The UK Used to Be a European Tourism Hot Spot: Here’s How It All Went Wrong

The United Kingdom, once a magnet for European tourists, is facing a significant decline in its tourism industry. The recent landslide victory of the Labour Party on July 4, promising substantial changes, has residents and potential visitors wondering what lies ahead. The UK’s heritage and cultural sites have long been a major draw, but the tourism sector is struggling to regain its pre-pandemic momentum.

In 2019, nearly 41 million overseas residents visited the UK. However, in 2023, this number fell to 37.68 million, a 7.3% decrease. This is in stark contrast to the rest of Europe, where nearly all EU member states saw an increase in visitor numbers in 2023. Italy, for instance, set a new record for arrivals, while only Luxembourg experienced a slight drop of 0.1%. Additionally, the number of international visitors applying for a tourist visa to the UK dropped by 19% compared to pre-pandemic levels.

Several factors have contributed to this sluggish recovery. Regular strikes have severely disrupted transport, with rail cancellations reaching record levels according to the new government’s pre-election manifesto. Moreover, the UK’s coastal attractions have suffered due to increasing pollution, with many beaches contaminated by sewage. The abolition of tax-free shopping for tourists and the new requirement for EU visitors to present a passport—an item most do not possess—have further deterred potential visitors.

Safety concerns have also played a role. In early 2024, former Prime Minister Rishi Sunak warned of rising knife crime in London and described the country as descending into “mob rule.” Although these comments were politically charged and made during local election campaigns, they may have impacted the perception of safety among international tourists.

The incoming Labour government, which largely ignored the tourism sector in its pre-election manifesto, has been vocal about the UK’s broader infrastructure issues. The manifesto declared, “Britain is grinding to a halt,” citing record levels of rail cancellations, abandoned major projects, and crumbling infrastructure. The party has pledged to modernize the UK’s transport infrastructure and rebuild the country. Plans include bringing the railways under public ownership and addressing road conditions by repairing potholes.