Britain Calling Yanks to Come Back to Visit

By Kitty Bean Yancey

Britain has a message for Americans: Come back!

The No. 1 European destination for U.S. tourists had a good 2006 as 13% more Americans visited than in 2005. They approached the record 4million Yanks who crossed the Atlantic in 2000.

But in the first six months of 2007, U.S. visits have dropped by 6%, the nation’s tourist bureau says. “The American market is crucial to us,” says Patricia Yates of VisitBritain. (By contrast, France says U.S. visitors are up this year.)

Tourist/business hub London is faring better, VisitBritain says: 470,000 Americans arrived in the first quarter of 2007, up from 467,000 in that period last year.

The USA is Britain’s No. 1 tourist market, and Americans drop the most money (nearly $6 billion in 2006, Yates says).

She believes the worsened exchange rate (it’s now $2 to buy a pound) is a deterrent, as is lack of what she calls the “wow” factor. Yanks now seek more exotic destinations, she says.

Others say problems at antiquated, crowded Heathrow Airport, including long, disorganized security lines and delayed baggage, are turning off travelers:

*British Midland Airways is postponing its first flights between Heathrow and the USA, due to start next year, in part because of operations snafus at Heathrow. BMI chief Sir Michael Bishop told London’s Financial Times Heathrow’s reputation has been “trashed” and some passengers are avoiding it.

*British Airways spokesman John Lampl agrees the passenger experience at aging Heathrow can be “appalling” and hopes the new Terminal 5, due in March, will alleviate problems.

*American Airlines, which runs about 20 non-stops a day between the USA and Heathrow and Gatwick airports, is adding flights to a quieter London airport. A daily non-stop from JFK to Stansted Airport, a 45-minute train ride northeast of the city, starts Oct. 28. A second flight from JFK is due in April.

American Airlines spokesman Tim Smith says passenger traffic to London has “been relatively flat” due to the dismal dollar and terrorism fears. “But we are encouraged by what we see in booking trends, and we are certainly maintaining our service to London,” he says.

Stephen Dowd, CEO of UKinbound, an association of 250 tour operators, travel providers, hotels and attractions, says “the absolute shambles” of Heathrow “is letting us down.” His group is lobbying for improvements and lower passenger taxes at London airports.

VisitBritain’s Yates doesn’t know if Heathrow has a role in the tourist drop, “but it is an airport under pressure, and we do have to get it right. We have to improve the welcome we give visitors.”

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