To provide you with the best experience on this website, cookies are used. By using the site it's assumed that you're happy with our use of cookies. However, you can change your cookie settings at any time. More info on cookies.
Allow cookies

VisitBritain/VisitEngland reports on year of record growth for tourism

Tuesday, 11th October 2016

International visitors spent an extra £800 million across the nations and regions of Britain in the last year as a result of work by the national tourism agency VisitBritain, latest figures show.

This means that every £1 invested in VisitBritain’s activities resulted in an overseas visitor spending £23 in Britain.

Domestic visitors spent an additional £97.2 million in England as a result of VisitEngland’s 2015 ‘Holidays at Home are GREAT’ campaign.

The figures, announced today at the launch of the agency’s 2015-16 annual review, come on the back of a bounce from inbound tourism to the UK in July with more visits than ever before, up 2% to 3.8 million compared to the same month last year, with spend up 4% to £2.5 billion. It continues a long-term pattern of growth which last year saw a record 36.1 million inbound visits to Britain and spend of £22.1 billion.

Domestic visitors also spent more in England last year than ever before, with £19.6 billion spent by Brits on overnight trips, up 8% on 2014.

Welcoming the Minister for Tourism Tracey Crouch to the launch, British Tourist Authority Chairman Christopher Rodrigues said that VisitBritain/VisitEngland was in “pole position” to build on this growth and fulfil its Government remit of growing the value of inbound tourism to the nations and regions, and developing England’s tourism product through the Discover England Fund.

“Tourism is a shining star in an uncertain world. As our fourth biggest service export, and one of our fastest growing sectors, tourism's importance as a key economic driver and job creator is clear. While the talk is of trade deals with new markets, tourism is already leading the way, competing strongly in our most valuable source markets such as the US and in markets that are crucial for our future including China,” he said.

Last year visitors from the US, Britain’s most valuable source market, spent £3 billion in Britain for the first time and visits from China, the world’s largest outbound market, increased by 46%, with spend up 18%. This moved China into Britain’s top 10 most valuable markets, while flight booking data from ForwardKeys showed that bookings from China to the UK were up 24% for October to December.

Mr Rodrigues said that VisitBritain was seizing the opportunity to promote a message of value and welcome globally, launching its #OMGB ‘Britain, Home of Amazing Moments’ campaign with new content this autumn across its major markets in Europe, the US and Australia and the growth markets of China, the Gulf countries and India.

“Once again we have shown our ability to build great partnerships, leveraging private sector money to amplify our message and convert the aspiration to travel into bookings. We have received £12.7 million cash and in-kind for our international marketing, working with commercial partners including Expedia, Hainan Airlines, STA Travel and British Airways and a further £2 million in-kind from trade partners for Holidays at Home are GREAT,” he said.

Mr Rodrigues said the UK Government’s Tourism Action Plan, announced in August, showed its commitment to the success of the tourism industry. This included the launch of the £40 million three-year Discover England Fund to develop England’s competitive tourism offer.

“This is a unique opportunity to develop world-class ‘bookable’ tourism products that will keep us at the top of the list as a must-go-now destination. It also shows how, by working with our partners, we can deliver an ever more appealing and competitive tourism offer to our domestic and international visitors.”

Tourism Minister Tracey Crouch said:

“These amazing figures show that Britain continues to be a world-class visitor destination. Together with VisitBritain/VisitEngland, our tourism strategy is working and it is fantastic news that so many overseas and domestic visitors are exploring the stunning countryside, historic buildings and vibrant culture that our country has to offer."

Tourism is worth £127 billion to the UK economy.

RSS feeds

News

October 2017

September 2017

August 2017

July 2017

June 2017

May 2017

April 2017

March 2017

February 2017

January 2017

December 2016

November 2016

October 2016

September 2016

August 2016

July 2016

June 2016

May 2016

April 2016

March 2016

February 2016

January 2016

December 2015

November 2015

October 2015

September 2015

August 2015

July 2015

June 2015

May 2015

April 2015

March 2015

February 2015

January 2015

December 2014

November 2014

October 2014

September 2014

August 2014

July 2014

June 2014

May 2014

April 2014

March 2014

February 2014

January 2014

December 2013

November 2013

October 2013

September 2013

August 2013

July 2013

June 2013

May 2013

April 2013

March 2013

February 2013

January 2013

December 2012

November 2012

October 2012

September 2012

August 2012

July 2012

June 2012

May 2012

April 2012

March 2012

February 2012

January 2012

December 2011

November 2011

October 2011

September 2011

August 2011

July 2011

June 2011

May 2011

April 2011

March 2011

February 2011

January 2011

December 2010

November 2010

October 2010

September 2010

August 2010

July 2010

June 2010

May 2010

April 2010

March 2010

February 2010

January 2010

December 2009

November 2009

October 2009

September 2009

August 2009

July 2009

June 2009

May 2009

April 2009

March 2009

February 2009

December 2008

June 2008

May 2008

Contact Us

For more information, practical advice and support, call Marketing Lancashire on:

01772 426450.