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Theatre tourism helps generate �2.8bn - Visit Britain
23rd Sep 2010
The figures are the conclusions of research carried out by national tourism agency Visit Britain this week, using statistics generated by the Office for National Statistics through its International Passenger Survey.
Visit Britain found that, of the 30 million overseas tourists who came to the UK in 2009, 10% went to see a stage show, which contributed to a �2.8 billion spend on culture and heritage in the UK - a figure which also encompasses spend on hotels, restaurants and other activities.
London is the most popular destination for theatre outings, with the capital attracting 2.2 million theatregoers, who spent a total of �1.9 billion on trips involving theatre in 2009.
The south-east was the second largest area for tourists going to the theatre, with 235,000 people going to see a show in the region last year.
Wales attracted 30,000 theatregoers, while the north-east had the lowest number of people going to see a production, with just 12,300.
Visit Britain chief executive Sandie Dawe said the findings show that Britain has a �phenomenal theatre industry� which is �making a massive contribution to Britain�s economy�.
She added: �Due to the exceptionally competitive exchange rates, it has become a more affordable treat than ever.�
The national figures released by Visit Britain coincide with the findings of a report it has published which specifically concerns tourists to London and their theatregoing habits. Using the ONS� statistics, relating to those tourists who only visited London, it concluded that 55% of people who visit London theatre from overseas are female, and that 41% of visitors who go to see a show are aged between 25 and 44.
Musicals are the most popular choice of show in the city, with 64% of visitors opting to see one, compared with the 24% who would choose a play and 1% who would choose to see an opera in London. It also found that one in six overseas theatregoers in London are from the USA.
Source: The Stage
