Tapping into U.K. and Ireland's travel potential

As part of the Pan European Sales & Media Mission, Visit California made a strategic stop in the U.K. — one of the state’s most vital international markets. In 2023, 652,000 U.K. travelers spent $1.3 billion in California, and that number is expected to grow significantly in 2025.

While promoting California product, Visit California’s leadership Visitalso conducted a market intelligence immersion, meeting with key airline, trade and media partners. Discussions centered on engaging high-net-worth Londoners, capturing the sports tourism market and navigating economic and political headwinds. Partners emphasized the need for promotional efforts that balance cultural nuance with precision and comply with strict media regulations.

Understanding the U.K. Traveler

Despite economic uncertainty, British travelers continue to prioritize vacations — with value for money as the top decision driver. Booking behavior includes early holiday research and growing interest in off-peak and solo travel. Experience-led, shareable trips are in high demand.

California stands out as a top U.S. destination for U.K. travelers, appreciated for its weather, diversity and unique appeal compared to other U.S. states. However, "value for money" and "cultural depth" rank lower, signaling opportunities for future marketing. Travel habits are shifting from packaged holidays toward independent bookings, with online travel agencys like Booking.com and Expedia leading the way.

Political & Economic Landscape

Political sentiment is influencing travel decisions. Half of U.K. travelers now feel less welcome in the U.S., and political climate has surpassed cost as the top travel deterrent. California’s diversity and inclusivity remain critical competitive advantages.

Luxury Travel Outlook

The U.K. remains a prime luxury source market, with growing demand for curated, seamless experiences. California’s average daily rate for luxury accommodations is $1,100. To meet UHNW expectations, bundling resort fees, meals and extras into transparent packages is essential.

New DMCs and elite travel advisors play a pivotal role in delivering customized itineraries. Strong, trust-based relationships with these gatekeepers will be key to growth in the luxury segment.

Ireland: A Rising Opportunity

Ireland presents a distinct opportunity — particularly for luxury travel. With a tech-driven economy and high per-trip spend, it warrants a dedicated strategy. Dublin’s U.S. pre-clearance and geographic convenience make it a strong gateway for Northern U.K. and European travelers alike.

Spotlight on Sports Tourism

California is fast becoming the top U.S. destination for U.K. sports fans, offering iconic teams, marquee events and exclusive merchandise experiences. With the state set to host the World Cup, Super Bowls and Olympics, tourism potential is massive.

U.K. sports tourists spend heavily — up to $35,000 per Super Bowl trip — and often combine visits across cities. NFL and golf are top draws, followed by basketball, baseball and hockey.

To reach this audience, content is king. Short, raw video clips — especially those under two minutes — perform best, with influencer and commentator partnerships further amplifying impact.