Heart of London Business Alliance (HOLBA) today reveals that the footfall throughout the 2025 festive season in London’s West End reached its highest level since 2020. December 2025 saw a 19% increase in footfall in theHeart of London (HOL) area which includes Piccadilly, Jermyn Street, Piccadilly Circus, Leicester Square, Haymarket, and St Martin’s Lane, compared to December 2024.
The district continues to demonstrate robust recovery from the pandemic, with figures indicating that visits were 20% above the averages recorded in Decembers 2022-2024. This increase rose to 35% above the post-Covid average between 15thand 29th December, a sign of the area’s enduring appeal.
The area’s experience economy continues to be a major draw. December data shows that visitors not only came in greater numbers but stayed longer, with average dwell increasing by 42 mins compared to December 2024, reaching 2hrs 38 min. The most significant increases were recorded on Sundays and Mondays.
Representing just 12% of the West End, the Heart of London area contributes over £12.8 billion to the UK economy, supports more than 117,000 jobs, and attracts upwards of 83 million visitors annually. HOLBA’s 2026 remit will continue to champion growth, through advocating for its member businesses, promoting and marketing the West End as a world-class destination, regenerating the area, and attracting inward investment.
Mark Williams, Deputy Chief Executive, HOLBA, said:
“Today’s figures show that London’s West End continues to outperform national trends, with visitor numbers on the rise. This underscores its appeal as a global destination and the power of the experience economy in attracting people to the area. However, this success sits alongside real pressures from rising business rates and operating costs, as well as other challenges. HOLBA is committed to turning this strong footfall into sustainable growth through promoting the West End internationally to attract inward investment whilst ensuring it remains a world-leading commercial and cultural hub where businesses can thrive.”
Simon Thomas, Executive Chairman at The Hippodrome Casino added:
“The festive period was a powerful reminder of the enduring pull of the West End. The Hippodrome welcomed tens of thousands of visitors, a positive sign of the continued confidence people have coming into central London.
“What matters most is the bigger picture though. When the area is busy, well managed and offering a rich mix of culture, sport, food, drink and entertainment, it delivers not just for businesses but for jobs, tourism and London’s global reputation. This peak period showed that, even in challenging times, the West End remains one of the capital’s great economic and cultural engines.”
