The British market to the US grew by 18% last year, according to figures just released by the US National Travel and Tourism Office. Only South Korea exceeded this growth, topping the leaderboard at 21%. China was on a par with the UK, with 18% growth.
Speaking to TTG at IPW in New Orleans this week, Chris Thompson, president and chief executive of Brand USA, pointed out that while the UK was still the number one long-haul market for the US, China was pipped to overtake the UK. “Estimates vary but that will happen some point between now and 2020,” he said.
Despite a relatively flat year of growth in overall visitor numbers, when the total number of international arrivals hovered around the 75 million mark, Thompson remained confident that the US was on track to meet president Obama’s goal of welcoming 100 million international visitors to the US by 2021. He refused to be drawn on whether the upcoming change in US administration this November could derail growth plans, given the firm support the Obama administration has shown for travel and tourism as an economic driver in the US.
“This election cycle is like none we’ve seen before,” said Thompson. “There’s lots of interest, lots of drama. But in every election, the conversations that come after the election tend to be very different from the rhetoric during the election.”
He said Brand USA’s growth strategy remained fluid, and the organisation’s $164 million marketing budget for the fiscal year starting in October had yet to be distributed between markets. “We’ll monitor the landscape and headwinds so our final determination can be made closer to the time,” he said.
Canada’s figures show a drop of more than 10% driven by currency fluctuations. These economic challenges are also reflected in the UK figures with overall expenditure down 7%.
Thompson added: “Brits are still coming, but they are spending less. This isn’t the first and not the last time we’ll deal with currency fluctuations. We’re not abandoning markets with currency challenges. We’ll stay with them, and benefit from the upturn when it comes.”
Commenting on the strong UK performance, Gerry Boyle, travel trade director, Brand USA UK and Ireland, said: “We’re delighted to see these results; an 18% rise in visitors from the UK is a resounding success and proof that the programmes we’ve developed with the travel trade and beyond are resonating with the consumer and moving the needle in such a positive direction.”
