Tour guide conference to explore value of US market

A market research expert will outline key trends in the valuable US inbound tourism market at the inaugural National Tour Guiding Conference next week (November 9).

Helen Roberts, director of research company XV Insight, will discuss why 11.6% of England’s inbound holiday visitors are from the US – and why numbers grew by 16.5% in 2017.

She said: “The US market holds a wealth of opportunities for inbound tourism into England.

“Vital to sustaining the success of this business stream is ensuring that our travel and tour industry are well informed about the evolving travel trends so that they can mould their business models and offering to accommodate them.”

Hosted by the US Connections Project, the conference will take place in Drapers Hall in the City of London.

It aims to help tour guides, destinations and tour operators to provide bookable tours for international audiences, as well as offering networking opportunities.

Research commissioned by the US Connections project also found that American visitors have a particular interest in uncovering local heritage and culture.

Meanwhile, a study by VisitBritain found that US tourists want ‘sight-doing’ rather than ‘sight-seeing’ activities that can be enhanced by expert tour guides.

Roberts added: “One of the main challenges we face as a tour industry is educating and informing our US visitors about the wealth of attractions that lie beyond London.

“The US Connections project is working to address this by highlighting themes and content that holds appeal to US visitors and showcases England’s regional tourism offer.”

Led by Destination Plymouth, US Connections is a collaboration between 13 destinations which is developing touring experiences that aim to “bring the real England to life”.

Themed and destination itineraries are connecting culture, history and heritage and offer unique experiences for half, full-day and themed tours of England.

For details about the event, click here.