Coventry’s visitor economy has passed the £1bn mark for the first time, with a record 12.6 million people visiting the city during 2025.
The figures underline the growing pull of a city where major concerts, football, museums, markets, shopping and food are bringing visitors from across the UK and overseas. Tourism spending supported 8,330 full-time jobs in Coventry last year.
Millions drawn to concerts, football and culture
Visitor numbers rose by 6.5% compared with the previous year, according to figures from Destination Coventry. The increase came during a year that included part of Coventry City’s Championship-winning season, as well as major concerts at the CBS Arena by Ed Sheeran, Bob Dylan and Tom Grennan.
Coventry Music Museum director Pete Chambers said the attraction had welcomed almost 60,000 people, with visitors coming from as many as 103 different countries.
He said many had travelled from Australia, America, New Zealand and Africa, adding: “I just think it’s going to get better and better.”
Food and shopping make up much of the spending
Food and drink accounted for 33% of tourism spending in the city, while shopping made up 29%. Recreation, including museums, galleries and events, contributed a further 11%.
Visitors are also choosing a wider range of places to stay. Use of non-serviced accommodation, including Airbnb properties and rented accommodation, rose by 14.3% in 2025.
Sue Pinn, who travelled from Exeter, visited Coventry Indoor Market after a friend recommended it. She praised its range of food and said she could have “wandered around all day”.
Ted and Lynn Walker, from Cumbria, were visiting as part of a holiday in Stratford-upon-Avon. They said they make a point of visiting Coventry whenever they are in the area, travelling by bus to see the cathedral and do some shopping.
Businesses credited with building visitor appeal
The figures were calculated using the STEAM (Scarborough Tourism Economic Activity Monitor) model, which allows tourism performance to be compared between destinations.
Paul McMahon, managing director of Destination Coventry, said the result reflected years of work by businesses and organisations across the city.
Coventry City Council cabinet member Lynnette Kelly said the milestone showed the strength and variety of the city’s attractions, events, hospitality and cultural experiences.
Destination Coventry expects visitor numbers to continue growing, with further leisure and business events planned over the coming years.
