Brand USA

Connect with us at ILTM Cannes! From December 1–4, Brand USA will join the world’s leading luxury travel brands, buyers, and media at ILTM Cannes, showcasing the depth and variety of luxury travel experiences throughout the United States. Over four days of appointments with key travel trade partners and press engagements with global travel and lifestyle media, our senior leadership team will highlight how America the Bespoke redefines luxury travel, from iconic cities to hidden gems across the USA. If you are attending ILTM Cannes, meet with our team to learn how our new global platform, “America the Beautiful,” is inspiring travelers worldwide and elevating the USA’s luxury travel story.

Brand USA Travel Week is heading to South America — for the first time ever! In 2024, travelers from Brazil, Argentina, Colombia, Chile, and Peru spent $20 billion visiting the United States. To tap into this fast-growing, high-value region, we’re launching Brand USA Travel Week South America, March 15–19, 2026, in Rio de Janeiro, Brazil. Join us for curated programming designed to drive business: - C-Suite Track: High-level market insights with senior trade and media leaders - Trade Track: Pre-scheduled 1:1 meetings with top tour operators and OTAs - PR Track: Media engagement with key travel, lifestyle, and trade outlets Register here: https://bit.ly/3X6kGcD

With America250, the Route 66 Centennial, and the World Cup 2026 all converging next year, the United States is entering a milestone moment for travelers from around the world. Our latest “What’s New in the USA” press release spotlights an exceptional lineup of new openings, routes, and experiences awaiting visitors in 2026. Some of the highlights include: - At The Dollywood Company in Tennessee, the world’s first indoor hybrid roller coaster and white-water raft ride, NightFlight Expedition, debuts in spring 2026. - New nonstop air service from Europe and Asia, including flights from London to St. Louis, Missouri; Dublin to Raleigh-Durham, North Carolina; and Taipei to Phoenix, Arizona. Explore the full press release: https://bit.ly/4hU0ww3

This week, Brand USA President & CEO Fred Dixon joined Tamara Pigott, CDME, Executive Director for Fort Myers and Lee County Visitor & Convention Bureau, to speak at their Annual Stakeholder Meeting and spotlight a community whose resilience after Hurricane Ian continues to inspire our industry. Building on the event theme of Growing Together, Fred shared an overview of “America the Beautiful,” our new global campaign platform, which underscores the importance of meaningful engagement and unwavering hospitality that continues to guide Fort Myers’ recovery and growth. “The heart of this campaign reinforces the unique power of American hospitality and the role of human-to-human connection in building lifelong memories when visiting the United States.” Fred Dixon, President & CEO, Brand USA We are encouraged by the collaboration across Fort Myers and the team’s committed approach to building on this progress. Thank you to Tam and all our partners in Fort Myers - Islands, Beaches and Neighborhoods for your continued leadership and dedication to our shared mission.

Save the Date! Join us on November 18 at 2:00 p.m. ET for the next Brand USA Board of Directors Meeting. This open session is an opportunity to hear directly from our leadership team about: - Brand USA’s priorities for the upcoming year - Updates on America the Beautiful, our global campaign platform - How we’re working with partners to drive international visitation and strengthen the U.S. travel industry Register here: https://bit.ly/4ozoMWL

According to a recent SMARI Brand Health Study commissioned by Brand USA, road trips rank among the top three most in-demand travel experiences driving international interest in visiting the United States. To celebrate the centennial of the “Mother Road,” Brand USA, in partnership with Secretary Sean Duffy and the U.S. Department of Transportation, is spotlighting more than 250 sites of interest through the Great American Road Trip initiative. From where to stay, to museums, quirky roadside stops, and historic landmarks, our latest press release brings together everything travelers need to plan their own Route 66 adventure. Access the full press release here: https://bit.ly/3JMcN99

Last week, Brand USA President & CEO Fred Dixon joined Sherry Rupert, CEO of the American Indigenous Tourism Association (AITA), for a fireside chat on the power of storytelling in travel. Fred highlighted one of the biggest shifts in global tourism today: travelers are seeking authentic experiences that offer connection and a sense of purpose. That is where Indigenous tourism shines. “What’s happening in Indigenous tourism right now is powerful. It is cultural preservation, it is economic development, and it is storytelling at its very best. From Alaska to Arizona, from small tour operators to large destination partners, the leadership and innovation in this room are shaping how the world experiences America.” — Fred Dixon, President & CEO, Brand USA Thank you to AITA and all Indigenous tourism leaders for continuing to inspire how we share America’s story with the world.

Save the date! We’re headed to Amsterdam. Brand USA Travel Week U.K. & Europe 2026 will take place September 28–October 1, 2026 in the heart of Amsterdam. See you there in 2026!

Thank you to all of our partners for joining us across the pond in London for another successful #BrandUSATravelWeek2025!

What an unforgettable week in London! Over four days, Brand USA Travel Week U.K. & Europe 2025 brought together 850+ attendees, including 300 U.S. exhibitors, 230 leading buyers, and 85 media partners from 20 countries. Together, they conducted 8,350+ pre-scheduled appointments, strengthening connections and driving new opportunities between the United States and Europe. From the launch of America the Beautiful to insightful enrichment sessions and in-person conversations, the week reinforced Brand USA’s commitment to innovation, collaboration, and shared purpose as we move full speed ahead in bringing #AmericaTheBeautiful to life. Thank you to everyone who made #BrandUSATravelWeek2025 a success. A special thank you to our Presenting Sponsor, AJB Partner Airlines, which includes British Airways, American Airlines, Finnair, Aer Lingus, and Iberia, for your generous partnership and shared vision that continue to strengthen connectivity between the U.K., Europe, and the United States.