The UK’s inbound visitor economy is being held back by high prices, something it cannot afford to do in an increasingly competitive international market, UKinbound has warned in a letter to the Prime Minister.
The UK is ranked the world’s seventh strongest tourism destination but 113 out of 119 for price competitiveness, according to the World Economic Forum Travel & Tourism Development Index 2024.
A lack of coordination across government departments, who handle various aspects of inbound tourism, from visas and Electronic Travel Authorisation charges to connectivity, destination promotion and proposed visitor levies. The association says that this fragmentation is undermining the UK’s tourism industry.
The letter states a little-known fact: every pound spent by an international tourist in the UK counts as an export. International visitors generated £32.5bn in export earnings for the UK in 2024, with 42.6m arrivals, making inbound tourism the country’s fifth-largest export industry (according to the Department for Business and Trade). Yet 18 months after committing to a Visitor Economy Strategy, the government has yet to set out how it plans to grow that contribution.
Seventh in the world for tourism strength, but 113th out of 119 for price competitiveness
The UK’s position in global rankings sharpens the point: seventh in the world for tourism strength, but 113th out of 119 for price competitiveness, according to the World Economic Forum Travel & Tourism Development Index 2024.
Joss Croft OBE, chief executive of UKinbound, said: “International tourism is fiercely competitive, with destinations around the world competing for visitors, investment and market share. You can’t grow an export industry by making it harder and more expensive for customers to buy your product, so we urge the Government to take a more joined-up approach across Whitehall to ensure policies support, rather than undermine, Britain’s competitiveness.”
UKinbound says it will engage with departments across Whitehall as ministerial appointments are confirmed.
