UK-US Market to Surpass Pre-pandemic Levels by 2025
The departing head of the country's tourism marketing organisation said that the UK market to the US is expected to recover to pre-pandemic levels by 2025.
Speaking at the IPW conference in Los Angeles, Chris Thompson, the chief executive of Brand USA, expressed confidence that the ongoing challenges could be addressed, predicting that in 2025, UK-US airlift capacity would surpass 2019 capacity.
The UK market is currently tracking ahead of 2023 and 9.5% down from March 2019, according to data provided in April. A full recovery is anticipated by 2025.
Thompson, who retires from his position this year, said: “We are full guns blazing for the first time since the pandemic, and I think we are in an incredibly strong position, both as a destination and as an organisation.
“I have full confidence that the UK market will recover next year; the numbers are telling us that, and our market is telling us that.”
He added: “Of course there are headwinds, but I am fully confident we will overcome them.”
With 248 flights from the UK connecting to 31 countries, the UK continues to be one of the most popular international destinations for Americans, only surpassed by Canada and Mexico.
Thompson predicted that by 2026, the US would have surpassed a government goal of 90 million foreign tourists annually, one year ahead of a five-year plan that was established in 2022.
Additionally, he reaffirmed Brand USA's dedication to the travel industry, citing plans to expand its agent Megafams and a "refreshed and modernised" USA Discovery Program.
The centennial of Route 66, the football World Cup and the 250th anniversary of the US's founding in 2026, World Pride in Washington, DC, in 2025, and the Los Angeles Olympic Games in 2028 are among the marketing highlights for the upcoming years.
Additionally, Thompson stated that Brand USA is "driving more travel to destinations outside the gateway cities and boosting small and minority-owned businesses" through the Road Trips USA program, which is still being promoted.
In July, Thompson is scheduled to step down and be replaced by Fred Dixon, the CEO of the New York Tourist Board. Thompson will continue to serve as an advisor until September.
Dixon told the IPW conference: “We owe Chris a debt of gratitude, and I couldn’t be more proud, humbled, and excited about the opportunity ahead of us.
“Our collective work requires a true partnership to work, and I look forward to working with our public and private partners to achieve our goals.”
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