Visit Britain’s US-targeted 365 Days of #OMGB campaign was planned and started before Brexit. But the favourable exchange rate gives Americans an even greater incentive to visit in the wake of the referendum, with their spend around 50% more than the average visitor to the UK.

ForwardKeys data show that travel bookings from the US to the UK are up 6% for October to December over the same period last year.

The campaign aims to persuade US travelers to consider destinations beyond Greater London. Last year 66% of US visitors traveled to London, 33% to the English regions outside London, 13% to Scotland and 3% to Wales, and the effort to get visitors traveling into the regions has also led to the launch of a rail product on Expedia, to avoid the need for car hire and unfamiliar left-hand driving.

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