VisitBritain/VisitEngland activity boosts economy by £1.26bn, as agency sets out plans to grow value of tourism

22.05.2024 - 11:55 / traveldailynews.com / Theodore Koumelis

Recent figures from VisitBritain/VisitEngland show a £1.26 billion boost in visitor spending, revealing substantial returns on national investment in tourism, setting promising forecasts for UK’s visitor economy.

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 beenaslow-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,