Wicked the West End stage musical phenomenon that tells the incredible untold story of the Witches of Oz joins the top 10 West End shows in the British history. On April 24th 2024 Wicked became the 10th longest-running show in London’s West End. The show plays its 6,762nd performance tonight at Apollo Victoria Theatre in London.ย It surpasses the run of the legendary farce No Sex Please, Weโre British, which ran from June 1971 until September 1987, playing a total 6,761 performances.
Why do we love Wicked so much?
โOne of the all-time musical theatre successesโ (The Guardian), the Tonyยฎ, Grammyยฎ, and Olivier award-winning musical by Stephen Schwartz and Winnie Holzman opened at Londonโs Apollo Victoria Theatre in September 2006 where it has already been seen by more than 12 million people.
Producers credit the travel and tourism industry with a large part of the showโs enduring success. Acknowledged as โthe West Endโs most travel trade friendly showโ, more than 40% of its London audience is made up of international visitors.ย The majority are booking their tickets via travel trade distribution.
In response to the pandemic and a changing West End sales landscape, Wicked launched Wicked Direct in September 2022. It’s an in-house b2b booking service, created to forge closer links and partnerships with the travel industry. It’s proved a great success and has already generated more than ยฃ2m in ticket sales for the show.
Ryan Reid Fiyero and Alexia Khadime Elphaba. Photo by Matt Crockett
Michael McCabe, Executive Producer of Wicked in the UK said:
โAs we celebrate the historic milestone of becoming the West Endโs 10th longest ever running stage show. We offer our heartfelt thanks to the amazing audiences from all around the world who have unwaveringly supported and championed Wicked since its very first London performance in 2006โ.
He continues: โLondonโs West End theatres are the capitalโs number one tourist attraction, with more than 16.4 million tickets sold in 2022. I’m pleased to see it beating 2019โs figure of 15.3 million tickets*. Part of this success is due to the sales partnerships we as producers have. We work closely with theatre owners, ticket agents, and with the travel trade. All of us at Wicked, and Wicked Direct, offer our thanks to the many travel and tourism companies and individuals who have promoted the show over the past eighteen years. We couldn’t be more grateful as we look forward to continuing and developing these valued relationships.โ
*Latest Society of London Theatre figures.
Wicked joins the 10 longest running shows in Britain after 18 years
The top ten longest-running West End shows in British history are: The Mousetrap, Les Misรฉrables, The Phantom of the Opera, The Woman in Black, Blood Brothers, Mamma Mia!, Cats, The Lion King, Starlight Express, and Wicked.
See more and book your tickets
Group and FIT tickets are currently on sale to December 2025 at www.WickedDirect.co.uk
