Some US states are forecasting a decline or flattening of overseas visitor numbers this year despite overall optimism from Visit USA.
Visit California said it is expecting a 4% drop in UK visitors to 609,000 for the whole of 2025. Speaking at the IPW trade fair, taking place this week in Chicago, a spokesperson said: “Our message is that California is very much open and ready to welcome visitors.
“We have heard from our trade partners in the UK that there was a softening in Peaks this year, and people are booking throughout the year more so.
“Some have been waiting and there have been some last-minute summer bookings for those that held back in January.”
Alluding to the potential impact of US President Trump’s policies on international tourism, Elliott Ferguson, President and CEO of Destination DC, which promotes tourism to the US capital, said: “The reality for us is how do we get people to come to the United States and focus on our positive experiences?
“If you choose not to come, you have got to follow your conscience, but in terms of safety and in terms of feeling welcomed, that’s the most important thing. We hope that you will feel comfortable coming back to the US.”
Colorado welcomed 70,000 UK visitors in 2024, and is predicting that this year will be flat. Colorado Tourism Office International Market Director Liz Birdsall said: “We aren’t seeing super highs or super lows.
“For us, it is about remaining consistent and staying in the marketplace with the trade and talking to our partners. It will swing back, and it’s important for us to keep our name out there.”
Experience Kissimmee Media Relations Manager Keri Woody said that while April was ‘flat’, the Florida destination is anticipating a year-on-year increase of 5% for UK visitors.
“Our outlook now is good. We have noticed a slight shortening of the booking window, so it’s difficult to predict figures exactly.”
Keri said the tourist board is ‘leaning into’ its strategic partnerships in the UK, including with Brighton & Hove Albion FC and Rangers FC to keep its name present in the market.
Earlier this year, Visit USA (UK) said a review of booking trends among its UK tour operator and travel agent members had revealed that enquiries and bookings during the first three months of 2025 were on a par with or higher than for the same period last year.
To further stimulate demand, Brand USA, a joint public-private marketing body, announced at IPW a global marketing campaign that will break around the world in August, including in the UK.
Launching the America the Beautiful campaign, Brand USA President and CEO Fred Dixon said: “With this campaign, we’re sending a clear message: the USA is open for business and ready to welcome legitimate international travellers.
“We’re confident this effort will spark renewed interest and deepen connections with audiences around the world.”
Earlier this week, The Travel Network Group announced at its conference in Bucharest that the US remained its biggest selling long-haul destination and Chief Commercial Officer Vim Vithaldas said he expected it to retain the top slot in 2025 due to a recent favourable shift in the dollar-pound exchange rate.
“When I looked at our data, I was genuinely surprised to see USA number one because when I talk to members and I talk to suppliers they say either people can’t afford it or they are boycotting it, but the numbers don’t lie, it is still our top long-haul destination.
“It’s cheaper to go there now than it has been for the past two years, so I should imagine it will remain number one.”
