VisitBritain/VisitEngland has generated an estimated £562 million in additional spending by international visitors across the UK in the 2024-2025 financial year, latest figures reveal. Of this, £336 million (60%) was spent outside London, highlighting the agency’s role in supporting regional tourism growth.
The figures were announced ahead of VisitBritain’s annual review event, “Behind the scenes: driving regional growth through the visitor economy”, where industry leaders will gather to discuss strategies to grow the visitor economy and support the UK Government’s target of 50 million international visitors annually by 2030.
The agency also reported early results from its ongoing “Starring GREAT Britain” global campaign, launched in January 2025 to promote screen tourism and Britain’s creative industries. The campaign is estimated to have generated £217 million in additional international visitor spending in the first six months alone, representing £20 in visitor spend for every £1 invested.
Nick de Bois, Chairman of the British Tourist Authority, said:
“These figures represent more than numbers – they reflect millions of pounds flowing into high streets, hospitality businesses, cultural institutions, and communities across Britain. Tourism is one of our greatest industries, creating jobs, opportunities, and prosperity across every nation and region.”
VisitBritain’s inbound tourism forecast for 2025 estimates £34.6 billion in spending by international visitors, up 6% on 2024, with 44.3 million visits expected, up 4% year-on-year. While growth is positive, longer-term forecasts indicate the UK is losing competitiveness compared to other Western European destinations.
The agency highlighted its work with key international markets, including Australia, France, Germany, India, and the US, generating £12 million in additional cash and marketing-in-kind support and facilitating nearly £100 million in sales for British tourism businesses. Notably, 64% of itineraries sold featured destinations outside London.
VisitBritain/VisitEngland has also supported the business events sector, generating £60.6 million in economic return from 2018-2024, and strengthened regional tourism through the Local Visitor Economy Partnership (LVEP) and Destination Development Partnership (DDP) initiatives. Pilots in the North-East and West Midlands demonstrated how tourism can be integrated into local planning and investment decisions.
Despite successes, Mr. de Bois noted the need for long-term government funding to secure the future of destination management, particularly as domestic overnight trips in England have declined by 8% year-on-year amid operational and cost-of-living challenges.
VisitEngland continues to support small businesses through initiatives such as the Business Advice Hub and ‘Taking England’s Wine to the World’, helping local businesses reach new customers and grow revenue.
Tourism remains one of Britain’s largest and most valuable industries, serving as the third-largest service export, supporting hundreds of thousands of businesses and employing millions across the UK.
