No one in the U.S. travel business should ever underestimate the importance of visitors from the United Kingdom, and a close understanding of this important group of international visitors has the potential to bring long-lasting dividends to destination marketers.
After all, an estimated 3.47 million British residents visited the United States in 2022, and the United Kingdom ranks third as a source of international visitors to the United States, trailing only Canada.
Like most international visitors, travellers from the UK are attracted by the vast landscapes, diverse and vibrant cities and rich cultural history of the United States. They’re eager to immerse themselves in American life, and as they plan their journeys across the Atlantic, UK visitors are keen for some specific experiences:
- 1. Iconic Landmarks and Historical Sites
From the Statue of Liberty in New York to the Hollywood sign in Los Angeles, UK visitors often are eager to see these symbols in person. Aramark Destinations, a client of our firm, serves multitudes of British travellers at its properties at iconic natural landmarks such as Yosemite National Park and Jackson Hole — even adventurous out-of-the-way locations such as Big Bend, Texas. - 2. Authentic American Experiences
Many UK travellers are keen to experience what they perceive as “real” American life. They want to attend a baseball game, visit a classic diner for a milkshake, experience a traditional Thanksgiving dinner, take a road trip on the iconic Route 66 or celebrate Western life at a small-town rodeo. And of course, a visit to Disneyland or Disney World provides the very definition of an American experience for many UK residents. - 3. Cultural Festivals and Events
The vast array of cultural festivals in the United States, ranging from celebrations of regional music to internationally known events such as Mardi Gras, is a big draw. UK travellers enjoy diving into these unique experiences, learning about American traditions and joining the celebrations. - 4. Shopping Extravaganzas
Many British tourists are keen to indulge in shopping sprees at big malls and unique boutiques across the United States. Cities like New York, Los Angeles, and Miami are particular hotspots for international shoppers. - 5. Broadway and Live Entertainment
The allure of Broadway is undeniable, and many UK travellers are eager to catch live performances in the heart of New York’s theatre district. But cities such as Nashville, the home of country music, and New Orleans, with its rich jazz heritage, also are popular destinations for music fans. - 6. Diverse Culinary Landscapes
The United States is a melting pot of cultures, and its cuisine is equally diverse. UK travellers often look forward to indulging in classic American dishes, be it a New York cheesecake, a Chicago deep-dish pizza, one of the many varieties of Southern barbecue, or spicy Tex-Mex delights. - 7. Exploring the Arts and Museums
America’s top-tier museums, such as The Met in New York, the Getty in Los Angeles, and the Smithsonian in Washington, D.C., are must-visits for many UK art and history enthusiasts. America’s vibrant art scene, including modern art installations, galleries, and street art, also draws significant attention, and there’s growing awareness of the offerings of the country’s strong regional museums. - 8. Natural Beauty and Adventure
The United States offers a wide range of outdoor adventure activities for UK adventure-seekers. From skiing in Colorado and surfing in Hawaii to hiking in the Pacific Northwest and exploring the beaches of Florida, there’s an adventure for every type of traveller.
With the vastness and diversity of the United States, every locale in the country — including small, out-of-the-way destinations — offers some combination of adventure, culture, history and retail experiences to UK travellers. Success in the UK visitor market requires careful positioning to ensure that travellers learn about potential experiences — including experiences that may not immediately come to mind.
Destination marketers can count on our years of experience to provide deep understanding and creative approaches to the UK travel market. In a world that’s becoming ever more interconnected, travellers seek unique and memorable experiences across the globe. We’re thrilled to help UK travellers make the connections with destination marketers that will bring their travel dreams to reality.
