Tourism shopping in the United Kingdom witnessed a fascinating shift in 2019, with regional cities taking center stage as preferred shopping destinations for international visitors. While London remains a quintessential hotspot for tourists, cities like Birmingham and Manchester have experienced a notable surge in spend by international shoppers, as revealed in the latest report by Planet, a leading tax-free payments specialist.
The newfound prominence of shopping hubs such as Birmingham and Manchester can be attributed to various factors, including the hosting of major sporting events like the Cricket World Cup, which drew in a significant influx of tourists. The presence of iconic department stores like Selfridges in these cities played a pivotal role in attracting international shoppers, leading to a rise in the average transaction value compared to London.
Despite facing a slight decline in market share, London has maintained its position as a formidable shopping destination, with sales to international shoppers witnessing growth in 2019. With an average transaction value of £417, London continues to lead the way. Bicester Village secured the second spot with an 18.5% share, while Manchester climbed to third place, recording an impressive 19% increase in average transaction value.
The impact of major events like the Cricket World Cup was palpable in cities like Manchester and Birmingham, where Indian tourists significantly contributed to the local economy. The presence of upscale department stores in these cities facilitated higher spending by international shoppers, particularly on luxury items such as watches and jewellery.
The UK as a whole experienced a 25% surge in sales of watches and jewellery in 2019, with Indian shoppers setting the trend by spending an average of £490 per transaction on these items. Despite the significant presence of Indian tourists, visitors from China, GCC nations, and the United States continued to dominate international sales in the UK, with an average spending of £400, £404, and £392 per transaction, respectively.
The growing allure of regional cities like Birmingham and Manchester among international shoppers underscores the evolving landscape of tourist shopping in the UK. With innovative strategies and a diverse array of offerings, these cities are poised to become even more enticing destinations for tourists in the years to come.
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