Bookings are picking up for the US after an uncertain start to the year, the latest figures from Visit USA (UK) show.
The association’s second Market Barometer, which assessed tour operator and travel agent members’ booking trends for April to June 2025, reveals 60% of responders say enquiries and searches are ahead or on a par with 2024. The same percentage says bookings are also ahead or on a par with 2024.
None of the respondents reported cancellations or changes to forward bookings.
The best destination performers in this quarter are the Deep South, New York, Florida, Alaska, California and New England.
Respondents said ‘increased affordability’ of US holidays, compared with the previous three months, was a key driver of bookings.
Visit USA (UK) CEO Kate Kenward said: “We are seeing some exciting trends coming through, with some visitors wanting to visit, or revisit top USA destinations such as California, Florida and New York, whilst others are seeking out destinations such as Alaska, Deep South and New England which may be bucket list plans or a desire to discover off the beaten track USA. Our members confirmed that outdoor, adventure, experiential, and cultural holidays were all booking well.”
Tom Dale, Head of Commercial at North American Vacation Homes (NAVH), a Visit USA member said: “There is definitely a renewed confidence in US bookings right now – both in consumer booking numbers for 2025 and 2026, but also from the tour operators that are our customers.
“In the first three months of this year there was definitely uncertainty, fed in some part by the activity and headlines of the new administration’s first 100 days. But that has passed [and] things are back on a more normal footing. 2026 is flying already.”
Earlier this month, the US National Travel and Tourism Office said overseas arrivals fell in June, down 3.4% on the previous year. However, the UK outperformed many markets.
At the IPW trade show in Chicago in June, some US states forecast a decline or flattening of overseas visitor numbers this year. Visit USA (UK)’s first quarter Market Barometer showed US bookings were ‘holding steady‘ under Trump.
See also:
Are US bookings holding steady or has there been a Trump slump?
Pictured: San Francisco
