Originally you had 30fps, it was the addition of colour with the NTSC system that dropped it to 30000/1001fps. That wasn't a decision taken lightly -- it was a consequence of retrofitting colour onto a black and white system while maintaining backward compatibility.
When the UK (and Europe) went colour it changed to a whole new system and didn't have to worry too much about backward compatibility. It had a higher bandwidth (8mhz - so 33% more than NTSC), and was broadcasting on new channels separate to the original 405 lines. It also had features like alternating the phase of every other line to reduce the "tint" or "never twice the same color" problem that NTSC had
America chose 30fps but then had to slow it by 1/1001ths to avoid interference.
Of course because by the 90s and the growth of digital, there was already far too much stuff expecting "29.97"hz so it remained, again for backward compatibility.