London pulled in more than $1 billion in tourism spending throughout 2023, according to recent data. That’s billion with a “b,” and the numbers break down in some interesting ways.
Food and beverages dominated spending at $417.3 million, accounting for 38% of total tourism dollars. Restaurants scooped up $311.1 million while stores claimed the remaining $106.3 million.
The city welcomed nearly 2.1 million overnight visitors in 2023. Crunch the basic math and that works out to roughly $475 per visitor.
Online discussions have raised questions about how realistic the billion-dollar figure is, but the spending breakdown suggests tourists aren’t just passing through. They’re staying, eating, and dropping substantial amounts during their visits.
The music scene appears to be one of London’s major draws, with big concerts bringing in crowds from surrounding areas. The UNESCO City of Music designation might finally be paying dividends, even if locals don’t always feel the musical vibe day-to-day.
Sports tournaments contribute significantly. Competitive sports events fill hotels and restaurants across the city for entire weekends, with parents and teams travelling from other regions. The city’s investment in rinks, fields, and sports facilities seems to be generating solid returns through tournament hosting.
Conference tourism represents another substantial revenue stream. The conference centre regularly hosts events that bring business travellers who typically have higher spending budgets for meals and accommodations.
Events like TennoCon, the annual gaming convention, draw thousands of visitors who book hotels, eat at local restaurants, and spend money throughout the city. These specialized events can have outsized economic impacts relative to their size.
London’s museum sector also contributes, with 13+ museums and historical sites attracting day-trippers from across Ontario and beyond. These visitors often seek restaurant recommendations and explore other local attractions during their visits.
Some residents remain skeptical about the billion-dollar figure, particularly given ongoing concerns about downtown safety and the visibility of homelessness in core areas. The contrast between impressive tourism revenue numbers and street-level challenges has sparked conversations about London’s potential if certain urban issues were addressed.
The data suggests London’s tourism appeal extends beyond what many locals might expect. Visitors from places like Toronto and Detroit view the city as a charming getaway destination. Even residents from smaller surrounding communities like Chatham regularly make shopping and entertainment trips to London, viewing it as their regional hub for dining, shows, and retail therapy.
Makes you wonder what those numbers could look like if downtown felt safer to walk around.