In late May, VisitBritain spent time in Los Angeles to connect with U.S. travel advisors, providing destination updates and facilitating connections with U.K. suppliers through its Trade Mission event. And an important mission it was, given that the U.S. is its “most valuable market,” according to Patricia Yates, CEO of VisitBritain.
“For the U.S., we’re [forecasting] around 5.5 million visits, spending 7.5 billion pounds [approximately $9.9 billion],” Yates said in an interview during the event. “We say for every 5 pounds spent by international visitors in the U.K., 1 pound of that is spent by an American traveler.”
Despite the global factors creating a more unstable market for the tourism industry this year, Yates says the VisitBritain team expects “good growth to the U.K. overall,” with a positive bookings outlook reported by operators and airlines. For bookings from the U.S. specifically, she notes that those numbers are stronger for Britain than to other European destinations, indicating that the U.K. continues to be a top travel choice for Americans. According to the organization, airline capacity for the U.K.-U.S. accounts for one in seven seats, almost double the second-highest route (U.S.-Germany).
Here’s a look at what’s driving that momentum, and how VisitBritain plans to keep it going strong.
Leaning Into Set-Jetting
Last year, VisitBritain launched its “Starring Great Britian” campaign, highlighting its many locations used in film and television production as the “set-jetting” trend continues to influence the overall industry.
That link to film and TV is such a powerful driver for travelers. Nine out of 10 American visitors say that it’s something that interests them.
“That link to film and TV is such a powerful driver for travelers,” Yates said. “Nine out of 10 American visitors say that it’s something that interests them. And it’s the gift that keeps on giving, because Britain not only has great stories, but is really strong in film production at the moment.”
This year alone, just a few of those projects include the fourth season of “Bridgerton” in Bath, the return of “Ted Lasso” in Richmond, a “Peaky Blinders” movie in Birmingham and the buzzy new “Wuthering Heights” adaptation, in which the sweeping scenery of the Yorkshire Moors played a starring role. U.K. locations also appear in the new Christopher Nolan film, “The Odyssey,” as well as in highly anticipated upcoming projects such as Greta Gerwig’s “Narnia: The Magician’s Nephew” and a “Pride and Prejudice” limited series coming to Netflix.
Visiting film and television locations is a highlight for many visitors to the U.K.
2026 Alnwick CastleHarry Potter, always a top draw for the set-jetting crowd, is also attracting even more attention right now, as “Harry Potter and the Sorcerer’s Stone” turns 25 and HBO works toward the December premiere of its television take on the series.
Going Beyond the Hotspots
VisitBritain’s other major priority is to help spread the tourism wealth around the U.K.
“Where we’re putting our effort is encouraging people not just to come to London, but to explore outside of it,” Yates explained. “Britain is a really small country compared to America, so travel is very easy, especially with public transport and trains, [which are] really efficient.”
Increased airline capacities to cities outside of London, such as Manchester, England, and Glasgow, Scotland, are helping with this goal. United Airlines, for instance, brought back its nonstop route between New Jersey’s Newark Liberty International Airport and Glasgow (which it last flew in 2019) for the May to September season, and has already extended it into the fall due to high demand.
Airlift to Glasgow has recently increased.
2026 VisitBritain/Scott SaltYates notes that experience-driven opportunities, including visiting filming locations, are also helping get travelers beyond the beaten path.
“Increasingly, [travelers are motivated by] the experience, and the location is the secondary choice,” she said. “We’ve got global [streaming] platforms, so wherever you go in the world, [residents there have] seen ‘Peaky Blinders.’ They’ve got that emotional connection, and then people say, ‘Where can I go and walk around those same streets and get that sense of place?’ Or with ‘Hamnet,’ we’ve seen a boom in people wanting to come to Stratford and go to the Royal Shakespeare Company theater.”
Beyond film, Yates points to local producers who are creating a strong “sense of place” that is driving regional appeal for travelers seeking authentic local opportunities.
London is a powerful asset; it’s a global jewel. But there is so much more of a story to tell.
“Chefs want to use produce from the area and cook local dishes,” she said. “Attractions want to tell the story of how they fit into the landscape and how their story connects with the local people. So, the story of regional Britain, Scotland and Wales is the difference you get from exploring more.”
Delivering those stories directly to advisors is another key part of the strategy, as demonstrated at the recent Trade Mission event, during which agents met one-on-one with destination and supplier partners from across the region. Representatives were on hand from Experience Oxfordshire, Visit West (Bath & Bristol), Visit Wales, VisitScotland, Marketing Manchester, Visit Birmingham & West Midlands and additional destination organizations, along with suppliers such as the Seren Collection of luxury accommodations in Wales, Virgin Hotels, Mountain Boat Tours and more.
“We’d like to encourage American visitors to stay longer, because you can have really different experiences in a single country,” Yates said. “London is a powerful asset; it’s a global jewel. But there is so much more of a story to tell.”
