Tourism is one of England’s largest industries. A study of the visitor economy undertaken by Deloitte in 2010 estimates that England’s visitor economy is worth £97 billion in total.  This takes into account both direct contribution through visitor expenditure and indirect contribution, such as capital investment by tourism related businesses.

The industry employs in excess of two million people and continues to provide new opportunities for employment across the country, including areas where other employment opportunities are limited such as rural communities.

The last decade has been a period of growth for global tourism, with worldwide arrivals reaching 922 million in 2008 and despite the recent economic climate this growth is set to continue.  England’s visitor economy has also enjoyed periods of growth over the last decade, with increases in business tourism and most recently an increase in leisure short stays.

However, there have been setbacks and, overall, England’s position as an inbound destination has slipped against global competitors and until 2009 there has also been a year-on-year decline in UK domestic visitors. This can be attributed to many factors including the growth of budget airlines and an increase in outbound travel from the UK, fluctuations in exchange rates and the perception that England does not offer value for money.

Tourism in England is currently operating significantly below capacity, but it has real growth potential. To thrive and to secure a stronger global position, the tourism industry must remain competitive in terms of cost, ease of access and offer our visitors great experiences in great destinations.

Key Tourism Facts

• 95.5 million domestic overnight trips in England, generating a total spend of £16.4 billion
• 27.3 million inbound visits, together accounting for £14.3 billion in expenditure
• 872 million tourism daytrips, with estimated spending of £39 billion

Share of tourism spend by purpose

What do visitors spend their money on?