Nothing “batter” than the scent of Fish and Chips


Delicious Fish and Chips
Fish and Chips – the aroma of Great Britain!

Brits Believe Their Country Smells of Fish and Chips to Tourists

As Britain prepares to welcome tourists from abroad in the run up to Christmas and New Year; a new survey of almost 5,000 people has revealed that Brits believe that the scent that the UK’s visitors will predominantly recall is…fish and chips!

The poll, shows that 40 per cent of those asked think that the smell of good old fish and chips will be the first to come to mind when they think about their visit to the UK.

In a distant second place is the scent of freshly cut grass, with 16 per cent of respondents believing it was characteristic enough to remind tourists of their time spent in the UK. This was followed closely by the perfume of an English rose (14 per cent) with the mouth-watering smell of a Sunday roast (13 per cent) in fourth place.

When asked about their personal memory triggers for past holidays, 29 per cent of British holidaymakers said that looking at holiday pictures was most likely to transport them to that time. A warm sunny day found (28 per cent) of people thinking back to their holiday –  not surprising given the high proportion of people who escape the negative aspects of British weather and set off to holiday in the sun. For others, listening to a particular song (11 per cent) is likely to trigger holiday memories, alongside the smell of sun cream (10 per cent).

Ant Clarke Cowell, Communications Director at Holiday Extras, explains:

“Following the recent installation of Heathrow Airport’s scent map of the world, we decided to explore the smells that Brits feel best represent their country for overseas guests.

“Our poll also asked respondents to share the triggers that were most likely to evoke holiday memories from their own getaways.  

“We expected to see fish and chips in the mix, but we were surprised to see the nation’s popular dish coming top of the scents. It was interesting to see that a Sunday roast made the shortlist too. However, Our national focus on food promises to provide our visiting tourists with many a tasty treat over the festive season!”

Holiday Extras is the UK’s market leader for travel add-ons. For more information or to book destination car hire, visit or call 0800 1313 777.


Notes to editors

For more information contact

Lucre – 0208 741 5900

Rebecca Mann, Philippa Barker and Bogdan Marinescu

Holiday Extras offers a wide choice of holiday booster options including UK airport parking, airport hotels, worldwide airport lounges, destination car hire and holiday insurance.

Established in 1983, Holiday Extras makes bookings for over 7 million travellers each year. The company has been listed ten times in The Sunday Times 100 Best Companies to Work For and reached number twenty in 2016.

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