UK market to US bucks overall decline with year-on-year growth

The UK market to the US increased year-on-year in the first three months of 2026 after growing slightly in 2025, according to official government arrivals data.

The increase outlined in preliminary data for the first quarter of 2026 will be due in part to the timing of the Easter break, which began in March this year and fell entirely in April in 2025.

However, the overall figures suggest a resilience in America’s largest overseas market despite the World Travel & Tourism Council noting an overall decline of 5.5% in US arrivals in 2025 and warning the country is “at a crossroads in terms of tourism development”.

The overall year-on-year decline in US arrivals in 2025 was driven by significant drops from top-10 source markets including Canada, which was 20.9% down, Germany, which was 11.3% down, and France, which was 6.8% down.

But official figures from the US Department of Commerce show the UK market ended 2025 0.5% up on 2024, at 4.01 million, with other growth markets including Japan (up 6.7%), Italy (up 5.3%) and Spain (up 1.5%).

Data for the first quarter of the year, which includes premlinary figures for February and March, suggests the UK market was up 4.6% on the same period in 2025 at 836,178, with a 16.5% increase in March arrivals.

In a statement issued on Thursday (April 16) and linked to its latest Economic Impact Research conducted by Capital Economics, the WTTC said global travel & tourism GDP growth of 4.1% was not mirrored in North America, where GDP rose more slowly at 1%.

The research said GDP growth in the US – which remains the largest single tourism market –  was lower still, at 0.9%, with international visitor spending falling 4.6% to $176 billion.

The WTTC said maintaining global growth momentum “will depend on increasing investment and promotion of the United States, rebuilding international demand, changing perception and ensuring the US remains competitive as a global destination”.

It added: “While the US continues to lead in scale, contributing $2.63 trillion to global GDP, WTTC highlights that the country is now at a crossroads in its tourism development.

“With the right actions, it has a significant opportunity to restore international visitor spending, sustain job creation and strengthen its global leadership – particularly as competition intensifies from fast-rising markets in Asia Pacific, such as China.”

Noting opportunities from landmark events including this year’s football World Cup, WTTC chief executive Gloria Guevara said: “The United States remains the largest travel & tourism market in the world and has an amazing foundation.

“To avoid losing its leadership position the US must invest in promoting its attractiveness, both in international markets and during the summer of football; change perception and position the US as a welcoming destination; and grow international visitor spend, encouraging stopovers and new experiences.”