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New research reveals the average Brit has only visited 10 counties in their lifetime

Press Office

| 4 minute read
Ahead of a summer holiday season expected to be dominated by staycations, a new Ordnance Survey (OS) poll finds British adults have never spent any time at all in vast swathes of England, Scotland, and Wales.

According to the latest figures, seven in ten Brits consider themselves to be adventurous but many admit they tend to stick to familiar destinations, returning to the same cities, landmarks and tourist hotspots year after year.

This lack of adventurousness is laid bare in the findings, which reveal that of the 84 counties in England, Scotland, and Wales, the average Brit has visited just ten of them.

The research of 2,000 adults found:

England dominated the UK’s most visited destinations with a top five consisting of:

  • Greater London (38%)
  • Greater Manchester (31%)
  • Norfolk (25%)
  • North Yorkshire (25%)
  • Kent (23%)

Scotland’s most visited areas centred on its major cities:

  • City of Edinburgh (23%)
  • Glasgow City (21%) and
  • the Scottish Borders (15%)

Wales visits were fewer and more dispersed across rural counties:

  • Gwynedd (7%)
  • Powys (6%)
  • Gwent (5%)

The least visited counties were all in Scotland:

  • Clackmannanshire (2%)
  • Western Isles (Na h-Eileanan Siar) (2%)
  • West Dunbartonshire (2%)
  • Shetland Islands (2%)

To combat these findings, OS is using National Map Reading Week (Monday 6 to Sunday 12 July) to try and encourage families to venture further afield when on holiday and explore more of the nation.

It wants the British public to take a map out with them when on holiday this summer, and go beyond the obvious destinations to uncover places they might otherwise miss.

The public seems to agree, with 50% saying they’d most like to discover coastlines they’ve never visited before, while 36% would choose historic sites, 32% lakes and rivers, and 30% hidden or less crowded locations away from tourists.

OS is encouraging families to use maps to explore more of the country for National Map Reading Week.

The research also found that:

  • 69% of adults claim to be adventurous on holiday, with 46% relying on digital maps.
  • 44% of adults say they would explore more of Britain if they had better navigation skills, with 85% of children saying they’d love to visit more parts of Britain if they could.
  • 90% of adults are confident using maps on digital phones, whereas 49% of children say they think they could use a digital or paper map without asking for help from an adult.

Two-time GB Olympic rowing champion and mother-of-three Helen Glover believes map reading is a simple way of getting families outside, and having a fun and memorable day out somewhere new when on holiday.

"Instilling a love of the outdoors for younger generations can last a lifetime if you can teach them basic map reading skills. Not only does it encourage them to experience adventures, being able to read maps keeps them safe as well. Knowing a few basics about how to read maps, understand map symbols and contour lines, and work out grid references can give you self-assurance and transform how you feel and navigate outside safely. It opens up much more of the British countryside by giving people the confidence to explore and spend more time outdoors, which is great for mental wellbeing and building connections with nature."

Two time GB Olympic rowing champion and mum of three, Helen Glover
Two time GB Olympic champion Helen Glover is encouraging families to get the map out this summer holiday.

"We want people to make the most of their staycations this year by using maps to venture somewhere they wouldn’t normally go on holiday. Maps are a passport to Great Britain, and a gateway to adventure, discovery, and connection with the world around us. Map reading is an important skill to have, not only to keep you safe, but also to allow you to be more adventurous. There are incredible quieter coastlines, lakes, rivers and rural areas across Britain that people overlook every summer. Going off the beaten track often creates the best experiences."

Nick Giles OBE, OS’s Managing Director for Leisure

Visit osmaps.com for more information on how to brush up on your map reading skills.

Alternatively download the OS Maps app from OS Maps or find it on the Apple or Google Play store.

By Press Office

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