the traditional pub culture.

Regionally, pubs were most popular among holidaymakers from the North West (72%) and Wales (69%).

The poll also highlighted the deep-rooted connection between pubs and their local communities. Over 80% (81%) of respondents said pubs are an important part of their communities, with all regions reporting agreement levels of 75% or higher.

The North West again stood out, with 86% affirming pubs’ community value.

Furthermore, 80% of Brits believe pubs play a key role in securing the future of local high streets. With the cost-of-living crisis impacting the hospitality sector, 80% of respondents also called on the government to take action by cutting beer duty to support these cherished establishments.

Emma McClarkin, CEO of the BBPA, said: “This research reaffirms what we have always known: pubs are the beating heart of British culture and tourism. What could be more quintessentially British experience than a trip to the pub and trying a pint of beer? 

“Whether you’re a local or a visitor, pubs offer a unique and welcoming experience and are a fundamental part of British life. It’s vital that we protect and support these institutions, not just for their economic contributions but for the communities they serve and the tourism they attract.

“The government must support this pillar of British life by reforming punishing business costs and delivering meaningful rates reform that prevent them from flourishing."

Richard Toomer, Executive Director of the Tourism Alliance, said: “For city breaks, visits to the seaside, or in our countryside, pubs are a crucial part of what the UK has to offer its tourists, both those from the UK and our international visitors. Sadly, business remains very tough for many pubs and for many other tourism businesses who will see higher costs next year as a result of the recent Budget.

“The importance of reducing business costs on the one hand, and really tackling the cost-of-living pressures for consumers on the other, have never been more important.”

The BBPA urges the government and the public alike to recognise the importance of pubs in maintaining the UK’s cultural heritage and economic stability. With growing support for measures such as a beer duty cut, the future of the nation’s pubs could be brighter with collective action.