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North American visitor trends to the UK — Is it time for a review of the product?

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Tourists from the USA have been an important feature of the UK tourism business for many years. However, the number for 1994 are less than that of a decade earlier, with a peak figure, prior to 1995, occurring back in 1985. Certain special factors affecting US tourism to the UK are well known, such as the Libyan crisis or the Gulf War, but the trend over the last decade is very flat especially when viewed in relation to other generating countries.

After an overview of the development of US tourism to the UK the paper argues that this trend may be a combination of features. Demographic trends ill the USA and newer competing destinations mean that the UK and even Europe is no longer an automatic prime choice for the US tourist. Furthermore the lack of innovation by the UK tourist industry may be compounding the problem. Many US visitors perceive the UK as a historic and heritage destination — traditionally a strength of the UK product. However, even here it is possible the UK is not making the best of its assets and tailoring the product to the growing demands of the repeat visitor market. Examples of destinations largely ignored by the mainstream market are highlighted following research into the historical roots of one of the original 13 states of the USA.

Key Words: past US visitor trends to Europe • changing US demographic structure • history and heritage • repeat visitors • Maryland • colonial development and UK roots

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