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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.

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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.

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Travel and tourism in the United Kingdom - statistics & facts

How many tourists visit the uk, travel planning and behavior of british tourists, key insights.

Detailed statistics

Travel and tourism's total contribution to GDP in the UK 2019-2022

Distribution of travel and tourism expenditure in the UK 2019-2022, by type

Travel and tourism's total contribution to employment in the UK 2019-2022

Editor’s Picks Current statistics on this topic

Current statistics on this topic.

Travel, Tourism & Hospitality

Inbound tourist visits to the UK 2002-2023

Destinations

Leading UK cities for international tourism 2019-2022, by visits

Leading outbound travel destinations from the UK 2019-2022

Related topics

Recommended.

• Hotel industry in the UK
• Travel agencies in the United Kingdom (UK)
• Travel and tourism in Europe
• Vacation travel behavior in the United Kingdom (UK)
• Package holidays in the United Kingdom (UK)

Recommended statistics

• Basic Statistic Travel and tourism's total contribution to GDP in the UK 2019-2022
• Basic Statistic Distribution of travel and tourism expenditure in the UK 2019-2022, by type
• Basic Statistic Distribution of travel and tourism expenditure in the UK 2019-2022, by tourist type
• Basic Statistic Travel and tourism's total contribution to employment in the UK 2019-2022
• Premium Statistic Median full-time salary in tourism and hospitality industries in the UK 2023
• Premium Statistic CPI inflation rate of travel and tourism services in the UK 2023

Travel and tourism's total contribution to GDP in the UK 2019-2022

Total contribution of travel and tourism to GDP in the United Kingdom (UK) in 2019 and 2022 (in billion GBP)

Distribution of travel and tourism spending in the United Kingdom (UK) in 2019 and 2022, by type

Distribution of travel and tourism expenditure in the UK 2019-2022, by tourist type

Distribution of travel and tourism spending in the United Kingdom (UK) in 2019 and 2022, by type of tourist

Travel and tourism's total contribution to employment in the UK 2019-2022

Total contribution of travel and tourism to employment in the United Kingdom (UK) in 2019 and 2022 (in million jobs)

Median full-time salary in tourism and hospitality industries in the UK 2023

Median annual gross salary for full-time workers in tourism and hospitality industries in the United Kingdom (UK) in 2023, by industry (in GBP)

CPI inflation rate of travel and tourism services in the UK 2023

Consumer price index (CPI) inflation rate of travel and tourism services in the United Kingdom (UK) from May to December 2023

Inbound tourism

• Basic Statistic Inbound tourist visits to the UK 2002-2023
• Premium Statistic Inbound tourist visits to the UK 2019-2022, by purpose of trip
• Basic Statistic Leading inbound travel markets in the UK 2019-2022, by number of visits
• Premium Statistic Leading inbound travel markets in the UK 2023, by growth in travel demand on Google
• Premium Statistic Number of overnight stays by inbound tourists in the UK 2004-2022
• Premium Statistic International tourist spending in the UK 2004-2023
• Premium Statistic Leading inbound travel markets for the UK 2019-2022, by spending
• Premium Statistic Leading UK cities for international tourism 2019-2022, by visits

Number of overseas resident visits to the United Kingdom (UK) from 2002 to 2022, with a forecast for 2023 (in millions)

Inbound tourist visits to the UK 2019-2022, by purpose of trip

Number of overseas resident visits to the United Kingdom (UK) from 2019 to 2022, by purpose of trip (in millions)

Leading inbound travel markets in the UK 2019-2022, by number of visits

Leading inbound travel markets for the United Kingdom (UK) in 2019 and 2022, by number of visits (in 1,000s)

Leading inbound travel markets in the UK 2023, by growth in travel demand on Google

Leading inbound travel markets in the United Kingdom (UK) over the previous 30 and 90 days as of June 2023, ranked by growth in travel demand on Google

Number of overnight stays by inbound tourists in the UK 2004-2022

Number of nights spent by overseas residents in the United Kingdom (UK) from 2004 to 2022 (in millions)

International tourist spending in the UK 2004-2023

Spending of international visitors to the United Kingdom (UK) from 2004 to 2022, with a forecast for 2023 (in billion GBP)

Leading inbound travel markets for the UK 2019-2022, by spending

Leading inbound travel markets for the United Kingdom (UK) in 2019 and 2022, by spending (in million GBP)

Cities and towns in the United Kingdom (UK) ranked by international visits in 2019 and 2022 (in 1,000 visits)

Outbound tourism

• Premium Statistic Number of outbound tourist visits from the UK 2007-2022
• Premium Statistic Outbound tourism visits from the UK 2019-2022, by purpose
• Premium Statistic Leading outbound travel destinations from the UK 2019-2022
• Premium Statistic Leading outbound travel markets in the UK 2023, by growth in travel demand on Google
• Premium Statistic Number of outbound overnight stays by UK residents 2011-2022
• Premium Statistic Outbound tourism expenditure in the UK 2007-2022

Number of outbound tourist visits from the UK 2007-2022

Total number of visits abroad from the United Kingdom (UK) from 2007 to 2022 (in millions)

Outbound tourism visits from the UK 2019-2022, by purpose

Number of visits abroad from the United Kingdom (UK) from 2019 to 2022, by purpose (in millions)

Leading countries visited by residents of the United Kingdom (UK) in 2019 and 2022 (in 1,000 visits)

Leading outbound travel markets in the UK 2023, by growth in travel demand on Google

Leading outbound travel markets in the United Kingdom (UK) over the previous 30 and 90 days as of June 2023, ranked by growth in travel demand on Google

Number of outbound overnight stays by UK residents 2011-2022

Number of overnight stays abroad by residents of the United Kingdom (UK) from 2011 to 2022 (in 1,000s)

Outbound tourism expenditure in the UK 2007-2022

Total expenditure on visits abroad from the United Kingdom (UK) from 2007 to 2022 (in million GBP)

Domestic tourism

• Premium Statistic Domestic overnight trips in Great Britain 2010-2022
• Premium Statistic Domestic tourism trips in Great Britain 2018-2022, by purpose
• Premium Statistic Number of domestic overnight trips in Great Britain 2022, by destination type
• Premium Statistic Number of tourism day visits in Great Britain 2011-2022
• Premium Statistic Total domestic travel expenditure in Great Britain 2019-2022
• Premium Statistic Domestic overnight tourism spending in Great Britain 2010-2022
• Premium Statistic Expenditure on domestic day trips in Great Britain 2011-2022
• Premium Statistic Average spend on domestic summer holidays in the United Kingdom (UK) 2011-2023

Domestic overnight trips in Great Britain 2010-2022

Number of domestic overnight trips in Great Britain from 2010 to 2022 (in millions)

Domestic tourism trips in Great Britain 2018-2022, by purpose

Number of domestic overnight trips in Great Britain from 2018 to 2022, by purpose (in millions)

Number of domestic overnight trips in Great Britain 2022, by destination type

Number of domestic overnight trips in Great Britain in 2022, by destination type (in millions)

Number of tourism day visits in Great Britain 2011-2022

Number of tourism day visits in Great Britain from 2011 to 2022 (in billions)

Total domestic travel expenditure in Great Britain 2019-2022

Total domestic tourism spending in Great Britain from 2019 to 2022 (in billion GBP)

Domestic overnight tourism spending in Great Britain 2010-2022

Annual domestic overnight tourism spending in Great Britain from 2010 to 2022 (in billion GBP)

Expenditure on domestic day trips in Great Britain 2011-2022

Annual expenditure on domestic tourism day visits in Great Britain from 2011 to 2022 (in billion GBP)

Average spend on domestic summer holidays in the United Kingdom (UK) 2011-2023

Average spend on 'staycation' summer holidays according to Britons in the United Kingdom (UK) from 2011 to 2023 (in GBP)

Accommodation

• Premium Statistic Number of accommodation businesses in the United Kingdom (UK) 2008-2021
• Premium Statistic Number of accommodation enterprises in the United Kingdom (UK) 2018-2021, by type
• Premium Statistic Turnover of accommodation businesses in the United Kingdom (UK) 2008-2021
• Premium Statistic Turnover of accommodation services in the United Kingdom (UK) 2015-2021, by sector
• Premium Statistic Number of hotel businesses in the United Kingdom (UK) 2008-2021
• Basic Statistic Most popular hotel brands in the UK Q3 2023
• Premium Statistic Consumer expenditure on accommodation in the UK 2005-2022

Number of accommodation businesses in the United Kingdom (UK) 2008-2021

Number of enterprises in the accommodation industry in the United Kingdom (UK) from 2008 to 2021

Number of accommodation enterprises in the United Kingdom (UK) 2018-2021, by type

Number of enterprises in the accommodation industry in the United Kingdom (UK) from 2018 to 2021, by sector

Turnover of accommodation businesses in the United Kingdom (UK) 2008-2021

Turnover of accommodation businesses in the United Kingdom (UK) from 2008 to 2021 (in million GBP)

Turnover of accommodation services in the United Kingdom (UK) 2015-2021, by sector

Turnover of accommodation services in the United Kingdom (UK) from 2015 to 2021, by type (in million GBP)

Number of hotel businesses in the United Kingdom (UK) 2008-2021

Number of hotel and similar accommodation businesses in the United Kingdom (UK) from 2008 to 2021

Most popular hotel brands in the UK Q3 2023

Most popular hotel brands in the United Kingdom (UK) in 3rd quarter of 2023

Consumer expenditure on accommodation in the UK 2005-2022

Consumer spending on accommodation in the United Kingdom (UK) from 2005 to 2022 (in million GBP)

Travel behavior

• Premium Statistic Attitudes towards traveling in the UK 2023
• Premium Statistic Travel frequency for private purposes in the UK 2023
• Premium Statistic Travel frequency for business purposes in the UK 2023
• Premium Statistic Share of Britons taking days of holiday 2019-2023, by number of days
• Premium Statistic Share of Britons who did not take any holiday days 2019-2023, by gender
• Premium Statistic Share of Britons who did not take any holiday days 2019-2023, by age
• Premium Statistic Leading regions for summer staycations in the UK 2023
• Premium Statistic Preferred methods to book the next overseas holiday in the UK October 2022, by age
• Premium Statistic Travel product bookings in the UK 2023
• Premium Statistic Travel product online bookings in the UK 2023

Attitudes towards traveling in the UK 2023

Attitudes towards traveling in the UK as of December 2023

Travel frequency for private purposes in the UK 2023

Travel frequency for private purposes in the UK as of December 2023

Travel frequency for business purposes in the UK 2023

Travel frequency for business purposes in the UK as of December 2023

Share of Britons taking days of holiday 2019-2023, by number of days

Share of individuals taking days of holiday in the United Kingdom from July 2019 to May 2023, by number of days

Share of Britons who did not take any holiday days 2019-2023, by gender

Share of individuals who did not take any days of holiday in the United Kingdom from July 2019 to November 2023, by gender

Share of Britons who did not take any holiday days 2019-2023, by age

Share of individuals who did not take any days of holidays in the United Kingdom (UK) from July 2019 to November 2023, by age

Leading regions for summer staycations in the UK 2023

Leading regions for travelers' next summer staycation in the United Kingdom as of May 2023

Preferred methods to book the next overseas holiday in the UK October 2022, by age

Preferred methods to book the next overseas holiday among individuals in the United Kingdom (UK) as of October 2022, by age group

Travel product bookings in the UK 2023

Travel product bookings in the UK as of December 2023

Travel product online bookings in the UK 2023

Travel product online bookings in the UK as of December 2023

• Premium Statistic Travel & Tourism market revenue in the United Kingdom 2018-2028, by segment
• Premium Statistic Travel & Tourism market revenue growth in the UK 2019-2028, by segment
• Premium Statistic Revenue forecast in selected countries in the Travel & Tourism market in 2024
• Premium Statistic Number of users of package holidays in the UK 2018-2028
• Premium Statistic Number of users of hotels in the UK 2018-2028
• Premium Statistic Number of users of vacation rentals in the UK 2018-2028

Travel & Tourism market revenue in the United Kingdom 2018-2028, by segment

Revenue of the Travel & Tourism market in the United Kingdom from 2018 to 2028, by segment (in billion U.S. dollars)

Travel & Tourism market revenue growth in the UK 2019-2028, by segment

Revenue growth of the travel and tourism market in the United Kingdom (UK) from 2019 to 2028, by segment

Revenue forecast in selected countries in the Travel & Tourism market in 2024

Revenue forecast in selected countries in the Travel & Tourism market in 2024 (in billion U.S. dollars)

Number of users of package holidays in the UK 2018-2028

Number of users of package holidays in the United Kingdom from 2018 to 2028 (in millions)

Number of users of hotels in the UK 2018-2028

Number of users of hotels in the United Kingdom from 2018 to 2028 (in millions)

Number of users of vacation rentals in the UK 2018-2028

Number of users of vacation rentals in the United Kingdom from 2018 to 2028 (in millions)

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UK TOURISM Statistics 2023

• / UK Tourism Statistics

Explore UK Tourism Trends & Statistics on Inbound Tourism, Spend, Employment, Popular Tourist Destinations & more!

It was predicted that by 2025 the UK tourism industry would be worth over £257 billion, however, the 2020 COVID-19 pandemic had other ideas, putting worldwide travel to a stop.  In 2020 there was a decline of 73% in visitors to the UK and 78% in tourist spending.

UK tourism is not back to pre-pandemic levels just yet, however, the total contribution of travel and tourism to the UK’s GDP increased by 40% from 2020 to 2023 and it's been forecast the number of visitors to the UK will increase to 35.1 million in 2023.

Read on for more UK tourism statistics & latest industry data.

TOP TOURISM  STATISTICS UK:

In 2020 the UK received 11.1 million inbound visitors , who spent £6.2 billion , a decline of 73% in visits and 78% in spending.

This represented a loss to the UK economy of £22.2 billion.

Monthly air passenger arrivals to the UK fell by 98.3% from 6,804,900 in February 2020 to 112,300 in April 2020.

It's forecast that the number of visitors to the UK could reach  35.1 million in 2023.

The total contribution of travel and tourism to the UK’s GDP increased by 40% from 2020 to 2023. 

The average Briton took 3.6 holidays in 2022.

UK tourism is predicted to account for 8.93% in 2028 .

The country most visited by UK residents is Spain .

Tourists spent around £14.2 billion in London in 2022.

There were 15.6 million international visitors in London in 2022.

How did the COVID-19 pandemic impact UK tourism?

How many tourists visit the uk each year, how does tourism contribute to the uk economy, what are the most popular tourist destinations in the uk, what are the most popular tourist attractions in the uk, how many jobs does tourism create in the uk, why do tourists visit the uk, the impact of covid-19 on the uk tourism market.

In 2020 the UK received 11.1 million inbound visitors, who spent £6.2 billion , a decline of 73% in visits and 78% in spending.

Domestic and international air passenger traffic fell to less than 2% of its February 2020 levels in April 2020.

London saw the largest fall in room occupancy, with just 20% of rooms occupied in July 2020 compared with 90% in the same month in 2019.

Accommodation and travel agency businesses saw the sharpest decline in turnover during the first national lockdown, falling to 9.3% of their February levels in May 2020.

Employment in accommodation fell by 21.5% compared with the same three months of 2019.

Domestic tourist spending dropped to £34 billion in 2020 from £92 billion in 2019.

Visit Britain is forecasting 35.1 million visits in 2023  and £29.5 billion spent (104% of the 2019 level and 14% higher than in 2022).

While international tourist visits haven’t bounced back to pre-pandemic levels, Visit Britain estimates they could come to 86% of the pre-pandemic level in 2023. 

In 2022, there were about 30 million international visits to the UK.

In 2022, UK tourism’s GDP contribution was £214 billion.

Tourism’s GDP contribution should grow by 3% annually between 2022 and 2032.

UK tourists spent around £45 billion abroad in the first three quarters of 2022.

COVID-19 impacted the UK tourism market when travel came to a halt around the world. Monthly air passenger arrivals to the UK fell by 98.3% and ultimately the losses represented a loss to the UK economy of £22.2 billion.

Inbound international tourism to the UK was the first industry to be affected by Covid-19 and will be the last to recover, although the UK isn't at pre-pandemic levels just yet, travel & tourism to the UK's GDP increased by 40% from 2020 to 2023 and the number of inbound visitors to the UK could reach 35.1 million in 2023. 

Where people have missed out on travel due to lockdowns, other factors are impacting whether people can afford travel. I ncreasing costs of overseas tourism stop 19% of Britons from enjoying a trip abroad, and personal finances and around  36% of consumers say they won’t be taking a holiday this summer – 14% say due to the level of their essential costs.

Sources: Money Transfers , KPMG , Parliament , ONS , Statista  

UK INBOUND TOURISM STATISTICS

The United Kingdom  ranked seventh in the UNWTO international arrivals league and accounted for 2.8% of global arrivals in 2017.

2017 had the highest number of visitors in one year (39.2 million) . This is almost two-thirds of the population of the UK.

The United Kingdom  ranked fifth place in the UNWTO international tourism earnings league in 2017.

There were 37.9 million visits to the UK in 2018.

Travellers from the US contribute most to the travel industry in the United Kingdom. 3.9 million American tourists visited  in  2018 and spent a collective £3.4 billion.

The USA, France, and Germany were the top markets in terms of the number of visits to the UK, accounting for 29% of visits in 2018.  These markets also accounted for 27% of all overseas visitor spend.

Visits to the UK for holidays reached a new record in June 2019 with 1.6 million inbound holiday visits (up 18%).

4 million people visited the UK in July 2019.

54% of all inbound visitor spend is accounted for by London . The rest of England accounts for 33%, Scotland 10% and Wales 2%.

Repeat holidaymakers  stay longer on their visits than first-time visitors. They also spend more on average per night.

Inbound tourism statistics show 2017 was a record-breaking year, there was a 9% increase in spend and a 4% increase in visits from the previous year. A whopping 39.2 million people visited the UK in 2017, this is almost 66% of the UK population. The increase in tourism in 2017 drove sales for luxury British brands, boosting Bond Street into the top three of the world’s most expensive store locations.

Tourism statistics prove that this industry is one of the UK’s most valuable sectors with 37.9 million people visiting in 2018. Over half of the visitor spend is spent within London which is not surprising as London is the third most visited city in the world after Bangkok and Paris. London will always be one of the most popular cities in the world because it has something for everyone when they go on holiday , whether it is the vibrant culture, the west end theatre or classic British food.

Sources : TheGuardian , UKInbound, VisitBritain , VisitBritain, Finder , ONS , Forbes

LONDON TOURISM STATISTICS

How many tourists visit london each year.

London attracts around 30 million visitors from around the world every year. The number of tourists visiting London has increased from 11 million in 2002 to more than 19 million in 2016.

According to the National Office for Statistics tourists spent more than 111 million nights and close to £11.9 billion . See the chart below to see who’s visiting London (Source: Statista ).

UK TRAVEL STATISTICS: SPENDING

£2.9 billion was spent on visits by overseas residents in July 2019.

In 2018, £7.3 billion was spent by overseas residents. This has decreased by 3% from the previous year.

For every £1000 generated by direct tourism, a further £1800 is supported elsewhere in the economy.

Inbound visitors will continue to be the fastest-growing tourism sector with spend by international travellers forecast to grow by over 6% a year in comparison with domestic spending at just over 3%.

37.9 million people visited from overseas in 2018 and spent £22.9 billion.

The UK accounted for 3.7% of international tourism receipts in 2017.

£604 is the average spend per visit in 2018.

There was a growth in spending across Wales (2%), North East (5%) , Yorkshire (2%) and East Midlands (22%).

$31.93 billion was spent by tourists in 2017.

Domestic tourism in the UK  remains the biggest component of tourist spending, with 2008 expenditures totaling £21.9 billion, according to VisitBritain.

3.8% of global tourism receipts are accounted for by the UK.

Tourism in the UK contributes immensely to the economy, there was a total expenditure of £22.9 billion in 2018 and had 37.9 million tourists. The average spend per visit is £604 with an average length stay of 7 nights. Although the UK is a small country, it still accounts for 3.8% of global tourism receipts and is the fifth top tourism earner in 2018. 

How much does tourism contribute to the UK GDP? Tourism contributes £145.9bn (7.2%) of the GDP, England’s tourism sector is vibrant and vital.

Students also help contribute large amounts to the economy, 500,000 students visit to learn English each year. These English foreign language students also spend £2399 per visit, this is four times more than the average spend. 88% of these students intend to come back to the UK for another holiday. Students generate £1.2 billion in export earnings for the United Kingdom every year.

Sources : ONS , VisitBritain , VisitBritain, Wikipedia, UKinbound , 

UK TOURIST ARRIVALS STATISTICS

6.9 million European residents visited in 2018, this has decreased by 3% from the previous year.

Between April and June 2019 there was an 18% (1.6 million visits) increase from the previous year in visits from North American residents.

Visits by European residents decreased by 5% (6.8 million visits) and visits from other countries decreased by 5%.

Certain markets are more likely to make repeat visits to the UK: 92% of holiday visits from the Irish Republic, 92% from Norway, 83% from Iceland and 80% from Belgium were repeat visits in 2015. Repeat visits are most likely taken by those who have been on holiday here before, as 50% of repeat visits are for holidays. This is followed by 21% who are visiting friends and relatives, 20% business trips, 8% study and 1% other.

Out of the top 10 visiting countries whose residents visited the most frequently in 2018, eight of these countries were EU countries (France, Germany, Irish Republic, Spain, Netherlands, Poland, Italy and Belgium). The only other non-EU countries in the top ten were Australia and the USA. This list has remained almost the same over recent years.

Sources : ONS , VisitBritain

TOURISM STATISTICS UK: BEHAVIOUR AND REASONING

In 2018 tourists visited the UK for the following reasons:

37.9 million tourists visited the UK in 2018.

15.1 million of those visited for a holiday.

11.8 million or 31.4% visited the UK to see friends or relatives.

8.4 million visited for business trips.

2.6 million trips were for other reasons.

During April-June 2019, 4.3 million visited for a holiday,

2.1 million for business and 2.8 million came to visit family and friends. This is just under 10% of UK GDP.

77% of inbound visits were repeat visits.

92% of business visits were repeat visits in 2015, 85% was to visit family and friends and 63% were holiday visits.

Those visiting for holidays reached a new record in June 2019 with 1.6 million inbound holiday visits (up 18%).

Business visits increased to 24% in June 2019 (800,000).

Why do people visit the UK? Business visits accounted for 22% of all visits in 2018 and contributed to a spend of around £4.5 billion. According to Visit Britain, 3.3 million business visits were made to attend small/ medium-sized meetings whist 1.5 million visits were made to attend larger meetings such as conferences, conventions and trade shows. 

Visits by overseas residents decreased in 2018 in comparison to 2017. However, holidays are still the most common reason why people visit the UK. There were 15.1 billion holidays to the United Kingdom in 2018 accounting for 40% of the total. The USA is the top visiting country followed by France, Germany, the Irish Republic and Spain. 

Sources : ONS, VisitBritain, UKInbound

UK TRAVEL INDUSTRY STATISTICS: POPULAR DESTINATIONS

Top Towns and Cities

London Edinburgh Manchester Birmingham Glasgow Liverpool Bristol Cambridge Oxford Brighton

Visits (000s)

19,090 2,363 1,408 1,100 837 803 598 547 526 459

The most popular tourist destination in the UK is unsurprisingly London as it is the capital. The capital attracts 8 times more travelers than the second most visited city in the UK. People love visiting this city because it is full of culture. The best museums and galleries in the world are located there, most of which are free. It also provides many options to see the most beautiful panoramic views such as the London Eye and a variety of rooftop bars.

Edinburgh is the second most visited city, known for its low crime rate and rich heritage it is understandable that Edinburgh is so popular. In England, Manchester is the second top city after London. Manchester has amazing cuisine; an assortment of museums and incredible nightlife and its number of overseas tourists is rising by 10% a year.

Sources: VisitBritain, Finder , UKinbound

UK TRAVEL FACTS & STATISTICS: TOP TOURIST ATTRACTIONS

The top three activities in which international tourists participated in during their visit included dining in restaurants, shopping and going to the pub.

10% of all visits  included a visit to the beach. This rises to 33% for those visiting Wales.

Walking in the countryside was the most popular outdoor leisure pursuit. This was particularly high in the South West and Scotland (41%).

9% of visits  include a trip to the theatre , this rises to 15% in London.

Sightseeing is the most common activity, with 16% of those only in the UK for a day doing some form of sightseeing.

International travellers described a possible trip to the UK as education over anything else.

The Tate Modern is the most popular attraction in the capital, with 5.9 million visitors in 2018. This is followed by the British Museum (5.8 million) and the National Gallery (5.7 million).

47% of people stated that they associate the United Kingdom with Museums, it is also the most popular attraction in London.

Wildlife attractions had a 4% participation rate, increasing to 6% amongst those visiting the South West, London and Scotland.

The South West literary offer was the second highest after London, with 6% including a literary/music/TV or film location visit during their stay.

The most popular tourist activity and attraction is sightseeing. Even if tourists are only visiting for one day, 16% of people manage to do some form of sightseeing. Walking is also another extremely popular tourist activity. London tourism statistics show The Tate Modern is the number one tourist attraction in the city, with 5.9 million visitors in 2018.

Activities specifically focused around ‘city life’ such as dining, socializing and shopping are the most popular things to do for overseas visitors. History and heritage also draw in a lot of tourists, alongside ‘Britain only’ activities such as iconic landmarks and famous attractions. Whereas, in the more rural parts of the UK, visiting the countryside, beaches, as well as national parks, are very popular amongst tourists. Tourists over the age of 65 are more likely to do unusual activities such as playing golf or researching ancestry.

Sources : VisitBritain , Finder

TOURISM EMPLOYMENT STATISTICS UK

Since 2010, tourism has been the fastest-growing sector for UK employment. By 2025, the tourism industry UK is set to be worth over £257 billion.

The tourism sector is set to grow at an annual rate of 3.8% through to 2025. This is significantly faster than the overall economy. It is also supporting 3.8 million jobs.

English foreign language students generate £1.2 billion in export earnings each year. This creates 20,000 jobs.

3.3 million people work in tourism-related businesses, 1.5 million are employed as a redirected result of expenditure.

There are 241,000 businesses in the UK travel industry.

The United Kingdom is the world’s 7th most popular tourist destination, therefore it is not surprising that this sector creates a lot of job opportunities. These UK tourism employment statistics demonstrate the importance of tourism for employment. Since 2010, tourism has been the fastest-growing sector for UK employment, accounting for 11.9% of all jobs and it is thought that by 2025, the industry is set to be worth over £257 billion. Travel and tourism overtook financial services (8.9%) and banking (3.4%) as the fastest growing sector in the UK.

Sources : VisitBritain, Finder , WTTC

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UK ranked fifth for tourism competitiveness globally

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The UK has the fifth most competitive tourism market in the world, helped by its healthy business environment, strong air travel infrastructure and cultural attractions. But the World Economic Forum’s travel report shows that only Switzerland is a more expensive destination than the UK, which ranks 140th out of 141 countries on price competitiveness. The World Economic Forum’s Travel and Tourism Competitive Index found that the strength of the UK’s sector was weighed down by its heavy Air Passenger Duty and airport charges. Airline bosses have called on the new government to act to abolish APD on the back of the report. Spain topped the index for the first time due to a surge in tourists from emerging markets including China, Brazil and Mexico. More than 60 milion people travelled to Spain in 2013, making it the third most visited country in the world. Spain’s top position was helped by a world class ranking in cultural resources (first globally), its ability to support online searches for entertainment (fourth) – a measure of how well the country has adapted to consumption habits brought on by the digital revolution – as well as excellent infrastructure (fourth), according to the Index. Traditional strong travel and tourism destinations such as France, Germany, the US, UK, Switzerland, Australia, Italy, Japan and Canada complete the top 10. Of the large emerging markets, China (17th) and Brazil (28th) made it into the top 30, while Russia, South Africa and India ranked 45th, 48th and 52nd, respectively. This made Brazil and South Africa the best placed in their region, Singapore (11th) came up top in South-East Asia, and the United Arab Emirates (24th) was the highest placed nation in the Middle East and North Africa. World Economic Forum economist, Roberto Crotti, said: “The diversity in the top 30 shows that a country does not have to be wealthy to have a flourishing tourism sector. “But many countries should still do more to tackle travel and tourism challenges, including visa policies, better promotion of cultural heritage, environmental protection and ICT readiness. This in turn would drive economic growth and the creation of jobs.” The report also identifies areas where tourism-oriented economies could do better in adapting to changing global trends as well as growing market segments. These include a growing number of middle class travellers from emerging and developing countries, senior consumers and millennials. It also finds a need for travel-reliant economies to adapt faster to online services and marketing, as mobile internet continues to define the way travellers select, plan and review their trips. The global travel and tourism sector, which already accounts for almost one-tenth of global GDP, grew at an average of 3.4% per year over the past four. This compares favourably with the global economy, which grew at only 2.3% per year, indicating the sector’s resilience to economic shocks. Growth in the sector could accelerate to 5.2% a year over the next five years, according to the World Travel & Tourism Council.

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Prime Minister declares UK one of the most open countries in Europe and ready for an international tourism boom

UK is safe and open for visitors with no testing for fully vaccinated tourists

PM rallying cry comes as VisitBritain launches £10 million campaign to encourage international tourists to visit. ©VisitBritain/Rod Edwards

• 2022 to be a blockbuster year for the nation, with Her Majesty The Queen’s Platinum Jubilee, the Birmingham 2022 Commonwealth Games and Unboxed: Creativity in the UK
• PM rallying cry comes as VisitBritain launches £10 million campaign to encourage international tourists to visit

Prime Minister Boris Johnson today calls on international tourists to visit the UK and enjoy the sights and sounds of one of the most open countries in Europe.

As testing and quarantine restrictions end for fully vaccinated visitors, the UK is ready to welcome visitors from around the globe for a blockbuster year of events showcasing the breadth of culture, creativity and innovation on offer, including Her Majesty The Queen’s Platinum Jubilee, the Birmingham 2022 Commonwealth Games and Unboxed: Creativity in the UK.

It comes ahead of a new VisitBritain £10 million international marketing campaign targeting the UK’s most valuable visitor markets of Europe and the USA which will launch in February.

Prime Minister Boris Johnson said:

Thanks to the phenomenal success of our booster campaign and the extraordinary efforts of the public, the UK is officially one of the most open countries in Europe and ready to welcome visitors from across the globe. The UK is home to thousands of world class attractions, unbeatable hospitality and incredible history and culture. 2022 also promises a host of unmissable events – from Her Majesty’s Jubilee to the Commonwealth Games. Now is a fantastic time to book a trip and enjoy the best the UK has to offer.

Culture Secretary Nadine Dorries said:

There is huge pent up demand from international tourists to visit the UK and my message is clear: our brilliant tourism, hospitality and leisure businesses are ready and waiting to welcome people back. 2022 is set to be a blockbuster year with an unmissable opportunity to see world-class sports in the Commonwealth Games, culture and creativity through the Unboxed events and royal pageantry as we mark the Queen’s 70-year reign.

Transport Secretary Grant Shapps said:

We made the right calls at the right time and thanks to our vaccine and booster rollout it’s paying off – allowing us to safely remove nearly all COVID-19 travel restrictions for vaccinated travellers. We already have one of the most open economies in Europe with the least restrictions, and because of these changes we now have a travel sector to match it. This final step in our stable and safe full return to international travel is a major boost for UK tourism, setting Britain free ahead of the crucial half term and spring holiday season.

VisitBritain’s multi-million pound campaign will spotlight cities across the UK including London, Edinburgh and Cardiff which have been hit hard by the lack of international visitors.

It will encourage visitors to see another side of Britain promoting new and exciting experiences such as kayaking on London’s iconic River Thames, Edinburgh’s famous Fringe Festival and sampling some of the world’s finest gins at Cardiff Distillery.

VisitBritain CEO Sally Balcombe said:

We know there is pent up demand for travel and our priority is to build back demand for Britain and visitor spending as quickly as possible, competing hard for international visitors who contribute billions to our economy. As well as messages of welcome and reassurance, we’re shining the spotlight on our vibrant and diverse cities. Telling the stories of our renowned heritage with a modern twist, our buzzing contemporary culture and innovative food and drink scene, we are showing that Britain is packed full of fresh and exciting experiences to come and see today. This year’s landmark events, set to be global tourism draws, also present exciting and timely opportunities to highlight once-in-a-lifetime experiences that visitors can only have here, and to promote our welcome and creativity to the world.

VisitBritain’s campaign will build on the government’s ambitious Tourism Recovery Plan published in June 2021 which aims to get domestic and international tourism back to pre-pandemic levels a year faster than independent forecasts predict.

The government has backed tourism, hospitality and leisure organisations through the pandemic with more than £37 billion in funding and support.

This includes the ongoing cut to VAT, furlough and 100 per cent business rates relief for leisure, retail and hospitality businesses which have saved thousands of jobs and prevented many business closures. The Coronavirus Job Retention Scheme at its peak supported 87 per cent of hospitality and entertainment businesses and a UK-wide VAT cut for the tourism sectors from 20 per cent to 5 per cent was in place until September 2021. It will remain at 12.5 per cent until the end of March 2022 to provide ongoing support for businesses.

Notes to editors:

The VisitBritain campaign goes live in the major European markets of Germany, France, Italy, Spain and the Netherlands in the week of 14 February and launches in the USA on 10 February.

Plans for Her Majesty The Queen’s Platinum Jubilee are as follows:

Thursday 2 June

• The Queen’s Birthday Parade (Trooping the Colour): Over 1,400 parading soldiers, 200 horses and 400 musicians will come together in the traditional Parade to mark The Queen’s official birthday, usually held on the second Saturday in June.
• Platinum Jubilee Beacons: The United Kingdom’s long tradition of celebrating Royal Jubilees, Weddings and Coronations with the lighting of beacons will be continued to mark the Platinum Jubilee. Beacons will be lit throughout the United Kingdom, Channel Islands, Isle of Man and UK Overseas Territories. For the first time, beacons will also be lit in each of the capital cities of the Commonwealth countries to celebrate The Queen’s Platinum Jubilee.

Friday 3 June

• Service of Thanksgiving: A Service of Thanksgiving for The Queen’s reign will be held at St Paul’s Cathedral.

Saturday 4 June

• The Derby at Epsom Downs: Her Majesty The Queen, accompanied by Members of the Royal Family, will attend the Derby at Epsom Downs.
• Platinum Party at the Palace: The BBC will stage and broadcast a special live concert from Buckingham Palace that will bring together some of the world’s biggest entertainment stars to celebrate the most significant and joyous moments from The Queen’s seven decade reign.

Sunday 5 June

• The Big Jubilee Lunch: Every year since the idea began in 2009 The Big Lunch has encouraged communities to celebrate their connections and get to know each other a little bit better, coming together in a spirit of fun and friendship. In 2022 The Big Lunch will bring the Jubilee celebrations into the heart of every community.
• The Platinum Jubilee Pageant: A pageant featuring over 5,000 people from across the United Kingdom and the Commonwealth will take place against the backdrop of Buckingham Palace and the surrounding streets. It will combine street arts, theatre, music, circus, carnival and costume and celebrate the service of Her Majesty’s reign, as well as honouring the collective service of people and communities across the country.

Birmingham 2022 Commonwealth Games

The Birmingham 2022 Commonwealth Games will take place from 28 July to 8 August 2022 and will be the biggest sporting and cultural event ever held in the city featuring thousands of world-class athletes and over a million spectators. Home to more than 187 nationalities, Birmingham 2022 will be a home Games for every nation.

Backed by £778 million of public funding, Birmingham 2022 will deliver 11 days of amazing sport. Alongside the sport programme, the Games will be accompanied by a six-month cultural festival and the Queen’s Baton Relay will travel around the Commonwealth and the UK before arriving in Birmingham for the Opening Ceremony. A £24 million business and tourism programme will convert the excitement and interest generated by the Games into increased trade, tourism and investment opportunities for the West Midlands, promoting the region and the UK to the world.

UNBOXED: Creativity in the UK

Unboxed: Creativity in the UK – a once-in-a-lifetime celebration of our world-leading creativity taking place from March to October. Drawing on a £120 million government investment, Unboxed will lift the lid on 10 very different creative projects shaped by some of the brightest minds from across science, technology, engineering, arts and maths. Millions of people across the UK are invited to watch, experience and participate in an extraordinary series of events, installations and activities throughout England, Northern Ireland, Scotland and Wales – as well as online, which will bring people together and showcase the UK’s creativity globally.

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The myth of an overcrowded Britain suits our island psyche – and this government

Through Brexit, the Tories effectively promised a less crowded and less cosmopolitan country. And that is what they have created

B ritain is full. That vague but powerful assumption has shaped so much of our politics. From the Brexit campaign with its “breaking point” poster of a queue of migrants and refugees, and border-fixated home secretaries from Jack Straw to Priti Patel, to the regular immigration panics spread by newspapers to voters, the idea that these small islands have reached their maximum viable population has become hugely influential.

It’s a convenient situation for the right. Blame for congestion and strained public services can be placed on population growth and migrants, rather than on our profoundly unequal patterns of land ownership and use or Conservative cuts in state spending. But the idea that Britain is full – or too full already – also appeals more widely: to some environmentalists, to people who like peace and quiet, and dislike cities or new housing developments, or think that being British is a privilege that needs protecting. A fear of overcrowding is deep in our island psyche.

And over recent decades the UK population has undeniably changed quite dramatically. Between 1981 and the beginning of the pandemic , it grew by more than a fifth, or about 12 million people. Meanwhile, the number of people visiting the UK also surged, almost doubling during the first two decades of this century. So many factors contributed to these increases – from globalisation and the end of the cold war to EU membership and improvements in life expectancy – that they seemed unstoppable. In British cities, where most of the influx took place, railway stations, restaurants, museums, schools and train carriages all got bigger.

How underpopulated those spaces have often been since the arrival of Covid-19. Lockdowns and anxiety about the virus do not fully explain the transformation. Far from having too many people, Britain may be in the early stages of a population decline – and it may last longer than the pandemic.

One recent Friday evening in central London, with Omicron yet to spread much and the Christmas shopping and drinking season theoretically in full swing, the usually packed pavements of Oxford Street, Regent Street and Piccadilly Circus were dotted with people walking unobstructed in small groups, surrounded by empty space. As absent as the usual crowds were the usual foreign accents. The tourism body VisitBritain expects that the number of foreign visitors this year will be more than 80% below its pre-pandemic figure – a much steeper fall than in comparable destinations such as France or Spain.

For Britain, where tourism is the fifth-largest sector of the economy and the source of a lot of national self-confidence, this is a big change – even if it has been masked in places by an increase in domestic visitors . Yet the suspension of our status as a leading destination may be less significant than what is happening to our more permanent population. In 2020 alone, according to the Economics Statistics Centre of Excellence, the number of UK residents may have dropped by “ more than 1.3 million ” – the largest fall since the second world war.

Other demographers estimate that there was a smaller fall or a tiny increase. But all agree that thanks to our terrible Covid death toll, a drop in the birthrate, and fewer EU and non-EU migrants after Brexit, the UK’s population boom has come to an end. If and when the pandemic fades, there is little confidence that this growth will resume. Even before Covid, the birthrate was falling, and the long modern rise in life expectancy was stalling – the latter almost certainly connected to Conservative austerity. Through Brexit and other policies, the Tories effectively promised a less crowded and less cosmopolitan country, and that is what they have created.

During the first lockdown, some people of all political persuasions relished the emptier, calmer streets. And with fewer foreign tourists, famous British places have felt more like meaningful national monuments and less like theme park attractions. Even the pompous plaza in front of Buckingham Palace had an atmosphere – a sort of stoical Victorian grandeur – when I found it almost deserted at dusk one day last summer.

But as with lockdowns, the appeal of this quieter country is wearing off. This year’s disruptive labour shortages are a sign that depopulation and consumerism are not completely compatible. In the longer term, we may also discover that living in a shrinking or static population is psychologically unsettling, even alarming. The last time Britain’s population stopped growing, in the mid-1970s and early 1980s, it was widely seen as a sign of national decline. When fewer people are choosing to live in a country, or to have children in it, that country feels less confident, and its prospects contract.

For now at least, many Conservative voters may not mind. Lots of them grew up in a postwar Britain with considerably fewer people, so they may feel that a return to those population levels is a restoration of the natural order. Alternatively, their opinions may not be that connected to social realities. During the Brexit referendum, the political journalist Stephen Bush visited Hull, and found that “the issue that moves [Brexit] voters” was “ Britain is full ”. Since the 1960s, the city’s population had actually fallen by a seventh. Yet Hull still voted leave by two to one.

Conversely, the most pro-EU and pro-immigration parts of Britain are often the most densely populated, such as inner London. Many Britons who have actually experienced life on a crowded island seem to like it.

It’s possible that the current population slump, like that of the 1970s and 1980s, will turn out to be temporary, ended by changes in economic and political conditions. But if it doesn’t, life on our archipelago at the edge of Europe will gradually become very different. One day, we may look back with nostalgia at when Britain felt full.

Andy Beckett is a Guardian columnist

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Jet-set Britain: Exploring Trends and Insights for Travel and Tourism in the UK in 2023

Appinio Research · 08.11.2023 · 21min read

Is life a pendulum constantly swinging between the PTO (paid time off) you just had and the next PTO you’re going to request?

Luckily for you, the Appinio Hype Train is here to sweeten this in-between time.

The travel industry is an interesting one as it has seen its fair share of changes and challenges in recent years. From the ongoing impact of the COVID-19 pandemic to the growing awareness of sustainability concerns, there's much to unpack. We'll delve into the heart of these matters and provide you with a detailed look at how British travellers are navigating this dynamic landscape.

Appinio has surveyed a nationally representative sample of 1000 Brits, and investigated everything from travel frequencies and accommodation preferences to the burning questions about sustainability and the overtourism phenomenon. By the end of this blogpost, you'll have a comprehensive overview of the state of the UK's travel and tourism industry in 2023, and a wealth of statistics, facts, and insights to keep you informed and inspired.

Key takeaways from the Appinio Hype Train Report on travel & tourism

Travel behaviour in 2023 British travellers adapted to post-pandemic conditions by embarking on more frequent and extended trips, including the trend of " revenge travel ". However, the cost-of-living crisis led to reduced travel frequency and closer-to-home destinations due to inflation. Travel companions varied, with couples, solo travellers, and families. Off-peak travel gained popularity, offering quieter and more affordable experiences. Resurgence of domestic tourism   It's evident that domestic tourism in the UK has experienced a resurgence. British holidaymakers have been rediscovering the wonders of their home country, driven by factors such as Brexit, the COVID-19 pandemic, and the cost-of-living crisis. The South West region, in particular, emerged as a preferred choice for staycations. Sustainability and climate-conscious travel British travellers are starting to place importance on sustainability in their travel decisions. Many seem to be willing to pay more for climate-friendly options when travelling, i.e. paying more for accommodations. However, there is a reluctance to limit air travel, possibly due to short PTO and the desire for longer, more relaxing vacations.

💡 Ready for take-off? Then download the Hype Train Report for free!

Download the Appinio Hype Train Report on Travel & Tourism with Jonas Upmann from HomeToGo

Status quo of the travel & tourism industry in the UK

The travel and tourism industry is dynamic by nature and is constantly shaped by factors such as global events, evolving consumer preferences, and technological advancements. But since the COVID-19 pandemic, the industry has been struggling to find its footing, we could say, it got long covid.

The disruption of travel altogether and business-as-usual practices was so profound that issues emerged during the pandemic keep interfering with travellers till this day, so much that the amount of disturbances faced by holidaymakers in the summer of 2023 has been called unprecedented .

There was a notable decline in the number of Britons taking holidays during 2020 and 2021, but the situation luckily improved in 2022, Statista says.

When considering international travel, Spain, the United States, and France emerged as the top destinations for UK outbound travellers.

Conversely, the South West region of the UK emerged as the preferred choice for summer staycations .

Statista projected that the revenue in the Travel & Tourism market is to reach £32.22bn in 2023, and that revenue is expected to show a slow annual growth rate (CAGR 2023-2027) of -0.48%, resulting in a projected market volume of £31.61bn by 2027.

Travel behaviour of British holidaymakers in 2023

Yet UK holidaymakers are undeterred. According to Ms. Lo Bue-Said (chief executive,  Advantage Travel Partnership) for British newspaper The Independent : “Desire to travel among Brits has not abated. Summer from a trading point of view has been exceptional. We have seen significant business increases and some really exciting destinations.”

Of course, after years of restrictions and limitations, revenge travel , a.k.a. consumers finding travel more appealing than ever, resulting in countless people travelling for longer and more frequently, was to be expected.

However, misery loves company. Once COVID restriction started to ease, the cost-of-living crisis reared its head and it forced Brits to change once again their travel plans. The Appinio Hype Train Report shows that

• 40% (strongly) agree that due to inflation, they reduced the number of trips they made this year.
• 34% (strongly) agree that due to inflation, they chose holiday destinations closer to home .

Some consumers may need to wait a bit longer to book their revenge trips.

Domestic vs. international travel

The debate between domestic and international travel remains at the forefront of travel decisions. 

Many Brits have been rediscovering the wonders of their home country, with domestic tourism experiencing a resurgence, especially to the windy beaches of the South West.

The reasons are multifaceted. First of all, British citizens started to feel the effects of Brexit, then the COVID-19 pandemic and travel restrictions came to be, followed by an energy crisis. To top it all off, there were shortages in travel and airport staff, plus strikes. Not the best start to a holiday, right?

No wonder 55% of Brits thought domestic travel was the safest option to enjoy some well-deserved PTO.

Nevertheless, international travel kept its allure.

Travellers seek adventures and sunshine abroad, as demonstrated by 45% of British holidaymakers having gone / going to international destinations.

The Appinio Hype Train data also show an interesting difference between age groups: Baby Boomers are the most likely to travel domestically (62%), while Gen Z the most likely to travel internationally (50%).

Long vs. short haul

The choice between long-haul and short-haul destinations is another important aspect of travel behaviour. 

Is a weekend enough to unwind or are Brits packing anti-jet-lag remedies with them?

It looks like Brits seem to prefer long-haul journeys that offer the promise of far-flung adventures, cultural exploration, and new experiences (55%). 

On the other hand, the convenience and cost-effectiveness of short-haul travel within the UK and/or Europe continues to captivate a significant portion of British travellers (45%).

The Appinio Hype Train data also show an interesting difference between age groups once again: Baby Boomers are the most likely to do short trips (52%), while Gen Z are the most likely to do long trips (60%).

Travelling in company

British holidaymakers exhibit diverse preferences when it comes to companionship during their journeys. 

• Couples seeking romantic getaways are a substantial portion of travellers, 27% of British travellers do so. Baby Boomers are the most likely to travel with their significant other (39%).
• Only 18% of British holidaymakers travelled or will travel solo this 2023, Millennials seem the most likely to do so (21%).
• Group travel seems to be the least popular option, as only 16% had done so. Gen Z are the most likely to travel with a group (24%).
• Family vacations remain a cherished tradition for 39% of British travellers, 35-44 years-olds are the most likely to travel with family (45%).

Peak season vs. off-peak

Travel patterns in 2023 reflect a noteworthy trend where British consumers are increasingly looking beyond the traditional peak season. 

While the summer months or school breaks continue to be popular for vacations, there's a growing appetite for off-peak travel. 

Over one in two (57%) are more inclined to travel off-peak . This means that many travellers are exploring the charm of destinations during the quieter months, taking advantage of smaller crowds and often more affordable prices.

Booking habits

The way Brits book their trip has evolved, reflecting the digital age's influence. 

Over the years, there has been a significant shift towards online platforms and apps for booking flights, accommodations, and activities. These platforms offer convenience, a wide range of choices, and often competitive prices, in fact nearly three quarters (74%) of UK travellers have been booking their accommodation online , both desktop and mobile. 

However, traditional travel agencies still hold sway with a portion of the population (28%), especially for those who value personalised service and expert advice.

💡 Need more insights to feed your roadmap to your holiday?

Brits’ accommodation preferences

Accommodation is a critical piece of any travel puzzle.

Will the bed be comfortable enough, or are the pillows as hard as your mum’s comments on your new haircut? Is the location nice and quiet, or would you need earplugs to be able to sleep? How are the vibes at the reception, is the staff helpful or are they scrolling on TikTok all day long?

These are all legitimate questions that every traveller asks themselves when booking an accommodation, hoping they haven’t been scammed!

Let’s deep dive into their habits and trends and understand what they are looking for.

Accommodation

When it comes to accommodation, British travellers display a wide spectrum of preferences. 

• Traditional hotels continue to be a top choice for 70%, offering a combination of comfort and amenities. 
• Resorts come in second (37%), followed by B&B at 33%. 
• Vacation rentals like AirBnB or HomeToGo rank fourth at 31%, Baby Boomers are the most likely to prefer this option (39%) among all other age brackets.

When it comes to vacation rentals, vacation homes and cabins/cottages are the most popular choice (both at 50%), with cabins and cottages being a must for Baby Boomers at 58%.

Beach homes rank second (40%), but they are the go-to for Gen Z (59%).

Alternative lodging options

Beyond the conventional choices, travellers are increasingly embracing alternative and unconventional accommodations. Tiny houses , often nestled in picturesque natural settings, provide a cosy and minimalistic escape. Houseboats offer a unique way to stay right on the water, allowing travellers to drift off to sleep with the gentle sway of the waves. 

These alternative options cater to those seeking an offbeat and memorable stay. However, these options are not often used by UK holidaymakers, 70% of them say they never used alternative lodging.

Despite looking like the cutest thing on earth, these accommodations often have limited space, making them less suitable for larger groups and extended stays. Comfort and amenities may not match traditional lodging, and accessibility, privacy, seasonal limitations can be factors to weigh. Safety, sanitation, and lack of standardisation are also concerns, while high demand during peak travel times may affect booking availability.

Factors influencing accommodation choices

The factors influencing accommodation choices are multifaceted. 

• Budget considerations play a crucial role, 70% travellers seeking affordability and others willing to splurge for a luxurious experience. 
• Location , proximity to attractions, and the ease of transportation are also key factors for 64%.
• 41% decide after careful research and take into account reviews and ratings .
• Comfort , of course, makes it to the top 5 with 39% looking for a comfortable and pleasant accommodation to relax after a day of exploration.
• One third (32%) look for the amenities like pools, gym or pet-friendly lodging, meaning that travellers are not satisfied with “just a place to sleep” anymore.

Willingness to pay for premium amenities

Many (36%) British travellers are increasingly willing to invest in premium amenities that enhance their overall travel experience. These amenities can include spa services, fine dining, private pools, and more. The willingness to pay extra for such features demonstrates a desire for a higher level of comfort and indulgence during their trips.

💡 Packing for your trip? Then don't forget to download the Hype Train Report for free!

Insights into Brits’ climate-conscious choices when travelling

Nearly two thirds (60%) of travellers are willing to pay a premium / additional fee to choose a more climate friendly travel option. The desire to minimise the carbon footprint of their journeys has become a driving force behind their travel decisions. However, when asked exactly how they’d like to contribute to a more sustainable way of travel:

• 43% would be willing to pay higher prices for accommodations ,
• 42% would be willing to pay higher prices for transport ,
• 15% would be willing to pay higher city taxes .

Efforts to be more climate-friendly

As climate change awareness continues to grow, some British travellers are contemplating the need to limit their journeys for climate reasons.

One third (33%) state they have been trying to reduce the number of their trips in order to be climate-friendly, but the striking majority doesn’t think of refraining from travelling when and how much they want/can.

Willingness to limit travel for climate reasons

A small portion of travellers is willing to reduce their travel frequency or travel shorter distances to minimise their carbon footprint.

And, when asked whether they’ll be willing to travel only once a year by plane, British holidaymakers were split, with 51% saying they wouldn’t want to limit their air travel.

Interestingly, Gen Z and Millennials, two of the age cohorts most vocal about climate change and the need to tackle the climate crisis as fast as possible, seem the least likely to be wanting to limit their travel.

There’s clearly an age effect as the younger the respondents the less willing to give up on travel. 

Could it be because, being still in their prime, they want to explore the world as much as possible before starting to experience mobility or health issues that could hinder their ability to travel?

All considered, it is clear that this unwillingness to limit their air travel goes deeper than not wanting to be climate friendly. Consumers may not want to give up air travels for multiple reasons: 

• PTO is often short, so having to spend more time travelling by train or car could actually shorten the holiday and dampen the relaxation effect a holiday is supposed to give
• For those living in one country but having family or business ties in another, air travel is often the most practical way to stay connected.
• Air travel opens up opportunities for adventure and exploration, allowing people to discover new places and create memorable experiences.

The overtourism phenomenon

As travel and tourism continue to thrive in the United Kingdom, the concept of overtourism has started to make an appearance. 

Overtourism represents a complex challenge, where the popularity of a destination can sometimes lead to adverse consequences, including overcrowding, environmental degradation, and cultural erosion.

Awareness of overtourism phenomenon

Overtourism has become a buzzword in the world of travel only recently. 

In fact the majority (61%) of Brits have never heard of this term and 27% heard of the term but aren't sure of what that means.

It is clear that not many are aware of the challenges posed by overtourism, which often involves crowded destinations, environmental degradation, and strained local resources, and how this phenomenon will be changing the travel & tourism industry. 

Many popular destinations like Florence , Venice (Italy) and Mount Fuji (Japan) are thinking of introducing a set number of visitors per day to limit disruptions. The city of Florence has even introduced an Airbnb ban in the city centre, as vacation rentals were robbing residents of housing.

Other regulatory measures are visitor quotas, limited access to sensitive areas, and the implementation of tourist taxes to manage the influx of visitors.

It’s clear that economies heavily dependent on tourism are now starting to see the dark side of the tourists influx and are starting to think of measures for preserving the integrity of the destination and ensuring a positive experience for both travellers and local residents.

Attitudes toward measures to combat overtourism

In response to the overtourism phenomenon, British travellers exhibit a range of attitudes and opinions regarding the measures to combat it.

Nearly one in two (46%) Brits (strongly) agree with implementing measures against overtourism. However, and funnily enough, they wouldn’t be willing to pay higher city taxes (previous slide), an extremely popular measure that most saturated holiday destinations have introduced.

The overtourism phenomenon is an issue that is still failing to capture the attention of British travellers, and their attitudes towards addressing it reflect their lack of knowledge.

New trends shaping the travel and tourism industry

The world of travel and tourism has been always witnessing fascinating transformations and several trends have been shaping the industry. 

Luckily, we had an amazing expert to guide us and make sense of the travel and tourism industry: Jonas Upmann from HomeToGo, the marketplace with the world's largest selection of vacation homes.

Jonas is the Head of Consumer Communications, with expertise across content marketing, PR (digital and traditional), and SEO, alongside more than eight years of experience in one of Berlin’s leading travel tech companies, Jonas is a seasoned industry professional and a true travel expert. Additionally, Jonas has lectured in PR at the Hochschule für Technik und Wirtschaft Berlin, and is employed as a guest lecturer for content marketing at the Swiss Zurich University of Applied Sciences with a focus on storytelling and the distribution of content. Combining a classic PR background with modern inbound marketing techniques, Jonas' focus at HomeToGo is driving impactful coverage of HomeToGo and the HomeToGo Group's brands on top domains, creating brand awareness and SEO visibility to increase organic traffic.

Jonas gave us insights on the newest and hottest trends in the travel and tourism industry.

• One such trend that's gained immense traction is the habit of booking trips well in advance . British consumers are showing an unprecedented level of curiosity and awareness when it comes to planning their journeys, and the buzz surrounding this trend is the biggest recorded by the Appinio Hype Tracker. The idea of securing travel plans ahead of time is a hot topic of discussion in consumer circles, reflecting multiple consumers' needs, being cost-effective in a cost-of-living crisis period, but also having something to look forward to. 
• On a parallel track, we find the anticipation for summer holidays in 2024 , albeit with a twist. While curiosity remains high, the awareness levels are slightly lower, resulting in a somewhat subdued buzz. It's an intriguing contrast, suggesting that consumers are keeping their summer dreams somewhat close to the vest. 
• International travel is staging a remarkable comeback. It boasts the third-highest curiosity levels but has skyrocketed to the second-highest slot in awareness. The consumer buzz around international travel is substantial. A testament to the pent-up wanderlust of British travellers, eager to explore the world once again.
• Domestic travel , although equally appealing, has a slightly different story to tell. While awareness levels rank third, and the buzz is significant, it takes a slightly backseat to international journeys in terms of curiosity. In essence, British travellers are embracing both global and local adventures with equal enthusiasm, but their discussions reveal a penchant for planning ahead and embarking on international escapades that speak to their enduring spirit of exploration.

In the ever-evolving realm of travel and tourism, consumers are the biggest players, continually adapting to global shifts, emerging trends, and shifting priorities. The Appinio Hype Train Report on the status travel and tourism industry in 2023 has uncovered a rich tapestry of experiences, choices, and attitudes among travellers. From the impact of the COVID-19 pandemic and the resurgence of domestic tourism, the rise of sustainability consciousness, and the complexities of overtourism, travellers are embracing change with resilience and vigour. Looking forward to the travel landscape for 2024, it becomes clear that today's travellers are adapting faster than ever and keep looking for adventures, far away and closer to home. And these travellers will always find the right accommodation for every type of trip at HomeToGo.

💡 What else are fellow travellers discussing when planning their holiday? Find out on the Hype Tracker!

In the ever-evolving realm of travel and tourism, the United Kingdom stands as a dynamic player, continually adapting to global shifts, emerging trends, and shifting priorities. 

The Appinio Hype Train Report on the UK travel and tourism industry in 2023 has uncovered a rich tapestry of experiences, choices, and attitudes among British travellers. From the impact of the COVID-19 pandemic to the resurgence of domestic tourism, the rise of sustainability consciousness, and the complexities of overtourism, British travellers are embracing change with resilience and vigour.

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Tourism in Britain

Convert the words so that they correspond lexically and grammatically

Tourism is already Britain’s fifth most important industry and it is also the fifth largest tourist industry in the world. It’s growing _________ RAPIDLY : the number of people employed in the industry increased by more than 50,000 a year.

Britain has a rich and varied cultural heritage. _________ COLORFUL _________ royal ceremonies attract millions of visitors each year.

 London has an international reputation for its historic sites, museums and famous institutions. A city of infinite colour and _varieties______, London is both historic and unceasingly modern, at the forefront of fashion, music and art.

Historic cities such as Oxford, Cambridge and Bath are visited by large numbers of _______ FOREIGNERS ___________.

People who travel to Scotland, the Lake District and other areas of upland Britain find unique ________ EXCITING  _________ places and scenery which can vary over short distances.

 Some of the most popular ________ ATTRACTIONS _________ outside London are the Jorvik Viking Centre in York, the Tudor ship in Portsmouth and National museum of Photography in Bradford

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