The chief executive of Los Angeles Tourism says he is “pretty bullish” about the UK market outstripping record pre-pandemic levels in 2024, following a strong rebound last year.
Adam Burke said official figures were expected to show around 250,000 UK visitors in 2022 – well ahead of a projection of around 185,000 – with between 310,000 and 325,000 forecast in 2023.
He added: “These numbers are continuing to grow rapidly and I would not be shocked to see us break the all-time UK record next year.”
The current UK record of 380,000 was set in 2019, and Burke said his “qualified confidence” reflected a strong recovery in airlift, with more than 60 non-stop flights currently operating.
Weekly flights and seat capacity between London and LA are both set to eclipse pre-pandemic records due to new routes by Delta Air Lines and Norse Atlantic plus increased services by Virgin Atlantic, American Airlines, United Airlines and Aer Lingus.
Delta restarted flights from Heathrow on March 26 after an eight-year break, with 1,967 seats a week.
Norse Atlantic enters the arena on June 30 with a daily service from Gatwick offering 2,366 seats a week.
The total number of direct, non-stop weekly flights from the UK and Ireland to Los Angeles in July will reach 98 with 28,119 seats, compared to 83 flights and 23,963 seats in pre-pandemic 2019.
“Norse will bring us a completely different market, and Delta’s use of the Airbus A330 for its daily Heathrow service is a reflection of how well premium product is currently doing,” Burke said.
“The UK is a mature market but the silver lining of the pandemic is how much the offering in Los Angeles has changed in the past four or five years. We are promoting that new product and are looking at it as ‘LA 2.0’ for returning visitors.”
Burke said promotional campaigns for the city were now reflecting a shift in consumer sentiment from recovery and the need for reassurance to a desire to look to the future and seek inspiration.
And he said infrastructure improvements, a broader range of accommodation and a focus on distinct regions within LA were all contributing to longer lengths of stay for UK visitors – up from an average 4.7 nights pre-pandemic to six nights in 2021.
He added: “We are showcasing what the city has to offer, but also making it manageable so visitors aren’t spending all their time in the car.
“This is where the travel trade plays such a key role, as they can talk to their customers about how the product has changed and how they can get the best out of their visit.”
Francine Sheridan, Los Angeles Tourism regional vice-president for Europe and the Middle East, said the tourist board was increasingly focusing trade activity on frontline travel sellers, including hosting fam trips and with UK-based training.
A travel trade portal has also been updated with new images, suggested itineraries, maps and guides, Sheridan added.