INBOUND tour operator Discover Britain is expecting to attract 1,000 extra US tourists this year following a tie-up with Virgin Atlantic Vacations.
In 1998, Discover Britain received bookings from 5,000 US visitors.
Managing director Andrew Grieve said the new alliance would be a significant addition to overseas marketing.
Connecticut-based VAV is planning a huge marketing drive in the US to promote Discover Britain’s 1,000 hotel partners in the UK and Ireland.
Grieve said his company had increased its hotel portfolio from 875 to 1,000 over the past year. Of the additional hotels, most belong to Forte, which became a partner of Discover Britain five months ago.
VAV general manager Jeanne De Smedt said interest in UK holidays was growing in the US, and the deal with Discover Britain would add diversity to its programme.
“Many US tourist still seem to opt for London and destinations surrounding the capital, and it’s usually only those who are making repeat visits who are a little more adventurous,” he said. “However, if the price is right there is tremendous interest.”
She added that the UK was seen as value for money at present.