Fall Highlights in Travel Trade Engagement
This fall, Brand USA's Global Trade team engaged with travel professionals and industry leaders through exciting events that highlighted the incredible places and experiences the United States offers as a travel destination.
MegaFams
Brand USA hosted two extraordinary MegaFam events, welcoming 90 travel agents from South Korea, the United Kingdom, and Ireland to experience the United States firsthand. Together, they explored 22 states, 35 cities, and participated in unforgettable finale events.
- South Korea MegaFam
Brand USA’s first-ever MegaFam for South Korea, created in partnership with Delta Air Lines and Korean Air, introduced 30 travel agents and 4 travel trade media representatives to four distinct itineraries. Spanning 10 states, participants discovered highlights like the vibrant cities of Los Angeles, Las Vegas, Boston, and Washington, D.C., as well as hidden gems in destinations like Milwaukee. The journey culminated in Seattle with a spectacular finale celebration.
- U.K. & Ireland MegaFam
In collaboration with American Airlines, British Airways, and Aer Lingus, Brand USA welcomed 60 travel agents for six immersive itineraries showcasing 12 states. From the breathtaking national monuments of South Dakota to the iconic Route 66 in Illinois and Florida’s picturesque coastlines, participants experienced the essence of America. The MegaFam concluded in Chicago with a grand finale, featuring an Architectural River Tour and a VIP concert at the United Center.
USA House at SXSW Sydney
Brand USA brought the spirit of the United States to life at SXSW Sydney through USA House, a dynamic activation showcasing the diverse and immersive experiences that await travelers to the U.S. Across a week of engaging programming, attendees enjoyed seven panel discussions, 15 live performances, and hands-on cultural experiences.
Whether chilling out with a desert oasis sound bath, learning to break with the pros (including a special appearance from U.S. Olympic breaker B-boy Jeffro), or enjoying a sunset tailgate party, there was something for everyone across the week. Delicious food, themed drinks, and live music every day rounded out the experience, and USA House was buzzing with thousands of attendees enjoying a taste of the USA.
The week was capped off with a visit from U.S. Embassy Chargé d’Affaires, Erika Olson, who participated in our ‘Dance & Culture’ Day on Saturday, enjoying native dance, Hawaiian hula and hip-hop performances.
Thank you to our partners—Utah Office of Tourism, Travel Nevada, Travel Oregon, ESPN, Visit California, Visit Anaheim, Visit Greater Palm Springs, Delta Air Lines, and Jackson Family Wines—for helping make USA House a huge success.