# Inbound visits and spend: annual, regional

**Publisher:** VisitBritain  
**Published:** n/a  
**Category:** Destinations, NTOs & DMOs  
**Type:** Report  
**Access:** Free  
**Official source:** https://www.visitbritain.org/research-insights/inbound-visits-and-spend-annual-regional  
**Canonical:** https://tourismintel.ai/reports/inbound-visits-and-spend-annual-regional

## At a glance
- 2024 IPS estimates classified as 'official statistics in development'; ONS does not endorse year-on-year comparisons due to July 2024 methodological changes.
- Pseudo records for freight visitors added to national totals but excluded from regional breakdowns, creating data gaps for Southern and Central England.
- Reported decline in visits for second half 2024 versus 2023 contradicts other data sources; ONS investigating methodological impacts across markets.
- Regional data from small sample sizes, non-statistically robust; visitors counted in multiple regions means totals do not sum nationally.
- VisitBritain recommends caution on 2024 estimates and advises consulting alternative sources including card spending data.

## What the report covers
VisitBritain publishes annual inbound visit and spending estimates by UK nation and region, sourced from the Office for National Statistics' International Passenger Survey. The dataset covers all major air, sea and tunnel ports and provides detailed regional and subregional breakdowns to county and Local Visitor Economy Partnership level. This release presents revised 2024 estimates (released 4 September 2026) and historical data from 2002 onwards.

## Key findings
The 2024 International Passenger Survey estimates are officially classified as 'statistics in development' following methodological changes implemented July 2024. The ONS explicitly does not endorse comparisons with previous years. VisitBritain notes this creates unusual uncertainty and urges caution when interpreting 2024 figures.

Methodological improvements include pseudo records for freight visitors (lorry drivers via Dover and Eurotunnel). These are included in total GB/UK and business visit figures but excluded from Europe and country totals, creating data gaps particularly for Southern, Central England and Eastern European source markets.

A decline in visit numbers is recorded for second half 2024 compared with 2023 in the revised IPS data. However, VisitBritain notes this contrasts with several alternative data sources suggesting growth, indicating potential measurement issues. Notable decline via Dover to Calais routes warrants further investigation.

Regional and subregional data derive from very small sample sizes and are not statistically robust. Visitors staying multiple nights across regions are counted in each location visited, meaning regional totals do not sum to the national figure. VisitBritain advises treating regional data as indicative only.

Outstanding methodological issues remain, including inconsistency in NISRA data incorporation into UK totals and differential impacts across source markets. VisitBritain continues working with ONS and recommends users consult alternative sources such as card spending data pending further improvements.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| 2024 IPS data status | 'Official statistics in development' | Classification due to July 2024 methodological changes; subject to future revision |
| Historical data coverage | 2002–2024 | Regional spread 2002–2023 in pivot tables; subregional from 2009; LVEPS and ITL3 from 2019 |
| 2024 visit trend (second half 2024 vs 2023) | Decline | Observed in revised estimates; contrasts with other data sources; ONS not endorsing comparisons |
| Freight pseudo records coverage | Dover and Eurotunnel | Included in GB/UK and business visit totals; excluded from regional, Europe and country totals |
| IPS port coverage | All major UK air, sea and tunnel ports | Continuous survey by ONS; covers visitor numbers, nights and spend by market and destination |
| Regional data robustness | Not statistically robust | Based on small sample sizes; should be treated as indicative only |

## Why it matters
**DMOs & destinations** — Regional inbound data supports visitor economy planning and marketing decisions. However, 2024 figures require cautious interpretation due to methodological changes and acknowledged data gaps affecting certain regions and source markets. DMOs should cross-reference IPS with alternative data before strategic decisions based on 2024 year-on-year trends.

**Hotels & hospitality** — Accommodation providers use visitor flow estimates for occupancy and staffing forecasts. The reported 2024 decline conflicts with other data sources, creating uncertainty. Hospitality businesses should validate IPS trends against card spending data and direct booking patterns, particularly for regional properties dependent on affected source markets.

**Travel tech & distribution** — Distribution platforms use IPS data for demand modelling and inventory optimisation. The 2024 estimates' development status and incomparability with prior years require caution in forecast models. Tech providers should supplement IPS with transaction-level data and monitor ONS updates affecting market-level demand signals.

## Methodology and limits
The International Passenger Survey is a continuous ONS survey covering all major UK air, sea and tunnel ports. The 2024 estimates released 4 September 2026 incorporate methodological changes from July 2024, including pseudo records for freight visitors and revised calibration. Regional estimates derive from small sample sizes, not statistically robust at regional level. The ONS classifies 2024 data as 'official statistics in development' and does not endorse prior-year comparisons. This brief is based on the publicly available summary page; full datasets are available via Excel pivot tables.

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© VisitBritain for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://www.visitbritain.org/research-insights/inbound-visits-and-spend-annual-regional