VisitBritain: Aussies exceeded pre-pandemic travel spend by 25% in 2023

London city urban lifestyle tourist woman walking. Businesswoman commuting going to work on Westminster bridge street early morning. Europe travel destination, England, Great Britain, UK.
Edited by Travel Weekly


VisitBritain has published its tourism forecast for 2024 showing an increase in inbound visits and spend overall to the UK compared to 2023 levels, although with varying rates of recovery and growth across its major inbound visitor markets.

VisitBritain’s overall forecast for spending by international visitors in the UK in 2024 is £34.1 billion (AU$65.65b), up 7 per cent on the spending predicted in 2023 and up 20 per cent on 2019, although 96 per cent of 2019 levels when adjusted for inflation.

Looking at the number of visits to the UK, 39.5 million visits are forecast, up 5 per cent on the 37.8 million expected in 2023 however still 3 per cent shy of 2019 levels.

VisitBritain is predicting that inbound tourism, both the number of visits and spending by international visitors, will recover to 2019 levels by early 2025.

The United States (US) continues to lead tourism’s recovery with record-breaking spend by American visitors in the UK in 2023, up 28 per cent on 2019 based on latest figures even when adjusted for inflation. VisitBritain is expecting the US market to be worth £6.3 billion (AU$12.13b) in 2024 with American visitors contributing almost £1 in every £5 of all inbound spending.

Australia and New Zealand both set new records for spend and visits to Britain in early 2023. The markets are now on track to be fully recovered and exceed pre-pandemic levels for both inbound visits to the UK and tourism spending in 2023, based on latest forecasts.

Australia has seen strong recovery and growth, with the market forecast to be worth almost £1.5 billion to the UK economy in 2023, a growth of 25 per cent compared to 2019 in nominal terms. New Zealand is also expected to finish the 2023 year demonstrating a strong post-pandemic recovery, exceeding 2019 tourism spend in the UK by 84 per cent.

VisitBritain CEO Patricia Yates said it has been great to see the overall growth forecast for this year on 2023, but was concerned whether this could maintain pace.

“We have however seen a slow-down in the overall pace of recovery compared to the strong start seen in the first half of 2023 and we face fierce competition from our European neighbours,” Yates said.

“To drive spending to Britain our international campaigns will remain focused on those markets showing strong growth, including Australia and the US, and we’ll continue to compete hard in our major European markets and the valuable Gulf Co-operation Council (GCC) countries.

“We also want more destinations across Britain to feel tourism’s economic benefits. Our global GREAT Britain campaigns are showcasing our vibrant cities, contemporary culture and beautiful coast and countryside, inspiring visitors to discover more of Britain, stay longer and to come now.”

VisitBritain’s country manager, Australia & New Zealand, Maria Sykes said: “It is great to see the growth from Australia and New Zealand, with both countries setting new records for spend and visits to Britain in early 2023. As one of Britain’s most valuable inbound markets, we’re delighted to see the pace of Australia’s recovery in spend contributing to Britain’s global recovery.

“We look forward to unveiling a new international campaign in Australia this year and continuing our work to support the industry, converting inspiration into bookings and inviting visitors to discover what’s new in Britain in 2024.”

VisitBritain’s GREAT Britain marketing campaigns in 2024 are set to run across Australia, France, Germany, the GCC and the US, inspiring visitors to ‘See Things Differently’ by showing fresh and exciting experiences, alongside a warm British welcome.

Tourism is Britain’s third largest service export and a major part of British trade.

(Featured Image: Woman walking on Westminster bridge – iStock/Maridav)

Email the Travel Weekly team at traveldesk@travelweekly.com.au

visitbritain

Latest News

  • Cruise

Unforgettable Croatia’s record year in 2024 with ’25 bookings on track to match

Bookings have soared in 2024 for Unforgettable Croatia as new data shows trade increases 24 per cent in 2024 as part of a record-breaking year for the luxury small-ship operator. More than 1300 guests booked via an agent, the operator confirmed, as it marked the conclusion of its May – October sailing season. Unforgettable Croatia secured its […]

  • Aviation

Emirates announces third Dubai – Melbourne route to launch in March ’25, Singapore – Melbourne route scrapped

Emirates has announced it will introduce a third non-stop service between Dubai and Melbourne, starting from 30 March 2025. The new service will be operated by a newly retrofitted four-class Emirates Boeing 777-300ER, equipped with the airline’s award-winning Premium Economy product and latest generation Business class seats. The airline currently operates two non-stop daily flights […]

  • Aviation

Qantas Freight unveils specially decorated ‘Santa’s Freight’ aircraft

Qantas Freight has unveiled a specially decorated “Santa’s Freight” aircraft as it prepares to deliver more than 50,000 tonnes of international and domestic freight for the festive season. This year, Qantas Freight volumes for the Christmas period are expected to be up 5 per cent compared to last year as online shopping continues to boom. […]

  • Aviation

Qatar Airways surprises Melbourne passengers with upgrades to celebrate 15 years

Qatar Airways has celebrated its 15th anniversary in Australia by giving passengers Business Class upgrades at Melbourne Airport on Friday. The airline has flown over 9.7 million passengers in and out of Australia since starting its operation in 2009 with Australian operations commencing on 7 December 2009 with the Melbourne-Doha route. Since then, the airline […]

  • Cruise
  • Events

Norwegian Cruise Line joins Take 3 for the Sea for a beach cleanup

Norwegian Cruise Line joined forces with Take 3 for the Sea last 5 December at North Steyne Beach and Park for a beach cleanup event in aid of International Volunteer Day. The NCL team collected 1,070 pieces of rubbish, totalling 2.2kg at the Sydney location. The collected debris included 412 cigarette butts, 147 pieces of […]

  • Hotels

The Hilton brand debuts in the Republic of Moldova

The international Hilton brand is set to debut in the Republic of Moldova with the opening of its first hotel in Chisinau, marking a significant step in strengthening the country’s HORECA industry. The endeavour provides tourists with another option for world-class accommodations, excellence in standards and premium services. “Hilton’s entry into the Moldovan market is […]

  • Destinations
  • Sustainability
  • Tourism

Singapore Tourism Board accelerates its sustainability journey

The Singapore Tourism Board (STB) has unveiled two pioneering initiatives to bolster tourism and support the Singapore Green Plan 2030. The first is the Global Sustainable Tourism Council (GSTC) Attraction Criteria, the world’s first global standard specifically designed for attractions. The second is the MICE Venue Sustainability Playbook, a comprehensive guide to enhancing green practices […]