Holiday comes early to Rose Bowl and other places where the tourism business is going strong

LONDON — In January, the tourists returned and they were not going to miss being in the Rose Bowl.

At the end of January, the world’s travel association, the World Travel & Tourism Council, said it was returning and that growth was continuing through February — an echo of a similar trend recorded by PricewaterhouseCoopers earlier this week.

The world lost some 6.3 million international tourists in January, Travel & Tourism Council said, and January is traditionally a slow month because of poor weather and largely holidaying Americans. But data collected since then suggests that the market is back. In January, the demand for travel from the United States was up by 1.8 percent, with numbers from Europe up by 1.9 percent. Overall, the market is up 1.5 percent.

PricewaterhouseCoopers said the same was true for international visitors to U.S. destinations. Despite some signs of a recovery, it was “quite some way short of pre-crisis levels,” it said, and higher than the first six months of 2009.

A few destinations may have seen a surge of demand from Americans, but overall the whole market continues to recover, Simon Press, a research director at PricewaterhouseCoopers, said, particularly for North American travelers. North American tourists “got into a price war with their European counterparts,” he said.

Read the full story at Bloomberg.

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