Mobile Menu

Business Environment Profiles - United Kingdom

International tourist numbers

Published: 05 February 2025

Key Metrics

International tourist numbers

Total (2025)

41234 Thousands of people

Annualized Growth 2020-25

0.9 %

Definition of International tourist numbers

This report analyses the number of tourists entering the United Kingdom. The data is sourced from the Office for National Statistics (ONS) in addition to estimates by IBISWorld. The data is originally sourced from the International Passenger Survey, a survey developed by the ONS, which produces estimates on the basis of 250,000 interviews conducted over a year. Interviews are carried out at all major airports and sea routes, at Eurostar terminals and on Eurotunnel shuttle trains. Quarterly data is summed to produce visitor figures over financial years and is not seasonally adjusted.

Analyze the wider world in which businesses operate

We measure the upstream and downstream ramifications on thousands of industries so businesses can monitor their external operating environment. Explore membership options today.

Purchase options

Included in an IBISWorld Membership

Our industry reports include 35+ pages of data, analysis and charts, including:

  • Industry Financial Ratios
    Industry Financial Ratios
  • Historical and Forecast Growth
    Historical and Forecast Growth
  • Industry Market Size
    Industry Market Size
  • Industry Major Players
    Industry Major Players
  • Profitability Analysis
    Profitability Analysis
  • SWOT Analysis
    SWOT Analysis
  • Industry Trends
    Industry Trends
  • Industry Operating Conditions
    Industry Operating Conditions

Recent Trends – International tourist numbers

The number of inbound tourists is expected to decrease at a compound annual rate of 0.9% to 41.2 million people over the five years through 2024-25. The three main reasons that visitors come to the United Kingdom is for holidays, business or to visit friends and relatives. According to the International Passenger Survey, holidaying accounts for the majority of visits usually with 41% of the total, followed by visiting family and friends. Meanwhile, business trips constitute just over 21% of total visits, while miscellaneous purposes account for the smallest proportion in 2019. The number of overseas visitors to the UK each year is influenced by a number of factors, including the comparative value of the pound, level of security in the country, economic activity and media coverage of the United Kingdom as a tourist destination. London is the key attraction for most UK visitors, which are most commonly from the United States and France, Germany.

According to the Anholt-Ipsos Nations Brand Index, the United Kingdom has one of the strongest international brands based on tourism, culture, people, immigration/investment, exports and governance. In 2021, the United Kingdom is ranked in fifth place according to the indicators, falling a few places behind France, Sweden and Australia.

Over 2016-17, the sharp depreciation of the pound following the electoral decision to leave the European Union boosted international tourist numbers as prices in sterling became relatively cheaper, making trips to the United Kingdom increasingly attractive. Earnings from international tourists also increased strongly over the year, by 4.9% compared with the year before. Despite projected growth due to a range of sports events, such as the hosting of the ICC Cricket Champions Trophy, as well as the appeal of the Royal Wedding, growth slowed over 2017-18. However, although growth slowed, earnings from international tourists increased in 2017-18, by 6.4% to reach the highest number on record. This is expected to have been attributed to the weak pound. In 2018-19, international tourist numbers fell 1.7% from its peak in the previous year due to a decline in all categories of journey purpose.

In the final two years of the period, the number of international tourists visiting the United Kingdom fell massively due to the pandemic. Though the decline began in the final quarter of 2019-20, the greatest impact has been felt in 2020-21, with tourist numbers falling to a record low of 4.6 million over the year. Continued spread of the virus in the United Kingdom led to further lockdown measures in November 2020 and January 2021, causing continued limit on international visitors. In the current year tourism number are expected to grow substantially, though are expected to remain far below pre-pandemic levels. Curbs on international tourism have been reduced from 17 May 2021, and most remaining restrictions are due to be lifted from 21 June 2021. The UK is also hosted a number of matches at EURO 2020, which was delayed to summer 2021 due to the pandemic, further inflating international tourism. Despite the recovery in international tourist numbers, new variants of the coronavirus which led to further restrictions including a short-term red list in December 2021, which required visitors from affected countries to quarantine for ten days. This led to a sharp decline in visitors during the month, with visitors delaying travel. This was removed shortly after as it was deemed there was community spread in the United Kingdom. In 2021-22 the number of international tourists expanded by 102.2%.

In February 2022, President Vladimir Putin announced that Russia was initiating a "special military operation" in the Donbas region, and proceeded to launch a full-scale invasion into Ukraine. This led to a wave of sanctions which included a ban on Russian operated flights which is expected to reduce the number of international visitors. In addition, a ban on Russian oil and gas has also led to higher costs of airline fuel which is likely to increase prices of flights. Travellers from destinations that have stop-overs in Russia and with Russian operated flights are likely to delay travel, which reduces international tourist numbers. Oil and gas prices have expanded sharply and the majority of travel operators have passed on higher prices to customers. Despite this, the number of international tourist numbers expanded by 296.7% as foreigners flocked back in. International tourist numbers is forecast to rise by 3.6% in 2024-25.

Show more

5-Year Outlook – International tourist numbers

IBISWorld forecasts a significant recovery of international visitor numbers, rising at a compound...

Looking for IBISWorld Industry Reports?

Gain strategic insight and analysis on thousands of industries.

Trusted by More Than 10,000 Clients Around the World

  • IBISWorld client - VISA
  • IBISWorld client - ADP
  • IBISWorld client - Deloitte
  • IBISWorld client - AMEX
  • IBISWorld client - Bank of Montreal