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A record 43.4 million inbound visitors forecast for UK for 2025: VisitBritain
Representative Image VisitBritain has published its inbound tourism forecast for 2025, showing that international visits overall and visitor spending to the UK are set to increase on 2024 levels, although with varying rates of growth from across its major inbound markets. VisitBritain’s overall forecast for spending by international visitors in the UK in 2025 is £33.7 billion, up 7 per cent on the spending predicted in 2024. Looking at the number of visits to the UK, a record 43.4 million visits are forecast, up 5% on the 41.2 million expected in 2024. The United States (US) continues as the UK’s largest and most valuable visitor market. Spending by Americans is forecast to be up 9% on 2024 to a record £6.7 billion this year, meaning that almost £1 in every £5 of inbound visitor spending in the UK is by US visitors. Visits and spending from Europe overall are also showing growth on 2024, although it is a mixed picture across major European inbound markets. While recovery from East Asia overall continues to lag, numbers are continuing to improve with China forecast to return as the UK’s fifth most valuable visitor market this year, worth an estimated £1.6 billion to the economy. VisitBritain’s analysis also considers tourism’s overall competitive position globally and the longer-term potential for growth. If inbound tourism to the UK was to grow at the same pace as forecasts are currently indicating for Western Europe, the industry would be worth an additional £4.4 billion per year by 2030 to the UK economy. Tourism Minister Chris Bryant said: “It is no secret that the UK is one of the best places to visit in the world. With bustling cities and towns, stunning countryside, beautiful beaches, amazing film and TV locations, remarkable historic sights and first-class culture and entertainment, there is something for everyone and we want to encourage more people to visit even more parts of our incredible country. “We have an ambition to welcome 50 million international visitors a year to the UK by 2030, and this positive forecast shows that we are well on our way to achieving this, setting the scene for our visitor economy to maintain its competitive edge and thrive for years to come.” VisitBritain CEO Patricia Yates said: “International visitors spend tens of billions of pounds in the UK with the money generated supporting jobs, businesses and driving growth for local economies, so it is encouraging to see the steady increase forecast this year on 2024. “Inbound tourism is already delivering year-on-year growth in value of 7%, with huge potential to generate further growth for the economy. Tourism is also an extremely competitive global industry; visitors have a lot of choice, and we face fierce competition especially from our European neighbours. To drive tourism to Britain, supporting the UK Government’s ambition to reach 50 million visitors annually by 2030, our international campaigns are focused on markets showing growth including Australia and the US, as well as our major European markets and the valuable Gulf Co-operation Council (GCC) countries. “We also want more regional destinations across Britain to feel tourism’s economic benefits. Our recently launched global ‘Starring GREAT Britain’ campaign is using the powerful draw of screen tourism to showcase our vibrant cities, contemporary culture and beautiful coast and countryside, alongside our welcome, encouraging visitors to broaden their itineraries, stay longer and to come now.” VisitBritain’s Starring GREAT Britain screen tourism campaign comes as its research shows that more than 9-out-of-10 potential visitors to the UK would be keen to visit film and TV locations during a trip. The campaign rolled out internationally from late January, kicking off with a blockbuster inspired launch film that sees Britain’s destinations the real star of the show. This is supported by a wider global advertising campaign, using films and tv shows as the hook to showcase regional locations and inspire visits now. VisitBritain is also working with partners in market to convert the interest to visit Britain into bookings, driving international visitor spending across the nations and regions. Its work with international trade is ensuring British products and destinations are sold internationally. Its recent Showcase Britain event saw 120 top global travel buyers undertake film and tv inspired educational visits across Britain, building product and destination knowledge to broaden travel itineraries so visitors explore more, including through regional gateways. Tourism is one of Britain’s most successful industries, its third largest service export and a major part of British trade.
VisitBritain launches global screen tourism campaign with blockbuster-inspired film
Shot of Eilean Donnan Castle in Kyle of Lochalsh Scotland To drive inbound tourism across Britain, national tourism agency VisitBritain has this week launched a global screen tourism campaign, kicking off with a blockbuster-inspired film that sees Britain the star of the show. The campaign ‘Starring GREAT Britain’ rolls out internationally this week with a launch film drawing on iconic film and TV moments from Mission: Impossible to Bridget Jones; Spider-Man to Succession; House of the Dragon to Harry Potter; Paddington to Fast & Furious to Mary Poppins Returns and more. The film takes viewers on a cinematic journey through Britain, giving them a front row seat to the destinations at the heart of the on-screen action. The launch film, directed by Academy Award-winning British director Tom Hooper, is supported by a wider advertising campaign which is underway across the UK’s largest and most valuable inbound visitor markets including Australia, the Gulf Co-operation Council (GCC) countries, France, Germany and the USA. The campaign comes as VisitBritain’s screen tourism research shows that more than 9-out-of-10 potential visitors to the UK would be keen to visit film and TV locations during a trip. Tourism Minister Chris Bryant said: “Many of the moments that took your breath away in the cinema were filmed in the United Kingdom. Stunning scenery, amazing cityscapes and great cinematic talent have combined over the years in a truly exceptional way. We want visitors from home and abroad to experience them first-hand by immersing themselves in the scenery and locations made famous thanks to film and TV. “Our tourism industry is already worth £74 billion to the economy and this campaign will help drive more growth by encouraging millions of tourists to visit even more parts of our breathtaking country. “Supporting our Plan for Change, this will help to boost visitor numbers and spend, create opportunity in local communities and set the scene for the UK's thriving visitor economy for years to come.” VisitBritain CEO Patricia Yates said: “Britain’s destinations are the real star of the show as we harness the powerful draw of screen tourism to attract international visitors and drive their spending across our nations and regions, boosting local economies. Using film and TV as the hook we’re telling the story of Britain today, showcasing our dynamic and diverse destinations and putting our welcome centre-stage. “Films, TV and tourism have a lot in common. They bring people together and they can transport us to new places, experiences and adventures. From exploring our vibrant cities, world-class attractions and stunning countryside, the backdrop to so many iconic filming locations, to enjoying our exciting contemporary culture and hospitality, Starring GREAT Britain inspires visitors to put themselves in the picture, discover more and book a trip to Britain right now.” The first phase of the international advertising campaign got underway from 20 January and runs until the end of March 2025 and is part of a longer-term screen tourism focus by VisitBritain. As well as the launch film, the multi-media advertising campaign uses a mix of channels to showcase destinations across England, Scotland and Wales as the backdrop to great stories, action and adventure. People will see the campaign on large digital billboards in locations from the famous Kurfürstendamm in Berlin, Germany, to Gare du Nord Station in Paris, France, from the City Walk hub in Dubai, UAE, to the Jeddah Corniche in Saudi Arabia, alongside branded content across social media. The advertising also directs viewers to a screen-tourism hub on VisitBritain’s global consumer website with itineraries themed around film genres from romance to fantasy, action to adventure, encouraging visitors to broaden their itineraries, discover more regional destinations and stay longer. A digital map links to film inspired locations, attractions and experiences across the nations and regions. To amplify the campaign and drive bookings, VisitBritain is working with partners including Expedia Group in Australia, France, Germany and the USA. In February, marketing activity through VisitBritain’s GREAT Gateway Innovation Fund kicks off in Germany and the USA to boost inbound visits through regional gateways. As well as the paid advertising campaign, 'Starring GREAT Britain' is being amplified across all VisitBritain’s markets using the powerful reach of its social channels and its work with international travel trade. As part of VisitBritain’s ‘Showcase Britain’ event this month, 120 top travel trade from across 17 markets have been undertaking tailored film-and-TV inspired educational visits across England, Northern Ireland, Scotland and Wales, exploring the latest tourism products and experiences to get those sold in international markets. VisitBritain has invited tourism businesses, attractions and destinations across Britain to get involved in the campaign by sharing local screen tourism experiences across their own channels using #StarringGreatBritain. VisitBritain is also working with the British Film Commission to boost screen tourism across the nations and regions. Tourism and the creative industries are growth industries. The UK’s capacity to host major film and TV productions, and its world class production offer, boosts the range of screen related visitor experiences and locations, driving economic growth and strengthening perceptions of Britain globally as a place to visit and invest. Research shows that those who have visited the UK are 16% more likely to invest in its businesses, products and services. The ‘Starring GREAT Britain’ campaign, part of the UK Government’s GREAT campaign, has been developed working in close collaboration with the national tourism boards of England (VisitEngland), Scotland (VisitScotland), Wales (Visit Wales) as well as London & Partners. Inbound tourism is one of the UK’s most valuable service exports and a major part of British trade, worth an estimated £32.5 billion to the economy in 2024 in visitor spending.
VisitBritain to host 120 international travel trade
National tourism agency VisitBritain is gearing up to host more than 120 international travel trade on educational visits across the UK as part of its flagship ‘Showcase Britain’ event. With VisitBritain set to launch its global screen tourism campaign ‘Starring GREAT Britain’, many of the educational visits include film-and-tv inspired experiences, showing international travel buyers and media the real destinations at the heart of the on-screen action. Travel trade from across 17 international markets will be undertaking tailored visits to destinations across England, Northern Ireland, Scotland and Wales. The educational trips shine the spotlight on the latest products and experiences on offer, getting those sold in international markets and on to the itineraries of future visitors, driving growth from tourism across the nations and regions. Buyers set to attend ‘Showcase Britain’ include travel trade from the USA, the UK’s largest and most valuable inbound visitor market, as well as from Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, the Gulf Co-operation Council (GCC) countries, India, Italy, Japan, the Netherlands, New Zealand, the Nordic countries and South Korea. Tourism Minister Chris Bryant said: “Thanks to our stunning scenery, heritage and world-class screen industries, many of the unforgettable moments that have taken our breath away at the cinema were filmed in the UK. "We want more visitors from home and abroad to immerse themselves in British destinations made famous thanks to film and TV, and events like this will help drive growth in our £74 billion tourism industry. “Through our Plan for Change we want to welcome 50 million international visitors a year by 2030, while creating opportunity in local communities and setting the scene for the UK's thriving visitor economy for years to come.” VisitBritain CEO Patricia Yates said: “With the upcoming launch of our ‘Starring GREAT Britain campaign, now is the perfect time to roll out the red carpet and welcome international buyers to Britain. Building product and destination knowledge broadens travel itineraries so visitors explore more, including through our regional gateways, driving visitor spending into local economies. "From exploring our vibrant cities, world-class attractions and stunning countryside, to enjoying our exciting contemporary culture and hospitality, international buyers will have a front row seat experiencing first hand why Britain is the real star of the show. I know that they will return home inspired to sell more British destinations this year.” VisitBritain’s in-country teams have worked in partnership with Tourism Northern Ireland, VisitEngland, VisitScotland and Visit Wales to develop tailored itineraries* for each inbound market. The three-to-five-day hosted visits are part of the national tourism agency’s ‘Showcase Britain’ trade mission, which gets underway with a networking event for international buyers and travel media hosted at Hampton Court Palace in Surrey, on 23 January. The buyers are set to be officially welcomed by Tourism Minister Sir Chris Bryant, VisitBritain Chairman Nick de Bois CBE and its CEO Patricia Yates. VisitBritain’s trade teams will be updating delegates on its latest market research and insights with presentations also from VisitEngland, London & Partners, VisitScotland and Visit Wales on the latest products, experiences, hospitality and accommodation on offer across the nations and regions. Before heading off on their educational tours, the buyers are attending the ‘Britain & Ireland Marketplace’ (BIM) trade event on 24 January, held at the Intercontinental London - The O2, with a full day of business appointments and networking with tourism suppliers and destinations. Inbound tourism is one of the UK’s most valuable service exports, worth an estimated £32.5 billion to the economy in 2024 in visitor spending, showing an annual growth of 5 percent.
VisitBritain to host its first trade mission to Australia from 9 to 13 September since 2016
The best of destination Britain will be on show in Australia as VisitBritain Chairman Nick de Bois CBE leads the agency’s first trade mission to the country since 2016. VisitBritain’s five-day Australian trade mission, taking place from 9-to-13 September in Sydney, Melbourne and Brisbane, will see dozens of British travel trade and industry suppliers meet with top buyers from Australia to do business. One-to-one business meetings are set to take place during the mission, giving top Australian travel buyers the chance to connect with British suppliers and destinations, learn about the latest products and innovations on offer and explore new business opportunities. VisitBritain Chairman Nick de Bois CBE said: “I am delighted to be leading VisitBritain’s first trade mission to Australia in nearly a decade, a timely and valuable opportunity to harness the strong growth we’re seeing from this incredibly important inbound visitor market, forecast to be worth a record £1.7 billion to our economy this year. “This mission marks a major milestone for us to reconnect with the travel trade across Australia. Building product knowledge also broadens itineraries so visitors explore more of our nations and regions, with that spending going into local economies. “The friendship and connections between our countries already run deep. The size of our delegation shows the enthusiasm from British tourism suppliers to do business with Australia and to hear first-hand from buyers on the motivations and trends driving outbound travel.” The British suppliers include hotels, visitor attractions, destination management companies, retailers, tour and sightseeing operators spanning the length-and-breadth of the nations and regions. During the trade mission delegates will also have the chance to connect with top travel advisors from Australia’s retail sector during networking events and dedicated agent training sessions, converting the demand for Britain into bookings. VisitBritain will also be updating delegates on its upcoming multi-million pound ‘Starring GREAT Britain’ campaign, rolling out across its major inbound markets from early 2025 including in Australia. The campaign is harnessing the powerful draw of screen tourism to inspire more visitors to choose Britain, discover more and stay longer, driving visitor spending into local destinations. Latest research by VisitBritain showed 86% of Australians who are keen to visit the UK are interested in visiting film and TV locations during their trip. VisitBritain’s latest estimates show Australians are forecast to spend a record £1.7 billion on their trips across the UK this year. The number of Australian visits to the UK has also been reaching historic highs. There were a record 1.2 million visits from Australia to the UK in 2023, up 10% on 2019.
VisitBritain activity boosts economy by £1.26 billion
Visitors spent an additional £1.26 billion across Britain as a result of activity by national tourism agency VisitBritain/VisitEngland, latest figures show. It means that for every pound invested in the agency visitors spent an additional £15 in Britain. The agency reported the figures, which cover its activity from April 2021 to July 2023, as it brought industry leaders together at its annual review event on 22 May ‘Working in partnership to drive a thriving tourism industry,’ outlining its priorities and activities to support the sector and grow the visitor economy. It comes as VisitBritain’s latest inbound tourism forecast estimates £32.5 billion will be spent by international visitors in the UK this year, up 5% on 2023, and up 14% on 2019. Looking at visits to the UK, 38.7 million visits are forecast, up 2% on the 38.0 million seen in 2023 however still 5% shy of 2019 levels. Domestically, the agency’s latest research shows that more than a third of Brits, 35%, are more likely to choose a UK trip rather than an overseas trip in the next 12 months compared to the previous year. Speaking ahead of the review, British Tourist Authority Chairman Nick de Bois said: “With the summer season fast approaching it is timely to shine the spotlight on the importance of Britain’s outstanding tourism industry. An industry worth £127 billion a year to the economy, our third largest service export, a growth industry and a job creator, with huge potential to fire up regional economies. “Working in partnership with industry and Government, getting the right structures and policies in place, we can boost Britain’s competitive position, unlock growth and drive inward investment so more local communities feel tourism’s benefits, and not within years but within months.” Looking at inbound tourism to the UK, Mr de Bois said while it had been fantastic to see the double-digit growth in visitor spending from the United States (US) as well as the overall growth forecast this year on 2023, there had been a slow-down in the pace of recovery and there was fierce competition from European neighbours. To drive spending to Britain, VisitBritain’s international GREAT Britain campaigns would be focused on markets showing strong growth, including the US, its largest and most valuable market, forecast to be worth £6.3 billion in 2024, as well as Australia, the valuable Gulf Cooperation Council (GCC) countries and its major European markets. Mr de Bois said that tourism also framed how people around the world saw Britain, building positive perceptions, and those who have visited were 19% more likely to invest in British products and businesses. Tourism was also a competitive global industry and visitors have a lot of choice. “Britain ranks highly for its history and heritage and contemporary culture and sport, but perceptions are not as strong for its natural beauty and perceived welcome. To counter this VisitBritain’s international GREAT campaigns promote Britain’s welcome, inspiring visitors to discover more, stay longer and to drive that sense of urgency to come now,” he said. Looking ahead VisitBritain would be using the powerful pull of screen tourism and the booming set-jetting trend to boost inbound tourism. Its upcoming ‘Starring GREAT Britain’ campaign would be putting filming locations and associated visitor experiences centre-stage, telling the story of Britain’s regional diversity to drive visits and spend across the regions. As well as its global campaigns VisitBritain is working with partners across its major inbound markets, including British Airways in the US and Wego in the Gulf, to convert the interest to visit Britain into bookings now, generating £6.1 million of additional cash and marketing-in-kind activity alone across the last financial year. Its work with international trade had ensured British products and destinations are sold internationally, hosting major trade missions to markets showing growth, connecting hundreds of British businesses with international buyers and generating an additional £47 million in sales. As well as leisure travel, it is supporting the business events industry to win international conferences and exhibitions, with its grants programme supporting events worth £20.9 million to the economy. Mr de Bois also emphasised the ongoing operational challenges faced by the sector. “Many businesses are battling rising costs and staff shortages while competing for visitors. Supporting our industry will continue to be at the heart of our strategic activity. Working with the Government and industry we will play our part in building a more resilient, sustainable and accessible visitor economy, making the strongest possible case for tourism and cementing the future of one of our greatest industries.” An important step towards this and a key priority for VisitEngland has been the creation of the Local Visitor Economy Partnership (LVEP) programme, following the de Bois review of Destination Management Organisations in England, simplifying a regional structure for English tourism to grow sustainable local visitor economies, with 33 LVEPs created to date. Destination Development Partnerships (DDPs) were also part of the review recommendations. They are made up of a number of LVEPs, setting regional priorities and receiving government funding. Two DDP pilots are currently underway in the North-East of England and the West Midlands. VisitEngland continues its targeted support to small businesses from guidance and tools on sustainability to accessibility through its Business Advice Hub. Free trade initiatives including the ‘Taking England to the World’ programme are supporting businesses to reach new customers and grow their revenue. VisitEngland is also championing a sustainable tourism strategy for England, to harness the industry’s collective impact. Tourism is one of Britain’s most successful industries, supporting hundreds of thousands of small businesses and employing more than three million people across all the nations and regions
dnata Travel and VisitBritain partner to showcase Britain’s cities and countryside to GCC travellers in 2024
VisitBritain research demonstrates GCC travellers seek to explore destinations beyond London. Dubai-based dnata Travel, the UAE’s original travel agency and VisitBritain, Britain’s national tourism agency, have partnered to promote new destination packages with exciting experiences and extended itineraries to attract travellers across the Gulf Cooperation Council countries (GCC) to discover more of Britain in 2024 and beyond. With a growing presence across the GCC, dnata Travel has consistently reported the UK as one of the top ten international travel destinations for its travellers since its inception 65 years ago. As part of its new campaign with VisitBritain, dnata Travel is launching bespoke packages and rates focused on the themes of its research – including cities, coast and countryside, and multi-destination travel itineraries – ahead of the peak summer travel period. Based on VisitBritain research conducted in the UAE and Saudi Arabia, Britain was perceived as the top mid to long-haul destination for travellers – leading the USA, France, Italy, and Switzerland. VisitBritain’s research also shows that visitors from the GCC market rate Britain highly for having ‘beautiful coasts and countryside to explore,’ ‘a thriving arts and contemporary culture scene’, ‘a place where I can explore history and heritage’, and as ‘good for seeing famous sites and places’. Meerah Ketait, Head of Retail and Leisure at dnata Travel, commented: “The UK has always represented one of our most popular international destinations for GCC travellers, including across the summer months of 2023. London has typically been the destination of choice, so we are excited to bring a different side of the UK closer to our travellers this year based on VisitBritain’s research findings. The launch of the new Electronic Travel Authorisation (ETA) scheme is also a huge benefit for GCC nationals – making travel to the UK more accessible than ever before.” Carol Maddison, Deputy Director Middle East and Asia at VisitBritain, added: “The GCC is a very important visitor source market for the UK with visitors forecast to spend £3 billion this year. With the launch of the ETA and strong airline capacity, travel to the UK is more affordable, accessible, and seamless for visitors from the Gulf. Working with dnata Travel, we are highlighting the breadth of exciting experiences and destinations waiting for GCC visitors here in Britain, not just in London but across the nations and regions. From surfing along our wild coastlines to experiencing our breathtaking landscapes or our bustling, vibrant cities, we’re showing that there is always more to explore in Britain.” Taking on board the findings from VisitBritain’s extensive GCC-based research over recent years, dnata Travel’s new UK travel itineraries focus on: Wild coastlines and charming countryside, including the Lake District, Northumberland, and the Cotswolds in England, as well as highlights of the Scottish Highlands. Arts and culture, from Shakespeare's Birthplace in Stratford-Upon-Avon to a tour of Liverpool, a UNESCO City of Music and home of The Beatles. History and heritage, deep-rooted in the history of their namesake capital cities, this includes the iconic Tower of London and Edinburgh Castle. Famous sites and places, including Manchester’s impressive football stadiums and trip to Scotland’s scenic Cairngorms National Park – a setting for blockbuster movies.
VisitBritain set to host more than 120 international travel trade on educational visits across Britain
National tourism agency VisitBritain is gearing up to welcome more than 120 international travel buyers for a series of educational visits across Britain, as part of its flagship ‘Showcase Britain 2024’ trade event. The educational visits, underway from 27 January, are a mix of three-to-five-day itineraries to destinations across England, Wales and Scotland, showcasing to buyers and travel media the latest tourism products across Britain and the fresh and exciting experiences for visitors to come and enjoy this year. Buyers from 18 international markets are taking part including from the USA, the UK’s largest and most valuable inbound visitor market, as well as from Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, the Gulf Co-operation Council (GCC) countries, India, Italy, Japan, the Netherlands, New Zealand, the Nordic countries, South Korea and Switzerland. VisitBritain CEO Patricia Yates said: “We are delighted to be showcasing Britain’s outstanding destinations, tourism products and experiences to international buyers and travel press, highlighting the very best of our nations and regions to broaden travel itineraries and drive bookings. From the beauty of our coast and countryside, the vibrancy of our cities and cultural attractions to our world-class dining and accommodation, buyers will experience first-hand the quality of our tourism offer alongside the warmest of British welcomes. I know that the international buyers and media will return home in no doubt about the outstanding quality of tourism products and experiences available right across Britain.” VisitBritain’s in-country teams have worked in partnership with destination management organisations and destination management companies across England, Scotland and Wales to develop tailored itineraries* for each inbound market. The hosted visits are part of the national tourism agency’s ‘Showcase Britain’ trade mission, which gets underway with a networking event for international buyers and travel media hosted in the iconic Painted Hall at The Old Royal Naval College in Greenwich, London, on 25 January. The buyers and travel media will be officially welcomed by VisitBritain Chairman Nick de Bois CBE and CEO Patricia Yates with updates from the agency’s trade teams, as well as from VisitEngland, London & Partners, VisitScotland and Visit Wales on the latest products, experiences, hospitality and accommodation. VisitBritain is also set to highlight its international campaigns for 2024, to drive inspiration to visit. Its GREAT Britain marketing campaigns will be running in Australia, France, Germany, the GCC and the USA, inspiring visitors to ‘See Things Differently’ by showing fresh and exciting experiences, alongside a warm British welcome. Its global campaigns in 2024 are also harnessing the power of screen tourism to showcase Britain’s regional diversity, highlighting film and TV locations, destinations and visitor experiences. Before heading off on their educational tours, the buyers will also attend the ‘Britain & Ireland Marketplace’ (BIM) trade event on 26 January, held at the Intercontinental London - The O2, with a full day of business appointments and networking with tourism suppliers and destinations across Britain. VisitBritain’s latest inbound tourism forecast predicts 39.5 million inbound visits to the UK in 2024, up 5% on the 37.8 million that were expected in 2023 although still 3% shy of 2019’s record levels. Its forecast for overseas visitor spending this year is £34.1 billion, up 7% on the spending predicted in 2023 and up 20% on 2019, although 96% of 2019 levels when adjusted for inflation.
VisitBritain publishes inbound tourism forecast for 2024
VisitBritain has published its tourism forecast for 2024 showing an increase in inbound visits and spend overall to the UK compared to 2023 levels, although with varying rates of recovery and growth across its major inbound visitor markets. VisitBritain’s overall forecast for spending by international visitors in the UK in 2024 is £34.1 billion, up 7% on the spending predicted in 2023 and up 20% on 2019, although 96% of 2019 levels when adjusted for inflation. Looking at the number of visits to the UK, 39.5 million visits are forecast, up 5% on the 37.8 million expected in 2023 however still 3% shy of 2019 levels. The United States (US) continues to lead tourism’s recovery with record-breaking spend by American visitors in the UK in 2023, up 28% on 2019 based on latest figures even when adjusted for inflation. VisitBritain is expecting the US market to be worth £6.7 billion in 2024 with American visitors contributing almost £1 in every £5 of all inbound spending. The pace of recovery from Europe slowed as 2023 progressed with spending, in real terms, remaining just below 2019 based on the latest data. China, the UK’s second most valuable inbound market in 2019, has continued to build back with visitor numbers increasing throughout 2023, although overall East Asia has been relatively slower to recover. VisitBritain is expecting China to recover to a value of £1.7 billion in 2024 to be the UK’s fourth most valuable inbound visitor market. VisitBritain is predicting that inbound tourism, both the number of visits and spending by international visitors, will recover to 2019 levels by early 2025. VisitBritain CEO Patricia Yates said: “International visitors spend tens of billions of pounds in the UK with the money generated supporting local economies and jobs, so it has been great to see the double-digit growth in spending from the US as well as the overall growth forecast for next year on 2023. “We have however seen a slow-down in the overall pace of recovery compared to the strong start seen in the first half of 2023 and we face fierce competition from our European neighbours. To drive spending to Britain our international campaigns will remain focused on those markets showing strong growth, including Australia and the US, and we’ll continue to compete hard in our major European markets and the valuable Gulf Co-operation Council (GCC) countries. “We also want more destinations across Britain to feel tourism’s economic benefits. Our global GREAT Britain campaigns are showcasing our vibrant cities, contemporary culture and beautiful coast and countryside, inspiring visitors to discover more of Britain, stay longer and to come now.” VisitBritain’s GREAT Britain marketing campaigns in 2024 are set to run across Australia, France, Germany, the GCC and the US, inspiring visitors to ‘See Things Differently’ by showing fresh and exciting experiences, alongside a warm British welcome. VisitBritain’s research shows that one of the biggest drivers for visitors globally in choosing a destination is that it is a welcoming place to visit. Its campaigns in 2024 are also harnessing the power of screen tourism to showcase Britain’s regional diversity, highlighting film and TV locations, destinations and visitor experiences to drive visits. VisitBritain’s research shows that films and TV are powerful motivators for travel while Expedia Group’s latest ‘set-jetting’ forecast showed that more than half of international travellers said TV shows and films inspire their travel plans. VisitBritain has recently signed a Memorandum of Understanding with the British Film Commission to boost screen tourism throughout the UK’s nations and regions. As well as its global campaigns VisitBritain continues to work with partners in market, including British Airways in the US and Wego in the GCC, to convert the interest to visit Britain into bookings now. Its work with international trade also ensures British products and destinations are sold internationally. Tourism is one of Britain’s most successful industries, its third largest service export and a major part of British trade.
VisitBritain and British Film Commission sign Memorandum of Understanding
The British Film Commission and VisitBritain signed a Memorandum of Understanding (MoU) with the intention of boosting screen tourism throughout the UK’s nations and regions. Set-jetting is a booming trend in travel. According to Expedia Group, more than half of international travellers said TV shows and films inspire their travel plans. Inbound tourists spent an estimated £892.6 million in film-related screen tourism in the UK in 2019 alone according to the British Film Institute (BFI), making screen tourism an increasingly valuable part of the UK’s global tourism offer.* The UK film and TV industry continues to attract major international productions with its world class production offer. With first-class studios available throughout the UK’s nations and regions, cutting-edge VFX facilities, unique locations and a talented crew base, the UK has hosted many world-renowned film and TV franchises, contributing billions of pounds to the UK economy. Earlier this year, the BFI’s Research and Statistics Unit reported combined spend by film and high-end television production during 2022 reached £6.27 billion. In 2022 the Britsh Film Commission provided bespoke support to many major film and HETV titles such as Lord of the Rings: The Rings of Power Season 2 (Amazon), Lift (Netflix), Black Cake (Hulu), Napoleon (Apple TV+), The Crown Season 6 (Netflix), The Boys in the Boat (MGM), Fast X (Universal) and Wicked (Universal). Film tourism offers the valuable opportunity to spotlight regional destinations to drive tourism. For example, Castle Howard in North Yorkshire reported that the number of visitors aged 18-24 to its website increased by more than 3400% after Bridgerton was released. According to the West Midlands Growth Company, Birmingham’s visitor numbers increased by 26% between 2013, when the first Peaky Blinders season aired on the BBC, and 2018. Sex Education, filmed in Wales, has encouraged a whole new audience to fall in love with the beautiful Wye Valley and Londonderry's Tower Museum welcomed a record number of monthly visitors following the launch of an exhibition based on hit TV show Derry Girls. VisitScotland’s research shows that up to 18% of inbound visitors from its top international markets visit a film or TV location during their trips to Scotland. Iconic film and TV franchises such as James Bond, Paddington, Harry Potter, Star Wars, Outlander and The Crown have also consistently chosen UK locations and studios to house their productions. With Film and TV continuing to influence travel worldwide, the British Film Commission and VisitBritain’s new partnership builds on the potential of screen tourism. Today’s MoU strengthens the British Film Commission and VisitBritain’s mutual aims of boosting economic growth. On one hand, building on the positive perceptions of Britain as a visitor destination, supplementing the British Film Commission’s role in attracting inward investment. Equally, the UK’s sustained capacity to host major film and TV productions bolsters the range and depth of screen related visitor experiences and locations across the nations and regions, complementing VisitBritain’s support of the visitor economy. VisitBritain CEO Patricia Yates said: “VisitBritain’s research shows that films and TV are powerful motivators for travel. With almost a third of potential visitors to Britain keen to visit locations used in filming and seen-on-screen, film tourism is a valuable and growing part of our global tourism offer. We are delighted to partner with the British Film Commission to harness this growth, working together to put Britain’s screen tourism offer centre stage alongside our international GREAT Britain campaigns. Putting the spotlight on film-and-TV-inspired experiences you can only have in Britain encourages more visitors to come and explore our amazing destinations for themselves, driving immediacy to visit and boosting tourism across the nations and regions, benefitting local economies.” Adrian Wootton OBE, Chief Executive of the British Film Commission, said: “Much as the UK’s history, dynamism and unique cultural mix have inspired spellbinding films and TV shows, so too have these productions led visitors from all over the world to spend time in the UK. The UK’s film and TV industry has consistently attracted the world’s largest productions with our diverse range of filming locations and talented crew base. From Bridgerton and All Creatures Great and Small to Harry Potter and Rye Lane, the UK is home to countless, iconic film and TV franchises and screen tourism provides a unqiue and exciting opportunity to showcase welcoming destinations throughout the UK’s nations and regions. I look forward to working closely with VisitBritain to spotlight the exceptional range of our film and TV industry, boosting local economies throughout the UK in the process.’’ British Film Commission and VisiBritain will present a panel at FOCUS London on Wednesday 6 December. Succession Planning: The rise of Set-Jetting and the ins and outs of Screen Tourism explores what makes a location such a draw for film-makers and discerning tourists alike, including how best to ensure visits are sustainable. The panel takes place 11:30am – 12:15pm.
Best of destination Britain on show as VisitBritain hosts trade mission to India
British travel trade and industry suppliers are set to show why Britain is the must-go-now destination to buyers from across India as VisitBritain hosts it first trade mission to the country in more than three years. Destination Britain India, taking place from 19 to 21 November in Delhi, will see dozens of British industry suppliers from across the nations and regions meet with 75 top buyers from India to do business. The three-day trade event will see thousands of pre-scheduled one-to-one business meetings. The suppliers set to attend include hotels, retailers, visitor attractions, tour operators, transport providers and local destinations from across Britain. VisitBritain CEO Patricia Yates said: “We are delighted to again be hosting this flagship trade event to India, a timely and valuable opportunity for British tourism suppliers and destinations to get their products in front of top buyers, driving bookings to Britain. “India is one of our most important inbound visitor markets, also boasting strong airline connectivity including to regional destinations and we know there is pent up demand for travel. Working with the travel trade in India is crucial to ensuring they are ready to sell Britain, as well as broadening travel itineraries to encourage visitors to explore further and stay longer.” Delegates will also have the opportunity to meet with the wider Indian trade including at networking receptions as well as attend product seminars including from West Midlands Growth Company, Marketing Manchester and Visit Cumbria, to hear about the latest market developments and trends. VisitBritain will also be showcasing its GREAT Britain ‘See Things Differently’ campaign promoting the fresh and exciting experiences on offer, inspiring visitors to explore more of Britain, to travel across the seasons and to come now. Visitors from India spent a record £764 million in the UK in 2022, exceeding 2019 levels by 2%. This growth has continued in to 2023. India is forecast to be a £1 billion inbound visitor market by 2024, making it one of the UK’s fastest growing major tourism markets. Airline seat capacity from India to the UK is also showing strong recovery and growth. Looking at September 2023, seat capacity was up 53% compared to the same month in 2019. As well as its Destination Britain India trade mission, VisitBritain continues to work closely with industry and partners in market to promote Britain’s outstanding tourism offer and experiences that visitors can only have here.
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