VisitBritain activity boosts economy by half a billion
International visitors spent an additional £562 million across Britain as a result of activity by national tourism agency VisitBritain/VisitEngland, latest figures show.
Results also show that 60% of this estimated additional spend, £336 million, was in destinations outside of London.
The agency reported the figures, which cover its activity for the 2024-2025 financial year, as it was set to bring industry leaders together at its annual review event ‘Behind the scenes: driving regional growth through the visitor economy’ on 21 October.
This event will outline its priorities to support the UK Government’s ambition of 50 million international visitors annually by 2030.
Separately the agency also shared results for the initial phase of its ongoing ‘Starring GREAT Britain’ global campaign.
The campaign is estimated to have generated £217 million in additional spending by international visitors from its launch in January to June this year.
It means that for every pound invested in the campaign, visitors spent an additional £20 in Britain.
British Tourist Authority Chairman Nick de Bois said: “These figures represent not just numbers on a balance sheet, but the millions of additional pounds generated by VisitBritain’s activity.”
“Tourism is one of our greatest industries that creates opportunities for all.”
VisitBritain’s annual review comes as its just published inbound tourism forecast estimates £34.6 billion would be spent by international visitors in the UK this year, up 6% on 2024.
He said that while it was good to see the overall estimated growth this year, longer term forecasts are showing that the UK is starting to lose its competitive position internationally as a visitor destination.
“Tourism is extremely competitive, and visitors have a lot of choice. Like every export industry we need to be telling our story about why people should come to Britain not one day, but today.”
“Tourism also frames how people around the world see Britain, building positive perceptions. Those who have visited are 16% more likely to invest in the UK’s businesses, products and services,” he added.
VisitBritain had been with working with partners across its major inbound markets including Australia, France, Germany and the United States.
Domestically the priority for VisitEngland had been supporting the Local Visitor Economy Partnership (LVEP) programme, simplifying a regional structure for English tourism.
Domestic overnight trips in England currently being down 8% year-on-year also demonstrated the ongoing operational challenges and cost of living impacts faced by the industry.
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