VisitBritain has forecast for spending by international visitors in the country in 2024 to reach GBP 34.1 billion, up 7 pc on the spending predicted in 2023
Tourism promotion organisation of United Kingdom, VisitBritain has forecast for spending by international visitors in the country in 2024 to reach GBP 34.1 billion, up 7 pc on the spending predicted in 2023 and up 20 pc on 2019. However, when adjusted for inflation, the international tourism spend is likely to stay at 96 pc of the pre-pandemic peak.
In terms of the number of visits to the UK, VisitBritain says in a press statement that it expects 39.5 million visitors, a growth of 5 pc on the 37.8 million expected in 2023. But the visitor numbers are still 3 pc below the pre-pandemic peak in 2019.
The statement adds that the United States continues to lead tourism’s recovery with record-breaking spend by American visitors in the UK in 2023, up 28 pc on 2019 based on latest figures even when adjusted for inflation. VisitBritain is expecting the US market to be worth GBP 6.7 billion in 2024 with American visitors contributing almost GBP 1 in every GBP 5 of all inbound spending.
The statement adds that the pace of recovery from Europe slowed as 2023 progressed with spending, in real terms, remaining just below 2019 based on the latest data.
VisitBritain says that it expects 39.5 million visitors, a growth of 5 pc on the 37.8 million expected in 2023
It says that China, the UK’s second most valuable inbound market in 2019, has continued to build back with visitor numbers increasing throughout 2023, although overall East Asia has been relatively slower to recover. VisitBritain is expecting China to recover to a value of GBP 1.7 billion in 2024 to be the UK’s fourth most valuable inbound visitor market.
VisitBritain says it expects inbound tourism, both the number of visits and spending by international visitors, will recover to 2019 levels by early 2025.
Patricia Yates
“International visitors spend tens of billions of pounds in the UK with the money generated supporting local economies and jobs, so it has been great to see the double-digit growth in spending from the US as well as the overall growth forecast for next year on 2023,” says Patricia Yates, CEO, VisitBritain.
“We have however seen a slow-down in the overall pace of recovery compared to the strong start seen in the first half of 2023 and we face fierce competition from our European neighbours. To drive spending to Britain our international campaigns will remain focused on those markets showing strong growth, including Australia and the US, and we’ll continue to compete hard in our major European markets and the valuable Gulf Co-operation Council (GCC) countries,” Yates adds.
“We also want more destinations across Britain to feel tourism’s economic benefits. Our global GREAT Britain campaigns are showcasing our vibrant cities, contemporary culture and beautiful coast and countryside, inspiring visitors to discover more of Britain, stay longer and to come now,” she adds.
VisitBritain says its GREAT Britain marketing campaigns in 2024 are set to run across Australia, France, Germany, the GCC and the US, inspiring visitors to ‘See Things Differently’ by showing fresh and exciting experiences, alongside a warm British welcome.
It adds that its research shows that one of the biggest drivers for visitors globally in choosing a destination is that it is a welcoming place to visit.
It says its campaigns in 2024 are also harnessing the power of screen tourism to showcase Britain’s regional diversity, highlighting film and TV locations, destinations and visitor experiences to drive visits. VisitBritain’s research shows that films and TV are powerful motivators for travel while Expedia Group’s latest ‘set-jetting’ forecast showed that more than half of international travellers said TV shows and films inspire their travel plans.
VisitBritain has recently signed a Memorandum of Understanding with the British Film Commission to boost screen tourism throughout the UK.
As well as its global campaigns VisitBritain continues to work with partners in market, including British Airways in the US and Wego in the GCC, to convert the interest to visit Britain into bookings now. Its work with international trade also ensures British products and destinations are sold internationally.
Tourism is one of Britain’s most successful industries, its third largest service export and a major part of British trade.
VisitBritain has also given its end of year forecast for 2023 a slight upgrade to its forecast in July and is now predicting inbound visitor spending for the year of GBP 31.7 billion, up 12 pc on 2019, taking inflation into account the GBP 31.7 billion would be 92 pc of 2019 spending levels and 37.8 million inbound visits to the UK, 92 pc of 2019.
The statement adds that the latest official ONS statistics available for inbound tourism to the UK are for January to September 2023. These show that there were 28.2 million inbound visits from January to September 2023 with overseas visitors spending GBP 23 billion in the UK. The latest data also shows average visitor spending in 2023 to date of GBP 817 per visit compared to GBP 684 in 2019 with visitors also staying longer, on average staying 7.3 nights compared to 6.4 in 2019.
