For this year’s marketing, Great Britain is “focusing on the extraordinary experiences you can only have in Great Britain – without forgetting our tourism highlights,” says Holger Lenz, Germany head of Visit Britain. Lens gives the example of how a city trip to London can be combined with surfing in Bristol.
Holger Lenz is optimistic about the number of viewers. “There are good opportunities for 2023 and beyond,” he says. Visitor numbers are expected to rise above pre-pandemic levels in 2025, with total visitor spending already reaching 2019 levels this year, according to forecasts by Visit Britain and Oxford Economics.
The booking status is promising
In terms of flight booking data, Lenz says the booking situation from Western Europe, including Germany, is promising. “Already, based on flight bookings already made, arrivals from January to June 2023 are 82 percent higher than the same period in 2019.” He heard from organizers in Germany that Great Britain was currently overbooked.
Between January and September last year, a total of 1.5 million tourists from Germany visited Great Britain. This is two-thirds of the arrivals during the same period in 2019. In those nine months, Germans spent almost £1 billion in total.
You can read more about Great Britain and Ireland in our special feature in the current issue.
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