Visitor characteristics

  • 62% of holiday visitors (excluding British expats) are making a repeat trip to Britain (within ten years)
  • 13% of visits from Australia were made by British nationals in 2016
  • 73% of visitors are ‘extremely’ likely to recommend Britain as a holiday destination
  • A third of the visits from all Australian states to Britain are made by visitors that reside in New South Wales

Popular activities

Visited a Pub

Visited Parks/ Gardens

Went Shopping

Global context

International tourism expenditure (US$bn)24.9
Global rank for international tourism expenditure9
Number of outbound visits (m)16.7
Most visited destinationNew Zealand
Most visited destination in Western EuropeUnited Kingdom

Key demographic and economic data

Population (m)24.3
GDP per capita PPP (US$)50,200
Annual average GDP growth over past decade (%)2.7
Annual average GDP growth over the past year (%)2.5

Inbound visits to Britain

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Total expenditure (GBP)
Total nights spent
Average length of stay (Nights)
Average spend per visit (GBP)

Seasonality (Share of visits)

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Regional spread (Share of visits)

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Journey purpose (Share of visits)

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What Australians think about Britain

  • Australians still hold an upbeat opinion of Britain. For instance, they ranked Britain second overall compared to 49 other nations in the 2016 Anholt-GfK Nation Brands Index. Their perceptions of Britain's cultural heritage even improved one place in the nations' ranking for that attribute from 5th place in 2015 to 4th place in 2016. 
  • Museums, films, music and sports are the cultural products or services that Australians most keenly associate with Britain
  • Australians expect that a trip to Britain would be 'educational', 'exciting' and 'fascinating
  • In 2016 Australians rated Britain more favourably for 'welcome' than any other markets did
  • 33% of Australians say they would like to visit Buckingham Palace on a trip to Britain
  • Top holiday 'wants' include 'good value for money' and 'have fun and laughter' - the US is the destination seen as best place to deliver on these needs
  • Britain is seen as the 'best place' for factors such as 'explore the place' (third top holiday 'wants' for the Australians) and 'visit a place with lots of history' but scores poorly in relation to 'food and drink' and 'experience things that are new to me'

Caring for visitors

  • Meeting the locals is a key part of an Australian’s holiday
  • All types of accommodation appeal to the Australian market
  • British pubs provide a unique experience, not really found in Australia
  • Most Australian visitors arrive by plane very early in the morning, after a 24+ hour flight, and appreciate early check-in to their room

The leisure & travel trade

  • The trade structure in Australia is made up of travel agents, wholesalers and general sales agents (GSAs)
  • Australian consumers continue to display a high usage of bricks and mortar retail agencies for purchasing long-haul travel
  • The Australian travel market is dominated by only a couple of vertically integrated companies
  • Itineraries for holiday and leisure trips from Australia tend to be fairly complex in nature

Access to Britain from Australia

Weekly aircraft departures21
Weekly seat capacity8,848
Airports with direct routes in Australia2
Airports with direct routes in Britain1
  • While only two airlines offer direct, stopping flights from Australia to Britain*, many other carriers operate connecting routes with a change of aircraft via hubs in Asia and the Middle East
  • A new direct service will start operating in 2017 between Perth and the UK, flying up to 14 times a week, non-stop between the two countries for the first time ever
  • 9% of departing visitors from Australia travel to Europe using Eurostar services*
  • Departing visitors from Australia travelling home by air are charged £75 in Air Passenger Duty if travelling in economy class

*2016 data