Research and data · 18 August 2026 · 2 minute read
VisitBritain has published its 2026 inbound tourism forecast, projecting 45.5 million visits to the UK this year with visitor spend of £35.7 billion. The forecast, prepared in January 2026, shows both visit volume and nominal spending ahead of 2019 levels, though inflation-adjusted spending remains below pre-pandemic figures.
What the data release found
VisitBritain forecasts 45.5 million inbound visits in 2026, with these visitors spending £35.7 billion. Compared to 2025, this represents growth of 4% in visits and 7% in nominal spend, or 5% spending growth in real terms. This would be 105% and 126% of the 2019 levels respectively, although spend still only 96% of the 2019 level when you adjust for inflation.
Key numbers
- 45.5 million inbound visits forecast for 2026, per VisitBritain
- £35.7 billion visitor spending forecast for 2026, per VisitBritain
- 4% visit growth forecast compared to 2025, per VisitBritain
- 7% nominal spending growth forecast compared to 2025, per VisitBritain
- 105% of 2019 visit levels and 126% of 2019 nominal spending levels, per VisitBritain
European markets are forecast to grow by 4% in volume terms and 6% in value terms. Long haul markets are forecast to grow by 5% in volume terms and 8% in value terms. VisitBritain describes this as a moderate pickup in growth and a return to growth from long haul markets after a sluggish year.
The forecast reflects VisitBritain's view as of January 2026, and therefore does not take into account the impact of the Iran conflict. At the time of forecast, for January visits were 4% up, February 3% down, and for March and April around on par, with March down and April up due to Easter timing.
Why it matters if you host
Stronger long haul growth means guests travelling further and typically booking longer stays with higher budgets. If your listing appeals to North American, Asian or Australian visitors, whether through location, capacity or amenities, this is the year to ensure your Airbnb title, description and photos speak directly to those markets. Messaging around transport links, cultural attractions and neighbourhood context matters more to international guests than to domestic ones.
The gap between nominal spending growth at 7% and inflation-adjusted growth at 5% tells you that pricing alone will not capture the full value of increased demand. Guests are spending more in absolute terms but remain price-conscious. Focus on occupancy first, conversion second, then pricing. A free listing audit from Zugrow will show you where your title, photos and amenities are costing you bookings before you adjust rates.
What to do this week
- Check whether your listing title and first two photos communicate your location and transport links clearly to someone unfamiliar with the UK. If a guest has never heard of your neighbourhood, lead with proximity to a landmark or station they will recognise.
- Review your amenities list and ensure every facility you offer is ticked. International guests filter heavily by amenities, and a missing tick for wifi, kitchen facilities or heating can remove you from their search results entirely.
- Update your guidebook or welcome message with a short paragraph on getting to your property from the nearest airport or international rail terminal. Long haul guests value this detail and it reduces pre-arrival questions.