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British visitors’ spending in the Cincy Region has surged for a second consecutive year, setting the stage for strong demand following the expansion of British Airways’ new direct service. To meet this robust demand, British Airways has increased the frequency of its direct route from London Heathrow to Cincinnati Northern Kentucky International Airport, which now operates six times a week. For travel agents, this expanded schedule offers excellent flexibility for booking client itineraries, with lead-in return flights starting from approximately £648.
Visa data shows that in 2024, UK travellers spent £1.49M in the region, a 16% year-on-year increase, with 8.2K cards used, up 9%. This upward trend continued into 2025, where UK spend rose again to £1.55M (+5% YoY) and card usage climbed to 9.3K (+14% YoY). This momentum has significantly accelerated in the first quarter of 2026. Between January and March 2026, UK visitor spend reached £291,672, marking a massive 35% year-over-year increase.
The UK now firmly ranks as the fourth highest-spending international origin country, outperforming other major European markets such as Germany (£289,538 in Q1) and France (£173,002 in Q1). This demonstrates a growing British appetite for the region’s culture, food scene, and gateway access to the Midwest and South.
For travel agents, the launch of the new British Airways route presents a highly sellable opportunity to pitch Cincy Region as an unexpected and exciting emerging destination to clients eager to discover its revitalised riverfront, world-class arts, and bourbon-rich heritage.
Key highlights for the travel trade:
Accelerated Growth: Following two consecutive years of rising UK spend, Q1 2026 delivered an impressive 35% year-on-year spending increase.
Category Breadth: Spend spans vital market segments including retail, restaurants & dining, hotels & lodging, and entertainment, heavily supporting multi‑night itineraries and high-yield bookings.
Increased Direct Access: British Airways’ expansion strengthens Cincy Region’s position as a highly accessible US gateway for UK travellers.
With a growing UK audience and a direct flight now in place, Cincy Region offers the trade a fresh, culturally rich, high‑value destination with strong repeat‑visit potential.
Agents can offer clients a vibrant four-night getaway to the Cincy Region with Purely America, staying at the historic Hilton Cincinnati Netherland Plaza from £999 per person, based on two adults sharing. The package includes a standard room on a room-only basis and direct return flights from London with British Airways. A range of additional Cincy Region itineraries and bookable offers are also available through key trade partners including Premier Holidays, Newmarket Holidays and Ocean Florida, giving agents a variety of options to suit different client interests and budgets.
Maija Zummo, Senior Manager International and Domestic Communications at Visit Cincy, said: “The growth we’re seeing from the UK is incredibly encouraging and perfectly timed with the launch of British Airways’ new service. British travellers are curious, culturally engaged and eager to explore beyond the traditional US gateways. Cincinnati offers exactly that. From our award‑winning food scene to our vibrant arts, sports and bourbon heritage, the region delivers a fresh American experience with real depth. We’re excited to welcome even more UK visitors and to work closely with the travel trade to build unforgettable itineraries.”
Direct British Airways LHR-CGV flights start from £648 return (including taxes, fees, imposed charges or fuel surcharges) and the flight time is 8h15.
