Jackie Ennis, Brand USA’s vice president of global trade development, on the stateside state of affairs, with peaks already paying off and impacting visitation.
"In 2023, the UK remained the highest source of overseas arrivals, reaching almost 3.9 million1 – more than double the figures from other European countries such as Germany and France.
"This year, we’re observing impressive visitation numbers already, with January 2024 recording an increase of +11.23% in UK arrivals to the US compared to January 20232. At this current rate of recovery, projected arrivals from the UK to the US will return to pre-pandemic levels by 2025, with numbers set to reach 4.8 million.
"We’re also seeing travellers respond to current trends dominating the travel industry. According to Brand USA Market Intelligence, 52% of UK travellers planning a trip to the USA hope to engage with cultural and historical attractions in their desired destination, and 25% plan to attend special events such as concerts, festivals or sporting events whilst on their trip4.
"We expect this trend to continue to influence travel choices, particularly as the USA prepares for a range of exciting upcoming events and celebrations, such as the FIFA World Cup and the 100th anniversary of Route 66 in 2026, and the 2028 Summer Olympics in Los Angeles.
"For agents wanting to learn more about the US, our Travel Trade website offers a host of resources to support the trade, such as our Road Trip USA itineraries, with over 30 self-drive multi-state itineraries available to book or inspire trips to the USA. These include some of our newest additions; ‘Historic Route 66 - Curios, Pit Stops and Diners’ to explore one of the USA’s most iconic roads, and ‘At the Movies - Southern Sites’ for a journey through beloved movie locations in the South.
"Our USA Discovery Programme is also a key tool for agents. The interactive online training platform is designed for members of the travel trade to explore the wealth and breadth of destinations and experiences that the US has to offer. We are excited to be revamping this in 2024 and agents should ensure they are registered to receive our monthly newsletters for the latest information on any incentives running."
www.traveltrade.visittheusa.co.uk
1, 2 NTTO Arrivals, 3 Tourism Economics, October 2023, 4 Brand USA Market Intelligence Survey
