Why The Rest Of The World Doesn’t Want To Visit Britain

Keir Starmer of the Labour Party has committed to addressing the nation's challenges. With the UK's tourism sector lagging, prompt action is crucial.

Recent data from the United Nations World Tourism Organization (UNWTO) reveal that UK tourism in 2023 has not fully rebounded, with visitor numbers still 5.6% below the 2019 figures. This places the UK lower in the European rankings, beneath nations like France, Spain, Turkey, Greece, the Netherlands, and Croatia, though it performs better than Italy and Germany.

Additional sources support the finding of a sluggish recovery. According to VisitBritain, which relies on data from the Office for National Statistics (ONS) and its International Passenger Survey, the UK welcomed 37.96 million international visitors in 2023. This represents a 7.1% decrease compared to 2019. These visitors spent £31.1 billion, representing a 10% decrease from 2019 when adjusted for inflation.

Moreover, the number of visitor visas issued in 2023 reached 1,956,526, marking a 40% increase from 2022 but still 19% below the levels seen before the pandemic.

The sluggish growth in UK tourism is attributed to multiple factors, not least the cost of living crisis affecting global travel affordability. Positioned as a premium destination, the UK ranks low in price competitiveness within the travel and tourism sector according to the World Economic Forum. High costs for essentials like food and transportation can dissuade potential visitors.

The UK's image has also taken hits from various negative news stories, from environmental concerns at beaches to public safety and transportation issues. These stories do little to entice tourists, and while UKInbound's CEO, Joss Croft, notes promising booking figures for summer 2024, there is a notable dip in confidence for the coming year. Travel, he remarks, hinges on having the means, money, and motivation—areas where the UK is currently lacking.

EU travelers now face passport requirements and rising visa costs, including new electronic travel authorizations. These barriers, especially impactful on young and student travelers, coupled with a perceived lack of welcome and high VAT rates on hospitality, challenge the UK's appeal. Despite ongoing arrivals, tourists are spending less time and money in the country.

The Anholt-Ipsos Nation Brands Index further illustrates this decline, with the UK's welcome ranking dropping significantly. Factors like friendly local interactions and stress-free travel experiences are pivotal, and the UK is falling behind, particularly compared to the Middle East and its European neighbors.

Patricia Yates of VisitBritain acknowledges these challenges. She emphasizes the UK's rich history and culture but admits that its natural beauty and hospitality are seen as lacking. To improve its standing, VisitBritain is intensifying its international promotional efforts.

However, the UK's tourism sector's recovery is lagging, with visitor numbers still below the targets set in the 2021 Tourism Recovery Plan. Richard Toomer from the Tourism Alliance attributes part of this to policy decisions like abolishing tax-free shopping for international visitors, which he claims puts the UK at a disadvantage compared to other major European destinations.

The UK's restrictive visa policies exacerbate this situation. The costs and complexities of obtaining a UK visa contrast sharply with the more accessible Schengen visa, prompting tourists to choose other European destinations over the UK. Toomer advocates for policy revisions to enhance competitiveness and attract more visitors.

Traveling between the European Union and the United Kingdom is set to become more complex and expensive. Both entities are introducing new border controls that aim to enhance security but will also affect travelers.

For those entering the UK who do not require a visa, a new requirement mandates the acquisition of an Electronic Travel Authorization (ETA) before travel, priced at £10 per individual. This applies even to passengers just transiting through UK airports, adding an extra layer of expense and complexity for visitors.

Toomer suggests that the new administration has a chance to innovate: “We urge the government to collaborate with the industry to develop a bold Sustainable Tourism Growth Plan that not only sets ambitious goals but also supports these objectives with effective policy."

The current government has committed to improving relations with the EU, proposing an EU-UK Mobility Agreement that facilitates easier travel and trade without reigniting Brexit discussions, benefitting both leisure and business travelers.

Despite the significant economic contribution of tourism, as indicated by government data showing £21 of extra expenditure for every £1 spent, VisitBritain's marketing budget is only about £18 million annually. This is starkly less than Ireland’s budget of over €80 million (£67 million). Allocating just £1 from each ETA could greatly enhance the economic benefits for the UK.

A major challenge for the government may relate to the approach it takes in communications.

Emphasizing recent struggles under the narrative of a "broken Britain" might support new policies, but a more subtle delivery might prevent potential visitors from bypassing the UK in search of more welcoming destinations.

What the Rest of the World Thinks of Britain

Australia

In Australia, perceptions of Britain are largely formed by media portrayals of the Royal Family and major sports events like Wimbledon and the Ashes. Political news from the UK is scarce. Facing high living costs at home, Australians find the UK an expensive travel option, particularly with the decline of affordable long-distance flights. Nevertheless, many young Australians, attracted by simplified visa processes post-Brexit, view a stint in London as a vital experience post-university, providing a gateway to exploring the rest of Europe.

Greece

Greeks, hailing from a nation known for its less structured approach, admire the British orderliness—marveling at practices such as queuing for buses and polite apologies for minor bumps. Icons like Sherlock Holmes and shopping at prestigious department stores hold a special allure, and even the British weather holds a certain charm for them. While eager to visit, the high cost of living in the UK is a deterrent, overshadowing concerns about crime.

USA

American tourists are traditionally captivated by the UK's historical and cultural heritage—castles and literary tales over contemporary culture. However, many Americans are now setting their sights beyond the UK, drawn to countries like Japan, Iceland, and Italy. This shift is supported by data showing a significant increase in American visits to Japan, indicating a broader trend of exploring new destinations over traditional ones.

Germany

Germans generally speak positively about their visits to the UK, without particular grievances. Post-Brexit, some enthusiasm has waned due to increased travel complications and a perceived lack of welcome for Europeans. Recent transport strikes and other delays back home in Germany often overshadow concerns about issues in the UK like crime or environmental problems. The unpredictable British weather is a slight deterrent, especially when sunnier European destinations are accessible.

France

Querying my French colleagues about their current views on the UK opened up a mix of humor and criticism regarding British cuisine and climate. Yet, these are not the main deterrents for visiting the UK. The primary concern now is the additional passport requirement, a change from when ID cards sufficed for travel within the European Union. This logistical hurdle is a significant inconvenience, reflecting broader changes in mobility between the UK and Europe.