Rumours spread rapidly that the White House would, in early November, finally lift the travel ban for fully vaccinated British travellers.

One of our directors, Nadia Clinton, shared with us the succinct response from Delta Air Lines: “We applaud the Biden administration for establishing a path re-opening travel to the US. Science tells us that vaccinations, coupled with testing, is the safest way to re-open travel.”

While the finer details are still to be ironed out, the resounding message is clear: Brits are once again welcome in the US. As the number one long-haul destination for British travellers, welcoming around four million British travellers a year, the sustained border closure has impacted the members of our association dramatically.

This announcement brings hope and positivity; now the real work begins confirming postponed bookings, creating new business opportunities, and rebuilding the market to the US. Initial feedback from our members indicates that optimism is returning, and that the predicted surge in US bookings is already on its way.

Alain Kasteleyn from Discover North America, another one of our directors, told me: "Now we can concentrate on what we love doing best – selling the US.”

This year, Christmas shopping trips to iconic east coast cities like Philadelphia, Washington DC and Boston are a possibility, along with skiing and winter sports at both west and east coast resorts.

Trips to experience headline festivals from Mardi Gras to Coachella are back on the calendar too, along with the family trip to Florida, and the all-American road trip experience taking in several of the US’s spectacular national parks.

Whether in a car or RV, the chance to get off the beaten track and explore stunning natural landscapes, open spaces and small towns, to hear live music, taste local barbecue and other delicious local delicacies, watch wildlife, or simply discover something different, is back on the bucket list for many.

Looking ahead, Jonathan Sloan, chair of Visit USA (UK), anticipates some key trends for the coming year, based on recent data. First among these is shorter booking windows; with pent-up demand and rebookings, this is likely to drop to just over 100 days in advance of travel. Length of stay is also likely to increase from around 13 to 15 days; people want to travel for longer, see more, and are more likely to visit multiple destinations during one trip.

‘Time to thrive’

Throughout lockdown, Brits saved almost £200 billion, and the number one choice for spending it according to Which? is international travel. Visit USA (UK) members are ready to inspire and support our travel agent and tour operator colleagues to seize the opportunities that are now opening up across the US.

Our website lists members, news and offers, we are hosting a roadshow in October, and an updated Visit USA Travel Planner will be out soon – the current digital edition is already available from visitusa.org.uk.

Director Jody Hanson from Travel and Tourism Marketing Ltd perhaps summed things up best: “US clients have been reaching out immediately, excited the border is opening. They want to welcome British visitors once more so they are firming up their plans for activity to help our industry partners secure bookings – and thrive.”

Visit USA and our many members are so excited to be able to promote travel to the US once again.

Tracey Spuyman is chief executive of Visit USA (UK).