Home » EUROPE » The Secret to VisitBritain’s 562 Million Lb Tourism Boom: How Regional Destinations Are Reaping Big Rewards!
Published on
October 21, 2025
By: Paramita Sarkar
In an impressive move to drive economic growth and bolster the UK’s tourism sector, VisitBritain/VisitEngland has announced that its activities have contributed an additional £562 million to the UK economy. The agency revealed the figures as part of its report covering the 2024-2025 financial year, marking a significant milestone in the UK’s efforts to recover and expand its tourism industry.
These efforts are particularly focused on boosting tourism outside of London, with 60% of the additional spend — approximately £336 million — occurring in destinations across England, Scotland, Wales, and Northern Ireland. VisitBritain’s strategic focus on regional tourism is proving to be a critical driver of growth, benefiting a variety of local businesses and cultural institutions.
What Contributed to the £562 Million Boost?
VisitBritain’s initiatives, including its global marketing campaigns, trade missions, and partnerships with international travel agencies, have been instrumental in attracting visitors to the UK. The ‘Starring GREAT Britain’ campaign, launched earlier this year, has used the power of screen tourism to inspire travelers from around the world to explore the UK. This campaign alone generated an estimated £217 million in additional spend by international visitors between January and June 2025.
The ongoing global campaign, which promotes the UK’s creative industries alongside its rich heritage, has led to a substantial increase in international interest. For every pound invested in the ‘Starring GREAT Britain’ initiative, visitors have spent an additional £20 in the UK, making it a highly effective strategy for increasing inbound tourism and supporting the local economy.
Where Are the Additional Tourism Revenues Coming From?
The boost in tourism spending is coming from visitors to various regions across the UK, with 60% of the £562 million spent outside of London. Major cities and rural destinations across England, Scotland, and Wales have experienced increased visitor numbers, contributing to local businesses, hotels, restaurants, and cultural venues.
In addition to attracting tourists to iconic destinations, VisitBritain’s work in business tourism has also been a key contributor. The agency has successfully facilitated international conferences and exhibitions, bringing large numbers of business travelers to cities like Birmingham, Manchester, Edinburgh, and Cardiff. By focusing on both leisure and business sectors, VisitBritain has been able to create year-round demand for UK travel.
When Will the UK See the Full Impact of These Initiatives?
The full impact of VisitBritain’s tourism initiatives is set to continue through the 2024-2025 financial year and beyond. The agency’s long-term goal is to achieve 50 million international visitors annually by 2030, a target which will drive further investments in regional tourism, airport infrastructure, and visitor services.
As part of its annual review, VisitBritain is focused on expanding its presence in key international markets, including Australia, Germany, France, and the United States, and will continue to promote the UK’s diverse attractions to a global audience.
In the near term, VisitBritain is targeting an increase in inbound tourism that will help achieve a projected £34.6 billion in spending from international visitors to the UK by the end of 2025, marking a 6% year-on-year increase from 2024. This growth is expected to continue, with 44.3 million visitors forecasted for the year, further cementing the UK’s position as one of the world’s leading tourism destinations.
Why Is Regional Tourism So Important for the UK’s Economic Recovery?
Regional tourism has become a key focal point for VisitBritain, as the UK seeks to ensure that the benefits of tourism are spread across the entire nation. The economic impact of the COVID-19 pandemic hit the tourism industry hard, and now, as the country recovers, it is essential to focus on boosting tourism outside of London. By investing in regions that often receive fewer visitors, VisitBritain is ensuring that tourism is a driver of growth in every corner of the UK.
The focus on regenerative tourism—supporting sustainable practices and encouraging longer stays—has helped stimulate demand in areas such as the Lake District, Scottish Highlands, Cornwall, and Northumberland. As tourists explore more of the UK’s diverse destinations, local economies benefit, and the UK’s tourism sector becomes more resilient to global disruptions.
How Is VisitBritain Planning for Future Growth?
Looking ahead, VisitBritain has several plans in motion to continue expanding the UK’s visitor economy. Central to these plans is collaboration with the travel trade in key international markets. The agency’s partnerships with travel trade professionals in Australia, India, and the United States have seen British products sold internationally, generating nearly £100 million in sales.
Moreover, VisitBritain’s efforts to support the business events industry have been fruitful. The Business Events Growth Programme, running from 2018 to 2024, has already brought £60.6 million in direct economic return to the UK. Through trade missions, the agency has helped businesses across England, Scotland, and Wales win international conferences, exhibitions, and events, creating jobs and fostering international partnerships.
What Challenges Remain for the UK’s Tourism Sector?
While the UK tourism sector has seen strong growth, VisitBritain remains concerned about its competitive position internationally. Germany, France, and other Western European countries are showing faster growth in tourism than the UK, and as Spohr warned, this could result in the UK losing market share unless it continues to promote itself effectively.
Cost-of-living challenges and domestic travel obstacles also remain, with some regions experiencing a slight decline in domestic overnight trips, especially in rural areas. VisitEngland is working with local authorities to address these issues and continue promoting tourism in smaller destinations and regions across England.
Conclusion
With VisitBritain’s successful initiatives driving £562 million in additional spending from international visitors, the UK is on track to meet its tourism growth targets. The agency’s ongoing work to promote regional tourism and the global campaigns such as ‘Starring GREAT Britain’ are key to ensuring the long-term prosperity of the UK’s visitor economy. As the UK continues to navigate post-pandemic recovery, tourism remains one of its most valuable industries, offering a sustainable path to growth, job creation, and global cultural exchange.
