Competing for visitors and encouraging them to explore more of Britain’s nations and regions are top of the agenda as VisitBritain Chair Harris Bokhari visits the United States (US) this week.
The US is the UK’s largest and most valuable inbound market and Mr Bokhari’s visit, underway from 9 May, marks his first overseas trip as Chair of VisitBritain.
Visits to New York, Washington DC, Atlanta and Chicago are set to include meetings with American travel leaders from airlines, sporting, cultural and creative industries bodies alongside UK Government partners and US counterparts.
As well as promoting Britain as a visitor destination and tourism as a key driver of economic growth, the importance of transatlantic connectivity and growing visits through regional gateways are a focus.
Speaking ahead of the visit Mr Bokhari said:
“It is fitting that my first international trip as Chair of VisitBritain is to the UK’s most valuable inbound visitor market, with US visitors forecast to deliver £7.5 billion to our economy this year in spending. As well as strengthening transatlantic tourism ties, I’m looking forward to hearing from industry about the motivations and trends shaping outbound travel.
“I’ll be banging the drum for Britain as a welcoming, vibrant visitor destination, with a focus on growing tourism through our regional gateways. From our world‑class hospitality, rich heritage and culture to stunning coastlines, countryside and exciting sporting calendar, we want visitors from the US to explore more of what our nations and regions have to offer.”
Promoting the value of sports tourism is also in the spotlight, including meeting with the National Basketball Association (NBA) ahead of regular‑season NBA games being staged in Manchester for the first time in 2027. More than 200,000 visits annually from the US to the UK include watching sport, with those travellers spending around £290 million each year.
The visit also comes as the US gears up to co‑host the 2026 FIFA World Cup, kicking off in June, providing a timely opportunity to spotlight Britain’s football tourism offer. Football is the UK’s most popular live sporting attraction for international visitors, and the US is its third‑largest source market for football‑watching trips.
Mr Bokhari added:
“Britain is the home of football. From the thrill of a live match and exploring our footballing cities, to walking in the footsteps of players on a stadium tour, we know there is huge appetite among US visitors to experience the sport where it all began.”
Mr Bokhari’s visit precedes Greater Together LA in California (19–21 May), the largest UK Government supported trade and cultural expo ever to the US. The event, which follows the recent State Visit, also comes as the US marks its 250th anniversary. VisitBritain is leading the tourism strand for the Greater Together event.
Alongside attending the official expo programme, Mr Bokhari is opening VisitBritain’s business-to-business event.
California is the top source state in the US for visits to the UK, generating 15% of all visits. Destinations from England, Scotland and Wales, alongside British tourism suppliers, are promoting their products and itineraries to senior US travel advisors and tour operators, supported by training sessions to drive regional bookings and broaden travel itineraries.
The visit builds on VisitBritain’s long‑term engagement and investment in the US. From its trade missions and buyer education programmes to get Britain onto future itineraries, to its Starring GREAT Britain screen tourism campaign, alongside commercial partnerships to turn inspiration to visit into bookings now.
VisitBritain’s latest forecast is for 5.5 million visits from the US to the UK this year, with spending of £7.5 billion expected, up 4% on 2025. More than £1 in every £5 spent by overseas visitors to the UK comes from US travellers. In return, Brits made more than four million visits to the US last year, with hundreds of thousands expected to travel stateside this summer to support their teams at the 2026 FIFA World Cup.
Notes to Editors:
- About Greater Together LA. Greater Together LA is the largest-ever UK trade mission to the United States. Taking place May 17-22, 2026, in Los Angeles, Greater Together LA will convene hundreds of the UK’s and US’s most prominent business leaders and decision-makers to explore fresh perspectives, forge meaningful connections, and shape the future of transatlantic. collaboration. The week will also include public-facing events and activations to demonstrate how, from unforgettable blockbusters and sporting spectacles to scientific discoveries and technological breakthroughs, our collaborations turn bold thinking into global impact. To learn more, visit greatcampaign.com/greater-together and also here: All eyes on LA ahead of largest ever UK trade mission to the US - GOV.UK
- List of destinations and companies joining VisitBritain’s business-to-business trade event in Los Angeles includes: Cumbria Tourism; Mountain Goat Tours; Destination North East England; Newcastle Tour Company; Experience Oxfordshire; Blenheim Palace; Hampshire, Portsmouth & Southampton; Trafalgar Tickets (TTX); Marketing Manchester; The Lowry Hotel; Visit Liverpool; The Municipal Hotel; Visit Peak District, Derbyshire & Derby; Chatsworth House; Visit West; Castlebridge Hospitality; West Midlands Growth Company; Caledonian Sleeper; York & North Yorkshire (on behalf of Yorkshire LVEP); Grantley Hall; Visit Wales; Seren Collection; Visit Scotland; Virgin Hotels.
- *Information from VisitBritain on importance of the UK-US transatlantic route: Airline seat capacity between the UK and the US is the highest of any single transatlantic country pair and almost double the second highest (US to Germany). It accounts for one in seven of transatlantic seat capacity. JFK to Heathrow is by far the highest capacity airport pair and New York to London by far the highest capacity city pair (almost twice as high as New York to Paris).
- For more information on VisitBritain’s ‘Starring GREAT Britain’ campaign and destination inspiration visit: https://www.visitbritain.com/en