Visitbritain Leads Tourism Programme for Largest Ever UK Trade Delegation To US
VisitBritain is leading a record-breaking UK trade delegation to Los Angeles in May 2026 under the Greater Together LA programme, aiming to boost tourism ties with the US, which contributes £7.5 billion annually to the UK economy. The delegation includes industry leaders promoting regional destinations, film-inspired travel, and expanded airline connectivity between the UK and US hubs like California, which accounts for 15% of US visits to Britain.
VisitBritain will lead the largest-ever UK Government-supported tourism delegation to the US in May 2026, focusing on Greater Together Los Angeles (GTLA), a major business and cultural initiative. Held from May 17–22 in Los Angeles, the programme brings together senior leaders from the UK’s tourism and creative sectors to network with US travel and cultural industry representatives, including airlines, tour operators, and film studios. VisitBritain CEO Patricia Yates will highlight the importance of transatlantic tourism, noting that UK-US airline seat capacity is the highest of any single transatlantic route, accounting for one in seven seats. The delegation will feature roundtable discussions on regional storytelling and premium travel to drive economic growth, with the US being the UK’s top inbound visitor market, worth £7.5 billion in 2026. California alone generates 15% of US visits to the UK, making it the leading source state. Parallel to GTLA, VisitBritain is hosting a two-day business event connecting British destinations—including England, Scotland, and Wales—with US travel advisors and tour operators, offering product training and itinerary promotions. A digital marketing campaign, ‘Starring GREAT Britain,’ will launch in early May in partnership with Vox Media, promoting film-inspired travel experiences across the UK. VisitBritain’s research shows 88% of potential US visitors are interested in on-screen locations. Yates emphasized the role of tourism in strengthening UK-US bonds, citing expanded airline routes to regional gateways like Manchester and Glasgow as key to boosting trade and cultural exchange. The initiative aims to equip US travel professionals with insights into Britain’s diverse tourism offerings while leveraging shared cultural ties. With Brits making over four million visits to the US in 2025, the delegation seeks to deepen collaboration and attract more US travelers to regional destinations beyond London, spreading economic benefits across the UK.
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