VisitBritain Tourism Programme in Los Angeles Supports UK-US Travel Growth
VisitBritain is leading a major tourism delegation to Los Angeles this May as part of the Greater Together Los Angeles programme, also known as GTLA. The initiative is organised under the UK Government’s GREAT Britain & Northern Ireland Campaign and focuses on strengthening business, tourism and cultural ties between the United Kingdom and the United States.
GTLA is scheduled to take place from 17 to 22 May and is expected to become the largest UK Government-supported trade mission ever held in the United States. The programme will bring together leaders from tourism, travel, culture and creative industries to develop partnerships and discuss future opportunities.
UK Tourism Industry Participates in GTLA
Senior representatives from the UK tourism sector are joining the official programme in Los Angeles to connect with travel and cultural organisations from the US. The delegation includes tourism boards, destinations, airlines, tour operators and creative industry representatives.
The programme includes networking sessions, business meetings and industry discussions designed to support collaboration between the two countries. Delegates will also engage with film studios and cultural organisations to discuss travel trends and tourism promotion.
Focus on the UK-US Tourism Relationship
VisitBritain CEO Patricia Yates is leading the tourism delegation during the event. She is expected to address the importance of the tourism relationship between the UK and the US and the role of strong air connectivity in supporting both leisure and business travel.
According to VisitBritain, airline seat capacity between the UK and the US remains the largest among all transatlantic country pairs. The route accounts for one in every seven transatlantic airline seats.
The organisation says stronger airline connectivity to regional UK gateways such as Manchester and Glasgow can help spread tourism benefits beyond London and encourage visitors to explore more destinations across Britain.
Tourism Continues to Support Economic Activity
The United States remains the UK’s most valuable inbound visitor market. VisitBritain forecasts that American visitors will contribute around £7.5 billion to the UK economy this year.
The figures also show that more than £1 out of every £5 spent by overseas visitors in the UK comes from travellers from the US. Britain is also an important destination for American travellers and was the most visited European destination for US tourists last year.
At the same time, British travellers continue to contribute significantly to tourism in the United States. More than four million visits from the UK to the US were recorded in 2025.
Discussions Around Regional Travel and Premium Experiences
As part of the programme, VisitBritain is hosting roundtable discussions covering topics such as regional storytelling and premium travel experiences. These discussions are intended to help tourism businesses understand changing traveller interests and improve how destinations are promoted internationally.
The organisation also plans to work with travel advisors and tour operators to increase awareness of destinations across England, Scotland and Wales.
California Plays an Important Role
California remains the leading US state for visits to the UK. The state accounts for around 15% of all American visits to Britain.
To build on this demand, VisitBritain is running additional activities in Los Angeles alongside the main GTLA programme. A two-day business-to-business event will connect British tourism suppliers with senior US travel advisors and tour operators.
Tourism representatives from across Britain will promote travel products, itineraries and visitor experiences. Product training sessions are also planned to help travel professionals learn more about regional tourism opportunities across the UK.
Film and Screen Tourism Campaign Launches in the US
VisitBritain is also expanding its “Starring GREAT Britain” screen tourism campaign in the United States during the GTLA programme.
The campaign focuses on film-inspired tourism and encourages visitors to explore locations connected to movies and television productions filmed across Britain. The digital campaign is being delivered in partnership with Vox Media.
Research from VisitBritain suggests that 88% of potential American visitors are interested in visiting filming locations during a trip to the UK.
Public Experience Planned in Los Angeles
The programme will conclude with a public event at The Grove shopping and lifestyle centre in Los Angeles on 22 May. The immersive experience will use a train-inspired theme to showcase destinations from across Britain’s nations and regions.
The event is designed to introduce visitors to different travel experiences available across the UK and highlight the connection between tourism, culture and entertainment.
Future Outlook for UK Tourism
VisitBritain expects 5.5 million visits from the United States to the UK in 2026. The organisation also forecasts a 4% increase in visitor spending compared with 2025 estimates.
The GTLA programme reflects ongoing efforts to strengthen tourism ties between the UK and the US through trade engagement, cultural partnerships and travel promotion activities.
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