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UK theatres generate £2.8bn tourism spend
Overseas residents spent £2.8bn on trips that included a visit to a UK theatre during 2009, according to new research from tourism agency VisitBritain.
More than 3 million foreign tourists - 10 per cent of the 30 million that travelled to the UK during 2009 - experienced a stage show while on their trip, with London theatres welcoming 2.2 million. According to the research, trips to London that included a theatre visit accounted for £1.9bn of the visitor spending. The South East and East of England received 235,000 and 133,000 theatre visits respectively.
VisitBritain released national figures alongside a more detailed report into theatre tourism in London, which found that the sector is expected to continue growing in future years. The second report uncovered a "hidden opportunity" for the UK tourism industry to exploit the appeal of theatre productions, with over 55s seen as the primary audience.
VisitBritain chief executive Sandie Dawe said: "Whether it is a feel good musical like Billy Elliot or Mamma Mia, a Shakespearian tragedy, grand opera or beautiful ballet, you are never far from a world class experience. "And due to the exceptionally competitive exchange rates it has become a more affordable treat than ever."
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