21 May, 2025
Visit Isle of Man has published its 2024 visitor figures, revealing a strong year for the Island’s tourism sector with a total of 329,613 visitors - comprising 307,934 business and leisure visitors and 21,679 cruise visitors.
According to the latest Isle of Man Passenger Survey, conducted by Tourism South East (‘TSE’), an independent third-party research consultancy, total visitor expenditure reached an estimated £210.16 million, with the average spend per visitor at £663 and an average length of stay of 5.04 nights. Combined with cruise tourism, which contributed an additional £1.88 million, the Island’s overall visitor expenditure for 2024 equalled approximately £212.04 million.
More than 1.6 million bed nights were recorded, with nearly two-thirds of visitors (64.4%) staying in paid accommodation. Holidaymakers made up the largest share of visitors (39.9%), followed closely by those visiting friends or relatives (38.4%) and business visitors (21.6%). The Isle of Man’s appeal to international audiences also continued, with 12.5% of all visitors coming from overseas markets.
The Isle of Man’s visitor satisfaction remains exceptionally high, with 98.7% of visitors stating that their trip either met or exceeded expectations. Notably, 36.2% of visitors reported that their experience of the Isle of Man exceeded expectations, reflecting the Island’s growing reputation as a high quality destination for nature, culture and heritage. Popular experiences included:
- Outdoor pursuits: 61% engaged in walking, rambling, or exploring glens, parks and landscapes
- Cultural experiences: 25% visited Manx National Heritage sites
- Heritage travel: 22.7% used the Island’s heritage railways
- Motorsport: 23.9% attended motorsport-related events, including the TT, Southern 100 and Manx Grand Prix
The results of the 2024 Isle of Man Passenger Survey reflects the successful delivery of strategic priorities outlined in Visit Isle of Man’s ten-year visitor economy strategy, ‘Our Island, Our Future’, which are to grow a sustainable, high quality and inclusive visitor economy. The strategy focuses on developing year-round tourism, investing in product development and innovation, and enhancing the Island’s profile as a desirable visitor destination.
Deborah Heather, CEO of Visit Isle of Man, commented:
‘The 2024 visitor figures are a testament to the success of a collaborative, industry-wide approach focused on sustainable growth, high quality experiences and strategic marketing. We are delighted with the outcome, particularly in light of the challenges faced throughout the year. Adverse weather conditions affected both the Isle of Man and our primary feeder market, the UK, whilst additional hurdles included an early Easter, connectivity issues both locally and nationally, price increases driven by global forces, and ongoing economic uncertainty impacting consumer confidence and spending.
‘Despite these obstacles, visitor spending exceeded £210 million, and satisfaction levels remained consistently high, clear indicators that our long-term strategy is delivering. Some of this success is also owed to the Island’s growing recognition in the press. 2024 highlights include being named among Conde Nast Traveller’s Top 10 UK Islands, listed as one of Wanderlust’s Top 10 Best European Islands, and most recently, featured in BBC Travel’s global ’25 Best Places to Travel in 2025’ list.
‘Sustaining a strong presence in the minds of potential visitors is a key priority for Visit Isle of Man, and the impact of our efforts is becoming increasingly visible. Our commitment remains unchanged: to build a resilient, year-round visitor economy that brings lasting benefits to everyone who lives, works, visits and invests in our Island.’
Sarah Maltby MHK, Political Member with responsibility for Tourism, Motorsport and Heritage, added:
‘We all recognise the vital contribution visitor spending makes to the Isle of Man, and the opportunity to share our world-class events, unforgettable experiences and stunning natural landscapes with visitors across the world is something we deeply value. While we acknowledge there is still more work to be done, these results reflect a strong performance and highlight the essential role tourism plays in the Island’s economy.
‘2024 saw a strong year for cruise tourism and delivered the highest number of TT visitors since the centenary celebrations, welcoming 47,000 visitors to the Island. These achievements speak to the enduring appeal of the Isle of Man, and we look forward to building on the successes of 2024 and driving further growth in 2025.’
To read the 2024 key findings and full Isle of Man Passenger Survey report, click here.
