30+ London Tourism Statistics for 2025 – How Many Visitors Does London Attract?

It’s a city of red buses, timeless landmarks, and stories around every corner – and the world simply can’t get enough of it.

London ranks as the 3rd most visited city on the planet, drawing in about 21.7 million international travellers each year.

From the majestic sweep of Tower Bridge to the hushed halls of the British Museum – which alone welcomes 6.48 million visitors annually – the British capital is a place where history, culture, and modern life collide in the most unforgettable ways.

Behind the iconic sights and countless snapshots lies a fascinating set of numbers that tell the real story of London’s tourism boom.

How Many Tourists Visit London Each Year?

• In 2023, 20.3 million international visitors came to London – almost equal to the population of Australia.
• In 2024, the number rose to 21.7 million, making London the 3rd most visited city in the world.
• London accounts for 46.2% of all inbound tourism to the UK.
• The first half of 2024 saw 10.4 million visits – a record for January–June.
• For 2025, projections suggest 20.1 million international visits, a slight dip after a record-breaking year.

How Much Money Do Tourists Spend in London?

• Total tourist spending in London reached £16.7 billion in 2023.
• In 2024, visitors spent £16.3 billion, despite changes to the VAT refund scheme.
• Forecasts for 2025 predict £17.4 billion, boosted by rising prices and more major events.
• Just in the first half of 2024, tourists spent £7.4 billion.
• However, London’s West End lost £640 million in 2024 due to the end of tax-free shopping for visitors.

Where Do Most Tourists in London Come From?

• The United States remains the largest inbound market, particularly visitors from New York and California.
• France is in second place, with many short weekend trips.
• Germany ranks third among source markets.
• Visitor numbers from China are growing after COVID-19 travel restrictions were lifted.
• Overall, Asian markets have grown by more than 15% compared to 2019.

What Are the Most Visited Attractions in London?

• The British Museum attracted 6.48 million visitors in 2024, ranking among the most visited museums in the world.
• The Natural History Museum saw 6.30 million visitors.
• Tate Modern welcomed 4.60 million art lovers, thanks to blockbuster exhibitions.
• The Victoria and Albert Museum had 3.53 million visitors.
• The National Gallery drew 3.20 million visitors.

How Do Tourists Travel to and Stay in London?

• In 2024, 83.86 million passengers passed through Heathrow Airport, making it the second busiest in the world for international traffic.
• The most popular route from Heathrow was to New York, with 3.24 million passengers.
• London offers around 140,000 hotel rooms.
• The average nightly rate for a central London hotel in 2024 was £185.
• International tourists stayed in London for an average of 3.8 days.

When Is the Best Time to Visit London?

• July and August are peak tourist months, accounting for 28% of annual visits.
• December sees a 15% rise in visitors thanks to Christmas markets and holiday shopping.
• January is the quietest month, with 40% fewer visitors compared to July.
• Major 2024 events such as Taylor Swift concerts, Premier League matches, and Wimbledon generated an additional 1.2 million visits.
• In 2024, 62% of visitors were in London for the first time.

Key Takeaways

London tourism is a huge business and a vital part of the city’s economy.

The numbers show that London is a global tourism leader and that tourist spending supports thousands of jobs.

Events, exhibitions, and sports bring hundreds of thousands of extra visitors.

Tax policy changes can significantly influence high-end shopping behaviour.

For Travellers

• January–March – best for avoiding crowds.
• June–September – best weather and a full event calendar.
• December – magical for shopping and festive atmosphere.

FAQ

How many tourists visit London annually?

In 2024, London welcomed around 20 million international visitors, plus millions more domestic tourists.

What is London ranked in tourism?

London is typically ranked among the top three most visited cities in the world, often competing with Paris and Bangkok.

Is tourism dropping in London?

Tourism dropped sharply during the COVID-19 pandemic, but it has since rebounded to near pre-pandemic levels. Current trends suggest steady growth.

How much of London’s economy is tourism?

Tourism accounts for roughly 12% of London’s GDP, generating billions in revenue and supporting hundreds of thousands of jobs.

Is London the most visited city in the world?

Not currently — Bangkok and Paris often take the top spots, but London remains one of the world’s top three destinations.

How many people travel in London every day?

Over 9 million people use London’s transport network daily, including commuters and tourists.

Which UK city has the most tourists?

London is by far the most visited UK city, ahead of Edinburgh, Manchester, and Birmingham.

Why does London get so many tourists?

Its mix of world-class museums, historic landmarks, theater, shopping, and diverse culture make it a year-round destination.

Which nationality visits the UK the most?

The 🇺🇸 United States sends the largest number of overseas visitors, followed by France and Germany.

How much money goes through London every day?

London is one of the world’s major financial hubs — daily transactions in its financial markets are worth hundreds of billions of pounds.

How much per day in London as a tourist?

On average, tourists spend around £150–£200 per day on accommodation, food, attractions, and transport.

What is the most touristy part of London?

Areas like Westminster, Covent Garden, and the South Bank are among the most visited by tourists.

Is London crowded with tourists?

Yes, especially during summer and December, when major attractions can have long queues.

What to skip in London?

Some travelers recommend skipping very crowded attractions if you’re short on time — for example, changing of the guard at Buckingham Palace or overly touristy markets.

How many days in London is enough?

Four to five days is ideal for first-time visitors to see the highlights without rushing.

How much does a pub meal cost in London?

A standard pub meal typically costs £12–£18, with drinks adding extra.

How much are Buckingham Palace tickets?

Tickets to the State Rooms start from around £30 for adults.

Is St. Paul’s worth visiting?

Yes — St. Paul’s Cathedral is one of London’s architectural masterpieces, offering panoramic views from its dome.

What to do in London not touristy?

Explore local neighborhoods like Hampstead, Richmond, or Greenwich; visit smaller museums like the Sir John Soane’s Museum; or enjoy walks along the Regent’s Canal.

Sources

1. VisitBritain – Inbound Tourism Facts – London
2. London & Partners – Tourism Statistics for London
3. Statista – Number of Visitors to London
4. Statista – Top Visitor Attractions in London
5. The British Museum – Annual Visitor Figures
6. Historic Royal Palaces – Tower of London – Visitor Numbers
7. Natural History Museum – Annual Review & Visitor Stats
8. Transport for London (TfL) – Publications & Reports
9. UNWTO – International Tourism Rankings
10. BBC – London Tourism Recovery Post-Pandemic