US destinations beyond the major gateway cities are confident the UK market will fully rebound in 2024 after noting a strong recovery since the reopening of borders.
Industry leaders attending a round table during the CEO Summit at Brand USA Travel Week in Frankfurt this week said the UK was currently their number one international market after Canada and Mexico.
This continues a pre-pandemic trend for four destinations – North Carolina, Fort Worth, San Diego and Lake Charles, Louisiana – while in Oregon the UK has overtaken prior frontrunner China and Japan, with which it traditionally vied for second place.
Prior to the conference starting, Brand USA and chief executives of gateway cities New York, Los Angeles, Washington DC and Orlando all expressed confidence that the UK market will recover in 2024.
Todd Davidson, chief executive of Travel Oregon, said the start of British Airways direct services to Portland (pictured) in June had boosted the return of UK visitors, along with Icelandair flights via Reykjavik.
The state is currently promoting its range of outdoor activities and ‘farm to table’ culinary offering which is inspired by its diverse population.
Davidson said: “We are really focusing on Oregon’s diverse natural beauty, ranging from the coast to mountains and even deserts and are seeing a strong recovery.”
Julie Coker, chief executive of San Diego Tourism Authority, said the city was also seeing a strong return and was anticipating a full recovery from the UK market in 2024.
She said: “Our British Airways flights are full and are performing better than anticipated for both leisure and business. We are really promoting our outdoor lifestyle, with 70 miles of coastline, outdoor dining and more than 150 craft breweries.”
Coker said San Diego continued to offer a “two-nation vacation” with easy access to northern Mexico, and said it also continued to welcome visitors flying into Los Angeles’ LAX airport.
Wit Tuttell, executive director of Visit North Carolina, echoed Davidson in hailing the importance of direct air services to Charlotte and Raleigh as the market recovers.
He highlighted a number of trends, including growing interest in Okracoke Island in the state’s Outer Banks, and the popularity of holiday rental stays which are now being featured by UK operator America As You Like It.
He said: “We are known for our scenic beauty and our outdoors so when the pandemic hit, [domestic] travellers came to us in droves, and that appeal is continuing as we reopen.”
Kyle Edmiston, chief executive of Visit Lake Charles, said the destination was proving popular in twin or multi-centre itineraries, with a convenient location two hours from Houston and three hours from New Orleans.
Lake Charles is putting a strong emphasis on cuisine and its culinary offering, and is embracing promotion through social media including TikTok.
Edmiston said: “Most of Louisiana isn’t going to be a first trip to the US for overseas visitors, but we are seeing a strong interest from seasoned travellers who are combining itineraries with Houston, New Orleans, Dallas and, more recently, Austin.”
Bob Jameson, chief executive of Visit Fort Worth, said the destination was looking to extend stays for visitors who arrive and depart through the Dallas-Fort Worth gateway.
He highlighted a $275 million investment in the city’s historic Stockyards district, which is continuing to highlight the destination’s western story while attracting a broader mix of locals and visitors to new venues and commercial properties.
He said: “We offer a great place for visitors to get their bearings before exploring other parts of Texas, but anecdotally we are hearing they are staying longer too.
“There was a lot of interest in the southern states before the pandemic and we are already very close to pre-pandemic traffic from the UK.”
Also speaking at Brand USA Travel Week, Memphis Tourism chief executive Kevin Kane said the success of the recent film adaption of the life of Elvis Presley had given a fresh boost to the city’s appeal, including to a younger generation of travellers.
He also hailed a widening range of product, including the addition of Viking River Cruises itineraries on the Mississippi River which include stops in Memphis.
He said: “We experienced a record year for visitors in 2019, and the UK made up a third of our overseas numbers. We were one of the few US destinations to maintain a presence in the [UK] market throughout the pandemic, and we are seeing a really strong rebound now.”