VisitBritain hopes for robust growth in UK inbound tourism sector

Wednesday, December 20, 2023

VisitBritain’s tourism forecast for 2024 paints a promising picture for the United Kingdom’s inbound tourism sector, projecting a significant uptick in both visits and spending compared to 2023.

The anticipated tourism spending by international visitors is a staggering £34.1 billion, marking a 7% increase from 2023 and a robust 20% surge from 2019 figures. While this growth trajectory is promising, it’s important to note that it’s 96% of 2019 levels when adjusted for inflation.

The United States stands out as a pivotal player in this recovery, with its tvisitors contributing an impressive £6.7 billion to the UK’s tourism economy in 2024. This American influx represents almost one-fifth of all inbound spending, underlining its significance. Conversely, Europe’s recovery has been more tepid, while China, the UK’s second most valuable market in 2019, is anticipated to contribute £1.7 billion in 2024, becoming a vital player once again.

VisitBritain’s CEO, Patricia Yates, emphasizes the economic significance of international tourism to the UK. She acknowledges the deceleration in recovery rates and the fierce competition from European counterparts. However, with targeted campaigns, VisitBritain aims to amplify its appeal, especially in growth markets like Australia and the US, while maintaining a competitive edge in Europe and the GCC nations.

Central to VisitBritain’s strategy is the ‘GREAT Britain’ marketing campaign for 2024, targeting key markets like Australia, France, Germany, the GCC, and the US. This initiative showcases Britain’s diverse offerings, from its picturesque landscapes to its rich cinematic history. Recognizing the allure of screen tourism, VisitBritain collaborates with the British Film Commission, spotlighting iconic film and TV locations that resonate with global audiences.

Furthermore, partnerships with international entities like British Airways and Wego facilitate the conversion of interest into tangible bookings, ensuring that the UK remains a top destination for global travellers.

In essence, tourism remains a cornerstone of Britain’s economy, representing its third-largest service export. With strategic initiatives and partnerships, VisitBritain endeavors to bolster the country’s tourism sector, celebrating its culture, heritage, and contemporary offerings on the global stage.

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