New data reveals a significant return on investment for VisitBritain/ VisitEngland’s tourism promotion efforts, generated a whopping GBP 1.26 billion extra in visitor spending from April 2021 to July 2023, with an incredible GBP 15 return on every pound invested. Agency’s annual review, “Working in partnership to drive a thriving tourism industry”, highlighted these figures alongside optimistic forecasts for 2024.
International visitors spending is expected to reach GBP 32.5 billion a 5 per cent increase from 2023 and a 14 per cent jump compared to 2019. VisitBritain predicts 38.7 million inbound visits, up slightly from 2023 but still 5 per cent below pre-pandemic levels. Domestic tourism is also flourishing, over 35 per cent of Brits are more likely to vacation within the UK in the coming year, indicating a positive shift.
Speaking ahead of the review, British Tourist Authority Chairman Nick de Bois said:
“With the summer season fast approaching it is timely to shine the spotlight on the importance of Britain’s outstanding tourism industry. An industry worth £127 billion a year to the economy, our third largest service export, a growth industry and a job creator, with huge potential to fire up regional economies.”
“Working in partnership with industry and Government, getting the right structures and policies in place, we can boost Britain’s competitive position, unlock growth and drive inward investment so more local communities feel tourism’s benefits, and not within years but within months.”
Globally, Dubai recorded an 11 per cent year-on-year increase in international visitors from January to March 2024 with its hotels achieving average occupancy of 83 per cent, one of the highest in the world. In terms of proximity markets, Dubai Tourism is leaving no stone unturned in its efforts to grow the lucrative Indian market.
To capitalise on this, VisitBritain targets high-growth markets such as US around GBP 6.3 billion forecast and leverages “set-jetting” with the “Starring GREAT Britain” campaign, promoting filming locations and regional tourism. Partnership across major inbound markets, British Airways in the US and Wego in the Gulf convert interest into bookings, generating an additional GBP 6.1 million. Trade missions connect British businesses with international buyers, resulting in GBP 47 million in sales.Supporting local economies VisitEngland established 33 Local Visitor Economy Partnership (LVEPs). Businesses also benefit from the Business Advice Hub and free trade initiatives like “Taking England to the World”. Tourism remains a powerhouse employing over 3 million and supporting countless businesses.
