Information in a guest’s own language counts towards a welcome, VisitBritain research found

Breaking Travel News - Nov 12, 2026

Around seven in ten people in every age group rated signs and information in their own language as quite or very important to feeling welcome on holiday. The figures come from a VisitBritain question put to 20,185 respondents in 20 countries through the GfK Anholt Nation Brands Index 2017, published in February 2018 as Foresight issue 159, Understanding Welcome. It measured how important people said each element was, not where they went on to book.

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