The rise in popularity of Premier League soccer in the United States during the 21st century has been nothing short of remarkable. What started with a niche following of expats and a small band of dedicated soccer fans has become a true powerhouse on the American sports landscape.
And it's affecting the way we travel across the pond, too.
As an American who lives in the U.K., I've had a front-row seat to the sport's surging level of interest among visitors, but things seem to have gone to a different level recently. After recently witnessing a succession of friends & acquaintances visit the U.K. and put experiencing the soccer culture here high on their to-do list, I thought it was time to look into the phenomenon.
We reached out to Paul Gauger, Executive Vice President, The Americas, Australia & New Zealand at VisitBritain for insight into soccer's impact on U.K. tourism.
Scott Hartbeck (SH): Anecdotally speaking, every acquaintance of mine who has visited the UK in the last year or so has either watched a Premier League game or visited a sight related to Ted Lasso or Welcome to Wrexham. So, is it just my imagination, or is soccer-related tourism in the UK picking up some serious momentum right now?
And if so, are there any specific numbers or trends you could share with TravelPulse regarding soccer's impact on the UK tourism scene, or what factor is fuelling this momentum the most? Anything surprising?
Paul Gauger, Executive Vice President, The Americas, Australia & New Zealand at VisitBritain (PG): VisitBritain’s latest research ‘Soccer Tourism in the UK’ (based on 2019 data with the report released in October 2021) demonstrates the huge draw and increasing importance of soccer in driving inbound tourism to, and across, the UK and in boosting visitor spending.
Overseas visitors who went to a soccer match in 2019 spent £1.4 billion, 5% of all overseas visitor spending that year, across the UK in total during their trip, up 84% on the £742 million spent in 2011, when the research was last conducted.
There were 1.5 million visits to the UK in 2019 that included watching a live soccer match, up 66% compared to 2011 when there were 909,000 visits.
Soccer is also the most popular live sporting event for international tourists to the UK, and the UK is rated highly for its overall sporting offer.
Soccer-watching visitors also stay longer and they spend more, spending £909 average per visit in 2019, 31% more than the global visitor average of £696 that year. They stayed an average of 10 nights in 2019, compared to the all-market average of seven.
Manchester United's Old Trafford Stadium. (Photo Credit: Scott Hartbeck)
It is not just leisure visitors that enjoy soccer matches. Out of the 1.5 million who went to a soccer match during their stay in 2019, 94,000 were international business visitors. Our research also shows that soccer is an effective tool in boosting inbound tourism outside peak travel seasons and driving immediacy to visit.
Almost two-thirds of trips took place in either January to March or October to December, cementing soccer’s importance in driving inbound tourism outside the peak travel seasons. Overseas visitors to the North-West of England were the most likely to watch a soccer match, almost one-in-five, followed by 1-in-14 overseas visitors to the North-East and 1-in-20 to Yorkshire.
Soccer visitors are also keen to visit the home of their sporting heroes and favourite teams, not only experiencing the excitement and atmosphere of a match but also the related visitor attractions and destinations.
More than half of the visitors who watched soccer during their trip also took time to see the UK’s famous monuments and buildings and almost three-quarters included a restaurant meal. They were also more likely than other inbound visitors to undertake these activities, underscoring the additional value soccer visitors bring to the wider economy.
Other research by VisitBritain also shows that films and TV are powerful motivators of travel. Almost a third of potential visitors to the UK are keen to visit locations used in filming or seen on screen with the success of TV shows ‘Welcome to Wrexham’ and ‘Ted Lasso’ supporting to propel British soccer into the American market.
The USA was the third largest source market for soccer-related visits to the UK in 2019.
PHOTO: Iconic Tyne and Swing bridges over the River Tyne between Newcastle and Gateshead. (photo courtesy of daverhead/iStock/Getty Images Plus)
SH: London is by far and away the most popular destination for Americans visiting the UK, with around half of us visiting only London on our trips. Is there any evidence that soccer tourism is helping to distribute travelers around the country in a different way? Perhaps to some lesser-visited corners of the country that are home to successful soccer clubs or have featured in recent soccer-related TV shows? If so, where?
PG: Britain is the home of soccer and is packed full of experiences and amazing moments, from attending a live match and exploring our vibrant soccer cities to walking in the footsteps of heroes on a stadium tour.
Soccer has mass international appeal and a global fan base of passionate and loyal supporters, inspired by the beautiful game. We also know that people like to visit the home of their sporting heroes.
According to VisitBritain’s research, while London remains the most popular destination for overall soccer-related visits, when considering soccer-related activities as a proportion of all visits to each region, the North-West emerges on top with 18%, followed by the North-East (7%), Wales (5%), and Yorkshire (5%). In 2019, Old Trafford Stadium in Manchester and Anfield in Liverpool attracted the highest attendance, totalling 440,000 visits. Following closely were The Emirates, Wembley and Tottenham Hotspur Stadium, with a combined attendance of 425,000 inbound visitors.
VisitBritain’s ambition is to convert the global interest in soccer and the Premier League into even more international visits across the nations and regions, boosting local economies. It encourages visitors from all over the world to travel to Britain and enjoy live soccer, as part of its drive to get tourists out exploring more of regional Britain.
VisitBritain runs content partnerships and promotes associated visitor attractions and destinations that can be experienced as part of a soccer match, using the significant reach of its global channels, including on its visitbritain.com website as well as products through its VisitBritain online shop.
Arsenal Stadium, London. (photo via Pixabay)
SH: What's one thing you think travelers and travel advisors should know about the experience of visiting the UK to soak up the soccer culture?
PG: Whether you're a big fan or simply curious about the world of soccer, there are endless attractions and experiences that allow enthusiasts to dive deeper into the world of soccer, with unique opportunities to engage with the sport, its history and its culture.
Tottenham Hotspur Stadium, situated in the heart of north London, offers tours that will let visitors explore various areas of the stadium. It also offers the Dare Skywalk and Edge tour, providing breathtaking views of the London skyline and the stadium pitch below.
If you're in Manchester, you can join tours of Manchester United's Old Trafford Stadium and Manchester City’s Etihad Stadium. Or take a trip to the National Football Museum in Manchester with its four galleries to explore and interactive games, plus an exciting programme of exhibitions, guided tours and workshops. You can even stay in a soccer-themed hotel at Hotel Football.
At Liverpool Football Club you can take a stadium tour or challenge yourself by seeing Anfield Stadium from a different perspective with an Abseiling experience, down the side of the stadium!
From Glasgow Football Tours to interactive games at TOCA Social in Greenwich, London and bubble soccer fun with Bubble Soccer World, the UK is a haven for soccer enthusiasts.
Soccer ball. (Photo via Flickr/Jarrett Campbell)
SH: Last but not least, with the recent news that the 2028 Euros will be hosted by the UK & Ireland, is it too soon to get excited about spending a summer in the UK watching the best teams in Europe square off?
PG: There is no better time to explore Britain as the ultimate travel destination! With the recent announcement of the UK and Ireland as hosts, the anticipation for watching the best European teams in action is well-founded. The tournament will take place at various stadiums across the UK from Cardiff to Glasgow, Liverpool to Belfast, Newcastle to Birmingham, offering a fantastic opportunity for soccer enthusiasts to immerse themselves in the atmosphere of the matches.
The event goes beyond just soccer; it's a chance to explore the diverse destinations and attractions in each host city. Whether you're a fan of the sport or looking to experience the cultural richness of the UK, this championship promises an opportunity to explore the unique offerings of each region and contribute to the local economies.
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