UKinbound will work with US travel agencies to attract more American tourists to visit the UK in a new collaboration with American Society of Travel Agents.

Asta is offering discounted membership to UKinbound members, including benefits such as a listing in the US trade association’s member directory, its quarterly magazine, access to its global network of travel professionals and other incentives.

The US is a key growth market for the UK, with over 3.45 million Americans visiting the UK in 2016, spending more than £3.354 billion.

Collectively they spend more than any other inbound market and are only succeeded by France in terms of visitor numbers.

UKinbound chief executive Deirdre Wells said: “I am delighted to announce our new collaboration with the American Society of Travel Agents.

“The US is an incredibly important market for our inbound tourism industry with over 3.4 million Americans visiting the UK in 2016.

“This new collaboration will help our members to make new connections and build upon existing relationships with US travel agencies. We’re looking forward to embarking on this long-term collaboration with our tourism partners across the pond.”

Asta president and chief executive Zane Kerby added: “With US travel to the UK up 19% from last year, this partnership with UKinbound couldn’t come at a better time.

“We are excited about this initiative, which we are confident will foster a greater understanding of the US travel market and generate new business for travel advisors on both sides of the Atlantic.”