Inbound tourism overview

USAMarket snapshot

$1.30

$1.35

$1.40

$1.45

$1.50

$1.55

$1.60

$1.65 London City

2011

$1.60

2012

$1.59

2013

$1.56

2014

$1.65

2015

$1.53

2016

$1.35

London Heathrow

Belfast

Edinburgh

Newcastle

Leeds BradfordEast Midlands

Glasgow

London Gatwick

Birmingham

Cardiff

Manchester

USD

($)

45%

2%

25% 20%

Holiday Business

8%

Study MiscM

Consumer website: visitbritain.com

Corporate website: visitbritain.org

Image library: visitbritainimages.com

Trade website: visitbritain.com/trade

Media centre: media.visitbritain.com/us

@VisitBritain

LoveGreatBritain

@LoveGreatBritain

#LoveGreatBritain

#OMGB

Annual visits* Annual visitor spend*

Global ranking for inbound spend in the UK in 2016#1Global ranking for inbound visits to the UK in 2016#2

Purpose of travel* (2016)

(a) proportion of holiday visits made by US residents, excluding UK expats,that had already visited in the past 10 years, ***US dollar per 1 British pound.

nights

Average flight seats per week** (2016)

Average lengthof stay* (2016)

239,376 8(b) Visit friends and/or relatives, ** direct, non-stopping flights only. So

urce

s: *

Inte

rnat

iona

l Pas

seng

er S

urve

y (I

PS),

**A

pex,

***

Ban

k of

Eng

land

.

London (67%)

Rest of England (33%)

Scotland (13%)

Wales (2%)

Percentages may not total 100% as single visit may include multiple regions.

22%16% 26% 35% 22%

Jan–Mar Apr–Jun Jul–Sep Oct–Dec

Seasonal spread of travel* (2016)

Regional spread of travel* (2016)

Currency exchange rate*** (2011-2016)

VFR(b)

Destination airports** (2016)

London StanstedLondon Luton

VisitBritain - NYC

845 Third Avenue, 10th Floor

New York, NY 10022, USA

VisitBritain - LA

2029 Century Park East, #1350

Los Angeles, CA 90067, USA

£2.

173

bn£

2.17

3 bn

£2.

133

bn£

2.13

3 bn

£2.

362

bn£

2.36

2 bn

£2.

436

bn£

2.43

6 bn

£2.

539

bn£

2.53

9 bn

£2.

944

bn£

2.94

4 bn

£3.

010

bn£

3.01

0 bn

2016 average spendper holiday visit

£915

2016 average spendper business visit

£1,505

2016 averagespend per visit

£971

£3.

354

bn£

3.35

4 bn

58% of 2015 holiday visits wererepeat visits*(a)

2,8

77,0

00

2,71

1,00

0

2,8

46,0

00

2,8

40,0

00

2,77

8,0

00

2,97

6,00

0

3,26

6,00

0

3,45

5,00

0+31% visits in

Jan-Jun 2017 compared to Jan-Jun 2016

2009 2010 2011 2012 2013 2015 20162014

+28% total spent in Jan-Jun 2017 compared to Jan-Jun 2016

2009 2010 2011 2012 2013 2014 2015 2016

Visitor profile

USAMarket snapshot

Curious explorers aged 25-6818% of traveller population

Affluent trendsetters aged 25-5417% of traveller population

Relaxed sightseers aged 65+16% of traveller population

Word of mouthOnline search

54% 46%

1 2 3

16-24 9%

0-15 2%

25-34 19%

35-44 21%

45-54 24%

55-64 15%

65+ 10%

66%

31% 10%

Spouse/ Partner

19%On their own

With childrenunder 16 With friends

12%

With other adultfamily members

Market segments & attributes

Top influences in visiting Britain** (2016)

Key demographics* (2016)

Travel companions** (2016)

Sour

ces:

* In

tern

atio

nal P

asse

nger

Sur

vey

(IPS

), *

* V

isit

Bri

tain

/Ips

os 'D

ecis

ions

and

Influ

ence

s' re

sear

ch (A

pplic

able

to p

eopl

e w

ho v

isit

ed B

rita

in).Top reasons to visit Britain** (2016)

States of residence* (2014)

Booking habits** (2016)

20%32%48%

#1 Cultural attractions #2 Easy to get around#3 A wide variety of places to visit

Traditional travel agent

Onlinetravel agent

Direct with supplier(accomodation &

airlines)

^ NY Tri-State Area: NY, NJ, CT State representing less than 3% of visits

CA 15%NY ^ 13%NC 8%TX 4%IL 4%MI 4%GA 4%UT 4%FL 3%MA 3%

of visiting Americans were “extremely likely” to recommend Britain in 2015*

79%

Travellers' reviewson websites