3 things you need to know about international tourists’ dining habits before Summer 2025

The days are getting longer, and the sun is shining again, which means summer will be here faster than you can say “barbecue”. Beyond allowing you to experiment with fresh seasonal flavours, summer presents a lucrative opportunity to attract more tourists, fill more tables and increase your revenue.

Tourists are expected to spend £33.7bn in the UK in 2025, according to VisitBritain, and TheFork’s data shows that 24% of bookings in July and August last year came from tourists rather than local diners. But it’s not just the number of tourists coming to the UK that makes them an essential group to impress this summer — they also dine differently. 

Here are three key facts you need to know about tourist dining habits ahead of Summer 2025.

1. International tourists are less likely to book with a discount

When planning their trips to the UK, tourists seem more focused on securing the best dining experiences than finding the best deals. 

Compared to 43% of local diners, only 31% of tourists book restaurants on TheFork UK using a discount. This means that rather than focusing your summer marketing efforts on offering the biggest savings, you should concentrate on creating unmissable dining moments that tourists will be desperate to add to their travel itineraries, such as limited-time set menus or al fresco live music.

Think about how you can add more value to these experiences while also boosting your profit margins. For instance, you could offer a summer wine pairing menu with dinner or give guests the chance to upgrade to a champagne brunch.

If you struggle to fill tables at quieter hours, such as mid-week lunchtimes, you could still experiment with setting limited discounts for these hours to attract impromptu visits from tourists in the area.

2. International tourists are more likely to book a Michelin restaurant

Reinforcing the idea that tourists want their trips to the UK to feel special, our booking data shows that 23% of bookings in Michelin restaurants are from international diners, compared to 14% of non-Michelin establishments.

While this is likely music to your ears if you run a Michelin-starred restaurant, it doesn’t mean that other restaurants can’t still take advantage of tourists’ penchant for fine dining.

When shaping your summer menu, look for ways to elevate your dishes to make them that bit more special, whether that’s through new and unique flavour combinations or adding an unexpected twist to classic favourites. Ensure your listing on TheFork is up-to-date with high-quality photography of your food and decor to make your restaurant look even more tempting.

3. International tourists spend 20% more when dining

In case you needed any more proof that tourists will be some of your most valuable customers this summer, we have the data to back it up: international tourists spend 20% more than locals and national tourists.

Whether they’re treating themselves to an extra course or a bottle of nice wine, international tourists are much less likely to cut costs when dining out on a trip to the UK. That’s why you need to pull out all the stops to make their culinary experiences unforgettable — not just to encourage them to return but to get them to tell their friends who are planning a visit.

If you need extra inspiration and ideas for how to make Summer 2025 your most profitable yet, sign up to our free event, TheFork Manager presents: British Summer Tourism. You’ll discover insights and tips for maximising your bookings during the tourism surge and network with other great restaurants to share your learnings.