VisitEngland’s Easter Trip Tracker survey, published today, indicates that 10.6 million Brits are definitely planning an overnight holiday trip in the UK for the Easter weekend, bringing an estimated £3.9 billion boost to the economy. This is also more than the 6.7 million, 12% of Brits, who are planning a trip abroad this Easter.   The figures are roughly on par with last year’s Easter Trip Tracker when 11 million Brits had definitely planned an overnight holiday trip in the UK for the long weekend. In 2023, the figure was 6.5 million.   A further 3.4 million people surveyed this year were undecided about whether to take an overnight holiday trip in the UK during the Easter weekend. The top reasons for those were around ‘waiting to see what the weather is like’ and ‘waiting to see if I can afford it’.   VisitEngland Chief Executive Patricia Yates said:   “Tourism businesses and destinations will be looking to the critical Easter weekend for much needed cash flow after the lean winter months so it’s encouraging to see many of us are planning a holiday at home. From walking in our beautiful countryside with the promise of a pub lunch or on a city break exploring contemporary culture in our buzzing cities to enjoying fish and chips on the beach in our stunning seaside locations, there really is nowhere quite like Britain in springtime.   “We also know from our latest research that the cost of living remains a concern and while people are still keen to take a break, many are booking late, taking shorter breaks, wanting to save on accommodation, activities and eating out, making it difficult for businesses to plan in advance. So a rallying cry to please go out and explore the amazing destinations and attractions here on our doorstep this spring, tourism businesses will be very pleased to see you.”   Of those definitely planning an overnight domestic trip during the Easter break, the majority were planning a short-break of one-to-three nights.   For information about what’s on this spring in England from hotel launches to foodie festivals and new look museums please see VisitEngland’s springtime news here: VisitEngland’s 2025 Springtime News | VisitBritain.org

  VisitEngland has today, 1 April, announced the finalists who will go forward to the tourism industry’s national Awards for Excellence.   The 52 finalists, selected following a rigorous judging process by handpicked tourism industry experts, go on to compete in 16 core categories at the national awards in June.   The VisitEngland Awards for Excellence have been championing the best in England’s tourism industry for more than three decades and celebrate quality, innovation, best practice and exceptional customer service.   VisitEngland Director Andrew Stokes said:   “England’s tourism industry has good reason to celebrate. As the finalists demonstrate, businesses across every region provide outstanding customer service along with high quality experiences while constantly innovating to find new ways to give more to visitors and the communities they serve.   “The applications to this year’s awards and the list of finalists are a testament to the range of first-class products on offer to both domestic and international visitors. I congratulate all the finalists who are already winners, and I wish them the very best of luck.”   The awards' categories range from ‘B&B and Guest House of the Year’   and ‘Experience of the Year’ to ‘Camping, Glamping and Holiday Park of the Year’ and ‘Large and Small Visitor Attraction of the Year’. In addition to the 16 core categories, two special awards are also being presented including a ‘Travel Content Award’ and the ‘Tourism Superstar Award’.   This year’s awards worked in collaboration with 21 local competitions from across England with winners automatically put forward for the national awards.   There were 1,800 applications to the 21 aligned local awards with 360 applicants forwarded for judging in the VisitEngand Awards for Excellence. These were made up of businesses including hotels, self-catering accommodation providers, B&Bs, glamping operators, visitor attractions, restaurants, pubs and museums.   Finalists are invited to attend the national awards ceremony, held at the Brighton Dome Corn Exchange on 4 June, where Gold, Silver and Bronze winners will be announced at the black tie event.   Tourism is one of England’s largest, most valuable industries, supporting more than 200,000 businesses, employing 2.6 million people and generating about £76 billion in domestic visitor spending.   VisitEngland Awards for Excellence 2025 finalists:   Accessible and Inclusive Tourism Award:   Eureka! Science + Discovery, Merseyside Marsham Court Hotel, Dorset The Courtyard Trust Limited, Herefordshire B&B and Guest House of the Year: Abbots Grange Manor House, Worcestershire Boscastle House, Cornwall Sunnyside Guest House Southport, Merseyside Business Events Venue of the Year:   Jodrell Bank Centre for Engagement, Cheshire Keele University Events and Conferencing, Staffordshire The Glasshouse International Centre for Music, Tyne & Wear   Camping, Glamping and Holiday Park of the Year:   Hippersons Boatyard, Suffolk Mendip Basecamp, Somerset Polmanter Touring Park, Cornwall   Ethical, Responsible and Sustainable Tourism Award sponsored by Sykes Holiday Cottages :   Battlesteads, Northumberland Sunnyside Guest House Southport, Merseyside The Quiet Site, Cumbria   Experience of the Year:   Cow Cuddling, Dumble Farm, East Riding of Yorkshire Introduction to Sailing, Mylor Sailing School, Cornwall The Wizard Walk of York, North Yorkshire   International Tourism Award:   St Mary's Guildhall, West Midlands The Beatles Story, Merseyside World of Wedgwood, Staffordshire   Large Hotel of the Year sponsored by Ecclesiastical:   Mallory Court Hotel & Spa, Warwickshire Sandburn Hall, North Yorkshire Titanic Hotel Liverpool, Merseyside   Large Visitor Attraction of the Year sponsored by Raw Charging Network Ltd:   Black Country Living Museum, West Midlands Liverpool Football Club Tours & Experiences, Merseyside National Space Centre, Leicestershire   New Tourism Business of the Year:   Ad Gefrin Anglo-Saxon Museum & Whisky Distillery, Northumberland Eight at Gazegill by Doug Crampton, Lancashire Eureka! Science + Discovery, Merseyside   Pub of the Year:   The Blind Bull, Derbyshire The Farmers Arms, Devon The Griffin Inn, Leicestershire   Self Catering Accommodation of the Year sponsored by Sykes Holiday Cottages:   Trevase Cottages, Herefordshire Treworgey Cottages, Cornwall Wolf Wood Treehouses, Devon   Small Hotel of the Year:   Seaham Hall, County Durham Summer Lodge Hotel, Dorset The Montagu Arms Hotel, Hampshire   Small Visitor Attraction of the Year:   King Richard III Visitor Centre, Leicestershire No.1 Royal Crescent, Somerset Sculpture by the Lakes, Dorset   Taste of England Award:   Searcys at The Pump Room, Somerset The Cavendish Hotel, Derbyshire The Riverside at Aymestrey, Herefordshire   Unsung Hero Award:   Andrew Hurley, Avoncroft Museum, Worcestershire Hannah Clapp, Muncaster Castle, Cumbria Caitlin Brown, The Escape Key, Tyne & Wear

  VisitEngland has announced that this year’s VisitEngland Awards for Excellence will be held at the Brighton Dome Corn Exchange on 4 June.   The 35^th national awards will see finalists from 21 regional competitions recognised as Gold, Silver and Bronze winners across 16 core categories. Award categories range from the ‘Experience of the Year’ to the ‘Taste of England Award’ and from the ‘Small Visitor Attraction of the Year’ to the ‘New Tourism Business of the Year’.   VisitEngland Director Andrew Stokes said:   “This wonderful heritage venue with its rich association to arts and culture in one of England’s tourism gems, Brighton, is an ideal destination to celebrate our outstanding industry.   “The VisitEngland Awards for Excellence shine the spotlight on England’s world-class tourism offer and the creativity and innovation thriving within the industry. The awards also honour the people and businesses and the amazing customer service they deliver, creating unforgettable experiences for visitors.”   Chair of East Sussex, Brighton & Hove and West Sussex interim LVEP Board Hedley Swain said:   "We are absolutely delighted that Brighton & Hove has been chosen to host the 2025 VisitEngland Awards for Excellence. This prestigious event is a fantastic opportunity to showcase our vibrant city and all that Sussex has to offer, building on our aspirations in our recently launched Sussex Visitor Economy Strategy for Growth. We look forward to welcoming attendees and hope they take the time to extend their stay, exploring our stunning coastline, rich heritage, and outstanding hospitality."   There were more than 1830 applications from the 21 aligned regional competitions with the winners then automatically entered into the national awards.   In the lead up to the Awards in June, VisitEngland will announce the three finalists for each category.   In addition to the 16 core categories, special awards are also being presented including the ‘Travel Content Award’ and the ‘Tourism Superstar Award’.   Tourism is one of England’s largest, most valuable industries, supporting more than 200,000 businesses, employing 2.6 million people and generating about £71.6 billion in domestic visitor spending.   Core Categories:  

• Accessible and Inclusive Tourism Award
• B&B and Guest House of the Year
• Business Events Venue of the Year
• Camping, Glamping and Holiday Park of the Year
• Ethical, Responsible and Sustainable Tourism Award
• Experience of the Year
• Small Hotel of the Year
• Large Hotel of the Year
• International Tourism Award
• New Tourism Business of the Year
• Pub of the Year
• Self-Catering Accommodation of the Year
• Taste of England Award
• Unsung Hero Award
• Small Visitor Attraction of the Year
• Large Visitor Attraction of the Year

  The 21 local and regional competitions aligned with the VisitEngland Awards for Excellence 2025 are:  

• Beautiful South Tourism Awards
• Bristol, Bath and Somerset Tourism Awards
• Cornwall Tourism Awards
• Cumbria Tourism Awards
• Devon Tourism Awards
• Dorset Tourism Awards
• Greater Lincolnshire and Rutland Tourism Awards
• Lancashire Tourism Awards
•  Leicestershire Promotions Tourism and Hospitality Awards
• Liverpool City Region Tourism Awards
• Marketing Cheshire Tourism Awards
• North East England Tourism Awards
• Peak District, Derbyshire and Derby Tourism Awards
• Remarkable East Yorkshire Tourism Awards (REYTAs)
• South West Tourism Excellence Awards
• Staffordshire and Stoke-on-Trent Tourism Awards
• Suffolk and Norfolk Tourism Awards
• Visit Herefordshire Tourism Awards
• Visit York Tourism Awards
• Visit Worcestershire Tourism Awards
• West Midlands Tourism Awards

  National tourism agency VisitBritain, in partnership with Expedia Group, has this week launched an international campaign to put regional destinations in the North East of England, Scotland and Wales in the spotlight and drive bookings.   Underway from early February to March, the ‘GOT THE SHOT’ campaign uses Expedia Group’s global reach to inspire visitors in Australia, France, Germany and the USA to book a trip to Britain right now.   The campaign is part of VisitBritain’s global campaign ‘Starring GREAT Britain’ which is using the powerful pull of screen tourism to boost tourism to Britain. VisitBritain’s screen tourism research shows that more than 9-out-of-10 potential visitors to the UK would be keen to visit film and TV locations during a trip.   VisitBritain CEO Patricia Yates said:   “Partnering with Expedia Group we’re converting the inspiration to visit Britain into bookings, showcasing to visitors from our valuable Australian, France, Germany and USA markets why our regional destinations are the real star of the show.   “The campaign not only shines the spotlight on our destinations but also on the exciting experiences visitors can enjoy in the North East of England, Scotland and Wales. From our stunning countryside, our rich heritage and history to our vibrant cities, Britain is the backdrop to so many great stories. ‘GOT THE SHOT’ inspires visitors to put themselves in the picture and book a trip to Britain today.”   Senior Vice President, Expedia Group Media Solutions, Rob Torres said:   “We are excited to partner with VisitBritain to amplify the destination’s beautiful stories, cultures and landscapes through our industry-leading travel media network. According to our recent Unpack ‘25 travel trends report, 66% of travellers say their travel choices have been influenced after seeing it on screen. We can’t wait to see what the power of visual storytelling can do to drive tourism to Britain.”   Content includes a three-part series filmed by BAFTA award winning Director Chris Faith which sees comedy duo Lara Ricote and Stevie Martin set off on an adventure across Britain searching for destinations to experience iconic movie genres. Their search sees them visit destinations and tourist experiences whilst scouting locations for epic fantasy battles in Wales, spy thrillers in Scotland and period dramas in the North East of England.   Destinations featured include Durham and Newcastle in the North East of England; Glasgow and Loch Fyne in Scotland; and Bannau Brycheiniog National Park and Cardiff in Wales.   As well as the series, the campaign will feature immersive video content, digital ads and a dedicated Expedia hub with market specific microsites to convert inspiration to visit Britain into bookings.   Inbound tourism is one of the UK’s most valuable service exports and a major part of British trade, worth an estimated £32.5 billion to the economy in 2024 in visitor spending.

National tourism agency VisitBritain has this week officially launched the highly anticipated global screen tourism campaign. The campaign kicked off with a blockbuster-inspired film with Britain the star of the show. The ‘Starring GREAT Britain’ launch film draws on iconic film and TV moments from Mission: Impossible to Bridget Jones; Spider-Man to Succession; House of the Dragon to Harry Potter; Mary Poppins Returns and more. The film takes viewers on a cinematic journey through Britain, showcasing familiar movie locations. The launch film was directed by Academy Award-winning British director Tom Hooper. It is supported by a wider advertising campaign which is underway across the UK’s most valuable inbound visitor markets including Australia, the GCC countries, France, Germany and the US. VisitBritain’s screen tourism research shows that more than 9-out-of-10 potential visitors to the UK would be keen to visit film and TV locations during a trip. Tourism Minister Sir Chris Bryant said: “We want visitors from home and abroad to immerse themselves in the scenery and locations made famous thanks to film and TV.” “Our tourism industry is already worth £74 billion to the economy and this campaign will help drive more growth by encouraging millions of tourists to visit even more parts of the country.’ The first phase of the international ad campaign started from 20 January and runs until the end of March 2025. As well as the launch film, the multi-media advertising campaign uses a mix of channels to showcase destinations across England, Scotland and Wales. The campaign on large digital billboards in locations including Kurfürstendamm in Berlin, to Gare du Nord Station in Paris. The advertising also directs viewers to a screen-tourism hub on VisitBritain’s global consumer website with itineraries themed around film genres from romance to fantasy, action to adventure. A digital map links to film inspired locations, attractions and experiences across the nations and regions.

  VisitEngland has today, 20 December, announced the 10 finalists to make the shortlist of its annual search to find the unsung hero of England’s tourism industry.   VisitEngland’s Tourism Superstar competition, now in its 13th year, seeks out champions working in tourism who provide the most memorable experiences for visitors, as well as showcasing the variety and quality of England’s tourism offer and destinations.   The 10 finalists were selected out of dozens of submissions from employers and destinations across England covering all areas of tourism. The finalists go on to compete for the title of Tourism Superstar, decided by a public vote and run on VisitEngland’s website.   VisitEngland Director Andrew Stokes said:    “Tourism Superstar provides the public with an opportunity to celebrate individuals within England’s tourism industry who go above and beyond time-after-time to give visitors truly exceptional experiences. From creating memorable stays in castles to showcasing England’s brilliant museums and art galleries, from running animal sanctuaries that connect people with nature to providing fantastic experiences on heritage railways, the finalists truly go the extra mile in their role as tourism ambassadors.    “We have the most fantastic, passionate people working in England’s tourism industry who continually raise the customer service bar. We congratulate the 10 finalists and wish them every success in the competition, though of course they are all superstars already. Please do show your support for our outstanding finalists and cast your votes once the VisitEngland Tourism Superstar public competition opens.”    VistEngland’s Tourism Superstar 2025 finalists are:  

1. Andy Yeoman, Dartmoor Zoo, Devon
2. Wendy Wilshere, 11Arches/Kynren, County Durham
3. Zeb Fisher, Wildheart Animal Sanctuary, Isle of Wight
4. Ben Francis, ROARR!, Norfolk
5. Steve Johnson, Scarborough North Bay Railway, North Yorkshire
6. Max Sadgrove, Adventure Island, Essex
7. Graham Barclay, Adam Henson’s Cotswold Park Farm, Gloucestershire
8. Southampton Saints, City of Southampton Port, Hampshire
9. Hannah Clapp, Muncaster Castle, Gardens & Estate, Cumbria
10. The team at Leicester Museums & Galleries, Leicestershire

  The public will be able to vote for their favourite superstar on VisitEngland’s website from mid-February 2025 when the competition officially opens. Short films of all the finalists, carrying out their duties in their tourism roles, promoting their local destinations will be shown on VisitEngland’s website to support with voting. Voting runs until the end of English Tourism Week (ETW). ETW takes place from 14-23 March 2025.   The superstar with the highest number of votes is crowned winner at the end of the competition with the Tourism Superstar award handed out in spring at the VisitEngland Awards for Excellence event.

National tourism agency VisitBritain/VisitEngland has announced its new West Midlands home. During a VisitEngland Advisory Board meeting it unveiled Victoria Square House in Birmingham as its new hub office. Victoria Square House will become VisitBritain/VisitEngland's home from April. It is located in the heart of Birmingham, close to New Street station, Bullring and  Grand Central shopping centre. The organisation will operate its hub out of offices located in the Gambling Commission's premises. VisitBritain/VisitEngland selected the West Midlands for the region's transport links, local talent pool and the successful relocation of other government departments to the area. The move has been supported by the West Midlands Growth Company. Andy Street, Mayor of the West Midlands, said: "VisitBritain/VisitEngland's move to the West Midlands is a major vote of confidence for West Midlands tourism and comes at a time when visitor numbers here are at a record high.” "The West Midlands tourism scene is a cornerstone of our economic offer, attracting visitors from around the world.” The West Mildlands will become the second pilot for the country's new Destination Development Partnership (DDP) model. Patricia Yates, CEO, VisitBritain/VisitEngland, added: "We are delighted to have secured office space as we begin the transition to our new hub.” "We are excited about the opportunities and perspectives that having our hub in Birmingham will bring.”

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  Being the highest distinction in gastronomy, year after year, the Michelin Star award ceremony brings the culinary arts to life. Great Britain shone once again this year, with a display of 28 stars awarded to a total of 21 restaurants: 15 restaurants received One Star; 5 establishments received Two Stars and one new Michelin Three Star (The Ledbury in London). These new award winners make a total of 154 One Star, 23 Two Star and 9 Three Star restaurants sprinkled throughout England, Scotland and Wales. A category introduced in 2021, Green Star trailblazers have sustainability in their DNA and already adorned with Michelin stars, beckon you to discover your next culinary obsession, knowing each bite supports a sustainable cause. These six fresh Green Star winners have been awarded a Green Star for the first time in 2024:  

1. The Whitebrook, Monmouthshire, Wales

  Located in the charming Wye Valley, with their own Michelin Star and 4 AA Rosettes, the Whitebrook with rooms is a regular in the prestigious Top 50 restaurants in the UK. The menu changes weekly, inspired by ingredients at their best. Another strength can be found in its extensive wine list which features local wines from independent wineries, organic producers including lesser-known grape varieties. Their philosophy focuses on limiting waste, recycling or composting wherever possible and using local produce. By utilising their own vegetable garden and working closely with like-minded local producers, they curate organically grown produce, collected in reusable boxes to reduce packaging waste. All meat is reared locally, 100% of the fish is fresh and sourced from sustainable  British fisheries.  

2. St Barts, London, England

  St Barts made its debut in the Michelin Guide after receiving its first Michelin Star in 2023. A tasting menu that brings together the best of traditional British cuisine has positioned it as a great gastro option in the capital. Each dish is constructed with only the best naturally sourced local British produce. In keeping with the team's philosophy of sustainability a local carpenter Archie Faber creates the restaurant's handcrafted tables from the fallen wood of London Plane trees. Crafted by co-founder Luke and in partnership with ceramicists Adrian Gonzales, the exclusive tableware draws inspiration from the British coastline with an aim to elevate the beauty of each dish, adding an artistic flair to enrich your dining experience.  

3. Interludeat Leonardslee Lakes & Gardens, Horsham, England

  Set in the historic gardens of  the Grade I listed Leonardslee Estate, Interlude has held a Michelin Star since 2019. Interlude draws inspiration from their wonderful surroundings. They prioritise their own orchard products while also including local farmers who champion organic principles and traditional produce. Turn the evening into a relaxing weekend getaway with an overnight stay in one of their boutique rooms, each designed by leading British interior designers.  

4. Forgeat Middleton Lodge, North Yorkshire, England

  Nestled in the Yorkshire countryside, Forge is a contemporary and eco-conscious restaurant dedicated to sustainability. With menus inspired by their environment, dining at Forge is a unique experience. Their menus comprise ingredients grown sustainably in the surrounding areas, in both their own estate's orchards and local parks and woodlands. They also focus on seasonality, utilising the best in season produce. With an aim to be a self-sufficient restaurant, Forge uses traditional cooking and preservation techniques to reduce their impact on the environment.  

5. Exmoor Forest Inn, Minehead, England

  Enjoy the best of the gastro pub concept in the heart of rural England. Part of an estate in Simonsbath, the Exmoor Forest Inn offers tasteful dishes curated from traditional organic farm produced grass-fed beef, incredibly fresh fish, and other locally sourced ingredients. Positioned just off the southwest coast in the heart of nature, Exmoor Forest Inn offers an exquisite dining experience, tasteful decor and a service that aims to make everyone feel welcome at Exmoor.  

6. Annwn, Narbeth, Wales

  Self-proclaimed champions of the Welsh food movement, Annwn offers "Wild food experiences in the heart of Pembrokeshire". The unique menu changes every season to showcase the quality and diversity of Welsh gastronomy while also collaborating with the best sustainable local producers. Experience the best of Welsh food surrounded by rugged cliffs and charming fishing villages.

 

Uncover Britain’s Most Romantic Places to Pop the Question

  This February, Valentine’s Day will be extra indulgent and romantic, owing to Leap Year traditions. According to a British legend dating back to 5th-century Scotland, St. Bridget voiced her concern to St. Patrick about women waiting too long for proposals. In response, St. Patrick declared that women could propose to their partners on leap day every four years. Ever since, this charming tradition has evolved into a playful and light-hearted opportunity for women to propose in fun and unconventional ways.   Below, please see the top ways to celebrate romance in Britain, and maybe even pop the most important question:  

1. Spa experience at Ste Anne's Spa (Northumberland, England): Experience a romantic retreat at Ste Anne's Spa with their soothing hydrotherapy pools and warm campfire evenings in the picturesque English walled garden. More information here.

 

2. Visit the home of the Welsh Saint of lovers(Bodelwyddan, Wales):  Just a short trip from the northern coast and the island home of St Dwynwen (the Welsh patron saint of lovers), one can visit the Grade II Victorian Bodelwyddan Castle Hotel for an adults-only get away. Set in a beautiful woodland estate, there's also a spa and an indoor heated swimming pool. More information here.

 

3. Fall in love in a hot air balloon over the Wye Valley (Usk, Wales):Soar above the stunning Wye Valley in a hot air balloon departing from Llanarth. The incredible views of the picturesque ruins of Tintern Abbey and the post-flight indulgence with a glass of bubbly at one of Monmouthshire's splendid restaurants and gastropubs, creates an unforgettable experience in the skies above this enchanting region of Wales. More information here.

 

4. A romantic night at The Witchery by the Castle (Edinburgh, Scotland): Discover the enchanting allure of The Witchery by the Castle in Edinburgh, offering lavish suites that set the stage for an unforgettable stay. From dining in opulence to exploring the Old Town, it’s the opportunity to enjoy romantic Edinburgh. More information here.

 

4. Blend a signature scent on a perfume experience (London, England):The Perfume Studio, across its 25 locations in Britain, is offering a bespoke perfume experience for two where they can blend 21 exclusive scents, creating a fragrance that encapsulates their unique bond. This blend can then be registered and added to The Perfume Studio's fragrance library, which guests can use for future orders. More information here.

 

4. Soar over London on a helicopter tour (London, England):Travellers looking for a luxurious and romantic escape in London can also book a helicopter tour over London with their loved one. The flight highlights London’s top landmarks and reveals stunning viewpoints over a romantic lunch with Champagne. More information here.

 

7. Driving a vintage car around Cotswolds (Cotswolds, England):To explore the romantic charm of this beautiful region with its luxurious hotels, bed and breakfasts, and secluded cottages, one can hire a classic car and take The Romantic Road , exploring historic Winchcombe, charming Stanton, and the highest town in the Cotswolds, Stowe-on-the-Wold. Slaughters and Cheltenham are a must visit too. Get the complete road trip itinerary here.

 

8. Luxurious dinner at an English manor house (Bristol, England):A sumptuous 3-course meal at Old Down Estate combined with an overnight stay is a perfect setting for an indulgent Valentine's experience. Explore Old Down Estate here.

 

9. Spend a Night Under the Stars at Galloway Forest Park (Dumfries & Galloway, Scotland): Spend a romantic night stargazing at the UK’s largest forest park. On winter nights, see the stars shine and sparkle across the sky in a truly dramatic display. Plan your trip here.

VisitBritain has published its tourism forecast for 2024 showing an increase in inbound visits and spending. It finds there are varying rates of recovery and growth across its major inbound visitor markets. VisitBritain's overall forecast for spending by international visitors in the UK in 2024 is £34.1 billion, up 7% on the spending predicted in 2023 and up 20% on 2019. It forecasts 39.5 million visits in 2024, up 5% on 2023 however it is still 3% shy of 2019 levels. The US continues to lead tourism's recovery with record-breaking spend by American visitors in the UK in 2023. VisitBritain is expecting the US market to be worth £6.7 billion in 2024 with American visitors contributing almost £1 in every £5 of all inbound spending. The pace of recovery from Europe slowed as 2023 progressed. Tourism spending, in real terms stayed just below 2019 based on the latest data. China, the UK's second most valuable inbound market in 2019, has continued to build back gradually with numbers increasing throughout 2023. Overall, East Asia has been relatively slower to recover. VisitBritain is expecting China to recover to a value of £1.7 billion in 2024 to be the UK's fourth most valuable inbound visitor market. It expects a full overall recovery for the number of visits and spending to 2019 levels by early 2025. VisitBritain CEO Patricia Yates said: "International visitors spend tens of billions of pounds so it has been great to see the double-digit growth in spending from the US.” VisitBritain's GREAT Britain marketing campaigns in 2024 are set to run across Australia, France, Germany, the GCC and the US, inspiring visitors to 'See Things Differently' Its campaigns in 2024 are also harnessing the power of screen tourism to showcase Britain's regional diversity, highlighting film and TV locations, destinations and visitor experiences to drive visits. VisitBritain's research shows that films and TV are powerful motivators for travel.

  Fans of Charlie and the Chocolate Factory can transport themselves into Britain’s own version of the enchanting world of Willy Wonka as the film Wonka hits theatres on December 15^th.   Featuring several iconic British locations as backdrops to bring the playful universe alive, Wonka tells the story of Willy Wonka’s early days as an eccentric chocolatier. The uniquely British film is based on the 1964 novel written by British author, Roald Dahl and has a cast of a-list actors such as Timothee Chalamet and British legends including, Hugh Grant, Olivia Colman, and Sally Hawkins.   Now, travelers who are heading over to Britain can transport themselves into a real-life candy land by visiting Wonka’s magical film locations and immersing themselves in these chocolate-themed experiences.   Follow Wonka’s footsteps and visit the filming locations:   Bath, Oxford and Lyme Regis are just a few iconic English façades used as backdrops for the film. Head over to Oxford’s Hertford College and the iconic Radcliffe Camera, a working library of the University of Oxford, for a glimpse into the Wonka-verse. Get the inside scoop on a guided tour of the Radcliffe Camera. The nearby Catte Street and Sheldonian Theatre mark other locations in the city used in the film. Explore the theatre on your own or join a guided tour to enjoy the best indoor 360-degree panoramic views of the city from the Cupola.   Venture down to Bath in the Southwest for a view of the magnificent Parade Gardens, The Colonnade overlooking Pulteney Bridge and the weir below it. Soak in the wacky Wonka atmosphere with a walk along Bath Street, glancing at the many listed buildings while passing one Bath’s major attractions, the Thermae Bath Spa. Or head over to Bath Abbey and the floral roundabout Orange Grove in front of it, both featured in the film. To re-create the 1930s era of the film, much of the filming took place at Warner Bros. Studio Leavesden, just outside of London.   Other filming locations include the Cobb, a breakwater harbor wall in Lyme Regis, The pub Ye Olde Fighting Cocks, Veralumium Park and Abbey Mill Lane in St Albans, north of London and the Rivoli Ballroom and Eltham Palace in Southeast London. The palace and its gardens are an English Heritage attraction and can be visited all year round.   Indulge in Britain’s Sweetest Experiences  

• Charbonnel et Walker – London, England

Don’t miss London’s oldest chocolate shop, the luxurious Charbonnel et Walker, which opened in 1875 and has various locations across the city. However, the original location at Old Bond Street at the Royal Arcade is one not to miss. Guests must sample their famous truffles when visiting, as well as their renowned dark chocolates. This chocolatier was endorsed by a Royal Warrant as one of the few chocolatiers to Her Majesty The Queen. Additional shops are in Canary Wharf, Leeds, and Harrods.

• Artisan du Chocolat – London, England

This shop creates their own tasty treats from cocoa beans sourced from South America. This chocolatier offers a variety of sweets to choose from ranging from salted caramels to booze-induced truffles and even options for guests on special diets such as sugar-free bars, chocolate made from buffalo milk, and vegan specialties including Colombian dark hot chocolate, a chili dark bar, and chocolate made from oat milk.

• Dark Sugars – London, England 

On a cold day, travelers can make a stop to indulge in a warm cup of hot chocolate at Dark Sugars. Though hot chocolate is what they’re most known for, they also specialize in chocolate creations including dark chocolate with popping candy, dark chocolate ganache, and white chocolate nutmeg truffles. The shop’s creations are inspired by the owner’s home in West Africa as she brings her experience from Ghana to East London. Guests with dietary restrictions can be accommodated here as there is a large vegan menu with dairy-free, nut-free, soy-free, sulphite-free and gluten-free options. Dark Sugars is located on Brick Lane, with a flagship Cacao House and a Dark Sugars ice cream shop in Greenwich.

• Harrod’s Chocolate Hall – London, England

At Harrods, travelers can find an array of chocolate treats ranging from chocolate-covered fruit and nuts plus an array of hand-finished truffles, as well as the signature Harrods Gold Bar, which has been a fan favorite for more than 20 years to taste or take home with them. Opening soon is the in-house The Chocolaterie, where chefs make everything from bonbons and chocolate bars to chocolate-dipped fruit that guests can sample and view the behind-the-scenes work of chocolate-making.

• Bean to Bar Factory Experience at London Chocolate – London, England

Enter a bold new world at London's only Bean to Bar Factory Experience. Delve into the art of chocolate-making as you follow the journey of cocoa beans from their raw form to delectable chocolate bars. During a hands-on guided tour, you'll gain an appreciation for the craftsmanship and flavours that go into creating high-quality chocolate.

• Dr Choc’s Windsor Chocolate Factory – Windsor, England

Opposite the remarkable Windsor Castle sits one of the smallest chocolate factories in the world. Using only the finest ingredients, Dr Chocs is known for its wide variety of high-quality chocolates. From classics like milk chocolate and salted caramel to innovative wonders like lavender, there is a flavour for everyone’s taste. Book a tasting class to savour all their varieties or learn how to make chocolate yourself.

• The Chocolate Factory – Manchester, England

The Chocolate Factory Experience in Manchester is a paradise for chocolate lovers. Immerse yourself in a world of cocoa confections as you explore a chocolate factory filled with delicious surprises. From tastings to interactive workshops, this experience offers a hands-on journey into the art of chocolate-making while discovering the secrets behind crafting gourmet chocolates.

• Cadbury World – Birmingham, England

Step into the scrumptious world of chocolate and sweets at Cadbury World in Bournville on the outskirts of Birmingham. Create your very own bespoke chocolate and embark on a journey through the heritage of chocolate-making including interactive exhibits and mouthwatering tastings. Cadbury is also getting ready for a year of celebrations as 2024 marks the 200th anniversary of the opening of the very first Cadbury shop.

• York’s Chocolate Story – York, England

Learn about the history of York’s chocolate-makers and their indulgent creations during one of their immersive guided tours, exploring three stories full of sweet delights. Discover their best-kept secrets of chocolate making and become a master chocolatier yourself. There is no better way to explore the city’s remarkably rich history of chocolate.

• Mrs. Potts Chocolate House – Bath, England

Inspired by her mum, Amelia Pott opened the doors of her first Chocolate House in Bath in 2017. Since then, two more stores have opened in Bristol and Cardiff. Join the 2-hour Chocolate Bar Workshop in their Bath branch for the full Mrs. Potts experience. Make and decorate your very own delicious Mrs. Potts chocolate bars, making the perfect souvenir from a trip to Bath.

• Knoops – Bath, Brighton, Cambridge, Oxford, London, Chester, Manchester, St Albans, Rye

Opening his first hot chocolate shop in Rye in 2013, Jens Knoop, the founder of Knoops, developed his love for chocolate during his childhood in rural Germany. Since then, he has perfected his range of chocolate flakes, found other chocolate lovers, and opened several shops all over the country. To celebrate the release of the film, Knoops has created a special Wonka drink – a hot chocolate topped with whipped cream, chocolate coated popping candy and a chocolate plaque.

• Fudge Making Experience at Fudge Kitchen – Canterbury, Bath, Windsor, Cambridge, York & Edinburgh

Get your hands sticky and learn the art of fudge making with an expert at Fudge Kitchen and find out what makes their fudge stand out from the competition. Indulge in irresponsible amounts of fudge, tasting the wide variety of flavours and take some home to enjoy later.

• Chocolatarium – Edinburgh, Scotland

The Chocolatarium's hands-on chocolate-making adventure is perfect experience for all chocolate lovers. Craft your own personalized Scottish-themed chocolates, and then venture to the tasting room to indulge in an array of chocolate delights from both Scottish and global chocolatiers. Explore unique flavors like haggis chocolate, chili chocolate, gin chocolate, and more, creating a one-of-a-kind souvenir to remember your experience.

• Chocolate and Whisky Tour at The Clydeside Distillery – Glasgow, Scotland

When in Glasgow, head to the Clydeside Distillery for an unforgettable whisky tasting experience with a sweet touch. Opened in 2017, the distillery brought distilling back into the heart of Glasgow, as the first dedicated single malt distillery in over 100 years. Enticing all senses during their Chocolate and Whisky Tour, their five Single Malt Whiskies are expertly paired with artisan chocolates handcrafted by Sugarsnap, a local chocolatier.

• Halen Mon – Anglesey, Wales

Discover Halen Mon's renowned sea salt with a guided 45-minute tour, followed by a delectable salt tasting; indulge in their signature sea salted fudge and chocolate bars, cherished by royalty such as William and Kate, distinguished figures like Barack Obama, and featured at royal weddings.

• The Chocolate House – Trehafod, Wales

Indulge in artisanal chocolates at this chocolatier, located in Rhondda Heritage Park mining museum, offering workshops like Christmas Chocolate Workshops and Adults’ Only Chocolate Workshops; plus, there's a Chocolate Birthday Party Option. Explore a tempting array of treats, including shortbread cookies, hot chocolate bombs, and luxury handmade chocolates.    

VisitEngland has launched a new Accessible and Inclusive Toolkit for Tourism Businesses. The toolkit provides practical guidance for an inclusive welcome, accessible buildings, employing disabled staff and creating accessibility information for disabled travellers. Tourism Minister Sir John Whittingdale said: "I hope this becomes the go-to resource for visitor economy businesses across England." The free toolkit includes case studies, tips and downloadable business specific checklists to plan and prioritise improvements for disabled travelers. The toolkit was designed with input from leading disability charities and travel trade associations. It has been launched in the run up to the International Day of Persons with Disabilities on 3 December 2023. VisitEngland Director Andrew Stokes said: "Our research shows that visitors in this important market value clear accessible information and tourism business want to provide it.” “We want to support businesses to remove barriers so that visitors with accessibility requirements have the opportunity to enjoy our tourism.” "It supports businesses to place accessibility at the centre of their operations."