London Calling: Why Gen X Americans are flocking to the British capital

With affordable flights and a taste for “real London,” these cultural tourists are prioritising local life over the usual landmarks.

A new survey by travel brand Love and London (www.loveandlondon.com) suggests the city is shedding its image as a luxury-only destination - especially for American Gen Xers, who are ditching the usual tourist traps.

According to the survey, which gathered 857 responses, London is no longer just for the elite - it's within reach for the average American earner.

The findings suggest that a trip to London is now feasible for many middle-class Americans, countering the popular belief that the city is only for the wealthy. The survey also reveals that the average income of travellers to London from the U.S. is $75,000, which mirrors the typical U.S. household income.

Gen X, known for its love of travel and cultural experiences, was the most frequent group of travellers to London, with the average traveller age being 50. This demographic is particularly interested in cultural immersion, and the data shows a growing preference for more authentic, local experiences.

Jessica Dante, founder of the popular travel resource Love and London, said: “Over 80% of travellers are now looking for a mixture of attractions and local experiences, with only 5% just wanting to see the top tourist hotspots. This big shift in recent years shows that American travellers to London want a more local experience - they are cultural tourists at heart and want to dive into communities."

"They're increasingly interested in seeing the real London and 'London like a local,' avoiding the typical, often overhyped touristy hotspots like Leicester Square. To meet this demand, we've added many more local hotspots to our new itineraries - everything from vintage markets and street art to popular local hangouts like parks and locals’ favourite pubs.”

Dante continued: “For example, in our 6-day itinerary we're bringing people to locally loved but often overlooked areas like Bethnal Green in East London, and Peckham and Brixton in South London. People are always asking us for more local, more real.”

The survey also uncovered some interesting patterns regarding travel companions. 38% of travellers reported going with a partner. Could London be the new romance capital of Europe?

Solo travellers were the second-largest group, making up 26% of respondents. Group or family travellers made up 25%, while only 11% travelled with children.

The dream of visiting London appears more attainable than ever for many American tourists - especially couples in their 50s. They’re seeking a unique blend of iconic sights and authentic local experiences, making London an increasingly popular destination.