Cincy Region targets trade to boost UK visitors after launch of new BA route

Announced in November last year, the new BA service launched on Monday (June 5) and becomes the only direct flight between the UK and all of Ohio, Kentucky and Indiana. 

Among those on the inaugural seven-hour flight from CVG to Heathrow were bosses from the Cincy Region, which is a partnership between Visit Cincy and meetNKY. It was created following the Covid pandemic to promote the central Cincinnati metropolitan area, which straddles three states. 

Speaking to TTG, meetNKY president and chief executive Julie Kirkpatrick said initial reports from BA indicated forward sales were “very good”. She continued: “I think it’s very exciting to see the demand already. Most new routes take time to build demand, but this is being well utilised both ways already, and the demand is definitely building at this end [from the UK].” 

The region currently attracts 23-26 million visitors a year, including a strong domestic market. Pre-Covid the UK was the region’s third largest source market, behind Canada and France, and Kirkpatrick hopes it will be in pole position by 2025.  

She said the trade will be key to increasing UK visitor numbers, explaining: “We’ll spend from now until June 2024 on brand awareness and telling people where we are, and then expand into focusing on our niches, for example what there is for art fans and culinary fans and highlighting the Kentucky Bourbon Trail.”