Britain’s visitor offer took centre stage in the United States in May as VisitBritain led a tourism delegation to Greater Together Los Angeles (GTLA), a flagship programme of business and cultural activity being held by the UK Government’s GREAT Britain & Northern Ireland Campaign. 

Picture-perfect Portmeirion in Wales © Portmeirion Hotel and Village

GTLA was the largest ever UK Government supported trade mission to the US, which took place in Los Angeles from 17 to 22 May. 

Senior leaders from across the UK tourism and creative industries joined the official GTLA programme to network and do business with leading US travel and cultural delegates, from airlines to tour operators and film studios. 

VisitBritain CEO Patricia Yates, who led the tourism delegation at GTLA, explained how the relationship between the UK and the US is strengthened by tourism and the importance of the transatlantic route. Airline seat capacity between the UK and the US is by far the highest of any single transatlantic country pair, accounting for one in seven seats.

Romantic Dunluce Castle in Northern Ireland © VisitBritain – Ben Selway

VisitBritain also hosted roundtable discussions on topics including regional storytelling and premium travel to drive growth and boost spend to, and across, Britain. 

The focus on tourism highlights the industry’s importance to both the UK and the US. The US is the UK’s most valuable inbound visitor market forecast to be worth £7.5 billion to the economy this year. That means that more than £1 in every £5 spent by overseas visitors in the UK is by a visitor from the US. The UK is the US’s third largest inbound visitor market after Canada and Mexico and its top overseas market. Brits made more than four million visits to the US in 2025. 

Beefeaters at the Tower of London © Historic Royal Palaces / Lea Hair

VisitBritain CEO Patricia Yates said: “Our US visitors are hugely important to our tourism industry, and our economy and Greater Together LA provides a powerful platform to showcase our visitor offer, tell a compelling story of Britain and drive new business. It is also timely as we compete for visitor spend and economic growth, to engage with cultural and industry leaders, hear from partners on motivations driving outbound travel and equip the travel trade with the knowledge and connections to sell our regional destinations.

“The historic bonds and deep friendship between the UK and the US continue to be strengthened through tourism, with the transatlantic route critical for both leisure and business travel. Growing airline connectivity and seat capacity into our regional gateways such as Manchester and Glasgow, alongside key US hubs, is great for Brits and for our American visitors. It boosts tourism, trade and cultural exchange. It strengthens our competitive visitor offer and welcome and makes it easier to explore further, spreading the economic benefits of tourism across our respective countries.”

Historic Edinburgh in Scotland from Arthur’s Seat © VisitBritain / Graham Niven

California is the top source state in the US for visits to the UK, generating 15% of all visits. Building on the opportunities to do business, VisitBritain ran an extended programme of activity in LA.

Its two-day business-to-business and networking event, running parallel to the GTLA programme, brought British destinations together with leading US travel trade representatives. Destinations from across England, Scotland and Wales alongside British tourism suppliers promoted their products, experiences and itineraries to senior US travel advisors and tour operators. Product and destination training sessions for US delegates about Britain’s regional tourism offer were also held. 

England’s magnificent Lake District © Lake District Estates / Ben Bardon Photography

VisitBritain’s latest forecast is for 5.5 million visits from the US to the UK in 2026. It is forecasting that visitors from the US will spend £7.5 billion on their trips to the UK this year, up 4% on the estimate in 2025. The UK was the most popular European destination for American visitors last year. 

If you would like to find out more about tailor-made tours of the United Kingdom, please contact our friendly team today.