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26 million visit London in year as domestic tourism soars
Sri Carmichael29 Apr 2009
London welcomed more than 26 million tourists last year - and while the numbers from overseas fell, visitors from other parts of Britain more than made up the difference.
The increase in UK visitors comes after the recession and the fall in sterling's value against the euro and dollar deterred Britons from making overseas trips.
As a result, spending by tourists in the city hit a record £10.5billion.
The figures were released by Visit London today as it launched a global marketing campaign to attract people to lesser-known attractions. Only In London highlights 100 sights that even natives may not know.
In total, 550,000 more tourists visited the capital last year than 12 months earlier. The number of international visitors fell more than three per cent, to 14.8 million, but the number of Britons rose by more than 11 per cent to 11.3million.
The fall in overseas visits was particularly steep towards the end of last year as the downturn accelerated, with many business travellers staying away. But people from the eurozone, especially Italy and France have been flocking to London to buy designer fashion and eat in restaurants that are much cheaper for them because of the weak pound. There were fewer visits from the US and Japan, but more from Australia, Canada and Saudi Arabia.
Foreign visitors spent a total of £8.1billion in the capital last year, the same as the year before. But Britons spent seven per cent more, parting with £2.4billion. The Only In London campaign aims to highlight the capital's distinctiveness and its "hidden gems".
Among the attractions pinpointed are the giant Hindu temple in Neasden, the resting place of Karl Marx in Highgate Cemetery, Harrow School, Tooting Bec Lido and Walthamstow Market.
Some £2million has been spent on the PR drive, with the hope that it will generate an extra £60million from tourism. This week Camden, the City of London, Kensington and Chelsea and Westminster pledged a further £400,000 to the advertising fund. Mayor Boris Johnson said: "It shows London is weathering the downturn well and our investment in marketing our great city is paying off. Our latest innovative campaign will reap further rewards."
Visit London chief executive Sally Chatterjee said: "It is more important than ever that we continue to promote London to both domestic and international audiences."
More than a third of museums and galleries in Britain saw a rise in visitors in the last six months, a survey by The Art Fund found. But the majority of attractions have experienced budget cuts in the last six months, and nearly two thirds that receive public cash expect further cuts this year.
Reader views (5)
I have traveled all over the Continent (every single European capital) and the U.S. and been to a few places in the Middle East, and in all honestly have not found any place more happening, more dynamic, with more energy or buzz than London. It has something to offer everyone, great museums, amazing theatre, awesome restaurants (despite the stereotype of there being no good food in England), simply the best gay night, period (gay or straight), you can find anything your heart desires, the transportation system is efficient more or less. Anytime I visit a different city, I feel like I could have just gone to London instead. I for one love the city, and it is like no other. The true center of the world, a the world capital.
- S C, Sialkot, Pakistan, 30/04/2009 10:46
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They are wearing out our pavements, cant we come up with a walking tax.
- Mr S.Port, London, 30/04/2009 02:38
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London is like Disneyland - they come here to see a country which has a Mickey Mouse government.
- R.F., Yorks, UK, 29/04/2009 16:52
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London is the next best thing to visiting a foreign country.
- David., Chertsey.UK., 29/04/2009 15:37
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They all came here to withdraw their savings from our banks.
- Mickyinlondon, london, 29/04/2009 12:56
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