Brand USA Travel Week expands industry engagement
Fred Dixon, president and CEO of Brand USA, said: “Building tomorrow’s demand begins with the partnerships we strengthen today,” said Fred Dixon, president and CEO of Brand USA. “The U.K. and Europe remain critically important markets for the U.S., and our enduring transatlantic relationships strengthen travel to the United States. Through Brand USA Travel Week, we’re reinforcing those connections to grow international visitation and drive economic impact to destinations, businesses, and communities across the country.”
Since its launch in 2019, Brand USA Travel Week U.K. & Europe has developed into a global industry event. The event facilitates business connections between U.S. partners and international trade and media. This year’s program includes dedicated tracks for trade, media and leadership engagement. It also features sessions on research, market insights, traveller entry information, AI and innovation.
Brand USA is joined by partners from U.S. Customs and Border Protection. Representatives from the U.S. departments of State and Homeland Security are also attending.
Joseph Popolo, U.S. Ambassador to the Netherlands, addressed delegates during Monday’s plenary session. He said: “The Dutch are a great partner for trade, tourism, and national security for the United States.” The Ambassador highlighted Schiphol Airport and its travel and tourism connections with the United States. Popolo also attended the U.S. Travel Association CEO Roundtable when Brand USA launched. He remains a supporter of the organization and its role in U.S. travel.
Travel Week expands to additional markets
Brand USA held its first Travel Weeks in India and South America earlier in 2026. The organization will launch Travel Week in Canada for the first time. The Canadian event will run from October 26 to 29, 2026.
In 2027, the series will return to Chennai, India, from January 17 to 21. Travel Week Latin America will also expand in 2027. The event will take place in Panama from March 14 to 18. Each event reflects the needs of its target market. The programs include appointments, market insights, buyer and media engagement, and networking opportunities.
Brand USA also announced the return of Travel Week U.K. & Europe to London in 2027. The event will take place at Olympia London from October 18 to 21, 2027. Travel Week U.K. & Europe 2026 is supported by Aer Lingus, American Airlines, British Airways, BKNG Ads and Expedia. Other sponsors and partners include Miles Partnership, MMGY Global and Sojern.
Malcolm Smith, Senior Vice President, Global Markets & Chief Trade at Brand USA, said: “Brand USA Travel Week continues to deliver more impact each year. Bringing together more than 450 U.S. delegates and over 300 buyers and media from across the U.K. and Europe to one centralized venue in Amsterdam creates opportunities to share new products, exchange market insights, and forge meaningful connections that influence international travel to the United States. We’re excited to expand the Travel Week platform with new events in Canada next month and Latin America in March, while returning to India in January and London next fall.”
America the Beautiful marks first year
The America the Beautiful platform has expanded into a broader ecosystem. It connects consumer storytelling, traveller resources and travel trade engagement.v The platform now includes the American Originals storytelling series. It also includes A Beautiful Detour, a Route 66 road trip content initiative. The Route 66 initiative marks the historic highway’s centennial. The platform also includes the Get Facts. Get Going. traveller information resource. AI-powered trip planning is also available through AmericaTheBeautiful.com.
Brand USA reported results from the first year of tracking the platform and campaign. Campaign favourability stands at 84% across every measured market.
In August, 77% of audiences said the campaign positively influenced their interest in visiting the United States. This represented the highest level recorded during the 10 months of measurement. Among travellers who have seen the creative, 60% said they intend to visit the United States. Among those who have not seen the creative, 31% said they intend to visit. Seven in 10 people said the advertising makes them want to learn more about the United States.
Leah Chandler, Chief Marketing Officer at Brand USA, said: “America the Beautiful was built to inspire travellers with authentic stories from across the United States while giving our partners a unified platform to share them. A year in, it’s working. Travelers who have seen the campaign are twice as likely to say they plan to visit the United States, and American Originals has passed 197 million views with average view times above three minutes.”
Campaign launches in the Netherlands
The America the Beautiful campaign is running in the Netherlands for the first time. The campaign coincides with Travel Week in Amsterdam. Creative content appears across more than 400 digital out-of-home placements. The placements cover high-traffic areas across Amsterdam during the event. They include screens near the Beurs van Berlage. Other placements cover retail, transit and visitor corridors.
New U.S. travel routes planned for 2027
Transatlantic air connectivity will expand in 2027 with 21 new nonstop routes from Europe to the United States. New routes and expanded services will increase access from 27 European countries. The services will connect those countries with 37 U.S. cities across 27 states.
Brand USA also presented new reasons to visit the United States in 2027. The organization presented the information to international media and travel trade partners. Additional story themes include “What’s New in the USA” and “Holidays in the USA”. Other themes include “Train Travel in the USA” and updated information about luxury offerings in the United States.
