VisitBritain predicts strong inbound visitor spending for 2023 with a higher spend per trip forecast to exceed visits to the UK. Short-haul European visits will recover faster than long-haul however Australia is the UK’s fifth-largest source market again.
The overall international visitor spend forecast in the UK is £29.5 billion (AUD$53.5 billion). That’s up four per cent on the record of £28.4 billion in 2019.
For travel to the UK, 35.1 million visits are predicted in 2023, which represents 86 per cent of the 40.9 million visits in 2019.
VisitBritain also upgraded its end-of-year forecast for 2022 to 29.7 million inbound visits to the UK (73% of 2019) and £25.9 billion in spend (91% of 2019).
This follows an increase in overseas visitor spending in the UK this year with a higher spend per visit and longer stays, based on the latest data.
VisitBritain CEO Patricia Yates said the organisation’s focus has been rebuilding international visitor value. Recent VisitBritain research showed Britain’s history and heritage was the top motivator for international travellers followed by visiting towns and cities.
“Our priority has been to rebuild international visitor value so it is very encouraging to see the continued strong recovery forecast in spend, supporting jobs, small businesses and local economies right across the country,” Ms Yates said.
New 2023 VisitBritain marketing campaign
Ms Yates said VisitBritain will launch a new ‘GREAT’ Britain marketing campaign aimed at key growth markets in early 2023.
“We’ll be out with a new campaign early next year competing hard in markets where we’re seeing strong growth. This includes the USA, our most valuable inbound market with spending up 15 per cent so far this year, as well as the Gulf and our major European markets.”
VisitBritain Country Manager, Australia & New Zealand Maria Sykes said Australia had reclaimed its place as the UK’s fifth most valuable international source market in 2022.
“This year has been a significant year of recovery for inbound travel from Australia to the UK.”
“Since Australian travel restrictions lifted in January, we have seen an exponential rise in the pace of recovery with both accelerated forward flight bookings as well as arrival figures.
“We look forward to building on this demand and continuing our work to support the industry and inspire visitors to discover what’s new in Britain in 2023.”
Read the full report here.
