Tourism Minister: more visitors, championing destinations and tourism benefits

Let me start with some positive news: we’re on track to welcome 44.3 million inbound visitors this year. That exceeds 2019 levels. After the immense challenges our tourism industry has weathered, this is real progress.

The reality on the ground tells a more complex story and we know domestic tourism is still struggling. Small businesses, who are the heart and soul of our tourism sector, are still grappling with rising costs and rapidly changing visitor behaviours. They need our support.

That is why we have brought together the Visitor Economy Advisory Council, a joint partnership between industry leaders and government. We’re tackling these challenges head-on through our upcoming National Visitor Economy strategy, which sets an ambitious target: 50 million annual visitors by 2030.

How will we get there? By championing destinations across the whole of the UK.

London is magnificent. It has long been viewed as the UK’s calling card. But it is time we showcased the extraordinary experiences waiting to be discovered in every corner of our country. From coastal villages to market towns, historic cities to hidden gems, the UK has incredible stories to tell.

This matters deeply to communities where tourism drives the local economy. Supporting these businesses and strengthening regional economies is central to our Plan for Change, and I am personally committed to making it happen.

Of course, success brings its own challenges. Popular destinations are feeling the strain of over-tourism, and we are listening. We will be introducing a short-term lets registration scheme to give local authorities the data they need to strike the right balance.

Communities deserve to thrive alongside tourism, not despite it. This scheme will help us encourage investment in visitor accommodation whilst protecting what makes these places special in the first place.

Tourism is vibrant, vital, and its impact ripples across our entire economy. Working hand-in-hand with industry leaders, we’re building a sustainable, prosperous future for the UK’s visitor economy – one that creates opportunities for communities nationwide.

Stephanie Peacock MP
Minister for Tourism

This comment is from the 2026 edition of Who’s Who in Group Leisure. Posted to thousands of our readers it is also available online for everyone by clicking here.