Cincy region records 35% growth in UK spending as British Airways expands flights | News
British visitor spending in the Cincy region has soared for the second year in a row, paving the way for strong demand following the expansion of British Airways’ new direct service. To meet this strong 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 comprehensive scheme offers excellent flexibility when booking itineraries for clients, with return flights from around £648.
Visa data shows that UK travelers spent £1.49 million in the region in 2024, up 16% year-on-year, using 8.2K cards, up 9%. This upward trend continued into 2025, with UK spend rising again to £1.55m (+5% YoY) and card usage rising to 9.3K (+14% YoY). This momentum accelerated significantly in the first quarter of 2026. Between January and March 2026, UK visitor spending reached £291,672, marking a massive 35% increase year-on-year.
The UK is now firmly in fourth place among the highest spenders internationally, outperforming other major European markets such as Germany (£289,538 in Q1) and France (£173,002 in Q1). This shows a growing British appetite for the region’s culture, food scene and gateway to the Midwest and South.
For travel agents, the launch of the new British Airways route provides a highly marketable opportunity to pitch the Cincy Region as an unexpected and exciting emerging destination to clients eager to explore its revitalized riverfront, world-class art and bourbon-rich heritage.
Key highlights for the travel industry:
Accelerated growth: After two consecutive years of rising UK spending, the first quarter of 2026 saw an impressive 35% year-on-year spending increase.
Category breadth: The spend covers vital market segments including retail, restaurants and dining, hotels and lodging, and entertainment, supporting multi-night itineraries and high-yield bookings.
Improved Direct Access: British Airways’ expansion strengthens the Cincy Region’s position as a highly accessible U.S. gateway for British travelers.
With a growing British audience and a direct flight now, Cincy Region offers the trade a fresh, culturally rich, high-quality destination with strong potential for repeat visits.
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 customer interests and budgets.
Maija Zummo, Senior Manager International and Domestic Communications at Visit Cincy, said: “The growth we are seeing in Britain is incredibly encouraging and perfectly timed with the launch of British Airways’ new service. British travelers are curious, culturally engaged and eager to explore beyond the traditional American gateways. Cincinnati offers just that. From our award-winning food scene to our vibrant arts, sports and Bourbon heritage, the region offers a fresh American experience with real depth. We are excited to welcome even more British to welcome visitors and to work closely with the travel industry to create unforgettable itineraries.”
Direct British Airways LHR-CGV flights start from £648 return (including taxes, fees, surcharges or fuel surcharges) and the flight duration is 8.15 hours.
