Tourism is worth £127 billion annually to the U.K. economy according to VisitBritain. It creates jobs and boosts the economic growth across nations and regions.
Therefore, news of record-setting visitation numbers during the first quarter of this year is undoubtedly welcome.
Figures show that inbound visits were up 10 percent in January, February and March while spending rose 16 percent. There was a record number of visitors from China as well, rising 27 percent from the previous year. Chinese spending was also up 27 percent.
U.S. visitors and spending respectively rose 16 percent and 29 percent more than in previous years. Visitation from France and Australia were also up over 2016-9 and 10 percent, respectively.
The numbers are encouraging and it's a trend that VisitBritain would like to see continue.
"With forward bookings for international arrivals tracking ahead for the coming months, we are anticipating a strong summer holiday season as we promote the message of value and welcome globally, showing people why they should book a holiday to Britain right now," said VisitBritain director Patricia Yates.
ForwardKeys' data shows that this trend is likely to continue.
Bookings from China to the U.K. are tracking 35 percent ahead of last year for July to September and 21 percent ahead from the U.S. to the U.K. Factors that are likely drawing visitors from both countries include an increased desire for experiential travel as well as a favorable exchange rate.
More and more Chinese tourists are looking to experience new cultures and attractions rather than simply shopping. According to a new report from Oliver Wyman, shopping has lost its luster with Chinese travelers dropping from the second-biggest motivation for travel to third.
Spending is shifting from product purchasing to fine dining, cultural journeys and adventure sports, says the study.
"Businesses globally have to adjust their strategy to think about how to capture the new Chinese tourist dollar," said Hunter Williams, Oliver Wyman's Shanghai-based partner. Told Warc.com. "It's less about the outlet mall now and more about the national park."
U.S. travelers, driven by a favorable exchange rate, have been heading to the U.K. in increasing numbers for a while now. VisitBritain reported some of the highest numbers of U.S. travelers headed to the country during 2016.
"These strong numbers show how much Americans enjoy exploring the culture, heritage, cities and countryside of Britain," VisitBritain interim executive vice president Paul Gauger said in a statement earlier this year.
"And with the current exchange rate, Americans see value for money. It's a great time to visit the UK, and enjoy the benefits of how much further your dollar can take you."
[READMORE]READ MORE: Actually, Europe's Best Beach is in Wales[/READMORE]
A number of new campaigns from VisitBritain are designed to pique the interest of U.S. travelers thinking about visiting the U.K.
The "British Famous" campaign is running throughout 2017 in partnership with British Airways and American Airlines. It inspires visitors with a series of videos from comedian Diane Morgan as she tries to "make it in America."
In addition, the "Love is Great" campaign celebrates equality and diversity while marking the 50th anniversary of the decriminalization of homosexuality in England and Wales.
It's also the 20th anniversary of the first installation of the Harry Potter novels, and those looking for a magical experience can follow this whimsical map.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
