30 October 2025 London: The festive season^[i] is expected to contribute up to £1.7 billion to the West End’s economy – a 1.3% rise in sales compared to the same period in 2024 – data from New West End Company reveals.

Flight bookings to London across November and December are currently tracking 2.8% higher than 2024, driven, in part, by an increase in planned visitation by high-spending tourists from countries including the United Arab Emirates (21.7%), Switzerland (14.7%), and Qatar (5.4%). International spending over the festive period is predicted to be up 1.9% year-on-year. As in previous years, international sales will be the primary driver of overall growth this festive season, underlining the need for a policy environment which ensures the capital’s competitiveness as a tourist destination.

Against a backdrop of stubborn inflation and a late Budget, domestic spend is likely to see more muted year-on-year growth of 0.9% across the last two months of the year. However, as a demographic, domestic visitors have had the most consistent spend year-to-date, highlighting their importance.

Encouragingly for West End businesses, consumer sentiment in the West End remains positive; on-street surveys conducted by New West End Company found that visitor ‘satisfaction’ and ‘loyalty’ are up year-on-year. Moreover, 77% of those interviewed were on a planned visit to the West End, compared to 58% in the same period in 2024, underlining the strength of the district’s appeal.

The West End has been bolstered by a raft of new openings and experiences this year, including the long-awaited opening of IKEA’s city centre destination; new flagships for Space NK, Rolex and Michael Kors; the return of Topshop with a pop-up in Liberty; investments in new retail concepts for the likes of Pandora and Miu Miu; and the opening of the Jamie Oliver Cookery School in John Lewis.

Dee Corsi, Chief Executive, New West End Company, commented: “The West End is an iconic destination all year round, but it becomes truly exceptional during the festive season. Our sales forecast reflects its resilience as a flagship destination, backed up by on-street surveys which reveal the depth of loyalty and affection visitors have for the West End. That said, it is clear that consumers are still feeling the pinch and, whilst the West End’s appeal to visitors is enduring, growth is stalling.

 “This year’s late Budget offers a crucial opportunity for the Government to supercharge the UK’s appeal to tourists, boost domestic consumer confidence, and back British businesses, during the most important trading period of the year. Bold, targeted growth measures, such as exempting retail, leisure and hospitality operators from a ‘super tax’ business rates multiplier, are exactly what we need.”

 Howard Dawber OBE, Deputy Mayor for Business and Growth said: “The West End is a renowned shopping, leisure, and tourist destination and lights up during the festive season as people travel from around the world to spend time in the capital.

 “The West End is vitally important to the UK, driving investment and opportunity in the city as well as providing Londoners with jobs in the retail, hospitality and creative sectors.

 “The Mayor and I are working closely with the Government, Westminster City Council, local businesses, and the New West End Company to boost visitor numbers to the West End across the festive period as we continue supporting our businesses to grow the UK economy and create a better and more prosperous London for everyone.”

 Cllr Geoff Barraclough, Cabinet Member for Planning and Economic Development, Westminster City Council, added: “As we look ahead to the festive season, there is a buzz about the West End – the streets are busy and there are new, high-quality stores appearing all the time on Oxford Street and elsewhere in central shopping areas. 

“And while the West End is home to outstanding retail, it offers so much more – from world-class theatres and galleries to unbeatable restaurants and seasonal attractions. Whether it’s gliding across one of the iconic ice rinks or taking in the world-famous festive lights, residents, visitors and workers alike will see the West End at its glittering best in the run-up to Christmas. In what is a challenging market, this is a testament to the West End’s timeless appeal and the important role it plays in the capital.”

 Throughout the festive season, footfall and spend are expected to track together, surging at weekends across November, before an acceleration of weekday spend from the start of December – on average, 16.8% higher than weekdays in November.

In the lead up to Christmas, home furnishing retailers are due to benefit from consumers getting their homes ready for the festive season, with the category set to peak during w/c 24 November. Bars will likely experience their best performing week w/c 8 December – in line with corporate festive celebrations – and the majority of all other categories^[ii] are expected to peak the last full week of festive trading (w/c 15 December).

-ENDS-

 NOTES TO EDITORS:

 For more information contact:

Juliana Freitas, Corporate Communications Manager, New West End Company: [email protected]

The ‘festive spending period’ relates to spending in November and December, inclusive. Economic forecast is modelled using the New West End Company’s proprietary spending data alongside broader forward-looking economic indicators and international visitor data across the district, captured year-on-year.

New West End Company is calling for the Government to exempt all retail, leisure and hospitality providers from any proposed increases in the higher business rates multiplier. Impact analysis done earlier this year found that the Government’s proposed increase would cost affected businesses in the West End up to £44.5 million extra in rates liabilities annually.

Recent data from New West End Company found that the loss of vat-free shopping cost West End retailers £310 million in the first half of 2025 – putting the cumulative cost of unrealised sales for West End businesses at £1.4 billion since the start of 2023. New West End Company is calling for the introduction of a new, modern and fully-digital vat-free shopping scheme that encourages spend, while delivering an overall economic benefit to the Treasury.

About New West End Company

New West End Company is a global partnership of 600 retail, restaurant, hotel and property owners across the world’s top shopping and leisure destination anchored by Bond Street, Oxford Street and Regent Street. It works in partnership delivering transformational projects, sustainable place management, destination marketing, advocacy, inward investment and commercial insights. It is an influential business voice, active in the wider community and a key partner in delivering a new West End.

[i] The months of November and December 2025.

[ii] Restaurants; Leisure & Entertainment; Jewellery & Giftware; Health & Beauty; Consumer Electronics; Clothing & Footwear