On a worldwide scale, the theatre industry is big business. Top productions can go toe-to-toe with the biggest Hollywood blockbusters in terms of grossing profits (see The Lion King’s £1.6 billion theatre takings across 1,200 productions for example) and outlast them for years and even decades (Les Miserables and The Phantom of the Opera being prime examples).
Theatrical influence
A large part of London’s tourism appeal is the draw of the glitz and glamour of West End theatre. For decades, the UK’s capital has been synonymous with the wonderful world of stage production, where some of the most iconic titles and recognisable faces have performed to packed, sold out venues, with several famed theatre locations (Gielgud, Sondheim, Prince of Wales and Wyndham’s to name a few) owned and maintained by the reputable Delfont Mackintosh Theatres (DMT).
But just how significant is the West End when it comes to attracting tourism and what is its impact for growing the economy?
Well, it’s worth pointing out that theatre shows have been playing daily in London for decades. To give you an idea of the medium’s longevity, Agatha Christie’s The Mousetrap debuted back in 1952, recently affirming itself as the longest-running West End show in history, with performances still captivating audiences today.
Annually, the West End brings in a lot of cash, encouraging visitors to spend time (and, importantly, money) in the capital. In 2022, according to the Society Of London Theatre (SOLT), box office revenue was just under £893 million. Despite the industry suffering immeasurably during the Covid years that saw theatres completely shut down for long periods of time, stage performance has made a triumphant return when it comes to generating buzz, encouraging visitors to London and regarding economic injection.
What the data says
According to government data, an impressive 15% of people visiting London take in a show, which is a higher percentage than any other musical or cultural event for the city. That alone speaks volumes for how significant West End productions are to the thriving economy and booming tourist industry – not just of benefit to the nation’s capital, but for the UK’s standing overall.
But it’s not solely the promise of a stage show that entices the masses into London. Its cultural appeal on the whole is what often draws crowds in. Landmarks such as Buckingham Palace, Hyde Park and Big Ben, museums and galleries such as the Tate Modern, the National Portrait Gallery, the V&A and the Natural History Museum, and creative outlets like the BFI Southbank and IMAX Waterloo are all cited as appealing factors.
Interestingly, London’s employment stats outperformed post-Covid growth in comparison to the rest of the UK by 4% (London’s is 6% compared to the rest of the country’s 2%), according to a study at King’s College London. With the aforementioned strengths of theatre, museums and other cultural sectors, combined with a number of high-profile tourist attractions, such as football stadiums, festivals, national events and celebrations taking place there, it seems our capital remains a vibrant, diverse and hugely profitable location when it comes to strengthening the UK’s economy and attracting some 30 million visitors each and every year.
