VisitBritain, the official tourism agency for Great Britain, has announced two new appointments in the United States to enhance its trade and media engagement in the market, thereby promoting growth in tourism to Britain and its various nations and regions.
Jeffrey Yau has been appointed as VisitBritain’s Vice President of Travel Trade & Aviation Industry for the US, while Taryn McCarthy will serve as Vice President of Communication for the US.
The United States represents the largest and most lucrative visitor source market for the United Kingdom, with visitor spending projected to reach nearly £6 billion this year, significantly benefiting the UK economy. These new roles are intended to capitalize on the robust increase in visits and expenditures from the US to the UK, fostering relationships and aligning travel trade initiatives with targeted communications to ensure that Britain remains a prominent choice for American travelers.
As the Vice President of Travel Trade and the Aviation Industry, Yau will enhance and develop VisitBritain’s partnerships with prominent US travel trade and airline entities. His efforts will focus on broadening the availability of British products within the US market, assisting airlines with the launch of new routes, and promoting the regional destinations they service. Yau’s priorities will include product development, leveraging VisitBritain’s research and insights to enable the trade to increase sales of British offerings. He will spearhead VisitBritain’s trade engagement initiatives in the US, collaborating with industry stakeholders to highlight Britain’s regional attractions, which will involve hosting trade partners on educational trips to experience the visitor offerings firsthand and to promote regional growth.
McCarthy will oversee VisitBritain’s comprehensive communications strategy and engagement efforts within the US market. Her key objectives include collaborating with media outlets to inspire travel to Britain’s various nations and regions, utilizing influencer partnerships, and organizing media visits and events. McCarthy will work in close coordination with Britain’s strategic partners and suppliers to showcase the country’s diverse visitor experiences, motivating US travelers to discover its regional gateways and explore beyond conventional routes throughout the year.
To enhance the number of visits and expenditures from the United States to the United Kingdom and its various regions, VisitBritain is poised to launch a new international marketing initiative in the U.S. starting January 2025. Titled ‘Starring GREAT Britain,’ this campaign will leverage films, television shows, and on-screen locations to narrate the contemporary story of Britain, positioning its destinations as the focal point. The aim is to motivate US visitors to extend their stays and explore further through regional access points. Recent research conducted by VisitBritain indicates that 88% of potential US travelers surveyed expressed interest in visiting film and television sites during their journey to the UK.
In January, VisitBritain will also convene 20 prominent US travel trade professionals at its premier trade event, ‘Showcase Britain,’ which will be attended by Yau and other members of VisitBritain’s US trade team. This event presents a significant opportunity to inform the US travel trade about the diverse offerings and experiences available in Britain over a seven-day itinerary. Participants will engage in face-to-face discussions with product and destination suppliers from across the UK, followed by an educational excursion to Northeast England, featuring experiences in County Durham, Newcastle, and Northumberland.
VisitBritain’s latest projections anticipate a record 5.4 million visits from the US to the UK in 2024, with visitors expected to contribute £5.9 billion to the UK economy during their travels this year.
