Of the top ten most-visited countries in 2023, the United Kingdom ranked seventh, with 38 million international visits. Thanks to its rich blend of history, culture, and modern attractions, the UK tourism industry has shown remarkable resilience and growth in recent years.
This article explores the latest UK tourism statistics, providing an overview of visitor arrivals, domestic figures, spending, its impact on GDP, and factors driving the UK’s inbound visitors.
International Visitor Arrivals to the UK
This section explores the total number of international tourists, their countries, visiting purposes, and spending patterns. By analyzing these trends, we can better understand the dynamics of inbound tourism and the economic impact of these visits.
So, how many tourists visit the UK every year?
Total Number of Overseas Visitors
In 2023, the UK welcomed approximately 38 million overseas visitors, significantly recovering from the pandemic-impacted years. According to the Office for National Statistics (ONS) report, the country saw 31.2 million inbound tourists in the previous year.
This resurgence highlights the UK’s ongoing appeal as a prime destination for overseas residents. Seasonally, the summer months of July and August continue to see peak arrivals, with notable increases in visitors during major events like the Wimbledon Championships (532,651 visitors in 2023) and the Edinburgh Festivals (which attract over 4 million people each year).
According to the Office for National Statistics, foreign tourists have steadily increased. However, travel and tourism haven’t recovered fully yet, as the number of visitors remains below the 40.9 million pre-pandemic level.
Top Source Markets
International tourism to the UK is fueled by diverse source markets worldwide. We’ll divide the markets into four categories: European, North American, Asia-Pacific, and other regions.
When it comes to European countries, out of the ten largest tourist source countries, seven are from the EU. The seven include:
- France 3.17 million (second overall)
- Germany 2.96 million
- The Republic of Ireland 2.89 million
- Spain 2.21 million
- Netherlands 1.96 million
- Italy 1.7 million
- Poland 1.63 million
North American countries also account for a significant amount of tourists to the UK:
- United States 5.12 million (first overall)
- Canada 1 million
Australia is another key market for inbound travel, with 1.17 million visits in 2023. Older stats (2019) also put China and India as significant Asia-Pacific markets.
The Middle East is also an emerging market, seeing increased visitors. Moreover, the Middle East and Asia markets are responsible for the highest average spending of £1778 per visit and an estimated total of £6.8 billion in 2024.
Purpose of Visit
People come to the UK for various reasons, each contributing differently to the tourism landscape:
- Holiday and Leisure: This remains the predominant purpose, with 15.9 million holiday visits in 2023, or 42% of all visits. Moreover, the ONS shows that 53% of visitors to London in 2023 went there for leisure.
- Visiting Friends and Relatives (VFR): This category is the second-most popular reason for visiting, with 12.8 million visitors in 2023.
- Business and Professional: Business visits are still at 75% of pre-COVID levels, with 6.5 million visits in 2023.
- Other Purposes: Educational trips and medical tourism are also significant, contributing to the diversity of the visitor profile. Approximately 2.75 million visitors cited “other” as their reason for visiting.
Spending by International Visitors
International visitors’ total spending increased in 2023, with visitors to the UK spending a total of £31.1 billion, an increase from previous years.
Tourist spending highlights the robust recovery post-pandemic. It was not only £4.6 higher compared to 2022 but also 9% higher compared to 2019.
The Visit Britain report shows that, on average, each visitor spent around £828 per visit or 16% more than in 2019. The average spend per night was £105.
According to the report, people who were here for leisure purposes spent £14.8 billion, the VFR category spent £8.1 billion, international students spent £1.1 billion, and people who arrived for other reasons spent £1.6 billion. Most money was spent in the peak season between July and September (£10 billion).
Domestic Tourism in the UK
Domestic tourism plays a vital role in the UK’s travel industry. It contributes significantly to the economy and provides numerous opportunities for residents to explore their country. Furthermore, its total value was £81.7 billion in 2023. This section examines the patterns and statistics of domestic tourism, focusing on overnight trips, day trips, and emerging trends.
By understanding these dynamics, we gain insights into how domestic travel shapes the UK’s tourism landscape and supports local businesses and attractions.
Overnight Trips and Spending of UK Residents
The Great Britain Tourism Survey shows that the total value of overnight trips and spending was £30.9 billion last year. UK residents made approximately 117 million overnight trips within the country in the same period, spending around 339.4 million nights away from home. This represents a 7% decrease from 2022.
Where did Brits go?
Tourism statistics from the same survey show the South West of the UK was the top destination for overnight domestic trips in 2023, accounting for 16% of the total.
Coastal areas, countryside retreats, and major cities are among the most popular destinations for overnight stays. London was the most visited city, hosting 15 million overnight trips in 2023.
Hotels remain the most popular accommodation type, accounting for many overnight stays. Bed and breakfasts (B&Bs) and self-catering accommodations, such as holiday cottages and apartments, are also favored among travelers.
According to the Great Britain Tourism Survey, serviced accommodation accounts for 45% of overnight stays, while private homes account for 30%. Caravans, glamping, and camping account for another 10% of stays.
Day Trips and Spending
Day trips form a substantial part of domestic travel, with millions of British tourists engaging in various activities and visiting popular attractions. According to the Great Britain Tourism Survey, the total value of domestic day trips in Great Britain was £50.8 billion in 2023.
Day trips often include visits to cultural and historical sites, outdoor activities, and family-friendly attractions. Popular destinations include museums in London, the beaches of Brighton, and theme parks like Alton Towers.
The average spend on day trips varies. In 2023, the average spend per day trip was around £259, with transportation and dining out being the primary cost.
Domestic Tourism Trends
The concept of staycations (vacations spent at home or nearby) has gained popularity, especially due to global travel restrictions. Many Britons opt for short breaks within the country, exploring local attractions and minimizing travel time.
Weekend getaways and short breaks have become a significant trend, with many residents taking advantage of extended weekends and public holidays to travel within the UK. All holiday trips accounted for 32% of total travel.
Trips to visit family and friends remain a consistent driver of domestic travel, accounting for 37% of total domestic travel in 2023. This type of tourism is particularly prominent during festive seasons and school holidays.
Major events and holidays, such as music festivals, sporting events, and Christmas markets, significantly boost domestic travel. Cities hosting large events see spikes in visitor numbers and spending. Meanwhile, business trips comprise only 5% of total travel. (GBTS 2023).
Economic Impact of Tourism in the UK
Tourism is a vital component of the UK’s economy, contributing significantly to the nation’s GDP, supporting numerous jobs, and driving substantial investment in infrastructure. The economic benefits of tourism extend beyond the direct revenues generated by visitors, encompassing a broad range of indirect and induced impacts that ripple through various sectors.
This section explores the multifaceted economic impact of tourism in the UK, from its contribution to GDP to the employment it supports and the investments it attracts.
Contribution to GDP
In 2022, tourism’s total contribution to the UK’s GDP was approximately £237.1 billion.
Indirect contributions come from the supply chain supporting tourism businesses, such as food suppliers, cleaning services, and logistics companies. The induced impact includes spending wages earned in the tourism sector on goods and services across the economy.
The direct contribution of tourism to the UK’s GDP includes revenues from accommodation services, food and beverage establishments, transportation, and cultural attractions like the British Museum.
The direct contribution of tourism to the UK’s GDP includes revenues from accommodation services, food and beverage establishments, transportation, and cultural attractions like the British Museum. In 2019, tourism directly contributed approximately £75 billion to the UK’s GDP:
- £13.5 billion on accommodation services
- £9.0 billion on food and drink services
- £6.9 billion on travel agencies and other reservation services
Finally, it’s important to note that tourism’s economic impact varies across regions. For example, as a major hub for international travel and trade shows, London sees the highest economic benefits from tourism.
In 2023, London received a little over half (53%) of the 38 million international visits to the UK, consistent with pre-COVID-19 and 2022 proportions. Visitors to London spent a record £16.7 billion, up 6% from 2019 and 18% from 2022.
Outside London, the most visited English regions were the South East (4.3 million visits), the North West (3.4 million visits), and the South West (2.4 million visits). The South East (£2.5 billion), the North West (£2.2 billion), and the South West (£1.5 billion) also reported the highest spending.
Scotland saw the strongest recovery, surpassing 2019 with a record 4.0 million visits and £3.6 billion in spending, up 41% from 2019 and 13% from 2022. Although 13% below 2019 levels, Wales showed the strongest recovery from 2022, with visits up 30% to 892,000 and spending at £458 million, still 11% below pre-pandemic levels but 16% higher than in 2022.
Employment in the Tourism Sector
Tourism supports a significant number of jobs across various sectors in the UK.
Tourism employment statistics show the sector supported approximately 3.6 million jobs, accounting for about 10% of UK employment.
Tourism supports diverse jobs in hotels, restaurants, attractions, and transportation services. Accommodation and food services alone provide 2.4 million jobs.
Tourism Investment and Infrastructure
Since the pandemic, the UK government has allocated approximately £37 billion for tourism-related projects, including transport infrastructure improvements, cultural site support, and marketing campaigns to promote the UK as a tourist destination through the Tourism Sector Deal. The Deal also includes plans for 130,000 new hotel rooms by 2025 or 21% of the current stock.
Private investment in hotels and attractions has also been robust. Around £3 billion was invested in new hotels in 2023, while the Tourism Sector Deal outlines £1.5 billion being invested in brewing and pubs alone annually. In addition, in 2024, museums will receive £24 million in funding to improve their infrastructure.
Taxes Generated by Tourism
According to research from the Tourism Alliance, visitors staying in UK accommodation paid £25.33 per night in tax.
Tourism generates significant tax revenues that support public services and infrastructure:
- VAT: Value-added tax (VAT) on tourism-related goods and services contributed significantly to public revenue. In the 2022-2023 fiscal year, VAT receipts in the UK amounted to £160 billion, with tourism playing a substantial role in this figure. Accommodation plays a big role with a 20% VAT.
- Tourist Taxes: Tourist taxes, typically levied on accommodations, generated substantial revenue, particularly in major tourist cities like London and Edinburgh. These funds are crucial for the upkeep of local attractions and public amenities and for enhancing the visitor experience, directly contributing to the local economy’s sustainability and growth.
- Business Taxes: Tourism businesses, including hotels, restaurants, and attractions, pay significant business taxes, essential for funding public services such as healthcare and education. The robust performance of these businesses in 2023 helped support the economic stability and development of local communities across the UK.
Tourism Trends and Challenges
The tourism landscape in the UK has undergone significant shifts in recent years, influenced by global events, changing traveler preferences, and evolving industry practices. This section explores the key trends and challenges shaping the future of UK tourism, from the impact of the COVID-19 pandemic to the rise of sustainable and experiential travel.
The Impact of COVID-19 on UK Tourism
The COVID-19 pandemic profoundly affected tourism worldwide, and the UK was no exception. The pandemic led to a dramatic decline in international arrivals while sparking a rise in domestic tourism as travel restrictions and safety concerns kept residents closer to home.
In 2020, the number of overseas visits to the UK plummeted by 73%, from 41 million in 2019 to just 11 million. This sharp decline resulted in significant revenue losses for UK businesses reliant on international tourism.
As international travel was curtailed, UK residents turned to domestic destinations, leading to a surge in local travel. However, by 2023, the UK’s tourism industry began showing signs of recovery.
International arrivals rebounded to 75% of pre-pandemic levels, and projections indicate a full recovery by 2025. The future outlook is optimistic, focusing on rebuilding and enhancing the tourism infrastructure to meet new demands (ONS) (ONS).
Sustainable Tourism
Sustainable tourism is becoming increasingly important as climate change and environmental degradation are felt worldwide.
For this reason, UK businesses and government agencies are implementing initiatives to reduce tourism’s environmental footprint. These include promoting public transportation, encouraging the use of renewable energy in hotels, and protecting natural habitats. The “Green Tourism” certification program includes over 2,300 businesses in the UK.
There is a growing trend among UK travelers to seek out eco-friendly and sustainable travel options, and the numbers support this. Tourism statistics show that 75% of British travelers want to do more to minimize their environmental impact.
Global Data shows the UK’s sustainable tourism market was valued at $10.5 billion in 2023. Moreover, it should grow at a compound annual growth rate (CAGR) of 9% until 2028.
The Rise of Experiential Travel
Experiential travel provides authentic and immersive experiences that allow travelers to connect deeply with local cultures and communities. This trend is reshaping how people explore the UK, with a growing emphasis on unique and meaningful interactions.
UK travelers are increasingly seeking out authentic experiences that offer cultural immersion. The Annual Visitor Attraction Survey shows that in 2023, seven of England’s ten most popular paid visitor attractions were heritage sites, up from six in 2022.
In addition, the UK is Europe’s largest adventure tourism market, accounting for 19% of the world’s adventure travel tourists.
Experiential travel has a mostly positive impact on local communities, as it supports small businesses and promotes cultural exchange. However, 19% of tourists between 16 and 54 are concerned about tourism’s impact on the destination and the locals.
Learn More About the UK’s Tourism Statistics
The UK tourism industry showcased impressive resilience and growth in 2023, ranking as the seventh most-visited country with 38 million international arrivals. Driven by its rich history, culture, and modern attractions, the sector continues to recover and expand post-pandemic. Inbound visitors primarily came from the US, Europe, and emerging markets like the Middle East, contributing significantly to the UK economy with a total spending of £31.1 billion.
Domestically, tourism generated £81.7 billion, highlighting the importance of staycations and short breaks. The sector supports 3.6 million jobs and benefits from robust government and private investment.
However, challenges such as sustainable tourism and the lingering effects of COVID-19 remain. The rise of experiential travel indicates a shift towards authentic, immersive experiences benefiting local communities. As the industry looks toward full recovery by 2025, the focus will be on enhancing infrastructure, sustainability, and unique travel experiences.