The UK government has unveiled an ambitious target to attract 50 million international visitors annually by 2030, aiming to cement the nation’s status as one of the world’s most visited destinations and boost economic growth.
Tourism industry worth £74 billion to the economy and 4% of GVA with a huge potential for further growth to support government’s central mission
Tourism Minister Sir Chris Bryant announced the plan during his keynote address at the Tourism Alliance conference in London on 26 November. The initiative forms part of the government’s broader strategy to make tourism a key driver of the UK’s economic expansion.
A **Visitor Economy Advisory Council** will be established as part of this vision, co-chaired by Sir Chris Bryant. This council will unite government and industry leaders to lay the groundwork for a **National Visitor Economy Strategy**to launch next autumn. The strategy will outline comprehensive measures to stimulate tourism growth.
While London remains a significant attraction, drawing tens of millions of visitors each year, the government intends to prioritise boosting tourism in other cities and regions. Efforts will focus on enhanced marketing, reforming tourist boards, addressing skills shortages in the visitor economy, and celebrating British culture more effectively.
Sir Chris Bryant emphasised the importance of this initiative, stating that the strategy will ensure tourism remains a vibrant and resilient sector contributing to economic success across the UK.