Brand USA chief hopeful UK market can reverse early-year downturn

The head of US marketing organisation Brand USA believes the “resilient” UK market could reverse an early-year downturn as events including the World Cup and the 250^th anniversary of independence showcase the country to the world.

The UK market for the first five months of the year is 2.2% down on the same period in 2025, having finished 0.5% ahead of prior year in 2025.

But Brand USA chief executive Fred Dixon said sustained airlift and the introduction of new flight services gave him confidence the trend could reverse in the remainder of the year.

“The first five months are typically the slowest from the UK and the second half is where the volume is so that period will be the real tell,” he said.

“The UK has remained one of most resilient markets and I really believe we will see a boost off the back of the World Cup and other landmark events including America’s 250^th and the 100^th anniversary of Route 66.”

Dixon said cost remained the main barrier to travel, based on studies carried out by the organisation, though he admitted headlines based on rhetoric from within and around the current administration could also be a deterrent.

Brand USA recently unveiled a ‘Get Facts. Get Going’ online guide to “address misperceptions head-on” around topics including the entry process, Esta and social media monitoring, and national park fees.

And Dixon said: “We have needed to continue mythbusting as the reality is so much more welcoming than the headlines suggest.

“The coverage of the World Cup has given us an opportunity to showcase the authenticity and experiences visitors can expect, and remind people that the US is as welcoming as it has ever been.”

Dixon welcomed the recent appointment of the country’s first tourism envoy, Nick Adams, which provides the industry with its first representative within the State department.

And he also said he felt “better than ever” that Brand USA would be reauthorised and have its full funding restored, after its federal budget was slashed from $100 million per year to $20 millions last year as part of President Trump’s ‘Big Beautiful Bill’.

“We continue to grow support within Congress and I feel strongly that we will be able to sustain budget levels (from public and private investment) heading into next year,” he said.

“The World Cup and other events are clear demonstrations of the value of inbound travel, and I am hopeful funding will be restored to previous levels in 2027.”

Brand USA is set to unveil the successful applicants for its trade ambassadors scheme in the autumn, with 23 of 250 selected from the UK and a further seven from Ireland.