London’s West End expects a record year in 2018, thanks to the exchange rate and popular new productions, according to ticket agency Encore.
The firm estimates the low value of sterling coupled with crowd-pleasing new shows will boost West End ticket sales by 750,000 in 2018 – equivalent to £30 million worth of extra sales.
John Wales, Encore chief executive, said at World Travel Market London: “The West End is in a very strong position.
“We have a number of great, new tourist-friendly shows opening soon – such as Tina Turner The Musical early next year and Broadway smash Hamilton at the newly refurbished Victoria Palace opening next month, which, with a Brexit-suppressed exchange rate means good business for London’s entertainment industry.”
Encore has already taken £250,000 worth of bookings for the new Tina Turner musical and predicts it will be a hit for groups and coach operators in 2018.
The ticket agency has also developed new technology to help boost sales via online partners.
Furthermore, it has expanded into exhibitions, sports events, and museums to offer partners more sales opportunities.
Pictured is Wales with cast members from Dream Girls who performed at the Encore/WTM London party.