United States of America: Inbound Market Data and Visitor Profiles
At a glance
- UK welcomed record 5.6 million visits from USA in 2024, generating £7.3 billion total expenditure.
- Average spend per US visitor reached £1,301 in 2024; 30% of visitors aged 55+, above market average.
- Holiday visits dominated at 51% of visits and 58% of spend; London accounts for 48% of visitor nights.
- New York Tri-State and California generate over one-third of all US visits; 58% are repeat holiday visitors.
- Direct flights: 918 weekly departures from 32 US airports to 9 UK airports; 92% of seats route through London.
What the report covers
VisitBritain's market intelligence page presents the latest inbound tourism data from the United States to the UK, covering visitor volume, expenditure, demographics, spending patterns, accommodation preferences, and travel trade dynamics. The data derives primarily from the International Passenger Survey (IPS) conducted by the Office for National Statistics (ONS), supplemented by Anholt Nation Brands Index perception research and UNWTO global context. This resource supports DMOs, hospitality operators and travel distribution partners seeking to understand and serve the high-value American leisure market.
Key findings
In 2024, the UK received a record 5.6 million visits from the USA, with visitors spending a record £7.3 billion—an average of £1,301 per visit. This represents the highest volume and value from this source market. US travellers account for a significant share of high-spend leisure tourism, with holiday purposes comprising 51% of visit volume and 58% of total expenditure.
American visitors skew older than the overall inbound average: 30% were aged 55 and over in 2024, compared to 23% across all markets. A record 2.9 million visits were for holiday purposes, and nearly six-in-ten American holiday visitors are making repeat trips, indicating strong brand loyalty and satisfaction with UK experiences.
London dominates the UK itinerary, accounting for 48% of all visitor nights from the USA. However, geographic origin is concentrated: New York Tri-State and California alone generate 34% of all US-to-UK visits, reflecting the concentration of population, wealth and international travel propensity in these regions.
Americans rank the UK fifth among 50 nations for overall appeal and third for historic buildings and contemporary culture, according to the 2025 Anholt Nation Brands Index. The UK also scores in the top ten for people, welcome, sport and cultural heritage—factors that support continued leisure demand and word-of-mouth marketing.
On access, 918 weekly aircraft departures link 32 US airports to 9 UK airports (2025). In 2024, 90% of US visitors arrived by air, with scheduled seat capacity having recovered to 95% of 2019 levels. However, 92% of direct flight seats concentrate into London, creating geographic dependency that may limit regional dispersal.
Key numbers
| Metric | Value |
|---|---|
| UK visits from USA | 5.6 million |
| Total expenditure by US visitors | £7.3 billion |
| Average spend per visit | £1,301 |
| US visitors aged 55+ | 30% |
| Holiday visits from USA | 2.9 million |
| Visitor nights in London | 48% |
| Weekly aircraft departures USA–UK | 918 |
| Direct flight seat capacity USA–UK | 245,514 weekly |
Figures as published in the source; forecasts and survey results are labelled as such in the note.
Why it matters
DMOs & destinations
The USA remains a high-value, loyal source market with record visit and spend volumes, but opportunity concentrates in holiday leisure aged 55+. London's dominance (48% of nights) signals regional dispersal potential. Repeat visitation (58%) and strong perception rankings (top 5 globally) support sustained demand, but geographic origin concentration in NY and California requires targeted marketing and trade partnerships.
Hotels & hospitality
American guests expect four-to-five-star properties, larger rooms, larger beds, private bathrooms and card/digital payment methods. Early check-in and spa/gym access are valued post-flight. The 55+ cohort (30%) is growing; repeat visitors (58% of holiday trips) indicate high satisfaction. Average spend of £1,301 per visit supports premium positioning and ancillary revenue opportunity in London and secondary destinations.
Travel tech & distribution
The US trade operates via tour operators, OTAs, consortia and home-based advisors with two-year minimum lead-time for escorted tours but six-month-to-one-year cycles for FIT independent travel. Post-COVID, small group touring has grown; digital marketing accelerates product development year-round. 92% of direct flights serve London, concentrating distribution power; regional gateway development may unlock market share.
Methodology and limits
Data derives primarily from the International Passenger Survey (IPS), conducted by the Office for National Statistics (ONS). The IPS collects information on visits, expenditure, demographics and behaviour via interviews with travellers at UK ports and airports. The 2024 estimates were released 26 August 2025 and are badged as 'official statistics in development'; the ONS does not endorse 2024 comparisons with previous years due to methodological improvements. Perception data comes from the 2025 Anholt-Ipsos Nation Brands Index. Global context figures derive from UNWTO and Apex sources. This brief is based on the publicly available summary only.
Official source
The report is © VisitBritain. This brief is an original editorial summary by TourismIntel — it quotes only figures published in the source and never reproduces the document.
Check the official statistics on Pulse
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