uk tourism numbers

• English (UK)
• English (CA)
• Deutsch (DE)
• Deutsch (CH)

80+ UK Tourism Statistics [2024 update]

Reviving inbound tourism: the uk's journey to recovery.

• The latest inbound tourism forecast for 2023 anticipates 37.5 million visits, an impressive 92% recovery compared to the pre-pandemic level in 2019.
• In 2023, inbound visitors are projected to spend £30.9 billion, surpassing the 2019 level by 109% in nominal terms.
• Travel and tourism’s total contribution to the UK’s GDP in 2017 was 5.3%. By 2028, travel and tourism’s contribution to the UK’s GDP is expected to decrease significantly to only 2%.
• Overseas residents made 31.2 million visits to the UK in 2022.
• By 2024 and 2025, both domestic and international tourism in the UK is projected to bounce back to pre-pandemic levels.
• Ranked the sixth largest in the world, the UK tourism industry generates £155.4 billion in revenue for the UK economy annually.
• In 2022, London remained the most visited city by international visitors with just over 16 million international visits. However, this figure was approximately 26% lower than the pre-pandemic levels in 2019.
• Edinburgh and Manchester welcomed a considerable number of tourists in 2022 — 1.8 million and 1.2 million respectively — making them the second and third most popular destinations.
• In 2022, the United States topped the list as the leading inbound travel market for the UK based on the number of visits, with approximately 4.6 million inbound trips from American travelers.
• Following closely were tourist arrivals from France, the Republic of Ireland, and Germany.
• In 2019, Americans spent a record £4.18bn while visiting the UK.
• In 2022, overseas visitors to the UK enjoyed an average stay of 8.4 nights, compared to just over 7 nights in 2019.
• The National History Museum, Brighton Pier, and the British Museum topped the list of the most popular free attractions in England in 2022.
• The Tower of London, the Royal Botanic Gardens, and the RHS Garden Wisley topped the list of the most popular paid attractions in England in 2022.
• The Windsor Great Park was the most visited tourist attraction throughout the UK in 2022, attracting 5.6 million visitors.

A surge in travel staycations: UK domestic tourism statistics

• Between April and December 2021, Brits enjoyed nearly 45 million overnight stays within the UK.
• In 2021, domestic travelers in the UK spent £98.7 billion on trips around the UK.
• In 2019, British tourists embarked on almost 123 million domestic holidays.
• The number of outbound international travel trips in 2019 amounted to 93 million.
• Brits took an average of 2.3 domestic vacations between September 2021 and August 2022.
• 20% of Brits say that the South West of the UK is their top destination for overnight domestic trips during summer.
• With staycations on the rise, Brits spent an average of almost £770 on UK getaways in 2021.
• Throughout 2022, British residents made 1.1 billion day trips to places within the UK, spending £45 billion on these trips alone.

Adventure tourism statistics: Visitors to the UK have caught the adventure bug

• The UNWTO reports that the UK boasts Europe’s largest adventure tourism market, accounting for 19% of the world's adventure travel tourists.
• By 2024, the adventure tourism industry revenue is projected to reach £3.8 billion.
• From 2011 to 2019, spending on adventure and water sports in the UK increased from £1.5 billion to £1.8 billion.
• The number of people taking part in adventure and water sports activities in the UK has also increased from 57 million in 2011 to 100 million in 2019.
• In 2021, UK spending on camping trips rose to £2.7 billion.
• In 2019, outdoor-related activities in urban settings accounted for over 60% of all nature-based spending.
• 59% of European millennials have had at least one kind of adventure experience.

Healthcare tourism statistics beyond borders: Medical tourism in the UK is on the rise

• The UK medical tourism market is expected to reach a valuation of over £17 billion by 2032.
• The global medical tourism market is projected to be worth $35.9 billion by 2032.
• In 2020, the UK ranked fifth in the global destination environment ranking for medical tourism.
• In 2021, a total of 34,000 inbound visits to the UK were for medical treatment.
• Of the 34,000 medical tourists in 2021, 62% were from countries in the EU-15, and less than 3% were from North America.
• Tourist spending on medical treatment in the UK is between £178 million to £325 million annually.
• Inbound medical travelers and their companions contribute approximately £219 million to the UK economy through additional tourism expenditures every year.
• Dental care, cosmetic surgery, fertility treatments, organ and tissue transplantation, and cancer treatment top the list of popular procedures for medical tourism trips.

Sports tourism statistic scoring big: Football rules UK sports tourism

• In 2022, 76.2 million people attended professional sporting events throughout the UK.
• According to the latest figures, inbound tourism expenditure on sport and recreation reached an impressive £231 million in the UK.
• In 2019, around 1.5 million inbound visitors attended a live football match, accounting for approximately 1 in every 27 visitors.
• Football is the number one sporting attraction for international tourists visiting the UK, with over 800,000 visitors annually attending a football match.
• Cricket is the second biggest sporting draw with 225,000 annual visitors.
• Since 2010, the value of sport to the UK economy has increased by 40%.
• In 2019, inbound football tourists spent an average of £909 per visit, 31% higher than the average visitor spend of £696 by other inbound tourists.
• In 2019, the Old Trafford Stadium in Manchester and the Anfield Stadium in Liverpool had the highest attendance at 440,000 tourist visits.
• The amount spent on golfing activities in the UK grew by 40% between 2011 and 2019, from £800 million to £1.1 billion

Business tourism statistics: Meetings, incentive trips, and exhibitions fuel the business tourism boom in the UK

• In 2022, there were 5.1 million visits to the UK for business reasons.
• Business contributed £5.8 billion in spend in 2019, representing an incredible 20% of all inbound spend.
• Business travelers tend to make flying visits to the UK. In 2019, almost two-thirds of all business visits to the UK lasted between 1 and 3 nights.
• Unlike typical tourism flows, business visits to the UK don't show much seasonality, which means there's a steady number of visitors year-round.
• In 2019, Meetings, Incentives, Conferences and Exhibitions (MICE) made up nearly one-third of all UK business trip expenses, with visitors spending a hefty £1.7 billion.
• In 2019, conferences, conventions, and congresses took the lead among the MICE sub-categories, accounting for 742,000 visits and a whopping total spend of £716 million.
• Large meetings consisting of over 21 people in 2019 accounted for approximately 7% of all business visits (646,000 visits in total), and these travelers spent £573 million.
• In 2019, incentive and team-building trips made 67,000 visits and spent £69 million, making them one of the top-spending business groups with an expenditure of £1,039 per visit.
• In 2019, attendees of exhibitions, events, and trade shows spent a total of £319 million during 319,000 visits.
• In 2021, UK residents made an estimated total of 8.3 million business trips.
• Two-thirds of UK businesses plan to boost business travel spend by 50% or more in 2023.
• The Travel and Tourism Development Index ranked the UK as the fifth-best country for non-leisure travel worldwide in 2021, and the first-best country in Europe.
• Business travelers flocked to London in 2019, with a remarkable 3.98 million visits from abroad, solidifying its position as the top business travel destination in the UK.
• The average cost of a business trip to London has risen by 15% since 2022.
• As of 2023, London is the third most expensive business travel location in Europe.
• Ranked as the eighth most expensive city in the world for business travel, a trip to London costs around £497 per day visit.
• The average spend per domestic business trip in 2019 was £280.
• Over half of business trips to the UK turn into bleisure trips.

TravelPerk's Meetings & Events team can help you book venues and get exclusive discounts on group travel

Rural tourism statistics: the charm of rural tourism and sustainable travel is on the rise.

• A testament to its beauty, UK nature contributed a remarkable £12 billion to tourism and outdoor leisure in 2019.
• In 2021, the Gross Value Added (GVA) from tourism in Predominantly Rural areas was worth an impressive £11.5 billion.
• During 2019/20, rural areas boasted 66,800 registered tourist-related businesses, making up 11% of the total registered businesses in those regions.
• Tourism-related industries play a more substantial role in rural employment, representing 15% of the total workforce, compared to 11% in urban areas.
• The majority of UK travelers (71%) and US travelers (69%) say that sustainable travel practices are important to them and strive to make more eco-conscious journeys.
• 23% of UK travelers chose to travel to a destination closer to home in order to reduce their carbon footprint .
• In a bid to enhance rural tourism, Scotland allocated £3 million in 2022 to support 10 infrastructure projects, focusing on visitor facilities, access improvements, and promoting eco-friendly transport options.
• An estimated 34% of holidays in Wales involve camping or caravanning, compared to 20% in England and 21% in Scotland.

Music tourism is hitting high notes in the UK

• In 2022, the global music tourism market value was valued at $5.5 billion and is on track to rock 'n' roll all the way up to an incredible $11.3 billion by 2032.
• The thriving music tourism sector sustained a total of 56,000 jobs across the UK in 2022, massively contributing to overall tourism employment statistics in the country.
• In 2022, the UK’s music scene drew in an impressive 1.1 million foreign music tourists and 13.3 million domestic music tourists.
• 2022 marked a crescendo in music tourism spending in the UK, peaking at an impressive £6.6 billion — surpassing the pre-pandemic total in 2019 of £4.7 billion.
• Attracting a staggering 4.9 million music tourists, London is a major magnet for music lovers.
• Thanks to the draw of legendary groups The Beatles, The Stone Roses, and Oasis, the North West region is close behind with 1.9 million music tourists.
• 10% of British people would travel eight hours by plane to see their favorite artists.
• 63% of Brits have been on trips that combined travel with a gig or festival.
• New York and Barcelona are the top dream travel destinations for British music lovers.

Ready to plan your next trip to the UK?

Make business travel simpler. Forever.

• See our platform in action . Trusted by thousands of companies worldwide, TravelPerk makes business travel simpler to manage with more flexibility, full control of spending with easy reporting, and options to offset your carbon footprint.
• Find hundreds of resources on all things business travel, from tips on traveling more sustainably, to advice on setting up a business travel policy, and managing your expenses. Our latest e-books and blog posts have you covered.
• Never miss another update. Stay in touch with us on social for the latest product releases, upcoming events, and articles fresh off the press.

Business Travel and Wellness Survey Results

60+ online travel booking statistics & trends

20 Employee retention statistics that might surprise you

• Business Travel Management
• Offset Carbon Footprint
• Flexible travel
• Travelperk Sustainability Policy
• Corporate Travel Resources
• Corporate Travel Glossary
• For Travel Managers
• For Finance Teams
• For Travelers
• Thoughts from TravelPerk
• Careers Hiring
• User Reviews
• Integrations
• Privacy Center
• Help Center
• Privacy Policy
• Cookies Policy
• Modern Slavery Act | Statement
• Supplier Code of Conduct

Select language

What are you looking for, see things differently, welcome to britain.

Discover inventive new experiences and captivating stories in 2024, brought together with a dose of British flair. From exploring film settings and pioneering cultural spaces to countryside trails and relaxing wellness retreats, it’s all happening on our shores and you’re invited!

Join immersive exhibitions as the National Gallery celebrates a landmark anniversary or get a taste for chocolate as Birmingham’s Cadbury World also marks its 200th birthday. Venture off the beaten track for new coastal adventures, exploring new trails and walking routes, or take in sporting action as the world’s best compete in everything from athletics to the Premier League.

Whether it’s getting a feel for our vibrant cultural cities, embarking on a coastal adventure, or discovering locations made famous by film and TV, it’s time to experience Britain differently.

VisitBritain/Helena Bradbury

Explore different

VisitBritain/Kieran Duncan

Glen Coe, Scotland

Spilling the tea on GB

We’re spilling the tea on the hottest experiences – and it’s not just a good old brew that we’re mad about.

Cardiff, Wales

Key sporting moments in 2024

Grab your tickets, or a spot by a screen, and join the atmosphere of brilliant British sport.

VisitBritain/Simon Anderson/Royal Pavilion//Nutkhut and Dr Blighty

Day trips from London

Britain packs a punch when it comes to the eclectic range of destinations within close proximity to London.

VisitBritain/Daniel Struthers

Parc national de Sowdonia (Eryri), Pays de Galles

How to see Britain differently

From gastronomic adventures to eco-friendly stays, there’s always more to explore on Britain’s shores.

VisitBritain - The official tourism website of Great Britain

Providing you with inspirational activities and experiences, from those in the know.

Your guidance and information about travelling to Great Britain and Northern Ireland.

Helping the travel industry showcase the best of Britain.

Cultural hotspots

An unmissable destination for travellers, London is a melting pot of history, culture and green spaces.

VisitBritain/Hazel Parreno

From palaces to cobbled alleys and even a dormant volcano, this city is a real show-stopper.

VisitBritain/Andrew Pickett

World-class football and a music scene that brought Oasis to centre stage – there’s lots to love about Manchester.

VisitBritain/Manchester Craft Beer Festival

A quirky seaside city filled with diverse cuisine, vintage shopping and adrenaline fuelled adventure.

VisitBritain/i360

From The Beatles to Frankie Goes to Hollywood, Liverpool is a UNESCO City of Music with seriously cool credentials.

Oh Me Oh My

Cool creative Bristol is a must-see for art, culture and action-packed adventure.

VisitBritain/Rod Edwards

Step into a land of castles, world-renowned rugby and a whole host of myths and legends.

VisitBritain/Ben Selway

Pushing the boundaries of art and culture, with a heart that beats through its people.

VisitBritain/Tommy Ga-Ken Wan

An industrial hub with a vibrant, creative heart and a whole host of quirky adventures.

West Midlands Growth Company

Newcastle upon Tyne

Linked by no fewer than seven bridges, it's one vibrant place to visit.

Rich Kenworthy

Newcastle, England

A hotbed for shopping and the arts, you’ll find lots to explore in Leeds.

VisitBritain/Thomas Heaton

Packed with lively pubs, an eclectic food scene and a myriad of immersive experiences.

Tourism Northern Ireland

Discover annual events

James Bridle

Celebrate in Britain

Find out what’s happening across the nations with our round-up of annual events.

Planning a trip? We're here to help

Your trip to england is just around the corner.

Discover the land of Big Ben, Banksy and bangers and mash. From its bustling cities to its blooming beautiful gardens, it doesn’t disappoint.

Discover Great Britain’s northern reaches

Imagine a country where ancient castles guard mysterious lochs and emerald glens, and where the local spirit is as warm as the welcome.

Discover a land of adventure and mythical creatures

Delve into a world of dragons, renowned choirs, championship rugby, and some of the most spellbinding scenery Britain has to offer.

Your trip to Northern Ireland has never looked more magical

Get swept up in a world of ancient myths and modern-day legends, from the Giant’s Causeway and Game of Thrones to the vibrant buzz of Belfast.

Follow us on Instagram

Tourism Statistics for the UK: Latest Facts and Figures

Last Updated: February 9, 2024

The UK’s travel and tourism industry has long been an important part of its economy, with tourists pouring billions of pounds into it every year. In fact, in 2019, the UK had a record number of visitors, with 40.86 million people coming into the country and spending over £28 billion while there.

However, with these numbers plummeting in 2020 due to the coronavirus pandemic, the future of UK tourism is now more uncertain than ever.

In this article, we’ll take a look at some of the latest Tourism Statistics for the UK and see what trends are emerging. We’ll also look at the latest outbound and domestic tourism statistics and uncover where Brits love to go on holiday the most. So read on if you are interested to know more about tourism in the UK.

Top 10 UK Tourism Statistics

• In 2020, the UK had a total of 11.1 million inbound visits — 76% less than in 2019.
• In 2019, London was the most visited city in the UK, with nearly 21.7 million visits by international tourists.
• London Heathrow is the most used airport by international visitors, receiving over 11 million non-UK arrivals in 2019 alone.
• Spain is the most popular destination for outbound tourists from the UK, with 18.1 million visits made by UK residents in 2019.
• In 2019, UK residents made 93 million trips abroad, which dropped to 23.8 million in 2020.
• In 2020, UK residents spent a total of £13.8 billion on their trips abroad.
• In 2019, British tourists took nearly 123 million domestic holidays and only 93 million international holidays.
• London is the number one staycation destination in the UK.
• In 2020, the total contribution of tourism to the UK’s GDP was estimated at £89.6 billion.
• That same year, the travel and tourism industry in the UK generated 3.96 million jobs.

Inbound Tourism Statistics

Inbound tourism is vital to the UK economy, with visitors from overseas spending billions of pounds every year. In 2019, inbound tourism in the UK reached new heights, with a record number of visitors coming to the country.

The statistics below will show you the latest facts and figures relating to inbound tourism in the UK.

In 2020, the UK welcomed a total of 11.1 million visits from international tourists

The majority of those visits happened in the first quarter of 2020 before any travel restrictions were implemented. That is a 76% dip compared to 2019 when the UK received a staggering 40.86 million tourist visits.

The chart below gives a full overview of the number of inbound visits in the UK from 2012 to 2022.

The number of visits from international tourists to the UK is predicted to drop to 7.4 million in 2021 and rise to 21 million in 2022.

The expenditure of inbound visitors in the UK reached approximately £6.2 billion in 2020

That is a huge drop from the £28 billion spent in total by tourists in the UK in 2019.

The sharp decline of inbound visits to the United Kingdom is a direct consequence of the travel restrictions put in place because of the coronavirus pandemic. As you will see from the following statistics, inbound visits to the UK plummeted even more during 2021.

During the first three quarters of 2021, the UK had a total of 1.8 million inbound visits by air

That is a whopping 93% decrease compared to the same period in 2019. In addition, up to 1.3 million of those visits were made during the third quarter alone, which, when compared to the third quarter of 2019, is still a massive 86% decrease.

Taking holidays remains the leading reason for visiting the UK

In fact, in 2020, up to 4.4 million of all inbound visitors came to the UK for holiday purposes. That is still 74% fewer than in 2019 when there were a staggering 17 million vacationers in the UK.

The second most common reason for travelling to the UK in 2020 was visiting friends and relatives, with 3.4 million visitors, followed by business trips, accounting for 2.5 million visitors.

In 2019, the United States was the top travel market in the UK, with a total of 4.5 million trips made from the US to the UK

In addition, US residents spent approximately £4.2 million during their trips to the UK in 2019. That same year, the UK welcomed 3.5 million visitors from France, making it the second-ranked inbound travel market. Germany was ranked third with around 3.2 million visits, followed by the Irish Republic with 2.8 million, and Spain with 2.3 million visits.

Next, let’s take a look at how many tourists visit London on an annual basis.

In 2019, London was the most visited city in the UK, with almost 21.7 million visits made by international tourists

London overseas visitors far outnumber those of any other city in the country. The UK’s second and third-ranked most visited cities were Edinburgh and Manchester, each accounting for roughly 2.2 million and 1.7 million visitors, respectively.

Unfortunately, in 2020 those numbers declined significantly, with London receiving only a small fraction of the 2019 visits. The table below gives a full overview of how the coronavirus pandemic impacted tourism in London .

London Heathrow is the most used airport by international visitors in the UK

In 2019, London Heathrow received over 11 million non-UK arrivals. The other two most used airports by international visitors in the UK are London Gatwick and London Stansted.

Between July and September 2021, international travellers had around 21.5 million overnight stays in the UK

Although that is a significant increase over the first quarter of 2021, it is still well below the number of overnight stays in the UK in pre-pandemic times.

During the third quarter of 2021, inbound tourists spent a total of £1.2 billion on their trips to the UK

That is a remarkable increase compared to the first two quarters of 2021, when visitors in the UK spent only £0.25 billion and £0.39 billion, respectively. However, that figure is still way below the pre-pandemic standard. Namely, it is an 86% decrease compared to the same period in 2019 when inbound tourists spent £15.3 billion in the UK.

To conclude, although fewer tourists are visiting the UK at the moment, those who do come are still spending money while they’re here. That is good news for the economy, and it’s hoped that as travel restrictions ease and more people are able to travel again, we’ll see these numbers start to increase.

Outbound Tourism Statistics

Outbound tourism is defined as the travel of residents from their country of residence to another country for the purpose of leisure, recreation, or business.

There are many reasons people might choose to go on an outbound trip. Some might want to experience a different culture or see some of the world’s famous landmarks. Others might go on business trips or visit friends and relatives who live in another country.

Whatever the reason for travel, outbound tourism has a massive impact on the economy. In 2019, UK residents made over 93.1 million outbound visits, generating an estimated £62.3 billion in spending.

Keep on reading for the latest facts and figures on outbound tourism from the UK, including the most popular destination countries and the amount of money spent by UK tourists abroad.

Spain is the most popular destination for outbound tourists from the UK

In 2019, there were 18.1 million visits made to Spain by UK residents, followed by France, with 10.35 million visits, and Italy with almost half that, at 5.11 million visitors. The USA was the most visited country outside of Europe and the fourth most visited destination by UK residents overall, with 4.8 million UK residents travelling there in 2019.

These are the top 10 countries that Brits visited the most in 2019.

In 2020, the number of trips abroad made by UK residents stood at 23.8 million

By comparison, in 2019, the number of trips abroad from the UK reached 93 million. That is a remarkable 73% decline in the period of just a year. The outbreak of the coronavirus pandemic is the main reason for the decrease in the number of outbound visits in 2020 compared to previous years.

When looking at outbound tourism statistics, it’s also important to consider the reasons for travel.

The most common reason UK residents travel abroad is for holidays and leisure, with over 59 million visits made for that purpose in 2019

However, in 2020, that figure dropped to 14 million. Visiting friends and relatives was the second most common purpose for travelling outside the UK in 2019, accounting for roughly 23 million visits.

Similarly, that figure dropped to only 7 million in 2020.

In line with the decrease of outbound visits, the amount of money spent by UK residents while abroad plummeted in 2020 as well.

In 2020, UK residents spent a total of £13.8 billion on their trips abroad

Compared to the total amount spent on trips abroad in 2019, which stood at £62.3 billion, that is also a remarkable fall.

While the coronavirus pandemic has had a devastating effect on the tourism industry, there are signs that outbound travel from the UK is starting to pick up again.

In the third quarter of 2021 (July to September), there were 6.1 million visits made by UK residents to foreign countries

In addition, the vast majority of those visits, or 5.4 million, were made to Europe.

That is a substantial increase compared to the number of outbound visits made during the second quarter of 2021 (April to June), which stood at only 1 million. However, it should also be noted that the number of outbound visits in the third quarter of 2021 is still well below the levels seen at the same period in previous years.

In the third quarter of 2021, the number of nights spent on outbound visits reached around 103 million.

The number of overnight stays of UK residents abroad paints a similar picture, increasing substantially over the previous quarter but remaining well-below pre-pandemic levels.

Overall, it is expected that the number of outbound trips made by UK residents will start to increase again in 2022, as the pandemic comes to an end and travel restrictions are lifted. Still, it is improbable that we will see the same numbers we saw before the coronavirus outbreak anytime soon.

Domestic Holiday Statistics

While it is widely believed that the coronavirus pandemic has caused a so-called “staycation boom”, the truth is that Brits have always preferred vacationing within their own country rather than abroad.

In fact, in 2019, domestic tourism far outweighed inbound tourism , with British tourists taking nearly 123 million domestic holidays and only 93 million international holidays. That proves that the Brits have always been a staycation nation.

Read on for more domestic travel statistics.

In 2019, over 60 million of the total number of domestic trips in the UK were taken for vacation purposes

That same year, vacationing was the most common reason for travelling in the UK , followed by visiting friends or relatives and taking a business trip.

Additionally, British tourists preferred visiting cities and large towns over the countryside when taking day trips in the UK.

In 2019, British tourists took approximately 2.72 billion day trips for leisure activities within Great Britain 

Of those, around 1.66 billion fall within the tourism day trips category, defined as visits that last more than three hours to destinations other than where the visitor lives and do not visit regularly.

In July 2020, Google UK searches for “staycation” increased by over 500% compared to that same period a year before

That is a good indication that the pandemic has caused a surge in UK domestic travel . In addition, googling for terms such as “uk staycation” and “glamping holidays uk” increased by over 400%, further proving the growing interest of the UK population to vacation in their own country.

In 2020, domestic tourist spending in the UK amounted to £34 billion

That is a significant decrease over 2019 when domestic tourist spending peaked at £100.08 billion. Moreover, the average spending on domestic summer holidays taken by Brits in the UK has also decreased remarkably from 2019 to 2020.

In 2021, it was estimated that Brits would spend an average of £ 770 on domestic summer holidays

By comparison, in 2019, the average expenditure per person amounted to £874. These figures suggest that, aside from disrupting inbound and outbound tourism in the UK , the outbreak of the coronavirus pandemic has also had a significant impact on domestic tourism.

London is the number one staycation destination in the UK

A survey conducted by holidaycottages.co.uk suggests that London was the most popular staycation spot in the UK in 2020. The capital received more visits than the popular beach destinations Cornwall and Devon, which both shared the second spot.

Edinburgh and Cumbria and the Lake District round up the top five domestic holiday locations for British tourists. 

How Does Tourism Contribute to the UK Economy?

Tourism is a key driver of the UK economy, supporting millions of jobs and generating billions of pounds in revenue every year. In 2019, the total contribution of tourism to the UK’s gross domestic product was estimated to be nearly £238 billion.

Check out the statistics below to gain some more insight into how the travel and tourism industry contributes to the UK economy.

Tourism in England generated £ 100.08 billion and supported 2.5 million jobs in 2019 alone

In fact, England tourism makes up over 80% of the UK’s tourism and visitor economy. Domestic day trips contribute the most to that amount, generating £56.5 billion. Inbound trips come second, with £24.8, followed by domestic overnight trips, which account for £19.5 billion of the total amount spent on tourism in England.

If you are interested in how tourism spending in England is spread across the country, take a look at the following statistic.

The majority of tourist spending takes place in London

In 2019, tourists in London spent a total of £33.2 billion, which is more than the next two regions combined. The South East came in second, with £13.1 billion in tourist spending, and the North East third, with £2.27 billion.

The table below gives a full overview of how tourist spending in England is spread across the country.

In 2020, the travel and tourism industry in the UK generated 3.96 million jobs

That is a substantial decrease compared to the 2019 figure of 4.27 million jobs. Again, the decrease is directly related to the outbreak of the coronavirus pandemic and the resulting travel restrictions.

Take a look at how the travel and tourism industry has contributed to employment in the UK over the last few years.

The majority of jobs in the UK tourism industry are in food and beverage serving activities, with jobs in this sector reaching about 1.2 million in 2019. The next largest sector is sport and recreation activities, accounting for 482 thousand jobs in the tourism industry in 2019.

In 2020, the total contribution of tourism to UK GDP was estimated at £89.6 billion

That is a 62% decrease over the previous year when the total contribution of tourism to GDP in the UK peaked at £237.6 billion.

See the chart below for a full overview of how the travel and tourism industry has contributed to the UK’s GDP over the years.

Finally, let’s take a look at the latest travel and tourism market revenue statistics in the UK.

In 2021, the travel and tourism market revenue in the UK reached around 18.2 billion dollars

That is a slight increase from the year before and a sign that the UK tourism industry is beginning to recover from the effects of the pandemic.

While the coronavirus pandemic will undeniably continue to pose a serious threat to the tourism sector in the UK, some of these facts and figures suggest that the industry is slowly beginning to bounce back.

In conclusion, we can see that the pandemic has had devastating effects on the industry. However, the latest figures show that things are finally looking up for UK tourism, as people are starting to feel more comfortable travelling again.

It will undoubtedly take some time for UK tourism to return to its pre-pandemic levels, but the latest statistics are undoubtedly encouraging.

What do you think about these latest Tourism Statistics for the UK ? Are you surprised by any of them? Let us know in the comments below!

The most common country of origin for visitors to the UK is the USA, with 4.5 million visitors in 2019, followed by France, with 3.5 million visitors, and Germany, with 3.2 million visitors.

The tourism industry is a significant contributor to the British economy, supporting millions of jobs and generating billions of pounds in revenue every year. The combined economic impact of tourism was estimated at £257.9 billion in 2019.

In 2019, tourism accounted for around 10.9% of the UK economy.

Since the outbreak of Covid-19, the UK tourism industry has taken a significant hit. Inbound and outbound tourism have both been affected, with a significant decrease in the number of visitors to and from the UK. 

The contribution of tourism to the UK economy has also decreased and was estimated at £127 billion in 2020, compared to £257.89 billion in 2019. Tourism continues to be a significant contributor to the British economy, but the pandemic has had a profound effect on the industry.

• visitbritain.org
• cityoflondon.gov.uk

ABOUT AUTHOR

by Angela Kulevska

Latest from Angela

Alert your ip address is trackable., related posts.

How to Sell on Depop in the UK [2024 Guide]

Is Streaming With a VPN Legal in the UK in 2024?

Freetrade vs Trading 212

How to Cash a Cheque in the UK

IRIS vs Xero Software

How to Tell Someone You Love Them

How to Get Water Out of Your Phone

How to Meet Someone Without Online Dating

FreshBooks vs QuickBooks — UK Comparison

How Many People Play Minecraft?

• Sports & Recreation ›

Art & Culture

Industry-specific and extensively researched technical data (partially from exclusive partnerships). A paid subscription is required for full access.

• Most visited tourist attractions in the UK 2019-2023

The British Museum was the most visited tourist attraction in the United Kingdom in 2023, reporting around 5.8 million visits. While this figure denotes a sharp annual increase, it remained below the attendance from 2019, before the impact of COVID-19. The Natural History Museum in South Kensington, London, and the Windsor Great Park followed in the ranking that year, with roughly 5.7 million and 5.5 million visits, respectively.

Royal tourism in the UK

While visiting the Windsor Great Park is free, general admission to the Windsor Castle, the most visited  establishment within the Royal Estate , is charged. In the fiscal year 2022/2023, the Windsor Castle was the only Royal Estate's establishment reporting over one million admissions. Overall,  total admissions to the Royal Estate in the UK reached just under two million in 2022/2023, remaining below pre-pandemic levels.

What are the most visited attractions in Scotland?

In 2023, the Edinburgh Castle was the  most visited paid attraction in Scotland , ahead of the Edinburgh Zoo and the Glenfinnan Monument. Attendance at the popular site, however, remained below the figure from 2019. Meanwhile, the National Museum of Scotland ranked as the  most visited free visitor attraction in Scotland that year, with nearly 2.2 million visits.

Number of visits to leading tourist attractions in the United Kingdom (UK) from 2019 to 2023 (in 1,000s)

• Immediate access to 1m+ statistics
• Incl. source references
• Download as PNG, PDF, XLS, PPT

Additional Information

Show sources information Show publisher information Use Ask Statista Research Service

United Kingdom

2019 to 2023

visitor attractions in membership with ALVA; visitor attractions are ranked based on the highest number of visits in 2023

¹ Windsor Great Park's data for 2020 was calculated by Statista based on the year-on-year percentage changes provided by the source. Data for 2019 was not available. ² The National was formerly known as the Scottish National Gallery. Figures have been rounded. Data from 2019 to 2022 were previously published by the source. 2020 data for the Royal Botanic Gardens, Kew refers to the figure provided by  VisitBritain .

Other statistics on the topic Recreational activities in the United Kingdom

Leisure Travel

• Royal tourism: admissions to Royal Estate in the UK 2019-2023, by establishment
• Number of visits to Stonehenge in England 2010-2023

Parks & Outdoors

• Most visited amusement and theme parks in the United Kingdom (UK) 2019-2022
• Number of visits to the Tower of London in England 2010-2023

To download this statistic in XLS format you need a Statista Account

To download this statistic in PNG format you need a Statista Account

To download this statistic in PDF format you need a Statista Account

To download this statistic in PPT format you need a Statista Account

As a Premium user you get access to the detailed source references and background information about this statistic.

As a Premium user you get access to background information and details about the release of this statistic.

As soon as this statistic is updated, you will immediately be notified via e-mail.

… to incorporate the statistic into your presentation at any time.

You need at least a Starter Account to use this feature.

• Immediate access to statistics, forecasts & reports
• Usage and publication rights
• Download in various formats

You only have access to basic statistics. This statistic is not included in your account.

• Instant access  to 1m statistics
• Download  in XLS, PDF & PNG format
• Detailed  references

Business Solutions including all features.

Statistics on " Visitor attractions in the United Kingdom (UK) "

• Growth rate of admissions to visitor attractions in England 2006-2022
• Growth rate of admissions to visitor attractions in England 2020-2022, by category
• Growth rate of visitor attractions' gross revenue in England 2007-2022
• Growth rate of visitor attractions' gross revenue in England 2022, by category
• Average admission charge for visitor attractions in England 2022, by category
• Share of visitor attractions communicating digitally in England 2020-2022, by channel
• Leading paid visitor attractions in England 2019-2022, by attendance
• Leading free visitor attractions in England in 2019-2022, by attendance
• Leading paid visitor attractions in London, UK 2019-2022, by attendance
• Leading free visitor attractions in London, UK 2019-2022, by attendance
• Leading paid visitor attractions in Scotland 2019-2023, by attendance
• Leading free visitor attractions in Scotland 2019-2023, by attendance
• Leading paid visitor attractions in Wales 2019-2021, by attendance
• Leading free visitor attractions in Wales 2019-2021, by attendance
• Revenue of museum activities in the UK 2008-2021
• Number of museum enterprises in the UK 2019-2023, by revenue
• Income from admissions of government funded museums in England 2019-2023, by museum
• Number of visitors to government funded museums in England 2019-2023, by museum
• Museum and gallery attendance frequency in England 2022-2023
• Museum and gallery attendance in England 2021-2023, by age
• Number of visits to the Natural History Museum in the UK 2010-2023
• Number of visits to the National Museum of Scotland in the UK 2010-2023
• Revenue of businesses operating historical sites in the UK 2008-2021
• Number of businesses operating historical sites in the UK 2008-2021
• Most visited castles and historical monument sites in England 2019-2022
• Heritage site attendance frequency in England 2022-2023
• Heritage site attendance in England 2022-2023, by type
• Number of visitors to English Heritage sites 2011-2023
• Royal tourism: admissions to Royal Estate in the UK 2015-2023
• Leading zoos and wildlife attractions in England 2019-2022
• Number of visits to the Chester Zoo in the UK 2010-2022
• Number of visits to the ZSL London Zoo in the UK 2010-2023
• Amusement and theme park turnover in the UK 2010-2021
• Number of amusement and theme parks companies in the UK 2010-2021
• Value of leading theme parks in the United Kingdom 2024

Other statistics that may interest you Visitor attractions in the United Kingdom (UK)

• Premium Statistic Most visited tourist attractions in the UK 2019-2023
• Premium Statistic Growth rate of admissions to visitor attractions in England 2006-2022
• Premium Statistic Growth rate of admissions to visitor attractions in England 2020-2022, by category
• Premium Statistic Growth rate of visitor attractions' gross revenue in England 2007-2022
• Premium Statistic Growth rate of visitor attractions' gross revenue in England 2022, by category
• Premium Statistic Average admission charge for visitor attractions in England 2022, by category
• Premium Statistic Share of visitor attractions communicating digitally in England 2020-2022, by channel

Leading attractions

• Basic Statistic Leading paid visitor attractions in England 2019-2022, by attendance
• Basic Statistic Leading free visitor attractions in England in 2019-2022, by attendance
• Basic Statistic Leading paid visitor attractions in London, UK 2019-2022, by attendance
• Basic Statistic Leading free visitor attractions in London, UK 2019-2022, by attendance
• Premium Statistic Leading paid visitor attractions in Scotland 2019-2023, by attendance
• Basic Statistic Leading free visitor attractions in Scotland 2019-2023, by attendance
• Basic Statistic Leading paid visitor attractions in Wales 2019-2021, by attendance
• Basic Statistic Leading free visitor attractions in Wales 2019-2021, by attendance

Museums and galleries

• Basic Statistic Revenue of museum activities in the UK 2008-2021
• Premium Statistic Number of museum enterprises in the UK 2019-2023, by revenue
• Premium Statistic Income from admissions of government funded museums in England 2019-2023, by museum
• Premium Statistic Number of visitors to government funded museums in England 2019-2023, by museum
• Premium Statistic Museum and gallery attendance frequency in England 2022-2023
• Premium Statistic Museum and gallery attendance in England 2021-2023, by age
• Premium Statistic Number of visits to the Natural History Museum in the UK 2010-2023
• Premium Statistic Number of visits to the National Museum of Scotland in the UK 2010-2023

Historic attractions

• Basic Statistic Revenue of businesses operating historical sites in the UK 2008-2021
• Premium Statistic Number of businesses operating historical sites in the UK 2008-2021
• Premium Statistic Most visited castles and historical monument sites in England 2019-2022
• Premium Statistic Heritage site attendance frequency in England 2022-2023
• Premium Statistic Heritage site attendance in England 2022-2023, by type
• Premium Statistic Number of visitors to English Heritage sites 2011-2023
• Premium Statistic Number of visits to the Tower of London in England 2010-2023
• Premium Statistic Number of visits to Stonehenge in England 2010-2023

Parks, zoos, and wildlife attractions

• Premium Statistic Royal tourism: admissions to Royal Estate in the UK 2015-2023
• Basic Statistic Royal tourism: admissions to Royal Estate in the UK 2019-2023, by establishment
• Premium Statistic Leading zoos and wildlife attractions in England 2019-2022
• Premium Statistic Number of visits to the Chester Zoo in the UK 2010-2022
• Premium Statistic Number of visits to the ZSL London Zoo in the UK 2010-2023

Amusement parks

• Premium Statistic Amusement and theme park turnover in the UK 2010-2021
• Premium Statistic Number of amusement and theme parks companies in the UK 2010-2021
• Premium Statistic Most visited amusement and theme parks in the United Kingdom (UK) 2019-2022
• Premium Statistic Value of leading theme parks in the United Kingdom 2024

Further related statistics

• Basic Statistic Share of modern and contemporary art museums in Italy 2018, by region
• Basic Statistic Share of ethnography and anthropology museums in Italy 2018, by region
• Premium Statistic Number of museums in Italy 2022, by region
• Basic Statistic Number of museums and galleries in Italy 2019, by macro-region
• Basic Statistic Share of museums and galleries in Italy 2019, by region
• Basic Statistic Leading free attractions in Yorkshire and Humberside 2019-2022, by attendance
• Basic Statistic Most visited national museums in France 2017
• Premium Statistic Italy: most visited museums 2015
• Basic Statistic Leading free attractions in West Midlands 2019-2022, by attendance
• Premium Statistic Most visited tourist attractions on the French coast 2017
• Premium Statistic Museums and monuments: sales and net income assessment in Spain in 2019
• Premium Statistic Mexico: Museo Histórico de San Miguel de Allende visitors 2009-2018
• Premium Statistic Chichén Itzá: annual visitorship 2016-2022, by origin
• Premium Statistic Spain: Italian tourists favorite streets and squares in Barcelona 2014
• Premium Statistic Museo Nacional del Prado: revenue 2015-2021, by type
• Premium Statistic Density of museum and art exhibition Italy 2019, by province

Further Content: You might find this interesting as well

• Share of modern and contemporary art museums in Italy 2018, by region
• Share of ethnography and anthropology museums in Italy 2018, by region
• Number of museums in Italy 2022, by region
• Number of museums and galleries in Italy 2019, by macro-region
• Share of museums and galleries in Italy 2019, by region
• Leading free attractions in Yorkshire and Humberside 2019-2022, by attendance
• Most visited national museums in France 2017
• Italy: most visited museums 2015
• Leading free attractions in West Midlands 2019-2022, by attendance
• Most visited tourist attractions on the French coast 2017
• Museums and monuments: sales and net income assessment in Spain in 2019
• Mexico: Museo Histórico de San Miguel de Allende visitors 2009-2018
• Chichén Itzá: annual visitorship 2016-2022, by origin
• Spain: Italian tourists favorite streets and squares in Barcelona 2014
• Museo Nacional del Prado: revenue 2015-2021, by type
• Density of museum and art exhibition Italy 2019, by province

List Lovers

Wanderlust Woes: 15 UK Gems Experiencing a Swift Tourism Slide

Posted: 21 May 2024 | Last updated: 21 May 2024

Some UK counties are seeing a surprising drop in tourist numbers. From scenic rural escapes to historic havens, why are fewer people visiting these once-popular destinations? Let’s uncover the reasons behind the decline.

1. Cornwall

Once a haven for surfers and beach-goers, Cornwall has seen a drop in tourist numbers, possibly due to recent overcrowding concerns and rising accommodation costs driving holidaymakers to seek quieter, more affordable destinations.

Famous for the Lake District, Cumbria has experienced a fall in tourists, attributed to poor weather in recent seasons and growing concerns about the environmental impact of tourism on its picturesque landscapes.

Devon, known for its beautiful coastlines and rural charm, has seen a decline in visitors, likely due to transport difficulties and the rising popularity of overseas travel as budget airlines expand their reach.

4. North Yorkshire

Despite its stunning moors and historic sites, North Yorkshire is seeing fewer tourists, perhaps due to competition from more accessible urban centres and the high cost of rural tourism.

Dorset’s Jurassic Coast and quaint villages are attracting fewer tourists, with some blaming the lack of major transport upgrades and the area’s relatively high costs compared to other seaside destinations.

Known for its broads and festivals, Norfolk has witnessed a drop in visitor numbers, potentially due to unpredictable weather patterns and competition from more commercialised holiday parks elsewhere.

7. Somerset

Despite attractions like Glastonbury and the Cheddar Gorge, Somerset’s tourist numbers are declining, possibly due to an oversaturation of festival-goers opting for newer, less crowded events.

Despite being known as the Garden of England, Kent has seen a dip in tourism, perhaps impacted by the shift in visitor preferences towards city breaks and international festivals.

9. East Sussex

Home to historic Battle and seaside Brighton, East Sussex’s tourism decline could be attributed to the pebbly beaches losing favour compared to sandy alternatives abroad.

10. West Sussex

Similarly, West Sussex has felt a decrease in tourist interest, potentially due to the high cost of living deterring budget-conscious visitors.

11. Lancashire

With its rich history and cultural offerings, Lancashire has nonetheless experienced a fall in tourism, possibly due to economic downturns in key source markets.

12. Wiltshire

Despite hosting the iconic Stonehenge, Wiltshire’s overall visitor numbers are down, with critics pointing to a lack of new attractions or significant events.

13. Northumberland

Known for its castles and coastline, Northumberland’s slight tourist decline might be due to limited public transport options and the popularity of more easily accessible national parks.

14. Lincolnshire

Lincolnshire’s vast countryside and historic attractions are drawing fewer tourists, possibly due to minimal marketing and investment compared to its neighbouring counties.

15. Suffolk

Suffolk’s quiet charm isn’t pulling the crowds it once did, potentially due to the general downturn in rural tourism as travellers opt for city experiences and exotic locales.

Is the Tide Turning?

While these counties are experiencing a downturn in tourist numbers, they remain treasure troves of culture, history, and natural beauty. Could this be an opportunity for them to reinvent themselves or will they continue to see a decline as global travel preferences evolve?

The post Wanderlust Woes: 15 UK Gems Experiencing a Swift Tourism Slide first appeared on Lists Lovers .

Featured Image Credit: Shutterstock / Sue Martin.

For transparency, this content was partly developed with AI assistance and carefully curated by an experienced editor to be informative and ensure accuracy.

More for You

UK’s nearest supervolcano hit by strongest earthquake in 40 years

What you need to know to reduce your car insurance

Kim Jong Un ‘desperate to get rid of nuclear weapons’, claims former South Korean leader

How Much Range does a Tesla Model X have after 7 years?

Amber warning for heavy rain issued with 'danger to life' alert

Scientists discover ‘revolutionary’ phenomenon that solves 80-year-old mystery

I have been lonely all my life. I see it as an asset

The most memorable final lyrics from songs

7 plants that repel ticks and keep them away from your yard

7 Realistic Side Hustles to Make $1000 Per Month in 2024

Six red flags for sepsis you should never ignore

Iran asked US for help after plane crash, but Washington was 'unable'

The best age to get married to guarantee a lower chance of divorce

Pop Groups You Probably Forgot Existed

No, Tesla Cybertruck Is *Not* Faster Than Porsche (While Towing)

Nuclear fusion reactor shut down explained

The Rock Looks Unrecognizable In First Look at New A24 Movie

Marcus Rashford sends message to Gareth Southgate after being cut from England squad

I thought I had food poisoning - it took 4 days to realise it was a heart attack

Russian soldiers threaten civilians with execution and block evacuation in Vovchansk - Military Administration

Cookies on GOV.UK

We use some essential cookies to make this website work.

We’d like to set additional cookies to understand how you use GOV.UK, remember your settings and improve government services.

We also use cookies set by other sites to help us deliver content from their services.

You have accepted additional cookies. You can change your cookie settings at any time.

You have rejected additional cookies. You can change your cookie settings at any time.

Great Britain Tourism Survey (GBTS) March 2023 report

This publication will provide the volume and value of domestic overnight tourism trips taken by residents in Great Britain to England and Great Britain during January, February and March 2023

Is this page useful?

• Yes this page is useful
• No this page is not useful

Help us improve GOV.UK

Don’t include personal or financial information like your National Insurance number or credit card details.

To help us improve GOV.UK, we’d like to know more about your visit today. Please fill in this survey (opens in a new tab) .

Home » 2023 State Tourism Statistics Show Uneven Recovery, Opportunity to Drive Additional Revenue

2023 State Tourism Statistics Show Uneven Recovery, Opportunity to Drive Additional Revenue

Annual Impacts Report Released as National Travel & Tourism Week Begins

SEATTLE (May 20, 2024) – Figures released today by State of Washington Tourism (SWT) indicate continued recovery in Washington State’s visitor volume, expenditures, tax receipts and employment in 2023, though the pace of recovery is uneven across the state and financial gains are undermined by inflation and have not kept pace with other states and employment growth.

     The annual Economic Impacts of Visitors in Washington State , compiled for SWT by national travel research firm Tourism Economics, indicates that real spending, inflationary pressures and price increases continued to play a role in visitor spending growth in Washington last year. Visitor expenditures increased 8.1% to $23.9 billion in 2023, reaching 109% of 2019 levels. However, in inflation-adjusted terms, the industry remains 8% behind 2019 business levels. Washington’s 2023 recovery to its 2019 level of visitor spending (109%) still lags national recovery (118%). Seattle- King County visitor spending increased 12%, outpacing all other counties in the state which collectively grew 5.2%.

     Last year, visits to Washington increased 5.6% to 107.9 million, or 98.5% of 2019 levels. The market was largely comprised of domestic visitors (97.5%). While international markets have been slow to recover, they represent strong growth potential for destinations with international air service. Visits to Seattle-King County grew 9.5%, outpacing the rest of the state which grew just 3.4%. These statistics highlight robust growth in the state’s primary gateway as well as a later recovery trend for some of the state’s urban centers.

     Direct state and local tax revenue increased 7.4% from 2022 to $3.3 billion in 2023, reaching 110.7% of 2019 levels. The total state and local taxes generated by visitors to Washington offset the average resident household tax burden by $1,109 per year.

     “Given the resilience of leisure markets and the ongoing returns of business and international travel, Washington’s tourism industry has the potential to significantly grow economic impact through concerted and sustained marketing and development programs,” said Adam Sacks, president of Tourism Economics.

     “While we are pleased to see incremental pandemic recovery, we know its pace is uneven across state geographies, business segments and tourism markets,” said David Blandford, SWT CEO. “Increased investment in the state tourism program will drive needed returns in Washington’s visitor spending, tax revenue and job growth and allow us to optimize growth potential in key markets such as international visitation.”

     In 2023, tourism supported 230,290 direct, indirect, and induced (or “total jobs”) jobs, comprising 1 in 21 jobs in the state. Jobs directly supported by tourism numbered 152,131, growing 4.7% over the previous year and representing 93% of 2019 employment levels. In 2023, sectors within the tourism industry showed consistent job growth, led by 64,059 jobs in the food and beverage sector, followed by 32,756 jobs in recreation and entertainment, 29,948 jobs in lodging and 25,003 jobs in retail trade. While the workforce challenges remain an issue for all industry sectors through recovery, it is noteworthy that prior to the pandemic the leisure/hospitality segment led job growth in the state.

     Economic Impacts of Visitors in Washington State compiles survey data from Longwoods International; Bureau of Economic Analysis and Bureau of Labor Statistics by industry; STR lodging performance data; tax collections including lodging tax receipts; U.S. Census business sales by industry and seasonal second homes; and international travel data for overseas, Canadian and Mexican travel to the U.S. based on aviation, survey and credit card information.

About State of Washington Tourism

State of Washington Tourism (SWT) is a 501(c)(6) organization established by industry stakeholders with the sole mission of developing and sustaining Washington State destination tourism marketing. SWT procures and administers funds for marketing efforts and creates and implements a strategic statewide marketing plan. For more information, visit www.stateofWAtourism.com .

MEDIA CONTACT: Michelle Thana, Director of Marketing [email protected] 360.931.4806

Previous Post

State of washington tourism to administer $3.5m in eda grants for tourism recovery, recipients announced for swt’s tourism sustainability grants, state tourism industry presents 2023 awards, inducts industry veterans into tourism hall of leadership, swt, port of seattle appoint black diamond as uk & ireland pr agency.

• Information for...

What are you looking for?

Our annual performance and reporting.

Attracting more visitors, increasing spend, strengthening the economy: as a focused and highly effective agency, our activity really counts. Explore how we consistently exceed targets set by the UK Government, add value to the English and British tourism industry, and contribute significantly to the economy.

Our key achievements

VisitBritain generated £1.26 billion in additional visitor spend between April 2021 and July 2023 from our international and domestic marketing.

£210 million boost to the UK economy from VisitBritain’s ‘See Things Differently’ marketing campaigns in Europe, the Gulf Cooperation Council (GCC) and the USA from March to July 2023.

VisitBritain and VisitEngland generated at least £7.6million in additional funds. 

£20.9 million in direct return from the VisitBritain Business Events Growth Programme from 2018 to 2022.

England Business Events referred 374 new requests for proposals to English cities and suppliers, worth a potential £269.2 million in delegate spend.

To date, 73 of these events have been won or confirmed worth £33.9 million.

33 Local Visitor Economy Partnerships (LVEPs) accredited.

217,000 unique users to VisitEngland’s Business advice pages.

400+ English SMEs supported with Taking England to the World training to help businesses reach international markets.

Our latest Annual Review

Vbve annual review 2023-24.pdf.

Learn more about our activity from 2023/24 including our key campaigns, work with Local Visitor Economy Partnerships and Destination Development Partnerships pilots, and our events for international travel trade.

Rebuilding international visitor value

In 2023, we launched our new multi-million pound international GREAT campaign to drive tourism to Britain. ‘See Things Differently’ positions Britain as a dynamic, diverse and welcoming destination, and focuses on countries where we are seeing strongest recovery – including the US, Canada, Gulf Cooperation Council (GCC) nations, France, Germany and Spain.

In Europe and the GCC, the campaign plays on Britain’s affinity with tea. ‘Spill the tea’ taps into motivations for immediate travel based on our latest research. In Canada and the US we showcase Britain’s regional diversity, sharing a warm welcome in a range of regional accents, encouraging visitors to come and experience these destinations for themselves.

Our research and insights

Getty Images

Explore how our work influences visitor trends, spend and sentiment, by browsing the latest quarterly data for Britain overall and by area. Includes market forecasts, the conditions impacting tourism, and Britain’s competitive position.

Annual reports

Browse our accounts and figures in these statutory reports.

22-23 VisitBritain/VisitEngland Annual Report

21-22 visitbritain/visitengland annual report, 20-21 visitbritain/visitengland annual report, 19-20 visitbritain/visitengland annual report, 18-19 visitbritain/visitengland annual report, 17-18 visitbritain/visitengland annual report.

VisitBritain

Our role is to drive a thriving tourism industry, creating economic prosperity across Britain. Discover how we intend to achieve this through our corporate priorities, and learn more about our structure, senior team and global reach.

The latest news, straight to your inbox

Sign-up for our fortnightly newsletter to receive our latest international market intelligence, partnership marketing opportunities, events and news.

Explore our curated information for...

Everything you need to inspire your clients. Discover new products, experiences and itinerary ideas – plus useful resources and the latest market insights.

Reach new customers and increase your profitability. Drive sales with our tools, events and training, find out about quality assessment and get expert guidance from the England Business Advice Hub.

Build sustainable and valuable growth. Learn about England’s new destination management structure, find expert advice, and boost your proposition with our training and toolkits.

Access resources for business events to support your business development and event strategy. Discover England, Scotland and Wales' business event offering for your next conference, incentive, exhibition or event.

Discover our media centres, image and video library and latest press releases, plus contacts for our corporate and consumer press teams.

Studying tourism at school, college or university? We’ve gathered essential resources and data for students of tourism, plus information about our internships.