Coventry's Tourism Sector Hits Record High

Strategic Insights -

Coventry's tourism sector has reached an all-time high, with the city's visitor economy valued at a record-breaking £922.9 million in 2024. According to new research, 11.8 million people visited Coventry, an increase of 3.6% on the previous year, with visitor spending patterns highlighting that food and drink businesses remain the largest contributor to the city's visitor economy, accounting for 33% of all direct expenditure.

Key Takeaways:

  • The value of Coventry's visitor economy hit a record-breaking £922.9 million in 2024, an increase of £67.9 million on the previous year.
  • More than 400,000 additional visitors flocked to the city, contributing to a 3.6% increase in total visitors to 11.8 million.
  • Visitor spending patterns show that food and drink businesses remain the largest contributor to Coventry's visitor economy, accounting for 33% of all direct expenditure.
  • The sector now supports 8,116 jobs and continues to drive confidence and investment across the city, with a pipeline of new accommodation projects planned to expand Coventry's bed stock by five percent.
  • Growth has continued across all key metrics, with a 14% rise in the value of overnight stays.
  • The data has been revealed in an economic impact report on tourism in the city, commissioned by Destination Coventry, in partnership with West Midlands Growth Company.

Statistics:

  • 11.8 million people visited Coventry in 2024, an increase of 3.6% on the previous year.
  • The value of Coventry's visitor economy hit a record-breaking £922.9 million in 2024, an increase of £67.9 million on the previous year.
  • 400,000 additional visitors flocked to the city in 2024.
  • Food and drink businesses account for 33% of all direct expenditure in Coventry's visitor economy.
  • Overnight stays increased by 14% in 2024.
  • Day visits make up 88% of total trips.
  • The sector now supports 8,116 jobs.
  • New accommodation projects will expand Coventry's bed stock by five percent.

Sources:

  • M2 PressWIRE, October 27, 2025
  • Destination Coventry
  • West Midlands Growth Company
  • Global Tourism Solutions