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

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

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

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

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

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

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

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

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

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

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

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UK – United Kingdom

Rich in tradition, complex in culture and endlessly diverse… it’s partly down to its unique constitution that the UK is such an endlessly fascinating place to discover. 

Visit UK destinations

Whether you’re in the United Kingdom (UK) for the first time, or have lived here your whole life and are looking for new places to visit, UK travel is all about variety.

It’s about unearthing a mixture of iconic sights and hidden gems, ticking famous landmarks off your bucket-list one day and stumbling across a quirky local museum the next. 

It’s about taking the plunge into a vast wealth of activities, whether you’re an adrenaline-junkie, a die-hard hobbyist or simply fancy trying your hand at something new – from abseiling and mountain-biking to hiking and pony trekking, seal spotting, bird watching and more. 

And, of course, the UK’s diversity is mirrored in its landscape too. From its rugged coastline studded with gold sand beaches and secret coves, to rolling countryside dotted with patchwork fields and crops of ancient woodland, to vertiginous peaks set above glistening meres and heather-clad moors, via kitschy seaside resorts, pretty-as-a-postcard villages and handsome market towns, there’s no shortage of places to visit in the United Kingdom. 

Meanwhile, UK city breaks offer something to satisfy all wallet sizes and tastes, be it fascinating history and heritage, cutting-edge culture and museums, indulgent retail therapy or decadent dining and nightlife.

Places to visit

For many visitors to the UK, their first port of call is England – home of Shakespeare, Sherlock Holmes and ‘Pride and Prejudice’. 

There’s energetic and ambitious London, steeped in iconic landmarks, world-class museums and royal parks, whilst Cornwall’s balmy climate and surf-ready beaches promise a more chilled-out stay. 

Up north, Northumberland’s starry skies and vast, unspoiled landscape stretch endlessly before you. Manchester hums to the sound of its football chants and a stomping nightlife, whilst friendly Liverpool impresses with its Beatles heritage and jaw-dropping architecture. 

Places to visit in England (UK)

• Things to do

There are enough things to do in the UK to keep each day fun-packed, whatever your holiday style. 

Lovebirds in search of romantic breaks may look towards countryside and coast – strolling hand-in-hand along the beach, gazing up at star-studded skies or packing a picnic basket for a riverboat cruise. Prefer city breaks? You’ll find just as much romance amongst the bright lights, Michelin-star restaurants and dazzling entertainment venues of England’s vibrant cities. 

School holidays are a breeze thanks to any number of family-friendly activities. Kids can learn outside of the classroom whilst fossil hunting on the beach or discovering how the Tudors and Victorians lived at one of the UK’s evocative castles and stately homes. There’s plenty for youngsters with boundless energy as well, be it swinging through the forest on a treetop adventure or learning to kayak. 

As England’s weather gets warmer and a blanket of colour falls across the landscape, spring breaks are an ideal time for finding things to do in the great outdoors. Put the wind back in your sails with a sailing holiday, strap your walking boots on for a ramble along country paths or take your pick from amongst the UK’s spring festivals. 

Things to do in England

Planning your UK stay

The UK has a tremendous range of accommodation to choose from so it’s worth pinpointing your budget and the type of experience you’d like. 

As well as hotels and B&B’s, there are some quirky options too, ranging from farm stays to log cabins, canal boats to tipis. Or if you simply want something that won’t burn a hole in your pocket, then you can’t beat a youth hostel or campsite for value for money. 

B&B’s are a great choice for visitors craving that home-away-from-home feel, run by hosts who pride themselves on delivering a personal touch. You’ll find them scattered across the UK in all manners of guises, be it a cosy country cottage or elegant Georgian townhouse. 

Hotels enjoy equal variety for those willing to splash a little more cash. You may find yourself huddled beneath the sheets in a haunted castle, treating yourself to a spot of pampering from the comforts of an elegant Grade-listed mansion or gazing out onto a stunning cityscape from a contemporary boutique hotel set in a buzzing, central location. 

Whilst your accommodation will be happy to provide you with tourism information, you might want to check out the local tourist information centre (TIC) as well. 

Planning your stay in England

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Tourism in the United Kingdom

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Tourism in the United Kingdom is big business! But why is tourism here so important and why does it matter? Read on to find out…

Geography of the United Kingdom

Statistics about tourism in the united kingdom, popular tourist attractions in united kingdom, popular types of tourism in the united kingdom, economic impacts of tourism in the united kingdom, social impacts of tourism in the united kingdom, environmental impacts of tourism in the united kingdom, faqs about tourism in the united kingdom, to conclude: tourism in the united kingdom.

The United Kingdom is a sovereign country located off the northwest coast of continental Europe. It is made up of four countries: England, Scotland, Wales, and Northern Ireland.

The country has a total area of approximately 242,495 square kilometres and a population of around 68 million people. The capital city is London, which is located in England.

The geography of the United Kingdom is diverse, with a mix of flat, low-lying land, rolling hills, and rugged mountains. Most of the country is covered by lowland plains, with the highest points in the north and west.

Scotland and Wales are known for their rugged mountain ranges, including the Highlands of Scotland and the Snowdonia and Brecon Beacons ranges in Wales. England has several major rivers, including the Thames and the Severn, which flows through the western part of the country and is one of the longest rivers in the UK.

The United Kingdom has a temperate maritime climate with mild, damp winters and cool summers. It is heavily influenced by the Atlantic Ocean, with a prevailing southwesterly wind bringing frequent rainfall to the western and northern parts of the country. The south and east are generally drier and sunnier.

The country has a long coastline, with many popular beaches and seaside towns. The most famous landmark is probably Stonehenge, an ancient prehistoric monument located in the south of England.

Overall, the geography of the United Kingdom is varied and picturesque, with a mix of bustling cities and stunning natural landscapes.

Tourism is one of the major industries in the United Kingdom, contributing significantly to the country’s economy. In 2019, the UK welcomed 40.9 million visitors, who spent a total of £28.4 billion.

The country offers a wide range of tourist attractions, from historic landmarks to natural wonders, cultural experiences, and modern entertainment options. Some of the most popular tourist destinations in the UK include:

• London: The capital city is a vibrant and diverse metropolis with an array of attractions, including the British Museum, the Tower of London, Buckingham Palace, and many others.
• Edinburgh: The Scottish capital is well known for its rich history, stunning architecture, and cultural festivals, including the annual Edinburgh Festival Fringe.
• Stonehenge: The ancient prehistoric monument located in Wiltshire is a UNESCO World Heritage Site and a popular tourist destination.
• Lake District: This stunning region in northwest England offers some of the most scenic landscapes in the country, with picturesque lakes, hills, and valleys.
• Scottish Highlands: The rugged and remote region of the Scottish Highlands offers breathtaking mountains, lochs, and wildlife, and is a popular destination for outdoor enthusiasts.

The tourism industry in the UK supports over 3 million jobs and generates revenues for businesses in the transport, accommodation, food, and entertainment sectors. The government also invests in promoting tourism, with initiatives to increase accessibility to destinations and attractions and support sustainable tourism practices.

Now lets take a look at some statistics that emphasise the scale of tourism in the United Kingdom:

1 – In 2019, the UK welcomed 40.9 million visitors.

2 – The total expenditure by tourists in the UK in 2019 was £28.4 billion ($39.1 billion).

3 – The tourism industry in the UK supports over 3 million jobs.

4 – In 2019, the top three countries of origin for international visitors to the UK were the United States, France, and Germany.

5 – The most popular tourist activity in the UK in 2019 was shopping, followed by visiting historical sites and attending cultural events.

6 – London is the most visited city in the UK, welcoming around 20 million visitors in 2019.

7 – The tourism industry in the UK accounted for 7.1% of the country’s GDP in 2019.

8 – In 2019, domestic tourism in the UK generated nearly three times as much revenue as international tourism.

9 – The COVID-19 pandemic led to a 76% fall in international visitor numbers to the UK in 2020 compared to the previous year.

10 – The British Museum was the most visited attraction in the UK in 2019, followed by the National Gallery and the Tate Modern.

The United Kingdom is home to a variety of popular tourist attractions, ranging from historic landmarks and museums to natural wonders and entertainment venues. Here are some of the most visited attractions in the UK:

• British Museum: The British Museum, located in London, is one of the largest and most comprehensive museums in the world. It contains over 8 million exhibits, including Egyptian mummies, the Rosetta Stone, and the Parthenon sculptures.
• Tower of London: The Tower of London, also located in London, is a historic fortress that has served as a royal palace, prison, and place of execution. Visitors can explore its many exhibits and learn about its fascinating history.
• Stonehenge: Stonehenge, located in Wiltshire, is an ancient prehistoric monument that dates back over 4,000 years. It is believed to have been built as an astronomical observatory, a burial site, or a religious centre.

• Edinburgh Castle: Edinburgh Castle is a historic fortress and royal residence located in Edinburgh, Scotland. Visitors can explore its many museums and exhibits, including the Crown Jewels of Scotland and the Stone of Destiny.
• Buckingham Palace: Buckingham Palace, located in London, is the official residence of the British monarch. Visitors can watch the Changing of the Guard ceremony and explore the palace’s many state rooms and gardens.
• The National Gallery: The National Gallery, located in London, is one of the world’s most famous art galleries, housing over 2,300 paintings from the 13th to 19th centuries, including works by Leonardo da Vinci, Vincent van Gogh, and Rembrandt.
• The Lake District: The Lake District, located in northwest England, is a scenic region of hills, mountains, and lakes that is popular with hikers and nature enthusiasts. It is also home to many historic sites and quaint villages.
• The Scottish Highlands: The Scottish Highlands, located in northern Scotland, are known for their rugged mountains, dramatic coastlines, and stunning natural scenery. Visitors can explore the region’s many historic castles, quaint villages, and outdoor activities.
• The Roman Baths: The Roman Baths, located in Bath, England, are a well-preserved Roman bathhouse and temple complex that date back to the 1st century AD.
• Liverpool’s Albert Dock: Liverpool’s Albert Dock, located in Liverpool, England, is a UNESCO World Heritage Site and home to many museums, galleries, shops, and restaurants, as well as the Beatles Story museum.

The United Kingdom offers a diverse range of attractions and experiences that appeal to various types of tourists. Here are some of the most popular types of tourism in the UK:

1 – Cultural tourism: The UK is rich in history and culture, with many museums, art galleries, historic landmarks, and festivals. Cultural tourism in the UK includes visiting museums like the British Museum, attending cultural festivals like the Edinburgh Fringe Festival, and exploring historic landmarks like Stonehenge.

2 – Heritage tourism: With its rich history and cultural heritage, heritage tourism is a popular type of tourism in the UK. Visitors can explore historic sites like castles, palaces, and cathedrals, like Buckingham Palace, Edinburgh Castle, and Westminster Abbey.

3 – City tourism: Cities like London, Edinburgh, and Liverpool are popular tourist destinations in the UK, with a range of attractions, entertainment, and amenities. Visitors can enjoy shopping, dining, and entertainment, as well as cultural and historic sights.

4 – Nature tourism: The UK is home to stunning natural landscapes like the Scottish Highlands, Lake District, and the Yorkshire Dales. Nature tourists can enjoy outdoor activities like hiking, biking, and wildlife watching.

5 – Coastal tourism: With its long coastline, the UK offers many seaside destinations and attractions, like Blackpool, Brighton, and Skegness. Coastal tourism includes beaches, water sports, and seaside resorts.

6 – Culinary tourism: The UK’s diverse culinary scene is a draw for many foodies. Tourists can enjoy traditional British cuisine like fish and chips, roast dinners, and afternoon tea, as well as international cuisine and street food.

7 – Sports tourism: The UK has a strong sporting culture, with many iconic venues like Wembley Stadium and Lord’s Cricket Ground. Sports tourists can attend sporting events like football matches, horse racing, and tennis tournaments.

Tourism is a significant contributor to the UK’s economy, generating income and employment opportunities across various sectors of the economy. Here are some of the key economic impacts of tourism in the UK:

• GDP contribution: In 2019, the tourism industry contributed £145.9 billion ($201.5 billion) to the UK’s GDP, accounting for 7.1% of the country’s economy.
• Employment: The tourism industry supported over 3.1 million jobs in the UK in 2019, accounting for 10% of total employment in the country.
• Tax revenues: The tourism industry generated £31.6 billion ($43.7 billion) in tax revenues for the UK government in 2019, including income tax, VAT, and other taxes.
• Foreign exchange earnings: Tourism is an important source of foreign exchange earnings for the UK, contributing to the country’s balance of payments. In 2019, international tourism generated £28.4 billion ($39.1 billion) in foreign exchange earnings.
• Regional development: Tourism contributes to the development of regional economies in the UK, with many local businesses benefiting from tourism revenues. In 2019, tourism generated £78.3 billion ($108 billion) in regional gross value added (GVA).
• Infrastructure investment: The tourism industry requires significant infrastructure investment in transport, accommodation, and other services, which can generate additional economic activity and employment.
• Export earnings: Tourism is an important export industry for the UK, contributing to the country’s global trade. In 2019, international tourism generated £28.4 billion ($39.1 billion) in export earnings.

Tourism can have significant social impacts on communities in the UK, both positive and negative. Here are some of the key social impacts of tourism in the UK:

Positive impacts: Tourism in the United Kingdom can bring new cultural experiences, increase awareness of local traditions and customs, and promote intercultural exchange. It can also enhance community pride, create a sense of place, and bring cultural diversity to the local community.

Employment and income: Tourism in the United Kingdom can create jobs and income opportunities for local people. It can also contribute to poverty reduction by creating employment opportunities for disadvantaged groups, such as women and youth.

Improving community infrastructure: Tourism in the United Kingdom can provide funding for community infrastructure, such as new transport links, public facilities, and public spaces. These upgrades can benefit both local residents and visitors alike.

Negative impacts: Tourism in the United Kingdom can also have negative social impacts, such as overcrowding, congestion, and increased crime rates in tourist areas. It can also lead to displacement of local communities, particularly in areas where tourism development is extensive.

Environmental impact: Tourism in the United Kingdom can contribute to environmental degradation and loss of cultural heritage, particularly when infrastructure development is extensive.

Effects on social behaviours: In areas where tourism is the primary activity, the tourism industry can influence the cultural values, attitudes and behaviours of the host population, particularly if tourists have different cultural values and norms.

Therefore, it is important to implement policies and initiatives that promote sustainable tourism practices that minimise the negative impact of tourism and enhance its positive impact. This involves collaboration between policymakers, the tourism industry, and local communities to ensure that tourism development is balanced and preserves the unique cultural heritage and environmental resources of the UK.

Tourism in the United Kingdom can have significant environmental impacts on the UK’s natural resources, wildlife, energy, and climate change. Here are some of the key environmental impacts of tourism in the UK:

• Carbon footprint: Tourism in the United Kingdom is responsible for a significant amount of greenhouse gas emissions, which contributes to global climate change. Travel by air and road transportation, as well as accommodation and food production, are major sources of carbon emissions.
• Water resources: Tourism in the United Kingdom can lead to water consumption, especially during peak tourist season, which can put a strain on local water resources. It can also lead to waste water pollution, including sewage discharge from accommodation and tourist facilities.
• Waste management: Tourism in the United Kingdom generates a significant amount of waste, including food waste, plastic waste, and litter. Improper waste management can harm habitats, wildlife and pose risks to public health.
• Biodiversity: Tourism in the United Kingdom can have negative impacts on local biodiversity, including the degradation of natural habitats, destruction of ecosystems, and disturbance of wildlife.
• Energy consumption: Tourism in the United Kingdom generates high levels of energy consumption, including lighting and heating of accommodation, transportation, and tourist facilities.
• Infrastructure development: Tourism infrastructure, such as airports, highways, hotels, and resorts, can lead to degradation of natural areas, habitats, and fragile ecosystems, like coastal or mountainous areas.

Therefore, the UK government, industry and local communities have implemented sustainable tourism practices to minimise the environmental impact of tourism in the country. This includes initiatives to reduce carbon emissions, promote renewable energy, enhance waste management practices, improve water resources, and support biodiversity conservation. The use of eco-tourism, sustainable tourism certification, and Green Tourism Business Scheme (GTBS) for businesses is also promoted to help mitigate the environmental impact in the tourism industry.

Now that we know a bit more about tourism in the United Kingdom, lets answer some of the most common questions on this topic:

1 – What are the visa requirements for visiting the UK?

Answer: Visa requirements depend on your nationality and the purpose of your visit. Citizens of many countries do not require a visa for tourist visits of up to six months.

2 – What is the best time to visit the UK?

Answer: The UK has a temperate climate, with mild temperatures year-round. However, the summer months (June-August) are generally considered the best time to visit, with longer days and warmer temperatures.

3 – What are some must-see attractions in the UK?

Answer: There are many famous attractions to see in the UK, including Stonehenge, Buckingham Palace, Edinburgh Castle, and the British Museum.

4 – What is the currency used in the UK?

Answer: The currency used in the UK is the pound sterling (£).

5 – Is it safe to travel to the UK?

Answer: Yes, the UK is generally considered a safe destination for tourists. However, visitors should take appropriate precautions and remain vigilant in crowded areas or tourist spots.

6 – How can I get around the UK?

Answer: The UK has a well-developed transportation network, including trains, buses, and taxis. London also has an extensive subway system called the Underground, or “Tube”.

7 – What types of food can I expect to try in the UK?

Answer: The UK is known for dishes like fish and chips, roast beef, shepherd’s pie, and bangers and mash, as well as traditional afternoon tea.

8 – What are some popular shopping destinations in the UK?

Answer: London has many famous shopping districts, including Oxford Street, Bond Street, and Covent Garden. Other popular shopping destinations include Manchester, Birmingham, and Brighton.

9 – What is the time zone in the UK?

Answer: The UK uses Greenwich Mean Time (GMT) and observes daylight saving time from late March to late October.

10 – What is the emergency number in the UK?

Answer: The emergency services number in the UK is 999

As you can see, tourism Yellowstone is big business! However, it is vital that tourism here is managed effectively to ensure that sustainable tourism principles are adopted.

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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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Tourism Statistics for the UK: Latest Facts and Figures

Last Updated: February 9, 2024

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

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

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

Top 10 UK Tourism Statistics

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

Inbound Tourism Statistics

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

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

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

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

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

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

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

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

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

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

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

Taking holidays remains the leading reason for visiting the UK

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Outbound Tourism Statistics

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Domestic Holiday Statistics

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

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

Read on for more domestic travel statistics.

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

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

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

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

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

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

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

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

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

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

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

London is the number one staycation destination in the UK

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

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

How Does Tourism Contribute to the UK Economy?

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

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

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

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

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

The majority of tourist spending takes place in London

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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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 vacations in Great Britain 2010-2022

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

Average number of domestic vacations taken per person in the UK 2011-2022

Average number of domestic holidays taken per person in the previous 12 months in the United Kingdom (UK) from 2011 to 2022

Share of Britons taking domestic holidays October 2022, by age group

Share of individuals who took domestic holidays in the United Kingdom (UK) in the past 12 months as of October 2022, by age group

Domestic tourism expenditure on vacations in Great Britain 2010-2021

Spending on domestic overnight holiday trips in Great Britain from 2010 to 2021 (in million GBP)

Domestic vacation spending per trip in Great Britain 2010-2021

Average domestic holiday spending per trip in Great Britain from 2010 to 2021 (in GBP)

Leading regions for spring staycations in the UK 2023

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

Leading regions for summer staycations in the UK 2023

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

Planning and booking

• Premium Statistic Preferred methods to book the next overseas holiday in the UK October 2022
• Premium Statistic Preferred methods to book the next overseas holiday in the UK October 2022, by age
• Premium Statistic Share of Britons likely to book all-inclusive holidays 2015-2022, by age
• Premium Statistic Share of British adults planning an overseas holiday 2023, by type
• Premium Statistic Most searched travel terms on Google in the UK 2022-2023
• Premium Statistic Leading holiday travel provider websites in the UK Q1 2024, by share of voice
• Premium Statistic Package holiday bookings by brand in the UK 2023

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

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

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

Share of Britons likely to book all-inclusive holidays 2015-2022, by age

Share of individuals likely to book all-inclusive holidays in the United Kingdom from 2015 to 2022, by age group

Share of British adults planning an overseas holiday 2023, by type

Share of adults planning an overseas holiday from the United Kingdom (UK) as of April 2023, by type

Most searched travel terms on Google in the UK 2022-2023

Volume of Google search for travel-related terms in the United Kingdom (UK) from November 2022 to April 2023

Leading holiday travel provider websites in the UK Q1 2024, by share of voice

Leading websites for holiday searches in the United Kingdom in 1st quarter of 2024, by share of voice

Package holiday bookings by brand in the UK 2023

Package holiday bookings by brand in the UK as of December 2023

Travel behavior

• 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 age
• Premium Statistic Share of Britons who did not take any holiday days 2019-2023, by gender
• Premium Statistic Attitudes towards traveling in the UK 2023

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 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

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

Attitudes towards traveling in the UK 2023

Attitudes towards traveling in the UK as of December 2023

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

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We generated an additional visitor spend of £673 million in 2022 to 2023, as a result of our activities from April 2021 to June 2022.

With an investment of £16,790,111, our international ‘Welcome to Another Side of Britain’ campaign generated an incremental value of £190,593,728 – equivalent to 193,712 additional visitors, and over 3,500 jobs created.

In 2022, our Business Events Growth Programme approved 27 applications for business events in 12 cities, with a potential value of £57 million.

Our ExploreGB Virtual event saw 4,000 online B2B meetings take place between UK suppliers and international travel trade, to promote products and destinations.

The VisitEngland Awards for Excellence 2022 achieved an AVE of £626,000 and reached 12 million people on social media.

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

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

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The 16 Most Beautiful Natural Features in the UK

The beautiful natural features of the UK may not be the first things that spring to mind when planning a visit to England, Scotland, Wales or Northern Ireland. Most people planning their first visit think about the country's cities —  London , Edinburgh , Glasgow, Liverpool  — its industrial history or its stately homes, castles and cathedrals.

But the UK is a surprisingly green island with a deeply indented coastline of almost 20,000 miles (including the offshore islands ). Within its boundaries, the UK is a sort of world in miniature — with canyons, mountains, river valleys, deep, beautiful lakes and amazing beaches. These are among the best of its natural wonders.

Scafell Pike and The Screes

In July 2017, England's Lake District became a UNESCO World Heritage site.  The somewhat controversial designation was in recognition of its traditional sheep farming, but that's not why we've chosen it for this list.

Instead, we're attracted to it's wild, lonely beauty and for the range and variety of its lakes and lakeland fells (a word the Vikings brought to Britain for mountains). From the genteel loveliness of Lake Windermere (the largest natural lake in England and a resort since the railroad arrived in 1847) to the stark drama of Scafell Pike, England's highest peak, and the Screes, seen here from Wastwater. 

Wastwater, at 260 feet deep, is the deepest of the Lake District lakes. The Screes, running along the southeast shore, are made up of millions of broken stones left after the last Ice Age that rise from the bottom of the lake to a height of 2,000 feet.

How to See It

Once voted Britain's favorite view, the lake and Scafell Pike are owned by the National Trust. The Trust operates a campsite between Wastwater and Wasdale Head at one end of the lake, with wild camping, glamping and camping pods as well as facilities for camper vans.There is also limited parking around the lake. The Lake is off the A590 in Cumbria over rural and mountain roads.

Kynance Cove

If you are hooked on the latest BBC version of Poldark, then you have already visited Kynance Cove, at least in spirit. The cove, with its enormous rock towers, sea caves and low tide islands, is Nampara, Poldark's white sand beach.

As it appears in the TV drama, the beach looks extensive and permanent. But in fact, most of it is only visible and accessible at low tide. It's part of The Lizard, the most southerly spit of land on mainland Britain. It is worth planning your trip around the tides to see and swim in the stunning turquoise waters, wrapped in Cornish headlands that make up this beach — often listed as one of the most beautiful beaches in the world.

The name, "Kynance" is derived from an old Cornish word, kewnans. It means ravine which should give you an idea of why this is considered an adventure beach. A stream, with steep sides cuts through the open heathland or downs opening out onto the beach and revealing more coves and caves that flood at high tide.

The area around the cove, including the cliffs at The Lizard, are noted for wildlife watching, wildflowers and even wild asparagus. If you're lucky and watching from the cliff tops, you could spot enormous basking sharks in the clear turquoise waters. The second biggest fish in the ocean, they frequent the area in late spring and early summer.

Getting to Kynance Cove is something of an adventure, though there is a viewpoint about 220 yards along a level track from the clifftop parking. To get to the beach itself, it's either a 2 and a half mile walk along the coastal path from Lizard Point or a steep hike down the cliffs with some steps at the bottom. Another route, described as rough but more or less level, is about a 20 minute walk from the car park. There are toilets in the car park and a beach cafe and accessible toilet in the cove. The beach has no lifeguard and there is a danger of being cut off by high tides at the northwest end. Still want to go? Set your GPS device for post code  TR12 7PJ  or hop on the number 37 bus from Helston to Lizard Village green, about a mile away.

Views From Mt. Snowdon

Mount Snowdon is the highest mountain in Wales and the highest British mountain south of Scotland. The Snowdon massif rises from the center of Snowdonia National Park and the views across North Wales from its slopes and summit are spectacular.

On a clear day, you can see Ireland, Scotland, and England as well as a Welsh landscape dotted with castles and lakes (called Llyn in Welsh). There are a eight official paths to the top. The Llanberis path, known as the "tourist path" because it is considered the easiest, is also the longest — at 9 miles. 

But, in fact, there is a much easier way to enjoy the views. The Snowdon Mountain Railway takes visitors up from late March to early November and its route reveals ever changing and dramatic vistas.

If, on the other hand, you'd rather look up at the mountain than down from it, there are good views of Snowdon from the Janus Path , a 500 yard, accessible board walk around Llyn Cwellyn, a lake to the west of the summit near the Mt. Snowdon base camp. It's reached from the Snowdon Ranger Station parking.

The Snowdon Ranger Station, the start of the difficult Ranger Path and also access to the Janus Path boardwalk, is off the A4085, post code LL54 7YT for your GPS device. The Snowdon Mountain Railway  (definitely the easy option of sightseers of all ages, including children) operates from Llanberis Station on the A4086, Victoria Terrace, Llanberis, Caernarfon LL55 4TT. 

Swallow Falls in Snowdonia National Park

Swallow Falls, beside the A5 about two miles west of the Snowdonia National Park center in Betwys-y-Coed, is the tallest continuous waterfall in Wales. To get a sense of what that means, you have to walk along beside it. 

The falls, on the River (or Afon in Welsh) Llugwy, are not one, tall cascade but a winding and ever widening series of cascades that thunder down, layer upon layer, into the river valley.

The easiest way to see Swallow Falls is from the sturdy staircase that runs alongside it. From the entrance, across from the Swallow Falls Hotel on the A5, it's a short, downhill walk to the riverside steps. Using them, visitors can climb to the top of the falls or descend to the bottom, enjoying changing views as they go. There is also a more challenging approach, on foot along the north bank of the river. And for real daredevils, there are companies that (unbelievably) run whitewater kayaking adventures down these falls.

Park in one of the paved lay-bys on the A5 or across from the entrance to the path at the Swallow Falls Hotel. There is a small fee for using the hotel car park. Entrance to the falls path and staircase cost £1.50. There's a small kiosk but it is open irregularly.When it is closed, visitors with the right change can pay at a sort of combination gate/turnstile. There is also an alternative and more adventurous path of about three miles through the woodlands and up the north bank of the river from the village of Betwys-y-coed. It is considered accessible but is very steep (a grade of 1 in 10) in places with tree roots and rocks to negotiate. Ask at the National Park information centerbeside the visitor parking in Betwys-y-coed for information about this walk.

The Seven Sisters Cliffs

It's easy to imagine that when Britain broke away from mainland Europe, the two snapped apart like a piece of broken china. If you travel across the English Channel, due south from the Seven Sisters cliffs (between Eastbourne and Seaford in East Sussex) to Fécamp or Étretat on France's Alabaster Coast, you'll see an almost matching run of gleaming, white chalk cliffs. 

You have to sail out to sea for a good view of the French cliffs. But iconic views of The Seven Sisters, undulating beneath seven rolling hills of grass-covered chalk downs, can be enjoyed from several vantage points along England's deeply indented south east coast.

The Seven Sisters Country Park is included in the South Downs National Park. It's about a two hour drive from London. There is also good local bus transportation from the train stations in Brighton, Eastbourne and Seaford. This classic view, featured on postcards and calendars the world over, is from above a small group of Coast Guard cottages. There is also an easier vantage point from the National Trust site at Birling Gap .

Arthur's Seat and Salisbury Crags

TripSavvy / Jess Macdonald

Arthur's Seat, in Holyrood Park, is a volcanic hill and popular family climb in Edinburgh. From the top of Arthur's Seat there are views across the city. But Arthur's Seat itself, together with Salisbury Crags beneath it, form a beautiful and dramatic mountainscape right in the middle of Edinburgh. It's also very accessible.

Arthur's Seat and Salisbury Crag are best seen from the base of Calton Hill on Regent Road/A1. It's a gentle half mile climb from the eastern end of Princes Street near the Scott Monument.

Durdle Door

If you have a vivid imagination, Durdle Door, a natural stone arch near Lulworth Cove on the Dorset Coast, looks like a serpent, or a dinosaur rising from the sea. The idea seems less far fetched when you consider that this is part of England's Jurassic Coast , a UNESCO World Heritage site where tectonic forces have pushed some of the oldest rocks on earth to the surface.

Some of England's first dinosaur fossils were found here and fossil finds from as long ago as the Triassic Era (250 to 200 million years ago) can still be seen in the rock face or picked up on the beach. At Lulworth, most finds are from the Jurassic Era, 200 to 140 million years ago. Lucky fossil hunters have found ammonites, belemnites and ichthyosaur vertebrae.

You don't have to be into very ancient bones to enjoy the way the sun and sea create a changing play of colors on Durdle Door. It's beside a small shingle beach. But a short walk over the headlands (or from the car park above) will take you to the gentle waters of horseshoe-shaped Lulworth Bay and the soft, white pebble beach at Lulworth Cove  — all the makings for a fine day out.

Durdle Door is just west of West Lulworth on the B3070. Access by path and steps is through the Durdle Door Holiday Park , or by the Southwest Coast path and steps over the hill from the Lulworth Cove car park (about a mile and a half walk). If you choose to come by train, you can catch the Monday through Saturday bus service (104) from Wool Station on the London Waterloo to Weymouth line to the holiday park entrance. (Check National Rail Enquiries for schedules). There are alsoboat trips to Durdle Door from Weymouth Harbour and Lulworth Cove. 

The Needles

The Needles are three, sharp, impressive and gleaming white chalk sea stacks that rise out of the sea  and march toward a colourful, striped lighthouse off the west end of the Isle of Wight. They are gradually eroding into the sea. In fact, there used to be four and the one that disappeared was the needle-shaped stack that gave the group its name.  

For such a fragile, off-shore formation, it's actually quite easy to get to see the Needles. Here's how:

• From the Needles Old Battery and New Battery, a National Trust site that was a Victorian defense installation and secret rocket launch site, you can look down on the Needles from the western extremity of the Isle of Wight. There is no vehicle access but it is a three quarters of a mile walk — over a well paved path, from the parking at Alum Bay (free for National Trust members).
• From March to October, the Needles Breezer bus runs regular services to Alum Bay from Yarmouth, then it's that 20 minute walk to the Batteries.
• Take the Needles Chairlift  from the Needles Landmark Attraction (Marconi sent the first wireless messages from here) down to Alum Bay Beach. There are views on the way down and also from the beach. 
• Needles Pleasure Cruises  operate short boat trips from the jetty at Alum Bay Beach for a close-up look at the Needles and the Needles Lighthouse.

The Severn Bore

As the Severn Estuary travels from the Bristol Channel to Gloucester, the River Severn, trapped between South Wales, Somerset and Gloucestershire becomes rapidly more narrow and more shallow. At least 12 times a year, (during the spring and autumn equinox) this geographical formation, coupled with exceptionally high lunar tides, produces a wave of water at least four feet high - but sometimes as much as 10 feet. Called the Severn Bore, It races up river, against the current, at speeds of between five and eight miles per hour and surfers travel from all over the world to catch it. 

The Severn Bore is visible from a variety of viewpoints in Wales and Gloucestershire. The simply named Severn Bore website , put together by local expert and enthusiast Russell Higgins, provides comprehensive information on when the bore will occur and where it is best seen. There is a lot of useful information, such as which areas have lots of ambient light for best night viewing without a full moon and where parking areas might be flooded at high tide.

The South Gower Coast

The Gower is a South Wales peninsula west of Swansea that has exceptionally beautiful beaches and cliff formations. Rhossili Beach, pictured here, is a three-mile scallop of sand backed by sandy, beach grass covered bluffs high enough for paragliders to launch from. At low tide, shipwrecks emerge from the sand and Worm's Head, a tidal island that extends off the Western end of the beach becomes walkable - for the adventurous - at low tide. It takes its name from the Viking word for dragon -  wurm -  because from the shore, that's what its 200-foot-high cliffs resemble.

The South Gower Coast is owned by the National Trust which maintains some parking, a shop and visitor center near Rhossili Beach. National Trust parking, (£5 for all day or free for members) includes toilets and a shop. A visitors center on the first floor has information and exhibitions by local artists. There are several cafes and a pub (with arguably one of the best coastal views in Wales) in the Worm's Head Hotel, beside the National Trust parking area.

The best view of Rhossili Bay and Worm's Head is from the top of Rhossili Down, the highest point on the Gower, reached from Swansea on the B4247.

In 2011, in a survey run by a Scottish conservation trust and a walking organization, visitors voted Glencoe Scotland's most romantic glen. The glen's approximate length of 12 miles is lined with eight Munros — those are mountains of more than 3,000 feet. One of Scotland's most ancient landscapes, it is actually the remnant of a volcanic caldera formed 450 million years ago. It's also the location of a tragic 17th century clan massacre. 

Glencoe can be viewed, climbed or hiked from several different viewpoints. This one, of the Three Sisters, is seen from the Three Sisters Point of View car park on the A82 in Ballaculish, about four miles west of the Glencoe Visitor Center. There are also several low level, circular walks and a wildlife viewing platform at the visitor center itself.

Scott's View and the Eildon Hills

The Eildon Hills, three ancient volcanic plugs, preside over the relatively flat River Tweed Valley. Across the valley, between Melrose and Dryburgh Abbey in the Scottish Borders, the B6356 rises steeply offering an uninterrupted view of these unusual hills and the patchwork of fields that surrounds them.

The view was a favorite of Sir Walter Scott, creator of Ivanhoe, who lived in Melrose and often stopped on at the viewpoint to enjoy it. Legend has it that on the way to Scott's burial at Dryburgh Abbey, his horse (who was pulling the wagon carrying his coffin) stopped, out of habit, in the usual place - possibly to give Scott one last glimpse of his beloved Eildon Hills.

Scott's View is indicated by a sign and a stone-walled parking area beside the road B6356. It's at the highest point of the road, about six miles north of Dryburgh Abbey.

Loch Lomond at Tarbet Bay

It's hard to find a view of Loch Lomond that isn't totally lovely. At more than 27 square miles, it is Britain's largest lake (by surface area) with a great variety of bankside views, overlooked by mountains covered in woodlands and heather. The most memorable way to enjoy a view of Loch Lomond is when its banks and the lower slopes of Ben Lomond are clothed in their autumn colors. 

From the public parking at Tarbet Pier, at the intersection of the A82 and the A83, walk north along the loch-side path. For at least a mile along this path, the views of the loch's Tarbet Bay, with tourist boats plying the waters beneath the Ben Lomond massif, are very camera-worthy.

Stanage Edge

Stanage Edge, in the Peak District National Park on the eastern edge of Derbyshire, is the longest gritstone edge in the UK. In plain English, for non-rock climbers, it is a 3.5-mile long, continuous run of fine-grained stone cliffs and bluffs overlooking the Hope Valley. The exposed rock faces — popular with climbers — are between 50 and 65 feet high. The whole is a lot more impressive than that might suggest because the edge runs at the top of a hill, between 1,300 and 1,500 feet above the valley floor.

You'll probably need a SatNav or GPS device because, although it is not difficult to get to, Stanage Edge is off several paved but unnumbered or signposed park roads. It's about six miles southeast of the Yorkshire Bridge Inn in Bamford. Go south from the inn on the A6013 and then turn left onto New Road (it's the first left) . After about two miles, keep left at the T-junction with Long Causeway. At the Long Causeway carpark, turn right onto the unmarked road. After about a half a mile, you will see the beginning of Stanage Edge, uphill, on your left. 

There are several parking areas but for the most choice, stay on this unnamed road, bearing left at the next T-junction, until you reach Hook's Car Park (about a mile and a half from the Long Causeway carpark at the junction with The Dale). From this point your can either:

• enjoy a long view of the edge, above you
• take the stone-paved path up across the moor to the path along the bottom of Stanage Edge
• or cross through the low rocks to walk along the top of the edge and pose moodily like someone in a whisky ad.

Malham Cove and the Limestone Pavements

If you've seen Harry Potter and the Deathly Hallows, then you've already seen Malham Cove and the Limestone Pavements.  The cove is a huge, limestone crag, shaped like an amphitheater, 230 feet high and 985 feet wide. It's just a few hundred yards outside the village of Malham on the Pennine Way .  Steps take you to the top where you can carefully walk on the limestone pavement. This is a rare and legally protected habitat formed when rainwater dissolves limestone, exposing its structure of regular, square blocks. There are several limestone pavements in the Pennine Hills that run through the Peak District and the Yorkshire Dales National Parks.  This is one of the best. The views from the bottom and the top are terrific.

How to See It 

Malham Cove is three quarters of a mile south of the village of Malham, on Cove Road, in the Yorkshire Dales National Park. After about a half mile, look for a  public footpath marker and a small National Trust sign on the right. The rest of the way is over a gently climbing but wide, flat path of the Pennine Way.

The Giant's Causeway

The Giant's Causeway, near Bushmills on the North coast of County Antrim, Northern Ireland, isn't man made. It's not even upgraded or maintained by rock gardeners who come out when everyone is gone to tidy things up. The causeway, looking like a roadway into North Atlantic, is made of about 40,000 interlocking, hexagonal basalt columns, some more than 12 meters high. They are the remnants of an ancient volcanic lava glow, frozen in time. The tops of the columns form stepping stones, mostly hexagonal (six-sided) but also with four, five, seven and eight sides, leading from the foot of a cliff into the sea.

The Giant's Causeway was declared a World Heritage Site by UNESCO in 1986, and a National Nature Reserve in 1987. Today it is owned and managed by the National Trust.

If you plan to visit, do keep in mind that reasonable mobility and fitness is required to walk on the causeway. There is, however, a new and accessible National Trust visitors' center. In 2013 it was shortlisted for the RIBA Stirling Prize in architecture.  The visitor center is one kilometer from the Causeway, It's not visible from the site so its wild aspect, like a harsh backdrop for some moody Game of Thrones scenes, is maintained. Interestingly, a lot of the area around the Giant's Causeway - caves, beaches, forests - was used in the television saga but the causeway itself has never made the cut.

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Coastal Tourism

• Pre-covid-19

10% of all international visitors that arrive in UK go to coast

The Coast comprises a very high rate of SMEs (with less than 3% corporate brands represented)

Coastal Tourism in England is highly seasonal, but change was happening as a result of investment in research, product development and marketing:

Key challenges facing coastal communities:

Seasonality

• Productivity
• Perceptions (consumers, media and government)

Climate Change – coastal storms / flooding Business ownership and investment

• Large number of micro and small businesses – difficult to coordinate and deliver change
• Prior to covid, 28% of businesses said they were “planning to sell / retire in next 5 years”

High dependency on Tourism average 15-20% of employment - but 50%+ in places like St. Ives, Exmoor, Whitby and Newquay

Socio-economic pressures on Coastal Communities Skills Brexit

But there are opportunities:

Addressing seasonality and attracting off peak growth markets

• International visitors
• Domestic visitors - Wellness, Slow tourism, Business Events, Under 35s, Empty nesters (over 55s) and Active Experiences

Wider sector or coastal opportunities…

• England Coast Path

Impact of Covid-19

Pre-COVID spend £13.7bn in England

2020 England – coastal impact of COVID-19

Based on July re-opening, loss of international travel and reduced capacity due to social distancing, November lockdown

Verified with National Business Survey data on capacity and revenue

• 95m trips and day visits
• £7.64bn loss in tourism spend
• Equivalent of circa 131,000 jobs

2021 England – coastal impact of COVID-19

Based on closure Jan-Mar, partial April reopening, very limited international travel, reduced capacity and busy summer

• 44m trips and day visits (-23% on pre-Covid-19)
• £5.15bn loss in tourism spend
• -37% on pre-Covid spend / 41% increase on 2020

Hotel Solutions forecast 20-25% of accommodation in coastal communities will close

Institute of Fiscal Studies - there “is no longer a north-south, or urban-rural divide… coastal areas are notably vulnerable to both the health and economic impacts of the crisis” – especially Isle of Wight, Torquay, Blackpool, Dorset and Northumberland

Other reports highlighting impact on coast

Centre for Towns, The Effect of the COVID-19 Pandemic on our Towns and Cities report 2020 Institute for Employment Studies, Labour Market Statistics June 2020: IES Analysis Social Markets Foundation Report HOPE not hate Charitable Trust, Understanding Community Resilience in Our Towns report 2020 Social Investment Business Group: Covid-19 Coastal Communities The Place Bureau Report

Domestic tourism on the Coast

South west is the most popular region for seaside visits:

Visitor Profile demographics:

Source:GBTS 2019

Socio-economic group

International visitors to the coast

10% visit the English coast at some point during their stay in UK

88% are on break of 4+nights (non coastal visitors = 55% on 4+ night break)

210,000 jobs worth £3.6bn (Sheffield Hallam University 2014) + 1% growth

Higher than average concentration of SMEs in coastal visitor economy

<3% corporate brands on the coast (National Coastal Tourism Academy 2015)

31% of residents work part-time → Net outflow of commuters (ONS 2014)

Contact details

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Fact Check: do tourists visit Britain because of the royal family?

Reader in Tourism and Management, Cardiff Metropolitan University

Senior Teaching Fellow (Tourism), University of Portsmouth

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The royals draw millions of tourists every year.

The Daily Mail , November 20, 2017.

The Royal family are so important for tourism in London.

A spokesperson for VisitBritain, quoted in the International Business Times , November 27, 2017.

Regardless of whether you are a royalist or not, the royal family undeniably attracts public interest around the UK and internationally. Visits and tours by the royals generate extensive media attention – as well as tourists.

Love it or hate it, the pomp and pageantry associated with British royalty, whether routine events such as trooping the colour or anniversaries such as the Queen’s Diamond Jubilee in 2012, are rarely found in any other country. These public ceremonies, in addition to parts of the estates owned by the royal family, are important in attracting tourists.

When Prince William married Kate Middleton in April 2011, the UK’s Association of Leading Visitor Attractions claimed it:

Saw an additional 600,000 people come to London for the weekend, 60% from UK, 40% from overseas, spending £107m … The value to ‘brand Britain’ due to global media coverage was approximately £1 billion.

VisitBritain reported that, globally, more than two billion people watched the wedding ceremony, with its content aired by key broadcasters internationally. It wasn’t just visitors to London that increased – the Office for National Statistics reported that during April 2011, an extra 350,000 visitors travelled to the UK compared to 2010. Tourism also flourished on the island of Anglesey in Wales, where the royal couple lived after the wedding. Tourism managers said William and Kate brought priceless publicity and some tourism businesses reported a 20% increase in business in 2011.

The queen’s official residences also attract significant numbers of visitors : 2.8m people in 2016, with the top three being Windsor Castle (1,432,260 visitors), Buckingham Palace (576,995 visitors), and the Palace of Holyroodhouse (392,260 visitors). These statistics corroborate research by VisitBritain in 2011 which showed that more than 60% of overseas visitors who come to Britain are “likely” to visit places associated with the royal family.

Britain is recognised as a world-class destination for culture and heritage. Although VisitBritain does not collate statistics on the royal family as an attraction, in a 2012 response to a freedom of information request under its former name as the British Tourist Authority, it estimated that those visitors to the UK who are attracted by British culture and heritage spend in the region of £4.5 billion annually, out of a total overseas visitor spend of £17 billion. Approximately £500m of that £4.5 billion is attributed to attractions and events connected to the royal family, past and present.

There is an absence of data as to whether tourists go to the UK specifically because of the royal family. However, while tourists might not be primarily attracted to the UK solely by the monarchy, the spectacle of royal events and access to parts of the royal estate across the UK enables VisitBritain and other national tourism agencies to build on Britain’s tourism appeal which blends heritage, pageantry and the contemporary. In this way, the relationship between royalty and tourism has an important economic and destination marketing dimension.

Liz Sharples, senior teaching fellow (tourism), University of Portsmouth

It is not difficult to agree with the verdict of this fact check, although, as it points out, data specifically identifying “royalty and monarchy” as the main motivator for travel is hard to pinpoint.

VisitBritain states that 64% of visitors going to Britain plan to visit famous monuments and buildings with over a third of tourists visiting London listing a tour of Buckingham Palace as a bucket list activity.

In contrast, Republic, an anti-monarchy pressure group, challenges the view that the British monarchy is good for tourism and argues that other attractions pull in more visitors. In 2016, for example, the British Museum was the UK’s most visited attraction, and according to data from the Association of Leading Visitor Attractions, more people visited Chester Zoo and Kew Gardens than Windsor Castle .

However, with the current slump in the pound and the spring wedding of Prince Harry to American Meghan Markle, it is almost impossible not to agree that tourists (particularly those from the US) will be drawn – by royal invitation – to Britain in 2018.

• Royal Family
• Fact Check UK
• British monarchy

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Erroneous information about new brunswick included in tourism pitches to europeans.

A number of European tour operators that government tourism officials met with in London and Paris last year to discuss promoting New Brunswick routinely mix up basic facts about the province in their ads and have been suggesting visits to defunct or shuttered attractions.

"Spend time in Saint John, the provincial capital," suggests one ad currently being run by British-based Prestige Holidays.

"Relax before your flight to Saint John, New Brunswick's largest city," proposes another advertisement from U.K tour operator Wexas. 

Saint John is neither New Brunswick's largest city, nor its capital. Those titles belong to Moncton and Fredericton, respectively.

An ad promoting New Brunswick from Britain's Prestige Holidays invites tourists to visit the Hopewell Rocks and then "spend time in Saint John, the provincial capital." (Prestige Holidays) (Prestige Holidays)

Prestige and Wexas are two of the private tour operators New Brunswick Tourism Minister Tammy Scott-Wallace said she met and signed contracts with last September during a trip to London and Paris by her, her deputy minister Yennah Hurley and two other department officials.

During a legislative committee session last week, Scott-Wallace said her department works in close "partnership" with the companies and it was important to meet directly with them.

Some of the tour operators "had interests in the province they wanted to discuss." and all, she said, signed contracts of some kind with New Brunswick for the upcoming year.

A highway sign entering Saint John announcing the New Brunswick museum is closed. A new facility is not expected to be ready until 2026 although tourists in Europe are still being told they can visit. ( Robert Jones / CBC News)

"I sat at the table with tour operator companies," said the minister.

"These were face-to-face meetings with these businesses — senior executives, owners of these companies."

Despite those direct meetings and contractual ties with the province several of the tour operators appear to be in the dark about basic New Brunswick facts, locations and attractions.

The historic Martello Tower on the west side of Saint John has not allowed visitors for eight years and remains closed and under renovation. Nevertheless it is still being recommended as a place to visit by New Brunswick tourism partners in Europe. (Robert Jones/CBC)

"New Brunswick's capital is steeped in history," Wexas writes in one blurb that then suggests visitors to the capital take in the historic Martello Tower and the New Brunswick Museum. Both sites are in Saint John, not Fredericton.

Little harm will follow, however, since neither Saint John attraction is open.

Martello Tower has been closed to the public for the last eight years and is currently shrouded in construction materials and scaffolding. The museum shut its doors in 2022 and its collections are currently in storage.

A proposed new museum building will not be open until at least 2026.

The Cherry Brook Zoo is still being promoted to European tourists as a place to visit in Saint John although it closed in 2020. Animals like Aslan the African lion were transferred mostly out of province to other facilities. (Submitted by Erin Brown)

Tour operator Canadian Sky also suggests a visit to the shuttered museum while in Saint John and for "families" adds the Cherry Brook Zoo as a preferred outing.

The zoo was closed permanently four years ago.

Moncton's status as a regional shopping centre, one of Canada's fastest growing metropolitan areas and New Brunswick's largest city, appears unknown to any of the tour operators. Instead, an aging 50-year-old arena in the city got top billing in one write-up

"Moncton is known for its Coliseum," claims Wexas.

The Moncton Coliseum is not listed among the top 50 attractions in the city by the online site tripadvisor.ca but one British tour operator tells prospective tourists it is what the city is known for. (City of Moncton)

Scott-Wallace told MLAs that selling New Brunswick as a tourist destination to Europeans is something the province is depending on the tour operators to execute.

"We have contracts signed with each and every person on this list," Scott-Wallace said about the companies she met personally with.

"These are signed contracts with every person on this list for '24-'25. That's a good seven days' work from me."

It is unclear if New Brunswick's Tourism department checks the accuracy of what those tour operator partners say about the province in ads or if the minister raised the issue during her face-to-face meetings with company officials.

However, on Friday a department spokesperson said in an emailed statement changes are now being requested.

"The Department of Tourism, Heritage and Culture has been in contact with the European tour operators to make updates to the information," said the email.

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