International visitor spending falls short as the World Travel and Tourism Council criticizes barriers to travel and funding cuts
Apr 22, 2025
The UK Government is facing strong criticism for its approach to tourism policy, with the World Travel and Tourism Council (WTTC) accusing it of “sabotaging” the industry. A recent report shows that international visitor spending in the UK remained £2.2 billion below pre-pandemic levels in 2024, suggesting that government actions are undermining a sector that contributes significantly to the country’s economy and jobs.
Key takeaways
- Tourism spending still below pre-pandemic levels:International visitors spent £40.3 billion in the UK in 2024 – 5.3% less than in 2019, indicating a slower recovery than other countries.
- Policy decisions cited as barriers:WTTC President Julia Simpson attributes the decline to “deliberate policy choices” including: The introduction of electronic travel authorisations (ETAs); Elimination of tax-free shopping; Increases in air passenger duty.
- Tourism’s economic contribution:Despite challenges, the sector contributed £286 billion to the UK economy in 2024 and supported 4.2 million jobs – up 3.9% from 2019.
- Cuts to tourism promotion criticized:VisitBritain’s budget has been slashed by over 40%, hampering efforts to promote regional tourism. Simpson stressed the need for a strong marketing push to attract international visitors.
- Call for leadership:Simpson argues that revitalizing UK tourism should be a Prime Minister-led initiative, not left to the Treasury, and suggests looking to leaders like Emmanuel Macron and Pedro Sanchez for inspiration.
- Government response: The Government defends its support for tourism, promising a new visitor economy strategy and continued investment in the “GREAT Britain” campaign, aiming for 50 million international visitors annually by 2030.
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