Our annual 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 2019/20

Our results for 2019/20 show that we have more than delivered on our Government targets.

In 2019/20, we generated £793 million in additional visitor spend across the nations and regions of Britain. This means that for every £1 invested in us, a visitor spends £21 in the UK benefiting the economy.

£793m additional visitor spend generated in 2019-20 by VBVE£21 spent in UK by visitors for every £1 invested in us







In 2019/20 The VisitBritain Shop generated £1.2 million in gross profit which was invested in marketing Britain overseas. And we generated £7.7million in cash and marketing-in-kind.

VB Shop generated £1.2m in 2019-20£7.7m in cash and marketing-in-kind







Red graphic showing business events ROI of 27:1Our Business Events Growth Programme which provided grants to grow international business events in the UK achieved an estimated ROI of 27:1.

Download our 19/20 Annual Review (PDF, 14MB) to see more results.


Tourism performance pre-COVID19

In 2019, the UK tourism industry was thriving. As Britain’s third largest export industry, the tourism sector contributed £127 billion to Britain’s economy, around 9% GDP. 

Since 2010 it had been the fastest growing sector when it comes to employment, accounting for over three million jobs. The sector was projected to grow 3.8% a year by 2025 — faster than the digital industry, and was one of a select number of industries supported with a tailored sector deal in 2019, recognising its importance to the economy.

3rd largest export industry in Britain£127bn to economy







3.1m jobs

In 2019 inbound tourism was setting new records with inbound visitors spending £28.4 billion, up 7% on inbound spending in 2018. Visits were also up (1%) in 2019, with 40.9 million visits to the UK recorded — just short of the record-holder in 2017.

28.4bn 4.9

Domestic tourism in 2019 was also strong, seeing a return to normal following the weakened 2018 — a year beset by bad weather that affected the number of holidays taken. The total number of domestic overnight trips taken in England increased 1.7% to 99.1 million with British residents spending £19.5 billion.

99.1 99


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

See our COVID-19 Consumer Sentiment tracker for latest insights on propensity of UK residents to travel domestically.

See our Inbound COVID-19 Sentiment Tracker in partnership with Visit Wales, VisitScotland and London & Partners.

See the latest forecasts for domestic and inbound recovery.

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

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