Heart of London area visitor growth 2025

A strong year for the Heart of London area, capped by a record-breaking festive season

2025 was a year of visitor growth for the Heart of London area, with visitor numbers up 4.9% compared to 2024 across Piccadilly, Jermyn Street, Piccadilly Circus, Leicester Square, Haymarket and St Martin’s Lane.

The district’s experience-led attractions continued to drive growth. Day-trippers were also spending longer in the area, with average dwell time increasing by 34 minutes year-on-year and typical visits now lasting around 2 hours and 25 minutes. This reflects ongoing demand for West End theatre, culture, hospitality and immersive experiences, all of which are central to the Heart of London area’s identity.

In 2025, we also saw a +6.2% increase in the share of international visitors. In December alone, 20% of the total visitors were from outside of the UK, up 5.5% compared to November, with growth coming from the increased share of European visitors.

The year ended on a high, with December delivering the busiest festive period since 2020. Footfall across the district rose 19% compared to December 2024. The peak festive trading period, from 15–29 December, saw visits 35% above post-COVID averages, highlighting the Heart of London area’s enduring popularity with locals and tourists alike.

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