The number of holidaymakers opting for overseas breaks has fallen dramatically in 2009. The drop began in the second half of 2008 as the recession took hold, and the number of those travelling to the US was hit hard. Thus ended the gradual rise that had been apparent post-9/11, denting the hopes of US tourism chiefs that year-2000 levels would soon be reached again.

However, the country has retained its long-held position as the UK holidaymaker’s favourite long-haul choice, thanks to factors including the variety of US attractions, a favourable climate (depending on destination), value for money, exchange rates (both for the US Dollar and the euro) and the ties between the two countries – whether psychological or tangible (such as the flow of investment between the two nations, and the recent tie-up of London and New York’s tourism authorities).

The number of holidaymakers opting for overseas breaks has fallen dramatically in 2009. The drop began in the second half of 2008 as the recession took hold, and the number of those travelling to the US was hit hard. Thus ended the gradual rise that had been apparent post-9/11, denting the hopes of US tourism chiefs that year-2000 levels would soon be reached again.

However, the country has retained its long-held position as the UK holidaymaker’s favourite long-haul choice, thanks to factors including the variety of US attractions, a favourable climate (depending on destination), value for money, exchange rates (both for the US Dollar and the euro) and the ties between the two countries – whether psychological or tangible (such as the flow of investment between the two nations, and the recent tie-up of London and New York’s tourism authorities).

This report examines how all the facets of this appeal can be best employed to counter the effect of a diminished travelling public. It looks at consumer trends, how the recession has impacted the market, innovations of relevance, exclusive research considering UK consumers’ attitudes towards holidaying in the US and the future of the market.

Key issues

What is the impact of the recession on holidays to the US? How have fluctuating exchange rates affected the market?

Who are the key consumers, and what do future demographic trends indicate for the prospects of UK holidays to the US?

What attracts consumers to the US, and what are the most popular destinations within the country? Conversely, why do those who do not consider a holiday in the US stay away?

What are the key competitor regions/countries to the US? What advantages/disadvantages does the country have in comparison?

Has the election of Barack Obama resulted in the (much-hyped) boost to tourism that many predicted?

How do people book their holiday to the US, and what do they look for in a break? How much do they spend, and how long do they stay for? Has this changed over time?