Our performance & reporting

Attracting more visitors. Increasing spend. Contributing more to the economy. A small, focused, highly effective agency, we consistently ensure our activity really counts, exceeding targets set by Government, adding value to the English and British tourism industry and the English and British economy.

Our achievements 2017/18

Our results for 2017/18 show that we have more than delivered on our Government targets.


In 2017/18, our international and domestic marketing activity generated £1 billion of additional visitor spend across the nations and regions of Britain. This means that for every £1 invested in us, an additional £25 is spent and benefits the economy.

Infographic showing for every £1 invested in us, a visitor spends £25 in the UK.


In 2017/18The VisitBritain Shop generated £27.8 million in revenue, with over £2 million profit invested in marketing Britain overseas.

The year also saw us continue to build on powerful partnerships, generating £13 million in private sector investment across our activity.

Infographic showing that VisitBritain/VisitEngland generated one billion pounds of additional visitor spend throughout Britain thanks to our domestic and international activity.

Domestic tourism performance

Domestic tourism in England supports thousands of businesses and employs 2.6 million people. In 2017/18 England saw record levels of visits and spend by domestic visitors. And growth swept the nation with many of the country’s nine regions seeing uplift. Overall, visitor spend in England reached £91 billion, accounting for over 80% of the total visitor spend for Britain.

There were 100.6 million domestic overnight trips taken in England in 2017, worth £19 billion. These figures represent an increase from last year of 1% and 3% respectively, powered by a rise in domestic holiday trips of 6%.

Day visits contributed more than £50 billion to the English economy in 2017, with visitor attractions across England reporting a 2% increase in visits during 2017, led by trips to historic houses and castles (up 4%), and other historic properties (up 8%).

And there are encouraging signs for domestic tourism in England in the first six months of 2018. Domestic overnight trips were up by 3%, whilst expenditure has risen by 4%. Holiday trips also grew by 1% between January-June 2018, whilst VFR and business trips have both increased (4% and 9% respectively) following a period of stagnation or decline.

View our England research section for a wealth of market intelligence, research and insights into tourism in England

Inbound tourism performance

In 2017/18, the UK achieved a record £24.5 billion in overseas visitor spend, up 9% on 2016 and well above the long-term, average growth rate. The total overseas visits to the UK rose by 4%, reaching 39.2 million in 2017.

2017’s growth in inbound tourism was led by holiday visits, which grew by 11% to 15.4 million with their spend increasing at an even faster rate, 22%, to £10.6 billion. Visits to friends and relatives saw growth of 4% in 2017, bringing 12.0 million visits to the UK and spending £5.8 billion, up 15%.

International visits to the English regions outside of London also grew at a similar pace overall, 3%, to 16.5 million. The North West saw the strongest growth amongst the regions of England with 3.1 million visits, up 11%.


Infographic showing that by 2025 tourism is forecast to be worth two-hundred and fifty-seven billion pounds to the UK economy.

View our inbound research and markets sections to find more facts and figures on international tourism to Britain.


  • Winner in the Social – Travel category, Webby Awards, I Travel For… campaign - April 2019Pink and orange logo of The Webby Awards
  • Official Honoree, Webby Awards - VisitBritain/British Airways/American Airline partnership in the US - April 2019
  • Best European National Tourism Organisation in India by The India Travel Awards - December 2018
  • Placed third for best social media for French foreign destinations by WeLikeTravel- September 2018 
  • Best Publishing Website for www.VisitBritain.com at the WebAwards - September 2018
  • Europe's Leading Marketing Campaign for "24 hours in the UK" at the World Travel Awards - June 2018
  • Best Global Partnership for the Social Travel Summit Inverness at the PR Week Global awards - May 2017 
  • Marketing Campaign of the Year SME for our GREAT China naming campaign at the CIM Marketing Excellence Awards - April 2016
  • Gold in the Service Quality category for our Northern Tourism Growth Fund at the China Tourist Welcome (CTW) Awards presented by China Outbound Tourism Research Institute (COTRI) - April 2016
  • Best Experiential Marketing Campaign for our GREAT China naming campaign at The Travel Marketing Awards - March 2016.