Our annual performance and reporting
Our annual performance and reporting
We attract more visitors, increase spend and strengthen the economy — as a focused and highly effective agency, our activity really counts. Explore how we add value to the English and British tourism industry and contribute significantly to the economy.
Our key achievements
VisitBritain’s activities contributed an additional £562 million to the UK economy in 2024/2025
Results show that 60% of this estimated additional spend, £336 million, was in destinations outside of London
VisitBritain generated over £12 million in cash and in-kind revenue with partners in 2024/2025 to amplify our reach
Starring GREAT Britain generated £217 million of additional visitor spend from January 2025 to June 2025
For every pound invested in the Starring GREAT Britain campaign, visitors spent an additional £20 in Britain
VisitBritain’s Business Events Growth Programme has achieved from 2018 to 2024, £60.6 million in direct economic return to the UK economy with 91 business events supported across 18 cities across Britain
Since April 2024, VisitEngland’s Business Events activity has supported 93 events to be secured, contributing an estimated £26.5 million in delegate spend in England
Our latest Annual Review
VB/VE Annual Review 2024/25
Learn more about our activity from 2024/2025 including our key campaigns, our work with Local Visitor Economy Partnerships and Destination Development Partnerships, and our international trade events.
Annual reports
Browse our accounts and figures in these statutory reports.
Growing international visitor value
In January 2025, we launched our global screen tourism campaign, Starring GREAT Britain, using British film and TV to drive visits and spend across the nations and regions of Britain.
The campaign, which launched with a blockbuster-inspired film showcasing Britain as the star of the show, is supported by a wider advertising campaign across the UK’s largest and most valuable inbound visitor markets, including Australia, the Gulf Co-operation Council (GCC) countries, France, Germany and the USA.
Find out more about Starring GREAT Britain.
Our research and insights
Explore how our work influences visitor trends, spend and sentiment, by browsing the latest quarterly data for Britain overall and by area. Includes market forecasts, the conditions impacting tourism, and Britain’s competitive position.
About us
Our role is to drive a thriving tourism industry, creating economic prosperity across Britain. Discover how we intend to achieve this through our corporate priorities, and learn more about our structure, senior team and global reach.
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