NEWS
I’m often asked what the future holds. As we head into summer, I am confident in saying it’s
looking good. UK travellers remain the highest source of overseas arrivals to the US, nearing 1.5 million visitors so far this year and projected to surpass pre-pandemic figures by 2024 with an estimated 4.9 million visitors. The affinity between our two nations is
Staci Mellman
SENIOR VICE-PRESIDENT FOR INTEGRATED MARKETING, BRAND USA
Our special relationship underpins a strong outlook
unwavering despite economic uncertainty and geopolitical instability. We feel the love and we want our special relationship to grow from strength to strength; this is why we will continue to invest in the UK travel trade. We have strong foundations. The British
traveller is familiar with US destinations, so we can be really creative with our storytelling and venture beyond the iconic. We kicked off this week
Scotland. The bourbon trail charts the heritage and evolution of America’s spirit and shows how it infuses every aspect of Kentuckian life from arts and culture to sports and music. In the UK, we taught the travel trade the art of making the perfect Old Fashioned and how bourbon is integral to horse racing with a bourbon tasting masterclass at Royal Ascot last week.
with a special collaboration between Brand USA and Trailfinders at the RHS Hampton Court Palace Garden Festival with the creation of the ‘America’s Wild’ garden. Showcasing desert, prairies and forests, this immersive installation takes guests on a sensory journey through the vibrant and diverse landscapes that shape America’s topography. Along with our destination partners, Travel Oregon, Explore Charleston and Visit Austin, we are hosting a series of educational trade sessions, diving into how travellers can fully appreciate the great outdoors, reconnect with nature and learn about the latest product offerings in each destination.
New routes Virgin Atlantic’s recent route to Tampa and British Airways’ new flight to Cincinnati provide us with the opportunity to put the spotlight on lesser- known destinations. Just 40 minutes from Tampa, travellers can dip their toes into emerald waters and relax on the white-sand beaches of Clearwater or they can escape into the artist’s enclave that is St Petersburg with over 532 pieces of street art and eight museums for a community of just 400,000. Just a short drive from Cincinnati, visitors will see that bourbon is to Kentucky what whisky is to
20 6 JULY 2023
“The British are familiar with US
destinations, so we can be creative with our storytelling and go beyond the iconic”
Bang for your buck We know the cost of living is top of mind for the UK traveller but a holiday to the US does represent value for money. The US is one of the few places in the world where a traveller can have a multitude of experiences in one trip. Fly into Boston for a Red Sox baseball game and then an hour’s Amtrak ride away you are on the endless beaches of Rhode Island. Or head to Vegas for a culinary escapade and revel in some of the best shows in the world, followed by a detox in Scottsdale’s Sonoran Desert just a couple of hours away. There are also so many other
ways to get bang for your buck, with several destinations from LA to NYC offering Restaurant and Hotel Weeks to make stays in the US easier on the wallet. We have also curated over 30
multi-state, self-drive itineraries designed to be both a source of information and inspiration to the trade when booking trips for their clients, ranging from city breaks and wine trails, to musical itineraries and epic adventures in the great outdoors. Trust me, the US still has the capacity to
surprise and the only way to know this is if you actually experience it for yourself. This is why we brought back the MegaFam. This year, we took 60 agents from the UK and Ireland to experience the US, with six distinct itineraries across 12 states, culminating in the grand finale in New York City. There are endless possibilities to enjoy across
the US and so many stories to tell. Let us continue to inspire, inform and entertain you. A slightly belated Happy Fourth of July!
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