UK visitor numbers to the US leapt 18% to 4.9 million in 2015, though currency fluctuations led to a 7% downturn in spending.
Despite the positive trend from the UK and other markets including China and South Korea, the overall market remained relatively flat, with a total of 77.5 million international visitors representing a 3% year-on-year increase.
Visitor numbers from America’s largest source market, Canada, dropped 10% to 20.7 million.
The figures were released during the IPW conference in New Orleans, as Brand USA confirmed it would be unveiling a new marketing campaign and website in the autumn.
Chief executive Chris Thompson said: “We are very pleased with the UK numbers. Currency may affect how much they are spending, but they are still coming.
“Currency exchange is a headwind that we have to be cognisant of, particularly with two of our major markets in Canada and the UK, but the UK is a real positive for us.”
He added: “We have a new agency of record working on a fresh marketing campaign for the fall, and we are also creating a new, fully immersive digital platform.
“The UK is a very mature market for us, so we do need to continue to send the message that there is so much in the US beyond the gateway cities.
“It is time for us to reinvigorate our creative and re-energise people’s intent to travel.”
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