Most data suggest that the recession has helped to create a steady increase in the number of Brits preferring to spend their holidays in the UK.

But the trend, dubbed 'staycationing' by marketers in 2008, is likely to stay even if the economic environment keeps improving, according to a survey by BDRC Continental.

In its annual Holiday Survey, the research company claims that nearly half - 48 per cent - of Brits are now seriously considering staying in the UK for their main holiday this year (2011) compared with 39 per cent last year - and just 29 per cent in 2009.

The research company adds that the improved tourism offer of the UK has impressed large numbers of domestic tourists, who now see staying 'at home' as a viable option for a family holiday.

"This time last year we were asking whether the UK tourism industry could grab the opportunity that staycations offered" said Steve Mills, director of BDRC Continental.

"The answer seems to have been a resounding 'yes'. The fact that the UK holiday revival has been founded on a conscious decision to stay based on positive experiences and improved service rather than an inability to afford to travel abroad gives cause for optimism that this can be sustained well into the future - but only if the sector continues to innovate and meet holidaymakers expectations."

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