Thanksgiving won’t be able to rescue US domestic tourism scenario

Published on : Saturday, November 28, 2020

In a recent survey in November of GlobalData, around 87% of US respondents have said that they are quite worried about restrictions in regard to socializing with friends and family. This is mainly important on the eve of Thanksgiving, a time when many thought that domestic travel will get an edge.

Johanna Bonhill-Smith, Travel & Tourism Analyst and her view:
For tourism recovery during COVID-19, domestic tourism has been referred to as the ‘lifeline’ and as Thanksgiving is now upon the US, this would have been considered as a ‘light’ for the US tourism sector. But, the Centers for Disease Control and Prevention has suggested against domestic travel during this period, and the latest consumer survey of GlobalData shows that this is feeding into consumer attitudes, turning several travelers uncertain in regard to their travel plans this year. Thanksgiving is therefore unlikely to offer a much-needed ‘lifeline’ for tourism related businesses.

“The percentage of those who ‘strongly disagree’ that they will book a domestic trip this year has remained fairly constant across GlobalData’s 10-week consumer COVID-19 recovery surveys. Respondents who selected they will book a domestic trip this year, however has made a slight increase. In week 1 (10th -14th June) only 15% stated they would book a domestic trip in 2020 but by week 10 in early November, with Thanksgiving on the horizon, this increased to 21%. This still belies a lack of confidence.”

In 2019, 42% of total domestic trips in the US were for ‘visiting friends and relatives. This celebration is one of the most popular times of travel for domestic tourism with 167 million trips taken last year on this month. Even though, as the country still holds its status as having the highest number of cases and deaths due to the virus infection, it is clear domestic demand remains significantly lower than in previous years, but some are more confident than others.

“While there are clearly mixed responses in domestic travel preferences during this time, destination marketing organizations (DMOs) and tourism businesses should be forward looking. VFR is a significant contributor to the US tourism sector and while many are not likely to travel for this period, there will be more pent-up demand when this pandemic eases and tourists opt to catch up with loved ones in a safer environment”.

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