Coventry’s visitor economy has exceeded £1 billion for the first time, generating an economic impact of £1.009 billion during 2025.
New figures produced using the STEAM Economic Impact Model show that 12.6 million people visited the city during the year, an increase of 6.5% compared with 2024.
The value of the visitor economy increased by 9.3% year on year and has now doubled since 2016.
Tourism also supported 8,330 full-time jobs in Coventry during 2025, an increase of 2.6% and the second consecutive year of employment growth.
Major concerts featuring Tom Grennan, Bob Dylan and Ed Sheeran contributed to visitor numbers alongside increasing attendances at Coventry City Football Club and events including the Kabaddi World Cup.
Coventry’s conference and events sector also recorded growth, with venues reporting increases in revenues and delegate numbers.
Paul McMahon, Managing Director of Destination Coventry, said: “Reaching more than £1 billion in economic impact is a hugely significant milestone for Coventry, but what makes this achievement particularly powerful is the journey behind it.
“This is the result of the ambition, resilience and collaboration of our visitor economy, from our hotels, attractions, venues, restaurants and cultural organisations to our event organisers, businesses, partners and communities who collectively bring Coventry to life.
“We should be proud of how far we have come, but we should also see this as a starting point, not a finish line. The growth in visitors, employment and economic value demonstrates the strength of Coventry’s offer and the appetite for what our city has to give.
“Now, our opportunity is to build on that momentum, attracting more visitors, encouraging them to stay longer, creating more reasons to return and unlocking even greater value for our businesses and communities.
“The next chapter is about turning this momentum into sustained, ambitious growth. With major events, a growing profile and an increasingly compelling visitor proposition, Coventry has a real opportunity to establish itself even more firmly on the national and international stage.
“This £1 billion milestone belongs to everyone who has helped get us here and together, we can use it to propel the city towards an even more successful future.”
Day visitors represented the largest share of the market, accounting for 11.1 million visits during 2025.
Overnight visitors accounted for 12% of total visits but generated 39% of the city’s total visitor economy impact, highlighting the economic value of encouraging longer stays.
Non-serviced accommodation recorded particularly strong growth, with visitor numbers increasing by 14.3% to 229,000 and its economic impact reaching £80 million.
Serviced accommodation, including hotels, generated £177 million in economic impact.
Food and drink accounted for 33% of visitor spending, followed by shopping at 29% and recreation at 11%.
Paul Michael, Chair of Destination Coventry, said: “On nearly every measurement, we are performing extremely well compared to the wider region.
“With Coventry City FC securing promotion to the Premier League at the end of the 2025/26 season, the city is also entering a new period of opportunity, with the increased national profile and potential visitor demand providing further scope for the visitor economy to grow.
“The latest results demonstrate both the progress already made and the opportunities still ahead, particularly in increasing overnight stays and supporting the development of accommodation capacity to meet future demand.
“As Coventry looks towards its next chapter, continued collaboration across the visitor economy will be central to converting the city’s growing profile into sustained economic benefit.”
Lynnette Kelly, Cabinet Member for Jobs, Regeneration and Climate Change, said: “These figures demonstrate the vital role the visitor economy plays in supporting businesses, jobs and communities across Coventry.
“Reaching this milestone reflects the strength and diversity of what the city has to offer, with our attractions, events, hospitality and cultural experiences all contributing to a thriving visitor economy.
“The continued growth in employment is particularly encouraging and shows that the benefits of attracting visitors are being felt beyond the headline economic figures.
“As we look ahead, there is a real opportunity to build on this success, ensuring Coventry continues to develop as a welcoming and vibrant destination while creating further opportunities for local businesses and communities to benefit from future growth.”