VisitBritain Explores the Impact of Soccer on UK Tourism and Its Cultural Influence
The influence of Premier League soccer on US tourism to the United Kingdom has been profound and far-reaching. Initially a niche interest among expatriates and dedicated fans, it has now become a significant force in shaping transatlantic travel patterns.
Soccer’s Growing Appeal Among US Tourists
From my perspective as an American living in the UK, I’ve witnessed first-hand the growing interest in soccer among tourists. More and more visitors from the US are now including soccer experiences as a key part of their UK travel itinerary. To understand this trend better, I spoke with Paul Gauger, Executive Vice President at VisitBritain, about the impact of soccer on UK tourism.
VisitBritain’s Insights on Soccer Tourism
Paul Gauger shared key findings from VisitBritain’s research titled ‘Soccer Tourism in the UK’. The study, based on 2019 data, highlights the sport’s significant role in driving inbound tourism and boosting visitor spending. Key points include:
- Overseas visitors attending soccer matches in 2019 spent £1.4 billion, a dramatic increase from £742 million in 2011.
- The number of visits that included watching a live soccer match rose to 1.5 million in 2019, up 66% from 2011.
- Soccer is the most popular live sporting event for international tourists in the UK.
- Visitors attending soccer matches spend more and stay longer than the average global visitor, with an average expenditure of £909 per visit and a 10-night stay.
Soccer as a Year-Round Tourism Driver
Soccer’s ability to attract visitors outside peak seasons is also significant. A majority of soccer-related trips occur from January to March or October to December, highlighting the sport’s role in driving year-round tourism. These visitors are not only interested in matches but also in exploring related attractions, monuments, and dining experiences.
Distribution of Soccer Tourism Across the UK
While London remains a popular destination, soccer tourism also encourages exploration of other regions, such as the North-West, North-East, Wales, and Yorkshire. Stadiums like Old Trafford in Manchester and Anfield in Liverpool attract the highest number of visitors, indicating the sport’s power to diversify tourist destinations within the UK.
Influence of TV Shows and Upcoming Tournaments
TV shows like ‘Welcome to Wrexham’ and ‘Ted Lasso’ have also played a role in promoting British soccer in the American market. Looking ahead, the 2028 Euros, to be hosted by the UK and Ireland, present a further opportunity for tourists to engage with European soccer culture and explore various regions across the UK and Ireland.
The Allure of Soccer Experiences
For travelers and advisors, it’s essential to recognize the diverse soccer experiences available in the UK, from stadium tours in London and Manchester to interactive soccer-themed attractions and events. These experiences offer a deeper engagement with the sport and its cultural significance in the UK.
In summary, soccer’s impact on UK tourism is multifaceted, driving not only visitor numbers but also encouraging exploration of lesser-known regions and contributing to the overall cultural exchange between the US and the UK. With upcoming events like the 2028 Euros, the role of soccer in shaping tourism trends is set to continue growing.