London tourism numbers set to rise to 40m people a year by 2025

The Mayor of London has today launched a new vision for tourism in the capital after figures revealed more than 40 million people expected to visit the city by 2025 – an increase of 30 per cent on last year.

The Tourism Vision for London, which is backed by more than 100 industry partners and supported by the Mayor of London, also projects visitor spending to grow by almost 50 per cent to £22 billion a year, up from £14.9 billion (2016).

The surge in visitor numbers could be bolstered in the short-term by currency fluctuations, and according to separate research from London & Partners around two thirds of international visitors say they’re more likely to visit London given more favourable currency rates.

Research has also revealed that China is the fastest growing market for visitors with a 103 per cent uplift in numbers expected by 20205. Visitors from India (90 per cent growth), the USA (43 per cent) and the UAE (43 per cent) are also set to swell tourism numbers.

London’s tourism industry is worth 11.6 per cent of the capital’s GDP and nine per cent across the UK as a whole. The sector employs 700,000 people in London – equivalent to one in seven jobs.


The Mayor commented: “London is the world’s greatest city, so it comes as no surprise that we lead the way when it comes to international tourism. Visitors to the capital bring huge benefits – the industry boosts London’s economy, as well as supporting hundreds of thousands of jobs and showing the world that London is an open, welcoming and diverse city.

“It’s important that all Londoners benefit from a growth in tourism. By inspiring visitors to come to our great city during quieter periods like autumn and to find hidden gems off the beaten track, we can ensure that the projected growth in visitor numbers is sustainable and that the tourism and cultural industries work for everyone.

“London’s Autumn Season will show visitors what it is like to explore the city like a Londoner, whether that’s finding the capital’s secret treasures or visiting its world-leading exhibitions and shows. More than ever it is vital to ensure that the capital extends a warm welcome to all guests of our incredible city.”

Culture, the arts, history and heritage are the number one reason visitors come to London.

As the capital launches its annual celebration of the blockbuster exhibitions, performances and events that make up the Autumn Season, additional data from Google shows that the city’s West End theatres form a big slice of online searches for culture in the capital.

According to Google the musical Hamilton, which is a jewel in the crown of this year’s Autumn Season, is the most searched for UK musical globally this year.

Creator of Hamilton, Lin-Manuel Miranda, who stars in the launch film for London’s Autumn Season, says: “London is one of the most exciting places in the world. There’s a real sense of discovery about London – you turn the corner and you walk into something new, amazing, and teeming with life. There is so much to see during London’s Autumn Season, every weekend there’s something going on. Bringing Hamilton to the West End during the autumn is a dream come true – and I can’t wait to see how British audiences embrace it.”

This year’s Autumn Season will shine a spotlight on the best events taking place across the capital in the months ahead. It will also give people the chance to experience the city like a Londoner with the help of special guides including: vocalist and broadcaster Jumoké Fashola, author and fashion historian Amber Buchart and Blue Badge Tour Guide, David Mildon.

Jumoké Fashola says: “London is an incredible place to visit – no matter the time of year, it breathes excitement. It’s an open city that smiles and always has something to give. Culture is embedded in its very fibre – and I can’t wait to perform at the London Jazz Festival, now in its 25th year. Whether it’s art, drama, theatre or dance – London’s Autumn Season has something for everyone.”

Other highlights of this year’s Autumn Season include:

  • This Is Rattle at the Barbican, which marks Sir Simon Rattle’s first season as Musical Director of the London Symphony Orchestra
  • Dance Umbrella’s Origami at Battersea Power Station and four other Thames-side locations
  • The Museums at Night festival
  • The MTV European Music Awards
  • NFL returns to London for four games at Wembley and Twickenham in September and October


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