Data and insights company, Agility, Research & Strategy has recently released data following indepth interviews with millionaires across the globe. The data, indicates that a trip to the countryside is the number one activity UK HNW travellers intend on doing on their next trip.

The data has revealed that visiting a rural area is the top activity that HNW travellers, across all demographics (from Gen Z to Boomers), would like to do on their next trip away (35%), followed by visiting a national park (33%)

In terms of country of choice, the USA is set to be the top travel destination for UK millionaires to visit in 2023, as international travel remains a high priority post covid for a large proportion of affluent British consumers, followed by France and Italy

Whilst the US leads on 40% as the most popular destination for UK HNW travellers, Europe as whole dominates, attracting 86% of UK HNW travellers, with France alone making up 35% and Italy 28%

Link to the Article: HNW travellers love visiting rural areas (traveldailymedia.com)