A landmark report published in January 2026 by VisitBritain and VisitEngland, compiled by Oxford Economics, confirmed that tourism is now one of Britain's most valuable economic engines. Ten years after the Brexit referendum, the industry is contributing an annual £147 billion to the UK economy, supporting 2.4 million jobs along the way.
VisitBritain’s 2026 report forecast 45.5 million inbound visits and £35.7 billion in visitor spending for this calendar year, with a wide range of activities spurring tourist visits and an enjoyable time.
US and China lead the way in visitor numbers
The “special relationship” is still going strong, as the United States remains the UK's most commercially significant inbound market. American visitors now account for nearly one-fifth of all such spending despite the international headwinds, with VisitBritain projecting record US visitor expenditure of £6.7 billion in 2025 alone. China is the other notable source of visitors, as the nation’s travel trends continue its post-pandemic recovery.
The domestic audience is also worth a mention, as British tourists are spending more per trip than ever. Year-on-year figures from 2023 to 2024 show a 17% increase, with overnight tourism spending by nationals accounting for £32.9 billion in total spending in the latter year. This almost exactly matched, and, in fact, even somewhat outstripped the £32.5 billion spent by international visitors in the same period.
Legendary attractions mix with fun activities
Despite what you might expect, museums remain the key drivers or tourism even in 2026. The British Museum was the UK's most visited attraction in 2024 with over 6.5 million visitors, followed by the Natural History Museum close behind at 5.9 million, and the Tate Modern lagging behind at “just” 4.6 million. London, of course, dominates the figures, attracting roughly 21 million international visits and generating £17 billion in spending.
The scale of the leisure economy that surrounds tourism infrastructure goes way beyond the biggest attractions. Hotels, restaurants, transport networks, and entertainment venues all benefit from the visitor economy, but so does the broader digital entertainment sector. Evening leisure spending can take many different forms depending on the demographic of the visitor group in question. From theatres and restaurants to gaming and other venues offering slot games UK residents and foreign visitors can both enjoy, the segment makes up a significant and growing share of overall tourism expenditure.
A look to the future
The travel and hospitality industry in the UK has a lot of adjustments to consider. The introduction of the Electronic Travel Authorisation in February requires digital travel permits from citizens of around 85 otherwise visa-free countries. This adds a layer of administrative friction that can potentially make visitors change their travel plans.
The ETA comes on top of the European Union’s already outstanding Entry/Exit System, which lengthens border queues at Dover and the Eurotunnel. So, how about those sunny visitor forecasts from VisitBritain? The final result may be more in line with typical British weather.
