Market spotlight: United Kingdom

Jonah Whitaker
Managing Director
Visit California United Kingdom

Market performance

The United Kingdom is California’s largest European source market. In 2024, the U.K. generated 630,000 visits to California. While still below the pre-pandemic benchmark of 753,000 visits in 2019, the market continues to show meaningful recovery and long-term value.

In 2025, California visitation from the U.K. is forecast at 604,000, a 4.1% year-over-year decline (Tourism Economics, Feb. 2026). Given the disruption the market absorbed, that performance reflects notable resilience. The year began with the devastating January wildfires, which affected the traditional peak booking period, and continued amid sustained headlines around tariffs and border welcome.

Even so, early indicators point to underlying stability. Nonresident air arrivals from the U.K. to California were essentially flat in January 2026, up 0.3% year over year, outperforming the 9.1% overall decline seen across international priority markets during the same period.

Airlift and currency trends also support the market’s outlook. The U.K. is California’s fourth-largest source of international nonstop seat capacity, behind Mexico, Canada and Japan. In January 2026, nonstop seats from the U.K. to California totaled 119,600. At the same time, a strengthening pound, up 9.4% year over year against the U.S. dollar, has improved affordability for U.K. travelers heading into the key summer booking window.

The U.K. also continues to deliver a high-value visitor. Fifty-eight percent of U.K. visitors report staying in luxury hotels, and premium cabin bookings continue to outperform economy class. While price sensitivity is becoming more pronounced among younger travelers and families, the market remains defined by strong spending potential and a high degree of familiarity with California.

Competitive environment

The U.K. outbound market remains highly experienced and globally connected. Eighty-four percent of U.K. leisure visitors to the United States are repeat travelers, giving California an advantage with consumers who are already familiar with the destination and better able to distinguish headlines from on-the-ground visitor experience.

That familiarity has helped the market remain resilient despite recent negative press. At the same time, California continues to compete in a crowded long-haul environment, where travelers are weighing value, ease of access and perceived welcome alongside destination appeal.

 Visit California is also monitoring the potential effect of conflict in Iran on long-haul travel patterns. Early signals suggest some travelers may be shifting toward Western Hemisphere destinations as they reconsider routings through the Gulf region. The United States, Latin America and the Caribbean may be well positioned to benefit from that shift. For California, a destination with strong awareness and emotional resonance among British consumers, this could create additional momentum in the short to medium term.

Looking ahead, U.K. visitation to California is forecast to grow 2.7% in 2026, reaching 620,000 visits (Tourism Economics, Feb. 2026). With recovering demand, favorable exchange rate conditions, resilient airlift and a high-spending repeat visitor base, the market is well positioned to return to growth.

Visit California programs

Visit California continues to invest actively in the U.K. through integrated programs that support both immediate demand and long-term market strength. Efforts span trade partnerships, media engagement and large-scale brand activity designed to keep California highly visible and relevant among British travelers.

One of the most significant upcoming initiatives is California Games, an immersive campaign developed in partnership with Virgin Atlantic that will combine out-of-home activation, events and strategic collaboration to build excitement and deepen engagement in the market.

These efforts are designed to reinforce California’s position as a dynamic, high-value destination for U.K. travelers while supporting trade confidence and future visitation growth. Together, they help ensure California remains competitive among British travelers.