UK Government Under Fire as International Visitor Spending Drops by £2.2 Billion

The UK government is facing criticism over its tourism policies following a sharp drop in international visitor spending in 2024. According to the World Travel and Tourism Council (WTTC), global travellers spent £2.2 billion less in the UK last year compared to 2019 levels, despite overall growth in the sector.

The report, released by the London-based WTTC, revealed that tourists spent £40.3 billion in the UK in 2024, down 5.3% from pre-pandemic figures. This decline comes even as global tourism shows strong signs of recovery.

Tourism Growth Undermined by Policy Choices

While the UK’s wider travel and tourism industry contributed £286 billion to the national economy—3.9% more than in 2019—and supported 4.2 million jobs, critics say government actions have made the country less appealing to international visitors.

WTTC President Julia Simpson, a former adviser to ex-Prime Minister Tony Blair, directly blamed UK policy decisions for the decline. She cited some recent measures that may be deterring travellers, including:

• The introduction of electronic travel authorisations and digital permits
• The removal of tax-free shopping for tourists
• An increase in air passenger duty

“These are self-inflicted wounds,” Simpson told the PA news agency. “The UK government is heavily focused on rescuing other sectors, like steel and water utilities, while neglecting an industry that contributes 10% of GDP and generates millions of jobs.”

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UK Losing Ground in Global Tourism Recovery

Simpson also warned that the UK is falling behind other countries as the global travel industry rebounds.

“Spending by international tourists in France and Spain has bounced back, but the UK hasn’t yet returned to where it was before the pandemic,” she said. “We’re losing out, not just in numbers, but in our share of global tourism revenue.”

She added that the UK needs a stronger, more unified marketing campaign to attract tourists beyond London. “You need to sell the UK—Harry Potter, Jane Austen, Richard III. We need compelling narratives that invite people to explore all our regions.”

According to Simpson, a serious revival of the UK’s tourism sector would require direct leadership from the highest levels of government. “Tourism shouldn’t be an afterthought. It should be on the Prime Minister’s desk.”

UK Government Responds with New Strategy Plans

In response to the WTTC’s report, a UK government spokesperson defended the country’s tourism record and announced forthcoming plans.

“The UK remains one of the world’s most visited destinations. We are committed to growing this industry further,” the spokesperson said. “A new national visitor economy strategy will be launched this autumn to support long-term international growth.”

The government’s target is to attract 50 million international visitors to the UK each year by 2030.