Britain's tourism industry is set for another "bumper" year after new research by BDRC Continental revealed that more than two-thirds of adults said they were likely to book a UK holiday in 2010.

According to the survey, the weak pound and frustration with air travel has contributed towards an increase, from 25 per cent in 2009 to 31 per cent this year, in the number of people who believe the UK is a more attractive holiday destination. Seaside breaks are expected to retain their popularity in 2010, despite last summer's poor weather conditions after it was reported that 38 per cent of all UK holidays already booked will be taken in coastal locations.

Steve Mills, director of the tourism, travel and leisure team at BDRC, said: "The UK holiday industry stumbled upon a huge opportunity in 2009 to demonstrate what it can offer to a lost generation of holidaymakers. The good news is more and more people are deciding to holiday at home again this year. "The acid test will be when Sterling strengthens, particularly against the Euro. The UK tourism industry needs to continue to focus on delivering two key components to ensure it takes full advantage of this trend and makes Britain the destination of choice in the future - and they are value for money and quality of service."