UK visitor numbers to US grow 5% in first two months of year

UK visitor numbers to the US increased 5% year on year in the first two months of the year, but trade leaders are keeping a watching brief on whether swingeing tariffs and rhetoric from President Donald Trump will have any impact on demand.

A total of 515,700 UK visitors crossed the Atlantic in January and February, with the increase consistent with full-year 2024, when 4.04 million UK travellers equated to a 4% rise on 2023.

The numbers are still well short of the 4.8 million who visited the US in 2019, although the UK is still the largest overseas market by a considerable margin.

Speaking during a European trade mission to promote The Great USA Road Trip, Brand USA vice-president for global trade development Jackie Ennis said recent conversations with partners suggested around 80% were trading at or above 2024 levels.

However, she confirmed concerns had been raised in some markets about the impact of the Trump administration’s approach to international trade and said exchange rates and US living costs were still cited as the primary barrier to growth.

“I think holding (visitor numbers) steady this year will be a success given exchange rates, but while growth from the UK has appeared modest, we are still talking about significant numbers,” she said.

“I think the timing of this visit has been positive as we have been able to engage with the trade and reenforce our support for them.”

Ennis noted strong leisure demand from the UK, with travel for leisure accounting for 85% of the market in 2024, compared to 65% in 2019.

She also said strong agent engagement with Brand USA’s training programme and activity was reflective of the continuing appeal of the destination.

“Since we relaunched the USA Discovery Program in July last year we have had 11,000 badges (courses) completed and 841 new registrations,” she said.

“We are also seeing great engagement with badges covering areas beyond the gateways, which shows we are cultivating a community of agents who are true USA specialists.”

She added: “We know currency remains a barrier to some bookings, but these experts have the knowledge to be able to help their customers find affordable ways to visit.”

Brand USA will host 60 agents from the UK and Ireland on its next MegaFam, which will take place from May 11-19 in partnership with Aer Lingus, American Airlines and British Airways.

The annual event will see agents join one of six itineraries across the country before coming together for a finale in Philadelphia.

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