Overseas visitors made 20.9 million visits to London in 2024 and spent £17.3 billion. Demand is not the problem for London short-let owners. The 90-night rule is. The figures matter because they tell you which guests to aim for when your nights are limited.
Here is what the latest numbers from the Greater London Authority show.
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Key takeaways
- Overseas visitors made 20.9 million visits to London in 2024.
- They spent £17.3 billion.
- Demand isn't the problem for London owners. The 90-night rule is.
- Knowing where visitors come from tells you which guests to aim for.
- Make your home easy for first-time visitors to find and use.
Contents
- How many people visit London?
- Where do overseas visitors come from?
- Which other countries send the most visitors?
- How has the market recovered?
- What does this mean for your listing?
- Where is demand heading?
- Why do the numbers work differently under a 90-night cap?
- How do you make your home easy for a first-time visitor?
- What does this mean for you?
- See what your home could earn
- Frequently asked questions
How many people visit London?
According to GLA Economics, there were 20.9 million overseas visits to London in 2024, up from 20.3 million in 2023. That is close to the 2019 level of 21.7 million, before the pandemic.
Those visitors spent £17.3 billion in 2024, more than in 2019. London also had 15.1 million overnight trips by UK visitors, around 17% of all overnight trips in England.
A note of caution: the overseas figures come from the International Passenger Survey, which the GLA says is currently classed as "official statistics in development", so they may be revised.
Where do overseas visitors come from?
The United States is London's biggest market by far. In 2024, American visitors made 3.7 million visits and spent £4.2 billion. The next biggest markets were:
- France: around 2.0 million visits
- Germany: around 1.6 million visits
- Spain: around 1.4 million visits
- Italy: around 1.2 million visits
American visitors also spend the most per visit of London's top ten markets. The GLA reports that between 2019 and 2024, US visits to London rose by 20% while their spending rose by more than 70%.
Which other countries send the most visitors?
After Italy, London's top ten overseas markets in 2024 were the Irish Republic with around 0.8 million visits, the Netherlands with 0.8 million, Australia with 0.7 million, Poland with 0.5 million and Canada with 0.5 million. Australian and Canadian visitors spent more per visit than most European markets.
How has the market recovered?
The GLA's figures show how quickly London bounced back. Overseas visits fell to 16.1 million in 2022, then rose to 20.3 million in 2023 and 20.9 million in 2024. Spending recovered faster than visits, from £14.1 billion in 2022 to £16.7 billion in 2023 and £17.3 billion in 2024.
London also had 189 million day visits by UK residents in 2024, around 21% of all day visits in England. Day visitors do not need a bed, but they show how much of the country's leisure spending flows into the capital.
What does this mean for your listing?
Overseas visitors, especially from the US, travel a long way to get here and often arrive tired and unfamiliar with the city. They value clear arrival instructions, a well-equipped kitchen, fast Wi-Fi and easy transport links. Listings that feel easy for a first-time visitor win these bookings.
Many European visitors are a short flight or train ride away, so weekend city breaks and holiday weeks are common.
Where is demand heading?
The GLA expects growth. Its projections suggest London could reach around 25.2 million international visitors and 139 million visitor nights by 2030.
That would mean more than 4 million extra overseas visits a year compared with 2024, and more guests competing for the same homes on peak dates.
For UK visitors, the GLA expects overnight visitor numbers to settle at around 14.5 million a year by 2029.
Why do the numbers work differently under a 90-night cap?
In most cities, strong demand means aiming for as many booked nights as possible. In London, short stays in a whole home are limited to 90 nights a year without planning permission. You cannot sell more nights, so each night has to earn more.
That shifts the focus:
- Price and reviews matter more than occupancy.
- Your nights should go to the guests and dates that pay most.
- Quiet months are better filled by longer stays of 90 nights or more, which do not count towards the cap.
We explain how to combine the two in medium-term lets in London, and which dates to prioritise in our London events calendar.
How do you make your home easy for a first-time visitor?
- Clear directions from Heathrow, Gatwick and St Pancras, with the nearest Tube or rail station.
- Self check-in that works late at night, when long-haul flights land.
- UK plug adapters, a kettle and a hairdryer.
- A short guide to your local area, with shops, cafés and transport.
What does this mean for you?
- London's visitor numbers are strong and forecast to grow, so good homes will find guests.
- The US is the most valuable market. Make your listing easy for a first-time overseas visitor.
- With a 90-night cap, focus on price per night and review quality, not filling every date.
See what your home could earn
City-wide figures only go so far. Our London short-let management team uses live market data to price each of your nights. Get your free valuation to see what your home could earn inside the 90-night rule.
Frequently asked questions
How many overseas visitors come to London?
20.9 million visits in 2024, spending £17.3 billion.
Is there enough demand for short lets in London?
Yes. Demand isn't the problem. The 90-night rule is the main limit.
Which guests should I aim for?
The visitor figures show where guests come from, which helps you target your listing.
How does the 90-night rule change the numbers?
With only 90 short-let nights, what you earn on each night matters more.
How can I make my home stand out?
Make it easy for a first-time visitor: clear arrival details, good transport directions and a simple house guide.
Related guides
Sources
This is general information, not legal or tax advice. It is our own interpretation of the rules and figures as they stand on the date shown above, and they can change. Speak to a qualified solicitor or accountant before you act on anything here.