USA

USA

Visitor characteristics

  • American visitors tend to be older than the average visitor to the UK: 49% of the American visitors were aged 45+ compared to a total average of 39%
  • California and New York generate the most visits with the 2 states representing almost a quarter of all visits from the USA to the UK
  • Almost 6 out of 10 American holiday visitors are making a repeat visit
  • 79% of visiting Americans say they are ‘extremely likely' to recommend Britain for a holiday or short-break

Popular activities

Sightseeing of Famous Buildings/ Monuments

Visited a Pub

Went Shopping

Global context

Measure2016
International tourism expenditure (US$bn)123.6
Global rank for international tourism expenditure2
Number of outbound visits (m)104.7
Most visited destinationMexico
Most visited destination in Western EuropeFrance

Key demographic and economic data

Measure2016
Population (m)324
GDP per capita PPP (US$)52,055
Annual average GDP growth over past decade (%)1.3
Annual average GDP growth in the past year (%)1.6

Inbound visits to Britain

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Seasonality (Share of visits)

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Regional spread (Share of visits)

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What Americans think about Britain

  • Americans have a very upbeat perception of Britain as they ranked Britain 4th overall among 50 nations

  • Museums is the cultural product that is most strongly associated with Britain among Americans

  • Areas of strength for Britain include ‘cultural attractions’ and ‘ease of getting around' according to American visitors

  • A visit to Buckingham Palace and Edinburgh Castle are particularly appealing activities for potential visitors

Caring for visitors

  • As many will arrive in Britain on overnight flights from the US, consideration for early check-in at hotels/accommodation is always appreciated
  • Americans will want to stay in a 3-star plus property in a good/central location
  • Americans are used to larger rooms than are generally found in Britain as well as larger beds and having private bathrooms
  • Americans are very comfortable paying for goods and services with a credit card

The leisure & travel trade

  • The travel trade structure in the US is made up of tour operators, online travel agents (OTAs) and front-line retail travel agents
  • Generally allow a minimum lead time of two years for product to appear in a fully escorted tour, with a shorter planning cycle of six moths to a year for FIT/independent travel
  • Some independent operators will develop product at various times throughout the year as many no longer publish printed brochures
  • Contracting for the following year can start any time from the fall (World Travel Market) through until June

Access to Britain from the USA

Measure2016
Weekly aircraft departures901
Weekly seat capacity239,376
Airports with direct routes in the USA31
Airports with direct routes in Britain14
  • Most visitors depart Britain by air (85%), another 12% leave through the Channel Tunnel
  • 31 airports in the USA were connected to the UK via direct flights in 2016
  • Airline seat capacity from the USA reached its highest level in 2016 since 2006
  • London Heathrow has 78% of seat capacity from the US to the UK
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