The Visit USA Association (UK) has revealed results of its third quarter USA Market Barometer survey.
The survey of the association’s tour operator and travel agent members highlight booking trends for Q3 covering July to September 2025.
The topline results indicate that bookings to the US are holding steady, and that the market is optimistic about forward bookings for 2026 already.
Next year will see several major events, celebrating its 250th anniversary, hosting the FIFA World Cup and marking 100 years of Route 66 and the all-American road trip.
48% of responders say enquiries and searches are above 2024 levels or on par with 2024
67.5% of responders say bookings are above 2024 levels or on par with 2024
96% of responders reported zero cancellations or changes to forward bookings
Best destination performers in this quarter: Florida, New York, and Tennessee
80% of responders reported that forward bookings for 2026 are above or on a par with this time last year.
Reliability of experiences stood out as a key booking driver in this quarter; UK consumers are comfortable with the US and keen to keep exploring.
Competitive exchange rates and airfares are also helping to sway decisions on vacation planning.
Kate Kenward, CEO at Visit USA (UK) said “We are seeing huge potential for bookings to the US in 2026. Some consumers are holding for now, waiting for FIFA announcements, and others are ready to plan and book a holiday.”
“We are working with our membership to ensure that UK consumers see exciting content and holiday offers for the US in this next important three-month period.”
Mark Sykes at Freedom Destinations added, “Our repeat US client base is strong. Returnee travellers are looking for a more personalised approach, including discovering the lesser travelled states and regions.”
Sports travel will be a huge trend in 2026, and Ben Mortimer at MVP Travel added: “We continue to see strong demand for US sports getaways. With the NFL season in full swing, we continue to take advantage of competitive air fares and room rates for late deals where available.”
The Visit USA barometer survey will continue into Q4 with the next results due early in 2026.
For those selling the USA, the Visit USA Travel Planner is an invaluable guide that can be downloaded direct from the Visit USA website now: www.visitusa.org.uk/travelplanner.
