Brand USA believes that trade engagement and increased air services demonstrate that America is well-placed to ride out challenges in the UK market.
The transatlantic market is currently battling headwinds including a weak pound and Brexit uncertainty, while research released at WTM demonstrated the so-called ‘Trump effect’ was having a negative impact on intent to travel to the US.
However, Anne Madison, Brand USA chief strategy and communications officer, said she believed the UK-US market was still strong.
“Having spoken to the trade (during WTM), I am pretty enthusiastic and feel there is a real trade confidence. If you look at the number of new airline routes from the UK, that shows that there is a real demand.”
She added: “Airlines don’t take these decisions lightly so for them to make this sort of commitment is a really big statement.”
Madison also highlighted that the routes were often to new destinations, highlighting British travellers’ desire to explore beyond the main gateways.
“Who would have thought five or six years ago that there would have been a direct flight to Nashville from the UK?” she added.
Brand USA is introducing a number of new trade tools, including a trade-only website which will feature marketing materials and sample itineraries, and is due to launch in the new year.
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