Five years after the pandemic, audiences have returned in record numbers, cementing the West End’s status as the world’s premier theatre destination.
Ahead of this weekend’s Olivier awards with Mastercard, The Society of London Theatre (SOLT) and UK Theatre have released new data showcasing the West End’s remarkable growth, even as other sectors in the ‘experience’ market are struggling:
- In 2024, over 17.1 million theatregoers attended a West End show, an 11% increase on pre-pandemic levels.
- The West End outperformed the Premier League, attracting 2.5 million more attendees, while football attendance grew by just 1%.
- Nearly one in four international visitors to London experienced a West End performance.
- Theatre is outperforming the visitor economy – Overall, visitor attractions have seen an 8.8% decline, with cinema attendance dropping by 28%.
- West End theatres welcomed nearly 5 million more audience members than Broadway.
The West End is a cornerstone of London’s economy. For every £1 spent on a theatre ticket, an additional £1.27 flows into local businesses, including hotels, restaurants, and shops.
But its impact extends far beyond Theatreland. The West End’s success supports theatre across the UK, sharing British stories with the world. Nationally, theatre contributes £2.39bn annually in GVA, generates £4.44bn in turnover, and sustains over 230,000 jobs.
A thriving West End ensures world-leading theatre remains available and accessible to all. Yet this success is increasingly fragile. Theatres are facing rising costs at a pace that outstrips the wider economy – energy bills have soared by 120%, and changes to National Insurance contributions have hit the sector hard. With many West End productions operating at full capacity, financial sustainability becomes more precarious each year.
While most of the West End thrives without public funding, it does benefit from Theatre Tax Relief and relies on a talent pipeline nurtured by publicly funded theatres across the UK. Many of these institutions are struggling, with real terms public funding cuts of up to 48% since 2010, continued post-pandemic recovery, and an urgent need for capital investment in their venues.
Beyond financial pressures, the future of British theatre depends on ensuring young people have access – both as audiences and as future professionals. Without greater awareness of theatre’s career opportunities, the next generation of talent may never find its way to the stage.
In these challenging times, the role of arts and culture has never been more vital. By working collaboratively – across the sector and with Government – we can secure the West End’s future as the thriving, world-leading, and accessible theatre capital of the world.
SOLT & UK Theatre Co-CEOs Claire Walker and Hannah Essex said:
“There is nothing quite like the experience of sitting in a theatre collectively immersed in the thought-provoking, exhilarating, and entertaining performances on offer in the West End and beyond. The numbers speak for themselves – despite a decade of rapidly expanding entertainment options, theatre remains as popular and vital as ever.
“This success is a testament to the creativity of our theatre makers and performers, the vision of producers who bring stories from page to stage, and the dedication of venue owners, managers, and staff who welcome audiences night after night.
“But we cannot take this for granted. Mounting world-class productions is becoming increasingly difficult, with rising costs outpacing inflation. Our members are working harder than ever to ensure theatre remains both exceptional and accessible to as many people as possible.
“Just as every great production is a team effort, the future of our industry relies on collaboration – between theatre organisations, government, funders, and partners.
“Theatre has always been about imagination, resilience, and reinvention. We must come together to protect and grow this vital art form – ensuring its magic continues to shine for generations to come.”
Read the full report here
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