More than three million stage-struck foreign tourists spent £2.8 billion on trips that included going to Britain’s theatres last year, according to a new report from VisitBritain.
Ten per cent of the 30 million overseas travellers who came to the UK in 2009 went to a stage show – ranging from classic Shakespeare in London to experimental fringe in Edinburgh, opera in Wales or a glitzy London musical.
It reveals that London dominated the theatre world with around 2.2 million foreign tourists spending £1.9 billion on trips involving the capital’s theatres last year. The South-East followed, attracting 235,000 foreign theatre goers. The East of England, which features the Marina Theatre in Lowestoft, was next with 133,000 overseas theatre goers.
Scotland, whose theatrical centres include Glasgow’s Theatre Royal and Edinburgh’s world famous Festival, attracted 120,000. The North-West of England, which includes Manchester’s Royal Exchange Theatre, brought in 85,000. Welsh theatre, which boasts Cardiff’s Millennium Centre, attracted 30,000 and Northern Ireland, which features Derry’s Millenium Forum, 15,000.
How many overseas tourists visited theatres in 2009, by region (1)
| TOTAL UK | 3,100,000 | |
| LONDON | 2,200,000 | |
| NORTH EAST | 12,300 | |
| NORTH WEST | 85,400 | |
| YORKSHIRE | 40,000 | |
| WEST MIDLANDS | 66,000 | |
| EAST MIDLANDS | 31,000 | |
| EAST OF ENGLAND | 133,000 | |
| SOUTH WEST | 106,000 | |
| SOUTH EAST | 235,000 | |
| SCOTLAND | 120,000 | |
| WALES | 30,000 | |
| NORTHERN IRELAND | 15,000 |
The London picture
The national figures came as VisitBritain also issued a detailed report looking closely at the capital: ‘’Visitors from Overseas to London’s Theatre’’ (1).
It revealed that the enormous range of stage productions on offer at the 40 West End theatres and scores of smaller suburban spaces had a very powerful attraction for foreign travellers in 2009.
The future also looks bright for further growth. This is because the key groups of overseas visitors who particularly like going to the theatre – holidaymakers and the over 55s – is set to increase and offset falls in business tourism.
It identifies several positive trends which are set to keep audiences high.
- Over two-thirds of theatre visitors from overseas are on holiday, a group that is set to grow.
- The number of tourists aged over 55, the most ardent theatre goers, has grown at a faster rate than under-55s in 12 out of the past 15 years, and this will continue.
- Tumbling exchange rates have made a night at the theatre more affordable. Since Aug 2007 to Aug 2010 Sterling has fallen:
- 20per cent against US Dollar
- 22per cent against the Euro
- 28per cent against the Australian Dollar
- 17per cent against the Swedish Krona
- 18per cent against the Norwegian Krone
- 18per cent against the Danish Krone
The report says theatre is a ‘’hidden opportunity’’ for the tourism industry. Going to the theatre is not the main reason why overseas tourists travel to Britain. Only 13 per cent of overseas visitors say that and 49 per cent of visitors from overseas book on the day or one day before a performance. (2)
But those who did go are much more likely to recommend the UK as a holiday destination than other travellers to this country.
Word of mouth is the most powerful way that overseas visitors find out about the magic of London’s theatre. The growth of social media such as Facebook and Twitter means that gossip about just how good theatre is in London has the potential to spread more widely.
The report warns, however, that Theatreland must be careful not to devote all its efforts to pleasing the over 55s. Some 41 per cent of the overseas visitors who go to theatre are aged 25 to 44.
Women are the keenest theatre goers. Some 55 per cent of overseas audiences is female. They drive the decision to go to a show – but they generally bring along their partner.
Musicals are by far the most popular choice, chosen by 64 per cent, followed by 25 per cent that prefer plays, 3 per cent who go to the ballet and 1per cent who choose the opera. (2)
Perhaps unsurprisingly theatre is most popular with overseas tourists who have good English. One in six of overseas theatregoers are Americans, for example. But they are followed by theatregoers from Germany, the Netherlands, France, Spain, Denmark, Ireland, Norway, and Australia.
Musicals are especially popular with Norwegians, Danes, Swedes and Irish. More serious theatre is most highly regarded by Nordics, Asians and Latin Americans.
Sandie Dawe, Chief Executive, VisitBritain said: “Britain has a phenomenal theatre industry. Whether it is a feel good musical like Billy Elliot or Mamma Mia, a Shakespearian tragedy, grand opera or beautiful ballet, you are never far from a world class experience. And due to the exceptionally competitive exchange rates it has become a more affordable treat than ever.
‘’This report shows that British theatre is making a massive contribution to Britain’s economy. Everyone can follow the worldwide debate about the cultural attractions that Britain has to offer on our LoveUK page on Facebook and Twitter.’’
VisitBritain has made it even easier for overseas visitors to come to Britain and enjoy the theatre. You can buy tickets to attractions and events including West End theatre with leading ticketing agent Encore Tickets (www.encoretickets.co.uk/) at the Britain and London Visitor Centre (BLVC) on 1 Regent Street.
Tickets for UK theatres are on sale through VisitBritain’s Online Shops, www.visitbritainshop.com. Currently Spain, Germany, France and Netherlands account for 50% of VisitBritain’s UK theatre ticket sales.
