Heart of London area to see increased visitors this festive season
Footfall in London’s West End is projected to reach its highest level since 2020, continuing a strong post-pandemic revival.
Our latest report, in partnership with Colliers, has revealed that October alone saw a 16% jump in visitors compared to last year, and a 22% leap from September (in part due to tube strikes that month). October footfall is often indicative of festive season trends, so the signs for a busy festive period for the West End are encouraging for local businesses and the wider economy.
The Heart of London area, which includes Piccadilly, Jermyn Street, Piccadilly Circus, Leicester Square, Haymarket, and St Martin’s Lane, is currently 2.9% ahead of the same period last year.
October saw the share of international visitors increase by 5.6%, compared to last year, while average visitor dwell time has increased by 24 minutes year-on-year, taking the average to two and a half hours suggesting that the area's thriving experience economy continues to be a driving force.
The area's appeal is further boosted by a spate of exciting new openings. These include Leicester Square’s first-ever ice rink, BOX - the biggest sports bar in the West End, a new Moxy hotel on Piccadilly Circus, and new hotel launches from Criterion Capital, including the world’s largest capsule hotel under their innovative Zedwell brand.
The Heart of London area covers just 12% of the West End and is worth over £12.8 billion to the UK economy. It supports more than 117,000 jobs and attracts over 83 million visitors annually.
Ros Morgan, Chief Executive, HOLBA, said: “The figures so far show there is good reason to be optimistic about one of the year’s most important trading periods. Despite higher operating costs and uncertainty around the upcoming UK budget, we’re hopeful the West End’s never-ending appeal can deliver the much-needed boost to our businesses and the economy.”
Paul Matthews, Head of Strategy & Analytics in Colliers’ One London team said: “Christmas performance is always an eagerly awaited bellwether for retail and leisure businesses and the October figures for the West End are very encouraging. This year we expect to see dwell time and spend increase as people visit to soak up the festivities driven by the new ice rink, the Christmas market in Leicester Square, and the iconic flagships of Lego, Lindt and Fortnum & Mason, amongst others.”
Halima Aziz, Head of Hotels at Criterion Hospitality added: “We’re pleased to see such strong momentum in the West End as we head into this key trading period. Our investment in a diverse range of hotel concepts – including our pioneering Zedwell brand – reflects our long-term commitment to the area and helps attract a broader mix of visitors who contribute to the district’s wider cultural and hospitality ecosystem. With the Budget approaching, it’s vital that the Chancellor backs measures that support business growth and recognise the West End’s critical role in driving footfall, creating jobs and supporting spend that feeds through supply chains and fuels economic activity across the UK.”