Published on
November 16, 2025
By: Paramita Sarkar
In a fresh overview of the evolving travel landscape, the UK’s business sector is placing Europe firmly at the top of their destination list for international trips, with 84% of business travel in 2024 directed to the continent. Meanwhile, leisure tourism to Great Britain is experiencing a surge, with 9.3 million overseas visitors in Q2 2025, driven by short breaks facilitated by rail travel and a growing interest in film-inspired locations.
What are the key travel trends for the UK?
According to the UK Government’s 2025 Business Travel Survey and VisitBritain’s strategic plans, Europe remains the dominant choice for UK businesses, accounting for 84% of their international travel in 2024. This is far ahead of North America at 43% and the Middle East at 23%. On the leisure front, Great Britain is seeing a boost in inbound tourism, with 9.3 million overseas visitors in Q2 2025, generating £7.9 billion in spend, primarily driven by short breaks and the growing appeal of screen tourism.
The recent focus for VisitBritain is on capitalising on screen tourism, where TV and film-inspired travel is becoming increasingly popular. The UK’s government-supported initiative encourages tourism linked to iconic film sites, which is expected to grow in 2025. Visitors are flocking to locations seen in popular films and TV shows, further boosting the UK’s appeal as a leisure destination.
Who are the primary travellers?
The business travel trend is largely driven by UK companies engaging in frequent cross-border operations with European partners, with a particular emphasis on France, Germany, Spain, and Italy. For leisure tourism, the influx of international visitors is primarily from European countries, with a significant number of short-stay tourists coming via rail from neighbouring regions.
Screen tourism has also broadened the appeal for younger travellers and film buffs, especially as VisitBritain continues to invest in marketing film-related destinations. Rail journeys across Great Britain are becoming a preferred option for short stays, particularly from France, Germany, and Spain, and this is expected to continue into 2025.
When did these trends emerge and how are they evolving?
The trends identified in the Business Travel Survey for 2024 and VisitBritain’s tourism forecast for 2025 reflect the post-pandemic recovery and the realignment of travel preferences. European business travel has always been a strong point for UK companies due to geographical proximity, but the trends reflect the continuing shift towards sustainability and shorter trips, making rail travel and local experiences more attractive.
Leisure visits to Great Britain have steadily increased since 2023, and screen tourism, in particular, has gained significant traction, with 2025 set to see a marked rise in related travel. The rail infrastructure in the UK is being leveraged to encourage short-term leisure visits, with major cities and cultural sites easily accessible by train, aligning with both sustainability goals and the UK’s efforts to attract overseas visitors.
Why are these trends significant for the travel industry?
The business travel numbers highlight Europe’s continued importance as a core market for the UK, with no major shifts seen in travel patterns, suggesting that UK businesses are maintaining their strong European presence. However, the trends indicate a marked increase in the adoption of more sustainable and shorter business trips, which could influence the airline industry and regional transport companies.
The leisure trends, particularly around rail travel and screen tourism, show that the UK is positioning itself as a more attractive short-break destination, especially for European tourists. The growing role of screen tourism could open up new revenue streams and attract a younger, more diverse demographic interested in visiting filming locations.
How are UK authorities responding?
To further capitalise on these trends, the UK Government and VisitBritain have introduced a variety of promotional campaigns. The “Starring GREAT Britain” initiative is designed to draw attention to key filming locations across the UK, hoping to attract visitors who are fans of the films and shows shot in the country. This, combined with the ongoing promotion of rail travel and short-term stay options, positions the UK as a key destination for both business and leisure in 2025.
The UK Government’s focus on ensuring seamless travel within Europe continues, with ongoing support for rail networks and the introduction of new initiatives to support sustainable tourism, particularly in high-footfall areas like London, Edinburgh, and Cardiff.
What does this mean for the global tourism industry?
The data underscores a broader shift in international travel, particularly for short breaks and business trips. The UK’s investment in screen tourism and sustainable travel options reflects a broader trend towards diversifying tourism products, catering to both traditional and emerging travel preferences. As the UK adapts to these changes, businesses and travel companies should align their offerings to meet the growing demand for eco-friendly, short-duration travel options.
For the future, countries and businesses looking to engage with these trends should consider how to blend business and leisure opportunities more effectively, capitalising on rail transport and offering bespoke, film-related travel experiences. With Europe remaining the primary destination for business travellers and Great Britain solidifying its position in the leisure market, the UK’s travel industry looks set to continue thriving in 2025.
