US specialists report steady trading amid later-booking uptick

US specialists are seeing steady demand despite concerns over perceptions of the destination prompting tourism chiefs to launch a myth-busting fact guide to reassure consumers.

Fears of a so-called “Trump slump” in 2025 failed to materialise in the UK, with official figures showing UK visitor numbers up 0.5% year on year, though the market for this year to the end of April was 0.9% down on the same period last year.

However, marketing organisation Brand USA acknowledged concern in some source markets about issues including visas, social media checks, the arrivals process and national park fees as it unveiled a ‘Get Facts. Get Going.’ online guide to “address misperceptions head-on”.

USAirtours chairman Guy Novik said the operator was trading 8% ahead of the prior year, which he attributed to securing greater market share and expanding its agent network. But he added: “Based on feedback, we think overall bookings year on year are flat for the UK market at best.”

Novik noted a shift towards later sales, saying: “Usually less than 10% of our holidays depart within six months, but currently almost 30% of new bookings are departing this summer.”

America As You Like It product director Cath Pusey said demand had been “more measured than expected” but also noted a later-booking trend for this summer in addition to healthy advance sales for 2027.

Ocean Holidays co-chief executive Harry Hastings noted a “gradual uptick” in bookings, with Florida sales boosted by Disney’s early-booking offer, and said some families were locking in Florida trips as far ahead as 2029.

He also highlighted a spike in Kissimmee villa bookings in June, which he said could be linked to the Fifa World Cup despite overall sales connected to the tournament “not yet converting at the level many may have expected”.

Despite the broadly positive trading reports, some agencies said customers were avoiding the US, with Paramount Cruises noting a move away from US departures and twin‑centres for Caribbean itineraries.

Brand USA said its guide addressed “confusion among some international travellers”, adding: “In each case, the facts tell a far more welcoming story than what travellers are hearing.”