1 in 4 Summer Bookings are Made by Tourists: Here’s How to Capture Them

The countdown for the tourist season is on. For hospitality venues that have battled some heavy blows amid rising annual costs, it’s vital that they are equipped to properly capitalise on increasing visitor numbers and spending. 

Tourists are expected to spend £33.7 billion in the UK in 2025, according to VisitBritain, and TheFork’s data shows that nearly one in four bookings in July and August come from tourists rather than local diners. But it’s not just the number of tourists coming to the UK that makes them an essential group to impress this summer — they also dine differently. But what do tourists want? The answer is more straightforward than you think – tourists are seeking local favourites – so restaurants must strive to become one. Here’s why tourists are crucial to the industry’s survival and some key ways restaurants can prepare for the season ahead. 

Tourists Matter More than Ever

Our data reveals that most tourists visiting the UK come from Italy, France, Spain, Germany, and the Netherlands, and they spend 20% more on dining than local guests. 

With higher national insurance contributions and business rates mounting, the hospitality industry is under serious financial pressure. Industry warning highlights urgency: UKHospitality estimates that the sector is facing a £3.4 billion cost burden from these combined pressures, reinforcing the need for practical support measures, such as extended hours and alfresco permissions, that help businesses trade more efficiently.

The closure of restaurants accelerated in the final quarter of 2024, with 748 venues lost between October and December, resulting in an average of just over eight net closures per day. Beyond that, more than one in ten restaurants are at “imminent” risk of closure amid worsening financial positions.

Against this backdrop, enticing tourists is more important than ever to ensure growth, attract investment and breathe new life into the hospitality and nightlife economy.

Leverage Local Events and Activities

Sporting competitions and cultural events, such as Wimbledon in London and the Jorvik Viking Festival in York, lead to a surge in bookings, creating opportunities for restaurants to generate buzz and attract more people through their doors.

Another prime example is London’s West End. Recent news reveals that international travellers are now choosing the West End over Broadway — and they’re not just coming for the shows. For every £1 spent on a theatre ticket, an additional £1.27 flows into local businesses, including hotels, restaurants and shops.

Leicester Square is the beating heart of London’s cultural scene, attracting over 2.5 million visitors each week. This presents a huge opportunity for hotel restaurants and hospitality in general.

With 84% of all UK-bound tourists on TheFork booking in London, the city — and especially the West End — has become the go-to destination. Offering summer menus with a local twist, al fresco dining, and limited-time set menus are just some of the ways restaurants can capitalise on tourist spending this year.

Lessons from The Londoner

A prime example of a venue successfully tapping into this tourist market is The Londoner, owned by the Edwardian, a privately owned luxury hospitality group.

The Londoner is a one-of-a-kind urban retreat in the middle of London’s bustling Leicester Square, boasting 16 storeys with six concept restaurants and bars. Through the use of restaurant management software, The Londoner has been able to highlight exclusive set menus for special occasions, such as Valentine’s Day or Mother’s Day, as well as a pre-theatre cocktail menu. Additionally, by tapping into a customer loyalty programme, they attract new customers while forging long-lasting relationships. 

What Hospitality Can Do Now: 

At TheFork, we recently convened industry leaders at our British Summer Tourism event at The Bloomsbury Hotel to discuss the steps restaurants can take now to become a local favourite and maximise the benefits of the upcoming tourist season. 

• Be findable: Growing numbers of guests are using social media to choose their foodie destinations, and high-quality images and videos are key. Maximise visibility through platforms like Instagram, Google, and booking platforms.
• Create memorable experiences: Tourists are looking for experiential dining experiences to remember. Implement experiential marketing strategies, such as wine tastings, pop-ups, and live music, to attract local customers, but also don’t forget the ambience as an experience. 
• Strategic local partnerships: Cross-promote with local businesses—such as galleries or theatres—to reach new audiences. Leverage guest data to personalise marketing and retain customers, even after they’ve dined.
• Make it easy to cancel: It might sound counterintuitive, but making it as easy as possible for guests to cancel means you can more easily fill the table with those looking for last-minute bookings or walk-ins.

The hospitality industry is at a critical point, but the approaching tourism season presents an opportunity to bounce back, create exceptional dining experiences, and ultimately capitalise on increased spending.