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50+ London Tourism Statistics, Numbers and Trends

Updated on December 4, 2022 by Axel Hernborg

The tourism landscape for London, and the United Kingdom as a whole, has largely been viewed through the lens of Brexit in recent years. With Covid-19, labor shortages in the hospitality and service industries affect markets like London to a disproportionately high degree. Despite these challenges, London continues to attract around 30 million visitors from around the world every year.

Tourism contributes £106 billion to the British economy & GDP and supports 2.6 million jobs. By 2025 the UK tourism industry is projected to be worth over £257 billion, around 10% of the UK GDP. The industry supports 3.8 million jobs and has a huge impact on the UK economy.

Tourism in London statistics demonstrates the popularity of the capital in comparison to other locations in the UK as the city has 8 times more visitors than the second most visited city. Holidays is the number one reason why tourists visit the UK, 63% of visits to the UK are for a holiday away.

Below are some of the top trends in the London tourism industry.

Table of contents

• 1 PRE & POST-PANDEMIC TRENDS
• 2 MOTIVES & HABITS OF TOURISTS TO LONDON
• 3 DEMOGRAPHY
• 4 OTHER INDUSTRY TRENDS
• 5 INDUSTRY INSIGHTS
• 6 REFERENCES

PRE & POST-PANDEMIC TRENDS

• London is one of the world’s leading tourism destinations, and the city is home to an array of famous tourist attractions. London attracts around 30 million visitors from around the world every year.
• The capital attracts 8 times more travelers than the second most visited city in the UK.
• The Royal Botanic Gardens (Kew Gardens) were the most visited tourist attraction in London in 2021, welcoming nearly two million visitors.
• The US, France, and Germany are ranked the top three countries visiting London as of 2019. With the highest number of tourists arriving from the United States at 3.09 million visits.
• London’s tourism industry has been badly affected by COVID-19, which has kept many business and leisure tourists away from England’s capital. 
• Before the COVID-19 pandemic, London was the third most visited city in the world , welcoming a record 21.7 million inbound visitors in 2019.
• The city lost £10.9bn in tourism revenues in 2020 compared to pre-crisis 2019 .
• Tourism businesses in London are suffering and continue to face a barrage of challenges. This includes the UK government’s plans to increase VAT in April 2022, staff shortages exacerbated by Brexit and COVID-19, concerns around health due to the pandemic, and the rising cost of living.
• London’s tourism sector is expected to benefit from the planned multi-million-pound campaign to drive visitors to the city.
• The Mayor of London reportedly plans to spend £10 million attracting domestic tourists to London as an extension of ‘ Let’s Do London ’.

Search volume in Google for the keyword “visit london” . Source: Google Trends

Search volume in Google for the keyword “hotel london” . Source: Google Trends

MOTIVES & HABITS OF TOURISTS TO LONDON

• London’s cultural experience has broad appeal across all age groups, with the young and old rating this their number one driver for visiting.
• The predominant reason for leisure visits to London is the city’s cultural experience. It’s the considerable offering of museums, galleries, exhibitions, and attractions.
• International visitors treat a visit to the UK as an educational trip, the top seven attractions in London being museums and galleries, visitors are keen to learn while in the UK’s most popular city.
• Word of mouth and internet searches have the most overall influence on attractions cultural tourists visit, although guide books shape more visits for overseas trip-takers.
• West End shows hold particular appeal for domestic tourists and older visitors, while London’s historic attractions are most sought after by overseas tourists.
• The most popular tourist activity and attraction is sightseeing.
• Tourists aged between 25 and 44 years old recorded the highest number of visits in London.
• With just under  seven million annual visitors, the British Museum is the  most visited attraction  in the UK and the fifth most visited museum in the world.
• There is a strong demand for the city’s architecture and iconic landmarks across most age groups.

OTHER INDUSTRY TRENDS

• London is the number one staycation destination in the UK.
• The peak tourist season in London is pretty much year-round, but late spring (and summer) are especially busy.
• Activities specifically focused on ‘city life’ such as dining, socializing and shopping are the most popular things to do for overseas visitors.
• Approximately 8.2 billion British pounds were spent by visitors who traveled to London on vacation in 2019, whereas business travelers spent around 3.6 billion British pounds.
• Until international visitors return in significant numbers to London, domestic tourists are set to become the target for the city’s tourism sector.
• Even though the number of global international tourist arrivals has increased significantly compared to last year, the figures still remain 67 percent below the pre-pandemic levels.
• London faces competition to attract tourists; competitor cities are already out-promoting and out-spending London.
• Trips made to London for vacation or holiday purposes lasted 4.8 nights on average. Inbound visitors traveling to London for study purposes however stayed the longest, at an average of 18 nights.
• The survival of airlines under threat, international tourists heading to London may find they have fewer options on how they get there.
• Tourism plays a vital part in London’s social and economic life – it supports as many as one in seven jobs in the capital and contributes almost 12 percent of London’s GDP .
• International arrivals are expected to return to pre-pandemic levels by 2024, with a projected 39.8 million arrivals. (CAGR 2022-24: 8.6%).
• The pandemic has caused a surge in UK domestic travel. In addition, googling for terms such as “ uk staycation ” and “ glamping holidays uk ” increased by over 400%, further proving the growing interest of the UK population to vacation in their own country.
• One in five Londoners are now more likely to use travel agents than before the pandemic.
• Travel agents and operators have reported a significant increase in bookings in recent weeks for the upcoming spring and summer seasons.
• In 2021, it was estimated that Brits would spend an average of £770 on domestic summer holidays
• Tourism is the fastest growing industry in Britain . It is expected to expand by 3.8% a year up until 2025, accounting for 10% of all jobs.
• Health and Safety still affect how people travel.
• In 2019, British  tourists took nearly 123 million domestic holidays and only 93 million international holidays

INDUSTRY INSIGHTS

• Tourism in London accounts for £6.6 billion ‘tourism direct GVA’ of £34.3 billion nationally .
• Tourism and the night-time economy contribute £36 billion a year to London’s economy overall and employ 700,000 people .
• It is estimated that it could take until at least 2025 for domestic and international visitor overnight numbers to return to the levels seen in 2019, with spending predicted to take until 2026 to surpass pre-pandemic levels.
• As of 2019, the average amount tourists spend per day measured to 98 British pounds .
• In 2022, inbound visits to London are forecasted to increase to 21.1 millio n, and spending to £16.9 billion.
• Thousands of seasonal and permanent staff are hired from EU countries to work in London’s tourism sector. An increase in bureaucracy, as well as a rise in the costs of hiring overseas staff, is affecting British tourist businesses.
• London inbound tourism spending is higher for business travelers than those visiting friends or relatives.
• Repeat holidaymakers  stay longer on their visits than first-time visitors. They also spend more on average per night.
• 54% of all inbound visitor spending  is accounted for by  London . The rest of England accounts for 33%, Scotland 10%, and Wales 2%.
• Tourism continues to be a significant contributor to the British economy, but the pandemic has had a profound effect on the industry.
• There is real uncertainty about what impact Brexit could have on the industry. The combination of Brexit and the pandemic means there are concerns about price rises and the affordability of holidays going forward.
• The coming months appear to be challenging for UK airports, and its airlines. A lack of staff in key positions could create an array of knock-on impacts, including missed flights, cancellations, and negative traveler sentiment.
• The tourism landscape for London, and the United Kingdom as a whole, has largely been viewed through the lens of Brexit in recent years.

https://cheaphotels4uk.com/travel-guide/10-popular-attractions-london-number-visitors https://www.statista.com/statistics/287133/annual-number-of-overseas-visits-to-the-united-kingdom-uk/ https://files.londonandpartners.com/l-and-p/assets/our-insight-londons-cultural-tourists.pdf https://www.statista.com/statistics/487772/average-length-overseas-visits-by-purpose-london-uk/ https://www.visitbritain.org/2022-tourism-forecast https://www.condorferries.co.uk/uk-tourism-statistics https://files.londonandpartners.com/l-and-p/assets/our-insight-londons-cultural-tourists.pdf https://www.hotelmanagement-network.com/comment/londons-tourism-campaign-boost/ https://www.finder.com/uk/inbound-tourism-statistics https://cybercrew.uk/blog/tourism-statistics-uk/

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Industry report: uk set for tourism boom in 2022.

In Press Releases , WTM London .

Destinations, suppliers and attractions in the UK are set to see a sustained recovery in 2022, thanks to inbound and domestic holidaymakers’ keenness to explore the British Isles, reveals research released today (Monday 1 November) at WTM London.

About one in six Brits (16%) say they plan to book a 2022 staycation – despite widespread demand for foreign holidays as overseas travel is likely to recover in 2022 – while international travel buyers at WTM London are eager to seal deals for UK products.

The findings, from the WTM Industry Report, will be a welcome boost for UK exhibitors at WTM London, who will be keen to capitalise on the popularity of domestic tours and the pent-up demand for overseas visitors to return to Britain.

The figures come from two polls commissioned by WTM London – the first quizzed 1,000 consumers and found that 843 are planning to take a holiday in 2022. About a sixth (17%) of these say they will take a staycation.

The second survey spoke to 676 trade professionals and found that more than half (58%) are interested in contracting UK products at WTM London 2021, if they attend. The breakdown of figures showed that 38% were ‘extremely interested’ and 20% were ‘interested’.

When asked about particular destinations or regions, London was the most popular, but a wide range of others were also mentioned by respondents, including other parts of England (such as Devon, Cornwall, Kent and Manchester) plus Scotland, Ireland and Wales.

A wide range of exhibitors with interests and products in the UK will be at ExCeL – London for the WTM London this week (Monday 1 – Wednesday 3 November), including tourism association European Tour Operators’ Association; coach hire firm Abbey Travel; Dover District Council, which represents White Cliffs Country; London and UK tours specialist Golden Tours; and Merlin Attractions, which has a host of sites in the UK, such as Legoland Windsor, Alton Towers Resort, Warwick Castle, Madame Tussauds and the London Eye.

Merlin Attractions’ own research shows that consumers in the US and UK are ready to return to theme park adventures “in their droves” because of the ‘JOLA’ phenomenon – the Joy of Looking Ahead.

After a difficult couple of years, families and groups increasingly want to book ahead in order to look forward to an outing and to spend time together, according to the attractions giant.

VisitBritain has forecast a slow recovery ahead, with a lot of ground to catch up after two years of highly restricted inbound travel.

It estimates that overseas visitor spending in the UK in 2021 was just £5.3 billion, compared to £28.4 billion in 2019.

Inbound trade association UKinbound has lobbied ministers throughout the pandemic to highlight the plight of its members, many of whom saw revenues plunge by 90% or more.

However, the reopening of travel between the UK, Europe and the US will offer hope for inbound tourism’s recovery – especially as 2022 will see a tremendous global opportunity for the UK. It will host and celebrate the Commonwealth Games in Birmingham, Festival UK 2022 and the Queen’s Platinum Jubilee.

Simon Press, WTM London Exhibition Director, said: “The findings suggests there will be brisk trading for the UK exhibitors at WTM this year – they will be keen to take advantage of the renewed interest in domestic breaks among the British market as well as making the most of deals to be struck with international buyers, who are eager to reconnect with suppliers after the hiatus in holidays to the UK.”

World Travel Market  (WTM) Portfolio comprises leading travel events, online portals and virtual platforms across four continents, generating more than $7.5 billion of industry deals. The events are:

WTM London , the leading global event for the travel industry, is the must-attend three-day exhibition for the worldwide travel and tourism industry. Around 50,000 senior travel industry professionals, government ministers and international media visit ExCeL London every November, generating over £3.71 billion in travel industry contracts. In 2020, WTM Virtual facilitated 20,000+ meetings and held 42 live content sessions over the 3-days show.

Next live event: Monday 1 to 3 November 2021 at ExCel London

Next WTM Virtual: Monday 8 to 9 November 2021 – Virtual

http://london.wtm.com/

Travel Forward London   is the leading travel technology event, co-located with WTM London. Travel Forward is renowned for showcasing the next-generation technologies for the travel, tourism and hospitality industry. Over 19,000 travel officials and 150+ innovative solution providers attend for 3 days of cutting-edge insights, open debate and unrivalled networking opportunities. The combination of a 2-day conference, interactive exhibition and start-up showcase makes Travel Forward truly unique.

Next live event: Monday 1 November to Wednesday 3 November 2021 at ExCel London

Next Travel Forward Virtual: Monday 8 November to Tuesday 9 November 2021 – Virtual

http://travelforward.wtm.com/

London Travel Week , brought to you by WTM London, is the one-stop-shop for event hosts and visitors to be able to shape the next 12 months of travel together. The festival of events supports the global travel and tourism industry through capturing invaluable news and enhancing industry connections.

Next event: Friday 29 October – Friday 5 November 2021

https://londontravelweek.wtm.com/

WTM Virtual ,  is the WTM Portfolio virtual platform, created to offer global delegates the chance to arrange one-to-one virtual meetings, to do business, attend conference sessions and roundtables, take part in speed networking and more. WTM Virtual embrace the global leading travel shows in one platform.

WTM Latin America takes place annually in São Paulo and attracts around 19,000 tourism professionals during a three-day event. The show offers qualified content, as well as networking and business opportunities. In its ninth edition – the first 100% virtual – WTM Latin America followed its focus on effective business generation and reached the milestone of 4,200 meetings held between buyers, travel agents and exhibitors.

Next event: Tuesday 5 to Thursday 7 April 2022 – Expo Center Norte, SP, Brazil

http://latinamerica.wtm.com/

WTM Africa  launched in 2014 in Cape Town, South Africa. More than 6,000 travel industry professionals attend Africa’s leading inbound and outbound travel and tourism market. WTM Africa delivers a proven mix of hosted buyers, media, pre-scheduled appointments, on-site networking, evening functions and invited travel trade visitors.

Next event: Monday 11 to Wednesday 13 April 2022 – Cape Town International Convention Centre, Cape Town  http://africa.wtm.com/

Arabian Travel Market (ATM) , now on its 29th year, is the leading, international travel and tourism event in the Middle East for inbound and outbound tourism professionals. ATM 2021 showcased over 1,300 exhibiting companies from 62 countries across nine halls at Dubai World Trade Centre, with visitors from more than 140 countries over the four days. Arabian Travel Market is part of Arabian Travel Week. #IdeasArriveHere

Next in-person event: Sunday 8 to Wednesday 11 May 2022, Dubai World Trade Centre, Dubai https://www.wtm.com/atm/en-gb.html

Arabian Travel Week is a festival of events taking place within and alongside Arabian Travel Market 2022. Providing a renewed focus for the Middle East’s travel and tourism sector, it includes ATM Virtual, ILTM Arabia, Arival Dubai, Influencers’ events and activations, as well as Travel Forward. It also features the ATM Buyer Forums, ATM Speed Networking Events as well as a series of country summits.

https://www.wtm.com/arabian-travel-week/en-gb.html

WTM Global Hub,   is the new WTM Portfolio online portal created to connect and support travel industry professionals around the world. The resource hub offers the latest guidance and knowledge to help exhibitors, buyers and others in the travel industry face the challenges of the global coronavirus pandemic. WTM Portfolio is tapping into its global network of experts to create content for the hub.  https://hub.wtm.com/

About RX (Reed Exhibitions)

RX is in the business of building businesses for individuals, communities and organisations. We elevate the power of face to face events by combining data and digital products to help customers learn about markets, source products and complete transactions at over 400 events in 22 countries across 43 industry sectors. RX is passionate about making a positive impact on society and is fully committed to creating an inclusive work environment for all our people. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. www.rxglobal.com

RELX About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. The Group serves customers in more than 180 countries and has offices in about 40 countries. It employs over 33,000 people, of whom almost half are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York Stock Exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX. The market capitalisation is approximately £33bn, €39bn, $47bn.*

*Note: Current market capitalisation can be found at http://www.relx.com/investors

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Travel, Tourism & Hospitality

Travel and tourism's direct contribution to GDP in London, UK 2019-2022

Direct contribution of travel and tourism to gdp in london, united kingdom from 2019 to 2021, with a forecast to 2022 (in billion gbp).

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United Kingdom (England)

2019 to 2021

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