US gateway cities have reported strong upturns in airlift from the UK and are confident of returning to pre-pandemic visitor numbers ahead of many forecasts.
Chief executives of tourism promotion organisations attending Brand USA Travel Week said leisure travel continues to drive the recovery and hailed investment in new tourism product in their destinations.
Fred Dixon, chief executive of NYC Tourism + Conventions, said the city was on track to exceed a million UK visitors this year and expects to exceed pre-pandemic numbers in 2024.
Dixon said visitor patterns were also returning to pre-pandemic norms, with the average stay for UK visitors in 2022 standing at five nights and the average booking window expanding as customers planned future trips.
The city is also investing in driving travel during its January and February shoulder season and has around 10,000 new hotel rooms currently in the pipeline, while pre and post-cruise stays are also rising in popularity.
Elliott Ferguson, chief executive of Destination DC, said the city recognised the impact of inflationary pressures on the UK market in particular and was promoting the range of free experiences available for visitors to the city.
He also noted the opening of the Silver Line metro link between Dulles International Airport and the city which is available for $8 and removed the need for more expensive transfers.
Ferguson said the city was seeing “positive momentum in non-stop flights” and hailed the approval of funding through a Tourism Recovery District over a four-year period which will see its promotional budget increase from $30 million to $50 million this year.
Visit Orlando chief executive Casandra Matej said the UK remained the destination’s number one overseas market and she expected it to be around 85% of pre-pandemic levels next year.
Matej said Orlando was committed to extensive consumer and trade promotion in order to drive further recovery and said interest was being maintained by investment in its theme parks, including the opening of Universal’s fourth park, Epic Universe, in 2025.
Beyond its parks, Orlando is also promoting its culinary scene, in addition to connectivity with South Florida through the recent opening of the Brightline rail link.
Joe D’Alessandro, chief executive of San Francisco Travel, echoed the positivity around the UK market, noting airlift had already outstripped pre-pandemic levels both in the quantity of flights and size of aircraft used.
He also reported less seasonality from the market, with the city becoming more of a year-round destination as it developed tourism product including expansion of facilities and attractions at Golden Gate National Park.
D’Alessandro noted significant investment in hotel development and the extension of the city’s Central Subway, in addition to its continued reputation as a global technology and AI leader.