WHY IT RATES: Walsh brings decades of experience to the newly created role, which will see him lead the tourism agency's efforts to drive growth within this critical market.—Patrick Clarke, TravelPulse Senior Editor
VisitBritain, the national tourism agency for Britain, has today announced the appointment of Carl Walsh as its Senior Vice President, United States of America.
In this newly created position, based in New York, Carl will spearhead VisitBritain’s initiatives across the USA. With a focus on implementing travel trade and communications strategies, Carl's primary objective is to drive growth within the American market. Among his core duties, Carl will help deliver on our collaboration with cross-government activities in the USA.
VisitBritain’s Executive Vice President, The Americas, Australia & New Zealand, Paul Gauger said:
"I am delighted to announce Carl’s appointment to the newly created position of Senior Vice President, USA. He brings extensive tourism knowledge to the role, drawing from decades of experience both back in Britain and here in the USA, with significant industry relationships and insight gained from working with the travel trade over many years at VisitBritain. The introduction of this new role acknowledges the importance of the USA as the UK’s top source market for tourism visits and spend, underscoring our commitment to driving continued growth."
VisitBritain’s Senior Vice President, USA Carl Walsh said:
“I am thrilled to take on this responsibility and lead VisitBritain's activities in the USA. The USA has consistently been a leading market for international tourism to Britain, and we are committed to continuing to harness the valuable opportunities for growth. With the support of our incredible trade and media partners, we aim to inspire Americans to 'See Things Differently,' stay longer and travel further to experience all that Britain has to offer.”
The USA continues to lead tourism’s recovery in the UK with record-breaking spend by American visitors based on the latest year-to-date* figures, January to September 2023, up 28% on 2019 even when adjusted for inflation.
VisitBritain is expecting the USA market to be worth £6.3 billion in 2024 with American visitors contributing almost £1 in every £5 of all inbound spending. It is forecasting 5.3 million visits from the USA to the UK this year, up 17% on 2019.
Latest data on flight bookings from ForwardKeys meanwhile shows that air passenger arrivals from the USA in the UK for April to September this year are tracking 12% ahead of the same months in 2019.
To drive that growth, VisitBritain’s GREAT Britain marketing campaigns in the USA are showcasing Britain’s vibrant cities, contemporary culture and beautiful coast and countryside, inspiring visitors to discover more of Britain, stay longer and to come now, inspiring visitors to ‘See Things Differently’ by showing fresh and exciting experiences, alongside a warm British welcome.
SOURCE: VisitBritain press release.
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